I’m reminded of this as I have spent the last few weeks pretty much obsessed with all things small business and being an entrepreneur. As America and really, the entire world, continues to struggle to overcome the depths of the Great Recession, I find myself spending more and more time reading every bit of entrepreneur and small business publications and blogs as I can find. From the standards like Entrepreneur, Inc. and FAST COMPANY, to digital newcomers such as Bizmore.com and AOL Small Business, I am doing everything I can to try to fully understand the mindset of what the entrepreneurs and CEOs I work with on a daily basis are going through as they work tirelessly to build and enhance their businesses.

So, my thought for this week: Explore. And also: Find new ways to understand those you are serving. America is built on a small-business economy, and many of your clients will most likely be small businesses or regularly work with/serve small businesses, or in the case of a CEO, were entrepreneurs at one time themselves. Reading industry trades and big business publications is great, but to truly understand the man or woman behind the companies that you represent, seek out information and great insight that they are probably reading right now or still check out from time to time to find one or two great innovative nuggets of info from the little guys.

If anything, it will give you a great sense of the spirit and excitement that entrepreneurs must have to succeed, even in one of the toughest economies we will hopefully never see again. Have a great, inspiring week, folks.

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• 11 March 2010 : Exploring with an Entrepreneur’s Mindset
• 11 March 2010 : Television Advertising..Can I have a Bucket please?
• 10 March 2010 : To Reduce, Reuse or Recycle…Your Ads
• 10 March 2010 : Stress Relief for the PR Pro
• 9 March 2010 : Take the next step: Meet in Real Life

JIF Peanut Butter – The College Care Package…
If you haven’t seen this commercial, be glad.

This dreadful commercial depicts a concerned parent sending a care package to her daughter at college. Okay great, I loved care packages in college and I love seeing people get care packages, especially containing JIF Peanut butter. Come on, who doesn’t love peanut butter and hot sauce sandwiches?

Regardless, this commercial depicts a mother talking on the phone with her daughter about nonsense, the birds, the bees, while the daughter is eating peanut butter. A voice over starts “It’s more than the creamy peanut taste, choosing JIF shows someone how much you care.”

Blah blah blah, it’s fricken peanut butter people. Peanut butter doesn’t bring people together, it makes them fat. FAT!! Sorry advertising agency, if someone sent me JIF peanut butter in college, regardless how excited I was to make a peanut butter and hot sauce sandwich, I would not call up my family to tell them I loved them.  And who eats peanut butter out of the jar with a spoon??? Sorry, but we are in an obesity epidemic, I don’t think that should be your message.

Folgers Coffee – The Proposal
Over a cup of coffee…
“Late night last night?” say’s Pa.
“I’m not a kid anymore PA” say’s the Daughter
“I know,” says Pa.
“But you won’t have to worry about that anymore” says daughter, flaunting her new engagement ring.
“I know, that’s what I told Ted the other night when we talked.” says PA

Are you kidding me? People don’t act like that. A more realistic commercial would be the girl showing off her ring and the father throwing coffee at her boyfriend for stealing her away. That would be a great ad for Folgers, “The best part of waking up, is Folgers in his face…” with the little jingle, of course. Seriously, this commercial runs so often I seriously get nauseous every single time it comes on the screen. Who comes up with this crap? Does this scream to go out and buy Folgers? Nope. More like, “You just made me vomit, and now I’m headed to Starbucks.”

Seriously what’s the deal with television commercials these days? I understand advertisers are trying to be more creative day after day, but come on, don’t make us reach for a bucket. What other commercials get you to say “That is the dumbest commercial ever made?”

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• 11 March 2010 : Exploring with an Entrepreneur’s Mindset
• 11 March 2010 : Television Advertising..Can I have a Bucket please?
• 10 March 2010 : To Reduce, Reuse or Recycle…Your Ads
• 10 March 2010 : Stress Relief for the PR Pro
• 9 March 2010 : Take the next step: Meet in Real Life

Reuse – So just how bad is your business?

Perhaps it’s my obsession with not using stale content or maybe it’s my love of a new and exceedingly creative ad, but reusing old ads makes me cringe. More accurately, it makes me skeptical. If I were to see a consumer electronics brand recycle an old ad after a few months of not advertising, my thoughts would immediately turn to how bad their business currently is. More importantly, if I buy a product from a company in these implied circumstances, will they be around to provide customer service if I need it?

Reduce – Why not try this?

If the budget is limited, why not advertise less frequently but invest in developing ads that break through the clutter and make a long-lasting impression? I would much prefer to consume a few amazing advertisements than many mediocre or duplicate ads. Yes, frequency of message exposure is key, but there are many lower- and no-cost alternatives that can be used to supplement brand building during an ad hiatus.

Recycle’s Best Friend – Repurpose

While reusing old ads and recycling the exact same content gets a bit irritating for the audience, there is no law against repurposing. Take the 60-second ad and cut it down into a few super short videos for Facebook and YouTube. Take a still of a frame from the tv spot and use it in a print ad. Stick some links to online content in your e-blasts. Get the idea? I only wish some of these ad reusing brands did. You can still have content that looks new without breaking the bank. And this alternative, while not generating unique content, is better than looking desperate and stale.

As marketing and communication budgets continue to shrink, I anticipate that reused and recycled content is here to stay. But what is the cost to the brand? Is it a loss of consumer faith? The perception of nearing extinction? Or, an implied lack of concern for delivering what the audience wants?

Sign up for the daily PRBC mailing here

• 11 March 2010 : Exploring with an Entrepreneur’s Mindset
• 11 March 2010 : Television Advertising..Can I have a Bucket please?
• 10 March 2010 : To Reduce, Reuse or Recycle…Your Ads
• 10 March 2010 : Stress Relief for the PR Pro
• 9 March 2010 : Take the next step: Meet in Real Life

PR professionals: are your jobs stressful?

I have a good feeling most of you would respond with a vociferous “YES!”

So while we are answering a client call about the CEO not liking that the words “ultimate” and “groundbreaking” are not in the Fortune article he was just interviewed for, making copies of the presentation we have to give for a new client meeting, helping the interns find the fax button on the printer, trying to schedule an interview with a reporter, assembling clipbooks and all the other things we do so well, (sigh) how do we make sure our heads don’t spin off?

Sometimes you need to take five minutes to step away and regain some balance. For me, Twitter and the community I have found on it help me take that “deep breath” during my day. I observe peers experiencing the same things I do and realize we’re all “in it together.” PR Breakfast Club has also been a tight-knit family to whom I can vent and ask advice. CuteOverload.com also relieves some of my stress

What works for you? What’s a good stress reliever during our busy, chaotic days as PR professionals?

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• 11 March 2010 : Exploring with an Entrepreneur’s Mindset
• 11 March 2010 : Television Advertising..Can I have a Bucket please?
• 10 March 2010 : To Reduce, Reuse or Recycle…Your Ads
• 10 March 2010 : Stress Relief for the PR Pro
• 9 March 2010 : Take the next step: Meet in Real Life

It is amazing the bonds that are built without ever meeting someone in real life. I bet you may not have known that PRBreakfastClub was started with some members having never met each other in real life. Last week was the first time we could say we’ve all finally met in person.  However, I do want to reinforce the importance of face-to-face communication and how to take these connections we’ve made online into “real life.”

1. Be open to conversing on other platforms besides Twitter. When I first started tweeting, I realized that my banter with my community was a bit over the top. I started to use Twitter like instant messaging. If there is a lot of back and forth I often direct message the individual suggesting to move the conversation to e-mail to dive deeper into the topic. From there it often organically moves to g-chat. For example, I connected with Kasey because of a blog post he wrote that really got me thinking. We started to e-mail and now he’s my favorite person to go to when I need someone to play devil’s advocate.
2. Share information. Similar to Twitter, use the new platform you’re communicating on to share fun or interesting information. My favorite aspect about G-mail and G-chat is it allows you to add them to your Google reader. This gives you an idea of what they’re interested in and sparks new conversations to continue building your relationship.
3. Attend tweetups. Tweet-ups are the easiest way to break the ice and meet your Twitter community in real life. Some people are very nervous to meet individually. At a tweet-up everyone’s nervous. Oddly enough, I met most of PRBC at my first ever tweet-up: Masquertweet. I was beyond nervous so I convinced my colleagues to come with me. This way I didn’t feel alone and I had a “go to” person in case I needed one.
4. For those that are geographically close and comfortable meeting solo, suggest grabbing coffee, tea, lunch, etc. Unless you’re like us crazy PRBC’ers and make a trip to Boston just to visit our dear friends, Jeff and Jay. Regardless when meeting an online friend alone pick a public place and always meet them there. This may sound cautious or like it’s coming from your mother but you can never be too careful.
5. Don’t be nervous about conversation. Chances are you chat with these people daily, at least Monday through Friday. Use the topics you discuss online to start the conversation. Keep the conversation light and fun. Everyone likes to laugh.

Ever since Masquertweet, I’ve attended a bunch of tweet-ups, went to lunch, or traveled to different cities to meet my favorite online friends. So far my biggest obstacle has been explaining to my family and friends who I’m going to meet and how I know them. My best answer has been “business colleagues.” These are just some ideas that have worked for me. I’d love to hear you’re ideas and experiences.

Sign up for the daily PRBC mailing here

• 11 March 2010 : Exploring with an Entrepreneur’s Mindset
• 11 March 2010 : Television Advertising..Can I have a Bucket please?
• 10 March 2010 : To Reduce, Reuse or Recycle…Your Ads
• 10 March 2010 : Stress Relief for the PR Pro
• 9 March 2010 : Take the next step: Meet in Real Life

So what can executives do to not exhaust themselves in the social space but still have a significant presence in order to build business connections in the social world? Here are some not so difficult tips, some of which have been touched on previously, to get you on your way:

• Start small – choose one platform to be a part of and commit to building your presence on there first, before jumping on one or more new platforms

• Choose the platform that is best for your business – it maybe better for you to use LinkedIn to reach your audience, as opposed to Twitter. Weigh your options on what platform will help you build your business best and commit to it.

• Develop a strategy! Creating a strategy is essential for any foray into the social space. Participating in a social networking site half-heartedly and without a particular goal in mind is a waste of your time and the businesses money.

• If you want business stick to the business – As a brand or business don’t join a network just to tell people what you had for lunch or about how your commute to work was awful. If you are going to use a social networking site for business make sure you be a thought leader in your industry and talk BUSINESS!

• Develop a timeline and stick to it! If you set a goal for yourself on how much time you will dedicate to being an active member of the social community each day and stick to it you will slowly but surely see the positives of social networking.

• It’s ok to ask for help! Although most executives would like to think they are super heroes the reality is we are all human. If you don’t think you are going to be able to find time to meet your goal – ask a colleague to help you out, or “guest post” on your behalf. It’s not a crime if you are open with your followers.

Social media has quickly becoming an everyday part of our lives. In an effort to avoid social burnout start slow, move at your own pace and eventually you will reap the benefits of social media in the business world.

Sign up for the daily PRBC mailing here

• 11 March 2010 : Exploring with an Entrepreneur’s Mindset
• 11 March 2010 : Television Advertising..Can I have a Bucket please?
• 10 March 2010 : To Reduce, Reuse or Recycle…Your Ads
• 10 March 2010 : Stress Relief for the PR Pro
• 9 March 2010 : Take the next step: Meet in Real Life

Branded content isn’t new, but it is evolving.  A “matte release” like the one about Product SuperAwesome, has been an item in the PR toolbox for a long, long time.

The evolution is staggering, as “advertainment” has become a popular industry buzzword, as it truly melds the two worlds of advertising and entertainment.

Chances are, you’ve watched “American Idol” over the years, right?  Do you remember those Ford music videos where the contestants would sing a bad version of your favorite song while doing something vaguely related to driving the automaker’s latest offering?  Then you’ve seen “advertainment.”  (And you’ve probably lost a few favorite songs along the way.)

In the print/online world, the Search Engine Optimization capabilities of branded content are immense.

I recently came across a company called ARAnet, which specializes in branded content in the Web 2.0 space.  They “place” their clients in hundreds of trusted online media sites every day (targeted to their client’s audience, naturally).  We all know that links aren’t equal.  A link from your local daily newspaper carries more authority than a link from “JoeBob’s World Report from the Basement” (Not a real site.  I hope.).

The best part of this is the SEO maximization component.  If you are included on more high-traffic websites, your site becomes more visible to search engine spiders, thus, gets more prominent position in, for example, a Google results page.  And, to keep the chain rolling, a result that is high up on the page has more credibility with users – more so than the paid advertising slots above it.  Hence, Ms. PR, meet Mr. Advertising.  And you two, go grab a drink with Madam Direct Marketing.

ARAnet’s metrics reports, broad-base outreach capabilities and innovative Adfusion program which provides targeted content widgets to high-traffic sites (like Yahoo!), make them a true industry leader in this field.  With major outlets in numerous Top 20 media markets, they are a company on the rise.  I highly recommend you click on their website to learn more about them.  And before you ask, this post is NOT paid for!

As corporate websites, YouTube channels and the SEO phenomenon continue to grow, the general public has more exposure to branded content than ever.  “Watch our commercials online!”  “Click here for Part 2!” “LOOK AT US!!!”

Clearly, with the audience becoming more advertising-savvy, advertisers and marketers are at the precipice of a tactical revolution.

Your Turn: What types of branded content are most effective at reaching YOU?

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• 11 March 2010 : Exploring with an Entrepreneur’s Mindset
• 11 March 2010 : Television Advertising..Can I have a Bucket please?
• 10 March 2010 : To Reduce, Reuse or Recycle…Your Ads
• 10 March 2010 : Stress Relief for the PR Pro
• 9 March 2010 : Take the next step: Meet in Real Life

Bizarro World can occur at any moment in real life too, and it’s an affliction that especially affects flacks and their clients. Here’s what happens when a flack enters Bizarro World: every single news story, every possible current event starts to look like an angle for you and your pitch. It doesn’t matter how illogical or tenuous; you see your assigned product everywhere, important to everything, and necessary for everybody.

Don’t get me wrong; it’s great to love your client. But pitching in Bizarro World isn’t about being passionate or creative. More often than not, it’s a sign of desperation. And it inevitably leads to failure because a flack who’s been Bizarroed isn’t capable of making informed decisions about angles, pitches, and appropriate targets.

Five signs you are trying to pitch from Bizarro World:

1. Cat Fancy is on your pitch list as well as Guns & Ammo. Now, there may be a product out there that is actually suitable for coverage in both those publications simultaneously. But I would rather live in ignorance as to what that product could possibly be. (A gun for cats? A gun that shoots cats? Oh god, a cat shaped gun!?)

2. Any disaster, natural or man-made, seems to you to be the perfect angle for your client. Unless your client is truly able to help the people affected by said disaster or can somehow miraculously prevent such a disaster from happening again, chances are you should let that one go. Anything else seems, well, kind of ooky.

3. You try mightily to tie Obama, American Idol, and the Olympics into your pitch . . . all at the same time. When your client is a microchip producer that isn’t actually involved in any of those things. Trying to piggyback on unrelated hot topics is just sort of sad.

4. You honestly think Oprah is going to be interested in your client, the paperclip manufacturer. Look, I think paperclips are rad, and sure, maybe Oprah does too. But they don’t exactly make the best television, do they? I mean, if you overhear Oprah sighing, “Wish I knew more about paperclips,” then live the dream, my friend. Otherwise, maybe hold off on that one.

5. When you excitedly describe these strategies to your colleagues, they get a little dinner plate-y around the ocular region and sort of mumble under their breath, “Huh. Okay. Yeah. Um. I hear my phone ringing.” If you asked for their input, maybe they’d tell it like it is, but the problem with you, Bizarro Flack, is you’re too manic about your bizarre idea to even pause to ask that.

If you feel yourself slipping into Bizarro World, stay calm. Review your strategy. Ask for feedback and help. Try something new, but make it something smart. Go for broke, but don’t break your reputation or your client’s. Don’t get desperate. There must be something that’s a good fit. But you won’t find it in Bizarro World.

Sign up for the daily PRBC mailing here

• 11 March 2010 : Exploring with an Entrepreneur’s Mindset
• 11 March 2010 : Television Advertising..Can I have a Bucket please?
• 10 March 2010 : To Reduce, Reuse or Recycle…Your Ads
• 10 March 2010 : Stress Relief for the PR Pro
• 9 March 2010 : Take the next step: Meet in Real Life

• 35 tips in 30 minutes (text edition)
• Christina’s Coffee Talk: Rob Guerrera
• The Fate of John Mayer’s Image
• HR’s Grasp on Social Media
• Storytelling Is At the Heart of Effective PR

Enjoy, see ya bright & early Monday.

Until now.

You’re invited to join us for the ultimate chat mixer, taking place this Tuesday, March 9, starting at 8 p.m. EST. Justin Goldsborough, Valerie Simon and I are hosting this party to help people interested in PR and social media forge new connections and build their network.

For this first-of-its-kind party, we’ve received “RSVPs” from:

• journchat
• pr20chat
• prstudchat
• IMCchat
• entPRchat
• u30pro
• measurePR
• Blogchat
• SmBiz
• SmBizChat
• SoloPR
• SportsPRchat
• TweenPR
• HCSM
• icchat

Got questions that you’d us like to ask during the mixer? Share them on Twitter using the #chatmixer hashtag, or leave them here in the comments. On Tuesday, March 9 follow @chatmixer for the questions, details … and maybe even some surprises!

See you at the chatmixer!

(P.S. Even if you don’t currently participate in one of these chats, you’re still invited to the mixer. Who knows … maybe you’ll find a chat to join. Or, at minimum, you’ll make some new friends!)

Sign up for the daily PRBC mailing here

• 11 March 2010 : Exploring with an Entrepreneur’s Mindset
• 11 March 2010 : Television Advertising..Can I have a Bucket please?
• 10 March 2010 : To Reduce, Reuse or Recycle…Your Ads
• 10 March 2010 : Stress Relief for the PR Pro
• 9 March 2010 : Take the next step: Meet in Real Life