I just found an excellent marketer, in the midst of the myriad of  messages that come my way, including on weekends, while I’m also working at my computer… This is now happening on a daily basis, and it’s been happening long enough now to state it as a trend, rather than a flash in the pan.

From these Emails, I’m also learning a lot. What comes to me, grabs my attention, and inspires me (rather than making me feel like I have to stubbornly stay true to my “old ways” of doing business), is what I will be writing about. To feel lost by the emerging new guard, who are interestingly accomplishing their goals, would be a fatal mistake.

I just had the best one yet come to me, and I’m going to share. Yes, I’m also giving away what yesterday was considered “trade secrets.” Today, with Web 2.0, full disclosure is the new norm; and, my being an older hand at this, I don’t mind educating my emerging colleagues… I’ve said that before on my blog.

I once had someone say to me, as I was guarding a trade secret of my own success, “Don’t worry about being a leader and sharing. Most of the people aren’t even going to pick up on, don’t have your skill set, and it won’t go too far.” “Hum..” I thought, “She’s probably right.”

So, without giving you the Email, I’m going to give you the key ingredients that immediately got my attention and my writing right back to this publicist.

  1. It was only five short paragraphs long.
  2. While a press release was attached, it wasn’t mentioned until the fifth paragraph.
  3. The salutation was friendly, informal, and enthusiastic.
    • Hi Jo!
  4. Paragraph one was not about her client, it was about me.
    • First, I want to tell you that I’ve enjoyed your blog ever since I discovered it – it’s well written and informative. Thanks to you, I know “the rest of the story” about the term “carboy,” and as a writer, I love that stuff!
    • I love how she knows that commas go inside of a quote in business writing, not outside of the quote… A very common mistake. She’s also studied business writing (Gregg Reference Manual, anyone?).
    • This is what displaced journalists are doing these days, and I say three cheers for raising the bar!
  5. Paragraph two, she got to her job.
    • I wanted to introduce you to our team and (more interestingly) a new wine in your neck of the woods…we truly believe we have an approachable yet savvy California red…
  6. Paragraph three, she talked about her team for credibility sake.
  7. Paragraph four, continues about the brand, and also draws her own brand into the mix, as a marketing company.
  8. Paragraph five, a perfect close, drawing it back to the beginning and a hope for the future.
    • I have attached a release with more details. Thanks so much for your time, Jo; we look forward to hearing back from you with any questions or interest! (Oh, and I wanted to add that my husband is a photographer, and he’s constantly finding people using his images online without permission. And you can use up a lot of time tracking those people down! Your post about Copyright infringement is right — with the Internet, it’s like the Wild West.)

Anyone who has done this much homework has concluded that my blog is a perfect fit for her message and client, and she’s made a friend of me, before we even get off the ground.

Public Relations has always been about creating “relations,” who will be there when you need them; but, only when the message and truth collide in a perfect moment.

If you’re a PR person, take note. If you hire someone who does PR, pass this link along. It’s a great reminder for all of us to get human, get real, and get the job done.

Thanks, Naomi Havlen, of The LAB.

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