Communicating with Purpose: What’s bothering you…and what are you going to do about it?Posted in e-newsletter by laura

For several years, these questions have become the heart of many conversations with our clients. You started a business, a practice or a venture to do things better, differently or perhaps, to do something that hadn’t been done before. Whatever was bothering you – you decided to do something about it.

Our client Kathy Kelley, founder of HysterSisters, first did something about it in 1998, when she created online conversations about women’s experiences with hysterectomy. Take note: that was 13 years ago. “Conversation” as a business and communications strategy isn’t brand new with social media – it’s been popularized because it’s never been easier (perhaps too easy?). Conversation – then and now – is the key.

In fall 2009, we were conversing with Kathy about what parts of the business were “bothering” her.  It wasn’t search engine optimization, advertising or click-through rates. Women were flocking to her website. But Kathy felt like they arrived too late. How she could get more women to visit HysterSisters before their surgeries? This was bothering her. What could she do about it?

Over the course of several months, we formed a plan and a team. Our goal was to raise awareness of the importance of second opinions. Call it whatever you like – a social marketing campaign, an informational website, a passalong video, a message platform, a social media campaign – we created a program for communicating about the importance of second opinions. It uses all of those tools and launched under the name “Give Me a Second.” It has been viewed by patients around the world and presented to doctors and women’s groups in North America and Europe.

So, we ask you. What is bothering you, and what are you going to do about it? No matter your industry, your answer will give you something to talk about.

Credits: The “Give Me a Second” awareness campaign was created by HysterSisters in collaboration with Momentum Public Relations, KickSkirt Marketing, and Liberal Media Films’ charlieuniformtango and digitango.

TAGS: Give Me a Second, HysterSisters

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Reflecting on RipplesPosted in e-newsletter by anne

Who knew it? I’ve been Rippling. And Laura’s been Rippling. This month we learned a new name for the way we’ve always led our business and personal lives: a Ripple.

Steve Harper, author of The Ripple Effect, spoke to Freelance Austin this month. He shared the concept of how whenever you make an impact, big or small, then you’ve created a Ripple. Conversely, when you openly share your thoughts and resources, then you will ultimately create Ripples that lead to new worthy connections.

Our Latest Ripple: Last fall a good friend and long-time colleague emailed us on a Sunday afternoon. She serves on a local non-profit board of directors, and that non-profit was in a PR pinch. With a press announcement planned in less than four days, they needed public relations support to pull it off seamlessly. Were we available to help? We said “yes” and then figured out how to make it happen.

The non-profit organization garnered television coverage, radio coverage and a feature in the Austin American-Statesman. We were sent beautiful bouquets of flowers and lovely thank you notes. We couldn’t have been happier to make this happen for such a worthy organization.  It felt good to make a difference and we considered the engagement one of our good deeds for the month.

Then, we were asked to come in and visit with the executive director. We had a wonderful discussion with her, a staff member and the board member that made the original outreach to us. Ripple.

Less than a month later, we were hired to manage an important national outreach campaign for them. Ripple. In his book, Steve discusses three Ripple Rules of business:

1. Ripples can be caused by even the smallest of pebbles.
2. Ripples bounce back to us.
3. Ripples continue long after we can no longer see them.

We did what we thought was the right course of action for a colleague and friend. The Ripple bounced back.

Final take: Don’t put your head under the water. Put yourself out there and see what comes back to you. Sometimes the metaphor will play out very clearly. Other times the rings on the water will blend together and create a beautiful, unique pattern that has no clear beginning or end.

TAGS: Austin American-Statesman, Freelance Austin, Public Relations, Steve Harper, The Ripple Effect

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