122 Before sending an email campaign, do a complete audit.

Proofread,
check every link, do a spam check.

123 Using video? Remember the average attn span is 20-30 seconds. Be
professional, engaging & have a clear call to action. Brevity is key.

124 Crisis Checklist - Make lists of leading, difficult & tricky questions that
could be asked & practice answering.

125 Crisis PR - Acknowledge quickly, keep statements factual. Explain rem-

edy plan.

126 Whatever the scale & type of Crisis PR, own it from the start. You can
contain & minimize if you take control early.

127 Customer service first. The customer tells the true story. Make sure you
can support what you’re hyping.

128 Customers have choices and if you’re not consistently vying for their at-
tention, you’ll fall off their radar screens.

129 Daily Newspaper deadlines: every day, usually at the end of the work-
day.

130 Develop a low cost PR campaign & handle in house. PR is a powerful

tool & a successful campaign lends credibility.

131 Develop a mission statement that shows your reason for being and the
value you provide to your customers.

132 Develop calendar of events & make your biz visible in areas related to
potential clients’ interests.

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