"If it were my own money, would I spend it on this project?"

For years I have asked myself this question before making a recommendation to a client. In fact, I included it in a brochure to promote my newly founded business in 1992.

Why ask it? Because if you don't, you risk recommending projects that will make money for you, but won't get results for your client.

Here are some examples from my experience:
Feature Articles – Sometimes a client or prospect desperately wants positive feature coverage, but doesn't have a story angle the media would be interested in. It's my job to let them know – and then think creatively to find an angle I can successfully "pitch" to an editor.
Brochures – My graphic designer associate and I once talked a client out of doing a brochure, and recommended direct mail pieces instead. We probably would have profited more from a brochure, but it wouldn't have worked as well in selling the company's services.
Special events – A major oil company wanted to do a bike race across the country. I pointed out that it made no sense from a PR standpoint to promote a mode of transportation that didn't use their product...gasoline. We developed a different proposal that was more effective as well as less expensive.

By now I have enough experience to have confidence in whether an idea will work. If I don't think it will, I tell the client that "If it were my money, I wouldn't spend it this way." That gets their attention. I used this criterion just last week with a client as we discussed his advertising budget. He appreciated the alternative recommendations we came up with.

In the long run, this is also the best approach for my business's success. When clients get results from my PR efforts, they come back for more!

What Family-owned Businesspeople Learned from Dad and Mom

After I posed a question on The Family Owned Business Network, a LinkedIn discussion group, I found the responses both heartwarming and enlightening.

I started by recounting advice from my own parents:
My dad always said, "In college, learn how to DO something." As an International Harvester farm implement dealer, he was frustrated by college grads with a degree in anthropology or world history who applied for a job. "But what can you DO?" my dad would ask them. I followed his advice and got a journalism degree. I still use what I learned every day.

My mom's advice was, "Don't leave things to the last minute." She said that if she didn't have her Christmas shopping done by October 1, it made her nervous! So from her I learned to organize and meet deadlines. I went through four colleges in 3 years, and graduated early. I'm so glad I did because if I'd graduated when I was supposed to, my dad wouldn't have lived to see it...

Here are excepts of what the responders have said:
Sherman Titens – Do what you will be happy doing, and
try to make a difference.
Teresa Mason – Have fun doing what you do, always conduct yourself with integrity, nurture and respect those who work for you.
Tom Deans, Ph.D. – My father taught me to never confuse my love of "business" with my love of "his business." Not gifting his business to me paradoxically proved to be his greatest gift.
Paul Andrews – Have a passion and belief in what you do, do it to the best of your ability, and be honest with yourself so you can make the best decision for the business.
Danette Kohrs – Gain the strength to never quit. Learn skills in flexibility and problem solving.
Raj Bhattarai – Be in business not for myself, but for others. Always think of others' problems and prosperity.
Rick Thomas – Work hard, be honest and always keep your word.The only way to get ahead in the world is to earn what you get.
Gary Brown – Duty, honor, country, family and only in God do you trust.
Bob Bennett – Subscribe to Benjamin Franklin's adage "early to bed and early to rise." Also, "the words never spoken are never eaten."
Nancy McAuley – Work hard and give to help others. Live by the golden rule.
Lori J. Baker – All my parents' hard work and long hours paid off, and were a good lesson for the kids - my two sisters and I are all business owners too!
Stephen Ford – Running a business takes commitment. Business problems aren't family problems - keep them separate.
Theresa A. Henderson – Write down that idea. Listen, because others ideas can be better than yours. Being honest will carry you a long ways. Do good deeds, go that little extra mile, and when asked how it can be repaid, tell them to pass it on.
Martin Stepek – Letting good people learn from their mistakes usually gets you loyalty and quality in return, two attributes most family businesses feel strongly about.
Norman Craig – If you give your best effort in everything you do, you will be rewarded in life. Treat people with dignity, integrity, trust and respect.
Jeff Noble – The harder you work, the luckier you will be. Luck is really when preparation meets opportunity.
Bruce Clinton – Personal goals are real and should be recognized as so. Don't burn bridges because of pride.

The advice may vary, but what everyone agrees on is that we're glad we learned valuable lessons from our parents. Collectively, we say: "Thanks, Dad!" "Thanks, Mom!"

A Time to Honor our Veterans

Originally called Decoration Day, a date set aside for decorating the graves of Civil War dead, Memorial Day is now a time to honor all of America's war dead. This year the day again started early with a ceremony of the Marine Corps League at Mount Moriah cemetery in Kansas City, Mo.

It was a perfect setting for honoring those lost in two centuries of wars, including the Korean Conflict, often called “the forgotten war.” Participating in the wreath placement were Scott and Candy Wasser, Gold Star parents of Lance Cpl. Christopher Wasser, killed in action in 2004 in Iraq.

On June 3 I will be a guardian on my second Honor Flight, assisting three World War II veterans during a one-day trip to Washington, D.C., to visit the World War II memorial, Arlington National Cemetery, and the Vietnam, Korean and Iwo Jima memorials. It is an honor indeed to escort these notable veterans, a Marine and two Army veterans.

10 Tips for Getting the Most Benefits From Association Meetings

Associations have been very, very good to me. Here are just a few of the benefits I have gained:
• I learned about a job opening at Hallmark during an industrial editors association meeting. The job lasted 11 years. I learned a lot, and made lifelong friends.
• Soon after joining The Central Exchange, I got a lead to the Kansas City Direct Marketing Association, which became a long-time client. That in turn has led to many other clients, including Country Club Bank.
• Even more life-changing, I met my husband Larry while attending a luncheon of the Electric Association.

Getting the full benefit from associations, though, requires more than just attending the occasional meeting. You need a strategy. Here are 10 tips I recommend:
1. Join a few organizations and attend as many of their meetings as you can. It's an investment that will pay off in new contacts and potential clients.
2. Dress in business attire that will make a good impression. Even on "casual Friday" it's not advisable to look like you're planning to clean the garage.
3. Arrive early enough to network. Ask for the other person's card and for permission to send them a LinkedIn or Facebook invitation. When the conversation wanes, simply suggest that you both go mingle some more.
4. On your nametag, write your first name in big, clear letters and your last name somewhat smaller. Most professional networkers recommend wearing your nametag on the right side, making it easier to glance up and read it while shaking your hand.
5. When giving your name, pause a half a best between your first and last name, to give it a chance to sink in. Also have your "elevator speech" ready. When asked what I do, I say, "I make companies famous in a positive way...through the media." Often people will respond, "Oh, public relations!"
6. Sit with people you don't already know. I'm always amazed at coworkers who spend the whole time together, and barely talk to anyone else.
7. While listening to the speaker, think of an intelligent question you can ask. It makes you more visible, and the speaker will appreciate having at least one question to answer.
8. Before you leave, make it a point to introduce yourself to one more person. Often that individual will turn out to be the best contact you've made. For example, Larry Pepperdine was the last person I met at that Electric Association luncheon. The rest is history.
9. Soon after the meeting, follow up with the new contacts you've made.
10. Volunteer for a committee at some point. That's the best way to build relationships with the top people in the organization. And if you become a board member, it will look good on your resume and your LinkedIn profile.

When you attend association meetings strategically, you can gain many benefits. Jobs. Clients. Referrals. Industry knowledge. Friends. Possibly even your future spouse!

What's in a Name? What if you change it?

Your name is your brand, so what happens when you change it? This can be an important issue, especially for women, who may change their last names through marriage or divorce one or more times during their careers.

When corporations change their brand names, they often spend millions on TV advertising and direct mail to re-educate customers. Women certainly can't afford that, but can use less expensive methods. About 10 years ago I created a mailing for two female principals of a consulting firm who needed to notify clients and prospects that they had changed their names, one by marriage and one by divorce.

Recently I suggested to Diane Stafford that she write a column about this issue. Her article, focusing on my experience, appears in the March 28, 2010, Kansas City Star. Read it at http://tinyurl.com/yj2wxy4

In my own career I have changed my last name twice. I started with my first married name, Suzy Brown, while I was at Hallmark, Barkley & Evergreen and my first year at Kansas City Power & Light. Then I got divorced and decided to return to my maiden name, Selby, thinking I would keep it forever. Adding to the confusion, I also started going by Susan because it sounds more professional than Suzy Selby.

But less than three years later, I remarried and changed to Pepperdine. Larry thought it was important that we have the same name, though his three children were grown by then. I told him it was easy for him to say. Unlike me, he didn't have to change his name on 66 records, ranging from credit cards to my driver's license.

Working with the media created another problem since they couldn't recognize me over the phone. When I called a TV station, for example, I’d have to say, “This is Susan Pepperdine. You might remember me as Susan Selby or Suzy Brown...” before I could pitch my story idea.

Some women also have a problem when job hunting. One associate said she thinks she once lost out on a job once because she forgot to tell the prospective employer she had changed her name when she got married. So when they called her previous employer for a reference, the company had no idea who they were asking about. "I learned my lesson," she said, and edited her LinkedIn profile to include her maiden name.

I did the same thing. So if anyone is looking for the Suzy Brown they knew at Hallmark, they'll have a better chance of finding me.

Have you changed your name in the course of your career? What impact has it had on your "brand identity"?

Yes, Virginia, There Is a Snow Poem

This year I have had lots of opportunities to recite the snow poem. It's a tradition in my family that goes back to my mother (Virginia) and her father, a bakery owner in Fulton, Mo.

We're now into the fifth generation with the poem, which my sister Dayle and I long ago turned into a game. When we see the first snow flake, we rush to be the first to call the other one. Each winter we usually come out about even.

Of course, I have also shared the poem with coworkers, and still have friends from Hallmark, Kansas City Power & Light plus many clients who know me for the snow poem. Some even help by alerting me when they see snow so I can call my sister.

Here's how the poem goes:

“Oh, the snow, the beautiful snow, can do no wrong.
Over the housetops and into the streets,
And into the faces of people it meets.
The beautiful snow can do no wrong.”

My dad always said it was obvious the poem was written before cars. About 20 years ago I discovered he was right. (Pop was always right!) I found the poem, with about a dozen more verses, in a poetry anthology. The poet was Joseph Warren Watson, who died at age 23 of consumption in 1872.


What fun family traditions do you have? Do any of them carry over into your workplace?

Happy 100, Hallmark

Working at Hallmark Cards was one of the best things I ever did. I gained lifelong friends along with great experience...and even the opportunity to meet actor Richard Chamberlain when he toured Hallmark while promoting "Hamlet” for the Hallmark Hall of Fame.

I knew 2010 was the century-mark for the company. So when I saw the articles in The Kansas City Star on the actual anniversary, Jan. 10, I decided to write a letter-to-the-editor. It is in the Jan. 20, 2010, edition:

Happy 100, Hallmark

Happy 100th anniversary, Hallmark! When I was growing up in Quincy, Ill., my mother “cared enough” to buy only Hallmark cards, and so did I except for the occasions when I created my own “Smallmark” cards. So I guess it was fate that soon after college I would welcome the opportunity to work at Hallmark.

I often thought what a privilege it was to work for a company that promoted love and caring — something the world definitely needs. When I moved on after 11 years in public relations, sales promotion and Crown Center advertising, I wrote a thank-you letter to then-president Don Hall and received a gracious response.

Now, once again, I say, “Thank you, Hallmark.” Because of Hallmark Cards, current and former Hallmarkers are better people. Kansas City is a more livable city.” And the world is a better place.

I hope success is always “in the cards.”

I have heard from one of my Hallmark friends, Carol Gibson, that she loved the letter so much she posted it on the retiree Web site.

Have you written a thank-you note lately? It will brighten someone's day. As “60 Minutes” commentator Andy Rooney has said: "I've learned that just one person saying to me,‘You've made my day!’ makes my day.”

Besides, it's good PR!