Europe’s Money Troubles Mean Opportunity For You

Choosing to “beat feet” might cost you plenty next year.

Much of 2011 has been devoted to the emerging financial crisis embroiling Europe. Whether you’ve been following these events in detail or only have a passing knowledge of what is going on across the continent, you’re likely sensing that something will come to pass in 2012. Your feelings that it can’t possibly be good are correct. Then again, Europe’s financial woes mean that some people will ride the wave, even thrive.

How you navigate the European economic tsunami will depend largely on how you react to these and other challenges. You might ask, “How can you possibly see opportunity where others only see gloom and doom?” From my personal experience, that’s where.

Recent Experience

Allow me to share with you a story. In early 2008, before the economy nose-dived, there were signs that rocky days were just ahead. One client was so concerned with what was coming down that he warned me that he might have to pursue another approach to business when the worst eventually transpired. That meant I would likely lose his business or at least a big part of it.

Instead of panicking, this client and I discussed ways to ride out the storm, determining that by staying the course we would be okay. Not in perfect shape and certainly not unmolested by the events of those days, but the smarter for it. We rightly determined that others would overreact and pull back just as we continued our advance. Certainly strategies were overhauled and a new approach was taken.

Our approach was proven right — to this day my client is faring quite well. I’ve also managed to retain other clients by sharing a similar perspective on how to stay focused.

Looking Ahead

Undoubtably, Europe’s financial problems threaten to pull down economies across the world, perhaps making the most recent recession look comparatively mild. I’ve followed some of the possible scenarios and the forecasts are as follows: not good, quite bad and most definitely ugly. Were Sergio Leone still alive, I think he would be proud!

Yet, few of us can afford to wait on the sidelines as Europe and the rest of the world get their acts together. You have to make a living. You must eat. Your children need to be clothed and educated. In other words, much of the demands of today will continue. Why be reactive like everyone else? Why not take action?

Your Approach

Those action steps are not something I can outline for you. I don’t know you well enough. I can’t get into your mind to find out what your hopes and dreams are. Playing it too conservative will mean that you’ll lose out on opportunity. Taking a very liberal approach may prove to be a folly. You’ll have to find your balance and stick with it — making adjustments on the fly and hoping for the best. To stay on the sidelines, however, means you’ll lose.

On a personal note, I can tell you that I’m much more flexible to making change then I have been before. I cannot go into detail here, but I’m open to considering whatever possibilities are out there including taking a radical approach to how I do business.

Is it scary? Sometimes it is. My personal trust in God is what sees me through all of this. I can encourage you to do likewise, but I cannot make you do what you don’t want to do. In any event, I think whatever faith we have will be sorely tested in the coming months with some of our colleagues despairing of hope as the worst of the crisis unfolds. Where will you be in all of this?

Photo: Pedja Mi

Publicists Can Broaden Your Writing Range

2010 just might be remembered by me as the Year of the Publicist.

No, I’m not a publicist. But, I have connected with quite a few people who are over the course of the past few months–professionals who are eager to tap my network of blogs to help promote their clients and/or products. That’s good, because it helps me get my work done.

My main area of writing expertise is in the automotive industry, but I also cover campus and consumer-related topics on various websites and blogs. Any assistance I can get along the way is certainly welcome.

Publicist Defined

So, what exactly is a publicist? I’ll use Merriam-Webster’s second definition of that term to explain: “… one that publicizes; specifically : press agent.”

Publicists can work in any industry. Their job is support one or more clients by getting the news out through various media events, press kits or directly by contacting people who might be interested in that news. Granted, their reason for doing what they do is centered on helping a client, but those who are experts at their craft know that the recipient plays a critical role in disseminating information.

Publicist Assistance

What can a publicist do for you? Many things including the following:

Share breaking news about a company, person or product. This is helpful for me because in order for me to be relevant I need news that is timely. Announcing the release of a new product after the fact doesn’t help my cause. I must maintain an edge in my reporting, something a good publicist can help me accomplish.

Connect you with the source. You can write about someone, but the best thing is to connect with your source directly. A publicist can arrange an interview for you, perhaps much faster than you can pull off on your own. Let the publicist provide an important edge in reporting or story development.

Think outside of the box. The best publicist is the one who goes beyond your needs, perhaps adding a tidbit of information or suggesting an angle for you to pursue as you develop your story. That’s important because you can’t know everything going into an interview. A publicist should be in the loop and willing to help you develop a winning story.

Publicist Problems

Of course, there are some downsides in working with a publicist including:

Publicists get paid for spreading the news. If you pick up a story suggested by a publicist, then they get paid for what you wrote.  That isn’t necessarily a bad thing, but it can mean you’ll be sent lots of irrelevant information.  Too much unrelated data means you’ll have to shift through some nonsense.

You’re not always treated as an individual. I’m amazed that some publicists contact me without making an attempt to get to know me.  I can’t tell you how many times I get queries addressed generally such as “Dear Journalist” or in some other generalized manner. Why bother? I almost always ignore that information.

The gatekeeper who doesn’t lift the gate. I understand that publicists need to protect their clients, but making it difficult to make contact with an important player doesn’t do anyone any good.  Geoff Williams, writing for Writer’s Digest said that sometimes “…publicists forget that they’re not the story.” Yes, sometimes you have to go over a publicist’s head in order to craft your story.

Negative News

Don’t expect a publicist to share negative news about their client. They are in the business to share information that is positive. Off the record, you may get some feedback they wouldn’t say officially, but be tactful by not attributing that information to the publicist.

Build relationships with publicists, not walls.