PR professionals today need to be multi-talented. We must be able to write and communicate well; to understand and make use of a wealth of digital tools; to move quickly from one project to another; and to measure outcomes — while also thinking and planning strategically. Many of us are also master negotiators: we negotiate on a daily basis with our clients, with partners and with colleagues to gain agreement on implementation strategies. All of these skills make us quite resourceful, and can also play a role in our personal lives. Recently, after a death in the family (my mother-in-law), I was called upon to help plan and implement the memorial service, including develop a memorial service handout; create a memory slide show (to music); write and submit an obituary; and organize the post-service gathering/luncheon. I am so grateful that I was able to tap into my skills to make a difference at such a difficult time. There are many ways that we as PR people can put our talents to work outside of our profession. What are some of the ways that you’ve used yours to help family, friends and your community?

Getting repeat business. In my book, it's one of the most rewarding aspects of being a PR/marketing consultant. And it's definitely a sign of success. It not only indicates that you clearly provide value, but that you are perceived as a trusted partner. Without those two key components, how can any business survive?

When clients come back to me after they've moved on to new jobs, or after a hiatus for any reason, it means the world to me. But how do you position yourself or your company to generate repeat business? According to an article by Tom Taulli in Enterpreneur Magazine, "If you want to generate repeat business, it's essential  to become a trusted source. This means providing top-notch service, being responsive and providing a great value. And it means doing this on a consistent basis." (http://www.bloggingstocks.com/2010/01/17/entrepreneurs-journal-drumming-up-re...

I think Tom nailed it. And this is what else he had to say:  "If you are not getting repeat business, then this is a big danger sign. It's likely that you aren't providing the kind of service customers want."

Whether you own a coffee shop or a consultancy, as I do, repeat business is essential to your success. If it's not happening for you, then you better re-think your strategy. Fast.

I have never thought of my youngest son as a leader in the traditional sense. He isn't overly vocal. He doesn't necessarily command attention. And he doesn't have strong opinions, at least not yet. But he returned from football practice last week to announce (in his own quiet way) that he'd been selected to represent the team at the local Rotary Club's annual football "season preview" meeting. I happen to know that this recognition is reserved for the team's most respected players -- those who teammates look up to. Now I also happen to know that Josh is not gathering the players around at practices or games and motivating them boisterously with words of encouragement -- a' la Drew Brees in his famous pre-game warm-up chants. That's just not his style. But Josh does lead by example. He is as hard working as they come (at least in sports). He never quits, he doesn't take shortcuts, he does things right. And he offers advice, one-on-one, to those in need of it. Apparently others are taking notice of his quiet form of leadership. As a parent, I couldn't be more proud of his work ethic. And it got me to thinking about the different kinds of leaders we see in the business world today. There are those who "talk a good talk," and those who "walk a good walk" -- as the saying goes. There are those who make a lot of noise about what they're going to do, and those who simply get the job done. Which kind of leader are you? And when the going gets tough, which kind of leader would you want to be aligned with? I know my answer. What's yours?

We are all stars in our own right, but some PR executives seek the limelight more than others. Depending on the industry you’re in, or the way your role is viewed within the organization, you may be a PR pro that has been thrust into the spotlight. Take the POTUS press secretaries, for example.

I also think many people get into PR because they see it as an opportunity to be seen and heard — to become “almost famous,” if you will. Through the years, however, my personal philosophy has been to shun the attention. Instead, I’ve chosen to position my clients or the executives within my own firm (when working client-side) as the “stars”-- the experts and thought leaders that are central to the organization’s success. Today, I am seeing more and more PR professionals take on this “spotlight” role. And personally, I don't think this is a good trend.

For those of us who work in the PR “trenches,” such as in solo PR, I believe that building one’s own brand within the marketplace, via platforms such as Twitter and via industry engagement, is important. But I have also seen the question come up as to whether time spent building your own brand is time taken away from client work. I think you have to find a balance. My advice is to always make your clients your top priority. Their brands and their needs always come first. After all, that’s what they’re paying you to do. And cardinal rule here -- never offer yourself up for an interview when a client can and should get the recognition.

How about you? If you’re a PR pro, do you see yourself as the “star,” or as the “star maker?”

It’s been awhile since I’ve posted here, and really, the reason why is nothing new. Aren’t we all running fast and furious these days? As a solo PR practitioner, I’m finding the business world to be rather volatile of late. It used to be that I could predict the year ahead quite easily, mapping out client plans and cash flow projections with relative ease. The last year has been quite different. One minute it seems the economy has come surging back, and the next it feels as though we’ve hit rock bottom again. Through it all, I’ve been very blessed to have a steady stream of work. Yet I’m moving forward quite conservatively out of uncertainty for what’s to come. I’m spending carefully, working harder than ever, and taking nothing for granted. That’s really the way it should always be, and perhaps that’s the lesson to be learned from a down economy.

Have you created a tech cocoon for yourself? If so, that's not a good thing.

Let me elaborate. I have a friend who, for purposes of this post, I’ll call Dee. Although we were once good friends (celebrating many a New Year’s Eve and Fourth of July together, with family and friends), we have become distant over the past few years. And I’m blaming Dee. Why? Because I can’t communicate with her anymore. I must get three or four jokes or chain letters a week from her by email or by text message. Initially, I would reply occasionally, asking Dee how her family was, what was new with her, etc. But all I would get back from her would be another joke, another forwarded email, etc. So I stopped trying. This one-way communication deal simply doesn't work. And it reminds me of a few other tech venues where one-way communication is becoming the norm: Twitter and facebook. The point of of these social media platforms is, well, to be social. Yet most participants just shout out their own observations, rarely if ever engaging with friends and followers. I’ve noticed on facebook, for example, that one of my friends, “Elaine”, is completely caught up in Farmville. Her status updates are all about her latest Farmville “adventures.” I’ve also noticed that nobody ever comments on these “adventures” (possibly because they can't relate). At the same time, Elaine never comments on anyone else’s status. It’s just one stream of Farmville activities after another for her. Why even be on Facebook if it’s all about you?

The point I’m trying to make here is that so many people are living in a cocoon—a tech cocoon that prevents them from getting the most out of the many avenues of communication that we now have available to us. Please, don’t be the guy who has tunnel vision. Look around you. See what others are doing. Ask questions. Engage! Why? You may just make some new friends, or at the very least, you'll do a better job of keeping the friendships and connections that you now have.

We went to the animal shelter today in search of a second dog to serve as a companion to our black labrador retriever, Jet, and to brighten up our lives even further, as Jet has done the past few years. This isn’t the first time we’ve tried to match a dog to Jet’s somewhat peculiar personality (he’s quirky, doesn’t make friends easy). Today, we met a great dog, a chocolate lab named Feeney, who appeared to idolize Jet. Yet Jet wasn’t so thrilled about the whole thing.

As we debate the pluses and minuses of bringing Feeney into our family, I got to thinking about the trepidation that organizations must feel as they go about entering into a new business partnership, such as hiring an outside PR firm. It’s an investment of both time and money. And as I’ve found with pets, sometimes the pet you meet on that first day, isn’t the pet you end up with further down the road. We fostered a yellow lab named Bea last year, for example. She was a friendly young dog: She warmed up to us right away, chased Jet around the yard, and seemed like a perfect fit. After staying at our house for a few days, however, Bea became overly dominant as her comfort level increased. We had to return her to the rescue organization, unfortunately, as Jet became more miserable with each passing day.

When you hire a PR firm, and the outcome isn’t as you expected, what are your options? It depends on the agreement you’ve signed. Often, a 30-day notice is required to end the agreement. On the other hand, sometimes waiting it out a bit is the best answer. I encourage clients to be extremely open right from the start about their expectations, their goals and their marketing plans. I also ask them to tell me their company’s weaknesses, which is critical to determining strategy. In turn, I am also very candid about expectations, and I point to past successes with other clients to show them what I can do. I find that clients that come to me through referrals have a better comfort level in working with me than clients that don’t know much about my work. The trust is there almost right from the beginning. And just like in any relationship, trust is absolutely necessary for the best outcome possible.

How about you -- have you made that leap of faith and hired a new outside resource for your firm in 2010? As I debate my future with Feeney, I’ll be thinking of you...