Pirozzolo Company Public Relations

Squatty Potty, Scrub Daddy, Amazon Launchpad, Stanley Black & Decker, Other US Innovators Back Invent-a-thon TV Series "Make48" to Spark American Ingenuity.

Some of the America's most innovative  brands like Amazon Launchpad, Squatty Potty, Scrub Daddy, Indiegogo and QVC, plus lead underwriter Stanley Black & Decker are backing Make48, a new invention competition series on Public Television aimed at sparking American ingenuity.

The eight-episode Make48 debuted this fall, has already begun production on Season Two, and is taking applicants for the Season Three competition.  The producers say they hope the show encourages entrepreneurship inspires more Made-in-America products.

In Make48, seventeen diverse teams are given 48 hours to come up with a new consumer product—going from idea to prototype in a televised invent-a-thon. Three winners, picked by judges from QVC, Indigogo, Pivot International and Handy Camel, will get to pitch their products to major retailers. The series is distributed nationwide by American Public Television, Boston, and underwritten by Stanley Black & Decker. Check local listings.

The teams are supported by tool technicians and industry mentors including some of America’s most successful product inventors. Once the top three winners are picked, professionals create prototypes, and produce marketing videos. The competition culminates in a crowdfunding campaign where the products are put before the public.

“Equipped with high-tech 3D printers, digital routers, hand tools, the internet, passion, inspiration, and lots of coffee, the inventor’s products coming out of Make48 might just make it into your home one day,” said Curt McMillan, co-founder of Make48, adding, “This is reality TV that works.”

 “Make48, dubbed, “reality TV that works”, fosters imagination, creativity, problem solving and the inventive spirit,” says Make48 CEO, Tom Gray adding, “Make48's educational product innovation series is more like swimming with a pod of dolphins rather than being thrown into a tank of sharks.”

Stanley Black & Decker is the Make48 exclusive production underwriter. “Both Stanley Black & Decker and Make48 know that the doers, the makers, and the inventors are our future,” says Tim Perra, Vice President, Public Affairs for Stanley Black & Decker, “This show is a reminder that everyone has great ideas. We hope Make48 inspires other individuals to see their ideas through to fruition.”

More than 207 public television stations are airing the show to reach over 90 million households including those in the three top US markets: New York, Los Angeles and Chicago. The series is produced by Outpost Worldwide, Kansas City and presented by KTWU Washburn University, Topeka, KS.

"We're confident that the Make48 series celebrating innovation and problem solving will resonate with a public television audience," said Christopher Funkhouser Vice President, American Public Television Exchange Programming and Multicast Services.

Supporters include Stanley Black & Decker, Amazon Launchpad, Squatty Potty, QVC, Duck Tape. Indiegogo, GoDaddy, ScrubDaddy, The Grommet, the Handy Camel, Wet & Forget, Ace Hardware, QVC, Pivot International. Complete list of sponsors at: Make48.com

Contact: Make48 LLC, Dick Pirozzolo, 617-959-4613, dick@pirozzolo.com

Trump’s Tweets fuel tension with North Korea, as scholars and diplomats seek peaceful solutions at Boston Global Forum symposium

Guest Blog By Nguyen Anh Tuan

Cofounder and CEO of Boston Global Forum

Scholars and international relations authorities gathered at Harvard University recently to urge a diplomatic solution to the US-North Korean conflict and an end to the maelstrom of threats and personal insults. The symposium, organized by the Boston Global Forum (BGF) and the Michael Dukakis Institute for Leadership and Innovation as part of its annual World Reconciliation Day events here and in Japan, was moderated by former Massachusetts governor Michael Dukakis, who cofounded the BGF think tank in 2012.

Among the international relations authorities were Prof. Joseph Nye, Asst. Secretary of Defense during the Clinton Administration, who called for employing soft power diplomacy to reduce tensions with North Korea, and Professor Sung-Yoon Lee of the Fletcher School of Diplomacy, Tufts University, who offered his analysis of North Korea.

Gov. Michael Dukakis told the delegates, when rhetoric overshadows reason, “a single misstep can turn political brinksmanship into a global conflagration. Nowhere is there a greater risk today than with North Korea.”

In keeping with the reconciliation theme, Nye told 20 delegates and journalists, “Reconciliation with friends means one thing, but in the case of North Korea, there is similar second level of reconciliation possible that means reduction of enmity, which is extraordinarily difficult when the President talks about turning North Korea into a sea of fire and fire and fury.”

Nye added, “We must be careful not to mistake reality for rhetoric. The North Koreans are not suicidal. North Korea is extremely rational — and has chosen a set of means to get to an objective of preserving the current regime.” He emphasized that while there is a low probability of nuclear war one must then ask. “is there a probability of conventional war?”

Historically, Nye noted, “The temptation of escalation is always there. If you ask whether the Russian Tsar and German Kaiser intended a war in 1914 in which they would lose their thrones and their see their monarchies dismembered the answer is no. They expected a third Balkan war lasting for three weeks and never expected four years of armed conflict. Moreover, Japan did not act irrationally,” when it bombed Pearl Harbor. “If Japan had done nothing, the nation would have been strangled by a US oil embargo, so they hoped for short war believing it would be better than certain strangulation because of the embargo.”

While political hawks may be tempted, a decapitating strike against North Korea that seizes the nuclear weapons or kills Kim Jong Un does not seem realistic observed Nye, “Hospitality between North Korea and the US goes back to Kim Ill Sung who, in June of 1950, crossed the 38th parallel,” invading South Korea. Though hostilities ended 1953 with an armistice, both North and South Korea are technically still at war. “There have been seven decades of enmity with 100,000 North Korea troops remaining on the border,” and a highly militaristic society.

The hostilities over nuclear weapons began in 1993 when North Korea violated a treaty by reprocessing plutonium, which they at first denied and tried to cover up. When their deception was discovered, the country withdrew from the proliferation treaty rather than abide by its terms because North Korea believes nuclear weapons are the only way to preserve its existence. The North Koreans don’t believe America will treat them normally if they don’t have such destructive power. “So North Korea continues its tests, which included a thermonuclear bomb five-times more powerful than previous devices, and has a stated goal of miniaturizing the bomb so that, in a few years, they can credibly say they can hit the US.”

Is reconciliation possible? 

Cultural commonality and exchanges can contribute to enemies becoming friends, or at minimum a reduction of enmity. North and South Koreans, for example, compete on the same soccer teams, and Kim Jong Un is enamored of American movies and presumably American popular culture.

Nye looked to other historical lessons, pointing to international security communitiesthat have evolved to a point where there is no likelihood of war among, say, the Scandinavian nations or, in Western Europe, where war between Germany and France would be unthinkable today. “There are few examples of democracies, especially liberal democracies going to war. However, there is also no likelihood of North Korea developing into a liberal democracy.”

 “in 1895 the US and Britain almost came to war,” says Nye adding that, “Britain accommodated the US because, with the rise of Germany and Russia, it could not accommodate instability in Europe and also police the Western Hemisphere. So the Brits swallowed their pride and accommodated the United States.”

Similarly, the US and China fought against each other in Korea in 1950 when China crossed the Yalu River and we demonized Red China. In 1964, the US, under Linden Johnsen, contemplated preemptive nuclear strikes against China, but finally by “1971 with Nixon’s visit to China, the US accommodated China to stem Russian influence and maintain the balance of power.”

Is it like the Cuban missile crisis?

“When The US and Soviet Union came close to war during Cuban missile crisis – the positive outcome was to demonstrate that the path we were on could potentially lead to disaster.”
John F. Kennedy responded by delivering a speech in which he said we cannot continue on the path of extreme hostility with the Soviet Union and this resulted in the eventual signing of a treaty to reduce underground testing of nuclear weapons, followed by nuclear nonproliferation pacts with the Soviets such as the SALT and START talks. “While this led to a set of agreements that lowered tensions with Mikhail Gorbachev and Boris Yeltsin, tensions have reversed with current Russian leader Vladimir Putin.”

To negotiate effectively with North Korea, the US needs a reduction of enmity to assess what is realistic. “Appeasement is not a bad thing per se and there is nothing wrong with appeasement if you have assessed your opponent’s objectives and found they are willing to accept the status quo rather the being a revisionist nation that wants to kick over the table.”

What are the goals of North Korea — status quo or revisionist? If we miss-assess the goals, we lay out greater problems for the future. We did not understand Hitler’s goals but with China we can compete and have strong differences by largely accepting the framework of the current order, Nye points out.

“Now if North Korea is interested in the status quo— if they really want weapons to prevent an overthrow of the regime, a peace treaty will let the country grow economically, the nature of their society will change and the matter is relatively easily resolved,” according to Nye, who is quick to point out, “If they really are revisionist, then given the nature of the region, a family dynasty of three generations and a belief that they are the heart of the Korean people and want to unify the Korean people under the North,” then appeasement is not possible.

Unfortunately, US knowledge and its ability to assess the situation in North Korea is limited. Nye, said President Bill Clinton believed a North Korean regime that was presiding over starvation while a nation across the border was prospering would last only a decade. “We were wrong and should admit we do not know much about what goes on inside North Korea. Additionally, we have a record of failure and of US presidents drawing redlines and Americans accepting the unacceptable.” Nye said, adding, “North Korea exploits the power of weakness and uses it to bluff and take risks.”

Nye said, “I don’t see much prospect in the use of force and we can’t wait and let them have a nuclear weapon. In 1994 we contemplated a strike, but the South Koreans said no. Sanctions may have some effect but not get to the core” of changing the behavior of a government willing to see ten-percent of its population starve.

Add that to the fact that China’s ability to solve the problem is limited because President Xi Jinping does not want to cause chaos on its border with North Korea, so the options are not impressive. “However, a China centric approach with gradual reduction of tensions over time could work,” says Nye. The US would assure China of our limited interest in deposing Kim Jong Un, and China would use its leverage to prevent escalating the North Korean nuclear threat. “The US would then gradually relax sanctions and expect North Korea to integrate with the world.”

 As part of the agreement, the US would offer a peace treaty calling for North Korea to stop testing or exporting of nuclear weapons and for their eventual elimination from the peninsula. At the same time, US would retain its deterrence capacity if North Korea doesn’t live up to the agreement. The best argument, says Nye, “The current policy has failed for 30 years so we could take some risks to get a recession of enmity. I propose this as a way to go this but the administration is not likely to follow.”

The Trump factor

Llewellyn King, a nationally syndicated columnist and host of the PBS program "White House Chronicle," took a pessimistic view. He doubted the status quo would hold and suggested that there would be a "hard intervention" by the Trump administration. This, he thought, could be a missile shot down or some other action short of outright war. “Trump he said had been so belligerent in his remarks he must have directed the Pentagon to find a way of humiliating North Korea in the short term.”

Tufts University Prof. Sung-Yoon Lee of the Fletcher School of Diplomacy and an authority on the Korean Peninsula stated that he is not so sure Kim Jong Un will be satisfied with the status quo. “North Korea is a revisionist state whose greatest threat is the fact that across the border we have a legitimate, pleasant alternate Korea that serves as a magnet for 30,000 North Koreans who have escaped to the South. This enormous wealth disparity between two countries sharing a border is the challenge North Korea cannot overcome.”

Lee, who is the Kim Koo-Korea Foundation Professor of Korean Studies at Tufts, added this trajectory does not favor North Korea becoming the legitimate sole government for a unified Korean state and “calls into question why North Korea’s continuing existence is necessary,” in an environment that has fostered South Korean economic development during seven decades of freedom and prosperity. “Most regrettable is the extreme suffering of the North Korean people and crimes against humanity committed by the Kim Jong Un regime, which according to a UN study, have no parallel in the world.” If these conditions are acceptable, then the status quo is extremely better than increasing the risk of war by a US preemptive strike. Will the status quo hold for the next decade and will more Americans reconcile to a nuclear North Korean state across the border of South Korea?

Lee said he expects North Korea to continue to menace South Korea, kill South Koreans, murder Americans from time-to-time such as it did with two officers they hacked to death when they went to trim a tree in the demilitarized zone or when, in 1969, North Korean jets shot down a US spy plane killing all 30 airmen aboard. We did not respond militarily at the time and then four months later the North Koreans shot down an American helicopter, killing three American military people.

Said Lee, “We have spoiled and conditioned North Korea to feel it can get away with murder. We have not put pressure on the regime sufficient to reduce its aggression.” The regime even managed to hold the US hostage by effectively censoring a satirical movie about the assassination of its leader. Sony, producer of the film The Interview, gave into North Korean demands after the regime hacked its computers by pulling the movie from theatrical distribution. In so doing North Korea was able to censor a nation that prides itself on free speech.

Post 9/11, the US Treasury found alternate ways to choke off the money supply to Iran by targeting the banks it dealt with in a bid to get their leaders to the bargaining table. The strategy worked and Lee suggested employing the same treatment with banks doing business with North Korea. Simply put, the US gives the bank a choice, continue doing business with North Korea or face the prospect of not being able to business in US dollars. The banks invariably agree to cooperate and those that cheat, face crushing fines.

Both the banks and North Korea favor the US dollar over other currencies giving the US tremendous leverage on this score and we have seen some progress on the financial front. Lee also believes China is likely to support these measures. “Awareness that this will work is no guarantor of sustained financial pressure. There is always the risk that Trump will accept political expedience over sanctions that will take at least three years to be effective.”

Though solutions to the crisis are not easy, discussions such as those being held by Boston Global Forum, in which cooler heads gather to develop and propose reasoned and peaceful solutions is a step in the right direction.

Nguyen Anh Tuan, author cofounded Boston Global Forum with Michael Dukakis

Established in 2012, The Boston Global Forum brings together, in an open and accessible public forum, an eclectic and engaging spectrum of highly regarded academic leaders, real-world experts, thought leaders, media experts and promising young leaders.

BGF’s mission is to identify emerging threats to peace and stability around the globe, suggest realistic solutions, and identify possible actions that can be taken to avert armed conflict. The Forum’s ultimate goal is to lessen tensions, promote peace and security, and foster conditions that lead to greater social justice and broader economic prosperity.

Delegates are available for media interviews and comment by contacting the Boston Global Forum press office at 617-959-4613 or dick@pirozzolo.com

Gov. Michael Dukakis, Chairman of the Boston Global Forum; Prof. Joseph Nye, Distinguished Professor of Harvard University; Prof. Thomas Patterson, Harvard Kennedy School; Prof. David Silbersweig, Harvard; Prof. Nazli Choucri; MIT, Prof. Ezra Vogel; Harvard, Prof. Richard Rosecrance, Harvard Kennedy School; Prof. John Savage, Brown; Mr. Llewellyn King, White House Chronicle Producer and Host; Prof. Sung-Yoon Lee, Tufts University Fletcher School of Diplomacy; Mr. Allan Cytryn, Former CTO, Goldman Sachs; Prof. Derek Reveron, Naval War College; Mr. Dick Pirozzolo, Media Liaison; Member BGF Editorial Board; Rokuichiro Michii, Consul-General of Japan in Boston, and Michael Pizziferri, Delegate of the Quebec Government Office in Boston

 

 

Can a Commodity Steel Producer in Vietnam Become a Global Brand? Can your B2B Company do the Same?

Intel, Stainmaster, Goretex prove the power of "ingredient" brands

By Dick Pirozzolo, Pirozzolo Company Public Relations

“Building a brand is a long term investment in the financial health of the company.” Prof. John A. Quelch 

Can Vietnam’s leading producer of sheet steel, pipes and girders establish a global brand since the products it manufactures are components that go unnoticed by consumers?

According to Prof. John A Quelch the answer is an unequivocal, "Yes."

Prof. Quelch recently addressed some 40 senior managers of Hoa Sen Group who were at Harvard University to study contemporary marketing strategies—including the latest global branding principles. Harvard Graduate School of Business Prof. Quelch has just been named vice-provost for Executive Education and Dean of the School of Business Administration at the University of Miami.

Sell the Experience

Prof. Quelch told the executives a brand is not merely a trademark or logo; it is an “experience consistent with a promise.” He explained that when Starbucks, which started out in Seattle selling coffee beans to brew at home, expanded to become a global icon, the company did not focus on the coffee but rather on “providing a safe place for women to gather. The coffee is good, but it was secondary to the Starbuck's experience that customers participated in creating.”

Before a brand can rise to the level of a Starbucks, GE, Toyota, Apple, Coca Cola, or American Express to name a few big world brands, it must evolve through three distinct levels. Explained Prof. Quelch, the company must first have a history and a reputation for quality before it can move up to creating user imagery followed by winning over customers so that they come to appreciate the company values and establish an emotional bond with the brand.

Even though Hoa Sen, produces only components for the finished product—ingredients as Prof. Quelch notes—it is still possible to establish a Hoa Sen as a world brand. He pointed out a number of famous ingredient brands that are respected worldwide and showcased as part of the finished product’s quality positioning— Gore-Tex, Shimano bicycle shifters, Dolby Sound, NutraSweet, Stain-Master and Intel are among the examples.

For example, explained Prof. Quelch, Intel, the maker of computer microprocessors, launched the “Intel Inside”campaign to
co-market this internal PC component or ingredient directly to the PC customer. “Intel Inside” became a catch phrase synonymous with speed and reliability.

The same goes for bicycle racers who are assured by Shimano components or homeowners who perceive value in buying a new

Hoa Sen Group at Harvard University

carpet treated with Stainmaster to repel dirt and spills. Even though these ingredients are not immediately obvious, these brands offer convenience, assurance, satisfaction, product differentiation and affiliation. Rather than Hoa Sen, being perceived as a supplier of commodity steel products, Prof. Quelch said the company needs to focus on branding the experience of dealing with the Hoa Sen and its people. “Brands have value especially if things go wrong. When the computer system crashes, and the IT manager can say ‘I chose IBM’ it gets him out of a jam because he chose a brand that everyone recognizes and trusts.”

A number of brands engage their customers emotionally by getting them to feel they are part of an exclusive “club” such as Harley Davidson and American Express. Their products bestow prestige upon their customers who become attached to a larger family. To underscore the point, a Hoa Sen manager at the seminar said he likes to use the American Express Card when he checks into a hotel because of its prestige, and the feeling he will be treated more respectfully. This prestige comes in several levels ranging from green, to gold, to platinum and black—all at escalating prices.

Prof. John A Quench at Harvard Faculty Club

Though GE produces locomotives, jet engines, wind turbines and even toasters, that single GE brand is successful across the entire spectrum of business and consumer markets. In the case of Toyota, however, the market would not accept the company as a maker of luxury cars until it created the Lexus brand, said Prof. Quelch.

For the most part, new markets will accept the brand as is. However, adaptation may be required to respond to local conditions. When Marlboro entered China it also acquired a less costly local brand to tap into a segment of the population that could not afford the pricier Marlboro brand. Likewise, toothpaste companies had to introduce new flavors such as green tea to appeal to Chinese tastes. “Do not adapt for the sake of adaptation," warned Prof. Quelch, "Adapt because you will sell more product at a higher margin.”

And don’t hold back. When HSBC acquired Great Britain’s venerable Midland Bank, it immediately replaced Midland with the HSBC brand “despite protestations from Midland employees who believed the customers would be put off by losing the old name so abruptly.”

In addition to commanding a higher a well-known brand’s price and sales volume will fall less in poor economic times and recover more quickly when good times return. Additionally, brands enhance employee retention, speed distribution and encourage shareholder loyalty. Added Prof. Quelch, consumers do expect companies behind their favorite brands to have active Corporate Social Responsibility programs to channel some of their profits from the higher prices into social good works.

The Seminar was organized Tuan Anh Nguyen, CEO Boston Global Forum a think tank dedicated to the promulgation of peaceful solutions to global tensions.

The biggest brands in the world are: Apple, Google, Coca Cola, Microsoft, IBM, Toyota, Samsung, GE, McDonalds and Amazon.

Dick Pirozzolo is managing director of Pirozzolo Company Public Relations in Boston, a corporate communication firm serving clients in the US, UK, EU, China, Japan and Vietnam. He is active in Vietnam-US business and cultural relations as a member of The Boston Global Forum Editorial Board and coauthor of "Escape from Saigon."

 

Dick Pirozzolo Continues to Foster Positive US Relations, Economic Development and Freedom in Southeast Asia

Dick Pirozzolo: "Vietnam is growing steadily every day."

By

Nguyen Lan Anh

VietnamNet.Vn

Vietnam Net, Vietnam's largest online newspaper, published an interview with Michael Morris and Dick Pirozzolo, authors of  "Escape from Saigon - a Novel" chronicling the end of the Vietnam War or in Vietnam The American War.

Click here to read the original Vietnamese language version 

Saigon View from the Rex Bar in 1995

 Having returned to Vietnam many times since the war ended, communication consultant, journalist and US Air Force veteran Dick Pirozzolo chose trade, culture and tourism to establish a link between Vietnam and the United States. In so doing he has written articles and editorials on the reconciliation between two former foes.

Michael Morris was in Vietnam in 1967-1968 as a US Army infantry soldier and returned with Pirozzolo as part of a Boston Global Forum delegation of scholars, international marketing experts and journalists.

Vietnam Net: Congratulations, you have launched the book "Escape from Saigon -  a Novel” in 2017, what can you tell us about this book?

Mr. Dick Pirozzolo: Putting aside the past is a theme running throughout the book whose characters often come in conflict with their ideologies as they try to move forward. Even though "Escape from Saigon" is fiction it hews closely to historical events as it recounts the lives of both ordinary people as well as officials who are trapped in a city once called The Paris of the East.

The Continental Palace Hotel figures into "Escape from Saigon." While this classic hotel has been upgraded and retains its charm, it lacks the famous veranda where journalists and diplomats mingled during the war.

Some of these fictional characters include Lisette Vo, NBS-TV's first Vietnamese-American reporter who chronicled the fateful events of April 1975, Sam Esposito of The Washington Legend who writes about America's involvement and doing so angers US President Richard Nixon, an American businessman desperate to help his employees flee; Jean Paul Pelleran, a French pub owner, who wishes to remain in South Vietnam and continue running his piano bar, and US  Ambassador Graham Martin who becomes despondent and disillusioned over the April 1975 events.

Mr. Michael Morris: We concentrated on what happened during the last month when the Vietnam War ended on April 30. While the action occurs at that moment in time, reminiscences at Jean Paul’s bar and old newspaper stories are filled with historical events such as the partition of Vietnam that prompted Jean Paul to leave Hanoi for Saigon in the mid-1950s, or Sam Esposito who, before arriving in Vietnam in 1963, meets his old high school friend Billy Freda for beers at Mory’s in New Haven right after Billy returned from a year in Vietnam.

The Vietnam War was a major event in the lives of an entire generation of Americans who witnessed the war firsthand and had to deal with its aftermath. In our case, when we returned to the US we became professionals – I became a journalist in New York, and Dick became a journalist and media consultant in Boston. Even though the War ended 42 year ago, it is a permanent part of who we are.

Vietnam Net: As far as I know, a lot of American veterans have been writing about the war and the events of April 1975. What makes your book different, special?

The former US Embassy in Saigon remained vacant for over two decades before being razed to make room for new development in Ho Chi Minh City

Mr. Dick Pirozzolo: We have gotten a lot of praise for creating a unique work of fiction for example Winston Groom, author of "Forrest Gump," said, "Escape from Saigon offers a vivid unvarnished vision of the war-torn lives of people trapped in the capital.”

Casey Sherman, author of The New York Times Bestseller "The Finest Hours" and "Boston Strong" called, "Escape from Saigon … a sweeping saga in the tradition of Michener and Clavell.”

Llewellyn King, producer and co-host of PBS-TV's "White House Chronicle,” added, "Escape from Saigon is exceptional in its authenticity, with descriptions of Saigon that are in the tradition of American author Graham Greene's The Quiet American. "

Vietnam Net: You both recently returned to Vietnam with a Boston Global Forum Delegation of journalists and scholars. How did returning to Vietnam make you feel?

Mr. Michael Morris: For me personally, it was a meaningful trip. I did not know what to expect and did not know what my feelings would be. I could not even imagine seeing all that was new since I served in the country in the 1960s. And, finally I felt very satisfied. Like many American soldiers returning to Vietnam, I came here with an eye toward the future and was very happy to see the Vietnamese wholeheartedly welcome us. They are kind, treated me very well, invited me home for dinner. I was very much pleased with the experience.

Mr. Dick Pirozzolo: I have returned to Vietnam many times striving to cement relations between Vietnam and the United States. As part of my work, I became the media representative for Mr. Le Van Bang, Vietnam's first ambassador to the UN and later to the United States. Additionally, I’ve written articles and editorials on United States-Vietnam relationships and how they benefit both peoples.

Children peer into a US tank turret at a war museum in Saigon

During one of my trips to Vietnam I visited the Cu Chi tunnels outside of Saigon. One of the guides spoke in a very distinct American accent, that of New Jersey. When I asked him about it, he explained, “During the war, we took everything the Americans brought here including English which I got from listening to the US Armed Forces Radio and TV.”

 A fictionalized version of that tour guide appears in "Escape from Saigon,” arguing with one of the American characters over who in 1975 was the best pitcher in American baseball.

Vietnam Net: “Although we should not be not allowed to forget history we must live for the future.” What do you think of the message?

Mr. Dick Pirozzolo: The war ended 42 years ago, and I am confident that we are on track to further tighten relationships between the US and Vietnam. Those who are 30 years old or younger, know Vietnam only as a developing country, not a war and, overall, two-thirds of Americans were born after the war ended on April 30, 1975. This is similar to the Vietnam where 60 percent of the population was born after that historic milestone.

Since the 1990s, Americans have seen Vietnam as a market to promote brands and as a travel destination. According to government statistics, 400,000 people in the United States and 100,000 people in Canada are expected to travel to Vietnam this year.

Vietnam Net: Did you know that President Donald Trump has announced his visit

Ho Chi Minh City's iconic hotel

to Vietnam in November to attend the Asia Pacific Economic Cooperation Summit.

Mr. Dick Pirozzolo: That is a positive step. I had the opportunity to work with many Vietnamese leaders during the 1990s. At that stage, Vietnam was working to reconcile and begin trade relations with the United States as a Most Favored Nation.  I believe we will continue to develop in a positive direction. More and more Americans choose to buy Vietnamese products such as clothes, rice and coffee in large quantities. Moreover, the cultural and academic relations between the two countries are rich and multi-dimensional.

There is no debate, now is an important moment for Vietnam to become a closer partner with the US, playing a greater role in the maintenance of peace and stability in the region and the balance of power in the Pacific

Mr. Michael Morris: Economic relations are a very important bridge in international relations. I know American companies are increasingly looking to Vietnam to do business, and in so doing will help to boost your economy.

More people from our generation, veterans have brought their children and loved ones to witness Vietnam with their own eyes—a country that has a significant place in American history.

“Escape from Saigon – a Novel” is available on Amazon.com.

 

Trendy shops and cafés are emerging in Ho Chi Minh City

All images appearing in this article are protected by Copyright ©2017 Dick Pirozzolo. All rights reserved.

Boston Global Forum Airs Cyberwar and Fake News Issues During Latest Symposium at Harvard University

 

John Savage

Some of the world's leading experts on cybersecurity and fake news convened in Cambridge to discuss the growing threat of computer warfare—more specifically, computer hacking, the intentional spread of “click-bait” fake news, and the political and personal motives behind them.

The symposium was held at the Harvard University Faculty Club in connection with the 2017 Boston Global Forum G7 Summit Initiative titled:  Prevention of Cyberwar and Coping With Fake News.

Brown University Professor John Savage discussed the importance of tracking computer hackers in order to prevent cyberwar and stated without equivocation that Russia was resposndibe for hacking the DNC.

  Mikko Hypponen, Chief Research Officer at Finnish computer security company F-Secure presented five types of computer hackers and how he tracks them and their Internet crimes.

Mikko Hyponen

They are:

White hat hackers who help corporations and government agencies identify and eliminate vulnerabilities,

Hactivists who break into computer systems as a form of protest,

Organized crime, which is motivated by greed and responsible for some 400,000 daily attacks,

Governments that engage in espionage, considered acceptable Internet behavior while hacking foreign corporations to steal intellectual property is frowned upon, and

Extremists, such as ISIS, the use the internet to cause harm as well as to recruit sympathizers.

Hypponen pointed out that cyber criminals are often undone by their own vanity, pointing to the alleged Toronto-based Yahoo hacker Karim Baratov, who was tracked down after showcasing his lavish lifestyle on Facebook by openly posting images of his luxury cars and watches.

The Yahoo subscriber hack cost the company $350 million in the sale of its assets to Verizon.

Thomas Patterson

Similarly the emergence of fake news, threatens global stability and democracy in the digital age. Harvard University Professor Thomas Patterson observed that even though the idea of “fake news,” was popularized by President Donald Trump, it has been around for a some time. During the 2016 presidential election, fake news circulated on Facebook exceeded real news coverage of the election.

According to Patterson fake news has become such a phenomenon because it is rooted in our deeply divided partisan political culture in this country in which people look for information to support their own biases and political beliefs, rather than being open to opposing stories. The unconscious engagement in selective perception allows members of both political parties to solidify their own worldview and maintain sometimes-blind partisan loyalty by voters who do not bother to check the “facts.”

Fake news is flourishing due to diminishing source credibility. Fewer people subscribe to legitimate newspapers, while more people are getting information from online posts on social media that are both true and false. This increased reliance on the Internet reliance contributes to public distrust of traditional media outlets. When the voters do not trust the media, they are more willing to trust alternative sources.

Repetition enhances the impact of fake news. The more individuals are exposed to a story, true or false, the more likely it is that they will believe it to be true. When fake news goes viral—often achieved by “like farms,” where people are paid to “like” fake news stories on Facebook to get them trending—people are exposed to the same link repeatedly, and as a result, are more inclined to believe it.

Fake news is spread by professional social influencers backed by their own political motives working every day to intentionally mislead the public and therefore influence voting and opinion polling outcomes. Patterson underscored the importance of nipping fake news at the source. Most fake news is generated by small, illegitimate websites, that are driven by online robots or “bots” that permeate the Web with the falsehoods. Patterson suggested that, as a society, strengthen the voices of reliable, sophisticated, news media, while encouraging bipartisan voices because fake news flourishes in a polarized political environment.

Dick Pirozzolo, a member of The Boston Global Forum Editorial Board and coauthor of "Escape from Saigon-a Novel" set in Vietnam during April of 1975 noted, "The novel underscores how cumbersome and slow news gathering and dissemination used to be. Forty years ago all Americans depended on only three national TV networks and at most two national newspapers creating a commonality of information.  Cable news and the explosion of media outlets is only hinted at in the novel that focuses attention on the media during the Vietnam War—dubbed 'America's first television war.'"

Gov. Michael Dukakis, Boston Global Forum chairman and cofounder  with Tuan Anh Nguyen, opened the session with honored guest Nicola De Santis, Consul General of Italy in Boston. 

For additional observations on Cyberwar and Fake News visit: THE BGF-G7 SUMMIT INITIATIVE

The Boston Global Forum was established in 2012 with the purpose of identifying threats to global stability and forming realistic solutions among academics and experts. According to the Forum’s website, its mission “is to lessen tensions, promote peace and security, and foster conditions that lead to greater social justice and broader economic prosperity.”

 

PR & Crisis Management Pros: Can you handle a SIMAD attack?

At the end of 2015, our financial services industry friends — foreign exchange (forex) brokers, traders, trading platform developers and financial technology companies — were hit by a tsunami of DDoS attacks.

Luckily the DDoS or Distributed Denial of Service attacks that recently shut down more than a few financial and forex trading sites are pretty crude. Says futurist Ted Gordon, “DDoS hackers have been around for a long time. They simply send so much data at one time that they are able to overwhelm the system and bring it, and customer access, to a screeching halt.”

The defense: build a bigger a pipe.

For example, FCM360 (www.fcm360.com), a secure ecommerce network provider and managed cloud hosting service, increased all of its upstream ISP bandwidth to repel attacks of up to 20 Gigabits per second internally.

“Additionally FCM360 contracted with security providers to increase its DDoS prevention capability to over 300 Gigabits per second in New York and London. This means we can withstand and mitigate nearly all current DDoS threats targeting the financial services and e-commerce industry,” says Jubin Pejman managing director

But Gordon, whose clients have included NATO and other international government entities, says that while DDoS attacks can be repelled “by building a bigger pipe, I worry about the future when a sophisticated lone-wolf SIMAD terrorist decides to penetrate the financial sector or the power grid for that matter."

SIMAD stands for Single Individual Massively Destructive.

Gordon, the lead author of “Lone Wolf Terrorism Prospects and Potential Strategies to Address that Threat,” sees us “in a race between the destructive capacity of an individual who can inflict harm on the level of, say, putting out all the lights on the Eastern seaboard, and the tools of detection and interdiction that might be available to thwart such efforts.”

To detect and stop such individuals Gordon believes an algorithm, using data from many different sources, will be developed to asses terrorism risk. The algorithm will produce a “risk number” similar to FICO scores that are based on debt collection and payment information and use a complex formula to determine an individual’s credit risk. “The terrorism database will be much larger, include more factors and, if proven statistically and used cautiously, could serve as a predictor of terrorism risk,” says Gordon.

“The data are likely to use facial recognition in new ways. For example, as someone enters the US, his or her passport photo might be matched to photos from a security camera near a restaurant in Brussels that is a known hangout for terrorists and shows the individual meeting with suspected terrorists.”

He added that law enforcement can also be expected to penetrate trading and ecommerce systems to test for reactions. This can include “fake trades” to learn whether our financial systems can withstand a large scale, sophisticated attack. Sources say TJX, for example, didn’t know its computer system had been breached until the FBI alerted the company. And, even after the company swept its system, hackers were able to leave behind a small bit of undetected code that continued to pirate credit card information.

Though sophistication and risk of devastation may increase, motivations will remain pretty much the same: “Greed, terror, or just proving one can break in to cause embarrassment,” says Gordon.

What does this mean for  the public relations advisor and crisis manager?

As PR pros we have to be astute observers of the shifting balance between organizational transparency, access, civil liberties, and public safety. In times of stress or fear the pendulum can swing toward putting safety above constitutional protections. PR pros need to caution clients against overreach. When the pendulum swings back the organization will face legal and public perception backlash.

One of the most fragile and perhaps outdated systems we have is the power grid. Could terrorists or foreign power take down our electric grid, as Ted Koppel speculates in a new book, Lights Out: A Cyberattack, a Nation Unprepared, Surviving the Aftermath. Despite our best efforts to protect our own systems and data, an attack against the power grid will eventually bring down all our access to information and communication.

Think low tech too.

While you may have set up terrific communication systems that take full advantage of twitter and other social media outlets to instantly respond to customer concerns, community worries and employee needs, what do you do if the power grid is down or your data center is flooded? Make sure your disaster plan includes essential elements. Maintain a paper notebook with key political, senior management and media phone numbers and addresses. Establish a prearranged off-site meeting place for management and essential employees in the event of a major disaster. Make sure folks know how to initiate a pyramid alert plan. Have at least one hardwired phone that does not depend on an outside source of electricity as phone lines may be operative during an outage.

Pirozzolo Company Public Relations advises: one of the biggest mistakes corporate chiefs make during a disaster is to respond to media questions that are outside the scope of the organization's responsibility. If the building is ablaze, flooded, or a violent crime has been committed on premises or the FBI is investigating a cyber attack, let public safety and law enforcement officials respond to the immediate media questions. There will be ample time for a thoughtful response to the media on how the company will recover and what protections will be put in place to prevent a recurrence. Learn some simple deflections such as, "The FBI is involved, and we do not want to jeopardize their investigation," or "Let's focus on the fire department getting the blaze under control, I'm glad all out people got out without injury," or, "An arrest has just occurred and, in the interest of protecting the privacy of our employees, please direct your questions to  local law enforcement."

“Lone Wolf Terrorism Prospects,” by Ted Gordon, Elizabeth Florescu, and Yair Sharan, is available in paperback at Amazon.com or as a downloadable PDF file at www.lonewolfthreat.com.

Cyber Threats to Intensify Says "Cyber Security 2016" Report from Boston Global Forum

“While cyber-security measures continue to evolve positively, cyber threats from crime, terrorism, militarization, espionage, and censorship will continue or worsen in 2016.”

That’s how Boston Global Forum sees the future of cybersecurity in a just-published report titled “Cyber Security 2016” aimed at helping government, business leaders and individuals effectively deal with increasingly sophisticated and frequent cyber threats.

Cyber Security 2016 was published to coincide with the first annual Global Cybersecurity Day, to be held each year starting at noon, December 12 or 12-12-12. As part of the first Global Cybersecurity Day, policy makers, scholars and experts convened at Harvard University to air latest cyber security issues and announce publication of Cyber Security 2016.

“Conflict over cyber security will increase between the West and the states and criminals from which cyber threats emanate." This includes individual and terrorist groups from China, Russia, Iran, North Korea, India, Pakistan, Brazil, Argentina, and many developing countries, according to the report.

“Increasing technical sophistication and vulnerabilities in infrastructure, military systems, industrial control systems, the internet of things (LoT), machine-to-machine (M2M) communications, and mobile platforms will increase opportunities for states, criminals, and thrill-seekers to discover zero-day vulnerabilities and benefit from cyber tactics. 

“Individualized encryption and the use of crypto-currencies such as Bitcoin will continue to facilitate anonymous crime and terrorism, and thereby complicate the cyber-security landscape in 2016.” 

The report calls for a number of solutions including secure backdoors for legitimate governance and additional regulation of crypto-currencies.

For the individuals, business owners and professionals, the same advice still applies: practice good cyber hygiene. That means changing passwords frequently and, despite warnings to the contrary, do not use obvious passwords such as “1234” and birthdays. Though most folks say it can’t happen to me, savvy Internet users still get duped into responding to email requests for bank account and Social Security numbers.

Corr Analytics of New York contributed to the writing of this report. Corr Analytics was founded in 2013 and provides analysis to media, nonprofit and business clients, with a focus on strategic and international political risk. 

A complete copy of the 40-page Cyber Security 2016 report may be downloaded at: 2016 Report 

As part of the Global Cybersecurity Day program at Harvard, Germany’s Chancellor Angela Merkel and Vietnam’s Prime Minister Nguyen Tan Dung were named World Leaders for Peace, Security and Development and Japan’s Prime Minister Shinzo Abe received the World Leader in Cyberspace Award. For Prime Minister Abe’s acceptance speech click here. Consul General Tsutomu Himeno accepted the award on behalf of Prime Minister Abe from gov. Michal Dukakis, co-founder of Boston Global Forum.

Global Cybersecurity Day was created to inspire the shared responsibility of the world’s citizens to protect the Internet’s safety and transparency. As part of this initiative, Boston Global Forum also calls upon citizens of goodwill to follow it's Ethics Code of Conduct for Cyber Peace and Security (ECCC). 

You may also be interested in Dick Pirozzolo's article:  DDOS Attacks Threaten Foreign Currency Exchange in E-Forex Magazine.

Boston Global Forum, a think tank, with ties to Harvard University faculty, includes noted scholars, business leaders and prominent journalists among its leadership.

Guest Blog: Testimonials Add Punch to Your Marketing

By Kimball Wallace of Wallace & Washburn

Testimonials are working better than ever before and we have the Internet to thank, even though the reason testimonials work so well dates back to cavemen days.

Early on our brains learned that stories were critical to survival.  If a fellow hunter told you a well was poisonous or the red berries made you sick you paid attention or paid the price.

 Fast forward to the Internet which has now trained our brains to scan data at an ever-increasing rate and absorb packets of information really quickly — especially if the information is credible, relevant and well presented. A strong headline still grabs attention surprisingly well.

 Consider testimonials from true believers in your brand. If you want to add punch to your company or organization’s story, record the testimonials and present them along with photos of your supporters. Post them on your Website, include them in blog postings and e-mail them to contacts and stakeholders with grabber headlines.

 A well-edited, 60-second sound track with one or more headshots works great.  Production values matter, but if it’s too slick it looks like you have money to burn and credibility goes down. These days, thanks to Final Cut Pro, you can get 8-10 audio testimonials produced for less than the cost of one video spot.  Don’t hesitate to call me for details.

 Here are some tips on how you can use testimonials to build and motivate your fan base that came from our experience with not-for-profit organizations. These principles apply equally—whether you are selling soap or social services.

1. Use Headline Quotes That Stand Out

“The kid’s mother gave up drugs and prostitution. It  turned both their lives around.”

RISE Education

 For Children of Incarcerated Women

Ned W., Engineer, Providence Rhode Island

https://www.youtube.com/watch?v=QYpYNm0j2X0

 

Find interesting, emotionally involving quotes. Without a strong headline, peoples’ eyes will tend to just skim over it. Every person has a powerful message if you ask the right questions in the right way. I used only seven questions to create these testimonials. The powerful headline above was viewed five times more often on YouTube than one of the weaker ones we rejected.

  2. Use Audio Tracks with Pictures

"My affection is for what I learned and how it helps me daily. We’ll leave them our estate."

COLUMBIA UNIVERSITY

Lisa M., Journalist, New York City

https://www.youtube.com/watch?v=eoe8WVwSJUU

 

Use audio sound tracks with a photo of the person, not videos. Videos are expensive and a “horror show” to edit. Unfortunately, Murphy’s Law says all the great lines will be located (spontaneously) in the middle of sentences, so you can’t edit out the best tidbits without the person’s face suddenly jumping. Besides, most people don’t present well on video. However, everyone has at least one or two good photos.

 3. Forget About Scripts

" I was the recipient of great largesse.  I am forever, forever grateful.” 

SIMMONS COLLEGE

Sue B., Management Consultant, Boston, MA

https://www.youtube.com/watch?v=_eLkuXpLXzU

 

 

Don’t use scripts and don’t send the questions out in advance. Your subjects will either read their answers or try to memorize them. Just tell them you’re especially interested in the emotional feedback. If listeners get the impression that the testimonials are “staged” they’ll click them off faster than a bad TV commercial.  You can tell instantly that Sue’s spot (above) is spontaneous. (Who says, “Oh Boy” these days?)

4. Remember, ‘Tune Out’ Happens in Seconds

“I give despite the fact that I don't have pleasant memories."

DANA FARBER CANCER INSTITUTE

 

Glenn R., Psychologist Des Moines, Iowa

https://www.youtube.com/watch?v=dPeGlBmoPq8

 

 

The ideal length is about one minute or less, but an interesting story can go longer, like Ned who gives to help the children of incarcerated women get educated. (Have some Kleenex handy.) Remember, most TV commercials are 15 or 30 seconds, so people will start tuning out if it’s too long or isn’t very compelling. Their brains are trained to wander after half a minute.

5.  Emotions Matter Most

"It better be a damned good use. I'm not going to donate if I feel fluff!" PACE UNIVERSITY

Nick F., Advertising Executive, Philadelphia, PA

https://www.youtube.com/watch?v=YGaSBPgkZcw

 

 

Emotions matter most and without an emotional “feel” they will fall flat. However, a little logic adds bonus points. Our research shows that most giving and buying is emotional (50-65%), even in B2B among buying teams who are extremely concerned about the emotional impact their “buy” will have on employees, processes and potential outcomes.

In fact, our recent global technology study with IDG Connect reveals that vendors who fail to address the emotional impact in their offerings (digital content, conversations, social media, proposals, collateral, etc.) are significantly less likely to make it to the short list.

In the coming years, watch for a dramatic increase in emotional B2B messaging, including the use of testimonials. 

6. Offer Anonymity

Offer anonymity. Many people will open up more if they aren’t going to be directly associated with their stories. Give them complete anonymity if they want, or perhaps partial with just their first name and possibly a last initial. In B2B it’s much easier to identify supporters by name. In philanthropy and with consumer products it’s more difficult.

 7. Use the Pros

Use outside professional interviewers and editors, not in house staff. No one will ever remember that you saved two thousand dollars if they’re a “bust.” If the editing isn’t professional quality it will reflect poorly on you. Be sure to edit them carefully so people come off as intelligent and articulate.  The worst outcome would be to alienate a valuable customer or prospect.

8. Remember, Involvement Takes Time

Like they say, “Rome wasn't’ built in a day.” Neither is a good testimonial campaign. Produce lots of stories. They build interest and involvement over time. The key to success is candid, interesting stories so people look forward to them.

A few years ago we did a testimonial print campaign for Cape Cod Hospital to help improve its image. We ran testimonials every week for a year in the local newspapers. One year later research revealed a dramatic improvement in the image. Philanthropic giving also went up.  We’ve had positive results for Universities too as well as Public TV and Radio. Our testimonial “Think Again” campaign of 10 spots for WGBH Boston generated a 91% increase in “white mail” within four weeks. It was then rolled out successfully into other markets.

9. Offer Final Approval

Offer your participants final approval. This will help them relax, knowing that they can always make changes to their final testimonial.

10. Post Them Everywhere

Be sure you post your testimonials wherever possible, in e-mails, social media, on your website, adapted for print for mailings, articles and/or small space ads in magazines, and so forth.

You will find that a testimonial camapign is one of the best investments you can make to stand out in today’s fast paced Internet world. I’ve personally been involved with dozens of testimonial campaigns and my clients have never had a regret… because testimonials work.

For the complete article or for more details click here:

            Kimball Wallace

            kwallace@wallacewashburn.com

            781-235-8882

 

Yes, You Can Get International Press on a Budget, II

Part II of a two-part series covering global media relations strategies and tactics 

In our first installment on getting international press coverage without busting the PR budget, we covered the basics of identifying and wooing the international press corps from two perspectives: how to get foreign journalists interested in your activities here in the States and how to get press attention when you are overseas – at trade fairs, signing a deal or opening a new operation in a foreign country.

Part II offers advice on how to get inside the overseas PR community and the journalists' inner circles where you can build long-term relationships with leading press people.

                                                     
       President Obama made news when he visited  Jakarta, Photo by Dick Pirozzolo © 2010

For starters, when you know you know your company will be taking part in a trade fair or event in Jakarta, Tokyo or Paris one of the easiest ways to start developing relationships with editors and reporters  is to ask the editor of a US daily newspaper or trade magazine for an assignment to cover the event in which your client is participating. Ask for a letter indicating your role as a reporter with that particular media outlet. The letter will be a door opener. At a trade event, having media credentials will get you into the pressroom and direct access to reporters you want to reach. Just be subtle and not too pushy or you will lose credibility. If you are acting as a journalist in addition to your PR duties, disclose your client relationship when interviewing sources for a freelance article at an international event.

Before you go, join the Foreign Press Association of New York at 333 East 46th Street, 
New York, New York 10017. FPA accepts associate memberships from US public relations professionals and organizes topnotch events with leading journalists such as Chris Matthews of MSNBC’s Hardball who was the keynoter at a recent event and Steve Kroft of 60 Minutes will be speaking at an upcoming dinner. Telephone 212-370-1054 or email 
Fpanewyork@aol.com to inquire about membership. The FPA will also issue you a press pass.

 Online media directory resources include Mondo Times at http://www.mondotimes.com, and subscription Media Database services such as PR Newswire’s Media Atlas provide overseas media contact information. PR Newswire will also translate news releases with 24 hours advance notice. The New York and Washington, DC bureaus of overseas media outlets will – most often – gladly provide you with press contacts overseas and may even help you by making introductions.

Need a photo in Indonesia?

Internationally, local newspapers are a great resource for getting publicity photos taken. Most staff photographers are happy for the extra work and, if the photo warrants, will submit it to their own newspaper for publication. Similarly, AP provides a worldwide photo service that is convenient but generally costs more than going directly to a local media outlet and asking to speak with someone in the photo department.

 Of course, local PR expertise is worth a great deal when expanding your PR efforts abroad. If the PR budget is not sufficient to hire a local firm for an entire project, many PR industry professionals will gladly offer a few hours of    consulting to help navigate the local media waters in their country.

 For example, we learned from our affiliate in Indonesia that sometimes the rules of “earned media” don’t apply overseas. N Mark Castro of Asia Leads in Jakarta explains,

 “Insofar as print media is concerned, sadly, in Asia, envelopmental journalism is rampant. This is not endemic to Indonesia. It applies to the Philippines, Malaysia, Singapore – the more refined the media, the more refined the "gifts." But minor media platforms tend to receive and print materials they deem newsworthy, as long as their relationship with the PR person is solid. This is where relationships play a crucial role.”

 In Asia, press clubs provide a remarkable service by helping newcomers get the lay of the land, learn the issues and rub elbows with local and overseas press. Castro, whose wife Kathy is with CNN, points out that, most foreign companies tend to partner with local PR agencies that are members of international associations such as the Jakarta Foreign Correspondents Club (www.jfcc.com). The global image of Indonesia comes from this club, which has weekly forums with government officials. It's the go-to place when the president’s spokesman is addressing important national issues.”

 In Japan the Foreign Correspondents Club of Japan (FCCJ) http://www.fccj.or.jp/ is similar to foreign press association in New York. Miki Ebara, NHK’s New York correspondent explains that in Japan there are more formalized routes to gaining media coverage. She says press clubs often focus on specific subject areas, “for those reporting on the Prime Minister's office there is a press club, or the Foreign Ministry has a press club. Automobile manufacturers have their own press clubs, etc., etc. - it's a convenient way for the [PR person who] –  does not have to look for contacts with the press. When they have an announcement, they just notify those who are    registered with the club.”                                                      

 

Ebara adds.  “And once journalists are registered with a press club, they will never miss being notified when an announcement is made. However, it is not mandatory. Anyone can organize a press conference any time, anywhere. It just takes more hustle, that's all.”

 Advance planning and research together with thoughtful insights from indigenous PR professionals and journalists will go a long way toward creating a successful campaign in overseas markets. The rest is just old-fashioned PR smarts, have a good story, localize it, build relationships with journalists and keep your message simple. 

 Dick Pirozzolo is the founder of Pirozzolo Company Public Relations (www.pirozzolo.com). The firm offers global Public Relations services and PR executive training in Indonesia, Singapore, Malaysia and the US. Pirozzolo Company represented the Vietnam government during reconciliation and Japan’s Ministry of Agriculture, Forestry and Fisheries. Other international engagements include clients in Israel, Saudi Arabia, Qatar, Germany, the UK, China and Japan. 

A Dutch Television journalist interviews  students at President Barack Obama's grammar school in   Jakarta, Indonesia. Dick Pirozzolo photo © 2010

 

Best Advice on Networking – Ever

I've read countless articles on networking and more specifically on social media networking. By far, 5 Steps to Connecting with the Movers and Shakers on LinkedIn by David Johnson is the best advice I have ever read on the subject.

David is principal and founder of Persuasive Concepts (http://www.persuasiveconcepts.com/) and a leading authority on advanced sales techniques, Internet marketing and social media. Here is his recent article on networking reprinted with permission.

5 Steps to Connecting with the Movers and Shakers on LinkedIn

Finding, Connecting and Building Win-Win Relationships

Networking is the cultivating of positive, give-take relationships between two or more people that are beneficial to one another. In the past you had to set aside specific time with which you could network with a group of people, think Chamber of Commerce mixers, industry get-togethers, and conferences.

With the onset of web 2.0, a plethora of social networks and the desire to become more connected, networking can now be an everyday occurrence. One of the major draw backs with using social networks to connect and build mutually beneficial, win-win relationships is the fact that it's almost too easy. In other words people collect followers, likes, connections and friends as if they were baseball cards; what that really means is most people put very little value on those connections.

Having said that, it's not too difficult to stand out from the crowd if you follow my suggestions in this post. The following process has been adapted using Bob Burg's amazing book, Endless Referrals. Much like in his book, Endless Referrals, this post will push forth the idea of being a giver. By being a giver you will be able to create an endless stream of referrals through the law of reciprocity. One caveat though, do not be a giver with the intention of just getting. Be a giver because it's the right thing to do; even if the idea behind being a giver is to be seen as the type of person that deserves to receive referrals. In other words, be genuine.

Step 1: Finding The Right People To Connect With

While what I'll be covering in this post can be used on other social networks, with slight modification of course, I will be talking in terms of LinkedIn. If you don't have an account yet I highly recommend that you get one.

First, make sure that your profile is completely filled out, with no typos or grammatical errors. If you're like me, you may need somebody to edit it for you. Once your profile is filled out completely it's time to go searching for the right people. Also, keep in mind that you're about to go big so it's important that you've defined your personal brand.

When searching for people to connect with, look for and search out the centers of influence. These are the people that have a lot of connections, a lot of recommendations, give out a lot of recommendations, engage in groups and use LinkedIn fairly consistently.

Complimentary Businesses

When looking for people to connect with, try to find people that compliment what you do, people that would be a good referral source and work with the same clients that you work with. An example would be that if you were an automotive insurance agent you might want to connect with people that work at a car dealership, or if you're a cake decorator, it might be a good idea to connect with wedding planners.

Using LinkedIn's advanced search you can search by geographical area, group affiliations, job title, company, industries and even school. Once you have narrowed down the people you want to connect with make sure that you read their profile, some of their group posts and maybe even their website. With the internet you never have to go in "cold."

Other Services

We're going to talk more about this in step 4 but it's also a good idea to connect with anybody that can benefit from receiving a referral themselves.

Step 2: Connecting With the Right People

First, and most importantly, it's important to note that you're not trying to collect a huge number of connections, but are instead looking to create mutually beneficial win-win relationships. Also keep in mind that LinkedIn doesn't like you to connect to just anybody, so it's important to have a reason for doing so. An idea would be to look for local groups, on LinkedIn, that you can join. Once you join the group, LinkedIn will allow you to chose which group you and the person you're trying to connect with have in common.

Another idea would be to join the group of the person you are trying to connect with, before you attempt to connect with them. Group affiliations are usually on their profile and will usually help to establish a sort of social proof. Just make sure that you comment or start a discussion in the group beforehand.

Stay Away From The Default

The default connect message on LinkedIn is: "I'd like to add you to my professional network on LinkedIn."

Stay away from it. It doesn't set you apart from everybody else and it sure won't help to establish yourself as a person with whom the person you're trying to connect with wants to connect to. Instead use something like this:

"Hi Mark. My name is David Johnson, we're in the Cool People That live In Colorado Springs group together and I'd be honored to connect with you here on LinkedIn. Also, I really enjoyed your comment on connecting with your customers on Facebook, I will most definitely put that to use! Talk to you soon."

- David

Again, the idea is to stand out from the crowd, to say something that requires thought, not just the click of the mouse. Of course this will take more work, but what's three minutes of your time compared to the obvious benefit of connecting with the movers and shakers? Also, not everybody will accept your request to connect, that's okay, but if you word your initial message correctly your chances skyrocket!

Once they have accepted your request, take another look at their profile and think of a few questions that you can ask them. Usually they will respond back if you worded your request correctly, in that case just reply to their message.

The questions you are going to ask, maybe just one or two, should be open ended and all about your new connection. Remember, you're a giver and your new connections favorite topic will always be themselves. Below are a few questions you can ask:

How did you get your start in the widget making business?

What advice would you give to somebody just start out, advice that you wish you'd have known when you first started?

How does Widgets For Hire stand out from the competition?

For more question idea grab a copy of Endless Referrals.

Warning: Don't just ask the questions above, give reason for asking them, say something like:

Mark, I'm a new business owner and would love some advice from somebody that has been there, somebody such as yourself, that I can no doubt learn from. What advice would you give to somebody just starting out, advice that you wish you'd have known when you first started?

Questions phrased like that will be answered, will hopefully start a conversation and will set you apart from everybody else. Remember to keep the conversation on them and their business, then ask the question that Bob Burg says will separate the pros from the amateurs:

How can I know if someone I'm speaking to is a good prospect for you?

This one question will set you apart from everybody else, I've used it religiously for years and have had really great success with it, it shows the person you are talking to that you trust them enough to send them your valuable referrals, they will want to reciprocate.

Now it's time to do something so far out there, so crazy that you will forever be etched into the mind of your new best friend. I want you to send them a note card. That's right, not an email but a note card and if your new connection is local they will more than likely get it the very next day.

Think about it, you met through a social network, which makes things very easy to communicate back and forth with, but instead you take the time to hand write a note, stamp it and place it in the mailbox. This will set you apart! Again, in Endless Referrals, Bob Burg gives this example of what to say on the note, with slight modification:

Hi Mark, thank you. It was a real pleasure chatting back and forth with you on LinkedIn. If I can ever refer business your way, I certainly will.

Step 3: Give, Give, Give

Now that you have connected, started a conversation and sent them a note, it's time to give! If you feel comfortable enough with your connection I want you to consider leaving them a recommendation on LinkedIn. One, this is giving and two, your new connection will be influenced to do the same for you.

Now, I know that you may or may not have done business with this person or their business before; in that case leave them a character recommendation. In other words say something about how helpful they were in answering your questions and how much you learned from them.

If done correctly the odds are very much in your favor that they will write you a recommendation as well.

While you're out and about, surfing the web you will no doubt come across an article or video that may be of interest to your connection, share it with them . Don't do this every day of course but by sharing things with your connections that will help them in their business they will come to see you as a valuable friend and will also help to keep you top of mind.

Step 4: Be A Connector

Over time you will, while growing the number of people you're connected to on LinkedIn, see opportunities to connect two or more of your connections. Do it. Do it as often as possible. This helps to establish yourself as a center of influence and goes back to you being a giver.

Other Services

I like the idea of being able to refer somebody in my social graph for everything, whether it's a plumber or an electrician, a chiropractor or a mechanic. Which is why I recommend that you use what you have learned in this post with as many different industry as possible. That way if your best friend mentions that he is looking for somebody who can paint his house, you know somebody. If you hear of a person, while standing in line at a grocery store, looking for a mechanic you know somebody.

Be a connector. Give.

Step 5: Don't Be A Single Serving Friend

Don't be on one day then off for the rest of forever. Relationships take time. I'm not talking about talking to every one of your connections everyday but intermittently you should pop your head in and say hi, virtually of course. Comment on their threads in LinkedIn groups, or even on their status updates.

Always remember to add to the conversation, never take away from. Give, give, give.

Conclusion

Yes, what I've outlined in this post will take time. But it's well worth it. Put it this way, it's much better to be connected with 20 people that send you referrals, than 1000 people that don't even know you exist. Build quality connections. Ones that are mutually beneficial and win-win. Remember, success takes work, success takes time; in other words put in the time required to be successful, along with the things that need to be done and success will be yours!