With the economic recovery in slow motion and quality jobs harder to find, many men and women are going into business for themselves, transforming lifelong hobbies and established skill sets into new careers to improve their cash flow.
But since it takes more than dreams and ambition to become profitable, entrepreneurs can receive guidance, mentoring and networking techniques from organizations like MyCEO, Inc., a locally-based global business development franchise designed to create and manage new businesses.
Founded by author and career strategist Malcolm Allen, MyCEO has a roster of over half a million businesses. This week, MyCEO’s “Beauty, Brains & Business Convention” gathered at the Irving Convention Center and hosted dozens of workshops and speakers, including Neil Foote, a public relations consultant and senior lecturer at The University of North Texas.
A former newspaper reporter, Foote launched Tom Joyner’s BlackAmericaWeb.com and directed public relations for Joyner’s syndicated show before creating his own consulting firm, Foote Communications. Before his conference session, Foote spoke by phone about the importance of image and his take on the future of journalism.
What is your lecture about?
“My session, “Your Business, Your Brand, Your Story: How to Create a Media Frenzy and Gain More Publicity,” provided tips on how business people can tell their story, drive up numbers, create leads and the importance of building their brands.”
How does your expertise help businesses to develop?
“If you have a cupcake business, what you should be worried about is baking the best cupcake around. My job is to tell others how and why you have the best cupcake. I help create marketing plans, rework the website and collect data from customers and use their feedback to make the business even more successful.”
Is there ever a situation that’s too damaged for effective PR?
“I’ve had a couple referred to me where I go to Google and bingo—the first three listings show negative reviews, bankruptcies, lawsuits and a criminal record. If the client is doing something unethical or illegal, we have to part ways because that’s when Lorrie the reporter is going to ask me ‘Neil, why did you even represent this person?’ [laughs]”
What advice do you offer newer entrepreneurs?
“The reality is that there are few overnight success stories. I ask them to define their idea of ‘success,’ figure how hard they want to achieve it and tell them to surround themselves with people who will help you get there. Even with billion dollar ideas, you have to build a business plan, create the prototype, acquire funding and put marketing in place. You’ll get there eventually, but it’s a process.”
In your opinion, does the increase of blogging eliminate the need for trained writers and journalists?
“The business of journalism is changing, but the art of journalism is still needed. The industry still needs competent people who can write, think and ask questions, it doesn’t just appear on Google by itself. Joe Blow may have a blog and write about Dallas Mayor Mike Rawlings, but I don’t trust Joe Blow, I want someone with credibility and knowledge. Anyone can tweet about the city council meeting, but someone still needs to read the agenda, know who the council people and talk to citizens about the new tax rate while sounding intelligent. So the skills needed in forming information, organizing and sharing it is more relevant now than ever.”
