The old adage of, ‘hire for attitude, train for skill’ doesn’t work anymore. A good attitude can’t overcome a lack of skills, and when you’re growing at 100% revenue growth a year, you need the people that will get the job done right away.
What should you do? I coach and mentor CEOs to go attract those who have proven skills and a personality.
Brad and Geoff Smart wrote an awesome book called Topgrading It’s one of the best systems for interviewing candidates and determining why you should bring someone into your organization. Topgrading recommends ‘leaning out’ two years into the future with every prospective candidate and determining what they have to achieve for you to be happy that you hired them at the end of those two years. Once you’ve started this ‘scorecard’ for the role, construct your job description around the milestones your candidate needs to have achieved after two years.
Once you have a tight job description, then you can interview against it to make sure that candidates have what it takes.
The popular misconception that PR should be considered a part of the marketing department is a big mistake. Public relations, in the way I’ve been doing it for 22 years, is a sales role and it needs to be treated accordingly.
It takes the mindset of a salesperson to excel at PR, wherein marketing & communication people are not wired the same as them.
When you think of PR as a part of sales, then the good ideas that you give to the content producers are freebies; which is a very popular sales tool.
While people love getting free stuff, nobody likes a gift with a really long instruction manual, which is why writers don’t like receiving press releases or being assigned to a story. Rather, they love to be inspired and write about something they can relate to.
With my business coaching and mentoring system, you can have the media on your side who can take your campaign further and remember: writers, photographers, and other media professionals are always looking for the next great “cover” shot so give them one and they’ll be thanking you.
Over the next three posts in regard to PR tactics, I will explain in depth on how to find the ideal angle for your story, selecting the right publications, and how to start a dialogue with the right people.
Learn more about how high growth can be yours here or email Cameron@CameronHerold.com