Mary Schnack has more than 30 years of experience in journalism, public relations and public affairs, crisis communications, writing, and marketing communications (www.MarySchnack.com). Mary also has been giving speeches and presentations worldwide for more than 25 years. Mary has established international business alliances in Kenya, China, Iceland, Bermuda and Italy, and has done speaking and training throughout Europe, Africa and in Mexico and Russia. She is a consultant and trainer for Vital Voices and past chair of the International Forum for the National Association of Women Business Owners. She was the recipient of the 2004 U.S. Small Business Administration’s Women in Business Advocate award for the Arizona District and Region IX and in 2008 she was awarded The International Alliance for Women Inaugural World of Difference 100 Awards, Advertising Working Mother of the Year Trailblazer Award and Member of the Year for Women Impacting Public Policy. She is also the founder of a business, www.UpFromTheDust.com, which supports the global growth of women microenterprises.

The number of women-owned enterprises is now growing faster than the economy at large in many countries around the world. Women-owned firms comprise more than one quarter of businesses and are starting up in every industry sector.

Although there are many women business owners around the world already engaged in international trade, studies have shown that in the USA where women own 40% of U.S. export-ready companies, less than 2% of them account for export sales. Other countries have much more robust percentages, such as Argentina with 32% of women business owners involved in international trade, 23% in Brazil, and 22% in Mexico.

For women-owned enterprises to succeed internationally, women have to overcome traditional obstacles and challenges as well as some potential new ones. Women’s lack of access to capital could have a significantly more profound affect when trying to finance expansion overseas.

International trade offers new markets and new opportunities for businesses that can’t be ignored in this global environment. Where are our markets? According to the U.S. Chamber of Commerce, 96 percent of the world’s consumers live outside the United States. As a speaker said earlier this year at the Businesswomen’s Forum of the Annual World Islamic Economic Forum in Jakarta, Indonesia, “The rest of the world can no longer depend on the 250 million U.S. consumers. We must all become consumers for the good of the world’s economy.”

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Mary Schnack has more than 30 years of experience in journalism, public relations and public affairs, crisis communications, writing, and marketing communications (www.MarySchnack.com). Mary also has been giving speeches and presentations worldwide for more than 25 years. Mary has established international business alliances in Kenya, China, Iceland, Bermuda and Italy, and has done speaking and training throughout Europe, Africa and in Mexico and Russia. She is a consultant and trainer for Vital Voices and past chair of the International Forum for the National Association of Women Business Owners. She was the recipient of the 2004 U.S. Small Business Administration’s Women in Business Advocate award for the Arizona District and Region IX and in 2008 she was awarded The International Alliance for Women Inaugural World of Difference 100 Awards, Advertising Working Mother of the Year Trailblazer Award and Member of the Year for Women Impacting Public Policy. She is also the founder of a business, www.UpFromTheDust.com, which supports the global growth of women microenterprises.

Whether you are part of a large corporation or have your own woman-owned business, no one is exempt from a crisis. Crises occur all the time and small businesses are often the victim—business loss due to arson, product tampering, someone getting hurt on your premises, or any lawsuit that has the potential to harm your business. Crises are not always “negative” – an employee that wins the lottery may create enough media attention that you need to activate your crisis communications plan!

If something were to happen at your place of business, would you be prepared? It’s too late to develop a crisis communications plan once the crisis hits. You need to have a plan in place with professionals “on call,” know how to communicate both internally and with the media, know who on your team is going to manage the response that gets you through this stressful time, and what message you will want to transmit.

1. Appoint a crisis communications “team” and develop a crisis communications plan. Communicate it to all appropriate parties. A crisis communications plan needs to have systems developed to disseminate information quickly and efficiently, internally and externally, before and after a crisis strikes.
2. Proactive media and community relations programs should be part of your comprehensive disaster plan. Having an on-going public and community relations program with pre-existing, positive relationships with the media and your community will help minimize the impact of many crises.
3. Don’t forget to communicate to your internal audience during a crisis. Internally, you need to “over communicate” to strengthen your internal team and for rumor control. Do not let them hear about your crisis for the first time from the news. Providing no information leaves a vacuum, which is quickly filled with speculation – usually erroneous. Make sure you continue to communicate with your internal audiences as the crisis unfolds and gets resolved. Continue Reading »
   

Mary Schnack has more than 30 years of experience in journalism, public relations and public affairs, crisis communications, writing, and marketing communications (www.MarySchnack.com). Mary also has been giving speeches and presentations worldwide for more than 25 years. Mary has established international business alliances in Kenya, China, Iceland, Bermuda and Italy, and has done speaking and training throughout Europe, Africa and in Mexico and Russia. She is a consultant and trainer for Vital Voices and past chair of the International Forum for the National Association of Women Business Owners. She was the recipient of the 2004 U.S. Small Business Administration’s Women in Business Advocate award for the Arizona District and Region IX and in 2008 she was awarded The International Alliance for Women Inaugural World of Difference 100 Awards, Advertising Working Mother of the Year Trailblazer Award and Member of the Year for Women Impacting Public Policy. She is also the founder of a business, www.UpFromTheDust.com, which supports the global growth of women microenterprises.

Communications planning is a vital part of doing business. We have marketing plans and business plans but few people actually create a strategic communications plan.

And even that can be broken down. A plan can be developed for many activities and projects within a business.

Vital Voices holds a considerable number of meetings and summits throughout the world. If you are attending, plan how to get the most of this meeting before you go! Of course, you can use these tools for any meetings, conferences or events where you will be networking, learning and meeting with others.

Before attending a conference or networking event:

1. Clarify your goals. Draft a mini-communications plan. What are your objectives for attending this conference? Who is your target market? Where do you need new connections? What result would you like to have after the event? Are you going for an educational refresher or to meet other women and do business? Is there a specific type of business partner you are looking for, or someone from a specific geographic region? How are you going to find out if women like this are attending, or how you will find them?
2. Look at the conference agenda. What receptions and seminars will be important to attend? Will your target audience attend these events? Or maybe the group with your important missing link? When will you have some time available to set up meetings in advance, or set up some individual time with people you meet? Have the schedule ready in written form or on your PDA/phone so it is easy to coordinate and you don’t miss opportunities.
3. Does the organization have a social networking forum set up so you can communicate in advance? Vital Voices has a terrific blog and community site where you can share in advance with others who will be attending. Be proactive in making this happen as you will greatly benefit!
4. What impression do you want to leave others with? Do you need more business cards, any other type of hand-outs or give-aways? Write down your comments on the business cards you receive for future reference. Be curious and ask questions to get a better picture of the person you are connecting with.
5. Mark time on your calendar NOW to follow-up on contacts made at the conference afterwards. It can be overwhelming when we return to an office and the demands of employees and clients that haven’t been met while we were gone. Don’t miss out on opportunities by not following up.

A big part of being a leader in your community or your industry, is to advocate for issues that have an impact not just on you, but on others as well. We need to break out of our office walls and realize it’s a big world out there and no matter how “small” we might be as a small business or as one individual person, we are greatly impacted by laws that are passed, policies that are made and topics that are discussed.

Mary Schnack has more than 30 years of experience in journalism, public relations and public affairs, crisis communications, writing, and marketing communications. Mary also has been giving speeches and presentations worldwide for more than 25 years. Mary has established international business alliances in Kenya, China, Iceland, Bermuda and Italy, and has done speaking and training throughout Europe, Africa and in Mexico and Russia. She is a consultant and trainer for Vital Voices and past chair of the International Forum for the National Association of Women Business Owners. She was the recipient of the 2004 U.S. Small Business Administration’s Women in Business Advocate award for the Arizona District and Region IX and in 2008 she was awarded The International Alliance for Women Inaugural World of Difference 100 Awards, Advertising Working Mother of the Year Trailblazer Award and Member of the Year for Women Impacting Public Policy. She is also the founder of a business, www.UpFromTheDust.com, which supports the global growth of women microenterprises.

We all must be a part of those discussions and decisions and learn to advocate — for your business and for women business owners.

Here are just a few things to think about along the way, whether you are advocating with bankers, industry leaders, government representatives, other business owners, community leaders, etc.

1. Get to know them. Look up their biographies in advance if you can, where they went to school, how they are active in the community/country/region, and any other little things that you can learn to connect yourself with them. You’d be amazed at what you might find – did they own a business? What community organizations were they involved with? All very helpful information for you when you prepare your strategies.

2. Get to know your issues. Why are the issues you want to talk to them about so important, to you AND to them? How does the issue affects you and other businesses, create the link between you as a constituent and the person you are meeting with – financial impact, social impact and other impacts businesses in district, and the district itself. Have some well-researched facts.

3. Ethical principles rule the day. Know the facts, and where to turn when you don’t. If you don’t know the answer, never ever lie, your credibility will be compromised forever. We are all human and don’t know the answers to everything, simply be up front and get back to them with the answers, but the best strategy is to be prepared.

4. Get to know staff. Access to a staff person is just as effective as talking to the person themselves. Take the time to learn their names and who you should contact directly on issues. It will save you time to know who does what and gives you a direct contact in the future without worrying if your message ever got routed to the right person.

5. Stay in contact. Send them congratulatory letters, newspaper clippings, letting them know that you look forward to working with them on important business issues, send holiday cards, send them your annual report. Don’t just call when you need them. Make yourself accessible. Remember – YOU are an excellent source for information on women business owners and the work they do as well as the challenges you face.

6. Thank them, and then thank them again. Send a letter and an email to thank them for their support of pro-business issues. Use real stories to show how their support directly impacts real people.

7. Strength in numbers. Work with others business owners on your issues. Talk to them about their experiences relating to the issues and find out if they’ve worked on issues before. Arrange a meeting together.

8. Do your advance work. Before you call, send information and let them know what you do, your impact. Let them know that you will be calling on them to talk about the issues. Then when you call, you will have a head start.

9. Follow through. Send them follow up information on your discussions. Offer yourself as a resource on information they might need. You have chosen to be a representative for women business owners! Your voice will make a difference!

Mary Schnack has more than 30 years of experience in journalism, public relations and public affairs, crisis communications, writing, and marketing communications. Mary also has been giving speeches and presentations worldwide for more than 25 years. Mary has established international business alliances in Kenya, China, Iceland, Bermuda and Italy, and has done speaking and training throughout Europe, Africa and in Mexico and Russia. She is a consultant and trainer for Vital Voices and past chair of the International Forum for the National Association of Women Business Owners. She was the recipient of the 2004 U.S. Small Business Administration’s Women in Business Advocate award for the Arizona District and Region IX and in 2008 she was awarded The International Alliance for Women Inaugural World of Difference 100 Awards, Advertising Working Mother of the Year Trailblazer Award and Member of the Year for Women Impacting Public Policy. She is also the founder of a business, www.UpFromTheDust.com, which supports the global growth of women microenterprises.

In 2005, Zoë Dean-Smith was working for Gone Rural in the Kingdom of Swaziland (next to South Africa) when she first met Mary Schnack at Mary’s “Market, Product Innovation and Client Relationship Management” training in Ghana. (Zoe now works for Vital Voices).

Gone Rural designs and produces home accessories handmade by 700 rural Swazi women. Zoe had also launched a non-profit branch of Gone Rural, to support health and education programs for the women artisans and their communities.

From the seminar in Ghana, Zoe learned to develop an “elevator pitch” (a 30-second speech, the time it takes to get on and off an elevator). In order to receive the necessary funding from potential donors when she contacted them, she had to make an impact on them quickly to keep them listening.

Zoë introduced a descriptive tag line below the Gone Rural logo to help define their brand. People who get mailings or emails are more quickly aware of what the business does thanks to the tag line.

Both the for-profit and non-profit branches of Gone Rural do international outreach and publicity, but rarely inform the local community of their work. While they had attention internationally, most people in Swaziland did not know what they did. Continue Reading »

Mary Schnack has more than 30 years of experience in journalism, public relations and public affairs, crisis communications, writing, and marketing communications. Mary also has been giving speeches and presentations worldwide for more than 25 years. Mary has established international business alliances in Kenya, China, Iceland, Bermuda and Italy, and has done speaking and training throughout Europe, Africa and in Mexico and Russia. She is a consultant and trainer for Vital Voices and past chair of the International Forum for the National Association of Women Business Owners. She was the recipient of the 2004 U.S. Small Business Administration’s Women in Business Advocate award for the Arizona District and Region IX and in 2008 she was awarded The International Alliance for Women Inaugural World of Difference 100 Awards, Advertising Working Mother of the Year Trailblazer Award and Member of the Year for Women Impacting Public Policy. She is also the founder of a business, www.UpFromTheDust.com, which supports the global growth of women microenterprises.

The women I meet through my global work, including my work with Vital Voices, never cease to amaze me. I love watching the “light bulbs” go on with the communication ideas that I present. What most of the trainees do not realize is how much they in turn inspire me!

My professional goals are very closely aligned with Vital Voices’ – to help women have their voices heard! I look forward to this regular column to pass on communication tips that hopefully will help you “let your voices be heard.”

I actually met Vital Voices through Eva Muraya. When Eva, CEO of Color Creations in Nairobi, Kenya, attended a communications seminar given by me at a World Bank/International Finance Corporation conference in Accra, Ghana, in 2003, Eva learned that I was advocating for women to publicize their awards and honors.

Many women at the seminar had reservations about this aspect of Public Relations (PR), as culturally it is not acceptable for most African women to “toot their own horn.” Eva had recently been named one of the “top 30 entrepreneurs in their 30’s in Eastern Africa,” and she said it would not be good protocol on her part to publicize that award. After discussing a variety of ideas short of sending out a public announcement, which would be perceived as bragging, Eva decided she could put a line in her e-mail signature that stated the award. It was a start.

Since then, Eva, who is a natural leader not only in her Nairobi community, but for African women throughout the world, has used her leadership skills and activities to promote not just her business, but to advocate for women’s leadership on her beloved continent. She was chosen for the Fortune Leadership Program and won the Goldman Sachs Fortune Leadership Award. She became Chairperson of the Zawadi Africa Education Fund (www.zawadiafrica.org) and started the Kenya Association of Women Business Owners (KAWBO). When Color Creations earned the coveted ISO 9001:2000 global management systems standard in 2007, making Color Creations the first business in communications, and first woman-owned, in sub-Sahara Africa, to gain the standard, Eva and her work team put together a communications plan to announce the award and to enhance their branding. Continue Reading »

The Women Mentor Walk (WMW) was really a great experience. It was held at the Nairobi Safari Walk of Kenya Wildlife Services.  There were about 400 women walking. Women were randomly paired up and we walked and talked and looked at the animals.

I went as a mentor and had three women walk with me. One was in her 20s and worked in the Human Resources department of a bank, another was 37 and is the head of Human Resources for a outdoor advertising display company and a 30-year-old woman is a General Practitioner M.D.

A training for mentors was held earlier in the month that I was clearly not able to attend. We were given hand-outs that we could follow that discussed pillars of leadership development, social development and character. Signs were posted along the route (approximately 1 ½ miles) suggesting these topics, as well. Continue Reading »