I wanted to share my view on spec work being required in RFPs.

I’ve been involved in several website, design and marketing projects from the hiring side and now from the vendor side. A company can manage their RFP process however they’d like; I don’t think this is so much an issue of ethics but of business efficiency.

Companies think that they are saving money by asking for spec work, but what they don’t realize is that nothing is free. The more work they require upfront, the more they’ll pay in the long run. And why waste the precious money in your budget for pretty designs that will most likely be scrapped once the project is underway? If a company spends $2000 getting your business, then add that to the tab (or subtract that from the quality of the website you’ll be getting).

We prefer to work with clients who chose us because of our reputation; RFPs can yield good results, but they’ll always be more expensive than a shorter and more efficient evaluation process.

I also find it interesting that the hiring process for different types of vendors is so drastically different.

For example, if an association or corporation were to hire a new accounting firm, they wouldn’t expect that firm to do their audit and taxes to see if they would do a good job. Rather, they would go off recommendations and client testimonials. Would they expect their accountants to provided a fixed estimate for their services or would they provide detailed examples of their thought process and/or final product?

What can those of us who are involved in non-accounting services do to better justify our experience and talent to perform the job after hired, rather than having to prove our worth upfront?

In fact, many company leaders never even look at their own websites. Their awareness is seems to be more focused on what their staff puts in front of them or what their customers tell them. What they’re missing with these feedback loops is the hundreds (and maybe thousands) of people visiting their website. A company’s website is the most accessible way that a customer, potential customer, news reporter or random person can find that company.

As a result, having an outdated website is like making a sales presentation in your underwear.

It makes you look bad. Just like if you were standing in a meeting in your underwear, most people would laugh, look away, or tell you to take a hike. However, few would hire your company, even if you told them that you were too busy selling products to put on pants that day.

The same is true with websites. Your website is what gives you credibility… most people won’t see that new wizbang brochure or catalog, but they’ll likely go to your website to find your phone number, location, and browse to see what your company is about. It’s the world’s biggest tradeshow… and you already have a booth, whether you like it or not.

He always looked at me and said something like: “It’s on the list.” I usually then shook my head and thought that he needed better planning skills.

This was before I left my 9-to-5 job as PR director of a national association to start my own business. Since then, I’ve been whisked into the crazy world of entrepreneurship, or what I lovingly call, “finding work to get paid.”

I made many lofty goals and business plans. I created to-do lists using my favorite service, www.rememberthemilk.com. I planned on writing a blog post every week and networking on Twitter, Linkedin, and Facebook. I would do everything to market my company, plus some. It’s what I do for a living!

Then reality hit. My blog posts went from once a week to once every other week. My tasks got postponed…again and again.

For the past month, we’ve both been slammed. I haven’t written a post in a month, and I haven’t done much proactive marketing either. I’ve just been working for clients.

So is this irony? I’ve got so much work to do that I haven’t had time to market myself, even though this is part of what I do for others. It’s like doctors who smoke and let their waistbands expand: they take care of your body all day long, so they let their body go.

So you either work and make money… or you market yourself and sacrifice some cash. Tough call.

I guess that’s why my husband’s new website is still three-fourths done, while his clients’ sites all look great. I’ll have to work a bit harder at fitting it all in this year and start “hiring” myself to promote this company.

Here’s 6 ways to create a press release that everyone will love:

1. Ask your self, “Who cares?” What is newsworthy about this topic? Make it relevant to your audience or postpone the idea until you come up with a good news angle.

2. Create an informative, benefits-oriented headline. This is the one sentence that everyone will read: make it good! For a product release, tell the reader how the product helps them. For any other topic, tie it in with a big picture issue or trend.

2. Simplify, condense, and streamline. Make it easy for people to read and understand what you are communicating.

3. Tell readers how to take action. If you want them to register for an event, buy a product, participate in a survey or call their legislator, tell them how to do it.

4. Use testimonials. Using quotes from customers or supporters brings other perspectives into your release, while also increasing the credibility of what you are saying. This takes extra effort, but is always worth it.

5. Provide a contact person’s name, phone number and email. I really dislike reading a release on a company’s Website, but not being able to find any way to get more information. I don’t want to call an 800 number; I want a person. Don’t block people from calling you.

6. Use AP style. Pros know the format of a press release and so do publication editors. Make it easy to copy and paste the text in your press release so you will get published more often.

The press release is under-utilized in marketing and sometimes mangled by those eager for free publicity. Regardless, it’s a great tool to get the word out!