What’s it worth to you?

After a rough ride on the fast ferry from Quonset Point, RI to Martha’s Vineyard, an unhappy customer took the plane to Providence and a cab back to Quonset to get his car. Once there, he asked the ferry owner for his money back. The ferry owner told him to, basically, pound sand.

From there, the one-way passenger wrote a letter to the Providence Journal. So now, everyone can Google ‘Vineyard Fast Ferry from Quonset Point’ and get all the gory details in the letter which comes up fourth, before you even have to scroll down.

So what do you do? In the old days, “pound sand” was probably a safe answer. Now, the business owner may be better off very quietly refunding the handful of complaints along these lines (and they probably are very few). Refunding a dozen tickets a year is less harmful to the bottom line than having this type of letter on the web. However, once the refund number gets too high, you’d have to rethink things.

Of course, in a world where no good deed goes unpunished (and unpublished), the now happy ex-customer would probably reward your generosity by writing a letter to the paper praising you for graciously refunding their money - unleashing a deluge of similar requests.

PR Opportunities in Disguise

Opportunities for great PR are everywhere. Take the local business weekly’s annual “40 Under 40” feature where – you probably already guessed it - they honor 40 local leaders who are under 40. Each of the honorees is interviewed, resulting in 40 nice, glowing profile stories in a special section of the paper.

Here’s what I tell my friends who usually make up about half the honorees every year (everybody knows everybody in Providence): What the paper is really doing is giving you an opportunity to help them write a great marketing piece about yourself. After it’s published, the opportunities are endless - post it on your website (company and personal), post it where you use social media, e-mail the link to friends, clients, prospects, etc.

A chance like this makes taking a few minutes to prepare for the interview a good idea. Think of the message you want to relay, then use your answers to reinforce your theme(s).

And one last thing – take a minute to go back and see what the reporter has done in the past. It can’t hurt to mention the “good job” they did on a recent story, or see what questions they’re inclined to ask. (BTW - The ‘Favorite Movie’ question is a perennial for 40 Under 40, so don’t kill the gravitas by blurting out “Talladega Nights!”)

A Great American Story

Katie Vongphoumy came to America from communist-ruled Laos in 1982 when she was only 20. She had been trying to get here for a long time. Her first escape attempt as a teenager failed, and she ended up spending two years on a slave labor “farm”, partaking in the utopian paradise created by the winners of the wars of the 1970’s in Southeast Asia . On her next escape attempt, Katie made it to Thailand, and then America. Katie and her husband Sam, also a refugee, settled in Rhode Island and had four daughters. On Monday, their oldest daughter Juliet did something no other girl has ever done – she won the state high school golf championship, beating all the boys by two strokes.

Juliet is only a freshman at LaSalle Academy, and “a peanut” to boot – five feet tall, a shade over 90 pounds. It was funny to hear the discussion on local radio the day after her win: “And she doesn’t even belong to a country club!” Imagine that! Juliet “plays out of” Button Hole, a great place that uses golf to teach inner-city kids important lessons about life (and a client of New Harbor Group). Apparently, you can learn to play just as well at Button Hole as you can at a country club.

Seeing the picture of tiny Juliet playing a shot against a backdrop of trees on the course just reinforced that it’s all about heart. I was grateful to Juliet and her family for reaffirming – again – the American Story: sacrifice, hard work, focus, drive, commitment…success. And it doesn’t matter where you come from.

Innocent? Or Not Guilty?

Some chatter around here about the Providence Journal’s banner headline after two local business execs were acquitted in a high-profile corruption trial proclaiming them “innocent”. Yes, the actual legal term is the less-exculpatory “Not guilty”, but the “innocent” tag has it’s roots in journalistic tradition. Here’s how it was explained to me in my reporting days: back when newspapers were printed with letters or entire words “inked” on little blocks of lead, newsrooms used “innocent” because if the “not” block (of “not guilty”) fell out or malfunctioned during printing, the headline in the next edition would say that the acquitted was “guilty”. There you have it.