Triblocal Gets Much More Local For Clientele

The other day, I posted a news release for the Illinois Association of Acupuncture and Oriental Medicine on

You can see the release (“Acupuncture & Oriental Medicine: Not All Providers Are Created Equal”) here. It joins dozens of other Inside Edge PR news releases (written, as all my work is written, in journalistic style) on the site.

Soon, many more Inside Edge PR releases will be on the site, as the Tribune expands its reach to include Oak Park, River Forest and Forest Park–right in the heart of so much of my client roster.

Though its focus on western and southern suburbs has typically been beyond most of my clientele’s reach until now, Triblocal has been a solid go-to resource for nearly a year. The site is easy to use, has a broad reach and, of course, is connected to the top newspaper in the region.

Make no mistake–the site does not draw anywhere near the traffic that flocks to the flagship paper’s site at Chicago

But clients report receiving visits to their site from the Triblocal pages, and the pieces also frequently pop up on Page 1 of Google searches for various organizations, businesses and individuals that I’ve publicized. That all has a real, if difficult-to-measure, impact on a company or organization’s bottom line.

One quick case in point: during the recent dog wedding in Oak Park that I promoted (I Do, Doggone It!), I asked a gentleman who trekked from Glen Ellyn to Oak Park how he learned of the event.

He first replied, “The Tribune.” When I mentioned that I’d not seen it publicized there, he clarified that he meant

Rarely will I develop a news release with Triblocal in mind–it’s simply one of many spots where I send or, in the user-generated website’s case, post it. However, at bare minimum, tapping into the site provides an online home for stories that might otherwise not get published anywhere else.

In that regard, it becomes a kind of online adjunct to an organization’s website and overall marketing effort.

Listen Up! Follow Studs Terkel’s Example

In September, I was invited to speak to a gathering of the Illinois Association of Acupuncture and Oriental Medicine.

As an association member was preparing my name tag, he asked how I should be described. Since I was going to be addressing the group, the logical answer might have seemed to be “speaker.”

But, really, my career has been weighted much more heavily on the receiving end—more than anything else, I’ve been a professional listener.

So I asked that “Listener” go on my tag, and the association member obliged.

This comes to mind this morning as I read about Studs Terkel, and his remarkable legacy of drawing out stories from a wide spectrum of individuals.

Studs, who passed away this week at 96 years old, set an example that we should all strive to emulate, whether it’s capturing stories as I do with my service known as Your Front Page or simply paying respectful attention to anyone and everyone, even if our self-absorbed and preoccupied inclination is to think they probably don’t have much of interest to share.

When I speak, I rarely learn a thing—beyond the fact that I’m reminded I ought to do it more succinctly. But when I listen, I rarely come away without picking up some helpful food for thought.

Listening–truly listening–is at the heart of “PAVE The Way to Powerful Communication,” one of the services on the training front that I have developed in recent years. Here’s the PAVE foundation:

Practice active silence–be a sincere audience
Ask engaging questions–find out what makes people tick
Value all people–everyone has a story to share
Expand your comfort zone–you may be surprised by what you learn

Related Posts:
How to Pass the ‘Caller ID’ Gauntlet: 3 Keys to Boosting Your Phone-Calling Reputation
Sticking Up for the Client, Sticking Up for The Story

Partnering With The Illinois Association of Acupuncture & Oriental Medicine

One of my new clients this month is the Illinois Association of Acupuncture & Oriental Medicine (ILaaom). Until a few days ago, I had met only a few of the board members of the thriving, 150-member group.

Then, on Sunday, ILaaom invited me to address members and their guests (see photo on right) at their Asian Moon Festival celebration at Furama restaurant in Chicago.

With a national conference coming to Chicago in mid-October, board members (some of whom are pictured below) figured the time was right to bring me onboard and see what I could do to help promote awareness of the association, as well as their members.

As I told the roughly 75 who gathered for the Asian Moon Festival dinner, I look forward to helping the group as a whole, and members individually, because I know they have numerous stories of how they are improving patients’ quality of life. And by spreading the word about those stories, I am confident that more people will seek treatment and be glad that they did.

I’ve written features on acupuncturists’ good work in the past, have been treated with great results by one, and my mother and sister both have extensive, positive experiences with acupuncture–my mom so much so that she worked for an acupuncturist in Massachusetts for nearly a decade.
It’s always a bonus when you have such a positive first-hand experience with a client, and in the weeks and months to come, stay tuned for more good news about the Illinois Association of Acupuncture & Oriental Medicine.