Public Relations For Pipeline Companies

Writen by Lance Winslow

In the United States of America we have many pipeline companies, which deliver all kinds of products through their pipes, which helped our civilization run better. The flow of distribution through our pipelines is significant and contains everything from water, natural gas, oil and other important products that you may not even think about.

Unfortunately the only time we ever hear about a pipeline company is when a pipe breaks and the news media puts it on the front page in the newspaper. This is when the pipeline company goes into crisis mode and damage control.

Unfortunately had the pipeline company worked very hard with public relations prior to a spill or break they might have had a much better time in the local media. After all you cannot always blame the pipeline company for what happens.

For instance a derailment on the train could take out a piece of pipe, a hurricane storm surge could take out a piece of pipe, international terrorists might strike a pipeline or an earthquake could break a pipe in several places. This is why public relations in advance for pipeline companies is so vitally important so the community and our citizens understand the importance of our nation's pipeline infrastructure. Please consider this public relations issue in 2006.

"Lance Winslow" - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; www.WorldThinkTank.net/wttbbs/

Incredible Results Of Wellwritten Press Release

Writen by Peter Finers

Press releases are one of the most important elements in the marketing strategy that provides for the maximum exposure of your company and reminds your clients about important developments in your company. The most important aim of the press release is to win the trust of your steadfast clients and inform new customers about your company and its activities. Each of the press releases should contain some indispensable elements such as intriguing and attractive headline, the body of the press release that should describe the developments of your company (for instance you company starts providing new services, it might start manufacturing new products or it launches some new projects). Remember that the most efficient press release must attract the attention of your reader immediately-only few of your potential readers have the time to read numerous press releases submitted to the desk.

The issuing of your pres release should be timely. That is why it is important to cooperate with your marketing professionals who should evaluate and research the market before your press release is issued. The press release should reveal what you are trying to accomplish and why you are publishing it. Your headline is one of the most important elements of your press release; it should be appealing, attracting and interesting; however it must in several words tell whole story. One should try to avoid generalization; press release should communicate with your reader in easy-to-read, coherent and logical style. The text must impress your reader and should not exaggerate, one should remember that the press release is issued to the mass media representatives, who are highly skeptical and are used to treat the information cautiously.

There are just of several tips on how the press release can be completed. Certainly there is plenty of information in the internet on how the press release can be completed. One might read it and try to complete the press release by oneself, however it is advisable to hire experienced professional who has several years of experience and is well-skilled to complete your task. Press release service will guide through this complicated and difficult process. Once the press releases have been completed by press release services you can use press release written by them as a guide.

Peter Finers is a senior copywriter at Killer-Content.com - Copywriting services. He has several years of experience as copywriter and has completed several important projects for different companies. Currently he is working on the problems of improvement of the press release services and press release composition process.

What I Do

Writen by Robert A. Kelly

I believe this about public relations.

People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. So, when we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization, the public relations mission is accomplished.

That fundamental premise grew out of many years in the public relations business. A time when I became increasingly appalled at what many general management people believe about public relations, if anything, and how the discipline does or does not fit into their organization's strategic plan.

The result is, I've become a "preacher," but not to public relations practitioners. Rather, I direct my commentary to those general management people who, daily, pursue their goals and objectives largely without the insights, behavioral strategies and sheer power public relations can bring to the table.

Here's what I believe they're missing, i.e., the essentials that flow from the fundamental premise at the top of this article.

Any organization - non-profit, association, business, public entity, including your own -MUST take into account the perceptions held by those external audiences whose behaviors affect your organization, or the behaviors flowing from those perceptions can hurt.

What my commentaries often say to these managers is this: Is it just a matter of "hits?" You know, articles or interviews sold to editors? Is that all there is to public relations?

Or, could there be more to it?

Of course there's more to it!

Why do you want the "hits" in the first place? What are you trying to accomplish?

I believe you want the same thing every other buyer of public relations services wants: to change somebody's behavior in a way that really helps your organization reach its objectives.

So, wouldn't it make more sense to start at the beginning and save tactics like "publicity hits" for that moment when you need those "beasts of burden" to do their thing? Namely, to efficiently carry persuasive messages to a key target audience of yours?

Sure it would.

So let's start by taking a close look at those external target publics. They're so important because how they think and behave can actually determine the success or failure of your business.

Don't believe it? Look at those audiences whose behaviors directly affect the organization's operations, in particular those completely unaware that the organization even exists. Are they likely to buy its products or services?

No.

Look at an external audience where members harbor a serious misconception about the organization. Does this reduce their desire to do business with you?

Yes.

Look at an external audience some of whose members believe a grossly negative and inaccurate set of facts about the organization. Will those people be first in line to buy its products or services?

No.

Obviously, what your key target audience believes about your organization matters, and matters a lot!

Why not begin by heading-off such a situation by listing those outside groups - those target audiences - in order of how much their behaviors affect your organization?

We'll use #1 on your list as our trial "public."

Start by interacting with that group of people. Of course, if the budget will stand it, you could use a survey firm to gather their feelings, thoughts and perceptions.

Minus such a budget, do it yourself, and with colleagues, by carefully monitoring how these people feel about your organization. When you interact this way, you get to ask a lot of questions and gather a lot of information you really need.

What are you hearing? Misconceptions that need straightening out? Rumors that should not be allowed to fester? Inaccurate beliefs about your products and services that could drive people away from you? Notice other perceptions about you and your organization that need to be altered?

The answers to such questions prepare you to create your public relations goal. In brief, alter, and thus correct, each misconception, or inaccuracy, or rumor. Worthy goals all!

You've made some real progress by monitoring perceptions within your key target audience. You've established your public relations goal, and selected the right strategy to achieve it.

Sad to say, there's a little more work to do in the form of "The Message." Hopefully, this will alter people's inaccurate perceptions about you and the organization.

But it must be carefully written so that it is persuasive and perceived as creditable and believable. And it must speak the truth clearly and with authority.

Now, here is where your "beasts of burden" come in. They are the communications tactics that will carry your newly-minted message from your computer direct to the attention of those key target audience members whose behavior you hope to alter in your direction.

Happily, there are scores of communications tactics awaiting your pleasure. You might use a speech to communicate your message, or letters-to-the-editor, press releases, emails, brochures or face- to-face meetings, and many other tactics.

Sooner or later, you'll wonder if you're making any progress towards your behavioral goal. Of course, you'll monitor local print and broadcast media, but REmonitoring those key audience members by interacting with them all over again is the real ticket.

This time around, you'll be looking for perception and attitude changes hopefully produced by the combination of your persuasive messages and carefully targeted communications tactics. And you'll be asking lots of questions all over again.

If you note considerable movement in opinion in your direction, you may consider your public relations goal as having been achieved.

Should little movement be noted, adjustments to the frequency and quantity of you communications tactics should be made. Your message also should be reviewed for its content and direction, and tested again for effect with a panel of target group members.

Either way, your public relations program is on track and preparing to deliver the key target audience behaviors your business needs to succeed.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net.

Robert A. Kelly © 2003.

Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communi- cations, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations.

Visit:http://www.prcommentary.com; bobkelly@TNI.net

Transparency In Online Transactions

Writen by Paul Bryant

In these days of every increasing demand and competition, there is a considerable choice available to the cautious consumer. People have the choice of various types of media, if they are looking to shop for any particular product.

Looking at the various types of media, we realise just how large the choices are for anyone venturing into buying or selling something. At the same time, there is the factor of convenience. It wasn't so long ago, when the customer either went to the shops, to buy, or looked in the local or national press, to browse through the classified and commercial advertisements.

Then came along the advent of radio and television, which provided a whole new concept in advertising. You could now sit comfortably at home, and listen to, or indeed see, advertisements for your favourite products. But this didn't provide a huge market in private individual advertising, due to the costs involved, although some local radio stations were able to provide so called 'small ads'.

It has been customary in the past, for someone wishing to sell a product, to advertise it in the local and national press. This continues today, as one only has to browse through the papers, and see thousands of adverts from private individuals.

In recent times, we have seen the evolution of the computer, as an additional source of advertising, and more and more people are turning to this method, as essentially it is one of the most convenient methods of placing an advert. It is also very easy for buyers to browse through the ads, or more specifically, type a word or phrase into a search engine, and save time in being directed straight to the object they are searching for.

But let's not be complacent about online advertising, either from the buyers or the seller's point of view. Those of us who run online shopping websites are responsible in ensuring that our customers get a clear and concise picture of exactly what they are entering into, when they open a webpage. It is our duty to provide people with the facts, particularly if they are entering into any online financial commitment. How often do you see the 'added extras' tucked away, after completing the initial registration details, or see an additional credit card fee charged? How often do you see an initial price, only to be weighted down with hidden extras? It is imperative in this day of high technology that the end user, that is, the customer, is provided with the full facts of a transaction, at the very beginning.

Starting off with a low or 'bargain' price is all well and good, if that price is the final price, but far too often we see the final price creep up with additional fees, charges, add ons, call it what you may. The responsibility lies with the vendor, to ensure that the price has no 'furry' edges, and is transparent. If there are taxes in addition to the price, we as vendors, should state so, from the very off. If there is postage and packaging, extra costs for additional services, or anything else, it needs to be stated at the beginning.

Keeping standards extremely high and not taking advantage of the speed in which online transactions pass from one page to the next, to reach the final destination, is an objective that many online businesses have adopted. Unfortunately, there is still a long way to go, for many. Let's hope we will all, one day, maintain the standards that the general public deserve.

Paul Bryant is the Chairman of Wamee Ltd, a UK Online portal, for people to buy and sell almost anything. The website address is http://www.wamee.com. Wamee maintains a policy of transparency and clarity in every aspect.

Public Relations For Hollywood Movies

Writen by Lance Winslow

It is amazing the amount of money that Hollywood spends promoting its movies and public-relations efforts and it seems they spend more money on public-relations and community goodwill then they actually do in advertising or marketing. Public relations, publicity stunts and getting the actors to go on talk shows very much helps the movie industry promote their flicks. But, public relations for Hollywood movies is not as easy as it looks, in fact, if it is done incorrectly it can actually hurt the movie.

Of course the right amount of controversy also helps sell tickets as long as that controversy does not cross into taboo and thus causing boycotts from family type groups. Public relations specialists for Hollywood movies make much more money than their counterparts in other industries and it is a choice job.

The insiders in Hollywood know what it's all about and if they are able to promote the movie and get free publicity and public relations out properly, then they will win at the box office. Even if the film is not that good it still might reach the $50 million weekend mark simply through good public relations.

Of course if the movie is good there will be word-of-mouth advertising after that and even more people will see it. The goal is to get the first group of people to go see the Hollywood movie and then run around and say how great it was. Please consider all this in 2006.

"Lance Winslow" - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; http://www.WorldThinkTank.net/wttbbs/

When Size Doesnt Matter

Writen by Aaron Wittersheim

When Size Doesn't Matter: PR for every business

Is public relations, or PR, just for the big guys? Not really.

PR can work wonders for any company; and, with the advent of Web site PR, the cost to spread your message has never been lower. Among other benefits, PR:

makes people aware of your products and services;
shows the public what you stand for beyond products and services;
showcases the quality of your workplace;
prevents "bad press" from suspicious journalists, and
builds credibility, crucial for attracting investors and strategic partners.

Some companies strictly rely on advertising to promote themselves. PR hits people on a different level. Effective PR not only enhances public perception, it improves recruiting, financing and profits. To illustrate, let's consider a small business: the proverbial lemonade stand.

Suppose you're driving through the neighborhood and see a bunch of kids walking up and down the street with brooms, energetically sweeping the sidewalks. They are wearing bright, neat uniforms. Eventually you come to their lemonade stand and the sign says: WE CARE ABOUT ANYTOWN. Consider your response …

How would you expect their lemonade to taste? Would you look for reasons to like it, or dislike it?
Would you consider paying a 10-cent premium to support their business?
Would you have a positive or negative impression of the personnel?
Would you want your children to work there?
If you were a local reporter, would your story be positive or negative?
Would you be willing to invest in the business?

Advertising can be perceived as artificial, but PR wins over skeptics because it is genuine. By investing a little time and money on a worthwhile project, the lemonade stand reaps enormous rewards. By reaching out to the various Web news sites, it can tell its story to as big or as targeted an audience as it needs to, for a low cost.

You don't have to be a strategic-planning wizard to create a PR program. In fact, the procedure is quite simple:

figure out who your audience is;
get an idea of how it perceives you now;
craft a message to build on or correct the perception;
decide on a methods of communication;
implement your program, and
track changes in public perception.

Besides community service, PR typically involves public-interest news stories, speaking engagements, company-sponsored events and trade shows. Be sure to make PR content prominent on your company Web site and integrate PR with your search engine marketing. Whether your customers are around the world or around the corner, they want to hear your story—don't keep them in suspense!

Aaron Wittersheim is president of Whoast Inc., a suburban Chicago search marketing firm. For more information, visit http://www.whoast.com.

Shopping Center Public Relations And Community Support

Writen by Lance Winslow

All businesses must maintain proper public relations programs to stay in good standing in the community. Retail Shopping Centers are no exception and it is paramount that they stay involved and figure out ways to create interest and support for their place in the town. One way to promote your shopping center is to allow a non-profit group to hold a car wash fundraiser on the property and to help in its promotion.

For instance let's you have a parking structure or lot where there is shopping, you maybe able to help the storeowners with more business with a steady flow of cars on perhaps a non-payday weekend? You can put together a grab bag for patrons of the fundraiser with coupons from these shops.

Some restaurants may also want to get involve giving 10% of proceeds for all those people who eat and mention the non-profit groups name that day. The more people you get involved through your network of contacts the bigger and better it will get. You should also note that if your shopping center is an advertiser of the newspaper, the paper will send a reporter out to cover the story. If there is no real big news that day, the fundraiser will end up on the front page. You cannot buy publicity this good. Think on this in 2006.

Lance Winslow

Pr Behavior Modification Specialist

Writen by Robert A. Kelly

While awaiting economic recovery, business needs to attract the attention of its most important external audiences in a more targeted and focused way. Primarily to impact the perceptions of those key outsiders so that resulting behaviors help those managers achieve their objectives.

This should be enough reason for recession-weary managers to take a closer look at public relations, America's resident specialists in behavior modification.

The reason public relations finds itself in the behavior business -- and of real use to those recession-jaded managers -- is because it's firmly rooted in the principle that people act on their own perception of the facts. It strives to create, change or reinforce perception/public opinion by reaching, persuading and moving-to-desired- action those people whose behaviors affect the organization.

It's good news for business managers because, when the behavioral changes become apparent, and meet the program's original behavior modification goal, a public relations effort has succeeded.

Truth is, at any time, when managers start looking for a return on their public relations investment, it's clear as crystal that their goal MUST be the kind of change in the behaviors of key stakeholders that leads right to achieving their objectives.

Just think about some of the perceptions out there, in good times or bad, that could actually hurt your organization. Perceptions that, if ignored long enough, could well result in behaviors that run counter to those you want.

At the root of it all, is that simple truism we all know but tend to forget: people really DO act on their perception of the facts and behave accordingly. But, if a manager is to have an effect on those perceptions and behaviors, he/she must deal with them promptly and effectively whether the economy is down or up.

Imagine how many different audiences your organization may have to depend upon at one time or another? Would your list include insurance carriers, journalists, minorities, customers, prospects, employees, legislators, community residents and others whose perceptions of your organization, if left unattended, could hurt?

Start getting your arms around this challenge by listing your important audiences in priority order. For example, customers, prospects, employees, local and trade media, local business and community leaders, and so forth.

As time permits, meet with members of each audience and jot down their impressions of your business, especially problem areas. Be sure to ask questions about their feelings and perceptions of your products and services. Stay alert to inaccuracies, misconceptions or rumors. Here, you'll have a chance to decide to what degree you will try to alter perceptions among each audience. Later, this will become the behavior modification goal against which you will measure progress for each target audience.

Next, prepare persuasive messages that not only provide details about your product and service quality, but address problems that surfaced during your conversations with key audience members. Identify what is really at issue at the moment; impart a sense of credibility to your comments; and regularly assess how opinion is currently running among that group, constantly adjusting your message.

Then, consider the most effective means for communicating each message to each audience. This may include simple face-to-face meetings, briefings, news releases, news announcement luncheons, media interviews, facility tours, targeted speeches, a brochure, special events like open houses and awards, and a variety of other communications tactics.

As you look for signs that your aggressive efforts are changing perceptions for the better, especially important in a recession, you should begin to notice increased awareness of your organization, especially progress in the marketplace; increased receptiveness to your messages; a growing public perception of the role your organization plays in its industry and in the community; and, of course, growing numbers of prospects.

These signs of progress are tracked by speaking once again, and on a regular basis with people among each of your key audiences, by monitoring print and broadcast media for mentions of your messages or viewpoints, by interaction with key customers and prospects and, if resources permit, modest opinion sampling.

Especially during hard times, remember that people in your community or marketing area behave like everyone else – they take actions based on their perception of the facts they hear about you and your business.

Which means that you must deal promptly and effectively with those perceptions by doing what is necessary to reach them. Especially during recession, you must persuade your stakeholders to your way of thinking, thus moving them to take actions that lead to the success of your organization.

About The Author

Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net. Visit: http://www.prcommentary.com.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net.

Robert A. Kelly © 2003.

Business Events To Increase Profits

Writen by Christoph Puetz

Business events can help small businesses to generate additional income. Besides the fact that an event requires a lot of planning and organizing as well as the business has to invest money without knowing how much of that investment will make it back into its bank account.

So is having a business event really worth all that effort? The answer is very simple. Yes, events are a good way to further increase business profits.

A business event offers a great opportunity to get clients and potential clients together. The real benefit of this approach is that your marketing message gets for sure delivered and that you can even talk to customers in person to explain your products functionality and to answer instant questions. If you do regular marketing you will not have this advantage. You do not even know if people read your marketing message. With an event you are much more in control.

You can also present yourself as an expert in your field as a speaker or get somebody that you know would be of interest for your clients. Imagine Donald Trump showing up on your real estate investment workshop to hold a speech. I know, this is probably too expensive to become real but you get the idea.

If you think big, you might turn your event into something that people think they have to attend and that they will miss out on something really important. Create the need to attend and you can even charge for admission. Motivational Speaker events with 5 or 6 celebrities speaking are those kinds of events.

Holding an event might not work for every business, but it is certainly a very powerful tool to attract new clients and to help turning customers into return-buyers.

An event does not have to be for large audiences only. A small event catering your best customers can be important for your business/customer relationship. Imagine the exclusive remote hotel in the mountains as the location for your event. The customers will feel special about the treatment they receive and where shall they go besides your event meetings? The customers will spend the day at your seminar giving you the opportunity to build better relationships with them. Better business relationships with customers will mean increased profits in the long run.

About the Author

Christoph Puetz is a successful entrepreneur and international book author. Christoph lives in Highlands Ranch, Colorado. His small business website can be found at Small Business Land.

Looking For Some Good Press

Writen by Katie Olver

As a new business, attracting customers who will buy your product or service is paramount. There are many different ways that you can go about this, but if you have the time to invest in applying your own publicity-getting skills, PR will return some excellent results for your business – at very little cost.

Public relations, or PR, is literally, the relationship your business has with its public. The relationship you create with your public will have a profound effect on the future of your business, and this is where PR comes into play. PR is how you publicise and build enthusiasm for your business among your public, and in successfully doing so, creating widespread awareness and driving sales.

Here are some simple steps for you to use to create a buzz for your new business:

1. Make sure your product or service is ready. This is your immediate priority before you even start to think about PR. You need to make sure your product is ready for public consumption – get it out, make sure it works and does something that people care about.

As PR drives customer demand, if the product is not available to buy when the coverage appears, you'll be missing out on sales, or even worse, driving customers to your competitors!

2. Know your market. Successful PR is all about reaching the right audience with a message that is appropriate and meaningful to them. If you fail to know your target audience and the publications that they read, implementing the rest of your PR actions will be virtually useless.

There is no point aiming to get into the Financial Times when your customers are more likely to read The Sun.

3. Learn about the media outlet before you contact them. In defining your target audience, you will also know what they read, what radio programmes they listen to, what TV programmes they watch and what websites they visit. Take your time to educate yourself about the media outlets you are targeting. You need to get an idea of the type of story you need to present to optimise your chance of coverage.

4. Your message. The centre of your PR campaign is your message. Make sure it's clear, concise and brief. If your message can't be summed up in a few sentences, it's too complicated and editors won't read it.

You also need to focus the materials you send to help the editors or producers. This means anticipating and answering their questions, labeling photographs and explaining why your story is worthy of coverage.

5. Getting media coverage. Getting newspaper coverage or a mention of your new product or service can go a long way towards creating a buzz. Target both the local and national press as well as your industry's trade publications. Often, the coverage you get in a trade publication will create the biggest buzz, as its read by all of your competitors and investors.

The best way to get media coverage, is to gauge the types of stories that are hot—current events, breaking news, the latest scandals—and tie your business in with them. Every journalist is looking for a different spin on the story of the day. If you can think of a way to present the story with a fresh angle, even consider using a human interest link, and associate it with your business or product, you'll be watching the coverage come in!

6. Develop a relationship with and use the local media. Your relationship with journalists is very important and is the basis of your interaction with the media. These relationships take time to develop, and this time should be viewed as a long-term investment.

If you have not yet established a relationship with the local press, read the local publications and get the names of the journalists who cover your specific topic. Check out the online version of the publication and search for articles by those journalists. Give them a call and introduce yourself. Journalists are constantly looking for news and this is a great way to start a relationship with them.

When your business gets a significant new customer, moves from your home to a real office, wins a community award or takes on a new employee, don't hesitate to call an appropriate journalist. You may not always get coverage, but you have nothing to lose by cultivating these relationships.

7. Write a feature article. Write an article for your local newspaper or trade publication on a subject that relates to you or your business. If the article is well written and is specifically targeted to the readers of that publication, it could bring you the publicity you seek.

8. Start a Blog. A blog, similar to an online diary, is a great way for you to position your business in the eyes of your customers, your industry and the press. It can demonstrate that you are a leading authority in the industry and allows you to engage with your customers and potential partners.

Furthermore, businesses who actively use blogs as part of their marketing program have discovered that blogs bring in more visitors to your website and that a high percentage of those who visit a blog, if properly influenced through that blog's content, will actually buy from their business.

9. Public Speaking. Give talks or teach classes about your profession or business to local groups such as the Chamber of Commerce, or at industry trade shows, roundtables and conferences.

10. Persistence. Persistence is the single most important factor when it comes to making your PR campaign a success. If you have a good plan, and devote enough time and energy to carrying out that plan, you will obtain a great deal of positive publicity for your business - at very little cost.

Katie Olver is the Managing Director of Momentous PR. With over 10 years experience across a broad range of industry sectors, Katie has developed a proven track record in implementing strategic and creative communication campaigns that deliver momentous results and exceed clients' commerical objectives.

Public Relations For Big Pharma

Writen by Lance Winslow

There have certainly been many scandals in the pharmaceutical industry in the last few years and some of those scandals have to do with politicians and lobbyists. This is quite upsetting to people who rely on drugs from the pharmaceutical industry to stay alive. Additionally, it calls our entire health-care system into question and hurts those who promote universal health care for our citizens.

Often we see the white papers and research, which have been done and been funded by the pharmaceutical industry and they are very often called into question later by other academics. If we cannot trust the research or the drug companies or the government such as agencies like the FDA then big Pharma has a big problem with public-relations.

Likewise, when the questions arise whether the pharmaceutical industry can be trusted or not it tends to hurt them in the courtroom as class-action lawyers sue the companies. This has a very drastic effect on future research and time delays in getting the FDA to approve new drugs that can potentially save people's lives.

The important thing for a public-relations specialists, which deals with big Pharma is to make sure that people understand all the great things that the pharmaceutical industry does to protect the American people and save them from terrible diseases. Perhaps you will consider all this in 2006.

"Lance Winslow" - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; www.WorldThinkTank.net/wttbbs/

Attention Pr Shoppers

Writen by Robert A. Kelly

As a business, non-profit or association manager, what do you want?

Publicity that delivers newspaper and talk show mentions, or behavior change among your key outside audiences that leads directly to achieving your managerial objectives?

Special events that attract a lot of people, or public relations that persuades your most important outside audiences to your way of thinking, then moves them to take actions that help your department, division or subsidiary succeed?

Zippy brochures and videos, or a way for you to do something positive about the behaviors of those external audiences of yours that MOST affect your organization?

What I believe you need to know about PR are two realities:

1) The right PR really CAN alter individual perception and lead to changed behaviors that help you succeed, and

2), your public relations effort must involve more than special events, brochures and news releases if you really want to get your money's worth,

The underlying truth about PR goes this way: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished.

And it can generate results like prospects starting to work with you; customers making repeat purchases; stronger relationships with the educational, labor, financial and healthcare communities; improved relations with government agencies and legislative bodies, and even capital givers or specifying sources looking your way

Once the program gets rolling, you also should see results such as new proposals for strategic alliances and joint ventures; rebounds in showroom visits; membership applications on the rise; community service and sponsorship opportunities; enhanced activist group relations, and expanded feedback channels, not to mention new thoughtleader and special event contacts.

That's a lot of results from even a high-impact blueprint.

It almost goes without saying that your PR crew – agency or staff – must be committed to you, as the senior project manager, to the PR blueprint and its implementation, starting with target audience perception monitoring.

Is it crucially important that your most important outside audiences really perceive your operations, products or services in a positive light? Of course, so assure yourself that your PR staff has bought into the whole effort. Be especially careful that they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit.

Sit down with your PR team and review the PR blueprint in detail, especially the plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions like these: how much do you know about our organization? How much do you know about our services or products and employees? Have you had prior contact with us and were you pleased with the interchange? Have you experienced problems with our people or procedures?

Professional survey people obviously can handle the perception monitoring phases of your program, IF the budget is available. But always remember that your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

What about your public relations goal? You need a goal statement that speaks to the aberrations that showed up during your key audience perception monitoring. And it could call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or doing something about that damaging rumor.

When you set a goal, you need a strategy that shows you how to get there. You have three strategic choices when it comes to handling a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. A bad strategy pick will taste like marinara sauce on your brownies, so be certain the new strategy fits well with your new public relations goal. For example, you don't want to select "change" when the facts dictate a "reinforce" strategy.

Because persuading an audience to your way of thinking is awfully hard work, your PR team must come up with just the right, corrective language. Words that are compelling, persuasive and believable AND clear and factual. You must do this if you are to correct a perception by shifting opinion towards your point of view, leading to the desired behaviors.

Sit down again with your communications specialists and review your message for impact and persuasiveness. Then, select the communications tactics most likely to carry your words to the attention of your target audience. You can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be sure that the tactics you pick are known to reach folks just like your audience members.

You've heard the old bromide about the credibility of a message depending on its delivery method. On the chance it's true, you might think about introducing it to smaller gatherings rather than using higher-profile tactics such as news releases or talk show appearances. The need to produce a progress report will sound the alert for you and your PR folks to return to the field for a second perception monitoring session with members of your external audience. Using many of the same questions used in the first benchmark session, you'll now be watching very carefully for signs that the bad news perception is being altered in your direction.

If impatience enters the fray, you can always accelerate things with more communications tactics and increased frequencies.

Finally, like a military unit, your public relations effort can use an action-oriented motto: the right PR really CAN alter individual perception and lead directly to changed behaviors that help you succeed.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net. Word count is 1170 including guidelines and resource box.

Robert A. Kelly © 2004.

About The Author

Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communi- cations, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations.

mailto:bobkelly@TNI.net

Visit: http://www.prcommentary.com

Managers Your Pr Working For You

Writen by Robert A. Kelly

If all you want are brochures, press releases and broadcast plugs, and you're getting them, good show!

But, as a business, non-profit, government agency or association manager, if you want the very best that public relations has to offer, you may want to think about PR a little differently. Say, like this: I really need to do something meaningful about the behaviors of those important outside audiences that MOST affect the group, department, division or subsidiary I manage.

Thus, you might conclude that you need to create the kind of external stakeholder behavior change that leads directly to achieving your managerial objectives. And then, follow through by persuading those key outside folks to your way of thinking by helping move them to take actions that allow your unit to succeed.

The good news is that public relations is based on a highly proactive premise that can easily go your way: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is usually accomplished.

What it will mean to you as a manager is that the right public relations planning really CAN alter individual perception and lead to changed behaviors among your key outside audiences. But your PR effort must demand more than special events, news releases and talk show tactics if you are to receive the quality public relations results you believe you deserve. That way, you really will stand a good chance of getting the best public relations has to offer.

Follow that path and the end-products you have in mind will actually appear. For example, customers starting to make repeat purchases; capital givers or specifying sources beginning to look your way; welcome bounces in show room visits occur; membership applications start to rise; new proposals for strategic alliances and joint ventures begin showing up; politicians and legislators start looking at you as a key member of the business, non-profit or association communities; community leaders begin to seek you out; and prospects actually start to do business with you.

Please don't be surprised that the public relations people on your staff can be of real use for your new opinion monitoring project. After all, they are already in the perception and behavior business. But to be certain, determine if those PR folks really accept why it's SO important to know how your most important outside audiences perceive your operations, products or services. And this is really important: be sure they believe that perceptions almost always result in behaviors that can help or hurt your operation.

And now, your public relations plan itself. Review it carefully with the public relations professionals on your team. Talk over how you plan to monitor and gather perceptions by questioning members of your most important outside audiences. Ask questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the exchange? Are you familiar with our services or products and employees? Have you experienced problems with our people or procedures?

Sooner or later the idea will surface about retaining professional survey firms to do the opinion gathering work. But know that that may require more expense than using those PR folks of yours in that monitoring capacity. But whether it's your people or a survey firm asking the questions, the objective remains the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

At this point, top priority is establishing a realistic, achievable goal that addresses the most serious problem areas you uncovered during your key audience perception monitoring. Will it be to straighten out a dangerous misconception? Correct a gross inaccuracy? Or, stop a potentially painful rumor before it does more damage?

Fact is, every goal needs a matching strategy to show you how to reach that goal. But there are only three strategic options available to you when it comes to solving perception and opinion problems. Change existing perception, create perception where there may be none, or reinforce it. But the wrong strategy pick will taste like Ovaltine on your veal chops. So be certain your new strategy fits well with your new public relations goal. You certainly don't want to select "change" when the facts dictate a strategy of reinforcement.

Since there is no way to avoid good writing in the PR game, please face the reality that you must put together a persuasive message that will help move your key audience to your way of thinking. It should be a carefully-written message aimed directly at your key external audience. Lean on your best writer to accept the assignment because s/he must produce language that is not merely compelling, persuasive and believable, but clear and factual if it is to shift perception/opinion towards your point of view and lead to the behaviors you have in mind.

Here we are at the point where your people must decide on the communications tactics most likely to carry your message to the attention of your target audience. There are many waiting for you. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be certain that the tactics you pick are known to reach folks just like your audience members.

Another reality in public relations is this: the method by which you communicate your message will bear heavily on its credibility, always fragile at best. Thus, you may wish to unveil your corrective message before smaller meetings and presentations rather than using higher-profile news releases.

A second perception monitoring session will be needed to measure headway in moving key audience perception. Those data will comprise your first progress report. Fortunately, you can use many of the same questions used in your benchmark session. But now, you will be watching for signs that the bad news perception is being altered in your direction.

Slowing program momentum tells you first-aid is needed. And that suggests speeding up things by either adding more communications tactics and/or increasing their frequencies, or both.

You'll know your PR is working for you when you move away from dependence on communications tactics and on to a plan for doing something about the behaviors of those important external audiences of yours that MOST affect your operation.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net.

Robert A. Kelly © 2006

Bob Kelly counsels and writes for business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has published over 200 articles on the subject which are listed at EzineArticles.com, click Expert Author, click Robert A. Kelly. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations.

mailto:bobkelly@TNI.net

Visit =>http://www.PRCommentary.com

Public Relations Counselors

Writen by Ross Bainbridge

The aim of Public Relations is to maximize support and minimize opposition for your enterprise among the various stakeholders and general public. A PR campaign consists of two distinct elements -- strategy and execution, i.e. what to do and how to do it.

The role of a Public Relations Counselor is to suggest strategy, i.e. advocate “what to do”. A Public Relations Counselor would typically be involved in defining the PR policy of your enterprise, analyzing problems and opportunities, identifying the stakeholders or publics you need to reach, recommending the key messages for each public, and allocating responsibilities to the team.

Given the criticality of this position, here are some qualities you need to look for in your Public Relations Counselor:

Good Judgment

Good judgment is the single most important quality of a good PR counselor. She needs to correctly interpret the strength and longevity of public opinion, and must know what to react to, and when and how to react. This calls for superior judgment.

Research and analytical capabilities

A responsible public relations program is based on the understanding of its publics. This comes through patient research, quantitative and qualitative measurement and insightful analysis. Without these qualities, a public relations counselor cannot hope to succeed.

Thinking on her feet

PR counselors are invariably called on to deal with crisis situations when hostile publics demand swift and sensitive action. Imagination, quick reactions, and sensitivity to the public's view will help your PR counselor deal effectively and efficiently with these adversities.

Persuasive Communicator

Communication is critical to all public relations functions. Well-planned, effectively handled communication is the key to the success of every PR program. Your PR counselor must also be persuasive in order to gather information and opinions from people, often in times of trouble when most people don't want to talk.

Honesty

Above all, you want a PR counselor who will always be honest with you. Your PR counselor needs to be a mirror of the public opinion, helping you see an honest picture of what the public thinks of your enterprise.

Public Relations provides detailed information on Public Relations, Health Public Relations, Public Relations Firms, Public Relations Counselors and more. Public Relations is affiliated with Digital Printing Companies.

Celebrities Cant Have It Both Ways

Writen by Michael Levine

Corporations are willing to pay substantial amounts of money to prominent personalities so that consumers will relate the brand with their favorite star, and thus will be more likely to buy the product. The buying public imparts credibility to the celebrity because of his or her charisma as well as the credibility that comes with prominence in the media. The power of someone's personality also entails risks for the brand with which they are associated, because any controversial behavior may reflect badly on the product. This has become an especially frequent problem in recent times.

Whoopi Goldberg, for example, lost her Slim Fast contract due to her abrasive remarks regarding the President. The people at Slim Fast did not want their brand associated with a personality embroiled in controversy, who was likely to upset people by insulting a respected figure. In 1989, Pepsi dropped Madonna for her "sacrilegious" "Like a Prayer" video. McDonald's allowed Kobe Bryant's contract with them to lapse after a woman accused him of rape. After allegedly entering a special treatment program for anorexia, Mary-Kate Olsen vanished from the "Got Milk?" campaign. Hip-hop star Ludacris became another Pepsi casualty when executives heard Bill O'Reilly remark upon the obscenity of the rapper's lyrics, and decided he wasn't beneficial for their soda's reputation.

Sometimes celebrities act indignant when they lose an endorsement due to remarks they made or other forms of expression in which they indulged, as if their freedom of speech has been violated. Whoopi Goldberg felt she was being "punished" for speaking freely. The First Amendment says nothing about having an inherent right to multi-million dollar deals, just that the State cannot prosecute you for the content of your expression. On the other hand, if the State were to dictate Slim Fast's ad campaign by forcing them to retain Goldberg, that would be a violation of Slim Fast's rights.

For many years, celebrities like Whoopi have made enviable amounts of money from endorsements, but now that they are getting axed so frequently, they may need to take caution if they want to keep this source of revenue. Celebrities are not so irreplaceable and unique. Companies fed up with prominent scandals can easily resort to lesser-known actors who have not accumulated a reputation, bad or otherwise. Advertisers can even employ animated or animal mascots, who have absolutely no independent life of their own, and thus will not ever bring shame upon the company name. Thus, household names who lose their reputation may also lose their big advertising money to, let's say, Tony the Tiger. This phenomenon brings to mind what Cassius said in Shakespeare's Othello, "O, I have lost my reputation!... and what remains is bestial."

Superstars have to make a choice when it comes to endorsements. They have to realize that companies have reasons for keeping them, and for getting rid of them. If celebrities want to do as they please, they cannot expect companies to put up with everything they do and keep on paying them. Eminem lives by his own rules, and companies never hire him for endorsements; but he doesn't seem to care. Those who care about the exposure and money associated with endorsement deals must cultivate a good reputation, maintaining healthy, controversy-free public personas. Otherwise, we will keep seeing more and more stars disappearing from the ad campaigns in which we have become accustomed to seeing them.

Michael Levine is the founder of the prominent public relations firm Levine Communications Office, based in Los Angeles. He is the author of Guerrilla PR, 7 Life Lessons from Noah's Ark: How to Survive a Flood in Your Own Life.

GuerrillaPR.net is a resource for people that want to get famous in the media, without going broke. http://GuerrillaPR.net

Knowing The Community

Writen by Lance Winslow

You are in business for yourself, but how well do you know your customers and community? A good way to become better at understanding your community is to develop spread sheet databases of service clubs in your town with contact names, phone numbers, email addresses and brief descriptions. You should know all of the Volunteer Support / Service Clubs in your town. You will find sample letters in your Microsoft Word and Excel programs to make your job of creating these databases quite easy. You'll also find a list of service clubs at your local chamber of commerce and you can build your database from there. You will also find information in the newspaper under; what is happening events with contact names and sources. The file you create should be labeled Service Clubs Data Base and contain contact information for clubs such as:

Kiwanis

Optimists

Soroptimists

Elks

Lions Club

Rotary

This database will prove to be quite useful to you. These clubs help the community, other clubs and groups in your area. You should also create standard letters in Microsoft Word that contain promotional silent auction coupons and gift certificate or fundraising idea proposals which involve your company. It is advisable to mail a proposal to all clubs in your area alerting them of your desire to work with them on gift certificates and events. Introduce yourself and attend meetings of service clubs. Go to two meetings. At the second, bring two additional potential members with you. All service clubs try to increase their membership. Since they are also social clubs, many times increasing membership is more important than helping. Even if you don't join, you can make a lot of friends by securing membership or brining in others. This is smart networking and shows your commitment to the community. It's always good to name drop too and most of the city's movers and shakers are involved in these groups. You should attend all prominent clubs before making a decision and join only one. Keep open tabs on all clubs and become a resource in case they need something. Think about the community and your place in it. As a small business person you owe it to yourself to participate and become part of the ownership society which builds community spirit and strengthens your business. Think about it.

Lance Winslow

Public Relations For Crisis Centers

Writen by Lance Winslow

Crisis Centers help people in their time of need. Sometimes it is an addiction problem and sometimes it is a severe depression issues or perhaps abuse issue brought on by another who maybe suffering from one of those problems. Crisis Centers need our help and some members of our society need their help too.

In fact, crisis centers must maintain community goodwill otherwise they cannot administer that help when it is most critical. If no one seeks help it is nearly impossible to render it and the results would be short lived even if they did. This is why crisis centers need a strong public relations program.

How can a public relations campaign be waged without causing more animosity and conflict? Some citizens do not want the dirt under the carpet removed and therefore do not want these things addressed. But if the public relations and community goodwill program is done properly this will not be an issue.

It is important for Crisis Centers to do public relations on a low-key basis but also get to those they need to in order to avert disasters for those individuals and family. A positive public relations program for a crisis center can also get volunteers to join who also wish to help and this also helps spread the word of mouth advertising about the crisis center.

It also makes for good public-relations stories. Such as the mother who lost a son due to drug abuse and is now volunteering to help end the crisis center to do something about the horrible problem. Open communication lines with the local media can do wonders to promote a crisis center. Perhaps you will consider this in 2006.

"Lance Winslow" - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; http://www.WorldThinkTank.net/wttbbs/

The Most Important Lesson Of The Past That Media Scholars Should Keep In Mind

Writen by Jonathon Hardcastle

Before the emergence of television and radio, print media dominated the majority of known societies. However, the technological innovations that were introduced during from the 19th till the 21st Century have created a new global marketplace, transcending national borders and culture barriers. This proliferation of news and their homogenous nature is evident in almost all media mediums used and it is far more forceful and dynamic than the print press news initiators could have ever imagined. Nevertheless, although the technological changes that have occurred have increased the speed and the amount of the exchanged information, especially though the use of the Internet, it has been almost impossible for scholars to accept a universal definition of what constitutes today the news, or how this vast increase in outlets and media will influence news production, distribution, or consumption in the future.

Regardless of how well-designed and targeted a message may be, or what it may desire to transmit, it will not succeed its original purpose unless it is disseminated to the selected targets through the most appropriate medium. What is the appropriate medium? One that complements the message, one that addresses individuals consistently, and most importantly, one that delivers the message at the right time, when the target is most receptive. By selecting the most appropriate medium, the message can generate a positive reaction from the target, transform it to a prospective audience, and finally mature it to a friendly receiver.

According to media scholars, one valuable lesson from the early ages of news release has been the effective selection and combination of the appropriate media vehicles, known in contemporary marketing studies as the media mix. This process has proven to be complex, while it required careful identification of the target segment. Vested upon this fact, lies another important realization. The media environment has been changing almost cyclically in reaction to technological, economic, market, cultural, and political forces. Contemporary media scholars, if they wish to acquire an important lesson from the past communication practices, have to take under consideration that the latest forms of news gathering, have turned their current focus on entertainment and "soft news." This shift is not a recent outcome. It has happened in the past and it's based on the notion of complying with the existing consumer beliefs, the social norms that prevail, the economic models that emerge, and of course the competitive trends in the media industry.

This news quest resulted in an important shift in the contemporary journalists' work. Today, in comparison to the past, the desired audiences tend to have an active and not passive role during the news consumption process. This shift is strengthened by the fact that citizens globally are aware the news hidden purpose. News nowadays are not disseminated, as indented originally, to educate, unite and inform the societies they penetrate, but rather to entertain, mislead and hide the important essence of the messages from public attention. News has ceased to be news compared with its past definition. Media scholars, along with today's consumers, must research and understand the underlying principles of this noticeable change before attempting to alter the scenery and claim back the news' utility. It's not only another public interest topic. It's a practice that will alter consumers' present role and the future course of media practices.

Jonathon Hardcastle writes articles on many topics including Business, Finance, and Gemstones

Public Relations For A Toy Shop

Writen by Lance Winslow

What can a toyshop do to promote community goodwill and public relations? If they simply donate toys, eventually everyone will ask them to donate more and then they will reach a point where they just cannot give any more and they will have to say no.

Saying no to community groups is problematic and yet the store cannot give away all the inventory for free. After all these days toy stores must compete with Wal-Mart and other companies too.

One of the best public relations strategies for a Toy Shop is to but a box in the front of the store, which says donations for needy kids or Toys for Tots. Encourage your customers to either buy a toy in the toyshop or bring in toys and get a dollar trade in for their donation.

Alert the media that you are collecting toys and encourage everyone to bring in toys and even get a dollar off on their purchases. A Toy Shop, which gives away to toys for silent auctions, charity and other things will be well respected in the community.

But remember as a Toy Shop owner if you give away all your inventory you will never be able to compete with the big box stores that are selling Chinese toys for half of what it cost you to buy them for your own shelves. And that will be in no wind game for you. If you own a Toy Shop play it smart with your public relations and collect toys for needy children. Please consider this in 2006.

"Lance Winslow" - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; http://www.WorldThinkTank.net/wttbbs/

Its The Story Not The Size Of Your Business

Writen by Beth Silver

Have you ever wondered why companies less established than yours receive better press than you? Well, the answer may be simple: they get publicity out there now while you're waiting to grow before making your move. As an entrepreneur or business owner, you need to be realistic about your business, time, budgets, and marketing efforts, but if you think about your business objectively for a moment, you may have a story that an editor/journalist is looking for right now—no matter what size your firm is.

The following tips will help you begin exploring PR opportunities to widen your reach.

1. Know what public relations is.
Public relations is simply the relationship your organization has with the outside world, which includes everyone—friends, relatives, customers, future prospects, competitors, and employees, if you have any. While the relationship you create with your public can have a profound effect on your business, please be aware that all of these people will not immediately make a purchasing decision or change their mind if they only see something once. With public relations, you must be consistent with your message and your actions.

2. Know what public relations is not.
PR is not advertising. The purpose of PR is to inform the public about news and events. You are not selling; you are providing tidbits of information that you are hoping an editor or journalist will see and use for their stories. Editors and journalists hate hearing about promotional offers, for example, so if you have one, consider using advertising instead of PR as your marketing vehicle. Don't waste a great potential relationship with an editor or journalist in hopes of publicizing a quick promotion. If you do, these professionals will ignore you when you do have real news to report.

3. Have a plan and an angle.
No matter what business you're in, if you do not have a marketing or PR plan, you will find business more difficult to obtain—and you will probably annoy many editors along the way, too. If you are someone who rushes into things and needs to see immediate results, then publicity is not the right medium for you. Realize that magazines and newspapers have strict editorial calendars, deadlines, and space limitations to respect and they often develop their stories over the course of several months. Also, newspapers and magazines have to report important news stories, which often moves planned stories aside. Keep these parameters in mind as you create your marketing and PR plan. In addition, make sure your publicity has a clear angle of interest to the publication's readers. If it doesn't, the editor will probably push it aside. In other words, remember your target market. In this case, it is the readers of that particular publication. Highlight news angles that appeal to their interests. Businesses use Doubet to achieve effective PR to leverage their assets, identify and pitch stories, and showcase their expertise.

Creating a PR plan will ensure that you enhance your business by creating well-received stories, by publicizing your news in the proper format and within the time frame of the publications and ultimately, by establishing strong relationships with the media.

4. Be respectful of an editor's timing requirements.
Timing is vital. Don't submit a press release on Monday for an event your business is sponsoring on Tuesday. Editors will ignore you. If a newsworthy occurrence comes out after your event that creates a nice tie-in to your business, that's OK—your press release can at least mention that your event happened.

If you do want to publicize a newsworthy story linked to your business, make sure you do it early enough so the media can react within their time frame. When contacting media professionals, ask what their deadline is. Never ask when your story will run.

Beth Silver has been providing marketing and business strategies (http://www.doubetllc.com/services) to entrepreneurs and small business owner for over 10 years. For more great tips and to sign up for Doubet's free monthly newsletter, The Target Advocate (http://www.doubetllc.com/newsroom), please visit http://www.doubetllc.com

Public Relations For Fast Food Establishments

Writen by Lance Winslow

Public relations for fast food franchises and eating establishments of this type are so vitally important to on-going sales and those fast food restaurants, which concentrate on a positive community goodwill image, do best over time.

This means that strong public relations program is needed at the Franchisor level as well as at the store level in their individual market areas. What can a fast food franchise outlet do in the community to promote public relations and goodwill?

Well there are many things that they can do including joining service clubs and the Chamber of Commerce. Many fast food restaurants will have low-cost catering or provide free beverages to soccer teams during halftime. It is amazing how a little bit of customer service can go along way in that regard. But, what else can a fast food restaurant do to promote public relations?

Consider if you will the Ronald McDonald House and how that has helped so much for families who have children that have had their lives cut short. You can thank Ray Kroc, the founder of McDonalds for that.

This of course is done on a national level and they have many Ronald McDonald Houses around the World. But did you know that there are so many wonderful things that can be done locally and when fast food outlets do such things, people will stand up and take notice and you are well on your way to an excellent public relations program.

"Lance Winslow" - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; http://www.WorldThinkTank.net/wttbbs/

Managers Your Pr In The Strike Zone

Writen by Robert A. Kelly

Managers: Your PR in the Strike Zone?

It is if you're trying to do something meaningful about the behaviors of those important audiences that MOST affect the business, non-profit, government agency or association unit you manage.

It's in the strike zone when your public relations creates the kind of external stakeholder behavior change that leads directly to achieving your managerial objectives.

And it stays in the strike zone when you follow through by persuading those key outside folks to your way of thinking by helping move them to take actions that allow your department, group, division or subsidiary to succeed.

Your managerial public relations is NOT in the strike zone when all that preoccupies you is how to move a message from one point to another using simple tactics like broadcast plugs, brochures and press releases. A simplistic approach to public relations that ignores the need to properly profile and qualify your target audience by probing how they feel about you and your services or products.

This could be problematic because the perceptions of key outside audiences invariably lead to behaviors that can help or hurt a business, a non-profit, a government agency or an association.

Instead, consider this approach to your managerial public relations and do something meaningful about the behaviors of those important audiences that MOST affect the organization you manage; create the kind of external stakeholder behavior change that leads directly to achieving your managerial objectives; then follow through by persuading those key outside folks to your way of thinking by helping move them to take actions that allow your department, group, division or subsidiary to succeed.

A one-two-punch that lets you measure the success of this methodology while you get the best public relations has to offer. In addition, this approach recognizes that many managers build their public relations program around communications tactics which, as noted, they simply use to move a message from here to there. But the reality is that tactics such as special events, press releases, broadcast plugs and brochures cannot, all by themselves, deliver results like those outlined above.

It's not every day that you can base your public relations planning on a high-potential underlying premise. But here you can: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is usually accomplished.

The fact of the matter is, the right PR planning actually CAN alter individual perception and result in changed behaviors among key outside audiences. But, you'll only get there when your PR requires more than news releases, special events and broadcast plugs. Only then will you receive the quality public relations results you deserve.

Now, a sampling of possible results could include capital givers or specifying sources beginning to look your way; new proposals for strategic alliances and joint ventures showing up; customers starting to make repeat purchases; welcome bounces in show room visits; community leaders beginning to seek you out; politicians and legislators looking at you as a key member of the business, non-profit or association communities; new prospects actually starting to do business with you; and membership applications starting to rise.

Because your PR people already labor in the perception and behavior vineyards, they're prepared to handle your new opinion monitoring project. Be doubly certain, however, that the PR staff really accepts why it's SO important to know how your most important outside audiences perceive your operations, products or services. And insure that they believe that perceptions almost always result in behaviors that can help or hurt your operation.

Your overall public relations plan for monitoring and gathering perceptions by questioning members of your most important outside audiences, must be reviewed with your PR people in detail. Suggest that they consider asking questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the exchange? Are you familiar with our services or products and employees? Have you experienced problems with our people or procedures?

Be aware that it costs real money to employ a professional survey firm to do the opinion gathering work, and this must be compared to the cost of using those PR folks of yours in that monitoring capacity. Nevertheless, whether it's your people or a survey firm asking the questions, the objective remains the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

Without doubt, your top priority now is the establishment of a realistic PR goal calling for action on the most serious problem areas you uncovered during your key audience perception monitoring. At this point, you probably will decide to stop that potentially painful rumor on the spot, or straighten out that dangerous misconception, or correct that gross inaccuracy.

Goal-setting begets strategy-setting and that's what you must undertake now. A strategy that tells you how to reach that goal. However, you have just three strategic options available to you when it comes to doing something about perception and opinion. And they are, change existing perception, create perception where there may be none, or reinforce it. Of course, the wrong strategy pick will taste like chocolate covered asparagus. So be sure your new strategy fits well with your new public relations goal. You certainly don't want to select "change" when the facts dictate a strategy of reinforcement.

The order here is a persuasive message that will help move your key audience to your way of thinking. And your very best writer must come up with a carefully-written message targeted directly at your key external audience. The writer must use corrective language that is not merely compelling, persuasive and believable, but clear and factual if it is to shift perception/opinion towards your point of view and lead to the behaviors you have in mind.

Still burning the midnight oil, you should make a decision as to those communications tactics most likely to carry your message to the attention of your target audience. Fortunately, you have a lot from which to choose. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be certain that the tactics you pick are known to reach folks just like your audience members.

Alert: communicating your message, particularly HOW you communicate it, has a lot to do with the way your message is perceived, especially its credibility. So you may wish to unveil such corrective language before smaller meeting presentations, rather than using higher-profile news releases.

Sooner or later, you'll have to show how things are going and that's where periodic progress reports come in handy. They can also demonstrate how resources applied to public relations pay off. Progress reports also provide timely alerts to begin a second – and comparative -- perception monitoring session with members of your external audience. You'll want to use many of the same questions used in the benchmark session. But now, you will be on strict alert for signs that the bad news perception is being altered in your direction.

In the unlikely event that your PR program loses some of its forward motion, remember that you have the option of speeding things up by adding more communications tactics and/or increasing their frequencies.

Fortunately for all concerned managers, when you take proper control of the public relations being performed on your behalf, the PR program tends to move into the right strike zone and away from dependence on communications tactics. What it does is something meaningful about the behaviors of those important external audiences of yours that MOST affect your operation.

Naturally, as you follow through by persuading those key outside folks to your way of thinking, you help move them to take actions that end up allowing your department, division, group or subsidiary to succeed.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net. Word count is 1470 including guidelines and resource box. Robert A. Kelly © 2006.

Bob Kelly counsels and writes for business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has published over 200 articles on the subject which are listed at EzineArticles.com, click Expert Author, click Robert A. Kelly. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations. mailto:bobkelly@TNI.net

Visit:http://www.PRCommentary.com

Its Just Common Sense

Writen by Robert A. Kelly

When a group of outsiders behaves in a way that hurts your business, you usually do something about it. Yet, many business people are amazingly casual about their own external audiences. To me at least, they seem to ignore the reality that those behaviors really do impact their organizations.

Even when they do realize it, they often fail to associate the damage with the one remedy likely to help – public relations, America's behavior modification specialists.

Not surprisingly, the fundamental premise of public relations spells out why businesses need public relations. Namely, to help alter the perceptions, and thus behaviors of their key target audiences which almost always leads to achieving their business objectives.

Here's what the premise says: People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving- to-desired-action those people whose behaviors affect the organization, the public relations mission is accomplished.

And here's how you can apply it to your business.

Have you ever thought seriously about who these groups are that can wield such power over your organization? In addition to obvious audiences such as customers, prospects and employees, would your list of key external audiences also include such "publics" as area residents, political officeholders, minorities, fraternal groups, trade and industry leaders, nearby military personnel and union leaders? The test is, do their behaviors affect my business in any way? If they do, they belong on the list.

Now, put the names on that list into priority order and, for starters, let's see how we might approach the group at the top of your list – your key, target public.

Can't affect how they perceive you, or behave towards you, unless you take the time to find out how they currently perceive you and your business. Interact with several members of that important outside audience, and ask a lot of questions. Have you heard about us? Do you have a positive opinion about us? And listen carefully for any hint of negativity such as inaccurate beliefs about your product or service quality and pricing. Do you notice other misconceptions about your business, or a recurring rumor that needs to be confronted directly?

When you monitor individual perceptions this way, the responses you receive allow you to establish your public relations goal. For example, neutralize that rumor, or clear up that misconception, or correct that inaccuracy.

But what good is that public relations goal all by itself? No good, of course, until you know how you're going to achieve it. And that means you need a strategy. Since there are really just three ways to affect perceptions or opinion, you must decide whether the public relations goal can be achieved by creating opinion/ perceptions where there isn't any, or by changing existing opinion, or by reinforcing it.

And so, with goal and strategy all set, the real work begins. What are you going to say to those individuals whose perceptions of your organization you wish to alter? In other words, you need a message that, in addition to being crystal-clear as to intent, will be persuasive, credible and really compelling. And you must be specific as to whether you seek to correct a misconception, an inaccuracy, a rumor or a mistaken belief about the organization.

Every bullet needs a gun to fire it at the target. And the same goes for your message. The "beasts of burden" that will carry your message to the right eyes and ears among your target audience will be communications tactics. They include news releases, letters-to-the-editor, speeches, newsletters, brochures, face-to-face meetings, broadcast interviews and dozens of others.

In due course, you will wonder if you're making any progress. Best way to tell is to monitor members of your target audience all over again. Ask questions similar to those you used earlier, and listen carefully for indications that their perceptions now reflect the corrective elements of your message.

Not enough movement in their perceptions? You'll want to think about increasing the number of different communications tactics you're bringing to bear as well as an increase in their frequencies. And don't forget to re-evaluate the factual basis and impact of your message itself.

Your ongoing monitoring of perceptions among your key target audience will begin to reveal changes in that opinion as time passes. And that spells success in public relations.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net.

Robert A. Kelly © 2003

About The Author

Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net. Visit: http://www.prcommentary.com

Photographs Ten Tips For Getting Good Shots

Writen by Thomas Murrell

Photographs are essential for getting good publicity in the print media, especially magazines, newspapers, internal newsletters and even websites. Taking effective photographs often requires patience and practice but is a valuable skill to acquire.

A newsworthy or unusual photograph can really add to a story and enhance your message. Often a story may be run purely because it has a great photograph or a front page photograph will have it's accompanying story a few pages back.

Good media relations practitioners should always be on the lookout for good photographs. When planning a media event, always keep in mind options for good photo opportunities.

This is especially true for television, where moving visual pictures are essential for the story.

Digital cameras and editing software made taking and distributing photographs a lot cheaper and easier.

Whether you are taking photographs yourself or employing a professional photographer, keep these tips in mind to make your visual images more effective when trying to communicate your message.

1. THE SET-UP.

Avoid busy, cluttered backgrounds that may detract from your subject. Remember that people often scan newspapers, sometimes whilst preparing for work or commuting. Make your picture interesting without being too cluttered, showcase your subject in the picture.

2. THE PEOPLE FACTOR.

Don't photograph subjects head on. Shots taken from a slight side angle are more natural. Research has shown people like to look at other people, try to include a person in all your pictures where appropriate.

3. KEEP IT NATURAL.

Candid shots of subjects are better than posed "mug shots".

4. FRAME IT.

Too much space around a subject can be distracting. Try to keep your shots tightly framed without cutting parts of your subject from the picture. Seeing a person's head trimmed in a shot isn't appropriate or favoured by the media.

5. AVOID ROWS.

Photograph a group in a natural cluster, never in a stiff row.

6. KEEP IT SIMPLE.

Avoid the temptation to photograph too many people in a group. Remember the focus of your article.

7. FOCUS ON FACIAL FEATURES.

Generally, faces should be at least as large as the nail on your little finger.

8. ALWAYS PROOF.

Ask for proof sheets from the processor before selecting negatives for printing. Better still with digital cameras, check your shot before saving. Be mindful of blurring because when the shot is printed any blurring is worsened and may ruin your shot.

9. BUILD RELATIONSHIPS.

Make sure people in your photographs receive copies. It's a really easy simple gesture that lets people know you appreciate their help.

10. ASK PERMISSION.

Always ask permission to take photographs of subjects used for publicity purposes. Always obtain a release, even for internal publications and file photos.

Source: Adapted from 'Public Relations: The Profession and the Practice', Otis Baskin, Crag Aronoff and Dan Lattimore, 4th ed, McGraw Hill, pg 213.

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries. You can subscribe by visiting http://www.8mmedia.com Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at http://www.8mmedia.blogspot.com

A Different Spin On Internal Pr

Writen by Darcy Silvers

If you've ever stayed at a Ritz-Carlton hotel, you know that when it comes to customer service, the Ritz does it right. Every employee—from the bell hops to the bartenders—makes you feel welcome. And special.

So what's this got to do with PR? Everything.

Think about it. If you've had a more than pleasant stay at a Ritz-Carlton, you're going to tell your family and friends about it. Some might call this word-of-mouth or buzz marketing. I call it brilliant PR.

On the contrary, if you've had a less-than-satisfactory experience, you're also likely to tell others about it. Buzz gone bad.

So the Ritz makes sure you're welcomed with open arms. Every employee greets you with a smile and a "Good morning," "Good afternoon" or "Good evening."

As William Aruda notes on the MarketingProfs.com site: "Every employee gets it. They just get it—and are able to deliver on it consistently. That is what makes the Ritz-Carlton brand synonymous with extreme customer service, and that's what turns customers into evangelists."

Amen.

So what can other businesses learn from the Ritz? They can incorporate customer service best practices into their employee training. They need to rethink how they think about PR.

At its most basic level, PR is not about a fancy-schmancy press kit or how many mentions your business gets in the media. It's about customer service, plain and simple. That's why it's called public relations. A business that can relate well to its customers understands the importance of PR.

Maybe "PR" really stands for "Puttin' on the Ritz."

Specializing in e-commerce and direct mail, copywriter Darcy Silvers began her career in journalism and still gets an adrenaline rush from deadline pressure. She "defected" to advertising, working for Orlando's RY&P and suburban Philly's TJP agencies, where she wrote copy for Nabisco, M&M/Mars, Johnson & Johnson and more. Her passion is PR; she served as PR director for a 7-county governmental agency in Florida, and is accredited via PRSA and IABC. http://home.comcast.net/~thehiredhand/

Public Relations For Npdes Programs

Writen by Lance Winslow

NPDES issues and storm water discharge programs are a vital part of our clean water resources and therefore we need to be concerned with how we approach these things. Many time folks do things they think are not too harmful but can cause problems.

Such as dumping waste oil on weeds along an embankment next to a canal or ditch, that is used for farm water or goes into a creek or river and is used down stream for fresh water supplies for a city. It only takes one gallon of diesel fuel to contaminate 1 million gallons of fresh water.

Folks often do not realize such things and all too often we see other minor abuses such as people cleaning their spokes on the rims of their car with acids and home cleaning products. If these chemicals are made for the house they are suppose to go into the city sewer treatment system not flow down the driveway into the storm drain and into a river.

Soapy carwash suds, engine degreasers and such also can be bad news. One person doing this is not an environmental disaster but if the city has 400,000 people in it and 10-20% do not care or do not realize it then it is a significant problem for our environment and the over all eco-system.

Many cities are careful to put stenciled notifications on storm drains to remind people that that water leads to the ocean or to the river. This is one good public-relations strategy, but it does even better if those stenciled notices are painted by local residents and volunteers and this is promoted in the media much like Earth Day. NPDES public relations program are paramount to getting the word out and keeping our environment clean. Please consider this in 2006.

"Lance Winslow" - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; http://www.WorldThinkTank.net/wttbbs/