Pr For Brand New Managers

Writen by Robert A. Kelly

Just promoted to manager?

Here's something you need to know.

Whether you are now a business, non-profit or association manager, your road to success really means achieving your new managerial objectives by altering perceptions. And I refer to perceptions leading to changed behaviors among those key outside audiences of yours that most affect your new group, department, division or subsidiary. And, incidentally, key external folks whose behaviors will affect whether you will be a success in your new role as a manager.

Along the way, hopefully, you'll not only do something positive about the behaviors of those important external audiences of yours that most affect your operation, you'll persuade those key outside folks to your way of thinking, then move them to take actions that allow your department, group, division or subsidiary to succeed.

Fortunately, others have trod this path before you. Lessons learned include this one: 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.

That approach lets you attend to the perceptions and behaviors of the very people who could hold your professional success as a manager in their hands. And not spend all your time with tactics like special events, brochures and press releases.

When your PR program goes the way you want, you should start to see new approaches by capital givers and specifying sources; fresh proposals for strategic alliances and joint ventures; prospects starting to do business with you; welcome bounces in show room visits; rising membership applications; community leaders beginning to seek you out; customers making repeat purchases, not to mention politicians and legislators viewing you as a key member of the business, non-profit or association communities.

You are forgiven for wondering just who will perform these labors. Perhaps an outside PR agency team? Or people assigned to your operation? Or your own public relations folks? No matter where they come from, they must be committed to you and this new PR plan starting with key audience perception monitoring.

As a brand new manager, you need some back and forth with your public relations support people to be sure that those assigned to you are clear on why it's vital to know how your most important outside audiences perceive your operations, products or services. They must accept the reality that perceptions almost always lead to behaviors that can help or hurt your operation.

When you talk with them, be clear about how you plan to proceed, in particular how the perception monitoring and gathering will proceed by questioning members of your most important outside audiences. As examples, how much do you know about our chief executive? Have you had prior contact with us and were you pleased with the interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?

It's expensive to use professional survey firms in the perception monitoring phases of your program. If the resources are there, by all means do so. But it should also be a source of comfort to know that if the budget is not available, 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.

The worst distortions you discovered during your key audience perception monitoring will be no match for the right kind of PR goal. And that's because the new goal will probably call directly for straightening out that dangerous misconception, or correcting that gross inaccuracy, or stopping that potentially fatal rumor dead in its tracks.

HOW to move forward with your new PR effort is always challenging, especially when it comes to selecting the right strategy to tell you how to get where you want to be. Keep in mind that there are just three strategic options available to you when it comes to handling a perception and opinion challenge. Change existing perception, create perception where there may be none, or reinforce it. Since the wrong strategy pick will taste like butterscotch sauce on your antipasto, assure yourself that the new strategy fits comfortably with your new public relations goal. You don't want to select "change" when the facts dictate a "reinforce" strategy.

Here's a case where strong language can be an asset, because someone on your PR staff must write a strong message and aim it at members of your target audience. Obviously, crafting action-forcing language to persuade an audience to your way of thinking really is hard work. Which is why you need your first-string varsity writer because s/he must create some very special, corrective language. Words that are not only compelling, persuasive and believable, but clear and factual if they are to correct something and shift perception/opinion

towards your point of view leading to the behaviors you are targeting.

With all that a new manager has to do to get oriented to the new responsibility, you'll be relieved that one of the less complex jobs is selecting the communications tactics most likely to carry your message to the attention of your target audience. You can do this after you check out the draft message with your PR people for impact and persuasiveness. There are dozens of tactics available to you. 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.

Another caveat, you may decide to unveil your message before smaller meetings and presentations rather than using higher-profile news releases. The reason: a message's believability can depend on the credibility of the means used to deliver it.

Consider it your signal to begin a second perception monitoring session with members of your external audience, when the subject of progress reports arises. Many of the same questions used in the first benchmark session can be used again. But now, you will stay alert for signs that the problem perception is being altered in your direction.

Also keep in mind that if your program suffers a loss of momentum, you can always speed up things by adding more communications tactics, and increasing their frequencies.

Brand new managers often are anxious for positive results on their new job and, to that end, they had best worry more about external audience behaviors than exploding out of the gate with tactical broadsides.

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 © 2005.

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

The Most Important Pr In America

Writen by Robert A. Kelly

Just happens to be public relations activity that alters individual perceptions leading directly to changed behaviors. PR pulls that off by persuading a manager's key outside audiences with the greatest behavior impacts on the organization, to its way of thinking. Then it moves those external stakeholders to take actions that help the organization succeed.

I don't believe public relations can deliver much more than that.

Not surprisingly, PR runs best on its own fundamental premise that gets everyone working towards the same external audience behaviors. Insuring that your PR effort stays focused, the blueprint goes like this: 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.

Results can range from community leaders beginning to seek you out, welcome bounces in show room visits and specifying sources looking your way to prospects starting to do business with you, customers making repeat purchases, and even fresh proposals for strategic alliances and joint ventures.

If, as a manager, that scenario appeals to you, try this path.

First, who handles the work required to produce such results? Your own full-time public relations staff? Some people assigned by the corporate office to your unit? An outside PR agency team? No matter where they come from, they need to be committed to you, to the PR blueprint and to its implementation, starting with key audience perception monitoring.

It's useful to make certain the public relations people assigned to your unit really believe – deep down – why it's SO important to know how your most important outside audiences perceive your operations, products or services. Make sure they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit.

Working closely with the PR folks, start by nailing down who among your important outside audiences is behaving in ways that help or hinder the achievement of your objectives. Then, list them according to how severely their behaviors affect your organization.

Now, take steps to find out precisely HOW most members of that key outside audience perceive your organization. If you don't have the budget to pay for what could be costly professional survey counsel, you and your PR colleagues will have to monitor those perceptions yourself. Actually, they should be quite familiar with perception and behavior matters.

Best way to get that activity under way is to meet with members of that outside audience and ask questions like "Are you familiar with our services or products?" "Have you ever had contact with anyone from our organization? Was it a satisfactory experience?" Be sensitive to negative statements, especially evasive or hesitant replies. And watch carefully for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. When you find such, they will need to be corrected, as they usually lead to negative behaviors.

Now, it's time to select the actual perception to be altered, which then becomes your public relations goal. Naturally, you want to correct any untruths, inaccuracies, misconceptions or false assumptions.

Kind of goes without saying that a PR goal without a strategy to show you how to get there, is like a sailor's sandwich without the knockwurst. As you select one of three strategies especially constructed to create perception or opinion where there may be none, or change existing perception, or reinforce it, what you want to do is insure that the goal and your new strategy dovetail. You don't want to pick "change existing perception" when current perception is just right suggesting a "reinforce" strategy.

At this juncture, you create a compelling message carefully structured to alter your key target audience's perception, as directed by your public relations goal.

Your message must be a grabber and crystal-clear about what perception needs clarification or correction, and why. Of course you must be truthful and your position logically explained and believable if it is to hold the attention of members of that target audience, and actually move perception in your direction.

Then try this. Combine your corrective message with another news announcement or presentation which may provide more credibility by downplaying the need for such a correction.

Believe it or not, I call the communications tactics you will use to move your message to the attention of that key external audience, "beasts of burden" because they must carry your persuasive new thoughts to the eyes and ears of those important outside people.

You will be glad to know that a long list of such tactics awaits your pleasure. It includes letters-to-the-editor, brochures, press releases and speeches. Or, you might choose radio and newspaper interviews, personal contacts, facility tours or customer briefings. The only selection requirement is that the communications tactics you choose have a record of reaching people just like the members of your key target audience.

A fortunate factor is, things can always be accelerated by adding more communications tactics, AND by increasing their frequencies.

Questions will soon arise with regard to progress. Of course, you will already be hard at work remonitoring perceptions among your target audience members to test just how good your PR program really is. Using questions similar to those used during your earlier monitoring session, you'll now be alert for signs that audience perceptions are beginning to move in your general direction.

We are fortunate indeed that our key stakeholder audiences behave like everyone else – they act upon their perceptions of the facts they hear about you and your operation. Leaving you little choice but to deal promptly and effectively with those perceptions by doing what is necessary to reach and move your key external audiences to actions you desire.

There's never a happier moment in the practice of public relations than when the data shows that you have achieved the kind of key stakeholder behavior change that leads directly to achieving your department, division or subsidiary objectives.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at mailto:bobkelly@TNI.net. Word count is 1125 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

Pr Failure Defined

Writen by Robert A. Kelly

I define public relations failure this way:

• key audience perceptions are not monitored

• a realistic, corrective goal is not set

• an improper, or no real strategy is selected

• a persuasive, compelling message is not prepared

• communications tactics are selected mostly by hunch

• and no follow-through perception monitoring is done to determine progress.

Failure insured! Similar, in fact, to the artillery commander who tells his gunners to point their cannons in any direction and fire them when they feel like it!

No plan, no results!

Why not deal this way with those external target audiences whose behaviors really have an impact on your organization?

Who are they? List them in order of their impact on your operation. And let's concentrate here on #1.

What do you really know about how they perceive your operation? This is vital, of course, because perceptions almost always lead to predictable behaviors. That's why it's so important that you get this step right.

Fact is, you must interact with members of this target audience and question them carefully. What do they think of you and your organization? Do you detect negative undercurrents? Are you surprised by certain inaccuracies or misconceptions? Has a rumor crept in to their consciousness to do its dirty work?

The answers prepare you for establishing the corrective public relations goal. For example, straighten out that wrong impression. Or fix that misconception. Or correct that unfortunate inaccuracy. Rumors, of course, need immediate attention to neutralize them in the minds of target audience members.

With your goal all set, what is your strategy for achieving it? This one is a time-saver because there are only three strategies designed to deal with this situation: create opinion (perceptions) where none may exist; or change existing opinion; or reinforce it. Your goal will point you toward the proper choice.

Now here is the real challenge – preparing the message you will send to members of your target audience.

To be persuasive, it must be believable, clearly presented and compelling. Ideally it should deal with the most important problem you wish to correct so as not to divide the reader's attention. For example, an inaccuracy, misconception or damaging rumor. Of course, your message must use supporting facts and figures that have been carefully checked for accuracy.

Recapping, you have now monitored and evaluated opinion among your target audience to determine the extent of any problems, you have set your corrective public relations goal and strategy, and you have prepared an impactful and corrective message.

How will you effectively deliver that message to members of that important outside audience? The answer lies in communications tactics, which some refer to as "beasts of burden" because they will carry your message to the right eyes and ears.

There are scores of tactics awaiting your pleasure. For instance, you can use newsletters, special events, press releases or open houses. You might also consider face-to- face-meetings, radio and newspaper interviews, speeches or emails. The key consideration is that a communications tactic be targeted specifically at the members of your #1 external audience.

Sooner rather than later, you will wonder if your public relations effort is making any progress towards your goal.

And that will require that you put on your opinion monitoring hat and go talk to members of your target audience once again.

As them the same questions you used in your earlier information gathering exercise. Only this time, stay alert for answers that indicate perceptions are changing in your direction. Of course, this means that, before long, behaviors should be changing as well.

And that is the test for public relations success: perceptions altered and behaviors modified as called for in your plan.

When all is said and done, what you will have is an important outside audience more accurately informed about your organization and, thus, more likely to behave in ways that help you achieve your objectives.

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

Public Relations For Law Enforcement Agencies

Writen by Lance Winslow

Law-enforcement agencies, especially police departments often get a bad rap and a bad reputation due to negative publicity or mistakes that might have been made in the field. Sometimes these stories get rather embellished and it is not the Police Department's fault. Sometimes perfectly honest police officers are made to look like the devil and the mass media hysteria runs away with a story based on a short clip of a video, which is limited in length and does not show the whole picture of what happened.

It is important for law enforcement agencies to be out and about and respected by the public. Whereas some people who receive a speeding ticket are angry at the Police Department, the first time something happens to them the police are the first people they call. It is a love-hate relationship with citizens often and law enforcement and that is too bad. Clearly it does not have to be that way.

Police departments should form community policing units that improve visibility and understanding. Educational programs in the schools are also important for police departments and they obviously will help when it comes time for witnesses to come forward.

Law-enforcement agencies should always be on good terms with the local media and have open communication lines. They should also promote a very strong and robust public relations program so that they do not fall victim to hearsay when problems arise. 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; www.WorldThinkTank.net/wttbbs/

Press Releases Helping Raise Business

Writen by Allen Brown

It has been noticed that businesses, whether small or big, puts in huge amounts trying to find ways to get best publicity for their organization and its achievements. Publicity is nowadays widely considered in company's budgets to enhance profits.

Reaching to your customers has become more essential, and intricate. There are many methods available on net to publicize and market your business, but one of the cheapest methods is to use online press release websites, as many of these offers free of cost or low-cost PR options.

With online press release one can simply reach the targeted online community. PR web-sites offers article submission database of free content and reprint articles. Publishers, who are in quest of free reprint articles and the business community, who wants to shoot their business, make the best use of this significant resource to enhance their marketing weapon.

Here are ten effectual tips to write well drafted press release.

1. Starting should be solid: Your title and initial lines should cover, what you want to convey. The remaining part of your press release should depict the detailed information.

2. Draft it for journalists & media agencies: The journalists receive thousand of press releases on daily basis. The media agencies and journalists would grab your press release and only if, with slight editing or no alteration.

3. Consider addressee's Interest: The audience's interest consideration is most important to be keeping in mind that if you were a part of audience, would you be interested like to read the press release, you have written.

4. Make it appear practical: Point out real facts of your company or organization, as people are also intellectual enough to make out what is true and what is not? Present information on product and services in what they are interested.

5. Tie the story with real facts: Don't put bluff and add-ons. If you find the content using much added extras, make it natural and real. If content seems too good to be true, turn down the tone little, as it may possibly hurt your own credibility.

6. Use only necessary words: Don't use extra adjectives, extravagant language, or unnecessary expressions like "The most powerful". Describe your story with lesser words, as verbosity distracts from your content.

7. Avoid using jargon: Limited use of jargon could be allowed, if you aim to optimize news release for search engines. The finest technique to communicate your press release is to speak neatly, using regular language.

8. Avoid exclamation: The use of exclamation point (!) may hurt your press release. But, if you have to use an exclamation point, use only one.

9. Company permit: Companies are very defensive about their name and credibility. Get written permission before putting in an information or quotes from officials or associates of other companies/organizations.

10. Company Information: The press release should conclude with a short description of your company, which illustrates your company, products, service and a brief history of company. But if you are making a combined press release of two or more then two then you should, provide information of all the companies.

Writing quality press releases is a process that requires immense skill and experience, as every single word of a press release may be examined. This is why many companies hire public relation firms for official press releases and other media contacts.

Inaccurate or poorly drafted information in an official press release can be a point to slicing a company or organization's credit.

Allen Brown is a freelance writer for http://www.1888PressRelease.com

http://www.1888pressrelease.com/, the premier website to Submit Free Press Release for any announcements including launching of new product or services, new website, announcing new hires, sponsoring a special event or seminar and more. He also freelances for http://www.1888Articles.com

7 Tips To Get More Mileage Out Of Your Online Or Offline Publicity

Writen by Bill Stoller

You worked hard to get a story on your business in a popular
website or your local paper. Don't let your efforts ends there --
here are seven tips to help you maximize your online and offline
publicity:

1) Reprint, Reprint, Reprint!

A favorable article on your company or products is marketing gold
- it implies that the publication or website has given its
endorsement. The best part is that you can enjoy the benefits of
this "third party endorsement" long after the article has
appeared.

If you want to re-print an article from an offline publication in
its entirety, you must get permission from the publication.  Most
publications have special re-print departments to help you.

The same rules apply for stories appearing on websites.  To re-
print, take a screenshot - make sure to include the logo of the
media outlet.

If there is a particularly juicy section of the article that
you'd like to highlight, make sure to use a "blow-up" quote to
enlarge and separate it from the rest of the article.

2) Add it to Your Website

What better place to drumbeat your newly acquired media placement
than your website.  If you get a lot of publicity, set up a
special area (for example, "As Seen In") to display your
placements.  For a great story, highlight it on your homepage.
Susan Blair does a nice job of displaying her publicity successes
in her "Articles" section at http://www.blairenterprises.net

Note: if a publication displays your article on its website, make
sure to link to it.  Remember to check your link often - media
websites constantly change.  Better yet, take a screenshot of
your article including the publication's logo, and place it
permanently in your "As Seen In" area.

3) Stop the (Electronic) Presses - Mention Your Placement in Your
Ezine

If your business has a regular ezine, by all means let your
subscribers in on your publicity success.  It's human nature to
be attracted to a popular, successful business or a famous
person. "Celebrity" status is very valuable in and of itself.

4) Email Existing or Potential Clients

Impress your existing or potential clients by tooting your own
horn with an email alerting them that you've been published or
seen on TV!

Use the power of PR to your advantage. Advertising is clearly
understood as coming directly from the sponsoring business and,
as a result, is usually taken with a grain of salt. An article
initiated (or "placed") by publicity efforts is viewed as the
product of the reporter who wrote it - an objective, third party
observer whose positive comments about your business will carry
great weight. For more information on PR versus advertising, go
to http://www.publicityinsider.com/questions.asp

5) Pitch it Again, Sam!

Take your story angle to a different publication or website -
make sure to bend the angle to match the publication's editorial
slant or specific reporter's column.  DO NOT mention that the
story appeared in another publication.  Why let a reporter know
your angle has already been reported?  If it's newsworthy, the
story will stand on its own.  To learn how to make a story
newsworthy, go to: http://www.publicityinsider.com/freesecret.asp

6) "Internal" PR

Place your article in a handsome frame and hang it in a visible
area of your office's waiting area. The story adds legitimacy to
your business and provides entertainment for your waiting
customers. If you don't have a waiting area, put the article
behind your desk facing your visitors or in your meeting room.

Make sure to distribute the story to your employees and suppliers
to build loyalty and company pride.

7) Other Suggestions

* Sales Brochures, Direct Marketing Materials & Trade Show
Handouts - Like advertising, claims in self-produced brochures &
mailings are taken with a grain of salt. But, if a credible
publication makes those same claims on your behalf, make sure it
gets "front page" placement in your sales materials.

* Speech handout: - One way to keep your speech working for you
long after the chairs are folded up is to distribute your article
with your business card and company information to all attendees.

* Business card: - Place an important quote from your article on
your business card.

Bill Stoller, the "Publicity Insider", has spent two decades as
one of America's top publicists.  Now, through his website, eZine
and subscription newsletter, Free Publicity: The Newsletter for
PR-Hungry Businesses http://www.PublicityInsider.com/freepub.asp
he's sharing -- for the very first time -- his secrets of scoring
big publicity.  For free articles, killer publicity tips and
much, much more, visit Bill's exclusive new site:
http://www.PublicityInsider.com

Public Relations

Writen by Jan Fritz

The wind of changes...

The digital world has changed the form and scope of all communications. The positive aspects of this new world are as overwhelming to interactivity as a truckload of candy is to a three year old. The field of Public Relations is rapidly transforming as well.

PR can bring a human touch to business and, if it is used correctly and effectively, can be that powerful tool bringing you success in all spheres, public and private, commercial and non-profit. Please notice that it is not possible to consider PR as an isolated process, since every act or intervention has a direct effect on a perceptiv market.

Grab the components from your personal marketmix and see if your profile is currently congruent to the basics of the company marketing strategy or trademark policy. To make it move just be out of your mind and pick an activity to trigger the spin-off process. Anything from an ad on the local BBS to actions designed to match and target the market with a performance that will be easy to identify for agents demanding whatever you plan to provide. Combine new ideas even if not evaluated when you are stucked in rigid or predictible behavior which can be obstructive and raise limitations when you approach the position as a confident provider of services and products you wish to expose. /ceteris paribus

Firetail Networks/JF

About The Author

All rights reserved Fritzlabs/Prosensa

fritzlabs.com

info@fritzlabs.com

Why News Releases Fail

Writen by Paul Krupin

Sorry about my otaku with this issue (otaku = more than a hobby, a little less than an obsession).

Many of you may know me, since I run Imediafax, the Internet to Media Fax Service. I send out over a million news releases a year for people via fax and email. You probably think that I've got news releases failing on me day in and day out.

Actually, I don't. The news releases I write and send out for people do quite well. My clients are quite happy with me because they are successful with their outreach efforts.

It's the draft news releases that people send to me that are my problem.

Fixing the problems I see in the news releases people send me takes forever. It is also very painful.

I've seen a lot of news release failure over the years, and I now know what the key problems look like and how to fix them.

My plight as a publicist is that I spend a lot of time educating my clients trying to get them to understand the psychology of dealing with the media.

The rubber meets the road in the news release because this single sheet of paper is the key nexus for all communications with the media. The importance of the copy on a news release cannot be overstated. It has to be free of negative issues or factors that will reduce or eliminate media interest and response. One fatal error and it's all over.

So identifying the problems and revising the news releases is crucial. I spend a tremendous amount of time and effort trying to avoid sending out news releases with problems still in them.

The issue is that when people send me news releases, it often takes a long, long time to identify and communicate the problems, and then more time again to explain and negotiate all the word changes with the clients, and more time still to finalize the news release and have it ready and approved for transmittal.

Honestly – it can be very painful for all involved. I'm quite brutal on my clients, since their success is all that matters. I don't pull any punches. My comment process can bruise a lot of highly inflated egos of some otherwise very accomplished people, on the way to a problem free news release that maximizes the chances of success when finally sent. Lots of people think they can write a news release. Very few of them can do it very well.

They simply haven't followed the media response to enough news releases to learn the errors that are made when they write news releases. They haven't yet learned what the mistakes are, so there is no learning from continuous improvement.

This is where the blood, sweat and tears of the copywriting business is truly found. It gets even tougher when another professional publicist wrote the news release for the client. Now the client is getting opposing advice from two professionals. One says "Make it Hot" and the other says "Cool it". What's a publicist to do?

So my motivations for doing this article are really quite selfish. I want to spend less time doing this. My life will be significantly improved if my clients send me news releases that take less time and energy to fix. Very simply, for each and every news release that comes in and doesn't have these problems, I'll free myself to spend more time doing things that are more profitable for my clients and me.

The issues listed here have all been identified as reasons for the failure of a news release. This is based on over 20 years of experience in dealing with the aftermath – the actual number and quality of responses generated from the transmittal of a news release.

So here are the most common reasons why news releases fail:

1. You wrote an advertisement. It's not a news release at all. It sells product. It fails to offer solid news of real tangible interest, value-added information, education or entertainment.

2. You wrote for a minority, not for a majority of people in the audience. You simply won't compete with other news releases that clearly are written for a larger demographic of the media audience.

3. You are the center of attention, not the media audience. You focus on your business and your marketing, instead of things the editor and his or her audience will be interested in.

4. You forgot to put the five W's up front. (WHO, WHAT, WHERE, WHEN and WHY THE AUDIENCE WILL BE INTERESTED). You didn't clearly and succinctly tell the media why the audience would be interested in this.

5. You are too wordy and text dense. You focused on details and minutia, instead of the most important ideas, issues, factors, facts, and news angles. You fail to address the real significant impacts your story has on people.

6. You place too much information on one page – the one page news release has a font size so small an editor needs a magnifying glass to read it.

7. You included corporate logos and other non-persuasive low value added graphics that distract the editor from your key message. You may have also used an unusual fancy font or a file format that turns to gobbledygook when it goes through a fax machine.

8. You wrote a personally biased article for the media to publish, instead of pitching the idea to the media and the objective reasons why the media audience will be interested.

9. You wrote about features and facts, and forgot to explain what it means to real people. Tell a story about real people. Add in real life human interest.

10. You wrote about how your news ties in to someone else's fame and glory. Forget it. Never stand in the shadow of someone else. Make your own light. Tell your own story.

11. Your news release responds to something that just happened. You're too late. You're behind the eight ball. Forget it. Get out in front of the news.

12. You included too much hype, self-laudatory praise, pithy quotes, useless testimonials, jargon or gobbledygook. Get rid of it.

13. You may have also identified prior media coverage, which indicates it's no longer a new issue. Get rid of it. Let each news release stand on it's own two feet.

14. You tried to impress and be clever or innovative but you come off naïve, less than expert, biased, flippant, arrogant, or crazy. Tone it down. Get straight.

15. You made vague and unsubstantiated claims, or wild and outrageous claims, or you included a statement that simply rubs the media the wrong way. Get rid of them.

16. You are trying to be different, just for the sake of it, but you come off eccentric. Forget it. Don't create a false or inflated image. Be yourself.

17. You wrote a rant and rave, worthy of a letter to the editor, instead of a problem solving tips article, worthy of a feature story. Decide what you want, put your best effort into it.

18. You are simply not credible. It could be your ideas are simply not well thought out, or that you've offered old well-worn material, or that you are too extreme or controversial, or not qualified. You may not be expert enough, or sufficiently qualified, to make the statements, compared to others in your field. You need to present information that qualifies you properly and adequately.

19. You provided poor contact information. You need to identify the best single point of contact and the correct phone number so interested media can reach you and get the best possible attention and response from you to meet their needs. One key person, one phone, no fax, one email address, and one URL (with no long string addresses).

20. You did not include a clear media call for action. You didn't tell the media what you want them to do with your news release. You need to tell them what you are asking for or suggesting or offering. Then you need to offer the media incentives value-added reasons to do so, like free review copies, free test samples, interview questions and answers, media kits with story angles and stats and data, relevant photographs, etc.

21. You did not incorporate and integrate a primary response mechanism. You need to include a value-added reason, which motivates the editor to publish or mention your contact information, which will generate calls, traffic, interviews, or requests for more information. This usually means something unique and of special value to the audience, that the editor feels good about mentioning. Use an offer for a free problem solving report.

22. You sent the release to the wrong media. Target the media that your clients read, watch and listen to when they are in the right mood, that is, receptive to hearing about your news, and willing to take action when they get your message. Work with your publicist to target the right media.

23. You rely on a single fax or an email to produce an avalanche of media calls. You conduct no follow up. Get real. Follow up properly and you can triple or quadruple your media response rate. Better still, you can ask the editors "what can I give you to support a feature story and meet your needs".

Finally, the biggest reason for news release failure is one of attitude. How do you define success or failure? It's called unrealistic expectations.

Get real. You won't get rich off one news release. You're chances of getting famous are just about as slim.

You might be able to break even.

Look at your investment and compare it to what you need to break even on your investment. If you need to sell 100 books to cover the costs of a $500 outreach effort, you need ten articles because each article only produces ten sales. So that's your breakeven goal. More books per article, means less articles will satisfy your needs.

You may simply have to be realistic and understand that while you are wildly interested in the topic, it may not have the broad general public interest that you have for the subject. If you wrote an article that has local interest and you expect national media to pay attention, think again.

If you want to be on the Oprah Winfrey Show, then you'd better pray because chances of doing it off one news release are very slim, near zero in fact. Get real. If she calls, then congratulations are in order. But don't count on it.

If you wrote an advertisement and wanted a feature story and interviews, don't be surprised if the only media to call is the advertising manager offering you a package deal. You get what you ask for. What you offer is often times what you will get.

Even if you do get publicity, it may not come out exactly the way you want it. More often than not, the bigger the media, the less likely they are to run contact information.

Often times, the quality may be there while the numbers are not.

One or two quality media responses may be what you want or need. If you get that, it's a success.

One article in USA Today may out perform ten articles in small dailies and weeklies in the mid-west.

On the other hand, it may not. The small high quality articles may outperform the small mention in the big media.

Similarly, one quality 30-minute interview on a well-liked talk show on a radio station in the middle of nowhere out in the mid-west, will likely outsell a five-minute interview on an Arbitron rated radio station in the middle of the morning talk show in a major metropolitan area. You can't tell the listening quality of the audience.

So when you write a news release please review it against these criteria to see if you've made any of these errors. Then fix each and every one of them yourself, and when you are done, feel free to send me your final draft. I'll be happy to take a look at it.

So listen to your publicist. Heed these warnings and reduce the risks of failure. Fail to pay attention to these issues, proceed at your own risk.

About The Author

Paul J. Krupin is the author of the book "Trash Proof News Releases" and creator of IMEDIAFAX - The Internet to Media Fax Service .a personal publicity service that transmits news releases to custom targeted media lists via fax and e-mail His website http://www.imediafax.com/ is packed with articles and a comprehensive media jump station. The 244 page first edition of "Trash Proof News Releases" is available as a free pdf file download or via email upon request. Email him directly at Paul@imediafax.com 800-457-8746 509-545-2707

Public Relations For Iran Needed

Writen by Lance Winslow

Iran needs some public relations teams to fix up its problematic standing in the International Community. But what can Iran do now to promote goodwill after threatening to; Blow Israel off the Map and nearly starting World War III? Not to mention telling the UN to go to hell over Iran's nuclear weapons uranium enrichment.

What could Iran possibly do now to curb suspicion, avert World War and come back into the fray of the International Community? What can Iran do to foster global goodwill and increase their public-relations endeavors? One thing they could do is to try a tactic of stating that the nuclear enrichment is only for the generation of power and not to make atomic bombs. They could certainly try this public-relations ploy, but after publicly stating that they wanted to nuke their neighbor, that might not work.

If Iran really wishes to move forward in the world then their president will need to re-sign and a more moderate thinking gentle man will need to take his place and someone who is used to doing business with other leaders of the world with integrity. Iran has put themselves into a terrible position for both negotiation and any sort of return to proper public-relations with world leaders.

Such a problematic state, which sponsors international terrorism will need regime change. A good PR move would be to hold new elections and allow the Iranian people to elect a moderate, which will not thrust their country into war. 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/

Dont Use Pr

Writen by Robert A. Kelly

…lose the confidence of your key target audiences… discourage them from taking actions that lead to your success…fail to achieve your department, division or subsidiary objectives.

A sad scenario that should not occur. In fact, as a manager in a business, non-profit or association, the exact opposite can occur based on a simple premise you can adopt and make happen starting today.

And here it is: 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.

Then, follow through!

Meet with the PR people assigned to your unit, sit down and list those outside audiences with the greatest impact on your operation. Then prioritize them and we'll use #1 on the list as our example for this article.

What do you know about the perceptions of that key external audience whose behaviors can affect the success or failure of your unit's operation? Probably not as much as you should despite the reality that existing perceptions almost always lead to predictable behaviors.

Make some time for you and your PR colleagues to monitor those key audience perceptions by interacting with audience members and asking a lot of questions: Do you know anything about us? Might you have need for our services or products? If you've ever had contact with our organization, was it satisfactory? Do you have an opinion about us?

Keep your antenna up for hints of negativity, and your eyes peeled for misconceptions, inaccuracies, untruths, rumors or exaggeration.

What you will have gathered is the data you need to identify the most severe perception problem alive and kicking in that #1 external audience of yours. This becomes your corrective public relations goal. For example, clear up that unfortunate misconception; correct that inaccuracy; or tone down that exaggeration.

Now, the question persists, how do you get to that goal? You need a strategy. But, when it comes to altering perceptions or opinions you have just three strategic choices: create perception where none exists, change existing opinion/perception, or reinforce it.

Be careful here that your new strategy is a natural fit with your new goal. Obviously, if you discovered negative perceptions, you wouldn't select the "reinforce" strategy.

Next step is a writing challenge. Prepare a message bearing a real burden – alter the offending perception. That means the message will have to change what a lot of people have come to believe. However, it can not be done unless your message is very clear about what is wrong with the current perception. In addition, it must be truthful if it is to be persuasive, and compelling if it is to be believable. Spend some time on this step in the problem-solving sequence and try it out for its effectiveness on folks whose opinions you value.

If you goof the message, the entire effort may fail.

In most cases, you won't want to call too much attention to this perception-altering message by using a high-profile news announcement. Rather, include it as part of another announcement, a speech or related presentation.

Now, it's message delivery time. Here, you select the right communications tactics to carry your message to the attention of members of your target audience. You're in luck because there are so many tactics waiting to help you reach those audience members. They range from speeches, brochures, op-eds and radio/newspaper interviews to newsmaker events, newsletters, press releases and many more.

And double-check the tactics you select to make certain they actually reach people similar to those you want to reach.

In short order, all concerned, including you, will want to see signs of progress. Only way to nail this down is to once again monitor audience member perceptions with many of the same questions you used during your benchmark opinion monitoring exercise.

If you decide the effort must move faster, you can always fine-tune the message, add new communications tactics to the battle and increase their frequencies.

So, the message of the article NOW becomes, "Use PR," gain the confidence of your key target audiences, persuade them to take actions that lead to your success, and achieve your department, division or subsidiary objectives.

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 communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net. Visit: http://www.prcommentary.com

Public Relations For Roofing Industry

Writen by Lance Winslow

Not all industries are easy to develop good public relations strategies for. As a case study let us consider the roofing industry and how difficult it is to develop a good public relations program for something that is above our heads but no one seems to consider. Of course people know when the roof leaks it is a very big deal and gets their attention right away.

Weather issues during the first rain of the season always have roofers very busy trying to fix things. In the roofing industry roofing manufacturers need to promote their products as long-lasting and environmentally friendly. These are two issues that concern most consumers, citizens and the general public. But how can you do a public relations strategy for the roofing industry, as it is something no one really talks about?

Well, many roofing industry specialists spend lots of money in writing articles to put in to trade journals and they spend lots of money on trade shows and seminars and CD-ROM training materials for all the contractors. Often roofing material industry manufacturers will put someone in building material retail outlets to talk with contractors one-on-one and assist them in using their product and explain how it works.

It is not easy to develop a strong public relations strategy in the roofing industry, but the trick is to get the public talking about it and hopefully before it rains. 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; www.WorldThinkTank.net/wttbbs/

How To Create A Media Frenzy The Mark Latham Way

Writen by Thomas Murrell

If you're in Australia at the moment it is hard to miss the media frenzy created by the release of a new book described as "the biggest political news story of the year".

Former opposition leader, outspoken Mark Latham has caused a stir in both parliament and the press with his recent outbursts, name-calling and frank opinions regarding his former party and colleagues.

These scandals, which have featured in newspapers and radio and TV programs throughout Australia, have brought attention to not only the disgruntled politician but also the launch of his new book The Latham Diaries.

And with all this drama and attention there is no doubt Mr Latham's publicity team are celebrating rather then panicking as sales of his book have soared.

So how does a nation-wide scandal become strong, good PR rather then a crisis?

And what makes the media tick when understanding why the release of the book created so much positive PR?

Here are my Ten Reasons why The Latham Scandal generated so much positive PR and what you can learn from it.

1. Conflict

Conflict makes the news. Mr Latham's conflict with the Labor Party, the press and direct attacks on politicians is interesting, it's scandalous and people want to read and hear his opinions and the replies from those he's talked about. Politics generally is about conflict and combat but Mr Latham's personal comments add another dimension.

Students of power, influence and persuasion will be encouraged to find out the reasons behind the conflict in his book.

2. Prominence.

Politicians are celebrities. Everyone knows them by name, face and role and Mark Latham has made headlines since he was appointed party leader. His character as an outgoing, outspoken politician has captured our attention. His book tells his side of the ongoing scandals in his own words. By generating a big bang with his book launch, Latham was able to bring attention to many other scandals and note they are all contained in his book, hence boosting sales.

3. Timeliness

Since quitting the Labor Party Latham has stayed out of the media until high-profile interviews with the ABC's Andrew Denton, name-calling and media attacking... all coinciding with the launch of his book. Coincidence, or good PR planning?

Mr Latham gained more publicity through the media for his book from comments in interviews then he ever could have through advertising. Attracting and capitalising on the media spotlight all in a condensed period of time, particularly when there's little else in the news has worked well to his advantage.

4. Context and Relationships

The name-calling, the back stabbing, and even personal nicknames ... it may seem petty that the man who once led the opposition would behave in such a way. But the larrikin, honesty and bluntness of Mark Latham is endearing to Australians. We like to see the raw, unguarded bloke and by relating to Australians, Mark's relationship has strengthened.

Had this happened between politicians in another country, the result may not have been as positive for book sales.

5. The Media

The interview between Latham and Andrew Denton on Enough Rope has become central in discussions and media coverage of the issue. The audience of Enough Rope are generally generation X and Y, well educated professionals with young families. This target audience echoes that of his book. By selecting his media source Latham was able to access a large portion of his target audience for his book.

6. Relevance

The context of the book is set as Labor's former leader turning his back on his party the year after a record election loss. The content in both the book and interviews is relevant, it's history being written as it's happening.

The conflict also makes it relevant to Labor or Liberal supporters. Those who empathise with Latham will read his book for his side of the story. Those who disagree with his statements or support Liberals will read it for the scandal, the inside information.

7. Personality

Mark Latham is a publicists dream. He's well rehearsed in dealing with the media and very effective in getting his message across. His interviews were clear, concise and effective at promoting his book.

8. Human Interest

Pancreatitis, testicular cancer, family problems, suicide... Latham even made references to sporting teams in his interviews. It's candid and real and endearing. Latham seemed to let his guard down completely and invite the Australian public into his mind. A connection that continues in his book.

9. Carefully Constructed Interview Subjects

In his interview with Andrew Denton, Latham touched on a number of subjects from his book, offering a preview but leaving the audience wanting more information. This interview would have been carefully planned and controlled by Latham, although not obvious to the viewer.

10. Novelty

It's something people can talk about around the water cooler at work or whilst on a bus. Little shock waves then ripple out and cover a wider area. Everyone has an opinion or view on the matter and this transfer of information between people, or viral marketing, will also help book sales.

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

Public Relations And The Internet

Writen by Bernice Ly

Although the field of public relations is quite new, it is seen to be pivotal to many companies when coordinating advertising and marketing campaigns. Public relations, which is often defined as "The art or science of establishing and promoting a favorable relationship with the public" has been increasing in popularity, especially now with the Internet being used as a tool for communication in modern society.

Frequent usage of the Internet has allowed consumers to communicate and access products and services from companies more easily. For example, Jerry Fireman states, "Public relations can be cost effective because the media—rather than the marketer—takes on the expense of delivering the information to the intended recipient." (Fireman 2006, p: 1). Hence, by advertising on the Internet and promoting good relationships with clients, public relation officers are now able to achieve access to a wider market with a lower expenditure rate. Furthermore, the Internet has viewers from different nations and cultural beliefs; therefore, the scope of campaigns for modern public relation officers has increased.

Secondly, the technology of the Internet has increased the attractiveness and effectiveness of public relations. For example, public relations originated from Newspapers and News reports; however, communication can now take the form of interactive visual graphics as well as creative websites and short multimedia presentations. Techniques that are used by public relation consultants are varied, hence creativity and the impact of the statement on the website is very important in modern communication and public relations. Public relations in contemporary society is now inter-connected with understanding the discourse and the changes of supply and demand in the market, however, it is also about effective corporate ethics used to enhance the status of a company, and to provide effective long-term relationships with clients.

Although some academics would argue that public relations have become advertisement-based focusing mainly on persuading consumers to purchase a product, the effectiveness of these advertising and marketing techniques have also greatly enhanced the needs of the consumer market. The advantages of utilizing public relations on the Internet have also benefited people who may not have otherwise have had access to the advertising of these products due to their lifestyle or the location of their home. The Internet has indeed connected the wants and demands of consumers to the supply and services of the producers. Although the value and importance of the Internet is highly contentious and can be interpreted differently by separate discourses, most societies would agree that the Internet has established a prominent role in the globalization process, resulting in public relations and communication increases.

References:

Answers.com (2006) Definition of Public Relations: http://www.answers.com/ Fireman, Jerry (2006) Successful PR: 'It's all about understanding the media.' http://www.marketingprofs.com

By Bernice Ly
http://www.m6.net
Bernice Ly is an academic writer working at M6.Net: 'The web-hosting company for humans.' M6.Net is working hard to help humanity experience the power and freedom to develop their own part of the Internet, to share their information and connect with anyone, anywhere, anytime.

Making The Release

Writen by Vonetta Booker-Brown

So, you and your business have a great product, event or "rags-to-riches" story that you're dying to spread the word about--because you just know that once people hear the news, they're goin to want to know more about what you have to offer. You can already hear the "cha-ching!" sound as new customers beat a path to your door. The question is…how are you going to get the word out?

The answer…a great press release.

A press release is a great way to gain free publicity (and who doesn't want that?) for your business & services. How you write one can make all the difference between getting media coverage for your business—and your crumpled-up press release covering the bottom of an editor's trash can. So, here are some tips on how you can hopefully achieve the former.

Use the proper setup…
Most press releases are between 200-500 words, and no more than a page long—since most editors and reporters are pressed for time to the 9th degree. Print your release on company letterhead or use your company's logo, and right underneath in the page's upper right-hand margin, put the words "FOR IMMEDIATE RELEASE" in all caps (or "FOR RELEASE ON…" if you want the media to hold off on releasing your information until a certain date.) On the right-hand side, list your company's contact info (name, phone number, email/website/mailing address, etc.). Add your headline underneath, then begin the body of your release with a dateline (for example, "CHICAGO, Illinois--March 2, 2004"). After the end of your press release, type either "-30-" or "###" to indicate the story's end.

Grab 'em quick & fast…
Media people barely have time to breathe—so whatever you send them has to grab their attention as quickly as possible. Start off with a catchy, one-line headline that makes them want to read more. For example, "Five Ways to Live Rent Free" is much more interesting and less wordy than "Local Real Estate Agent Offers Tips to First-Time Homebuyers on How To Increase Equity in Upcoming Seminar." Follow your to-the-point, lively headline with a brief, clear first paragraph and about five to seven bulleted main points.

"So, what's in it for me?"
This is the question going through an editor's mind as she reads your release—the media is all about dispensing news that's of the utmost interest to the public. The more your press release fits within that category, the better. Does it offer a fascinating story, fabulous event or dynamic interview? The aim is to let producers and journalists know that if they run an article or segment on your business, their audience is in for a real treat, as it would contain information that's important & interesting to them.

Be a trend keeper-upper…
Another way to pique the interest of your media contacts is to tie your press release's news in with a current trend or hot topic. For example, your announcement of the new online classes you're teaching can piggyback on the growing popularity of adult continuing education (both on- and off-line). If you're a handbag designer whose claim to fame is making good-quality, attractive accessories at affordable prices, your release can mention how fashion-conscious women are demanding a balance between style and budget.

Tap into human interest…
Is there something in your press release that speaks to an emotionally popular issue? If so, make that a selling point. For example, a client of mine followed her passion/dream when she left her teaching job to open a tutoring center for middle- and high-school students. For her press release, I suggested playing up the "pursuing what you really love" aspect—and pointed out that the teaching thing didn't hurt, either—as being "for the kids" wins extra points in the human interest area!

Target (and I don't mean the store)…
If you want your press release to hit home, you've got to aim well. That means sending it out to a very targeted list of contacts. If you're a business coach with a release about your new seminar series, the health and beauty editor at the Huntsville Gazette is probably not only going to pass on it—he or she will probably be annoyed that you didn't research your contact list first. So, you get the picture—health related events go to health editors & reporters, business releases go to the business desk, and so on. Sometimes, you can be a little creative in your distribution, however—as your release might fit into several different areas. If you're a female business owner, there may be something of interest in your release to a newspaper's "women's" section, as well (i.e. a growing business trend among female entrepreneurs.) Study the publication and make sure you direct your release to the right person, re-working your headline & first paragraph for the individual, if needed—and limit your release to one contact per publication.

Be a distribution machine…
Now that you have your press release written, it's time to get it out there. There are many different options available, depending on your time and budget. Distribution services can send your release to up to 10,000 media contacts at a time (you can also specify particular markets that you want to reach). Fee based services include Business Wire, Major News Wire and I Media Fax, and the usual cost ranges from $150 to a few hundred dollars. However, if you have a little more time and a little less money, you can distribute your press release yourself. There are places on the Internet where you can post your press release for free, such as PRWeb.com, 24-7PressRelease.com, Free-Press-Release.com, PRLeap.com, and PR.com. You can also do a Google search on "free press release distribution" (to find additonal sites like the ones just mentioned), research newspapers, magazines and TV/radio shows that you'd like to distribute to, visit their web sites and find the appropriate contact person (you'll usually find a staff list in the publication's "About Us" section). These days, email is an increasingly popular contact method among members of the media.

Once you find your contact's email address, send your release in the body of the email, prefaced by a quick introduction and query (no more than a few lines long). Avoid attachments when possible—because of virus scares, journalists aren't likely to open them if they're from an unfamiliar source.

The big follow-up…
So, you've sent out your release…now what? It is okay to follow up with a phone call to an editor to see whether he or she received your release or has any questions about it. However…don't push it! A sure-fire turnoff for editors is when they get multiple phone calls pressuring them to commit to a story or badgering questions on when a story is going to run. "Short 'n polite" is the best way to go--"I just wanted to see if you had any questions" and "thank you very much" will suffice.

Make regular, well-written press releases a part of your marketing campaign, and you're sure to get people talking about & paying attention to your business. Good luck!

© Copyright 2004 Vonetta Booker-Brown. All rights reserved.

Vonetta Booker-Brown (aka "The Small Biz Helper") is a small business expert who helps entrepreneurs get--and stay--on the path to small business success. She offers teleclasses, workshops, one-on-one coaching and various other resources via her website, TheSmallBizHelper.com, and has contributed business and lifestyle articles to various print and online publications. She can be reached at vonetta@thesmallbizhelper.com.

[NOTE: You are welcome to "reprint" this article online as long as it remains complete and unaltered (including the "about the author" info at the end and the copyright notice).

How To Get Publicity For A Service Business

Writen by Margie Fisher

Many of our clients are in service businesses, such as realtors, financial advisors, interior designers, attorneys, salon and spa professionals, home health care, therapists, consultants, accountants, computer services, and several more.

Service professionals have to work harder to promote themselves. Why? Because they are selling themselves, not products. Many times service professionals don't advertise, or have limited advertising opportunities. Some marketing activities are even regulated by the industry they are in.

If you're a service professional, you know that publicity can be a crucial factor in your success because it helps you build credibility and enhances your reputation.

Here are three ways to get publicity if you are in a service business:

1. Offer your opinion on something happening in the news. Example: Divorce attorneys can comment on the Brad and Jen split. Accountants can speak on the extension of tax relief for tsunami donations.

2. Create an attention-getting Unique Selling Proposition (USP). Realtors can offer lower than 6% commissions. An interior designer can offer budget decorating services.

3. Participate in volunteer organizations. Many activities are covered by the press, and your picture and involvement with the organization can be included. Studies have shown that people would rather do business with people who help the community.

Copyright 2006 Margie Fisher All Rights Reserved

Margie Fisher, President of Zable Fisher Public Relations, is the author of the Do-It-Yourself Public Relations Kit. For more information on the Kit, the Pay for Results Publicity Program, and to sign up for the complimentary PRactical P.R. newsletter, visit http://www.zfpr.com

Cultivating Positive Media Relationships

Writen by Ramona Creel

Some people think that publicity is all about paparazzi snapping photos of celebs and intruding into their private lives -- or as Woodward and Bernstein blowing the lid off of a government scandal. But, as a small business owner, publicity is actually one of your greatest allies! People who read about you in the newspaper or hear an interview with you on the radio will sit up and take notice -- much more notice than if they simply see a flier of yours posted at the Laundromat. But you have to be in charge of your relationship with the media, and make sure that it is a good one!

FINDING YOUR LOCAL MEDIA OUTLETS

The first step to securing some good free publicity is hooking up with the right people. Sending information to a generic address at every major media outlet in your area is almost always a waste of time. You need to find someone who is ready, willing, and able to get your story covered. You should be able to purchase a "MEDIA GUIDE" from local PR firm -- choose a large one with a good reputation. This will provide you with the names and addresses of editors, staff writers, producers, and other key contacts for print, radio, and TV.

WHO SHOULD GET YOUR PRESS RELEASE?

Make sure you send your press release to the APPROPRIATE DEPARTMENT at whichever media outlets you select. So if you are writing an article about organizing a business, send it to the business editor -- for cleaning out a closet, direct your release to a staff writer in the home and garden department. But don't limit yourself to publications that specialize in your field of expertise -- you never who will see your story as something unique and worth covering.

AVOIDING THE TRASH BIN

Editors and publishers are bombarded by tons of publicity requests each day -- and unfortunately, many press releases get tossed before they are ever read. But you can improve your odds by PERSONALIZING your package. It's usually best, at small offices, to send your piece to the editor or producer. However, at larger newspapers, magazines, and radio stations, you may have better luck getting a staff writer or columnist to review your proposal. Always VERIFY your contact's name (check the spelling!) and department. If you send a press release addressed simply to "editor" or "producer," your package will probably go straight into the trash! No matter how much time or energy it takes, it's always better to target a specific individual.

MAKING YOUR COMPANY ATTRACTIVE

It's not going to do you any good to send out a press release if no one looks at it! Your job is to make your company as attractive to your media contacts as possible. A great way to stand out from the crowd is to include SUPPORTING DOCUMENTS to entice your readers. Include tips related to your area of expertise, quote relevant statistics, share hero stories about clients you have helped, and throw in a few fliers about your business. Slip in a few photos of your products or your work -- or better yet, a demo tape. You might propose a SPECIAL OFFER ("call in and mention this article to receive $25 off!) to be run in conjunction with the story.

PRACTICE MAKES PERFECT

Reporters are most easily impressed with PREPARATION. Call first to let your contact know that you are sending a press release -- this alerts them to your presence even before they get your submission. Always double check your facts and figures before submitting your press release. Be sure to call all for the organization's submission procedures -- don't expect to send in a press release about spring cleaning in April if your target magazine has a deadline three months before publication! And practice your INTERVIEW TECHNIQUES before hand -- you have to learn to think on your feet and articulate your thoughts clearly and concisely. Think in terms of sound bites and easily-quoted phrases.

IT'S ALL ABOUT BUILDING RELATIONSHIPS

Working with media contacts is like working with clients -- it's never a one-shot deal. You have to STAY IN TOUCH with your media contacts and build lasting relationships before they will feel comfortable handling your story. Rather than simply mailing your press release, take the reporter to lunch to discuss how you can help them find a good story. Send your media contacts tidbits about possible stories that you think might interest them. Offer to make introductions. And always follow up with a PERSONAL NOTE. You are no longer a "grabber" -- you are now part of a symbiotic and mutually beneficial professional relationship.

PERSISTENCE PAYS OFF

You aren't going to get bowled over with publicity right away. Accept that fact from the beginning, and you won't get disappointed. Publicity is a "NUMBERS GAME" -- the more people you contact, the more press releases you send out, and the more often you send them, the better your chances of getting some good press. So let people know of every interesting move you make with your business -- they will become familiar with your company and eventually find a way to include your story.

Ramona Creel is a Professional Organizer and the founder of OnlineOrganizing.com -- a web-based one-stop shop offering everything that you need to get organized at home or at work. At OnlineOrganizing.com, you may get a referral to an organizer near you, shop for the latest organizing products, get tons of free tips, and even learn how to become a professional organizer or build your existing organizing business. And if you would like to read more articles about organizing your life or building your business, get a free subscription to the "Get Organized" and "Organized For A Living" newsletters. Please visit http://www.OnlineOrganizing.com or contact Ramona directly at ramona@onlineorganizing.com for more information.

Know What Matters Most About Pr

Writen by Robert A. Kelly

When, as a business, non-profit or association manager, you are able to persuade your key external stakeholders to your way of thinking, then move them to take actions that lead to your department, division or subsidiary's success.

And again when those outside stakeholder behaviors deliver results like more people returning to buy again, new prospects sniffing around, individual capital gift levels rising, or more inquiries arriving about strategic alliances and joint ventures.

It especially matters when the emphasis of the PR team assigned to your unit shifts from communications tactics to a comprehensive blueprint that leads to your personal success as a unit manager. Particularly as it demands of you a sharper focus on the very groups of outside people who play a major role in just HOW successful a manager you will be – your key external audiences.

But, what really matters most about your public relations is the foundation on which you build your program. For example, one like this: 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.

How you implement such a fundamental premise is the enduring key to success. Discuss it with your PR team, especially the importance of learning how your organization is perceived by those target audience members. It should be obvious to all concerned that those perceptions almost always result in predictable behaviors that can help or hinder your operation.

You need to interact with members of the key target audience and ask a lot of questions. "Do you know anything about us? What do you think of our services, products or people, if anything? Have we ever worked together on a project? Was it a positive experience? Do you have any kind of problem with us?"

If budget is not a problem, you can hire a professional survey firm to gather these data. Or, since your PR people are already in the perception and behavior business, you can put them to work doing this very important work.

Whoever does the perception monitoring work should stay alert for negativities, especially attitudes and voice levels. Watch carefully for untruths, misconceptions, inaccuracies or rumors.

Once gathered, these data will form the basis of your public relations goal. Sometimes, the goal is extremely sensitive and specific. Other times, it can be as straightforward as "clarify that misconception, correct that inaccuracy or stifle that rumor."

Since a goal without a strategy is like a pizza without a beer, you may choose from three strategies usually applied to a perception or opinion problem. Create perception where there isn't any, change existing opinion, or reinforce it. Always see to it that the strategy you select is an obvious and natural fit with your new public relations goal.

A burning need for writing ability surfaces here because you must prepare a really effective message if you are going to alter any negative perceptions among members of your target audience. Your PR team should be able to handle this assignment just fine, in particular the need for persuasiveness and a compelling writing style. It must be clearly written with excellent factual support if your message is to be believable and result in the altered perception you desire.

Message delivery, fortunately, is a simple matter as you select from among the long list of communiucations tactics available to you. You may choose media interviews, speeches or group briefings, or from among newsletters, emails or brochures. Just be certain the tactics you pick can prove they actually reach people like those in your target audience.

The question of whether progress is being made will surface rather quickly so prepare asap to again interact with, and question members of your target audience. Only this time, you'll be alert for indications that the negativities have been dealt with and that target audience perception is moving in your direction.

Should you feel the need to accelerate matters, you can always add a few new communications tactics, and increase their frequencies.

It seems safe to say right here that what matters most about public relations is your survival as a manager who uses PR to help reach his or her objectives. Which is precisely why PR demands of you a sharper focus on the very groups of people who play a major role in just HOW successful a manager you will be – your key external audiences.

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 communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net Visit: http://www.prcommentary.com

Do You Have An Exclusive Market Segment

Writen by Robert A. Kelly

You do if you're a business, non-profit or association manager with important external stakeholders whose behaviors affect your department, division or subsidiary the most.

In your own best interests, here's what you'd better be doing about them.

Accept the fact that the right PR actually CAN alter individual perception that leads to the kinds of changed behaviors that can help you succeed.

That confidence will position you to do something positive about those behaviors. Specifically, to create actual behavior change among your key outside audiences which leads directly to achieving your managerial objectives.

But is there a roadmap available that will get everyone working towards the same external audience behaviors, and that insures that your organization's public relations effort stays sharply focused?

There sure is, and the blueprint goes like this: 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.

What sort of results would you expect from such an approach? You could see membership applications on the rise; new proposals for strategic alliances and joint ventures; rebounds in showroom visits; enhanced activist group relations, and expanded feedback channels; as well as community service and sponsorship opportunities; not to mention new thoughtleader and special event contacts.

As the effort takes hold, you might see improved relations with government agencies and legislative bodies, stronger relationships with the educational, labor, financial and healthcare communities; prospects starting to work with you; customers making repeat purchases; and even capital givers or specifying sources looking your way.

The people running PR for you - agency, staff or freelance -- really have to be dedicated team members and committed to you, as the senior project manager, to the PR blueprint and its implementation, starting with target audience perception monitoring itself.

Think for a moment just how crucial it is that your most important outside audiences really perceive your operations, products or services in a positive light? Then question your PR people to assure yourself that they buy into that notion wholeheartedly. Be especially careful that they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit.

Take the time to go over the PR blueprint in detail with your team. Discuss your plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Review 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?

It's obvious that professional survey people can handle the perception monitoring phases of your program, IF the budget is available. However, 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.

Be careful as you set your public relations goal. You will need one that is well-defined, and one that responds to the aberrations that appeared during your key audience perception monitoring. The new goal could call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or doing something about that damaging rumor.

As night follows day, your new goal will need a strategy to show you how to get there. Fortunately, you will have just three strategic choices for handling a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. Unfortunately, a bad strategy pick will taste like sauteed onions on your pecan pie. So be sure the new strategy fits well with your new public relations goal. For instance, you don't want to select "change" when the facts dictate a "reinforce" strategy.

Because bringing people's minds around to your way of thinking is a tough assignment, your PR team must get busy immediately crafting the needed 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.

Review your message for impact and persuasiveness with your communications specialists. Then, carefully 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 might introduce your message to smaller gatherings rather than using higher-profile tactics such as news releases or talk show appearances. Reason being that the credibility of a message can occasionally depend on its delivery method being acceptable to each audience.

Everyone will want to see progress reports. For you and your PR colleagues, they sound the signal 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 must now stay alert for signs that the bad news perception is being altered in your direction.

Things not moving fast enough? You can always accelerate matters with more communications tactics and increased frequencies.

Clearly, those important outside audiences constitute market segments that are exclusively yours, and you must do something positive about the behaviors of those outside audiences that MOST affect your organization. Thus, they are segments you will need to persuade to your way of thinking, then move to take actions that help your department, division or subsidiary 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 © 2004.

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

Marketingminded Financial Planners Make Your Web Site A Resource For The Media

Writen by Ned Steele

Reporters, by nature, are curious people.

If you can get them to come to your web site, they will probably poke around and spend a few minutes there, learning about your business and your capabilities.

If your web site is any good, this should make them more likely to interview you in the future.

So in your press releases, go one step beyond merely listing your basic contact info.

Think creatively and come up with a clever reason for reporters and readers to go to your web site.

For instance: offer them a list of ten tips, or links to additional resources about the topic at hand. Or – anything. Mention it in your release, and include a link.

You might even include a list of top ten tips specifically for members of the media: "Top 10 poor financial decisions that young, ambitious reporters make."

Once reporters get to your web site, make them glad they did. Provide an area full of resource and background material just for them.

This includes archived press releases, full biographies of you and your management team, publication-ready logos and photography, a history of your firm, and anything else that will grease the wheels of media coverage.

They'll come back often if you do.

Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.

How To Choose A Pr Agency

Writen by Gary Preston

In business, as in all walks of life, the way you present yourself to the world is of critical importance. It is no good having a fantastic product to sell if the public perception of it is misguided or negative. Equally, it is important that the service you offer reaches its target audience and doesn't fall on deaf ears, like selling snow to the Eskimos. Often the best way to ensure an accurate and positive image for your products or services is to employ a public relations company to do it on your behalf.

However there are a few elements to consider before looking for representation:

What are your principal objectives in employing a PR agency?

You might, for instance, be attempting an expansion into new markets, the consolidation of present markets, an adjustment to your strategic communications approach or an overhaul of your entire media strategy.

What areas of public relations can be used to benefit your business?

In order to identify the best match for your media campaign you should also clarify whether the campaign will be largely business to business public relations, financial PR, consumer PR or corporate PR.

What will the budget of your PR campaign be?

It is important to assess the amount of value a PR campaign can potentially add to your business to establish the budget you want to use for it.

The critical thing to keep in mind when choosing a PR agency is that you will be entering into a relationship that involves spending a great deal of time together, often at each others workplaces, so personal chemistry and a degree of proximity is of paramount importance.

All relationships prosper from transparency, good communication, and an expenditure of time and effort, and your dealings with PR agencies should be no different.

As such, it is necessary to establish ground rules to ensure that there are no misunderstandings and that the relationship can grow through a sound financial structure outlined by a clear budget that is drawn up and agreed upon by both parties and includes guarantees about future performance targets. If these conditions are met, having the appropriate PR company working for you can be a marriage made in heaven. But how to find the perfect partner?

The principal way clients draw up a list of public relations agencies is through recommendations by colleagues, advice from journalists associated with PR companies or when a third party independently evaluates your needs and matches them with the appropriate agencies. Considerations at this stage include the degree of specialisation the company has in your industry and whether they have the suitable media contacts to be able to infiltrate your target media. In light of this another likely place to look would be in the PR company listings or advertisements in a trade publication of your industry or field.

Of the PR specialists selected, the next stage is to choose a maximum of three agencies to deliver a pitch that would allow you to asses whether their company matches your public relations requirements. Issues to consider when selecting a shortlist of agencies are the territories the agency covers, the size of the agency, the kind of budget the agency is used to working with and whether the agency has the necessary resources to launch your kind of campaign. Smaller agencies, for example, might offer you a younger, more personalised service while outsourcing elements of the work, whereas larger agencies will be able to do everything in-house and have more experience in your industry.

With respect to these issues it is a good idea to check whether the candidates have Consultancy Management Standard accreditation, although you should also be aware that many of the younger or smaller companies are not accredited. The Consultancy Management Standard is an independent audit by the Public Relations Consultants Association that assesses its members over a series of tests including the agencies standard of management and accountability, the probity of its long term business plan, the soundness of its campaign management, and the degree of satisfaction it gives to its clients. Companies applying for the Consultancy Management Standard also need to have a three year minimum trading record, £200,000 annual income and employ at least five full time staff, thus assuring you of their financial solvency.

At this point it is essential to write a brief outlining the clear objectives and time frame of the work you expect of the PR agencies. A well thought out brief is essential because it gives PR agencies a sense of what you are about and what you are hoping to achieve by employing them. It is also a way to detect whether they are likely to share the vision and passion you have for your business. Following a successful pitch the companies might enter into a provisional relationship using workshops or trial projects. This is advisable because it gives you time to develop a stronger relationship with them and assess whether their team is compatible with yours and they have any fresh ideas tailored specifically to your business.

Always remember that the final decision of which agency you select must necessarily be subjective and a matter of which agency works best on a personal basis. As much as your objective assessment of their credentials and track record is valuable, the question of your feelings of compatibility and confidence with them is of key importance. You should, in other words, choose which agency you wish to employ, not which type of agency.

For help in finding a UK based PR Agency visit: http://www.approvedindex.co.uk/indexes/PRCompanies/default.aspx