How To Write A Media Release That Wins You Coverage Amp Exposure

Writen by Laura Aldridge

The Today show? The New York Times? Vanity Fair? What's your dream hit? While nothing inspires more fear and trepidation in public relations professionals than media relations, it doesn't have to be complicated. There are 2 keys to a press release... the Headline and making sure it doesn't sound like an advertisement, but more like it is news. A media release (which also goes by its former name, the press release) is a one page, double spaced, single-sided document designed to transmit news about books, products, and people. Don't forget that real live people, editors and producers, must pull the release from the fax machine and be motivated to read it.

In today's world, getting editors and producers to actually read your release is a challenge. Every day, people tap into the possibilities of free publicity and are becoming proactive in getting their voice heard. Editors & Writers, receive upward of hundreds to thousands of releases a week. However, only a small percentage is both appropriate for their audience and grabs my attention.

Distribution of your press release is just as important as the writing of the release. You want it to be seen, and more importantly, written up in the media. Below are 10 strategies to help you write releases that get your message heard and distributed.

1. Make sure the information is newsworthy.

• The most important information, including who, what, where, when and why, in the first sentences of the releases body, emphasizing why the event/article is newsworthy. You are competing with countless other issues and organizations for increasingly scarce space or air time.

• The selection of your project for funding (if timely),Any additional funding/extensions you receive, Any goals/stages your initiative has reached, How your initiative effects your community, university, etc, A local example of a national story (for example if any national stories appear on teaching and technology)

2. Target your audience. Only contact editors who write about your industry or topic. Make sure you send the press release to the appropriate editor; don't send a food story to a sports editor.

• Don't make the mistake of sending a press release to a group of general media sources in hopes that someone will pick up the story. In most cases, the bulk of your work will end up in the wastebasket, if your announcement has no interest to their readers.

• Find out the best way to contact your target audience. Not every journalist wants press releases by email. You may need to use postal mail, email, or faxes.

3. Write an attention grabbing headline. Make sure the first 10 words of your release are effective, as they are the most important.

• Realize that your headline must immediately "hook" a busy producer or editor at first glance. If your headline doesn't hook them, they won't read further.

• First, the subject line spells the difference between the release being opened or deleted. Second, you must target delivery of the email release carefully, or you risk being banned forever to the recipient's "bozo" file.

4. Deal with the facts. Avoid excessive use of adjectives and fancy language

• Clients Love Hits. Despite all the counseling, strategy, partnerships, writing and more, clients want media coverage. Until the industry creates better measurement systems, a full page Business Week story becomes a tangible "product" that your clients can hold in their hands and show to their boss.

• Follow with supporting background information and details. Some suggest a quote from a books/article/website to add credibility and depth to the release.

5. Provide as much Contact information as possible: Individual to Contact, address, phone, fax, email, Web site address.

• If writing about a web site, make sure the site is updated before you send your release. Editors will visit the site if they have an interest in your product/service.

6. If sending an email release, make sure to write the release within the body of the message.

• Don't send email press releases with attachments - they will be deleted immediately upon receipt.

7. It's All About Relationships. Whose call are you more likely to take? A vendor you've never spoken to before or one who has taken the time to develop a relationship and truly understands your needs? It is no different with the media. Building relationships NOW means that reporters will take your call when you've got an important story to tell. Best of all, even if they can't help you on this particular one, they are likely to refer you to another reporter who can. As with any relationship, building trust is critical. Do what you say you will, within the timeframe you give. You may not be able to provide all the information requested, but if you are upfront about what you can and can't do, reporters will appreciate it and remember. One reminder: everything is on the record, no matter how close you are.

• Journalists and producers need you and your news, but will lose respect if you hammer them with releases that don't apply to their market or beat. Discriminate.

• If this is a show or publication you are keenly interested in, call them with "new information" designed to create more excitement in featuring you.

• Keep a notebook with you and jot down names of appropriate media contacts as you read publications and hear radio interviews.

8. Know editor's deadlines. If you are sending a time-sensitive release, don't expect a magazine editor to cover your event scheduled for next week. Find out what the appropriate "lead time" is to send your press release for possible distribution in their media. Make it as easy as possible for media representatives to do their jobs.

9. Good Writing Counts. Adopt a journalistic approach. Look carefully at how reputable publications such as The New York Times, Los Angeles Times, or The Wall Street Journal write a story. What is the lead? What type of quotes do they use? Study different types of stories -- features, executive changes, and news articles. For the most part, you'll see the inverted pyramid style where the most important information is in the lead and the rest of the story flows from there. Despite recent e-word mania, it's time to eliminate jargon and buzz words. Say what you want, but say it simply and plainly. Another sign of weak writing is the use of clichés. Finally, ever feel like you just can't write that press release? This blockage often indicates you don't have enough information. Do outside research. Interview a customer. Get another perspective. Then you're sure to end up with a solid product that would appeal to any journalist.

10. Keep a "swipe file" of clever advertisements or headlines you can refer to when you need a creative boost.

Laura Aldridge is CEO of Aldridge Corporation, a minority, woman-owned strategic marketing communication & public relations firm. Big deal. That title sounds powerful, but don't be fooled. She readily admits you might catch her in the line of a local Los Angeles area store, playing with her husband and kids at the lake, coaching her daughter's cheerleading squad, watching youth football practices, or art show.

And on occasion she finds time to write articles on various topics, writing training material for technology based applications, speak at a conference or two, designing just about anything for almost anybody, making calls and trying to get her client's all the press and exposure they can handle, and serve on the board of directors for some great organizations. She's worked for a couple of great companies that saw the value of her ideas and style; she has won an award or two. But don't let the "powerful" title trick you; she's just "Laura" to most people.

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Public Relations For Authors

Writen by Lance Winslow

It seems rather interesting that authors would need public relations, after all generally writers are set apart from society and often observers of the over all civilization studying human behavior, events and history. Yet once a writer writes some of note all too often there are those who are quite offended. Sometimes what they write addresses an issue that no one was willing to talk about. In doing so they will catch flak for it.

An author must therefore maintain a strong point of contention and good public relations so they can address the comments contrary to the work and explain the true intention of the book, paper, article or work. If not the author maybe miss understood and there words used as an example, which was not intended.

It is not always easy for very prolific and well-known authors to not ruffle the feathers of society or cut at the core of civilization once in a while. It will happen and when it does it sure pays to have the proper communication lines out there and a public relations strategy.

Authors and writers and in the future perhaps designers of Virtual Reality will have to make sure that they are always ready for a fastball targeting them, because the media works at light speed now. Authors and writers need to be schooled in Public Relations and work in advance of such events to have the communications lines ready to rock and roll when need be. Please consider all this in 2006.

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

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Whats Your Iq Interview Quotient

Writen by JoAnn Hines

You just got The Call: A member of the press wants to interview you! Whether you're a solo practitioner, a small businessperson, or an employee of a major corporation, if you are smart, you will accept immediately. You can worry about the consequences later. The only exception to that rule is if you are an employee of a small or large corporation, it's always a good idea (and sometimes even mandatory) to check with management before talking to the media. You want to be sure that what you say reflects the corporate "party line."

Next step: Don't panic. Even if you're a media virgin, with a little preparation, you will end up sounding like the expert that you are. We should all be prepared for the phone that rings or, increasingly, the e-mail that comes in, asking us to be a media-interview candidate. Even when the request comes in, however, you have to be prepared to do a little "selling." You may not be the only one who has been contacted; the reporter or "talent booker" may be calling on a large pool of potential candidates.

To ensure that you make the cut, it's important to follow up—the same day, if possible. A quick e-mail about the discussion will serve as a reminder of your interest and solidify your professionalism. You want to demonstrate your interest and knowledge without sounding desperate to be interviewed. Asking a few well-thought-out questions at this juncture will help.

Listen carefully to the person making the initial request, to get at the heart of what kind of information the interviewer really wants from you, and then follow up by tailoring a pitch to fit that need. If the interview is about controversial topic, before you accept, be sure that you will be comfortable talking it. You can say no to an interview that you believe will be detrimental to you.

You've Said Yes—Now What?

Do your homework: Familiarize yourself with the publication, television or radio show. Go online and look for other articles or interviews done by the reporter to familiarize yourself with his or her style and method of asking questions. Ask yourself: Who is the audience? Then prepare and suggest your own questions in advance.

Another option is to ask the interviewer to e-mail you a few questions before the actual interview so that you can prepare properly. Be forewarned: even if they take your questions or supply you with a list of their own in advance, many interviewers will throw in a ringer occasionally to see how you respond. I recently had an interview (taped) that gravitated far afield from what was initially discussed. In such a case, it's your responsibility to bring the interview back on track. Just because you are the interviewee doesn't mean you can't control the direction of the conversation.

One way to demonstrate that you are in control is to repeat the question, and then add your commentary. For example: "You asked me if I can speak to that issue, because . . ." or "My experience shows that. . ." or "In my most recent book/interview/seminar/presentation, I noted that. . ." Use this type of transitional phrase gives you some time to think, and you'll avoid seeming like a deer caught in the headlights.

Keep the momentum flowing. Answer the questions in a concise manner. Throw in contemporary references from the news whenever applicable. Use action words that convey a mental picture. You want the audience to want to hear more about what you have to say. Let the interviewer finish asking the question before you jump in. This isn't Jeopardy. You want to ensure you hear the entire question before framing your answer. Think before you speak.

If the interview moves in a negative direction, stay calm and state your opinion. Don't get defensive, but don't hesitate to clarify a point or an opinion if the interviewer has misstated your comments. There is no "on" and "off" the record here, so be careful what you say.

Prepare a "cheat sheet" with bulleted points to ensure that you get across the points that are important to you. It's OK to have a brochure in your lap. You can keep your notes tucked inside. Just be sure that they don't slip out if you hold it up for the camera. If you have a book or other product, make sure you bring one with you and mention it during the interview. Similarly, if your company has a web site, don't forget to mention the URL at some point in the interview.

A Word About Fashion.

You can get away with jeans in a radio sound booth, and you can even wear your pink fuzzy bedroom slippers when conducting a phone interview from home. But for television, you've got to look the part of an expert. Don't wear something you've never worn before. You won't feel comfortable, and you'll end up fussing with your new outfit. Don't wear red, white or black. Find a color that is good for your complexion. Leave the fancy jewelry at home. You're not a movie star.

Find out if makeup will be provided. If you have to do it yourself, remember to go light with any eye shadow and blush. The camera tends to accentuate strong colors. I learned this the hard way when I wore my regular makeup and came out looking like a raccoon.

When you speak, look at the interviewer, not the camera. Remember this is a conversation between you and the interviewer. Don't feel that you have to shout. The technicians will adjust your mike accordingly.

Above all, stay relaxed and calm and don't fidget. Focus on delivering your message. Tell yourself this is supposed to be fun. Interviews generally only last from three to 30 minutes, depending on the format. Before you know it, it will be over, and you'll be eager for your next shot at media glory.

Not sure how to get started branding yourself? I can help. I make it simple with easy to use workbooks and tutorials. Check out the Packaging Coach @ http://www.packagingcoach.com or email me at pkgcoach@aol.com to get started "packaging yourself" for stardom.

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Public Relations For Soil Testing Companies

Writen by Lance Winslow

Some businesses are really hard to market and are so industry specific that it is hard to consider community goodwill programs or develop a good strategic Public Relations Campaign to help get them noticed. This is what separates the good PR teams from the rest, as they get creative and attempt to think of real ways to bring a positive image to an existing non-descript company.

May I suggest that we consider participation in a neighborhood mobile watch program for such companies? Consider a Soil Testing Company, a pretty uneventful sort of business model, yet it is still possible. Lets take a look at this concept for a moment shall we?

SOIL TESTING COMPANIES: Soil companies are out at vacant lots before and during construction as well as closed businesses and vacant buildings doing environmental sampling of soil for potential buyers of properties, banks and planning departments. They may witness stealing of construction materials, graffiti, vandalism and squatters of abandoned buildings. They tend to have many trucks that go out into the field.

Now you can see that a little bit of creativity without a lot of cost and we have ourselves a very easy public relations effort, now all it takes is a little bit of; Alert the Media and we are good to go. You see, public relations does not have to be so difficult, you merely have to dump those marketing text books and think out side the box a bit. Please consider all this in 2006.

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

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Publicity Use This System To Track Publicity Progress

Writen by Ned Steele

Tracking your correspondence with reporters, via phone or email, is important for two reasons. First of all, promises to follow-up can slip between the cracks of daily business and cost you a change at free publicity. Second, you don't ever want to contact a reporter twice about the same story. You will immediately destroy your credibility.

In my years as a public relations professional, I've developed a good system that financial planners can use to track contacts with the media.

It's simple. Just two logs that you can keep in a paper notepad, or in a spreadsheet program on your computer.

Keep one log to track reporters that you have contacted. It should have these three columns: A column for the names of the reporters you've contacted, a column that lists what each reporter is interested in, and then a column describing when/why to follow up next.

Plug these reminders into your calendar – without this tool, you may make the critical mistake of forgetting to follow-up.

Keep a second log to track reporters you're going to contact. It should have these three columns: A column for the reporters' names, a column that lists their topic interests, and another column with a target date when you want to contact them.

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.

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How To Write More Powerfully For Pr Offline And Online

Writen by Suzan St Maur

Years ago when my Dad owned a group of local newspapers I spent my school and college vacations working in the editorial office. We used to amuse ourselves over our sandwiches at lunchtime looking through and trashing the endless press releases that would arrive in the mail each day, all beautifully produced with glossy photographs (this was in pre-internet days).

We trashed them because all but the odd one or two were ill-considered, highly subjective, barely camouflaged advertising copy that had about as much editorial news value as last week's shopping list.

Why am I telling you all this? Because despite the fact that this happened many years ago, it's still happening today. Both offline and now online editors continue to laugh sardonically at the self-promoting garbage they receive from corporate sources exactly as my Dad and I laughed umpty-dump years ago. I salivate just thinking about how I could spend the fortunes wasted on those releases and photographs over so many years.

And why does this continue to happen? I believe it is because the organizations who send out this stuff - particularly their financial managers - just can't get their heads around the difference in culture between what they want to say, and what editors need to deliver to their audiences. Good PR advisers try hard to compensate, but ultimately it's the client who pays their fees, and if the client insists on issuing garbage there's not much a PR adviser can do other than resign the business.

Time after time after time I'm called into companies and asked to comment on why the PR coverage they get in the media is so poor. 99 times out of a 100 it's because they've issued press releases that are only of interest to themselves and their bosses. And yet when I point this out to them they can't understand it. "But our development team worked 14 hours a day for three years to win that contract!" they shout indignantly. "And the CEO had to cut short his vacation in Turks & Caicos just so he could sign the documents by the deadline! I mean, it's the most important thing to have happened to us in the history of the company!"

"I know," I croon soothingly, "but those points aren't of much interest to the readers of your regional business press, or your trade press for that matter."

"Well, maybe not," they reply. "But they are very relevant to us, and to our shareholders. That's why we made such an elaborate issue of those points in the press release."

Ah, I think to myself as I gaze out of the window to see if my creatively-parked car is going to attract the attention of passing traffic policepersons. Here is another problem we encounter with press releases. It's called "when is a press release not a press release?" The answer is, when a press release is to be used to impress all sorts of people who are not members of the press. Only we want them to think that this is what the press will write about us, so we put it in a press release. That would be okay as long as that's as far as it goes.

But the awful truth is the same document (paper or electronic) really does get sent out to the press. And quite rightly they ignore it, once again because it is of no interest to the readership of the publication concerned.

For Heaven's sake, you folks who do this sort of thing, please grow up and face reality. If you want to promote your achievements to your share/stockholders or staff or suppliers or whoever, then just go ahead and do it and dress it up in "press release" costume if you must, although I don't think that fools anybody.

But whatever you do, don't send it to the press - and don't kid yourself or anyone else that to use the same document for both purposes is a way to economize. It's a sure way to shoot yourself through the foot and indirectly could cost you a fortune.

If you want to get coverage in the media then you must forget all elements of self-congratulation. Whatever information you send out has to have something "in it for them" (the audience) - something new, interesting and relevant. It doesn't have to be earth-shattering, just worth reading.

If your organisation has done something brilliant and you're proud of it, by all means say so; just be sure to emphasise what's great about it for the audience and/or the rest of the world, not merely for yourselves. Let the facts tell the story. If your organisation genuinely deserves to be congratulated, it will be.

And you don't simply have the audience to consider in this case, because unlike the forms of communication you control, with media coverage the decision of whether or not to transmit your message rests with someone else - usually the editor. Editors and journalists are either very busy or very lazy or both (and don't chastise me for admitting that, guys. I've been there, done it, got the T shirt and drank too much in the brasserie at lunchtime too.)

If you supply them with material they can see is relevant to their readers and preferably is usable with the minimum of editing, they will warm to it a lot faster than something that may hold a grain of interest but will take someone a whole evening to rewrite and several phone calls or e-mails to check for accuracy.

Try to match the style and writing approach of the publication. If you're sending a release out to several publications that circulate among the same readership, then one release should be relevant to all. But if you're aiming at different press groups - say the trade journals and the business pages of the regional dailies - you will need to rework the approach of your press release according to the different audiences.

You'll usually find that the basic core of a press release can remain pretty well the same across all media groups, because it consists (or should consist) of the pure facts - the old journalist's formula of who, what, how, where, when and why. What changes is the angle, and particularly the lead-in.

That means the headline, which should be short and attention-grabbing, and then the first two or three sentences that support the headline and set up the whole story. Often it's worth trying to work in a clever bit of word-play with headlines, but be very careful - a pun or play on the words that doesn't work is worse than writing the headline straight.

A good way to nail down the appropriate style and approach is to read and become familiar with the publication or publications you're aiming at. By studying them carefully you'll see how they use word-plays in their headlines, if at all, and how they relate them to the topics concerned.

By far the best guidance you'll get, though, comes from studying the audience - the people who read the publications. What in your story is going to interest them?

Readers of a trade journal will be interested in what's new and different about your new product and how it could improve the way they do business. Readers of local or regional business sections will be interested more in how your new product's manufacturing and distribution, say, will impact on the local business community and economy. Local general newspapers and other media will be interested in the human side, i.e. how many new jobs the factory producing the new product will create.

And one last tip on how to get the best from press releases - use "quotes" from the key people involved in the story. Not those awful, meaningless corporate-babble quotes you so often see in company press releases ... "We are delighted to be able to announce the new contract at this moment in time and we have every confidence that our latest investment will be of significant benefit to our..." you know the type of thing. These are usually the first elements that get chopped out by the editor.

It's perfectly OK to write quotes for your senior people, by the way. They very rarely give real quotes for anything other than TV or radio interviews but don't seem to mind quotes being written for them, provided they're given the opportunity to check them before they're issued. So, write them quotes that - far from being beatific banalities - actually are telling important parts of the story. This is good for two reasons.

One, it makes your senior exec look intelligent and aware of what's going on in the organization, which is 100% more than the banality-quote will do for him/her. And two, because it's an important part of the story and contains useful facts, the publication's staff will be far less likely to edit it out.

Possibly you're beginning to feel that in order to get press coverage you'll have to turn yourself, your product and your entire board inside out and upside down. You could be right, but that's PR. Remember that press coverage is not advertising**.

Yes, it's free and that's wonderful, but as always there's no such thing as a free lunch. Editors will only put your stuff in, for free, if it is genuinely good for their publication and their readers, not for you. They do not care about your sales figures. They care about their own sales figures. Successful PR people and writers of press releases always, always bear these points in mind; in fact that's why they're successful.

**An exception to this is what's known (in the UK at least) as "advertorial." In case you don't already know this is advertising copy written in editorial style, but the space it occupies is really an advertisement you pay for. Advertorial is an unfortunate hybrid that has its roots back in the first half of the 20th century when it was still okay to run press ads that looked like articles and some readers were still naïve enough to be hoodwinked by them. If you're obliged to write it, please just try to make it as honest as you can. Not easy.

Online tips

Nearly all the theory pertaining to offline PR is relevant to the online equivalent - especially in terms of what content is of interest to publishers and what isn't. Online publishing of relevance to organizations usually falls into one of two pretty obvious groups; one, websites, portals etc that are totally independent and uniquely on the web, and two, those which are the online alter egos of offline publications.

In either group if you want the publications to take your releases or submissions seriously, it's very important that you follow the format and structure of articles that appear on the websites concerned. Whatever you do don't make the mistake of submitting a general press release to these organizations, even though you do it by e-mail.

Check first how long the teaser paragraph is that appears on the home or section page, and check how they lay out the full articles. Then submit material that fits perfectly, both in style and in word counts. One, you will be saving them the trouble of reworking your piece which makes it attractive in the first place, and two because it fits so perfectly you will discourage them from changing anything, which is also a huge advantage for you.

The other point I would make about online press work is don't assume that just because you submit a release to the offline publication (and even if they run it) it will be forwarded automatically to the publication's website. It won't. At least not necessarily.

And I've found that one out the hard way, believe me. Treat offline and online versions as entirely separate entities; find out who the movers and shakers are on each, and often you'll see that the online version is run by an entirely different group of people.

Canadian-born Suzan St Maur is an international business writer and author based in the United Kingdom. In addition to her consultancy work for clients in Europe, the USA, Canada and Australia, she contributes articles to more than 150 business websites and publications worldwide, and has written twelve published books on business writing, marketing, publishing and humor. Check out all her current books here.

To subscribe to her free biweekly business writing tips eZine, TIPZ from SUZE, click here.

(c) Suzan St Maur 2003 - 2005

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Try Pr And Watch Something Interesting Happen

Writen by Robert A. Kelly

Try this: as a business, non-profit, public entity or association manager, plan for and create the kind of external stakeholder behavior change that leads directly to achieving your managerial objectives. And do so by persuading your key outside audiences to your way of thinking, then move them to take actions that allow your department, group, division or subsidiary to succeed.

Interestingly, what you've done, is combine a sound public relations strategy with effective communications tactics leading directly to the bottom line – perception altered, behavior modified, employer/client satisfied.

But of course it's not automatic!

Instead, the mother of all PR plans is required. A plan that will get each of their team members and organizational colleagues working towards the same external stakeholder behaviors.

Here is such a plan designed to keep a manager's public relations effort "on message:" 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.

Again interestingly, results can begin appearing quite early in this process. For instance, capital givers or specifying sources looking your way; prospects starting to work with you; customers making repeat purchases; improved relations with government agencies and legislative bodies; a rebound in showroom visits; membership applications on the rise; new thoughtleader and special event contacts; new proposals for strategic alliances and joint ventures; fresh community service and sponsorship opportunities; and even stronger relationships with the educational, labor, financial and healthcare communities.

The extent to which you use your PR staff will bear heavily on your success as a manager. Will you use your regular public relations staff? People assigned to you from above ? Or will it be PR agency staff? Nevertheless, they must be committed to you as the senior project manager, and to the PR blueprint starting with key audience perception monitoring.

Here, invest some real time satisfying yourself that team members really believe that it's crucially important to know how your most important outside audiences perceive your operations, products or services. Be certain they buy the reality that perceptions almost always lead to behaviors that can help or hurt your unit.

Reviewing the PR blueprint with staff is a good idea. In particular your plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the exchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?

Professional survey counsel is always available to you, albeit expensive, for the perception monitoring phases of your program. But 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.

The most serious distortions you discovered during your key audience perception monitoring require that you do something about them.This will be your new public relations goal might calling for straightening out that dangerous misconception, or correcting that gross inaccuracy, or stopping that potentially fatal rumor.

Any hope for success in achieving your new PR goal will demand a solid strategy backing up that new goal. One that clearly indicates to you and the PR staff how to proceed. But remember 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. The wrong strategy pick will taste like liver-stuffed ravioli. So, be certain the new strategy fits well with your new public relations goal. It goes without saying that you don't want to select "change" when the facts dictate a reinforce" strategy.

Here, a powerful corrective message to be aimed at members of your target audience is the order of the day. Persuading an audience to your way of thinking is not easy. Those PR folks of yours must come up with words that are not only compelling, persuasive and believable, but clear and factual. Only in this way will you be able to correct a perception by shifting opinion towards your point of view, leading to the behaviors you are targeting.

Let your people regularly reevaluate the message to decide if it is up to snuff and really persuasive. Then select the communications tactics most likely to carry that message to the attention of your target audience. There are scores of available tactics. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be sure that those you pick are known to reach folks just like your audience members.

Because the credibility of the message itself can actually depend on the perception of its delivery method, you may decide to kick off the corrective message by unveiling the message before smaller gatherings rather than using higher-profile tactics such as news releases.

A followup perception monitoring session with members of your external audience is advisable. PR people should plan another visit to the field where you can gather comparative data for use in producing progress reports. You'll want to use many of the same questions used in the first benchmark session. Only this time, you will be watching very carefully for signs that the bad news perception is being altered in your direction.

There will be periods in which momentum slows, so be prepared to accelerate matters with more communications tactics and increased frequencies.

At this juncture, you've progressed beyond tactics like special events, brochures, broadcast plugs and press releases to achieve the very best public relations has to offer.

And it's REALLY interesting when you pull off this PR hat trick – combining a sound public relations strategy with effective communications tactics leading directly to the bottom line – perception altered, behavior modified, employer/client satisfied.

Please feel free to publish this article in your ezine, newsletter, offline publication or website. Only requirement: you must use the Robert A. Kelly byline and resource box. Word count is 1195 including guidelines and box. Robert A. Kelly © 2006.

Bob Kelly counsels and writes for business, non-profit, public entity and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has authored 250 articles on the subject which are listed at EzineArticles.com, click Expert Author, click Robert A. Kelly. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations. mailto:bobkelly@TNI.net Visit:http://www.PRCommentary.com

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Public Relations For The Fbi

Writen by Lance Winslow

After all the screw ups we have seen at the Federal Bureau of Investigation we know that they need some pretty good public relations right about now. It seems that during the 911 hijacking and attack we later learned that the FBI knew that international terrorists were learning how to fly airplanes but they did not want to learn how to land. Recently we see that the Federal Bureau of Investigation is now hiring people who smoke pot.

Their reasoning has been that it is hard to find employees that have not at least tried some illegal drug. In other words the FBI is lowering their standards and one has to ask if they have the standards that low then how can we be sure they are protecting us from gangs, drugs and international terrorists? The government's number one job is to protect the American people and when they failed to protect the American people they now have a public-relations disaster on their hands.

What can the FBI do now to increase its public-relations? Well, it can stop promising things to the American people, which he cannot perform and it needs to be honest with us. Additionally the FBI needs to get busy and round up all the bad guys as soon as possible and not let them escape next time. Until we see this all their public-relations efforts are for not and it is unfortunate as a taxpayer that I have to pay for public relations rather than performance. 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/

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The Ten Ps Of Pr

Writen by Paula Gardner

Everyone is talking about the Ps of successful marketing, so I thought it was time that PR had it's own Ps - essentials that will help you maximise your PR activities and results.

1. Pin-point

The first thing you have to do in a campaign is to pin-point your market. There's no point pulling out all the stops to get into the Financial Times when your customers are actually more likely to read The Sun. In fact failing to pin-point your market and consequently the publications it reads can actually make every single action you put into your PR after that point absolutely worthless. It may seem boring to spend time on market research, especially if you're keen to get going, but it's a vital part of the process.

2. Publications.

When you find the publications that your potential customers read (as well the radio programmes they listen to, the TV programmes they watch and the websites they visit) immerse yourself in them. Subscribe to them, read them on the train, in the bath, teach your kids to read with them. Get to know the language of the different publications, the focus, and who writes what.

3. Power.

Think about your message. If you're going to go to all the bother of putting a press release together it had better be powerful.

4. Passion.

One of the simplest ways to access power is to tap into your passion. Imagine reading your release out loud - is it vibrant, full of passion for the subject matter and compelling the listener to keep tuned in, or is it dull and monotonous with no impact whatsoever?

5. Pliable.

Your campaign has to be flexible, ready to respond to national or trade news. You need to be flexible, ready to break your routine and set aside a morning to make some calls if you suddenly come up with an idea that might get the press interested.

6. Poise.

Do try to retain some dignity. Journalists work to strict deadlines and conditions and if one of them says "sorry, it's not for us" then do respect them and don't start trying to convince them to change their mind. What you can do however is to ask them what is, and learn for the future.

7. Playful.

A sense of humour is vital..no client does better than the one that can crack a good joke or make a suitably humorous remark at the right moment. Even a bit of gentle flirting can sometimes work wonders!

8. Paper.

Don't forget that you don't always have to email. If you've got something visual, or particularly nice stationery (!) then do use the post. It's more expensive of course, but it will help you to stand out.

9. People.

Journalists and editors and people, just like you and me. Some you'll like and some you'll dislike, but it's important to treat them respectfully. Just like you rarely make a new friend over the process of one telephone call, it will take time to build up bonds and those all important "contacts".

10. Persistence.

I believe that this is the single most important factor when it comes to making your campaign a success. It can take months for a campaign to really get going and one press release alone just won't do it. Journalists need to see that you're hear to stay, a provider of professional material and a brand to be reckoned with. Be patient, it will happen.

www.doyourownpr.com

Paula Gardner teaches businesses of all sizes how to raise their media profile. If you'd like the whys, hows and what to do's of a PR campaign at your fingertips then check out our PR ecourse at http://www.doyourownpr.com/products/do_your_own_pr_ecourse.asp

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Public Relations For Mobile Car Wash Firms

Writen by Lance Winslow

If you own a mobile car wash business you should be leaning more towards public relations campaigns rather than straight advertising or conventional marketing. Sure the yellow pages, direct mail, newspaper and radio ads will work, but are they really targeting you market and do they set the right tone?

How can you promote public relations in a Mobile Car Wash Business? Well lots of ways and we never ran out of ways to do this. We often gave out a month worth of free car washes at your office on the Radio, it cost us nothing and always ended up getting us lots of new business. It worked so well, we eventually had to stop this, due to getting maxed out in our mobile car wash routes.

What else can you do to create public relations buzz in your mobile car wash company. Well why not run a car wash fundraiser and help wash the cars for free for a non-profit group such as a Church Youth Group or soccer team? This is a very nice thing to do and the visibility is good in the local community and you will surely get new business simply for doing the right thing and giving back to the community. Consider 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/

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Publicity Nailing A Media Interview Part Iii Staying On Topic

Writen by Ned Steele

In a media interview, always stick to your main points without rambling or digressing. Practice this when you rehearse.

Sometimes, when you are doing a great job of keeping on topic, the reporter is leading to you talk about different topics, some of which you aren't as knowledgeable about. If the reporter leads you into different areas, go there only if it suits your needs and you are comfortable there.

One advanced technique you can use in a tough interview is "bridging." Bridging is simply steering the interview back to your topic. Going down any side roads a reporter pursues is usually a bad idea – even if the detour is innocuous, it takes you off your main points. You may find, when the article is published or the interview airs, that the only comments of yours that reach the general public are those about a topic that you don't know much about. This isn't going to help your marketing efforts at all.

Don't be afraid to bridge. If the reporter asks, "Well, how do they feel about that in Argentina?" and you have nothing to say about Argentina, diplomatically acknowledge that the question is valid. For example, say "That's a good question. I don't focus on Argentina in my practice, but I can tell you what my clients are saying." Then move back to your topic – gently but firmly.

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.

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Public Relations For Paper Mills

Writen by Lance Winslow

Paper Mills need a good public-relations program due to all the environmentalists out there who complain about the trees being cut down. Many paper mills have their own forests and grow their own trees and then they replant these trees in giant tree farms. The trees are harvested and used to make paper.

However, many environmentalists do not want to see trees being cut down even if they are grown for the sole purpose of being used to make paper products. Paper mills also need to show good community support because often they tend to smell and when the wind is blowing the wrong way that can make the city undesirable for tourists, travelers and even residents, who cannot quite ever get used to the smell.

Paper mills generally hire hundreds and hundreds of people in high paying union jobs and by promoting this fact they can indeed boost their public-relations efforts. If we look at some of the paper mills along the Columbia River in Oregon and on the Snake River in Lewiston Idaho we see some of the problems and issues that paper mills run into when dealing with the public.

Community goodwill and public relations can alleviate some of these negative situations and return the local citizenry to a more favorable displacement when considering their local paper mill. Please consider all this in 2006.

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

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Want This Kind Of Pr

Writen by Robert A. Kelly

PR that really does something positive about the behaviors of those outside audiences that most affect your business, non-profit or association?

PR that uses its fundamental premise to deliver external stakeholder behavior change – the kind that leads directly to achieving your managerial objectives?

PR that persuades those important outside folks to your way of thinking, then moves them to take actions that help your department, division or subsidiary succeed?

Get organized and you could be looking at results like these: prospects starting to do business with you; membership applications on the rise; customers starting to make repeat purchases; fresh proposals for strategic alliances and joint ventures; community leaders beginning to seek you out; welcome bounces in show room visits; higher employee retention rates, capital givers or specifying sources beginning to look your way, and even politicians and legislators starting to view you as a key member of the business, non-profit or association communities.

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

As a manager, if you're serious about making your public relations dollars earn their keep, you had better take the time to actually list those outside audiences of yours who behave in ways that help or hinder you in achieving your objectives. Then prioritize them by impact severity. Now, let's work on the target audience in first place on that list.

I'll wager that you don't have access to data that tells you how most members of that key outside audience perceive your organization. You would, however, have these data if you had been regularly sampling those perceptions.

But without a hefty budget to hire professional survey people, you and your colleagues will have to monitor those perceptions yourselves. Interact with members of that outside audience by asking questions like "Have you ever had contact with anyone from our organization? Was it a satisfactory experience? Are you familiar with our services or products?" Stay alert to negative statements, especially evasive or hesitant replies. Watch carefully for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. Any of which will need to be corrected, because experience shows they usually lead to negative behaviors.

Since you must correct such abberations before they morph into hurtful behaviors, you now select the specific perception to be altered, and that becomes your public relations goal.

Unfortunately, a PR goal without a strategy to show you how to get there, is like meatloaf without the gravy. That's why you must select one of three strategies especially designed to create perception or opinion where there may be none, or change existing perception, or reinforce it. The challenge here is to insure that the goal and its strategy match each other. You wouldn't want to select "change existing perception" when current perception is just right suggesting a "reinforce" strategy.

Now writing skill enters the fray. Someone on your PR team must put those writing skills to work and prepare a compelling message carefully designed to alter your key target audience's perception, as called for by your public relations goal.

Consider combining your corrective message with another newsworthy announcement of a new product, service or employee which may lend credibility by not overemphasizing the correction.

Try to build several values into your corrective message. Clarity for example. It must be clear about what perception needs clarification or correction, and why. Your facts must be truthful and your position must be persuasive, logically explained and believable if it is to hold the attention of members of that target audience, and actually move perception your way.

Here is the least challenging part of your campaign, picking the "beasts of burden" – the actual tactics you will use to carry your persuasive new thoughts to the attention of that external audience.

There are plenty of communications tactics available including letters-to-the-editor, brochures, press releases and speeches. Or, you might select others such as radio and newspaper interviews, personal contacts, newsletters, or group briefings, always making sure the tactics you select have a record of reaching the same audiences as those that make up your target stakeholders.

You'll want to be ready for queries about progress by again monitoring perceptions among your target audience members. Using questions similar to those used during your earlier monitoring session, you will now watch carefully for indications that audience perceptions are beginning to move in your direction.

We are fortunate in the PR business that we can always put the pedal to the metal by employing additional communications tactics, AND by increasing their frequencies.

As this article suggests, you WILL want this kind of PR only after you insist on an aggressive new public relations plan that targets the kind of key stakeholder behavior change that leads directly to achieving your operating 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 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

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Public Relations For A Mobile Tool Sales Company

Writen by Lance Winslow

What kinds of public service and public relations programs can a mobile tool sales company be involved with in their community? Well how about a Mobile Neighborhood Business Watch Program to help take a bite out of crime? Sure that sounds easy enough but is it a good fit? Well consider this case study and see why it works;

SNAP-ON TOOL FRANCHISEE: These franchisees drive vehicles filled with expensive tools and are aware of what someone acts like and body behavior when they are getting ready to steal something, including their own inventory. These trucks have fancy alarms, and are built like fortresses to protect the inventory.

Tools are one of the most fenced items around. And they hear things on the street and know who the bad characters are. They hear all the rumors from the auto industry including information on stolen car parts and tools, and people having substance abuse problems. Their routes are substantial in auto row, mechanics areas, auto industrial areas, etc.

There franchisees are always willing to participate and know tons of people who will ask them, "What is that sign on your truck for?" Great word of mouth advertising for a Neighborhood Watch program, so you see it does make sense indeed. 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/

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Public Relations For A Real Estate Title Service

Writen by Lance Winslow

What kinds of great things can a Real Estate Title Service do to promote community goodwill and public relations? Well what if they participated in a Neighborhood Mobile Watch Program? But you ask what does that have to do with a Real Estate Title Service? Well it is about security and what could be more important to a neighborhood than low crime rates, which help bolster real estate prices? Also consider if you will the following truths about Real Estate Title Services;

TITLE SERVICE COMPANIES: Title services have reps which drive around all day and deliver documents and collect signatures, mingle with Realtors, and return the information and drop off literature. They will know which Realtors are most likely to want to join the program. A title company may have many reps thus many cars driving around helping the important exposure of the efforts. The title reps are usually GQ type guys and pleasant looking young women and make great people for your photo ops and press release pictures. These reps put on more miles than the police officers on their patrol cars.

It makes sense for a Real Estate Title Service to promote community goodwill and Neighborhood security. And Public Relations for such an industry sector may not be as easy as you think. This is an innovative way to unite the community and enjoy an excellent public relations campaign, so, 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/

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Public Relations Use Its Core Strength

Writen by Robert A. Kelly

Do you take the core strength of public relations into account as you manage those communications tactics?

Because if you don't, you're missing the sweet-spot of public relations. The communications tactics you employ must work together to create desired behavioral change in certain groups of people important to the success of your organization. In the end, a sound public relations strategy combined with effective tactics leads directly to the bottom line - perceptions altered, behaviors modified, employer/ client satisfied.

The fact is that NO organization - business, non-profit or public sector - can succeed today unless the behaviors of its most important audiences are in-sync with the organization's objectives.

For your organization, that means public relations professionals must modify somebody's behavior if they are to help hit your objective and earn a paycheck – everything else is a means to that end.

Which is why, when public relations goes on to successfully create, change or reinforce public opinion by reaching, persuading and moving-to-action those people whose behaviors affect the organization, it usually accomplishes its mission.

How can we be so certain? Question: how can you measure the results of an activity more accurately than when you clearly achieve the goal you set at the beginning of that activity? You can't. It's pure success when you meet that goal.

Public relations is no different. The client/employer wants our help in altering counterproductive perceptions among key audiences which almost always change behaviors in a way that helps him or her get to where they want to be.

Now, to achieve that goal, public relations practitioners must be skilled in many tactical disciplines. Everything from media relations, public speaking and a dozen kinds of writing to financial communications, special events, issue tracking and crisis management, to name just a few.

But too often, the tendency is to see little beyond a tactic's immediate impact. For example, a speech and how it was received, a news release and how it was picked up and presented in a newspaper or on TV, or a special event and the audience's reaction.

Of course those reactions are understandable and shouldn't be lightly dismissed. But the question also must be asked, to what end are we applying those tactics?

Ask yourself this question: do we employ public relations tactics for the sheer pleasure of writing news releases, running special events, doing surveys or booking speeches? Obviously, the answer is no. We employ public relations so that, at the end of the day, somebody's behavior gets modified.

That leads us directly to the core strength of public relations: people act on their perception of the facts; those perceptions lead to certain behaviors; and something can be done about those perceptions and behaviors that leads to achieving an organization's objectives.

To assess those behavior changes and, thus, the degree of success the core public relations program has achieved, look for evidence that your efforts have actually changed behavior. Signs should begin showing up via Internet chatter, in print and broadcast news coverage, reports from the field, letters-to- the-editor, consumer and customer reactions, shareholder letters and comments from community leaders. Consider doing informal polls of employees, retirees, industrial neighbors and local businesses as well as locating feedback from suppliers as well as reaction from elected officials, union leaders and government agencies.

The point of this article is that the core strength places a special burden on each tactic selected to carry the message to a target audience: does it/will it make a tangible, action-producing contribution towards altering target audience perceptions and behaviors? If not, it should be dropped and replaced with a tactic that does.

That way, only the strongest tactics will be used allowing public relations to apply its core strength to the challenge at hand: create, change or reinforce public opinion by reaching, persuading and moving-to-action those people whose behaviors affect the organization the most.

What do I believe the employer/client wants from us? I believe s/he wants us to apply our special skills in a way that helps achieve his or her business objectives. But no matter what strategic plan we create to solve a problem, no matter what tactical program we put in place, at the end of the day we must modify somebody's behavior if we are to earn our money.

But the best part is that when the behavioral changes become apparent, and meet the program's original behavior modification goal, three things have occurred.

One, the public relations program is a success. Two, by achieving the behavioral goal you set at the beginning, you are using a dependable and accurate public relations perfor- mance measurement. And three, when our "reach, persuade and move-to-action" efforts produce a visible, and desired, modification in the behaviors of those people you wish to influence, you are using public relations' core strength to its very best advantage.

Please feel free to publish this article in your ezine, newsletter, offline publication or website. Only requirement: you must use the Robert A. Kelly byline and resource box.

Robert A. Kelly © 2006

About the Author:

Bob Kelly counsels and writes for business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has authored 245 articles on the subject which are listed at EzineArticles.com, click Expert Author, click Robert A. Kelly. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations.

Visit =>http://www.PRCommentary.com, mailto:bobkelly@TNI.net

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Trade Show Tactics Revealed

Writen by Colin Ong TS

Being part of a trade show gives small business a chance to experience economies of scale and to mix around with the big guys. This may also be the most stressful period for the PR Dept. head as he will hope that R & D people will be able to bring out the latest prototype of the company's new and "hot" product to a large audience. Top management may plan to use the trade show to increase profitability and market share.

Here are some tips:

The purpose of participation:

Before deciding whether you company should be part of this trade show, there must be a meeting of top management about the demographics of their target audience and the overall impact of the trade show. If the trade show is to launch a new product, then it should be obvious that all promotional literature and samples of the new product be ready. On the other hand, if participation in the trade show is just to create awareness and corporate visibility, then through prior research, ensure that the neighboring booths (your competitors) do not steal your "thunder".

Consider co-sharing your booth:

Co-sharing your booth with an alliance can be positive if there is synergy. It can also help lower the cost of booth rental and introduce your services to your alliance's customers.

However, the dangers of this approach is that one exhibitor may garner more exposure and publicity which may cause some dissent; there is also the issue of the signage and the "overall feel" of the booth that has to be agreed by both parties.

The Multimedia experience:

It is logical to prepare a multimedia experience for participants because there will be many booths shouting for attention. Trade shows are normally chaotic in nature. Thus make enquiries about the installation of large projector screens and platforms before committing yourself to the trade show.

Advertise with the trade show organizers:

The trade-show organizers will be promoting the event in the various media and your company should find out if you can tag onto this media blitz. A common method is to offer your company's new product as a prize for the event's grand contest.

Logistics Management:

Have you been to an exhibitor's booth and asked for brochures and be given the reply that they had run out of supply? Similarly, you discovered that the chart displayed at the booth and the information provided in the brochure was not the same. What was your impression of the credibility and level of professionalism of the organization?

It is essential that all information in the brochures and promotional materials be checked for accuracy and their supply sufficient for the entire event. Trade visitors will remember the organization by these items.

Train your sales staff well:

If you need to get temporary staff to help out, ensure that they are well drilled about the new product and the company's business philosophy. They must be forth-coming with their replies to enquiries from the public. They should not just wear the company's specially designed T-shirt and hand out flyers!

Feedback forms:

It is not realistic to expect "record sales" during the trade show. It is also important to create a rapport with the trade visitors by encouraging them to fill out feedback forms with their personal particulars. This will entitle them to a gift. The gifts must also be designed so that the organization will be remembered even after the trade show is over.

Networking:

Use this opportunity of being part of the trade show to network with other trade show participants. Set aside some time to interact with them and understand their business and services. You may form future alliances.

Build up the morale of your team:

Being part of a trade show can build up the morale and teamwork of your employees. Remember to rotate the duties of each member like handing out brochures or manning the booth. It is also important that they understand that the image that they convey to trade visitors during the event will go a long way in creating brand consciousness and corporate positioning.

About The Author

Colin Ong TS is a recognised authority in Corporate and Career Strategy. Visit his sites at http://www.mrmc.com.sg; colin@mrmc.com.sg

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Are Pr Campaigns Affordable

Writen by Mary Ann Carolyn Dalangin-Tordecilla

Between PR and advertising, many online businesses today prefer PR services because of two good reasons: one, PR is cheaper than advertising; and two, PR services are lasting in effect when it comes to promotions. But we could also argue that given PR as a cheaper commodity and effective in promotional services than advertising, still, many companies cannot afford to have its services.

This is especially true with small-time and starting companies. They would initially ask for prices of PR services as they would want to have a full blast of professional PR boost up in their company's brand. Many of these companies despair on such very expensive price for its services. Thus, the end result is that many just redirected the PR task to themselves.

But then again, these companies are looking in the wrong places. There are actually a lot of cheap PR services that could provide professional PR work for a company. Well, if you are one of those looking for a professional PR, but a little tight in budget, I suggest that you do a little research first before deciding to assign the task to yourself.

As I was saying from the very beginning, PR could do your company a lot of advantages beyond what you could ever imagine. Being small and/or new company, I emphasized such recommendation because PR definitely could place you in time in line with your strong competitors. Among these advantages is that PR could rightly present your company's name in front of the media people. Getting into the media's nerves is quite very crucial for a new and unknown company because first impressions with them are always a lasting one. Thus, right from the start, you have to make a good impression by implementing the right campaigns. And PR does just that. In addition, PR has a lot of media contacts that could put you on track to becoming known publicly. In short, professional PR services know the ins and outs of generating publicity with their secret recipe of doing the job better and in the fastest way possible.

So, how much does a PR campaign really cost? Todd Brabender, president of Spread The News Public Relations, Inc. conducted an informal survey among 102 entrepreneurs asking the same question and has gathered various price ranges:

· 11 percent thought a professional PR campaign would cost $10,000 or more per month

· 32 percent thought it would cost $5,000 to $10,000 per month

· 39 percent said $3,000 to $5,000 per month

· 12 percent guessed $1,000 to $3,000 per month, and

· 6 percent thought a professional PR campaign would cost less than $1,000 per month.

Brabender, as a PR professional himself, admitted that you could actually get a PR campaign with all of these prices. But the real question would have to be towards its result. Of these prices, how much publicity could you actually get? According to Brabender, "It's true that the more you pay, the more you get. But getting the most publicity/PR exposure doesn't mean you have to get most expensive PR agency or specialist."

As I said before, companies always look at the wrong places for PR services. This is because a lot of these companies do not know exactly who to choose. The rule of the thumb is to align yourself with a PR business that best reflects your business size. When your initial concern is budget, then look for small PR firms. Usually, these firms offer prices within your reach. However, when you prefer to have a bigger firm, remember that signing up with the big firm doesn't mean you'll necessarily get an experienced associate working on your campaign. There is actually a list of packages that you could have. These packages are a breakdown of how much professional work you would want in your company. Brebender shares these billing fees he got from a friend:

· Interns/Junior Executives bill at $75/hour (very little, if any professional experience)

· Account Executives bill at $100 to $125/hour (1 to 3 years of professional experience)

· Senior Account Executives bill at $125 to $200/hour (multiple years of professional experience, agency decision makers.)

Be able to compare these prices with other PR firms before actually deciding which one suits your needs.

Another thing you should take to note is that you have to compare the PR tools of these firms. There are a lot of cheap PR services but then many of these firms do not have the appropriate PR tools and might not give you what you have wanted in the first place. If you are after a cheap PR service, then you should at least see the PR tools they offer, which are likely the same PR tools of the bigger firms:

· updated media lists/contacts;

· personalized media distribution capabilities;

· professional clipping/tracking services to get copies of each of your media placements (articles, tapes from TV/radio shows)

· the intangibles of expert communication/media relations skills and professional pitching prowess.

Choosing a professional PR firm gives you all the advantages. But be careful in choosing because it is still a waste of money and time when you have landed on a firm that does not really give your company good service.

http://onlinepr.gbwatch.com gives updates on the ins and outs of public relations and marketing within the Internet. It helps various companies of all sizes to become competitive entrepreneurs, and to focus on building good publicity, promotion and higher sales. It aims to teach businessmen to be witty, confident, and strategic in whichever industry they hope to build their dreams upon.

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The Difference Between Publicity And Public Relations

Writen by Bryan Thompson

The best, though somewhat misleading way to describe the difference between public relations and publicity is that publicity is designed to keep you in the news and public relations is designed to keep you out. Celebrities often have a publicist whose job it is to keep them in the headlines; often for celebrities, any publicity is good publicity. However, large corporations often have much larger PR divisions as opposed to publicity divisions. AT&T and GE often spend much more money keeping themselves out of the news than purposefully getting themselves in. This is because for large corporations with shareholders and their fair share of lawsuits on their hands, publicity can often mean trouble. They like to control the medium, which is the purpose of advertising.

However, for smaller businesses, publicity is much more useful than public relations because the small business is focused on getting exposure while keeping costs down. Large multi-national corporations can afford huge amounts of advertising, but your business may be promoting itself by using a small advertising budget in certain trade journals, local papers and radio stations. Because of this, publicity can serve your business the best and keep costs low. By focusing on getting new customers through publicity, you will be able to save money while improving your company's reputation.

So, to summarize, large businesses may want to stay out of the news in most cases, but your businesses may want all the publicity it can get!

Bryan Thompson is a young entrepreneur and President of PR Writing Online. In his experience as a freelance publicist, writer and entrepreneur, he has worked with dozens of small, mid-size and large companies. He is currently writing a book on using the internet to generate free publicity for small and mid-sized businesses. You may contact him at http://www.prwriting.net.

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Time To Spruce Up Your Public Relations

Writen by Robert A. Kelly

Better check out the public relations fundamental premise, then take action in your own best interest.

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

Here's how you can reap its benefits.

Do you REALLY know what your most important outside audiences think about your organization? Are you actually aware of which external audience has the most serious impacts on your operations?

Better find out by interacting with members of those target audiences whose behaviors affect you the most, then ask lots of questions. "Have you done business with us? Was it a satisfactory experience? What do you think of us and our products and services?" And watch carefully for any negatives, even undertones that may need corrective action.

The responses you receive allow you to set your public relations goal. For instance, correct that inaccuracy, straighten out the misconception, or challenge that rumor.

Not surprisingly, reaching that goal requires that you set a strategy, and only three are available to you: create opinion where there is none; change existing opinion, or reinforce it. The goal you set will lead you to the right strategy choice.

The "bullet for your gun," so to speak, will be the message you carefully craft and send to members of your target audience. It needs to be very clear as to meaning. It must be believable and it should be compelling. Above all, your message must be persuasive since it seeks to alter perception in order to modify somebody's behavior. Make your message very specific to your strategy: create opinion, or change opinion, or reinforce opinion.

Moving that message to members of your target audience is next, and you have a wide choice of communication tactics to do the job. Everything from speeches, emails and personal contacts to press releases, radio and newspaper interviews, special events and lots more.

By this time, you'll be wondering whether you're making any progress. Best way to tell is to interact once again with members of that key target audience. Ask much the same questions you used during your first perception monitoring session.

The difference the second time around is that you're watching carefully for altered perceptions. Were you successful in straightening out that inaccurate belief? Does it appear that you turned around that awful rumor, or made headway in clarifying that misconception?

Not enough progress to suit you? Take another look at your communication tactics and consider expanding both the mix and frequencies. And review your message. Is it clear enough? Were your supporting facts and figures as strong and persuasive as they might be?

As you increase the tactical pressure, you'll begin to notice positive changes in the perceptions of members of your target audience. In time, this will lead to the kind of behaviors you seek and, thus, the successful completion of your public relations effort.

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

medical health hospital

The Press Release Method To Get Great Publicity

Writen by Bryan Thompson

If you have had any experience in public relations or marketing, you probably know how well press releases can work. There are many, many companies who have increased sales by 100%-300% in a matter of months simply through using press releases.

Most people don't know how to write them, distribute them, or use them to their advantage in general. I'm not going to describe how to write them in this article, that's for another day. However, I will outline the plan that I have used to generate literally millions of dollars in free publicity and advertising for my clients. It is a special program that I call the "24 week total publicity plan".

This plan works by using publicity to get your clicks and links, which will also boost your standing in most search engines. Furthermore, by sending out enough press releases, you are virtually guaranteeing that you will get a fair amount published and get some awesome publicity.

If you haven't guessed how the plan works, it works like this. The first week, you look over articles from your industry on e-zines, websites and trade publications. You then come up with 26 different ideas for articles and press releases. You then write them in batches of 5 and start submitting one each week.

You will want to plan ahead for certain seasonal ideas. For example, if you are in the construction business, put out an article or press release describing winter care for your house in the late fall and one on air conditioning as summer starts to come. Timeliness will ensure getting more articles and press releases published and will help your publicity plan in general.

If you have a problem with writing, you're not alone. There are many people who want to use public relations to their advantage but they simply cannot write for the job, or don't have the time. The Internet is coming to the rescue, though, because there are many people that are happy to ghostwrite your articles or press releases for a reasonable fee.

Sometimes in publicity and search engine optimization, quantity beats quality. In this case, you may want to write the articles yourself, but you may also want to hire a professional writer to draft the most important ones for you.

Good luck on your quest for great publicity!

Bryan Thompson is a young entrepreneur and founder of Press Release Writing Online (Http://http://www.prwritingonline.com). In his experience as a freelance publicist, writer and entrepreneur, he has worked with dozens of small, medium and large companies. He is also writing a book on the basics of publicity for small businesses and is also managing several other online businesses at the same time. You may contact him at info@prwritingonline.com.

medical health hospital

10 Secrets To Free Publicity

Writen by Shannon Cherry

Public relations is popular because it is very cost-effective and it works. If you send out one press release, for example, and it gets into print, it could generate more interest in your product or service.

Businesses that want a leg up on their competition need to focus on boosting their public relations (PR) efforts. This keeps them from going under when the economy is weak, and gets them ahead of their competitors when sales start picking up. Now is the perfect time to get a fresh start on your publicity strategies.

Here are ten tips to help you use free publicity to kick-start a business into high gear:

1.Articles: Articles don't have to be long; they just need to be informative. Writing articles gives you instant credibility, too. Submitting online, as well as offline, provides another good chance to get your name in print at no cost. Be sure to put your contact information in a contact resource box at the end of the article.

2. Press releases: Reporters everywhere are looking for stories, and a press release gives them the information to write that story. Just make sure it's newsworthy, not just an advertisement.

3. Newsletters: Writing a newsletter is another way to keep your name top-of-mind. This can be online or offline. Both contain content valuable to your target market and many times advertise your products and services. The cost of this is nothing, yet the return potential is infinite.

4. Business cards: Think of your business card as a small billboard and start handing them out everywhere. Include them in all your correspondence – even in your bills!

5. Public speaking: Speaking in front of an audience usually makes you an expert. People like to buy from experts. If they're in your audience, then they'll remember your expertise and come to you when they need your product or service. Speaking is free, and it's just like making a sales call to many people at one time.

6. Free reports: Offering a free report online is a good way to get an e-mail from prospects so you may market to them later. This is the whole basis of permission-based marketing, or opt-in lists. You can do the same thing offline.

7. Radio: Radio is expensive, you say? Not if you are being interviewed or calling in on a talk show. Getting interviewed is free, except for your continual follow-up with producers. Calling in is free, but sometimes it's hard to relay contact information.

8. Online forum participation: There are many online newsgroups or forums for a particular subject area. Participating in these is another way to get your name out. Many online forums will let you put an e-mail signature with a link to your site or message with another site linked. Take full advantage of this; these links get clicked often when of interest to the forum participants.

9. Strategic alliances: Introduce yourself to other businesspeople who don't compete with you but sell products or services to the same target audience. Offer to promote them if they promote you. Make sure they're people you like and trust.

10. Letters to the editor: Many times a letter to the editor has a better chance of getting published than the actual press release. You'd be surprised how many people read this column in publications. This is also another way to become friends with the editor. If they see you enough and match you with a newsworthy press release, then your chances of getting a press release in print increases.

Shannon Cherry, APR, MA helps businesses, entrepreneurs and nonprofit organizations to be heard. She's a marketing communications and public relations expert with more than 15 years experience and the owner of Cherry Communications. Subscribe today for Be Heard! a FREE biweekly ezine and get the FREE special report: "Get Set For Success: Creative, Low-Cost Marketing Tips to Help You be Heard." Go to: http://www.cherrycommunications.com/

Writing A Press Release How To Write Quotes

Writen by Ned Steele

Ideally, you will have two types of quotes in your press release. A quote from yourself is mandatory. To give your release extra impact, get a quote from a third-party.

Quoting yourself may seem unnatural to you at first, but it's what every reporter expects. Your quote should be about the information in the press release, not about how great you are. As I always say, the key to getting publicity is to build your story around information, not around yourself.

A good quote: "This tip is the single best advice for homeowners," said local attorney Nicole Jones.

A bad quote: "I am the best lawyer in town," Ms. Jones said.

If you are having trouble coming up with a quote, try interviewing yourself. I often use this technique when I need to come up with an appropriate quote. Think, "What would a reporter ask me?" Probably something about why you are doing what you are doing, what the significance of it is, or how it will change the lives of your readers.

It's often helpful to quote (with consent) clients, customers, colleagues, other experts in your area who complement your story. It shows the reporter there's more to the story than some hot air blowing their way. And it makes it easier for them to assemble a complete story.

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.

Public Relations And Tactical Strategies Considered

Writen by Lance Winslow

Anytime you are considering a public relations program or a community relations strategy you need to be careful that you do not look self-serving. Instead you have to work towards the middle and develop more win/win strategies, which makes sense. In other words do things, which will be noticed, do the most good for others and bring in new business. It makes sense to support the community and your customers who support you all year around.

Public relations is not difficult, but it is best to not follow the norm; in other words do you best to think outside the box and participate in that, which is newsworthy too. As long as you are going to be giving away money, products or services make sure you do this where it will do the most good and be good for your company and brand name as well.

You public relations programs and community efforts do not have to cost you a lot to be effective and sometimes those things, which cost the least are indeed worthy of major consideration. The goal is to create a positive for the group you are assisting, that it relates to and with your customer, while driving business to you through community networking and strengths your brand. It should do all these things and if it does not, then think of a different program that will and participate in that with your energies. Consider all this in 2006.

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

Making The News Tips From A News Journalist

Writen by Thomas Murrell

What makes a good media release and how do you engage the media with your story idea? How do you pitch stories to the media, especially hard-nosed news hounds who can sniff out a 'puff piece' a mile away?

The media receives literally hundreds of media releases a day, many which are instantly disregarded. Why? A number of factors contribute to the demise of a media release, one key aspect however that contributes to a well written and published releases is the writers ability to be media savvy, that is identify the aspects an editor is looking for when selecting the day's news.

In an in-depth interview with a veteran news editor and journalist I posed the question " What makes a good media release?" Here are his 7 tips in identifying a good release;

1. ONE THAT MAKES SENSE.

An obvious point but one often overlooked in the pressure to put out a media statement.

2. APPEALS TO A WIDE RANGE OF PEOPLE.

3. DOES NOT HAVE AN OBVIOUS 'SPIN'

If it is overtly trying the 'sell' something the release is likely to go no-where.

4. FOR RADIO - IT MUST BE SOMETHING THAT WILL ENGENDER TALKBACK AND DISCUSSION.

5. FOR NEWSPAPERS - IT MUST BE IMPORTANT, NEWSY AND INTERESTING

6. DELIVER IT VIA EMAIL.

Avoid the use of fax for a competitive radio station as it is unlikely to reach its target.

7. DON'T BULL S**T!

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

How To Generate Free Publicity For Your Product Service Or Cause

Writen by Thom Reece

One of the most misunderstood and most underutilized promotional tools available to small businesses and organizations is FREE PUBLICITY.

Every business, no matter how large or small, can effectively use free publicity to enhance its image, increase sales and profits, generate sales leads, expand distribution, and promote customer goodwill. All of these benefits can be gained for nothing more than a small investment ot time, paper, envelopes, and postage. And...with the addition of new e-mail based media release services...even the paper, envelopes and postage can be eliminated.

Most new businesses start out on the proverbial shoestring budget. There never seems to be enough money available to do needed advertising.

Professional marketing assistance seems like an unaffordable dream, and there is always "one more piece of equipment" that needs to be purchased.

Add-in other concerns, and it's no surprise that marketing and promotion end up last on the long list of perceived needs. They should be among the first!

A well-executed and on-going publicity program can dramatically improve your chances of success in the marketplace. Whatever you want to achieve promotionally...you'll accomplish it faster and less expensively with a knowledge of the publicity game. You can generate high volumes of traffic to your web site, increase direct sales, generate qualified sales leads, shorten your selling cycle, enhance your image, and boost your cash flow, with free publicity!

Free publicty is the perfect promotional tool for start-up companies. Why? Because it's:

==> cheap...

==> & available.

While I can't make an expert publicist out of you in one short article, I will give you the basic tools you need to get started with your own publicity program and a resource list to enable you to expand your success and build your knowledge base. Let's get started...

WHAT IS PUBLICITY?

Publicity is NEWS. News about your company, its products or services, its personnel, etc. Anything that has a legitimate news angle will probably find a number of editors eager to publish it for you...free.

Why are editors willing to do this? It's their job! Editors are charged with the responsibility of filling up page after page of space or, (in the case of radio or television, minutes of time) with information that is timely and useful to their readers or listening/viewing audience. Theirs is a formidable task, performed under the constant pressure of deadlines. Your news release helps editors do their job.

It's important, however, to differentiate a legitimate news story from what should be paid advertising.

To acomplish this, editors typically ask themselves two questions when reading your press release:

* Who cares?

* Who already knows?

If the answer to the first question is "a large number of my readers or listeners", and the answer to the second question is "very few", then your release stands an excellent chance of publication.

Remembering the old axiom of "Nothing is older than yesterdays news", it also becomes obvious that your news release must be timely. In other words, the news must, in fact, be new.

THE TOOLS OF PUBLICITY...

The principle tools of publicity are:

* News Release

* Press Kit

* Press Conference

* Feature Story

* Letters to the Editor

* Media Lists/Selection

The news release is the most useful (and most used) form of communicating news to the media. When coupled with a well-selected media list, the simple news release is a very powerful tool that you can start using today.

THE NEWS RELEASE...

Your release (news story) should typed, double-spaced, with wide margins on one side of 81/2" x 11" plain white paper (or letterhead). Never hand-write a news release.

Keep it simple. Follow the standard news story format of Who, What, Where, When, Why, and How, and you can't go wrong. Use simple sentences (seven words or less). Use short paragraphs (seven sentences or less).

Use as many simple single-syllable words as possible. Remember, you're trying to convey news...not impress William F. Buckley. Omit the superlatives. Words such as best, greatest, finest, unique, one-of-a-kind, and highest quality don't belong in news releases.

Don't say anything you can't back up with facts.

Your news release will generally fit on one sheet of paper...rarely more than two. If you have more than 400 to 500 words (roughly two pages of double-spaced copy), you should probably rewrite the release.

If necessary, editors will cut your release to fit available space. Your story will be cut from the bottom up, so make sure you tell the most important details in the first paragraph or two.

The editor has no obligation to run your news release. Your release will be judged on it's own merits. If it meets the standards of publication...(Who Cares?--Who Knows?), and space is available, your release will probably be published.

You should keep in mind that one of your long-term goals is good media relations. Accordingly, you should never complain to an editor if he or she does not use a particular release. Keep submitting good releases, and you'll get your share of free space.

FORMAT IS IMPORTANT...

Savvy publicity seekers make sure that their news releases look professional. The following layout formula will serve you well: Make a special form with the heading "NEWS RELEASE" prominently printed at the top, along with your company name and address.

In the upper left corner print "FOR ADDITIONAL INFORMATION:". Fill in the appropriate contact information and telephone, fax, e-mail, url, etc.

Drop down three lines and print "FOR IMMEDIATE RELEASE" next to the right hand margin.

Drop down two inches and type your story headline in all capital letters.

Drop down three spaces and begin the body copy of your release at the left-hand margin as follows: "(Your Town, State--Date)"xxxxx xxxxx xxxxx xxxxx..."

End your release by centering "(-----30-----)" or "(----end----)" three or four lines after the last line of the story.

MEDIA SELECTION...

The slant of your news story will dictate the media selection. If you are a local retailer serving a limited goegraphical area, your media list will include all of the appropriate newspapers, radio stations, television stations, magazines, community web sites, etc. serving your market area. Your release would be written to a general consumer audience.

On the other hand, if you are a small manufacturer selling specialized equipment nationally, your media list would be targeted to industry trade publications, newsletters, trade associations, and other relevant trade outlets and business media. Your release would be written for a more focused audience of end users and trade press editors (in the hope of a possible feature article).

In all cases, releases should be customized to the target audience so that the editor will quickly see the news value to his or her readers or listeners.

DISTRIBUTION OF YOUR RELEASE...

There are now several means of distribution of your news release: (1) Regular Mail, (2) Electronic Mail (e-mail), (3)Fax, 4.Distribution Services. You can get f`ree distribution online at www.PRWeb.com. You might want to do a search online using the phrase "free news release distribution".

If mailed, always mail your news releases by first class mail. Address them, whenever possible, to the editor...by name. If you don't know the editor's name, check the publications masthead or call the publication and ask. You may also want to check current media guides (see "Resources") at your local library...usually found in the reference section.

A word of caution. Media people change jobs often, and media guides may not be up-to-date.

If you are unable to identify the proper person, you can simply mail to "Editor", but this is the least desirable alternative.

DO IT NOW...AND DO IT OFTEN...

What is the key to being effective with a publicity program? Start using the skills you have just learned...right NOW! Don't worry if you feel a certain lack of confidence. You'll only gain confidence by writing a few news releases an distributing them. You'll be amazed at how easy it becomes once you've written a few.

If you consistently turn out at least one good news story each and every week, you'll probably have to double your trips to the bank to deposit the increased sales and profits that come your way through FREE PUBLICITY!

© Copyright 2005 Thom Reece

Thom Reece is CEO of Online Marketing Resource Center [http://www.E-ComProfits.com] and publisher of "Thom Reece's Web Marketing Strategies & Techniques Newsletter". You may subscribe free at: http://www.WMSTDirect.com, mailto:thom@e-comprofits.com