How To Stay In The Forefront Of Your Customers Minds

Writen by Sandra Martini

Have you ever noticed that people get incredibly happy whenever you unexpectedly think of them or do something for them?

It doesn't matter if it's related to your business or personal life. Take Oprah Winfrey for example. At a live event a few years ago, she mentioned how she loves to purchase makeup whenever it's "Clinique Bonus Time" as she gets a gift.

Here we have a woman worth over a billion dollars who she loves receiving the cheap little makeup bag with f*ree blush and lipstick, in colors she will never wear, just because they are F*REE.

F*ree gifts, particularly those that are unexpected and just "show up" go a long way in reminding your clients that you are thinking of them – even when they're not paying you to!

I recently spent two weeks in Hawaii. While there, I picked up a t-shirt for a special client and also got one for her 2 ½ year-old-son. It didn't cost much, it didn't weigh anything (I even mailed it from Maui so I wouldn't have to think about it), but it was unexpected and meant a lot to my client (and to her son).

With the holiday season fast approaching (sorry, but it's true), think about what you can send your clients as a "thank you".

This year, I'll be sending Thanksgiving Day cards to all my clients as a "thank you" for being my client – can you think of a better time to say "thanks"? While I'll also be sending holiday cards, I fully expect them to get buried with the onslaught of holiday cards that tends to arrive each December.

If you sell widgets, you can send a coupon for a f*ree item with a $50 purchase. If you sell services, you can send something related to what you offer.

Are you stuck?

Send a gift card: Starbucks, book stores and Dunkin Donuts (in the Northeast) are all good choices. Plus, with so many shopping online these days, an Amazon.com (or any online retailer) gift card is a great option.

Still stuck?

You can always find something at either Harry and David (www.harryanddavid.com) or Dale & Thomas (www.daleandthomas.com).

Don't think it needs to be expensive or unique. It's amazing how you can change someone's day just by giving them the unexpected. I even get happy when receiving the sample pens that arrive every few months – it's a pleasure to receive something other than a bill or solicitation in my mailbox!

Need to send several things without breaking the bank? Check out Oriental Trading Company (www.orientaltrading.com) for inexpensive goodies that you can send out to everyone on your list.

Gifts and goodies are an inexpensive way to help with client and customer retention – remember it's much less expensive to keep an existing customer than it is to get a new one. This is a great and simple way to stay at the forefront of your customers' minds.

Online Business Manager & Entrepreneur, Sandra Martini teaches small business owners how to create more success in their business while maintaining their sanity and having fun. Sandra's coaching programs are available via teleconferencing, emails and telephone calls. For more information and to receive the FREE special report, "7 Wealth-Building Secrets of Successful Entrepreneurs", go to http://www.Online-Biz-Coach.com

Between Now And Economic Recovery

Writen by Robert A. Kelly

There's still time to review your public relations program like Navy flight crews go over a fighter jet.

Reason is, you need to fine-tune your public relations activity looking forward to a snap-back in the economy, when you'll need all guns blazing.

First thing to check?

Do you know for certain what your most important external audiences think about you and your organization? Your answer is central to your success because those key perceptions lead to predictable behaviors, good or bad.

Here's a checklist.

Take another look at those outside audiences and put them in priority order. Decide which is most important to your organization's success, and let's work on that one.

Now, get out there and speak with members of that #1 target audience. And ask a lot of questions about how they feel about you and especially your organization.

Do you sense negative undercurrents? Have rumors crept into their consciousness? Are perceptions of your products, services and pricing what you want them to be?

The responses you receive let you set your public relations goal. For example, impact individual perception in a positive way by clearing up pricing inaccuracies or replacing rumor with truth.

However, to do something about that goal, a strategy is needed showing you how to reach it.

You're fortunate that you can choose from only three possible strategies. Create opinion (perceptions) where none exist, change existing opinion, or reinforce it. The challenge here is to select the strategy most likely to achieve your public relations goal.

Now comes the toughest job of all - creating the message you will send to your target audience. You don't want to goof the message, because it is central to achieving that goal.

First, it must set down the clarifying facts clearly and persuasively. It must take on the issue in question directly, and in an authoritative and compelling manner. And it must be as brief and specific as possible. One way to test message effectiveness is to try it out on several people, being careful to explain how it is intended to create, change or reinforce their opinions.

Here, the real fun begins. You get to pick your "beasts of burden," those communications tactics that will carry your first class message to the right ears and eyeballs in your target audience.

Happily, there are dozens of communications tactics available to you, in all shapes and sizes, to suit the communications challenge at hand, and your pocketbook. You might choose tactics such as community briefings, personal contacts, Internet emails or electronic magazines, news releases, speeches, brochures or even special events and newsworthy surveys.

The moment of truth comes when you go back to members of your target audience and remonitor their responses to your questions. Have perceptions changed? Do answers to your questions indicate less willingness to believe that rumor? Or do you get more accurate responses compared to inaccurate comments earlier?

This is what you want, a visible change in perception on the part of your key audiences. Once achieved, follow on behaviors almost always lead to organizational success.

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

Robert A. Kelly © 2005.

Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of 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; bobkelly@TNI.net

How To Get A Story About You Or Your Business In Usa Today

Writen by Margie Fisher

I am often asked by clients to target USA Today for media coverage, and with good reason: USA Today coverage can have a significant impact on businesses and organizations. Here's why:

1. Circulation of USA Today: USA Today is the largest U.S. daily newspaper, with a Monday through Thursday circulation of over two million, and a Friday circulation of 2.7 million.

2. Additional Media Coverage Resulting from a Story in USA Today: Many media outlets -- TV in particular -- follow USA Today stories closely and do TV segments based on USA Today articles. So, if you're featured in USA Today, there's a good chance you'll receive coverage in other media outlets.

What are USA Today journalists looking for?

Here are some tips:

1. Hop on the hot news story. Sometimes, there's one story that the news is focusing on heavily (Hurricane Katrina, the Runaway Bride, etc.). Many times there are ways for your business to tie into the news of the day, which is pretty much all the media wants to cover. For instance, Hurricane Katrina is a hot news story at the time of this writing. In a USA Today story on gas prices related to Hurricane Katrina, a small business, gasbuddy.com, was quoted. In a story related to the financial impact of Katrina, a small business, Stone & Youngberg, a firm that deals in municipal securities, was included as a source.

2. Tie your business or organization into a current trend. USA Today rarely profiles individual businesses or organizations. But they will often include you in a larger trend story. For instance, if you make diamond jewelry for babies, you may not get your own business profile, but you may be included in a larger trend story about companies that offer "Baby Bling," according to Lifestyle Editor Kim Willis.

3. Offer several sources, notes Small Business Reporter Jim Hopkins. You may have a great trend idea, but if it's hard for the reporters to find sources, the story idea may die. Offering sources is one way to make the story happen -- and you can control the names you give.

So if you are looking for great media coverage, consider focusing on USA Today.

Copyright 2006 – Margie Fisher

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

Public Relations For County Board Of Supervisors

Writen by Lance Winslow

How can county governments maintain a better public relations image and keep up with the community goodwill necessary to enhance public support in their endeavors? How can county agencies and County Boards of Supervisors maintain the peace and yet also serve in an authoritative manner without being second-guessed on all the issues?

It is well known is political circles that all politics is local and obviously you cannot always have an amicable solution to all parties of a hard to make decision and nothing is ever black and white or cut and dry. In fact, County Supervisors must balance public concerns of all types, stay within the law and make sure that the media does not turn against them on the issues.

To keep even the most heated debates in line good public relations is important and thus there needs to be a strong effort to go out of the way to maintain that. County Supervisors can do many things to insure that the public realizes that they have the publics best interests in mind.

Setting up citizen committees and giving them credit is one way. Maintaining close relations with service clubs, chambers of commerce and other non-profits is another way. But most of all they need a good public relations program in place to assist in getting the word out to the media. Please consider this in 2006.

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

Grandma Says

Writen by Harry Hoover

Southern grandmothers have often said, "there are only three times a respectable person's name should be in the paper: when you are born, when you are married, and when you die."

 

This is the one area in which I part company with my grandmothers. Publicity is more critical today for the success of a business than it has ever been.

 

Why do I believe it's critical? Let's review what publicity – particularly publicity in business and trade publications - can do for your business.

 

Provides Neutral Third-party Endorsement. Even though many think the media are biased, consumers still cling to the belief that people who are quoted by the media have something worthwhile to say.

 

Boosts Your Competitive Advantage. Positive publicity confirms for your customers that they made the smart choice when they elected to use your products or services.

 

Enables Referrals. Your "smart" customers become evangelists by handing out articles about you to their business contacts.

 

Shortens Your Sales Cycle. Media coverage often does a better job of explaining what you do than an ad can. So, readers will have a level of knowledge about you before you meet.

 

Builds Your Marketing Library. Print and web-based articles can become excellent marketing material that costs little to develop.

 

Positions You. Publish or perish is the academic motto. Experts from outside the world of academia also know that by being quoted by the media they can improve their position as industry experts.

 

Builds Value. For every speaker like Tom Peters earning thousands of dollars for appearances, there are hundreds who are paid a pittance for speaking engagements. Can you guess the difference?

 

As you can see, there are a wide variety of reasons for you to be publicizing yourself and your business. Just this once, don't listen to Grandma. Go get your name in the paper.

Harry Hoover is managing principal of Hoover ink PR, http://www.hoover-ink.com. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Duke Energy, Levolor, North Carolina Tourism, Ty Boyd Executive Learning Systems, VELUX and Verbatim.

Case Study Public Relations For Oil Change Companies

Writen by Lance Winslow

Public Relations is a lot about creativity and notability. Yet many industries have a tough time figuring out ways to promote and position their companies thru smart public relations programs. Let me tell you about a case study I worked on with an Independent Oil Change Chain.

They had contracted with me to do some co-branding with out mobile oil change company and wanted us to go out and do some fleet business that they could not due because they were stuck in a location without mobile equipment. We split the contract monies and everyone won and then we got to talking about public relations.

They had always admired our ability to stay in the news and maintain our position as a community based friendly business. We thanked them for the compliment and they asked they wished they could do the same thing, but did not have the opportunities that we did. I politely disagreed and we got to talking about what they could do.

I assisted them in creating a plan to accept oil from Do-It-Yourselfers who changed their own oil and discard it in an environmentally friendly way. The program over a six month period nearly doubled their customer base, because it was then learned that even the DIY crowd did not really wish to change their own oil or transport the used oil to them. Instead they brought their cars into their business for oil changes. 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/

Being Ready When A Media Frenzy Hits

Writen by Mary Gardner

The spotlights! The Cameras! The Questions… all pointed at you!!! Are you ready?

This is what I dealt with recently when I was on the plane that had the shooting in Miami on the way to Orlando. I was the one who alerted the media within minutes of the shooting since I had been at the NBC Station in Miami that morning. When I realized that we were out of harm's way, I called my husband and told him that there was a shooting and that I was ok. Next, I called the NBC station;

"This is Mary Gardner. (Pause) I was on your show this morning. (Pause) I am on American Flight 924 (Pause) And there's been a shooting. (Pause)"

The answer over the phone went like this: "WE'RE GOING LIVE." "Mary, are you willing to go live right now"?

"Yes… I'll go live"

And that was how it happened. From that moment on, I was reporting after we got off plane and I was borrowing people's cell phones. I called and gave constant updates when I was allowed to use the pay phones. My own cell phone was dead so I couldn't use that and I had to call my husband to get our calling card number before I could use the pay phone.

As a result of my reporting, I ended up on Nightline, MSNBC, The Today Show, FOX, Geraldo, The Early Show, Good Morning America, CNN, and several other radio and TV shows.

I was living on 2 hours sleep for 2 days in a row, but I knew that this was my chance to be clear, concise, and report exactly what I saw. I was calm and responded to every question that came my way and every interview that was requested.

Here is how I'd coach others to deal with the INSTANT SPOTLIGHT:

1. Realize that your day in the sun will come. Prepare mentally for it by not shying away from cameras. When you see any type of camera pointed at you in your life, look in the eye of the camera and be focused. Whether you are smiling or talking, be clear about your intentions. This will prepare you for the REAL DEAL. Besides, you'll learn to give good film!

2. Practice in the mirror. When you are getting ready in the morning, talk to yourself about the day you're anticipating. If you're dealing with a stressful situation, talk to yourself of how you'd like the issue resolved. Talk out loud and speak to yourself clearly. This way, you're dealing with stress in the moment, and the more you practice, the more you'll be ready for the moment you're supposed to shine!

3. Realize it is NOT about YOU. The media could care less about what YOU do or who you are, only that you're a credible person. Even if you're brought in as a witness, their main concern is that you're credible and that you're well spoken. They wouldn't book you if you're not credible, so of course, work hard becoming an expert at your profession so you'll have the credibility.

4. If and when a media frenzy happens to you: BE AVAILABLE. Return every call, take every interview. You can sleep later. I actually had someone else handle all of my calls while I caught an hour of sleep at a FOX studio during the day. They booked my interviews while I slept.

5. Be accessible. All of the producers found my CELL PHONE number on the internet. I was an easy interview. For me, since I work virtually, it was the best solution. Once my cell phone was clogged, my friends at ABC Network tracked down my husband's cell phone from friends in NYC. He handled my calls and I called my friend who works at ABC in NYC who got me to commit to ABC first before any other network. Since he was my friend, I was happy to do that.

6. Establish ties and friends in the media. If you're someone whose career is going to be highlighted at some point now or in the future, it's best to have friends on the inside. My friends include directors, editors, producers, GM's, Executive producers, writers, on air talent, anchors, publicists and casting professionals. When I need to know something, or meet someone, I make a few calls and usually can find the right person or gather the right information!

7. Relax and enjoy the ride. If you understand that your day will come, and are ready for it, you will be comfortable. Being STILL and thinking clearly for each interview takes time to perfect. Not letting the adrenaline take over in a moment like that takes practice. Sitting still with the IFP in your ear and looking right in the camera can be intimidating, but if you've been practicing it for years in your mirror and at home, it can just be a walk in the park!

I'm confident that the media windfall for me was a situation of being at the right place at the right time. I've reviewed the tapes over and over and my main concern was not only that I represented the story correctly and fairly but that I was compassionate towards the family who lost their husband, brother, and important family member. I reviewed to see if I brought my faith into the ordeal and whether or not I relayed information that would help give people support. I reviewed the tapes to see if I praised American Airlines for the way they handled the situation since they were so responsive and helpful.

At this point, I'm collecting tapes and keeping them for my archives. It's an expensive process but well worth the cost.

And, of course, if you think that this might happen to you, you might consider hiring a coach or consultant to get you ready! You just never know... you could be next!

Mary Gardner is an executive communications consultant and lifestyles coach. She was recently on the plane that had the shooting by the air marshall. She can be found at http://www.marygardner.com

Public Relations For Towing Companies

Writen by Lance Winslow

Sometimes Tow companies can be your best friend and get you out of a real jam. Other times a tow company hands you a bill, which makes your life hard. Or you remember them from a negative experience such as towing your car from a no parking zone or after an accident. Thus often, towing companies are not looked on so favorably.

Nevertheless it behooves every business to maintain community goodwill and a positive image and therefore public relations campaigns should be considered to keep your business elevated and in good standing in the publics eyes in your area or town.

What kinds of proper public relations concepts work well for tow companies? Well consider participation in a neighborhood mobile watch program in your area. Why you ask, consider the business model and you will see;

TOWING COMPANIES: Towing companies are very well connected directly into the police department radio system; they have scanners and are listening to things like getaways and hit and runs and just might see that bad guy fly by. They can also help because they are 24 hours, 7 days a week service. And they are very visible.

Sometimes what business owners fail to recognize is some of the best public relations and goodwill programs do indeed come from out of the box type thinking and this is simply a case study, which illustrates such a point. I sincerely hope you will consider this in 2005.

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

Managers Is Pr Crucial To Your Success

Writen by Robert A. Kelly

The answer is a loud YES if you're a business, non-profit, government agency or association manager. Because somewhere out there is an external audience or two whose behaviors can help or hinder your achieving your managerial objectives. And THAT spells c-r-u-c-i-a-l.

Public relations enters your equation as you begin the action planning and resource assembly needed to alter individual perception leading to changed behaviors among your most important outside audiences. Then, as a manager, PR goes on to help you persuade those key outside folks to your way of thinking, then move them to take actions that allow your department, group, division or subsidiary to succeed.

That's managerial success you cannot ignore.

And it works because public relations' underlying premise lays the proper foundation: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is usually accomplished.

What it boils down to, is this: the right public relations planning really CAN alter individual perception and lead to changed behaviors among key outside audiences, and thus, managerial success.

But keep in mind as you move forward, that your PR effort will demand more than special events, news releases and talk show tactics if you are to receive the quality public relations results you deserve.

You'll be glad you took such a step when new proposals for strategic alliances and joint ventures start showing up; new (and very) welcome bounces in show room visits occur; capital givers or specifying sources begin to look your way; customers begin to make repeat purchases; membership applications start to rise; prospects actually start to do business with you; politicians and legislators begin looking at you as a key member of the business, non-profit or association communities; and local leaders begin to seek you out.

By the way, and not so incidentally, your staff PR pros can be of real use for your new opinion monitoring project because they are already in the perception and behavior business. But be certain that the PR staff really accepts why it's SO important to know how your most important outside audiences perceive your operations, products or services. Above all, be sure they believe that perceptions almost always result in behaviors that can help or hurt your operation.

Spend a few minutes with staff PR and review your plans with them for monitoring and gathering perceptions by questioning members of your most important outside audiences. Ask questions like these: how much do you know about our organization? Have you had prior contact with us and were you satisfied with the exchange? Are you familiar with our services or products and employees? Have you experienced problems with our people or procedures?

Another reality of PR life? Bringing in survey pros to do the opinion gathering work will be considerably more costly than using those PR folks of yours, who are already in the perception business. But regardless of whether it's your people or a survey firm asking the questions, the objective remains the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

Your call for action will establish your PR goal requiring action on the most serious problem areas you uncovered during your key audience perception monitoring. Will it be to straighten out that dangerous misconception? Correct that gross inaccuracy? Or, stop that potentially painful rumor cold?

Of course, setting your public relations goal will demand an equally specific strategy that tells you how to reach that goal. Only three strategic options are available to you when it comes to doing something about perception and opinion. Change existing perception, create perception where there may be none, or reinforce it. The wrong strategy pick will taste like chicken gravy on your fried eels, so be sure your new strategy fits well with your new public relations goal. You certainly don't want to select "change" when the facts dictate a strategy of reinforcement.

Because you must prepare a persuasive message that will help move your key audience to your way of thinking, good writing becomes paramount. It must be a carefully-written message targeted directly at your key external audience. Select your very best writer because s/he must come up with really corrective language that is not merely compelling, persuasive and believable, but clear and factual if it is to shift perception/opinion towards your point of view and lead to the behaviors you have in mind.

As you no doubt are aware, your message will be carried to the attention of your target audience by communications tactics. And there are many available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be certain that the tactics you pick are known to reach folks just like your audience members.

The WAY you communicate your message is important since the credibility of any message is fragile and always up for grabs. Thus, initially, you may wish to unveil your corrective message before smaller meetings and presentations rather than using higher-profile news releases.

To demonstrate progress, you will need to undertake a second perception monitoring session with members of your external audience. You'll want to use many of the same questions used in the benchmark session. But now, you will be on strict alert for signs that the bad news perception is being altered in your direction.

In the event there is a loss of program momentum, you should know that you can always speed things up by adding more communications tactics as well as increasing their frequencies.

Clearly, PR is crucial to any manager's success if for no other reason than that s/he needs the kind of public relations effort that leads directly to achieving their managerial objectives. Then, and only then, will they enjoy the best public relations has to offer, especially the quality results they believe they deserve.

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

Robert A. Kelly © 2006.

Bob Kelly counsels and writes for business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has published 240 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

A Companys Story Must Carry Impingement Value To Obtain Widespread Publicity

Writen by James Finch

In two previous columns, we talked about how quality management attracts Publicity, or PR. Nearly every company is constantly trying to attract the attention of the media. What brings the media to a company's door? That's what every public relations man or woman would love to know. For this is what PR people get paid to obtain for their clients.

Quality management is certainly a key motivation in attracting a reporter's attention. This helps persuade the reporter or a radio/TV producer that the proposed interview isn't going to be with someone who has "nothing to say" or just rehashing a cliché or tired, old story. The higher the title and the better known a company, the greater the "impingement" a PR pitch (that's what publicity people use to sell a reporter) impacts upon a member of the media. If someone from the publicity department at Microsoft calls Fortune magazine to ask about profiling Bill Gates, the pitch will have major impingement value. Few names have this kind of clout, either personally or corporately.

In any event, the senior editor of the major magazine will still inquire about the story angle. The editor will want to know, "What are we going to talk about?" Ultimately, it is the outstanding story that sells magazines or newspapers, not just the big name. Not all such stories involve a big name speaking or spouting his thoughts for the day. Often, better stories evolve when there is a strong newsworthy angle. Let's look at two recent stories – one which involves a uranium company and another one about a coalbed methane (CBM) company, which we've covered in this column.

On Thursday, Pacific Asia China Energy (PACE) was featured in the Financing section of Canada's Globe and Mail newspaper. Headlined "High-Energy Performer," the opening sentences told us why the reporter was interested: "PACE holds contracts to help China explore for and develop its coalbed methane (CBM) resources – fuel China needs to help satisfy its energy demands."

The big story, which drew the newspaper to Pacific Asia China Energy, was China. PACE piggybacked that story because the company may be helping to offer a legitimate solution to the country's energy mix. Part of the big story is the possible size of the recoverable gas, estimated in a technical report by Sproule International to be as large as 11.2 trillion cubic feet of gas.

Those two items enhanced the reporter's interest in PACE. China needs alternative energy sources, such as CBM, to improve their energy mix – from a near total dependence upon coal. And, PACE has a potentially huge resource, which could last a good number of years. Such a gas resource could be sufficiently large to make an impact on China. After all, China has proven reserves of a little more than 30 trillion cubic feet. Another 11 trillion cubic feet, should the potential be proven up, would represent a significant increase of available gas in a very large country. By itself, this could later develop into a major international energy story, reported upon by a great number of news media. Another impingement about the reporter is having the satisfaction of reporting upon a good story, well before others write the story.

Chatter in the newsroom:

"Did you hear about PACE's gas discovery in China, Bob?" Bob's Reply: "Oh that one. Yeah, I wrote about it eight months ago!"

Therefore, there are multiple impingement points in this story. Each "draw," or a reason to attract eyeballs to the story, is another point the story must score, for the reporter and his editor, to overcome the hurdles of being featured in a major publication. China is a draw. The size of the PACE coalbed methane gas resource is a draw. The potential impact upon China's energy mix is a draw. Writing about it before the rest of the pack jumps on the bandwagon? That's a draw, too. In this case, four draws sufficiently attracted media coverage for this small CBM development company.

Sometimes, the timing is just perfect, and the overpowering "big story" accidentally introduces a lucky guy onto the world's stage. On the same Thursday, the PACE story was carried in the Globe and Mail, the Chief Executive of a tiny Canadian uranium company impinged on a Russian news service reporter in Hong Kong. Such was the good fortune for Craig Lindsay, a Certified Financial Analyst, who has spent more than 16 years in corporate finance, investment banking and business development, according to the website of Magnum Uranium, for which he now serves as Chief Executive.

While Magnum has a market capitalization of about $15 million, and Lindsay is neither a geologist nor engineer, RIA Novosti news agency touted him as a "well-known energy expert." Admittedly, Lindsay gave a great speech at the Hong Kong Club for foreign correspondents. Cleverly, he announced, "Uranium may be the next oil," during his speech. As many other industry experts have predicted, Lindsay also forecast uranium "may hit $50/pound by the end of the year." So many are now announcing this it is likely to become a self-fulfilling prophesy.

What elevated Lindsay's publicity was not what he said in his speech. Most of his commentary has been already been reported in numerous publications, including in our columns. (What reporters really hate is rehashing old news to give someone publicity!) It was to whom Lindsay was speaking, and especially the "timing" as to when it was said. Here is how Craig Lindsay got his "15 minutes of fame."

About six hours earlier, the very same Russian news agency reported that Russia and Kazakhstan had signed a uranium deal worth $1 billion. The photos of Russian President Vladimir Putin and Kazakh President Nursultan Nazarbayev appeared as the photo op which goes with such really big stories. This was a major event involving two very big names, and among the biggest names and countries in the uranium sector. This was also Russia's first contract to import uranium; Kazakhstan is the world's third largest uranium producer. All of this is "big news."

The clever Russian freelance reporter, who attended the Lindsay speech in Hong Kong, probably text-messaged or emailed his editor by Blackberry, tried to piggyback the Russian-Kazak story with his own story. Yes, that is how timing works. As soon as a major event takes place, other journalists rush to piggyback the event with "their" story. The Russian reporter scored points with his editor and got his story filed (slang for published).

Two cunning gentlemen, the Russian stringer (slang for freelance reporter), and Craig Lindsay (whose name was spelled Kreig Lindsay in the article), both accomplished their purposes. Mr. Lindsay got his company into the world's spotlight. The Russian stringer got a great story. The reporter threw up a softball question, for which Mr. Lindsay supplied the desired answer.

What was the question the reporter asked Lindsay? That's pretty obvious from what the reporter published in his article. Here is a clip from the Moscow News article:

Foreign investors are ready to invest in Russia's uranium industry, if Moscow wants this to happen and establishes a necessary legal base," Lindsay said. "I believe that Russia is one of the most promising directions for this kind of investments, it is an undeveloped market, full of opportunities. My company will be the first to come to Russia, if the necessary conditions are created," he added.

Nowhere in Lindsay's speech did Magnum Uranium's Chief Executive discuss investing in Russia. However, the reporter NEEDED a good quote. It had to tie-in with "investing in Russia for uranium development." Lindsay accommodated. He didn't commit to investing in Russia, but he kept the door open. Magnum Uranium recently announced the acquisition of a 1,080-acre land package in Converse County, Wyoming. The company is also exploring for uranium in both Wyoming and the Athabasca Basin. Its finances are probably already stretched from both exploration and acquisition activities. Magnum's market capitalization would probably be insufficient to launch investments into Russia, at this time.

However, Lindsay did a great job getting his company this caliber of publicity. And he got the uranium sector excellent publicity. He capitalized upon an impinging story – a story that did show up on the world's radar – by correctly supplying an answer the Russian journalist was trying to prod out of him.

This is the essence of how journalists and publicity-seekers work together. If the PR person gives the journalist the story angle he is looking for within the bigger story, chances are it will appear in print. Piggybacking a "main event" is the most common way to increase one's impingement value to a reporter. And by being a cunning interviewee for his Russian reporter, Craig Lindsay just got Magnum Uranium into this column as well!

James Finch contributes to StockInterview.com and other publications. Visit http://www.stockinterview.com to download your free copy of "Investing in the Great Uranium Bull Market: A Practical Investor's Guide to Uranium Stocks." More information on Magnum Uranium, http://www.magnumuranium.com More informaiton on Pacific Asia China Energy, http://pace-energy.com

Take The High Ground With Quality Pr

Writen by Robert A. Kelly

Quality public relations does something positive for business, non-profit and association managers about the behaviors of the key external "publics" that most affect their operations. In other words, it alters individual perception that leads to changed behaviors among their really important outside audiences.

In so doing, PR helps persuade those key external audiences to the managers' way of thinking, helping move them to take actions that allow for managerial success.

The alternative to quality PR suggests this question for managers: are you simply looking for publicity, or do you want public relations that really CAN change in- dividual perception and lead to equally changed stakeholder behaviors that help you get your money's worth?

If that's the high ground you have in mind, take a look at this PR action blueprint: 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.

Thus, public relations quality begins with these two realities: 1) the right PR really CAN alter individual perception and lead to changed behaviors that help you succeed, and 2), your public relations effort must involve more than good times, booklets and press releases if you really want to get your money's worth.

Results, for example, like membership applications on the rise; prospects starting to work with you; customers making repeat purchases; stronger relationships with the educational, labor, financial and healthcare communities; improved relations with government agencies and legislative bodies, and even capital givers or specifying sources looking your way

With the passage of time, you may well see rebounds in showroom visits; new proposals for strategic alliances and joint ventures; community service and sponsorship opportunities; enhanced activist group relations, and expanded feedback channels, not to mention new thought- leader and special event contacts.

Quality results means your PR crew – agency or staff – must be committed to you, as the senior project manager, and to your PR blueprint starting with target audience perception monitoring.

It's really vital that your most important outside audiences perceive your operations, products or services in a positive light. So be certain that your PR staff buys this approach. And be especially careful that they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit.

Emphasize for your team the plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions along these lines: how much do you know about our organization? How much do you know about our services or products and employees? Have you had prior contact with us and were you pleased with the interchange? Have you experienced problems with our people or procedures?

Should your budget be able to accommodate professional survey people to handle the perception monitoring phases of your program, fine. If not, always remember that your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into behaviors you won't find acceptable.

Time to establish your public relations goal, one that speaks to problems that showed up during your key audience perception monitoring. In all likelihood, it will call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or doing something about that ugly rumor.

Obviously, a PR goal needs a PR strategy that shows you how to reach your new goal. You have three choices when it comes to handling perception or opinion challenges: create perception where there may be none, change the perception, or reinforce it. As always, a bad strategy pick will taste like vinaigrette on your toasted bagel, so be certain the new strategy fits well with your new public relations goal. For example, you don't want to select "change" when the facts dictate a "reinforce" strategy.

It's just plain hard work persuading an audience to your way of thinking, so your PR team must develop some very effective language. Phrases that correct the original aberation and, at the same time, are compelling, persuasive, believable AND clear and factual. You have little choice if you are to correct a perception by attracting opinion to your point of view, leading to the desired behaviors.

Take the time to review your final draft message for impact and persuasiveness. Only then can you select the communications tactics most likely to carry your words to the attention of your target audience. Dozens are available, from speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be sure that the tactics you pick are known to reach folks just like your audience members.

Strange but true that the credibility of a message can depend on how it's delivered. So, on the chance that may be true, you might want to introduce your message to smaller groups rather than using higher-profile tactics such as news releases or talk show appearances.

Curiosity will prompt requests for a progress report which will prompt you and your PR folks to consider returning to the field for a second perception monitoring session with members of your external audience. Using many of the same questions used in the first benchmark session, you'll now be alert for signs that the bad news perception is being altered in your direction.

You can always accelerate the effort if you feel the need to move things along at a faster clip – try more communications tactics and increased frequencies.

Just who is the manager who takes the high ground with quality PR? Why, the business, non-profit or association manager whose public relations effort delivers the kind of key external stakeholder behavior change leading directly to achieving his or her department, division or subsidiary objectives.

end

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

Robert A. Kelly © 2005.

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

Public Relations For Accountants

Writen by Lance Winslow

These days of accounting fraud at some of the largest corporations in America have indeed caused issues with public trust from shareholders and investors. Many of the accounting firms are now under more scrutiny to dig deeper and find such accounting anomalies or outright fraud.

It is for this reason that some citizens have a little question mark when it comes to accountants these days and therefore it makes sense for accountants to do a little extra public relations and community goodwill and remain upstanding citizens.

So what can accountants do to promote themselves and their firms in a positive way in their area to attract good clientele and improve their images in the town? Well, we all know that accountancy firms are not all that exciting, but they are very much needed.

It makes sense for an accounting firm to volunteer to do things in their community such as become the treasurer of a nonprofit group, which is popular in the city. Especially when the board members are those of major corporations also in the area. Being involved with that group of people is good for the company.

This should be the minimal that accountancy Corp. does in order to promote themselves and achieve a high level of community goodwill through positive reinforcement in public relations. Please consider this in 2006.

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

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Five Publicity Quotbucketsquot For Marketingminded Financial Planners

Writen by Ned Steele

Maybe you've seen another financial planner on TV, and thought, "Hey, I'm just as good as she. Why didn't the press pick me?"

Well, chances are, as you now know, they picked her for at least two good reasons:

1. She is a proficient – though not necessarily top–financial planner, and
2. She did something, somewhere, to get on their radar screen.

Just as you're going to learn how to do. If you'll just keep learning about publicity.

Truth is, you can't just walk into a TV station or magazine office and announce, "Here I am, expert available!" It's a little more involved than that.

But it's not so hard that a smart financial planner can't figure it out. And implement your own little media plan. And use your publicity to build business. And do it without spending a ton of money on some fancy-pants PR firm.

All you have to do is understand how the game works. How media folks think. How they speak. What they need to put together a story… a story that informs their audience, and that features you.

Truth is, you can sort nearly everything you need to know into five convenient buckets. They are:

• Create your own story.
• Learn the media game.
• Connect with the media.
• Excel in the media.
• Get more out of your publicity.

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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Generating Publicity Will The Media Be Interested In My Productbusiness

Writen by Todd Brabender

When it comes to launching a new business or product, some marketing consultants might say that EVERY product is appropriate for a publicity or media exposure campaign. That is true to a degree, but as a PR/publicity professional and former media person, I would qualify that statement by saying that although new products would benefit from a solid publicity campaign, not all businesses or products and their pitches will grab the attention of the media.

A number of strategically generated features or product mentions in magazines, newspapers and TV/radio/cable shows nationwide can lend strong credibility to a new product. That "media bullhorn" can also do wonders toward educating consumers about your product. But does your product -- and it's media pitch -- have what it takes to attract the media into giving you coverage in their pages or on their airwaves? As I mentioned, many products or businesses can generate some type of publicity and media interest, but in my professional experience, the types of products and pitches that lend themselves to the best media exposure include:

• home/garden products

• kitchen/cooking/food products

• consumer electronics

• automotive accessories

• home repair/DIY tools

• personal health/medical/fitness products

• recreational/outdoor products

• experts (business, health, technology)

If you have a new or under-publicized product in one of these categories, the media could be a good friend to you. However, you first have be a friend to the media. Your product (and pitch) needs to have what the media calls a "news peg" -- that gives them a logical and newsworthy reason to feature YOUR product as opposed to the 200 other media pitches that are on their desks right now. Additionally, you need to make it as easy as possible for them to do your story or they WILL move onto a competitor's pitch and product that is easier to cover.

• Can you provide a media sample?

• Do you have quality photos of the product?

• How can the product be purchased: in stores, catalogs, online, by phone?

• Can you arrange a quick interview if needed?

Products/services that don't really lend themselves to media interest or publicity are things like:

• website developers

• cell phone/printer cartridge sales

• vitamin supplements

• insurance

• financial planning

• MLM/downline schemes

I'm not implying that these types of businesses aren't media worthy. I'm simply saying that from a media interest, editorial standpoint, there are thousands of competing product and businesses like these on the market and unless they are offering something truly unique, they lack that "news peg" that will attract the media's attention. If you are launching, let's say, a new garden tool that is very similar to many other garden tools on the market, don't expect much interest from the media in putting together a feature. You can create that news peg by answering a few questions:

• How does your product differ from competing products already on the market?

• Why should the media and subsequent consumers be interested in your product?

• Does it provide a solution to an existing problem for consumers?

Bottom line -- an expertly maintained publicity campaign can help forge wonderfully reciprocal, mutually beneficial relationships with the media. Reciprocal, in that the media constantly need interesting information to put together their product profiles and business features -- and YOU need constant media exposure to get the word out. If your product or business can meet the media standards mentioned above, you could benefit greatly from some solid nationwide media exposure. Getting your product mentioned in print articles and on TV/radio shows nationwide will help spread the word to customers -- and at a fraction of the cost of a nationwide advertising campaign.

About The Author

Todd Brabender is the President of Spread The News Public Relations, Inc. His business specializes in generating media exposure and publicity for innovative products, businesses, experts and inventions. Free Publicity Consultations offered online: http://www.spreadthenewspr.com; todd@spreadthenewspr.com; (785) 842-8909

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Submitting A Press Release Can Benefit Your Business

Writen by John Kovacs

A Press Release is a captive story that can be about a person, a business or organizational group that is submitted to the media. The distribution of a release can be targeted to media outlets in newspapers, TV, radio stations, magazines and global newswire networks. Like with any other form of marketing, a well-submitted press release will give added publicity and creditability to an individual or a business.

Journalists look for newsworthy stories that they can use in their publications. Newsworthy simply means a story on current issues or events that have an appealing interest in today's news.

Some examples of this can be:

* Stories that cover the launching of a new business.

* Solution and problem solving reports that deals with the current market trend.

* New products or services that impact today's business.

* Research and findings on the latest business trends.

* Partnerships with other businesses.

* Sponsorships that you are affiliated with and contributed to.

* Achievements/awards that you have received recognition for.

Press releases are not to be confused as an advertisement to sell your products or services. An advertisement is to get your customers attention, whereas with a press release you want to capture the attention of the journalist.

The idea is to write a press release that generates a current interest to the media. If a journalist finds your story newsworthy, they are sure to feature your story.

The best way to start out is by researching some of the media websites first. One of the media websites that is worth checking out is Prweb.com. Their site is easy to navigate through and provide some very useful information on submitting a release. The idea is to visit a few of the media sites to understand their guidelines before you submit. It would also be beneficial to view several of the press releases on their site to get a better perception on writing your own. You will find that most press releases are between 400 and 500 words.

Once you have the concept, organize and put together all the information you will be using on a piece of paper. Make sure you are using current information with topics that have new and compelling interest (journalist are not interested in old news).

Make sure to illustrate your release with only solid facts. Emphasize on the benefits and key points in your story line.

If applicable, give examples, quotes, and testimonials. Do not use any bold statements, hype or sales pitches.

Proof read your release several times. Correct any grammar mistakes or misspellings.

How To Submit A Press Release:

Obviously your first step would be contacting the media. This can be through local media groups within your area, or through the Internet for worldwide distribution.

Submitting a press release is done by mail, fax or email. You can simply check with the editors to see what their requirements are for submitting your release.

Use journalist that are targeted to your business market. You can accomplish this by researching some of the past stories published by the editor.

Note; if you find editors that accept a release through email, it's important to put your release into the body of your email and not as an attachment.

When submitting a press release, the way you format your release can play a crucial role on whether a journalist picks up your story.

An example of a format that is commonly used, would be as follows:

1.) Type in "For Immediate Release" or you can specify the date you want it released for a different time period.

2.) Create a headline that would attract an interest.

3.) Add your contact information here. Your name, company, phone number and your URL.

4.) City, State and Date followed with your opening paragraph answering all the questions to who, what, where, why and when.

5.) Your next paragraph should cover the details of your story, which should highlight your first paragraph. If applicable, include quotes or endorsements from other business associates that have used your products or services. This will build creditability to your story (be sure to get approval prior to adding this).

6.) Followed by a short summary highlighting your key points to your story.

7.) A short company profile about your business.

8.) At the bottom, put in three (3) ### signs or "End" to indicate the end of your press release.

Final Note:

Be sure to add your contact information including your telephone number with your release. If an editor finds your story newsworthy, he may contact you for an interview or possibly just to attain more information on a follow-up story.

To look for newswire networks where you can submit a press release, go to http://www.ahomebusinessopportunity.net/pressreleases.htm for our complete list.

John Kovacs is the CEO and founder of "A Home Business Opportunity". His website mainly focuses on supplying free marketing tips, resources and support for home startup businesses and Internet marketing. To get a step-by-step guide in building an online business, visit http://www.ahomebusinessopportunity.net

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