Prep For A Successful Trade Show

Writen by Janice Byer

Well, autumn is upon us and with the onset of this season comes cleaner air and colourful outdoor scenery and, it is also prime season for trade shows. Sure, trade shows happen all throughout the year but, with many areas recognizing small business month/week, there is a greater opportunity for entrepreneurs to showcase their products or services to their target markets.

As small business owners, especially those in the start up phase, preparing for a trade show can be a very scary and frustrating time. What do we take and how do we present it?

You first need to find out the specifics of the trade show you are registered for or considering exhibiting in. If necessary, contact the organizers of the event and get details on the type of visitors that the show attracts and the layout of the area you will have to display your business. Be sure to find out the size of the table you will have, whether there is wall space for your company sign, if there are electrical outlets available, and anything else that may or may not be included (ie. table cloth, etc.)

Once the show space specifics have been established, then you can move on to thinking about and deciding what and how you can 'show your stuff'. The following are just a few ideas to help you get ready for that all important trade show. (Note: most of these ideas are based on being in the service industry but will work for products industry companies as well)

• If the table you have does not include a tablecloth, be sure to get one that compliments your display and represents your company's image and colour scheme (without being overpowering). Even if a tablecloth is supplied, bring your own or something to add some depth to your table (ie. table runner). Your table will definitely stand out in a crowd.

• If space will allow, erect a stand-alone presentation board. On the board, you can show how clients can benefit by using your services. Be creative and make it stand out. Include pictures, if possible, and be sure your company name and logo are more than obvious.

• If there is wall space, but your budget is minimal, use your trusty desktop publishing software to create a template of your company name. Use the template, along with bristle board, cardboard, or foam core to make a sign that you can put up on the wall behind your booth.

• Arrange your table in levels. Put the larger items at the rear, shorter items in front of those, and even shorter items in front of those.

• Develop a PowerPoint presentation to display on your table (if an electrical outlet is within reach of your booth). You can make it on your desktop computer and transfer it to a laptop, which you can rent or borrow if you don't already have one. Your visitors will find this visually appealing and will draw in their attention.

• Have a portfolio of your work available. Print off some of your best projects, put them into plastic sheet protectors, and arrange them in a binder. Then lay out the binder where visitors can flip through the pages.

• Have plenty of giveaways, such as business cards, brochures, pens, magnets, and anything else that has your company name and/or logo on it. Most people who attend trade shows are expecting to take home some goodies. And, be sure to use display racks for showing your flyers, specials, brochures, and such.

• Offer something a little different… FOOD. I displayed at the Bridges to Better Business trade show in Brampton and included a basket of Girl Guide cookies on my table. They were a big hit… I wish I had brought more. If you can, package your food in a way that will allow you to have your company contact info on it.

• Offer Gift Certificates for some of your services. There's nothing better than getting a deal and, when they 'cash in' their certificate, they will see how valuable your services are and will come back for more.

• Have a drawing for a prize. Offer a prize that, in some way, compliments your business if possible, and appeals to anyone. Have visitors and entrants sign a guestbook, fill in a ticket, or drop their business cards into a fish bowl or gift bag. You can then use this information at a later date to make a follow up contact.

• If the show will be on for an extended length of time, be sure to have assistance in manning your booth so you can take a break. If you don't have the option of having someone take over for a bit, be sure to put up a note that tells people how long you will be gone or when you will be back.

Most importantly, be friendly and inviting. Say hi to those that turn and look toward you or your booth. Strike up a conversation and be sure to have a short introductory speech ready. And…have fun!

About The Author

Janice Byer is a certified Master Virtual Assistant and owner of Docu-Type Administrative & Web Design Services (http://www.docutype.net). See this and other articles on her website; jbyer@docutype.net

Grow Your Financial Planning Practice By Taking Your Publicity National

Writen by Ned Steele

Think that you aren't big enough for national media coverage? Says who? Certainly not the USA Today. In one recent two-week period, they quoted financial planners in Southfield (Michigan), Dublin (Ohio) and Clearwater (Florida). These are not exactly metropolitan hubs.

When your media confidence and experience grow, consider branching out to a larger audience than just your hometown or targeted industry.

To go national, you may want to consider using lists and directories where you can search for what media to go to, and learn the best way to reach them.

There are three kinds: free web-based links to hundreds of media, (like kidon.com or Newslink.org), published directories, CDs, and subscription web sites (like Bacon's and Burrelle's) and customized, low-cost lists from brokers or similar providers. Your local librarian will be able to help you, too.

Use lists and directories as a guide – a starting place.

If you've read the articles on my site, or read my book, you'll have already figured out – smart you! – that mass-sending releases or articles without a follow-up, or an actual personal exchange via phone or e-mail, will not get you far. Even the most frequently updated lists can't stay on top of the rapidly changing media world.

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.

The Feeding Tube For Your Business

Writen by Letitia Wright

There are a lot of things that make a business full of clients and running smoothly.

We all know you need a constant stream of clients. It doesn't matter if they are new or old returning clients, they must be constantly coming in for a purchase.

Marketing is how you generate interest in what you are doing.

Publicity also generates interest and can even spark desire for your product or service. When your sales and marketing teams are not producing, publicity always produces. Depending upon how much you invested, it can produce large or small for you.

Sometimes all you need is a little publicity to get you through. You need for your big clients to say they heard about your before they met you. You need for your clients to have read about your somewhere or heard your radio interview about your product.

Local publicity can be your feeding tube for your business. The local newspapers, TV shows, magazines and radio shows will produce for your when you are a good guest. They will produce for you when you are an interesting and educational story.

Publicity is the feeding tube for your business.

Copyright 2005

Dr. Wright is the host of the Wright Place TV Show. For a free report: 5 Fast ways to get your business or product on TV, email Dr. Wright at info1080-89555@autocontactor.com or go to http://www.wrightplacetv.com

Publicrelationistas

Writen by Robert A. Kelly

Is that what we are? Fanatic, over-the-top disciples of some wretched obsession?

Well, maybe not fanatic, or even wretched or obsessive, but certainly SOLD on the reality that people act on their own perception of the facts before them, leading to predictable behaviors. And equally sold on the next step too, create, change or reinforce that perception/opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization.

Why am I sold on what amounts to a fundamental premise for public relations? Because it's the best way to insure that you, as a manager, get the key external audience behaviors you need to help achieve your unit objectives.

It also makes the proper execution of the public relations program very important to other managers like yourself in any business, non-profit or association.

Here's one approach that can work just fine.

Jot down your unit's, or department's, most important audiences, then prioritize them as to the impacts they exert on your operation. Let's look at #1 on the list because, clearly, any organization, including yours, must stay in touch with its most important external audiences in order to know how it is perceived, remembering of course, that behaviors usually follow perceptions.

Now, you need to interact with members of your target audiences, monitor what they think about you and ask lots of questions. "What do you know about us? Have you had any contact with us. Was it satisfactory?" and so on. Be alert to an untruth, an inaccuracy, or a potentially damaging rumor.

The responses to your opinion monitoring form the basis for your public relations goal. In other words, the specific perception to be altered, followed by the desired behavior change.

Obviously, the goal will seek corrective action. That is, clear up a misconception, scotch a rumor, or correct an inaccuracy.

But a goal without a strategy is like a hot dog without a bun.

We're fortunate we have just three choices when it comes to strategies to deal with opinion matters: we can create perception where there isn't any, change existing perception, or reinforce it. But make sure the strategy you select flows naturally from your newly-minted goal.

Now, here's where the art comes in. You have to write the corrective message going to the attention of members of the target audience. The satisfying part of this chore is the fact that, done right, it will change opinion and, thus, behavior. No small feat!

The art lies in the writer's ability to prepare a message that accomplishes that objective clearly and in a believable, persuasive and compelling style. Not easy, but an absolute must!

How do you get that message "into the end zone?" That is, before the eyes and into the ears of members of your target audience?

Good old "beasts of burden" communications tactics will come through for you and carry your message to the attention of your target audience members. And there are scores of them ripe for the picking.

You can choose from letters-to-the-editor, speeches and news releases as well as consumer meetings, brochures, radio interviews and many, many others. Just be careful that the communications tactics you choose have a good record for reaching folks like those in your target audience.

The day will come when someone asks, "are we making any progress with this PR effort?" A good and proper question, the answer to which is available back out among the members of your target audience. Assuming your budget cannot accommodate pricey professional opinion surveys, you and your colleagues can re-monitor perceptions among audience members asking the same questions as before.

The difference this time around is that you will be watching for perceptions altered in your direction – perceptions changed as a result of your corrective message and some aggressive communications tactics.

You can always increase the beat by adding a few more communications tactics, and increasing their frequencies. And be sure to re-vet the message itself for clarity and actual impact.

The payoff is clearcut – you get the key external audience behaviors you need to help achieve your mission objectives.

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

Robert A. Kelly © 2003.

About The Author

Bob Kelly counsels, writes and speaks to general management personnel about the fundamental premise of public relations. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; Director of Communications, U.S. Department of the Interior, and Deputy Assistant Press Secretary, The White House. mailto:bobkelly@TNI.net Visit: http://www.prcommentary.com

Public Relations For Outside Advertising Firms

Writen by Lance Winslow

Outside Advertising Firms know they need to continually propel public relations and of course this is not as easy done as said. Sure you can advertise for every worthy cause in the community on City Buses, Billboards and park benches, but in the end those spaces need to be sold to make money and if every thing has a public relations or non-profit piece on it.

True but if you do this, well you are not generating the revenues that you need to maintain your business. But if you can sponsor Public Service Announcements on things that you may not normally be able to make money on then you win and the community wins.

The community wins in advertising a community event, issue or something of importance and you win due to the positive public relations it generates. For instance what if you made a deal with the Park and Recreation Department to paint all the trashcans and put decals on them for a cause?

Your costs are next to nothing and you can put your logo on the bottom for sponsoring the message to the public. Everyone wins and you generate excellent Public Relations. Most of the best Public Relations Campaigns are this sort of out of the can type of creative programs. So, please 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/

Effective Pr Its About People

Writen by Peter TerHorst

The best PR agency in the world is worthless if it fails to remember one fundamental truth –- It's About People.

Many PR types lose sight of this simple axiom in the face of the technology onslaught that constantly inundates the market with new-and-improved products and services. Whether we ask for them or not, high-tech companies are constantly giving us trick new bells and whistles in the all-or-nothing game of one-upmanship necessary to maintain and expand marketshare. PR novices and seasoned pros alike are often bewildered as they seek to understand their client's latest offerings. A company's good name relies on the ability of their PR people to make sense of these technologies and craft messages that resonate with consumers. And yet, the zoomiest high-tech product won't stand out in the public's mind if the firm fails to draw attention to the people responsible for the product's design.

Successful companies are led by visionary founders or executives who inspire those around them to achieve -– the R&D and manufacturing engineers, the marketers, the customer service people, even the accountants. When crafting core PR messages, it is critically important to get inside the heads of the people who designed the latest widgets so that the product copy reflects their vision. Just as important, their voices need to be heard through written quotes and even public appearances. Why?

Brand image. As consumers in the modern-day medina, we want to believe that we do business with people who care about us, with organizations that reflect our values. Our purchases are an extension of ourselves and we want them to somehow matter. If a company is faceless, we aren't going to take the time to figure out who they are; we are going shopping at the next kiosk. When an entire industry loses its identity, their products become simple commodities and we are left to ask our friends for advice and price shop.

Need examples? Airline companies today struggle with the public's frustration born out of confusing fare structures, long delays, cramped seating, and poor customer service. It is hard to believe there was a time not so long ago when we all dressed in suits and dresses whenever we flew and gladly put up with numerous irregularities; flying was special and we were treated that way. Today, we are reduced to shopping for the lowest airline price. And yet, at the end of the flight, many of us will climb into cars that cost thousands of dollars more than basic transportation because we believe in the manufacturer's publicized commitment to high-performance, safety engineering or fuel conservation.

People matter to consumers, and it's not just in regard to for-profit companies. Non-profits are particularly susceptible to the capriciousness of human philanthropy. When we give our dollars to a cause, it has to matter. If we suspect the sincerity of the organization, if it seems to be foundering with no one at the helm, or if we doubt that our donations are reaching the intended beneficiaries, we immediately suspend our support. And then we tell everyone we know, creating irreparable harm to the organization's image.

Because people matter and no two are the same, every organization, no matter how large or small, is unique by definition. Herein lies the secret to every successful PR effort. When you tap into the distinctive character of an organization, an effective PR strategy awaits.

Peter terHorst is president of SymPoint Communications. For more information, visit http://www.sympoint.com

© 2005 SymPoint Communications. All rights reserved. You are free to use this material in whole or in part in print, on a web site or in an email newsletter, as long as you include a complete attribution, including a live web site link. Please notify me where the material will appear.

The attribution should read:

"By Peter terHorst, SymPoint Communications. Please visit http://www.sympoint.com for additional articles and public relations services."

Asian Media Relations Increase Your Profile And Image In China

Writen by Thomas Murrell

China's media is booming creating opportunities for marketing-savvy businesses. But many companies have little understanding of how to harness the power of the media in the world's most populous country.

The following are ten points to consider when embarking on a media relations strategy in the Chinese market and identifying with the Chinese media.

1. Understand cultural differences.

Be sensitive to local communities and understand the complex and varied structures of the Chinese media. They are not uniform and often controlled at a local, provincial and national level. Improve your cultural literacy by understanding the culture and history of those you're doing business with. Respect these differences and don't impose your own values and perceptions on how the local media should treat you. Never make assumptions, do your research.

2. Use a local spokesperson.

Depending on the news value of the story, you will have a better chance of gaining media coverage the more Chinese you make your message. Using a local spokesperson will give you greater credibility. For example in PR campaigns for Nokia and IBM in China, they use local Chairmen who are Chinese because they are well respected and have deep Chinese roots.

3. Know your point of difference - what you do in your own backyard you also have to do in new markets.

Find out what makes you or your service or product unique in the Chinese marketplace? How will it stand out from the competition. In the past cultural differences have been used as an excuse for dubious practices not acceptable back home. This has changed. Be accountable as your actions will automatically be associated with your company's offices regardless of their location.

4. Clarify your communication objectives?

What do you want to achieve? To inform or entertain? To provide information? To build a profile? To influence public opinion? Personal marketing? Marketing or launching a new product or service? How will cultural diversity and differing news values influence this? News values differ in China. Often issues will be reported one or two days later and not with the urgency or timeliness of the Western media. By understanding your objectives you are more able to set tasks to achieve them accurately and will gain a better understanding of the processes involved.

5. Define your target audience?

Who is your target audience? General public? Customers? Competitors? Suppliers? What age are they, what level of education, what beliefs and values, geographical location, how do they use the local Chinese media? How credible is the media your target audience uses? Does it still have credibility even though it is controlled? The media is evolving and becoming more respected. Never assume similarities between similar markets in different countries, do your research, this not only helps define your objectives but offers cultural insight.

6. Identify the best channels of communication.

What is the best way to reach your target audience? TV, Radio, Internet, newspapers - local or national? Do your homework on how news is structured and gathered. Investigate who is reporting on what. Find out the nuances. TV has the highest penetration, while the Internet is growing amongst younger Chinese. Each market will be different and it is important to be specific and focused on these individually as well as collectively.

7. What is your key message?

The media is becoming more competitive and market driven. They need readers and viewers to stay viable in the new economy. How can you make your message appealing and newsworthy? Distil what you want to say into three key points. Always check translations of media releases. Have them retranslated back into English to check for accuracy. Be careful with tenses and cultural influence particularly when using humour.

8. Build your case.

When building your case look for the China angle. What are the features, advantages and benefits of your message for your Chinese targets? What evidence do you have that is seen as credible and independent within their cultural belief system? Always use a local angle, even for an international venture.

9. What is the China hook?

What will make your message or news release stand out from the rest and appeal to the values of Chinese journalists? You are not successful in China until the local market tells you. Giving money to Chinese journalists is no longer acceptable. Use more legal and ethical incentives such as providing transport, lunch or a gift or souvenir item. This isn't to be used as a bribe however, rather a hook, something to capture their interest and should be mutually beneficial.

10. Develop long-term relationships with the media.

Visit and meet journalists face to face. Network, get to know them and involve them in the story. There is now a focus on the interactive brand experience. For example in one successful mobile phone campaign local journalists were involved in trialing the product prior to launch. They were asked for their feedback and engaged proactively in its development providing them with ownership of the product and subsequent story. Relationships and personal connections, or guanxi, are very important in China and especially so in cultivating good media contacts.

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

3 Reasons To Tap Into The Power Of Publicity

Writen by Jenna-Lyn Rounsaville Roman

Publicity is obtaining editorial coverage or features for your business. Publicity is getting your business reported as news. Examples of publicity are newspaper and magazine articles, radio and television interviews and Internet forums and much more. These are just a few reasons you should consider letting your business tap into the power of publicity.

1. Effective – Publicity has been proven to be 10 times more effective than traditional advertising. Your customers believe what they read in the newspaper or watch on the TV news because humans by nature believe what is reported to them as news.

2. Affordable – Obtaining publicity can cost as little as $0 dollars. Business owners can substitute a little time and imagination for money or hire publicity professionals, many of which have very affordable rates when compared to advertising.

3. 3rd Party Credibility – Having reporters write about your business in a news format gives your business 3rd party credibility that's extremely valuable. Anyone can sing their own business' praises, but getting respected people in the media to do it provides a type of credibility that ads and money just can't buy.

There are numerous other reasons to use publicity. Next time you are looking for a new way to get the word out about your business, consider tapping into the power of publicity.

About The Author

Jenna Roman co-owns and operates JR Publicity, an Englewood, NJ-based public relations and marketing company with her husband, Josh Roman. For additional information, visit www.jrpublicity.com.

info@jrpublicity.com

Tough Times Tough Tactics

Writen by Robert A. Kelly

When times are tough, it's no time to ignore those external audiences whose behaviors matter so much to your organization.

In your own best interest, are you seeing to their care and feeding? I mean, if a certain group of outsiders behaves in ways that really help or hinder your operations, they do rate your attention, right?

Of course they do! That's why we call them key target audiences, or publics. Either way, what they think about you, then how they behave, can support or derail the best laid plans.

Why take any chances?

Make a list of those important external audiences and put them in priority order. Then pick #1 and let's go to work.

Since it's their perceptions that lead to behaviors, you must get inside their heads. That means monitoring members of that key audience and asking lots of questions to determine what they think about you and your operation.

Watch for rumors. And for negativity. Misconceptions and misunderstandings involving your products, services and pricing should be pursued in those conversations.

With that kind of data in hand, you are able to establish the public relations goal. Namely, correct that misconception, or neutralize that rumor, or clarify that fuzziness about your services.

Goals are certainly necessary, but they need a strategy that shows HOW you will alter those worrisome perceptions. In this business, we have just three possible strategies: create opinion (perceptions) where none exist, change existing opinion, or reinforce it.

Obviously, you will select the strategy that leads directly to achieving your public relations goal.

Now the tough part. What will you communicate to members of your #1 target audience? Your message is key to the success of your public relations effort.

It must be clear as crystal as to what needs to be clarified or neutralized. It must be obvious that the message is truthful, authoritative and compelling. In short, it must deliver a specific message about what is being corrected.

What do you do with the message? As with a bullet in a rifle, you pull the trigger. Or, to mix metaphors, you call in the "beasts of burden," communications tactics, to carry your message directly to members of that key target audience.

You're fortunate that there are piles of communications tactics just waiting for you - the Internet, broadcast appearances, press releases, brochures, seminars, personal meetings, special events, emailings, and on and on.

Sooner rather than later, you're going to want some signs that your public relations program is working. And that means Remonitoring that target audience, again asking lots of questions and seeking evidence that a misconception has been corrected, an inaccuracy cleared up, or a rumor explained away.

If that is the result of your REmonitoring drill, your public relations program has succeeded.

Should your remonitoring not yield those results, you will need to adjust your communications tactics to produce a broader mix of "weapons" going against that audience. You may also decide to increase the frequencies of your tactics. Your message, of course, must be reevaluated for clarity, emphases and factual support.

Handling public relations this way, you're moving in the right direction because you're mobilizing your most important external audiences in support of YOUR goals and objectives.

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

Robert A. Kelly © 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

Prs Sweetest Music

Writen by Robert A. Kelly

It's a tune all managers can sing.

And the lyrics go like this: successful business, non-profit, government agency and association managers start their winning ways by doing something positive about the behaviors of the very outside audiences that MOST affect their operations.

Then they claim the prize when their public relations creates the kind of external stakeholder behavior change that leads directly to achieving their most important managerial objectives.

In the midst of all this good news, comes a happy epiphany for the lucky managers: 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.

And look what could happen: this kind of public relations planning really CAN alter individual perception and lead to changed behaviors among your key outside audiences. But your PR effort must demand more than special events, news releases and talk show tactics if you are to receive the quality public relations results you believe you deserve.

It won't be long before the desired end-products start showing up. And that's when customers begin to make repeat purchases; capital givers or specifying sources begin to look your way; welcome bounces in show room visits occur; membership applications start to rise; new proposals for strategic alliances and joint ventures start showing up; politicians and legislators begin looking at you as a key member of the business, non-profit or association communities; local civic leaders begin to seek you out; and prospects actually start to do business with you.

The public relations people assigned to you can be of real use for your new opinion monitoring project because they are already in the perception and behavior business. But be certain those PR folks really accept why it's SO important to know how your most important outside audiences perceive your operations, products or services. Perhaps most important, be sure they believe that perceptions almost always result in behaviors that can help or hurt your operation.

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

Be careful introducing professional survey firms to do the opinion gathering work because it can cost a lot more than using those PR folks of yours in that monitoring capacity. But whether it's your people or a survey firm asking the questions, the objective remains the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

You'll want to establish an action goal here for 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 before it does more damage?

Like most goals, you'll never achieve it in the absence of a strategy showing you how to get there. Furthermore, only three strategic options are available to you when it comes to solving perception and opinion problems. Change existing perception, create perception where there may be none, or reinforce it. Of course, the wrong strategy pick will taste like ketchup on your French Toast. So be certain your new strategy fits well with your new public relations goal. You certainly don't want to select "change" when the facts dictate a strategy of reinforcement.

Good writing is always needed, and that's especially true here because you must prepare a persuasive message that will help move your key audience to your way of thinking. It should be a carefully-written message aimed directly at your key external audience. Hopefully, your very best writer will work hard on the assignment because s/he must come up with language that is not merely compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to the behaviors you have in mind.

Now is as good a time as any to identify the communications tactics most likely to carry your message to the attention of your target audience. 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 in which you communicate your message can cause problems since the credibility of any message is always fragile. Which is why you may wish to unveil your corrective message before smaller meetings and presentations rather than using higher-profile news releases.

The inevitable topic of progress reports should move you to begin a second perception monitoring session among members of your external audience in order to measure your program's headway. Many of the same questions used in your benchmark session can be used again. But now, you will be on guard for signs that the bad news perception is being altered in your direction.

A slowing in your PR program's forward movement will alert you to the need to speed things up by either adding more communications tactics and/or increasing their frequencies, or both.

Yes, this tune is all about doing something positive about the behaviors of the very outside audiences that MOST affect a business, non-profit, government agency or association manager's operations.

Happily, if you are that manager, it will also create the kind of external stakeholder behavior change leading directly to achieving your most important objectives, and the sweetest managerial music imaginable.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net. Word count is 1120 including guidelines and resource box. Robert A. Kelly © 2006.

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

Public Relations For Bio Removal

Writen by Lance Winslow

If you ever want to see the most irate people on the planet just talk to some of the people who are in an area where bio removal is being done. Often, they will say how come we were not warned of all this and they will want to sue. Bio removal projects need to maintain a strong communication line between the local community and the local newspapers and other media.

Residents need to understand what is going on and they do not like surprises. A robust public relations program and community goodwill communication chain needs to be established for all bio removal projects. Just like employees at a corporation deserve to know what kind of chemicals they are working around, people who are living around or working around bio removal projects also deserve to know what is going on.

They deserve to know how this stuff got there in the first place, why it became contaminated, what is being done and where are all that stuff is being taken. There are many ways that a bio removal project can keep the citizenry in the local region informed.

It is important to hire a public relations specialist who understands the industry and has worked with crisis management situations in the past to handle the communication stream between the removal project and the citizens, as well as deal with the media to prevent hysteria from taking place. 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/

Public Relations For Building Material Supply Companies

Writen by Lance Winslow

With the rapid changes in the real estate markets and housing prices falling some industry sub-sectors stand to lose a bit, but it is important to note that these businesses do not have to see a total drop in sales and experience the full brunt of the downward spiral of the normal negative sector rotation, which occurs like clockwork every decade.

Let us look at a case study in a retail sub-sector, which tends to track real estate markets and is greatly affected by the trials and tribulations of the sales in homes. Building Material Supply Companies are on retail business, which can see problems when things in the real estate sector take a turn for the worse. But there is an answer you see.

Public Relations for Building Material Supply Companies makes sense as a strategy to improve the economic vitality of the business. So how can a Building Materials Supply Company promote itself and its community goodwill in order to increase sales at a time that sales are falling off and no new homes are being built?

Well, there are many things a Building Material Supply Company can do such as teach contractors about new materials, methods, coatings, tricks of the trade and sponsor classes. They can also help gather volunteers and generate interest for Habitat for Humanity and other projects. Assist with the building of churches and non-profit establishments. Offer Do-It-Yourself classes for citizens and all this is potentially news worthy as well. I sincerely hope you will see my points and 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/

Know When To Send In Your Press Release

Writen by Abe Cherian

Press releases should target either general interest or special interest media. Your targets should include print, broadcast, and internet media. General interest media includes your local newspaper, Time magazine, and some of your local radio and television stations.

Special Interest media includes trade publications and broadcast media that focuses on some niche area of interest. The important thing to remember as you pursue this avenue, is that your press release must be newsworthy, ie..., news, if it is going to be published and generate the traffic to your website that you are seeking. You should also recognize that what's news to one organization isn't necessarily news to another.

Your local newspaper, the Little Ville Beacon, may think your having a website on the internet is big news. After all, nobody at the paper has browsed the internet themselves yet and they don't know anyone else who has a website. So by all means send a press release to the home town newspaper.

Time magazine, on the other hand may not be so impressed. They may not have actually browsed the web, but someone met somebody sometime at a cocktail party in Manhattan who did. So its not news. Yet if you have the right kind of site you might get into Time. How? Well, if it's a special interest site it might correspond to a special interest section of the publication or be involved in a special event of the time.

For example, the periodical has a section that covers politics and your website is the be all of all times on politics. Or you might get lucky and send them your PR Release on your model railroading website just as they are putting together a special report on how model railroading is taking the nation by storm. Of course, you will not know that, but if you send enough PR releases out you just might get lucky.

You could get on the radio. Does one of your local stations have a talk show that covers computers? Perhaps there's a local talk show that's about crafts and hobbies. Your website on clothing and handbags might be an appropriate subject to talk about when you call into the show. Hey, you're doing a public service here. Don't be shy.

Special interest media would include Model Railroading Magazine, Net Guide, Computer World, and a variety of programs on public television and radio. The closer the fit of what your website covers and what this particular media covers the more likely you will get coverage.

If a particular media is a super fit for your site, like if there were a publication called clothing and handbags on the Web, you should probably make a special effort and maybe tailor your release to meet their specific needs. You might even call the editor for the department you are targeting to reinforce your message.

Writing the press release should not be too difficult. Keep it brief. About two pages double spaced is about right. Always include some direct quotations as if you were being interviewed.

For example, "Mr. Page stated that his Google Internet Search Engine is the greatest thing since sliced bread." With some good direct quotes, the reporter can write the story as if he actually bothered to interview you.

Since reporters are very busy people, this extra touch will be very appreciated and your website is more likely to get some press coverage. A well written press release can be used verbatim by some trade publications. The trade publications that have no paid subscribers and a lot of advertisers often don't have a lot of reporters hanging around looking for something to do. The editor just might pop your entire release, unedited (He's busy too.), right into the Industry News Column.

Copyright 2006

You may publish this article in your ezine, newsletter on your web site as long as the byline is included and the article is included in it's entirety. I also ask that you activate any html links found in the article and in the byline. Please send a courtesy link or email where you publish to: support@multiplestreammktg.com

Abe Cherian is the founder of Multiple Stream Media, a company that helps online businesses find new prospects and clients, who are anxious to grow their business fast, and without spending a fortune in marketing and automation. http://www.freehomebusinesstips.com

Public Relations Is More Than Just Publicity

Writen by Sue Currie

So you've hung up your shingle and customers aren't exactly beating a path to your door. What can you do? Well you might think standing out on the street with a megaphone will do the trick. And it may be one way to gain attention for your business, but an overall public relations plan incorporating a number of promotional ideas could be just what your business needs.

Public relations is communicating who you are, what you do and how you make a difference. It's about having successful "relationships" with your "public". They could be friends, clients, potential customers, competitors or the media who can all help spread the word about your business.

One way of communicating your message is through publicity or media relations. Sending out media releases to create awareness of your product or service is great publicity but is just one tactic of an overall PR plan that you could incorporate in to your business.

Lets look at a few other ideas:

1. Special events such as an open day, a fund raising event, trade show or award night

2. Product launches and product giveaways to the media

3. Newsletters email or hard copy – direct communication with your public, clients and customers

4. Write articles about your area of expertise and submit them to business or consumer publications

5. Fact sheets or tip sheets– written information about your product or service that you can include with any mail outs or have in your reception area

6. Create a website. This is your online PR brochure but you need to keep telling people about it

7. Public speaking – free speeches to Rotary clubs or other organisations is a good way of letting people know about your business and area of expertise

8. Networking – join organisations of like minded people such as Business Women's Networks, the National Speakers Association or your local Chamber of Commerce

9. Sponsorships – if you don't want to organise an event sponsor one that somebody else is doing. Make sure your sponsorship is acknowledged on any advertising and other communication collateral

10. Something as simple as sending thank you notes and letters is good personal PR

Sue Currie is a professional speaker and the director of Shine Communications Consultancy an executive development company. Sue's strategies help boost your public profile and increase profits by enhancing your professional image and building brand visibility.

Through her training and speaking programs on image and media, she helps you to grow your company's major asset – You! Sue enjoys helping others to bring out their personal best and Shine. To find out more or subscribe to Sue's ezine visit http://www.shinecomms.com.au

Public Relations For Space Flight Ops

Writen by Lance Winslow

Public relations for space flight operations at NASA are extremely important and perhaps you have noticed during the hurricane season how careful NASA is before they launch the space shuttles. NASA knows that they cannot have another disaster or lose another crew of the space shuttle and so they are very careful. They would rather be careful than half a public relations disaster and the loss of billions of dollars of equipment and the loss of life, which can never be replaced.

Most of the astronauts who are picked to fly on the space shuttle are what you might call human plus. In other words they are perfect in nearly every way. They are smart and intelligent, articulate and athletic and our civilization and society stand a lot to gain from them, therefore they are humans that we simply cannot lose or afford to take unnecessary risks with.

Public relations for space flight operations at NASA are therefore handled very carefully and they talk a lot about safety on the television whenever a mission is scrubbed or delayed. This is wise because people want to make sure that our tax dollars are being used wisely and that NASA will not do any thing stupid to kill any astronauts.

The space program is vitally important to the forward progression of the species and as a measuring stick of where our civilization is on its way to the future. Open communication lines with all major media outlets and a very well thought out strategic public relations program is paramount to NASA. 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/

Being Your Own Publicist

Writen by Bryan Thompson

If you have a small business or non-profit group, you may not want to hire your own publicist or public relations firm. However, if you are thinking about being your own publicist, there are a few rules that you should follow so you can help ensure success.

First, learn how to think objectively. Being objective is something that many entrepreneurs and small business owners find hard to do, but it is necessary if you want to be successful. While you may never be totally objective, and you certainly don't want to be, you should still be able to think objectively so that you can effectively pitch news stories to journalists. You should be passionate about your business while being able to look at it from other perspectives.

Secondly, you will want to read the news constantly and stay very up to date with current events. While every major event in the world will not necessarily affect your business, some will in ways that are hard to see and understand. If you are able to see these before other people or able to capitalize on them soon after they happen, you will help ensure success in your campaign. When you are able to show the journalist how a certain event affects your business, you can give them a good story and get exposure for your business.

Finally, you should attempt to constantly network with journalists, publicists and other businesspeople. When you are able to network and make contacts, you will be able to know who might be interested in your next story. By knowing the journalists that cover your industry, you can dramatically increase the chances that your story will be covered.

There are some people that could benefit from being their own publicist. Many others, however, would be best to hire a freelance publicist or small PR firm that specializes in helping promote small businesses. By getting a publicist who is professional and already has the right contacts, you will be on the right path to getting your business the positive exposure it needs to succeed.

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. You may contact him at http://www.prwriting.net

Public Relations For Consumer Protection

Writen by Lance Winslow

Public relation for consumer protection agencies is very important, however it is often abused by various government agencies as they try to promote themselves and their worth to the community and consumer without regard for actual truth. For instance let's take a case study.

The Federal Trade Commission went after Hooked on Phonics and nearly shut the business down. Later we found out that the teachers unions were behind this and a senator requested an investigation. That is not very fair and if the consumer protection agency like the Federal Trade Commission promotes this as something they have done to help the consumer then they are breaking their own laws in misrepresentation in advertising.

Another case study might be when the Federal Trade Commission goes after dietary supplements or over-the-counter vitamins because the drug companies do not want the competition. The drug companies obviously have lobbyists and can easily get a small company investigated who is out selling a product.

If the Federal Trade Commission is involved in stuff like this then they too are called into question and they will need a crisis management team to come in and help with their public relations.

If agencies like the Federal Trade Commission are truly going to do their job then they need to do it with integrity otherwise no one will listen to their public relations anymore and that is a very serious issue that needs to be addressed in our civilization. Please 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/

Yes There Is A Pr Sweet Spot

Writen by Robert A. Kelly

And here it is: public relations alters individual perception leading to changed behaviors among the key outside audiences of a business, non-profit or association manager. It happens when the manager applies positive actions affecting the behaviors of those important external audiences that most affect his or her operation.

That's the sweet ice cream. The whipped cream comes as that manager persuades those key outside folks to his or her way of thinking. The cherry-on-top arrives when s/he moves those people to take actions that let his/her department, group, division or subsidiary succeed.

A darn nice sweet spot, in this case described as an ice cream sundae. But one that has a real basis for such action: 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.

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

Getting your public relations people on board this particular approach to PR will be your first concern. Are they on board when it comes to knowing why it's so important to be certain how your outside audiences perceive your operations, products or services? And be sure they accept the reality that negative perceptions almost always lead to behaviors that can damage your organization.

Tell them how you plan to monitor and gather 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 interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?

Managers usually perk up when they realize that their PR people are already in the perception and behavior business and can be of real use for the initial opinion monitoring project. Professional survey firms are always available, of course, but that can cost many dollars. But, whether it's your people or a survey firm who handles the questioning, the objective remains the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions or any other troublemaker perceptions.

Now, you identify which of the problems outlined above will become your corrective public relations goal. In other words, clarify the misconception, spike that rumor, correct the false assumption or fix a variety of other possible inaccuracies.

Now, you can meet that goal only when you establish the right strategy from the three choices available to you. Change existing perception, create perception where there may be none, or reinforce it. Picking the wrong strategy will taste like peanut butter in your cucumber salad. So please be certain the new strategy fits comfortably with your new public relations goal. You wouldn't want to select "change" when the facts dictate a "reinforce" strategy.

Tough job ahead! Put together a persuasive message aimed at members of your target audience. Yes, it's always a challenge to put together action-forcing language that will help persuade any audience to your way of thinking.

You had best have your best writer on the assignment as s/he must produce that very special, corrective language. And s/he will need words that are not only compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to the behaviors you desire.

The next chore could even be fun. For example, identify the communications tactics you need to carry your message to the attention of your target audience. As long as you are certain the tactics you select have a record of reaching folks like your audience members, you can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others.

Often overlooked is the fact that the credibility of the message can be dependent on the credibility of its delivery method. Which means you may wish to deliver it in small getogether-like meetings and presentations rather than through a higher-profile media announcement.

An off-handed request for a progress report should be viewed as an alert that you and your PR team need to think about a second perception monitoring session with members of your external audience. You'll want to use many of the same questions used in the first benchmark session. But now, you will be watching very carefully for signs that the bad news perception is being altered in your direction.

Should program momentum slow, think of it as a blessing because you now have the opportunity to add more communications tactics as well as increasing their frequencies.

Please remember that PR's sweet spot appears when the manager applies positive actions affecting the behaviors of those important external audiences that most affect his or her operation.

Now, stop doing public relations the hard way and embrace that sweet spot today!

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 Productivity

Writen by Robert A. Kelly

Should it be measured in "publicity by the pound," or by how well external audience behaviors help achieve the organization's key objectives?

I opt for holding public relations responsible, first, for recognizing that people act on their perception of the facts leading to behaviors about which something can be done. And second, for how well its practitioners create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization.

Only then would I agree that a strategic public relations mission has been accomplished, not simply completion of a tactical assignment.

Now this presumes that our practitioner knows the next step, and the one after that, as s/he pursues increased productivity.

But initially, such gains in public relations must begin by efficiently prioritizing the organization's most important outside audiences. Those whose behaviors have the greatest impact on the enterprise.

With that chore completed, you now want to learn what members of your #1external audience think and feel about you and your organization. Important because we know that what people perceive usually leads to a predictable behavior about which, usually, something can be done.

So, discovering that valuable information demands that you find out precisely how those target audience members perceive your operation. Which means you must now interact with those people, and ask a lot of questions such as "do you have an opinion about our organization?" Or, "what do you think of our products or services?"

Listen carefully for signs of negative attitudes, false assumptions, misconceptions, inaccuracies and, especially, dangerous rumors.

The responses to your questions, and the explanations people give for why they feel or believe as they do, will lead you directly to your public relations goal. For example, straighten out that misconception, correct that inaccuracy, or spike that rumor, fast.

By the way, as you efficiently move through the public relations problem solving sequence, you accumulate the productivity gains promised by the fundamental premise of public relations outlined in the opening paragraphs.

Now, you set your public relations goal, one that aims squarely at correcting the problem you identified during your perception monitoring activity.

And that might well include clarifying a misconception, correcting an inaccuracy, informing a misunderstanding or stopping a rumor dead in its tracks. What you've just done, is set a public relations goal towards which you will strive by altering specific perceptions held by that target audience, usually leading to the desired behavior.

But hold on. What strategy will you employ in your pursuit of that altered perception and changed behavior? Your choice of strategies is limited, but powerful. You can shoot for creating opinion (perception) where there really isn't any. You can focus your efforts on changing existing opinion, or you may be quite happy to simply reinforce those existing perceptions.

This is a key decision because your strategy will influence the selection, direction, content and tone of all of your subsequent communications.

Which brings us to the question of just how you are going to structure the message to be sent to your target audience. Above all, your message must state clearly what the perception problem is, AND what it should be, based on the actual facts of the matter. At the same time, your message must be written persuasively and believably, thus imparting credibility to the message. No small challenge!

Now, with the message in hand, it's time to select the communications tactics you will use to effectively carry your message to members of your target audience.

And there is no shortage of communications tactics. You can choose from among brochures, press releases, community briefings and one-on-one meetings with thoughtleaders. Or, letters-to-the-editor, radio interviews, speeches and emails. And dozens more, although your choices here will be influenced by budgetary reality.

Inevitably, you will want to know if your public relations program is making any progress. Other than spending big bucks with a professional public opinion sampling firm, there's really only one way to do that quickly and accurately. And that is to get out there among members of your target audience, interact with a number of them and ask the same questions you did during your first perception monitoring session.

The difference now is that you are looking for movement in perceptions towards the views expressed in your message. In other words, you want to see some perceptions altered in your direction because that gives you a better chance to achieve your real objective, modified target audience behaviors.

Your first go at this may indicate that more work is needed to effectively influence opinion among your key target audience. If this is the case, you will need to reevaluate the mix of communications tactics you originally selected, as well as the frequency with which you aimed them at your target audience. Also advisable, would be another accuracy check of the facts and figures you used in your message.

As your public relations program takes hold, you will notice that key points in your message have been internalized, and are now being played back to you by members of your target audience. This will result in a general increase in target audience awareness of your organization and its role in the communities, industry sectors and geographies where it operates.

Another way of putting it is, when enough members of your key target audience are persuaded to your way of thinking, and their behaviors begin to reflect that change, your public relations effort is showing unmistakable signs of success.

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

Got Publicity How To Become A Household Name

Writen by Dale Klein

Are you working as hard as you can in your area of expertise? Are you implementing creative ideas? Are you valuable to your clients? And now the tough question: Does the public know about you? If you're like most business people, you answered "Yes" to the first three questions, and then perhaps hesitated on the last question and may have ultimately answered "No," or sheepishly said "Well, not as much as I'd hoped."

Getting your name "out there" requires getting yourself "out there." This means a very steady diet of first and foremost being visible in the business community, as well as actively "tooting your own horn." Being humble is not a virtue when one is striving to become a household name. So does this happen overnight? Of course not, but that's where repetition comes into play. If your name and your accomplishments are repeatedly positioned in different ways, you become familiar to others and that's when you know you're making inroads.

This begs the question of what's an accomplishment. Again, if you're in the humble category, you may minimize or downplay a project or new development. Rule #1 is that all your endeavors should be viewed as accomplishments. Then it becomes a matter of spreading the news. Let's say for example that you are offering a workshop in your local community and though to you it may be "old hat," it marks an opportunity to let the public know about it. This can range from telling family and friends, posting it on your website, sending postcard announcements to former clients, submitting it to newspapers and trade publications as well as local Chambers of Commerce; in fact, the more the merrier. While we're on the subject of print media, why not take this idea to the next level? You can email or telephone feature reporters in your local newspaper to let them know when and where your class will be conducted and use your skills to entice them as to why this would be a great story, photos and all. It may not be the right time the first time, but if you stay the course and remember your goal (to get your name out there), eventually it will happen.

While print media is phenomenal exposure, you don't want to overlook radio and television. In this instance the approach is to offer to be a guest to either take questions from viewers or to do an interview. The key here is to be prepared with "your hook." In other words, think through why your subject is of interest to the audience, how you can be a resource, the timeliness of your call (e.g. offering your professional opinion about the effectiveness of a politician who's running for office). You may want to approach it like a puzzle and determine where you best fit.

You may be wondering what the payoff is for all your perseverance. Once you do break through and get that well-earned publicity, it catches on like wildfire. Suddenly, you're "out there" like a household word, the world is your oyster…and the phone is ringing off the wall. That means only one thing which is you've got publicity. Now keep going!

Dale Klein, owner of SPEECH MATTERS, is a Corporate Communication & Speech Specialist. Having owned her own practice since 1994, Dale has the expertise you want when it comes to presenting yourself with professionalism. Learn more at http://www.speech-matters.com or call 518-664-6004.

The Story The Media Really Wants

Writen by Margie Fisher

If you're like most of my clients, you're probably interested in getting the media to cover the success of your business. These "business success stories" can be used for future marketing efforts -- including reprints of the story in your marketing materials or on your Web site, or framing the article and hanging it in your office.

Well, I'm all for that, of course.

But ... did you know that the media is often more interested in the story behind the story -- not necessarily a standard business profile?

What do I mean by the "story behind the story?"

Sometimes it means the reason why you started the business in the first place. Often, this is more interesting to the media's audience than the business itself. For example, my client, Christine King of Get Fit! Functional Fitness Studios, was the subject of a Fort Lauderdale Sun-Sentinel Sunday Fitness Profile, not so much because she was the owner of a fitness studio, but because she was in an accident years ago that left her temporarily paralyzed, and she used functional fitness moves to rehabilitate herself. This led her to leave her corporate job and start a functional fitness studio.

Another "story behind the story" might be a major event that catapulted your business to incredible success. Some magazines, such as Fortune Small Business, have a regular feature on that subject. Local newspapers also often run these types of articles. For instance, client Lori Karmel of We Take the Cake was featured in a recent Monday South Florida Sun-Sentinel Small Business Profile in the Business Section. The main theme of the story was how her appearance on last November's Oprah Winfrey Show, in which she was featured offering one of Oprah's Favorite Things (the company's Key Lime Bundt Cake), helped We Take the Cake's sales skyrocket.

Another type of "story behind the story" is how you or your company helped another company become successful. This was the subject of a recent "Case Study" feature for client Bob Garner in the Wall Street Journal. A client of Bob's told how Bob's trade show presentation had increased the client's trade show ROI significantly.

If you're wondering if these types of stories are as effective as pure business profiles, the answer is a resounding YES! Here's why:

1. These stories are often more interesting to readers and viewers, so the audience understands more of the story about you, which leads to better retention of your company's products and/or services.

2. These stories often incorporate a great deal of your company information, often in a very flattering way.

3. These stories show a different side of you and your business that is often hard to describe to others.

So if the media is interested in the "story behind the story", eagerly embrace the idea. It may very well lead to your best, and most effective, publicity coverage ever!

Copyright 2006 Margie Fisher All Rights Reserved

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

Public Relations For Home Schooling Groups

Writen by Lance Winslow

Home schooling is not easy and most parents that do home schooling will admit to you that it is a lot tougher than I thought. It is for this reason that many parents who do home schooling get together with home schooling groups, which does make it easier.

When home schooling groups get together they help all the parents do better with the home schooling. However, it is not easy to get together with all the parents and therefore the home schooling groups must do public relations and develop community goodwill.

More and more people are upset at the public schools and choose to do home schooling, by getting the school system to refer parents to home schooling groups is not easy because the school district does not want people to do home schooling, as they want those kids to come to the public school. Perhaps they see it as competition and are worried about their jobs, as well they should.

Public relations for home schooling could include having a web site with preplanned courses available for parents to download and use to teach their kids. Another thing home schooling groups can do is get together with all the parents and their children and set up soccer teams so the kids will also get some socialization. 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/

Make Front Page News By Not Inviting The Media

Writen by David Leonhardt

Not a single reporter showed up at our news event. And we were THRILLED!

Not a single photographer showed up to capture the moment. And we were pleased as punch!

Not a single newspaper knew about the event. And we received front page coverage in every one!

You can make front page news by keeping the media away. But how did we do it? Here is the media relations plan we used:

BACKGROUND: A few years ago, I was working for a politician. In fact, he was a Canadian Member of Parliament (MP). That was about the time that Canada Post decided not to deliver mail to homes in new developments. Instead, new homeowners had to pick up their mail at community "superboxes" near the end of their streets. After laying down big bucks for fancy new homes, people expected the same door-to-door service they were used to, and my MP took the heat . . . even though Canada Post was an arms-length organization of the government.

GOAL: Our goal was to demonstrate that my MP cared, that he was on their side, that he was doing everything he could to help them.

IDEA: One of the complaints the new residents had was that they were not receiving their junk mail (Go figure!), including weekly grocery specials and, by coincidence, my MP's mailing to constituents. This gave me an idea. Why not send my MP door to door to deliver his bulletin, explaining how he, too, was frustrated that Canada Post would not deliver his bulletin to them.

CHALLENGE NUMBER ONE: But what about the majority of people who would not be home to see how my MP shared their gripes? We needed media coverage, so that everyone would read about it in their local newspaper.

CHALLENGE NUMBER TWO: This is a juicy story for reporters. Imagine the headlines: "Resident sock it to MP". Imagine the photos of angry residents waving their fists in rage against Canada Post. My MP would not look good one bit. The media had to stay away. But how would we get media coverage?

METHOD: We would have to report to the media "after the fact" that my MP had just gone door-to-door. We would have to supply everything the newspapers would need so that they have no need to recreate the event, search for angry residents to interview or ignore the story altogether.

First I wrote a news release. OK, so it did not read quite like a typical news release. It read like a newspaper article. Actually, it read like five different newspaper articles, because I wrote a completely different story for each of the five newspapers in the area. To some degree, I was able to emulate each one's style.

Next, we decided to provide photographs. We dressed my MP in a postal cap and had him carrying a postal bag. I snapped shots of him at doorways chatting with residents. This was just too "human interest" for any newspaper to ignore. Off to the one-hour photo developer, then we chose the five best shots and attached one to each of the news releases.

Zoom, zoom. We hand delivered an envelope to each newspaper. The entire process took us just five hours from knocking on the first door.

RESULT: Each newspaper had its own, unique, original story with its own, unique, original photo. This made the journalists happy. Four out of the five editors even used the headlines I provided! It also made readers, many of who received two or three of the newspapers, believe the media had been there in person . . . making the story all the more credible.

Can you repeat this success? Yes. If you want to get great media coverage, but you are afraid the media will pick up a negative angle, this is the recipe to use:

1. Position your business as you would like to be seen.

2. Find a way to demonstrate your position or characteristic.

3. Write the story for each newspaper as the newspaper would write it, but place it in the format of a news release.

4. Get some great visuals, going for action or something with a twist, and ensure each newspaper has a unique photo.

5. Let the newspapers know that no other media outlet has the same photograph.

Of course, it is always best to invite the media to your event and serve donuts, but sometimes NOT inviting them is a better way to get not just "a" story, but the "right" story.

About The Author

David Leonhardt offers dozens more creative ways to make your business front page news in the media relations "how-to" guide Get In The News! at http://TheHappyGuy.com/publicity-self-promotion-report.html . For basic media interview training, visit http://TheHappyGuy.com/media-relations-video.html, or find out more about David Leonhardt at http://thehappyguy.com.

info@thehappyguy.com

The Legendary Press Release Is Not Always Your Key To Publicity

Writen by Mary Ann Carolyn Dalangin-Tordecilla

I have been thinking why when you speak about Public Relations, in one way or the other, you will start to speak of press releases too. I know it is not very amusing because it is expected that press releases always go with Public Relations. But then, many people always thought that there is one way to hit a good or say, better publicity, and that is to tandem your Public Relations with a knock out press release. (Buzz) Wrong. It does not always work that way.

I guess part of this belief has to do with PR professionals themselves. We could not blame that PR always has a way to make things be like a Hollywood show. Everything in glitter, all things glamorous, and problems (that seem bigger than life) is one heck of a piece of cake!

Just like the thing in press releases, it has become "the answer" to all problems concerning a company's publicity. A lot of PR professionals offer the latest ways in doing a press release in order to improve branding and promotions to the target audience. However, it should not work out that way. Press releases are just one of the many tools you could use to improve your PR. In fact, you could get with a good press release of your own without asking for any professional help.

Press release, in addition, has some disadvantages too. For one, no matter how good your press release is, you could not assure that writers and editors will accept your press release. Sometimes, it is a matter of interest and not of quality. Speaking from experience, my editor seldom gets to like my works no matter how good my stories are. It had got me thinking that he hates me. But then again, as I came to read topics from his column, I realized that he has a particular interest, which is in reverse to the topics I like to write. And so, I managed to write for the interest of my editor. And to tell you frankly, it is not much of a satisfaction at my side. But it is necessary. The same goes in doing press releases. You still have to know the interests of every writer and editor you want to send your press release to. And in fact, you could only come up with selected writers and editors for your press release. And this does not resolve your problems in getting more publicity.

Another thing in press releases is that it is not true that a well-written press release will solve your PR problems in an instant. In business, results are not done instantly. And when it comes to press releases, it will take you even for a month to get the amount of publicity you wanted. And take note, this is not done with a single shot of press release. And it is not an assurance too that once you send out a good press release, you could convince writers and editors to write a story for you.

In the Internet environment, there are many growing trends lately and these trends have already become popular, in fact, they have become a culture. Like for example, blogging. It has become one of the fastest growing cultures online. What I am suggesting here is that become a part of whatever trend there is online. This is the point I am trying to raise with regards to the use of press releases. Do not limit yourself with press releases alone. Explore every possibility there is. Below are suggestions you could try in increasing your publicity:

·Learn to become a writer of your own. You could use your experiences in the industry you are in to gain popularity. People always trust writers who speak based from their experience.

·Advertise your site by submitting your url to all search engines and directories.

·Exchange links to other sites to have a broader coverage and doubles the amount of effort you exert in promoting your site.

·Search by all means all the growing trends on the web and think of ways on how you could use them for your advantage.

I am always saying that online, all possibilities are available. And it's true. You just have to be open-minded and observant to all these things. Be creative. Be witty. Explore.

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.

How To Make A Great Press Kit A Musicians Guide

Writen by Scott Richards

As an owner of an independent record label, I often get asked how to put together a great press kit. I have found that young musicians understand their music, but are often intimidated by the marketing end of the business. In this article I will help you figure out how to position yourself, whether you are a Latin female vocalist building her base, or an upstart garage band just looking for a break.

What is a Press Kit:

First of all, there is nothing magical about the term "press kit". All we are talking about is a little background on you/your band, some basic facts, good quotes about your music, a couple of good pictures, and a sample of your music. You will use this to send to newspapers, lawyers, radio stations, A&R reps, promoters, and anyone else who is willing to spend five minutes reviewing your material. Additionally, on the internet you will hear about an electronic press kit, or EPS. An EPS is the exact same thing as a conventional press kit, except it is downloadable as an electronic file instead of a hardcopy form which must be mailed.

The main purpose of the press kit is to generate interest in the artist and their music.

What to include:

Include a limited amount of background information on yourself. It is fine to say where you are from, but no one really wants to hear about every singing performance you did during elementary school. Sometimes less is more.

Talk about your music. Who do you sound like, and who does your music remind people of. The reader needs to be able to have a good idea of what your music sounds like just from your description. Be thoughtful and feel free to be a little funny here (but stay professional). Saying something like your band sounds like a cross between "Maroon 5 and Green Day after 20 cups of coffee" helps the reader understand. Remember, if you don't generate enough interest in the first minute, they will never listen to your demo.

Talk about what you are good at. What makes your band special and different from others? What skills and experiences do you bring to the table? Remember if you are looking for a record deal, you need to prove to your reader that you have all the right ingredients for them to spend hundreds of thousands of dollars marketing you. Launching a new artist is risky, so you need to help the record exec understand why you are a solid investment.

Include quotes and/or press clippings as you generate them. A good quote from a reputable source (not your brother-in-law) can add a lot of credibility to your press kit. It lets the reader know that you have already been reviewed and your material is worth listening to. Ninety percent of press kits unfortunately end up in the trash, some good quotes and positive reviews can create the momentum necessary to get heard, and who knows – maybe even become famous.

You can go with one page dedicated to a bio (biography), and a separate page focused on quotes about your music, or you can combine the two into what some people call a "one pager". My personal preference is to boil everything down to a tight one pager. My desk gets cluttered and papers get separated. If you have you quotes separate from your bio, there is a possibility that I could misplace one or the other. With the advent of digital photography and high quality color printers, it is even possible to include a small picture on your one pager to make it even more complete.

Make sure the overall language and tone of the press kit is consistent with your image. If you have someone help you write your bio, make sure they have heard you music and know what you are all about before they hand you something that might sound great, but isn't about the real you.

Include a couple of different 8x10 pictures that show off different features about you and your band. Include shots that would be appropriate in a news article, but also highlight your key assets from a visual perspective. Your press kit should look professional, but your pictures should reflect your style and music, so you pictures can be much more crazy and creative. Make sure you clearly label the picture with you name and contact information.

If you don't have good pictures of your band, one of the best ways to get some is to go to a modeling agency and ask for a referral to a good local photographer. These photographers are often willing to do some great work for around $300 for the whole package. Make sure you get an agreement upfront that you own the copyrights after the shot and get the high resolution digital images on CD (with a copyright release you can print these photos at any major retailer). A photographer who does work with models is very different from a photographer who takes family pictures. They have a much better idea of what you want, they will encourage your creativity, and they are much more willing to give you the copyrights.

A current gig sheet can also be useful showing where you have recently played and where you are playing in the near future. This can demonstrate that the music is current and has a following in the community.

And of course, your music. Send a high quality CD demo, preferably mastered if you budget permits. Avoid burning your own CD on your home computer with a stick on label – it looks cheap. There are many new CD duplication services on the internet that will manufacture you CD with a printed color insert, and on disc printing even if you only want a few copies (CD replication is for batches over 1,000 but CD duplication is for batch sizes as small as 1). Expect to pay around $5 a retail ready disc for 1-5 CDs, with prices dropping off for larger batches. Make sure you clearly label the CD and the case with you name and contact information. The worst thing in the world that could happen is that they love your music, but they have already lost the rest of the press kit and don't remember the name of the band.

What Not to Include:

Don't oversell yourself. Saying that you are the greatest band that ever lived, might be true, but it probably isn't. Be positive and promote yourself, but focus on statements that are credible. People in the music business hear hype all of the time, and for the most part are numb to it. Hype is good to use with the general public on things like posters (they often believe it), but your press kit reader is more sophisticated and will see it as cheap theatrics.

Including too much of your personal history can make you seem like an amateur with nothing meatier to talk about. Your reader wants to understand your music today, only your psychologist needs to know about every little detail of your childhood.

Don't include anything that makes you look too desperate. You want to come across as a quality professional artist. Remember, you make great music. If your band is called the Chicken Heads, then it might be cute to include a rubber chicken in the box, but otherwise I would stick to the basics – bio, quotes, gig sheet, pictures, and music.

How to Package It:

Include a professional looking, personalized cover letter targeted at the person you are sending the press kit to. Your message needs to be different if you are sending it to an A&R rep at a label seeking a record deal, versus sending it to your local newspaper for a review in their music section. Be brief and to the point. Also, be clear and state exactly what you would like from them.

Put it all together in an organized package. Since you are most likely mailing your press kits, make sure that the CD does not bend the photos, and that your kit will arrive looking the way you intend. You may even want to test a press kit (send it across the country to a wrong address, and then it will come back to your return address) to evaluate your packaging.

Your Music Is Art, But Your Press Kit Is Business:

Remember, be professional. The person you are sending this press kit to probably gets hundreds of them, most of them are garbage (and that's where they end up too). Your music can be crazy and wild, but your press kit needs to be more business like. You are asking someone to spend their valuable time reviewing your material. You may also be asking them to enter into a high risk expensive financial relationship with you. The person you are dealing with is in the music business, they need to make a living. The only way they can do that is to deal with real talent. By presenting a professional package you give them confidence that you are dedicated to making great music, and not just messing around.

A Word About Unsolicited Press Kits:

Avoid wasting your time and money sending a press kit to someone you have not talked with already. Always call and make contact first, ask who you should send it to and what their process is. If possible, have someone who knows the person act as an intermediate and make the initial introduction (this can work wonders). The music business is all about contacts, create and leverage your network. After sending your press kit, call in a couple of weeks and follow up to make sure they received it and got a chance to review it.

Example:

To see a good example of a press kit, go to Legend Vega's website at http://www.legendvega.com.

Scott Richards is the president of an independent record label, 3JVL Productions, Inc.

Want to hear great music?
Visit Legend Vega's Official Website
http://www.legendvega.com

Like to download great tunes?
Download Free MP3s

Interested in pictures of beautiful models?
View sexy hot pics

A Pr Question For Chinese Managers

Writen by Robert A. Kelly

As the practice of public relations in China continues to mature, it seems appropriate to ask whether Chinese business managers – tutored as they have been by European, North American and other PR specialists – continue to apply major public relations emphasis to print and broadcast communications tactics. In other words, do they still see PR through the lens of simple publicity, as many in the West still do?

Or, do the best among Chinese managers -- as is also true for many businesses in Western economies -- realize they need true behavior change among their most important outside audiences leading directly to achieving their managerial objectives?

And, do they then take steps to persuade those key external stakeholders, who have the greatest impacts on their organizations, to their way of thinking, then move them to take actions that help their departments, divisions or subsidiaries succeed?

Let us presume that you are that business manager in China, and that you are well aware of the high-impact fundamental premise of public relations. Namely, "People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When that opinion is created, changed or reinforced by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished."

Managers who employ such a PR blueprint often see results such as prospects for their services or products starting to do business with them, fresh proposals for strategic alliances and joint ventures arriving on a regular basis, specifying sources starting to look their way, increases in visits to show rooms, and existing customers beginning to make repeat purchases.

If this approach to public relations appeals to you, before that PR blueprint is first employed, you need every member of the PR team assigned to your unit to agree that it's crucially important to know how your outside audiences perceive your operations, products or services. Dig deep to ensure they REALLY accept the reality that perceptions almost always lead to behaviors that can damage your operation.

With that understanding achieved, It's time to activate the PR blueprint and begin monitoring and gathering perceptions of those key external stakeholders by questioning members of that very important outside audience. Ask questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?

Fortunately, the PR people assigned to you are, by definition, already in the perception and behavior business, so they can be of real use for this opinion monitoring project. While professional survey firms can be brought in to handle the opinion monitoring, that can be expensive. But whether it's your people or a survey consultant asking the questions, your objective is to identify untruths, false assumptions, unfounded rumors, inaccuracies, and misconceptions.

But which of the above "negativities" is serious enough that it obviously must become your corrective public relations goal because, unattended, it will lead to seriously hurtful behaviors? For example, clarify the misconception? Spike that rumor? Correct the false assumption? Fix those inaccuracies? Or yet another offensive perception that could lead to negative results?

With your public relations goal thus established, you can assure you'll achieve it by picking the right communications strategy from the three choices available to you to show you HOW to reach your goal. Change existing perception, create perception where there may be none, or reinforce it. But be sure your new strategy naturally compliments your new public relations goal.

So what will your message emphasize when you address your key stakeholder audience to help persuade them to your way of thinking?

Select your best writer to prepare the message because s/he must put together some very special, corrective language. Words that are not only compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to the behaviors you have in mind.

Happily, the next step is easy. You select communications tactics to carry your message to the attention of your target audience. Making certain that the tactics you select have a record of reaching folks like your audience members, you can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others.

Keep in mind that HOW one communicates often affects the credibility of the message, so you may wish to deliver it in smaller meetings and presentations rather than through a higher-profile media announcement.

You'll soon feel pressure for signs of progress. And that will lead to a second perception monitoring session with members of your external audience. Employing many of the same questions used in the first benchmark session, you will now be watching carefully for signs that the communications tactics have succeeded in altering the offending perception in your direction. Remember that you can always accelerate the program by adding more communications tactics as well as increasing their frequencies.

This bears repeating – successful managers everywhere generally use every public relations weapon they can lay their hands on, and that includes strategic, rapid-fire print and broadcast tactics.

But those same competitive managers also know that above all, they need an aggressive blueprint such as this one that will deliver planned behavior change among their most important outside audiences leading directly to achieving their managerial objectives.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at mailto:bobkelly@TNI.net. Word count is 1045 including guidelines and resource box.

Robert A. Kelly © 2004.

About The Author

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