PR and Marketing

The Art Of Corporate Gift Giving Ideas

2009-03-04T02:00:00.001-08:00

Writen by Stephen N

Corporate gift giving ideas are best discussed within the company level. Gift giving can be a touchy issue and it will be great to have another colleague(s) to brain storm it. The benefits of corporate gift giving can never be underestimated and its time to put on your thinking cap. Very often that customer is also shared by another colleague in the company. Your colleague might have sent the customer a gift before and by now have some knowledge about the customer personal tastes or interests.

Once your colleague has agreed to your suggestion to send the customer a gift, with the combined budget, the choice of gift is probably limited by ones' imagination. Isn't a better choice to present a uniquely memorable gift than to present 2 ordinary gifts from the same company?

Corporate gift giving ideas should adhere the following concerns:

1) Timing of gift
That well sought customer of yours is probably an Anchor customer to another rival company. Everybody budget for gift can never be the same and it is best not to send your gift within that same working week. Worst, if your gift is heaven and earth apart in comparison! Although this is a very difficult question to answer but with some efforts through getting to know your customer better daily, subtle hints can generate a wealth of knowledge about your customer for your benefits.

2) Gift policy
It is better to be safe than sorry in checking out the gift policy of your own company and the customer. You might be new in this company and what is being practiced in your previous company might not be applicable to the present company. Incurring personal expense and yet against your company policy can be detrimental for career advancement.

Most companies have some sort of gift policy for the recipient. It is probably set on the number or the value of the gift. Others can be vague and define it as a "token" gift. In some extreme, no gift is allowed !

3) Desired gift
The effort of getting a desired gift out-weights a less desirable gift for the relationship building. Since the intention is clear, might as well make it a superb corporate gift giving idea to the delight of the customer! How, you will wonder? Well, can you still remember that perfect timing of the gift for the customer birthday through constant conversations and subtle information gathering questions? Am glad this suggestion brings a smile to your face!

Basically the above are just some of the corporate gift giving ideas which you knew but just didn't find time to polish it to perfection to bring your relationship with your customers to the highest degree.

Webmaster of:
Corporate Gift Idea - Easy, Unique & Memorable Corporate Gift Idea for all occasions! Let us share with you our thoughts on corporate gift giving benefits and ideas.
Submit Marketing Article - Article Directory for free article submission and building effective web traffic !

The Wrong Time To Write A Press Release

2009-03-03T02:00:00.001-08:00

Writen by Angie Dixon

Is there ever a wrong time to try to get free publicity for your company, product, or service?

Oh, yeah.

The "wrong" time isn't just about bad days of the week, like Monday morning, or bad times of the year, like Christmas Eve.

The wrong time I'm referring to is more internal.

Let's say you're almost finished with your web site. It will be up next week, and you're almost ready to start taking orders. Is that the time to send out a press release? After all, everything will be ready by the time the press release hits. And you do want to get your press release out as early as possible so you can capitalize on the free traffic.

Don't do it. Do not, under any circumstances, send out a press release before you have everything in place and have tested it at least three times.

Just recently I was going to send out a release about one of my sites, but decided to wait until I'd made a minor change to the report signup form.

That "minor" change threw my entire web site into disarray and it took over five hours to get it back up. This was a live web site. I had to put up a "technical difficulties" note and work non-stop to fix the problem.

Fortunately, I had not sent out the press release, and it was a Sunday evening, New Year's Day in fact, so traffic was slow, and most people are understanding if you put up a note saying, "It's 6:31. I know about the problem and I'll have it fixed tonight. The site still works, it just looks funky."

That is, they're understanding IF you haven't just put out a press release stating that your cool new site is ready.

A couple of days is not going to matter in terms of long-term traffic. A big, visible mistake on your web site could matter a lot, if you're pushing traffic to it with a press release.

Just don't put out your press release until you're sure you're ready. That's the only right time to send a press release.

Angie Dixon is a professional press release writer. Get a copy of her free report, "Articles: A Dead Marketing Tool?" at http://www.xpressreleases.com.

Public Relations For Hydrogen Cell And Initiatives

2009-03-02T02:00:00.001-08:00

Writen by Lance Winslow

For the continued push for a Hydrogen Economy we must remember that a continual push for public relations will be needed to insure that the initiatives brought forth come to fruition you see? Currently there are many competing innovative technologies to help America breaker addiction to Middle Eastern foreign oil. Perhaps this is good in many ways and yet it favors those technologies, which are already in existence over such technologies as hydrogen cells, which may in the end be better.

There seems to be a good public relations campaign at the federal government level as well as presidential initiatives to promote hydrogen cell technologies in the United States of America and this is very good, but it may not be enough. There are many very great hydrogen cell companies and startups, which have made quite a bit of progress.

Unfortunately, many of them have lost the public relations edge and yet they need to stay in the minds of the venture capitalists and investor investing public. Public relations for hydrogen cell and hydrogen initiatives need to increase in order to reach the synergy with the American public that is needed to push hydrogen cell use as commonplace.

With proper public-relations hydrogen cell and hydrogen technologies may be able to overcome other technologies, which are being promoted to a higher degree. 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/

Pr Works 15 Ways To Make Your Press Release Stand Out From The Crowd

2009-03-01T02:00:00.001-08:00

Writen by Julia Hyde

Do editors of newspapers, magazines and online news sites really use press releases? Too right they do. In fact, the press release is one of the most effective forms of publicity. But many businesses, both online and off, underestimate the power the press has to promote their business and get their product or service noticed by potential customers.

There are no figures that show how many news stories are generated by press releases but my guess is that it runs into the hundreds and thousands, if not more. Many will be published word for word. Others will be paraphrased. But, either way the stories generate free, credible publicity for you, and your business.

So how do you convince reporters and editors to sit up and take notice of your company's news? Write a press release that's newsworthy, factual, topical, and then send it to the right people. It's not as simple as it sounds, though, because the press is bombarded with information everyday and their priorities are not necessarily yours.

Have no fear. Here are 15 tips to help you write a press release that will impress reporters, and increase your chances of publication.

1. Don't waste the reporters' time submitting something that isn't news. Find an interesting angle or a new twist and you're almost guaranteed success. If you make your story sound dull it will probably end up in the trash. The best source for ideas is the magazines and newspapers themselves. Not the front page headlines but the one or two paragraph items on page three or page 10. Play close attention to these because they often suggest something bigger is afoot. If that something can tie into your product or service you're on to a sure-fire winner.

2. Your headline should summarize your story in ten words or less. It tells the editor, at a glance, if your story is newsworthy or not. Avoid adjectives like "amazing" and "exciting'. It's a turn off for journalists. A simple title such as,"MarketingBiz.com Announces Launch of Newsletter Service" is better than, "MarketingBiz.com to Launch Exciting and Interesting New Service." Remember, this is news, not advertising.

3. Make sure your lead sentence contains all the main points of your story. It should tell the reader who has done what, where, why and when. Try not to let this sentence ramble on. Make sure it's straight to the point and contains only essential information.

4. Include all the benefits of your product or service. If your product is 20% cheaper, say so. If your service can help make your client, healthier or wealthier, say so. Concentrate on the advantages to the consumer because no one cares about the advantages the product has to you.

5. Add detail to your story. In the body of your release add extra information in order of importance. But beware, editors delete paragraphs from the end so make sure you include vital information early.

6. If possible include one or two quotes from reliable or expert sources. Quotes give a point of view, reflect the personality of the speaker and add a human element.

7. Keep the length to a single page if possible. Definitely no more than two. Anything over that becomes a chore for the editor. If you must go to two pages put "more" at the bottom of page one so the editor knows there is more to your story. At the end of your release put either the word "Ends" or ### or 30-. This let's the editor know your release is over.

8. If you're sending photos with your release, always include a caption listing the names of people in the photo. Include sources, contacts and the release date.

9. Avoid embargoes unless they are absolutely necessary. They are often used to make a story look more important than it actually is. Editors will rarely be fooled and you may find it's counter-productive.

10. Sending your release to the right people and to enough publications will increase your chances of getting your story printed. There are literally thousands of newspapers, magazines and online publications for trade and the consumer. Find the right ones by:

Checking listings in a media directory. You can find them at your local library.
Using an online service such as PR Web, that offers free distribution, or a paid service like PR Newswire.
Sending the release to trade publications related to your business
Contacting local and national TV and Radio

11. The more press releases you issue, the more will get printed. Ensure you issue at least one story a month. But don't send out a release for the sake of it.

12. If you're sending your release via email, avoid sending file attachments. Editors are wary of viruses and most will immediately delete your release.

13. Avoid fancy letterheads and gimmicks. What you say is more important.

14. Include contact name(s), telephone number(s) including cell phone numbers and an email address. This may sound obvious, but a surprising number of releases are submitted with this essential information missing.

15. Make your grammar and spelling perfect. A poorly written, grammatically incorrect press release tells the editor one thingthat your company does not have professional standards. Proofread your release several times before you submit it. Don't just rely on a spell-checker.

About The Author

Julia Hyde is an advertising copywriter specializing in search engine marketing and copywriting, public relations and other marketing materials businesses need to increase sales. To find out how Julia can help boost your company's profits visit www.juliahyde.com.

info@juliahyde.com

Prep For A Successful Trade Show

2009-02-28T02:00:00.001-08:00

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. Andhave 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

2009-02-27T02:00:00.001-08:00

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

2009-02-26T02:00:00.001-08:00

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.

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

2009-02-25T02:00:00.001-08:00

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.

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

2009-02-24T02:00:00.001-08:00

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

2009-02-23T02:00:00.001-08:00

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

2009-02-22T02:00:00.001-08:00

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

2009-02-21T02:00:00.001-08:00

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

2009-02-20T02:00:00.001-08:00

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.

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

2009-02-19T02:00:00.001-08:00

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

2009-02-18T02:00:00.001-08:00

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

2009-02-17T02:00:00.001-08:00

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

2009-02-16T02:00:00.001-08:00

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.

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

2009-02-15T02:00:00.001-08:00

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

2009-02-14T02:00:00.001-08:00

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

2009-02-13T02:00:00.001-08:00

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

2009-02-12T02:00:00.001-08:00

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

2009-02-11T02:00:00.001-08:00

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.

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

2009-02-10T02:00:00.001-08:00

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

2009-02-09T02:00:00.001-08:00

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 oysterand 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

2009-02-08T02:00:00.001-08:00

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!

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

2009-02-07T02:00:00.001-08:00

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

2009-02-06T02:00:00.001-08:00

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:

Position your business as you would like to be seen.
Find a way to demonstrate your position or characteristic.
Write the story for each newspaper as the newspaper would write it, but place it in the format of a news release.
Get some great visuals, going for action or something with a twist, and ensure each newspaper has a unique photo.
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

2009-02-05T02:00:00.001-08:00

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

2009-02-04T02:00:00.001-08:00

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

2009-02-03T02:00:00.001-08:00

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.

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

Public Relations Vs Honesty

2009-02-02T02:00:00.001-08:00

Writen by Nick Arrizza, M.D.

Those whose business it is to do PR have invested greatly in their craft. Those who buy PR services need them to convey to their audience what they want them to hear. The audiences who are subject to the PR strategies allow themselves to be sold or not based on the effectiveness of such campaigns.

In effect PR is part of the fabric of our lives.

My question is: whatever happened to simply being open and honest?

Well that would put the PR people out of job. It would make the consumers of PR feel exposed and uncomfortable. It would make the audience of PR dubious about the credibility of those they are listening to.

So it seems that everyone wants to live in the fantasy that PR can create rather than live in the truth of what is really going on.

What does that say for our tolerance for the pain that goes with the truth? Well clearly it says that it is extremely low.

Is this a good thing?

Well some will say that feeling no pain is definitely desirable.

If that's the case then suppose that you are in the middle of the street and a truck is heading right for you. Is it your preference to "pretend" that this is not happening to you?

You see that is essentially what it means to "quench" the sadness (i.e. the pain) that you would be feeling knowing that in the next moment you will get mangled badly.

So isn't it better to feel that pain? Doesn't it inform you of what actions are worth taking? Isn't that what is going to enhance the quality of your life?

I think you'll see that the answers to those questions are obvious.

Yet if you look around you you'll see individuals trying to "quench" all sorts of pain with drugs, alcohol, sex, over work, the internet, computer games, sports, food, etc...

Are we so afraid to know the truth about our situation?

Isn't that the place to start if we stand any chance of steering ourselves in a direction that will help restore humanity and the planet to its rightful state?

Out of fear the pain of the truth is made unconscious by many individuals daily. The consequences to them of doing this creates a tremendous amount of stress and illness.

At the end of the day there is no PR that will make that feel or appear OK.

Well OK, there are some who advocate that there is "good stress".

I suppose if you believe that you'll believe anything.

Dr. Nick Arrizza is trained in Chemical Engineering, Business Management & Leadership, Medicine and Psychiatry. He is an Energy Psychiatrist, Healer, Key Note Speaker,Editor of a New Ezine Called "Spirituality And Science" (which is requesting high quality article submissions) Author of "Esteem for the Self: A Manual for Personal Transformation" (available in ebook format on his web site), Stress Management Coach, Peak Performance Coach & Energy Medicine Researcher, Specializes in Life and Executive Performance Coaching, is the Developer of a powerful new tool called the Mind Resonance Process(TM) that helps build physical, emotional, mental and spiritual well being by helping to permanently release negative beliefs, emotions, perceptions and memories. He holds live workshops, international telephone coaching sessions and international teleconference workshops on Physical. Emotional, Mental and Spiritual Well Being.

Business URL #1: http://www.telecoaching4u.com

Personal URL: http://www.telecoaching4u.com/Spirituality_And_Science.htm

Free Marketing Tip 1 Public Relations

2009-02-01T02:00:00.001-08:00

Writen by Debbie LaChusa

I have spent over 20 years in the marketing industry, but most of that time my focus was in the area of paid marketing avenues like advertising and direct marketing. When I opened my own small business marketing consulting firm eight years ago, I realized that while all those paid marketing tactics were great - meaning they worked - I also realized my ability to utilize them was limited.

Why? Because like most new small business owners, I didn't have the money.

I was just getting my business off the ground and I needed ways to get the word out that didn't involve a lot of cash.

That's when I turned to Public Relations.

What is Public Relations? It's the act of sending out information to the news media about your business in the hope they will write about your business in their publication. This gives you free exposure and very often it has a lot more credibility than advertising.

Here are 10 steps to help you use PR to market your small business:

(1) Identify who you are trying to reach - who do you want to be reading about your business so they will contact you for more information about your business?

(2) Look for media (newspapers, magazines, radio stations, television programs, and websites) that these people are reading and using.

(3) Make a list of all these publications/media.

(4) Research every publication/medium on your list. Become familiar with them. What news do they cover? What is their writing style? Do they have a regular column or section that covers your industry?

(5) Find out if there is a writer or reporter at each publication that covers your industry.

(6) Contact that writer or reporter and introduce yourself. Let them know who you are, what your area of expertise is, and offer yourself as a resource for stories or if they have questions or need information.

(7) Learn the accepted press release format and writing style and start writing releases about newsworthy events in your business.

(8) Create a plan to issue press releases on a regular basis to your media list. Just make sure the information you are sending is indeed newsworthy.

(9) If you do business on the Internet, considering using a service called PR Web (www.prweb.com) This will get your release out quickly to many sources on the web and can start to generate awareness of your business to a broader scope of media.

(10) Look for opportunities to use your expertise to write columns, or special features for the publications on your media list.

Public relations is a great marketing tool for small business owners and independent professionals. If you are committed to learning how to use it properly, and you use it consistently, it can get you and your business incredible exposure at little or no cost.

Debbie LaChusa created The 10stepmarketing System to make marketing your own business as simple as answering 10 questions. Learn more about this unique, step-by-step system and get a free 10-week Marketing E-Course when you subscribe to the free, weekly 10stepmarketing Ezine at http://www.10stepmarketing.com

Financial Planners Make Sure Reporters Comprehend Your Topic

2009-01-31T02:00:00.001-08:00

Writen by Ned Steele

Don't assume that a reporter understands financial planning. If anything, assume the opposite until proven wrong. See if you can't develop a couple of questions for the reporter that delicately explore their subject-matter knowledge. Freddy Newshound may cover personal finance, but he's no expert. He may have started on the beat yesterday and not know a T-Bill from a municipal bond.

Fill in any necessary gaps so that the reporter can grasp the significance and context of your story. Making assumptions about a reporter's knowledge base is risky business.

You can also enhance the reporter's understanding of your topic by avoiding industry jargon. You'd be amazed at how much of it creeps unconsciously into our daily language. Save it for professional peers except for an elite few trade press reporters, the media will be confused by it.

Near the end of your interview, recap and gently probe to ensure the interviewer has understood your main points. Many of them are adept at making it sound as if they know what's going on. Sometimes they don't. Judge too, by the questions they ask, whether they are absorbing your information properly. Trust your instincts if you fear the reporter may be misunderstanding, act firmly and proactively to set the interview straight. It's better to do this now than when it's already on the air or in print.

Four Things You Have To Do To Get Free Publicity For Your Business

2009-01-30T02:00:00.001-08:00

Writen by Paul Hartunian

It's true about any profession. The "old pros" somehow always seem to get everything done much quicker and more effectively. They've made their mistakes and are sensitive to the pulse rate of the industry.

Most professions take years of experience or education to master, getting free publicity doesn't. It's much more an issue of finding out the little "insider secrets" that work, and learning how to apply them to your publicity campaigns.

Above all others, there are 4 cardinal rules you can't afford to ignore if you hope to be successful. Not following them is a sure fire way to start depending entirely on luck instead of skill for your progress.

These rules that should be spray painted across the wall in the front office of every business are:

1. Be Organized. It's fun and definitely rewarding, but becoming a publicist isn't a game. You need to have a good idea where you're headed and how you plan on getting there. Success doesn't come from a single "flash in the pan" encounter with the press. You become successful when you start developing a steady flow of income. This only happens when you're organized. Carefully plan your campaign before you get started. Have your press release, bio sheet and Q&A ready to go before you start any publicity campaign.

2. Be Different. Remember you're in the news business. By definition, something isn't news unless it's unique. Being different isn't that bad a business strategy, either. If you offer the same product everybody else does, packaged in exactly the same package, then you really have very little other than price to negotiate. If you can find ways to fill niches nobody else is, then you start building loyalty, and developing seeds for a powerful news stories.

3. Be Consistent. The old adage about all news being good news is wrong. Just because your name appeared on the front page of the paper doesn't mean you've made it. Yes, it offers momentum, but you need to be sure you're rolling in the right direction. Earning the reputation of being self seeking and ruthless won't help much if you then try to open a series of homeless shelters. Chart your end goals and then move towards them, in a consistent, steady pace.

4. Be Persistent. Don't give up. It's all a numbers game.

Actors and salesmen understand this. The fact that someone kicks them out of an office doesn't mean they're failures or "bad people". It just means that person had some other agenda's going.

You might send out press releases and get absolutely no response. That's not a reason to give up.

Try tweaking it a bit. Change the headline. Make sure your format is correct. You can get plenty of free advice on the exact format to use at my site, located at www.PressReleasesMadeEasy.com.

You might need to frame your story differently. Is it practical? Would the average person stop in their tracks to take a second look at your headline? Does the content of your story constitute a news item or an ad for your product?

It's about hanging in there, not giving up, when others might.

Try averaging your failures. Instead of feeling you've failed 19 times for every victory you've logged in, try thinking of it as a package. It takes 20 tries to get a victory. If a "victory" means you make a $100 profit, then every one of those 20 calls makes you $5, even if the answer is no.

Edison was once asked how he felt about failing more than 10,000 times while trying to find the correct filament to use in the light bulb. He looked back curiously and answered that he hadn't failed once. It was just a 10,000+ step process. Hang in there. The only person in the world who can decide when you've failed it you.

As long as you're still in the ring, the fight isn't over.

Being prepared before you launch your publicity campaign and systematically sending out your press releases every week or two will go a long way toward leaving a lasting impression about you in the minds of reporters. That, in turn, will increase your chances of getting call from reporters to do interviews and promote your business.

# # #

Paul Hartunian is widely considered the world's leading authority on writing press releases and getting publicity for any product, service, cause or issue. Subscribe to Paul's free publicity ezine "Million Dollar Publicity Tactics". By going to http://www.Hartunian.com/ezine. Also be sure to check out all the great free publicity resources at his website http://www.Hartunian.com. Also be sure to read the story of how Paul used press releases and publicity to become the first person in history to really sell the world famous Brooklyn Bridge. You can read the story at http://www.Hartunian.com/bridge.html. You can reach Paul at (973) 857-4142 or by email at Paul@Hartunian.com.

Much Ado About A Lot

2009-01-29T02:00:00.001-08:00

Writen by Robert A. Kelly

I say public relations can be a matter of survival for your organization.

So, to me, making your business a success is a lot over which to raise much ado!

Especially when the very people who hold your future in their hands - your key, target audiences - may harbor negative perceptions likely to hurt you by turning into negative behaviors.

Needn't happen.

In the first place, you should already be monitoring those potentially damaging perceptions by regularly interacting with those important publics. Why let them stew until they boil over?

By letting that kind of personal opinion monitoring identify what's on the minds of those important people, you can decide on a specific behavior you wish to see come about, one that flows from a specific perception.

Progress!! You've just set your public relations goal - create a specific behavior from an equally specific perception.

Let's try it out! To do so, you need a strategy to implement that goal. Fortunately, we have just three strategies from which to choose: create opinion (perceptions) if none already exist, change existing opinion, or reinforce it.

Let's decide to "create opinion." First step: we need to prepare a persuasive message. It will be designed to create awareness of your products and services among your key, target audience. Or it might explain your position on a con- tentious issue with which some members of your target audience disagree.

Now make sure the message is focused on their perceptions; that it carefully explains the facts as you see them; and that the message is believable. Read it to a colleague to check that it meets these persuasion tests.

Now, how do you get this persuasive message over which you have worked so hard, into the consciousness of those folks who make up your key, target audience?

You use our tried and tested "beasts of burden," communications tactics designed to carry messages to the right ears and eyeballs. Luckily you have a basketful at your disposal. Speeches, emailings, news releases, personal meetings, editorial board interviews, special events and scores of others.

Are we succeeding in moving opinion among our target audience in our direction?

We'll never know if the effort is succeeding unless we regularly monitor the changing perceptions and behaviors of that #1 target audience. First, we want to know if our message was received, then how many remember seeing or hearing it, and then how many can recall its content, our message!

Finally, what we need to see is the perceptions and behaviors - i.e., opinions - of the target public moving in our direction. When we do, we can say with assurance that our public relations program is succeeding.

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.

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

Public Relations For Space Research

2009-01-28T02:00:00.001-08:00

Writen by Lance Winslow

Each year billions of dollars are pumped into space research and many people here on Earth feel that that it is a waste of money because we could be doing other things here at home such as finding a cure for cancer. However, what many people may not realize is that the space research we do often will help in many medical endeavors. Research and development here on earth combined with what we learn in space in zero gravity can help us achieve more, faster.

Public relations for space research needs to promote this fact and educate our citizenry as to how much good the space programs are doing. It makes sense to have open communication lines with all major media outlets and explain the historical transfer technologies, which have come from the space program and solve many of the things, which had previously plagued the human species.

What people need to know is that it is not an either or proposition. Money spent in space research does help here on earth and this fact must be promoted. Cutting back on the space budget for research is a very bad idea if we are to press on with new technologies. Everyone should be very proud of the space program and the space research, as well as all the research and development the goes on here on earth to make it all happen.

Positive public relations programs and strategies along with space research goodwill is exactly what is needed for our society to understand all that we do in space. 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 Horse Racetracks

2009-01-27T02:00:00.001-08:00

Writen by Lance Winslow

Sports betting is an issue, which some residents near racetracks feel brings in a bad element. With alcohol sales also some say it is just asking for problems and that it brings in crime. However, on the flip side it brings in money and folks from other areas to spend money on food, services and products. Horse Racetracks also bring in revenues and hire local people at decent wages, all of this can be said to really boost the money flows into the town or city.

To make sure that the residents know these things and think about the economic vitality and trade offs it makes sense remind them off all the good that a horse race track does as well. Horse race tracks should participate in community goodwill programs and be sure to also have a good public relations strategy as well.

How can a horse race track reach out to local citizens in the area and mitigate some of these concerns to educate the citizens all the good that horse races can do for the community and how such entertainment adds to our culture and society rather than decays it?

Well, there are many ways to keep a positive spin on horse race tracks and one of the best ways is to insure that open communication lines are ready to alert the local media on new events, shows and get-togethers or family days at the race track and then people can see what horse racing is really about rather than allowing negative perception to rule the day. 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 Water Erosion

2008-12-10T02:00:00.001-08:00

Writen by Lance Winslow

Water erosion is a huge issue along our coastlines and it is also a big concern in many areas with rivers, lakes and in places with peak run-off periods during the year. Water erosion causes bridges to fail, roadways to have sinkholes and severe issues with run away rivers over spilling their banks.

The problems can get so serious that many areas have specially trained swift water rescue units in case of such a disastrous problem. Nevertheless folks still often just do not get it and it makes sense to alert people to the real problems of water erosion and how to deal with it, as well as the potential dangers. This can be done thru a robust public relations program so that people will trust this information as it generates local community goodwill.

Information can be posted around town at libraries, city hall and perhaps even mailed to folks in 100-year flood zones as well. Too often in the news we see that folks have been flooded out from their homes due to a river embankment failing, a mudslide or a cliff giving way.

If water erosion public relations programs were done in advance to alert and educate the local citizens of the area many of these things would never occur. A little advance warning and education strategy in the local media could alleviate many of these concerns. 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/

Public Relations Mobile Auto Detailing And Community

2008-12-09T02:00:00.001-08:00

Writen by Lance Winslow

Does it make sense for a mobile auto detailing company to be concerned about its image in the community and participate in a public relations campaign? It certainly does and all businesses can gain from such. Consider this case study if you will. A mobile auto detailing company decides to participate in a Neighborhood Mobile Watch Community Policing Program. But why, is it really a good fit? Sure it is and here is why;

The Detail Guys work on cars at car lots, parking structures, park and rides, and park and flys. They drive around all day and are often parked in a lot for many hours detailing vehicles. They work on busy car lots near busy intersections and often witness hit and runs, accidents and questionable activities. They know the youth in the car clubs, and who is good and who is bad in town. They will know if someone is casing the joint, to come back later. They always have a scheduling clipboard with them and a pen to quickly write down a number of a license plate jot down facts on the scene. They detail for realtors and Movers and Shakers in the town and help by their presence in the group to smooth over any political nay sayers, or "I didn't think of it so it isn't a good idea" people.

You see it really makes sense for companies to be more creative in their public relations strategies and become more proactive in the needs and desires of the local citizens and community. So, hopefully you will consider this case study 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/

Make Comments And Win Recognition

2008-12-08T02:00:00.001-08:00

Writen by Bette Daoust, Ph.D.

Your site is most important to you, but it is also important that you extend your reach beyond your own site and contribute elsewhere. By contribute, I mean writing articles that others can post, joining newsgroups and adding your comments, writing rebuttals for other newsletters and articles. You want to spread out so that your name and expertise become recognized. If you do things only on your own site, you will remain famous on your site alone. Unless you market yourself to others in unobtrusive ways, you will never be recognized as an expert in your field.

You can send out press releases to e-newsletters and e-zines in the same way you do for print materials. Just as you need to follow up with your press releases in print media, you need to do the same within the Web. Locating the contact information for the editors of eMedia may be just a bit more difficult, and the mode of communication often is through e-mail. But if you just e-mail the question, "Did you get my press release?" you may be ignored. On the other hand, if you are able to find the phone number of the individual, you may find that a phone call will get you a lot farther and you may find your release published.

Even better, you may find that you get an interview. eMedia is often better distributed than print media. Having your name and touting your expertise in front of subscribers is just what you need to do to increase your chances of getting more business.

Send out a few test rebuttals to articles and see if you get printed. You should also parallel your efforts with the print media. You can make announcements for others to read about you in a specific Web e-zine.

Bette Daoust, Ph.D. has been networking with others since leaving high school years ago. Realizing that no one really cared about what she did in life unless she had someone to tell and excite. She decided to find the best ways to get people's attention, be creative in how she presented herself and products, getting people to know who she was, and being visible all the time. Her friends and colleagues have often dubbed her the "Networking Queen". Blueprints for Success - Networking: 150 ways to promote yourself is the first in this series. Blueprints for Success Branding Yourself: Another 150 ways to promote yourself is planned for release in 2006. For more information visit http://www.BlueprintBooks.com

Dont Waste Money On Public Relations

2008-12-07T02:00:00.001-08:00

Writen by Robert A. Kelly

Demand that it pull its own weight in your boat by working to create, change or reinforce how your organization is perceived by those vital, external audiences, those groups of people who REALLY affect your business the most.

This is key to your success because, like it or not, people take action based on the facts they see before them. And that can create behaviors that impact your business, sometimes negatively.

Why take any chances? What you need to do is take steps to create, change or reinforce that key audience's opinion by reaching them, persuading them and moving them to take the actions you desire

Does it work every time? No.

Is it easy? No.

Is it necessary? Yes.

I recommend working with a local public relations specialist because your work day probably leaves little time for this activity, and you may have minimal experience to bring to the party.

So, before hiring anyone, try out this notion on him or her.

What we know is that people will act on their own perception of the facts before them. And we know that those perceptions will lead to predictable behaviors, but about which something can be done. Then, when we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action those folks whose behaviors affect your business, the public relations effort is a success.

If you're met with the equivalent of a blank stare, look elsewhere.

Once you find a compatible public relations person, let's roll! For openers, you'll earn his or her enduring support when you commit to take action when your information gathering turns up troubling perceptions among those target audiences.

First, try to be a regular speaker in your marketing area, an interviewee for radio and newspapers, a sponsor of special events and an active member of local business and fraternal clubs. You put "money in the good will bank" when you do this, against the day trouble breaks out.

Start by staying in touch with groups of people whose actions help or hinder your operations. What do they believe about your products and services and your organization itself? Stay alert to potential problems. This is the fact finding, information gathering phase.

Then list your key audiences. But, at first, just the ones whose actions REALLY concern you. Begin interacting with them. They can include stakeholders like customers, employees, prospects, media, community residents, local government agencies and many others.

Make a promise to yourself to take the following actions when you discover a troubling perception.

First, set down your public relations goal. Examples: neutralize that negative rumor; pacify that activist group; restore the faith of that group of former customers, or reinforce your prospects' interest in your product or service.

In any case, left unattended, each can hurt your business.

Next, HOW will you approach the perception problem? In other words, what is your strategy?

We know there are just three ways to deal with such an opinion problem. Create new opinion, change existing opinion, or reinforce it.

Decide which it is, and proceed. But work closely with your public relations advisor by preparing persuasive messages carefully and creditably designed to counter the misconception you have uncovered. Try out the messages on a few outsiders to see just how persuasive they really are.

Now, you must select the communications tactics - "beasts of burden," I call them - to carry your persuasive message to the eyes and ears of that crucially important target audience.

You have a huge choice of such communications tactics ranging from emails, press releases, media interviews and newsletters to personal meetings, speeches, open houses and dozens of others.

But your job is still not completed. You must continue to monitor members of your target audience to measure not only awareness of your message, but how well is it being received, and even did it get there in the first place?

Then, if necessary, adjust your message content and the communications tactics.

To recap, until something better comes along, we have little choice but to track perceptions among key audiences the best way we can. Then, create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action those people whose behaviors effect the organization.

Adopting this kind of sequence puts the odds in your favor that the money you spend on public relations will not be wasted.

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.

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

Introduction To Press Releases And How They Can Be Used

2008-12-06T02:00:00.001-08:00

Writen by Falco P.

A major goal for many webmasters is to build many back links for SEO purposes to get their web sites ranked higher in search engines. As a result, many webmasters spend countless hours and hundreds of dollars to build links to their web site. However, there is an easy and inexpensive way to build dozens of links that many simply ignore. Public Relations is of key importance to any company or web site and often times, a Press Release is the greatest tool web site owners have to help spread the word about their company, increase buzz about the web site or the products that are offered, and build dozens of back links from multiple, reputable web sites.

Here, we will go through the process of writing and submitting a press release and include many tips and tricks to help you get the most out of your press release. A press release must be written in a special way and we will go through the process of how to write a press release and where to submit it for best results. However, before we go in depth into how you can best use a press release e need to explain what a press release is.

A press release is a document that is sent out by a company or web site when something that is notable regarding the company occurs. All of the articles you see in newspapers and on web sites such as CNN and Yahoo! are based of press releases that were sent by the company to PR Newswires such as PRWEB or PRLEAP, or sent to the media company directly. Obviously, there are thousands of press releases being sent to major media companies such as CNN or Yahoo! daily so, only the best written press releases that have significance to the average user gets picked up by these companies. Hence, we will spend a lot of time talking about how to write effective press release in future entries.

Now, the major purpose of the press release is for public relations and to get newspapers and other large media outlets to pick up the story and present it to a large audience to help generate buzz and interest; however, for many small web site owners who don't have the money to spend building major media contacts or paying someone else to send out your press releases to major media companies, free press release submission at PR Outlets such as PR.com and PRLEAP.com are an inexpensive way to build dozens of back links for purely SEO value.

A press release is of great benefit to any company and web site and we invite you to check back soon for all of the latest tips and tricks regarding press releases.

Falco Pangkey is the owner and writer of http://www.Freepublicity.eu. He writes about getting online and offline Free Publicity. To view more work by Falco, you can visit Public relations articles

Volunteer At Your Local Public Access Tv Station To Promote Your Nonprofit Organization

2008-12-05T02:00:00.000-08:00

Writen by Aldene Fredenburg

If you have a favorite charity or nonprofit organization that promotes a cause dear to your heart, you might want to consider getting involved as a volunteer producer for your local public access TV station.

Public Access TV for decades has offered training and equipment that allows nonprofit organizations and individuals to create programming to be aired on local cable channels. Sponsored and funded by the cable TV industry, these public access channels offer volunteers training in how to operate cameras, lights, and editing and graphics equipment, as well as how to produce programming, and then turn their volunteer producers loose, with free access to the equipment, to produce their own shows.

This arrangement offers a valuable opportunity to communicate with local citizens about serious issues. Are you an environmentalist? Consider creating a program that covers one or more of the most serious environmental problems facing your area. Concerned about access to social service programs? Do an overview of the many governmental and non-governmental social service organizations in your region that offer assistance to people in need. Interested in the local political scene? Offer to interview all candidates for upcoming local and regional offices, asking them questions relevant to the issues they will be facing if elected.

Public Access TV is a valuable resource to the communities it serves, and offers a powerful tool for you, the concerned citizen, to highlight your concerns. If you've got issues or information you want to share with your neighbors, consider taking it to public access TV.

Aldene Fredenburg is a freelance writer living in southwestern New Hampshire. She has written numerous articles for local and regional newspapers and for a number of Internet websites, including Tips and Topics. She expresses her opinions periodically on her blog, http://beyondagendas.blogspot.com.

Case Study Public Relations For A Landscaper

2008-12-04T02:00:00.001-08:00

Writen by Lance Winslow

Public relations is important no matter what type of business you are in. Recently Landscaping companies have taken a public image hit due to their perceived use of illegal aliens for labor supply. It is important to re-establish such companies in the market place as safe and legitimate. One thing a landscaping company can do to propel positive public relations is to join the Neighborhood Watch Community and keep an eye out for the areas they work in.

How can they do this? By contacting the community policing officer and letting them know you wish to be involved and attending neighborhood watch groups and homeowners association meetings. You see a Landscaping company can help protect properties while people are at work and they are doing their business. How so you ask? Well consider if you will the following observations of landscaping companies;

LANDSCAPERS: In middle class America where most families have two bread-winners, the landscape business has flourished. It is not uncommon for a landscape company to have 10 units on the road. With these companies it is better to have stickers than magnets. They will lose magnets and you will have to replace them. The Landscape companies are very active and may hit 12-15 houses a day and up to 100 houses a month. They will have both commercial and residential customers, so they will be in shopping centers, business parks, government buildings, parks, golf courses, and housing areas. They are everywhere on a set schedule and very visible. Try to pick the Landscapers with the best image and the nicest and cleanest trucks.

Now then you can see with a little creativity and innovation you can promote a smart public relations policy with nearly any type of company. Just because a landscaping service company is not a glamorous business model does not mean it cannot have a public relations program and plan to promote goodwill. 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/

Oprah How To Appear On The Oprah Winfrey Show

2008-12-03T02:00:00.001-08:00

Writen by Cathy Stucker

Do you dream of being on Oprah Winfrey's television show? Lots of people do. An appearance on Oprah is considered by many to be the pinnacle of success. Authors dream of having bestselling books as a result of an Oprah appearance. Even David Letterman staged a long-running bit on his show where he openly campaigned to be invited on Oprah's show.

Before pitching your story to Oprah, become familiar with how the show is structured. Oprah changes the show's focus from year to year. Watch at least a full week of shows to learn the type of stories the show features and how regular segments fit into the show. As you watch, imagine how your story might be told on The Oprah Winfrey Show.

Don't send your pitch to Oprah Winfrey. Watch the credits to get the names of producers who work on the show. If you have a media kit, send it to the appropriate producer. Tell them why you think your story is right for the show, and how you see your story fitting into the format of the show. Include a copy of your book, a product sample, a short video, or other items that help make your case. You can get the current mailing address at the Oprah web site: http://www.Oprah.com/.

The Oprah.com web site is a great resource to help you land a spot on the show. The web site includes a list of topics they're working on for upcoming shows, and tells you how to contact the show to tell your story. There are links for getting your story into O, Oprah's magazine, too.

You can also use the web site to research regular show features and the topics of past shows. That knowledge can help you target your pitch to the show.

Remember that Oprah and her staff watch television, read newspapers and magazines, and listen to the radio. They are always on the lookout for great stories. Get your story in other media and they may find you. Doing lots of other interviews will also be great practice for when you actually make it to the Oprah set. The Oprah Winfrey Show is based in Chicago, so you might want to make a special effort to get publicity in Chicago media.

Know the show. Visit Oprah.com frequently to see what guests they are looking for. Follow up and contact the show when you can make a connection with an upcoming topic. And have a nice time in Chicago!

Copyright Cathy Stucker. Learn more about how you can attract customers and make yourself famous with free publicity at http://www.IdeaLady.com/pr.htm

Public Relations Endorsements And Moral Character Considered

2008-12-02T02:00:00.001-08:00

Writen by Lance Winslow

Public relations and goodwill of your brand often involves strategies which include endorsements from celebrities and sports heroes and in these contracts there are always clauses of moral turpitude and in these clauses often even if the claims against the person are not proven the company or corporation providing the endorsement can cancel the contract and get as far away from that person as possible.

For instance OJ Simpson was never convicted but obviously Hertz Rent-a-Car did not want him running thru any more airports for their commercials any longer right? We have seen athletes and celebrities do some down right stupid things from drunk driving, throwing M-80 Fire Crackers into a crowd to literally punching someone out on camera.

Although professional athletes are among the top industry where corporations look for endorsements from a public relation standpoint they are also the most problematic. Perhaps it is all that testosterone running inside of their bodies that allows them to be such great athletes and unfortunately seems to also get them in the most trouble.

Corporations that use athletes and endorsements must understand that those athletes are also roll models for younger generations. If those role models are fouled out and cause problematic situations in which their integrity is questioned or in which the mass media hysteria revisits their lack of moral character and judgment, it is generally time for those corporations to cancel such endorsements. 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/

Financial Planners Publicity And Marketing Live By The Calendar

2008-12-01T02:00:00.001-08:00

Writen by Ned Steele

The media live by the calendar. Your story pitch might miss the mark with them the first time out, solely because it's out of whack with the seasonal cycle (obvious examples: just try pitching another tax story on April 16, or offering the media your 10 tips on backyard barbecue safety the morning after Labor Day).

But come back when the time's right, and you just might be golden: Personal finance and the holiday season Record keeping techniques for tax time... Saving for college at back-to-school time.

In fact, for just about any topic, with a little thought and creativity, you can work your way through the calendar and fill out a whole year's worth of media stories based on seasonal tie-ins. You probably won't land every story, but you will increase your results dramatically simply because you are stepping up to the plate and getting to contact reporters more often.

Following the seasons is one of the best and easiest ways to slice your topic.

Here's one example. Let's say our topic we consult, write, and speak about it for a living is time management. A yearlong spin through the calendar might start with this:

January: Keeping that New Year's Resolution to get yourself organized.

March: Don't let income tax season throw a wrench into your busy life.

June: School's out! How to remain productive at work when the kids are at home and leisure activities beckon.

September: Fall's here, time to get serious again! How to make the most out of your time.

December: Holiday season how to get it all done.

And before you know it, another year has arrived, and now your media plan is to . start all over again! For two reasons: not every media outlet you're targeting did the story last year, and (this is the part I love!) many of the reporters who turned you down last year have since left their jobs and moved on. That frees you to call their replacements, who will be hearing your story for the first time.

Creativity exercise:

Try this right now. List the months of the year on a blank sheet of paper. Fill in one of your topics where it is appropriate for a particular month. See if you can find 6, 8, or even 12 reasons a year why the media should do your story.

Do I Really Need A Publicist

2008-11-30T02:00:00.001-08:00

Writen by Miriam Silverberg

Are you hesitating about hiring a publicist or, if you have one, do you stop before writing that final zero on the monthly check, and think "I can do that myself." Suuure, you can!

But just to be certain, take this little test. Imagine you have a three-year-old and the best preschool in the city just turned down your little genius. Do you think you could sit across from the school's director and listen, dispas- sionately and objectively, as she tells you exactly why she wouldn't take the kid if he came attached to a million-dollar bequest! Not so sure anymore, are you?

That's exactly what a publicist has to do sometimes and worse. That's what I've done when a journalist or a television producer chews me out for even thinking they might be interested in my client. And then I have to listen while they ask why I'm even representing this client and do I really think I can do anything for them? Well, yes, actually I do.

And after you've been chewed out, you can't say what you'd like to, that the producer is such an idiot he wouldn't recognize a story if Bush's daughter eloped with the handyman! No, you have to sit there and laugh or if on the phone, count to ten and think of another idea to pitch.

You see, you must be thick skinned and not take it personally when you're rejected. And a publicist if rejected more often than Cinderella was rejected by her stepmother. Publicizing yourself is like the lawyer representing himself and having a fool for a client or the doctor operating on a family member. It can't be done, or at least it shouldn't be done.

When you represent yourself, you can't possibly be objective. You are so emotional that you can't think clearly and you're bound to say the wrong thing and make the wrong person angry. And anyone who can ever help you in any way at any time is definitely the wrong person. You see, just because the reporter says no now doesn't mean he will say no four months from now. It's entirely possible that a few months from now he will call you...but not if you bawled him out when he said no.

A publicist, if he or she is good, knows when to back off and return to fight another day. When I'm turned down, of course it hurts. Especially if I think my client is so terrific that I can't understand why everyone else doesn't agree with me.

Actually, there's a lot to be said for a publicist retaining the mentality of a hired gun. That way you're more objective,thinking clearly and better able to help your client. That way, when a producer says no, I can take it because he's not turning me down, he's turning down my client.

There's something else to consider. Many people in the media prefer not to work with anyone who does not have a publicist for the reasons I've just mentioned. It's easier for them. Publicists are more professional, know what journalists want and a good publicist is like a supermarket--one-stop shopping.Everything the journalist needs is right there.

Dealing directly with a restaurant or other business means running up against hurt feelings, unreasonable expectations ("you mean I won't be on the cover and get four inside pages?") and not getting requested information timely. Like many publicists, I work with many different businesses including many restaurants. A very dear friend who is in a position to throw a lot of business to my restaurant-clients tells me she will only work with a restaurant that has a publicist. Why? Because it's just easier.

Another point to consider is, are you sure you want to go into the publicity business? When you represent yourself, in effect that's what you're doing. And believe me, the publicity business is not easy and it can't be done in your spare time.

If, having read this, you still think you can do it yourself, try it. It's very possible that, now knowing the pitfalls, you will be successful. I've had clients who were terrific at publicizing themselves.

Miriam Silverberg is founder and owner of Miriam Silverberg Associates, a publicity firm in New York City with extensive experience working with restaurants, authors, doctors, fashion and beauty industries and the arts and cultural groups such as New York City Ballet.

Sending Samples With Your Press Release Should You Or Shouldnt You Heres A Guide

2008-11-29T02:00:00.001-08:00

Writen by Dianne Beiermann

When you should send samples with your press release:

1) When the item is very low cost: If the press release you're sending is about a product that is under $10.00, you may want to consider sending a sample of the product to the editors. Since the item is low cost, it makes sense to send a sample. Sending a sample can help improve your chances for getting some free publicity for your company.

2) When it is a major publication: Another good time to consider sending a product sample is when you're dealing with a major publication. If the publication has a wide distribution you may want to consider sending them a sample. When it comes to getting publicity in the top magazines, it is a good rule of thumb to consider sending them a product sample. After all, if they decide to run the release on your product, all it costs you was one product sample.

3) The editor needs a sample for their photography studio: Many times the editors for larger publications will have their own in-house photography studio and will want a sample to photograph at their facilities. In this case by all means send them a sample as soon as possible.

When you shouldn't send samples with your press release

1) When editors say they want to see a sample of the product but they are still on the fence about publishing your press release: Under these circumstances I would say hold off on sending a sample. You could always send them a high resolution image of the product as an alternative.

2) When you send out to multiple publications that have low visibility: If the magazine has a lower distribution I would not send a product sample. It can be too expensive to start sending out product samples to every magazine and newspaper that makes a request. Instead opt for sending them a brochure of the product or mail them a CD with the high resolution image as an alternative.

3) The item's cost prohibits sending out as a sample: If the product costs is over $20.00 I would advise only sending a product sample to the magazines with the highest distribution. Again, you may get lots of request for product samples from the editors and you might want to consider letting the editors know that because the item costs are so high, you would prefer to send just the high resolution image of the product. Also, when you send a high resolution image of the product make sure to take multiple shots of the item. Show the product from the different sides or if there are multiple pieces make sure to take pictures of all the various elements of the product.

About the author:

Dianne Beiermann is a results-driven internet marketer and online business owner. Dianne Beiermann is one of the leading experts in press release marketing for online businesses. Productpressrelease.com specializes in assisting individuals and businesses with obtaining free publicity for their products and website. You can visit their site visit their site at: http://www.submityourrelease.com

Something Quotnewquot For Managers

2008-11-28T02:00:00.001-08:00

Writen by Robert A. Kelly

A new public relations blueprint could be a good idea if you're a business, non-profit or association manager who's not getting the important external audience behaviors you need to achieve your department, division or subsidiary objectives.

You know, behaviors like more people interested in your services or products, or more capital contributions coming in the door, or more corporate membership applications hitting your desk.

While those kinds of behaviors may warm the cockles of a manager's heart, they're not going to happen for you if you encourage, or allow the public relations team assigned to your unit to concentrate on simple tactics to the exclusion of a workable and comprehensive action blueprint.

In other words, a strategy, say, like this one: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished.

Now that's not only a blueprint, it's a foundation for a public relations effort that can persuade those important external stakeholders to your way of thinking. Then move them to take actions that lead to your success as a manager working for a business, non-profit or association.

Here's one way to do it. Decide that you're going to spend some quality time with your PR folks and tell them you really want to find out what those outside audiences, those with the behaviors that really impact your operation, actually think about you. Next, put your target audiences in priority order so we can get to work on your #1.

By the way, because your PR people could be surprised at this kind of public relations blueprint, you had best stay personally involved as the effort gets off the ground. Another good reason to do so, is that actually doing something about key audience behaviors can have a positive effect on your own organizational success.

Now, as you find out how your operation is perceived by these important outside audiences, you will need to make an immediate choice. Spend a large chunk of your budget for professional survey people to ask questions of members of your target audience, or ask your PR team, and other employees to do it.

Interacting with outside audience members lets your people ask questions like "How do you feel about us? How recently have you had contact with our personnel? Have you actually used our services or products? Do you have any questions or problems with regard to our organization?"

The data gathered by this exercise is the raw material you need to establish your public relations goal. For instance, correct that inaccuracy, clear up that misconception or spike that rumor.

To achieve such a public relations goal, you'll need the right strategy to show you how to do it. And the choice of strategies is not complex because there are just three available when you address matters of opinion and perception: change existing opinion, create perception where none exists, or reinforce an existing perception/opinion. Always be careful that your chosen strategy flows naturally from your public relations goal.

Now, what will you say to members of that key target audience that, hopefully, will alter the inaccurate perception you discovered? You want your message to be crystal-clear as it details why that perception is just not true. From such clarity should come believability and a compelling delivery that can lead to the target audience behaviors you need to meet your department, division or subsidiary objectives.

Actually delivering the message is the least complex step in the public relations problem solving sequence. Fortunately for you, there is a large collection of communications tactics available to you ranging from your own personal contacts, service or product promotions, news announcements and consumer briefings to newsletters, media interviews, emails and dozens of other tactics.

In due course, you, your team and other interested parties will want to assess how your public relations effort is faring at altering the offending perception. Best way to determine that is to duplicate your earlier benchmark monitoring session putting similar questions to the members of your target audience. The important difference now? You're watching carefully for signs that the troublesome perception is being altered in your direction.

That altered perception, leading inevitably to predictable behaviors, is the bottom line. And a strong indication that a workable department or division public relations blueprint can help a unit manager achieve his or her operating objectives.

About The Author

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

2008-11-27T02:00:00.001-08:00

Writen by Lance Winslow

When it comes to tobacco companies in the United States of America we all know what they have been through with class-action lawsuits and we watch as much of the tobacco industry in the United States has been destroyed by lawyers. Of course some people who were heavy smokers are very upset about tobacco companies and the nicotine that has been put in the cigarettes to keep them from going out and enabling them to stay lit.

Most people may not realize that the tobacco industry in the United States helped get the country going and without it we may not have had enough to trade with the rest the world in order to make our nation economically viable. It is unfortunate that sometimes we do not realize these things or address the real issues.

Public relations for tobacco companies is extremely important and that's why they hire the very best public-relations firms and specialist dealing in the industry. Lately the tobacco companies have done a lot of community goodwill and can actually helped get younger people to not smoke.

Some might think this is against their future profits however, the tobacco companies realize that fewer people in the United States are smoking and that there are 1.3 billion people in China who do not have a problem with smoking.

It is a much bigger market than the United States ever was. Perhaps this is a good case study when discussing public-relations issues in large older industries and how to keep them from going up in smoke. 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/

Public Relations For The Border Patrol

2008-11-26T02:00:00.001-08:00

Writen by Lance Winslow

The United States Border Patrol needs a better public relations policy and the American people need to know what's going on there. We find that the borders between the United States and Mexico still leak and people are still coming over here as illegal aliens. If the Border Patrol cannot police our own borders how are they going to stop international terrorist from coming over the border?

Recently we learned that over 20 Border Patrol Officers were caught taking bribes to allow shipments over the border of drugs or illegal aliens. Now I understand that a Border Patrol Officer does not make all that much money and they believe that they can get extra money in taking bribes from drug dealers and coyotes. However, this is unacceptable behavior from a Border Patrol Officer and as far as I'm concerned these people are traitors and would have been shot in another time period or another country.

Now, they are building a 700-mile fence along the border to keep illegal aliens out of the country, which makes sense. Unfortunately, it may be to late, as the international terrorists say they've already brought over radioactive or nuclear bombs. This leaves the United States Border Patrol in a pickle because no amount of public relations can overcome this piss-poor performance. I hope you will consider all this in 2006 because this is a public-relations disaster and probably a good case study too.

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

Writing A Press Release The Medias Dirty Secret

2008-11-25T02:00:00.001-08:00

Writen by Ned Steele

There's a dirty little secret about press releases that the media doesn't want you to know. The fact is, most of them travel directly from the sender's computer to the reporter's trash box. Or from out of the envelope into the "round file."

That's part of the reason reporters don't like to be asked "did you see my press release." They probably did, but they threw it in the trash so they don't remember yours specificially.

But you do still need press releases sometimes. (Like, when you have news.) So when you do, remember this.

You may already know that every press release has a headline a short title and a lead, or first paragraph. What you may not know is that virtually nothing else in your release matters!

The job of a release is to attract and pique the reporter to read on. Keep the "head" and the "lead" snappy and short. Make them compelling, intriguing, and grabbing.

(But still true, please. This is no time to emulate a supermarket tabloid. Do not claim, for instance, that famous stars are among your clients, just because the former quarterback of the high school football team uses your services.)

To get the best chance for publicity from your press release, put as much time into carefully crafting these two inches of your masterpiece as you allot to writing the entire rest of the release. I am not kidding!

The Important Role Of Public Relations

2008-11-24T02:00:00.001-08:00

Writen by Susan Jan

Public relations is fundamentally the art and science of establishing relationships between an organization and its key audiences. Public relations plays a key role in helping business industries create strong relationships with customers.

Public relations involves supervising and assessing public attitudes, and maintaining mutual relations and understanding between an organization and its public. The function of public relations is to improve channels of communication and to institute new ways of setting up a two-way flow of information and understanding.

Public relations is effective in helping:

* Corporations convey information about their products or services to potential customers
* Corporations reach local government and legislators
* Politicians attract votes and raise money, and craft their public image and legacy
* Non-profit organizations, including schools, hospitals, social service agencies etc. boost support of their programs such as awareness programs, fund-raising programs, and to increase patronage of their services

Public relations in present times employs diverse techniques such as opinion polling and focus groups to evaluate public opinion, combined with a variety of high-tech techniques for distributing information on behalf of their clients, including the internet, satellite feeds, broadcast faxes, and database-driven phone banks.

As public image is important to all organizations and prominent personalities the role of public relations specialist becomes pertinent in crisis situations. Public relations agencies provide important and timely transmission of information that helps save the face of the organization. In the words of the Public Relations Society of America (PRSA), "Public relations helps an organization and its public adopt mutually to one another."

Experienced public relations agencies have formulation press releases into which they can plug the company news, as well as a targeted list of publications for their industry. Truly good public relations agencies generally have a good working relationship with key reporters, boosting their chances of getting coverage. Some public relations agencies deal only with large, established clients, while smaller boutique public relations agencies specialize in certain areas.

At present public relations as a career option exists in private companies or government institutions that actively market their product, service and facilities. Public relations training courses are widespread in educational institutions. According to the U.S. Bureau of Labor Statistics, there were 122,000 public relations specialists in the United States in 1998 and approximately 485,000 advertising, marketing, and public relations managers working in all industries.

Most public relations practitioners are recruited from the ranks of journalism. Public relations officers are highly trained professionals with expertise and knowledge in many areas, for example shareholder management during a crisis, the evolving role of the in-house public relations professional, account management skills for public relations, an introduction to financial public relations, an introduction to consumer public relations, an introduction to public relations software etc.

For more on Public Relations visit Public Relations Firm and Public Relations Agency, and also at Health and Fitness.

Advertising And Community Relations Get The Best Of Both Worlds

2008-11-23T02:00:00.001-08:00

Writen by Michele Pariza Wacek

Have you ever noticed that in communities without big universities, high school sports take on an even bigger importance?

That's what it's like where I live.

But like everywhere else in the country, our high school sports are always looking for ways to make a few extra bucks. Enter the high school baseball sponsorship program.

For a nominal fee (really nominal) businesses can display a banner around the baseball field for the season.

To me, this is a perfect example of a win-win situation for everyone.

Businesses get to advertise to parents (who are currently purchasing adult products and services) and kids (who soon will be purchasing adult products and services). They are able to control their message because they choose the banner (one of the strengths of advertising). And, because the parents and kids viewing the ads know the proceeds are going to help high school sports, they tend to view those businesses more favorably (one of the strengths of community relations).

Best yet, high school sports benefit from an influx of cash.

See how this works? As a business owner, you get the best of all worlds: Control of your message (advertising), frequency of your message (advertising), affiliation with a good cause (community relations) and the good feeling knowing you're supporting a worthwhile cause (community relations).

Creativity Exercise -- How to find win-win advertising and community relations opportunities

Grab some paper and pens (I'm partial to the fun gel pens) and let's start with some brainstorming.

First, start by making a list of everything you're looking for. I would include:

* What advertising opportunities does the association offer? For this purpose, make sure they offer some sort of advertising or sponsorship package.

* Is it a cause near and dear to your heart? (Or even just something you believe in?)

* Does the cause reach your target market? This is important. In the above example, as cool as I think that opportunity is, I'm not racing to sign up. Why? Because chances are, I'm not hitting enough of my target market to make it worth my while. And since there's a limited number of these opportunities, I could potentially be taking something away from a business that could really benefit from it.

However, here's something else to think about. Basically when it comes to target markets, this is what you have to decide: Is the cause more important than you getting business out of it? The more closely aligned the cause is to your target market, the more likely you'll see results from your participation. But again, if this is a cause you're passionate about and it reaches absolutely no one in your target market, you may still want to participate simply because it is so important to you. (I would still look for ways to get something out of your investment -- see (LINK TO) How to Use Community Relations to Grow Your Business for more ideas. There's nothing wrong with reaping some reward for your time and/or money.)

Now that you know what you're looking for, start digging around for opportunities. Start by calling the local Chamber of Commerce and networking groups like the Rotary and Kiwanis and other organizations that have their fingers on your community's pulse. Ask about both high-profile events and ones off the beaten path. Make sure you research them both -- high-profile events may seem too pricey on the surface, but dig deeper and you may discover it's perfect for your business. And you may strike gold with smaller venues.

You can also try calling your local area school sports coaches, band directors and fine arts program teachers -- all frequently offer programs that might include sponsorships and/or underwriting and/or various forms of advertising. Ditto non-school run sports programs like dance, gymnastics, Pop Warner football, AYSO soccer, Little League, YBL Basketball, etc.

With any luck, you'll discover your own win-win situation.

Michele Pariza Wacek is the author of "Got Ideas? Unleash Your Creativity and Make More Money." She offers two free e-zines that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at http://www.TheArtistSoul.com

Pr Where It Matters Most

2008-11-22T02:00:00.001-08:00

Writen by Robert A. Kelly

What's more crucial to the success of a business, non-profit or association than its most important outside audiences and stakeholders?

Nothing.

Those stakeholder behaviors directly impact virtually every management and operating activity of the organization. From retail patronage, recruiting, civic activity, contributions, and strategic alliances to membership, program participation, plain old sales, and just about everything else.

Which means, if you are such a manager, you may have a real opportunity to do something positive about the behaviors of those important outside audiences of yours that most affect YOUR operation.

In other words, you can create the kind of external stakeholder behavior changes that lead directly to achieving your own managerial objectives.

You can do so by persuading those key outside folks to your way of thinking, then help move them to take actions that allow your department, division or subsidiary to succeed.

When you decide to move your managerial public relations to a whole new level, here's some real help for you.

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

But it won't be of much use unless the PR team members assigned to your unit understand that blueprint and commit themselves to its implementation, starting with key audience perception monitoring. Truth is, your PR people are already in the perception and behavior business, so they will be of real use for this initial opinion assessment project.

But pause here. You must reassure yourself that your public relations people truly understand just WHY it's so important to know how your most important outside audiences perceive your operations, products or services. Be certain they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit.

Why not take some time to review with them your plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? Are you familiar with our services or products and employees? Have you experienced problems with our people or procedures?

Yes, survey specialists can always be brought in to do the opinion monitoring work, and they also can run up your costs. But, no matter who asks the questions, the objective remains the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

Your objective, obviously, is to do something about the most serious distortions you discover during your key audience perception monitoring. Will it be to straighten out that dangerous misconception? Correct that gross inaccuracy? Or, stop that potentially bloody rumor dead in its tracks?

Unfortunately, you'll make no headway at all without the right strategy to tell you how to proceed. But keep in mind that there are just three strategic options available when it comes to doing something about perception and opinion. Change existing perception, create perception where there may be none, or reinforce it. The wrong strategy pick will taste like bleu cheese dressing on your liver and onions, so be sure your new strategy fits well with your new public relations goal. You wouldn't want to select "change" when the facts dictate a "reinforce" strategy.

The challenge now is to prepare a nicely put together message and direct it to members of your target audience. It's always a problem to create an actionable message that will help persuade an audience to your way of thinking.

Obviously, you need your best scribes for this one because s/he must build some very special, corrective language. Words that are 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.

Once your PR team has vetted the work product, it's on to the next selection process -- the communications tactics most likely to carry your message to the attention of your target audience. There are tons available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But you must be certain that the tactics you pick are known to reach folks like your audience members,

By the way, you may wish to avoid distributing such a corrective message from the rooftops, and unveil your message before smaller meetings and presentations rather than using higher-profile news releases Reason is, the credibility of any message is fragile and always at stake.

You'll soon hear calls for progress reports which will tell you and your PR team to get busy on a second perception monitoring session with members of your external audience. You'll also want to use many of the same questions used in the first benchmark session. Big difference this time is that you will be on constant alert for signs that the bad news perception is being altered in your direction.

I've always thought it fortunate that such matters usually can be accelerated simply by adding more communications tactics as well as increasing their frequencies.

At the end of the day, what you want your new PR plan to do is persuade your most important outside stakeholders to your way of thinking, then move them to behave in a way that leads to the success of your department, division or subsidiary.

Your biggest success secret will be when your "target publics" -- those all important outside stakeholder audiences actually act upon their perceptions of the facts they hear about you and your operation. Which means you really have little choice but to deal promptly and effectively with those perceptions by doing what is necessary to reach and move those key external audiences of yours to actions you desire.

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

Press Release Ideas

2008-11-21T02:00:00.001-08:00

Writen by Erez Domb

Ask yourself what readers or a reporter will be interested in.

Are you launching a web site?

Is there an issue you can protest?

Do you offer an apprenticeship or internship?

Do you have an employee that is retiring?

Have you won an award, contest or special certification?

Are you introducing a new product or service?

Are you making a major change to your products or services?

Have you been mentioned in a book or article?

Have you become a member of an association?

Are you making a change in pricing --especially reductions?

Are you offering a new training program for employees?

Can you take part in a controversy?

Can you write about a customer's success story?

Is there something new or unique about your company or organization?

Can you release a testimonial received from a customer?

Can you publish results of a poll or survey?

Are you sponsoring a program or event?

Do you offer free advice?

Are there any unusual products or services that you offer?

Can you publish a summary of useful or new facts?

Has one of your customers received an award?

Do you know a way for people to save time or money?

Can you write a letter to the editor?

Are you holding a seminar or lecture?

Has one of your offices moved or expanded?

Are you having a half price sale?

Have you completed a study or research project?

Has one of your employees won an award?

Is some kind of special event happening for your company?

Are you attending or hosting a trade show or exhibition?

Have you had a visit by a celebrity?

Do you have a unique way of selling or producing your product or service?

Can you work with the media on a joint project?

Have you been involved in legislation?

Do you have a unique projection or forecast?

Do you have a new trademark?

Do you have a new publication?

Are you opening a new physical or virtual branch location?

Are you involved with fundraising or other events?

Are you speaking at a conference or seminar?

Are you celebrating a company anniversary?

Have you obtained a new client or large new customer?

Do you have a unique product or service?

Can you adapt a national survey or report to explain your own company's news?

Have you received significant recognition in your field?

Have you discovered a new use for your product or service?

Are you running for office?

Are you holding a competition or contest?

Do you have news that could affect people's health or make life easier?

Are you giving away free samples or demo accounts, etc?

Can you write a tie-in with a current news event?

Are you involved with civic activities?

Have you spoken in front of a noteworthy audience?

Are you offering a reprint of a speech?

Do you have a great testimonial to tell?

Have you published a report or any kind of useful or new information?

Have you testified as an expert witness?

Have you won a new contract?

Can you make a timely analysis or prediction?

Is someone on your staff receiving a promotion?

Do you have any community value that you can tell about?

Have you had an interview or meeting with a celebrity?

Can you hold an event to tie with a holiday or special occasion?

Is your company involved in any charitable or community actions that has an upcoming event?

http://www.Telebuzz.net press release distribution service Solutions is the division of Eye Logic Media Inc. (http://www.eyelogicmedia.com) With 10 years of experience in Internet marketing, Eye Logic Media Inc. is growing leader in the online industry.We have been dedicated to helping small, medium and large corporation grow their business on the web.SEO by http://www.submizseo.com.

Cracking Da Media Code

2008-11-20T02:00:00.001-08:00

Writen by Thomas Murrell

With the international movie based on Dan Brown's book The Da Vinci Code breaking box office records around the world, its time to look into the secret world of the media.

How do you crack Da Media Code and get your message across clearly and consistently in the media.

Well, for some the media represents a secret sect to be feared or revered.

In reality, the media are a group of dedicated professionals just doing their job of keeping the community informed.

Understand how the media works, what makes a story and what motivates them ... and you understand how to work with them and not against them.

Having worked in the media for the past 26 years, including print, radio, television, wires services, internet, blogging and podcasting, here is the secret code for unlocking the riches that the media can offer.

First, you have to get inside the mind of the media, to unlock the code of what motivates reporters, editors, executive producers and other decision makers.

Unlock this code and you are guaranteed of being able to connect with them and truly understand their deepest desires, aspirations and motivations.

After working in the media for so long, my model on why people are attracted to working in the media has identified five archetypes.

At the core, every individual working within the media could be classified within one of these five archetypes.

Remember, according to wikipedia "an archetype is an idealized model of a person, object, or concept from which similar instances are derived, copied, patterned, or emulated. In psychology, an archetype is a model of a person, personality or behaviour."

Cracking Da Media Code is about archetypes in the media and understanding how to work best with them.

Understand how to work with these five archetypes and you have cracked Da Media Code.

1. The Ego Driven.

These people are attracted to the media because they want to see their name in print, hear their voice on radio or see their face on television.

They have strong egos, opinions and self belief.

To crack the code, learn to work with and to their egos. They thrive on looking good, being complimented and positive stroking of their already healthy self-esteem.

They've got to the top by looking good, sounding confident and writing clearly.

2. The Story Teller.

These mediatypes are interested in the personal or hero's journey of individuals. They want to discover and tell the highs and lows of an individual's personal quest.

Australian Story on ABC TV on Monday night is a classic palette on which a story teller can work their craft.

You never hear or see the journalist. It is all about the talent telling their story in their own words.

In fact the program has become the media vehicle of choice for people under pressure in the public spotlight who want to tell their version of events in their own way without the intense questioning of the media.

The most skilled and successful archetype in this category influences millions through his work in Hollywood and ranks among the most successful storytellers in history. His name is Steven Spielberg.

Storytellers tend to have a sense of wonder and faith in human nature and be optimistic. They love dealing with ordinary characters who find themselves in extraordinary circumstances.

Sometimes anti-authoritian, they often take the side of the underdog.

They love doing profile pieces and features on people and their lives and understanding what makes them tick.

Often middle children, they connect well with people and like sharing stories.

In cracking the code, work to their optimistic nature and how your story idea illustrates an inherent conflict or struggle to overcome adversity. What is the "rags to riches" angle?

3. The Mirror Holder.

These mediatypes want to hold a mirror up to the world. Not because of their ego but because they want to be part of living history.

And that's the essence of what motivates them. They want to hold a mirror up to the world and report on history as it unfolds by reporting as accurately and fairly as possible.

They are often foreign correspondents and found in the world's hotspots. They thrive on adrenaline, the thrill of the chase and have an eye for detail.

My friend, 33-year-old Australian cameraman Harry Burton, who worked for the Reuters agency and whom I met on a Vincent Fairfax Fellowship was typical of this archetype. He was tragically killed in a roadside ambush 90 kilometres from Kabul in Afghanistan on the 19th of November 2001 chasing his dream.

Neil Davis (1934-1985), an Australian Combat Cameraman who is the subject of the book One Crowded Hour is another.

To crack the code with these mediatypes means the story must have strong news values .... dramatic, newsworthy and with major consequences.

4. The Truth Seeker.

These mediatypes believe it is their responsibility to turn over every stone to uncover the truth.

They are methodical and ruthless in their pursuit of the truth. One archetype I know was a detective in the police force before becoming a journalist.

To crack the code, remember they will never write a story from a media release. They will be down at the courts or trawling through freedom of information material in their quest to uncover the truth.

Always be honest and upfront when dealing with truthseekers.

5. The Social Activist.

These archetypes are attracted to the media because they want to change the world. They see the power and influence the media has and they use it to further their own cause or personal agenda.

The secret is to find their cause, passion or reason for being and work to this strength.

You will find them as environmental reporters, or covering industrial relations, education or social justice topics.

In summary, understand these five archetypes and you will have greater success in getting your message across in the media.

Note: Thomas Murrell, 8M Media and Communications and "Da Media Code" do not have any association with or authorisation from Sony Pictures or Dan Brown or the book and movie entitled "The Da Vinci Code".

Want help cracking Da Media Code? Book here for our code breaking seminar Writing and Pitching Winning Media Releases in Perth on Wednesday June 28th.

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

Media Gets Social

2008-11-19T02:00:00.001-08:00

Writen by Harry Hoover

Consumer content creation is the big deal online these days. There are at least 30 million blogs online, podcasts galore, as well as nearly 100 million photos available via Flickr. All sorts of new web tools have been developed to enable this new social media, as it is being called.

Stowe Boyd, an authority on collaborative technologies, offers his definition of social media.

PR practitioners and marketers need to know about and understand how to leverage social media, or be left behind. So, how does one take advantage of social media sites? You start with media relations and work your way out.

SHIFT Communications has reinvented the news release to take advantage of social media trends. You can download it here.

However, even with this template you must have a news release distribution platform that supports it or your release is simply an electronic document. For my money, PRWEB is that platform.

My wife's first mystery novel, Double Dead, will debut January 2007. So, I distributed a news release recently via PRWEB about her signing with Gale/Five Star Publishing. PRWEB offers Technorati and several other bookmarking tools - like del.icio.us - on the site that you can use to tag your release. I used the tools to post the story on Digg and del.icio.us. Each Digg story is user nominated and voted upon by the community. The more votes, the more people get to see it because it moves up the list. Follow this link if you want to see what del.icio.us is all about.

Here's a quick list of some other social media platforms to check out if you want to see what it's all about:

Newsvine
Tagworld
Brightcove
YouTube

Harry Hoover is managing principal of Hoover ink PR. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Bank of Commerce, Brent Dees Financial Planning, Focus Four, Levolor, New World Mortgage, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, and Verbatim.

Public Relations For The Blue Angels

2008-11-18T02:00:00.001-08:00

Writen by Lance Winslow

You would think that public relations for the Blue Angels Navy aerobatic sports team would be easy, but it isn't and in some areas where there are a lot of liberals or Democrats living who are against the war sometimes the Blue Angels have a tough row to hoe. Without advance publicity air shows have a tough time attracting the number of people that make it worthwhile for the Navy Blue Angels team to show up.

The Navy blue Angels team is to promote the United States military and specifically the United States Navy and naval aviation in general. Perhaps you have noticed when the blue Angels came to a city near you that they often got front-page press with a picture of jet fighters flying across the front of the newspaper in color. This is because people like Top Gun and they like to see jet airplanes on the front of the newspaper.

This helps in many ways; it helps our military recruit more people and it gives the public more understanding and education about what our military does for them. After all it is the government's responsibility to protect the American people; that is and should be their primary concern.

When we see the ominous jet fighters flying overhead in formation it is exhilarating and exciting and that certainly helps the public-relations specialist in handling the account for the Blue Angels. Perhaps you might 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/

Using Free Publicity To Grow Your Nonprofit

2008-11-17T02:00:00.001-08:00

Writen by Sam Santiago

Many clubs & non-profits struggle with the problem of how to get new members. I was able to help a non-profit club that had a need to raise membership by capitalizing on free publicity.

In this article, I will share three keys on how to gain not only new members, but also gain media/press coverage for your worth-while charitable causes, services, and events. This free publicity will lead to more community awareness of your organization's activities and can lead to more donations, volunteers, and increased membership.

Key #1 Media/Press's Weaknesses

The press (i.e. newspapers and magazines) and media (i.e. TV and radio) are constantly getting requests for coverage. In order to improve your odds of coverage, there are two time periods to keep in mind: Hot Times and Cold Times.

The first period is known as Hot Times. This is when the press/media are covering a juicy story and will print or air anything even remotely associated with the topic. For example, during the Michael Jackson case, any lawyer could have called into a talk radio show and asked to give their two-cents on the trial. At the end of the commentary the attorney could have mentioned his/her name, firm, and phone number. The benefit was not only attracting new clients, but that he/she could then put on their marketing materials "As featured on X show" for added credibility.

An example of linking a product or service to a hot topic is the story of a restaurant in Texas. At the time, Bill "Big Tuna" Parcells was announced to be the upcoming coach of the Dallas Cowboys. The creative restaurant changed the name of their entrée to "The Big Tuna". They sent out a few press releases, made a few phone calls, and got literally tens of thousands of dollars worth of free publicity.

Another example was when I noticed that a contestant on Donald Trump's The Apprentice was fired for poor presentation skills. I then sent out a press release that read "Don't Get Fired for Poor Presentation Skills, Join Toastmasters".

The second period is known as Cold Times. This time frame begins Thanksgiving and ends January 2nd. The reason why this period is called Cold Times is because the press/media lose approximately 25% of their resources since big business and the government goes on winter vacation. That means that they have more blank pages to fill between advertisements. Why not use your story to fill those pages?

You may be asking yourself, what do I do or say to fill these stories? There are two books I recommend to use should you not be able to link your story to a hot topic. Celebrate Today by John Kremer and Chase's Calendar of Events. These two publications show holidays you didn't know existed. For example, did you know that July 3rd is Air Conditioning Appreciation Day?

Key #2 Killer Press Release

Once you have an idea for a story, it is time to type it up. It's important that the press release be in the correct format. On the top right, it should read "News Release", followed by your contact information. On the top left it should say "For Immediate Release". The headline is the most important part of the press release. It needs to be juicy. The whole press release should be only 1 page and double-spaced. At the end of the page, put 3 centered # signs to signify the end of the release.

I highly recommend that you use a cover page that states that your organization is a non-profit. The Radio Stations & Newspapers have to legally give Public Service Announcements (PSA). That is how I was able to get dozens of free newspaper articles and free radio commercials on NPR & WMTR for Toastmasters.

Free examples of press releases can be downloaded at http://www.getfreeads.com.

Now you have your own press release in your hands, but what now? You need to develop a list of fax numbers. You can do that by going to your county library and looking in their reference section for the following books: Bacon's, Gebbies, Editor and Publisher, and Broadcast and Cable Yearbook. There you will find a wonderful list of contact information for magazines, newspapers, TV & radio shows. I recommend that you create a word document with just the fax numbers and get a subscription to Efax (www.efax.com). This software allows you to send faxes just like email, so you can easily send dozens of faxes with a single mouse click once you have your distribution list created.

Key #3 Eliminating the Middleman

Now, the person on the other side of the fax is known as the "Assignment Manager". In a word, this person is BUSY. They are listening to nine Police Bulletin radios for stories, the phone ringing off the hook, the fax is printing non-stop, and it's their responsibility to send a dozen news crews out to cover stories.

More than likely, the Assignment Manager will throw away the press release you sent. I don't tell you this to discourage you, but rather inform you of the reality. Sending a press release is like sending a message in a bottle. You don't know if it ever made it to them. To further increase your odds of coverage, I recommend you compile a list of publications and TV news stations you would like to appear on. You can then read, watch or listen to those to figure out what reporter would most likely cover your story. Reporters are like cops, they each have different beats. Some specifically cover homicide, while others just cover sports, still others cover community stories.

Before you pick up the phone, there is just one more thing to prepare.your pitch. Your pitch must be concise and to the point. For example, the civil war can be summarized in two sentences:

The North Fought The South. The North Won.

The reason why I share this with you is that reporters are busy and you need to be able to verbalize your story idea in under 30 seconds or less. Here is a sample conversation with a reporter:

"Hi John, you don't know me. My name is Sam. I read your article on XYZ Topic and enjoyed it so much that it's on my refrigerator door. John, I've been looking for someone to cover a story, and I hope I have found the right person in you." At this point, then you would give your two sentence pitch.

Notice that I sincerely complimented the reporter. The fact that you took the time to research his previous work will endear you greatly. Should the reporter tell you that he is not interested, ask for a referral. Then, immediately call the referral and mention "John insisted that I call you", then, pitch the referral. Mentioning John's name makes you a warm-contact and they will be more open to your pitch.

The Publicity Blitz

The name of the game is perseverance. Although what I described in this article costs little, it will take time and effort on your part. Using this technique, I was able to help my Toastmaster club go from 1 guest per meeting to a high of 18 guests per meeting. That was how we ultimately went from 35 members to 50 members within 90 days.

In closing, it's all about The Buzz. The juicier you can make the story the better. Reporters are people just like you and me. At the end of the day, they just want to do a good job and go home. You are providing them with a service by filling a need of theirs and in return, they will fill your need by giving your non-profit organization free publicity.

Sam Santiago is the author of Secrets of Business Promotion Revealed and is a respected authority on teaching others how to get publicity for their businesses and non-profits.

Download the first three chapters of his e-book on http://www.getfreeads.com today.

Public Community Relations And Running For City Council

2008-11-16T02:00:00.001-08:00

Writen by Lance Winslow

Public Relations in the community is important for anyone seeking a run for a city council seat. One must have a good standing in the community and build that up prior to running for a local election. That is easy enough and yet as soon as you put your name on the ballot the gloves come off and the slander and innuendoes begin.

No longer can one hide behind their good deeds, community spirit or small business reputation in the town. From then on out, it is a matter of crisis management, public relations spin and watching your back. It is indeed too bad this is true in our communities and cities, because the best volunteer and community leader should be on the city council and yet that is politics as they say?

How does one continue a positive public relations program in the midst of running for city Council? Well, it is not easy but it can be done and if you're able to do it you will find yourself in the news and able to get done many of the things that you wish to get done once you win the city Council seat during the election.

This is because you will bring it to the attention of the public and therefore the incumbents must take notice since it has been in the newspaper. I can tell you this once when I ran for city Council nearly all my ideas and concepts were implemented prior to the election and then there was no need for me to be on the city Council because I had already won the game. Thanks to a little PR it can be done. Please consider this in 2006.

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

Get Write To It

2008-11-15T02:00:00.001-08:00

Writen by Harry Hoover

The toughest thing about writing a news release is getting started. But writing doesn't have to be hard. Here are a few tips and tricks to help you beat writer's block.

Before the story, think about:

audience. who do I want (or expect) to read this? What do they want to know? What do I want them to know?

"gatekeepers." These are usually the editors who will decide if they will use your story. What kind of story do they normally use? How long? Style?

If you just can't get the first word down on paper, here are some things to try.

Talk to someone about your story. Listen to yourself. Write the story like you told it. You can always rearrange sentences or paragraphs later.

Go through your notes. Star the things you think are most important. Then try to start a story with at least one or two of those important things in the first sentences.

Write the headline first. Then make sure your first paragraph or two says essentially the same thing as the headline.

Try being childlike. How do kids tell a story? They blurt it out, getting to the point fast with plenty of action verbs.

Plagiarize, sort of. If you see something written that you like, borrow the idea, but not word-for-word. I'm especially talking about borrowing ideas of style.

Now you have the tools to bust writer's block. Get write to it.

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

Doityourself Pr An Accident Waiting To Happen

2008-11-14T02:00:00.001-08:00

Writen by F.N. Rosenstock

Early in my career as a public relations consultant, I remember standing in a group of people at a business function and listening to one man's tale of woe. It seems the founder and president of a small and growing business was bewildered about his lack of media attention. He organized an event to launch a ground-breaking new product and couldn't understand why no one covered the event.

"Why didn't they (reporters) come?" he asked. "I sent out press releases!" I smiled sympathetically.

This is not an isolated incident. Too often, many notable products and services are ignored by reporters and subsequently, by the public. Time and again, small business owners believe they can run the publicity activities for their companies. How hard could it be anyway?

The problem is, performing the mechanics of publicity tasks without understanding it will not achieve desired results. There's more to PR than sending out a press release.

And trust me, the qualityor more accurately, the lack thereofof releases I have seen lately from do-it-yourselfers ranges from the sublime to the ridiculous. It would make any professional publicist nauseous!

As a PR consultant for many years, I have often wondered why people want to do it themselves. After much thought about this phenomenon, I attribute it to one justification: a cost-cutting measure. This is a common pitfall.

PR is not something that achieves an immediate return like running a two-for-one sale. It is a long-term commitment that often can't be quantified. Publicity is one aspect and often, instead of letting a PR professional develop an integrated campaign, releases are sent haphazardly with an eye on costs rather than results. Piecemeal publicitysporadic releases or placements, often after the factis rarely effective. Sound public relations is a concerted effort and an investment a company makes in itself. Consultant's fees are based on time and activities required to build a comprehensive program.

The idea that companies even think they can take this in-house and delegate it to an administrator without hiring a PR professional is deceiving. I once asked a career consultant about this. Her reply was startling. She responded by saying that some people are so technically expert, they make it look easy enough for others to take on their duties! This probably explains why there was a huge increase in duffers at golf courses after Tiger Woods won his first Masters. It also explains why there are so many people taking on their own home repair and decorating projects since HGTV became a cable mainstay.

The truth is Tiger Woods and other pro golfers work at their sport the way most of us work at our jobs, and home repairs and decorating are far more time-consuming and complicated than a version compressed into a 30 minute segment.

The same can be said of publicity . . . and that's the relatively easy component!

What if you're on the negative end of publicity? Do you really think you can handle that alone? Remember, a lawyer will protect you legally; who will protect your image and reputation? After the tragedy of September 11, I remember an interview with a very emotional company executive caught up in the moment. Several of the things he promised in an excited moment came back to haunt him several months later. If he had a PR consultant, he never would have been permitted to give an interview, let alone promise anything, at that time.

Even if you think you're just sending out press releases, there's more to writing them and emailing or snail mailing them. It's called pitch and place. There's also a vetting process which, to summarize, prevents amateurs from crying wolf. Not everything you do or accomplish is newsworthy!

If you do-it-yourself, potential customers are likely to think you're penny-pinching because you have cash-flow problems, too impoverished to hire a consultant or an appropriate employee to adequately accommodate your needs and staff your operations. They can also question your business acumen if you think you're proficient enough to do this properly. This alone can make or break your future growth.

If you think you're saving money by doing-it-yourself, you're not. A good PR program with an experienced consultant is far more cost-effective than doing-it-yourself. Remember, perception is reality.

You're vying for attention and credibility in an overcrowded marketplace. People have to know you exist before they can beat a path to your door. Good PR can enhance your operations so your products or services are accepted.

For more than 20 years, F. N. ROSENSTOCK has worked in the field of public relations holding a variety of positions before starting her own consulting firm. Rosenstock has served as a presenter on panels and at workshops, and has produced seminars and given instruction about public relations.

If I Were Coaching You

2008-11-13T02:00:00.001-08:00

Writen by Robert A. Kelly

If I were coaching you as a business, non-profit or association manager on how to get the biggest bang for your public relations dollar, I would sum it up for you this way.

Use the fundamental premise of public relations to produce external stakeholder behavior change the kind that leads directly to achieving your managerial objectives. Usually, that outside behavior change can be created in the financial, marketing, crisis resolution, reputation management and other sectors of the public relations discipline.

Thus, you do something positive about the behaviors of those outside audiences that MOST affect your organization. And you do so by persuading those important external folks to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed.

The reality is, your public relations effort must involve more than press releases, brochures and special events if you expect to get your money's worth.

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

Happily, this kind of public relations approach can deliver results like capital givers or specifying sources looking your way; enhanced activist group relations; expanded feedback channels; new proposals for strategic alliances and joint ventures; community service and sponsorship opportunities; rebounds in showroom visits, membership applications on the rise; not to mention new thoughtleader and special event contacts.

You could easily see improved relations with government agencies and legislative bodies; prospects starting to work with you; customers making repeat purchases; promotional contest overtures, and even stronger relationships with the educational, labor, financial and healthcare communities.

Still, the question remains, who makes the blueprint really work? Will your workers be regular public relations staff? Or people sent to you by a parent entity? Or possibly a PR agency crew? Regardless of where they come from, they must be committed to you as the senior project manager, to the PR blueprint and its implementation, starting with target audience perception monitoring.

Now, simply because a PR person describes him/herself as a public relations specialist doesn't mean they've bought into the whole program. Convince yourself that your team members really believe deeply why it's SO important to know how your most important outside audiences perceive your operations, products or services. Be certain they buy the reality that perceptions almost always lead to behaviors that can help or hurt your unit.

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

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

Here, you need a public relations goal to shoot for as you address the aberrations that cropped up during your key audience perception monitoring. And that goal could be to straighten out that dangerous misconception, or correct that gross inaccuracy, or stop that potentially fatal rumor dead in its tracks.

Of course what is a goal without a strategy to show you how to get there? Fortunately, there are only three strategic options available to you when it comes to handling a perception or opinion challenge. Change existing perception, create perception where there may be none, or reinforce it. The wrong strategy pick will taste like hot tea with too many teabags, so be certain the new strategy fits well with your new public relations goal. You wouldn't want to select "change" when the facts dictate a "reinforce" strategy.

Keep in mind that members of your target audience will likely react to a powerful message. Still, persuading an audience to your way of thinking is hard work. Which is why your PR folks must create some very special, corrective language. Words that are not only compelling, persuasive and believable, but clear and factual. Only in this way will you be able to correct a perception by shifting opinion towards your point of view, leading to the behaviors you are targeting.

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

It's wise to respect the fact that the credibility of a message can depend on its delivery method. So you might consider unveiling it in presentations before smaller gatherings rather than using higher-profile tactics such as news releases. Finally, please recognize that people love progress reports, a fact that will alert you and your PR team to get back out in the field and start work on 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. Only this time, you'll be watching very carefully for signs that the bad news perception is being altered in your direction.

Here's a tip for those among us who are impatient. If things aren't moving fast enough for you, try increasing the beat with more communications tactics and increased frequencies.

Yes, if I were coaching you as a manager on how to get your public relations' money's worth, I would ask only that you internalize a single reality, then build from there, as outlined above.

By all means worry about the behaviors of those key external audiences that most affect your organization, and you as a manager. Then do something positive about them by persuading those key folks to your way of thinking, moving them to take actions that help you achieve your managerial objectives.

About The Author

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

mailto:bobkelly@TNI.net

Visit: http://www.prcommentary.com

The Power Of Storytelling Forget Everything Youve Learned About Pr Focus On Your Story Instead

2008-11-12T02:00:00.001-08:00

Writen by Paul Furiga

Even before primitive societies put chisel to stone and began writing, one group held a special place in these communities because of their communication skills: storytellers.

By weaving compelling narratives, storytellers preserved communal history, entertained their fellows, and delivered motivation when it was needed. Over time, their words moved armies and inspired achievement.

Today, storytelling may seem quaint. It's not. Thanks to technology, some of the largest and savviest organizations in the world are discovering that storytelling is even more important today -- and more powerful.

Storytelling is so powerful that it should be the primary goal of all your public relations. In fact, banish the words publicity and public relations from your vocabulary. Focus on storytelling, and tap into an essential human motivator that has propelled humankind for thousands of years.

When I say "storytelling," I mean with a capital "S." Small "s" storytelling is well understood by journalists and the professionals who work with them. I am talking about a bigger view of your story than what a journalist crams into a 500-word story.

Think instead of great films, plays or books. In these larger works, a "story" unfolds. Key components are essential to a successful story: characters, including a hero (and maybe a villain), a plot, at least one climax, and yes, a happy ending.

Successful PR storytelling relies upon similar key elements. When working with my clients, we develop a "script" or plan that answers these vital questions:

Who is the audience?

What do we want the audience to do or feel?

Who are the key characters in the story?

What is the plot or plot lines for the story?

What is the story's climax or key success point?

What is our happy ending?

Only when we have mapped out the story are we ready to begin the storytelling. As one of my editors used to tell me when I was in journalism, "good thinking makes good writing." You can't just begin spinning tales if you don't know where the story will go.

For example, a new product that creates a new product category may need a first chapter that focuses on the issue or problem that the product solves. Only after key audiences understand the issue can the storyteller introduce the new, revolutionary solution. And only after the solution is properly introduced can its story be told in detail.

In public relations, storytelling is not only about a good script, but also, good execution.

Like performers on a stage, interacting with the audience, PR storytelling is dynamic, involving two-way communication. Good PR storytellers adapt the story for each audience. They tailor staging, scenery, even the actors, to deliver success.

Like a good book, successful PR storytelling may have many chapters. And while it may incorporate unforeseen drama or plot twists, as with crisis communications, that doesn't mean there isn't a happy ending.

This is the most important measure of PR storytelling: You and your organization have a goal -- a happy ending. Your happy ending is not the same as that of a competitor. So how will you make sure your happy ending is the one that defines your story? By thinking like a storyteller rather than someone who is simply chasing the next newspaper clip or broadcast interview. Remember your capital "S" story, and your small "s" stories will come by the bucket load, with more and more of them bearing your happy ending.

Paul Furiga is president of WordWrite Communications LLC, a Pittsburgh-based public relations agency that helps companies create, develop and share their great, untold stories with everyone who needs to hear them. A former editor of the Pittsburgh Business Times, he has also covered Congress, the White House, edited magazines and written for publications ranging from Congressional Quarterly to Frequent Flyer magazine.

Doityourself Pr

2008-11-11T02:00:00.001-08:00

Writen by Peter TerHorst

In the PR world, it is a well-kept secret that some business owners and professionals are often the best people to conduct their own PR. Why? It's not surprising that many PR agencies would like to have this business. Yet sometimes, the best service a PR agency can provide a new client is to help them do their own PR.

A good example is the role of spokesperson.

Every business, profession or non-profit benefits from having a spokesperson. The right person brings credibility to the organization's mission. And often, the best spokesperson is the individual who started the business and continually invests their own sweat-equity into the organization's success. They have experience putting their best foot forward before lenders, community leaders, clients and customers. Most founders also have a keen sense of where the market is moving with respect to their products or services. With a little coaching, it only stands to reason that they can speak most effectively for their cause.

What forms can do-it-yourself PR take? Many civic organizations, professional groups and trade associations seek weekly or monthly speakers who can plainly discuss their business, trade, or profession. Local community colleges and universities often seek guest speakers for their students. Another excellent opportunity is found in the written word: guest editorials in the local newspaper or an industry trade journal can establish the author as an expert in their field. Local radio and television news provide another outlet for expert commentary. In the electronic media, don't overlook the power of web-based PR services. A well-written press release provides a voice for an organization and, for as little as $30, will be picked up and distributed by search services such as Google and Yahoo - Internet powerhouses that feed news companies and freelancers around-the-world.

All well and good you may say, but how do you get started? Seek out the services of a PR professional and ask them to help you craft a practical strategy with logical steps that will take you from novice to PR spokesperson in a manner that best suits your talents. Maybe you're not a good writer; no worries, a good PR pro can ghost-write for you, or take up the slack in another area.

With time and a little effort, you will soon see success - perhaps enough to engage your trusted PR company on a full-time basis.

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

The attribution should read:

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

Advertising Is Dead Long Live Pr

2008-11-10T02:00:00.001-08:00

Writen by Harry Hoover

Although I still believe there is a place for advertising as a brand maintenance or brand affirmation tool, I am convinced that to build a brand today, you need PR. At one time advertising did build brands. But this was in a simpler America. That America, sadly, is no more.

I've been re-reading The Fall Of Advertising & The Rise Of PR, by Al and Laura Ries, and it is their book that has moved me from suspicion of advertising's demise as a brand-builder to conviction.

As the Ries' say, "Publicity is the nail, advertising is the hammer." What does this mean? It means that your PR effort helps make your message believable so that your advertising will have credibility when it hits.

Typically, companies want to hit the market hard and make a lot of noise. Advertising allows you to launch quickly, control the message, and have your message in as many media as you have the money for. However, that does not mean your message will be believed. The louder advertisers yell, the less likely I am to believe them. How about you?

PR takes time and does not necessarily work on your schedule. Planting new ideas or changing minds is a slow process. When your PR program rolls out over a longer period of time, prospects have time to adjust their attitudes. Brands that take this approach are longer lasting, too.

Chevrolet, for years the number one auto brand, was still number one in ad spending in 2001. It spent $819 million dollars 39 percent more than Ford spent. That year, Ford outsoldevrolet by 33 percent. Since 1997, Chevrolet has outspent and undersold Ford. Chevrolet spends $314 per vehicle and Ford spends $170 per vehicle. Do you think advertising is working for Chevrolet?

Kmart, embroiled in financial difficulty for years, had revenues of $37 billion and spent $542 million on US advertising in 2001. Wal-Mart spent $498 million and garnered four times the revenue: $159 billion split between its Wal-Mart and Sam's Club stores. The average Wal-Mart store does $46 million in sales each year while its Sam's Club average store sells $56 million. Sam's Club does almost no advertising.

Those are old brands, you're saying. What about some newer brands, Harry?

OK, let's look at Pets.com. Remember the dog sock puppet that starred in their commercials? It won awards, but not sales. In six months Pets.com had $22 million in revenues and spent four times that much on advertising. Off-base advertising creativity at work.

The Body Shop was built totally by publicity. No advertising at all. Starbucks, until recently, did virtually no advertising. It has built a brand through good PR efforts. Starbucks' annual sales are around $1.3 billion, while advertising expenditures over 10 years, have totaled less than $10 million.

Finally, what advertising agency do you know that has built its brand with ads? Things that make you go "hmm."

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

Killing Them Softly

2008-11-09T02:00:00.001-08:00

Writen by Chandramouli N

The world has woken up to ethical issues in corporate governance & accounting practices. Corporate heads that were not guillotined were forced hang their heads in retrospective shame. The heads that fell were the victimizers, and the axe that fell, fell too late, and the punishment received, was way too little compared to the suffering, pain and financial losses that the organizations' stakeholders suffered. Trust of millions of investors was lost overnight.

Ethics in governance is one part of the story, the other link in this dubious chain of deceit is usually the professional services like auditing, legal and public relations which work closely with the organization. Such large scale deceit becomes possible only with the active collaboration of these so-called 'professional' services. Hardly professional, really!

The Indian investor has been victim to a lot of companies attempting to make a quick buck in the markets. While caveat emptor let the buyer beware, is the legal term that organizations to get out of such wrangles, it is necessary to look into how these various scams are done, and to recognize the role of the professional services, especially public relations in creating and sustaining the scams.

Circa 1994. Every Indian remembers the bloody battlefield of the stock markets. While the aftereffects are well embedded in everyone's memory, few remember how it all began. Upbeat stock stories in the newspapers, stories of millions being made overnight, the oldest stock exchange of the country celebrating the index at an unprecedented high. Stock market pages kept the upward arrow next to almost every stock price quoted indicating the trends. Investors scrambled, dinner conversation revolved around the stock prices, 21 year olds were sitting in front of red-blue flashing computer screens, buying and selling tens of thousands of shares in seconds.

While some companies were actually performing well, many slipped through the back-door and slipped up their shares to unwary investors. Why is the investor so gullible? And is the investor really so gullible?

The method that was used to market the fly-by-night companies to the investors combined the well-used public relations concepts of fear, uncertainty and doubt (FUD). Successful FUD pushes to show how you would be the only person who would be left in the race if you did not buy-in into the campaigner's concept, creates uncertainty about your own analysis & gut-feel and generates doubt about the products or services currently under use. This especially works wonders in a greed-struck stock market, where more often than not, mob-psychology rather than knowledge is the deciding factor.

Usually such scams are orchestrated in connivance with some unscrupulous public relations companies. At other times, the PR companies usually have enough pointers to the possibility of such a scam about to take place. Press conferences are called, headlines blare out the superlative performances of the organization, there is talk of new acquisitions, investor meets happen and stock analysts are shown the factory, the plush office to generate confidence in the investor. The PR agency is rewarded for its great 'efforts' by way of a few millions and the investors collective gets duped for a few billions. Case studies of this century in such dubious PR in India would include the CRB scam, MS Shoes, Harshad Mehta & Home Trade fiasco. While these are the few stories which come to light, there are many scams which get away without even getting noticed.

What is the responsibility of the public relations company in such circumstances? The agency must evaluate the client and understand program and take a view that is beyond just the fees that it will generate and take a responsible decision. The PR agency can & must become the watch-dog for the companies, advising them, guiding them and if nothing prevails, then going to the extent of resigning the account for of a larger good. This kind of discussion, though popular conversation in PR cocktail circuits, is still eschewed by the PR intellectuals in more serious forums!

Unless we work as a committed community on the principles that should guide the PR business; and take stringent action against those who use these tools-of-influence to feed their greed, the respectable business of PR will go to the depths of unrecoverable ignominy very soon.

Chandramouli is the CEO of Blue Lotus Communications Consultancy, a leading knowledge based public relations agency located in Mumbai,India. He is an Engineer-MBA with over 16 years of multi-functional experience and has guided Blue Lotus to a core focus in the booming sectors of Healthcare, Finance, Education and Technology.

Public Relations For Iron Ore Mining

2008-11-08T02:00:00.001-08:00

Writen by Lance Winslow

In the United States we have some of the most pure iron ore on the planet and yet many of our iron ore mining facilities have closed. Some of this has been due to environmental reasons and some of this has been caused to keep other nations happy because they wish to sell their iron ore to us in the form of completed steel products.

Unfortunately much of this steel that is bought from other countries is contaminated and not is pure as the iron ore is in the United States and this causes a problem when you're trying to build something that you want to be very strong. If the steel has impurities in it, then it will not be as strong and could collapse and if you are making battleships or buildings out of such steel it can become very serious.

It would seem that public relations specialist for iron ore mining would be quick to point these things out to help our own heavy industries in the mining sector survive against the competition from the rest of the world. Iron ore mining also brings lots of jobs to United States and when these industries shut down we have huge areas where people are underemployed or not employed in all for instance in the rust belt.

Public-relations specialists for iron ore mining need to work to overcome the objections of environmentalists and to show how iron ore mining can be done in a clean way and why this vital resource is so important to the strength of our nation. 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/

Business Community Relations 101 Getting The Most Out Of Your Chamber Of Commerce Membership

2008-11-07T02:00:00.001-08:00

Writen by Lance Winslow

Since the major part of a small business typically comes from business to business services, it is essential to maintain a positive standing with the local business community. It is of value to you to join as many business type organizations as possible in your town. You should attend meetings when possible and introduce your clients to each other.

Most towns and all cities have chambers of commerce. The chamber offers many things to small businesses especially new ones and start-ups. Chambers provide a voice for the business community, a bridge between government - small business corporations volunteers - religious organizations schools clubs - homeowners associations corporations general public etc. It's a monumental job, always changing. It takes money, lots of it. It takes coordination and a knack for small town politics. It takes members who will volunteer, who care and are dedicated. Of course that's where you come in. Chambers of Commerce hold various events such as:

· Mixers

· Table Top Exhibits/Expos

· Seminars

· Luncheons

· Committee Meetings

· Installation Dinners

· Benefits

· Educational Exchanges

· Home Based Business Groups

· Networking Breakfast Meetings

· Membership Drives

If you attend some of these events, you will make new friends, contacts and customers. Anyone can join the chamber. It usual costs $100-450. But you only get out what you put in. Many small business owners may see it as a waste of money. In actuality it is relatively inexpensive depending how you chose to use your membership. It can be long lasting advertising in the form of:

· Promotion

· P.R.

· Networking

· Free Media Coverage

· And Fun

Joining Committees

If you truly want to become involved, we suggest you join various Chamber of Commerce committees. Committees need your input. You probably talk to one hundred business owners and residential customers per week. Five hundred per month. They know you, they trust you and they generally speak their mind to you. When these associates, business customers and business people talk to politicians, it's a more tactful type conversation. When they talk to Chamber of Commerce staff, they tend to also choose their words more carefully. When they talk to you, it's more point blank, to the point, blunt and the reality of the way they really feel. You'll never get a sugar coated answer to a small business dilemma from an actual owner. They'll tell you how they feel. Whether they are happy or mad as hell about an issue. You also are the eyes and ears of the community with it's residences.

When you come to these committees you bring knowledge. You will soon find your ideas, observations and personal opinion are paramount. You are the most valuable tool a chamber committee could ever hope to have. You need to ask yourself "Do you have the extra time?" If you don't, don't volunteer. There is nothing worse than a committee member who volunteers and then doesn't pull through when he or she is needed. If you have the time you be repaid in new business contacts and customers and the feeling of knowing you made the difference.

How do you join a committee? Talk to the president of the chamber. Tell them you want to volunteer. Find out which chamber committees have openings. Many times there is no limit to the number of people, so try to pick one with a large group of members. You will be able to do more networking and big groups tend to divide sub-committee work loads more evenly. Join a committee that interests you. Don't join one you don't care about. Just like in college, you always got better grades in the classes you enjoyed, didn't you? Make sure the people in the group really want to get something done and it's not just a who's who social gathering. That kind of group eventually fails to accomplish even the most basic of mission statements. You are a winner, so you should be in a winning group.

Make sure once you have gone to a couple of meetings, the turnover is low and that no one person's ego stands out in the group, especially if it's the chairman. If this happens, go to one more meeting and dismiss yourself. "Business is so good, I don't have any time left." Then volunteer to with flyer distribution by leaving information on your counter or delivering this vital information to your customers and business clients. Tell everyone you are more than happy to be of assistance. Then give everyone in the group your card. You can still help without battling personalities. Remember everyone there is volunteering and it is better to be a friend than an enemy.

Board Of Directors

Being on the board of directors of a Chamber of Commerce is extremely important. It's an easy job and very prestigious. It's also great for business. You will receive notice when board seats come up for election. Usually chambers ask their members through direct mail if anyone would like to run for a board seat. Fill out the form with a brief resume. Make sure not to go over the maximum word count. Try to shave off ten percent if possible because people tend to read the short ones more. Don't exaggerate your accomplishments. If you need help with this, call one of the current board members you know who is not re-running for the same position. Find out from the chamber what day they will be mailing the ballots and call everyone in the chamber two days before. It's important not only to win, but to win by a margin. It gives you clout with the chamber members and staff. When you win, make sure to attend as many meetings as possible. Usually meetings are only one time per month.

Grand Openings

When you are privy to information about a new business opening or a grand opening ribbon cutting event, you should visit the business:

· To sign them up as new customers

· To offer to give free products or service coupons for grand opening goers

· To help them meet potential buyers, namely all your customers

· To say hi and let them know you are all in the same boat and wish them many years of success

Internet Programs

Always try to get your company listed in the Chambers on-line directory. There may be an additional charges for this, but it is worth it.

Distribution Of Monthly Newsletters

Most Chambers of Commerce publish a monthly newsletter of what's going on around town and with various business members. The more hot little hands these newsletters get into, the better it is for the advertisers and the better for you as a member. It's also great for chamber membership, the more people who join the Chamber the more people in the club to buy from you and help all the businesses in the community. If you have a mobile type business and volunteer to deliver a chamber newsletter to every business in your area, you will surely be a chamber favorite. If you are a retail or location based business, have them on your counter for customers and associates. Your customers will also be glad to receive a copy and and your business customers will eventually join the chamber if they haven't already. You will be helping businesses everywhere in town by doing this. This will be recognized. It will also help you when the chamber does a story on you to put in the newsletter. Of course, that month we will print extra copies and direct mail them to every licensed business in your town and all of our franchisees. Try to refer fellow businesses to the chamber each month.

Membership Drives

Whenever the chamber has a membership drive, you should volunteer to help. You have fax data bases and distribution power "plus" you know personally many business owners in town. Chamber membership is the life line of their existence. The more you, we help them, the more they help you. It is okay to join many chambers or at least all the ones where you want customers.

Logo On Vehicle

Offer to put a magnetic sign on your work vehicles with the local Chamber of Commerce logo. This helps the chamber and legitimizes your business. If this is not possible, put your Chamber of Commerce member plague on your dash board. If you have a location business, be sure to display your plaque where it can be seen by all visitors

Meeting With Chamber

You should be on a first name basis with the Chamber of Commerce president. You probably already are. He or she needs your feedback. They need to know what's going on at the street level and no one knows better than you. You will be the eyes and ears for the chamber. You should set aside one hour per month to discuss concerns you've heard on the street and possible solutions you've worked out. Try to make it a regular meeting such as the first Tuesday of the month at 8:00 am. This meeting can be with the Chamber manager or even a Board Member you can relate with. If you belong to a committee bring your information and observations there.

Network With Other Groups

You should network with your service club whether it be Elks, Lions, Optimists, Kiwanis, Rotary, Soroptimists, whatever. Bring those concerns with you. Help the chamber co-sponsor events with your club and other clubs, making one big happy united family town thanks to you. You can also volunteer to help on the Boys and Girls Club, United Way or other associated non-profit, which helps people. By adding your Chamber Membership to a non-profit commitment, you will make a difference and super-charge your business.

Attending Meetings

You should attend meetings sponsored by your Chamber of Commerce. As many as you can. Enough that you don't need to wear a name tag because everyone already knows you. You still should wear a name tag. However write on it:

· A New Friend

· Customer Service

· Me

· Label

· Name Tag

· Just Me

· I love meeting new people

· Put name on upside down

Sounds funny but it's a great ice breaker. It works every time. After all, there is bound to be a new face popping up every once in a while. Many of these new members may feel intimidated and you can help them and really make a new friend and business associate creating team work, co-marketing efforts and sharing of customer lists with non-competing businesses.

Trade Shows

Table top mixers and trade shows are very important. Smaller shows such as city fair, county fair, Chamber of Commerce Business Fair, etc. you can do for relatively low cost. Pretty good statistics. Trade fairs and shows are good.

One of the major advantages of exhibiting in a show is the tremendous impact that you can deliver and direct to a preconditioned group of prospects. Through your exhibit, these prospects can see how they can benefit from your services and/or products. Exhibiting in various types of shows offers you both short and long range benefits.

As with any of your sales promotion programs, the success of your show participation depends largely on proper planning. Before you enter a show, analyze all the factors involved and determine if the show will attract prospects who will require your services. Your final decision should be based upon the estimate of value you will receive for the money, time and effort put forth.

To get information on the shows scheduled for your area, contact your local Chamber of Commerce. If you are considering entering an annual show, ask for a list of regular exhibitors from past years. Then check with these exhibitors for their opinions as to the value of the show.

Referrals Word Of Mouth

No matter what you do at a Chamber of Commerce meeting, remember to bring cards. Chamber mixers draw about fifty people or more, grand openings twenty, committee meetings ten. Always say when handing out cards, "If you do not need our service/products please take this card and give it to someone who might be interested. Thanks." This will make the person happy that you are not pressuring them and they will be glad to pass it on.

Letters To The Editor

You should rifle off at least one letter a month to the local paper praising a small business, the Chamber of Commerce or how happy you are to have a business here. If you have a reason to praise more than one person, type the letter and have a co-worker sign it.

Conclusion:

Your success in your business is up to you, we live in the greatest country in the world. You are allowed to unlimited success, but with that incredible gift you are also allowed to fail. The ball is in your court, your chamber membership can be one of your greatest assets, but you only get out what you put in. Stay involved, do not ever give up and use your chamber to help you win.

Lance Winslow

Public Relations For River Walks

2008-11-06T02:00:00.001-08:00

Writen by Lance Winslow

When a city decides to put in a River Walk like San Antonio Texas did they often must spend significant redevelopment dollars in advance and the city has to also believe this is the best for all concerned. Recently on a whirl-wind tour across America; I had stopped at several cities wishing to put in a River Walks with water features to attract people and tourists.

During this trip, I had gone to Rancho Mirage CA, Dayton NV, Columbus GA, Wichita KS, Idaho Falls and Caldwell ID to name just a few and talked with economic development folks, Chambers of Commerce and City Planners who were trying to key off what they had done in San Antonio and later in Oklahoma City.

All these Economic Development folks and one was a former advisor to the Carter Administration seem to understand that the key to the projects success was not merely a; Build it and They Will Come Strategy, but rather a full blown public relations effort to get local community buy-in. It became quite evident to me that that for these projects to succeed a much needed emphasis on public relations was indeed needed. In the end this is how San Antonio’s River Walk has become World Famous. 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/

Pr And The Small Matter Of Results

2008-11-05T02:00:00.001-08:00

Writen by Robert A. Kelly

As a business, non-profit and association manager, how satisfied are you when the public relations people assigned to your unit spend the bulk of their time on someone's favorite special event, brochures, press releases and talk-show mentions?

Especially when you'd rather have a public relations effort that creates the kind of key stakeholder behavior change that leads directly to achieving your managerial objectives?

You know, PR that does something positive about the important outside audiences whose behaviors most affect your operation. And, in the bargain, helps persuade those key external audiences to your way of thinking, helping move them to take actions that allow your department, division or subsidiary to succeed.

After all, what public relations boils down to are these realities: the right PR really CAN alter individual perception and lead to changed behaviors that help you succeed. Your public relations effort must involve more than parties, videos, booklets and column mentions if you really want to get your money's worth. And you need a simple blueprint that gets everyone working towards the same external audience behaviors insuring that the organization's public relations effort stays sharply focused.

Sounds like good stuff, and it is!

Here's one blueprint that can lead you in that direction: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished.

And results like these can come your way. New proposals for strategic alliances and joint ventures; customers making repeat purchases; prospects starting to work with you; membership applications on the rise; capital givers or specifying sources looking your way, and even bounces in showroom visits.

How, you are asking, do such managers produce results like those?

They spend some time figuring out who among their most important outside audiences behaves in ways that help or hinder the achievement of their objectives. Then, they list them according to how severely their behaviors affect their organization.

More to the point, precisely how do most members of your key outside audiences perceive your organization? If paying for professional survey counsel isn't in the cards (or in the budget!), your PR colleagues will have to monitor those perceptions themselves. Actually, they should be quite familiar with perception and behavior matters since they're already in that business.

All of which means meeting with members of that outside audience and asking questions like "Are you familiar with our services or products?" "Have you ever had contact with anyone from our organization? Was it a satisfactory experience?" And if you are that manager, you must be sensitive to negative statements, especially evasive or hesitant replies. And watch carefully for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. When you find such, they will need to be corrected, as they inevitably lead to negative behaviors.

Big job now is to pick out the actual, offending perception to be changed, and that becomes your public relations goal. You obviously want to correct those untruths, inaccuracies, misconceptions or false assumptions.

The toughest part of this exercise is that a PR goal without a strategy to show you how to get there, will taste like asparagus with pancake syrup. So, as you select one of three strategies (especially constructed to create perception or opinion where there may be none, or change or reinforce it,) what you want to do is insure that the goal and its strategy match each other. You wouldn't want to select "change existing perception" when current perception is just right suggesting a "reinforce" strategy.

Now you must create a compelling message carefully put together to alter your key target audience's perception, as specified by your public relations goal.

Remember that you can always combine your corrective message with another news announcement or presentation which may give it more credibility by reducing the apparent need for such a correction.

The message you convey must be not only compelling, but quite clear about what perception needs clarification or correction, and why. Naturally, you must be truthful and your position logically explained and believable if it is to hold the attention of members of that target audience, and actually move perception in your direction.

It's easy to see why some folks refer to the communications tactics necessary to move your message to the attention of that key external audience, as "beasts of burden." After all, they must carry your persuasive new thoughts to the eyes and ears of those important outside people.

You have a really wide choice because the list of tactics is a long one. It includes letters-to-the-editor, brochures, press releases and speeches. Or, you might choose radio and newspaper interviews, personal contacts, facility tours or customer briefings. There are scores available and the only selection requirement is that the communications tactics you choose have a record of reaching people just like the members of your key target audience.

Of course, you can always move things along by adding more communications tactics, AND by increasing their frequencies.

In short order, you'll hear calls for progress reports. But you will already be hard at work remonitoring perceptions among your target audience members to test the effectiveness of your communications tactics. Using questions similar to those used during your earlier monitoring session, you'll now become beady-eyed looking for signs that audience perceptions are beginning to move in your general direction.

Despite the article's headline, public relations results are no small matter. In my view, your results will be directly dependent on whether you base your PR budget primarily on tactics, or the creation of key stakeholder behavior change that leads directly to achieving your managerial objectives.

One can hope it will be the latter.

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.

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

Pr Lets Talk Fundamentals

2008-11-04T02:00:00.001-08:00

Writen by Robert A. Kelly

How much more fundamental can you get than this? As a business, non-profit or association manager, if you don't get your most important outside audiences on your side, you will fail.

To me, failure means key target audiences that don't behave as you want them to. For example, capital donors or specifying sources who look the other way, customers who fail to make repeat purchases, community leaders working closely with your competitors, prospects still doing business with others, organizations looking elsewhere to propose new strategic alliances and joint ventures, and even legislators and political leaders overlooking you as a key member of the non-profit, association or business communities.

All that can change in a New York minute when you base a public relations effort on this simple premise: People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization, the public relations mission is accomplished.

The primary benefit of that premise to you as a business, non-profit or association manager is the kind of key stakeholder behavior change that leads directly to achieving your objectives.

And that's very doable. Especially when you take the time to list your most important external audiences, then prioritize them according to the impacts they have on your organization.

The real key to success using this premise is actually gathering information as to how members of your key, external audience perceive your organization.

If you have the resources available and can afford professional survey help, fine. If, however, like most of us you don't, the best alternative is for you or your colleagues to begin interacting with audience members. Ask many questions starting with, "Have you heard of us? What do you think of us, if at all? Have you ever done business with us? Why do you feel the way you do?"

Listen carefully for signs of negativity, and watch for untruths, false assumptions, inaccuracies, misconceptions or flagrant rumors.

Obviously, the data you gather from this monitoring activity form the basis of your public relations goal. For example, correct that untruth or inaccuracy, clear up that misconception, or spike that rumor.

Now here, you encounter three forks in the road.

You need a strategy to show you how to get where you need to go. But only three choices are available to you when dealing with matters of perception and opinion: create perception where there may be none, change existing perception, or reinforce it. And make certain the strategy option you choose flows naturally from your new public relations goal.

It's writing time hard work preparing the actual message designed to alter people's perceptions leading, hopefully, to the behaviors you need to help achieve your objectives.

The corrective message is crucial. It must be clear about just what perception needs clarifying, and why. Your facts, of course, must be truthful, logical and believable in order to be persuasive. And the tone of the message should be compelling if it is to command attention and alter perception.

Next step is easy. Pick your "beasts of burden," the communications tactics you will use to carry that brand new, corrective message to members of your target audience.

You have a very long list of such tactics at your disposal. The only caveat is, make sure each one shows a proven record for reaching people like those who make up your specific target audience.

Tactics range from electronic magazines (called eZines!), speeches, brochures and emails to radio/newspaper interviews, press releases, newsletters, facility tours and so many more.

Shortly, you will start to wonder if you are making any progress. And that means a second round of Q&A with members of your target audience. Same questions as before, by the way, only now your focus is on signs that their perception has been altered to reflect that described in your carefully prepared message.

You can always speed up the effort by introducing new communications tactics, and by increasing their frequencies. Also, not a bad idea to check that message of yours one more time for both factual accuracy, and for how successful it was at actually impacting opinion.

Clearly, as a business, non-profit or association manager, you benefit most when your public relations program succeeds in creating the kind of key stakeholder behavior change that leads directly to achieving your objectives.

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

About The Author

Bob Kelly counsels, writes and speaks to business, non-profit and association managers 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

Tips To Make The Most Of Your Media Relations Efforts

2008-11-03T02:00:00.001-08:00

Writen by Nancy Juetten

The value of your company's brand and reputation can grow as a result of favorable media coverage captured over time. However, securing good coverage can prove challenging if you don't know how to work with the media. To pack a punch into your media relations results, consider these tips.

If you want the media to take interest in your business success story, take interest in the media. Writers and editors want to be first with news and great stories. They review mounds of mail, e-mail and faxes each day. In addition, they scan competitive media and wire service stories to select news to share. With all this competition, how can you make sure your story gets the attention it deserves?

Monitor the media outlets that you think are right for your story. Read the stories of reporters who cover your industry. Most importantly, take time to prepare concise, clear and compelling pitches that show why your story is timely, newsworthy and relevant. Have some fun, be creative in your approach and give the reporters something they won't find elsewhere.

Many factors determine whether or not your story captures the coverage. These two questions top the list:

Does your story fit within the coverage area and editorial profile and plans of each particular media outlet?

What else is making news today?

Local newspapers want local stories. National magazines cover broad trends. Customize your stories whenever possible to demonstrate your understanding of each media outlet. Make clear that you've been following the reporter's coverage of a particular news event as a way to position your story as a great follow-up. By demonstrating interest in the reporter's work, you increase the chances that you can establish rapport. Otherwise, your pitch may fall on deaf ears.

Prepare a few thoughtful and engaging paragraphs that sell the "who, what, why, when, where and how" behind your story. Share the information with the right reporter in the context of today's news. Be prepared to offer timely access to the experts, deal makers or decision makers to lend context and commentary to the news at hand.

When interviews take place, make sure spokespeople are clear about the three key points they want the reporter to remember. Share comments in concise, credible and quotable terms to help put the story in proper perspective. Avoid the dreaded "blah, blah, blah" quotes from top executives that add words without adding story impact. Say something memorable that differentiates your company's story and leaves a lasting and favorable impression.

One more thing timing is everything. If it is a slow news day, anything is possible. If, however, today's news is focused on a calamity, the results of a widely contested election, or the death, marriage or divorce of world leaders, news of lesser magnitude is likely to fall to the round file.

When you demonstrate a pattern of delivering customized and compelling story pitches and timely access to decision makers, you'll earn a reputation as a quality media source. This can pay dividends. You'll likely get calls for your perspective the next time a relevant story breaks.

Media momentum is a powerful thing. One day your story is told within the pages of the local business journal. The next, it can land on the pages of USA Today. Each media placement lends additional credibility to your story while reaching a new audience of potential customers and decision influencers.

Once you secure favorable media coverage, don't stop there. Order article reprints to support your new business development efforts. Frame and display the coverage in your lobby or conference room. Spread the good news via e-mail to your clients, referral partners and colleagues. Finally, post the story link to your Web site. In doing so, you'll expand the audience as you fan the flames of awareness with the credibility that editorial coverage provides.

Remember, effective media relations demands skills in journalism and persuasion. If you lack the time or skills to do the job right, hire an expert to do it for you. The most important thing is to tell your story well. At the end of the day, a good story will always stand on its own merit.

Nancy S. Juetten owns Nancy S. Juetten Marketing Inc., a public relations and marketing communications agency that helps winning companies tell their stories and build their brands. She is also the creator/author of the Media-Savvy-to-Go publicity tips booklets, audio CD's, and e-workbook that help business owners and independent professionals earn their own ink and air without spending a fortune. Publicity Hound Joan Stewart (http://www.publicityhound.com) says the tips booklets are a fabulous crash course on how to be media-savvy and that Publicity Hounds everywhere need to read Nancy's tips. Visit http://www.nsjmktg.com to learn more. Get in touch with Nancy at 425-641-5214 or via e-mail at nancy@nsjmktg.com.

How To Work With Newspaper Photographers

2008-11-02T02:00:00.001-08:00

Writen by Joan Stewart

The next time a newspaper photographer takes your photo, remember the 8 things they hate:

1. Bossy people who demand that other people be included in the photo, so there won't be hurt feelings. Never tell the photographer whom to photograph. This puts them on the spot. Usually, the photographer will oblige and take a few shots just to placate you, then make a mental note that you're a real pain to deal with.

2. Know-it-all photo subjects, usually amateur photographers, who think they know the correct angles, lighting and backdrops. The photographer doesn't tell you how to do your job. So you shouldn't tell her how to shoot a photo.

3. Not giving the photographer enough time to take a photo. After he arrives, he might want to look around, consider several different backdrops, check and double-check equipment, make sure the lighting is adequate, and experiment by shooting you in several different settings. So don't rush him.

4. Public relations people and staff members who act like bodyguards and refuse to let the photographer talk one-on-one with the photo subject. Photographers like one-on-one contact for several reasons. It makes the photo subject feel more at ease. It also helps the photographer discover something about the photo subject that they that might not have known.

5. Inconsiderate people who leave the photographer waiting for half an hour in the lobby. Call media outlets as soon as you know there will be a delay in case the photographer wants to reschedule. Every minute you make a photographer wait is one less minute they can spend helping you look good.

6. Demanding to see the negatives so you can choose the photo you want printed. Leave this decision to the photographer and photo editor.

7. Demanding that you get to keep the negatives. The negatives are the property of the media outlet. They are under no obligation whatsoever to give them to you, although some media outlets will sell you a print.

8. People who ask if the photographer can send them 10 reprintsfor free. Don't make this request of reporters or editors, either. Call the publication and order them yourself, and expect to pay.

Trat photographers the way you want to be treated. Help them make you look good, and the extra time you spend with them will be well worth it.

Joan Stewart, a.k.a. The Publicity Hound, shows you how to use the media to establish your credibility, enhance your reputation, sell more products and services, promote a favorite cause or issue, and position yourself as an employer of choice. She publishes "The Publicity Hound's Tips of the Week," a free ezine on how to generate thousands of dollars in free publicity. Subscribe at http://www.PublicityHound.com and receive by email the free checklist "89 Reasons to Send a News Release."

16 Publicity Tips For Restaurants

2008-11-01T02:00:00.001-07:00

Writen by Joan Stewart

With a dismal failure rate of more than 75 percent among restaurants, you must be sure you do everything you possibly can do to promote your restaurant through free publicity. Here are 16 tips that will boost your publicity efforts and help you finally get noticed--even if you don't have a big advertising budget.

1. Call the advertising department of every newspaper and magazine you want to get into and ask for a copy of their editorial calendar. It's a free listing of all the special topics and special sections coming up during the calendar year. It will tip you off to sections where your story idea would be a good fit, so you can query the editor weeks and even months ahead.

2. Call the food editor or columnist from your local newspaper and invite her to lunch or coffeeor to your restaurant. Offer yourself as a resource. Ask "how can I help you?" Feed her tips and story ideas. Become such a valuable source that she keeps coming back to you for more information and eventually writes about you.

3. Produce your own television show on your cable TV company's community access channel. The station will rent you the camera equipment for about $20. You can produce either one show or an entire series of programs, from how to cook with fresh garden produce to a show on how to buy fine wines. Air time is free. Call your cable company for details.

4. Build a network of other restaurant and food industry professionalseven if they are your competitors. Agree informally that you will refer reporters to each other whenever the media calls. Often, reporters want more than one source for a story. It's a chance for all of you to get additional publicity.

5. Whenever someone asks you to write for their electronic newsletter or online magazine, visit their web site first and see if they have a resource section where you would be a good fit. Ask to be listed for free, in exchange for providing an article.

6. If you publish an interesting print newsletter with information about new trends in your industry, helpful tips for your employees or interesting stories about things that happen in your restaurant, send complimentary issues to local and national food columnists, food reporters, restaurant industry trade publications and other publications whose audiences you want to get in front of. You'll be amazed at how many reporters start calling you for interviews.

7. Don't forget newspaper and magazine columnists. They're always hungry for fresh ideas. Keep in touch with them and feed them ideas regularly. Tell them about trends you are seeing in your industry.

8. Call local radio talk show hosts and invite them to call on you when other guests cancel. They will be thankful you offered. Write articles for industry newsletters. My favorite resource is the Oxbridge Directory of Newsletters, which lists more than 18,000 newsletters by topic and includes detailed information on the type of audience and subjects covered. Most larger libraries have this resource directory.

9. Contact your trade association and ask them to refer reporters to you. Many reporters who don't know where to find sources start by calling trade associations.

10. Always refer to yourself as an "expert" in your marketing materials, at your web site, in your email signature file, and in your media kit. The media always seek out experts and interview them.

11. If you receive a favorable restaurant review, reprint it on placemats, or frame it and post it in your restaurant wall. Quote from it in your paid ads. Post it at your website.

12. If you have found innovative ways to attract and retain employees, let the media know. The labor shortage in the restaurant industry is a hot topic.

13. Suggest profile stories of employees who have interesting hobbies or participate in outstanding community service projects. The reporter will ask them where they workand that's more publicity for you.

14. If your restaurant is a tourist attraction, pitch a story idea to in-flight magazines.

15. If you attend trade shows for the restaurant industry, hook up with reporters who are covering the show and pitch story ideas about trends in your industry, or an idea about your restaurant.

Joan Stewart, a.k.a. The Publicity Hound, shows you how to use the media to establish your credibility, enhance your reputation, sell more products and services, promote a favorite cause or issue, and position yourself as an employer of choice. She publishes "The Publicity Hound's Tips of the Week," a free ezine on how to generate thousands of dollars in free publicity. Subscribe at her website at http://www.PublicityHound.com and receive by email the free checklist "89 Reasons to Send a News Release."

How To Stay In The Forefront Of Your Customers Minds

2008-10-31T02:00:00.001-07:00

Writen by Sandra Martini

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

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

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

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

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

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

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

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

Are you stuck?

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

Still stuck?

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

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

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

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

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

Between Now And Economic Recovery

2008-10-30T02:00:00.001-07:00

Writen by Robert A. Kelly

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

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

First thing to check?

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

Here's a checklist.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

2008-10-29T02:00:00.001-07:00

Writen by Margie Fisher

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

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

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

What are USA Today journalists looking for?

Here are some tips:

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

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

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

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

Public Relations For County Board Of Supervisors

2008-10-28T02:00:00.001-07:00

Writen by Lance Winslow

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

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

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

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

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

Grandma Says

2008-10-27T02:00:00.001-07:00

Writen by Harry Hoover

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

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

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

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

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

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

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

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

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

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

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

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

Case Study Public Relations For Oil Change Companies

2008-10-26T02:00:00.001-07:00

Writen by Lance Winslow

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

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

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

I assisted them in creating a plan to accept oil from Do-It-Yourselfers who changed their own oil and discard it in an environmentally friendly way. The program over a six month period nearly doubled their customer base, because it was then learned that even the DIY crowd did not really wish to change their own oil or transport the used oil to them. Instead they brought their cars into their business for oil changes. Consider all this in 2006.

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

Being Ready When A Media Frenzy Hits

2008-10-25T02:00:00.001-07:00

Writen by Mary Gardner

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

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

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

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

"Yes I'll go live"

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Public Relations For Towing Companies

2008-10-24T02:00:00.001-07:00

Writen by Lance Winslow

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

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

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

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

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

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

Managers Is Pr Crucial To Your Success

2008-10-23T02:00:00.001-07:00

Writen by Robert A. Kelly

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

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

That's managerial success you cannot ignore.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Bob Kelly counsels and writes for business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has published 240 articles on the subject which are listed at EzineArticles.com, click Expert Author, click Robert A. Kelly. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations. mailto:bobkelly@TNI.net

Visit:http://www.PRCommentary.com

A Companys Story Must Carry Impingement Value To Obtain Widespread Publicity

2008-10-22T02:00:00.001-07:00

Writen by James Finch

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

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

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

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

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

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

Chatter in the newsroom:

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Take The High Ground With Quality Pr

2008-10-21T02:00:00.001-07:00

Writen by Robert A. Kelly

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

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

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

If that's the high ground you have in mind, take a look at this PR action blueprint: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

end

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

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

2008-10-20T02:00:00.001-07:00

2008-10-17T02:00:00.001-07:00

2008-10-16T02:00:00.001-07:00

2008-10-15T02:00:00.001-07:00

2008-10-14T02:00:00.001-07:00

2008-10-12T02:00:00.001-07:00

2008-10-11T02:00:00.001-07:00