Wednesday, June 29, 2011

Greetings Card – What, When and How :


Greetings Card – What, When and How :

Word Count:
536

Summary:
Greetings card are a way to express human well wishes and sentiments and emotions. The beginning of sending of greetings card in ancient times can be attributed to the Chinese before the fifteenth century. The first modern day greetings card is supposed to be published in the 1840s. The current day greetings card can be classified under three heads, namely handmade greetings, mass-manufactured and online greetings cards.


Keywords:
greetings card,e-cards,online greetings card,greeting cards


Article Body:
Whenever you need to wish your friend or acquaintances happy and belated birthday, or wish your near and dear ones merry Christmas, or send your beloved one happy valentines day wishes or just say hello or give a "get well soon" message to your bosom friend , you just go to a greetings card outlet or visit an online greetings card website and send the desired card. Have you ever wondered what greetings card is all about and how did it originate. If you have the desire to know, this article is for you.

So, lets start with what is a greeting card. Originally, greeting cards derive from postcards ( which are single sided without the fold ) and are an illustrated, folded card usually featuring a message of greeting or other sentiment. They can be either printed or handmade. Now, with the advent of Internet though,  virtual greetings cards have evolved which doesnot fit into the above-mentioned definition. Although greeting cards are usually given on special occasions such as birthdays, Christmas or other holidays, they are also sent on 'non-occasions' to say 'hello' or 'thank you'. They are manufactured and/or hand-made by hundreds of companies big and small. Hallmark Cards and American Greetings are the largest producers of greeting cards in the U.S. It's the UK, where more cards per head are sent than any other nation. The UK continues as a world leader in this area, as well as leading the world in the region of greeting card design.

<b>What laid the foundation for the greeting card industry</b> and when and how did it all began ?

The custom of sending greeting cards can be traced back to the ancient Chinese, who exchanged messages of good will to celebrate the New Year, and to the early Egyptians, who conveyed their greetings on papyrus scrolls.

By the early 1400s, handmade paper greeting cards were being exchanged in Europe. The Germans are known to have printed New Year's greetings from woodcuts as early as 1400, and handmade paper Valentines were being exchanged in various parts of Europe in the early to mid-1400s.

However, by the 1850s, the greeting card had been transformed from a relatively expensive, handmade and hand-delivered gift to a popular and affordable means of personal communication, due largely to advances in printing and mechanization.

This trend continued, fuelled by new trends like Christmas cards, the first of which appeared in published form in London in 1843 when Sir Henry Cole hired artist John Calcott Horsley to design a holiday card that he could send to his friends and acquaintances. Technical developments like color lithography in 1930 propelled the manufactured greeting card industry forward.

During the 1980s the trend began to turn, with consumers increasing looking for greeting cards that were differentiated from the standard offering. In the late 1990s the market was clearly beginning to separate in to three different segments:

1. handmade and premium cards

2. mass-manufactured cards

3. e-cards

So, this is all about how the greetings card industry begun and flourished. Though the current trend is to send greetings through e-cards, there is the need to sustain the traditional greetings card industry and maintaining the age-old  tradition of sending greetings card via conventional means.


 

Google News - Just another article announcer?


Google News - Just another article announcer?

Word Count:
591

Summary:
In Google's recent battle towards becoming an international news center, I've come to notice that the results delivered from Google News seems like nothing more than the articles we publish everyday. So I ask, doesn't it seem like Google News resembles an article directory of some sorts?


Keywords:
Google News


Article Body:
In Google's recent battle towards becoming an international news center, I've come to notice that the results delivered from Google News seems like nothing more than the articles we publish everyday. So I ask, doesn't it seem like Google News resembles an article directory of some sorts?

    * Google News World: http://news.google.com
    * Google News Canada: http://news.google.ca
    * Google News UK: http://news.google.co.uk

I only mention this because when submitting my internet marketing articles, I often wonder if they show up within Google News? 9 times out of 10, they do! In fact, they usually show up within 48 hours of being indexed from other top related websites.

How does Google News select it's content?

Right now, it seems that "news centers" & "press release companies" related to your field online are profiting from these search results. When you think about it, wouldn't a press release be a form of news anyways? Possibly...

If you take a good look at the websites who deliver the content within Google news, you will notice that only a select few are providing all of the results. Again, it's possible that Google's news algorithm is still in its infant stages and probably has a lot of uphill battles to conquer.

It may be in Google's best interest to assemble a team of experts in different fields to accept articles/news submissions in order to keep the news source within the Google kingdom.

There is Only A Fraction of Results Showing:

While searching through the GN section, you will also notice a relatively small portion of actual search results coming up. Only a fraction of a percentage of results get listed within the GN search results compared to the same results within the regular search results found on Google's main page.

Only the sections on the left deliver actual real-time news. These are: Top Stories | World | Business | Sci/Tech | Sports | Entertainment | Health. These links provide real-time results delivered from credible news sources online.

Google News Alerts - Ezine anyone?

When you think about it, you are giving Google your email address to get related articles to the search term delivered to your inbox, how does this differ from any other regular newsletter? Are we going to start seeing Google Adwords within the news alerts? Will they consider giving large corporations the opportunity to advertise within their email alerts as a one time mailing! I hope not.

More and more we are seeing less of the Google we once knew and have come to love (A search bar with some great results). Since Google's IPO, the development team at GG are starting to launch applications online that are starting to resemble what we now know as the great Yahoo Portal.

Will there be any difference? Probably not.

One Great Point About Google

 have given you the ability to customize your page to show whatever news topics you want. Simply look at the right side for a button that says "Customize this page New!". Once you click on this link a drop down box shows you all the main topics you have listed within your page. Simply click on the topic you wish to customize or remove. The best part of it all is that you can click on "Add a custom section" and simply search for the topic you wish to have listed on your page.

All in all you can create an entire custom news page (author articles) that relate to your industry.


 

Tuesday, June 28, 2011

Getting Word of Mouth Started: New Book PR Method


Getting Word of Mouth Started: New Book PR Method

Word Count:
504

Summary:
We wanted feedback and a greater audience before publishing the print version of our new book. We gambled on a 'public and peer review' to help improve the quality of our book, and at the same time get out word of mouth. Did it work?


Keywords:
Publishing, PR, publicity, sampling, marketing, book sales, advertising, bookstores


Article Body:
Authors and business people often go to extremes to publicize their book or product launch. Sometimes, the most successful method can appear in front of them. Take for example, book publicity. It is the one of the toughest cases to crack. Each year, at least 50,000 authors are published in the United States. Tens of thousands of authors publish electronic books. Most fail to get noticed. Very few achieve any of their goals as authors – to build up readership.

Here's a way to get the word out and polish off your book before it hits the stores: sampling. Major corporations utilize focus groups, pollsters and other marketing experts to build up their brand name. This is similar to planting seeds to get a garden or orchard to grow. The more seeds you plant, the better your chances to grow vegetables or apple trees. As an author, you can use sampling or "seeding," to build up awareness of your book. During the publishing process, we discovered a clever way to attract readers, and at the same time, we can upgrade our book.

Having been through the publishing process for many decades, we experimented with what every author secretly fears: a peer review. But, we did it with a twist. Instead of waiting until the book is published to read the reviews, we posted the book on our website to accept all criticism in advance. We called this a "Public and Peer Review" of our book, entitled "Investing in the Great Uranium Bull Market: A Practical Investor's Guide to Uranium Stocks."

Before posting the first eight chapters of the electronic version of this book, we notified subscribers, several days earlier, that the book would be available on June 18th at 11:59 P.M for Open Review. In the email notification, we included a reminder to "tell a friend" about the book's pre-publication.

By the time this book was ready to be electronically published, our large number of subscribers had jumped by nearly 10 percent! In less than one week, we had gained more new subscribers than we had in the previous few months. Our Alexa rating, for the week had also jumped ahead of nearly 1 million other websites. The one-week draw from the email notification had also increased the 3-month average by 267 percent!

This marketing opportunity provided us with greater readership. It might now offer us a broader range of opinions, helping us improve the book. Hopefully, there will be those annoying copy editor types, who will help point out grammar, spelling and punctuation errors. Previous tests, similar to this, have also drawn experts from the industry we have written about. This adds more texture to our research, and ultimately creates a better product for our readers.

Stay tuned for our next publicity surprise, after we review the success of our public and peer review. The key is to plan out a series of teasers to keep drawing visitors to your website and intelligently persuade them that your book is something they absolutely have to read.


 

Games are a Reflection of Behavior as Told by John Satta


Games are a Reflection of Behavior as Told by John Satta

Word Count:
1423

Summary:
Games are an opening to our true natures.  In games we can react immediately rather than with a careful response.  Reactions often depend on your view of the game.  If the game is seen as a one-time event, why not be brutal?  But if this event is one in a series, then cooperation is clearly the better long-term strategy.


Keywords:
Business, respect, marketing, sales, PR, website, promotion, clients, professional, games, finite, infinite, behavior, personality, logical, logic, strategy


Article Body:
You are standing on a small stage yelling, "What's the name of the game?!"
"Win as much as you can!!!" comes roaring back.
"Who's responsible for your score?!"
"I am!!"

The audience is composed of ninety men, all prisoners in a federal maximum security prison.
One more thing - you're a woman.

For three years, Alicia volunteered every Thursday at FCI (Federal Correctional Institute) in Bastrop, Texas-
"I used my skills as a corporate trainer to help these men learn to shift their perspective on themselves and the world."
"Along the way the prisoners taught me as much, perhaps more, than I taught them."
"In my training business, I use games as a way to break down barriers and shift perceptions.  What I came to realize is that your behavior in a game is an exaggerated reflection of your behavior in real life."

Games are an opening to behave true to our natures, to react immediately rather than with a careful response.  Depending on the other players, we may monitor our behavior less in a game than in the real world, but we aren't acting differently.  In a game there are no emotional holds barred.

In a game, we are allowed to be more right brained than logical.  After all, "It's only a game."

Saying something is only a game tends to trivialize its importance.  Precisely because we view it as trivial, and of no importance, we can give ourselves permission to let our true natures out.

When we floated this idea before a number of colleagues, several of them told us stories of self-discovery.  One woman, a very sweet and kind person in "real life", was known as "the enforcer" when she played hockey in school.  Another shared that, when she plays a game against total strangers she becomes "brutal" and highly competitive.

So if our true nature comes out in a game, what can we do with that information?

Can we transform situations so that we can be true to our nature?  Can we make a game out of real world situations to allow our true nature to flourish?  The obvious example is to view business as a game to be won.  This implies competition and a winner take all attitude.

Yet Covey and others have told us about creating win-win situations.  Is there such a thing as a win-win game - a game where everyone wins, where no one loses?  Can you devise a game where you can put your competitive streak toward a larger goal?  Can the proverbial pie be made larger?  As someone said to me, to transform from "me winning" to "we winning".

What's the name of the game?  Win as much as you can!

Who's responsible for your score?  I am!

The game Alicia played with the inmates was called "the handshake game".  She had them pair up by size, height and weight and explained the rules.  "We'll play the game for 45 seconds.  You get one point when your hand taps his hip; he gets one point when his hand taps your hip."

The vast majority of the pairs had a combined score of 0 points.  A few pairs scored in the 10 - 20 point range.

But one pair scored 260 points.

The high scorers had realized that the name of the game and scoring responsibility did not define a win-lose (or "zero-sum") game.  That is, one person did not win at the expense of the other.

Of course, the entire thing was a set-up.  Alicia paired them up by size, height and weight to set the expectation that it was an evenly matched contest.  She got them chanting to get their excitement up.

And she neglected to tell them that the pair was a team and the team members' scores would be combined.

"Deliberately I didn't tell them they were supposed to cooperate with their partner.  I also never told them who the competitors were."

We all know that a "formal" team must cooperate to win.  The revelation here was that by cooperating they could maximize their individual scores.

What's the name of the game?  Win as much as you can!

Who's responsible for your score?  I am!

The rules say nothing about preventing the other person from getting a high score.  The pair who "got it" quickly settled into a rhythm of "one for you and one for me".  And they could have kept that up for as long as the game ran.  Meanwhile, the other teams were struggling and would have exhausted themselves long before the winners did.  And, when the few teams who did spot the pair who "got it" there were charges of "cheating" leveled at them.  "We saw what they were doing but thought they were cheating or didn't understand the rules." 

The cooperation - competition confusion is nicely summed up in the concept called "the prisoners' dilemma".  Two people are arrested for a crime and there is enough evidence to put them both in jail for 1 year.

The police keep them isolated from each other and offer each the same deal:  "If one of you talks and the other does not, the snitch goes free and the other one gets 3 years.  If you both talk, you both get 2 years."

The partners can work together (by staying silent) and both get only a year in jail.  By both defecting from the partnership to work with the police they will both get 2 years.

A single defector will go free while the one who cooperated gets 3 years.

The dilemma is formed by pitting trust against greed.  The temptation of greed combined with a habit of competition blinds us to a different perspective.

But don't think that only prisoners are subject to this.  When Alicia has had groups of corporate executives play this game, they fall into the same behavior pattern as the prisoners.  In fact, in some corporate sessions nobody "gets it".

There seems to be a dichotomy between competing and winning.  The idea of cooperating to win seems odd.  In fact, we see other players complain that the ones who "get it" are cheating!

What you do depends on your view of the game.  If the game is seen as a one-time event, why not be brutal - there will be no consequences.  But if this event is one in a series, then cooperation is clearly the better long-term strategy, if only because there will be a chance for the other to get even.

In studies of prisoners' dilemma style games (played for points and not reduced jail time) the players eventually settle into a strategy dubbed "tit for tat".  Their actions are saying, "If you cooperate last time, I'll cooperate next time.  If you defected last time, I'll defect next time."

Using the word "defect" helps us see the shift - the opposite of cooperating (working on the same side) is defecting to the other side.

The desire to compete and the desire to win are not the same.

Game terminology (strategies, tactics, moves, etc.) is often applied to "serious" parts of life.  Because the word game has a connotation of triviality, we sometimes bristle at its use to describe the things that mean the most to us.

What if we kept in mind that 'it's all a game' - would we behave differently?

Philosopher James P. Carse writes in the first chapter of Finite and Infinite Games, "There are at least two kinds of games.  One could be called finite, the other infinite.  A finite game is played for the purpose of winning, and infinite game for the purpose of continuing the play."

The book's subtitle is "A Vision of Life as Play and Possibility."  His premise is that a game is about the relationship between the player.

In the book he characterizes two types of players.  Finite players play within the rules, infinite players play with the rules.  Finite players play to end the game (with their victory), infinite players play to continue the game (by whatever means they see fit).  Finite players play to win, infinite players play to keep playing.

The players who "get it" are playing with the rules looking to transform a finite game into an infinite one.

If this article has intrigued you we encourage you to look at the various "games" that you are "playing" and with whom.  Who are your "teammates" and what kind of game are you playing?  With increased awareness of our behavior, and the behavior of others, we are able to create a "win as much as WE can" mentality.


© Copyright 2004 Alicia Smith Consulting & Training.  All Rights Reserved.


 

Monday, June 27, 2011

Finding the Right Equipment Supplier Paramount to Success in the Restaurant Industry


Finding the Right Equipment Supplier Paramount to Success in the Restaurant Industry

Word Count:
356

Summary:
Most companies with any degree of overhead know that finding the right supplier of products necessary to run their business is of the utmost importance. For most businesses, it can mean a substantial savings and reduce the headaches often associated with searching for a reliable equipment dealer. For restaurants, however, finding the right equipment supplier can mean the difference between success and failure in the industry.


Keywords:
restaurant supplies and equipments, restaurant,  restaurant success


Article Body:
Most companies with any degree of overhead know that finding the right supplier of products necessary to run their business is of the utmost importance. For most businesses, it can mean a substantial savings and reduce the headaches often associated with searching for a reliable equipment dealer. For restaurants, however, finding the right equipment supplier can mean the difference between success and failure in the industry. 

Restaurant owners, perhaps more than any other business owners, rely on their equipment to ensure that they will be open for business each and every day. Because most kitchens are limited in space, there is usually only room for one piece of each major type of equipment. If an ice machine or oven goes down, it can cause problems that will affect the entire operation. Restaurant equipment is made to endure the ravages of everyday use, but will eventually break down often enough that it will need to be replaced. While replacing a piece of equipment in and of itself seems simple enough, like most things in the restaurant business, it isn't. Restaurant owners often rely on their equipment dealer to determine whether a new piece of equipment will meet the growing needs of the establishment. They may also rely on the equipment dealer's product knowledge to determine what will and won't work in their particular setup. With most large scale restaurant equipment costing thousands of dollars, considerations of this nature are rarely left to chance.

A good equipment supplier not only carries a wide selection of products for the restaurant industry, but can also provide information on how those products can be used to streamline kitchen areas for maximum efficiency. Restaurant owners have long known that while anyone can sell equipment, only the best equipment dealers are able to sell the right equipment that will help restaurateurs by adequately addressing their individual needs. Finding a resource for information along with a competent and reliable supplier of equipment is never an easy thing to do. Most restaurant owners who establish a good working relationship with a credible equipment supplier will maintain that relationship throughout the life of the business.


 

E-Commerce Business – Proceed With Caution


E-Commerce Business – Proceed With Caution

Word Count:
534

Summary:
A brief look at the e-commerce industry and the need for live operator customer service support.


Keywords:
Answering Service, Call Center, E-Commerce, Customer Service, Customer Relationship Management, CRM,


Article Body:
There is an epidemic in the United States. An epidemic that is so overlooked, if gone unchecked any longer, could cripple the economic strata of the U.S. An epidemic that could be responsible for the genocide of millions of businesses.  Curious what it is? I am referring to the gross mismanagement of e-commerce businesses. Okay, perhaps the phrases "cripple the economic strata" and "genocide of millions of businesses" was stretching a bit too far, however, it is a fact that the bulk of e-commerce businesses are not built on an infrastructure that embodies stability. I am referring to a lack of customer service support in the umbrella of businesses designating themselves "e-commerce" or "virtual businesses".

It is true that the lure of starting the e-commerce business is powerful. An endeavor as such usually requires little or no capital investment, a credit card processing account, and rudimentary knowledge of HTML coding. These three elements compose the basic formula for starting an e-commerce business. There is a marked difference in the formula for starting a business and the formula for maintaining a business. To expound on the latter, what truly makes a business thrive is proper customer relationship management and immediate telephone / live voice account support. This is the key component that is missing from most on-line or "virtual" businesses.

Take, for instance, the internet based company Netflix. If you are unfamiliar with the company, they are a relatively young e-commerce business specializing in mail order DVD rental. The minds behind the ingenious idea that is the basis of Netflix failed to create telephone support for their product. There is no doubt this decision was a calculated one as they most likely weighed the cost of maintaining an in-house call center vs. integrating purely e-mail based support.  Without looking at the numbers side of the argument, imagine the frustrated consumer having problems with their order and having to rely on a 24 hour lagged e-mail response system to rectify their account issues. Based on this plausible conjecture, I believe lack of live operator support will be the ruin of the Netflix organization and the downfall of all e-commerce businesses that follow the same train of thought. What these businesses do not realize is that it is possible and extremely cost effective to outsource your call center needs to an established advanced call center facility. This solution has a two fold benefit. It serves to establish a solid foundation of customer relationship management and opens businesses up to benefit from word of mouth advertising.

I believe even a small internet business can greatly benefit from utilizing a call center to manage their customer service or sales calls. The initial investment is usually zero (excluding research time to find the appropriate facility) and most call centers charge on a per call basis (meaning you only get charged for the calls they actually receive). If looking at business from the customer's perspective as opposed to looking at it from an initial profit standpoint, it behooves all e-commerce businesses to initially setup a live call center to manage all of their calls. If the infrastructure is not initially setup correctly, your business may fail before it has even begun.


 

Saturday, June 25, 2011

Communications Analysis: Real-Time


Communications Analysis: Real-Time

Word Count:
664

Summary:
You've just reviewed the final results of your last pro-active media campaign to launch that new product or service. The numbers look pretty good: media impressions were in the millions; coverage was evenly split between broadcast and print; and a leading national paper ran three stories on the launch-pretty impressive. But could it have been better?


Keywords:
public relations, media monitoring, media analysis, reporting


Article Body:
You've just reviewed the final results of your last pro-active media campaign to launch that new product or service. The numbers look pretty good: media impressions were in the millions; coverage was evenly split between broadcast and print; and a leading national paper ran three stories on the launch-pretty impressive. But could it have been better?

Analyze this
Analyzing issues or campaigns is the first big step in truly understanding any communications success or failure. With busy schedules and/or tight client budgets, more often than not, media analysis isn't always carried out. A big investment is being made on gathering the media content, but not on measuring and analyzing the trends, successes, and areas for improvement. Stories are often filed away immediately or distributed to a limited group, never to be looked at again or analyzed at all.

If you're already conducting ongoing media analysis half the battle is won. But if not, you can bet your client or director will demand it soon. New analysis technologies combined with increased expectations to determine communications ROI (Return on Investment) are making analysis a must, not a should.

Once you've determined the need or importance of analysis, what's next? This is where the confusion can set in. As can be expected, everyone has their own definition of how media content should be analyzed based on their own experiences. And usually the issue of PR standards and formulas arise…and that is when things often can come to a stand-still.

But before you get into how you are going to analyze, you must first determine what you're interested in analyzing. Here are a few considerations:

Track success in key publications and mediums based on demographic suitability
Evaluate key message penetration in media stories
Track quality - not just quantity - of coverage
Determine success vs. competitors
Success of spokesperson pick-up
Determine campaign ROI
Measure advertising equivalency (if you must!)
Monitor regional penetration comparisons
Tabulate media impressions/audience numbers
Compare key issues and/or product penetration
Resulting editorial or other media commentary/letters to the editor

There are endless ways of analyzing and cross-referencing the information. But you should note that you can accomplish all of the above considerations without getting into confusing PR multipliers or complex formulas. The key is to determine what you're interested in evaluating and create benchmarks for future comparisons. And if you still want to add in PR multipliers you can, as long as you consistently keep to the same formula. So whether you're multiplying by a factor of 3, 5, or 10, the coverage is always being evaluated in a consistent fashion and can therefore be viewed as an unbiased and accurate portrayal.

Go Electronic, Go Real-Time
Reviewing the success of a new product launch, the impact of a crisis on your organization, or a monthly comparison after-the-fact can provide valuable insight for future planning. But imagine the change you could make if you have real-time data available to you at your fingertips in an instant. Using real-time data you could monitor:

What regions are having the most success and which need attention
Misinformation being published so you can correct it
Which publications need another follow-up call
Which issues are getting the most attention
The quality and tone of the coverage
The impact on your organization
What tactics are working and which aren't
How you can piggy-back on recent media trends or competitors' tactics or success

The benefits of real-time analysis are endless and important. Knowing that you can have a timely affect on the final outcome of a new product launch is empowering and helps speak to the real power of PR.

A combination of real-time analysis and benchmarking will provide you with the tools to improve the results of a campaign mid-stream and properly analyze its success using a predetermined set of objectives and consistent criteria. So make 2005 the year you start benchmarking your analysis-an opportunity to learn more about the impact your communications strategies are having will pay dividends for years to come.


 

Communication & Corporate Social Responsibility


Communication & Corporate Social Responsibility

Word Count:
512

Summary:
Behind the words of the Corporate Social Responsibility lie some simple, but effective communication strategies, including a simple message, a good guys vs bad guys positioning, and passion for the cause.


Keywords:
corporate social responsibility, CSR, communication, strategy


Article Body:
In the past few years, the anti-corporate movement (including those opposed to globalization) has gained a bit of steam.

What many people in the movement promote now is called Corporate Social Responsibility (CSR), the idea that corporations should be responsible to all of society and the environment, as well as to shareholders.

It's a shame they've gained momentum. After all, without modern corporations we would all be poorer, and in particular, few of us could expect to retire comfortably. More than anything else, modern corporations exist to provide pension income.

Sure, corporations used to be owned by a few, extremely rich people. But, with the widespread adoption of pension funds and mutual funds, corporations now belong mostly to working people.

While it's true the average working person has far, far less wealth than the average billionaire, there are many, many times more working people. That means company and government pension plans can invest vast sums of money into capital stock, making working class people the largest shareholders of many corporations.

From a communication perspective, I'm interested in knowing why Corporate Social Responsibility gets such good media coverage and so much attention. I'm also interested in knowing what we, as communicators, can learn from them.

For starters, the anti-corporate movement has a simple message: "Corporations have too much money and power; working people don't have enough," or some variation on that theme. On the other hand, my defence of corporations above is anything but simple, even though I'm pretty good at capturing ideas in words. Did your eyes glaze over as you read my description?

The 'anti' movement also enjoys the luxury of making a good (poor working people) versus bad (rich corporations) argument. That's a moral argument, one that adds spice to any news story. On the other hand, the 'pro' side works largely with rational discourse and the ideas of economists.

Third, the protestors bring passion to the anti-corporate message. After all, this is a battle of good against evil, isn't it? Again, the defenders of modern corporations and globalization have to rely on the prosaic science of economists.

Fourth, the label 'Corporate Social Responsibility' also helps the anti-corporate movement. Not only does the name act as a unifying point for its advocates, but it also implies that CSR is a good thing. After all, who could be against 'social' and 'responsibility'?

Now, despite their high media profile and ubiquitous presence, the advocates of CSR have a problem. They may be able to win the attention of reporters and editors, but they haven't had much clout with the real decision makers, the people who run companies, pension plans, and mutual funds.

And, the decision makers aren't likely to be swayed. They understand the role of corporations, and they know where their responsibilities lie. Even widespread public sympathy for CSR isn't likely to have much effect, since they report to shareholders, not to society as a whole.

So, perhaps the final lesson we'll take from the anti-corporate movement today is that, sometimes, great communication can only take you so far by itself.


 

Friday, June 24, 2011

Change Your Tone


Change Your Tone

Word Count:
858

Summary:
The world of PR is benefiting from dramatic changes in the way media coverage is being delivered electronically to your computer desktop or PDA of choice. Perhaps the nuisance of ink on your fingers is being replaced by a bad case of "BlackBerry thumb" -- but nevertheless getting your media coverage electronically has never been easier or more mobile.


Keywords:
public relations, media monitoring, media analysis, reporting


Article Body:
The world of PR is benefiting from dramatic changes in the way media coverage is being delivered electronically to your computer desktop or PDA of choice. Perhaps the nuisance of ink on your fingers is being replaced by a bad case of "BlackBerry thumb" -- but nevertheless getting your media coverage electronically has never been easier or more mobile.

These changes now drive the development of new tools from content providers, and new software programs to help better manage and analyze media coverage. The automation occurring at the database level and through the real-time delivery of organizational news, to internal and external stakeholders, is now almost taken for granted. And the holy grail of PR -- to automate media analysis and measurement -- is already under way; but where should software stop to make way for human analysis?.

Media analysis programs can save countless hours quantifying and sorting media coverage in an unlimited number of ways, including by circulation, region, ad equivalency, company programs and services, and competitive brands. However, do you really want a computer program qualifying how each story affects your organization? It's a gamble with little upside.

Just Say No
The automation of tone and sentiment has already been incorporated into some software programs, but how accurate can it be? Every story, across every medium, will have a dramatically different meaning or impact for various organizations and their stakeholders. Behind the news emerge both winner and losers.

For instance, if a negative story breaks about a strike at one bottling plant it will be a boon for its competitors. The ability to determine which companies are negatively affected by the news is very limited. Furthermore, understanding the actual tone or possible ongoing bias of the reporter on an issue is impossible to automate. News is as much about delivering the facts, as it is provoking a reaction or emotion from the reader. Media analysis solutions can certainly help decipher the facts, but the rest should be left to a team of communications professionals.

Too Subjective?
The argument against toning media coverage has often been it is too subjective -- if the news can be interpreted differently by each individual, won't this skew the results in the end? True enough -- but this can easily be solved with the introduction of a tone standardized 'scorecard' that is consistently applied to each story.

These scorecards can really vary, depending on the type of analysis you want to deliver in the end. Many organizations will chose to tone stories by ranking them as positive, neutral or negative.

The use of these 3 words alone is where subjectivity problems can creep in. Along with team brainstorming and training sessions on how tone can be applied, one quick fix is to use the C.B.S. Scorecard instead:


Use Critical (in place of Negative.)
Use Balanced (in place of Neutral)
Use Supportive (in place Positive)

After reading an article, it is much easier to answer the question "Was that story critical, balanced, or supportive of our organization?" Instead of: "Was that story negative, neutral or positive?"

When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.

When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.

Beyond the ranking of articles by tone using the C.B.S. Scorecard, other metrics and meanings can be used in tandem to create and even stronger analysis. The following scorecard uses a scorecard range, from - 5 to + 5, to provide a more in depth analysis.

Rating Criteria
+5     Supportive Mention + four of the following: Key Message; Interview; Photo; Call To Action
+4     Supportive Mention + three of the following: Key Message; Interview; Photo; Call To Action
+3     Supportive Mention + two of the following: Key Message; Interview; Photo; Call To Action
+2     Supportive Mention + one of the following: Key Message; Interview; Photo; Call To Action
+1     Supportive
0     Balanced
-1     Critical
-2     Critical Mention + one of the following: Negative Executive Mention, Positive Competitor Mention; Consumer Direct Complaint; Ongoing Issue
-3     Critical Mention + two of the following: Negative Executive Mention, Positive Competitor Mention; Consumer Direct Complaint; Ongoing Issue
-4     Critical Mention + three of the following: Negative Executive Mention, Positive Competitor Mention; Consumer Direct Complaint; Ongoing Issue
-5     Critical Mention + four of the following: Negative Executive Mention, Positive Competitor Mention; Consumer Direct Complaint; Ongoing Issue
 


Once each story is toned, the rest of analysis can be automated by your software solution. The tone can be used independently to determine the success of the campaign by percentage of C.B.S. stories, but the tone can also be used alongside the rest of the analysis to identify possible media bias or problem areas by region or publication. The media is always analyzing your organization…why not return the favour?

New media monitoring and analysis technologies are certainly changing the face of media relations activities and provide immense return on investment, but determining the impact of a news story on your organization should be kept in human hands for the time being.


 

Build a Better Online Press Kit


Build a Better Online Press Kit

Word Count:
952

Summary:
Online press kits are becoming more and more popular as a way to promote your business, however just having one doesn't mean it will be effective. Here are some do's and don'ts to building a better online press kit.


Keywords:
media relations, online press kit, media room


Article Body:
Some recent surveys of journalists and reporters indicate that most prefer to use online media rooms/press kits as opposed to the old-fashioned hard copy press kits. Why? The Internet is open 24 hours a day, seven days a week. A busy reporter on deadline can log on and cruise from one online press kit to the next without having to wait for an overnight package or fax.

Many businesses and publicists are embracing this new technology in media relations and are in a mad dash to develop online press kits of their own or for their clients. Like a Web site, an online press kit should contain certain elements, should make some features more prominent than others, and be simple to navigate. Here are some "do's and don'ts" to consider before you dive in and begin creating an online press kit.

Online press kits Should

Be easy to locate if linked to a main Web site. For instance, if ABC Bottled Water has a public or consumer Web site already established, a separate media room can be linked to the Web site's home page. This link must appear prominently – either in the site's menu or on the home page. Reporters don't have time to search for it. Also, if the media room is linked to a "main" site, the media room should share the main site's "look and feel," so that reporters don't feel link they've been forwarded to some unrelated site.

Provide materials commonly used by the media. A general press kit usually contains a backgrounder, FAQ, and profiles of key individuals/spokespeople. This is what a reporter will want to see when he or she visits your online media room. The purpose of providing these common documents is to minimize any extra work a reporter will need to do to get what he/she needs. Other important items to include are high-resolution, digital photos, high-resolution digital logo graphics, and of course, press releases. A good online media room will come equipped with a media library where all types of files can be uploaded, stored, and distributed, including general press kit materials.

Include the media coverage already received. When a company, organization, or individual has been covered by the media (preferably favorably), it helps to "legitimize" them. Be careful about copyright issues when reposting articles, though. If you or your organization has appeared in the media, use anything from audio clips, video clips, and links to media outlets' Web sites in your online media room's "In the News" page. Check with the media venue for reprint permission.

Include media contact information prominently. If the person handling media relations is not an employee of the company/organization, be sure that the contact info in the online media room directs reporters to the person who is. If a reporter reaches out and his/her request is lost in cyberspace, chances are, they won't come back.

<Online Press Kits Should Not
 
Combine info for both the public AND the media. Ideally, the information provided for the media should be separate from content intended for the public or consumers. One reason is that it makes it more difficult for the media to find what it wants, and another is because it reduces your control over the info provided to the media. Messaging is very important, and while it can sometimes vary for the public, it should always be consistent for the media – after all, your messaging is what they're using to cover you with.

Require a reporter to make numerous requests for additional info. There are always going to be some things that you do not want to provide online on a constant basis. This could include certain photos or ebooks. Keeps these instances to a minimum! In cases like these, it is fine to say "please contact us for photos of this event," or "please contact us for a sample ebook." Some media rooms have very limited file space, which may require you to upload low-resolution photos to save space. Asking reporters to contact you for high-resolution photos is all right, too. The point of an online media room is to provide the media with most of what it needs.

Be out of date. Update press kit materials as needed, and try to keep a current press release available – even if it wasn't distributed on the wire or to reporters directly. By keeping a timely supply of "news," in your media room, it will be obvious to the media that it receives your attention.

Other Helpful Tips:

Use links – not e-mail attachments! Media rooms with media libraries should allow you to upload your documents and create a URL to their location online, which you can provide to the media instead of an e-mail attachment. When was the last time you opened an e-mail from a stranger that had an attachment?

Have a blog? Link it to your online media room. Blogs are a great way to discuss your company, cause, or industry and are often used by members of the media when researching someone/something for a story. If you have one, add the link to your media room. If you don't have one, consider getting one.

By following these tips and by putting yourself in the shoes of a journalist, you will be able to develop an online presence that is both informative and convenient. Do this and you'll meet the demands of the media and increase the likelihood of gaining editorial exposure.


 

Thursday, June 23, 2011

Are You Ignoring Your Customers' Requests?


Are You Ignoring Your Customers' Requests?

Word Count:
1334

Summary:
If you really listen to your customers they will tell you exactly what products they want. They will also tell you what backend product they want to buy from you. Here's an example of how my customers told me what they wanted in one of my million dollar niches.


Keywords:
info products, product development, product funnel, backend, repeat sales


Article Body:
Copyright 2006 Willie Crawford

Many Internet marketing experts will tell you that the best way to find out what your customers want from you is to ask them.  While that may be true, I believe that an even more accurate way is to just listen to what they're telling you, and to what they're asking you for.

To illustrate my point, I'll use a couple of examples from one of my own niches... the recipe and cookbook niche.  If you already have even a minor foothold in any niche, my experience should be somewhat instructive.

In-case you're unfamiliar with my background, I earn six-figures from a soul food cookbook that I wrote and self-published.  I wrote that cookbook because my site visitors asked for it.

The full story behind my first cookbook is that, when I first came online in 1996, I was told that I should focus on a niche. After building your typical "Internet marketing" site, which didn't really take off immediately, I eventually decided to build a site around the "soul food" recipes that I learned while growing up on a farm in North Carolina. I posted a few of my favorite recipes online as search engine bait, and then   advertised affiliate products around the site ... usually with banners.

I was also told that I needed a mailing list to bring visitors back to the site, and to stay in touch with potential customers.  With a recipe site, it made perfect sense to me to create a list where people could trade recipes. That list was an immediate hit, and has been going strong for over 8 years.

While the recipes sent out through the list were primarily from site visitors, list members grew to associate me with great recipes.  They eventually started asking me if I had a cookbook.  I told them "no" but that I would write one if they would buy it.  I also announced that I was taking advance orders (to verify the demand).  I had over 100 orders before I wrote the first word.  That cookbook has provided me, and my family, with a comfortable living for YEARS!

Over the years, I tried to sell those site visitors, and list members, a variety of different backend products, but nothing sold as well as my cookbook.

For the last six years,list members have regularly told me what my next few products should be, but I wasn't really listening. List members regularly emailed me saying that they loved my recipes, but that they were on restricted diets. They often asked if I had diabetic, low-fat or low-carb recipes. They also often wrote to tell me that they'd been diagnosed with high blood pressure, and asked if I had any recipes for people with hypertension.

When I finally started listening, I knew exactly what my next 4-5 products should be. They should be versions of my cookbook featuring diabetic, low-fat and low-carb recipes.  I also needed to write a cookbook for those with high blood pressure. All of those cookbooks will be rolled out to my list and sites within the next 2 months!

What's also instructive is that over the years I built up this HUGE asset... people who have bought cookbooks from me and then asked if I had more. They were telling me what to sell them.  They were telling me that if I just offered them what they WANTED they would buy it.

The above is just applying basic common sense and a little bit of marketing know-how ...which most Internet marketers already possess.  Let me share with you a few more insights that you probably already have but are not using.

1) The easiest way in the world to make more money from a proven, profitable niche is to "go deep." Produce multiple episodes or versions of the product.  That's what movie producers do. That's what traditional book publishers do.  Look at the "Chicken Soup For The Soul" series!  That told me that if I produced additional versions of my cookbook, it would sell.  My list members also "told" me that.

The way that I will apply this is by re-labeling my first cookbook "Volume 1" during the next printing. Then, I will introduce "Volume 2" and as many volumes as the market will bear over the years. Labeling the original "Volume 1" tells my customers to look for additional volumes. It sets up collectors to collect the complete series.

Speaking of collectors, another version of your product that you can release is a limited collectors' edition... if appropriate for your marketplace. The co-producer and host of the television cooking show that I'll tell you about later is doing just that.  At my prompting, he's released a "Limited Edition Autographed Version" of his cookbook, "The Devotional Cookbook."   will make the limited editon of the cookbook, in the example above, sell out really fast is the fact that it really is only being released in a very limited quantity, and that a television personality is autographing copies. Ask yourself how you can apply a similar idea to your product. I'll admit that this idea isn't something that I dreamed up... it's somethings that I heard a speaker use as an example at a seminar. All I did was have my client APPLY the idea!

2) Go deep by offering more versions of your basic product.  For example, with my cookbook, I offer it in PDF, print, and on CD.  In a few months many of my recipes will be available on DVD since I will share them on a television cooking show that I'll be co-producing.

My mentors long ago told me that I needed not only a cooking show, but a full line of spices and sauces.  Instead of listening to them, I went off in search of more exotic markets... largely ignoring the hungry market that I already had (pun intended).

It took one of my clients, coming to me with an idea for a cooking show that he had, to get me into the television business. When you really think about it though, producing a cooking show is just repackaging the information that I already have into a different format.

Listening to my market, will not only allow me to triple my book sales, it will also generate millions when the show is nationally syndicated. The show is just beginning production now, but will grow rapidly.  You can follow our progress, and learn from the process, by frequenti can also see how I develop and market a full line of cookbooks and related products by visiting my cooking site at:  ahead and join the mailing list, as this is where I announce new products and site news.

A few people may ask why I share so much of what I'm doing in my cooking niche with you here. You may wonder if I'm not afraid of competition. The fact is that there are MILLIONS of webpages out there offering free recipes, yet I earn six-figures selling them.  The fact is that there are thousands of people who have written cookbooks and are having difficulty selling them.  I don't have to worry about competition because by studying Internet marketing I have learned how to dominate my niche.

What should you do with the information that I've just shared with you?  Ask yourself how you can apply it in your niche.  Ask yourself if your site visitors and subscribers aren't already telling you what they want to buy!

Once you discover that your product is a hit with the marketplace, listen to them as they tell you how to improve the product, and how to sell more things to them.  Instead of going off looking for new and more glamorous markets, serve the one that you've already mastered.  Apply the many marketing techniques you already know to your existing niche. It will pay off handsomely!


 

33 Reasons To Do A News Release


33 Reasons To Do A News Release

Word Count:
230

Summary:
News releases are not the best way to get major media coverage, but they can be used to increase the frequency with which your company name appears in the press.

Press releases will get you coverage in set features like business notes, and new personnel columns. They also provide a good way to let allies, employees and customers know what you are doing. For these purposes, post releases on the company website, send out by e-mail, or distribute by one of the services like PR Newswire or PR Web.


Keywords:
public relations, PR, marketing, communications, advertising, email, newsletters, positioning


Article Body:
News releases are not the best way to get major media coverage, but they can be used to increase the frequency with which your company name appears in the press.

Press releases will get you coverage in set features like business notes, and new personnel columns. They also provide a good way to let allies, employees and customers know what you are doing. For these purposes, post releases on the company website, send out by e-mail, or distribute by one of the services like PR Newswire or PR Web.

Here is a quick list of 33 possible reasons for you to write and distribute a news release.

* New Products

* Business Start-Up

* Partnership

* Strategic Alliances

* New Or Innovative Business Strategy

* Restructuring The Company

* Going Public/Going Private

* Company Comeback From Adversity

* New Employees

* Important Executive Retiring/Resigning

* Executives Comment On Business/Economic Trends

* Employee Promotions

* New Branch Offices

* New Divisions Established

* Headquarters Relocating

* Research Results Announcement

* Major Anniversary

* Major New Client Acquisition

* Company Revenue, Sales or Profit Growth

* Company Name Change

* Winning Major Awards Or Receiving National Recognition

* Company Presenting An Award

* Receiving Important Accreditation or Certification

* Holding Free Seminar or Workshop

* Employee Appointed To Civic/Government/Professional Board

* Availability Of Guest Articles Or White Papers

* Issuing A Position Statement On Topical Subject

* Free Consumer Information Available

* Company Speakers Bureau

* Company Philanthropic Support

* Major Company Milestone

* New Board of Directors

* New Website


 

Tuesday, June 21, 2011

10 ways to identify if your public relations company is right for you


10 ways to identify if your public relations company is right for you

Word Count:
461

Summary:
PR plays a key function in a successful business. And for PR to be productive you will need to trust more than friendship or basic instincts in choosing an "ideal" PR company. Since public relations are about communication and steering the company towards realistic targets, you must consider a number or crucial and tangible issues.


Keywords:
Submit Free Press Release , new product or services, new website, announcing new hires, special event or seminar


Article Body:
PR plays a key function in a successful business. And for PR to be productive you will need to trust more than friendship or basic instincts in choosing an "ideal" PR company. Since public relations are about communication and steering the company towards realistic targets, you must consider a number or crucial and tangible issues.

Be clear that PR cannot be handled just by the firm it is a partnership between you and the PR experts. It is your inputs that will provide the PR firm with direction. You must on your side provide complete and updated information, be available to advice on or check material put together by the firm and spend time with the PR team on ideation. Only when the grounding is laid clearly will PR be successful.

1. The company must have worked for a business such as yours before or have at their fingertips the strategies they will employ to meet your PR objectives.

2. The PR firm must have updated its systems to include all the latest in media and communications.

3. The company must understand your business thoroughly and know in no uncertain terms how much strategic versus tactical support they can provide.

4. Determine whether the staff deployed for your project has both experience as well as expertise. Find out about their successes and failures.

5. Ascertain whether they can comfortably reach out to your target market and if they cab quantify their value.

6. Study the proposals presented by them on your project and use your in depth knowledge of your business and the market to determine to what extent this will work.

7.    A dedicated PR firm will not hesitate to disagree with you on any aspects of your plan they are not in agreement with. They know the ins and outs of their business and know what works and what does not.

8.    The firm must not just have a series of meetings there should be constant interaction as well as reviews of work undertaken and subsequent results.
 
9.  The contract must be clear and transparent with no hidden clauses. The PR firm must have a system where it clearly understands and then delineates in a contract its responsibilities.
 
10.  Be sure to check their testimonials and credentials. Go through their case studies to determine their efficacy and do some research to find out their standing in the market. 

The most apt definition of a PR relationship is that of the Counselors Academy of the Public Relations Society of America. It says, " a successful relationship between client and public relations firm or counselor has as a fundamental: a match of capabilities and needs, a 100% agreement on objectives, constant and instant accessibility, full information sharing, interaction at all levels, regular updates as well as progress review, and a clear contractual agreement."


 

7 Tips To Become A Star Tv Guest


7 Tips To Become A Star Tv Guest

Word Count:
1387

Summary:
How one expert made a splash on CNN'S Paula Zahn Now, and how you can, too

Cosmetic surgeon, Dr. Robert Kotler's New York based publicist, made contact with the Paula Zahn Now program on CNN to schedule an appearance. Here's what happened next.

1. Map out the segment with the producer

*I was referred to one of the *bookers* who did a quick screening and then put me in contact with an associate producer. Over several phone conversations, we worked out the subject m...


Keywords:
media, media coaching, talk show guest, publicity, PR


Article Body:
How one expert made a splash on CNN'S Paula Zahn Now, and how you can, too

Cosmetic surgeon, Dr. Robert Kotler's New York based publicist, made contact with the Paula Zahn Now program on CNN to schedule an appearance. Here's what happened next.

1. Map out the segment with the producer

*I was referred to one of the *bookers* who did a quick screening and then put me in contact with an associate producer. Over several phone conversations, we worked out the subject matter of the 3-4 minute interview.*

NOTE: Once you've passed the *audition* with a booker you're passed to an associate (or other less senior) producer. Often after that first "audition" you must be screened by producers at higher and higher levels. If you're chosen then you begin to create a segment together.

2. Help the producer shape the segment

*The *backbone* of the spot was my recently published book, SECRETS OF A BEVERLY HILLS COSMETIC SURGEON, The Expert's Guide to Safe, Successful Surgery. The associate producer and I had discussed what I consider to be the non-frivolous and important consumer issues of the book, such as how to select a properly trained surgeon and how to be certain that the facility in which the surgery is to be performed is properly credentialed and hence safe. And even the issue of having an anesthesia specialist in the patient's service to assure comfort and safety. Those are the key gems for the consumer-reader-viewer.*

NOTE: Robert choose important issues of concern to Zahn's audience angling his ideas to suit her show. It's up to you to suggest ideas that would make a great segment. Listen to the producer's ideas and don't be shy about gently suggesting alternatives. A pro-active guest who knows his material is prized. Be sensitive though to how attached the producer is to his idea and suggest yours accordingly.

3. Expect the Unexpected

*On the air, the focus of the segment was somewhat different than I had been lead to expect. Paula Zahn, who is as smart, charming, and attractive off camera as on, was a hospitable and engaging interviewer. However, as comfortable as I was made to be, the questioning by Paula got stuck on *which celebrities have had what done.* And, they put up photos of some selected celebs and asked me to comment on them--including ones I had not seen prior.*

NOTE: Always be prepared for the unexpected. This is a frequent tactic of TV shows. If they had told Robert ahead of time what they were planning he may not have agreed to be their expert. Instead they lead him to believe that they would focus on what he considered important issues. To be fair to the show they may have planned to cover what was discussed, but changed their mind at the last minute. Or they may not have had time or didn't feel it was necessary to inform their guest of show changes.

Also, talk show hosts are expert at making you feel comfortable. It's their job to help you be a good guest (relaxed and credible)--as ones who are nervous don't come across well. A typical tactic is to put you at ease and then ask an unexpected question to get a candid response--which often makes for good television. Be ready. You can be candid and still speak to YOUR talking points.

4. Prepare your answers and bridge to them

*While I have had professional coaching on *guesting,* and understood how to redirect the questions, I decided to just *go along* with the trail of questions Paula posed. I could see that this was going to be a *light interview,* not hard news. Not that it was distasteful or unpleasant, but, frankly, it seemed redundant and wasteful of audience time. I felt the public deserves more significant information than yet another review of Joan Rivers' ultra--raised eyebrows or Michael Jackson's nose remnant.

While I did not expect a formal *book review* I felt the viewers would have appreciated knowing how to avoid the bad surgical results that everyone is so familiar with.

As I would have told the viewers, *If presumably smart and wealthy people can have such bad cosmetic surgery, how does the *average citizen* avoid it?* In the end, it was not a particularly informative session--a bit fluffy--and I saw that as an opportunity lost. But, hey, while it says Cable NEWS (italics mine) Network on the door, it is still first and foremost entertainment. Show biz. So, always be cognizant of that, I just rolled with it and enjoyed myself.*

NOTE: The show wanted the sexy celebrity angle, but Robert could have bridged to the information he thought was important with a phrase such as *Mistakes can happen to anyone, including celebrities like Michael Jackson. To prevent these mishaps for yourself you can*...and then he could have delivered the key points he wanted to cover such as the importance of a good anesthesiologist.

5. Follow the host's lead *and* make your points

*Yes, I could have diverted the conversation and tried to say what I thought needed to be said, but one has to weigh the benefit of taking that path and possibly being disfavored by the program and hence not be welcomed back or just going with the flow knowing that just *being there* and having the cover of the book flashed on screen is quite satisfactory for my purposes of promoting the book.*

NOTE: You can satisfy the host and yourself by balancing the information with what the host wants and what you want. If you transition gracefully by taking a few seconds to comment on their question and then a few seconds to focus on your point everyone will be satisfied.

6. Let the host and show promote your product

*Another unanticipated plus of appearing on the program was that during the entire day, the interview segment was promoted heavily and the repetition of my name throughout the day was a bonus that cannot be disregarded. I saw each hourly announcement as a *free advertisement.* I was happy.

Bottom line: Breathing or not breathing, dead or alive, being a guest on a nationally televised interview -- regardless of the quality of the interview--is worthwhile to any author or public figure. And, it is fun and a memorable experience for those of us from outside the media world. The producers liked the segment and, after all, it is their show.*

NOTE: Often times guests are overly promotional in an effort to make the most of their on-air time. You won't be invited back if you plug yourself or your product obviously. Find out ahead of time how your product will be positioned on the show. Let the host do the promoting. Your job is to give great information about the product, service or cause that incites your audience to take action.

BEFORE the show, and at the time your booking is confirmed, ask that your website, 800# etc. be displayed on the screen (this is called a chyron). Realize though, that some shows have policies not to do this. Ask also how your product will be positioned on the show. Always bring your product with you in the event they've lost the one you sent. This will insure that your product will get the publicity that you want. Better yet, if you can create interactive scenes that involve your product that are entertaining and witty you will be a hero.

7. Enjoy the recognition and propose a new segment

*Finally, and probably most importantly, my 87 year old parents thought I *looked very good on TV.* They liked my suit and tie selection. So, everyone was happy!*

NOTE: Make your parents proud. The kind of exposure you receive on national shows is invaluable for credibility -- with your parents, competition, clients, and other national shows. And you can increase your recognition by calling up other talk shows and suggesting a different angle of the topic you just covered. Also, while you're in studio propose another segment with a totally new angle. The time to pitch a segment is right then when everyone is happy with your appearance. Try and get a committed date on the spot.


 

Monday, June 20, 2011

3 Ways To Become A Media Bimbo


3 Ways To Become A Media Bimbo

Word Count:
406

Summary:
Bimboism is rampant in today's media climate where those who do get their fifteen minutes of fame squander it with empty words and idiotic antics. Think about how much of YOUR time is wasted when you watch TV, listen to the radio or read newspapers or magazines. How long do you stay with a story if it's not pertinent to your interests or if the interviewee is dull? With so much competition for your attention it's easy to move on to the next best thing.

If you don't want t...


Keywords:
media, media  coaching, marketing, publicity, PR


Article Body:
Bimboism is rampant in today's media climate where those who do get their fifteen minutes of fame squander it with empty words and idiotic antics. Think about how much of YOUR time is wasted when you watch TV, listen to the radio or read newspapers or magazines. How long do you stay with a story if it's not pertinent to your interests or if the interviewee is dull? With so much competition for your attention it's easy to move on to the next best thing.

If you don't want to become the next bimbo and instead touch the hearts and the minds of the nation, here are three things to avoid.

1. Give a fatty bone.

The quickest way to lose interest is to ramble. When you can't make your point succinctly your audience tunes out-literally. They change the channel or they shift their attention. To keep your audience jazzed respect their time by getting to the point of what they want to know. Give them value every second you're speaking. Shave off any unnecessary fat and get to the bone, the real core of what you have to give.

2. Be professorial.

In my experience people who have the highest degrees are the biggest bores. They speak with the jargon of their industry or training using long sentences and obscure ideas. Simplifying is the key to communication. One of my favorite clients, syndicated technology columnist and national correspondent for KCBS news Larry Magid, is an exception. He can take the most complicated ideas and turn them into a Zen garden. He puts each word stone in the right place at the right time to create order, simplicity and understanding. Follow Larry's path to your own garden by taking the big idea down to its roots. Refuse to be high fallutin' by making your knowledge inaccessible to the masses.

3. Praise the Lord.

Preaching will set people hellbent against you. I don't know about you but when someone tells me what to do I automatically rebel. Whenever you're attached to an idea and try to push it on someone it's natural to resist. When you have an agenda people sense it. If you're unattached to the outcome your audience will be more receptive to you and your ideas. Allow them to make their own choices based on the information you impart. Tempt them with heavenly insights and offers.


 

'Date' Your Customers; Keep Them Coming Back


'Date' Your Customers; Keep Them Coming Back

Word Count:
358

Summary:
In business, the customer is always right - sometimes confused, misinformed, rude, stubborn and changeable, but never wrong. Ever date anyone like that?


Keywords:
'Date' Your Customers; Keep Them Coming Back


Article Body:
In business, the customer is always right - sometimes confused, misinformed, rude, stubborn and changeable, but never wrong. Ever date anyone like that?

Customers are the reason you have a business. Without them, no matter what you do, there isn't any business.

Therefore, you should approach customer service the same way you approach a date. Nurture it with good habits and relentless care. Each date builds on the previous one. Each sale does the same in building customer retention.

So, here are the simple suggestions for "dating" your customer and enhancing your business relationships.

* Dazzle customers with your service. The key to good customer service is treating all your customers well but not necessarily the same. Respond to their needs as individuals. While one customer might need a ton of help and attention, another might prefer an opportunity to browse with privacy.

* Anticipate the needs of your customers by emphasizing service over sales. Good service sells. But pushy service people who are always trying to sell more can be a major turnoff to all customers.

* Treat your customers well by being a problem solver. If you can't help the customer, help him or her find someone who can. Customers appreciate your help - even when you aren't directly profiting from a sale. Just consider it an investment. They'll appreciate the advice and remember your business the next time they need your goods or services.

* Innovate by understanding that most rules should be flexible. Don't ever say, "No, that's against the rules," to a customer who's making a reasonable request. Your main rule - one that should never be compromised - is to keep your customers happy and satisfied.

* Nurture your employees by giving them the care and respect that you want them to give your customers. If you treat them well, your employees will be great ambassadors of service. If you treat them poorly, they'll treat your customers badly in turn.

* Guarantee that your customers keep coming back. Have a great customer service plan and post it in a central location for all to see. Once employees understand the importance of great customer service, you will have customers returning over and over.