Your Expertise is Boring!

Your Expertise is Boring!

Word Count:
1065

Summary:
Information, delivered by experts in a straightforward fashion, is too often reminiscent of a classroom lecture – Boring! However that same content, deliver with passion, purpose, urgency, spirit and conviction can move people to action and move you to the top of the news media's first call list.

Keywords:
media relations, radio interviews, television interviews, expert interviews

Article Body:
I see your lips moving, but all I hear is "Blah, blah, blah, blah, blah." I know it's not what you want to hear, but quite simply, if you are a speaker, author, consultant or other "expert" I see being interviewed by the news media, your expertise just isn't very interesting. Information is a dime-a-dozen and yours is no different.

So in this age of round-the-clock, on-demand, blue tooth, on line, high def., Wi-Fi, via satellite, news junky, at your fingertips world of information, what separates those messages that break through the clutter and the vast majority of expertise that goes un-tapped? The answer is very simple: It's the delivery!

Information, delivered by experts in a straightforward fashion, is too often reminiscent of a classroom lecture – Boring! However that same content, deliver with passion, purpose, urgency, spirit and conviction can move people to action and move you to the top of the news media's first call list.

The information stored in your brain is merely the entry fee. Your credentials to deliver that content is only the prerequisite. But your crusade is what truly makes you interesting. Your passion for the message is what makes you believable and its timely connection to some current or personal challenge is what makes it relevant.

Watch any national morning show, or cable news talk show and note who has the lion's share of camera time. In television news, the one who most deftly steers the conversation, wins. But all too often, experts who are invited to sit on the television set to comment on a story of national interest, merely answer the questions posed to them and provide informed analysis. They are graciously thanked for their time, but rarely asked back. Why? Because most media opportunities are a test in disguise. And most experts unknowingly fail the test.

But think for a moment about the experts that have been featured time and time again in the national news – some even being rewarded with their own show. What is the common denominator? Above all else, it is that they are fiercely opinionated. They know what they want to say and aren't afraid to say it. I'm not suggesting that you have to be a jerk to be newsworthy, only that you have to have the conviction that personifies a true thought leader.

Good radio talk show hosts, for example, don't bring up a topic and ask for your opinions. Instead they tell you what they think and invite you to agree or disagree. Who among us is inspired to follow, or be moved to action by a credible, yet straightforward, or "dry" expert offering his or her expertise on a story of national or industry-specific interest?

To build your business, to attract clients or customer, to inspire others to hire you or buy your books or products, to engender loyalty and inspire true change, you must move beyond the realm of simply being smart and good at what you do. You must truly inspire.

And while we are all made up of the same composite materials, we are all wired a little differently. Being overly expressive and delivering content on the edge of your seat can be challenging for some, but it must be done. In working with the news media, we are playing in their sandbox and we must play by their rules, or we won't be asked to play again.

For any kind of high-profile sustainability, you've got to provide what television journalists call "Good TV." New, innovative, or provocative solutions to long-standing problems can be good TV. Either healthy exchanges or outright conflict among guests can both be good TV. Good TV means nothing more than being interesting and not blending in. Unfortunately, experts tend to be so immersed in their content that they believe it is the information that is interesting. In reality, it is the passion that brings about "Good TV."

The biggest misperception in working with the press is the false notion that when a reporter asks a question, it's because they want to know the answer. Unless it's some sort of news investigation, the purpose of their questions is in most cases, simply to give you a launch pad for your ideas, your input and perspective. I'm not suggesting that you don't answer the question, just use the answer as the springboard for your crusade.

Most reporters don't know the subject nearly as well as the guest and you can easily move past the often irrelevant, or less important question by simply employing transitional phrases such as: "While I certainly agree, it's also important to remember that...," "That may be true, but the issue that really concerns me is...," "While that issue is making headlines, we can't forget that...," "people sometimes fail to recognize that...," "I find it fascinating that..." Then say what you came there to say, and do it with passion – regardless of the questions asked. Despite conventional wisdom, the reporter or interviewer will be very appreciative of your media savvy.

As most on-air interviews last no more than 90 seconds, I advised my clients to be crystal clear in their mind what they want to say, what they HAVE to say, what is crucial for them to impart to their audience for them to be successful in their business. Then they must make a solemn pledge to themselves (and to me) that they will not get out of that chair until they say it!

It's the quid pro quo of working with the press: We help them fill up their newspapers and newscasts with content, and in return, we get a platform to relay our ideas. Use it. Don't waste it. Don't be boring. Be opinionated. Be passionate, relevant, provocative, believable, timely, different, memorable and news-worthy.

This article is more than just my opinion and my expertise – it is my crusade. If I had begun this article with a simple admonition to be more animated in your interviews, do you think you'd still be reading? Or would you have turned the page long ago? Remember, there are hundreds of millions of TV remote controls and page-turning fingers out there. Don't be boring and they'll likely stick with you, turn to you and hopefully come back to you.

 

Your 6-Step Plan For Press Release Placement

Your 6-Step Plan For Press Release Placement

Word Count:
464

Summary:
There's a clear way around press release failure and it's called the pitch. A lot like it sounds a pitch is a fast throw at busy editors about a possible story. If they want to find out more, then you send the press release.

That leads me to a huge pet peeve: Sending out press releases via e-mail to a list of editors. From my experience it's never - ever - worked. I no longer try it and suggest you don't either. It's a waste of your time and all of the editors. Instead:
...

Keywords:
press release,press,release,news,letter,small,business

Article Body:
There's a clear way around press release failure and it's called the pitch. A lot like it sounds a pitch is a fast throw at busy editors about a possible story. If they want to find out more, then you send the press release.

That leads me to a huge pet peeve: Sending out press releases via e-mail to a list of editors. From my experience it's never - ever - worked. I no longer try it and suggest you don't either. It's a waste of your time and all of the editors. Instead:

1. Focus on a handful of your "dream publications." For me, I'd like to get into Fortune Small Business, Entrepreneur magazine and the Wall Street Journal. When picking your publications, think of your target audience. What do they read and why do they read it?

2. Pick the section you'd like to appear in. You never know, but chances are you won't appear on the cover of the publication in your first attempt at placement, instead, focus on sidebars, resource listings and short news sections. Almost all print pubs have them. Look at it as the waiting room for bigger and better stories on the unique products and/or services you offer.

3. Find out who the editor is. Once you have your section, find out who's in charge of it. You'll need the person's name, e-mail address and the most important element of successfully getting placed in the publication . . .

4. Learn what the editor needs. The number one thing you'll need to know about the editors you're targeting is the kind of information they want to publish in their sections. There are two ways to do that: You could ask, but then that could open up a can of worms if the editor doesn't want to get calls - and most don't. Or, you could compare a few back issues of the publication to find out what they've published in the past.

5. Create the pitch. You'll want to start your pitch by stating your understanding of the editor's needs. Then list - in clear bullet points - how your news fits his or her requirements. Note: Always leave your phone number in the text of the pitch e-mail to give the editor easy access to you - and your story.

6. Repeat steps 1 through 5 until you get a response. Sound tedious? Maybe. But at least the time you spend on this will reap much better results than sending one release out to thousands of editors - right along with other business people hungry for coverage.

Bottom line: It's about building relationships with editors. And the only way to build a relationship is to find the need and fill it - consistently and considerately.

 

Who’s the First Person to Greet Your Customer?

Who's the First Person to Greet Your Customer?

Word Count:
420

Summary:
Ralph Waldo Emerson said "Life is not so short but that there is always time enough for courtesy." I spent an interesting hour at the dentist's office yesterday and the time actually flew. I found it fascinating and almost entertaining watching the young woman at the front desk. I guess I'm accustomed to being greeted by a receptionist with a smile and an attitude that conveys 'thanks for coming to see us, not them'.

Keywords:
sales, marketing, hiring, front desk, receptionist, customer service, dental office

Article Body:
I approached her sliding glass window and stood in back of a gentleman whom I assumed she was helping.  After about three minutes, I realized he was waiting for the office manager and she could have acknowledged my presence.  I stepped up to the window; she did not say good morning; she did not smile; she just glared at me. I started to speak; she pointed a finger at a clip board with a paper to fill out. I placed the completed sheet in front of her, perhaps expecting a thank you or a smile or at least 'have a seat; the doctor will see you soon'.

I was so intrigued by her manner that I watched her interaction with the other patients. The man sitting next to me started to tell me that even though he had an appointment he had been waiting a long time.  He told me he was extremely dissatisfied with the way the place was run and was starting to regret his association with this office. With a bit of humor, I told him I was watching the receptionist and asked if she had uttered a word to him. He started to laugh, and said, "Come to think of it, not a word!" 

The next patient to come in was an older woman with a walker. The receptionist was not at her desk so the woman took a seat and waited for her return.  She again pointed at the clip board, took the form, threw her sliding glass door closed and said nothing. The next one was the mailman, who I'm sure she sees daily. Again, not a smile or a hello; she stuck out her hand for the mail and handed him the outgoing mail.

Now my new disgruntled friend and I were sort of enjoying this and decided that maybe she was a mute….and then it happened. A good-looking UPS delivery man came in. Lo and behold, there was a big smile and a voice that was able to say good morning!  That was short lived. She treated the rest of the patients in her same rude uncaring manner, a total lack of personality.

To me, the ability to positively interact with the customer, no matter what the business, is most essential. Hire your receptionist with as much thought as you would hire a sales person. Some smart person once said "If today you give a stranger one of your smiles, it might be the only sunshine he sees all day.

 

What Impression do you leave your clients?

What Impression do you leave your clients?

Word Count:
387

Summary:
First impression lasts – that is! You may have an affirmative or negative view regarding this maxim. However, when it comes to promotional items, impression does matter.

Keywords:
Flyers Printing Services, Brochures Printing, Posters Printing, Custom Business Cards Printing, Catalogs Printing, Postcard Printing

Article Body:
Impressions, as we all know, are blurry ideas in which confidences are given. Marketing materials such as business cards, posters, postcards, flyers, brochures and catalogs must satisfy the customer's confidences even at the very first sight of the material.

Catalogs, for instance, must leave a lasting and positive first impression. Before they can encourage potential readers to read on, they must entice them first to come closer and take a look at them. They must have fascinating design and facade to lure the would-be receivers.

To complete the marketing formula, the company or its marketer must entrust the potential masterpieces to a master in catalogs printing. If you have hesitations and worries regarding the printing process, the colors and materials like paper and ink to be used, ask the pool of experts that surround the printing company. They will help you seek solutions to your catalogs printing dilemmas.

Catalogs are made to have easy access on your products and service. You do not have to bring them with you. With catalogs around, there is no need to present the literal product or demonstrate the services that your company is offering. All it takes is an effective modern catalog.

In the production of catalogs, areas of concentration must be established and considered. One area is the product or service. Some product need not be included in the catalog while some are indispensable. Choosing which are to be incorporated from which are not must be carefully done.

After selection, the next area of concentration is categorization or grouping. There are products that can be grouped as one while there are products that need to be presented singly. Samples of these products are the feature for the month and the freshly released products. Same thing should be considered in marketing services. In this area, you have to master one thing and that is sorting.

Next to categorization is the process of creating descriptions. Descriptions must be exact or definite. You can begin by writing the name of the product or service followed by its features. Ideal number of words range from 30 to 60 words for every product or service.

Make a good impression by selecting clear pictures and crisp texts. Be reminded that the heart of every catalog is its overall appearance. Thus, superior artsy taste is a marketing edge.

 

What Are We Teaching PR Students?

What Are We Teaching PR Students?

Word Count:
1136

Summary:
By the end of their course of study, and above all else, PR students should have learned that they must alter individual perception leading to changed behaviors among their most important outside audiences.

Keywords:

 

Article Body:

What Are We Teaching PR Students?

How to do brochures, throw parties, talk to reporters and write press releases? Or, are we teaching them what PR's fundamental premise says we should be teaching them?

In so many words, whether they go to work for a business, non-profit, government agency or association, students will soon discover 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 usually accomplished.

Which is why, after public relations students digest THAT basic touchstone, they should be made aware that, as future managers, their core public relations mission will be to pull together the resources and action planning they need to alter individual perception leading to changed behaviors among their most important outside audiences.

But that's not all! Then PR students should learn that they will have to persuade those key folks to his or her way of thinking, then move them to take actions that allow their subsidiary, division, department, group or office to succeed.

What we want for our new crop of PR students is the knowledge that the right public relations planning really CAN alter individual perception and lead to changed behaviors among the very outside audiences who will help them succeed as managers.

Should you find yourself explaining the role of public relations, you must ask your audience to remember that their PR efforts will demand more than the use of special events, news releases and talk show tactics if they are to receive the
quality public relations results they deserve.

As to the results they can expect, tell them how glad they'll be that they took your advice when capital givers or specifying sources begin to look their way;
customers start to make repeat purchases; membership applications begin to rise; new proposals for strategic alliances and joint ventures start showing
up; politicians and legislators begin looking at them as key members of the business, non-profit or association communities; new bounces in show room
visits occur; prospects actually start to do business with them; and community leaders begin to seek them out.

Discuss with your audience why it's SO important to know how your most important outside audiences perceive your operations, products or services. Above all, be sure they really believe that perceptions almost always result in behaviors that can help or hurt their operation.

Go over with them the need for monitoring and gathering perceptions by questioning members of their most important outside audiences. Have them 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? Are you familiar with our services or products and employees? Have you experienced
problems with our people or procedures?

They should learn that the cost of using professional survey firms to do the opinion gathering work will be considerably more than using their PR colleagues who are already in the perception business. But whether it's their 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.

Public relations students need to know that here they must establish a goal calling for action on the most serious problem areas they uncovered during their key audience perception monitoring. Will that goal be to straighten out a dangerous misconception? Correct a gross inaccuracy? Or, stop a potentially
painful rumor before it really gets started?

An equally important lesson is this. Setting a PR goal requires an equally specific strategy that tells you how to get there. 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 mushroom gravy on your pumpkin pie, 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.

Most students of public relations already know the importance of good writing. Explain to them that now is the time that good writing comes to the fore. They must prepare a persuasive message that will help move their key audience to their way of thinking. It must be a carefully-written message targeted directly at their key external audience. They must come up with really corrective language
that is not merely compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards their point of view and lead to the behaviors they have in mind.

This step many of your students will find especially interesting. They must now select the communications tactics most likely to carry their message to the
attention of their 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 they pick are known to reach folks just like their audience members.

Another reality PR students need to know is that the credibility of any message is fragile, so how they communicate it is also a concern. Which is why they may wish to unveil their corrective message before smaller meetings and presentations rather than using higher-profile news releases.

As always, the need for a progress report should cause them to begin a second perception monitoring session with members of their external audience. Fortunately, they'll want to use many of the same questions used in the benchmark session. But now, they will be on strict alert for signs that the bad news perception is being altered in their direction.

Reassure your student audience that, should program momentum slow, they can always speed things up by adding more communications tactics as well as
increasing their frequencies.

Students everywhere need reassurance that they're on the right track, and future business, non-profit, government and association managers getting their first exposure to PR are no different. What they need to know about public
relations are three realities.

First, as outlined above, they must marshall the resources and action planning needed to alter individual perception leading to changed behaviors among their most important outside audiences.

Second, they must help persuade those key folks to his or her way of thinking.

And third, move them to take actions that allow their division, subsidiary, department, group or office to succeed.

 

Top Performers Have These Customer Relationship Skills

Top Performers Have These Customer Relationship Skills

Word Count:
763

Summary:
Do want to be known as "The Expert" or "The Guru"? Do you want to advance your career and income? If you answered yes to both of these questions then you need to become a "Top Performer" in your profession. Experience and knowledge in your area of specialty may make you an above average performer, but to be a "Top Performer" start implementing the following 24 Customer Relationship skills and action items today.

Keywords:
Dennis Sommer, Customer Relationship, Sales, Sales Management, Sales Training, Sales Coaching, Executive Coaching, Consulting

Article Body:
Copyright 2006 Dennis Sommer

Do want to be known as "The Expert" or "The Guru"? Do you want to advance your career and income? If you answered yes to both of these questions then you need to become a "Top Performer" in your profession. Whether you are now a Manager, Executive, Consultant, Sales or Service Specialist, then Customer Relationship skills will be one of the keys to your success. Experience and knowledge in your area of specialty may make you an above average performer, but to be a "Top Performer" start implementing the following 24 Customer Relationship skills and action items today.

Top performers are successful by being honest, respecting a clients intelligence and focusing all their energies on how to make a difference in a clients life. After reviewing the following "Top Performer" Customer Relationship skills and action items, you will know how to be more effective, efficient, and successful.

Building a strong relationship with your customer will last a lifetime and will be your #1 success factor in your career.

1. Show off your offering "Live" by hosting seminars. Customers viewing offerings first hand will dramatically improve positive reactions.

2. Make mentoring available to your customers. Provide one day a week, one day bi-monthly, or one day monthly where you are available face to face with the customer. Give them a list of what you can do during this time period. Example, training, audits, project reviews, etc.

3. Do a 20 customer road show twice a year. Nothing beats going into the field and meeting customers face to face to better understand what they need and show them what you have to offer.

4. Make the selling process as easy as possible. A long, complex selling process will turn off customers and drive them to your competitors.

5. Showing or presenting an offering three or more times to a customer will result in a more positive impact.

6. Setup an annual meeting with your customer to discuss where there business is going the following year and review your companies long term vision.

7. Connect with a customer on a personal level through common interests and goals. Make efficient use of the buyer's time, be courteous and polite.

8. Create a pattern of dependability by making small promises and over delivering on results.

9. Be an honest advisor. Present both the strengths and weaknesses of your offering. It is better for the customer to learn about your weaknesses now than to discovering them later.

10. Reduce customer stress. The easier it is for the customer to do business with you the greater their likelihood of repurchasing.

11. Be polite and respectful of a customer's time and schedule. Always ask when the best time to see and talk with them.

12. Ask for small things first. A customer who says yes, is more likely to say yes to bigger requests later.

13. Positive momentum creates positive momentum. Ask a customer first, "How are they doing?" When the customer states they are feeling good, they are more inclined to give you a positive response to your next request.

14. If you smile, people will respond in kind and be more open to your message.

15. Keep your tone upbeat. Make a point to elevate everyone you come in contact with . When they hear your name, their mood will be lifted.

16. When a customer can't buy or won't buy, fall back and ask for names who might have an interest.

17. When a customer says no to your first big request, ask for a smaller one. Customers feel obligated when you make a concession. Present your most expensive option first.

18. We prefer to buy from people we like. We really like people who like us. Being likeable is as simple as helping customers feel happy, relaxed, and even feel good about themselves.

19. The more you make a relevant, yet unexpected connection with their lives, the greater chance of gaining their interest.

20. Mimic your customers feelings, tone, attitude, and gestures. They respond better to like people.

21. Meeting over food and drink has a positive impact on customers reactions to your offering. Dine, drink coffee, listen, talk, connect. Sharing meals has significant impact on customer attitudes.

22. Remembering a customers name and personal details can have a dramatic impact on your ultimate success. This shows that you value them.

23. Keep silent. When you don't speak, you create the need for the customer to make a decision or keep talking providing you with more information.

24. Pay attention to details. Customers make a direct connection between attention to detail and competence. Pay attention to spelling, out of place items, grooming, dress, hotels you use, etc.

 

Tips For Selecting The Right Public Relation Firm

Tips For Selecting The Right Public Relation Firm

Word Count:
712

Summary:
Sometimes, a great product is not enough to get the attention your company deserves from the public. Sometimes, you need to make waves the right waves in order to get noticed and employing a public relation firm can help you gain your place in the limelight.

The relationship between a company and its public relation firm should be long-lasting. IF you change public relation firms periodically, the public may end up being confused with the ever-changing messages of your ads...

Keywords:
public relations counselor,public relations firm,public relations jobs

Article Body:
Sometimes, a great product is not enough to get the attention your company deserves from the public. Sometimes, you need to make waves the right waves in order to get noticed and employing a public relation firm can help you gain your place in the limelight.

The relationship between a company and its public relation firm should be long-lasting. IF you change public relation firms periodically, the public may end up being confused with the ever-changing messages of your ads. Start advertising right with the right public relation firm.

Heres how to find the perfect public relation firm for your companys needs:

Work Experience in a Particular Industry and Location

Hiring a public relation firm with extensive experience in advertising and marketing hotels is not a good decision, no matter how many awards it had garnered, if your business belongs to the medical industry. Hotels and hospitals are two completely different things and thats why you need a public relation firm with experience in handling public relations of hospitals, not hotels.

Likewise, hiring a fancy New York public relation firm may not be a good choice to make if your business is located in the smallest and most traditional town of Texas. Again, New York and Texas are two completely different tastes and inhabited by completely different people, so what may work in New York could absolutely fail in Texas!

Party, Party, Party!

Public relation firms are best known for their ability to create glitzy events. Availing the services of the right public relation firm will enable you to create parties that are nothing but exciting and fun without having to spend half as much as you imagine you would for such events.

Offering Something beside Trendy

Most individuals believe that hiring a public relation firm is necessary only when you have to organize a party or get the right people to notice your product. The right public relation firm, however, can give you more than that if you know the right things to ask for.

A public relation firm understands that each company is unique from the other, even if theyre competing in the same sector. This means different strategies as well. Given the opportunity, a public relation firm can also help you determine the right positioning in the industry, make brand recognition possible and identify the target market for your company and products.

Public relation firms are not all about parties and fun. They can get down to business too, if youre dealing with the right firm.

The AllInOne Media Kit

Getting heard is not enough; the best public relation firms know that saying the right things in the right manner are equally, if not more so, important. The right public relation firm takes the time to get to know a company inside and out in order to generate the right kind of media frenzy.

Numbers They know that figures carry considerable impact, but too much of it can make a report boring and uninteresting.

Events Narrating the companys history can be tedious, so it must sound exciting while remaining factual at the same time.

Testimonials Customer cases are tricky; too much gushing can make a reader suspicious while lack of information will make a reader lose interest.

Ability to Solve Crises and Sensitive Issues

Publicity firms generally act like problem solvers. When a crisis ensues that threatens the reputation or credibility of a company, a good public relation firms able to step in to smooth out ruffled feathers and restored damaged company images.

Creativity and Out of the Box Thinking

The right public relation firm never runs out of creative ideas to help promote your company. Because it knows that the world around us is constantly changing, its also aware that the company must have continuous use of dynamic advertising for their success.

Adapting a Maternal Role

Lastly, the right public relation firm is one who acts like a mother hen to your company. It knows how important it is to listen to your concerns and your complaints, but it also knows when its right to stand firm and push for its suggestions while ignoring your recommendations. The right public relation firm always has your best interests at heart -even if it may not seem so at first glance!

 

The Start of Your Own Business

The Start of Your Own Business

Word Count:
512

Summary:
Starting one's own small business is a dream to many people. It gives them the opportunity to create their own business and steer it in whichever direction they please.

Keywords:
Business, market, unique, image, attraction

Article Body:
Excitement at the thought of starting your own business venture, fear at the thought of failure, are the two major emotions that people face when thinking of starting their own business. For many the fear of failure is enough to hold them back from taking the chance at starting their own small business; however, with careful planning and some luck a small business will be set for success.

When starting a small business it is important to step back and decide what exactly the company will be focusing on. What type of products or services will it be providing and to what group or niche will the company be aiming towards as its target audience. This seems like a simple enough step however many people many people either try to cater to too broad of an audience or to too small of a group. Although trying to appeal to a large audience may sound great at first, it can be harmful for a small business. Trying to cater to a broad spectrum of people makes the company lose focus and ultimately lose its identity. Targeting too small of an audience is a problem simply because a small target group makes for a small population of potential customers.

Another thing to consider is the supply and demand of the market that the company will be focused on. A company will need to either be excellent at what it does, very unique in what it does, and most importantly lucky to succeed let alone survive. Choosing a market that is largely in demand and short in supply will increase a company's chance of survival immensely. The opposite can be said for a market that is low in supply and large in demand. Try to study where current business trends are headed towards and what is needed or wanted by today's consumers. Also, it is important when looking at trends to try and think about its long term viability. The last thing that you want to do is start a business based on a fad that is over within a year or two.

When a general direction is decided for your small business, it is important to then think about the things that your company will do better than your competition. What will make you unique? What will make people choose your products and services over anyone else's? Most importantly, is there something that will make people choose you over your competition? There is definitely a problem if the last question was met with hesitation or a no. There needs to be something that sets your company apart from the rest and pulls you out from the mold of every other business.

Finally when all of that is set, it is important to think of how you will get your name out to your consumers. Marketing and advertisement are crucial in getting your business known to your audience especially at the start of your business. If it's possible getting a public relations firm to help market your name will help immensely.

 

Steps to a Writing an Effective Press Releases

Steps to a Writing an Effective Press Releases

Word Count:
817

Summary:
An effective press release is vital to the success of your business.  Here are tips to make yours press release excel using with proven tips and guidelines.

Keywords:
press releases, media, press release writing, advertising, research, marketing, advertising, setup, publicity, getting clients, PR, Google search, work-at-home

Article Body:
ant to get the most media attention and spotlight for your business?  Then the first place to start is with a GREAT press release.  Now I can almost see half of you leaving now, dreading the thought of having to write one of these.  But wait!!  I'm going to show you easy methods to make your press release work for you and get the attention it deserves.  Ready?  Let's go.

We'll briefly go over the basics because of their importance. Editors want to see things done the RIGHT way.  I would bet that a lot of good releases simply get tossed out just because they aren't set up properly.  To a busy editor, that all too familiar "10 second glance" says a lot for you and your business; it let's them know if you've done your research enough to warrant that release to be placed in their newspaper or magazine.

Here are your essentials:

"FOR IMMEDIATE RELEASE" on the top left of the page.

Your contact name, phone number, e-mail address, and website follows.

Headline is next, normally in bold and centered on the page.  Summarize what the release is about and capture their attention.  Spend almost as much time on your headline as you do writing the release.  It's that important.

The press release body starts with the location of the release and the date (Margate, Florida, May 5, 2005.)

Most press releases are between 200-500 words, and no more than a page. The first paragraph has the most important information.  Don't save the best for last, it won't get read.  In this paragraph answer the questions, who, what, when, where and why?

It is recommended that you write press releases in the 3rd person and use short sentences and paragraphs. Do not go over board, trying to dazzle the editor, it won't work.

Target your release.  You will be sending your release to a specific audience so make sure that in your release you keep to what would appeal to that audience.  What don't they know that you can add?  Nothing works better than getting an "AAH HAA" when an editor is reviewing your release.
  
Provide statistics.  Do some research and find some relevant information that applies.  You can easily do this through Google.  Once you find your quote, do a Google search or Yahoo quote on that particular topic.   However, don't stop on the first Google link and take that for gospel.  Research it a bit further.  Have it come from a respectable company or magazine.
 
Include relevant quotes from experts in your field that will reinforce what you are saying.   Approach authors, leaders in your Industry, and other experts that back up the facts you are stating in your release.  They will normally appreciate the added publicity and you get the quote you're looking for.  For example, as an author I'll often get asked to provide a quote for an article on home-based businesses or the virtual assistant industry.  I welcome the opportunity as it provides me more publicity.
 
Also, if you have a satisfied client that you feel will add credibility to your Release, add a quote from them as well.  The first time you mention the expert, write out their full name.  Then list them by last name or Mr. and Mrs. Smith only.  I normally prefer the last name.
 
The last paragraph should be your call to action.  You've talked the whole release about your business or product, now tell them what to do with the knowledge they just acquired.

At the bottom of the release include  to indicate you are done, followed by a short bio. Make sure if you include your website that you include http:// in front of it for search engine recognition.
Your bio should include your information, any books authored, etc.   Double check this for accuracy.  At this point, you're tired and done with the Release.  But if it goes out to the world with the wrong web address, the valuable time spent even writing the Release has been wasted.

That's it!  The basics for writing a press release.  Now one other thing I'd like to add in, they work!  They truly work.  I've had a recent release get accepted by PRWeb (and yes they do reject bad ones!), and then go on to hit several other major newspapers and media outlets and the Google alert, which resulted in our paper in the area contacting me.  You want to set up a Google news alert for your name so that you can follow the path and see when you make the news so you can follow up.  Also, PRWeb at  has complete guidelines for setting up a good press release.  Go with the extra money and spend $20.00.  It's worth it to get the additional exposure.

 

Smashing the Myth of the Press Release

Smashing the Myth of the Press Release

Word Count:
685

Summary:
Somehow, the press release has taken on a magical reputation as the alpha and omega of publicity.  Wanna become rich?  Send out a press release.  Wanna become famous?  Press release.  Wanna get on the cover of Newsweek?  Press release.

Keywords:
publicity, marketing, pr, public relations, free publicity, internet publicity, bill stoller, press releases

Article Body:
A musician spends years honing his craft.  He writes world-class songs and performs them in a manner that moves his listeners to tears. He records a demo tape and sends it to record labels.  He gets a contract and becomes rich, famous and adored.

The lesson: demo tapes are the secret of becoming a famous musician.

Wait, you say, the demo tape was just a tool, just his way of conveying his talent. It's his ability as a musician that got him the contract and made him famous.

You're right, of course.  He could have become just as famous if a record executive saw him in person, or heard about him from a friend, or as a result of a variety of other events.

Which brings us to the press release.

Somehow, the press release has taken on a magical reputation as the alpha and omega of publicity.  Wanna become rich?  Send out a press release.  Wanna become famous?  Press release.  Wanna get on the cover of Newsweek?  Press release.

Publicity "gurus" are springing up all over the Internet touting the press release as the answer to all marketing ills.  Just knock out a release, mass e-mail it to journalists, sit back and wait for Oprah to call.

It's a cruel joke.

Here's the reality:  the press release is no more important to your potential of scoring free publicity than the demo tape was to our musician friend.  If he had no talent, if his songs sounded like garbage, the best recorded demo tape in the world wouldn't get him signed.  Ditto for the publicity seeker.  If you don't have a story to tell, your press release is utterly worthless.

I'm not knocking the press release -- it's an important tool. But it's just that: a tool.  It's not the first thing you need to think about when it comes time to seek publicity.  In fact, it's one of the last.  And it's not even absolutely necessary (I've gotten plenty of publicity with just a pitch letter, a quick e-mail or a phone call).

If you worship at the shrine of the press release, it's time to rearrange your priorities.  Here, then, are the things that are MORE important than a press release in generating publicity:

1. A newsworthy story.  This is the equivalent of our musician's talent.  It's the very basis for your publicity efforts.  Without it, your press release means nothing.  To learn about how to develop a newsworthy story, take a look at  and scroll down to "Is my company/website/life really newsworthy?"

2. Learning to think like an editor.  Oh, what an edge you'll have in scoring publicity over all those press release worshippers once you learn how to get inside the head of an editor.  Give an editor what he wants in the way he wants it and you'll do great.  I've got an entire article on the subject at
   Go there now and absorb it all.  Trust me, it will make a world of difference.

3. Relevance.  Tie in with a news event, make yourself part of a trend, piggyback on a larger competitor's story, but, by all means, make your story part of a picture that's bigger than just your company. Stories that exist in a vacuum quickly run out of oxygen.

4. Persistence.  Sending out a press release and waiting for results is lazy and ineffective.  If you really believe in your story, and you believe that it's right for a particular media outlet, you need to fight to make it happen.  Call or e-mail the editor to pitch your story BEFORE sending the release.  If one editor says no, try somebody else.  If they all say no, come back at them with a different story angle.

Getting publicity involves so much more than just sending out a press release.  Treat it as seriously and with as much respect as our newly minted rock star treats his craft and you'll be well on your way to success.

 

Six Tips For Perfect Email Pitches

Six Tips For Perfect Email Pitches

Word Count:
420

Summary:
Your media pitches can go straight over the plate. With a little forethought, and a few tips, you can throw fewer balls and more media relations strikes.

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

Article Body:
Your media pitches can go straight over the plate. With a little forethought, and a few tips, you can throw fewer balls and more media relations strikes.

Brevity is the soul of wit. Shakespeare could have been giving media relations tips when he penned this gem several hundred years ago. If you can't get to the point in your subject line in 10 words or less, you need to work on your message. Keep the subject line short and to the point, and include the time frame if it is important to the pitch. For instance: "Entrepreneurs Storming NC General Assembly Tuesday"

Surprise! If you have a startling or interesting fact, use it as a hook. I am developing a story idea about local home prices. My initial thought for a subject line is: "Average Lake Norman Home Listing Price Spikes To $413,000." Recently I used these subject lines to get coverage: "Interest Rates Hit Six Month Low" and "No Credit Score, No Problem".

Humor Me. Humor is not for everyone. It is best to use it only if you know the reporter has a sense of humor or appreciates quirky items. Maria Stainer, assistant managing editor of the Washington Times, was quoted recently about an email pitch that got her attention and coverage. "Teach Your Dog To Meditate" was the line that hooked her on a story about a new book on animal behavior.

Don't Get Too Attached. Don't ever attach word documents or photos files to an email pitch. Did I mention that you should not send attachments? To get past email filters and to avoid hacking off your media contacts, wait until they ask for additional information before sending photos and documents. And, if you make them mad, your next pitch may be deleted before it is ever read.

Be Cool. You're fired up to fire off that media pitch you have just written. Don't. Let it cool off a bit first. Ask for input from others before you send the pitch to the media, particularly if you are trying to use humor or be quirky. You don't want your pitch to fall flat.

Be Relevant. Friend David Mildenberg, a reporter at the Charlotte Business Journal, has the best tip of all. "I think email pitches can be effective for all the obvious reasons: If they contain news relevant to the publication and its readers, if the pitches are concise and if the pitches are understandable," he says.

Wind up and start pitching.

 

Recipe - Just Desserts, Puddings Galore

Recipe - Just Desserts, Puddings Galore

Word Count:
776

Summary:
A family tradition of puddings culminates in a fine recipe for Summer Pudding – a delicious berry and bread dessert.

Keywords:
recipe,recipes,pudding,puddings,dessert,berries,summer pudding,fruit,guavas

Article Body:
We are a pudding family. There is something satisfying about the word pudding. It brings connotations of comfort, of tastebud-tantalising things, rich and luscious. Dessert suggests something elegant, delicate, restrained - a sweet mouthful to finish off a meal.  Dessert just doesn't do it for me.

Our family goes in for puddings for special occasions and Sunday lunches.  We don't have them every day, so when we do, we want it all: comforting over-indulgence at its best – no refined twiddles of patisserie here, though we don't do the steamed, stodgy stuff either. We have a number of recipes that are firm family favourites and have to be considered and a waiting list of recipes from cookbooks to try - so puddings oust the main course as the focus of debate and decision-making.

The occasion dictates the main course – roast lamb for Easter, turkey and gammon for Christmas, no dilemmas there. Selecting just a few puddings from the family repertoire, though, is an agonising process. Christmas and New Year close together eases the dilemma…what we don't have for Christmas, we can do for New Year's Eve, but on other occasions leaving out a particular favourite recipe is too hard. We often end up with a selection of four puddings (though, before you are too horrified, we are usually feeding twelve or more people) and as a result feel stuffed to the gills afterwards, as greed inevitably overcomes caution and all four have to be sampled.

Two of our family staple recipes come from my mother-in-law, who as a mother of six on a limited budget had to use a lot of invention to feed her family. Guava fool (pureed guava mixed with condensed milk and cream) is one of her recipes that rates high on the must-have list through winter when guavas are in season. Choccie pudding is a year round imperative, a chocolate custard poured over boudoir biscuits which soak it up and soften delectably into a velvety gloop.

I have proudly managed to add one of my family pudding recipes to the indispensable list – Summer Pudding. My mother still makes it, often with blackberries culled from the hedgerows, as well as the more traditional redcurrants and raspberries. Here in South Africa we have a different palette of berries to work with and most often use youngberries, mulberries with a few strawberries (strawberries on their own don't work, you need the tartness of some of the darker berries). Here is the recipe:

Summer Pudding

1 loaf of slightly stale white bread
About 1kg of mixed berries: blackberries, raspberries, youngberries, mulberries, redcurrants the choice is yours. Apple can be added if you are short of berries.
Sugar

Put the fruit with a liberal sprinkling of sugar into a pan and gradually bring to boiling point. (You can cook them straight from frozen over a low heat). Softer fruits are done at this point, so check, apples would need longer to soften. The amount of sugar depends on how sweet the fruit is – you are after a slightly tart fruit with sweet juice but not too sickly. Cut the bread into thick slices, take off the crusts and line a pudding basin with it. It needs to fit tightly but don't squash it. You can do a patchwork of funny shaped bits, the important thing is that no holes are left.  Keep three slices for the lid. When the fruit has stewed, use a slotted spoon to transfer the fruit into the bread-lined bowl. Most of the juice gets left behind but keep it to pour over the pudding later. Fill the bowl with the fruit and top with a tight layer of bread. Place a plate or saucer on top and weight it, so the fruit compresses and the juice soaks into the bread. Leave in the fridge for at least a few hours, better overnight. Turn it onto a plate to serve, with the extra juice poured over any white bits of bread still showing. Eat with plenty of cream.

Now our main preoccupation on our smallholding is establishing enough fruit trees and berry plants to ensure a year round supply of pudding potential in our freezers, but maybe that would make them less special. The seasonal aspect of guavas and berries mean excitement when they come back into season, gluttony for a few weeks until common sense sets in. Then we put a supply away in the freezer for a few special treats later in the year, the season ends and is followed by the next thing. A pudding for each season, a season for each pudding.

Copyright 2006 Kit Heathcock

 

Recipe - Cheese Biscuits

Recipe - Cheese Biscuits

Word Count:
578

Summary:
Every end of term at my daughters' kindergarten, finds us baking cheese biscuits for their festival. These are delicious, easy to make, light flaky mouthfuls of crunch, just like cheese straws only more fun, as you can use any shaped cookie cutter you like. We have pigs, bunnies, stars, moons, hearts, fish.

Keywords:
recipe,cheese biscuits,cheese straws,birthday party,snack,cheese recipes

Article Body:
Every end of term at my daughters' kindergarten, finds us baking cheese biscuits for their festival. These are delicious, easy to make, light flaky mouthfuls of crunch, just like cheese straws only more fun, as you can use any shaped cookie cutter you like. We have pigs, bunnies, stars, moons, hearts, fish. They are the perfect answer to the dilemma of providing a treat snack for school feasts and festivals, that doesn't break the school guidelines of minimising sugar but is still fun for the kids. They are also an essential item at birthday parties for my children. The last birthday had me frantically rolling and cutting out these cheese biscuits, in between trying to get a roast lunch on the table before the afternoon party. The original plan had been for the kids to do all the work, to keep them entertained and gainfully employed in the lull before the party, but the birthday girl was too busy playing with her new toys and the others too busy bemoaning the fact it was so long before their birthdays, so that I got left with the job at the last minute!

Today though I had the five year olds in charge of the cheese biscuits, kneading then rolling out and cutting out with animal shaped cookie cutters. This still required a fair amount of timely intervention, to get the dough to hold together before frustration set in and make sure my youngest got a chance to cut out some shapes without destroying her older sister's carefully ordered scheme of things. I also had to get a batch of bread done while they were cooking, as we had finished up the last slice at lunch, but that used up the rest of my energy reserves so I settled on baked potatoes as a minimal effort supper. The oven was on anyway for the biscuits and bread so it was all in aid of energy conservation...mine and the world's in equal measure.

Here is the recipe for the cheese biscuits:

100g/4oz finely grated cheese
50g/2oz self-raising flour
25g/1oz soft butter
pinch of cayenne pepper

For the cheese you can use a mature cheddar or 80g mild cheddar with 20g parmesan cheese. Put everything into a bowl and rub in, squidge and knead for about 5 minutes until it comes together into a soft dough. It will do, just as you are about to give up hope of it doing so unaided. Roll out the dough on a lightly floured surface to about 2.5mm/ 1/8" thick and cut into whatever fancy shapes you have cutters for. Bake at 200C/400F for 10-12 minutes until golden. Cool on a rack. This amount disappears very quickly, even before you've turned your back on them sometimes, they're very light and moreish, so I usually make double or triple quantities for the festivals.

The cheese biscuits go down very well with adults too. At the last birthday party one father polished off a whole plateful, rather than sample the birthday cake. They would make a great accompaniment to drinks before dinner. You could cut them into long strips and give one twist to make them into cheese straws, then sprinkle them with extra parmesan or find a more sophisticated shape as a cookie cutter – the star shapes would still be good. Mind you most laid-back adults would be just as happy as the kids to be eating pigs and bunnies!

Copyright 2006 Kit Heathcock

 

Q. Why Do Public Relations People Frequently Wear Red?

Q. Why Do Public Relations People Frequently Wear Red?

Word Count:
974

Summary:
Information about why public relations doesn't just happen along with tips about selecting an agency.

Keywords:
marketing, PR, Advertising, consulting, marketing campaigns

Article Body:
A. So the blood doesn't show.

Many people think that once a company starts advertising, editors beat a path to your door. In some cases, that actually does happen, but it's not the norm.  Public relations is a very important part of the marketing mix, but it's a tremendous amount of hard, detailed work.

Public relations is very different from advertising. One main difference is that you can't buy media placement. The story is either newsworthy, or it's not. Paid placement is called advertising.  A successful PR campaign provides third-party endorsement of products or services which is something no other marketing element can deliver.

Both marketing elements are important, but public relations can sometimes be a slow build. Results don't happen in a few weeks or in a month, especially with the three month lead time needed for magazines print deadlines. When dealing with television, newspapers or radio, the three month lead time is not an issue, but competition is an issue.  

There have been situations where we've had an instant success story. We created a museum event in Philadelphia at a small children's museum that was an incredible media success story.  Every newspaper, ethnic publication and television station showed up for this event. Over the years, we've also had a number of press conferences with tons of media coverage the next day. This is expecially true if the news is sensational or the product is very popular at retail.

In one case, we generated thousands of stories for a client, but we were trying to generate an article in a major business paper. Nothing worked. The editor was interested, but he didn't understand the point we were using as the "hook" for the story. When we finally drove home the point of differrence between mass market retailers and specialty retailers, he wrote the story and it was fantastic. Our story ended up on the front page of the business section minus one column, but it took months and months of work.

Many clients don't understand the PR process. For example, when I was handling the marketing for a major children's line of licensed apparel, the client had signed the advertising contract, but not the public relations contract. He just didn't understand the entire subject and finally asked for a meeting to discuss things. Shortly into the meeting, this charming, grandfatherly gentleman looked at me with a straight face and said, "Why do I have to pay for this, doesn't it just happen?"  

At first, I thought he was kidding, but then I could see that he simply didn't understand the process, or the discipline. After a rather lengthy discussion, he signed the contract. The campaign was a big success and so was the clothing line. 

Some clients don't have the budget for the entire marketing mix of trade advertising, consumer advertising, sales promotion, web site development and PR. Many will start with PR and trade advertising and then increase their marketing budget over time.

How To Choose An Agency

When you are ready to consider an agency, what should you look for in a PR team? For starters, the chemistry has to be there. You also need experience and media connections. Don't hesitate to ask for client references. Once you have them, pick up the phone and make some calls.

Don't assume that the new business people will service your account. If there is one account person that you feel has the expertise you need, consider requesting that this individual be the point person on your account. The agency should be willing to agree to this request in your written contract. Beware of bait and switch, where you are courted by the new business people who will never be seen again after the contract is signed.

What You Can Expect

Some points to remember:

Nothing kills a bad product faster than excellent PR and advertising. Customers may purchase the product once and then, that's it.
When products are photographed, the samples must be in perfect condition. The camera picks up and magnifies very tiny flaws. Retouching is expensive, so be careful when you select product samples for photography.
PR is not a tool used to force retail distribution. If you try it, the move will come back to haunt you. When an editor asks for information about the retail distribution of a product and/or service, the PR agency had better have answers or the ability to obtain the answers quickly. Reporters and editors always manage to call for this information when they are on deadline so everything is a rush. A response such as we're planning to open outlets soon in your area is not the correct answer.

Put yourself in the editor's place. He/she is interested in writing about your product and the readers expect to be able to find the item in local stores, on respected web sites, or in catalogs. If they can't do any of the above, the editor will not write about the product.

I have had consumers track me down because they wanted a specific product and could not find it at the retail store mentioned in the article because the item had sold out. One Christmas, I was practically running a mail order operation out of the agency because frantic consumers were calling for one specific product that did not have wide retail distribution.

Trade books usually publish one month in advance. Consumer books publish three, yes three months in advance. If you're hoping for a December magazine story, you'd better start planning in July or August.
If your agency is creative, it will come up with innovative "hooks" for your products or services.

PR is a wonderful marketing tool, but you must understand the basics to understand how it can work for your company.  

Diane T. Creston
Creston Advertising

Your Strategic Marketing Partner

 

Publicists: It's Time to Embrace the Technology of Online Press Kits

Publicists: It's Time to Embrace the Technology of Online Press Kits

Word Count:
744

Summary:
Media professionals prefer online media rooms and the Internet for researching stories. Many publicists are still using hard copy press kits and e-mail attachments. Online press kits are how technology is making a publicist's job easier and more effective.

Keywords:
media relations, online press kit, public relations

Article Body:
So you have a cell phone, a Palm Pilot, an automated office complete with teleconferencing, remote-access, Web site and e-mail addresses. So what? Just because you're always available to the media doesn't mean the media has easy access to your clients. What will your high-tech office be able to do when a reporter wants a press kit at 7 p.m. on a Friday evening? Nothing – except hastily prepare the hard copy kit for a costly overnight shipment.

There is a simple way to eliminate the need for keeping a large inventory of hard copy press kits and reduce your dependency on the shipping company guy: publish your clients' press kits online.

Making the move from hard copies to press kits published online that are always-accessible is essential in today's age of e-mail. The corporate world lives by e-mail; reporters and other media professionals are no different. These people are busy and time is always of the essence when they've got deadlines breathing down their necks. The decision to use your client in a story instead of someone else is contingent on whose information is easiest to get. If it takes all night for your client's press kit to reach their desk, you might get bumped.

I know what you're saying right now. "But, Drew, I e-mail my clients' press materials to the media." Well, that's great, but just because reporters use e-mail doesn't mean they open every stranger's message that arrives in their inbox and it especially doesn't mean that they even bother opening your attachments. Why? Because it's too risky.

First of all, everyone knows not to open an e-mail from someone you don't know; especially if there's an attachment. This is e-mail safety 101. Strange e-mails with attachments usually mean one thing: virus. At least, that's the take of most business's firewalls and anti-virus protection systems. You may think you're making waves by mass e-mailing your media lists with attached press releases, but how many calls are you getting back? Not many, since your important e-mail has been tossed out with the "wasser" worm and those annoying "enlargement" e-mails.

So what's the solution? Reject technology and start snail-mailing and faxing again? No. Embrace technology and publish your press kits online.

Now, an online press kit is not a Web site. Don't be confused by the term "online." Though an online press kit can be displayed online and present information like a Web site, it is really a virtual folder or briefcase that allows you to upload and store your press materials on the Internet. Once in your online press kit folder, these documents and images can be distributed as links – not attachments.

When you prepare your sharp, concise e-mail pitch to the media, you simply insert links to your clients' press kits. When the reporter clicks the link, the document can be opened and saved on their computer. It opens like an attachment, but the documents themselves live online. Instead of piling them onto your e-mail, you're simply providing directions (a link) to get to them. They become part of the e-mail message, so a media outlet's virus protection system won't automatically kick it out of the system.

Virtually anything can be uploaded to an online press kit: press releases, high-resolution images, video and audio clips, graphics and more. Plus, since you have control over your online press kits, you can always be sure they're up to date.

Now you're thinking "Wow, these things sound great, but I bet they are expensive." Not necessarily. Though there are online press kit programs available that cost into the thousands, they usually include extra features you don't really need and will probably never use. Think of the online press kit market as the binder or folder aisle at your favorite office supply store. Sure there are binders with all kinds of extras, but you pass those by for what you need and the price you can live with.

Face it – technology is only going to get better and faster. Don't be left in its dust trying to wave down that brown truck with your emergency overnight press kit. By going online with your clients' press kits, you're not only making them easy to access, but easy to cover by the media. The media loves that – and so will your clients.

 

Public Relations Strategies For Manufacturers and Industrial Suppliers

Public Relations Strategies For Manufacturers and Industrial Suppliers

Word Count:
930

Summary:
Learn the difference between public relations success on the Internet that increases your ROI and the public relations errors that are costing your company a bundle.

Keywords:
Industrial Supply, Industrial Equipment, Industrial Machinery, Industrial Sales, Industrial Marketing,Industrial Goods, Industrial Supplies, Industrial Products, Manufacturers, Engineers, Engineering

Article Body:
By Conrad Bailey

What you are about to read here is not what you would expect to learn about marketing industrial products via public relations, or what you would normally find from other PR sources. The reason is because the majority of public relations articles you'll find online are nothing more than hidden sales pitches from PR firms that offer advice based on what's best for their agency - and not the client. You know the ones - that always end their article with an offer to purchase or learn more about their promotional services. In this article you'll get none of that.

Don't Outsource Your Public Relations

Writing and submitting press releases and stories to the media is one of the most cost effective ways to promote your industrial products. However, unless your company has deep pockets and money to throw away, writing and distributing press releases is much more cost-effective when you do it yourself. Forget traditional PR firms - they charge ridiculous fees just to write and submit your press release. You'll get much better results by using the services and tools of online companies like PR Web and PR Leap to distribute your press releases to your target media. In result you can generate some relevant and often permanent back links to your Web site. An additional benefit that can drive traffic to your site for months or even years.

Reaching A More Highly Targeted Audience

Services like PR Web are excellent for promoting your company and products to mass media. But remember, the biggest benefit comes not from the distribution of those press releases, but when editors or producers that see your press release contact you to follow-up on your story for their publication or station. That is where the most exposure will be generated.

In addition to using services like PR Web, you can and should submit your press release directly to the most relevant media sources you can find, such as trade publications that are read by your target audience. But do it yourself - don't waste your money on PR firms that claim to specialize in the trade press. All they are actually doing is snail mailing your press release to trade magazines or journals that you can easily find yourself using media directories like Gebbie Press. Besides, there are probably no more than 5 to 10 trade publications that are ideal for your press release. So don't pay some PR firm thousands of dollars to submit your press release to hundreds of magazines when only a handful may be interested in publishing it.

Writing A Good Press Release

Writing a good press release is not that difficult if you focus on what makes your story newsworthy. Just ignore the marketing hype and write about your product's features, user benefits and what makes it different (superior) than similar products in the marketplace. That is what makes a press release newsworthy and more likely to be published by the media you are targeting.

Some public relations companies will charge up to $250 or more to write a press release. You can find freelancers online or at local colleges that will do it for much less. Still, you'll always get better results by writing it yourself. After all, if you're the person responsible for public relations at your company, then you know more about your products and the benefits they offer than anyone else. So doesn't it make sense that you are the most qualified person to write a solid press release?

One of the best ways to learn how to write a powerful press release is to know everything there is to know about your product and the exact market you are targeting. Secondly, analyze the press releases your competitors are putting out on the Web. Make sure your release indicates unique benefits such as the technical edge your product has in the marketplace... since new technology is always a newsworthy topic. Lastly, make sure to include a good headline, such as one that might propose a solution, build curiosity or express some kind of benefit.

Distributing Your Press Releases

Distributing your press releases is not a matter of what delivery method you prefer, but rather which method the editor prefers. There are editors that want it sent by email, while others prefer it's delivered by fax or snail mail. If you're not sure, give them a call and find out which delivery method and format they prefer, if any. It makes a good impression and can also make a significant difference whether it gets published or not.

Whatever you do, you should never mass mail, fax blast or bulk email your press releases. I guarantee you'll be wasting serious money and a lot of time. For now on, focus on fewer but more relevant media sources. It's easier and much more productive to work with 10 to 50 solid media sources that serve your target market.

Some Final Words

If there is one tip in this article you remember and follow, make it this. The need to gain a competitive edge through public relations is greater now than in any other time in history. Due to the Internet, promoting your company and products has never been easier or faster than it is right now. The key is to remember that when it comes to public relations, people's needs will always change, so you must aim well ahead of the target to hit it.

 

 

Public Relations - and what it means for your Franchise

Public Relations - and what it means for your Franchise

Word Count:
533

Summary:
Successful businesses be they Franchisees or otherwise, utilise Public Relations to establish their reputation in the community. It is another tool in your marketing toolbox. In this article we discuss the why's, wherefore's and how's of this very important part of your business.

Keywords:
Franchise public relations,consultant franchise business,McDonalds,business consultant,franchisor

Article Body:
The First Rule for building a Successful Franchise Business is to establish a great PR operation. You need to build a good reputation and as quickly as possible.

You have to understand the value and the overwhelming benefits that flow from having an impeccable, transparent and reliable reputation so make this a major goal, as the continued success of your franchise business depends on it. To achieve this goal you need to embrace the concept of Public Relations and a continuous communications program.

Public Relations or PR, what is it? PR is the promotion and marketing of the goodwill of you franchise business to the various interest groups in order to establish with them, a better understanding of your business, its place in the community and most importantly, community visibility and recognition.

Here are some of the interest groups your Franchise Public Relations need to engage with: The Community in General, Local and National Newspapers, Radio, Television News and Current Affairs, Magazines, Church Groups, Parents and Teachers Associations, Sports Associations, Political and Legal bodies, Unions, Employer Associations, Charity Groups, Local Volunteer Groups, Social Clubs,Business Associations - Better Business Bureau, Chamber of Commerce.

Don't make the mistake of thinking PR and Marketing is one and the same, they are not. Public Relations like advertising is a part of your marketing mix; use it well and it will lead to increased community acceptance, community recognition and bottom line profit.

As an example of PR; consider creating a perpetual trophy to be centered on a local/regional high profile project, (The best green school – Keep the county beautiful – The friendliest school)to be competed for by the high schools in your franchise district. This is a very News Worthy Subject that the local media, and if you do it right, the State and possibly the National media will pickup on and want to cover. The beauty with this type of project is that it repeats itself every year at little cost to you, but delivers a heap of goodwill.

Publicity requires effort and the more effort that you put in to understanding how to achieve good publicity and more importantly how to handle any bad publicity, the quicker your reputation will skyrocket.

Ideally you should allocate the responsibility for PR to an experienced professional either internally or from a reputable PR consultancy company. If you don't have this as an option then let me suggest you look for a retired PR consultant or newspaperman in your area and ask for their help. They may be happy to give you a couple of days a week.

Many franchisors have a national PR consultant and control this activity of their franchisees very closely, especially when the national or major media is involved. They do this to protect the reputation and good name of the franchise. You should make use of this PR Consultant as much as allowed. If nothing else they can be a great sounding board.

You have bought a franchise business and now that you are up and operating, developing a well planed franchise public relations program, which together with an enlightened local marketing program will ensure community acceptance, visibility and increased profits.

Walter Raleigh – Copyright 2006©

 

Promoting Relationships With the Public

Promoting Relationships With the Public

Word Count:
426

Summary:
Public Relations or "PR" is one of the most important factors in how you are perceived by the public at large. It is the relationship between your business and your customers, past customers, community and potential customers.

Keywords:
promoting, relationships, customer, customer service, public

Article Body:
Public Relations or "PR" is one of the most important factors in how you are perceived by the public at large. It is the relationship between your business and your customers, past customers, community and potential customers.

There are two ways of obtaining PR. One way is through press releases, in which you share news about events or accomplishments within your company or organization. This form of PR gives you full control over how your company looks to the public. Your public, is anyone who has an interest of one type or another in your business such as your employees, customers, suppliers, competition and the press. How you are percieved by the public has a huge impact on the future of your business.

When issuing a press release make sure that the information provided is of interest to the readers or viewers of that particular publication. The heading of the press release should grab the readers attention and prompt them to continue reading. Make sure you are targeting publications which would be interested in your information. You wont have much success submitting a press release about christmas ornaments to a publication which targets outdoor life.

Testimonials and case histories are useful when overcoming objections, building credibility, and demonstrating customer satisfaction with your company and products. Generally, testimonials do not make up the bulk of a press release. Although it helps to add in a positive quote from a satisfied customer, make sure the comment is in direct relation to the focus of your press release.

Good PR from satisfied customers can bring you a whopping customer base, yet at the same time one shred of negative PR from an unhappy customer can cause your business considerable damage. When in a one-on-one meeting your customer should do most of the talking. Your customers are worth listening to and their feedback is valuable information! Take the time to listen to their questions and comments as it will help you to understand their needs and make sure they are satisfied with your service. If you are doing most of the talking, chances are, your customers are going to feel pressured or turned off and you run the risk of losing a sale as well as a customer.

Building a relationship with the public is an important aspect of promoting your business and building a solid customer base. Staying in touch with your customers will not only improve your customer relations, but will keep your name foremost in the minds of your customers and prospects and keep them coming back.

 

PR's Only True Measure

PR's Only True Measure

Word Count:
1010

Summary:
Can we agree that managers MUST plan to do something positive about the behaviors of those important external audiences of theirs that MOST affect their operation?

Keywords:
public relations, perception, persuasion, opinion, behavior, communications, publicity

Article Body:
Sure, you could measure the rather narrow results achieved by tactical subsets of your public relations program like special events, brochures, broadcast plugs or press releases. On the other hand, you as a business, non-profit or association manager might better measure the results of your strategic efforts to alter individual perception among your key outside audiences leading to changed behaviors, which then help you achieve your managerial objectives.

I mean, can we agree that managers MUST plan to do something positive about the behaviors of those important external audiences of theirs that most affect their operation?

And especially so when they persuade those key outside folks to their way of thinking by helping to move them to take actions that allow their department, division or subsidiary to succeed?

But it takes more than good intentions for any manager to alter individual, key-audience perception leading to changed behaviors, something of profound importance to ALL business, non-profit and association managers.

He or she needs a plan dedicated to getting every member of the public relations team working towards the same external audience behaviors which insures that the organization's public relations effort stays sharply focused.

The plan could be based on a foundation that looks 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.

Results can materialize faster than you might suspect.For example, bounces in showroom visits; new proposals for strategic alliances and joint ventures; customers making repeat purchases; prospects starting to work with them;membership applications on the rise, and capital givers or specifying sources looking their way.

Watch the real performers at work. They find out whoamong their key external audiences is behaving in ways that help or hinder the achievement of their objectives. Then, they list them according to how severely their behaviors affect their organization.

Next they must determine how most members of that key outside audience perceive the organization. If the resources to pay for what could be costly professional survey counsel aren't there, Ms. or Mr. manager and his or her PR colleagues will have to monitor those perceptions themselves. Actually, the PR folks should already be quite familiar with how to gather and assess perception and behavior data.

Doing so 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. Watch carefully for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. When you find such, you will need to  take steps to correct them, as they inevitably lead to negative behaviors.

Now comes the challenge of selecting the specific perception to be altered which then becomes your public relations goal. You obviously want to correct those untruths, inaccuracies, misconceptions or false assumptions.

The core reality of the whole drill is that a PR goal without a strategy to show you how to get there, is like corned beef and cabbage without the cabbage. It's justnot the same. 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 must 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 the time has come when you must create a compelling message carefully constructed 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 downplaying the apparent need for such a correction.

The content of the message must be compelling and 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.

Occasionally, folks in the PR business will allude to the communications tactics necessary to move your message to the attention of that key external audience, as "beasts of burden" because they must carry your persuasive new thoughts to the eyes and ears of those important outside people.

Luckily, there is a wide choice because the list of tactics is lengthy. 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.

Right about now, the subject of progress reports will arise,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 be on sharp alert for signs that audience perceptions are beginning to move in your general direction.

Throughout, keep your eye on the core of this approach: persuade your most important outside audiences with the greatest impacts on your organization to your way of thinking. Then move them to take actions that help your department, division or subsidiary prevail.

Thus, instead of measuring the rather narrow results achieved by the tactical subsets of your public relations program like special events, brochures, broadcast plugs or press releases, you will have discovered the only true measure of public relations:  the results of your strategic efforts to alter individual perception among your key outside audiences leading to changed behaviors, helping you achieve your managerial objectives.

 

One of America's brightest leaders and thinkers

One of America's brightest leaders and thinkers

Word Count:
489

Summary:
Marshawn Evans, J.D., has garnered a reputation as an inspiring

Keywords:
Marshawn Evans,eyelogic media

Article Body:
Marshawn Evans, J.D., has garnered a reputation as an inspiring, articulate and intelligent orator. In the same mode as multitalented trailblazing women such as Oprah Winfrey, Katie Couric, Tyra Banks and Kimora Lee Simmons, Marshawn is a: media personality, distinguished entrepreneur, passionate youth advocate, inspirational speaker and up-and-coming litigator.

Marshawn emerged into national consciousness as the 3rd runner-up for Miss America. Her fame continued to grow after her coveted stint as one of Donald Trump's handpicked cast members on NBC's popular show, "The Apprentice." Marshawn has become a growing fixture in the media, having appeared across a wide-spectrum of leading TV, magazine, radio, newspaper and internet outlets, including ABC, VH1, MTV, Glamour and USA Today.

As Founder of Communication Counts, Marshawn travels around the country working with politicians, athletes, entertainers and media personalities to enhance their communicative skills. Recently, Marshawn launched an upscale clothing operation called JewelME Couture. In her entrepreneurial roles, Marshawn combines the elegant, ambassadorial style that won her the interview for the Miss America competition, with an assertive business brawn and savvy.

Marshawn's passion advocating for young people spawns from her own youth in which she was labeled a problem child. Her avid work with youth has won her prestigious awards and recognition from the U.S. Department of Justice and from former Texas Governor George W. Bush. Marshawn's influence on youth issues stretches beyond U.S. Borders as she served as an Ambassador to the International Summit of Achievement in Dublin, Ireland. At the summit, Marshawn presented on best practices for training future leaders, with the likes of former United States President Bill Clinton, former Russian President Mikhail Gorbachev, actor James Earl Jones and international human rights activist Steve Bono.

A consummate professional speaker, Marshawn's client list includes the likes of Rotary International, Clear Channel, The National Youth Network, Florida State University, and numerous corporations, municipalities, nonprofits, churches and universities. Some of her seminar and keynote topics have included, "The Art of Project Management, Lessons Learned from the Board Room", "Hand-in-Hand: Youth and Adult Partnerships" and "Skirts in the Board Room: Challenges Facing Women in the Workplace."

After distinguishing herself as a top graduate from Georgetown University, one of the nation's premier legal educational institutions, Marshawn took a position as an attorney for one of Atlanta's top law firms. Apart from practicing law, this young business leader and woman of conviction is currently completing work on an upcoming book, inspirational CD and DVD. Her clear ideas, enthusiasm, humility and attention to detail make her one of the rising personalities in the communication and entertainment industry.

This Speaker's Upcoming Events Sat - Jun 10

Marshawn Evans and Jeff Johnson participate in a Teen Summit at the 100 Black Men Conference

Sun - Jun 18

Marshawn Evans host the Miss Georgia Pageant

Event Type: Public Appearance Mon - Jun 19

Marshawn Evans host the Miss Georgia Pageant

Event Type: Public Appearance Tue - Jun 20

 

 

On site spanish and english training including workplace english programs and seminars

On site spanish and english training including workplace english programs and seminars

Word Count:
312

Summary:
Spanish and English training, on-site language seminars, esl products, translations and workplace English

Keywords:
workplace english,seminars,spanish,translation services,translation,spanish and english training,corporate  

Article Body:
Workplace Languages offers customized Survival Spanish seminars, classes (or other languages) to management in a variety of industries. We also teach a very functional workplace English to those employees with limited English proficiency. Our classes and seminars are always taught on-site at the company 24/7.  

All classes,  English and Spanish seminars are taught on-site at your place of business and the curriculum is always customized to meet the needs of your company.  All information is practical and no grammar is taught.  Classes & seminars are upbeat; nobody is put on the spot and we understand that you only want enough Spanish, Chinese, French … whatever language it is - to communicate immediately, easily & effectively.  We understand that you don't want to be a language major.  You just want to get your point across.

Workplace Languages offer a large number of bilingual training tools to a variety of industries.  They are all ultra easy-to-use and are all customizable with content and we can even add your company's logo.   What's nice about our bilingual training tools is that there is nothing to retain, no classes to attend and no huge time or financial commitment.  We have pocket-sized "survival language booklets" that come with a pronunciation guide. And our 24 X 36" color laminated poster has both Survival English for the Spanish speakers and also Survival Spanish for the non Spanish-speaking managers & supervisors.

Successful communication has always been the key to good management. Now, with an ever increasing need to connect with workers from other cultures, the need is even greater for both managers and employees to educate themselves in each others' ways of acting, speaking, learning foreign languages using as method English or Spanish seminars. The rewards are potentially great if the methods that both parties use to educate themselves are appropriate. Success doesn't necessarily take a great deal of time, it takes the right training.

 

Oh, the Mistakes Spokespeople Make

Oh, the Mistakes Spokespeople Make

Word Count:
607

Summary:
Question: What do many new spokespeople at technology companies have in common? Answer: they make similar mistakes and fall into similar traps.
Based on my experience as a media trainer, here are the most common ones.

Keywords:
media training,media coaching,presentation training,spokespeople,interview skills,media trainer,media coach,sound bites

Article Body:
Question: What do many new spokespeople at technology companies have in common? Answer: they make similar mistakes and fall into similar traps.
Based on my experience as a media trainer, the most common ones include:

1. Misunderstanding the Media. Too many spokespeople confuse PR opportunities with free advertising. Ouch! No reporter, editor, or host wants to be a billboard for your products or service; their job is to provide interesting and useful information to their readers or audience. And if you help them do so, you'll maximize your chances of positive coverage.

2. Misunderstanding the Spokesperson Role. Some spokespeople think that they're on a sales call when they meet the press. So they toss out puffery and hyperbole or try to "close on the objection." Then they become frustrated by the "poor" coverage, if any, that they receive. The key is
simple: inform, don't sell.

3. Lacking Message Points. At first blush, it might seem that telling spokespeople to have message points is as obvious as telling them to wear clothes during an interview. But in fact, many spokespeople do arrive metaphorically naked for interviews - bereft of key message points. Deliver several strong messages well, and you might just see them in print or on the air.

4. Unleashing a Core Dump. When spokespeople feel the need to educate the interviewer about everything that could be known about their products, services, or companies, the interview loses focus. An effective spokesperson knows when to cut to the chase and assess what level of detail the interviewer is seeking.

5. Over-Answering. Most inexperienced spokespeople don't know when to stop talking. By babbling on, they increase their chances of being misquoted or driving the interview off-topic. Don't snatch defeat from the jaws of victory - keep answers short and to the point.

6. Failing to Listen. A guaranteed way to irritate an interviewer is to interrupt or finish his or her questions. You need to establish a rapport and communicate respectfully - just as you would with a colleague.

7. Speaking in Jargon. It's often tough for spokespeople to adjust their technical level to that of the interviewer. But it's also critical. If you talk over the interviewer's head, you'll decrease the chances of an accurate write up; if you "dumb down" the information for a technologically-sophisticated interviewer, you'll likewise decrease the chances of getting the kind of coverage you desire.

8. Missing the "So What?" Too often, spokespeople focus on the intricacies of their technology and forget that ultimately, the game is about offering a better value proposition for your customers. Demonstrate how your products and services solve your customers' problems and help them achieve their goals.

9. Trashing Competitors. Spokespeople can easily lose credibility if they boast about overthrowing the 800-pound gorilla in their market space. Far better to talk about the unique features and advantages of your offerings and how you plan to increase market share. In short, take the high road when it comes to competitors - you'll do more to increase your chances of obtaining the good press you deserve.

10. Playing Tug of War. Some spokespeople believe that they need to come across as "tough," so that they can control the interview through intimidation. Bad idea; you might win a battle or two, but you'll still lose the war. Victory goes to he or she who controls the ink. So be a smart player and check your ego at the door. Are there other mistakes spokespeople can make during an interview? Sure. But if they can avoid the "Big Ten,"
they'll maximize their chances of a successful experience with the media.

Copyright C 1998-2005 Steve Bennett.

 

Media Protocol for Business and Life

Media Protocol for Business and Life

Word Count:
574

Summary:
Do you ever wonder what the secret is to getting great coverage for your event?  When I was a Venue Media manager with the Commonwealth Games, I received some of the best coverage of the venues that I was looking after. I had some people ask me what was my secret.

Keywords:
MediaProtocol,Interviews,Coverage,SportEvents,CommunicationTraining,Events,NewsReleases,PressReleases,PublicRelations,

Article Body:
When I was a Venue Media manager with the Commonwealth Games, I received some of the best coverage of the venues that I was looking after. I had some people ask me what was my secret.

I first inquired what they were doing and found out that some of them had an attitude of seeing the media as something to be suspicious of, to keep at bay and give as little as possible. In turn, the media had little regard for them as well.

There are many people who treat the media this way as well when it comes to their business, and then hope that the media will give them great coverage and a good story as well.  This is a receipt for disaster.
First, true media does not have the time or energy to "GET" everyone.  Often the people end up getting themselves in their worry or nervousness.  They may say something dumb or negative or attack the reporter who is just doing his or her job.  In most cases, the media does not have an ulterior motive and is just collecting information.  If you do something foolish, remember though that it is not the media's job to help you out of a crisis.

When you treat people with respect, they are much more likely to treat you the same way.  Yes, there could be exception, but in most circumstances, I have found that it was never about me and more about what was happening to them at the time.  For example, I had three cases where the people weren't great to me, and in each case, they came back to apologize with gift or peace offering in hand.
They were each dealing with personal issues and / or were having a bad day.  With forgiveness, you create a friend, someone who is more willing to help you out in the future. 

Keep in mind that we need a symbiotic relationship with the media. There will be times when you want to announce an upcoming event, a breakthrough or change in your organization etc.  How you have treated them in the past will affect what kind of coverage you will get and whether it is good or not. 

The media can supply you with some very valuable free coverage and coverage that is 3rd hand.  This coverage gives credibility to what you are doing or saying.

And should something happen that could be negative, the media may write the story whether you cooperate or not.  For the most part, it is better to have your comments included rather than them only having half the facts or speculation to go on.

If it is a special event that will last for a while, coffee, treats and smiles go a long way with having them stay and giving good coverage.  The cost of a coffee and a treat is small potatoes compared with the coverage that you can receive.

Oh, and my secret, just that.  I treated them like human beings. I offered to get them coffee. And when the game went late, on the break I took them up to the athlete and coaches dinner area and gave them sandwiches and drinks.  They were able to get great interviews and we received great coverage.

This can be a metaphor for many areas in our lives. Ask yourself, "How am I treating the people in my life that can help me the most?"