Business Training.com » Media

Un-ethical Habits is Never Let Go People

admin — Fri, 31 Jul 2009 08:33:00 +0000

It seems that some things never change. As adults, we hear through the media, about the lack of ethics and the consequences of ethical lapses. They capture attention in almost every venue – from broadcast to internet to print. Whether we hear about Enron, HP, or Martha Stewart – one thing we know is that the choices we make can have a profound impact on the consequences we live.

Not only are adults aware of the ethical issues in our country, but youth are also bombarded with choices and ethical issues. Recently a “Teen Ethics Poll” was released by JA Worldwide™ (Junior Achievement) and Deloitte & Touche USA LLP (Deloitte). The results, featured on the Junior Achievement web site and reported in an article in USA Today web site dated December 6, 2006, support the concept that unethical decisions start at an early age. “The notion that large numbers of students feel somewhat unprepared to make ethical decisions, coupled with the fact that they feel pressure to succeed at all costs, is a troubling combination,” said David Miller Ph.D., Executive Director of the Yale Center for Faith and Culture and Assistant Professor (Adjunct) of Business Ethics.

Published survey results showed that 69% of teens admitted to lying, 34% to illegally downloading music, and 22% to cheating on tests. The most interesting statistic in the survey and perhaps the most telling is that 81% of the students who feel significant pressure to succeed believe that the pressure will either remain the same or increase as they enter the workforce. With statistics like this, it’s no wonder that ethical issues and ethics conferences abound.

In presentations I made over ten years ago to students in the same age group as the Junior Achievement study, the students reported extreme pressure to achieve and a willingness to compromise their integrity and ethical choices. Many said, in their own unique way, that they would take their chances on negative consequences from unethical choices. Their reality was – immediate gratification – outweighed the potential consequences of their choices.

Two of the students reported to me in the 1996 presentation series that look, stature, and the illusion of success was critical in the eyes of their peers. In fact, one stated that, “You do what ever it takes to get ahead. If I can get ahead now, then I’ll have a greater chance in the business world later.” When asked if that meant compromising his integrity, his response was “Success trumps all – What ever it takes.” How well we adults have taught our children!

The challenge for our young people today is once you take that first bite, once you engage in unethical behavior, it’s hard to undo the consequences. It takes courage to admit to your unethical behavior. There are few models for moving beyond negative consequences. If we expect our future leaders of tomorrow to function in a more ethical manner than the current business leaders of today, then we must take the initiative to train decision making in an environment of integrity and ethics.

Ethical behavior, like most behavior, is learned. If you refer back to the survey and the comments from the youth in my seminar, it is very clear that they are learning these perceptions of ethics everywhere. Young people are bombarded through the different media outlets. Television shows and movies constantly revere the one who gets ahead regardless of who he/she offends in the process.

Everywhere they turn, they are observing people, real or fictional, moving to the top by choices they make. Unfortunately, they do not observe that there are negative consequences to those choices. What happens in the home? Some cheat on their taxes. Others behave in ways that demonstrate success is measured by looks, money. Many parents live on credit to impress the external world and then are unable to pay the debt. Yes, the youth are surrounded by many different messages regarding ethical choices.

Over the years, through many speaking engagements, I have found that young people thirst for reasons to do the right thing. Yet, society places a premium on success at all costs, which fosters an environment for inevitable ethical dilemmas. It’s time we take responsibility as adults to reverse the trends supported by this current study.

The Choices Foundation provides a forum through which ethical behavior is taught to high school and college students during their formative years. Perhaps, if a young person is exposed to real life effects of unethical behavior, he or she will have a frame of reference as to the real negative consequences that can follow.

For information on the Choices Foundation (a non-profit organization) and the presentations on ethics given by Chuck Gallagher, visit this site

On a crisp October day in 1995, Chuck Gallagher took 23 physical steps… opened a door… and began a new experience that was life-changing. This series of articles explores that experience and the success that followed… while involving the reader in ways that could be life-altering for them. Gallagher captures the heart of the audience in an honest way that deals with human emotion. For information on Chuck’s keynotes and workshops go to this site

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Tags: ethics, behaviour, business, success, media

Ethics Laws, Do The Big Company Walk Through Those Laws?

admin — Thu, 30 Jul 2009 08:52:00 +0000

“Some of the most talented people in our society are in trouble with the law. Some are serving time in federal and state prisons. Some are waiting to be sentenced for crimes of which they have been convicted in courts of law.

From my experience, those who succeed temporally in life started from a spiritual base. They were raised in good homes and benefited from neighborhood, church, and school leaders. Many were Little Leaguers and good Boy Scouts. Now they are in trouble and their families are humiliated.

What went wrong?

Sarbanes-Oxley Act

I extracted and shortened the following from a website

In the wake of the Enron/Arthur Anderson scandal, the Sarbanes-Oxley Act of 2002, mandated the separation of auditing and consulting businesses in an attempt to restore public confidence in the investment market.

“The Act created a number of new Federal crimes (i.e., document destruction and tampering, securities fraud, certification of false financial statements, and attempt and conspiracy), many of which apply to both public and private companies, their directors, officers, and employees.

“The Sarbanes-Oxley Act also significantly enhances penalties applicable to a host of existing white collar crimes.

“A number of Federal agencies including the FBI, the Internal Revenue Service, the Secret Service, U.S. Customs, the Environmental Protection Agency, and the Securities and Exchange Commission, participate in the enforcement of Federal white collar crime legislation.

“In addition, most states employ their own agencies to enforce white collar crime laws at the State level.”

All Corporate Crimes are Not Prosecuted

At website is posted the report: Crime Without Conviction: The Rise of Deferred and Non Prosecution Agreements and I quote:

“This report finds that prosecutors have entered into twice as many non-prosecution and deferred prosecution agreements with major American corporations in the last four years (23 agreements between 2002 to 2005) than they have in the previous ten years (11 agreements between 1992 to 2001)…And it raises the question – are these companies too big to indict, to big to convict?”

Tips on Using Media and Public Relations as an Effective Marketing Tool

admin — Wed, 24 Jun 2009 23:59:00 +0000

Lights…camera…ACTION.

That’s what often happens when people think of using media for advertising or other promotional purposes. It’s the focus on ‘action’ that often means the results are somewhat less than expected. A bit of planning can greatly improve your chances of success.

Before you contact any media outlet there are a few things you should think about:

1) Choose the right media.

2) Make sure you have an interesting story (or advertisement).

3) Treat media contacts with respect.

Here’s some advice to help you use media wisely and improve your results.

1) Choose the right media.

>> Press (newspapers – daily, weekly, paid or free) -

* Great for targeting ‘now’ buyers who are looking for current specials and promotions.

* Generally reaches an older demographic.

>> Television (metropolitan or regional) -

* Huge reach potential ensures many people have the opportunity to see your advertisement. Although often there is much wastage as many viewers are not in the target audience.

* Combination of visual & audio is ideal for ‘show and tell’ demonstrations.

* Issues will be more likely to be covered if they can be explained or highlighted with the use of ‘visuals’ – live footage, photos, pictures, interviews etc.

>> Radio -

* Due to the diversity of radio station music/talk formats you can more easily identify demographics of audience.

* Higher frequency can be achieved due to relatively low cost of medium.

* May add credibility to small firms as audio presentation can be professionally produced at a low cost.

>> Direct Mail -

* Can create high impact material with detailed information.

* Ability to target individual users and personalize message.

* Responses can be easily tracked and measured.

>> Email -

* Very short lead/production time. May use text, HTML, rich media format.

* Can easily be personalised using in-house information.

* Ideal to attract customers back to a web site for additional details and ordering.

* Quick response and feedback possible.

>> Catalogues/Flyers -

* There are many types of catalogues. Choose a style and frequency to suit your product, audience and budget – e.g. paper stock, use of colour, photographic style, layout, topic etc.

* Can promote a range of complementary products in a themed environment.

2) Make sure you have an interesting story (or advertisement). If you are creating an advertisement consider these points:

- – Do you have a headline that is benefit oriented?

- – Do you quickly spell out the benefits in the first few lines of copy?

- – Are all contact details legible and correct?

- – Use a picture to add interest.

- – Can you use colour?

- – Your company logo should appear at the bottom of the ad, not the top.

- – Where is your ad going to appear in the publication:

* Which issue?

* Which page? Left or right hand side?

* Is there an associated feature/editorial opportunity?

* Where are your competitors positioned?

If you are submitting a media release or contacting a journalist/reporter for coverage:

- – Make sure you have covered the 5 W’s:

* Who, What, Where, When, Why.

- – Have your contact details at the bottom of the release.

- – Make sure you have a credible ‘news’ angle. Use numbers, trends, emotional situations, quotes from people involved etc to add interest for a reporter.

- – Write concisely without using industry jargon. The release should be 400-500 words maximum.

- – Try and send your release to a specific individual, reporter or journalist.

3) Treat media contacts with respect.

Most people in the media work to revolving deadlines. Make life a bit easier for your media contact by working within these deadlines, and in return you will usually receive a fair hearing.

Reporters try to maintain an objective approach to stories. You may think your new product release or upcoming event is hugely important. But don’t imagine the media will always see it your way. Give them a reason to get excited but stick to the facts.

If you are seen to be too pushy your story will often be ignored. Don’t harass the reporter with numerous phone calls, emails, faxes etc. It is OK to call the reporter first and check their beat and ask how and when they prefer information to be supplied. For example, many newsrooms will not accept emails with attachments due to virus concerns. Then send your (properly prepared) information, and wait for them to contact you.

In summary, to get the best results:

* Choose the right media

* Write your material to be effective

* Contact the right person, and

* Submit your information in an appropriate way.

Oh…and don’t forget,

Lights…camera…ACTION – using the media should be fun.

Stuart Ayling runs Marketing Nous, an Australasian marketing consultancy that specialises in marketing for service businesses. He helps clients to improve their marketing tactics, attract more clients, and increase revenue. Stuart also offers telephone consultations and runs regular marketing seminars. For additional marketing resources, including Stuart’s popular monthly newsletter, visit his web site.

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Tags: media, public relations, tools, business advantages, PR

How to Create a News Room the Media Will Love

admin — Mon, 08 Jun 2009 22:04:00 +0000

From time to time, people ask me how public relations has changed during the two decades in which I’ve been seeking publicity. My answer: technology. Twenty years ago, the fax machine was a newfangled novelty. Our primary means of communicating with journalists was the telephone and the US Mail. The advent of e-mail and the web has made life easier in many regards and tougher in others – namely, thanks to hordes of clowns with money making schemes and software that “blasts” press releases indiscriminately to reporters, it’s become very hard to get your e-mails through to spam-weary reporters.

But there’s another great advantage provided to publicity seekers by the Internet — the ability to create an “online news room”. In the “old days”, the press kit reigned. Big bulky folders loaded with press releases, glossy photos and slides were standard. They were expensive to design, costly to reproduce and required lots of manpower and postage to assemble and distribute. Today, you can simply direct a reporter to a web URL, where all your press materials and high definition artwork awaits, ready to be used. It’s a huge time and money saver.

A quick note: the traditional press kit isn’t dead. It’s still handy to create some physical kits to use with key journalists, as the very novelty of printed material can give you an edge at times. Also, some journalists still prefer a physical kit. Press kits are an important tool at trade show booths & press rooms, and special events. However, gone are the days of sending out large press kit mailings. Keep the kits for targeted use only.

Creating a useful online news room is really pretty simple. One of the main things a busy reporter wants is easy access to press releases, corporate and executive info and artwork. A well put together media room should provide a seamless walk-through.

Where Should the News Room Go?

There are two schools of thought on where to put your online news room. Some companies prefer to have it as a section on their main site, visible to all as a link on a menu bar or other navigational element. Others build entirely separate sites just for the media.

There are pros and cons to each. Putting it as part of your main site allows a journalist to “poke around” your site, absorbing more of the feel and culture of your company and its products. It also makes it easier if the reporter wants more information about a particular product than can be found in your media materials. Of course, since you’ll need to provide clear links to the online news room to help such reporters find their way back, anyone visiting your site can access your press materials. This is probably not an issue but, if you feel potential customers may become confused if they wander into the online news room, this could be worth considering.

Creating a separate site allows you to tailor everything to suit the needs of the reporter and prevents the possibility of confusion for potential customers visiting your main site. The reporter however, will be unable to quickly “poke around” the main site as described above, so you may consider that in your decision. If you do choose a separate site, give it a name that incorporates your company (if you’re the Acme Company, go for acmepress.com or acmeonlinenewsroom.com). Also, provide clear links to your main site throughout, and code them so that they open in a new window, allowing the reporter to see your main site without having to backtrack to the online news room.

Some Do’s and Don’ts

DON’T force journalists to register or sign in for access. They’re busy folks and may very well decide not to bother. Make life as easy as you can for them.

DO offer the opportunity for journalists to enter their e-mail address if they wish to be kept abreast of the latest news from your company, but don’t link it in any way to the ability to access any portion of the site. DON’T confuse non-journalists who may wander into the site. Make it clear at the top of your main page of your online news room what it and who it’s for.

DO provide a link to your consumer FAQ page and an e-mail link for customer service to give non-journalists a place to go to get their questions answered. This will save you a great deal of time responding to messages from non-journalists asking “why am I looking at a press release? How do I download a new driver” or some such thing. Here’s what Gateway says, “Gateway press contacts are only able to provide assistance for qualified members of the news media. They are not qualified to respond to product or technical support needs…If you are not a member of the news media, please feel free to visit our pages for Product Service and Support.”

DON’T try to lay out the online news room if you’re not a talented web designer. Don’t use flash, heavy java scripts and other doo-dads. The face you put forth to the media must be highly professional, and the ease of navigation and logical flow of the news room is vital.

DO hire a professional designer who has a portfolio that includes simple, easy-to-navigate, clean-looking sites.

What To Include in Your Online News Room:

Personal Contact Info. The name, address, e-mail, phone number, fax number and cell phone number of your primary media contacts must be front and center. If you have an Instant Messaging ID, put it in there, too.

Press Releases. Place press releases in chronological order (most recent at the top). Keep traditional press release formatting and use easy-to-read fonts.

Executive photos, product photos, charts, graphs, and other appropriate artwork. Provide multiple versions — 72 dpi (lower resolution) for online publications and websites, and 300 dpi (higher resolution) for offline publications. Put instructions such as To download, right-click and choose “save” next to the graphics. Make sure your pitch letters and press releases provide links to the appropriate artwork on your site.

Backgrounders, executive bios, white papers, investor relations info (if applicable), fact sheets, speeches, awards, streaming media of: press conferences, product demonstrations, president’s speeches, etc.

Search Tool. Make it easy for journalists to find just what they want, by making all your press materials fully searchable.

Online News Rooms to Study:

The best way to learn how to put together an online news room is to see how some very smart folks have done it. Here are three outstanding examples:

Microsoft

Google

Crayola

Bill Stoller, the “Publicity Insider”, has spent two decades as one of America’s top publicists. Now, through his website, eZine and subscription newsletter, Free Publicity: The Newsletter for PR-Hungry Businesses, he’s sharing — for the very first time — his secrets of scoring big publicity. For free articles, killer publicity tips and much, much more, visit Bill’s exclusive new site.

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Tags: news room, media, public relations, PR

Media Relations – Is Your PR Campaign Working?

admin — Thu, 01 Jan 2009 07:04:00 +0000

Whether you have an in-house PR department, hire a public relations freelancer part time to work your campaign, or are trying to launch and implement your campaign on your own, do yourself and your company a favor and do an outside PR assessment on your campaign, objectives, strategy, game plan and implementation. Public Relations is a very refined and subtle process. You can have the right stories, but be implementing them the wrong way, or presenting them to the wrong media contacts. You could have all the elements for a successful campaign in place, but not be utilizing them correctly. There are several aspects to consider and review, including:

1. Are your press releases written in a way that will garner media attention?

2. Are you making follow-up phone calls to the media and if so are those calls being handled correctly?

3. Are you only pitching the obvious media stories? (99% of the time will be the same stories your competitors are pitching)

4. Are you thinking like a journalist and coming up with new feature stories, news business stories, trend stories and timely pitches?

5. Are you presenting yourself as an expert in your field, who can address a number of topics?

6. Are you presenting your company in a way that establishes a strong brand?

7. Are you utilizing your press coverage in your advertising and marketing programs?

8. Are you utilizing your media coverage on your blog (do you have a blog?)

9. Are you combining your traditional media campaign with social media?

These are just some of the aspects you want to consider when reviewing your public relations campaign. You could have all of the right pieces in place, but be implementing them incorrectly, or, the reverse could be the case. Sometimes it just takes some minor tweaking to turn a stalled media relations campaign into a successful one. Without a systematic review, you might never know. You could end up with the most successful media campaign that never worked.

Anthony Mora Communications, Inc. is a Los Angeles-based public relations company that has placed clients in: Time, Newsweek, 60 Minutes, CNN, USA Today, Oprah, The New York Times, Vogue, and other media. Anthony has been featured in: USA Today, Newsweek, The New York Times, The Wall Street Journal, The BBC, CNN, Fox News, and other media outlets.

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Tags: media, relation, campaign, working

PR – Making a Press Release For a Web 2.0 World

admin — Thu, 01 Jan 2009 02:31:00 +0000

Web 2.0 has changed the way the world does business, and PR practitioners must change their ideas about press releases in order to optimise their use of the global marketplace.

Web 2.0 is the second generation of web development. Its emphasis on sharing information and collaborative social networking and has brought with it some important changes to traditional media practices.

Not the least of these is the fact that market savvy individuals now have the power to disseminate press releases and reach their target markets directly.

While mainstream media still play an important role in many PR initiatives, it’s important to remember that your target audience is no longer a small cluster of journalists.

Thanks to the powers of web 2.0 there are now millions of readers out there who are able to access your press releases and turn them into news. To get you on your way we’ve jotted down a few tips and suggestions:

- Understand your new market. Unlike traditional press releases, a web 2.0 press release has the capacity to reach millions of people through search engines and RSS readers. Before you write, think carefully about your target market, and use phrases that will resonate with them.

- Use a distribution service to publish your release. Of course, simply writing a brilliant press release isn’t going to increase sales. Once it’s written, take some time to distribute your release through established distribution channels. As a first point of reference you might like to consider sites such as businesswire.com or marketwire.com.

- Include links. Make sure you give your readers plenty of opportunities to link back to your site. A good press release will provide only a brief outline of newsworthy issues, and readers will expect links to a site where they can get more detailed information.

- Emphasize key words. Think like your target market and be sure to use the same keywords that they use when they are searching for information.

- Remember, good content inspires action. Make sure you release quality content and back it up with strong copy on your own site. Your readers won’t be fooled by fluffy content; they’re looking for substance – be sure to give it to them!

If you need help with a web 2.0 press release, visit Affect Media Copywriting and Communications Consultancy

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Tags: pr, press, press release, media, news

Media Relations Training – 12 Keys to Success in TV Studio Interviews

admin — Thu, 01 Jan 2009 02:04:00 +0000

Are you doing your first in-studio TV interview? Are you coaching a client to do one? Here are 12 keys to making the appearance a success.

I presume of course that you have already done your preparation. You’ve become familiar with the program you’ll be on. You’ve prepared memorable messages that the audience will find interesting. You have a clear idea what your objective is in doing the interview.

Following these tips will enable you (or your client) to feel confident and in control of the situation from the moment you leave your home or office until you return. Having that confidence will help you stay focused on interacting with the interviewer to get your message across to the audience.

1. Find out from the station when you should arrive at the studio. Then give yourself an additional 15 to 30 minutes. You want to have plenty of time to use the restroom, have make up applied, get settled in the green room (the room where guests wait until it is time for their interview), and observe part of the program.
2. From the moment your leave for the studio until you return home, assume everything you say is being taped. I’m not trying to make you paranoid. Well, actually I am! In a world of video cell phones, everything you say could become public. So when you’re not actually in the interview, only say things you would be happy to hear on the air.
3. Wear summer or all-season weight clothes. Even though it may be snowing outside, inside under the lights will be plenty warm enough.
4. Shortly before going on, check you appearance. Otherwise, an off-center necktie, or a loose strand of hair shining in the light, may be more memorable than what you say.
5. Use your time in the green room for one more review of your messages, then relax. Shortly before your segment, do face exercises to loosen up your jaw, cheeks, and forehead. Smile!
6. Once you are on the set and “miked,” you’ll be asked for a sound check. Rather than replying with the usual “testing, one, two, three,” try this: Give your name, your organization, and something interesting about the topic you will be discussing. For example, if I were doing an interview about public speaking, I might say, “This is Lou Hampton of Speak to Lead dot com here with the answer to one of the most frequent questions speakers ask, ‘What do I do with my hands?’”
7. When you are being welcomed to the show, keep your eyes on the host, unless you have been instructed to look at a specific camera. Smile; lighten up the face by raising the cheeks and forehead. Once the interview begins, keep your focus on the interviewer throughout the interview. If there is more than one person, keep your eyes on whoever is talking. The “illusion” of TV is that the viewers are eavesdropping on a private conversation.
8. Start your first answer with the interviewer’s first name.
9. Be enthusiastic about your topic! Don’t expect viewers to be excited if you aren’t.
10. When the segment is over, stay seated and keep focused on the host until you’re told it’s okay to get up.
11. Thank the appropriate folks, gather whatever you left in the green room, and exit the studio.
12. On the ride back think about what went well. Then think about anything you might do differently the next time you’re interviewed.

And now to keep you focused, I invite you to claim your Free Instant Access 400-year-old tool I’ve adapted to help you stay on message by visiting this site

From – Lou Hampton, The QuoteAbility(tm) Coach and Speak to Lead.com

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Tags: interviews, media, media relations, tv, press

PR Tips: Get Free Publicity by Learning How to Write a Media Pitch Letter

admin — Thu, 25 Dec 2008 07:04:00 +0000

While many people only use press releases to get free publicity, learning how to write an effective pitch letter can dramatically increase the amount of publicity you get.

A media pitch letter is a brief proposal addressed to editors containing an idea or article that you would like them to use in order to help you get free publicity. It is important to write a good pitch letter in order to properly get your point across.

It is important to do some simple research before sending out your letter. Research the editor’s name and the publication’s name and be sure to include these in your introduction. This will keep your letter personalized, will show the sincerity in your intentions, and will keep the editor from assuming that this is a letter you sent to other publications as well.

It is also essential that you open your pitch letter with a statement that is attention-grabbing and will make your reader instantly interested in what you have to say. If your reader is instantly hooked on what you have to say, he or she will go on reading.

For example, if I were to write a pitch letter about my adventure selling the Brooklyn Bridge in 1983 (yes, I really did sell the Brooklyn Bridge), I’d start my letter by saying:

“In 1983 I caused an international media sensation by becoming the first person in history to REALLY sell the Brooklyn Bridge — one square inch at a time. Now, 25 years later, I’m doing it again, even bigger and better than before.”

Afterwards, get to the point. Explain to the editor what it is that you want to do-whether suggesting a new product or recommend a person to feature. Make sure that your story or idea is perfect for the publication’s target market, then tell the editor why this is so.

Now that you’ve got the editor’s attention, explain your concept in the most clear and concise way possible. It is important not to put out all your ideas in one media pitch letter for two reasons: first, your letter will not drone on and bore the reader, and second, you will pique your reader’s interest and keep them wondering and wanting more. Make sure that since this is the bulk of your letter, you’ve gotten your main points across-all while keeping your letter within one page. Ideally, the letter should have 200-400 words.

Make it clear to the editor that you are the best person to do the job. You can take this opportunity to cite a few of your past works or significant experiences that may be to your advantage in handling this subject matter. Don’t be too cocky, but confidently explain that you have quality information this person can use and pass on to his or her audience.

Lastly, make sure that you leave your correct contact information. Sounds simple, but you’d be amazed at how many people screw this up.

Include a phone number (cell phones are fine too. Just indicate that the number is your cell number) and an email address that you check frequently. State that you may be reached at those numbers or email addresses anytime should the editor be interested in your idea. You can also include additional press materials with your letter in order to avoid having the editor do some extra research on your topic.

Once you send out your media pitch letters, be sure to check your email and voice mail services often. The media people are happy to leave a message or send an email, but they won’t wait long for you to get back to them. If you don’t get back to them within hours, you risk losing your opportunity for an interview.

If you follow these steps and learn how to write a pitch letter, you’re on your way to getting free publicity that can drive new customers to your business at little to no cost to you.

Do you need more help getting free publicity for your business? Paul Hartunian has all the help you need here and also here where you’ll find free publicity tips, free articles, free coaching call replays that will make getting free publicity for your business a snap!

Plus you’ll find information about Paul’s Million Dollar Publicity System, the whole story of how he sold the Brooklyn Bridge and plenty more.

And, for just $7 you can get 3 issues of Paul’s publicity newsletter, 3 of his best strategy reports, personal coaching from Paul and your very own, authentic piece of the world famous Brooklyn Bridge.

No need to hunt for top quality information on how to get free publicity. Paul Hartunian has it all for you.

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Tags: media, relation, letter, publicity, tips

Media Relations – PR’s Secret Role in Positioning

admin — Mon, 22 Dec 2008 07:17:00 +0000

This article will define positioning for the business owners and how to use PR to boost their market position.

Positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. It is the ‘relative competitive comparison’ their product occupies in a given market as perceived by the target market. It is about what is already in the mind of the target market. You must be in touch with reality, the reality of what is already in the prospects mind. It is very difficult to create something that does not already exist in their minds. Your goal is not to create something new and different. Your goal is to redirect what is already in their minds and retie those connections. Because people are constantly screening advertising information, we have to use positioning to get to our target market. By making our message super-simple we can overcome these filters.

As the business owner you to select the information that has the best chance of getting through to your target market. In advertising and business perception is reality. Getting your super-simple message through may seem like good luck. It is merely the result of great communication to the right audience. One of the easiest ways to get into someone’s mind is to be first. You also have to combine that with NOT giving the customer a reason to switch. Letting your target market know what you are doing is a great way to be first in their minds.

School children are taught that Christopher Columbus found America. However, America is named after Amerigo Vespucci. Why? Because Vespucci spent a lot of time writing about the new world, his discoveries and theories. When he wrote Mundus Novus, it was translated in over 35 languages. Europeans credit Vespucci for discovering America and named it after him. Vespucci understood publicity and PR of his day. Columbus did not communicate a lot about what he found or did not find. No one really knew or understood what he was looking for. Vespucci came to America 5 years after Columbus and communicated, thus making himself first in the minds or Europeans.

Avis is a great example of a similar type story of using the combination of a super-simple message and PR. They used some creative thinking in an unusual way.

Dr. Letitia S. Wright, D.C. is the host of the Wright Place TV Show, now in it’s 10th year on the cable television. You can read the rest of this article at this web and learn more about PR

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Tags: media relations, media, pr, public relations, role

New Media vs PR Programs

admin — Mon, 22 Dec 2008 05:33:00 +0000

Many larger corporations, which have bottomless marketing budgets, incorporate massive public and media relations campaigns around new product launches, trends in the industry, and key story ideas. They “work the media,” feeding them a plate full of facts, figures, soundbites, and information in hopes of garnering the holy grail of the public relations world: the above-the-fold, front page story about their company.

Some companies use inside PR teams with directors, managers, coordinators, and interns. Others engage outside PR firms in order to craft the perfect press release, the pitch letter that an editor will drool over, or to wine and dine a group of reporters at the hippest restaurant and bar in SoHo or Chelsea. Working the media takes time and effort. It involves building tailored media lists, distributing press materials, and yes, meeting with the media and even taking them to lunch (a dirty job, but someone’s gotta do it). It’s about nurturing one-on-one relationships that can sometimes take years – and money – to bear fruit.

I know, I know. You have no budget, time, or manpower for a massive PR campaign. I wouldn’t approach this topic if I didn’t have a solution here. The good news is that in today’s New Media world, the art of traditional public and media relations is changing. And it’s changing fast and for the better for small, but successful VARs like you. So I’m offering up a few tips on how to get your PR effort going without taking the traditional route.

Social media is quickly becoming a core element of communications and PR plans, which is great for you – simply because these new media tools are easy to use, don’t demand a lot of manpower, and are economical. How great is that? Blogging, social networks, and podcasts reach more customers and influencers of your product than traditional media might and require almost no out-of-pocket investment. Plus, once you take a little time to get familiar with these channels, it’s so easy to utilize them to your advantage!

According to a recent article in the Wall Street Journal, “When it comes to generating goodwill between a company, its customers, and prospects – the very essence of public relations – it’s a buyer’s market for small businesses.” For instance, one small business cut loose their PR firm which had been receiving a $6,500 monthly retainer, and replaced them with a $700-a-month line item in their budget for website maintenance. Using their up-to-date database, they began sending weekly email blasts to VIP customers and friends – again, at no cost. The results? The small company’s best PR efforts came from communicating directly with their existing customers and friends, who then forwarded those email blasts on to their friends. Special email newsletters included targeted information geared toward hitting those touchpoints that the company knew would grab the attention of its customers. They gave their customers what they wanted through links to the website and easy access to valuable information.

News “flashes” are also easy to incorporate into your PR program and search engines love them. When written thoughtfully, using keywords and phrases, and in paragraph format – one paragraph for content and one paragraph about your business -search engines will pick up on these flashes and reward you with a higher ranking in searches for your business or product. Create a “news” section on your website where these flashes can call home. Search engine crawlers visit sites that are constantly changed and that are dynamic. When crawlers see that you update your “news” section frequently, and you have carefully crafted your news to include your keywords, you quickly find that these pages will receive high rankings.

Of course, landing a feature story about your latest product in a Top 20 national newspaper (e.g., USA Today, Wall Street Journal, New York Times) or being included in a segment on Oprah or The Today Show is worth way more than its weight in gold, but so is going directly to the world – literally – and to the newswire yourself. The Web is allowing smart VARs like you to engage with the public without the mainstream press or the PR flak who court it. With new media resources, like YouTube and Flickr, you can now deliver unedited messages in your own voice and image instead of leaving it to the press to report the story they way they think it should be told. Or you can create short videos or podcasts for your own site for customers and potential leads to download and watch. Here, you can craft your own message and become “the expert” in your field. The same holds true for blogging. Start offering some of your insightful wisdom on new trends. Customers – and search engines – and sometimes even the traditional media will come to view you as the resource in your industry. The trick is to learn to use these tools without sounding too commercial in your pitches or offerings, and then enjoy the benefits of well-crafted viral marketing take hold.

A dedicated marketing professional, Michelle Kabele has been helping technology companies develop award-winning channel partner programs and marketing strategies for over 10 years. Michelle has worked extensively with small businesses throughout North America.

Michelle has an MBA from the J.L. Kellogg Graduate School of Management (Evanston, Ill.)

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Tags: media, pr, programs, marketing, company