The PublicRelationsBlogger.com glossary defines word of mouth as: “The advertising of a product or brand that takes place between customers. This is promoted through ‘people networks’, referring to WOM as word of mouse as well. There is no outside influence or management from the company or brand.”

Normally, the last sentence in that definition is true. When it comes to astroturfing, companies are very much involved in creating that false WOM, though that is the extreme end of a company partaking in the WOM creation process. Companies can be involved in other ways that are not so bad and do not carry such a negative connotation as astrotrufing. That can include being actively aware of the WOM being generated about your company or client’s company, and responding when necessary. Doing these things can really help t alleviate the minimize the impact and repercussions of negative WOM. Negative WOM can include negative comments, false statements, and customer complaints. These things all need to be taken seriously and given the appropriate attention. Responding to these things can make or break your company’s success and online reputation and brand identity.

Companies do tend to respond to negative WOM, and according to a recent study done by by Econsultancy and bigmouthmedia, “direct engagement is the number one method of rectifying issues and addressing not-so-positive response.” (eMarketer)

Negative comments and false statements about brands can spread fast. Because consumers have the ability to create, publish and distribute their own content—as well as comment, debate, recommend and share their opinions—marketers and their brands are more vulnerable than ever. For instance, brands can be damaged by people who use Twitter to post false information. And they can just as easily be affected for the worse by employees who post prank videos on YouTube. (eMarketer)

Being a responsive PR professional takes tact and prompt action. Though the above tactics found in the study are all viable options to fight negative comments and WOM online, they may not work for your company, or there may may be one method that works better than others. Knowing which ones to use requires a great understanding of your target audiences, buyers, and your own company. Having that understanding can help you to ensure that you respond correctly and are able to respond in a manner that your customers/buyers will appreciate.

Do your homework, and be sure to allow yourself to find what works best by simply trying something; you won’t know if it works well for you unless you try it. Creating a PR or marketing plan is all about implementing tactics and strategies with educated reasoning and being able to evaluate how they are working for you and your company.

Media Relations may be the most important part of Public Relations. As such, Media Relations Training is a useful tool any business professional can utilize. It may be recommended for professionals in the PR industry or department of a business, but it would be beneficial for all professionals of a business to partake in media relations training.

Public Relations has many roles within a business, but the most important may be that it serves as an outlet and tool for shaping an image, whether it be for a company or an individual. The most important thing to remember about public relations is that it is not advertising. Though PR may have a similar outcome or influence on the company as advertising, PR is less biased and self serving. It is information based, stating facts like a new product release, a recall has been put into effect, or that a new CEO has been brought into the company.

It may seem somewhat daunting in this economic time to find a job of any sort. Depending on where you’re starting, being a recent graduate or a specialist from another profession, here are a few tips that might help you land a position in public relations:

[If you would d first like to learn more about public relations (and if it's the career for you) and the differences between it and advertising, click here]

A press release is a document written about a company, by the company, to be distributed to print and web sources, as well as other media types. Typically, these are created/ written by the publicist of the firm.

One of the top 25 PR firms in the industry, 5W Public Relations has clients the likes of Harrah’s, Evian, McDonald’s, XM Satellite Radio, and BET Networks. Founded in 2003 by Ronn Torossian, they are now a full-service firm, and work in the consumer, technology, entertainment, lifestyle, fashion, corporate communications, and health and wellness areas. The are headquartered in New York with an office in LA. They were voted the 5th largest firm in NY and the 21st largest firm in the US by the O’Dwyers PR Report, and have revenues exceeding $11.5 million.

360 Public Relations, founded in 2001, is a public relations firm focused on niche consumers, such as foodies, homeowners, parents, gamers, and green consumers. They found that these target markets are passionate about what they consume and 360 Public Relations has upped their game and crafted a new, creative way of reaching these audiences. One of these creative ventures includes the MomSquad™ which “brings a real parent perspective to clients, brands, products and services the agency represents.” The members of MomSquad™ are people who parent and market, and are journalists, researchers, and PR veterans.

They have helped the likes of companies such as Lego, PBS, Vicks, Snuggie, and Disney. They have some case studies on their website that highlight some of their clients, including Crock Pot, Lego, and Ball. Among the work they have completed, they also network through Converge™, of which they were a founding member. Converge™ is a geographically diverse network of agencies that offers resources and expertise in markets across the US, on-ground, and in the market.

To read more about them and to visit their website, click here.

Tags: 360 Public Relations, public relations firms, Public Relations Companies, public relations

Tags: Public relations, internet marketing strategy, online marketing and public relations, PR strategies, online pr strategy

Ogilvy has been around for a little more than a quarter century when in 1980 the subsidiary Ogilvy & Mather Public Relations Inc. was founded by David Ogilvy. Through acquisitions and years of proving themselves, Ogilvy has become another prominent PR firm on the forefront of public relations.

In addition to their US offices, Ogilvy has offices in China, Taiwan, Korea, Bangalore, India, Sri Lanka, Czech Republic. They hold clients the likes of BAND-AID, Disney, DuPont, Fox Mobile Entertainment, Johnson’s Baby, Slim-Fast, Pfizer, Canon, LG Electronics, and Lipton, just to name a few.

If you’d like to read more about this worldwide public relations firm, click here to be redirected to their website.

Tags: Ogilvy public relations, public relations firms, public relations

Edelman is “the leading independent global PR firm.” (edelman.com) With over 3,000 employees and offices in more than 50 countries, Edelamn is an easily recognizable force in the public relations industry. What’s more, Edelman has clients that are also easily recognizable, such as Quaker, Brita, Dove, and XBox 360.

Edelman started in 1952 after Dan Edleman, founder and chairman, left the Toni Company to open his own PR firm. With accomplishments such as bringing western companies to China, being the first public relations firm on the web, and creating standards to OTC drugs, Edelman seems to be going strong.

If you’d like to read more about Edelman and their accomplishments, numerous as they are, click here to be redirected to their website’s homepage.

Tags: Edelman public relations, public relations firms, public relations

What’s a press release? This is generally a one page story about your business, your product/service or an event happening related to your business that is about to, or recently occurred. These publicity stories are generally “shot gunned” to newspapers, radio, television and the trade publications.

Then imagine having your products/service written on newspapers, trade publications, aired on radio and viewed on television absolutely for FREE!!! Pal, that’s going to skyrocket your profit target. That’s what press release can do for you. It’s not going to cost you anything to do this, not a dime.

Don’t get excited yet because survey shows that 95% of all press release are rejected, they don’t make it. The problem is getting the people to whom you’ve sent these press release to use them, publish or broadcast them. But this article will show you the art of making a good press release that will be accepted by news directors and editors, and give your product/service the publicity it needs.

The two basic things to pay much attention in making your press release is the writing and presentation. So lets start from writing. What would you write about? You can write about just anything but please it” MUST be something that will sell the first person receiving your material – the editor or news director. Then the media man will quickly see and understand how your product or service benefits, his readers – thereby making him a hero to them.

Go right to the point and say your product is lower in price, more convenient to use or in what way your product or service is useful to the people in general. It’s a good idea to include a complimentary sample of your product. Don’t make the mistake of telling the story of your ups and downs towards your success about your product/service. They don’t have time for that, they only want things that alerts them of something new and probable real interest to their readers.

Try to associate your release with current events in the news. Is there job layoffs, increased unemployment, and inflation or growing need for earning extra income? Then its an opportunity to cash in if you have a product/service that’s a solution.

Now you have gotten a story to write, to make it to be attention grabbing depends on how you write your headline. Lets say your product/service offers a solution to the above mentioned problem. Here’s an example of a headline that could be used – MONEY MAKING GUIDE: SECURE YOUR FINANCIAL FUTURE, NEW SOLUTION FOR THE UNEMPLOYED.

You can write the headline before the story, and then a story to fit the headline or the story before the headline, and then a headline to fit the story either way basically the same as writing a space ad or a sales letter; you attract attention with the headline and fill in the details with your story.

About The Author

Emma okafor, an online market researcher and writer. His blueprint success in online marketing is available in his site here.

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Tags: free publicity, public relations, press releases

It behooves you to know and remember the names of reporters. Reporters know everybody. They talk to and interview people constantly. Because of their job, they usually size people up in a matter of minutes, sometimes without even meeting them face-to-face. If first impressions ever count, this is one first impression you don’t want to mess up. Be sincere, polite and try not to use slang.

A good reporter uses perfect grammatically structured sentences and flawless spelling when writing articles. Usually these skills transfer to many other facets of their persona therefore you should not be intimidated by an articulate and well-spoken reporter. It makes sense that they of all people might possess a perfect command of the English language. It goes with the territory. They are used to the fact that most people cannot keep up with their vocabulary. So don’t try to impress them with your speech. Any attempt to fake them out with words is sure to fail. Be yourself. It doesn’t mean they are smarter than you. On the contrary, if they were smarter they would be a freelance writer instead of a periodic journalist or perhaps own their own business like you. It pays better and you don’t have someone else editing your stories or asking you to rewrite something to change the slant or angle.

Most journalists are like artist. They are creative. Creative people don’t like to be put into structures, systems and absolutes. But periodic newspaper writers are forced into this through deadlines and space requirements. Many reporters like the type of work they do, writing, but they absolutely hate the structure. It’s stressful, hard work and not that much fun. A few reporters love the challenge of deadlines. These are the ones to watch out for. With these reporters, you should have your answers to questions pre-thought out. They will surely take most of what you say out of context. They are in a hurry. They are only concerned with finishing the story on time and then writing another. They will interview a few people instead of many to get to the bottom of the issue. They will use your name and insert a quote from you where it fits and when they need it. And then conveniently change, modify and delete parts of what you said or what they wanted to hear to fit nicely into a complete story. If, for some reason, they disagree with what you said or they just don’t like you, it’s all over. So this brings us back to our original thought. Be friendly to reporters. Be honest, truthful and sincere. Help them keep it short and sweet and help them save their valuable time.

When you see these reporters around town or at community events, be sure to acknowledge their presence. Even if you don’t have time to talk, a simple nod or good evening ‘Joe’ and a firm handshake will do.

“Lance Winslow” – Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance here. Lance is an online writer in retirement.

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Tags: media relations, public relations tips, dealing with the media and reporters, public relations

Everyone is talking about the Ps of successful marketing, so I thought it was time that PR had it’s own Ps – essentials that will help you maximise your PR activities and results.

1. Pin-point

The first thing you have to do in a campaign is to pin-point your market. There’s no point pulling out all the stops to get into the Financial Times when your customers are actually more likely to read The Sun. In fact failing to pin-point your market and consequently the publications it reads can actually make every single action you put into your PR after that point absolutely worthless. It may seem boring to spend time on market research, especially if you’re keen to get going, but it’s a vital part of the process.

2. Publications.

When you find the publications that your potential customers read (as well the radio programmes they listen to, the TV programmes they watch and the websites they visit) immerse yourself in them. Subscribe to them, read them on the train, in the bath, teach your kids to read with them. Get to know the language of the different publications, the focus, and who writes what.

3. Power.

Think about your message. If you’re going to go to all the bother of putting a press release together it had better be powerful.

4. Passion.

One of the simplest ways to access power is to tap into your passion. Imagine reading your release out loud – is it vibrant, full of passion for the subject matter and compelling the listener to keep tuned in, or is it dull and monotonous with no impact whatsoever?

5. Pliable.

Your campaign has to be flexible, ready to respond to national or trade news. You need to be flexible, ready to break your routine and set aside a morning to make some calls if you suddenly come up with an idea that might get the press interested.

6. Poise.

Do try to retain some dignity. Journalists work to strict deadlines and conditions and if one of them says “sorry, it’s not for us” then do respect them and don’t start trying to convince them to change their mind. What you can do however is to ask them what is, and learn for the future.

7. Playful.

A sense of humour is vital..no client does better than the one that can crack a good joke or make a suitably humorous remark at the right moment. Even a bit of gentle flirting can sometimes work wonders!

8. Paper.

Don’t forget that you don’t always have to email. If you’ve got something visual, or particularly nice stationery (!) then do use the post. It’s more expensive of course, but it will help you to stand out.

9. People.

Journalists and editors and people, just like you and me. Some you’ll like and some you’ll dislike, but it’s important to treat them respectfully. Just like you rarely make a new friend over the process of one telephone call, it will take time to build up bonds and those all important “contacts”.

10. Persistence.

I believe that this is the single most important factor when it comes to making your campaign a success. It can take months for a campaign to really get going and one press release alone just won’t do it. Journalists need to see that you’re hear to stay, a provider of professional material and a brand to be reckoned with. Be patient, it will happen.

Paula Gardner teaches businesses of all sizes how to raise their media profile. If you’d like the whys, hows and what to do’s of a PR campaign at your fingertips then check out our PR ecourse here.

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Tags: professional public relations, public relations tips, public relations

Hundreds of thousands of News Releases are sent out all the time
and many people will show you different ways to write a news release in a way that will result in publicity for you or for your company.

However, many people over look the 17 Deadly Sins that you should never do or have in a news release. These can cause your news release to end up in the shredder!

I will discuss five of them here that I believe you should look at first. Ask yourself, “Am I doing any of these? And if so, rewrite or redo the new release before sending it out.

Remember that the reason that you are sending one is to get noticed and have it picked up by the different media outlets.

You can gain much credibility and attention when you send a successful news release. You can also be seen as a valuable resource for information or an expert in a particular field, so it is important to make sure that your release is completed right and does not have any of the deadly sins.

The first thing that people do is to send too much information. I have seen people fax 20 or more pages with background and promotion material. First this annoys the media. Second, the point of a news release is to get them to call you. They won’t know what angle you are after and will guess with that much information.

That is if they publish at all. A news release should be one page, double spaced or at least 1/2 spaces with the most pertinent information on it. Only on rare occasions do you want more. You can and should have a media kit ready when they call, but the news release needs to be short.

Second, white space, white space, white space. Say these words repeatedly. Do not send a solid block of information. It is hard to read and hard to find the facts. People generally feel over whelmed at a solid block and are less likely to read it. Remember, with the volume of releases that are received every day the editors want to scan it fast to decide if it is news worthy. They also decide if it ties in with anything so they can know where to assign the story. If they are unable to scan and find the important details or find anything interesting fast it will be shredded.

Third, several of my friends in the media have said to me that one of their pet peeves with a news release is people who start with a history lesson. They said that they groan and crumple up the new release without going further. 99% of the time the history has nothing to do with the news part of the news release. The history lesson is much more interesting to you than it is to them. Tell them up front what the news is. Give them something to hook them in. There are many categories and classifications that you can use. Later you can mention some of the history or keep it for your media kit.

Fourth, be careful which fax numbers you use. Sending your news release out on an advertising line can get it shredded fast even if it is a good story. If you send your news release out on an advertising line it looks like a blatant request for free advertising. The media just won’t want to use it. You could hurt yourself for future releases as well.

Five, Jargon whether it is in your industry or just way over used jargon. You will get a much better response if you give the benefits for the clients or customers of your products or services. Flashy descriptions say nothing of what you really have or how it can help people. Remember, you are probably interested in the features of your product but they are interested in the benefits.

Some examples of jargon are:

*Leading

*State-of-the-art

*Seamless

*Best of

*Turnkey

*Customer Driven

*Solutions

A study of all news releases sent via Business Wire and PR Newswire during a one-week period had one new “solution” being offered once every eight minutes on average! More than half of all companies claimed to be “leading providers”

It does take time to complete a news release right; however, if you are going to take time to create one, it only makes sense to do it in a way that is well received by your intended target market.

Remember these starter points and you will be on you way to creating a much more effective news release.

All the Best in your endeavors!

All the Best!
Maria Boomhower
The Master Communicator
To sign up for a free report on “The 7 Secrets to Communication Mastery” go to her website.

P.S. If you like what you’re reading in this ezine, you’ll love the book, “Effective News Releases” It’s a manual that helps you to get noticed, have the coverage needed and build your credibility! Click here to learn more.

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Tags: press release writing tips, public relations 101, public relations

So you’ve put yourself “out there” with a public relations campaign. Your dealings with the media now become critical. Those relationships with the media can make or break your public relations efforts. Here’s how to get the media to love you:

1. When the media calls, stop what you are doing and give them your full attention. That’s right. Maybe you’re having lunch. Or in a meeting. I advise my clients to say to others around them “I only allow interruptions when the media calls.”

2. Treat the media like gold. Answer their questions in a forthcoming manner, in a respectful, pleasant tone. Do not disparage others and be careful about making negative comments. Do not lie or provide exaggerated claims. Just like you, media people appreciate those who take the “high road”.

3. Be realistic about coverage. A reporter can interview you for an hour and you might only have one line in the media. Or none. Depending on how the story goes or space available or the editor’s whim, any of the above can happen. The reporters owe you nothing for your time. Take this in stride and be pleasant and understanding in future dealings with them.

4. Lose control. You have control over advertising; you have minimal control over PR. That’s the difference between paying for something and not paying for it. A media piece may not contain the “story” that you would like covered. It may focus on an angle you don’t like. The reporter determines what angle to use, depending on his/her needs and information you provide. It also probably won’t be 100% accurate. If it is 90% accurate, you’re doing great. Take this in stride and don’t complain to the reporter.

5. Stop complaining. Sometimes, after a phone interview, you will be misquoted. Unless it is truly a libelous or slanderous comment, you should take it in stride. DO NOT decide to complain to the reporter, or you will certainly not be getting any press, at least not favorable, in that media again.

6. Give several contact numbers, including day, night and weekend, to the media (including vacation/out-of-town contact info). The press waits for no one.

7. Be realistic about when the media will cover you. Typically, daily newspapers, radio and TV have a one-day to three-month coverage window. Magazines have a 2-3 month to one-year window. The lead times vary depending on editorial calendars, seasonal coverage and breaking news. In addition, the media chooses when they want to run a story; you have little control over when they run it, unless it is tied in with a timely event, such as a holiday. While you would love to see yourself or your organization on the 6 o’clock news or the front-page of the business section, the media may have other stories slotted for those options, or they may need to fill a space in another segment. Similarly, you might want your story to run immediately, but the media may hold it for months, if there is no urgency in running it.

8. Pick up your own copies of your articles or tapes. Do not ask the reporter for a copy. They will be offended! Pick up a copy of the publication or call the media outlet to order a copy or tape.

9. Spend time reading, listening to the radio and watching TV. These activities are a part of most of our days. And if you plan on “pitching” a particular media outlet, research it first (that means reading a publication, listening to the radio or watching that particular show, even if you generally wouldn’t). Once you do your research, you will have a better idea of the types of stories they cover, and also what has already been covered. Remember, the more you understand what the media likes to cover, the more likely that you will create great media angles that the media loves.

10. Thank them. Media people, just like you, enjoy a pat on the back once in a while. And no one can ever get too many thank-yous. And to be remembered even more, put it in writing.

By putting effort into developing media relationships, you’ll increase your chances of current and future public relations success.

Copyright 2008 Margie Fisher All Rights Reserved

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

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Tags: public relations tips, getting the media on your side, public relations and media, public relations

Smaller companies don’t always have the budget – or inclination – to retain a PR hotshot to tell the world about their business success, but that doesn’t mean they aren’t a ready source of news.

The problem is it’s often dull news which is ignored by all except the industry press and quite rightly so in most cases. If you land a contract, you issue a press release. If you take on a new senior sales rep, you issue a press release.

Attending an exhibition? Press release, natch. These are simply announcements that you are doing what you do, that it’s business as usual.

With a little lateral thinking, however, you could be issuing press releases throughout the year which present topics and subjects that’ll have editors from all disciplines chasing you for the full story. Below I’ve presented just five brainstormers to get the creative juices flowing.

• Your Survey Says…

Even though I know nothing about your company, the odds are that you have the time and resources to carry out a survey which could get you some coverage if it’s implemented and reported properly.

Concentrate on your niche, whether that’s your industry or expertise. Keep it relatively simple, but ensure the final results have the potential to grab headlines. For example, if you’re a butcher, you could ask 100 people if they would give up bacon if their partner issued an ultimatum. ‘4 Out of 10 Choose Bacon Over Marriage’ is going to get an editor’s attention!

But be honest about your methodology. If you’ve simply polled a handful of your colleagues, don’t try to pass it off as a six-month research project.

Some journalists won’t touch a survey story with a barge poll unless it’s been carried out with the kind of planning that goes into a Nasa shuttle launch, but others might find it useful, particularly if it’s a fun subject and doesn’t take itself too seriously.

• Your Opinion Counts

Surf the major news sites – try Google News for starters:

Ask yourself what you or your boss would have to say about the main news stories
of the day. Or perhaps a current event impacts directly on your industry. Pretty soon
you’re going to have a story to tell.

A property solicitor in Scotland did this and the resulting story is great – here’s the
intro:

“Scottish property solicitor criticises Gordon Brown’s tax U-turn.

A leading Scottish property solicitor has criticised Chancellor of the Exchequer Gordon Brown’s decision to abolish without notice the exemption for deprived areas from Stamp Duty Land Tax (SDLT), saying that the measure would have an adverse impact upon the commercial property market in Scotland.”

For the full story, click here.

• Your Opinion Counts 2 – Straight to the Editor’s Desk

While serving as editor of business magazines in the past, there have been times when PR companies have contacted me following publication with some kind of gripe regarding coverage of their company or client.

Disgruntled PR people are often being beaten hard with large sticks by CEOs and senior management who just don’t ‘get media’, so their persistence is somewhat understandable.

But 9.98 times out of 10 the PR exec is simply not going to get what they want – some kind of full-page, front-cover apology and glowing testimonial signed by the publisher himself printed with a photo of the editor’s public execution.

Every time I let them down I did say: “Write in – we’re always keen to receive letters to the editor.” I’d guess one in 20 actually went ahead and did so, but you know what? If every one of them wrote in I would almost certainly have printed them all. Good editors embrace transparency – if you disagree with them or their reporters they’re likely to print your letter.

• Happy Birthday

At the very most you’re 364 days away from some company milestone and if you put your mind to it you may find a few anniversaries just around the corner.

Don’t limit yourself to the xx years since the company was launched, how about the anniversary of the company’s first profit, a look back at the day the company took on its 10th employee, or the date a key contract was secured.

Then tell the tale of how your company has developed since this date. Be sure to include some drama, the good times and the bad, and plenty of meaty quotes from the most senior talking heads.

• Make a Date

Hunt for an angle based on some future date that is covered in one way or another by local and national press.

Browse some of these major online almanacs for inspiration:

Info Please

Scopesys

New York Times

What you’re doing here is following the Happy Birthday strategy, but looking for external hooks on which to hang your news release.

Local newspapers in particular like to keep an eye on the calendar, so if you can provide your neighbourhood newspaper with a story, photo opportunity or news release and photo package related to a particular event, celebration or holiday, you could get some great quality local coverage.

• Only Five?

Trawl the internet for reasons to write a press release and you’ll come up with dozens of lists. Some of them provide 30 plus reasons to issue a release, but the vast majority of them require you to have “done something”. They are reactive reasons, rather than proactive.

The reasons given above can be put into action today – you don’t have to wait to secure a new contract or make a high-level appointment to get ink.

You might not have known you were sitting on those news stories, but there’s no time like the present to tip off the press that you have them.

Copyright © 2005 George Hopkin

George Hopkin is a freelance journalist and CEO of ClickPress, a free press release distribution service which distributes content to some of the world’s most influential news and web search engines. ClickPress is a property of Pressventures, a provider of free and fee-based services to PR professionals.

You have permission to publish this article electronically or in print, free of charge, as long as the bylines are included. If it is to be delivered via email it must be to your own opt-in list only. A courtesy copy of your publication would be appreciated.

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Tags: public relations stories, public relations department, public relations

In fact, here are three really foolish goofs made by too many business, non-profit and association managers.

If that’s you, you foolishly do nothing positive about the behaviors of those important outside audiences of yours that most affect your operation.

You foolishly fail to create external stakeholder behavior change leading directly to achieving your managerial objectives.

Then you foolishly compound those goofs by never persuading those key outside folks to your way of thinking, or moving them to take actions that allow your department, division
or subsidiary to succeed.

Enough already!

What you really need to know is this.

The right PR really CAN alter individual perception and lead to changed behaviors that help you succeed. And your public relations effort must involve more than special events, brochures and news releases if you really want to get your money’s worth.

The foundation underlying public relations reads 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.

Just look at the results it can deliver: new proposals for strategic alliances and joint ventures; prospects starting to work with you; customers making repeat purchases; stronger relationships with the educational, labor, financial and healthcare communities; improved relations with
government agencies and legislative bodies, and even capital givers or specifying sources looking your way.

And results need not stop there. For example, you should also see results like rebounds in showroom visits; membership applications on the rise; new community service and sponsorship
opportunities; enhanced activist group relations, and expanded feedback channels, as well as new thoughtleader and special event contacts.

Of course your PR crew – agency or staff – must be committed to you, as the senior project manager, to the PR blueprint and its implementation, starting with target audience perception
monitoring.

And furthermore, you must impress upon them the crucial importance of why your most important outside audiences really must perceive your operations, products or services in a clearly positive light. So assure yourself that your PR staff has bought into the whole effort. Be especially careful that they accept the reality that perceptions almost always lead to
behaviors that can help or hurt your unit.

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

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

Now a word about your public relations goal. You need one that speaks to the aberrations that showed up during your key audience perception monitoring. And it could call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or doing something about that damaging rumor.

The hard truth is that, when you set a goal, you need a strategy that shows you how to get there. You have three strategic choices when it comes to handling a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. A bad strategy pick will taste like ketchup on your stringbeans, so be certain the new strategy fits well with your new public relations goal. For example, you don’t want to select “change” when the facts dictate a “reinforce” strategy.

Because awfully hard work really is awfully hard work, persuading an audience to your way of thinking means your PR team must come up with just the right, corrective language.

Words that are compelling, persuasive and believable AND clear and factual. You’ve got to do this if you are to correct a perception by shifting opinion towards your point of view, leading to the desired behaviors.

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

You’ve heard the old bromide about the credibility of a message depending on its delivery method. So, on the chance that HOW you deliver your message may affect its believability, you could introduce it to smaller gatherings instead of using higher-profile tactics like news releases or talk show appearances.

When you notice mumblings about a progress report, take it as an alert to you and your PR folks to return to the field for a second perception monitoring session with members of your external audience. Using many of the same questions used in the first benchmark session, you’ll now be watching very carefully for signs that the bad news perception is being altered in your direction.

If things still are not moving fast enough, you can always accelerate the effort with more communications tactics and increased frequencies.

No more foolish goofs!

Instead, depend on the reality that the right PR really CAN
alter individual perception and lead `to changed behaviors that
help you succeed.

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

Robert A. Kelly © 2005.

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

Visit his website here.

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Tags: public relations research, public relations

Just about anyone who has been in the public eye has a story of the media interview that went south. “I talked to that reporter for an hour and all they used was a ten-second sound bite!” or, “He said he wanted to ask me about X when that was just a way to get in the door so he could talk about Y.” Chances are, the reporter came armed with questions and if he really did his homework, knew what answers to expect. You should be just as prepared. Media training can’t make the tough questions go away, but it can give you the tools to control the interview. Here are some tips:

• Anticipate the toughest questions and prepare/rehearse your answers in advance. Know going in what YOUR goal is for the interview. Are you releasing new information or reacting to an event or story that’s already out there?

• Be able to cover key points in a conversational manner. Don’t memorize. It will sound like it.

• Collect information from the reporter before the interview…

What is the deadline?

What is the story about? What is the hook/interest angle?

How do I fit into the story? What do you want? Quote? Statement? Interview?

Who else have you spoken with? What did they say? (This will also give an indication of where the story is heading. Are the other interviewees credible?)

What documents do you have have/need? (Does the reporter have a document you haven’t seen? Have them fax or e-mail a copy before the interview.)

When will the story run? How long will it be? (There’s a big difference between a minute-thirty TV news story, and a long, background article in the morning paper.)

• Have a mini-tape recorder handy. Tell the reporter that you’ll be taping the interview, so you have a copy of what is said. This lets her know you’re not a rookie.

• Beware of the reporter on a “fishing expedition”. Wide-ranging, vague questions can be tricky and potentially dangerous. Reporters are fond of “What if” scenarios or “Could it happen here?” Clarify what she’s going for. “I think what you’re asking is…” It’s O.K. to admit you don’t understand the question or can’t predict the future. If you find the interview veering off-course, bring it back on track. “You said we’d be talking about X and I’ll be happy to answer your questions about that.”

• Don’t say “off the record” or believe something will be “off the record.” There’s no such thing as “off the record.”

• Use simple terminology. If the subject is complicated, and the reporter is not up to speed, provide a simple verbal primer on the topic before the interview begins or give the reporter a handout of key information.

• Practice. Attend media training. See yourself on camera so you know what the audience will see.

The simple strategy of “tell ‘em what you’re gonna to tell ‘em, tell ‘em, and then tell ‘em what you told ‘em” is tried and true when it comes to the media interview. That leads to another tip. Know when to stop talking. Many a damaging sound bite has been uttered when the interviewee’s guard was down, after he/she thought the interview was over.

©2005. All Rights Reserved

Through their workshops, seminars and consulting projects, Nancy Stern MA and Jody Hammond, MA, help people keep connected through conscious communication and savvy media skills. They can be reached for communication skills and media training at their website.

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Tags: be a public relations specialist, reporters, public relations

You never know when 60 Minutes will knock on your door and if not them, then maybe a local investigative reporter. A little media savvy is a valuable skill for executives and their image-conscious organizations. Unless you’ve had media training you know most businesspeople would rather face a firing squad than a crew from the 5:00 news. Although most reporters have professional integrity, some can be crafty.

We remember the story about a local fire chief responding to a reporter’s questions. When the story aired, he heard the original question he was asked about one topic. What followed was his answer to another question. The result was disastrous. To avoid the possibility of something like this happening to you, be sure to repeat the question in the form of a statement so there is no way it can be taken out of context. Also be sure to answer in complete sentences. Simple yes or no responses are easily edited.

For example, the question might be, “What are your plans for staffing in 2006?” A tight response might be, “Our plans for staffing in 2006 include creating three new positions in marketing and sales.” Remember, there are 30 frames per second of videotape and to be able to see an edit, it only takes two to three frames. So, don’t take long pauses unless you have completely finished answering the question.

To help you overcome stage fright once the camera is rolling, take a few slow deep breaths before you allow the first question to be asked. If a microphone is pushed in your face in a spontaneous situation, take a second or two to compose yourself and be sure to think before you speak. Take control of the situation. Remember, about 93 percent of your communication in non-verbal so pay close attention to the signals you may be sending through your body language and vocal cues.

Saying “no comment” may say more than you may mean. It is often interpreted as a defensive response showing you have something to hide. An alternative would be, “We’ll make a statement just as soon as we have all the facts.” This allows you to buy some time and prepare what you want to say.

When you know in advance that you will be conducting a press conference, be sure to prepare. List the key points you wish to make and be sure the media has been adequately informed as to the purpose of the event. If there items you wish not to discuss to confidentiality, personnel or legal reasons, stipulate up front that these items are off-limits. If the reporter persists, respond in a pleasant tone of voice that you remain firm in your decision not to discuss those issues at this time.

When responding to the “loaded question,” it is best not to rephrase and repeat what you heard. Loaded questions are often confrontational and filled with negative language. The worst thing you can do is get defensive or hostile in your voice or body. In your own words, relate to the issue and be concise. You may want to begin with something like, “I wouldn’t describe the staffing situation like that.” A statement like this to begin with will also allow you to buy a little time think through your response.

If a question is put to you that you do not have an answer for, simply say, “I don’t know. I’ll get back to you on that.” Then find out and follow-up. The worst thing you can do is try to talk around it. Your non-verbal signals will show the audience that you are unsure and insecure.

The bottom-line: Prepare yourself with media training before reporters come knocking on your door. In any situation always remember to respond rather than react. Don’t let your defenses get the best of you. Remain calm and take some slow deep breaths so you can think before you speak. How you say what you say really does matter.

© 2005. All Rights Reserved.

Through their workshops, seminars and consulting projects, Nancy Stern MA and Jody Hammond, MA, help people keep connected through conscious communication and savvy media skills. Check out their website here.

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Tags: be prepared for the news, public relations news, public relations

PRESIDENT BUSH TELLS A STORY

On March 18, 2005, President Bush stood before a group of Florida voters to tout his social security plan. He did something quite ordinary during his speech. He acknowledged a person in the audience and told her story.

President Bush told the crowd he had recently spoken with a local resident named Anna Brooks, a widowed grandmother, who would benefit from the type of social security personal account he was proposing.

We’ve all become accustomed to politicians pointing to people in the crowd and telling their stories, but why do they do it?

WHAT THE PRESIDENT UNDERSTANDS

Pay close attention to a key phrase used in the Anna Brooks anecdote – “social security personal account.” What do you picture when you hear that phrase?

Odds are, probably not much. It’s an abstract concept that’s tough to visualize and get passionate about.

What President Bush understands – as do most working politicians – is that abstract concepts have to be brought to life through real people. The story he told about Anna Brooks was about a woman suffering to make ends meet because her husband died at a young age. If only there were social security personal accounts, Mr. Bush argued, her financial suffering could be alleviated.

As he told that story, people in the audience nodded their heads in agreement. Yes, they all seemed to think, Ms. Brooks’ burden should be lifted, and, well, if personal accounts would help, they seemed like a terrific idea.

Imagine instead if the President made a more academic case filled with statistics and data. Do you think he would have elicited the same emotional reaction from the crowd? Would they have nodded their heads with the same enthusiasm?

WHAT THIS MEANS FOR YOU

Journalists are storytellers by trade and need drama to bring a story to life. Abstract concepts – be they social security personal accounts, medical liability reform or climate change – need to be brought to life through an anecdote.

Instead of just talking about the scientific effects of climate change on our biosphere, talk about the South Pacific fisherman who can no longer feed his family because the fish catch has declined due to global warming.

Instead of talking about medical liability reform, talk about the pregnant woman who has to cross state lines to meet with an obstetrician since her local doctors have all stopped delivering children due to high malpractice premiums.

And instead of talking about social security personal accounts, talk about a Florida widow who would benefit from them.

By doing so, the public not only understands what you’re saying, but begins to empathize with a specific person. That empathy means they care – and the more you make people care about your issue, the more they are willing to agree with your point of view.

AN ADDED BENEFIT

By offering anecdotes to journalists while being interviewed, you can help turn your Page 16 blurb into a front page feature article.

Abstract stories about process – if covered at all – are usually relegated to small blurbs on the inside pages. But by taking an abstract story and bringing it to life through real people, journalists can find those people, interview them and get a better sense of how they are personally impacted by your issue.

Suddenly, the reporter has a way of telling your story in a way that his or her audience is more likely to care about. Instead of telling a story about social security personal accounts in the abstract, the reporter can tell a story about social security personal accounts in which a specific person is genuinely affected. And that, paired with a photograph of the woman with her grandkids – is front page material.

Brad Phillips is the founder and president of Phillips Media Relations. He was formerly a journalist for ABC News and CNN, and headed the media relations department for the second largest environmental group in the world.

For more information and to sign up for free monthly media relations and media training e-tips, visit his website.

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Tags: public relations job description, public relations stories, public relations

Public Relations (or P.R.) is a wonderful, yet often overlooked marketing tool. P.R. is an intangible – making it a tough sell for many P.R. professionals. It is our job to sell the concept and show the client how it will enhance marketing efforts and, in many cases, replace costly or one-off advertising. Public relations is just that – relating to the public. Every outward communication should be carefully executed and the mission of the company should never be compromised. How do your customers find you? How does the public perceive your business? These points can be incorporated into a P.R. strategy that maintains consistent messages to your customers, thereby keeping your company top of mind and, in turn, growing your business.

Below are six P.R. strategies that can be implemented today. Whether you hire an outside professional or keep your publicity in-house, these strategies should be a part of your marketing plan.

1. Brand Building: It is very common for businesses to use advertising in brand-building strategies, however publicity can be less expensive and much more effective in establishing a brand’s identity. One complimentary news piece in a publication read by your target consumer can produce significant results. Publicity, whether performed by an external company or executed in-house, can also be cost-effective.

Several online distribution services are available making the cost to send out a press release affordable, and sometimes even free depending on desired reach. It is important that any news release is informative and factual. Many of the online distribution services even offer templates to assist in the development of a release for a small fee. Before paying for such a service, however, be sure to identify hidden talent in your organization – there may be a great writer in your midst.

2. Generate Press Releases: Press releases are for announcing newsworthy information to the media only. If the information is not news, it should not be announced. In addition to news, a press release should contain only facts – not hype. Business as usual is not news. Celebrating a milestone such as a ten-year anniversary, one-millionth sale, or appointing a new CEO is newsworthy. In many cases, a newsworthy story can be developed with some creativity.

For example, if your company manufactures comfortable walking shoes you can create a “Walk to Work” day. Provide fun facts about the health benefits of walking and why the right walking shoes are so important. This can be pitched to your local media outlets and may get picked up nationally. Many times current events will also create an opportunity for a press release (see #3.) Remember to always include your company’s website at least once and be sure accurate contact information is listed.

3. Tap Into Media Trends: Many times businesses can tie into current events and trends in the media. For example, if the evening news is covering storm damage to an area in your town and your company sells a product or service that would benefit people living in those areas, you have a topical news announcement. Call, fax or email the news desk and tell them about your product and why their viewers need to know about it. Be sure to mention that your story idea is time-sensitive. Watch your local news for one week and take notes. Identify what types of stories the local reporters are covering. Chances are at least one of the subjects covered was a direct result of a recent news story. Listen and learn how one led to the other then be ready to pitch your service or product when future opportunities arise.

4. Increase Awareness by Increasing Search Engine Listings: Each time a release is distributed over the Internet or a story is written and posted online, be sure your company’s web address is included. The more links to your site, the better the exposure your site will receive in search engines. In addition to press releases, link swapping, article postings, quotes, and endorsements are great ways to generate links online. Google your company and your competitor’s company daily. If your company is not as prominent as your competitor’s, read their results listings and learn what they are doing to generate links.

5. Website Improvements Produce More Traffic: Optimize your company’s website often. Be sure keywords on the website are targeted toward your consumers. Ask customers what words they would enter in a search engine when looking for your products or services and add those to your keywords. Small adjustments can mean a big difference in traffic to the site and subsequently increased business. Constantly updating web content is an easy and effective way to generate better search engine results. Be sure to update news and information at least once a month. Always add press release announcements to your website press area – and be sure your press area is easy to find, easy to read, and easy to print.

6. Highlight Expertise: One of the best ways to generate publicity is to establish expert credibility with the media. Do competitors continually get quoted in industry trade publications and you don’t? They’ve probably done a good job of alerting the media about their expertise in your field. Don’t worry, however, all journalists want to have more than one expert in any field. Begin to define yourself as an expert by writing articles, including the word expert in press releases, biographies, announcements, and descriptions. If you make a living doing what you do, you are an expert. If you are having trouble determining your area of expertise: ask friends, family, and colleagues to help identify your strengths and start spreading the word. Update the company description on your website right now by including your newly identified expertise and you’ve accomplished #5 and #6 already!

Angela Garcia is a founding partner in Starfish Public Relations, a Los Angeles based public relations and marketing company specializing in personality driven strategies. Garcia has held several positions in the entertainment industry including HITS Magazine, Warner Bros. Records, Maverick Records, MCA Records, and House of Blues Entertainment. She credits her success to her creative and enthusiastic approach to work and life. For more information about Angela Garcia and Starfish P.R. please visit her website.

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Tags: public relations tips, public relations