Private Equity Skills

We have all had good days and bad in business. The small business person, lives daily on the hopes that he has a good sales or service day. In the case of employees who work independently at home for a living, it can be a different ballgame.

A friend of mine sent me an email, frustrated and upset because she had 3 client invoices outstanding, and her clients had not so much as even “suggested” the money due, was on its way. My friend was in desperate need for the money, she had worked hard for her income, and her own bills were now overdue.

“I have sent two invoices to each client, and have not heard back from them yet,” she complained. “I go through this every month with at least one client and it is so frustrating,”.

Business is business and one of the most important aspects of considering your business a success, is of course, the revenue generated. But there is also a certain ethic about getting paid, that parlays the success factor as well. Everyone hates to pay bills. Everyone also knows they have a responsibility to do so. In a harsh economy, or when times grow tight, the bottom line is that employers and employees must still get paid. Even if it is a small amount due, say, $125.00, that may be just what the employee needs to pay that electric bill, and the utility companies do not wait for THEIR money anymore. So the electric or water is turned off. Then there is a turn-on fee, and late fee adding insult to injury, and the rest of the budget goes haywire, all because that one check did not come in the mail on time.

I personally have never understand a system that punishes you for NOT having enough money. Another friend of mine, lost her husband in the war. She had to move out of the army housing with her 2 children, and find a p. She had no “extra” funds, but a little bit to get started until her husbands probate was cleared.

When my friend went to get the utilities turned on, she found that each utility company, the water, the gas, the electric and the trash company, all required deposits. Now she and her husband had fallen on hard times, just before he left for another country, and they had been behind in their bills with the collectors demanding payment. They worked out an agreement with the creditors, like responsible people do, however, the companies had a policy that the deposit amount you pay, is based on your credit score.

This poor woman, had to pay $300.00 just to have her gas and electric on, and $150.00 to have the water turned on. The policy did not care WHAT anyone’s circumstances were, they just knew your score was not up there where THEY thought it should be, so they made lots of money off of people who were already barely able to live. I had heard the same complaint from a disabled senior, who became sick suddenly, and had to move. Her deposits were sky high and it didn’t matter that she was disabled.

Business people have to realize that bills have to be paid. When one bill falls short, a whole chain reaction of events take place that your not aware of. Remember, the small business person or contractor, do not have the option of collection agencies, and rarely, deposits…so let’s remember to pay the small guy first. Their lights may depend on it.

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Tags: business, strategy, planning, ideas, start

Business marketing, the simple act of bringing together the buyers and the sellers has gained such importance in business today that there are specialized strategies for this purpose. Various marketing strategies that are a mixture of innovation and expertise are tried out every now and then. While some of them are winners and hit bull’s eye in the first attempt itself, there are others that fail. If you are a new entrepreneur and are looking for some winning marketing strategies then you have come to the right place indeed. Today, the consumer is more product savvy and hence you need to be more market savvy in order to get the marketing strategy right.

Direct Marketing

Of all the proven marketing strategies, none have gained as much reputation as direct marketing. A successful direct marketing campaign will give you amazing results and will propel your business to newer heights. If you can set up a database of the most probable and right customers and mail to the right customer all the time, then your direct marketing campaign will produce better results. The right customer will read your mail while the others will dismiss it as junk. You want more people in the right customer category than in the junk category. Boost your mail with the right information and dialogue. List the benefits of your product or program in small sweet paragraphs. Finally make an impact with it.

Online Marketing and lead generation

If there is anything in the last decade that has changed the way we live, then it is the internet. So you need to incorporate the internet into your business marketing program. There are several online marketing strategies that are proven winners. Lead generation, affiliate marketing, direct marketing and many more such marketing programs are available online. There was a time when lead generation on the internet was considered to be a dead end. But now there are more precise lead generation models that have put the earlier lead generation practices behind. Lesser number of fraudulent leads is being generated and the other online marketing strategies are also improving.

Guerilla Marketing

This relatively new low cost marketing strategy has created a huge impact on online marketing in the last few years. It relies on the principle that direct marketing is saturated and customers today are unaffected by these strategies. Hence guerilla marketing relies on getting you and your product in the places which customers are most likely to be present in the future. This has a great chance of giving your business the right kind of boost and a head start. There are many strategies that are used in guerilla marketing. The thank-you-take-away packet is one of the most used methods. This not only gives your customer a value added service by means of the packet, but it also thanks the customer for using your service. This keeps your company fresh in the minds of the customers.

Other methods

Besides these, there are many other marketing strategies that can be a part of your winning business plan. It all depends on what your target audience mainly comprises of. Put in the right amount of research and you will surely hit the right note with your marketing plan.

William King is the director of Wholesale UK Distributors, Importers, Dropshippers & Manufacturers Directory, Wholesalers, Traders, Manufacturers, Dropshippers & Distributors Directory, and Canadian Wholesalers and Dropshippers Canada Dropshipping Directory. He has 18 years of experience in the marketing and trading industries and has been helping retailers and startups with their product sourcing, promotion, marketing and supply chain requirements.

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Tags: business, marketing, plan, strategy, advertising

I was in Sri Lanka in October 2004 (still blissfully unaware of the devastation that the country was to suffer a month later). One thing that struck me about the Sri Lankans was their ability to sell you exactly what you want at a price you’re happy to pay. A classic example of this occurred one day in a gem store (of which there are a vast number in Sri Lanka).

My wife, Anne and my daughter, Jo were doing a tour of the gem stores. As beautiful as the stones were, I had reached overload but Anne and Jo had insatiable appetites for ‘bling’. While they were oohing and ahhing, I took a seat and relaxed. I noticed that the salesman behind the counter was watching a middle-aged couple intently as they browsed around. It seemed clear to me that they were just browsing with no intention of making a purchase and I wondered if he had seen something in their body language that I had missed.

As they were about to leave the store without having bought anything, he said: “Excuse me Madam” addressing the woman specifically “I notice you love sapphires as much as I do. Can I show you something?”

“Oh, no thank you,” she said, “We were just looking”

“Of course. No. This is not for sale. It’s an exhibition piece but I love sapphires too. You must see this before you go” and he produced the biggest and most exquisite sapphire I had ever seen. The effect was as if he had hooked her with a fishing line and reeled her over to the counter with her husband in tow. I hadn’t noticed she was paying particular attention to sapphires but he had. He talked enthusiastically about sapphires as she nodded in complete agreement. Here was a man who understood the beauty of what was surely the most spectacular of all gems. They were on safe ground. This gem was clearly way beyond the means of all but the very rich. He wasn’t selling but sharing a mutual passion.

He dropped into the conversation that they had a number of extremely expensive sapphires that they couldn’t put on display for security reasons. Would she like to see them? You bet she would! He produced a tray that brought a gasp from her bosom. The most expensive gem on the tray was £10,000. She was in ecstasy. There were a number of smaller gems on the tray, some of which had been mounted onto rings. She admired each gem in turn until she came to one that looked as if it might possibly be withing their price range. “How much is this?” she asked but her husband was already shaking his head to remind her that they were looking, not buying. The salesman had spotted the husband’s gesture. “Oh that one is very expensive, I’m afraid. It’s because of the cut of the gem. I couldn’t let that go for less than £500″

She looked at her husband “Could we…?”

“No we can’t,” he insisted, “I told you – we’re looking, not buying “

The salesman looked sympathetically at her and said: “I’m so sorry, Madam” and was about to put the tray back when he seemed to have an idea. “Wait a minute” he said and produced a form. “We can sell to dealers at considerable discounts but only to dealers, you understand.”

“Oh, we’re tourists, not…” the man began but the salesman brought his finger to his lips and politely shushed him. “If you were to tell me you were dealers, I would be happy to take your word for it. We don’t always ask for evidence.”

“Oh, I see” the man said, getting the hint but still a little wary.

“Are you a dealer?” the salesman asked. The man’s wife was nodding vigorously, urging him to say yes.

“How much discount?” the man asked.

The salesman lowered his voice “I could let you have it for £350″

“Oh Steve!” his wife hissed excitedly. There was no way he could say no and stay on good terms with her for the rest of their holiday. He filled in the form and handed over his credit card.

Were they conned? No. Manipulated? Certainly. Misled? A little, but certainly not conned.

Although it is unlikely that the ring had ever had the £500 price tag, the salesman never expected to sell it at that price. He knew the answer would have been no even if he’d initially quoted £350 because her husband was clearly adamant that they were looking, not buying. However, judging by similar rings on display, it was certainly worth the £350 they paid for it. What the salesman did was pitch it just beyond their price range and then appear to go out on a limb to bring it just within their price range. This made it irresistible. It also rewarded the man’s ego. He could tell the folks back home that he told them he was a dealer and got them to knock £150 off the price, earning him a little kudos. He had also been able to impress the salesman by buying a ring that the salesman had clearly assumed to be beyond their means (“Oh that one is very expensive, I’m afraid…” ). He had made the man feel wealthy and powerful. The man was happy. The wife had the ring she wanted at a fair price and the salesman made a sale that was about to walk out the door. Everyone was happy and no one was ripped off.

The salesman had watched her and made a note of what pressed her buttons. He had also correctly estimated what they could afford to spend, perhaps by their dress or by their manner. He then lured her with the prospect of seeing sapphires she would be unlikely to see on display and fed her passion for them by expressing his own. Although the ring was no more beautiful than the rings on display she had already seen, it had become infused by the beauty of the gems that were way beyond their reach. He didn’t make her want it. He didn’t need to. The desire was already there but tethered by the knowledge that they were looking, not buying. He simply untethered her desire by feasting her eyes on unattainable gems before bringing one almost to within their reach. Then, when she had dared to hope that it might be within their reach and experienced the disappointment, he brought it actually within their reach. He had created a situation in which the husband could not say no and she couldn’t go home without it.

Despite the manipulation and the misleading initial quote – and, of course, the whole cock-and-bull story about dealers discounts, the salesman had essentially done nothing morally wrong. Quite the contrary. He had liberated them and he had empowered them. Their holiday budget might be £350 lighter but they would have no reason to regret the purchase. He had provided a rare and enriching experience that few get the opportunity to enjoy. How many of us have ever held a £10,000 sapphire in our hand? He had given them exactly what they wanted at a fair price that they were happy to pay. He had given them a moment they would cherish forever.

I was once told by a salesman that “Anybody can sell the people what they want. The trick is to sell ‘em what you’ve got.” This is not only a pretty shabby approach but it doesn’t hold true. We often see something we want that wouldn’t break the bank to buy but still we walk past because we don’t feel free to spend that much on ourselves. We feel it would be irresponsible. Heck! It’s our money! If we can’t afford it, we can’t buy it but, if it’s within our means then we do ourselves a disservice by denying ourselves what we want just because we feel it’s too indulgent. We do this all the time. This salesman liberated his customers from the constraints of their self-denial.

Fortunately, he didn’t pull the same stunt on my wife and daughter. I guess I must have looked every inch of the £25 I had in my pocket.

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Ron Tocknell – EzineArticles Expert Author

Tags: marketing, ethics, manipulating, unethical, strategy

Just a few minutes ago I was debating what to write about this week — something interesting, perhaps, or maybe it was about time to give some credit to snails, I thought. Then, by some random stroke of luck, fate or writer’s lightning (a term I created just now), I received a phone call from a credit card company…

“We are all ready to complete your application,” the woman told me. “We just need to ask you a couple more questions.”

In theory this makes a lot of sense. I mean, hey — when someone applies for a credit card, it’s only logical that questions would follow. It’s like that snail I was going to compliment earlier, whereas I must give credit when — and only when — credit is due. But this theory should not apply to me, as I have not applied for a credit card within the past couple of years, not even to get a free mug or basketball with my favorite baseball team imprinted on it…

“I didn’t apply for a credit card,” I told the woman.

And this was true, of course, because who I am to lie to a person on the other end of the phone without being a politician?

“Well, you were recommended to us,” she told me.

Now, this is a nice gesture as well. I am normally honored when people recommend me for something, even when I am recommended to give up my place in line, or to give up my seat on the bus. But in this case I needed more information…

“Who recommended me?” I asked.

It was a question so succinctly worded that it could only produce an accurate and succinct answer…

“Ummm,” she said. “Well, we thought you would be a good fit.”

I can understand being a good fit for a college, a job or even a sweatshirt. But what exactly does it mean to be a good fit for a credit card? The fact that I have the desire to buy things and often must act upon those desires in order to live? I bring up this whole debacle in the column not only out of lack of other subjects to address, sans the snails, but more so because I think credit card companies need to learn from the phone call I just discussed, in the following three ways:

1. Never tell someone he or she is a good fit unless the person tries on the credit card beforehand, at which point the card is probably so stretched out that it no longer works. But then again, neither does this whole telemarketing plan regardless.

2. If you tell a person he or she was recommended by someone, make up a name of a person who served as the recommendation-giver. In times of creative lapses, use the name “Jason A. Creditcard.” This may seem incredibly fake, but the level of fakeness will never be surpassed by the false level of sincerity involved in this phone call.

3. Rather than telling a person that he or she has applied for a card but apparently didn’t realize it, use a snappy line such as “We’re trying to give you credit, dude!” This takes away from the professionalism of the phone call, but on the flip side, everyone likes to be called “dude.” And some of us even like credit.

Following these tips will probably destroy the purpose of marketing ploys, but then again, I guess that could be the point…

But I digress.

Greg Gagliardi is a teacher and writer. His stream-of-consciousness weekly humor column, “Progressive Revelations,” has been ongoing since 1998.

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Tags: ethics, marketing, research, strategy, communications

Knowing how to write a press release gives you a boost ahead of other entrepreneurs. A successful press release generates enough interest in the media, whether offline or online, to write about your company. That means increased visibility with potential customers. While publicity may not lead directly to increased sales it does lead to the increased probability of sales. Here are 3 tips on how to write a press release.

1. Keep your approach newsworthy. How many times have you seen a headline that says “Big Company Announces the Release of New Product”? Probably many times, however that headline doesn’t snag the attention of anyone. It’s boring. The purpose of the headline is to entice the news media to actually read the release. If you can tie your release to current events so much the better, the odds will increase it will get read.

Stress the benefits of your product or company, rather than the attributes. If your new system runs 50% faster than competing systems a reader may not be interested, but if you tell them they can accomplish twice as much in half the time that may perk up their ears.

Look at the release from the point of view of the media and their readers, not from your point of view as to how publicity can benefit your company.

2. Pack all the important information in the first paragraph of the release. That may sound counter intuitive, but sometimes only the first paragraph is read before the decision is made whether there is media interest. Answer the questions of who, what, why, where and when. Expand on the answers more fully later on in the release.

3. Keep the release to one page which is about 350 words. The release isn’t supposed to tell the entire story for your company but to get the media to be interested enough to call and write a story. And don’t send the release as an attachment. These days most attachments are deleted unread, even if labeled “press release.” Don’t link to the release as a pdf file. Reporters have short attention spans. If they have to take the extra step of following a link, they may just go on to the next release in the pile.

Follow these three tips when learning how to write a press release and your releases will be more effective in generating media coverage for you, your company, and products.

Get Your FREE report How to Unleash the Write Press Releases Tips, tricks, and techniques to get your company the publicity it needs for success. Dee Power is the co-author of several nonfiction books including “The Publishing Primer: A Blueprint for an Author’s Success,” “58 Ways to Find Money for Your Business, “Inside Secrets to Venture Capital” and “Attracting Capital From Angels.” More Internet marketing tips.

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Tags: public, relation, press, release, strategy

The quickest way to internet riches is through some kind of lead generation system. What I mean by that is, you need to create a way to capture qualified leads, maintain them as a captive audience and sell them exactly what they want.

If we consider the true purposes of public relations, the first thing that comes to our mind is it’s impact on the growth and development of a business. In order to achieve success in it’s objective, a PR exercises provide information to the people which occur to informative as well as entertaining for them. Public relations can be defined as sweaty palms; involving efforts in convincing a reporter about the range and expertise of your business, or compelling writers to pen down a press release about your organization, or spending countless hours in faxing the stories to hundreds of editors.

The right PR strategy is the right application in the right manners so as to bring rewarding results to your company without much involving in daunting efforts as discussed above. If you implement the right PR strategy with the help of a good public relations company, you can experience constant ringing of phones at your office, can see people showing interest by asking about your products or services, getting credibility and proving yourself a skilled company owner in the industry and hearing thousands of people learning about your services. And this all you accomplish on a very low budget without costing much to you. In order to make a proper business presence, every businessman should go for the right PR strategy.

With the implementation of the following PR strategy following invaluable marketing tactics suggested by a good PR firm, you can avail assured success in your business;

Creation of Creative Story Pitches: With the help of a great story pitch, your products can directly enter into the minds and heart of the people. Unnecessary promotion of your business may not do much for your succession. Instead make a different story which includes financial, professional, emotional and spiritual benefits and entertainment for a reader.

Go to the Target Audience with Right Media Message: It is very important to understand to whom you need to target as the audience of your products. If the customer bases of a product are women in 30s, you probably can not ask media to focus on girls in their teens. This step taken for your PR strategy with the right media Message will help you achieve your marketing objectives.

Let a PR firm or a spokesperson represents your company: Make sure that your company objectives should be expressed by a PR professional. Suppose an editor or a reporter is going to schedule a meeting or an interview with somebody at your workplace to get the information about the product, here a spokesperson is required to deliver the right message in a right manner.

In short, PR is a never-failing marketing strategy that helps your business yield tremendous outcome with the correct implementation. And you need to give serious attention to execute a long-term PR strategy for the benefits of your organization and is impossible to achieve without the help of good Public Relations Firm.

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Tags: pr, strategy, public, relation, firm

Successful product launches are key to a company’s success. For a start-up company, the success of the launch may well determine whether the company survives.
And yet in nearly 30 years of advising companies, from start ups to Fortune 500s, I’ve identified 5 common mistakes that can sink a launch. Here they are the five:

1. Assume the product/technology/service will sell itself.
Lots of things have changed in the past few years. But one thing remains the same: People will not beat a path to your door if you build a better mousetrap, UNLESS, they a) know it exists; b) are convinced it really is better; c) their current situation is painful enough that they have a desire to change; and d) they can afford it.
2. No “Story.”
Start-up entrepreneurs often get so caught up in their solution, they forget to mention the problem they set out to solve. Established organizations often assume everyone already knows the problem. But venture capitalists, analysts, potential customers, and especially the media, need to hear your tell “The Story.” Part one of “The Story” is the pain/frustration/fear/loss that your solution solves. Part two is your solution filtered through the concerns of the audience.
3. No articulate, excited beta users, early adapters, satisfied customers or clients willing to “go public.”
Reporters crave the opportunity to talk to people who have used the product or service. From the very beginning of product testing be looking for willing customers and exciting stories. (There are ways around this lack of users willing to comment publicly, but that is a separate topic!).
4. One presentation fits all.
I recently learned of a CEO who gave a group of industry analysts the same presentation he had given to venture capitalists. In addition to being a painful experience for him, it created a lasting skepticism on the part of the analysts. Yes, we know everyone is already stretched thin and working long hours, but VCs, analysts and the press are audiences crucial to success. If no one in house can put together a powerful presentation, hire an outside source to do it. It’s too important to leave to amateurs.
5. Media attention before the message is clear and the spokesperson is ready.
Media attention is great, IF the coverage is good. But companies, especially start ups, often go after the media before they’re ready. A big play in Computerworld, the Wall Street Journal or Moneyline can set the company and the product or service being introduced back significantly if the messages aren’t persuasive and the spokesperson comes across as uninteresting, unclear, or defensive.

And now to keep you focused during your launch, 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: PR, strategy, Mistake, product, launch

If you’re a local business owner, you don’t have to spend a lot of money to win big with web marketing. You just need to know how to use local online public relations (PR) to boost business, that is, to generate free messaging or promotion. When local organizations produce their own educational, informative, valuable online news content, it increases search engine rankings, traffic, and business. Here are three easy ways to get started.

Add a News Section to your Website

Every local business needs a news section on its website. News pages are a web-savvy way to manage content about events, sponsorships, new products or services, and company news. When news content is written with keyword-rich titles that link to webpages with more great content, it boosts credibility, communication and — best of all — search engine rankings.

Write Your Own Press Releases

You may think you can’t have a news section because you don’t have any news articles written about your business. Wrong. Write your own news to generate buzz!

For example, I recently spoke at a local women’s conference in Southern California. I wrote my own press release and added it to my website to share with current clients and potential clients, and to boost my search engine exposure with keyword-rich content. I also wrote a short description of the event to clearly communicate what the event was for, how to attend, and why.

The press release was informative and increased my website’s local search visibility. I used a title with strong local key phrases to boost local search engine visibility:

female entrepreneurs + business owners + Ventura, CA (location)

The final title was: “Female Entrepreneurs and Business Owners get a Healthy Dose of Web Marketing Therapy at Women’s Expo in Ventura, CA, March 14th, 2009″.

Send Press Releases to Local Online News Sites and Event Calendars

If content is king with web marketing, then outreach is queen. You must submit your press releases to local newspapers and stations receive this free visibility. Remember, these local news sites need content. They want to hear from you! For example, my team sent the press release described above to a local newspaper. As a result we received free exposure on the Ventura County Star site, the largest newspaper in the area. They were happy for the content. We were happy for the free exposure.

Local online event calendars are another rich resource for you — usually free. Look for calendars in local newspaper, radio, TV, chamber of commerce, and community college websites. If you have local business events, get them on these sites and help local websites help you.
Communicating your own news, events, awards, and content online will win you free exposure and wider visibility.

Lorrie Thomas, M.A., is a marketing educator, writer, strategist, web marketing expert and speaker. She is the founder of Web Marketing Therapy, a smart, fun, full-service marketing agency and a recession-friendly self-help online marketing educational resource. Her “wild web woman” team serves small businesses, entrepreneurs and marketers. Their work ensures marketing treats the cause (vs band-aiding symptoms) so all marketing pieces click. She teaches Web Marketing Applications, Social Media Marketing and Search Engine Marketing Applications classes at UCSB Extension and UC Berkeley Extension. Ms. Thomas was on the founding team at ValueClick Media. She speaks nationally on a number of marketing-related topics and caters her presentations to the business, niche, skill sets and professional concerns of her attendees. She writes for several online publications including wilsonweb, She is has been interviewed by the eCommerce Times, DM News and Tech News World and quoted frequently as a nationally recognized marketing expert in this Site.

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Tags: PR, strategy, relation, business

Whether you are a civilian or an Airman a New Year means getting ready for new challenges, setbacks and surprises; just like the year that just ended, 2009 will certainly be a dynamic year as the U.S.continues operating in both Iraq and Afghanistan.

The Air Force Times recently published a list of some of the big changes that Airmen and their families can expect for 2009; some of them are great and some of them are not-so-great, which is about par for the course.Here are just a few:

1. Grown the Force: The Air Force will grow by 4,000 in 2009, with a target of adding 10,000 Airmen by 2010.Jobs that are expected to grow include positions in medical, security forces and UAV-related fields
2. Faster Promotions: A bigger Air Force means that Airmen will earn stripes faster in 2009 than in year”s past.To run a larger Air Force you need more NCOs and so expect enlisted Airmen and women at the top to go higher, faster
3. PT Changes: The current PT program is under scrutiny and the word is out that leadership will make changes in 2009.For all those Airmen out there not in love with PT, it”s unlikely things will get “easier”
4. Pay Raises May Dry Up: The U.S.economy is taking a beating and things are tough out there for civilians; this may force legislators to makes some cuts that affect the military; pay increases that top the private sector may be a thing of the past
5. New Uniform: Look for changes to the Airmen Battle Uniform blouse to begin this spring with changes to the PT uniform to come by the end of the fall
6. Cyber Airmen: Plans on how the Air Force Cyber Command will be organized are expected to be out this year
7. More UAV Orbits: Round-the-clock combat air patrols will increase over Iraq and Afghanistan in 2009

One thing that certainly won”t change for Airmen is that they will be able to bump up their educational credentials in 2009 by taking advantage of Air Force Tuition Assistance (TA), which provides active-duty Airmen with up to $4,500 a year in funds for classes at accredited vocational schools, community colleges and universities.

From a one course vocation program to a bachelor’s degree, Air Force TA allows Airmen to pursue an education while they serve their country on active-duty.The funds renew each year and one of the most attractive aspects of the TA program is that the Air Force pays the schools directly, so Airmen pay nothing out-of-pocket for their schooling.

And the education money is not something that Airmen have to pay into or contribute to from the pay check each month – the funds are there because Airmen have earned them by their service to the United States people.

To learn more about TA funds, Airmen can contact their base ESO or contact a school they are interested in attending. Most school admission representatives will have had experience with TA enrollment funds and can help Airmen with any questions they may have.

Danielle Brunson is a marketing specialist covers news and information about online degree programs. Allied American University is a nationally accredited online university offering online associate and bachelor degrees with live student support and financial assistance options.

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Tags: advertising, public relations, strategy, traditional, marketing

It is rare that economic commentators all converge to agree on one thing. However, to a man (and women) they say 2009 is going to present some of the most challenging conditions businesses have experienced in almost two decades.

Adding to the difficulties is impending deflation as consumers hoard cash and cut back on spending, despite recent incentives provided by cuts to interest rates and VAT.

All this has a natural knock-on for local businesses – big and small. Those who sell direct to consumers will feel the pinch as spending stalls and those who trade with other businesses will see revenues decline as many of their clients see a drop in demand.

When businesses pull back, so-called discretionary spending comes under the spotlight. Public relations (or reputation management) along with advertising, design, events and other creative services are often first in the firing line when cuts have to made.

There are some very good business reasons for rejecting this strategy, however there’s every chance that in this downturn, short-sighted financial directors will revert to type and agencies will see revenues drop – perhaps suddenly.

So how will the marketing industry in the UK adapt to the coming financial perfect storm of rising debt, lack of credit and failing consumer confidence?

Increasing, as clients struggle themselves, they will look for flexibility from their suppliers and that could mean moving from retained work to less-secure projects on a campaign-by-campaign basis. This presents a problem for the larger agencies as they can have account teams waiting for project briefs. One solution is to negotiate an agreed level of work to cover key periods in the business cycle. Going down this route might just keep the relationship alive until confidence returns.

Offering added-value is not just the preserve of retailers – it goes for service providers too. PR agencies are going to have to go the extra mile (or two) to cement their position with clients and make them an integral part of their business. It might mean over-servicing; a major influence on profitability and definitely a no, no for most agencies, but serious times mean taking exceptional action.

The coming year could be a boon time for small agencies and individual practitioners as companies look for more tailored services to cover peak periods such as exhibitions, product launches and events. With their lower cost base, smaller players can afford to take smaller fee business and at the same time provide experienced hands-on help.

In short, it’s going to be a tough year. PR people are known for their applied creativity, so perhaps it is time to turn the spotlight on their businesses. The Smart Start was launched to offer cost-effective, on-demand PR and marketing services for small and medium-sized businesses.

Nigel Charlesworth, director, The Smart Agency

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Tags: public, relation, strategy, tactic, agency

You spend 8 hours a day or more healing people. You perform miracles regularly in your practice. You heal without drugs and surgery. How many people are you telling about your day?

This subject is the subject of PR. Public relations. This subject has been thwarted by big agencies. It has created a confusion as what is PR and what is Marketing? Public relations is simply this: Your good works, successes with patients, etc. well publicized .

Who do you tell? Anyone and everyone where it is appropriate. Here are some ideas for you to implement and improve your pr immediately:

1. At the end of your patient’s recommended treatment program ask them if they see a change from when they first came in. Ask them how they feel specifically and ask specifically for differences. You may even want to ask them how the treatment has changed things for them. Plan on hearing successes as early as the first visit if you are getting results.

2. Once they have spoken you should acknowledge their wins and ask them if they would be willing to write it down on your success sheet (keep on of these in each patients folder) while putting it in their hands.

3. At the bottom of the form have some verbiage that reads similar to this: OK to publish with a place for them to put a check mark next to it. They are giving you permission to use it in your marketing and pr efforts.

4. Now that you have this make a copy and put the copy in a manila folder labeled SUCCESSES 2009. The original stays in their folder of course.

5. If you have a newsletter add a section that mentions recent patients successes. List the successes from the month in there.

6. You can also put them in a book with clear sleeves in it that reads PATIENT SUCCESSES and this will stay in the waiting room for the patients waiting to read.

7. Here’s a HUGE idea! Send monthly postcards or greeting cards to your existing patient base as a way to keep in touch. I have a company I use exclusively who gives me a great deal and can show you how to do this. In there list out one of the most compelling successes. Keeping in touch is different than following up. This will activate the inactive quicker than anything you can do other than speaking on a subject they are interested in without having to be pushy or look desperate.

8. You should always be adding successes to your website.

9. When people ask you “How are things going for you”? Tell them specifically by sharing with them one of your patient’s successes (keep name to yourself of course unless you have permission to use it). People want to know that you get results!

10. Use successes in any advertising that you do (14% of America responds to Ads therefore I do not recommend advertising but if you feel you should please use successes). Your prospects do not care about the technology so much as the result. They are asking themselves, “Is this doctor the one for me?” Remember that most people do not know what the words “Chiropractic” or “Acupuncture” mean, therefore they can’t reach for you. Help them understand that you help them with their condition.

The more specific the success/testimonial the better. It is “realer” to everyone. You have seen websites and other promo that had general testimonials on it. You know it is ineffective and possibly not genuine. Don’t do it. These 10 ideas above when done regularly will begin to make a very loud noise in your area and start to attract to you those whom you are meant to attract. After all it is about attracting rather than chasing right?

Rob Thomas is a certified Book Yourself Solid Coach who helps natural health care doctors get booked solid with new patients. You are invited to sign up for his free e-mini course called “Getting Patients Out the Wazoo!” by visit this Site.

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Tags: public, relation, strategy, client

Luck is not part of a winning PR formula.

Those that succeed at story placements have learned the proper way to court reporters. They also agree to play by the rules of the press. Think about it from a reporter’s viewpoint. All publications whether local or national, receive hundreds if not thousands of faxed and electronic press releases daily. Aside from the reality there are not enough proficient staff to read through the prodigious flood of information, most of it is self-serving advertising and not newsworthy. Here are four critical rules of winning PR strategy you should follow:

Rule #1 – Don’t try to sell a reporter on your product or service.

Pitch them a unique story instead. They know a sales job when they hear it. It’s a big turn-off. We all loathe someone trying to sell us something we don’t need. Now multiply that times 100. That’s what a reporter feels like every day in their office.

Rule #2 – Have a PR practitioner help you find and write your story.

Over 90% of all press releases submitted have poor grammar, spelling errors and a complete absence of proper writing skills. This causes a disconnect between the journalist and sender. Your credibility is shot immediately. Any “luck” of getting a story just went in the trash along with your press release. What is often missing from the homegrown press release is a compelling storytelling style. Remember, the reporter is a buffer between you and the audience. If your audience cannot understand and follow what is written, they will certainly not buy what you are selling. Your goal should be to tell your story better than anyone else. This does not require luck, it simply requires common sense. A good PR practitioner can save time and energy and often will write a press release and help with distribution. In the end this is always money well spent.

Once you make it past the first two rules and have a proper press release ready, you need to consider what the reporter will do for further information. Almost always reporters will look at your website before calling you for a story. Again, think like a reporter. The faster and easier you can make their work, the better.

Rule #3 -Have a solid marketing plan in place before a PR plan.

Your website and marketing materials better be in top-notch shape. Your company logo and image must be branded effectively and consistent. Trying to get press coverage before your marketing plan is in place is like putting the cart before the horse. So many overzealous business owners make this mistake. A reporter on his own can deduct quickly if you are not ready for PR. Their reputation depends on the readership interests and approval. The information on your website must be in complete harmony with your press release and all the marketing elements in alignment.

Rule #4 -Develop the relationship with reporters.

You must accept the need to communicate with journalists properly on their terms, not yours. Take a local reporter to coffee. Exchange cards at your next networking event. Journalists are interesting people and love to hear about new exciting things. If they like what they hear, you now have an “in” with that reporter. They will remember you and will be more open to looking at your release. They are the ones that will get it in print for you, not luck.

You now have some added clarity to the process of effective media relations, which is an important and vital aspect of winning PR strategy. Good PR practitioners are already well versed in these rules and are far ahead of the average business owner when it comes to media relations. They will have good relationships with reporters established and have credibility when it comes to pitching your PR story.

Effective PR like many business elements comes down to this: “Good planning and preparation brings its own luck.”

Copyright 2008-2009. Michael Gallion & Vicky Gallion. All rights reserved. Michael and Vicky Gallion are owners of The Gallion Company in Redondo Beach, CA and offer sales optimization through marketing and public relations strategy. They also focus on developing marketing recession strategy for small businesses. For more information about The Gallion Company, visit their website at this site

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Tags: win, strategy, pr, public relations, professional

No successful media interview includes “no comment” as an answer to a reporter’s question. Here are five reasons why:

1) By not answering a question yourself, you allow someone else to fill in the blanks as they choose and — very possibly — provide a detrimental and incorrect answer.

2) You sacrifice an opportunity to shape your own message and stress key points important to you.

3) You could create the impression that you are hiding something or are guilty of a wrongdoing.

4) You could create the impression that you hold the media in contempt.

5) You lose control of the story’s impact on your image and reputation.

We’ve all seen actors in movies shouting “no comment, no comment” when pushing through a crowd of reporters and photographers outside a courthouse or police station.

Such scenes, for some, have created the impression that “no comment” is a viable response they can use to avoid answering reporters’ tough questions. Actually it is a flippant and potentially damaging non-answer.

So how should you respond if a reporter asks a question that you really can’t answer? Many times, as the primary spokesperson for numerous companies facing difficult circumstances, I’ve found myself in that exact situation. As always, the best solution was and is to tell the truth.

By explaining why you can’t provide a specific answer, reporters usually will understand. For example, these are some of the responses I’ve used:

* “Our company is in litigation over this issue, which prohibits me from discussing anything concerning the case at this time.”

* “I’m not the right person to answer your question. I will arrange an interview with the person who is.”

* “The situation is still unfolding and I do not have enough information at this time to answer your question. I will call you back when I have all the facts.”

* “I can’t answer a question concerning a hypothetical situation.”

* “I can’t answer for someone who is not associated with our company.”

* “The information you’ve been given is incorrect, so your question does not apply. These are the facts…”

If your response includes calling back the reporter, arranging an interview or otherwise providing information, it is vital to follow through with your promise in a timely manner.

Every prospective interview presents you with an opportunity to tell your own story, provide the facts and burnish your reputation.

“No comment” gets you nowhere.

Brian R. Salisbury, a writer and a public relations and communications consultant, combines a wealth of communications know-how with an engaging writing style to help his clients shape the most effective messages and deliver them with the greatest impact where they count most. Visit Brian’s website here and subscribe to his free public relations newsletter and receive his free report “Ten Key Components of a Successful Public Relations Program.”

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Tags: strategy, media, interviews, press, press release

Based on the results of MorganSullivan’s 2008 survey of construction and real estate professionals, most construction and real estate companies publish press releases even though traditional press releases may not work in most cases. Ask people who’ve been on the receiving end of many press releases like Paul Gillin, author of The New Influences and former PR professional, or David Meerman Scott, author of The New Rules of Marketing and PR, and they will probably tell you that most press releases go right into the trash.

Marketers of construction and real estate services can improve their odds of getting PR by first thinking about who they want to connect with and what they’re going to communicate to draw their interest. Members of the media receive thousands of releases each day and competition for their attention is fierce. Send unsolicited press releases to a few hundred or thousand members of the media and you may be doing more harm than good because they may not appreciate the intrusions. Here are some alternative brand building strategies that may be more effective.

Make comments to online media publications. I’ve sent press releases to the Wall Street Journal for years with no luck. I made one comment to an article in the online version of the Wall Street Journal and that writer now calls me when she’s looking for a source. Make comments to someone’s work and include your contact information. Do this often and you’ll start to build relationships with journalists capable of getting you press.

Include blogs in your marketing strategy and make comments to them. Media publications are no longer the only way to get PR and brand recognition. According to social media guru and writer, Paul Gillin, there are more than 108 million blogs. Many media members have jumped on the blog bandwagon as well including Reed Construction Data, ENR, and mainstream media like CNN.

Make comments to other blogs relevant to the people you want to attract and see how fast you will get noticed from the major search engines like Google. Make sure the comments add relevance to the topic discussed. Avoid simple statements like “good post” because they will often be perceived as spam.

Start a blog and write articles on your blog. Publishing blog articles that offer information is a great way to get PR and brand recognition. It’s much more effective than self serving promotional material. Personally, I’ve found that short articles in the 500-word range are most effective. Include links allowing people access to other resources on the article topic and you’ll get eventually start to get attention from mainstream media, online media, and prospective clients.

Let people know about your blog. Communication is important. Include a link to your blog in your email signature. Let your contacts know about the blog and send RSS (really simple syndication) feeds to social media sites interested in receiving your information including but not limited to Technorati, LinkedIn, Twitter, Zimbio, and Blog Catalog.

Include a sign-up page for people to subscribe to your blog through RSS. Many construction and real estate companies already use electronic newsletters and news releases that can easily be rolled into your blog allowing marketers to consolidate some of the activities they’re already doing. Services like Feedblitz and Feedburner allow marketers to distribute electronic communication from their blog to their readers at very low rates and these.

Even though most press releases yield little, it’s probably unrealistic to expect every construction and real estate company to stop sending press releases. Fortunately, many of these companies can still improve their chances of getting PR by making their releases search engine friendly. They can also see positive results by including social media sites in their distribution. Press release grader by Hubspot is a great tool that real estate and construction companies can use to make sure their releases have the best chances of getting noticed in the online community.

John P. Kreiss

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John Kreiss – EzineArticles Expert Author

Tags: pr, press release, blog, marketing, strategy

Before he was interviewed on camera he was nervous but was able to recall the media training that we put him through a few weeks earlier. That, along with a pep talk, and he was good to go.

What about YOU? Are you ready to be interviewed by local or national TV? If you’ve not had media training, believe me it’s too late once you get the call. You may have to get in a car or on a plane within an hour’s notice. It’s too late to get the training then. That’s why you need to be prepared before you get the call.

My experience as a publicist has convinced me that one of the greatest concerns about being interviewed on television is what to wear. For radio or newspaper interviews, fashion doesn’t matter but how you appear is critical for TV. When my clients agree to media coaching, my first choice for them to work with is TJ Walker, CEO of Media Training Worldwide www.mediatrainingworldwide.com/

TJ Walker is one of the leading authorities on media training in the world. With more than 20 years of media training experience, Walker has trained thousands of CEOs, authors, and experts, including leading government officials in the United States, European Prime Ministers, and African diplomats.

Here’s a quick list of “What to Wear and Not Wear!” that TJ Walker and other media coaches have developed that I share with you now so you can look terrific for your TV interview.

1. Don’t wear white, black or red. White glows and becomes the most noticeable thing on the TV screen. Black is too harsh and can suck up all the light. Reds “bleed” on camera and are distracting.

2. Pastel shirts work well on TV.

3. The safest color on TV is blue.

4. Don’t wear dangly earrings. They distract.

5. Remove jewelry that moves, makes noise, or could hit your microphone.

6. Be wrinkle-free.

7. Don’t wear stripes, herringbone, small intricate designs, or flashy jewelry. They are hard for a TV camera to pick up on.

8. Don’t wear checks.

9. Dress in a simple, boring manner, unless you are a fashion designer.

10. TV viewers should focus on your face and what you say, not your clothes.

11. Men should have about an inch of their shirt cuff showing.

12. Avoid light colored pants.

13. Wear over-the-calf socks so your skin doesn’t show if you cross your legs.

14. Don’t wear more than one ring per hand.

15. Women shouldn’t wear short skirts if you want people to focus on your message.

16. If you wear a dark shirt, dark suit, and dark tie, you will look like you are auditioning to be a hit man on the “Sopranos.”

17. Vests look stuffy on TV.

18. Don’t wear stripes. They dance around on the screen and are distracting.

19. Avoid hair products that add shine.

20. No visible logos or companies or brands, except for your own company logo.

21. People shouldn’t judge you by your appearance, but they will.

22. If you do or wear anything distracting on TV, people will remember that
and nothing you say.

Clothes are the major factor in controlling how you appear to viewers. While appearance is critical for success on television you also must be concerned about the words that come out of your mouth, the knowledge you display, and the self-confidence you demonstrate. Media coaches like TJ Walker and marketing experts like myself will make sure you are fully prepared for your big day!

The bottom line: RELAX, you’ll do fine. The butterflies you’re feeling are what will drive you to do your best! Remember, it’s not like they are going to ask you the square root of 656! They’re asking you about your book, your company, your story which you obviously know. Just follow these helpful tips and you’ll look as good as you sound.

Scott Lorenz is President of Westwind Communications, a public relations and marketing firm that has a special knack for working with individuals and entrepreneurs to help them get all the publicity they deserve and more. Lorenz has handled public relations and marketing for numerous authors, doctors, lawyers, inventors and entrepreneurs. As a book marketing expert Lorenz is called upon by top execs and bestselling authors to promote their books. Learn more about Westwind Communications’ book marketing approach at this site.

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Tags: media, strategy, tv, interview, media relations,

Publicity can come from anywhere, and in many different forms. It can be as simple as having a letter published in the editorial column of your local paper, or as dynamic as having a front-page article with your name splashed across the headlines. But a successful publicity campaign is harder than you may think. It takes huge effort on your part to get your business noticed by the media.

So, why bother? Is publicity really that important? Yes, yes … a thousand times, yes! The effectiveness of your publicity campaign will ultimately determine the success of your business. Publicity increases your sales without the outrageous cost of advertising. It adds credibility to your message and develops name recognition in your field. Essentially, publicity makes you stand out, above all the other businesses, to the buying public.

Now, you don’t have to be a public relations expert to maximize the results of your publicity campaign. Use the following trade secrets to increase your visibility and sell more of your product or service:

1. Get to Know Your Audience

According to a survey conducted by Jericho Communications, the typical Fortune 1000 CEO is more likely to have watched The Simpsons than to have watched all three presidential debates. So, what does this mean for your publicity? Simple, it means that you can’t make assumptions about your audience.

Understanding your audience and what appeals to them is important if you want to get noticed. Keep in mind that you have a variety of different tastes that go beyond your work, and so does everyone else. Figure out what magazines your audience reads and what shows they watch, then you read and watch the same things.

2. Create News

By familiarizing yourself with popular publications within your audience, you should gain an understanding of what issues are important to them and what interests them. Understand what they find newsworthy, and develop your publicity around these issues. Tie your topic to current events and target your audience directly when you pitch stories.

For example, if your business focuses on home organization, you can reach a business audience for “Clean Off Your Desk Day.” Or, if you help businesses implement time management strategies in the workplace, you can reach an at-home audience with an article on how to tackle the home improvements you started, but never completed. Don’t be afraid to stretch the boundaries of your topic. And remember, create news that interests your audience, not that interests you.

3. Send Press Releases

Press releases are the easiest and quickest ways to advertise to a large audience, and they inform the media that you have something to offer. Press releases are also a good method for getting your product or service reviewed in publications. Watch the breaking news, and if something ties to your business, send a press release to the newspapers, radio and television shows, and magazines offering your take as an expert to interview about the situation.

Give your press releases a professional look by using a letterhead. Keep them short (two pages maximum), and double space if possible. Direct it to a specific reporter or editor to make sure it doesn’t get lost in the stacks, and always use a slant aimed at the publication’s or show’s audience. And perhaps most important, don’t forget your contact information.

4. Develop a Winning Media Kit

As you approach the different media outlets, you’ll need to send them a media kit. Think of your media kit as your resume; it tells the media professionals about you and your business. A professional media kit should include your short bio, a summary of your product or service, and your contact information. Also include sample questions about your topic that the writer or host can use during the interview. Put all this information together in a professional folder, and present it to media professionals before interviews.

5. Solve Your Contact’s Problems

When it comes to stories, each reporter and producer has a unique personality and unique needs. If you can figure out what they want, you make their job much easier. And when you make a media professional’s job easier, they will come back to you for more quotes and more interviews. So ask them what other stories they’re working on, and for what other publications they write. Ask how you can help them and what other topics they’d like to see. Let the reporter, editor, or producer know that you care about their stories and their audience because in the end, you’ll both look good.

Establish working relationships with media professionals and develop strong contacts for increased publicity. Learn everything you can about the show or publication, and about their competition, so you can really make them shine.

6. Give a Great Interview

Do you know what it’s like to talk to a boring person? They drone on for hours about topics that don’t interest you, and all you can think about is getting rid of them. Keep this in mind when you talk to the media, because if you’re boring, they won’t want to talk with you ever again. But if you have energy and keep your responses on the topic, you’ll keep the media professionals interested.

Before the interview, take time to prepare three to five main points you’d like to cover. Then if the conversation goes astray, you can revert back to these points with ease. Also, don’t be pushy about what you want. They may or may not have room in their story to mention your product or service. But if you ask nicely, you’ll have a better chance of getting it mentioned.

7. Follow up

Once you’ve established contact with media professionals, maintain the relationships and follow up for more exposure. Avoid nagging with “did you decide yet” calls, but do ask when the article will be published or when the show will air. Maybe you can offer a new bit of information in your follow-up call. And remember to reintroduce yourself, because reporters and producers talk to many different people every day.

Another important aspect of follow-up and common courtesy is a thank-you note. These added touches of consideration let the media professionals know that you appreciate them and make them want to work with you again in the future.

Use the Public Relations Secrets to Success

A successful publicity campaign is hard work, but it doesn’t have to be excruciating. When you understand your readers and their interests, then target the publications and shows with a slant directed to the needs of their audience, you position yourself for maximum exposure. By using a professional approach and media kit, the media will take notice. Develop strong working relationships with media professionals, and you will get more quotes and interviews. Give a great interview, then follow-up with the reporter or producer to show your enthusiasm.

Publicity is the key to increasing your bottom line. Now you don’t have to be a public relations pro to make the most of your media exposure. With these seven secrets, you can maximize your public relations success and secure free publicity for your product or service.

Pam Lontos is president of PR/PR, a public relations firm based in Orlando, Fla. She is author of “I See Your Name Everywhere” and is a former vice president of sales for Disney’s Shamrock Broadcasting. PR/PR has placed clients in publications such as USA Today, Entrepreneur, Time, Reader’s Digest and Cosmopolitan. PR/PR works with established businesses, as well as entrepreneurs who are just launching their company. To receive free publicity tips, go to this site and register for the monthly e-newsletter, PR/PR Pulse!

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Tags: strategy, business, positioning, news, audience

If your market doesn’t know about your product, they cannot buy from you. There are a number of ways to raise awareness of your business – some cost more than others, while some are more effective than others.

The first thing that probably comes to mind when one wants to create public and consumer awareness of their business or products and services is traditional advertising.

Companies advertise for a number of different reasons: to attract new customers, keep existing ones, and to confirm to recent customers they did the right thing. They advertise to create quick awareness of a new brand or a product change, and create, explain, and reinforce a brand’s positioning. They advertise to tell shareholders they are doing something active to keep the company growing. They advertise to tell government they are there. And sometimes they advertise to win awards. But most of all, they advertise because they’ve grown large enough to expect they need to.

The benefits of advertising are numerous if done correctly and via the right medium for the product/service. In order to determine the right medium, market research may need to be carried out. Advertising agencies can do this for you, as well as create advertising campaigns and monitor the effectiveness of the advertisements. Be warned – traditional advertising is not necessarily the most effective form of sales lead generation (people are well used to being bombarded with various advertising messages and are getting very good at “switching off” to it) and is certainly not the most cost effective method of building awareness.

Public relations is a word many businesses may have heard of but are not entirely certain what it is, or is involved, and are certainly not making the best use of this brilliant tool that they could be.

To put it very simply, public relations is the process of communicating with your market. This can be done through e-newsletters sent directly to your customers, or alternatively through the media. The media includes newspapers, magazines, TV and radio, in both the traditional and online format. It is objective, as opposed to subjective, independently researched, and not paid for.

If a news article ran in the major metropolitan newspaper, comparing a couple of identical or similar products or businesses, a consumer can be confident that the information is based upon research by an independent person (the journalist) who took all perspectives into account, and therefore this information is more reliable than an advertisement, where the advertisers (the businesses in question) simply said the best things about themselves they possibly could.

Using the media is extremely powerful when promoting your business. To find out how to use it, visit us over at Diva Promotion

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Tags: advertising, public relations, strategy, traditional, marketing

Business awards, as entering and winning (or even reaching finalist position) one of these is a great method of ensuring PR and many awarding bodies, such as the big banks out there, also do a great job of publicising their winners.

The big thing that puts people off entering these awards is the work that goes into it, but it’s important to remember that once you’ve done the work once, a lot of it can be tweaked and tailored to individual awards. One might focus on creativity, another on staff training, but much of the content will be the same. So, here are my top ten suggestions to give you the best chance of getting noticed by the judges.

1. Make the decision to do it.

If you are bringing entering awards into your PR programme then really do go for it. Just half-heartedly entering one award is a waste of your time. Do a little bit of research and see how many you are actually applicable for. Here are just a few I found in a 30 second web search – many of the banks annually run their own awards, as well as women’s magazines and the women’s website Handbag.

nationalbusinessawards.co.uk/nbaenterawards/
businessawardseurope.com/html/enter-awards.html
nationaltrainingawards.com/entering/index.htm
enterprisenation.com/detail/Entries_now_open_for_2008_Home_Business_Awards/2001/1.aspx

Likewise, give yourself the resources you need to do the job. Get outside help if you need it, as this is a big investment in your future.

2. There’s no place for modesty

Whilst it’s not nice to sound too smug or gloat, you do need to get your head around being proud of what you’ve achieved, and how you’ve done it.

3. Do some digging

Who won last year, and the year before that? Find out why, and maybe even speak to them if you can. Can they tell you what they think was the deciding factor in their favour?

4. Punch at the Right Weight

One of my clients entered the company category of an award, rather than the freelance section. She did it because she wanted to look bigger than she was, and she did ok, even got a special mention. But when one of the judges accidentally revealed that had she entered the freelance section she would have won hands down, she was gutted.

5. Read the Rules and Use the Space!

If you don’t cover everything they are looking for, then your entry is likely to fail to make the grade. And when it comes to filling the page, I keep telling my secondary-school age son that the fact they’ve given you a whole page on a comprehension exercise means that they feel that there is enough information there to merit a page. Likewise with an award, one-line answers are not enough. Equally, be just as careful not to go over the word limit.

6. Treat it as pitch

Give your entry structure, with headings and bullet points to make it easy on the eye. Logos and graphics make it look stylish and neat.

7. Give it some personality

I think that adding that little story about the reason you came to start the company, or the little anecdote behind the business name gives an entry colour, and sometimes even humour. This is bound to make it all the more attractive and memorable. Likewise, pay special attention to your opening and beginning paragraphs, as these hold a lot of sway.

8. Make sure it’s neat

I’m sure I don’t need to say it, but I will anyway! Also, get someone (not on your team) to proof read it before it goes in. It may make sense to you, but what about to someone who knows nothing about your business?

9. Start planning for future awards

Keep a diary, or craft your blog entries, and include little snippets of info and news about your business that you’ll be able to lift for future awards.

10. Don’t give up

Think of this as an ongoing activity and keep at it.

And, if you win, make the most of it!

Go to the award ceremony (do this even if you don’t win), and get that press release out there as soon as possible. Liase with the awarding body’s PR department to see how you can help them do their job, and whizz off an email to your existing clients and mailing list and tell them your great news.

I’ll leave you with this quote from my fabulous VA, Susan Moore of mooreva.co.uk who won Outstanding VA of the Year Award.

“Winning this year’s Outstanding VA of the Year Award has benefited my business in many ways. I had several potential clients who were considering using a VA and in the week after my win, they decided to sign up – no coincidence, I’m sure. The Award also brought me into contact with other high calibre VAs and business owners with whom I could set up alliances which enabled me to build a strong team. I also think that when I’ve contacted journalists offering to write on the subject, it has definitely helped to open doors. Lastly, and by no means least, some of my favourite clients like to tell other businesses that their VA has won a national award – there’s no downside!”

Do Your Own PR shows small businesses how to plan and run their own campaigns. Check out their 30 day PR ecourse here

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Tags: public relations, pr, strategy, figure, image

“If I was down to my last dollar, I’d spend it on public relations.” – Bill Gates

As unlikely as it is that Bill Gates would ever be down to his last million dollars, let alone a single George Washington, the fact remains that it’s a powerful endorsement of the power of PR.

Still, when the economy is tight and corporations yank hard to get their belts down to that last notch, PR is usually one of the first few items on the budget that’s frozen or cut completely. To bean counters, it’s an easy choice. Because it’s impossible to track the impact of PR in strict accounting terms they consider it difficult to quantify PR expenditures. To the numbers guys, if something fails to leave a footprint on the spreadsheet, it is expendable.

However, the usual result of a cut in PR is an “inexplicable” drop in sales and sales leads which can make a company practically invisible to consumers and business-to-business customers alike. Add to that the fact that the print and broadcast coverage almost always comes with an online media counterpart repurposing their stories, PR delivers the double-whammy of free press AND search engine fodder. So, when you cut the PR budget along with the advertising budget, it’s like tossing the baby, the bathwater and the bathtub.

Even in lean times, public relations still provides the highest value and greater return on investment than any other marketing tactic, including promotions and advertising. To increase that value, there are a number of “performance-based” PR agencies that mitigate the risk of their clients and only get paid when they deliver solid placements. Retainer-based firms operate on the principle of making their “best efforts” to get your company press. With these firms, you’re paying more for their time than for press. With performance-based agencies, you actually pay only for press, not for intangibles like time and effort. They deliver for you, or they don’t get paid.

Part of the issue facing corporations is the lack of understanding of the difference between PR and advertising. If the soul of advertising is repetition – which generally cost into the tens of thousands to run an effective campaign – the heart of PR is that clients will likely pay one-tenth or less of the cost of an advertising campaign.

Further, the PR delivers a larger punch because it focuses on the placement of articles and broadcast spots in free media. Moreover, these placements carry the third-party verification factor of being in the news sections (not advertising) of the outlets in which they appear. This means that readers and viewers respect the placements more than advertising because they carry the tacit credibility of the outlets that carry them. In other words, if the editors of these outlets deem the company or client worthy of news coverage, then there must be something special about them.

Gates was one of the few software geniuses of his era who also understood the differences between advertising and public relations, and was able to maximize both to his company’s favor. But with performance-based PR agencies, companies don’t need a Gates-sized bankroll to capitalize on the power of PR. In fact, they can start with about $3,500 for a standard national radio campaign.

At the end of the day, companies can’t survive the lean times without a steady stream of customers coming to their doorsteps, and PR can deliver them without busting the bank.

For 20 years Marsha Friedman has been a leading authority on public relations as CEO of EMS Incorporated. Go to this site to learn how to explode your business through harnessing the power of public relations today!

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Press releases let you use the media to draw attention to your business, which makes it more credible in the eyes of the public. Consider five easy tips on how to make your press release great.

Proper Format: All of your press releases should be written in the proper format. Your goal should be to give you and your business a professional air. You will need to review your press release, checking spelling, grammar, and punctuation before sending it to any media source.

Writing Clearly and Pointedly: Since most media outlets receive a steady stream of press releases, they do not have time to read long ones. No press release should be more than two pages in length. In order to keep your press release at this size, your writing needs to be clear and pointed, answering the most important questions: who, what, where, when, why, and how.

Emphasize Benefits to the Reader: Your press release should encourage readers to do something. Depending on the situation, you might tell them to check out your website, visit the grand opening of your new store, or attend your special event. Your writing should emphasize the benefits that your reader will receive by taking part in whatever it is that your press release is promoting. Instead of just writing a straightforward advertisement, make potential customers see what’s in it for them.

For example, a press release about a new food processor needs to tell readers more than the simple facts that the new product is more compact than older models. Make customers see the benefits they will derive from purchasing it by wording it differently. You could say, “The compact size of our new food processor will let customers maximize counter space while chopping up foods with just as much power as previous models.” This tells your reader why they need to buy your product.

Keep the Mood Interesting: You need to write in a style that will make readers excited about your product. Dress up the facts in an effort to keep things interesting for your readers. With the above food processor example, you can tell customers that “the new compact, counter-saving model will be in stores this spring, just when you’ll need it to chop up fresh veggies to make the perfect summer salad” instead of simply stating “the new food processor will be available in the spring.”

Keep Your Target Customer in Mind: Always remember who your target customers are while you write and submit your press releases. This will also help you to determine what information should be in your press release and which media sources you should submit it to.

You wouldn’t, for example, submit a press release about a children’s health event to a newspaper’s travel editor, since this will not help you get your information to your target audience.

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Tags: strategy, press release, business, attention, review

PR, the common term for Public Relations is usually referring to the efforts of a company to obtain a favorable or increasingly positive view in the public’s eye. It normally applies to big business but as a small business owner, I think it concerns small businesses too. I want my customers to have a good feeling about my company and me. This obviously could result in more business and more profits.

I have put together some ideas of which many may be considered “free” or “low cost” types of marketing to gain good PR. Most are not anything new; some are as old as the hills, just based on good principles and real concern for other people. I am not an expert at these, but it’s a goal. I see them as obvious time-tested principles that are just no-brainers. High cost conventional marketing and advertising does not take the place of most of these concepts and ideas. They are compatible. There may be sweat and effort involved, but that’s business if it makes you a better business. Maybe one or more of these ideas will put you and your business on the map?

1. Contribute to the community. It could be something you do or produce already

in your business and for little or no charge. Do some volunteer work.

2. Give a little extra when doing business; make sure they remember you in a good

way. “Go the extra mile,” they say. People will remember if they think they got charged too

much. They will also remember if they think they got a great deal!

3. Be friendly (and smile once in a while). It makes a difference even when

you’re on the phone!

4. Have great service.

5. Have a great product.

6. Be honest, even when no one is looking.

7. Be a part of a group or organization or two so people can get to shake your

hand, see your great smile, and know you exist! It may be around town or it may be on the

Web.

8. Make some calls, or send out some nice letters or emails to your current

customers. Thank them for their business. Ask if there is anything they might need and to

give you a call if so. (They might be flattered!) One business sent me what looked like the

nicest greeting card I had ever seen! I was impressed! (Even though it was an

advertisement.)

When you look at a lot of these you may think, “Oh yeah, I should’ve thought of that!” (That is if you don’t use them already!) That is because they are simple, honest and basic ideas that can naturally be a part of everyone’s business with a little practice and implementation. So, good luck on your success!

Note: You may publish this article at no charge as long as you have included the signature box below. Thank you.

Randall Street is a multi-talented artist working in fine and graphic arts. He has worked in the design and production of digital and web graphics, printing and sign media for over 25 years. Get 5000 business cards free with your order of 5000 brochures! Visit this site.

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Tags: study, public relations, press release, strategy, press

The more free publicity you can get, the wider your marketing message can reach and the greater your results are likely to be. The internet has made getting free publicity so much easier and today there are a number of ways that you can get free publicity.

Go Online for Free Publicity

The first step towards getting more free publicity is to take your marketing message online, if you have not done so already. There are a number of excellent free publicity resources available online such as social media, article directories, press release directories and other tools.

Create a Referral Program

Another great way to get more free publicity is to create a referral program. Although you may choose to give your referral partners a commission when they refer people to you, this will usually be after you have already made a sale and so the cost will come from the sale instead of paying upfront.

Form Joint Ventures

Joint ventures are another way of cutting your advertising costs by partnering with another business owner and using resources you already have to help gain you more publicity. You could, for example, exchange mailing lists, thus getting publicity from their mailing list and not needing to pay anything for it.

Can You Get a Free Press Release?

There are a number of places online that you can post free press releases about your company, but you may also be able to submit a press release to an offline newspaper for free and get greater exposure in this way. Press releases often open up many other opportunities for more publicity.

There are many free publicity tools available online but you may also choose to create an offline referral program or a joint venture partnership (online or offline) to increase your publicity without increasing your costs.

Mitch Carson is an award-winning direct marketer, consultant, author and columnist who has consulted for the BEST of the BEST in marketing including, Legendary marketer Dan Kennedy, Jay Conrad Levinson author of “Guerilla Marketing”, Joe Vitale, Ron LeGrand #1 How to Get Rich in Real Estate, Ted Thomas, Internet Marketing Guru Yanik Silver, Mark Victor Hansen, Co-author #1 Best Selling Series, “Chicken Soup for the Soul”, and other marketing experts on advanced direct marketing techniques. He has had been written up in over 140 newspapers worldwide (including the Wall Street Journal, LA Times, Washington Post and more), over 600 radio stations, and has been featured in over 200 spots on QVC, Home Shopping Network, Fox News, and Reuters Worldwide. He can be reached at this site and this site

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Tags: strategy, publicity, online, referral, press release

The economic downturn is having a dramatic impact on the economy and no one is left untouched. We are seeing small to big businesses closing their doors and calling it quits. Even celebrities and their luxury brands are affected.

Most businesses are wondering how to increase profit earnings when people are simply not spending. The solution to get people to spend money is to get people excited about a brand, product, or service. This involves putting together a PR campaign that offers consumers something of value.

How you communicate with your target audience will determine the success factors of your brand’s image. When consumers are strapped for cash perception of a brand plays a vital role when making selections or even recommendations. People will not make wasteful purchases and you have to give them a reason to spend their hard earned money.

Public relations are how you communicate with the public. A brand’s image is received by public opinion and concept. Using media outlets such as radio, Internet, newspapers, magazines, blogs, etc helps to strengthen brand awareness. Using PR, also known as public relations can help to influence perception.

Here are some tips to help you get some free publicity by using PR, public relations practices to make your brand hot during slow economic times.

1. Press Release Promotions – Offer specials through press release announcements.

2. Word of Mouth Promotions – Give promotional bonuses for referrals.

3. Give-A-Way Promotions – Attract attention through free offerings.

4. Article Branding Promotions – Provide offerings through article promotions.

The key point to consider is that consumers are looking for a cost break when funds are limited. It will be very necessary to use media resources that are a direct fit with the target audience you would like to connect with. This will allow your brand awareness to increase and for you to receive free publicity for your promotions.

Receive FREE Public Relations Tips, check on this site.

“CR” Cataunya Ransom is the Co-founder of Mosnar Communications, INC. She developed a niche for Luxury PR & Global Marketing. Guiding clients on how to brand, market, and promote luxury products, events, and services. Check this site.

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Tags: marketing, strategy, economy, brand, pr