Lights…camera…ACTION.

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

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

1) Choose the right media.

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

3) Treat media contacts with respect.

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

1) Choose the right media.

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

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

* Generally reaches an older demographic.

>> Television (metropolitan or regional) -

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

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

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

>> Radio -

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

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

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

>> Direct Mail -

* Can create high impact material with detailed information.

* Ability to target individual users and personalize message.

* Responses can be easily tracked and measured.

>> Email -

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

* Can easily be personalised using in-house information.

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

* Quick response and feedback possible.

>> Catalogues/Flyers -

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

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

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

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

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

- – Are all contact details legible and correct?

- – Use a picture to add interest.

- – Can you use colour?

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

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

* Which issue?

* Which page? Left or right hand side?

* Is there an associated feature/editorial opportunity?

* Where are your competitors positioned?

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

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

* Who, What, Where, When, Why.

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

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

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

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

3) Treat media contacts with respect.

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

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

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

In summary, to get the best results:

* Choose the right media

* Write your material to be effective

* Contact the right person, and

* Submit your information in an appropriate way.

Oh…and don’t forget,

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

(c) 2005 Marketing Nous Pty Ltd

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

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

Sales promotion tools can be varied. They can be aimed at different target audiences: the consumer, the sales team and the trade. Whoever they are targeted to, they have one common goal: to increase sales. Since the sales function is the most important functioning of any marketing activity, sales promotions have to be taken seriously and have to be part of the strategic marketing plan of the brand. Let’s take consumer-oriented sales promotions first. These can be a price-off which is the simplest, easiest and probably quickest way to get a buyer’s attention. It makes a buyer pick up the product, because he thinks he’s saving by doing so.

A variation on this scheme is the more-for-less or a prize-pack deal where there is additional product in the same pack. Or, there could be an offer of one pack free on every pack you buy. This, too is a great incentive as far as the consumer is concerned. Somehow, it seems to stand out in shop shelves. Yet another tool targeted to the consumer is the free sample. These can be in-store, out on the roads or can get into the home through a magazine, newspaper or mail. This is a great way to get the consumer to try the product. Who can resist getting anything free? Also through the same mode, you can get coupons to the consumer.

If you offer a free ice-cream to a consumer when all she needs to do is cut out a coupon from the newspaper and present it at the store, she’ll do it! Yet another way to keep the consumer coming back for more would be to start a loyalty rewards program. Competitions, too, arouse interest and involvement. Of course, having POP or point of purchase displays ensures that you catch the customer’s eye and make him aware of the scheme that is on. Having a sales promotion program in place is not enough. One needs to carry one’s sales team along to ensure that it becomes a success. Towards this end, in order to motivate the sales team, there can be sales contests and incentives for achieving sales targets. The incentives can be in the form of prizes or cash. There could even be competitions.

This not only enthuses the team but also helps to push the sales targets even higher. Once the sales team is motivated – and what greater motivation than money- you’ll find that the sky is really the limit! When it comes to the trade, again, incentive programs and contests seem to get the adrenalin flowing. These measures just inject a new lease of life into the sales curve of the brand. For the trade, conferences, conventions and trade shows are also very necessary. For one, it shows that the company takes the brand very seriously. For another, it is a sort of support for not just the brand but the trade as well. It means new customers could be added, new products announced with fanfare. Also very welcome is joint advertising when two manufacturers join hands over a promotion and in-shop POP or point of purchase razzmazztazz.

Did you find this article useful? For more useful tips and hints, points to ponder and keep in mind, techniques, and insights pertaining to Google Adsense, do please browse for more information at this site.

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Tags: pr, tools, communications, online, professional

The concept of press promotion KPI, or key performance indicators, actually entails the importance of web presence. When you evaluate press promotion KPI, you actually need programs and applications that collect relevant data. As many as they are in the market right now, there are only a few that are efficient at the job they claim to do. This is quite sad because there is indeed a need for the appropriate press promotion KPI analysis to be made.

What’s more, finding the most appropriate press promotion KPI tracking tools can be very difficult. There is so much more than meets the eye when it comes to finding the appropriate software applications here. The determination of the success of the promotion KPI that has been set is actually dependent on tools on web analytics. These tools are needed in developing a detailed image of the feedback and KPIs that a certain promotional ad generates. So, the more tools on web analytics you have, the clearer this image of the promotion KPI would be. The underlying concept here is to utilize key information as much as possible. Utilizing this can even give you a clear idea on how certain promotion KPI is managed on the Internet.

Yes, it may be a bit hard a notion to fully understand. However, press promotion KPI, in its simplest form, just refer to how efficient the promotional tools you are using are. Take a look at your advertising and marketing department, at the approaches they are currently employing. If the results garnered by the marketing schemes and ads are not that successful, then it is high time to inspect your press promotion KPI. This way, your thorough inspection of press promotion KPI would then pinpoint the areas that need improving. You can then formulate the solutions to deal with these issues accordingly.

With the many press promotion KPI tools on the web, choosing amongst them is understandably confusing. What’s more, all of these tools will claim that they are the best you will ever find in the market. This makes the selection process even more daunting! The safest thing to do here is to avail of the trial versions of these tools. Go for the trial versions first because these are free for a limited time. This way, you are given a glimpse of what you can expect from a certain press promotion KPI tool. And if you find that tool satisfactory according to your very own needs, then you can choose to buy it once the trial period is over. You do not even have to wait for the trial period to pass at all. You can choose to buy the tool right away!

But be wary in considering getting the package that offers the most number of options. Yes, this package may seem the safest and most reliable choice, which can be true to some extent. However, there is no safe guarantee that you will be using all of the features offered by that press promotion KPI tool. You just might be paying a high price for features you won’t even need to use. So, the best thing to do is still to go for trial versions.

If you are interested in press promotion kpi, check this web-site to learn more about promotion scorecard.

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Tags: pr, tools, communications, online, professional

A little advance preparation will help you get ready now for any marketing or public relations opportunity that comes along. Spending some time on these items before they are needed will ensure you can respond quickly and professionally when you get a media call, need to whip together a promotional package for an event or project, develop a proposal or speak at a conference.

• A key messages document – short 1-3 sentence statements on topics like mission, operations, key projects or services, history, recognition or honors, support from the community.

• Biographies – one-page biographies of the executive members, senior personnel, board members.

• Head shots – professional quality headshots of key personnel and well as board chairperson.

• Organization profiles – short (less than 200 words) and full-page profile on the organization, program and services and geographic area served.

• Fact sheet – a bulleted list of relevant statistics and historical information about the organization and key projects.

• Logos – organization logos, in black and white and colour, in a variety of formats, e.g. lower resolution .jpg for web use or online, higher resolution like .eps or .tif for print.

• Photos – a selection of good quality photos that illustrate the mission in action, with a corresponding caption and identification of people, if applicable.

• Lists – gather and update periodically lists of media, political representatives in your area, public service announcements and free community billboards.

• Testimonials – maintain a file of compliments and thanks.

• Allies and competitors – have a basic understanding of your partners and allied organizations, as well as your competitors.

• Contact lists – email, telephone, addresses for staff and board members. Print it out for the days your server goes down! This is guaranteed to happen when you need to get into your database in a hurry.

If you ensure you have these items you’ll never be caught unprepared. The next time an unexpected opportunity comes up, you can spend your time making the most of it instead of doing the eleventh hour dash.

Sherri Garrity is a consultant and coach who specializes in helping organizations achieve greater results through better communications from the inside out. She is the president of Make It Count Communications and author of the Ready, Aim, Inspire! blog for nonprofit organizations.

For more information visit this site

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Tags: online, pr, tools, keyword, communications

Write a good article and the world will beat a path to your door. Or is that build a better mousetrap? Either way, it’s the bait that makes the difference.

For some, referrals, advertising, cold calls and networking are tried and true ways to build business. But, when you write informative articles, you will come to be known as an expert in your field.
Consider these advantages:

• The printed word reaches your client in their offices and homes.

• Reprints make great handouts and mailers.

• Many readers clip articles from the paper, saving them for future reference. You may find people responding years later.

Convinced? Well, maybe. But keep reading. Better yet, start writing down some article ideas. For example, you may want to start with an article discussing the terminology used in your business. The next article may cover some inside information that would be useful to consumers. The next, some commonly asked questions with answers.

You get the idea. Ask yourself what questions your clients ask you most frequently and you will have the topics for your articles. By the way, to be effective as a business development tool, be prepared to write at least three to six articles. The more readers see your name, the more they will come to identify you as an expert in your specialty.

Now that you are all fired up and ready to start, consider where you are going to place your articles. Start by identifying your audience. Who is going to use your product, businesses or consumers?

Knowing your audience will help you select the publication where you want your article to appear. If you are trying to develop clients locally, the first choice would be a daily newspaper. These papers usually have special sections appropriate for your information. Some are fairly obvious. Weekly Business and real estate supplements sections are great for reaching potential borrowers. The personal finance pages are an obvious place for mortgage finance articles.

A second choice is a weekly newspaper that may be receptive to freelance material. Also consider business periodicals that provide excellent opportunities for publication. Most metropolitan areas have a “Business Journal” that records bankruptcies, foreclosure, divorce and other legal matters.
On a more focused level, look for state and national magazines directed to professionals. Ask friends in various professions to give you sample copies of their trade magazines or take a trip to the local library. If you are aiming at consumers on a national level, consider national publications targeted at your audience.

Consider publishing your article on a website article collection such as EzineArticles.com. Readers use these types of sites for research by subject matter and will be able to find your article plus information about your business and website.

A good source of information for national magazine markets is the annual “Writer’s Market” published by Writer’s Digest Books, Cincinnati, Ohio. Once you have selected a target publication, look on the periodical’s masthead for the name of the appropriate editor. Some will be open to discussing your ideas on the telephone. Others will require a written query.

The editor can tell you if his or her publication needs the material you want to cover. The editor will also give you an idea of the length and style of articles their publication prefers. Ask for any available writer’s guidelines that can help direct your efforts.

Once you have decided your audience and a receptive publication suited to reach that audience, you will want to prepare a professional manuscript. Correct format is important to editors and establishes the author as a professional.

You should always start with a cover letter, summing up your conversation or correspondence with the editor and a review of the articles content. Also include a brief biography that will tell the editor why they qualify you to write your article.

As for the manuscript itself, start by reading a book about writing articles. The book should cover the mechanics and format of successful articles. Excellent books on the subject are Magazine Writing That Sells by Don McKinney, Writer’s Digest Books, Cincinnati, Ohio 1994 and Perry Wilbur’s How to Write Articles That Sell, John Wiley & Sons, New York, 1981.

What if you do not have the time or inclination to write? Writing well can be time consuming and frustrating. Several alternatives can help you achieve the results you want without the frustration.

First, you can create a rough draft and then find someone to edit and polish the article for publication. Or you can find a “ghostwriter” that can take your ideas and write a draft for you. You can then add your changes and additions to the article before a final manuscript is prepared. The writer will charge you a fee for writing the article and give you a final copy for submission to your publication of choice.

Generally, writers expect a third of their fee up front, a third at first draft and final payment when you receive the completed manuscript. Since contract writers cannot guarantee publication, you will want to be quite sure of acceptance before going ahead.

Writing fees can be from $150 for a short newspaper article to $3,000 and up for magazine articles. Prices vary with the writer and the complexity of the subject. Fees are usually less if several articles are involved.

You can find names of editors and writers by contacting writing groups, such as the Florida Freelance Writers Association. Or contact your local library for the names of groups in your area. Ask the writer’s group for a list of freelance writers that might be appropriate for your subject.
Research articles on websites such as ezinearticles.com. Here you can find what has been written about your subject. You might also find an author who can write a similar article for you.

If you see a good article in your favorite trade journal you can contact the author through the editorial offices listed in the publication. Names and addresses of the publication and editors appear on the masthead page of all periodicals and most trade journals have websites.

While a free lance writer’s knowledge of your article subject can make your efforts easier, it is more important that the writer communicates effectively with your audience. You can provide the needed technical expertise through an interview or rough draft.

Remember, however you write your articles, your job is to provide useful information in an entertaining manner.

Experienced, nationally published writer with twenty five years of banking, mortgage banking, and real estate experience. Academic background as adjunct college instructor and course developer. BSBA, MBA. Former bank president and chairman of the State of Florida Investment Advisory Council.

Publication includes multiple articles in the Christian Science Monitor, Bank Director Magazine, American Banker,Credit Union Business, Independent Banker, Financial Freedom Quarterly, National Mortgage Broker, Mortgage Originator, Mississippi, Florida Realtor, Florida Times Union, the Miami Herald, the Ft. Lauderdale Sun Sentinel and a column in the Palm Beach Post called “Mortgage Plain Talk.” See my website for many more informative articles about mortgages: here

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Tags: communications, public, relations, crisis, tools

What do you need to do before you even put pen to paper and start writing a press release?

Although writing a successful press release is pretty straightforward, unless you do it correctly your hard work will be rewarded with the STB technique. That is your press release will be Screwed up into a tiny ball and it will be Thrown into the nearest Bin by the person you sent it to. And whilst the STB technique is seldom discussed I am afraid the vast majority of press releases fall foul to its nasty end. However, yours will not.

So let us start with some things you need to think about and so before writing your press release.

To begin with you need to think about why you are actually writing the release in the first place. Is it to tell the world about something amazing that has happened that you simply have to share with them? Is it to update your customers (or potential customers) with news of a new product or service you have? Or is it to increase business? A wise man (I think it was big chinned Football guru Jimmy Hill) once said “You cannot get to where you are going until you know where you are”. Wise words indeed and words that should be listened to if you want your press release to be acted upon.

The second thing you need to consider is who are you going to send it to? Before you even consider putting pen to paper you have to know who the release is going to be sent to as this will have a vital impact on what you say and how you say it. I mean do you really think Richard Attenborough would have sent the same press release about Jurassic Park to the National History Museum as he would have to a tabloid newspaper? No he most certainly would not have. Instead the headline to one might have been “Tyrannosaurus Rex makes triumphant return in the land of the lost giants” whereas the other headline might have been “Do you think he Dino Saw Us? Mad Professor opens new theme park”. Basically you need to make sure you know where your release will be sent so it can be tailored to that audience.

Please also make your press release interesting and newsworthy to the people you are sending it to. If you dont you know what will happen (see STB above).

The final thing you have to do before writing your press release is to know that the person you are sending it to does not care about you and does not care about your business. All they care about is does what you are writing about interest them and more importantly will it be of interest and useful to their readers, listeners, viewers or site visitors. And whilst this may seem a harsh thing to say it is true. If you don’t believe me send out a press release not taking this into account and watch the results. Oh yes, and listen hard enough and you might hear the STB!

So there you go just a few things you should be doing before writing your press release. And here are a few things you most definitely should not do:

Do not ramble. Journalists dislike press releases that don’t get to the point. If you can get to the point and do not ramble on, your release has a much better chance of being published. If however you are about to sit down and write war and peace then go walk the dog, make a cup of tea or do whatever it takes to get you out of this mindset.

Do not lie. Remember this is not your CV! Keep the contents of your release factual, correct and do not be tempted to tell anything but the truth.

Do not make mistakes. If journalists hate one thing more than rambling its errors, spelling mistakes and releases that are not grammatically correct. With spell check there is no excuse nowadays.

And one final thought, (very Jerry Springer) STBs will no longer be an option for you and your business we will leave them for your competitors. Business Marketing and Small Business Marketing done well can help increase your profits and grow your business. Get great at Public Relations and watch your business grow.

Mark Burdett is the owner of one of the UK’s Leading Marketing Consultancy firms, The Marketing Buzz.

With almost 2 decades of marketing experience Mark has worked on highly successful and profitable campaigns for companies including Norwich Union, Kia Motors and Zurich.

Now based in Newcastle upon Tyne, The Marketing Buzz help small and medium sized UK businesses grow and increase their profits by using highly effective Marketing techniques.

If you want to grow your business and increase your profits contact The Marketing Buzz

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Tags: pr, communications, jobs, tools, memo

Many people assume that to get publicity they need to know how to write press releases, organise press conferences or spend huge marketing budgets with PR consultants and agencies. Public Relations can be much simpler than that. If you have access to a telephone or email then you are half way there.

Writing a press release is an art form and that is why many PR professionals charge over $100 and often over $500 to write a 300 – 500 word press release. Here, we will go through, step by step, what PR experts such as myself do, to help get the most publicity for our clients.

As far as basic formatting is concerned, one should make sure that they start their press release in this format, “City, State, Date – Start Press Release Here”. Three pound signs (###) should be included at the end of the press release to mark that the press release is over. The length of the press release is also a major factor that should be carefully considered. In this case, shorter is not always worse and a concise 200 word press release that includes all of the required information would be sufficient and in often cases, more likely to be picked up than a long press release that is stretched out and restates the same information in different words over and over again. If there is a major newsbreak with the company, then the press release should be somewhere between 300-500 words long. You do not want to write a press release that reaches or exceeds 700 or more words because at this rate you are going to far in depth and while that is good for informational articles, a writer for a major news company gets hundreds of press releases daily and if you are lucky enough for a major media company to even look at your press release and consider it for an article, you do not want to go on and on and stretch the press release out as much as possible because that greatly reduces the chances of that writer choosing your press release for a story.

As far as the content of the press release is concerned, you should have 5-7 paragraphs in your press release. The first paragraph should be short and include basic information such as the “who, what, where, when, and why”. The last paragraph should contain information about the company, similar to what would be written on an “About Us” web page. For the bulk of the content of the press release, you should include at least one or two quotes and two to four paragraphs about the newsworthy event and include all information you would want presented in an article about your press release.

In future articles, we will write, post, and analyze good press releases to give you an example of what a quality press release looks like.

Falco Pangkey is the owner and writer of this website. He writes about getting online and offline Free Publicity. To view more work by Falco, you can visit Public relations articles

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Tags: public relations, tools, press, write, news

Business cards are one of the most common and seemingly un-creative communication tools in today’s business world. This is exactly why you should make your business cards stand-out, and make an extraordinary and lasting impression compared to the competition for attention.

Also, advanced printing and design techniques are found in most printing houses, and their cost is more than reasonable.

Following are some ideas to get your business card the attention it deserves!

1. Cards as collectible items: Print a “series” of business cards. The entire series would include the same basic information on your business services and contact details. However, you should create some 10-20 variations of the cards, and encourage clients, suppliers, partners, etc. to collect these as they would collect other collectible items. Each variation of the card could highlight a different product or service that you sell, could include a different image, a new success story, a quote related to your business or market, and so on. You might also offer a prize for those who manage to collect the full series (and make some variations of the cards more rare and harder to obtain).
2. Cards supporting your chosen charity: Social awareness is a growing concern of businesses world-wide. It is also recognized as an important part of public-relations efforts. Why not show your concern for good causes on your business cards as well? You could print on the back of the cards a sentence such as “We support the [your chosen charity] fund. Join us – call this number to donate…”.
3. “Client in the center”: Many businesses claim to place their concerns for their client’s needs in the center. You could emphasize such a message if you leave room in the center of your business card, and fill-in the client’s name and company before handing them their personalized and client-focused version of your business card. This could be integrated, for example, in your job title – e.g. “David Brooks, Client Manager for Palmer Enterprises, Inc.” (emphasized part is filled in by hand).
4. Cards with basic tools of trade: Many professions have basic tools of the trade. Architects use rulers and measure angles, bankers calculate interest rates, tailors write down various measurements, etc. You could include some of these basic tools on your business cards (perhaps on its back-side). The best approach would be to identify and design a simple and re-usable tool, that may be used often by the person you give the card to. This would make them look at your card and use it time and time again. They would also associate future needs related to that line of work with that tool on the card and with your name.

Amir Elion is a management and innovation consultant and facilitator. His Practical Creativity website here includes numerous creativity and innovation tools. The ideas on this article as well as other creative ideas in many fields and creativity tools, may be found on the free monthly Creative Ideas Newsletter: here

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Tags: public relations, tools, business, creative ideas, attention

What kinds of public service and public relations programs can a mobile tool sales company be involved with in their community? Well how about a Mobile Neighborhood Business Watch Program to help take a bite out of crime? Sure that sounds easy enough but is it a good fit? Well consider this case study and see why it works;

SNAP-ON TOOL FRANCHISEE: These franchisees drive vehicles filled with expensive tools and are aware of what someone acts like and body behavior when they are getting ready to steal something, including their own inventory. These trucks have fancy alarms, and are built like fortresses to protect the inventory.

Tools are one of the most fenced items around. And they hear things on the street and know who the bad characters are. They hear all the rumors from the auto industry including information on stolen car parts and tools, and people having substance abuse problems. Their routes are substantial in auto row, mechanics areas, auto industrial areas, etc.

There franchisees are always willing to participate and know tons of people who will ask them, “What is that sign on your truck for?” Great word of mouth advertising for a Neighborhood Watch program, so you see it does make sense indeed. Consider all this in 2006.

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

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Tags: public relation, company, sales, tools, franchise

Here are our guidelines for business promotion:

Website/Creative a webpage–Online or offline businesses should create a webpage. If your is a startup business, you should consider the many sources for free webpages. Just plug in “free webpages” using your favorite search engine. There are also affiliate program webpages which allows you to offer free web pages to other internet-based entrepreneurs. If yours is an established company, then you might have a profession webpage designer, either a webmaster employed by your own company or a subcontractor.

Pitch letters–These are letters that can be sent via direct mail or e-mail pitching your company to other companies and/or individuals. These can be individualized letters or form letter, depending upon your type of company.

Online groups–You should join online business communities related to your type of company. For example, if yours is an import-export company, you should join Yahoo or Google or other online business communities that specialize in import-export.

Media Kit–If you promote your company to media, you should have a media kit which includes news release, history of your company, etc. These are useful for TV, newspaper, and print advertising.

Films & Videos–Documentary films on your business and business history, including instructional and workshop films. These films and videos can be presented online also on multimedia webpages.

Music–Some companies have musical themes/jingles that are identified with your company. Consider this especially for radio & TV advertising.

Workshops & Classes–You can offer online workshops & classes related to your type of business.

Business Cards–You and your employees should have business cards that can be given freely.

Postcards–Your company postcards with your logo.

Flyers–These may be electronic or print.

Bookmarks–You don’t have to be a bookstore or author to make use of bookmarks for sales promotions. These can be distributed freely to your clients.

Promotional products–Consider promotional products like t-shirts, mugs, pens, and many different promotional items that can be sent to clients. If you are a store, then some items that can be purchased from your store can also contain your company logo.

Your Own Bookstore–You can set up your own bookstore selling book in your area of interest or expertise. For example, say you’re a travel agency, then you can start a bookstore selling travel books and foreign language books, for example.

Your Own Online Storefront–This may be the same and/or independent from your website. You can order online. If you don’t have online order, then you might connect to an affiliate program similar to your type of store. For example, if you’re a furniture store, you can join furniture affiliate programs. If you’re a candy store, there are candy and food affiliate programs that you can join. People can order online from your store and/or from your affiliate network(s).

Start Your Own Affiliate Program–If you have a product or service that is appropriate for affiliate marketing, then you can start your own affiliate program signing up subaffiliates and hiring online commissions sales reps.

Article Writing–Your company can write and distribute articles written in your company and/or by your company writers in their names, noting that they are associated with your company.

Books–Books can also be written in the company name written by your company staff of writers. Of course they can also pen works in their own names, noting that they are employed by your company. However, there are many books which are written by companies and staff writers and the “pen name” is the company name. With these types of books staff writers can also publish and revise new editions. These can be self-published and/or published and reprinted by commercial publishers, especially those publishing interested in business books, how-to and reference books, etc.

Other Online Advertising–Make use of other online advertising sources like search engines, online business directories, link exchanges, etc.

For additions, use your favorite search engines and the keyswords, “business promotions.” There are many online and offline business promotional opportunities.

Keep a notebook and jot down your own business promotional ideas and business promotional opportunities. Select those promotional ideas and opportunities that are the most effective for your type of company or business.

Susan James is a freelance writer and an affiliate of Cafepress.com and The Bargain Store.

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Tags: public relations, tools, guideliness, business, promotion

When pitching your expertise to the media, the tools you present to them are of up most importance. In sales, it’s often said you only have one chance to make a good impression. Why would this be different with the media?

Once you have their attention, wow them with your professionalism and understanding of how to make their job as easy as possible.

First, start with a communications plan that lays the road map for your coming PR & media efforts. You would not start a business without a business plan…why would you start a PR campaign without a plan?

Develop a press page on your website. So often we refer clients to our website but when the media visit, what’s there to entice them? Develop a section on your site that lists off press releases, previous stories, possible story lines, or even downloadable images. A fantastic example of a press page can be found on North Carolina’s Tourism website.

Develop a press kit that includes photos, story lines, releases or even a memorable gizmo that gets the media thinking of you in the months to come. In the press kits I have developed, MP3s of client interviews have even been included.

Thoroughly develop and work your media list. With every campaign, a customized media list is essential. Beware of easy made media lists from many of the newswire services out there. While they serve as an excellent starting point, these lists are rarely accurate in terms of the specific bests various journalists cover. In some occasions, the contacts themselves may be outdated as turnover rates in journalism are notoriously high. Above all, avoid the syndrome of ”carpet bombing”. In other words, avoid simply sending a release on mass to a large unfocused list. Five well targeted journalists are worth twice their weight in gold as opposed to one hundred unfocused contacts.

Mark Buzan is the owner of Action Strategies, a public affairs & marketing communications consultancy. You can subscribe now to his monthly PR tips newsletter by visiting and dropping down the “newsletter” menu. You can also subscribe to his blog.

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Tags: media, relations, communications, tools, tips

Media relations, simply put, is the business of building and growing reputations. One of the strengths of media coverage is that its free and gives great credibility because it is written by a third party, namely a journalist. But media relations does not simply end with an interview or article published. It is important to then use this media coverage to create opportunity for your business.

Here are ten tips for maximising the power of media coverage once you have gained it.

1. The Power of Momentum.

Once one media outlet picks up on a story then others are also likely to run with the issue and look for new angles. Always look to a range of media outlets covering many different mediums. The power of momentum utilises the strengths of all, for example radio, print, TV and Internet. Radio acts immediately and is in competition to find updates to stories as they happen whereas print news sources will be more likely to find extra facts, perhaps a feature article or biography depending on deadlines involved.

2. Maintain a positive, helpful attitude towards the media.

Remember the media is a people business. Build relationships with key people covering areas within your field of expertise. Always co-operate and respect deadline pressure. Remember you are not the only person trying to gain media attention and failure to return calls or providing poor information may result in journalists chasing another story.

2. Get reprints of print articles.

One of the most cost effective ways of leveraging media coverage is to ask the publisher permission to run extra copies of your article as a reprint. Reprints can be used as handouts or to send to clients and prospects. Being endorsed by the publication strengthens the reputation of your company.

3. Record radio interviews.

If you are going into a radio studio to conduct a live interview always take a blank cassette tape with you or minidisk. Ask permission for the station to record your interview. Then make copies of the interview to handout free to prospects or clients. Remember the radio station retains copyright of the interview so you cannot sell it for commercial gain. You can only make copies to give away for free.

4. Customise articles for specific industries.

One of the hardest things about writing articles is developing your main theme and a logical argument. Once you have done this it is a relatively easy process to customise articles for different industries. Identify few and effective key messages and package them well with examples rather then trying to include too many and complicating the article and making it difficult to read.

5. Encourage syndication.

If you are writing articles for a specialist trade magazine ask the editor if they syndicate articles to other magazines. Often smaller publications are syndicated to others who may share similar target markets. If the opportunity arises to have your article syndicated be sure to tailor it accordingly, perhaps take a different angle and ask the editor if you are unsure. Sometimes strong relationships come from asking simple questions and identifying opportunities.

6. Use existing success to leverage into new markets.

Give your story credibility by highlighting previous successful campaigns or current examples that the media can identify with. For example of you have had strong media support from one state and wish to enter a different state’s market explain the previous success in your approach, the media will be more likely to support something that has been identified with previously then to risk the unknown.

7. Offer to be available to take talkback.

Always offer radio stations the opportunity to come into the studio and take talkback. This gives you more airtime and the ability to position yourself as an expert. Engaging with talkback callers is a great way to lift your profile, share your knowledge and help the station make great radio.

8. Offer to write a regular column.

If you have a range of ideas and can turn this into regular articles – why not break your expertise up by writing a regular column in a magazine. This will position you further as an expert and regularly put you in front of readers as well as strengthening your relationship with the publication.

9. Turn your articles into chapters of a book.

One of the most powerful ways of leveraging regular articles is to re-write them for a book. This has a double benefit. You get the discipline and practise of writing articles and then this provides the basis for a book.

10. Use local businesses as an outlet for your product.

If you are going into a new market with a new product or service research what local distribution channels there are. When you gain media coverage for one of your products in a new market – for example a new book – immediately find a local bookstore in the catchment area of that media outlet and approach them to distribute your book. Then mention this business in your media interview. This has a powerful effect in creating a win-win situation for both the local business and you. They get free publicity and you get a local advocate for your product.

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries. You can subscribe by visiting this site. Thomas is available to speak to your conference, seminar or event. Visit Visit Tom’s Blog.

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Tags : marketing, communications, media, relations, tools

Want to enjoy a fusion of creative strategy, design and technology? Get in touch with a PR web company offering quality search engine optimization plans!

These days, the rapidly developing web media is roaring with cutting-edge communication technologies. As a result, the world has seen the emergence of a brand new entity, “PR Web Company”.
What is a PR web company and what are its attributes?

A PR web company is the one that provides Public relations strategies on the web utilizing current Search Engine Optimization techniques. Vis-à-vis traditional public relation agencies, a PR web company is perceived as something more than an entity that provides media coverage to companies. Today, none can deny the role of the Internet as an essential medium of your marketing endeavors. To utilize fully the potential of the amazing World Wide Web for state-of-the-art publicity of your business, what you would seriously look forward to is a professionally sound PR web & Search Engine Optimization company. Such companies, with high-impact publicity, complex technologies and effective press releases, marketing white papers and ezine-newsletters, give concrete, tangible shape to your vision. In the process, they also continuously specialize in delivering the cost effective broad market exposure that you expect for your products or services.

For long, enterprises have been accustomed to PR agencies providing irresistible publicity-leads in trade publications, business magazines and community newspapers. However, today, they are being witness to Search Engine Optimization firms using web PR methods while successfully incorporating a pool of professional web marketing strategies. And needless to say, while they ensure powerful, dynamic marketing solutions for all businesses irrespective of their sizes at minimal costs, they help the mass realize the productivity gains of the organizations they work for.

Some integral features instrumental to the success of a PR web company:

A brilliant project management team that can deliver attractive, accurate, customer-friendly web- marketing solutions tailor-made to maximize your sales.

Strong, effective and client-friendly lines of communication, combined with the perfect brand strategies customized to the business needs of clients.

From a quality-driven PR web company, you can choose to enjoy a portfolio of marketing communications that include, but are not restricted to:

Database-driven dynamic website designs, animated websites, meant for the best online presence of client companies
Corporate presentations/E-Catalogs, complete with video, photos, text and even a voice-over or soothing music
Digital business cards, with exciting layouts as well as Multimedia CD presentations, the new-age pro-active marketing tools, creating magic with video, text, animation and sound.
Effective search engine techniques, alongside all other essential tools and technologies, meant to define and solidify your corporate image in the industry.
Websites that sell, thereby achieving measurable results from the Internet traffic.

From a quality-driven PR web company, you can choose to enjoy a portfolio of marketing communications that include, but are not restricted to:

–Database-driven dynamic website designs, animated websites, meant for the best online presence of client companies

–Corporate presentations/E-Catalogs, complete with video, photos, text and even a voice-over or soothing music

–Digital business cards, with exciting layouts as well as Multimedia CD presentations, the new-age pro-active marketing tools, creating magic with video, text, animation and sound.

–Effective search engine techniques, alongside all other essential tools and technologies, meant to define and solidify your corporate image in the industry.

–Websites that sell, thereby achieving measurable results from the Internet traffic.

With effective Search engine practices, a PR web company takes web-based PR practices to an optimum level of client satisfaction!

Lopa Bhattacharya (Banerjee) is a content writer/developer working on websites for overseas/Indian clientele. Has worked for various corporate website projects, CD-Rom presentations, brochures, flyers and other communication materials on varied themes ranging from travel, hotel industry, photography, web design and software development to US-based clubs and network communities. Was previously an editorial associate for a news, culture and entertainment portal based on the life and times of Kolkata.

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Tags: online, pr, news, tools, keyword

Brochures, broadcast plugs and press releases – don’t call them public relations. Call them what they really are, valuable tactical devices which public relations calls upon from time to time to move a message from here to there.

Nothing more, nothing less, and certainly not public relations’ Mother strategy which (1), marshalls the resources and action planning needed to alter individual perception leading to changed behaviors among a business, non-profit,or association’s most important outside audiences. And (2), goes on to help a manager persuade those key folks to his or her way of thinking, then (3) moves them to take actions that allow theirdepartment, group, division or subsidiary to succeed.

The management reality behind such an achievement is the underlying premise of public relations: People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is usually accomplished.

The good news for those managers is that the right public relations planning really CAN alter individual perception and lead to changed behaviors among key outside audiences.

You may be such a manager. If you are, try to remember that your PR effort must demand more than special events, news releases and talk show tactics if you are to receive the quality public relations results you deserve.

You’ll be glad you took such a step when capital givers or specifying sources beginning to look your way; customers begin to make repeat purchases; membership applications start to rise; new proposals for strategic alliances and joint ventures start showing up; politicians and legislators begin looking at you as a key member of the business, non-profit or association communities; new (and very ) welcome bounces in show room visits occur; prospects actually start to do business with you; and community leaders begin to seek you out. Your public relations professionals can be of real use for your new opinion monitoring project because they are already in the perception and behavior business. But be certain that the PR staff really accepts why it’s SO important to know how your most important outside audiences perceive your operations, products or services. Above all, be sure they believe that perceptions almost always result in behaviors that can help or hurt your operation.

Go over your plans with them for monitoring and gathering perceptions by questioning members of your most important outside audiences. Ask questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? Are you familiar with our services or products and employees? Have you experienced problems with our people or procedures?

The cost of using professional survey firms to do the opinion gathering work will be considerably more than using those PR folks of yours, who are already in the perception business, in that monitoring capacity. But whether it’s your people or a survey firm asking the questions, the objective remains the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors. It’s time to establish a goal calling for action on the most serious problem areas you uncovered during your key audience perception monitoring. Will it be to straighten out that dangerous misconception? Correct that gross inaccuracy? Or, stop that potentially painful rumor cold?

It goes without saying that setting your PR goal requires an equally specific strategy that tells you how to get there. Only three strategic options are available to you when it comes to doing something about perception and opinion. Change existing perception, create perception where there may be none, or reinforce it. The wrong strategy pick will taste like pancake syrup on your Finan Haddie, so be sure your new strategy fits well with your new public relations goal. You certainly don’t want to select “change” when the facts dictate a strategy of reinforcement.

Here, good writing comes to the fore. You must prepare a persuasive message that will help move your key audience to your way of thinking. It must be a carefully-written message targeted directly at your key external audience. Select your very best writer because s/he must come up with really corrective language that is not merely compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to the behaviors you have in mind.

At this point, you must select the communications tactics most likely to carry your message to the attention of your target audience. There are many available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be certain that the tactics you pick are known to reach folks just like your audience members.

Since the credibility of any message is fragile and always up for grabs, how you communicate is a concern. Which is why you may wish to unveil your corrective message before smaller meetings and presentations rather than using higher-profile news releases.

Inevitably, the need for a progress report will cause you to begin a second perception monitoring session with members of your external audience. You’ll want to use many of the same questions used in the benchmark session. But now, you will be on strict alert for signs that the bad news perception is being altered in your direction. A source of comfort for you, should program momentum slow, will be the fact that you can always speed things up by adding more communications tactics as well as increasing their frequencies.

Calling tactical devices just that, avoids confusing them with the broader, more comprehensive mission known as public relations. A mission that allows managers of all stripes to alter individual perception in a way that leads to changed behaviors among key outside audiences, thus insuring the success of that manager’s operation.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. Word count is 1200 including guidelines and resource box.

Robert A. Kelly © 2005.

Bob Kelly counsels and writes for business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has published over 200 articles on the subject which are listed at EzineArticles.com, click Expert Author, click Robert A. Kelly. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, 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 this site.

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Tags: pr, tools, communications, professional, media

The purpose of a communications effort (e.g., advertising, public relations) is to motivate people to action. If it hasn’t, it has failed. The bottom line is this: action is the only communications measure that counts.

Advertising and public relations can prompt action in different ways. A successful advertisement can intrigue, beguile or excite. These feelings can motivate a person to purchase or use a product or service.

Public relations can create a favorable environment and generate interest for a product or service. News reports, reviews or other coverage by a credible third party can motivate people to investigate or purchase a company’s wares.

Pharmaceutical giant Pfizer conducted a highly successful communications campaign to support the launch of its anti-impotence medication Viagra. Public relations generated media coverage that legitimized the issue of erectile dysfunction and prompted men to seek help for the condition. Publicity for Viagra translated into millions of prescriptions.

Pfizer’s advertising efforts helped to extend the impact of the public relations campaign. Pfizer produced a series of famous commercials featuring former senator and presidential candidate Bob Dole. The controversial advertisements extended the national dialogue about erectile dysfunction and further boosted Viagra’s sales.

Is Your Communications Campaign Motivating People?

There are many ways to measure whether a communications campaign is motivating people to action. Some of these include:

* Sales Or Service Utilization: The amount of people using or purchasing a product or service.

* Web site Visits: The number of visits to a Web site generated by a communications campaign.

* Event Attendance: The amount of people attending an event in response to campaign-related messages.

* “Buzz”: Whether the communications campaign is generating commentary about the product or service in informal channels (e.g., blogs, podcasts, chat rooms and word-of-mouth).

The fact is, action = success, inaction = failure. When it comes to communications measurement, action is the most important criterion.

(c) 2005 Fard Johnmar

Fard Johnmar is founder of Envision Solutions, L.L.C., a full-service healthcare marketing communications consulting firm. Envision Solutions provides innovative products and services to not-for-profit and for-profit organizations. Envision Solutions’ goal is to make our clients more efficient and successful.

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Tags: communications, public, relations, crisis, tools

Well, for starters, because good public relations can alter individual perception and lead to changed behaviors among your key outside audiences. And that can help business, non-profit and association managers like you achieve your managerial objectives.

But remember to let the PR tacticians handle the special events, brochures and press releases. As a professional manager with public relations reporting to you, you have more important things to do.

Like, for instance, planning to do something positive about the behaviors of those key external audiences of yours that most affect your operation. Especially when you persuadethose important outside people to your way of thinking, then help move them to take actions that allow your department, group, division or subsidiary to succeed.

Here’s a path you might follow as you put your public relations action plan in play: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is usually accomplished.

What an approach along those lines can do, is help you avoid an over-concentration on those tactical brochures, press releases and special events, and focus your resources instead on those key, all-important, outside groups of people.

And what might you expect in return? Among other results, customers making repeat purchases; new approaches by capital givers and specifying sources; positive bounces in show room visits; rising membership applications; community leaders beginning to seek you out; prospects starting to do business with you; fresh proposals for strategic alliances and joint ventures; not to mention politicians and legislators viewing you as a key member of the business, non-profit or association communities.

Just who will do the work this implies, should be an early concern. Specialists from a public relations agency? People assigned to your operation? Your own public relations staff? However, regardless of where they come from, they need to be committed to you and your PR plan beginning with key audience perception monitoring.

During early conversations with PR staff, you need to be certain that those assigned to you are clear on why it’s vital to know how your most important outside audiences perceive your operations, products or services. Hopefully, they’ve already accepted the reality that perceptions
almost always lead to behaviors that can help or hurt your operation.

The sooner you go over with them how you plan to proceed, the better, especially how you will monitor and gather perceptions by questioning members of your most important outside audiences. For instance, how much do you know about our chief executive? Have you had prior contact with us and were you pleased with the interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?

If money is in the budget, don’t hesitate to use professional survey firms in the perception monitoring phases of your program. And always 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.

Your new PR goal will address the worst distortions discovered during your key audience perception monitoring, and probably call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or stopping that potentially troublesome rumor.

But identifying the right strategy is the real key. This refers to a strategy that tells you how to get to where you want to be, and there are just three strategic options available to you when it comes to handling a perception or opinion challenge: create perception where there may be none,
change the perception, or reinforce it. Since the wrong strategy pick will taste like banana-mango ketchup on your canteloupe, be certain the new strategy fits comfortably with your new public relations goal. You don’t want to select “change” when the facts dictate a “reinforce” strategy.

Because crafting action-forcing language to persuade an audience to your way of thinking really IS hard work, you need your first-string varsity writer to create some very special, corrective language and aim it at members of your target audience. Words that are not only compelling, persuasive and believable, but clear and factual if they are to correct something and shift perception/opinion towards your point of view leading to the behaviors you are targeting.

The job now is to select the communications tactics most likely to carry your message to the attention of your target audience. This can be done after the draft is reviewed by your PR folks for impact and persuasiveness. There are dozens of tactics available to you. 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.

For better or worse, a message’s believability can rest on the credibility of the vehicle used to deliver it. So, you may decide to introduce it before smaller meetings and presentations rather than using higher-profile news releases.

Calls for progress reports are an early warning for you that it’s time for a second perception monitoring session with members of your external audience. Actually, most of the questions used in the first benchmark session can be used again. But this time, you will be watching carefully for signs that the problem perception is being altered in your direction. And that’s real progress!

But, of course, you can lose momentum. Should this occur, you can always speed up the program by adding more communications tactics, and increasing their frequencies.

Why public relations? An easy question for the professional manager. Because it’s crucial that you achieve your managerial objectives, you must alter individual perception in a way that leads to changed behaviors among your key outside audiences, thus insuring the success of your operation.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. Word count is 1495 including guidelines and resource box.

Robert A. Kelly © 2005.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website.

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.

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Tags: public, relations, tools, communications, software