Public Relations Strategies: Focus PR Campaigns wi

Public Relations Strategies: Focus PR Campaigns with Media Coverage Analysis

by: Richard Cunningham

Prior to launching a new public relations campaign, evaluate the media coverage you’ve gained and dig deep into the coverage your competition has received.

One of the first steps in defining a public relations strategy is to understand how you and your competition stack up in terms of media coverage. Taking the time to document and analyze press announcements, bylines, sourcing, thoughtleadership, and overall media relations helps to focus and streamline PR campaign tactics.

In the audio book, ขSound Advice on Public Relations,ข author Susan Misukanis says it is important to ขidentify who, in your marketplace, is winning in terms of positive press coverage.ข Evaluate who distributes the most press releases, and whether they are actually picked up by the media.

ขKnow who is continuously being quoted as an expert source within stories,ข says Misukanis. ขQuantify how many articles are being contributed, or bylined, by your competitors.ข From this, you begin to identify whether the companies being bylined are considered thoughtleaders.

Finally, obtain media kits from the publications in your market space, and study their circulation and reader profiles. ขYou can understand with whom your competition is building mindshare – which constituents’ categories your competition is reaching,ข says Misukanis.

Weighing these findings, you’ll be surprised how focused your PR campaign will become, and how clearly you can position your company’s public relations visàvis the competition.

Susan Misukanis offers advice on public relations strategies each week in the free audio newsletter from What’s Working in Biz, http://www.whatsworking.biz/full_story.asp?ArtID=92

About The Author

Richard Cunningham is a principal of What’s Working in Biz, http://www.whatsworking.biz, a publisher of business audiobooks and online audio programs on marketing, sales, and small business strategies.

This article was posted on January 19, 2004

by Richard Cunningham

PR: The Wildcard Marketing Strategy

PR: The Wildcard Marketing Strategy

by: Dali Singh

What is the true purpose of public relations and how can it really help impact the growth of your small business? In order for the media to succeed, they need information that is both useful and entertaining for their readers. This is where you, the business owner or marketing executive, come in.
When thinking of public relations, many things may come to mind, like: Sweaty palms as you pick up the phone to try and convince a reporter how great your business is; getting writers block while trying to write a press release about your company; countless hours of faxing your story to hundreds editors just to find out that your piece did not make it to print.
However, public relations does not have to be such a daunting effort. If done right, public relations can also bring rewarding thoughts to your mind, like: The constant ringing of phones in your office of people interested in your products or services; gaining credibility and becoming a leading expert in your industry; or thousands of people learning about your company in a matter of days without costing you a dime!
This is the type of public relations that every business owner should strive for. First of all, letกs analyze the true meaning of public relations. The Webster dictionary defines public relations as กCommunication with various sectors of the public to influence their attitudes and opinions in the interest of promoting a person, product, or idea.ก Sounds easy enough, right? Well, if thatกs the case then why do so many companies struggle with implementing effective PR campaigns?
Most small business owners think that public relations is too time consuming of an effort. This may be true in cases where small businesses have very limited resources (i.e. staff, budget), but this should not discourage you from doing it. It is just a matter of prioritizing your goals and leveraging the resources that you do have available to take advantage of what is an invaluable marketing tactic. Now that we have established the importance of PR for your business, here are a few tips to get you started in the right direction:
1. Create several creative story pitches. The way to get into the hearts and minds of the media is through a great story pitch. Shamelessly promoting your business or its products is not going to do you much good. Not only that, but editors may classify you as that annoying selfpromoter that won’t stop pitching their product line, and then refer you to the advertising department. When developing story pitches you should ask yourself the following questions:
What makes this story different from the hundreds of other stories being submitted? Will this benefit readers financially, professionally, emotionally, or even spiritually in any way? Is this really entertaining or fun to read? If the answer to any of these questions is กNoก, then it is time to adjust your story until the answer is กYesก.
2. Match your target audience with the right media channels. If your companyกs main customer base is women in their 30s, then you probably don’t want to focus on media channels that target a demographic of men in their 50s. Really understanding your target audience will help you in the next step of your PR plan targeting the right media channels.
Even if you were to get exposure in these กA Listก publications, it doesn’t necessarily mean that you will get the same results than if you had a writeup in a more targeted publication that focuses specifically on Human Resource issues.
After getting your initial list of potential media targets together, rate each one on how good it fits with your target markets, and go after the ones that fit best first, regardless of the circulation or popularity of the source.
3. Have a spokesperson or PR firm represent your company. So letกs assume that you have executed your calling campaign and have sparked interest with an editor or reporter looking to secure an interview with someone at your firm. They contact your office but no one is available to take their call. One thing that journalists and editors lack is patience, and rightfully so they have deadlines to fulfill! The last thing you want is to be unavailable when an editor or reporter wants more information about your company or products.
4. Take advantage of your opportunities when they present themselves. PR results do not happen overnight. You must be patient and persistent. However, when activity comes up, you must ensure that the company is rewarded for the hard work put in! So do not forget to include your company information including a 13 line sentence describing your company, author byline (if applicable), and a URL of your web site. Media professionals will sometimes forget to include this information so it is your job to include it in your press release, articles, or interview. If you have a welcoming relationship with your media contact, see if you can check the article before it goes to print. If you are doing a talk show, make sure they mention your company name and/or web site on the bottom of the television screen.
5. Follow up with your contacts. Now that you have received press, do not forget to thank the reporter or editor who wrote it. Maintaining solid relationships is essential to the success of your PR campaign. Taking a reporter out to lunch or dropping them a kind note every now and then doesn’t hurt either.
In sum, PR is a wildcard marketing strategy that can yield tremendous results if implemented correctly. Companies need to have either an inhouse or third party person dedicated to PR, at least on a parttime basis. This person needs to be the champion of the company, products or services, in a tireless fashion. Don’t forget that your number one goal is to get in front of your target audience. In your next marketing plan review or initial development of one, make sure to give PR serious attention and the resources necessary to implement a longterm PR strategy.

About The Author

Dali Singh is the Managing Director for Blueliner Marketing, a fullservice marketing and communications firm based in New York City. Visit her website at www.bluelinermarketing.com or contact her [email protected].

This article was posted on July 16, 2004

by Dali Singh

The Truth About Public Relations

The Truth About Public Relations

by: Robert A. Kelly

The truth is, you CAN attract the support of those external audiences whose behaviors have the most effect on your enterprise. But you must do it by first achieving the positive changes you need in their perceptions and, thus, behaviors.

You’ll get both using this strategic approach to public relations which means your chances of achieving your organizational objectives are enhanced.

It all starts with the fundamental premise of public relations shown just below.

ขPeople 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 movingtodesiredaction those people whose behaviors affect the organization, the public relations mission is accomplished.ข

The core strength of those comments lies in the behavior changes that can take place among your key, outside audiences. When those changes occur – and the combined perceptions of members of that important external ขpublicข begin to move in your direction – it can spell public relations success.

For instance, with a strong factual basis, you convince area activists gathering at your plant gate that (1) you don’t dump chemicals into the river, and (2) both State and Federal investigations found that to be true. When they finally clear out, you’ve limited the damage an expensive and longlasting disruption could have caused. That saved the organization cold, hard cash!

What happened? You managed to change the perception of those activists which, predictably, led to the change in their behavior that you desired. In other words, a successful use of public relations’ fundamental premise.

While public relations can bring real power to bear, and while there’s a wellworn path leading to each success, truth is, you can’t change perceptions, and thus behaviors of your important outside audiences if you are not in touch with them on a regular and meaningful basis.

That’s why it’s so important to interact with members of each target audience, and ask questions. What do you think of our services, our programs, or our products? Are you satisfied? Listen carefully for signs of a misconception or a factual inaccuracy. Is there a belief alive out there that simply isn’t true? Do you detect a hurtful rumor that must be squashed?

The answers you receive let you establish your public relations goal. For example, correct that inaccuracy, clear up that misconception, or get out the facts in order to neutralize that rumor.

But how will you actually reach that goal? With a clear and urgent strategy.

Fortunately, in dealing with perception/opinion, we have just three options available to us. Create perception/opinion where there is none, change existing perception, or reinforce it.

The goal you established will quickly tell you which strategy choice you must make.

But, of course, what you say to that target audience, in pursuit of your public relations goal, is crucial. Your message must be persuasive, compelling and clear as a mountain stream. It also must be credible and believable, which means truthful in all detail. It should also address the particular inaccuracy, misconception or rumor head on and not allow room for any further misunderstandings.

Now, how do you get that carefully chiseled message to the attention of members of that key, target audience? I still call them ขbeasts of burdenข because they carry messages from Point A to Point B. Communications tactics is the answer, and you have a huge selection from which to choose. Everything from open houses, contests, news releases and speeches to brochures, community briefings, letterstothe editor, emails, radio/TV and newspaper interviews, and lots more.

Sooner rather than later, you will wonder whether you’re making any progress. And the only realistic way to nail that down is to go back to members of that target audience again and ask them the same questions all over again.

The big difference this time around is, you’re looking for signs that opinion/perceptions have begun to change in your direction. By that I mean clear indications that the miscon ception is clearing up, or the inaccuracy has been corrected, or that a negative impression is slowly turning around.

Truth is, that’s when this strategic, and powerful approach to public relations – supported by appropriate tactical firepower – delivers the altered perceptions and modified behaviors promised in the fundamental premise of public relations.

end

About The Author

Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. He has been DPR, PepsiCola Co.; AGMPR, Texaco Inc.; VPPR, Olin Corp.; VPPR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:[email protected].

Visit: http://www.prcommentary.com

This article was posted on July 06, 2003

by Robert A. Kelly

Public Relations

Public Relations

by: Jan Fritz

The wind of changes…

The digital world has changed the form and scope of all communications. The positive aspects of this new world are as overwhelming to interactivity as a truckload of candy is to a three year old. The field of Public Relations is rapidly transforming as well.

PR can bring a human touch to business and, if it is used correctly and effectively, can be that powerful tool bringing you success in all spheres, public and private, commercial and nonprofit. Please notice that it is not possible to consider PR as an isolated process, since every act or intervention has a direct effect on a perceptiv market.

Grab the components from your personal marketmix and see if your profile is currently congruent to the basics of the company marketing strategy or trademark policy. To make it move just be out of your mind and pick an activity to trigger the spinoff process. Anything from an ad on the local BBS to actions designed to match and target the market with a performance that will be easy to identify for agents demanding whatever you plan to provide. Combine new ideas even if not evaluated when you are stucked in rigid or predictible behavior which can be obstructive and raise limitations when you approach the position as a confident provider of services and products you wish to expose. /ceteris paribus

Firetail Networks/JF

About The Author

All rights reserved Fritzlabs/Prosensa

fritzlabs.com

[email protected]

This article was posted on September 17, 2004

by Jan Fritz

Writing Suitable Copy for the Press

Writing Suitable Copy for the Press

by: Carolyn Moncel

Summer is finally here and school is out, but learning for the rest of us continues. Whether you’re a seasoned PR professional working for a top agency, a novice just beginning a career, or a midlevel manager working inhouse at a small business, the time comes when we all could use a refresher course in properly writing suitable copy for the press.

My lesson occurred recently upon reading an interesting interview with retired Wall Street Journal assistant managing editor, Paul R. Martin, Sr., in The Bulldog Reporter, a public relations trade newsletter. Reporters and public relations professionals alike greatly admire Mr. Martinกs experience, and they should because his advice for avoiding common writing mistakes is the best primer available for writing great press releases.

Allow me to share with you what I learned: ·

Keep your press release short and simple. Try to use one word instead of two, and ask yourself if what youกve written is redundant. If in doubt, have a colleague or friend read your release. Reporters want to understand your key points immediately. They don’t want to call you multiple times for clarification. ·

Write plainly and avoid companyinsider phrases, clichés or industryspecific jargon. Unless you are targeting the trade press, avoid all jargon because it has have no meaning outside of the company or industry. An example phrase would be กstate of the art.ก ·

Do not capitalize titles to elevate your boss or company. Never capitalize titles like กPresidentก or กChairmanก. Capped titles should only be applied to things like the names of countries or political heads of State.

Refrain from creating new words or phrases. Instead of saying, กgrow the economyก verbs like กexpand,ก or กincrease,ก still work just as well. ·

Write in active voice. Remember that no one likes to read poorly written copy. Brush up on your grammar and never use the passive voice, which is boring.

Whether you are a PR professional or a smallbusiness owner writing press releases inhouse, you must know how the media writes. Keep in mind that journalists expect the quality level and same attention to detail in your copy that their editors demand from their own stories. If you violate these rules, here is yet another instance where your release will receive a oneway trip to the reporterกs trash can.

Notable PR Resources:

The Bulldog Reporter

Steven R. Van Hookกs All About Public Relations

PR Newswire

About The Author

Carolyn DavenportMoncel is president and founder of Mondave Communications, a global marketing and communications firm based in Chicago and Paris, and a subsidiary of MotionTemps, LLC. Contact her at [email protected] or by phone in the United States at 877.815.0167 or 011.331.4997.9059 in France.

This article was posted on July 04, 2003

by Carolyn Moncel

Sound Like Your Situation?

Sound Like Your Situation?

by: Robert A. Kelly

What a shame! Potentially productive public relations people resting on their oars in a large organization. Just kind of tinkering with tactics and leaving target audience perceptions (and behaviors) to pretty much do their own thing.

Big pain on the way!

Unattended, key public perceptions can morph into painful behaviors that hurt the organization.

Just plain shouldn’t happen.

In militaryspeak, all it takes is some ongoing ขintel.ข

First, insist that that potentially productive public relations team get busy by prioritizing your most important audiences. They can’t work on everything at once. So for starters, they can identify that really key target audience.

Then monitor perceptions by interacting with some folks who make up that audience, and do it on a regular basis. Same with other important external publics, when time allows.

What’s on their minds? Any negative feelings? See or hear anything that needs correcting? Is there a problem on the horizon that may come your way?

The answers to those questions help your crew form the public relations goal – altered perceptions leading to altered behaviors. For example, correct the impression that you sell shoddy merchandise; or a perception that you favor one particular ethnic group; or a belief that your services aren’t worth the price you charge.

Setting the public relations goal let’s your public relations team focus on which strategy they want to employ to reach that goal.

There’s not a big choice. In fact, just three are available. They can choose between creating perceptions (opinions) when none exist, or changing existing opinion, or reinforcing it.

But their ammo will be the persuasive messages they prepare for communication to that key target audience. Messages designed to affect perceptions in a way that leads to the behaviors you desire.

The message must outline what the problem is and what some members of that target audience believe. Then it must clearly set down the truth of the matter omitting any exaggeration or hype. In other words, it must be believable, credible and especially persuasive and compelling.

Enter ขbeasts of burden,ข the communications tactics your people will use to move your message to the attention of members of your key, target audience.

There is a vast array of communications tactics from which your public relations people can choose. They include everything from facetoface meetings, emailings, opeds and news releases to special events, speeches, trade show appearances and town hall meetings.

Wait a minute, not so fast! How will your public relations team measure progress? Best way is to put on the monitor hats again and fan out among members of the target audience.

Using the persuasive message as a guide, are respondents aware of the message? If so, what is their reaction to it? Does your crew find evidence that prior opinion (perception) has moved in your direction? If so, to what extent? Was the create/change/reinforce strategy choice correct, or must it be adjusted? Are refinements in the message in order, meaning there is still considerable work to be done?

Obviously, the problem solving sequence must be carefully retuned as progress is made in order to keep it on target – alter perception, change behavior, and achieve not only a successful, but the desired public relations result.

end

About The Author

Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. He has been DPR, PepsiCola Co.; AGMPR, Texaco Inc.; VPPR, Olin Corp.; VPPR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:[email protected] Visit: http://www.prcommentary.com

This article was posted on July 10, 2003

by Robert A. Kelly

DoItYourself Public Relations

DoItYourself Public Relations

by: Bonnie Jo Davis

กAdvertising is what you pay for. Publicity is what you pray for.ก

What is a small business owner to do? You have dozens, hundreds or even thousands of competitors around the world. How do you make yourself known amid all the noise and confusion? One thing is for certain. You may or may not have a budget for marketing and promotion but you want to get the most bang for your buck.

Stretch your budget by developing a low cost public relations campaign that you can handle in house. Publicity is a much more powerful tool than advertising and a successful campaign lends credibility to you and your company.

Use the following tips to take advantage of the many opportunities to make yourself known in the online and offline world. Think creatively and youกll come up with even more ideas to propel your public relations campaign ahead.

1) Write articles such as customer case studies, book reviews, how to advice, editorials, etc. and develop a snazzy byline that drives readers to your web site. Submit your articles to directories, newsgroups, ezines, web sites and offline newsletters and magazines. Youกll be astonished at how far one article can reach and how it can convert readers to loyal, longterm clients. If you need guidance with this technique consider signing up for the กExpert Articlesก teleclass held by Dr. Rachna D. Jain. Email Dr. Jain at [email protected] for more information.

2) Speak for free at your local Chamber of Commerce, trade associations and clubs. Ask the sponsoring organization to hand out your business cards and brochures to all attendees prior to the event. Collect business cards and hold a prize drawing at the end of your speech. Use the business cards to send out ‘thank you for attendingก emails after the event and ask for permission to add the recipient to your newsletter list. Build this list and communicate regularly.

3) Approach local and national radio shows covering your target audience and offer to appear as a guest. You will need to craft a pitch letter that can be sent via email to the producer of the show. Make your pitch exciting and spend a great deal of time on the benefits listeners will derive from your segment. To find radio stations search the brs webradio site at http://www.radiodirectory.com/.

4) Write a free ebook on a topic of use to your potential clients. People have become accustomed to receiving free information that is nicely formatted and easy to read. You can advertise your products and services in your free ebook and sell or swap advertising with other related businesses. Tip ebooks (101 ways to… ) and article compilations are very popular. Promote your free ebook at http://www.ebookdirectory.com/ and http://www.freeebooks.net/. Make your ebook viral by authorizing readers to freely distribute copies.

5) A well written and intriguing press release can lead to stories in the press that increase sales, enhance credibility and give your company a competitive advantage. For free distribution use PR Web at http://www.prweb.com. PR Web maintains a database of over 60,000 media contacts who receive daily email listings of press releases which match their topic criteria. If you need help creating and formatting your press releases consider purchasing software such as Press Release OMatic at http://www.pressreleasecreator.com/.

6) Sponsor events and contests. Grand openings of shopping centers, businesses, car dealerships, etc. are some events you may want to sponsor along with fairs, festivals, open houses and community events. You can locate online contests to sponsor at About.com. They offer a very good searchable directory of contests at http://contests.about.com/. Be sure to publicize your sponsorship on your web site and mention it in your newsletter and in your press releases.

7) Solicit testimonials and use them. Request a testimonial from every past and current client. Offer sample testimonials or an outline to those clients who are reluctant writers. Send out testimonials to prospects, include them in your marketing materials, add them to your web site and email signature block, add one to each press release and put them on the back of your business cards.

8) Frequent the newsgroups, topical lists and online boards that cater to your profession or your target audience. Offer free advice, URLs of helpful articles or web sites and your opinion. Don’t overtly promote. Be wise and helpful while showing your expertise and your reputation as someone to be trusted will grow. Marcia Yudkin of http://www.yudkin.com has done this very successfully for years. Now sheกs known near and far for her marketing expertise and her opinion is very well respected.

Building your public relations presence is an ongoing process that is most effectively achieved when you employ multiple strategies. Develop a plan, think creatively, promote consistently and your business will stand out from the crowd!

(c) 2003, Davis Virtual Assistance. All rights reserved.

Permission to public is granted in all venues so long as the byline remains intact.

About The Author

Bonnie Jo Davis is an experienced shoestring marketer who specializes in article submission for fun and for profit! Signup for her FREE กSolving The Article Submission Puzzleก ecourse by visiting http://www.articlesthatsell.com/ecourse.htm.

This article was posted on October 06, 2003

by Bonnie Jo Davis

Leveraging your Reputation Making PR Work for Yo

Leveraging your Reputation Making PR Work for You

by: Barry Forward

We rely on all kinds of tools and advice to help our businesses grow, from accounting and legal advice to graphic design and sales seminars. But what are we doing for the important job of building our businessกs reputation in the community?
Public relations skills and techniques are a powerful part of any growing business, but many small organizations believe that the cost of getting into the PR game will cost them thousands NOT hundreds of dollars. If you take the traditional approach to public relations, you may be right PR Agencies are known for high hourly rates and retainer payment plans.
But the INTERNET has changed all that, empowering business owners with a host of tools they can deploy to enhance all parts of their business including building a strong public relations program.
Like many business owners, you may feel that your regular monthly ad in the newspaper is enough publicity for the month and all you have to do is sit back and wait for the customers to show up at the door. NOT so! Running any kind of business no matter how small without a dynamic PR program is leaving something that can rapidly grow your business in the lap of the gods.
Take the first step talk to someone who knows something about PR many companies such as www.prmadeeasy.com offer a free introductory consultation to help you get started. AND then, believe it or not, you can start doing your own PR.
Would your business benefit from a strong PR campaign?

Would media coverage help promote your product or service?
Do you need sales and marketing assistance?
Are you trying to build your companyกs image in the community?

If the answer is yes to any of these questions, with a few hours of your time and the aid of some wellcrafted online tools and resources, you could be profiting from a wellhoned PR campaign.
PR is more than just sending emails and writing press releases, Public Relations can also help explore and exploit strategies such as:

Creating or expanding an Internet presence
Rolling out a new product or service
Reaching out to the local community and building a presence for your business
Promoting community involvement through your business and employees
Marketing a new store location

If you’re still debating whether PR can help you, consider one final point: You need to proactively manage your business from day one and if your companyกs reputation matters it means you need a public relations program and strategy to ensure your business is profitable and protected.

About The Author

Barry Forward is the Executive VicePresident of Reputations Inc. (http://www.reputations.com) and has an extensive background in public relations. He is also a cofounder and director of Showstar Online.com. You can read similar articles to this on the Reputations Inc website PRMadeEasy.com. http://www.prmadeeasy.com/freeforall/freeINK.asp.

This article was posted on February 4, 2002

by Barry Forward