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Casual Articles - Public Relations Going O.K?
Press kits, like any dish, may include different ingredients depending upon who will be consuming them. A good press kit can be used with potential investors or clients, just as it can for editors. The contents should be developed based upon your audience.Let's review some common elements you will find in press kits aimed at journalists. A letter of introduction - or a pitch letter - often is attached to the outside of the press kit folder. This could include an overview of kit contents and your contact information. Now, let's go inside the folder:The Backgrounder. This is an overview of your company that may include its history and a profile, company locations, as well as brief bios of key company officers.Product/Service Information. Include product and service spec sheets or brochures, as well as any reviews you have received from neutral third parties.Art. Photos, charts, graphs and illustrations often help sell the story. Editors and are always looking for ways to visually illustrate news and feature items. Including art gives you a leg up.Recent Coverage. If you have received editorial mention elsewhere, include it. This gives an e
1. People act on their perception of the facts; 2. Those perceptions lead to certain behaviors; 3. Something can be done about those perceptions and behaviors
that leads to achieving the organization's objectives.
Now, Rank Your External Audiences
Identifying key audience
The purpose of any selection process is to discriminate (albeit fairly) among job candidates. Your goal is to select the right people, with the right skills, at the right time for the right position. Have you hired anyone recently? If so, how well did you do? How many of these ten questions can you answer ‘yes’ to? Did YOU: Avoid hiring in a hurry just to get a body on board Know what you really needed – not what looked good on paper? Get the word out to a variety of sources so that the best candidates could apply? Pay attention to the right things during the interview – the required competencies? Prepare for the interviews ahead of time and do your homework about what to look for? Ask focused questions to draw out the candidate’s skills, knowledge and experience? Develop a system to compare candidates so as not to get into legal hot water? Have real proof that the candidate can do the job – get behavioral examples? Make a timely decision and not procrastinate for fear of making a wrong choice? Use both your head and gut in determining the best candidate for the position? <
Good!
Still, as a business, non-profit or association manager, if you're not getting the behavior changes you paid for, you're wasting your money.
Here's why I say that. People act on their perception of the facts, and those perceptions lead to certain behaviors. But something can be done about those perceptions and behaviors that leads to achieving your organization's objectives.
Which means you really CAN establish the behavior change you want, up front, then insist on getting that result before you pronounce the public relations effort a success.
In other words, the way to increase your comfort level about your public relations investment, is to make certain that investment produces the behavior modification you said you wanted at the beginning of the program.
That way, you KNOW you're getting your money's worth.
Just what, you may ask, does your public relations team have to do to achieve that result?
Here's one approach.
Because public relations problems are usually defined by what people THINK about a set of facts, as opposed to the actual truth of the matter, it will be especially helpful if the public relations program is built upon the premise mentioned above and, for emphasis, again here:
1. People act on their perception of the facts; 2. Those perceptions lead to certain behaviors; 3. Something can be done about those perceptions and behaviors
that leads to achieving the organization's objectives.
Now, Rank Your External Audiences
Identifying key audiences
Denim jeans and Europe seem to be made for each other. The relationship goes back a long time. In fact the very word jeans come from a type of material that was named after sailors from Genoa in Italy. The word denim is from another French material serge de nimes.The end of the Second World War was the time when denim blue jeans gained new status in Europe. Rugged yet relaxing they stood for freedom and a great future. Both men and women wore them. In Europe the surplus Levi’s jeans left behind by American armed forces were now available in limited supplies. They were extremely popular with teens.The 60’s saw the coming in of slim jeans. They were extremely popular as leisurewear. Teens began to have real fun with them. The 70’s saw the bell-bottoms hitting their peak. Creativity flourished as far as denim jeans go. Customized denim embroidery made an appearance, so too did stud and patched jeans, giving jeans an all new glamorous appeal.Designer jeans were literally everywhere in Europe and were a symbol of the affluence and status of the society. Leading designer labels flooded the market in the 80’s. Acid wash debuted in 1986 in Europe and took the market by storm. The 90’s h
Which means you really CAN establish the behavior change you want, up front, then insist on getting that result before you pronounce the public relations effort a success.
In other words, the way to increase your comfort level about your public relations investment, is to make certain that investment produces the behavior modification you said you wanted at the beginning of the program.
That way, you KNOW you're getting your money's worth.
Just what, you may ask, does your public relations team have to do to achieve that result?
Here's one approach.
Because public relations problems are usually defined by what people THINK about a set of facts, as opposed to the actual truth of the matter, it will be especially helpful if the public relations program is built upon the premise mentioned above and, for emphasis, again here:
1. People act on their perception of the facts; 2. Those perceptions lead to certain behaviors; 3. Something can be done about those perceptions and behaviors
that leads to achieving the organization's objectives.
Now, Rank Your External Audiences
Identifying key audience
Every marketer wants success from their ads and sales letters.This article shows how to get predictable and measurable results from every dollar you invest in promoting your products or services.1. Failure To Understand The REAL Purpose Of Advertising.Make no mistakes about it. A sales letter is an ad for your products and services. Ask any ad agent the reason to advertise and they will say things like, ‘exposure’, ‘to be seen’, or ‘to get your name out there’.These concepts may all sound logical but reality is that none of these ideas can put money into your pockets or cover the expense of the ad themselves. Image ads are designed to appeal to you and your sense of feeling good about seeing your image professionally displayed.Image ads do nothing more than show your picture and contact information and perhaps a slogan such as ‘we care’, ‘we try harder’, or some other phrase that anyone else can also claim.That is all wrong for small business.Clients are more skeptical today than ever before. They don’t believe these slogans and are not drawn to image ads (unless you are unusually attractive).Besides, it takes five to seven years of that kind o
That way, you KNOW you're getting your money's worth.
Just what, you may ask, does your public relations team have to do to achieve that result?
Here's one approach.
Because public relations problems are usually defined by what people THINK about a set of facts, as opposed to the actual truth of the matter, it will be especially helpful if the public relations program is built upon the premise mentioned above and, for emphasis, again here:
1. People act on their perception of the facts; 2. Those perceptions lead to certain behaviors; 3. Something can be done about those perceptions and behaviors
that leads to achieving the organization's objectives.
Now, Rank Your External Audiences
Identifying key audience
Hello againToday we want to talk about your product. This is the second crucial part of your business if you want to make big money as a direct marketer. Again, if you don’t get this right, your business simply won’t succeed.Your product Last time we talked about your target market. This is your most important decision. Having decided on your target market, deciding what products you want to offer them is a bit easier. :-)Finding products depends entirely on your market. If your target market is people who love Agatha Christy, then you need products about Agatha Christy.Here are some things you can think about selling to your target market:Books by Agatha ChristyBooks about Agatha ChristyCopies of reviews of her booksSubscriptions to your Agatha Christy newsletterPaid subscriptions to the ‘Members Only’ section of your Agatha Christy websiteEbooks about her written by youReprints of newspaper and magazine articles about herCopies of interviews with her (Keep in mind that all the people I know who make it big in this business work to the highest stan
Here's one approach.
Because public relations problems are usually defined by what people THINK about a set of facts, as opposed to the actual truth of the matter, it will be especially helpful if the public relations program is built upon the premise mentioned above and, for emphasis, again here:
1. People act on their perception of the facts; 2. Those perceptions lead to certain behaviors; 3. Something can be done about those perceptions and behaviors
that leads to achieving the organization's objectives.
Now, Rank Your External Audiences
Identifying key audience
No two persons agree on all things. When people come together to work out a deal, they try to maximize their benefits and minimize their costs. Each person places a different value on individual elements of the deal.An effective negotiation is not just about making people see things from your point of view, but it is also about converging two different views to a point that is perceived by both parties as mutually beneficial. The art of negotiating is the backbone of a successful sales campaign.Focus On The Customer - Show Him The Money: The customer is not bothered about how badly you need to make the sale to meet your monthly target. He is more bothered about fulfillment of his needs and getting value for his money.Talk about the customer's benefit. Don't tell your customer about the latest technology in the car's engine - tell him how this new engine saves him fuel and time.Know Your Competition: Knowing your product is not enough. You must know what your competition is offering. You don't want to end up staring at the customer, when he says your competitors are 20% cheaper. Have your answers ready. Give him valid reasons for your higher price.
1. People act on their perception of the facts; 2. Those perceptions lead to certain behaviors; 3. Something can be done about those perceptions and behaviors
that leads to achieving the organization's objectives.
Now, Rank Your External Audiences
Identifying key audiences and prioritizing them - a crucial step in any public relations action plan -- starts with a priority-ranking of those audiences with a clear interest in your organization, often described as "stakeholders" or "publics." Included would be customers, prospects, employees, media, the business community and local thought-leaders as well as any number of other interest groups.
Stay Aware
Those with the public relations assignment must stay aware of negative or counterproductive behaviors among the organization's key stakeholders or "publics."- customers, prospects, media, community activists, union leaders, competitors the business community and others.
Interaction of one kind or another with key audiences will tell you how they feel - and how they perceive -- your organization, and in particular areas where problems may be brewing. This is informal polling, but essential to any public relations effort. If resources are available, a limited opinion poll of the priority audience would be helpful.
There are many ways to gather such information. For example, regular monitoring of headquarters and field location media, staff activity reports, employee and community feedback, regulatory and other local, state
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