Guerrilla PR- Chapter One
THE NATURE OF MEDIAThirty years ago, Marshall McCluhan, the father of modern communications, wrote the immortal words, “The medium is the message.” Today I would amend that to, “The medium is the media.” Our civilization is utterly dominated by the force of media. After our own families, no influence holds greater sway in shaping the text of our being than do the media that cloak us like an electronic membrane.We all think of ourselves as unique, unlike any person past or present. Indeed, what gives human life its divine spark is the distinct quality of every individual. Yet in many ways we are all the same. The task of market analysts, pollsters, and demographers is to identify those characteristics we share, and group us accordingly. If you are in your early forties, male, Caucasian, a father of two, earn $50,000 or more, and listen to a Top 40 radio station, there are total strangers out there who know an awful lot about you.That’s because they understand a lot about your upbringing. They know you watched “The Mickey Mouse Club” in the fifties, “The Man From U.N.C.L.E.” in the sixties, “Saturday Night Live” in the seventies, became environmentally conscious in the eighties, and were probably sorry ABC canceled “Thirtysomething” in the nineties. They’ve got your number because they understand the role the media have played in your life from the moment you Boomed as a Baby.Today, in America, we tune in to over 9,00

How to Create a Positive Work Atmosphere
Positive versus Negative WorkplacesWe have all worked in places where we grew to dread getting up in the morning, and a few of us have had the pleasure of working for a boss who makes us feel like we can do anything. Let’s take a look at the differences between a positive and a negative work environment.Signs of a Negative Work Environment• The boss is unfriendly.• The boss is critical.• There is high employee turnover.• There is low employee morale.• People watch the clock.• People don’t get much performance feedback.Signs of a Positive Work Environment• The boss demonstrates interest in the employees.• The boss has an encouraging attitude.• Employees like working there.• There is evidence of company pride and loyalty.• People know where they stand with their supervisors.Thousands of books have been written on the subject of managing and motivating people, and as many training seminars are conducted on this subject around the world every day. And yet it’s interesting that even with all of this available information, few companies succeed at creating a positive work environment. Let’s see what’s involved.Four Key SkillsCreating a positive work environment is based on four key skills. They are:1. Tell people what you expect of them.2. Show interest in your team members.3. Create an encouraging environment.4. Recognize and reward good performance.Skill #1: State Your Expectations

The Press Release
Every new business, or every business that does something new, needs to put their best foot forward and present themselves through a press release. The press release is an announcement of what you are doing or what you can offer. They are written by you or for you to portray your new service or exciting new product or to say that you are doing business in such a manner. The announcement or press release is not geared towards the public but is geared towards the press who will then present news worthy information to their public.If you plan to have a press release written for your company, you can do this through a number of means. You should consider hiring an individual or a company to write the press release for you. This will allow it to be of high quality as well as effective in announcing your news. If you do it yourself, plan to gather useful information about the structure of the press release. You will want to have it set up properly and focused on delivering the most effective announcement that it can. It will either interest the press or it won’t.A press release can be purchased through many groups and individuals on the web. You will find that many companies look towards well established companies to write press releases as they are such an important marketing tool for any business. Turning a wide range of people on to your product and service is quite possible and quite worthy. Also, look for a company that will distribute the press release for you so that the right people get it into their ha

An Introduction To Wire EDM
EDM refers to wire electrical discharge machining. Wire electrical discharge machining or EDM is a metalworking process with the help of which a material is separated from a conductive work piece, by means of electrical erosion. The wire never comes in contact with the conductive work piece. The wire electrode leaves a path on the work piece, which is slightly larger than the wire. Most often a 0.010' wire is used which creates a 0.013' to 0.014' gap. The wire electrode once passed through the work piece cannot be reused.Wire electrical discharge machining is mainly used to cut intricate shapes and designs into hard metals, which are otherwise difficult to form, mold or manipulate. It is most useful in the electronics and aerospace sectors for prototyping and manufacturing various parts. Most often, steel and titanium are processed with help of wire electrical-discharge machining. Jewelry designers are using the system for cutting intricate shapes. Even artists working with metals find the machining very convenient and practical to use.Many manufactures are profiting from the production of wire electrical discharge machining systems. There is a large selection available in EDM wires, providing a choice of optimum brands, typed, diameter, spool size and spool weight for almost any machine and application.Joseph Priestly invented the Wire EDM in 1770, but it was very imprecise and prone to failures in the initial stage. It soon became popular and is now a key component in the manufacture of injection molds and

Mortgage Insurance Leads
Mortgage insurance is coverage to the mortgage lender in case of the potential default of payments by the borrower. It is an insurance policy like any other, and requires premiums to the paid. Premiums are generally passed on by the mortgage lender to the buyers of the mortgage. Mortgage buyers may wish to pay the premiums either on a monthly basis, or as a lump sum amount at the end of the year or closing period. Since mortgage insurance premiums have to be paid by the borrowers of mortgages, mortgage insurance companies target their advertisements to the borrowers.Mortgage insurance companies are on the lookout for leads of potential mortgage insurance policy buyers. These are people who have taken mortgages from a financial institution. A person making at least 20% of the down payment is not required to buy mortgage insurance, but it is obligatory for the others. Hence, mortgage leads are invited from those mortgage buyers who have paid less than 20% of the down payment.Telemarketing is the most viable option for garnering mortgage insurance leads. Call-center employees may cold-call various mortgage companies, who wish to pass on mortgage insurance to their buyers. Companies interested in buying mortgage insurance for their borrowers constitute leads, which are forwarded to the insurance company. Call centers may also cold-call the mortgage borrowers themselves. Once the mortgage insurance company gets hold of a potential lead, it follows up and tries to close the insurance policy on the mortgage borrower.<

Send 'em to the White Pages
Your business is listed in the Yellow Pages whether you buy an ad or not. Your business is listed in the Yellow Book and the other phone books, too, no purchase necessary.The trick is to get people to remember your name when they look in the book. That's advertising's job. If you stress what's in it for them they will remember who you are when they go looking. Many times they go looking a year, or more, after hearing or seeing your ads. If it is all about them, they will remember all about you.Surveys show the majority of people look in the Yellow Pages for a name that seems familiar, either through past dealings or because of advertising or referral. Only the people who don't have a clue go there to make a decision based on the ad copy or size of the ad. And color doesn't make a difference to the clueless.You have seen it and heard it, "See our ad in the Yellow Pages". Furgitaboutit! Don't encourage them to go look for your ad, instead, show them how to find your number.Why send 'em to the yellow section where they could be swayed by ads from your competitors. Most folks can't remember numbers seen in print or heard on the radio and few carry around a pad and pencil. Your job is to help them associate your name with their ability to find your number. "In the white pages under B for BIG Ideas Group"."In the white pages under M for Moritz Engine Repair. Moritz, M-O-R-I-T-Z."Keep a little yellow ad if you want, for the clueless. Use your advertising to help people reme