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Public Relations Mixup? When you pay good money for public relations services, you have a right to expect its primary focus to be on your most important outside audiences, those people whose behaviors have the greatest impact on your operation.Often, however, that primary focus is limited to a communi- cations tactics debate about the relative merits of brochures versus press releases versus newsletters instead of planning how to achieve those key audience behaviors that directly support your business objectives and make the difference between success and failure. Publicity: Marketing-Minded Financial Planners, Take a Reporter to Lunch Sometimes a phone call isn't intimate or long enough to convey all the information you have for a reporter.Two examples would be: if you have a dozen or so story ideas, or if you'd like to explain an extremely complex financial concept or strategy to a reporter. Publicity: When Calling a Reporter, Keep it Short When you are planning to call a reporter for the first time, it can help to imagine that you are a phone solicitor (albeit one with terrific, useful ideas).When phone solicitors call you, you don't want to hear a long explanation of their product. Life After Press Release Distribution? A few weeks ago I was participating on an on-line message board. One of the members was a new business owner who was very excited about sending out her company's first press release. Marketing-Minded Financial Planners, Its Not Who You Know But What You Know Almost every day, I hear the same question, over and over, from motivated, well-meaning financial planners who want to use publicity in their marketing mix. It goes something like this:"Who do you know in the media? (Or, sometimes they frame it as, "Who do I need to know in the media?") Can you get me publicity?"My answer is always the same. Nows The Time To Get Christmas Media Coverage Publicity seekers know that Christmas can provide a bonanza of media coverage. Every media outlet, it seems is cranking out a special edition on gifts for the winter holidays. The Feeding Tube for Your Business There are a lot of things that make a business full of clients and running smoothly.We all know you need a constant stream of clients. Managers Need Basic PR True, because department, division or subsidiary managers for a business, non-profit or association really DO need a dynamic yet workable blueprint for reaching those key outside groups of people who have a big say about how successful those managers are going to be.Unfortunately, a primary emphasis on communications tactics does not take the place of a well thought-out public relations plan for persuading your most important external audiences to your way of thinking, then moving them to take actions that lead to your success. How to Make Publicity Work for Your Business: Six P.R. Strategies to Use Right Now Public Relations (or P.R. PR and the Small Matter of Results As a business, non-profit and association manager, how satisfied are you when the public relations people assigned to your unit spend the bulk of their time on someone's favorite special event, brochures, press releases and talk-show mentions?Especially when you'd rather have a public relations effort that creates the kind of key stakeholder behavior change that leads directly to achieving your managerial objectives?You know, PR that does something positive about the important outside audiences whose behaviors most affect your operation. And, in the bargain, helps persuade those key external audiences to your way of thinking, helping move them to take actions that allow your department, division or subsidiary to succeed. How to Get More Mileage Out of Your Media Coverage Maybe it played for Kevin Costner in "Field of Dreams," but that paraphrased line - "Print it and they will come" - doesn't necessarily work in real life.There's a lot to be said for the value of editorial side coverage, but you can't count on people acting on what they read or even remembering it for long. PR: Advice You Didnt Ask For Although, as a business, non-profit or association manager, you may be glad this came your way.Especially if your current public relations effort is delivering more publicity plugs than real behavior change among your most important outside audiences. How to Master Communication Even if you failed High School Grammar Does the thought of knowing your verbs from your adjective scare you? Can the word syntax send you running for cover? Or perhaps putting two words together in front of a crowd sends your body into complete melt down. If so, there is help for you. Do You Have Issues? Every organization has issues that could affect its operation. The following are some thoughts on issues management and some of the tactics available to us in this discipline. Think Like a Reader, Viewer, or Listener to Get Great Publicity About a year ago I read a feature story in the Wall Street Journal. It was about a new trend -- baby showers that were being thrown for grandmothers. Does Your Small Business Have a Grooming Policy? They say that image is everything and some of us have seen it all. Have you ever went into a store and just could not believe what you were seeing behind the counter? Is that a real human? Without trying to make the world into a civilization like the "Borg" there are a few things you need to think about in your small business. Want to Light a Fire Under Your PR? Yes? Then do something positive about the behaviors of those important external audiences of yours that MOST affect your operation.Those embers can leap into flame when business, non-profit or association managers use public relations to alter individual perception among their target publics, leading to changed behaviors and helping to achieve their managerial objectives. Getting to Know Your Local City Council Members The easiest way to meet city council members is to meet them at an event. Usually city council members have a phone number that is listed. Which PR? Judge for Yourself You are a senior business, non-profit or association manager.So, chances are you call the shots for your department, division or subsidiary. Media Training: When Reporters Bully You UNDER FIREA friend whose organization is often in the media spotlight recently told me a story about her boss. Her boss, let's call her Susan, is on the leadership team for a lobbying group that represents a somewhat unpopular industry.
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