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PR Information |
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PR Information
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How To Write A Press Release: The 10 Commandments Of A Great Lead Paragraph How to write a press release is a major challenge facing both experienced and aspiring PR professionals.Press release writing is a learned skill. P.R. Strategies for Professional Service Providers Promotion for Professional Services Providers requires a different approach than for other types of business people. Here's why:* People buy professional services based on reputation, credibility and knowledge* Advertising works for products, especially ones that can be described; professional services are intangible and the selling points are based on the provider of service* Professionals must differentiate themselves by creating niches and through PR activities that create strong reputations, build credibility and showcase knowledgeLow-Cost, No Cost PR strategies you can use immediately:* Speaking engagements* Guest columns* Radio Expert* Volunteering on charity committees; member of a charity board; pro-bono work for a charity* Award submission* Web Site* Special Events* Newsletter (e-mail)* PublicityHow to decide which PR strategies are best for you:* What do you feel comfortable with? I have an attorney client who doesn't feel comfortable doing speaking engagements or radio shows, but likes to write. Media Training 101: When 60 Minutes Knocks On Your Door You never know when 60 Minutes will knock on your door and if not them, then maybe a local investigative reporter. A little media savvy is a valuable skill for executives and their image-conscious organizations. Why PR Packs a Punch Done right, it delivers the key, target audience behaviors you know you must have to achieve your organizational objectives.I refer to perceptions of your organization, and resulting behaviors such as:customers making repeat purchases;prospects starting to do business with you;employees really valuing their jobs;suppliers doing all possible to expand your relationship;community leaders strengthening bonds with you;businesses seeking beneficial joint ventures;unions bargaining more frequently in good faith;and legislators and political leaders viewing you as an important member of the business community. Attention Owners of Food Related Businesses: How to Get Publicity Any Time You Want Attention: Who Else Wants To Get Publicity Whenever You Want It?Publicity is when newspapers, radio shows, television shows, magazines, internet radio or pod casts want to feature you. Advertising is something you pay for. Sound Like Your Situation? 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. Dont Waste Money on Public Relations Demand that it pull its own weight in your boat by working to create, change or reinforce how your organization is perceived by those vital, external audiences, those groups of people who REALLY affect your business the most.This is key to your success because, like it or not, people take action based on the facts they see before them. How About MANAGING Your Own PR? It's one thing for a senior manager to approve story angles for the publicity folks to use in shopping around for print and broadcast placements. Not an especially large amount of managing needed there. Why Not PR That Gets Real Results? And not results you can measure only in terms of magazine circulation, TV audience numbers, or news release pickups.But rather, results that come from a public relations effort that creates the kind of key stakeholder behavior change that leads directly to achieving your managerial objectives. She Who Has the Gold... ?makes the rules, of course.But when the gold takes the form of top-notch public relations, she AND he get to make rules like these:Our PR concentrates on delivering what we really need. Do You Really Need PR? The right kind of PR, that is, the kind that puts you in charge of the care and feeding of a lot of people who play a major role in just how successful a manager you're going to be?As that manager, it also helps if you accept the fact that you need the kind of external stakeholder behavior change that helps you reach your business, non-profit or association objectives.And it's also helpful if you believe it's a good idea to try and persuade those important outside folks to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed. The Ultimate PR Scam It happens to business, non-profit and association managers when their public relations budget fails to deliver the crucial external audience behaviors they need to achieve their department, division or subsidiary objectives.Behaviors they should have received leading directly to boosts in repeat purchases; growing community support; more tech firms specifying the manager's components; increased capital donations; stronger employee retention rates; new waves of prospects, or healthy membership increases. 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. Why Do You Want PR? To get someone's name in the newspaper or a product mention on a radio talk show?If that's all you expect, fine. But that response tells me that, as a business, non-profit or association manager, you may have overlooked an important reality: people act on their own perception of the facts, leading to predictable behaviors about which something can be done on your behalf. 10 Ways to Get the Media to Love You So you've put yourself "out there" with a public relations campaign. Your dealings with the media now become critical. Publicity Performance Not Enough? Even after a nice piece in a national publication, or a stint on a popular talk show, do you still have a feeling that your public relations dollar could be better spent?As a business, non-profit or association manager, doquestions like that linger in your mind?Because if they do, you may be coming down with a real case of "I want my PR money's worth!"If that's how you feel, I'd guess that you're probably doing very little that's positive about the behaviors of those important outside audiences of yours that most affect your operation.Which means you may be failing to create external stakeholder behavior change that leads directly to achieving your managerial objectives. Submitting A Press Release Can Benefit Your Business A Press Release is a captive story that can be about a person, a business or organizational group that is submitted to the media. The distribution of a release can be targeted to media outlets in newspapers, TV, radio stations, magazines and global newswire networks. How Real PR Works For some, public relations works well when their news release or special event winds up in the newspaper or on the radio.For others, public relations works best when it does something positive about the behaviors of outside audiences that affect their operations the most. Get Outsiders on Your Side Especially good advice for business, non-profit and association managers whose job success depends in large part on the behaviors of their key external audiences.I refer to behaviors like inquiries on the increase, new waves of specialized employment applications, more and more followup purchases, new levels of membership queries, a substantial boost in capital donations, or more frequent component specifications by engineering firms. 8 Ways to Use Local Publicity to Drive Your Business While scoring anice story in BusinessWeek or USA Today is something tocelebrate, there are times when you need to grab attention a bitcloser to home. If your business draws its clientele from a specific town, cityor region, focusing your energy on getting an elusive nationalpublicity hit may be overkill, especially when getting publicitywhere you need it -- in your home town -- is often so mucheasier.
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