Can Small PR Firms Deliver Huge Results?

Written by Robert A. Kelly


Continued from page 1

The test for listing an audience is this: does its behaviors affect my client’s business in any way? If they do, they belong on repparttar list.

Obviously, you must now determine what members of that key external public think about your client and his or her business, in order to build and implement a successful public relations effort. And that means interacting with members of that audience and asking a lot of questions. What do they think about your client company and its products and services? Are there signs of negativity? Misconceptions? Inaccuracies? Rumors?

The answers to these questions allow you to establishrepparttar 105157 corrective public relations goal, i.e., a specific perception and, thus, behavior change. For example, clear up that misconception, correct that inaccuracy, or knock down that rumor as soon as possible.

How do you achieve that goal? Right! You select a strategy that will get you from here to there. And there are just three strategies to deal with a perception challenge: create perception (opinion) where there may be none, change existing perception, or reinforce it. Your choice will be dictated by your new public relations goal.

Clearlyrepparttar 105158 most challenging step in this sequence is preparing repparttar 105159 right message for delivery torepparttar 105160 target audience. It must make a compelling case, so think about it carefully. It must state clearly thatrepparttar 105161 offending misconception, inaccuracy or rumor is notrepparttar 105162 truth. Instead, layout that truth in a credible manner. The hallmarks of such a message are clarity, persuasiveness, credibility, believability and a compelling presentation.

Now it’s time forrepparttar 105163 “beasts of burden,”repparttar 105164 communications tactics which will carry your carefully-scripted message torepparttar 105165 eyes and ears of that target audience. Happily, there are a ton of such tactics at your disposal. Of course, you will want to double checkrepparttar 105166 ability of each to zero in on your specific audience. As most PR firms are aware, they range from news- letters, press releases and radio and newspaper interviews to newsworthy surveys, sports sponsorships, op-eds and many, many more.

In short order, clients will be interested in evidence thatrepparttar 105167 public relations effort is achieving results. The best way to demonstrate progress is by reporting onrepparttar 105168 results of a new round of perception monitoring among members of that target audience. You’re looking for signs that their percep- tions now reflectrepparttar 105169 corrective elements of your message

Your clients are subject torepparttar 105170 same realities asrepparttar 105171 rest of us, realities that never change. As noted, people usually behave based on their perception ofrepparttar 105172 facts. And clients usually demand certain behaviors from those “publics” whose behaviors haverepparttar 105173 most impact on their businesses.

Small (and large) PR firms have little choice but to go after those perceptions with a vengeance.

That is how that small PR firm can deliver huge results.

end



Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net Visit: http://www.prcommentary.com




Low Key Marketing

Written by Bob Osgoodby


Continued from page 1

Never begin your email with "Thank you for sending information on your money making opportunity, now look at mine" or something similar. People know right up front that this is a "come on" as most of them who receive something like this are not in business.

If your email, has a statement that begins with "This email is not spam..." or you have a statement that announces "Under Bill 1621 TITLE III passed byrepparttar Congress this letter cannot be considered spam...", bingo inrepparttar 105155 trash bin it will go.

Never make promises that are outrageous, as most people are smarter than that. If you had to buy a wheelbarrow to bring inrepparttar 105156 twenty dollar bills from your mailbox as a result of your business opportunity, why would you sharerepparttar 105157 secret of how to do it with anyone else?

So how can you use email marketing to your advantage inrepparttar 105158 network marketing game? If you do, you will realizerepparttar 105159 benefits of this very powerful tool. Build your own mailing lists and advertise in newsletters and ezines. This will give you a "targeted" market that will result in business. Spam will get you very little inrepparttar 105160 way of business and could potentially get you into difficulty - not worthrepparttar 105161 risk.

If you keep your product or service in front of your potential clients on a regular basis, you will soon realizerepparttar 105162 fruits of your effort. One ofrepparttar 105163 best ways, surprisingly, is not to try to sell them on your immediate offering. Get yourself a website and keeprepparttar 105164 contents there informative and up to date. Use email to let your customers know aboutrepparttar 105165 new additions, and give them something interesting to read.

Once you get people accustomed to going to your site,repparttar 105166 rest is easy, and this "low key email marketing" will not only be your best course of action, but will pay dividends.

Did you know that subscribers to Bob Osgoodby's Free Ezine the "Tip of the Day" get a Free Ad for their Business at his Web Site? Great Business and Computer Tips - Monday thru Friday. Instructions on how to place your ad are in the Newsletter. Subscribe at: http://adv-marketing.com/business/subscribe2.htm


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