EVALUATE PR INFLUENCE BY CRUNCHING A FEW NUMBERS

Written by Clive Camm


Continued from page 1

WHAT PRIORITY DID THE MEDIA GIVE YOUR NEWS? In newspapers, for instance, most readers look at pictures, captions, headlines and other "display" copy. They tend to readrepparttar first few paragraphs of a story rather thanrepparttar 101187 whole story. They tend to spend more time with repparttar 101188 front page than other sections. Consequently, your story has more impact if it has more prominence or if it comes with a picture. It has much less impact if it is buried. Similarly, if your organization's name is inrepparttar 101189 lead of a story,repparttar 101190 coverage is more valuable than if you are mentioned atrepparttar 101191 end of a story. Comprehensive content analysis will assessrepparttar 101192 impact you carry with repparttar 101193 story.

WHERE ARE YOUR MESSAGES BEING SEEN? Although content analysis can't tell your who read your article, it can tell you media outlet-by- media outlet which audiences were exposed to your message.

Not only does content analysis assist you in objectively assessing your campaigns, it can also highlight other communications issues that need to be addressed. Organizations that are sensitive to developing issues nascent stories that are gathering steam and will need to be dealt with inrepparttar 101194 future find that continual analysis of their news coverage helps them manage, defuse or deflect problems before they become problems. Alternatively, content analysis helps organizations identify new opportunities that they would not otherwise see.

Of course, there is a cost to doing comprehensive content analysis. Depending onrepparttar 101195 volume of news items, it may cost $2,000 to $5,000 per month. But organizations that make content analysis an integral part of their communications strategy report that they can, based on repparttar 101196 hard evidence, make decisions about and refinements to campaigns that yield a high return on that investment.



Clive Camm is VP at Verus Public Relations (http://www.verus.com) and provides the only comprehensive content analysis service in western Canada. A specialist in campaign evaluations, he has a special summer PR package to introduce organizations to the promotional power of the media and the Internet.


THOUGHTS ON CREATING A POSITIVE BRAND IMAGE

Written by Steven Presar


Continued from page 1

The first step is to determine what qualities you wish to project -- do you want to focus onrepparttar reliability ofrepparttar 101186 product, orrepparttar 101187 speed, orrepparttar 101188 money possibilities?

Once you have made this basic, vital decision, then you need to look for words, descriptions, and graphics that will project these same qualities. If you look atrepparttar 101189 naming of car models, you can see some good examples of this -- A Dakota, for instance, creates an association of wild ruggedness, while a Mustang projectsrepparttar 101190 image of spirit and speed.

Remember that there are also many other factors that will also indirectly affect how your company and product are branded.

The way that you interact with your customers is one ofrepparttar 101191 most important of these. Make sure that your company reflectsrepparttar 101192 same qualities that you want to have associated with your product or service.

Otherwise, you may be sending your customers conflicting messages. For instance,repparttar 101193 name of your product might be CHEETAH, but if it takes three weeks for you to respond to emails, your brand will probably NOT be associated with speed!

Branding your product or service can be a difficult process. Often, it will take many repetitions of a message before a brand becomes recognized. It is therefore very important that you put thought intorepparttar 101194 process before you start selling your image.

Steven Presar provides news and articles regarding starting or maintaining a small business at http://www.Agora-Business-Center.com And works with individuals and small business owners who would like to grow their business on the Internet at the following site: http://www.Alliance-Internet-Marketing.com


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