MARKETING COMMUNICATIONS AND PUBLIC RELATIONS STRATEGIES FOR THE RECESSION

Written by Jon Boroshok


Continued from page 1

In adapting to market changes, smaller clients are again desirable as alternative marcom providers find ways to profitably service them and produce a desirable return inrepparttar capital invested in marcom. Embracingrepparttar 121653 free agent economy, senior marcom practitioners living inrepparttar 121654 suburbs (better schools and affordable housing) are starting to "just say no" to adding two hours of daily commute time -- departing downtown agencies (or being let go in favor of cheaper, junior staff) to work for their own clients and smaller agencies closer to home. This is creating more affordable, project-based PR/marcom options for many tech companies with refined, controlled budgets.

For many clients, outsourced and project-based marketing communications has an economic rationale that works even in a strong economy, leading VCs to rethink their original big agency bias. It makes sense to find a marcom outsource that will work on a project basis, or adapt to a flexible, needs-based budget that allows clients to pay for resources and counsel on an "as-used" basis. It allows companies to do more short-term activities without a large commitment. If a project proves successful, they certainly can lead to longer-term relationships. Projects are a great "test drive" for bothrepparttar 121655 agency andrepparttar 121656 client - a way to see if they enjoy working together. Advice for companies looking to outsource marketing communications:

* Location, location, location - NOT! A prestigious address does not make an agency do better work or increaserepparttar 121657 chances of media coverage. Are you paying forrepparttar 121658 view from your agency's conference room instead of results?

* Agencies love to drop names of contacts, but these may not berepparttar 121659 right reporters, editors, and analysts for your company. Experienced pros develop new relationships as needed.

* Look at their clip book, but don't be too impressed, especially by clips for big name clients. See what they've accomplished for clients that are about your size and budget. The people showing you past results should berepparttar 121660 same people who will dorepparttar 121661 actual work on your account.

* Your needs and budget may vary from month to month. Your agency should be able to work with a flexible budget. Many agencies now require prepayment of fees. All time spent ramping up for a project is considered billable time.

* Make sure that your agency has a conceptual understanding of your company,repparttar 121662 technology, and your marketplace. Have them visit your Web site on their own time beforerepparttar 121663 first meeting.

* You can find a marcom alternatives through networking, referrals, online searches (use key words such as PR, tech PR, outsourced PR, marcom, etc.), or look at press releases from similar-sized tech companies in industries related to yours. Agencies that advertise or attend trade association meetings will recoup those costs in their fees.

* Pay attention torepparttar 121664 "structure" ofrepparttar 121665 first meeting. Doesrepparttar 121666 agency listen to you, or are they in "sell" mode? If they don't listen, can they really understand and meet your needs?

* Outsourced providers are a limited resource, often working simultaneously for several clients. Make sure they haverepparttar 121667 bandwidth to take on additional work for your account and can meet your deadlines.

* Chemistry counts - you'll have regular contact with your agency. Nobody will ever provide a bad reference, so trust your gut instinct. Marketing communications is an investment. Selecting a source that matches your company's culture/personality is likely to give yourepparttar 121668 best return.

With 15 years of experience, Jon Boroshok is a veteran of high-tech and Internet marketing communications. He is the founder of TechMarcom, Inc. of Westford, MA (www.TechMarcom.com), an agency/outsource specializing in value-based marketing communications for technology companies. An accomplished strategist and writer, he has written articles and columns that have appeared in The Boston Globe, ZDNet, CMP Publications, eCommerce Times, Mass High Tech, PRWeek, and more.


Internet Marketing: I don't know everything - neither do you!

Written by Steve Nash


Continued from page 1

Well, I subscribe to a LOT OF newsletters to do with all aspects of Internet marketing. I recommend all ofrepparttar following publications which are pitched between beginner and expert.

Only subscribe to a few; but find authors or editors you feel comfortable with and trust. And then learn from them. ALL ofrepparttar 121652 editors below put a lot of time and effort into their publications simply to help you succeed online! Take advantage, and learn!

So, in no particular order:

Merle's Cyber Promotions Press ------------------------------ "Stay on top of what's happening inrepparttar 121653 world of Internet Marketing and Promotion and learn how to increase traffic to your own site."

Editor: Merle Frequency: Twice a month Subscribe: mailto:subscribe@mcpromotions.com

JimWorld Gazette ---------------- "The Web's fastest growing FREE traffic and marketing newsletter, full ofrepparttar 121654 latest news on site promotion and e-commerce."

Editor: Jim Wilson Frequency: Twice a month Subscribe: mailto:join-gazette@lists.jimlists.com

The Sitepoint Tribune --------------------- "If your business success relies onrepparttar 121655 Web, you can't afford not to receive this newsletter!"

Editor: Matt Mickiewicz Frequency: Weekly Subscribe: mailto:subscribe@sitepoint.com

Associate Programs Newsletter ----------------------------- "Crammed with insider tips, news on affiliate programs and marketing tips."

Editor: Allan Gardyne Frequency: Weekly Subscribe: mailto:associateprog@add.postmastergeneral.com

Monday Memo ----------- "Dedicated to Professionalism onrepparttar 121656 Web. It contains original articles written for this purpose..."

Editor: jl scott Frequency: Weekly Subscribe: mailto:Monday-Memo-on@MondayMemo.org

(Again, this list is by no way exhaustive, but it's a start.)

It is *very easy* to unsubscribe from allrepparttar 121657 above publications. So why not try one out: I get something valuable from each!

===================== WHAT ABOUT WEBSITES? =====================

Here are some more online resources about Internet marketing you will also find valuable:

http://www.sitepoint.com http://www.wilsonweb.com http://www.clickz.com http://www.iboost.com

===================== IS THAT IT? =====================

YOU CAN succeed onrepparttar 121658 Internet, and there are many people willing to help, quite often for free! Find a few 'voices' that you trust, via a newsletter or website and learn from them (ignorerepparttar 121659 rest).

Don't kid yourself, though! It takes a lot of hard (and smart) work to succeed onrepparttar 121660 Internet! But all of us can learn from others, either gurus or smaller voices like my own!

Steve Nash is webmaster at http://shoptour.co.uk - "Find shops quickly, AND save money!" He's also the editor of a twice-monthly AD-FREE newsletter, featuring 2 great articles dedicated to promoting YOUR business online. SUBSCRIBE NOW and get 2 free gifts. Send a blank e-mail to mailto:pppromote@shoptour.co.uk


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