Our CEOs almost always want us to modify somebody's behavior, but too often we focus almost exclusively on communications tactics we HOPE will reach target audience. Now, we must actively track how well our tactics are altering perception of our target audience, then monitor degree to which audience behaviors have moved in our direction.

Thus, secret to powering up public relations in years ahead will lie not in selecting tactics or strategies, but in monitoring how well employer/client's key audience behaviors track behavior modification goals set at beginning of program.

end

Bob Kelly, public relations counselor, was director of public relations for Pepsi-Cola Co.; AGM-Public Relations, Texaco Inc.; VP-Public Relations, Olin Corp.; VP-Public Relations, 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 Speaking: http://www.ExpertsWhoSpeak.org/kelly.html

After that, I put a little something about signing up for newsletter in my signature line when I posted to discussion groups. That also worked well and still does.

One of things that work best is Moreover news feeds. Having news organizations spider your site and archives for new articles brings incredible exposure. You just have to figure out how to set up your own feed. I recently had a guest article on how to do that, which you can read here: . If you provide high-quality content, it's definitely worth trouble to syndicate it.

I can't actually remember anything I tried that stunk at getting subscribers. I'm quite Internet savvy and very picky about things I try. I can usually spot something that seems too good to be true and don't bother with it. Word-of-mouth works extremely well, too!

KARON: Now, I can attest from firsthand experience that you have one of most loyal subscriber bases on entire Web. Jill, what are you doing to keep your subscribers? What contributes to your extremely high subscriber loyalty?

JILL: Thanks, Karon. I'd have to say that biggest thing would be just being myself. It's pretty obvious when reading my stuff that I y'am what I y'am. People learn quickly that I'm a straight shooter and tell it like it is. They don't always agree with me, but at least they know where I stand.

Also, I never try to trick people. I don't pretend that affiliate links are not affiliate links, and in fact probably go overboard by making sure that everyone knows it is indeed an affiliate link. Plus, I don't just put in affiliate links for sake of having them there or for sake of making money. However, there are some really good resources out there that cost money, but are worth every penny. When I find them, and believe my readers will benefit by them (like your Copywriting Course, for instance!), I will then promote heck out of them. It's a win-win situation all around at that point. People learn about something that can greatly help them in their businesses, I make a little bit of extra money to pay for my list hosting and time spent on newsletter, and author of great resource gets paid for his hard work.

KARON: Excellent points, Jill. (And thanks for plug. ) So then, let me ask you this…what would you say is most important factor of consistently delivering a quality ezine?

JILL: I'd say you have to like doing it, because it's definitely a chore. If you think you can just rush something out door cuz you have to get something done, it will show in lack of quality. You really have to set aside a certain amount of time to do it right. Plus, you gotta proof, proof, and then proof it again.

KARON: I agree 100%! Well, Jill, I’ve taken up enough of your time. I truly do appreciate you letting us in on your success secrets. : ) It’s always helpful to see how others work.

If you want to subscribe to Jill’s ezine, High Rankings Advisor, you can do it here: http://www.highrankings.com/advisor.htm. You can also find past issues online at her site. Good info, I can promise you! I subscribe myself.