To Get Free Publicity, Think "Local"

Written by George McKenzie


Continued from page 1

Polls, surveys, tip sheets, and quizzes make great fillers. Your data doesn't need to scientific or statistically significant, just interesting. Unique contests, such as Thrifty Rent-a-Car's annual Honeymoon Disasters Contest, can generate tons of coverage.

The media love controversy and (despite frequent accusations torepparttar contrary) most go out of their way to present both sides of a story. If you can offer a contrarian point of view --and you can explain your case--reporters will often give you an opportunity

You can getrepparttar 104908 media's attention to publicize upcoming events: classes, open houses, free demonstrations, visits by celebrities. Publicity beforerepparttar 104909 event helps spark interest and boost attendance.

Human-interest stories are everywhere, including your business. Think about people in your company, group, or organization. Does someone have an intriguing hobby? Pitch their story torepparttar 104910 local media.

Evenrepparttar 104911 weather and climate can give you a hook for free publicity. Homebuilders and remodelers can offer tips about saving energy. Doctors can suggest tips avoiding colds and flu duringrepparttar 104912 winter.

TV stations and cable channels, radio stations, newspapers, magazines, trade publications, and newsletters - both print and electronic - have huge amounts of time and space to fill.

There are more opportunities than ever, and competition is fierce for advertising dollars, viewers and subscribers. The secret to success knowing exactly what they're looking for - and giving it to them with a local twist.

During his 31 year broadcasting career, George's TV Reports have appeared on ABC, NBC, CBS, ESPN George offers a free 7-day mini course to anyone who subscribes to his free weekly ezine, Register at http://www.publicitygoldmine.com/ea


Get Outsiders on Your Side

Written by Robert A. Kelly


Continued from page 1

As you interact with audience members, watch closely for evasive or hesitant responses to your questions. And be equally watchful for negative misconceptions, rumors, exaggerations, inaccuracies or untruths.

These data are grist for your mill, i.e.,repparttar information you need to establish a public relations goal that correctsrepparttar 104907 offending opinion/perception. Such a goal might look like these: spike that rumor, clarify that misconception, or correct that inaccuracy.

Now, you need a pathway leading to your public relations goal, and that means you must pick a strategy showing you how to get there. Luckily, there are just three strategies in matters of opinion and perception: create perception where there isn’t any, change existing perception, or reinforce it. Just be certain that repparttar 104908 strategy you select is a logical fit withrepparttar 104909 public relations goal you just established.

Now, what you say to members of your target audience must clearly addressrepparttar 104910 offending perception gently but firmly. Your message must be believable, compelling and, atrepparttar 104911 same time, explain whyrepparttar 104912 current perception is not merely untrue, but unfair. It is no easy job to alter what people believe, which is why writing such a message demands persuasive writing ability.

To maintainrepparttar 104913 credibility ofrepparttar 104914 message, you may wish to piggy-back it on another announcement or presentation rather than usingrepparttar 104915 higher-profile press release format.

Happily, when it comes to delivering your message to members of your target audience, you have multiple choices for your communications tactics. Everything from newsletters, bulletins and alerts, special events and speeches to print and broadcast interviews, press releases, consumer/member briefings and many more. Just be surerepparttar 104916 tactics your use can demonstrate that they reach people similar to those who make up your target audience.

Before long, you, your PR team, and others in your unit will want to see some progress. Best (and most frugal) way to determine that is to return to perception monitoring inrepparttar 104917 field and ask members of your key target audiencerepparttar 104918 same questions used inrepparttar 104919 earlier session.

Only this time, you’ll be on alert for indications thatrepparttar 104920 offending perceptions are changing as you planned, along with predictable follow on behaviors.

Byrepparttar 104921 way, things can always move faster by adding other communications tactics, and using them on a more frequent basis.

Yes, for managers whose job success depends to a large degree onrepparttar 104922 behaviors of their key external audiences, a public relations problem-solving sequence like this one IS especially good advice!

end



Bob Kelly counsels, writes and speaks to managers about using the fundamental premise of public relations to achieve their operating objectives. 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




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