How to Keep PR Working for You

Written by Robert A. Kelly


Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net. Word count is 1025 including guidelines and resource box. Robert A. Kelly © 2004.

How to Keep PR Working for You

Managers inrepparttar non-profit, association and business worlds need to persuade outside audiences withrepparttar 104114 greatest impact on their operations to their way of thinking. And then move those external stakeholders to take actions that help their departments, divisions or subsidiaries succeed.

But that takes a very special plan, one that delivers results far beyond simple publicity placements.

I’m talking about a blueprint, say, like this one that lets you broaden your public relations field of fire, putting its primary focus where it belongs, on your unit’s key external stakeholder behaviors: “People act on their own perception ofrepparttar 104115 facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired- actionrepparttar 104116 very people whose behaviors affectrepparttar 104117 organizationrepparttar 104118 most,repparttar 104119 public relations mission is accomplished.”

You’ll know such a blueprint is working when you see results like capital givers or specifying sources starting to look your way, customers making repeat purchases; membership applications onrepparttar 104120 rise; prospects beginning to do business with you; fresh proposals for strategic alliances and joint ventures coming in; welcome bounces in show room visits; community leaders beginning to seek you out; and politicians and legislators starting to view you as a key member ofrepparttar 104121 business, non-profit or association communities.

However, to get there you’ve got to be certainrepparttar 104122 public relations people assigned to your unit buy into your more aggressive public relations approach. In other words, do they all acceptrepparttar 104123 reality that it’s crucially important to know how your outside audiences see your operations, products or services? And do they really subscribe to an even more important reality that says perceptions almost always lead to behaviors that can trouble your unit?

Start by involving your PR team in plans for monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with repparttar 104124 interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?

I mean, your PR people ARE inrepparttar 104125 perception and behavior business to begin with, so they should be of real use for this opinion monitoring project. Professional survey firms are always available, but that can cost a bundle. So, whether it’s your people or a survey firm who asksrepparttar 104126 questions,repparttar 104127 objective is to identify untruths, false assumptions, unfounded rumors, inaccuracies, and misconceptions .

With such answers gathered, you must decide which of repparttar 104128 negatives should be designated as your corrective public relations goal – for example, clarifyrepparttar 104129 misconception, spike that rumor, correctrepparttar 104130 false assumption or fix a bothersome inaccuracy.

How to Market and Protect Your New Ideas

Written by Neil Armand


The intellectual property transfer market is now estimated to be worth over $100 billion. If you have a new idea, a patent or an invention, you may be able to license it or sell it for millions of dollars. Many Fortune 500 companies are now making their intellectual property available for sale or licensing at new online intellectual-property exchanges. These companies are trying to maximize their return on research and development investment and generate a new source of revenue by licensing their unused and underutilized inventions to others.

A number of online forums, including Minnesota-based NewIdeaTrade.com (http://www.newideatrade.com ), California-based Pl-x.com (http://www.pl-x.com ), and Connecticut-based PatentTriage.com (http://www.patenttriage.com ) now link buyers and sellers of intellectual property. The traditional transfer of intellectual property is complicated, costly, and can take up to one year. However, these online forums simplify and speed uprepparttar process for transfer of new ideas.

The Internet currently reaches more than 560 million users aroundrepparttar 104113 world. This makes innovators’ potential for exposure much higher than with traditional forms of media. The worldwide online commerce has reached $2.2 trillion in 2002 and is expected to reach $6.8 trillion by 2004. The innovators today can leveragerepparttar 104114 massive reach ofrepparttar 104115 Internet and promote their new ideas torepparttar 104116 global market without substantial marketing costs.

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