Ignore PR at Your Peril!

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. Net word count is 770 including guidelines and resource box. Robert A. Kelly © 2003.

Ignore PR at Your Peril!

If you do, it means:

1. you don’t value trackingrepparttar perceptions of important outside audiences whose behaviors could sink your ship:

2. you don’t care about setting a public relations goal designed to correct misconceptions, inaccuracies or rumors that can hurt you;

3. you care even less about strategies to get you from here to that PR goal you already don’t care about;

4. and you certainly don’t valuerepparttar 105413 persuasive messages you need to convince your key outside audiences that their damaging perceptions of your enterprise are dead wrong.

Man, that’s risky and an awful lot not to care about!

Actually, I don’t believe you don’t care, and I don’t believe you’re really ignoring public relations. If you were, by now your organization would be on its last legs, Kaput!, Morto!

In fact, you may be a closet PR person who knows better. Why you may even buyrepparttar 105414 fundamental premise of public relations:

“People act on their own perception ofrepparttar 105415 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-action those people whose behaviors affectrepparttar 105416 organization,repparttar 105417 public relations mission is accomplished.”

I’ll bet you’re also pretty darn good at monitoring what that #1 external audience thinks about you and your organization. And that you regularly interact with them asking questions like What do you think of us? Why? while watching for negative undertones, wrong-headed beliefs or misconceptions.

And that means you’ll be anxious to create a public relations goal that corrects such misconceptions because they can lead directly to negative behaviors that will hurt you.

In practice, your goal may be focused on pacifying an activist group, reinforcing prospect interest in your product or service, or even countering a painful rumor.

You’re probably ahead of me in formingrepparttar 105418 strategy you need to reach that goal. For better or worse, there are only three ways to deal with opinion or perception problems. Create some all-new opinion where none exists, change existing opinion, or reinforce it.

Transform Clients into Business Partners for Increased Profits

Written by Jessica Albon


Transform Clients into Business Partners for Increased Profits By Jessica Albon

Copyright 2003, The Write Exposure

Ideally, a business partner promotes your business; they're always onrepparttar lookout for new markets, and they work to find ways to improve your product or service.

Wouldn't it be amazing if you could get your clients to dorepparttar 105411 same thing? Well, you can, of course, if you simply do five things.

Find and broadcast your target. Who's your ideal client? Can you describe him/her in such a way that anyone can identify this person? This ideal client shouldn't just be people betweenrepparttar 105412 ages of 25 and 32. Rather, narrow your focus-perhaps your ideal market is single women buying their first home. You want to make sure your clients can repeat your target market and really understand it.

Start a newsletter. But this shouldn't be just any newsletter. Instead this newsletter must be: interactive (run promotions, ask provocative questions, give great advice), valuable (with real information, not just hype), and memorable (brand it, send it regularly, and hire onlyrepparttar 105413 best writers).

When you're turning clients into partners, it's crucial that your newsletter be a consistent reflection of your brand (you want your clients to have as clear an image of you as possible). You might do this with your tone-is your website all about parties? Then your tone should be light and friendly. You might do this with your columns. And you should definitely brand your newsletter with its design. You want your readers to have no doubt thatrepparttar 105414 newsletter is from you.

Make personal contact with each client. This contact can be inrepparttar 105415 form of a phone call, letter or in-person visit (email's not recommended unless it's necessary). Let each client know that you've decided to dedicate yourself to serving your target group and solicit their feedback. Do they know anyone who fitsrepparttar 105416 bill? Do they have any suggestions on how you can narrow your focus or widen your appeal? Approach each client with sincerity, and you'll not only learn a lot; you'll be halfway to your goal. Also, while you're contacting all your clients, make sure to ask if they're interested in receiving your newsletter.

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