Pr Crisis Management Tell It All Tell It Fast And Tell The Truth

Writen by John Hicks

I turned on the television news recently to learn that one of our top football teams may have lost an important match because of illness, the story being brought to us by a reporter stationed outside the hotel where the players enjoyed lunch prior to the game.

In the car, this was the lead story on the radio news with the story read by a reporter, again said to be outside the hotel. He confirmed that the Police had collected samples from the restaurant to pass onto the health authorities.

Guess what? The story was also the lead in the tabloid newspapers sat on my desk when I reached the office. Photographs of the hotel in question usually supported the story.

As a public relations professional, I reflected on what the hotel's PR people are going through this morning. This is a prestigious hotel group with a well-crafted brand image of quality at the premium end of the market. Here they are, in the spotlight for all the wrong sort of reasons!

They will surely have a documented Crisis Management Plan or, in softer terms, a PR Communications Plan. But it is not only global companies who need to devise a plan in advance. Being in business, or even running a not-for-profit organisation, exposes everyone to the risk of a PR crisis.

No organisation is very far from crises and their resulting media attention. Their reputation can be washed away or seriously damaged in an instant. A crisis is any situation that threatens the integrity or reputation of your company, usually brought on by adverse or negative media attention.

These situations can be any kind of legal dispute, theft, accident, fire, flood or manmade disaster that could be attributed to your company. It can also be a situation where in the eyes of the media or general public your company did not react to one of the above situations in the appropriate manner. This definition is not all encompassing but rather is designed to give you an idea for the types of situations where you may need to follow this plan.

Crisis management is a complex subject, but here are five tips to get you started. And, start, you must.

1. Don't wait. Many organisations only get their crisis plans underway once a disaster has struck. Instead, brainstorm possible scenarios or types of disasters that could happen, and start planning for them. In fact, I have found this to be a positive process as bringing together key executives to share ideas and examine scenarios often brings out a range of issues that they can take forward.

2. Realise that crises take a wide range of shapes. As I say, this can be anything from the hotel's crisis to a legal dispute getting out of hand to customer dissatisfaction aired on the Internet. I even recall a weekend phone call from a Scout leader whose campsite had been washed away in storms with some children being injured; the media were on the telephone badgering her for the story! They will all require slightly different responses. Brainstorm and prepare for as many as you can imagine.

3. Develop a PR communications plan. A barrage of media attention may swamp you within minutes of the news breaking. Also, think about how you will get information out to staff, supporters & investors, and customers – yes, remember to get your side of the story out to customers as soon as you can. Internal communication is as important as communication to the general public.

A physical plan has to do with getting everyone out of the building in case of an earthquake. A communications plan involves identifying a spokesperson, developing press releases, setting up a media hotline, and finding a place where you can have a press conference.

4. Be prepared to speak to the media and to your constituents. Even if you can't say much because your lawyer is concerned about liability, plan to say what you can as soon as you can. Be concerned, show concern, speak concern, and always tell the truth. That doesn't mean you have to tell everything all at once, but never, never lie.

5. Provide media training for senior management. Do this before a disaster strikes. Make it a regular part of board and senior employee training. Media training needn't cost a lot if you have someone on your board working in public relations or someone who is a member of the media. The key is to do it regularly so that new people are always trained and others don't grow stale.

Don't delay your crisis planning. Don't ruin your hard-won reputation by handling difficult situations badly! The directors and PR team of that hotel this morning went to bed last evening little knowing the blast of unwelcome publicity that was facing them this morning. Hopefully, their PR Communications Plan will be a trusted aide today!

Suggested reading

1. "Crisis in Organizations: Managing and Communicating in the Heat of Crisis," by Laurence Barton.

2. "You'd Better Have a Hose if You Want to Put Out the Fire: The Complete Guide to Crisis and Risk Communications," by Rene A. Henry.

John Hicks is a Marketing and Press & Public Relations Consultant supporting small to medium sized businesses in the UK. He specialises in the manufacturing, leisure and retail sectors. His company is Headline Promotions Press & PR.

Public Relations For Dams

Writen by Lance Winslow

Many people who live in areas below dams are concerned in case of a breach, which could send billions of gallons their way. Others are upset that dams cause salmon problems moving up river and threaten the natural flows of water. Dams are an important part of our fresh water supply strategy in our nation. We are not alone in that regard, as we see China building the worlds largest dam project in the history of mankind.

Often folks will put up a pretty big fight when dams are build because that means that small watercraft are boxed in or that fish cannot get upstream and therefore people get upset. But also remember dam projects generate power often and this is clean energy and that means cleaner air too. Dams are a vital part of our fresh water resource plans to insure our civilization has the fresh water it needs.

It therefore makes sense to pre-plan and publicize the positive aspects of dams and to have a robust public relations program in order to educate citizens. It also makes sense to have open communication lines with all media in the region to insure that that any negative backlash is dealt with quickly without turning into a firestorm of controversy in the mass media hysteria world. Consider all this in 2006.

"Lance Winslow" - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; http://www.WorldThinkTank.net/wttbbs/

Using The Business Media In Your Marketing Mix

Writen by Jacquelyn Lynn

Positive exposure in the business media is a strong and often elusive marketing/public relations goal for most companies. At the same time, business writers are always looking for good subject matter experts to use as sources in their articles. Positioning yourself as a valuable resource to members of the business media can result in ongoing favorable publicity for you and your business.

Use these tips to establish and build strong relationships with the business media:

- Know your media markets and target the publications your customers read. This takes a little time to research but it will pay off.

- Identify and build a relationship with journalists and editors. Study the masthead information in your target publications and get to know who the writers and editors are and what areas they cover.

- Pitch story ideas they can use. Don't ask them to do a fluffy, promotional piece on you or your company—that's advertising. Give them news or feature story ideas with value and then offer to be their source.

- Be available for interviews and to provide background information. Nothing frustrates a writer more than to get a strong pitch and then not be able to contact the source on a timely basis.

- In a broadcast interview, speak in sound bites; for a print interview, answer the questions directly and completely. With a print interview, you generally have more time to answer a question, but you still need to be concise and quotable. Practice your comments ahead of time so that your message is clear and easy to understand.

- Be cautious when speaking "off the record." Expect that anything you say to a reporter is actually on the record, even if you said otherwise.

- Never say, "No comment." This makes it look like you are hiding something. Instead say something like, "I don't have an answer for you right now. Let me get back with you on that." And then follow up.

- Always tell the truth. It's basic, it's what your mother taught you—and it's amazing how many people get caught telling lies to the media. Don't risk your credibility; just tell the truth the first time.

- Don't ask to see the article prior to publication. Publications don't allow this and writers don't have time anyway. Making this request brands you as an amateur. It's okay to ask if the article is going to be fact-checked, and it's certainly okay to ask how you can get a copy of the piece once it's published.

- Do appropriate follow-up. That means you should promptly send any information you promised; if the subject is complex, e-mail in a few days to see if the writer needs anything else.

- Keep in touch, but don't overdo it. Send regular news release (but only if you have real news) and story ideas, but don't become a pest. And always ask how the writer or editor prefers to receive information.

- Get permission before reprinting articles that mention you. The story may be very flattering and you want to send it to all your customers and use it in your marketing—that's fine, but get permission from the publisher first or you could be guilty of copyright infringement. You may need to pay a fee for the rights to reprint the article.

Jacquelyn Lynn is the author of Online Shopper's Survival Guide (Entrepreneur Press, August 2006) and co-author of Make Big Profits on eBay: Start Your Own Million $ Business (with Charlene Davis, Entrepreneur Press, 2005) and the author of ten titles in Entrepreneur's Start-Up Guide Series. For more information, visit http://www.jacquelynlynn.com.

Gain Publicity Sponsor Or Donate To An Event

Writen by Bette Daoust, Ph.D.

Most businesses do provide funds for non-profit organizations. If it is not in the way of cash, it is certainly through sponsorships and donations in kind. Some of the larger corporations have a budget for sponsorships and donations that they spend every year. Find out what they support, many times it is a local charity or non-profit. Although you will not likely be able to do much with this information business-wise, you will be able to bring it up in a conversation. Nothing pleases people more than when you notice what they do for others. Besides donations and sponsorships, companies may offer seminars and speakers for events. Find out what topics they offer and see which ones you can attend. These speeches will also give you more information.

A business that contributes to the community does necessarily want to be solicited for donations; they just want to show that they do their part for their community. More often than not, they will have members of their staff join organizations and sit on the board of directors. If you belong to the same organization, your chances of doing business with that company will be increased but there is still no guarantee.

The information you gather is just simply that - it is information. Information is only a tool by which you can gain insights into the operation of a company. It does not give you a leg up on your competition unless they are not doing their homework. Use the information wisely.

Businesses that do sponsor or donate may be looking for the publicity associated with your event. Most organizations want to be seen as supporters of the community and the best way to do that is have it publically announced. Keep in mind the more PR components you offer in your sponsorship and donation solicitation, the more likely you will get agreement.

Bette Daoust, Ph.D. is a speaker, author (over 170 books, articles, and publications), and consultant. She has provided marketing, sales, business development and training expertise for companies such as Peet's Coffee & Tea, Varian Medical Systems, Accenture, Avaya, Cisco Systems to name a few. Dr. Daoust has also done extensive work with small businesses in developing their marketing, training, and operational plans. You may contact Dr. Daoust at http://BizMechanix.com You may also view her latest publications at http://BlueprintBooks.com Dr. Daoust also writes for the National Networker http://theNationalNetworker.com

The Magic Of News Releases Free Publicity To Build Your Business

Writen by Angela Booth

The easiest way to gain free publicity for your business is to send out a news release. Although it seems hard to believe, the news media are waiting for your information. It's been estimated that 80 per cent of news stories originated from a press release.

Don't stop at one news release. You should send out a steady stream of news releases about your business. Of course, not all the releases you send out will get the media's attention. However, if just one release is picked up, you will get thousands of dollars of publicity, for free.

Here's a step by step process to develop a media campaign:

=> 1. Create a basic release template

The first step in getting into the swing of creating regular news releases is to create a couple of template files. I have two, one for electronic releases, and another for print releases.

Creating basic templates ensures that you can write your releases quickly. You can find templates for news releases online, at sites like PRWeb.

=> 2. Create a schedule to send out releases

Send out a news release at least once a month -- if you can, send out one a week.

Create a schedule to send out your news releases, and mark the schedule on your calendar. If necessary, hire a writer to write the releases for you.

News releases help you to tap into that vast unexploited market out there, of those people who have never heard of you and your business.

=> 3. Send releases to everyone who uses your services, not just to the media

In addition to sending out your press releases to the media, you should also send them to all your customers. It's a heads-up for everyone you deal with about what's happening in your business. Your current and inactive customers will be encouraged to send more business your way.

=> 4. Put each release onto the Media page of your Web site

Adding news releases to your site increases your site's ranking in the Web search engines, and makes it more likely that your clients will be able to find you.

News releases are a basic marketing technique. They help your business to grow with little effort. Write a news release a month, and watch your business take off.

=> 5. Keep on the lookout for "news" for your releases

As you work with clients, read newspapers and magazines, and as you go through your day, stay alert for material you can use.

For example, if you've just signed a new client, write a news release about it. Not only is this good advertising for your business, it's also great (free) advertising for your new client.

Please don't forget that you're not restricted to news about your business, or local businesses. If you think something is newsworthy, it's news.

You can also package tips as news releases. For example, think of the all UCE (Unsolicited Commercial Email) which is cluttering the Inboxes of business people everywhere. How do you deal with spam? How do your friends deal with it? How do your clients deal with it? Write a roundup news release: "The Top Ten Ways to Deal with Spam" and send it out.

Remember: it just takes one news release to blast your business to instant success. Send out a news release today.

Author of many books, including Making the Internet Work for Your Business, copywriter and journalist Angela Booth also writes copy for businesses large and small, and consults on search engine marketing. Angela has written copy for companies in many industries, ranging from technology and real estate to the jewellery trade. Her clients include major corporations like hp (Hewlett Packard), WestPac Bank, and Acer Computer. For copywriting services and marketing advice contact Angela at angelabooth.com.

How To Create A News Angle

Writen by Michael Levine

Think of a triangle. On the left, imagine the story you want to tell. On the right, you have zeitgeist , or curent events.

The object of the game is to create a unified, triangulated center...literally an "angle" for your story.

For example, if you have improved your business practices, you might utilize the popularity of television transformations, and promote your story as an "extreme makeover" for busy professionals.

By tying your story to something topical, you vastly improve its chances of being heard.

A good story with a mediocre salesperson is better than a bad story told by the most articulate salesperson. Lack of slickness is actually an asset.

If you had the greatest press kit in the world-but a lackluster story-I couldn't get you on the Today Show . But if you were pregnant with Osama Bin Laden's baby, I could get you on with a smudged fax.

In America Today, for better or worse, the way we become credible is by being visible. These are wacky times. Where there's no visibility, there is no credibility. That's just the way it works.

GuerrillaPR Insights is a, weekly newsletter that does 2 things: First, it provides readers with a weekly, actionable "insights" on how you can work more effectively with the media.

Secondly, it provides NAPES: Names, Addresses, and Phone numbers of key media producers and editors. For example, in a recent issue, we gave specific contact information on how to contact the producers of the Oprah Winfrey Show. To check out the archives, go to: http://www.guerrillapr.net/ Guerrilla_PR_Insights-backissues.html

Are You Making These Pr Mistakes

Writen by Robert A. Kelly

As a business, non-profit, government agency or association manager, are you overly preoccupied with communications tactics like special events, broadcast plugs, press releases and brochures?

Yes? Well then, you're probably not getting the best public relations has to offer, and you're missing the core PR mission you need to pull together the resources and action-planning required to alter individual perception leading to changed behaviors among your most important outside audiences. The plan helps a manager persuade those key folks to his or her way of thinking, then moves them to take actions that allow their department, group, division or subsidiary to succeed.

How did you get into this pickle? In all probability, you ignored the underlying premise of public relations: People act on their own perception of the 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 the very people whose behaviors affect the organization the most, the public relations mission is usually accomplished.

This is what such a premise can end up meaning to you: the right public relations planning really CAN alter individual perception and lead to changed behaviors among your key outside audiences. But your PR effort must demand more than special events, news releases and talk show tactics if you are to receive the quality public relations results you believe you deserve.

When you take this approach, the desired end-products will soon appear. And they won't be long in coming, especially when capital givers or specifying sources begin to look your way; customers begin to make repeat purchases; membership applications start to rise; new proposals for strategic alliances and joint ventures start showing up; politicians and legislators begin looking at you as a key member of the business, non- profit or association communities; welcome bounces in show room visits occur; community leaders begin to seek you out; and prospects actually start to do business with you.

Keep in touch with the public relations people assigned to you. They can be of real use for your new opinion monitoring project because they are already in the perception and behavior business. But be certain those PR folks really accept why it's SO important to know how your most important outside audiences perceive your operations, products or services. Above all, be sure they believe that perceptions almost always result in behaviors that can help or hurt your operation.

Invest the time needed to review with them your plans for monitoring and gathering perceptions by questioning members of your most important outside audiences. Ask questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? Are you familiar with our services or products and employees? Have you experienced problems with our people or procedures?

On the other hand, introducing professional survey firms to do the opinion gathering work can cost a lot more than using those PR folks of yours in that monitoring capacity. But whether it's your people or a survey firm asking the questions, the objective remains the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

As with the balance of your programming, you'll need to establish an action goal here for the most serious problem areas you uncovered during your key audience perception monitoring. Will it be to straighten out that dangerous misconception? Correct that gross inaccuracy? Or, stop that potentially painful rumor before it does more damage?

Of course few goals are achieved without a strategy to show you how to reach it. However, just three strategic options are available to you when it comes to solving perception and opinion problems. Change existing perception, create perception where there may be none, or reinforce it. But the wrong strategy pick will taste like Ceasar salad dressing on your popcorn. So be certain your new strategy fits well with your new public relations goal. You certainly don't want to select "change" when the facts dictate a strategy of reinforcement.

This is the point where some good writing is needed, and where you must prepare a persuasive message that will help move your key audience to your way of thinking. It should be a carefully-written message aimed directly at your key external audience. Ask your very best writer to accept the assignment because s/he must come up with language that is not merely compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to the behaviors you have in mind.

And this is also the moment to identify the communications tactics most likely to carry your message to the attention of your target audience. There are many waiting for you. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be certain that the tactics you pick are known to reach folks just like your audience members.

I'm certain you'll agree that the method by which you communicate your message can be a concern because the credibility of any message is always fragile. Which is why you may wish to unveil your corrective message before smaller meetings and presentations rather than using higher-profile news releases.

Talk of progress reports should spur you to commence a second perception monitoring session among members of your external audience in order to measure headway. You can use many of the same questions used in your benchmark session. But this time, you will be on guard for signs that the bad news perception is being altered in your direction.

A slowing in your PR program's forward movement will alert you to the need to speed things up by either adding more communications tactics and/or increasing their frequencies, or both.

Thus, avoid making the worst PR mistakes by moving beyond tactics. Then you are free to use the right public relations to alter the perceptions of your most important outside audiences, leading directly to achieving your managerial objectives.

Bob Kelly counsels and writes for business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has published over 200 articles on the subject which are listed at EzineArticles.com, click Expert Author, click Robert A. Kelly. 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. He holds a bachelor of science degree from Columbia University, major in public relations. mailto:bobkelly@TNI.net
Visit:http://www.PRCommentary.com

Financial Planners Publicity Dont Wait Media Folks Want Your Free Publicity

Writen by Ned Steele

Looking to get your name into a magazine? You need to be thinking ahead--way ahead. Magazines start planning their issues as much as six months before their publication date.

In January, when you are muttering about the expensive heating bill, magazine writers are penning tips about staying cool. In June, while you lie on the beach, they are researching the hot new Christmas toys.

If you call a magazine reporter in March with tax tips for April 15th, they will be more than a little bit annoyed. They finished their tax articles months ago and are working on back-to-school pieces.

When you have a story pegged for a specific date, contact magazine folks as far ahead of time as possible. They will respect your understanding of the magazine game.

Even daily newspapers and weekly magazines work well in advance. Though the facts of their stories may change as their deadline nears, the basic structure of most newspaper articles is established well in advance.

This is especially true of financial and business columnists who are your main target. They often write their pieces weeks or even months in advance.

If you come up with a story that is time-sensitive, don't sit on it. Contact a media person right away. It's hardly ever too early to plant a seed in their mind.

Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.

What Is News

Writen by Sally Hodge

What may be the more appropriate question is: What makes a story newsworthy enough to get picked up by the media? Here are a few rules of thumb to determine if you have a news angle worthy of press coverage.

First, is the subject relevant to anyone outside of your organization? For example, if your firm is announcing changes to the employee health plan, that's newsworthy of coverage in the company newsletter but not typically for the mainstream press.

Timeliness is also a factor. No one wants to hear about something that happened a year ago, or even a month ago. Reporters want fresh ideas and breaking news.

Generally, the media won't cover the same story twice. If your company has already received coverage for a particular event, subject or product, the media won't write about it again – unless there's a whole new angle to explore. If there's a new twist to the story, a new development, a trend emerging as a result of the original story, new facts, findings, or product enhancements, then it may be news all over again.

If, using these general guidelines, you're pretty sure you have news to share, there's still the possibility that it won't get picked up. Don't get discouraged. Instead, become diligent about reading the publication(s) where you'd like to get coverage to get a feel for the types of stories covered and what different reporters are writing about. You'll be better positioned so that the next time you have a story idea to share, you'll know who to contact, and that the "news" meets the publication's needs.

Sally Saville Hodge is president of Hodge Communications, Inc. (http://www.hodgecommunications.com), a strategic PR and marketing communications firm in Chicago. She can be reached at shodge@hodgecommunications.com.

For Financial Planners Marketing And Publicity Is About You

Writen by Ned Steele

For financial planners, getting publicity, in the end, isn't about having contacts in the media.

Or about writing a great press release.

In the end, it's about one thing: it's about you.

You, and the knowledge and expertise you share every day with your clients.

The same knowledge that helps you recommend the right stocks, mutual funds, or municipal bonds.

The same expertise that your clients seek out when they want to plan a savings account for their child's education, formulate a retirement plan, or protect the value of their estate.

If you have any of that knowledge stuff (and you wouldn't still be in business if you didn't), you can get publicity. And you can use that publicity to build your business. I promise.

By the way, I've encountered many financial planners along the way who thought that getting impactful publicity was an impossible dream for them.

"I'm too small," they'd say.

"No one in the media cares about me."

I can't compete with the big guys."

To which I say, baloney! After which I say, yes, you can.

And after which I cite an old African proverb:

"Anyone who thinks you can be too small to make a difference has never spent a night alone in a closed room with a mosquito."

Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.

Consider Media Lead Times When Pitching Stories

Writen by Harry Hoover

You improve your chances of getting coverage if you understand the lead times of the various media when pitching story ideas.

Newspapers, for instance, often work with no lead time. Online, radio and TV, too, are known for their immediacy. Newspaper special sections, such as a holiday gift guide, might want material one to two months in advance. Weekly newspapers, like the , have their special editions planned months in advance and begin reviewing story ideas for those as much as two to three months out. So, they might be thinking about their February 17 corporate philanthropy section in December.

Magazines - particularly those aimed at consumers - often have lead times of as much as six months. Some of those include women's books like Ladies' Home Journal and Redbook, as well as men's magazines like Maxim. In December, those editors are already thinking about Easter, taxes, Mother's Day and baseball season.

Even newswires like the Associated Press have some longer lead times for their special editions. AP's new specials editor, Julia Rubin, begins thinking about her monthly specials more than a month in advance. She likes to receive information about products and services, as well as story ideas that tie in.

Here are some of her upcoming features and their deadlines: Fashion, 2/1/2006; Health/Fitness, 3/1/2006; Careers, 4/1/2006

One final tip, editorial calendars are a great way to find out what editors want and when. If you don't subscribe to one of the editorial calendar services, try doing a Google search for "editorial calendars" plus your topic of interest to see what comes up.

Harry Hoover is managing principal of Hoover ink PR. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Focus Four, Levolor, New World Mortgage, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, Verbatim and Wicked Choppers.

Ever Think Of Pr This Way

Writen by Robert A. Kelly

Instead of viewing public relations' big guns as broadcast plugs, press releases, brochures and fun-filled events, as many managers do, how about a sound public relations strategy combined with effective communications tactics leading directly to the bottom line – perception altered, behavior modified, employer/client/manager satisfied?

That's what can happen when business, non-profit, public entity and association managers plan for and create the kind of external stakeholder behavior change that leads directly to achieving their managerial objectives. Especially when they persuade those key outside folks to their way of thinking, and then move them to take actions that allow their department, group, division or subsidiary to succeed.

Those managers have made a winning bet by using public relations to do something positive about the behaviors of the very outside audiences that MOST affect their operations.

First step in that direction must be creating a high impact public relations blueprint designed to get every member of your PR team working towards the same external stakeholder behaviors.

As you might suspect, we have such a blueprint for your review: people act on their own perception of the 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 the very people whose behaviors affect the organization the most, the public relations mission is usually accomplished.

This approach usually causes the fur to fly. For example, new proposals for strategic alliances and joint ventures; a rebound in showroom visits; customers making repeat purchases; capital givers or specifying sources looking your way; prospects starting to work with you; fresh community service and sponsorship opportunities; improved relations with government agencies and legislative bodies; membership applications on the rise; new thoughtleader and special event contacts; and even stronger relationships with the educational, labor, financial and healthcare communities.

Whom, do you suggest, will do the work? Whoever, they must be committed to you as the senior project manager, and to the PR blueprint starting with key audience perception monitoring.

Important questions remain, like who is going to do the work? The usual public relations staff? Specialists from a PR agency? People on-loan from above? At the same time you're sorting out that challenge, you'll be checking to insure that your team members accept the reasons as to why it's SO important to know how your most important outside audiences perceive your operations, products or services. Be certain they buy the reality that perceptions almost always lead to behaviors that can help or hurt your unit. Periodically, go over the public relations blueprint with your team members, especially your plan 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 the interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?

Goes without saying that you can always employ professional survey counsel for the perception monitoring phases of your program, although it can be expensive. But luckily, your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

Time now to establish once and for all your public relations goal. Here you must do something about the most serious distortions you discovered during your key audience perception monitoring. Your new public relations goal might call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or stopping that potentially fatal rumor.

The next step is just as important because it tells you how to reach that brand new PR goal. To keep things simple, note that there are only three strategic options available to you when it comes to handling a perception and opinion challenge. Change existing perception, create perception where there may be none, or reinforce it. Of course, the wrong strategy pick will taste like chili butter on your pralines, so be certain the new strategy fits well with your new public relations goal. Naturally, you don't want to select "change" when the facts dictate a "reinforce" strategy.

Here we are at the time when you must produce a powerful corrective message aimed at members of your target audience. However, persuading an audience to your way of thinking is not easy! And that's why your PR folks must come up with words that are not only compelling, persuasive and believable, but clear and factual. This is how you will be able to correct a perception by shifting opinion towards your point of view, leading to the behaviors you are targeting.

Happy with the new language? Are the impact and persuasiveness good enough to do the job? If they are, you can proceed to selecting the communications tactics most likely to carry your message to the attention of your target audience. You can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings,

media interviews, newsletters, personal meetings and many others. But be sure that the tactics you pick are known to reach folks just like your audience members.

Yet another question, would you rather unveil your message before smaller gatherings rather than using higher-profile tactics such as news releases? Reason is, the credibility of a message can depend on the credibility of its delivery method.

For progress measurement purposes, you and your PR team should be prepared to return to the field and start work on a second perception monitoring session with members of your external audience. You'll want to use many of the same questions used in the first benchmark session. But this time, you will be watching very carefully for signs that the bad news perception is being altered in your direction.

Momentum can always flag. Fortunately, you have at your disposal the option of speeding up matters with more communications tactics and increased frequencies.

Yes, it can pay dividends when a manager thinks about public relations this way. Especially when s/he creates the kind of external stakeholder behavior change that leads directly to achieving that manager's most important operating objectives.

Please feel free to publish this article in your ezine, newsletter, offline publication or website. Only requirement: you must use the Robert A. Kelly byline and resource box. Word count is 1190 including guidelines and box. Robert A. Kelly © 2006.

Bob Kelly counsels and writes for business, non-profit, public entity and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has authored 250 articles on the subject which are listed at EzineArticles.com, click Expert Author, click Robert A. Kelly. 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. He holds a bachelor of science degree from Columbia University, major in public relations. mailto:bobkelly@TNI.net Visit: http://www.PRCommentary.com

Creating Pr By Way Of Interviews

Writen by Lance Winslow

One great way to create public relations and Internet community goodwill for your online business is to do interviews of people in the industry. This does two things; first, it makes you look good being associated with other people that you are interviewing and it makes you look like you know what you are doing and you are well connected in the industry so you must be very good and even an expert in the field or industry sub sector.

Additionally, it makes the other person look good and that means they are more likely to network with you in the future on industry projects and that can bring value to your business future sales. It adds one more important word-of-mouth advertiser in the industry funneling business your way. Creating PR by way of interviews is a very smart business tactic in marketing because it is a win-win situation for both the interview were and the interviewee.

What some people do not realize is that often in the interviewer can end up with more publicity, public relations and Internet community goodwill than the interviewee. Often the interviewee is someone who is very popular and already well known in the industry and that is the reason that they picked them to do the interview in the first place. By being associated with this person it upgrades their status in the industry as well.

The good thing about using interviews for PR is it also separates you from the interviewee in case sometime in the future the interviewee has any negative political or unfortunate negative press. After all you are not associated with them or aligned with them anyway because you merely did an interview. So interviewing people for public relations and marketing is a very smart idea and something you might consider in 2006.

Lance Winslow, a retired entrepreneur, adventurer, modern day philosopher and perpetual tourist.

Publicity Show A Reporter You Care By Inviting Them To Factcheck

Writen by Ned Steele

Just like a financial planning client fears not having enough money for retirement, reporters fear getting their facts wrong in print.

Inaccuracy isn't tolerated in newspapers or magazines. Look at the outcry after Mitch Albom, bestselling author of Tuesdays with Morrie and The Five People You Meet in Heaven, mis-stated the location of an interview subject in an article. And this was in a sports column! Imagine the fallout if he'd made a crucial error on the business pages. It's no wonder reporters are fearful.

This provides an opportunity for you to stay in contact with a reporter after your interview, and maybe even steer the story in the direction that will maximize your publicity and marketing results.

After the interview is over, send the reporter a note or email inviting them to fact-check with you before the article goes to print. You'll get to correct any obvious errors in your comments or in the article, and perhaps even smooth out any infelicities in your quotes. With a little diplomacy, you may be able to exert some last-minute gentle influence on the story's drift.

Think of this as a value-added service for your client, the reporter. It shows that you understand their job and will make them more likely to interview you again for their next story.

Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.

Media Publicity Get Your Name Out There

Writen by Joshua Feinberg

Media publicity is a great way to build your professional profile and credibility. Get interviewed, get featured, get quoted, or somehow get into the local newspaper or business journal and use this media publicity to your advantage.

Use the media publicity you have generated when you create your business collateral. You will get more mileage out of your media publicity this way than simply relying on people to see it in print or on TV, or hear it on the radio.

Here are some popular and simple ways to get media publicity:

Talk to the hosts or producers of any local computer related or small business related TV or radio shows. Convince them that your expert opinion is valuable.

Generate media publicity by getting benefits focused testimonials from local celebrities, prominent business owners, and politicians. Get photos with these local celebrities so you can use them in your own print and online marketing collateral.

Host public seminars and create your own media publicity. Develop a reputation as an expert in your community.

Speak at high profile local organizations and business events as a computer expert. These events will likely be covered and you will get media publicity.

Teach something IT related at the local community college. You will get media publicity in their brochures and course catalogues.

Write a computer tips column for the local newspaper, regional business magazine or a business organization's newsletter. This is a great way to raise your profile through media publicity.

Bottom Line on Media Publicity Generating media publicity is an excellent means of raising your profile and building your credibility. When you get media publicity you are automatically perceived as an expert. This helps your computer consulting business enormously. Think about creative ways you can garner media publicity and then use the coverage you get in as many of your marketing pieces as possible.

Copyright MMI-MMVII, Small Biz Tech Talk. All Worldwide Rights Reserved. {Attention Publishers: Live hyperlink in author resource box required for copyright compliance}

Joshua Feinberg helps computer consultant business owners get steady, high-paying clients. Learn how you can too. Sign-up now for Joshua's free audio training program that shows you how to use field-tested, proven Small Biz Tech Talk tools.

Public Relations For Dentists

Writen by Lance Winslow

Public relations for professional Dentist Practices makes a lot of sense, because it brings awareness of the need to take care of your teeth and it brings community good will to the forefront of the business. Designing a good public relations program is not easy for a professional practice.

This is because there are so many professional practices vying for the same ink space in the news paper, segment on the radio or images on the local cable station, never the less there is much that can be done to promote a professional Dentist Practice thru a well thought out public relations program and strategy.

For professional practices and especially such practices as Dentistry can benefit significantly thru the providing of educational services and volunteer projects; and this makes a lot of sense. This does not mean the professional dentist medical corporation should go out and cancel its Chamber of Commerce Membership or quit those local community service clubs, as those are good too.

However, a good public relations program is one that is media friendly and has public interest too. This helps the promotion of publicity in such educational events for the public and helps spread the word, which benefits the professional dentistry corporation with additional new clientele and that means a stronger base of customers too. Please consider all this in 2006.

"Lance Winslow" - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; http://www.WorldThinkTank.net/wttbbs/

Public Relations For Catering Truck Companies

Writen by Lance Winslow

Catering truck Public Relations thru Neighborhood Business Watch and Community Policing Programs make sense for many reasons. Consider if you will the need for public relations for onsite catering trucks; you know they ones you call Roach Coaches? You see the problem they could indeed use a little goodwill and image upgrade couldn't they?

Why a Neighborhood Mobile Business Watch Program to promote community goodwill? Well because it makes sense, think of the business model for second;

CATERING TRUCK COMPANIES: These are the guys with the wad of cash that come to your parking lot at work and sell you snacks and lunch. These are very busy people and it will be difficult to get them into a meeting for training. Perhaps if the owner of a bunch of trucks has a meeting all of his drivers will attend and he can put stickers on the catering trucks. Not Magnetic signs because the trucks are aluminum and the magnets will not stick. It would be nice to put on three. Put one on back and one on each side. The side where the door opens put the sticker off to the side so while he is selling you can still see the sign. Think how many people see this truck in a week. We have not had a situation where the catering truck company declined to help a program that I know of.

Sometimes public relations experts miss the innovative approach to developing community goodwill at little if any cost. Giving back to the community you serve makes good sense and this is one easy way to do just that. Consider this in 2006.

Lance Winslow - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; www.WorldThinkTank.net/wttbbs/

How To Get National Media Without A Publicist

Writen by Mark Nash

When I wrote my first book in 2001 I was clueless on how to promote it. I hired a publicist at a hefty price. Although he did a good job considering it was a non-fiction business title, after the first couple of months he moved his focus on to new projects and authors. I was dead-in-the-water publicity wise at this point, but my book marketing campaign was just in it's infancy, and so was my writing career. I figured I better learn how to be my own publicist and quick.

Mark Nash author of four books including his latest 1001 Tips for Buying and Selling a Home and a columnist for RealtyTimes.com shares how he went from complete publicity novice to a guest on CBS The Early Show and CNN's Open House.

-The press release is dead. Write short articles (300-600 words) about your specialty and email to editors and producers. Include a short bio at the end. Position yourself as a source for articles and shows. Many of my articles are used to trigger story ideas by editors and producers. Usually when I'm quoted, it includes a tag my for book title.

-Don't follow up after sending an article. Contrary to what you think about follow-up being professional, many journalists hate it. It's a bother to them, they'll call or email when they want you. And that could be up to a year later!

-Bacon's Media in Chicago publishes resource books with media contacts annually. They're broken down into four categories; newspapers, magazines, television and radio. They run about $200 each, but they point you to the right person to send an article. I can't live without them. They're worth every cent.

-My favorite free public relations e-zine is The Publicity Hound. Joan Stewart power packs every issue with inexpensive publicity tips that work. You can sign up on her web site; www.thepublicityhound.com

-My books all deal with residential real estate, which tends to be viewed by radio and television show producers as seasonal. I keep this in mind and start sending articles when I know its on their radar, mainly January through June. Remember that seasonality drives journalists.

-Make sure you pitch the right person. I've learned that senior producers make most of the program guest decisions. I sent the senior producer at The Early Show an article early one afternoon and was booked on it by the close of business the same day. I had a five minute segment on the nationally televised show and sold through the first printing of my book.

-Once a journalist has contacted you to schedule an interview or as a guest, you must follow through as you have agreed. I know this is contrary to an earlier statement. Once you have a green light speed and follow-up is everything! Overnight the materials, send an outline, bio or pictures as soon as possible. Journalists are all about deadlines, meet them and you will be rewarded.

-Remember when working with journalists, it's about them, not you. Sorry to say, but journalists and producers have the overall story idea and control. Give them what they want and they'll use you time and again.

-Find timely ways to tie your book in to current news. I do annual top mistakes of home buyer at year end, which typically is a slower news period. With all the media attention the movie Brokeback Mountain received, I wrote an article on gay and lesbian home owner rights that was picked up my many newspapers. Be creative and off beat, journalists are always looking for new angles to separate themselves from their competition.

-Offer exclusives and don't send the same pitch to every editor and journalist. Build relationships with editors and they will come back for more.

Mark Nash's fourth real estate book, "1001 Tips for Buying and Selling a Home" (2005), and working as a real estate broker in Chicago are the foundation for his consumer-centric real estate perspective which has been featured on ABC-TV, Associated Press, CBS The Early Show, Bloomberg TV, Bottom Line Magazine, CNN-TV, Chicago Sun Times & Tribune, Fidelity Investor's Weekly, MarketWatch, HGTVpro.com, MSNBC.com, Smart Money Magazine,The New York Times, Realty Times, Universal Press Syndicate and USA Today.

Public Relations For Beverage Companies

Writen by Lance Winslow

Beverage delivery companies know that they must support the brands that they sell and the more they do the better chances of selling more product in that market. Often these companies co-op advertise with the bottling companies or product corporation in order to promote these products in the distributors market place.

Public Relations is also a very big part of the game and of course they wish to be represented at ball-parks, county fairs and major events like the Rodeo, Air Show and NASCAR events too. But public relations between such big events is also important and with all those delivery trucks I suggest that they join a neighborhood mobile business watch program in the area as well; why? Well simple let us look at this business model for a moment shall we?

BEVERAGE DISTRIBUTION COMPANIES: Beverage companies go to gas stations, mini-marts, grocery stores, C-stores, bars, institutions, and are usually involved with all types of community activities: fairs, events, schools, etc. They need to remain in a positive light with local public relations. Many times the leadership of their company is involved in local service clubs, chamber of commerce committees, and non-profit kids groups.

Now then you can see why this does make so much sense and why all beverage companies should look into helping the community, which supports them thru beverage purchases. So, please consider all this in 2006.

"Lance Winslow" - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; http://www.WorldThinkTank.net/wttbbs/

Ready For A Business Recovery

Writen by Robert A. Kelly

Who wants to face the challenges of a business recovery without a ton of firepower? Especially when getting your piece of the action almost certainly depends upon how well you modify the behaviors of your target audiences.

That's why public relations had better play a central role in your business planning. Particularly since any recovery that takes place will be the result of industrial, commercial and individual consumers alike starting to behave like buyers, whether of your products or services, luxury real estate, frozen pizzas, industrial transformers or information technology.

So, before this train leaves the station, if you are unsure how best to use public relations in the expected recovery, consider its basic mission firmly rooted in the principle that people act on their own perception of the facts. Then it strives to create, change or reinforce public opinion by reaching, persuading and moving-to-action those people whose behaviors affect the organization. When the behavioral changes become apparent, and meet the program's original behavior modification goal, the program has succeeded.

But what comes first? How about a real acceptance that (1) individual perception of the facts is THE guiding light leading to behavioral change, and (2) that something really CAN be done about those perceptions. Think about that for a moment - not every one buys it. For me, I can tell you it was an epiphany of immense proportion that actually helped shape my career in public relations.

First, we set the goal whether it be to move consumers to try a new soft drink flavor; or to perceive your organization in a new light thus strengthening its reputation; or to lead them to a positive perception of the company in turn leading to new investments in the company's shares.

Next, what strategy will it take to reach that goal? Opinion Creation, Change or Reinforcement?

Creation

Here, the real public opinion work begins. The public relations squad must decide whether opinion among key audiences is to be created from scratch, requiring a lot of basic data, information and interpretation from which a person can form an initial opinion.

Change

Or, are we talking about a change in opinion, a nudge in one direction or the other requiring a clear, credible and well-supported explanation of, and rationale for why anyone should alter their current views?

Reinforcement

Or, do we simply reinforce opinion that pretty much tracks with the opinion level we desire? In this case, we use simple corroboration and additional third-party support to strengthen existing public opinion.

But for each of the three choices, the information and data to be communicated must be creditably sourced, crystal-clear and logically presented.

On to reach, persuade and move-to-action

Reach

Now, it's time to actually reach your key audiences, people whose behaviors will affect your organization. Among others, these stake-holders include customers, employees, prospects, retirees, media, legislators, regulators, and both financial and plant communities.

But reaching these target groups means applying the most effective communications tactics available to you. These will include such tools as media relations and publicity- generating news conferences and press releases, newsletters and e-mails, high-profile speeches, charitable contributions, investor relations, informal opinion surveys and many others.

Special events also will be high on the "reach" action list: newsworthy events like trade shows, open houses, awards ceremonies, contests, VIP receptions, financial roadshows, and even media-attracting stunts.

Persuade

Persuading your key audiences, the third leg of the opinion troika, is yet another challenge because bringing these important groups of stakeholders around to your way of thinking depends heavily on the quality of the message you prepare for each target audience.

It's hard work. You must understand and identify what is really at issue at the moment; impart a sense of credibility to your comments; perform regular assessments of how opinion is currently running among that group, constantly adjusting your message; as well as highlighting those key issue points most likely to engage their attention and involvement.

Implementation

Equally important to moving into action with highly effective communications tactics will be the selection and perceived credibility of the actual spokespeople who will deliver your messages. They must be seen as people of stature, and they must speak with authority, personal confidence and conviction if meaningful media coverage is to be achieved.

Now, Let's Gain and Hold

By this time, your action program should begin to gain and hold the kind of public understanding and acceptance that will lead to the desired shift in public behavior.

And The End-Game? Modify Behavior, Achieve your Goal

When the changes in behaviors become truly apparent through media reports, thought-leader comment, employee and community chatter and a variety of other feedback -- at the same time clearly meeting your original behavior modification goal -- I'll say again that your public relations program can be deemed a success.

Obviously, your piece of the action in the business recovery ahead will come at a price. And that will be your cost to efficiently modify the behaviors of your target audiences. But, the payoff makes it all worthwhile -- nothing less than the achievement of your business objectives and, at slight risk of overstatement, a real contribution to the survival of your organization.

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.

Robert A. Kelly © 2005.

Bob Kelly counsels, writes and speaks to business, non-profit and association 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. He holds a bachelor of science degree from Columbia University, major in public relations.

Visit: http://www.prcommentary.com; bobkelly@TNI.net

10 Tips To Polish Your Press Release

Writen by Dana Blozis

Working with small businesses and nonprofits, I am often asked for advice on writing a press release that is sure to get picked up by worthy media outlets. For those new to writing press releases, here are 10 quick tips to ensure your success:

Tip #1 – Your press release must be newsworthy. You can't write a press release to say how great your company is without having a reason for saying so. OK, that's not entirely true. You can write a press release saying "ABC Company is the BEST widget maker in the world." However, news outlets won't listen. However, if you say "ABC Company was recently awarded a million dollar contract by the U.S. Government to make widgets," the media is much more likely to pick up your story.

Tip #2 – The first paragraph of your press release should summarize your news factually and succinctly. Leave out the modifiers like biggest, best, most sought after, etc. Keep it short and to the point. Details can be added in subsequent paragraphs.

Tip #3 – Dress up your press release with a pertinent quote from a company official or an industry expert. This not only adds credibility to the press release, but it is more interesting to read. It also provides media outlets with an additional contact name for further information.

Tip #4 – The end of your press release should always contain a brief – no more than two or three sentences – about your company. Here's an example: "ABC Company was founded by widget maker Tom Jones after he retired from Widget University in 1999. The company has grown exponentially since its early days, adding commercial and industrial to its line of widgets last year. For more information about ABC Company, please visit the company's Web site at www.abccompany.com or call 888-555-1212."

Tip #5 – Be sure to include contact information (name, phone number, e-mail address and Web site). While some people prefer to include this at the beginning of the press release, it is becoming more popular to include this information at the end of the press release. Regardless of where you choose to include it, make sure it is easy to find.

In addition to writing a press release that will get noticed, it is also important to know to whom to send it.

Tip #6 – Choose your audience based on the anticipated level of interest. For example, if you are announcing quarterly earnings for an international company, your press release should go to as many media outlets as possible. However, if you are discussing a local event in your press release, concentrate your efforts on the local print, radio and TV media.

Tip #7 – If your audience is on the edge of another market, distribute it to both markets but change it slightly to make it more suitable to the second market. For example, I recently distributed a press release to the primary market of Whatcom and Skagit Counties (Washington) with the title "Local Businesses Help Kick Multiple Sclerosis." To make this newsworthy to the two counties to the south, I changed the heading to "Northwestern Businesses Help Kick Multiple Sclerosis." This slight adjustment increased the likelihood that other markets would pick up the story.

Tip #8 – The Internet has become an incredibly useful tool for instantly distributing news at a low cost. My favorites are PRWeb.com and PRLeap.com, although I have also used Free-Press-Release.com and SBwire.com. I love that these sites are inexpensive, easy to use, and they track statistics on each press release so you know how many times it has been read, forwarded, printed, etc.

Tip #9 – Press releases can also be distributed in press kits. Normally sent to the media to announce new products or significant business changes, press kits are handy tools to share your company's message consistently and inexpensively to a variety of media. Each press kit should, of course, include a press release of some kind.

Tip #10 – For companies who have a press or media page on their Web sites, this is a great spot to include press releases. This not only increases a company's key words, but it provides an easy place for customers and the media to find updates. When distributing a press release, be sure to post it on your Web site.

While you can't control when or if a given media outlet will carry your press release, following the above tips can improve your odds.

Copyright 2006 Dana Blozis

With 20 years of professional experience and a degree in business administration, Dana Blozis is the owner and president of Virtually Yourz, a Seattle-based virtual assistant firm. Virtually Yourz specializes in writing, editing and marketing services for small businesses, nonprofits and municipalities. For more information or for advice on your press release, visit Virtually Yourz at http://www.virtuallyyourz.com.

When Managers Play The Pr Card

Writen by Robert A. Kelly

The payoff for business, non-profit or association managers can be a real assist towards meeting their department, division or subsidiary objectives.

Playing that public relations card means they've decided to pursue their objectives by reaching, persuading and moving those outside audiences whose behaviors most affect their organizations, to actions those managers desire.

Here's a blueprint to help them do just that: people act on their own perception of the 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 the very people whose behaviors affect the organization the most, the public relations mission is accomplished.

In other words, here is the PR blueprint and tools you need to persuade your most important external stakeholders to your way of thinking. And then move them to take actions that lead to your success.

First step? Shift the attention of the PR team assigned to your unit away from communications tactics and over to a more effective action plan like the one outlined above.

You'll know it's worth the effort when you begin to see stakeholder behaviors like strong increases in inquiries, more repeat purchases, new proposals for strategic alliances or joint ventures, a fresh round of employment inquiries, or stronger contribution levels.

Lay it all out for the PR people who work for your unit, especially why it's a must to list in priority order those key outside audiences whose behaviors impact your operation the most. Talk about the importance of discovering how your organization is perceived by those audience members. Particularly because such perceptions almost always result in predictable behaviors that can affect the success of your unit for better or for worse.

If you have a large, uncommitted budget, you can use professional survey counsel to interact with target audience members and ask the important questions. "Do you know anything about us? Do you have an opinion about our products or services? Have you ever had a transaction with us? Was it a positive experience?" Or, members of your public relations team can handle this crucial task since perception, persuasion and behavior are prime concerns of theirs, or certainly should be.

While handling the perception monitoring chore, keep an eye out for negative comment and voice inflections. Especially watch for inappropriate assumptions, misconceptions, inaccuracies, rumors and clearly negative attitudes.

Once you collect these data, you're ready to establish your public relations goal. For example, torpedo those false assumptions, turn those misconceptions around, or correct that unfortunate inaccuracy.

The goal by itself is not much use without a strategy to show you how to reach it. As luck would have it, there are just three strategies available in the perception and opinion game: create perception/opinion where there simply isn't any, change the existing perception, or reinforce it. Makes things simple, but be sure the strategy you select is an obvious fit with your new goal.

The meat on this bone is the actual message you will prepare should the perceptions you discovered require some alteration. This is not a simple writing job and the very best writing talent on your PR team will be required. The message must be both persuasive AND compelling. It must be very clear as to what is being corrected and why. Factual support, of course, must be above challenge if your message is to be believable as it works to alter perception in your direction.

And now to the easy part of this public relations problem solving sequence – getting that message to the right eyes and ears among the members of your target audience. The main limiting factor will be the size of your budget since there are dozens of communications tactics available to carry that message. They range from emails, speeches and private meetings to newsletters, media interviews, brochures and group briefings. Just be sure the tactics you decide to go with demonstrate that they can reach the same kind of folks that populate your target audience.

You'll be best equipped to answer queries about program progress after you and your PR team again interact with those target audience members asking the same questions used in the initial perception monitoring session. Big difference in the two sessions? This time, all hands will be alert to any signs that the negative perception has actually been altered.

Want things to move faster? Add more communications tactics, increase their frequencies and take another look at your message to be certain it's really persuasive and compelling.

The good news is, when managers play the PR card, they concentrate on persuading their most important external stakeholders to their way of thinking. And then moving those target audience members to take actions that lead to the managers on-the-job success.

About The Author

Bob Kelly counsels, writes and speaks to business, non-profit and association 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

Publicity When Calling A Reporter Keep It Short

Writen by Ned Steele

When you are planning to call a reporter for the first time, it can help to imagine that you are a phone solicitor (albeit one with terrific, useful ideas).

When phone solicitors call you, you don't want to hear a long explanation of their product. You just want to know the basics so you can make a quick decision and get back to work.

That's why, in a first call or contact with a reporter, keep it short and sweet. Have one or two story ideas – no more – ready to convey.

Don't try what I call the "shotgun approach" — firing away with seven or eight ideas in the hope that one will hit the mark. Would you want a phone solicitor trying to sell you that many products at once? Of course not. It's too much for the person at the other end of the line to absorb and process.

Before you call a reporter, pick your best two story ideas. Take a few minutes to rehearse your explanations of the stories, then make your call. If the reporter isn't interested, don't be discouraged. Thank them politely for their time, and then make a note to call them back in a month with two more story ideas.

Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.

So How Do I Answer That

Writen by Maria Boomhower

How you answer questions depends on many factors. Example what type of situation is it. Are you working with your colleague or talking with your boss. Are you doing an interview with the media or announcing a breakthrough with your business.

Most people have told me that they worry the most when it is the media, because embarrassing or damaging answers could end up on public display. However, the reality is the most reporters are not out to get people, they are just looking for the facts behind the story.

Sometimes it can be difficult to state your answers because each person has their own agenda of things that they would like to accomplished or have answered.

It is important in these situations to remain calm. When you are stressed out or upset, you literately shut off your thinking cells.

If you use the example of a manufacturing company looking at moving or upgrading their facility and media has heard they are shutting down, putting the employees out of work, we can look at different scenarios.

Many people find yes / no questions very annoying or upsetting because in either case it can be very misleading. For example, if they asked, are you closing down the plant? and you answered with a yes, that sounds permanent and possibly putting many people out of work. Where as it may be temporary to accomplish some upgrades or maybe you are relocating to a more efficient location.

If you are being asked yes or no questions that could be misleading, there are ways you can answer with an explanation without looking like you are making excuses.

A couple of examples would be;

1. Yes, and in addition to that… (we have found a more efficient and safer builder)
2. No, there is more to this…(We are completing some upgrades for safety and efficiency)
3. I do not know about that, I do however know…(We do have plans to upgrade and improve safety)

Other times you may have the media interviewing you and they are not quite sure what questions to ask. Often, they appreciate it when you help them out. If you find the questions they are asking confusing or irrelevant you can lead them to the important issues.

Some of the ways to do this are;

1. What I think you're getting at is…(We had concerns for the safety and well being of our employees)
2. That is one possibility and…(another is to find a safer building to work in)
3. But perhaps an equally important issue here is…(the workers safety comes first)

Sometimes it is important to emphasize an issue. The person you are speaking with may not realize what the important issues are.

You can help them out by saying:

1. What I would really like to point out is….(We at XYZ Company take safety seriously)
2. The most significant issue here is…(Once we heard about the safety issues, we took immediate action to resolve it)
3. What distinguishes this from others is…(We took the time to listen to the workers concerns and acted right away)

Remember, stay calm, think through your answer and prepare your self in advance. It is not about answering the quickest, it is about getting the facts right, which helps both you and the reporter with their story. This in turn helps build your credibility.

P.S. If you like what you're reading in this ezine,
you'll love the book,"Media Protocol"
If you have ever been terrified to have an interview with
the media or answer their questions, this is the ebook for you.
Media Protocol

All the Best!
Maria Boomhower
The Master Communicator
To sign up for a free report on

"The 7 Secrets to Communication Mastery"
go to: http://www.falconfreedom.com
Master Communicator Blog

Top 10 Tips For Successful Tv Interviews

Writen by Joanne Mallon

1. Appearing in other types of media is the best way to attract TV notice. The more your name appears in print, the more likely it is that you'll be approached to appear on TV.

2. If a TV researcher phones you, treat the conversation like a mini-audition. They're listening out for how you say things as well as what you have to say, so let your personality shine.

3. Pictures rule when making TV programmes. When sending ideas to TV companies, make sure that you have thought it through from a visual point of view. It's not just about what you say; it's about what you show and how you look as well.

4. Negotiate money only when your appearance is definitely confirmed. Be confident and neutral when discussing fees and decide beforehand if you are prepared to do the interview for free. If there is a fee it's unlikely to be large.

5. When doing a TV interview, keep talking, be aware of body language and tone of voice

6. Ask what the first question is likely to be before filming starts to help you prepare. The interviewer will have prepared a list of questions and may share some of them with you beforehand. Remember that the interviewer wants the interview to go well just as much as you do.

7. What to wear – avoid spots, stripes (including pinstripe shirts and suits) and small patterns – they make the camera go squiffy ('strobing' to be precise). Also avoid all black and white.

8. Ensure that everything about you is congruent with the message you are giving. If your message is sober, dress accordingly (leave the Homer Simpson tie at home).

9. Remember that virtually everyone who ever appeared on television (including famous people) felt nervous beforehand. Nerves just show you that you're part of the human race. Use your nerves to create energy.

10. Use your appearance to give you the most benefits. Tell your past, present and future clients all about it and if possible include a link to it on your website.

© Joanne Mallon 2005 – Extracted from The Beginners' Guide to TV Interviews – e-book coming soon from www.MediaLifeCoach.com

Joanne Mallon was a producer for all of the UK's leading TV channels including the BBC, ITV and GMTV. She has coached thousands of people through TV interviews, from novices to famous celebrities. She now helps women in the media achieve their potential and helps small businesses attract publicity. For your free media marketing ezine visit Joanne at http://www.MediaLifeCoach.com or email Joanne@medialifecoach.com

Public Relations For New Developments

Writen by Lance Winslow

New developments always have a tough time convincing people that they should be allowed to put them in their cities. People do not like change and some are against growth. Yet in the end both change and growth will prevail. But what can a contractor building or attempting to build a new housing or business development do to promote community goodwill, open communication lines and create positive public relations?

Well one smart thing to do is to build several models and put them around town such as in the Library, town hall or local bank financing the project. Additionally, at the job side should be a giant sign with visual graphics of the artist’s renderings, so passers by can look at it. This public relations strategy has been used many times. Perhaps you will remember the movie; Back the Future. With the sign for the development that was just being built that McFly Jr. lived in.

With proper advanced warnings and public relations you can set the public at ease. Yes, there will still be the NIMBY affect as it is as common today as it ever was. But if you will use these strategies and also have a website, which all matches, you will find fewer people complaining and many more supporters. Consider all this in 2006.

"Lance Winslow" - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; http://www.WorldThinkTank.net/wttbbs/

Talk Radio Success

Writen by William Gordon

You do not have to hire a publicist or advertise through a booking service to promote your books on talk radio. My friend Stephen Schochet and I have been scheduling our own radio appearances for several years. Working independently, we have, between us, logged over 1,000 interviews, and we continue to sell our books, CDs, and audiotapes year in and year out.

Our system may not be right for everyone. After all, we are both pretty good amateur publicists. We know how to dangle bait and reel the stations in, and our schedules are fairly flexible. But if you feel comfortable promoting your products, will work harder for yourself than anyone else will, and are well-organized and disciplined, you may want to take advantage of our experience.

Opening Moves

For starters, we work with a comprehensive database of radio shows–one that I research and constantly update–and contact the hosts or the producers directly ourselves. Sometimes we call them. Other times we fax, and sometimes we e-mail them. There is no one magical right or wrong initial approach. Each show operates a little differently, and we often like to mix up the routine.

Regardless of how we make the initial contact, we always follow up. We never assume that the show is not interested if we do not get an immediate response. Hosts, after all, are extremely busy people, and on any given day, they are inundated with pitches from available guests from all over the country.

In fact, we often have to follow up several times. Steve once made as many as 15 calls to one show before he finally got booked. He was told (and he had heard this) that the reason the producer finally called him was precisely because he was so persistent.

Of course, you do not want to become a pest. Again, there are no hard and fast rules about how many times you may have to follow up. My feeling is that if you do not get a response after three or four attempts, just go on to the next show. Be sure to keep good records, though, of when you contacted a particular show and of the names of your contacts there. Chances are that six months or a year from now the host and/or producer will be gone, and you can always try the next host and/or producer.

Materials for a Broader List

When we fax or e-mail, we always provide the hosts with a TV Guide-like capsule description of our books, a list of questions they can ask us, a brief biographical sketch, and information on where the book is available.

I do not want to imply that many talk-show hosts are lazy, but you would be surprised how many times the hosts repeat the information verbatim. Not every host will ask the same questions you provide them, in the exact same order, but many of them will.

We also do not limit ourselves to the top 100 talk shows. Many news shows and drive-time morning shows on oldies, contemporary hits, and even country stations need to fill air space and are looking for interesting guests. These shows are not listed in the more popular media directories, but we have been able to identify them simply by calling the station and talking to the Program Director.

Operating as an Expert

We also get more interviews by positioning ourselves as experts in our fields (in our case, Hollywood) and by offering commentary and anecdotes about topics in the news. For example, even though I promote The Ultimate Hollywood Tour Book outside of California, I rarely pitch myself as an expert on L.A. sightseeing. Instead I offer to talk about breaking news stories like Robert Blake's trial, or the falsification of George Harrison's death certificate, and tie them in with the other notorious Hollywood scandals and murders that my book covers.

Similarly, after September 11, when talk radio seemed to be "all terrorism, all the time," Steve adapted and continued to get interviews by offering himself as an expert on Hollywood's response to wars and national crises. He also got Valentine's Day bookings by offering to talk about Hollywood romances, and bookings in March by talking about the stories and legends behind the Academy Awards. After a celebrity dies, he gets even more interviews by offering to tell anecdotes about that celebrity.

Once we've done an interview, we always send a "thank you" note to the host or producer. We also call the station's receptionist to provide information about the book because listeners who don't remember or didn't catch your name or your book's title may call the station for additional information. The receptionist is the first and very often the only person the listener will ever reach. You'll want to be sure this radio employee has not only your name and the book title but also your URL and ordering information.

William A. Gordon is the author of "The Ultimate Hollywood Tour Book" and the editor of "Gordon's Radio List," a list of 1,100 locally produced and nationally syndicated radio shows that interview guests. His web site is http://www.radiopublicity.net and he can be reached at info@nrbooks.com. Stephen Schochet is the producer and narrator of the CDs and audiotapes "Tales of Hollywood" and "Fascinating Walt Disney" (http://www.hollywoodstories.org). He can be reached at OrgofHlly@aol.com.

Public Relations For Scrap Book Companies

Writen by Lance Winslow

Public Relations are important in any business no matter what it is, but some industry sub-sectors fail to take advantage of public relations programs to help market their companies. Let us use a case study of scrapbook companies as an example.

Although scrap booking is all the rage many people do not understand how to get started and how to do it right, thus scrap the companies are well advised to have seminars and parties and show people how to do it and then of course sell them to supplies so they can do it correctly.

What kinds of public relations things can scrapbook companies do to promote community goodwill and public relations? Perhaps they can volunteer for the Chamber of Commerce and put together a scrapbook for them? Perhaps they can become a board member of the Chamber of Commerce such as the historian; maybe they can belong to the historical society or help out a local church with their scrapbooks.

There are many very smart things that scrapbook companies can do to help document the historical value of an organization, business, family or community. Scrapbook companies need to think about public relations and creating community goodwill in order to promote their services and products. Perhaps you will consider this in 2006.

"Lance Winslow" - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; http://www.WorldThinkTank.net/wttbbs/

Pr Details That Make The Difference

Writen by Robert A. Kelly

Press releases, broadcast plugs and brochures aside, the real public relations breakthrough for business, non-profit, public entity and association managers occurs when they plan for and create the kind of external stakeholder behavior change that leads directly to achieving their managerial objectives. And doing so by persuading those key outside folks to their way of thinking, then moving them to take actions that allow their department, group, division or subsidiary to succeed.

As the smoke of battle clears, what those managers have is a sound public relations strategy combined with effective communications tactics leading directly to the bottom line – perception altered, behaviors modified, employer/client satisfied.

That's when managers like that realize they need a public relations game plan if they are to get all their team members and organizational colleagues working towards the same external stakeholder behaviors.

While there are many such plans, there is one that can keep a manager's public relations effort "on message," and here it is: people act on their own perception of the 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 the very people whose behaviors affect the organization the most, the public relations mission is usually accomplished.

Of course, nothing succeeds like success so what a manager might see when he or she approaches PR this way might include: improved relations with government agencies and legislative bodies; a rebound in showroom visits; membership applications on the rise; new thoughtleader and special event contacts; capital givers or specifying sources looking your way; new proposals for strategic alliances and joint ventures; fresh community service and sponsorship opportunities; prospects starting to work with you; customers making repeat purchases; and even stronger relationships with the educational, labor, financial and healthcare communities.

Your professional staff, as might be expected, will prove to be vitally important. But, will you use your regular public relations staff? People assigned to you from above ? Or will it be PR agency staff? Nevertheless, they must be committed to you as the senior project manager, and to the PR blueprint starting with key audience perception monitoring.

Your best investment may be taking as much time as needed to satisfy yourself that team members really believe that it's crucially important to know how your most important outside audiences perceive your operations, products or services. Be certain they buy the reality that perceptions almost always lead to behaviors that can help or hurt your unit.

By all means, go over the PR blueprint with staff, in particular your plan 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 the exchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?

Yes, you can always retain professional survey counsel for the perception monitoring phases of your program. But remember that your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

The data you collect, obviously, will call for you to do something about the most serious distortions you discovered during your key audience perception monitoring. This new public relations goal might call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or stopping that potentially fatal rumor.

If you are to be successful, you're going to need a solid strategy backing up that new goal. A strategy that clearly indicates to you and the PR staff how to proceed. But do keep in mind that there are just three strategic options available to you when it comes to handling a perception and opinion challenge. Change existing perception, create perception where there may be none, or reinforce it. The wrong strategy pick will taste like liver-stuffed ravioli. So, be certain the new strategy fits well with your new public relations goal. It goes without saying that you don't want to select "change" when the facts dictate a reinforce" strategy.

Because persuading an audience to your way of thinking is no easy task, you must prepare a powerful corrective message to be aimed at members of your target audience.Your PR folks must come up with words that are not only compelling, persuasive and believable, but clear and factual. Only in this way will you be able to correct a perception by shifting opinion towards your point of view, leading to the behaviors you are targeting.

Decide jointly with your staff if your message's impact and persuasiveness measure up. Then select the communications tactics most likely to carry that message to the attention of your target audience. There are scores of available tactics. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be sure that those you pick are known to reach folks just like your audience members.

You may decide to kick off the corrective message by unveiling the message before smaller gatherings rather than using higher-profile tactics such as news releases. This is because the credibility of the message itself can actually depend on the perception of its delivery method.

You and your PR people should plan another visit to the field where you can gather data for a followup perception monitoring session with members of your external audience. You'll need comparative data to produce progress reports, and you'll want to use many of the same questions used in the first benchmark session. Only this time, you will be watching very carefully for signs that the bad news perception is being altered in your direction.

There will be periods in which momentum slows, so be prepared to accelerate matters with more communications tactics and increased frequencies.

By this time, what you have done is move beyond tactics like special events, brochures, broadcast plugs and press releases to achieve the very best public relations has to offer.

Better yet, by reducing your preoccupation with communications tactics in favor of a high-impact public relations plan, you insure that never again will you fail to persuade those key outside folks to your way of thinking, or move them to take actions that allow your department, group, division or subsidiary to succeed.

Please feel free to publish this article in your ezine, newsletter, offline publication or website. Only requirement: you must use the Robert A. Kelly byline and resource box.

Robert A. Kelly © 2006

Bob Kelly counsels and writes for business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has authored 245 articles on the subject which are listed at EzineArticles.com, click Expert Author, click Robert A. Kelly. 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. He holds a bachelor of science degree from Columbia University, major in public relations. mailto:bobkelly@TNI.net

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