Mastering The Media

Writen by Diane DiResta

What do Monica Lewinsky, Shoshanna Lowenstein, and even Richard Hatch have in common? Media exposure. They were ordinary people who became household names.

Business and professional people may be called upon to represent their companies. The ability to present yourself well to the media can make or break your professional reputation and your company's image.

Will you be ready for your 15 minutes of fame? Don't be caught unprepared when the media comes looking for you.

Here are some tips for becoming media savvy:

Know the audience. Who is the listener, viewer, or reader of that media? Is it a business audience, the general public, or a college crowd? What's the focus of the show? Does it cover financial news, health issues, or women's topics?

Know the difference between the show's host and the producer. Write down their names. It's embarrassing to call the host by the producer's name.

Say thank you. Send a thank you note or small gift to the interviewer and the host. When Jerry Seinfeld announced his wedding plans, reporters interviewed his ex-girlfriend Shoshonna. She kept a stiff upper lip until the interview ended. Then she burst into tears.The reporters did not turn the cameras back on. Why? They liked her. Media savvy begins with good relationships.

Find an angle. Radio and TV interviewers are looking for good entertainment and good stories. They won't interview you unless your topic is newsworthy and of interest to the listeners. Write a headline for yourself.

What's unusual or different about your message? Tie your topic to an industry trend or current event. Make it interesting.

Speak in sound bites. Being brief is more important in the media than in any other situation. Say it simply. Eliminate polysyllabic words. Aim for a sixth-grade audience and speak in 15 second sound bites. You won't have time to tell long stories.

One athlete I worked with gave long answers that lasted from 30-60 seconds. He realized he was going on too long and sounded unfocused. At the end of the session he was able to speak in 20 seconds sound bites. He saw the immediate impact.

Avoid a yes or no response. A one word answer will kill the conversation. If asked, "Do you still get nervous speaking?" say "Yes, in fact, last night I rehearsed and gave myself a peptalk. The only difference is now I can channel my nervousness."

Look at the interviewer. Let the camera do its job. Speak to the interviewer, not the camera. The camera people will get the shots they want. Remember: you're having a conversation with the host.

Assume the microphone is always on. Watch what you say during breaks. You could be picked up without knowing it and that could be embarrassing. This also applies to print media. When the interview is over don't add anything. What you thought was "off the record" might end up in print.

You may never become a national celebrity but these tips will prepare you when it's time for your star to shine.

Diane DiResta, President of DiResta Communications, Inc. is an International speaker, training coach, and author of Knockout Presentations: How to Deliver Your Message with Power, Punch, and Pizzazz. To subscribe to Impact Player, a free online newsletter visit http://www.diresta.com

Pr Tips For Business

Writen by Jo Chipchase

Question: Why should your business issue a press release? Answer: because you have something to say, you want to say it in public and a press release encourages the press to say it for you. And because you want to show your business in a favourable light from the outset and begin the longer-term process of building awareness and understanding of your product or service.

There's plenty of research to show that young companies – weighed down by the business of simply running a new business – pay scant attention to PR, yet that's exactly what they should be doing from the very start to get their names and products known. For most businesses, PR isn't about spin or the abstract maintaining of "good relations" with the press and public; it's simply about telling people that you and your products or services are there and letting them know why they should be interested. It's about getting column inches in newspapers and magazines and fulfilling the adage that an inch of good editorial is worth a page of advertising. It's about making your sales easier.

Issuing press releases is a mainstay of basic PR. It's how you start the ball rolling with the press. The good news is, if approached in the right way (whether you do it yourself or use an affordable professional, this activity need not cost the earth).

But do remember that you're presenting your business to the public. A release that's poorly written, with grammatical or spelling mistakes, or full of jargon, or long-winded and unfocused, can do you more harm than good. Given the importance of PR, there's something to be said in favour of paying for professional writing skills. PR writers don't just turn out good English: they know how to structure a press release and present facts in a way that appeals to busy journalists and grabs their attention.

The next question is: "When should I issue a press release?" Certainly, issuing releases willy-nilly, at whim, is no good. The time to make a business announcement is when you have something topical and newsworthy to say (but remember: what you consider topical might not be of interest to the wider world or to journalists). All releases need a strong 'hook' – in other words, an angle that will appeal to editors and give your story a good chance of gaining coverage.

So, what would be considered newsworthy? For starters, perhaps you're launching a new product or service? Or opening a new branch? Or you're launching a spin-off venture from scratch? Whatever it is, it should be presented as offering something reasonably new and interesting, not just as a "me too".

Hopefully, your product or service has particular benefits and applications that will appeal to your market segment and generate interest. If whatever you're launching is technically innovative or it's being marketed in an unusual or high profile way, you could have the basis of a release. In this case, make sure you don't fill your release with unnecessary jargon or marketing-speak that could alienate journalists, such as "the cost effective, integrated, seamless, one-stop-shop solution to meet all your business needs." Tell people what it is you're actually offering. The above example is full of hype but what's the product? An accountancy service? A stationers? An abattoir?

Other company activities could be newsworthy. Have you appointed any new members of senior staff who have a reputation in your industry? Won a large contract or client? Become involved in a sponsorship deal? Have you received an accolade or won an industry award? If so, the trade press might be interested.

Forthcoming events can provide ideal material for announcements. Are you holding any open days, speakers' panels, rallies or debates? Charity events or donations from your organisation to good causes are worth highlighting, as are initiatives that benefit the wider community. If celebrities or public figures are involved, your newsworthiness will increase. The level of interest will relate to the stature of your company and the nature of your event. If a famous chocolate factory held an open day with lots of freebies, it would be of national press interest. If Bloggs the Grocers held a similar event, the local paper would be the main target.

When you're seeking newsworthy stories, don't forget one of your best assets – your personnel. Have any employees been recognised for outstanding achievements? Do they have unusual hobbies? Have they received any unusual requests or orders from customers that your company has fulfilled? The local press might opt for a quirky human-interest story.

Whatever the reason for your announcement, remember this rule of thumb: yet another pizzeria on a high street full of pizzerias will not gain many column inches, no matter how good the pizzas. But a pizzeria offering the hottest jalapenos in the UK, singing waiters, Italian cocktails with every meal or three for the price of two (or something!) just might. Sometimes it's even worth coming up with an offer of some sort (particularly in retailing) simply to garner press interest.

Remember to monitor the news for events to hook into. Can you associate your company with upcoming holidays, public projects, or fads? Statements that might seem controversial, such as stating your organisation's stance on a volatile public issue, might gain coverage. Have you conducted research that gives you statistics you could release?

Finally, if you're targeting different press sectors with the same story, write multiple releases rather than issuing one generic release. An announcement focusing on the metallurgy used to create your new range of stainless steel cooking pans would be of interest to the trade press. However, it wouldn't be considered too thrilling by the lifestyle press and women's magazines.

You need to think carefully about what you're announcing and who it's aimed at, rather than using the 'scattergun' approach and sending untargeted releases to whichever journalists you happen to find. Professional PR distributors retain up-to-date lists of all the journalists in each industrial sector and geographical region, and take a great deal of care to target the right journalists with the right releases. If you're distributing your release yourself, a few hours' homework can pay enormous dividends.

By Press Dispensary http://www.pressdispensary.co.uk Press Dispensary is a professional UK-based press release writing and distribution service that delivers news to the media and other opinion formers quickly and affordably.

5 Ways To Turn Publicity Nightmares Into Advantages

Writen by Thom Reece

Mistakes happen. Every person, company, organization, or government, will one day face the reality of having made a bone-head mistake, that requires you having to handle the problem with the public and the press. Unfortunately, most mistakes are not addressed properly... which leads to even more problems, regulatory intervention, lawsuits, or just plain embarrassment for your lack of planning or incompetence. Here are five simple tactics that anyone can (and should) use to make the best out of a bad situation...

1. ACT IMMEDIATELY... Speed is your ally. Delay is your worst enemy. Attempting to sweep the problem under the rug... or stonewall the media... is an invitation to disaster. Nothing can stir up a media feeding frenzy faster than a hint of foot dragging in your response. The delay is perceived as you "having something to hide" and it makes reporters, regulators, and the public more curious. The words 'no comment' are a bright red flag that will result in the worst opinions and conclusions about you. Immediate action on your part is perceived as honesty, forthrightness, and decisiveness. Even if the mistake is a huge one... quick action will help diffuse the problem.

2. ADMIT YOUR MISTAKE... this is not time for hedging or mealy-mouthed excuses or passing the buck. Take the problem head-on. President Truman was famous for his desk sign which said "The Buck Stops Here". Every CEO should have one on his/her desk... and pay attention to it. Direct action by top management will be seen as the sign of strong leadership and responsibility. It may ward off legal actions or regulatory intrusions. It's savvy PR... and good business.

3. APOLOGIZE FOR YOUR MISTAKE... say the words. "We regret and apologize for this error.". Those, or similar, words will take a lot of heat away from the situation instantly. The public is generally forgiving of honest errors in judgement... IF you admit the error quickly. Wait too long to make an honest apology and you will be perceived as acting out of pressure or hind-sight. Delay your apology and you aggravate the situation unnecessarily.

4. OUTLINE, IN SPECIFIC TERMS, WHAT YOU ARE DOING TODAY TO RECTIFY YOUR MISTAKE. Nothing will put you on the right side of the issue any faster than outlining a specific plan-of-action to make amends for your errors. Again this is seen as honesty and decisiveness. Reporters will often start reporting the responsible way in which you addressed the problem... instead of beating you to death with the problem itself. Responsiveness and taking responsibility with a quick plan of action are the order of the day.

5. OUTLINE, IN SPECIFIC TERMS, STEPS YOU ARE TAKING TODAY TO INSURE THIS MISTAKE NEVER HAPPENS AGAIN. This is where you set yourself apart from most problem reconciliation methods. It's this last step, combined with the first four above, that sets you head and shoulders above the pack.

So, there you have it... a simple forumla to turn publicity nightmares into advantages. Every corporate and government executive should stencil this formula on his/her forehead.

Copyright 2006... Thom Reece is the CEO of Online Marketing Group, a Hawaii based direct response marketing and web site development firm. He is the founder of the Online Marketing Resource Center at: http://www.E-ComProfits.com

Are You Sure You Know What Youre Doing

Writen by Robert A. Kelly

Because when it comes to public relations, non-believers can produce a double-bummer -- missed opportunity AND a ton of wasted money. It really is a shame because we do public relations to change the behaviors of certain groups of people important to the success of those very Doubting Thomases.

And speaking of non-believers, what's the real reason some shy away from public relations? I believe it's because they don't understand, or believe, the direct connection between what public relations is capable of delivering and their need to achieve specific business objectives.

So, what do we say to non-believers?

Surely it's not that difficult a concept to understand or accept? People act on their perception of the facts; those perceptions lead to certain behaviors; and something can be done about those perceptions and behaviors that leads to achieving your organization's objectives. That's pretty good!

Better yet, you can establish the degree of behavior change you want, up front, then insist on getting that result before you pronounce the public relations effort a success.

That way, you KNOW you're getting your money's worth.

But it gets better. How can you measure the results of any activity more accurately than when you clearly achieve the goal you set at the beginning of that activity? You can't. It's pure success when you meet that goal.

Public relations is no different. The client/employer wants our help in altering counterproductive perceptions among key audiences which almost always change behaviors in a way that helps him or her get to where they want to be.

But, the Doubting Thomases might ask, are we really qualified to do that job?

I think yes, because everything we do is based on the same realities -- people act on their perception of the facts, and we can do something about those perceptions. So, when public relations activity successfully creates, changes or reinforces that opinion by reaching, persuading and moving-to-desired- action those people whose behaviors affect the organization, the public relations effort is a success.

In practice, you may want people to perceive your organization more positively, thus strengthening its reputation. Or, you could communicate a company's strengths to a target audience leading them to a positive perception of the firm, in turn leading to new investments in the company's shares.

I know our non-believers are not primarily interested in our ability to communicate, paint images or schmooz with the media. Nor are they especially fascinated with our efforts to identify target audiences, set public relations goals and strategies, write persuasive messages and select communications tactics.

What I believe they DO want is a change in the behaviors of certain key audiences leading directly to the achievement of their business objectives.

Which is why I continually stress that quality planning, and the degree of behavioral change it produces, defines the success or failure of a public relations program.

Done correctly, when public relations results in modified behaviors among groups of people important to an organization, we could be talking about nothing less than its survival.

But that means public relations professionals must modify somebody's behavior if they are to help hit the objective and earn a paycheck - I believe everything else is a means to that end.

But, we can't let the Doubting Thomases off the hook without reminders that some very basic but unattended perceptions may be out there that could lead to very costly negative behaviors. For example, if sales prospects are unaware of your product or service, you will not get them as customers; if your customers don't remain convinced of the value of your product or service, you lose them; and if employees believe you don't care about them, productivity suffers.

And on and on when still more audiences like citizens, journalists, regulators, investors and legislators don't believe you.

So, what do I believe the unbelievers still want from us whether they know it or not? I believe they want us to apply our special skills in a way that helps them achieve their business objectives. But no matter what strategic plan we create to solve a problem, no matter what tactical program we put in place, at the end of the day we must modify somebody's behavior for them if we are to earn our money.

Which is why I say that when you measure our real effectiveness, you will be fully satisfied with those public relations results only when our "reach, persuade and move-to-desired-action" efforts produce that visible modificationin the behaviors of those people you wish to influence. In my view, this is the central, strategic function of public relations - the basic context in which we must operate.

As for the Doubting Thomases, I hope these remarks contain a nugget or two that assists you in leading them to a better understanding of how public relations works. Especially how it can strengthen relationships with those important groups of people - those target audiences whose perceptions and behaviors can help or hinder the achievement of their business objectives.

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

Dealing With Reporters In Your Small Business

Writen by Lance Winslow

It behooves you to know and remember the names of reporters. Reporters know everybody. They talk to and interview people constantly. Because of their job, they usually size people up in a matter of minutes, sometimes without even meeting them face-to-face. If first impressions ever count, this is one first impression you don't want to mess up. Be sincere, polite and try not to use slang.

A good reporter uses perfect grammatically structured sentences and flawless spelling when writing articles. Usually these skills transfer to many other facets of their persona therefore you should not be intimidated by an articulate and well-spoken reporter. It makes sense that they of all people might possess a perfect command of the English language. It goes with the territory. They are used to the fact that most people cannot keep up with their vocabulary. So don't try to impress them with your speech. Any attempt to fake them out with words is sure to fail. Be yourself. It doesn't mean they are smarter than you. On the contrary, if they were smarter they would be a freelance writer instead of a periodic journalist or perhaps own their own business like you. It pays better and you don't have someone else editing your stories or asking you to rewrite something to change the slant or angle.

Most journalists are like artist. They are creative. Creative people don't like to be put into structures, systems and absolutes. But periodic newspaper writers are forced into this through deadlines and space requirements. Many reporters like the type of work they do, writing, but they absolutely hate the structure. It's stressful, hard work and not that much fun. A few reporters love the challenge of deadlines. These are the ones to watch out for. With these reporters, you should have your answers to questions pre-thought out. They will surely take most of what you say out of context. They are in a hurry. They are only concerned with finishing the story on time and then writing another. They will interview a few people instead of many to get to the bottom of the issue. They will use your name and insert a quote from you where it fits and when they need it. And then conveniently change, modify and delete parts of what you said or what they wanted to hear to fit nicely into a complete story. If, for some reason, they disagree with what you said or they just don't like you, it's all over. So this brings us back to our original thought. Be friendly to reporters. Be honest, truthful and sincere. Help them keep it short and sweet and help them save their valuable time.

When you see these reporters around town or at community events, be sure to acknowledge their presence. Even if you don't have time to talk, a simple nod or good evening 'Joe' and a firm handshake will do.

Lance Winslow

Hot Publicity Techniques That Are 100 Legitimate

Writen by Paul Hartunian

As in any business, once you've been the publicity business for a while you start to discover those little insider secrets that make life so much easier. Those little tricks of the trade that typically give the old pros an unfair advantage.

That's what this article is about. We try to cover some of the little know facts of the publicity game that might make your life a bit easier.

I'm going to cover some of the little know facts of the publicity game that can make your life a lot easier.

One of the very powerful ways of getting completely free publicity is to somehow get associated with a non-profit organization.

By rule, all advertising venues are required to give away a percentage of their advertising to non-profit organizations. The twist here is that the stations have to give away the space, but they can decide who to give it to. If you can put together professional looking advertising and commercials, you're probably going to be high on the list of groups that get PSA's (public service announcements).

Of course, that presents a problem for organizations that aren't non-profit.

Let's say you own Tom's Hardware store. Obviously, Tom's Hardware store doesn't qualify for non-profit status, so how can you benefit from the PSA's?

You can do it by associating yourself with a non-profit. This can happen either by starting your own non-profit branch of your company or you can sponsor something for an existing non profit. Let's look at both.

First, you can establish your own non-profit branch.

Suppose Tom's Hardware put together a package where supplies and advice was available to families in medical need, similar to Ronald McDonald House. You start it up and then apply for government grants to help fund it.

You get local churches and philanthropists to make grants that translate into help for needy families.

You have some of your sales people on hand to help walk-ins deal with problems.

And you promote heavily for all the "good work" being done by the "Tom's Hardware Support Center" and the other individuals and groups helping you.

Yes, it'll help the cause a great deal, but every time you get the name of the non- profit and their work out, Tom's Hardware gets a plug.

The other alternative is to simply become a sponsor for a charity.

Call the Red Cross and offer to mount a major blood drive for them. You organize your employees but you also invite the Bloodmobile to be on hand near your shop on a certain weekend. You might even toss in a discount coupon for anybody that donates blood.

Now, suddenly you can officially send in press releases and clips to be used as PSA's (for free) promoting the "Tom's Hardware All City Blood Drive".

There are other ways to maximize this opportunity.

Suppose Tom's Hardware were to call the local paper and offer to write a column on home building, or maintenance, from a professional's point of view. You can hire a local writer to do the actual writing, but have them answer questions or address various themes that seem interesting to the general public (curtains, wallpaper, carpeting, etc).

Now the paper will feel great about the fact that it's offering a regular column that's drawing readers. Of course, the column can officially be headed "Tom's Hardware Answer Man" making you not only the authority, but also keeping your name out there for all to see.

A similar strategy can be done on local radio stations. You can call and discuss doing a radio program. Usually the station will ask newcomers to buy the time themselves. In essence, you're starting with an infomercial, although to the listening audience it sounds like any other talk show on the air.

Obviously, you could just pay for the time and plug your company at all the breaks, but that usually isn't necessary. In Tom's case, he has a long list of suppliers who all want their products to be advertised.

So now you can get on the air, complete with your own sponsors, and not have to pay anything to consistently have your name out there in the public's eye. During the various breaks you'll end up doing ads for "Delco Paint…the one to have", etc.

Every area of publicity had tons of these tiny areas where you can make things work more to your advantage. That's one of the things that makes publicity so exciting. My members are constantly coming up with new, exciting ways of getting lots of publicity.

One of the biggest thrills you'll have is coming up with a new way of getting publicity and being successful with it.

# # #

Paul Hartunian is widely considered the world's leading authority on writing press releases and getting publicity for any product, service, cause or issue. Subscribe to Paul's free publicity ezine "Million Dollar Publicity Tactics". By going to http://www.Hartunian.com/ezine. Also be sure to check out all the great free publicity resources at his website http://www.Hartunian.com. Also be sure to read the story of how Paul used press releases and publicity to become the first person in history to really sell the world famous Brooklyn Bridge. You can read the story at http://www.Hartunian.com/bridge.html. You can reach Paul at (973) 857-4142 or by email at Paul@Hartunian.com.

Levines Laws For Pitching With Panache

Writen by Michael Levine

Excerpted from "Selling Goodness- The Guerrilla PR Guide To Promoting Your Charity, Nonprofit Organization, Or Fund Raising Event"

Whether you are making a pitch over the phone or in person, whether to a newspaper or magazine journalist or a reporter or producer in the electronic media, there are fundamental rules to follow. To some extent, they coincide with universal rules that apply to all human relations-courtesy, honesty, respect, integrity-but some of them are relatively unique to media relations, such as the advantage of having a topic that grabs by the collar and won't let go.

Here are my ten commandments for pitching the media:

1) Underlying everything should be the five F's: You must be fast, fair, factual, frank, and friendly. These words spell credibility, a currency worth its weight in platinum.

2) Never be boring. Never.

3) Know the media you contact. Watch, listen, read.

4) Know your subject thouroughly.

5) Don't just take yes for an answer. Follow up. Follow through.

6) Always keep your temper in check and your composure cool.

7) Don't be intimidated in designing your pitch. You have to make the first move, or no move will be made. The media won't come to you.

8) Turn any nervousness to your advantage by emphasizing your genuineness, the fact that you aren't a slick, insincere salesperson.

9) Make yourself understood. Do not use jargon and technical language. You won't be making yourself seem less intelligent by doing so. Quite the contrary. Some of the most brilliant people I know speak with disarming simplicity.

10) Be prepared for a dialog once you've made your pitch. A simple "yes" or "no" is less likely than getting a series of follow-up questions from the journalist. This is an opportunity for you to expand on your case and build rapport with the person you're pitching to.

And the eleventh commandment: Keep a healthy, reasonable perspective. This isn't nuclear weaponry negotiation. Keep cool and have fun.

Michael Levine is the founder of the prominent public relations firm Levine Communications Office, based in Los Angeles. He is the author of Guerrilla PR, 7 Life Lessons from Noah's Ark: How to Survive a Flood in Your Own Life.

GuerrillaPR.net is a resource for people that want to get famous in the media, without going broke. http://GuerrillaPR.net

Car Wash Business Pr And Dirty Secrets

Writen by Lance Winslow

Often you will read comments about environmental problems with car wash, truck wash and other mobile type washing services. This attack on the mobile cleaning sector is really only propaganda put out by the car wash industry and their Associations Public Relations machine, you see, there is a dirty little secret that the car washes do not want you to know.

Most who are in the industry would agree that carwashes and professional car washing as described in Industry magazines paints a positive picture of car washing where as the reality of pollution is always there. After doing a ton of research on the carwash and pressure washing industry and learning a number of important things it became clear that most mobile washers were in complete compliance of EPA rules and some actually helped the environment.

There are thousands of web sites out there and listed in car washing and professional detail magazines, which claim of state of the art environmental and water conservation techniques but only a few which are ever listed actually are environmentally friendly.

There are many companies which franchise in the washing industry and it appears that the best franchises are those in the top 500 list of franchises. I would have to encourage those who are looking to buy a franchise to look carefully at franchisors that are 100% environmentally friendly in the washing industry and not simply the ones who list themselves in a grouping with all the rest as "good guys" to our eco-system. So while I concur with many of the environmental comments in the car wash industry, I also believe that it is possible to buy a home-based business mobile car wash business, which promotes a clean Earth and also one, which is fun and outdoors. This research on car washing and franchising which brought me to these conclusions took several thousand hours and it is safe for me to say that much of the public relations campaigns about fixed site car washes being better for water conservation and environmental controls over their mobile car and truck washing competitors, well it simply is not so. Think on this.

Lance Winslow

Getting Free Publicity For Your Online Business

Writen by Marvin Mitchell

It is very easy to get some free publicity for your online business. You can start with taking a crash course on how to write a press release and then put together a media kit. There are many details online on how to go about it, on how to present something news worthy about your business in one or two pages.

It should be presented in an interesting manner for the audience you are aiming for. You must avoid technical jargon and sales lingo. You must prepare a report which is easy to understand and interesting too. Only then an editor or producer will be willing to publish your business story for free. Along with it you must also keep the clients interest alive by sending regular press releases.

There are some other ways also of getting free publicity which are equally effective.

Spreading the word, or what we call the word of mouth is a very cheap and effective method. You can also do it online by newsletters, online discounts or e-cards on your web site.

You can also make your products visible by distributing free samples and free service demonstrations-this also leads to word of mouth publicity. This method is especially very effective in case of new products.

Giving out awards, especially to someone distinguished in your field, and who also has connections in your industry is always very helpful in bringing your business into limelight.

You can follow the age old system of helping each other i.e. small dealers can agree with each other to display and advertise each others products on the web.

Another way of advertising your product is sending out free samples to the relevant people in the hope that they will use it in an appropriate manner and hope that the others will also start using it.

You may also start special groups, clubs, parties etc where you can invite and meet your potential clients and discuss your products with them.

You may also consider distributing your visiting cards and pamphlets at various fairs and other gatherings.

You may offer to speak /teach at relevant seminars and conferences and thus talk about your product.

You may enter into a partnership with other similar businessmen so that each one of you expose or promote each others business. A very healthy competitive environment may thus develop where each one tries to do his best.

Marvin Mitchell is an expert on internet marketing. Go to http://www.etbglobalu.com/pr/ to learn how to get free publicity for your Internet business in record time. You'll get many other surefire strategies, tips, advice and free resources from Marvin to help you discover the secrets of successful internet marketing and generating a solid residual income.

Interactive Press Releases Affect Yearend Projections

Writen by Daniel Dessinger

It's that time of year again. Millions of people are wrapping up their Christmas shopping and stores are gearing up for post-Christmas markdowns. Last season's inventory has to be moved out quickly as the new floods in. Sales teams everywhere are hustling to meet year-end projections.

Enter the online press release: Written to proclaim your business to the world; Optimized to be found in keyword searches relevant to your business; Distributed to thousands of web resources for maximum exposure; Linking back to your website to increase traffic and search engine rankings.

It's no joke. Interactive press releases are a vital part of the future of online SEO, marketing, and public relations. Press release distribution should be channeled toward relevant markets to maximize effectiveness. Statistics show that every press release I've written for a client has been viewed online at least 40,000 times. That's no joke for such an affordable service.

The end of the year doesn't have to be a drag. Take action. Spend less and get more. The company budget says this is the perfect end of year campaign. Results will last into the new year, providing a springboard for search engine optimization and online marketing campaigns.

Don't have time for a full-fledged SEO campaign? With interactive press releases you can see results before year's end.

Daniel Dessinger provides writing services including: SEO, interactive press releases, website copy, articles, creative ads, copy editing, and consulting. Visit him on the web at http://www.culturefeast.com.

Public Relations For Long Distance Telephone Service

Writen by Lance Winslow

There are many things that bother people and many services we pay for that we do not appreciate. Most people despise the fact that they have to pay so much money for the long-distance telephone service and it is for that reason that people are constantly switching long-distance telephone service in hopes to save the little money.

Generally when they switch they do not save any more money than they would have if they had stayed. Long-distance telephone services use all kinds of marketing tactics to get people to switch their long-distance telephone service and still people are not happy. If people liked the company they do business with more than perhaps they would be much happier.

This is where a good public relations and community goodwill program can come in handy for a long-distance telephone service company. One long-distance telephone company was allowing people of the armed forces to call their loved ones overseas for pennies on the dollar of what it might really cost and this is something that long-distance telephone companies can do to increase public relations.

Of course the goodwill that this company received in doing such a wonderful service for our armed forces and their families was worth its weight in gold for publicity. Perhaps this makes an excellent case study for public relations strategies for long-distance telephone service companies. 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; www.WorldThinkTank.net/wttbbs/

Public Relations For Human Resource Departments

Writen by Lance Winslow

If large corporations want to attract the very best possible people to work for them then they need a robust public relations strategy and that strategy must be centered in the human resource department. Often we see in major magazines, lists of the very best corporations in America to work for. Corporations fight hard to get on this list because they want the very best people.

The more people who will apply for a job at the corporation the more that corporation can cherry pick the very best employees to hire. This is why public relations for the human resource department at any major corporation is paramount.

The best way to keep up public relations for human resource departments and corporations is to be in constant contact with open communication lines in the local media. But to build a strong public relations strategy it makes sense to do and be involved with public relations activities in the local community to build goodwill.

Those corporations, which help out the local community always find themselves with an abundance of people wishing to work for that company. It is kind of like the saying; what goes around comes around. A corporation should work hard to develop such or reputation in the marketplace, in their industry and in the mass media. Perhaps you'll consider all 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/

10 Critical Press Release Writing Tips

Writen by Paul W Wilson

1. Start strong: Your title and initial lines should briefly and directly convey what you want to say. Include the "who, what, where, when and why" in the lead of your press release. The remaining part of your press release should include supporting facts and examples.

2. Make it easy for the media: Some media agencies and journalists will grab your press release and carry it in their publications with slight editing or no alteration. But even if it's not used word for word, journalists may use it as fodder for other stories or to create their own story ideas. The more information and details you include, the less work the media has to do.

3. Think like the reader: Your press release should be able to keep the reader's interest. Put yourself in the reader's shoes. Would you want to read your press release?

4. Make it relevant: Try to point out real examples to support the message you want to communicate. Show why your information is important and how it benefits the reader. If your release isn't newsworthy, don't expect anyone to read it.

5. Support your story with real facts: Facts make your point stronger and tell the journalist you've already done much of the research for them. If you pull facts from other sources, make sure you attribute them. Avoid fluff and add-ons. And never make anything up. If content seems too good to be true, tone it down or you could hurt your credibility.

6. Include company information: The press release should conclude with a short description of your company, including where your company is based, what products and service it provides and a brief history If you are creating a press release for more than one company, provide information for all the companies at the end of the release. Also include contact information, both phone number and e-mail, for each company's spokesperson.

7. Be concise: Avoid using superfluous adjectives, extravagant language, or unnecessary clichés. Get to the point and tell your story as directly as possible.

8. Get permission: Companies can be defensive about their name and image. Get written permission before including information or quotes from officials or associates of other companies/organizations.

9. Avoid exclamation points: The use of exclamation points may hurt your credibility by creating unnecessary hype. However, if you have to use an exclamation point, use only one! Not several!!!

10. Avoid industry jargon: The harder your press release is to understand for journalists and laymen, the less likely it is to be picked up. A limited use of industry terminology is ok, if you're trying to optimize the news release for internet search engines.

Paul Wilson is a freelance writer for http://www.1888PressRelease.com, the premier website to Submit Free Press Release for any announcements including launching of new product or services, new website, announcing new hires, sponsoring a special event or seminar and more. His articles can be found at http://www.1888articles.com/author-paul-wilson-7.html

Developing Your Media Tools

Writen by Mark Buzan

When pitching your expertise to the media, the tools you present to them are of up most importance. In sales, it's often said you only have one chance to make a good impression. Why would this be different with the media?

Once you have their attention, wow them with your professionalism and understanding of how to make their job as easy as possible.

First, start with a communications plan that lays the road map for your coming PR & media efforts. You would not start a business without a business plan...why would you start a PR campaign without a plan?

Develop a press page on your website. So often we refer clients to our website but when the media visit, what's there to entice them? Develop a section on your site that lists off press releases, previous stories, possible story lines, or even downloadable images. A fantastic example of a press page can be found on North Carolina's Tourism website: http://www.visitnc.com/press_room.asp/.

Develop a press kit that includes photos, story lines, releases or even a memorable gizmo that gets the media thinking of you in the months to come. In the press kits I have developed, MP3s of client interviews have even been included.

Thoroughly develop and work your media list. With every campaign, a customized media list is essential. Beware of easy made media lists from many of the newswire services out there. While they serve as an excellent starting point, these lists are rarely accurate in terms of the specific bests various journalists cover. In some occasions, the contacts themselves may be outdated as turnover rates in journalism are notoriously high. Above all, avoid the syndrome of ''carpet bombing''. In other words, avoid simply sending a release on mass to a large unfocused list. Five well targeted journalists are worth twice their weight in gold as opposed to one hundred unfocused contacts.

Mark Buzan is the owner of Action Strategies: http://www.action-strategies.ca, a public affairs & marketing communications consultancy. You can subscribe now to his monthly PR tips newsletter by visiting and dropping down the "newsletter" menu. You can also subscribe to his blog: http://actionstrategies.blogspot.com.

Public Relations For Bowling Alleys

Writen by Lance Winslow

So often some types of businesses get a bad rap. We all know how the neighborhood water hole can get a bad rap from a fight in the parking lot turned totally bad. But this can happen to a relatively simple family business as well. Take a bowling alley for instance where the late night skateboarders and loitering teenagers turn it into a graffiti menus, parking lot drug sales area and a business associated with troubled youth.

It does not take much for this to happen, soon the leagues are weary and the families stop coming or allowing their children to go bowling and then sales drop. To overcome such potential eventualities it maybe necessary to really work extra hard on creating some excellent community goodwill and promoting a robust public relations campaign.

Perhaps a bowl-a-thon to help a local youth raise money for a bone marrow transplant or raise money for a very popular in town non-profit groups. Bowling alleys can help generate money for youth organizations, by donating 20% of the sales for one night and allow the group to help spread the word, invite more people and generate huge amounts of word of mouth advertising. Public Relations for Bowling Alleys is possible in the community and the opposite of good PR could drive them out of business. 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/

A Managerial Pr System You Will Love

Writen by Robert A. Kelly

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net. Word count is 1220 including guidelines and resource box. Robert A. Kelly © 2006.

A Managerial PR System You Will Love

It's a happy day indeed when business, non-profit, government agency or association managers end their preoccupation with (and reliance upon) the simple mechanics of press releases, broadcast plugs and special events. What they've decided is, they no longer wish to be denied the best public relations has to offer, preferring instead the quality public relations results they believe they deserve.

Thus they begin construction of a workable managerial PR system by putting in place a high-impact action plan designed to do something meaningful about the behaviors of those important outside audiences that MOST affect the departmental, divisional or subsidiary units they manage.

Inevitably, the new plan helps create the kind of external stakeholder behavior change that leads directly to achieving their managerial objectives; in this case by persuading those key outside folks to the manager's way of thinking by helping move audience members to take actions that help the manager's unit succeed.

It rapidly becomes apparent to these managers that the good news implicit in PR's underlying premise is the reality that good public relations planning really CAN alter individual perception and result in changed behaviors among key outside audiences.

But what about PR's underlying premise? As a manager, see if you can live with it. 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.

With such an approach to public relations, an awful lot of warm and fuzzy end-products can appear: customers begin to make repeat purchases; new prospects actually start to do business with you; politicians and legislators begin looking at you as a key member of the business, non-profit or association communities; capital givers or specifying sources begin to look your way; welcome bounces in show room visits occur; community leaders begin to seek you out; new proposals for strategic alliances and joint ventures start showing up; and membership applications start to rise.

Of course, whether the PR people assigned to your unit come from an agency, parent company or are direct hires, they are already in the perception and behavior business. So look first to them to manage your data gathering activity. But be certain that they really accept why it's SO important to know how your most important outside audiences perceive your operations, products or services. In a word or two, be sure they believe that perceptions almost always result in behaviors that can help or hurt your operation.

Also spend some quality time with your PR people analyzing your plans for monitoring and gathering perceptions by questioning members of your most important outside audiences. Suggest queries along these lines: 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?

Be aware that using a professional survey firm to do the opinion gathering work, can be an expensive alternative to 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.

This is when the establishment of a clearcut and realistic PR goal is necessary, one that calls for action on the most serious problem areas you uncovered during your key audience perception monitoring. You may decide to straighten out that dangerous misconception, bring to an end that potentially painful rumor, or correct that awful inaccuracy.

Part and parcel of your public relations goal is the right, action-oriented strategy that shows how to get to where you're going. Actually, you have just three strategic options available to you when it comes to doing something about perception and opinion. Change existing perception, create perception where there may be none, or reinforce it. Needless to say, the wrong strategy pick will taste like mushroom gravy on your sardines. So be sure 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.

Because you're going to have to prepare a persuasive message that will help move your key audience to your way of thinking, ask the best writer on your team to get ready to prepare a carefully-written message targeted directly at your key external audience. The writer must produce some really corrective 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.

Carefully selected communications tactics will carry your message to the attention of your target audience, and there are many such tactics available. 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.

Another reason to stay alert to the means you use to communicate a message is that its credibility is fragile and always suspect. Thus, you may wish initially to unveil your corrective message before smaller meetings rather than using higher profile news releases.

Demonstrating how far you've come compared to the starting point will highlight progress made. First, you'll be demonstrating, in the form of periodic progress reports, how the monies spent on public relations can pay off. But it's also an alert to start a second perception monitoring session with members of your external audience. Here, you'll use many of the same questions used in the benchmark interviews. Only difference now is, you will be on strict alert for signs that the bad news perception is being altered in your direction.

It's also possible that momentum could flag suggesting that adding more communications tactics, and/or increasing their frequencies, will adequately address that problem.

In brief, this is a management public relations system with a remarkable prognosis: as a manager, it will move you beyond preoccupation with communications tactics, freeing you to use the right PR system 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

Phone Pitching How To Convince Journalists To Publicize Your Product Service Or Company

Writen by Diana Laverdure

There are many steps to achieving meaningful, positive publicity. In most instances, unless you already have a good relationship with a reporter or editor, it will begin with a well-crafted pitch letter.

However, no matter how enticing the pitch letter, in most instances you will seal the publicity deal on the follow-up phone call. This is your chance to build rapport with the reporter and really razzle-dazzle him or her on your idea.

Your phone skills will mean the difference between life and death when attempting to convince a reporter to cover your product, service or company. So before you pick up the phone and place that call, consider the following tips for successful phone pitching:

Respect the reporter's time.

Reporters work on tight deadlines and, depending on the publication, these deadlines fall on different days and different times of the day. Staff at a monthly publication will most likely undergo one week each month when they are "putting the next issue to bed" and are working under tremendous pressure. In contrast, reporters at weekly publications are generally most stressed on the days leading up to their weekly deadline. Dailies have particular times each day, usually in the late afternoon, when deadlines are looming and reporters are busiest.

Before phoning a reporter or editor, first call the main number of the publication and enquire as to its deadlines. Then, avoid calling during those times.

Even when you have determined an ideal time to call, always start your conversation with, "Hello, my name is Jane Smith and I am from XYZ Company (substitute your name and company!). I have been studying your recent articles and I have a story idea I really think will interest you. Is this a convenient time for you to talk?" Most of the time the response will be "yes," but if it isn't, respect the reporter's wishes and ask when would be a good time to call back.

Be brief.

If the reporter does give you their time, don't blow your chance with a rambling, unfocused pitch. Be concise and to the point. You should be able to deliver a solid overview of your story idea in 30 seconds or less. Practice your delivery several times prior to placing your call so you have it down pat. It's also a good idea to have your written pitch (which you should have already sent them) in front of you, to serve as a "cheat sheet."

Be enthusiastic.

If you're not excited about your story idea, how do you expect the reporter to respond? Deliver your pitch clearly and with conviction, and be sure to sound energetic and enthused. Remember: the way in which an idea is delivered is as important as the idea itself. Engage your audience (the reporter) with a charismatic delivery and you will go a long way toward exciting him or her about your idea.

Never say you are calling to check to see if they received your pitch.

This is a huge irritant to reporters. Imagine if every time someone sent you an e-mail or letter they called and asked if you received it. Don't even mention your written pitch until you already have a phone dialogue going and you sense that the reporter is interested. Then at the right time you might say something like, "By the way, I did send you a more detailed written pitch on this idea on September 3rd, but if you don't have it I'd be happy to re-send it."

Show some humor.

Believe it or not, reporters are people, too. They have good days and bad days, marital spats and trouble with their kids. And as much as we'd like to think that their personal issues will not influence they way they respond to our story ideas, we know that of course they will. I have found that a universal trait is that we all respond positively to humor (that which is in good taste, of course).

I know it can be a scary prospect to pick up the phone and call a journalist, but if you apply these tips you will come across as respectful and professional and greatly increase your chances of obtaining positive publicity coverage.

© 2005, Diana Laverdure
All rights reserved. You are free to use this material in your print or e-mail newsletter, as long as you do not alter its content in any way and you include a complete attribution, including a live Web site link.

The attribution should read:
"By Diana Laverdure, vice president, Reeves Laverdure Public Relations, Inc., Boca Raton, Florida. Please visit http://www.reevespr.com for information on our publicity services."

Diana Laverdure is vice president of Reeves Laverdure Public Relations, Inc. in Boca Raton, Florida. Reeves Laverdure Public Relations is a five-person PR agency staffed with former journalists who know how to develop strategic, targeted publicity campaigns in a wide range of industries. Reeves Laverdure's clients are regularly profiled in local, regional and national print, radio, TV and online media. The firm's clients have been spotlighted in the Wall Street Journal, USA Today, Fortune, Associated Press, Bloomberg TV, Good Morning America, CNN and many more. For more information visit http://www.reevespr.com

Definition Of Public Relations

Writen by Adam Yax

What is Public Relations

The difference between Public Relations PR and Advertising is simple, you pay for Advertising. The definition of Public Relations is 'Public Relations practice is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics.

Public relations is the more difficult "free" version of advertising. It turns out it's not free after all, however paying for advertising allows you to say what ever you want, public relations is different, this is when others say what they want about you.

When you are high in the search results for a search phrase, the vast majority assume you got there because the "public" put you there. This is not far from exactly why your site was in the result to begin with. Being listed on the top of a search that is relevant to your site is becoming one of the most sought after forms of Public Relations. Those who see your site on top assume you are the leader in your industry, that assumption is (and has always been) the direct result of good Public Relations work.

A Good Technical Public Relations Firm has resources in the industry and has professionals with experience in the agency. These Public relations tools and experience drives your company's profits forward when a prospect turns to you (the industry leader) for answers and advise. You provide them with the answers by way of your products or your services, or both.

Public Relations may not be focused on promoting products or services, but this is where the new media comes in. The new media that is constantly being "re-understood" everyday is the internet. With it comes many "public" opinions, those opinions are available to all and when those opinions are negative you would normally put forth "Public Relations" efforts to maintain the goodwill. When a complaint or a competitor comes up before your site on the internet, it's time to begin a technical Public Relations campaign. It's also very likely a sign that other PR Media Campaigns should begin. The internet is a sign of how the public views your company, or (in many cases) how it does not view your company. If you do not show up in the search results, an effort must be made to allow the public to begin forming opinions.

Adam Yax is CTO of http://www.phoenixsynergy.com, which provides internet marketing in Phoenix, AZ.

Public Relations Strategies Focus Pr Campaigns With Media Coverage Analysis

Writen by Richard Cunningham

Prior to launching a new public relations campaign, evaluate the media coverage you've gained and dig deep into the coverage your competition has received.

One of the first steps in defining a public relations strategy is to understand how you and your competition stack up in terms of media coverage. Taking the time to document and analyze press announcements, bylines, sourcing, thought-leadership, and overall media relations helps to focus and streamline PR campaign tactics.

In the audio book, "Sound Advice on Public Relations," author Susan Misukanis says it is important to "identify who, in your marketplace, is winning in terms of positive press coverage." Evaluate who distributes the most press releases, and whether they are actually picked up by the media.

"Know who is continuously being quoted as an expert source within stories," says Misukanis. "Quantify how many articles are being contributed, or bylined, by your competitors." From this, you begin to identify whether the companies being bylined are considered thought-leaders.

Finally, obtain media kits from the publications in your market space, and study their circulation and reader profiles. "You can understand with whom your competition is building mindshare – which constituents' categories your competition is reaching," says Misukanis.

Weighing these findings, you'll be surprised how focused your PR campaign will become, and how clearly you can position your company's public relations vis-à-vis the competition.

Susan Misukanis offers advice on public relations strategies each week in the free audio newsletter from What's Working in Biz, http://www.whatsworking.biz/full_story.asp?ArtID=92

About The Author

Richard Cunningham is a principal of What's Working in Biz, http://www.whatsworking.biz, a publisher of business audiobooks and online audio programs on marketing, sales, and small business strategies.

Dont Need No Stinking Pr

Writen by Robert A. Kelly

Almost assuredly you do, especially when your most important external and internal audiences behave in ways that stop you from achieving your organizational objectives.

With that attitude, you could have a long wait before you see community leaders strengthening their bonds with you; customers making repeat purchases; unions bargaining more frequently in good faith; prospects becoming customers; employees beginning to value their jobs; political leaders and legislators starting to think of you as a key player in the business community, and suppliers working hard to expand your relationship.

Lighten up and use public relations in your own best interest, and benefit from a really cost-effective assist to your business, non-profit or association.

And there's another reason to do so. Tough times require tough tactics. Luckily, PR firepower can do for you what it was meant to do – help you achieve your operating objectives by moving those people whose behaviors have the greatest impact on your organization, to actions YOU desire,

You know it's worth it, so give it a shot!

Best place to start is by listing your most important audiences, or "publics," and ranking them according to the impact they have on your enterprise. Let's work on the outside audience at the top of that list.

How aware are you and your colleagues as to how that audience views you? Could there be negative perceptions out there that, inevitably, will morph into behaviors that hurt your organization?

You really can't afford to ignore that possibility.

So get out there and interact with members of that target audience and ask questions. The alternative is to spend a LOT of money on a professional survey. Instead, make the time commitment to do some home-grown research. After all, PR best practice says you should be in regular touch with target audience members anyway, so this interaction is probably long overdue.

Ask questions like "Do you know anything about us? Have you heard anything good or bad about us?" Stay alert to hesitant and evasive responses. Notice any negative undertones? Do inaccuracies crop up? Any misconceptions or rumors that need your attention?

The answers you gather are the fodder for your new public relations goal – i.e., the specific perception to be altered, followed by the behavior change you want.

Which requires that you set a public relations goal aimed at clearing up that misconception or nameless concern, correcting that inaccuracy or untrue belief, or disarming that rumor for good.

Now, what happens to that goal? You select a strategy to get you where you want to be. The choices are few indeed when it comes to perception and opinion. You can create perception where there isn't any, change existing perception, or reinforce it. That's it. You should, however, match your strategy selection to your newly-established public relations goal.

Clearly, the most sensitive, even difficult step in this problem- solving sequence is message preparation. At ther same time, it's your opportunity to write something that will change somebody's opinion, and that is a really satisfying experience.

First, your message must stick to its knitting and not ramble. Address the inaccuracy, misconception, untruth or rumor clearly and in a believable and as compelling a manner as possible. Remember what it must do if the public relations program is to be successful – alter, change or reinforce what a lot of people believe. And that is a big job and a big responsibility.

If the message is the bullet, your "beasts of burden" are the gun, the means by which your communications tactics carry your message to the eyes and ears of members of the target audience.

And what a list of tactics offer themselves to you. Everything from open houses, feature articles, press releases and speeches to personal contacts, broadcast appearances, newspaper interviews and so many more.

Your measuring stick for each tactic is, does it have a proven track record for reaching people like those who make up your target audience?

So, you will get antsy and wonder if you're making any headway with your new public relations program. Best way to tell is to monitor target audience perceptions all over again. Use questions similar to your first monitoring session.

Big difference this time, however. Now, you need to see indications that perceptions are being altered as a result of your corrective message.

If you want to speed things up, you can always add a few more tactics to the mix, AND increase some of their frequencies. The message should also be re-evaluated for the strength and persuasiveness of its underlying facts, as well as impact and clarity.

Yes, you may believe you "don't need no stinking PR," but there's no denying that people in your area behave like everyone else – they take actions based on their perception of the facts they hear about you and your operation. So, you must deal promptly and effectively with those perceptions by doing what is necessary to reach them.

And what that means is, in your own best interest, you must persuade many of your stakeholders to your way of thinking, thus moving them to take actions that lead to the success 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 © 2003.

About The Author

Bob Kelly counsels, writes and speaks to general management personnel about the fundamental premise of public relations. 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

How To Get Free Publicity Whenever You Want

Writen by Charles Kangethe

What you are about to read is a step by step guide to getting FREE publicity. Simply, this is advertising that costs nothing, yet can bring in regular and substantial orders for your products and services.

Regardless of the business you're in, you always want publicity for your products and services. After all it is "free advertising" essential to the growth of your business.

However for maximum effect your publicity campaign must be well thought out and pre-planned.

This article shows you a step by step approach to getting FREE advertising through your publicity campaigns.

Step 1

You must determine beforehand where you intend to conduct your publicity campaign.

Which of the following are you targeting :

• Printed Mass Circulation Media

• Internet Publications

• Radio

• Television

• Trade Shows

• Other (e.g Industry publications)

Step 2

Write a Cover Note to the main decision makers.

The cover note should be short, no more than 100 - 150 words.

Explain why your article is news and why it will appeal to readers.

For example - If you offer people business opportunities, you could write something like :

Write a brief explanation of what your business opportunity is about. (Tell the editor what this opportunity is about.)

This business opportunity is aimed at people trying to achieve financial freedom. It is also useful for those already in business, who want to build multiple income streams. (Tell the editor who it is aimed at)

This will be of real value and interest to your readers. (Tell the editor his readers will find it of benefit)

Please review and if you need any more information contact me at....(Ask the editor for action)

If you intend to send the publicity material by snail mail, print the cover note on good quality, pastel coloured paper. Blue or Ivory works well.

Make sure your cover note is addressed to a named decision maker.

In general for newspapers this will be the City or News editor, for Radio and TV it will be the News Director and for all publications the Managing Director.

Step 3

Presentation and layout of the Publicity Release.

The Publicity Release is a short article no longer than 500 words.

The layout of the article is critical.

Make sure you have about one inch in margin at the top and bottom of the page. Allow one and a half inches margin around the left and right edges of the page.

In the top margin write in capitals PRESS RELEASE and DATE.

Set the date a day or two forward of your posting date if you intend to send the publicity release by post. This ensures the date is current when your release is opened.

If you are sending the release out by e-mail, set the date to the date you send the mail out.

Skip a line or two and then write in capitals FOR IMMEDIATE RELEASE

Finally in the bottom margin write in capitals FOR MORE INFORMATION followed by your name and contact details.

Step 4

Writing the Press Release.

The Press Release uses the same techniques of copy writing as you would use in writing a sales letter or an advert.

Always write as you would to an individual. Make the article personal and connected to the reader.

Don't forget that the first reader you have to get past is the editor or news director. Therefore keep the idea of new and news at the front of your mind as you write.

Quickly and clearly show why your article is new or news. What sets it apart from other stories running in the publication ? Describe how it helps the readers in a different, unique, cheaper, quicker or any other way.

Above all bring out why your story is of benefit to the editor's readers. If he cannot identify the benefits you bring, he will not use your story !

Step 5

What you need to know about news editors and directors.

The first is they are very busy people. They literally have thousands of things to do and they have to make many and quick decisions often on limited information.

The second is they know why you are writing to them. They know you are looking for free publicity.

What does this mean for you ?

Firstly, your Press Release must quickly and clearly point out the benefits of your product.

There is no room for fluff or padding. Get to the point quickly.

Secondly, do not write about yourself, your opinions, or views, in the article. If the editor decides to use your copy, he will contact you for a biography.

Stick to the facts about the news item.

Thirdly, never round on an editor demanding why your Release was not used, or used in a different format. This will get your name marked and future submissions from you will be binned un-opened.

Treat editors with respect, after all they are giving you access for FREE to huge circulations, and they will treat you with equal respect.

If you take the time to learn what the editor and his readers want, and if you provide it in a readily useable format, then you will get your Publicity Releases published more often than not.

Step 6

Timing the Press Release.

For some products and services, particularly seasonal ones you need to ensure your releases are sent at the appropriate time.

For instance if you offer garden and landscaping services and products, you might want to time the Press Release for Spring.

You might also be in a business where you create products for your market at short notice. Here you might tailor your releases and products to general events in the news spotlight.

For instance when employment slowdown in the economy is a "livewire" news item you might send out a Release on your Resume Writing service.

One final kind of timing to keep in mind is publication or broadcast deadline.

Make sure you find out when the deadlines are and work towards getting your Release in before that cut off.

Creating well written, properly laid out Press Releases is the best possible way of getting FREE publicity and advertising on a massive scale.

What would it mean if you could double or triple the visitors and customers to your web site ?

Write your first press release this month and once you are a published author, see how your business fortunes change for the better.

About The Author

Charles Kangethe of http://www.simplyeasier.com is a leading new wave Netpreneur and a published author from England. The "Simply Easier" brand name is your guarantee of high value, quality Marketing Products, Services and Resources.

Charles has been involved in direct response marketing since 1982. He now lives in Suffolk County and spends his time working on new Online Marketing campaigns, with particular focus on helping new netpreneurs.

Public Relations Idea For Transportation Companies

Writen by Lance Winslow

What types of things can a Transportation Company do to promote goodwill in the communities and cities that they serve? It seems everyone is always complaining about traffic, cost of fuel and pollution from vehicles and therefore is it hard for a transportation company to maintain a strong image and maintain their positive perception.

I propose that Transportation companies participate in Neighborhood Mobile Watch Programs, because they seem to be perfectly suited for it. How so you ask? Well consider the business model if you will for a second or two;

TRANSPORTATION COMPANIES: Look in the phone book, or grab a book of lists printed by The Business Journal and look at all the transportation companies. They will take the PR and spread it around their Industry and use the public relations to help their businesses. That is fine because you will now have many units on the road with your signs, driving everywhere. It is said in an election that a bumper sticker is worth the same as $200.00 in print media. Imagine what all these signs are worth in free advertising. Plus the drivers of all these vehicles are in constant contact with their dispatcher and if they see anything they will call it in. Remember also that the drivers of these vehicles sit up higher than in regular cars and can see over walls and fences, thus another advantage that the police do not have yet.

Why not use their exposure in the community to promote safety and security, while bolstering their company's goodwill? Public Relations 101 needs to think outside the box and 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/

The Nonbusiness Business

Writen by Chandramouli N

Think for a moment! If you were to do a business, profession or a job that you loved, something that was a passion, you considered worth doing, one that gave you joy; would you ever think early retirement or rush home early from work? 'Doubtful' is a certainty, to say the least!

A few years ago, I perchance drifted across a book titled 'To Sail Beyond the Sunset' in which Robert Heinlein's character, Jubal Harshaw, said something that left a lasting impression on me, and ergo, naturally, on the way I look at life. Jubal says "Happiness lies in being privileged to work hard for long hours in doing whatever you think is worth doing. One man may find happiness in supporting a wife and children. And another may find it in robbing banks. Still another may labor mightily for years in pursuing pure research with no discernible results."

"Note the individual and subjective nature of each case. No two are alike and there is no reason to expect them to be. Each man or woman must find for himself or herself that occupation in which hard work and long hours make him or her happy. Contrariwise, if you are looking for shorter hours and longer vacations and early retirement, you are in the wrong job. Perhaps you need to take up bank robbing. Or geeking in a sideshow. Or even politics."

So I settled on Public Relations. Not before completing various stints dealing in chemicals, stocks, exporting saddlery (would you believe?), and finally PR. But then, this article is not about me, its about The Non-business Business.

What is it that PR provided that the myriad of other professions could not? What was I looking for, that was also the search of every Jubal?

I began dealing in chemicals because I was a Chemical Engineer and I thought it came naturally to me. So it did, I understood the technicalities of the subject and also liked it, but it was monotonous, repetitive and required little else than the skill of a door-to-door salesman (not that I think that's an easy job at all though, only that I was not cut out to ringing doorbells!).

Then, with an attempt to bring back the excitement that was lacking in the first business venture, and because of my interest in Finance I looked at the ever changing, dynamic and exciting world of stocks. Enter Stock Broking. The new age, online stock exchanges in India had just started and it required both acumen and understanding to be able to broker deals. Soon the business was grasped and volumes at our counters soared. But equally soon I realized all you needed to do to be a broker of stocks was a good number of contacts, a skill to understand what the market movements meant and to recommend based on your collective understanding, added with a good dose of instinct.

Despite financial success, I had not found the profession I really wanted to pursue. I then turned to my childhood love for horses. I have always loved the animal and am passionate about everything to do with the animal. I migrated to a city which specialized in making saddlery for horses. For three years my routine would be the same. I would carefully select the leather which would be used for the horse riding equipment, have the embellishments for the saddles personally designed, and have my contractors craft wonderful equipments for riding the even more wonderful horses. Sadly, in all my years with the business, the only time I sat on a saddle was when it was placed on a testing horse (a wooden piece on which we used to fit the saddle). My love for horses was too strong for me to continue something that was so near, and yet so far from the magnificent equine.

So, I was hunting for my dream profession yet again. After one brief stint with a dotcom, I settled onto PR, which is actually the subject of this story. I have been here for the last 6 years and to say the least, I can easily continue for a few decades more in the same profession. I stay back late nights, come back early morning, think about the clients business even when I am eating, bathing or (perhaps!) sleeping. I love what I do. It excites me, and I seriously think our organization will make a difference to this world and I already am of the firm belief that we are making a significant difference to our clients (otherwise, they would'nt be there with our organization as clients, right?). We consult our clients on their business, how to make it better and how they can make a difference in the world – to me, that sounds very exciting.

When I analyzed my life keeping Jubal's statement in mind, I saw through what it was that made a profession completely satisfying. I saw what made one love what one does (or not, as the case may be). And, trust me, I have been through enough professions to know.

In most cases, professions are made by accidents. Almost everyone, other than the lucky few, has suffered (or is suffering!) the ill-advise of friend, uncle or parent. You have a great future as a doctor, engineer, or stockbroker, says a father's friend, little realizing what your real passion is. Else, someone knows of your passion for archeology, but little realizes that what kind of life a professional archeologist leads. The instances are too many to even attempt to think about.

So what do you do? Always keep your eyes & ears open and absorb every thing that comes your way. Everything has a purpose, and when that one thing that comes your way, it could become the purpose for your life. Stay tuned to all channels and become a sponge. Then there are simple rules that help you find your right profession. And from here on, you only stay in the same profession if the answer to every question is a big YES.

20 year rule: You keep analyzing your profession against yourself and ask if there is a fit and do you see yourself doing this very thing 20 years from now.

12 hour rule: The next step is fairly easy. Ask yourself if you can do that thing you do; stock broking, astrology or saving rhinos in Africa, most days of your life, for 10 to 12 hours each day, with only brief breaks in between.

Pride Rule: Do you feel good about what you do? Does what you do make you feel proud? Do the people who matter to you really feel proud about what you do? Would you feel great telling a complete stranger (or your nearest relative!) what you do? You may run a Laundromat or be walking dogs; the question is the same.

Rule of Passion: Can you feel your skin tingle with excitement when you talk of your job/profession? Can you pass on your excitement to others? Do others come to you for advice on similar jobs?

Rule of Good: This is a simple rule that asks, Do you think that good things happen as a consequence of what you do? Is Good a main product or is it a by-product of your business or job? Just to clear up the air a bit, if Good is the main product it is a positive sign and as a by-product means you must start hunting again.

N. Chandramouli is the CEO of Blue Lotus Communications Consultancy, one of the fastest growing PR agencies in India. Located in Mumbai, the agency has an country wide presence. The knowledge driven agency has many national and international brands in areas of Technology, Finance, Health, Education & Assotiations & not-for-profit forums. Chandramouli is an Engineer-MBA with over 16 years of experience in various professions.

Blue Lotus currently employs about 50 consultants across its offices and projects a growth of Rs. 500 mn by March 2006.

The Big Bang Publicity Campaign

Writen by Anne Marie Baugh

Famous is as famous does and the famous get known through publicity. Yes, that's right, fame doesn't discover you, you create it through strategic campaigning. What's more, the techniques for increasing your exposure are not as difficult to attain as you might think. A great publicity campaign starts with courage, then planning, and lastly, it succeeds through persistence. If you're not sure why you should seek fame, consider fortune because the two go hand in hand.

Fame will bring your business into the forefront of your target audience faster than any advertising campaign can hope to do. It solidifies you as an expert and creates a deep, abiding confidence in the consumer. It makes you a shining star with infinite possibilities. So what are the steps you ask? Well paste a gold star to your forehead and let's get started.

1. Press Releases:
Increase awareness through a press release. Yes, I know, press releases have become quite the popular little tool around cyberspace with releases being blasted hither and there, but are they working? Probably not. Blasting your press release will bring blasted little results. Instead, thoughtfully put together a very dynamic one-page press release and target publications that would be most interested in you and your business. Don't drone out the details; make that press release sing your praises. Then send it to a real live editor and follow up with a phone call. In other words, let the press release be the invitation to your follow up phone call. Begin making connections with the media. Be polite, be excited, and be patient.

2. Create A Press Kit:
A Press kit is basically an exaggerated press release turned into a package. It's more complex, tells more about you and your company, and is all pulled together into a nice neat folder. Of all the questions I receive, first is, what is a press kit? Simply, it is a folder of information about you or your business. It should contain:

A. An Introduction Letter
B. One or Two Press Releases
C. A Fact Sheet
(This contains the facts about you or your business.)
D. Bio Sheet
(Which is a biography of you and your accomplishments.)
E. Copies of Published Articles
F. Company Literature
G. A Business Card
Send your press kit when an editor, publisher, or producer wants to know more about you.

3. Newsletters Offline.
Don't forget that a whole world exists offline. Locate newsletters or smaller print publications offline and submit articles. This can be a very dynamic way to increase your exposure as well as add to your press kit. You can locate newsletters in your subject area by visiting the local university library reference section. Ask for a directory of trade newsletters and do your research. Once you have been published, it's easier to step up to the larger publications. Fame starts small and then snowballs onto itself.

4. Speak Up!
Yep, that's right. Start giving speeches on your area of expertise. Start locally at civic clubs and local educational programs. Then find the local talk radio shows and make your case to the producer. It's surprising how many talk radio shows are actively looking for new speakers. Once you have achieved Talk Radio, the opportunities will start coming to you.

5. Publicity Pitches:
Put together several dynamic article ideas. Just the ideas, not the actual article. This is called a Publicity Pitch. Take those ideas and then pitch them to editors of targeted publications. This can work very well as it saves Editors time and puts the outline right into their hands. As a past Editor I know how well this works. Editors love ideas, especially ideas that are completely outlined and correct for their readership. This means don't send pet article ideas to cooking magazines. Send pet articles ideas to pet publications. Seems like a no brainer, huh? But you'd be amazed at what editors see that don't apply to their own publication.

Fame comes from planning and persistence. It has its rejections, but if you can learn not to take it personally, it will eventually work. Remember, once you start, keep going. Once you stop, you have to start all over.

Anne Marie Baugh is a noted publicist and published author. She owns and operates Write-Promotion, an online marketing and publicity firm that work hands-on with businesses looking for promotional avenues to cyber-success! Visit today at: http://www.write-promotion.com for a package that will fit your budget and propel your business to success.

Forget Press Tours Have A Teleseminar Tour

Writen by Daniel Janal

Businesses of all sizes, including start up and Fortune 500 companies try to receive as much promotion and publicity for their product and services as they can. Quite often their marketing tactics require huge amounts of investment in time, energy and expense. Why not have a teleseminar tour and increase your visibility from the comfort of your own home or office, without paying a single penny?

Teleseminars are increasing in popularity, as they are a proven, cost-effective means of communicating valuable information to potentially large audiences (up to thousands) all at one time. It's truly amazing how many teleseminars there are today.

Now, authors, entrepreneurs, business owners, marketing and public relations executives, speakers, coaches, and consultants can produce their own teleseminars through companies like Great Teleseminars Audio Production Studios.

They can increase exposure and publicity by reaching out to other professionals in their related industry that are hosting them as well.

By engaging in teleseminar tours you are allowing yourself to step beyond any limits and "reach out and touch" prospects and customers of almost any type of business. Making these calls allow you to prospect for new clients as you demonstrate your knowledge and expertise, increase your bottom line revenues, and maintain a presence that is always fresh and meaningful.

For those of you who are the "Do-It-Yourself" type, here is the step-by-step process on how to effectively manage a teleseminar tour campaign.

1. Perform a search using Google to see what companies and professionals within your specialty host teleseminars.

You must type in your specialty and then the word "teleseminar", if you do not you'll see the Great Teleseminars site and others like it, that are not specific to your industry. For example, type in "health teleseminars", "sales teleseminars", "dieting teleseminars", or "parenting teleseminars" and you will quickly realize that many professionals in these areas are hosting teleseminars.

2. Do your homework.

Visit each individual website to ensure a good fit by reviewing their audience, the topics they have done in the past, and their price points. Do not overlook your competitors, as they may be willing to work with you. For example, in order to educate my clients and publicize my other business, PR LEADS,I host public relations and marketing teleseminars every Thursday afternoon. Although you might think I'd never want to invite a competitor on my show, the truth is we compete on different services, price points and markets, so we really don't compete at all. We welcome the opportunity to appear on each other's teleseminars. My teleseminars have featured PR gurus like TJ Walker, Joan Stewart, George McKenzie, Rick Frishman, Jill Lublin, B.L. Ochman, Alex Carroll and others – and I've appeared on many of their events as well!

3. Prepare your pitch

Lets say you find 10 good teleseminars to become a guest speaker on, now what? Before calling or emailing hosts, you must prepare your biography, product and/or service fact sheets, and 10 questions you would like to be asked if a teleseminar is to be arranged. You must also develop your hook—meaning why they should be interested in you and your topic, and how their audience can benefit from having you as a speaker. You'll need this material to help promote yourself. You don't want the host to write the copy for you. You want to be in control of the message, and let them fine-tune it to fit their needs. Your host will send some of this information to their mailing lists as the invitation, or post other parts of it to the website, and use the 10 questions as the script to interview you.

Teleseminar tours are a win-win situation for everyone. Teleseminar hosts reach the end of their expertise, so they are always looking for new guests that can tell a new story and lend a new way of looking at the world or exploring new subjects that the host wouldn't know anything about.

In return for your expertise, the teleseminar hosts will promote your material, your name, and your product or services to their lists. Best yet, it doesn't cost you a single penny for the added exposure. All you have to do is all the legwork online by using Google, preparing the hook, sending out some emails, and maybe making a few phone calls.

For those of you who do not have the time and would like the convenience of a virtual assistant, Great Teleseminars now offers Teleseminar Tours. We will complete prospect research, create the pitch and any required materials, make introductory and follow phone calls and emails, and arrange teleconferences around your schedule. For more information you may visit http://www.greatteleseminars.com/campaign.htm/

Finally, there's an easy way to get your company name visible to your audience. And, it doesn't cost you a fortune. Daniel Janal, President of Great Teleseminars and PR LEADS has helped over a 1000 authors, experts,consultants, doctors, and small businesses get the publicity they need in order to flourish. Check out http://www.greatteleseminars.com to receive a FREE E-Book.