 Category :: PR Articles |
Author :: Robert A. Kelly  |
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| Article Title :: So What's Wrong With Strategic? |
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| Some folks see the word “strategic” as a needlessly tiresome and complicated notion. But anything that shows you how to get from here to there IS strategic, and something we all need.Even the dictionary calls a strategy “of great importance to a planned effort.”For example, look at public relations where just about everything is based on getting from here to there. That is, from a dangerous lack of concern with external audiences to a sensible plan for doing something about what those key audiences think about you.To make the point, here’s a quick two-sentence thumbnail that promises just such an outcome.“People act on their own perception of (read full article) |
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| Category :: PR Articles |
Author :: Robert A. Kelly |
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| Article Title :: How to Take Advantage of Public Relations |
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| Decide once and for all to do something about those outside audiences whose behaviors affect your organization the most.When members of those “publics” of yours perceive and understand who and what you are, and like what they see, the behaviors that flow from those perceptions will put a smile on your face.Good things happen like converting sales prospects into customers, convincing existing customers to stay with you, or even toning down activist rhetoric. Even internally, productivity often increases when employees conclude that you really do care about them.It’s all possible when you commit your organization to confront head-on those key target audien (read full article) |
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| Category :: PR Articles |
Author :: Robert A. Kelly |
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| Article Title :: Ignore PR at Your Peril! |
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| If you do, it means:you don’t value tracking the perceptions of important outside audiences whose behaviors could sink your ship:you don’t care about setting a public relations goal designed to correct misconceptions, inaccuracies or rumors that can hurt you;you care even less about strategies to get you from here to that PR goal you already don’t care about;and you certainly don’t value the persuasive messages you need to convince your key outside audiences that their damaging perceptions of your enterprise are dead wrong.Man, that’s risky and an awful lot not to care about!Actually, I don’t beli (read full article) |
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| Category :: PR Articles |
Author :: Robert A. Kelly |
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| Article Title :: PR Buyers Beware! |
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| It can bite you and waste your public relations budget when the program emphasizes communications tactics instead of how to make certain your key outside audiences understand who and what you are.Especially sad when tactics are placed in motion before you really know how your key target audience views your organization, and exactly at whom those tactics should be directed. Things can really fall apart if you then fail to decide up front what changes in perceptions, and thus behaviors you desire at the end of the program.That’s no way to structure a public relations program.Instead, before pulling any triggers, ask one big question. Who is my #1 public relations (read full article) |
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| Category :: PR Articles |
Author :: Robert A. Kelly |
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| Article Title :: Recessions Don't Last Forever! |
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| It could, but what if it doesn’t?Will you be prepared?Will those key external audiences of yours, whose behaviors REALLY affect you, look favorably at you and your business?Because, once the economy emerges from recession, if they don’t, you’ll have one arm tied behind your back.Don’t let that happen. Instead, decide now which groups of people outside your organization can help or hurt you the most. For our purposes, that #1 group is your key target audience.What’s going through the minds of members of that audience? You and your people must monitor those perceptions by interacting with these important folks, and asking questions. Yes, th (read full article) |
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| Category :: PR Articles |
Author :: Robert A. Kelly |
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| Article Title :: What Is "Best Practice" Public Relations? |
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| Why, public relations that stays true to its fundamental premise, of course.In a nutshell, “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 those people whose behaviors affect the organization, the public relations mission is accomplished.”Adhere to that, and you can’t go wrong!Even those who believe public relations is just a bunch of communications tactics, can improve their performance because the premise and its strategy will keep those tactics on the straight and na (read full article) |
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| Category :: PR Articles |
Author :: Todd Brabender |
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| Article Title :: Generating Publicity: Will The Media Be Interested In My Product/Business? |
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| When it comes to launching a new business or product, some marketing consultants might say that EVERY product is appropriate for a publicity or media exposure campaign. That is true to a degree, but as a PR/publicity professional and former media person, I would qualify that statement by saying that although new products would benefit from a solid publicity campaign, not all businesses or products and their pitches will grab the attention of the media.A number of strategically generated features or product mentions in magazines, newspapers and TV/radio/cable shows nationwide can lend strong credibility to a new product. That “media bullhorn” can also do wonders toward educating (read full article) |
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| Category :: PR Articles |
Author :: Robert A. Kelly |
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| Article Title :: Anxious About Your Public Relations? |
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| Shooting from the hip always creates anxiety.Especially when managers order a communications tactic here, another there, but fail to base them on a realistic public relations goal and strategy. One that could increase the chances they’ll get the results they want.Why waste resources this way when a little more effort can bring public relations success?I mean, firing off communications tactics without knowing precisely how that target audience perceives your organization, and who your tactics should be aimed at, then failing to decide what changes in perception, and thus behavior you need and want, is like pouring resources down the you-know-what.How (read full article) |
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| Category :: PR Articles |
Author :: Janice Byer |
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| Article Title :: Prep for a Successful Trade Show |
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| Well, autumn is upon us and with the onset of this season comes cleaner air and colourful outdoor scenery and, it is also prime season for trade shows. Sure, trade shows happen all throughout the year but, with many areas recognizing small business month/week, there is a greater opportunity for entrepreneurs to showcase their products or services to their target markets.As small business owners, especially those in the start up phase, preparing for a trade show can be a very scary and frustrating time. What do we take and how do we present it?You first need to find out the specifics of the trade show you are registered for or considering exhibiting in. If necessary, contact (read full article) |
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| Category :: PR Articles |
Author :: Todd Brabender |
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| Article Title :: The Increasing Power Of Publicity - And How It Can Benefit Your Business |
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| The call came into my office and the voice on the other end was very energetic, almost giddy: "I have finalized my marketing budget and need your help launching an advertising campaign for my new product," he breathed. "Congratulations," I replied, "but before we implement an ad campaign, I want to make sure you have explored potential PUBLICITY opportunities that could generate some cost-efficient media exposure first." Then, silence. "I never thought about that," he sighed. "Frankly, I don't know much about it."He is not alone. It's a common conversation. Although many entrepreneurs or business people know a bit about publicity or media exposure, the majority of them simply don't (read full article) |
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