Media Releases Public Relations
Publicity And PR Information
|
|
|
Media Releases Public Relations |
|
| ||
| ||
|
| ||
|
eBay:
More books on public relations | ||
|
You are free to use content from this page in your blog or website, in return for a link back to this page from that blog or website.
Dont Put Up With Junk PR
In public relations, "junk" is more about attitude and lack of understanding than a measure of quality. Hopefully, if your public relations mission is yet to be accomplished, you agree that its primary thrust MUST be to take advantage of the fact that people act on their own perception of the facts before them leading to predictable behaviors. Then create, change or reinforce that perception/opinion by reaching, persuading and moving to actions YOU desire, those people whose behaviors most affect your organization. If you buy that idea, you might also agree that a preoccupation with things like brochures versus press releases versus newsletters could be seen as a "junky" approach to public relations. Particularly when you compare it to a comprehensive plan that targets the kind of stakeholder behavior change that leads directly to achieving your objectives. And those objectives may include customers who make repeat purchases, prospects converted to customers, beneficial joint ventures and strategic alliances, unions more frequently bargaining in good faith or your suppliers doing everything they can to expand the relationship. How do you find such a plan? Please keep reading. First, have you ever sat down and listed every outside audience whose behaviors impact your business in any significant way? Well, list them now, then rank them according to how serious each impact is, and let's work on the external audience at the top of your list. How frequently do you interact with members of that target audience? Probably not frequently enough to be really aware of how they feel about your organization. You must interact regularly and ask a lot of questions like "What do you think of our business? Have you had experience with our services or our products'" All the while remaining alert to any negativities, especially damaging rumors, inaccuracies, misconceptions and the like. Best part of this drill is that the data you gather while monitoring target audience perception leads directly to your public relations goal. In other words, the specific perception alteration and, thus, behavior change you want. But to get there, you must alter those perceptions in such a way that misconceptions are cleared up, rumors are neutralized and inaccuracies are fixed. The question then becomes, how do you position this message so that it can do what it's supposed to do? You select a strategy, of course. You're in luck in that there are just three strategies from which to choose. Create perception/opinion where there really isn't any, change existing perception, or reinforce it. When you choose your strategy, make sure it matches the goal from which it flows. Here, real work rears its ugly head. You must prepare the message you hope will alter perception, and thus behaviors in your direction. No easy task but it really is "where the rubber meets the road." Imagine writing something that ends up changing somebody's opinion? Now that's satisfaction! But the message must highlight the truth in a credible manner while addressing the problem that came up when you monitored your target audience perceptions. Your message must make a compelling case for your point of view, and do so persuasively, with clarity, believability and in a compelling way. Then you must throw that message to receivers in the end-zone. You must take advantage of the long list of communications tactics available to you to carry that message to the eyes and ears of members of your target audience. You can use facility tours, contests and press releases or speeches, media interviews, newspaper guest columns, emails and many, many others to do the job. Your real challenge is deciding if you are making acceptable progress. Because you will probably balk at spending a lot of money on professional opinion research, you and your colleagues must then go back to your target audience members and ask the same questions all over again. What you want to see are indications that perceptions are changing, as the corrective elements of your message take effect. By the way, if things aren't moving along fast enough for you, you can always add more tactics to the effort as well as increasing their frequencies. It's also a good idea to take another look at your message to make certain that it measures up as to factual support, clarity and impact. Finally, you may be certain you have avoided "junk PR" when your public relations effort targets the kind of stakeholder behavior change that leads directly to achieving your 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 2003. About The Author Bob Kelly counsels, writes and speaks 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.
Cat 267 |
|
|
|
RELATED ARTICLES
The Right Hook Have you fantasized about spreading word of your business on a top-rated TV show like The Today Show or Oprah? Top Five Publicity Myths Most people consider getting publicity the most important part of public relations. It's also very mysterious to many people. Here are my top five publicity myths, to help make publicity better understood. Watch Your Attitude So many restaurants spend money on publicity and then practically chase customes away by the owner's attitude. Stop to think, please, who is really more important, your customers, your chef or your own cost-saving ideas? True, you have to keep your chef happy but not if he refuses to cook what the customer wants and you, Mr. Restaurateur: what good is saving a few cents here or even a dollar there, if the customer never returns? Top Ten Tips For Great Sound Bites If you're an online business using public relations (PR) to help increase traffic at your site, you've found a great way to gain exposure at little cost. And before you know it, the day will come when you are invited to do an interview with a reporter. It's exciting, but scary. What do you do? How do you prepare? Austin's Annual Charity Event with KVET In my travels around the country while building my business I have had the pleasure of meeting some of the greatest community volunteers in our nation. I never missed an opportunity to meet community leaders and learn all I could about every market my company franchised in. One event in particular was a standout; the Austin's Annual Charity Event with KVET. Building The Best Network If you want to succeed, build a great team. A great team multiplies your prospects for success; it enables you to form relationships with powerful people who can make your dreams come true. A great network supports your strengths, fills in your weaknesses and allows you to d build on your teammates' accomplishments. When you have a great team, people assume that you are great and will stand in line to get to know you, do business with you, and help you. They will also be delighted to pay your price. PR Power: How to Write a Killer Press Release I'm what we in the business (the "business" being journalism) call a poacher turned gamekeeper -- that is, a journalist turned press officer. As a reporter I spent a huge part of my day sifting through a slush pile of press releases, all sent out by eager business owners desperate to get some publicity for their latest project. As a press officer, I was the one writing the press releases and trying desperately to get them published. PR tips for business 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. Do I Really Need a Publicist' Are you hesitating about hiring a publicist or, if you have one, do you stop before writing that final zero on the monthly check, and think "I can do that myself." Suuure, you can! Hispanic Media Relations Training: What to Do When Hispanic Media Call You are a spokesperson for your company, representing it for public speaking and media interviews. You are going about your everyday affairs, granting media interviews on a new product or service your company launched or a timely topic of general interest. All is going well and a Hispanic media representative calls. What should you do? Your Organization: What Role PR' As a manager, does your current business, non-profit or association public relations effort concern itself primarily with radio and newspaper publicity? Or does it concentrate on a specialty area like financial communications or trade relations? Or, possibly, it deals each day with sales support or government affairs? Managers, Have You Been Shortchanged' You have been if you're a business, non-profit or association manager whose public relations budget is focused largely on nifty brochures, column mentions and broadcast plugs. Especially without a workable plan that helps you persuade your most important outside stakeholders to your way of thinking, then moves them to take actions that lead to the success of your department, division or subsidiary. E-Mail Media Releases E-mail is becoming the preferred way to receive media releases. Although it can sometimes be harder to get valid e-mail addresses for media contacts, e-mail releases are more likely to be read than faxes and faster than snail mail. How to Get More Mileage Out of Your Media Coverage Maybe it played for Kevin Costner in "Field of Dreams," but that paraphrased line ' "Print it and they will come" ' doesn't necessarily work in real life. Publicity - Use This System to Track Publicity Progress Tracking your correspondence with reporters, via phone or email, is important for two reasons. First of all, promises to follow-up can slip between the cracks of daily business and cost you a change at free publicity. Second, you don't ever want to contact a reporter twice about the same story. You will immediately destroy your credibility. 13 Publicity Ideas for Retailers If you're trying to promote your store, but you don't have a big advertising budget, relax. There are lots of ways to get in front of the audience you want to reach by using free publicity. Here are tips that will boost your publicity efforts and help you finally get noticed. Writing A Press Release News releases (also called press releases) are an important part of a public relations campaign. They are also an important part of marketing your business. They are the primary means of "selling" your story to the media. All press releases are structured the same way. Make sure youanswer "yes" to these key questions when writing your next press release: If I Were Coaching You If I were coaching you as a business, non-profit or association manager on how to get the biggest bang for your public relations dollar, I would sum it up for you this way. Financial Planning Publicity: When Talking to the Media, Dont Fake What You Dont Know Relationships are based on trust-not just romantic relationships, or doctor/patient relationships, but practically any relationship, even the one with your auto mechanic. 3 Essential Elements For Turning Your PR Pitch Into Publicity Exposure 1) Establish Rapport, then get the editor/producer excited.
|
 Public relations home | Public relations site map | custom google search | Privacy policy |
| Copyright © 2010 www.dovada.net.au Website Hosting Australia |
