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Advertising Is Dead. Long Live PR Although I still believe there is a place for advertising as a brand maintenance or brand affirmation tool, I am convinced that to build a brand today, you need PR. At one time advertising did build brands. The Role Of Public Relations In Branding Because PR can be difficult to control, it is often discredited. According to Dick Lyles, president and chief operating officer of The Ken Blanchard Companies, a full-service consulting and performance improvement company, "People tend to migrate to things they can control. Financial Planners Get Free Publicity With Email In previous articles for marketing-minded financial planners, I've discussed what to say to a reporter over the telephone.However, if you are phone-shy or time-challenged, it's better to send an email than to do nothing. Publicity for Financial Planners--Eight Tips For Success Individual financial planners can outscore bigger competitors and gain market share with publicity. The key to doing it well: don't mimic the big guys and gals. Getting Traffic Through Publicity If your reading this, you must be online and most likely have a website. You must also be interested in making money from this website, but there is only one way you can do that- traffic and lots of it. Publicity: Five Tips for Calling a Reporter Always ask, "Is now a good time?"Deadlines in journalism are unrelenting and unforgiving. Using these as your first words after "hello" shows the reporter you're sympathetic to her needs. PR Planning: Mapping Out Your Strategies, Tactics With all due respect to all those stereotypical males out there who hate to ask for directions, the fact is that even if the territory is somewhat familiar, if you don't have a roadmap and follow its directions, you're going to get hopelessly lost.So it goes with your PR program. Post Your Press Release Online - For Free!! Are you launching a new product or website? Announcing a new book, movie or seminar? Then you've probably created a press release - sharing the: who, what, when, where, how and why of your special newsworthy item.However, there is a lot more to a press release than just creating one. Want This Kind of PR? PR that really does something positive about the behaviors of those outside audiences that most affect your business, non-profit or association?PR that uses its fundamental premise to deliver external stakeholder behavior change - the kind that leads directly to achieving your managerial objectives?PR that persuades those important outside folks to your way of thinking, then moves them to take actions that help your department, division or subsidiary succeed?Get organized and you could be looking at results like these: prospects starting to do business with you; membership applications on the rise; customers starting to make repeat purchases; fresh proposals for strategic alliances and joint ventures; community leaders beginning to seek you out; welcome bounces in show room visits; higher employee retention rates, capital givers or specifying sources beginning to look your way, and even politicians and legislators starting to view you as a key member of the business, non-profit or association communities.And the fundamental premise of public relations will show you the way: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. 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. Right PR Empowers a Manager Business, non-profit and association managers are in a stronger position to succeed when they use their public relations resources in a way that alters individual perception leading to changed external stakeholder behavior.A mouthful, but true. The Only Way to Get Free Advertising? Receiving free advertising is the dream of most business people. If you've ever found yourself frosting at the mouth over how your competitor got interviewed on the news or how they are always highlighted in the local paper, then read on. Perception Persuasion Behavior: PR at Work Managers - the business, non-profit and association sort -really need to get this down pat if they are to meet their managerial objectives.They need to do something positive about the behaviors of those important external audiences of theirs that most affect their operation. PR Is Just Smart Business The name of the game is doing our part to achieve manage- ment's objectives. And public relations best practice - properly applied - does just that. Community Based Marketing Strategies As small businesses we have an opportunity and an obligation to help keep our communities strong. As small business people we have an awesome distribution system, reaching hundreds of people every day who come into our stores. Can Your PR Do This? Can your PR do something positive about the behaviors of those outside audiences that most affect your business, non-profit or association?Can your PR deliver external stakeholder behavior change-- the kind that leads directly to achieving your managerial objectives?Can your PR persuade those important outside folks to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed?Or does the money you spend on public relations pretty much buy personnel mentions in the newspaper and product plugs on radio talk shows?If you want the real thing - the public relations performancedescribed above - start with this reality: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished. Anxious About Your Public Relations? 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. Managers Who Leave PR to Others You're a business, non-profit or association manager who needs to achieve your organizational objectives on schedule. Since public relations should be helping you do just that, why leave it wholly in the hands of others?In your own best interest, get personally involved in your public relations effort and ask the PR team servicing your department, division or subsidiary a few questions. Managers: Heres a PR Template for You Let's start out with a caution for business, non-profit and association managers: the premise of public relations implies that the work you do BEFORE you use PR tactics, such as press releases, brochures and broadcast interviews, will determine the success of your public relations effort.Reason is, if you are one of those managers, the PR plan that flows from that premise will call for achieving your managerial objectives by altering perception leading to changed behaviors among those important external audiences that MOST affect your department, group, division or subsidiary. 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.There's a lot to be said for the value of editorial side coverage, but you can't count on people acting on what they read or even remembering it for long.
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