What's more crucial to the success of a business, non-profit or association than its most important outside audiences and stakeholders? Nothing. Those stakeholder behaviors directly impact virtually every management and operating activity of the organization. From retail patronage, recruiting, civic activity, contributions, and strategic alliances to membership, program participation, plain old sales, and just about everything else. Which means, if you are such a manager, you may have a real More..

What Does Your Telephone Say About You When You Are Away?

Business to Business relationships come to expect a certain level of professionalism, from the first telephone call to the final delivery. Your business can be on the Really Big 500 list, employ only a handful of people, or be a business of one but what is said by that business to other business customers will reflect the personality of that business. It can be a PR boost or a PR blowout. Have you called the telephone company or your long distance provider lately? Chances are you will get a ma More..

PR: Lets Cut to the Chase

your key - that's KEY - outside audiences don't exhibit the kind of behaviors that lead to results like these, you need to take a closer look at your public relations effort. Results like fresh proposals for strategic alliances and joint ventures; rising membership applications, customers starting to make repeat purchases creating bounces in show room visits; prospects starting to do business with you; community leaders beginning to seek you out; new approaches by capital givers and specifying More..

Publicity: Financial Planners That Get It Follow One Rule

Advice about business and life often gets around to one of those "80-20" rules. As in, "80% of your business will come from 20% of your customers or activities." Here's my twist on this for publicity and marketing: Build no more than 20% of your publicity and marketing activities around yourself. I know. Sounds crazy. "What else besides me would I showcase in my promotions?" a sane person might ask. But hear me out. Think of all the advertising and marketing messages you're barraged with all More..

Business Growth for Financial Planners in Five Easy Steps

Attracting new business: sometimes it happens by luck, sometimes by referral. Trouble is, "sometimes" just isn't often enough. So, if you want to add new clients more frequently than sometimes, you'll have to try something else. And with a few common-sense, do-able, and easy steps, any financial planner can build business - without resorting to lavish, costly marketing efforts or tasteless promotional hype. Here is a five-step process that is affordable, sensible, and do-able. Make it part of More..

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. Do it smartly, but on your scale. How? Here are eight rules: 1. Don't invest in expensive packaging. Skip the fancy, slick-looking press kits and media materials. You can't compete with the big boys on costly gimmickry. And no financial planner's press kit ever approached the eye appeal of what luxury goods purveyors and the entertainme More..

Publicity: A Financial Planners Best Marketing Friend

There's an old African proverb: "If you think you are too small to make a difference, try sleeping in a closed room with a mosquito." There's a message here for financial planners who want to get free publicity exposure, and use it as a smart marketing tool to grow their practice. Actually, two messages: --You don't need to be a big name to get big-time, business-building publicity. --Publicity is a powerful and well-suited way tool for financial planners to get their story out. In fact pub More..

Public Relations Primer, Part I: Packaging Your Story for the Medi

Imagine you're in the breakfast cereal business. You make the best corn flakes. So do you just back a truck-load of them up to every supermarket, then wait for the customers to buy? Of course not. Because you understand that packaging smartly - the right size boxes, the right look - is integral to selling your product. It's the same with the key technique to publicity success we've been discussing in this column: marketing your knowledge and expertise to the news media for free exposure. Your More..

Public Relations Primer, Part II: Five Dos

1) Package your story. Two critical elements will help you do this: Knowledge and Creativity. When you use your knowledge of the media to package a story, you: --Know when and how to call the media --Know what to send (hint-it's not always a press release) --Know how individual reporters like to get information --Think like a reporter When you use your creativity to package a story, you: --Devise timely news and angles that get the media's attention 2) Help the reporter (and help yoursel More..

Public Relations Primer Part III: 10 Donts

There are all kinds of smart moves professionals can make to raise their media visibility. Here are ten things not to do if you're aiming to heighten your public profile. 1. Don't make the story about you. The media care about, and want to use, your knowledge and expertise. Build your media pieces around the topics that the public, and the media, want to learn more about - not around announcements about the latest award you've won. 2. Don't misunderstand the process. The media will quote and f More..

Public Relations: Understanding Educated Gamblin

As an entry level position to PR, I found myself typing up a forecast by a major Public Relation's firm for a major pharmaceutical company of what life would be like in the year 2000. Market research predictions included telephones with monitors that could help you see people while you talked, fax machines that could transmit information over telephone wires, microwave ovens for reducing food defrosting time from hours to minutes and other devices that have certainly come to pass. In the lifesty More..

Whats Your Op-Ed?

Everyone has an opinion on something, and you can leverage the opinion of top executives to heighten the visibility of your organization. How? By getting them to write so-called op/ed pieces for newspapers. Of course they'd love to be in the New York Times, but that typically is the purview of the mega-corporation. So, let's start closer to home at our local newspapers. Here are a few key things you should know in order to write a successful op/ed feature. * Check your local newspaper's websi More..

Read more About Why PR is a Vital Force

What Many PR Users Ignore

Simply that the behaviors of their most important outside audiences rank pretty low on their list of things to worry about. And this despite the reality that, properly cared for, those behaviors can affect whether or not those managers achieve their managerial objectives. Unfortunately, many business, non-profit and association public relations budgets are used pretty much to produce newspaper and radio mentions, or to fund somebody's favorite special event. And this at a time when they should More..

Public Relations 8 Fix Factors

I say to business, non-profit and association managers, a key part of your job description is - or should be - do everything you can to help your organization's public relations effort as it strives to persuade important outside stakeholders to your way of thinking. Especially when it's YOUR PR program that is tasked to move those stakeholders to behaviors that lead to the success of YOUR department or division. Which is why I suggest that business, non-profit and association managers embrace w More..

Managers Who Tap Into PRs Value

Business, non-profit and association managers get a ton of satisfaction when they do something really positive about the behaviors of those outside audiences that most affect their operation. Especially when they deliver external stakeholder behavior change, the kind that leads directly to achieving their managerial objectives; and even more so when they persuade those important outside folks to their way of thinking, then move them to take actions that help their department, division or subsidi More..

PR Essential to Your Success

hether you are a business, non-profit or association manager, your success will depend, to a large degree, on how well you positively impact the behaviors of those outside audiences that most affect your operation. You need to create external stakeholder behavior change - the kind that leads directly to achieving your managerial objectives. And you do that by persuading those important outside folks to your way of thinking, then moving them to take actions that help your department, division o More..

Managers: PR More Than Tix and Plugs?

ou bet! And in three ways vital to you as a business, non-profit or association manager. To succeed, your public relations effort needs to do something really positive about the behaviors of those outside audiences that most affect your operation. It needs to deliver external stakeholder behavior change - the kind that leads directly to achieving your managerial objectives. And it needs to do so by persuading those important outside folks to your way of thinking, then move them to take action More..

Managers: A Key to Your Survival

Most business, non-profit and association managers live to tell about it only IF they achieve their operating objectives. Very little wriggle room there. But among such managers are those who fail to do anything about the behaviors of those outside audiences that most affect their business, non-profit or association. On top of that omission, they risk their careers by choosing to pursue their operating objectives without using the fundamental premise of public relations. Thus, they fail to pro More..

Managers: Why PR is SO Key

When outside audiences important to your operation do not understand what you are all about or, worse, harbor misconceptions, inaccuracies, untruths and false assumptions about you, you are likely to suffer negative, key audience behaviors that can prevent you from achieving your operating objectives. As a business, non-profit or association manager, you simply cannot avoid such consequences when you allow external target audiences to hold negative perceptions about you which lead inevitably to More..

Managers: Why Not PR Like This?

I mean public relations that presumes from the get-go that the right message, strategy and communications tactics can change perceptions among each of your business, non- profit or association audiences. And do so in a way that produces the behaviors you need to achieve your objectives. It all comes together when you persuade those important outside audiences to your way of thinking by doing something about their perceptions, thus moving many of them to take actions that help your department, d More..

Is The Traditional Press Review Still A Business Tool Of The Future?

Press reviews are a common and basic feature for surveying the market situtation, your company's public image and the coverage of your competitor's business. Only if you are well-informed about theses topics, you can make sound business decisions. But can the traditional press review - also called press clipping - with cut-out and pasted articles really retain its relevance in the age of internet, mobile computers and digitalised communication? The internet has caused workflow processes to bec More..

Managers: Can We Agree on This?

Your public relations effort really should involve more than press releases, brochures and special events if you are to get your PR money's worth. In particular, you should be pursuing those three pots of gold at the end of the PR rainbow. First, when you use the fundamental premise of public relations to produce external stakeholder behavior change - the kind that leads directly to achieving your managerial objectives. Second, when you do something positive about the behaviors of those outsi More..

Three Communication Secrets of The Great Communicator

I've worked in media and public relations for 20 years, and experience hastaught me that communication is an essential skill to master in order to besuccessful in all aspects of one's life. No one person can do many thingswithout the involvement of other human beings; having superiorcommunication skills, then, is a highly enviable quality, and those who managesuch a feat serve as role models to the rest of us. Ronald Reagan, "The GreatCommunicator", exemplified this quality so well that people e More..

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