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Investing
vs Spending |
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It
is amazing how many sensible executives have no problem
spending money on advertising, yet don't have the
foresight to invest capital into their public relations
programs. When does spending money on PR become an
investment? When it works! That is why we operate on a
results-based flat monthly retainer basis.
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To
Make a Long Story Short... |
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Brevity
rules the electronic era. If you are a frequent reader
of this newsletter, you may have noticed that our
articles are fairly short and to the point. There's a
large difference between writing for print and writing
for electronic media, and smart executives know the
difference. Here are some key points.
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Control
Yourself!
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In
PR, image is everything. Whether a grassroots event, a
story pitch, an interview, or a public appearance, how
you handle yourself can make or break an entire
campaign. A prime example: the recent media flap
involving Kansas basketball coach Roy Williams following
his team's loss in the national championship game.
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The
Prime Directive
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When
dealing with the media, many executives fail to
understand the basic job of every journalist, editor and
publisher: keep their audience informed and happy. So
the next time an editor doesn't respond to your story
pitch, instead of asking, "Why would someone turn
down such a fantastic story?" ask "Why didn't
the editor think this story would benefit their
publication?"
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Blog
Report
We've
discussed pitching blogs before, and it seems that some
folks are starting to do it.
A
recent story appeared regarding a grassroots blogging
ploy from the people at Dr. Pepper. The objective
was to create a viral publicity campaign promoting a new
drink called Raging Cow.
There
has been some backlash regarding methods used and the
commercialization of blogs - all of which leads to more
publicity for the drink.
(We
just wrote about it, didn't we?) |
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