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Hub You - A Blueprint for Managing your PR
What Does the Public Relations Client REALLY Want, and Why?
It’s not unusual for clients of service providers to insist that their budget dollars be quickly applied to a variety of flashy tactics. Yet, when pressed, many acknowledge that what they REALLY want for their money is visible, end-game change.This is especially true in public relations where clients often second-guess careful plans for achieving that end-game change by insisting on premature use of tactics like news releases, talk-show appearances and sports sponsorships.But obviously, flashy tactics alone will not satisfy those clients once they start looking for a return on their public relations investment. Because it is then that it becomes clear, sometimes painfully, that their goal MUST be the kind of change in the behaviors of key stakeholders that lead directly to achieving their business objectives. Thus, it is quality planni
e that leads
directly to achieving your managerial objectives.It’s not unusual for clients of service providers to insist that their budget dollars be quickly applied to a variety of flashy tactics. Yet, when pressed, many acknowledge that what they REALLY want for their money is visible, end-game change.This is especially true in public relations where clients often second-guess careful plans for achieving that end-game change by insisting on premature use of tactics like news releases, talk-show appearances and sports sponsorships.But obviously, flashy tactics alone will not satisfy those clients once they start looking for a return on their public relations investment. Because it is then that it becomes clear, sometimes painfully, that their goal MUST be the kind of change in the behaviors of key stakeholders that lead directly to achieving their business objectives. Thus, it is quality planni
Here's ho
Lighten Up - When Did Everyone In Advertising Lose Their Sense Of Humor?
Advertising does not cure cancer. It rarely affects world peace. For all the attempts to classify it as a "science," advertising has essentially evolved from two snake oil salesmen on opposite corners yelling louder and making bolder claims. Today, there are more corners to yell from – radio, TV, the Internet – but the principle remains. Yet you'd never now it, judging from the self-important seriousness pervading our industry.Lighten up!When did we lose our sense of humor and start taking ourselves so seriously? Is it the fault of the agencies that try to justify their fees? Or is it the clients that promise too many benefits because they overestimate the value of their products?Maybe it's our collective fear of a media that concocts controversy over the simplest matters. This fear leads to self-censorship, hypersensitivity and the erosion of creativ
OK, as a manager, your goal is to show a profit for your
business unit, or meet certain expectations of your
association membership, or achieve your non-profit's
operating objective. In each case, you'll need public
relations activity that creates behavior change among
your key outside audiences. Behavior change that leads
directly to achieving your managerial objectives.Advertising does not cure cancer. It rarely affects world peace. For all the attempts to classify it as a "science," advertising has essentially evolved from two snake oil salesmen on opposite corners yelling louder and making bolder claims. Today, there are more corners to yell from – radio, TV, the Internet – but the principle remains. Yet you'd never now it, judging from the self-important seriousness pervading our industry.Lighten up!When did we lose our sense of humor and start taking ourselves so seriously? Is it the fault of the agencies that try to justify their fees? Or is it the clients that promise too many benefits because they overestimate the value of their products?Maybe it's our collective fear of a media that concocts controversy over the simplest matters. This fear leads to self-censorship, hypersensitivity and the erosion of creativ
Here's how
Using Alternative Media to Generate More Customers
Last week I received a very nice thank you gift from a friend of mine, Eric Ruth, who is arguably the number one marketing coach to the personal fitness trainer industry.Eric, asked if he could interview me about a specific topic and I agreed.After it was done, Eric sent me a bunch of filet mignon steaks from Omaha Steaks (Thanks Eric).But the steaks are not what this article is about.It's what was inside the Omaha Steaks box that I want to talk to you about.You see, two things came with the steaks. One was a Omaha Steaks cookbook.The cookbook not only contained recipes but also a bunch of bounceback special offers.Each of these offers were specifically designed to get you to call Omaha Steaks up and order more steaks.And Here Was the Second Thing that Was In the Omaha Steaks Box...The second thing was a blue e
t certain expectations of your
association membership, or achieve your non-profit's
operating objective. In each case, you'll need public
relations activity that creates behavior change among
your key outside audiences. Behavior change that leads
directly to achieving your managerial objectives.Last week I received a very nice thank you gift from a friend of mine, Eric Ruth, who is arguably the number one marketing coach to the personal fitness trainer industry.Eric, asked if he could interview me about a specific topic and I agreed.After it was done, Eric sent me a bunch of filet mignon steaks from Omaha Steaks (Thanks Eric).But the steaks are not what this article is about.It's what was inside the Omaha Steaks box that I want to talk to you about.You see, two things came with the steaks. One was a Omaha Steaks cookbook.The cookbook not only contained recipes but also a bunch of bounceback special offers.Each of these offers were specifically designed to get you to call Omaha Steaks up and order more steaks.And Here Was the Second Thing that Was In the Omaha Steaks Box...The second thing was a blue e
Here's ho
Task Forces In Project Management
A complete, all-embracing, self-contained project team can be impracticable to organize in a manufacturing company owing to the nature of the facilities and machinery required. Many of those facilities represent considerable capital investment and, together with their human operators, cannot be allocated full-time to a single project, no matter how urgent the demands of that project might be. the facilities must be shared among all the projects and other work being undertaken by the company. Project managers cannot therefore be given direct line authority over any of those shared manufacturing functions, and a matrix organization of some sort might be indicated rather than a pure team.There are occasions, however, when the strong project focus and fast internal communications of a team are preferable to a matrix. To take just one case, suppose that an important proj
it's
operating objective. In each case, you'll need public
relations activity that creates behavior change among
your key outside audiences. Behavior change that leads
directly to achieving your managerial objectives.A complete, all-embracing, self-contained project team can be impracticable to organize in a manufacturing company owing to the nature of the facilities and machinery required. Many of those facilities represent considerable capital investment and, together with their human operators, cannot be allocated full-time to a single project, no matter how urgent the demands of that project might be. the facilities must be shared among all the projects and other work being undertaken by the company. Project managers cannot therefore be given direct line authority over any of those shared manufacturing functions, and a matrix organization of some sort might be indicated rather than a pure team.There are occasions, however, when the strong project focus and fast internal communications of a team are preferable to a matrix. To take just one case, suppose that an important proj
Here's ho
Keys to a Good Business Plan
A business plan is a very important part of any business. It is usually drawn up before the business launches, but can also be developed after a business has already taken off. A good plan can take some time to develop but the effort you put into it will be well worth it to make your business succeed. Not many people know exactly what goes into a good business plan. What alot don't realize is that each business plan is unique to each business. Just because a Candy Shop's business plan is successful for them doesn't mean it will be successful for a Webhosting business. Though the design of the business plan may be similar, it is truly the details inside that make it work.Here is an example outline of a business I developed for Logo2D.com . This will give you an idea of some of the subjects that go into a good business plan:1.0 Executive Summary 1.1 Objec
y that creates behavior change among
your key outside audiences. Behavior change that leads
directly to achieving your managerial objectives.A business plan is a very important part of any business. It is usually drawn up before the business launches, but can also be developed after a business has already taken off. A good plan can take some time to develop but the effort you put into it will be well worth it to make your business succeed. Not many people know exactly what goes into a good business plan. What alot don't realize is that each business plan is unique to each business. Just because a Candy Shop's business plan is successful for them doesn't mean it will be successful for a Webhosting business. Though the design of the business plan may be similar, it is truly the details inside that make it work.Here is an example outline of a business I developed for Logo2D.com . This will give you an idea of some of the subjects that go into a good business plan:1.0 Executive Summary 1.1 Objec
Here's ho
Do You Really Want A Business Of Your Own?
At one time or another in every life, one decides that he or she would like to open a business. You may be tired of someone else getting rich from your efforts or maybe you want the freedom that goes with owning a business.But, is it enough just to want your own business. What does owning a business mean? What does it take to be an entrepreneur? What do you need to open a successful business? There are thousands of businesses that open one year and within a few years are closed. Everyone has been to a restaurant or store one time and when they return in a few weeks, it is no longer there and something else has taken its place. It seems as though it is a never-ending cycle.Today, I want to tell you what I believe it means to be an entrepreneur and to own a business.The most important thing that one must have is guts! Are you willing to put your li
e that leads
directly to achieving your managerial objectives.At one time or another in every life, one decides that he or she would like to open a business. You may be tired of someone else getting rich from your efforts or maybe you want the freedom that goes with owning a business.But, is it enough just to want your own business. What does owning a business mean? What does it take to be an entrepreneur? What do you need to open a successful business? There are thousands of businesses that open one year and within a few years are closed. Everyone has been to a restaurant or store one time and when they return in a few weeks, it is no longer there and something else has taken its place. It seems as though it is a never-ending cycle.Today, I want to tell you what I believe it means to be an entrepreneur and to own a business.The most important thing that one must have is guts! Are you willing to put your li
Here's how you can make it happen. Accept the fact that the right PR really can alter individual perception and lead to those changed behaviors you need.
Then resolve to do something positive about the behaviors of those important outside audiences of yours that MOST affect your operation.
In particular, create
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.iadvice.info/article/34150/iadvice-A-Blueprint-for-Managing-your-PR.html">A Blueprint for Managing your PR</a>
BB link (for phorums):
[url=http://www.iadvice.info/article/34150/iadvice-A-Blueprint-for-Managing-your-PR.html]A Blueprint for Managing your PR[/url]
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