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The Pioneer Communicator -- March 2003

Welcome

Welcome to the second edition of the Pioneer Strategies e-mail newsletter. Each edition of this newsletter will include PR insight and tidbits, articles about interesting clients, links to information on networking opportunities which might help you develop new business relationships, and information about our company and what we're up to. We will typically publish this newsletter once each month. Please let me know what you think of the Pioneer newsletter! I look forward to hearing from you.

Sincerely,

Frank Williams

President

Pioneer Strategies, Inc. - 919-212-2893

www.pioneerstrategies.com

In This Issue

1. Consistency is critical to the success of your PR & marketing efforts

2. Former PGA Tour Player's book makes golf simple and fun

3. Pioneer's affordable Small Business PR Packages

4. Listing of Triangle Area Business Networking Events

5. Free Communications Check-Up © for Triangle-area businesses

6. Pioneer News

7. Upcoming article on the Pioneer web site

8. How to subscribe to this newsletter

Click here for last month's edition.

"Success seems to be largely a matter of hanging on
after others have let go."

- William Feather

Consistency is Critical to the Success

of your Public Relations & Marketing efforts

In the February 4 edition of this newsletter, we defined public relations as Strategic Reputation Management. Consistency is a critical part of your organization's ability to build a strong, credible reputation in your community and among those groups of people who have the most impact on your success.

It is important that your brand, your message, and your market presence all be consistent.

Once you have decided upon a branding strategy, stick with it and use it. When you adopt a company logo, it should appear on every piece of collateral you produce. If you have a tag line (i.e. "A Pioneering Approach to Public Relations"), it should also appear on every piece of collateral you produce. The graphic architecture of all of your collateral, from business cards to brochures to your web site, should be consistent in appearance. Consistency breeds familiarity, which in turn enhances credibility.

Consistency is equally important when telling your organization's story. It is difficult to build a perception of who you are and what you're all about if you keep changing your story. Everyone in your company should be reading from the same playbook. In the last edition of this newsletter, we stressed the importance of building an identity that is consistent with who you really are, not an image based largely in fiction. If you are to build a strong reputation for your organization, you should have a well thought out strategy which outlines how you want to define yourself and how you will go about doing so. It is difficult for everyone in your organization to read from the same playbook if you have no playbook.

Finally, it is important that you maintain a consistent, visible presence among the target groups you have identified as being most important. If you purchase one ad, send one news release, or attend one chamber event and then call it quits, you will never get out of the starting gate. Reputations are built over time, not in one day. If you do not maintain a consistent presence over time, you will join the legions of "one-ad wonders" who failed because they didn't have the patience to give their marketing communications programs time to work.

Consistency is one of the foundational keys to the success of your marketing communications program. You must have a consistent visual appeal, tell a consistent story, and consistently tell that story to those who matter most. If you have no consistency, you have no program.

"Consistency breeds familiarity, familiarity breeds confidence, and confidence breeds sales."

Jay Conrad Levinson, Guerrilla Marketing

Former PGA Tour Player's book makes golf simple again

John Toepel, Jr.
President, Concept Golf

Former PGA Tour Player John Toepel, Jr.'s passion for golf is evident to anyone he meets. That passion shines through in Toepel's book, Golf Can't Be This Simple -- The Swing. Toepel's book outlines his approach to teaching the game of golf -- an approach that is radically different from and much simpler than much of today's traditional golf instruction.

The Concept Golf approach de-emphasizes the mechanics of the swing and the many positions in which your body "must" be if you are to hit a good shot. In doing so, it de-emphasizes those things that are at the core of much traditional golf instruction.

"Golf is the greatest game in the world," says Toepel, who is president of Concept Golf. "Unfortunately, too many people make the game more complicated than it really is."

Over the course of his five years as a PGA Tour Player and more than 25 years as a professional golf instructor, Toepel discovered the principles behind the Concept Golf teaching method -- a philosophy that he and his students say makes the game simple to learn and fun to play.

"Rather than spend a great deal of time on the mechanics of the swing, we teach our students to focus on the ultimate goal of hitting the ball to the desired target," says Toepel. "Our approach is so simple that it flies in the face of traditional golf instruction, but it works."

According to Toepel, Golf Can't Be This Simple -- The Swing debunks the myth that learning to play golf must be a complicated and embarrassing experience. "Golf doesn't have to be a frustrating game," says Toepel. "If you apply the five simple Concept Golf Swing Principles that are outlined in this book, they will help you develop a more consistent, more effective swing."

For more information on Concept Golf or Toepel's book, visit www.conceptgolf.com.

Pioneer's affordable Small Business PR Packages

If you are a small business owner, you may have the idea that you cannot utilize professional public relations services without busting your budget. Pioneer recently introduced its Small Business PR Packages, which are designed for companies like yours. Click here for more details on how these affordable packages enable you to take advantage of professional public relations services.

Visit our Calendar of Triangle Area Business Networking Events

Click here to visit Pioneer's online calendar of Triangle-area business networking events. If you know of other events we should include, please email them to us.

If your business is located in the Triangle area, call Pioneer at 919-212-2893 to schedule a free Communications Check-Up ©. The Communications Check-Up © will provide you with a snapshot of the marketing and public relations programs you currently have in place, as well as recommendations you may want to incorporate in the future.

Pioneer News

» Pioneer has been contracted by J. R. Daughtry, Inc., a general contractor based in Clayton, North Carolina. Pioneer will work with company president James R. Daughtry, III. to develop marketing and public relations strategies for the company.

» Pioneer is assisting with the public relations for the upcoming TechEngage conference for unemployed and under-employed Triangle-area techies.

Visit our site next week for a new article

In late 2001, I published two articles outlining the communications challenges facing President Bush in the aftermath of the September 11 terrorist attacks. Next week, I will post an article reviewing the challenges I outlined in 2001 and analyzing the challenges to come. Please read it and let me know what you think!

Sincerely,

Frank Williams

President
Pioneer Strategies

How to subscribe to this newsletter

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