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This
newsletter is intended to provide timely, practical advice and
information to help you spread the word about your business. Please let
us know if there are specific topics you would like us to discuss in
future editions.
-
Frank Williams, President
In
This Issue
-
Public Relations Workshop set for September 21
-
Establishing Public Relations Goals
-- Part Two
-
Leadership Corner
-
Strike for Survival -- Bowl to
Support Cancer Research
-
Pioneer Strategies News
-
Are
you missing opportunities?
-
How to subscribe to this newsletter
Click
here to read previous editions of this newsletter
"Great
minds have purposes, others have wishes."
- Washington Irving
Public Relations Workshop set for
September 21
After a summer break, Pioneer Strategies
will resume holding our Public Relations Workshops in September.
Upcoming workshop dates include:
- Wednesday, September 21
(early bird
deadline - Sept. 7)
- Wednesday, October 19 (early bird
deadline - Oct. 5)
Seating for these interactive workshops is limited;
reserve your seat today!
Click
here for more information.
Click here to
register.
What
will you gain from attending one of our workshops?
-
Learn how an effective Public Relations campaign can help build your
business and boost your sales;
-
Develop an understanding of the principles you must follow in order to
implement an effective Public Relations campaign; and
-
Learn practical, cost-effective tactics and strategies
you can put to work to spread the word about your small business.
Reserve
your seat today! Our
workshops
are interactive, therefore seating is
limited. Click
here for more information.
Establishing Your Public Relations
Goals -- Part Two
In the
July issue of this newsletter we
discussed the importance of clarifying your overall purpose for your
Public Relations program. Once you have established a clear,
well-defined vision, you should establish short-term goals that will
move you in the direction of that overall vision.
Case Study
Situation: A small,
three-year-old widget company is seeking to expand. To date, the
company has been selling its products almost exclusively to real estate
developers in the Research Triangle Park area. Other than direct sales to its primary
target market, the business has done little to promote itself.
As the company has developed its expansion
plans, it has identified several vertical markets it wishes to explore
in the Triangle region. The company's leadership team would like
to begin effectively penetrating those markets by early 2007.
These vertical markets include commercial real estate agents,
residential real estate agents and construction companies.
Overall Communications Goal: To
lay the groundwork for future expansion by introducing the company to
new markets and establish credibility by emphasizing the company's
proven track record working with developers.
Establishing Specific Objectives:
The hypothetical company described above has reviewed its situation and
established a clear overall communication goal. The company's next
step is to set specific, short-term objectives that will move it in the
direction of its overall communication goal. Given the above
scenario, this company's specific communication objectives might
include:
-
Media Relations: Build general name recognition by regularly distributing press
releases to local media outlets.
-
Networking: Develop
key relationships by joining and becoming an active associate member
of Triangle-area real estate and construction-related organizations.
-
Opinion Leaders: Build
relationships with key industry leaders whose opinions influence
others and whose support might generate referral or "word of mouth"
business.
-
Sponsorships: Take advantage of opportunities to build goodwill by sponsoring
events hosted by Triangle-area real estate and construction-related
organizations.
-
Testimonials: Establish
credibility by highlighting testimonials from satisfied customers.
-
Newsletter: Publish a
newsletter (printed or electronic) that demonstrates the company's
expertise and leadership in the widget industry.
Each of these specific communication
objectives are part of a larger puzzle. They work together to lay
the groundwork for the company's future expansion by building on its
past success and establishing credibility among previously untapped
markets.
As you establish specific communication
goals for your business, it is important to include an element of
accountability in the design of your overall program. When you set
a goal, decide who is responsible for making it happen. Set
deadlines and establish criteria for measuring your success.
Without measurement and accountability, goals such as these are often
pushed to the back burner. With accountability, they can be an
integral part of your business' effort to move to the next level.
-
Frank Williams
"Many people have a good aim in life,
but for some reason they never pull
the trigger."
- Unknown
Invite
Frank Williams to Speak
If
you wish to invite Pioneer Strategies president Frank Williams to speak to your organization, please send an
e-mail to info@pioneerstrategies.com
or call 919-833-4345.
Leadership
Corner
"Many
of life's failures are people who did not realize how close they were to
success until they gave up."
-
Thomas Edison
"Men stumble over the truth from time to
time, but most pick themselves up and hurry off as if nothing happened."
- Winston Churchill
Strike for Survival -- Bowl to
Support Cancer Research
Strike for Survival, a bowling competition
to benefit the American Cancer Society, will be held on Friday,
September 16 from 5:00 p.m. until 8:00 p.m. at Pleasant Valley Lanes,
located at 5501 Commercial Avenue in Raleigh. Pleasant Valley Lanes can
be reached by phone at (919) 783-0080 or via the web at
http://pleasantvalleylanes.amfcenters.com.
- If you are interested
in sponsoring Strike for Survival, please email us at
info@pioneerstrategies.com
and let us know.
- If you are interested in registering as a
bowler, you can do so at
www.strikeforsurvival.com; for more information, call 919-313-4588.
Pioneer Strategies News
- Pioneer Strategies is
celebrating its four-year anniversary this month.
- Pioneer Strategies
president Frank Williams will be the guest speaker at the
Greater Raleigh Chamber of
Commerce's Central AM Network meeting, held at 7:30 a.m. on
Thursday, September 1 at Bogart's American Grill in downtown Raleigh.
Click here for more information.
- Erin K. Worley has
joined Pioneer Strategies as a Communication Intern for the Fall 2005
semester. Erin is enrolled in the Communication program at North
Carolina State University.
- Pioneer has inked a
deal to provide Bowman Enterprises
with strategic Public Relations counsel and services. Bowman,
founded in 1968, is the industry leader in the field of document imaging
and conversion. The Benson-based firm recently
received the “Number One Document Conversion Center” award at Eastman
Kodak’s Breakaway Conference in San Antonio, Texas.
Are
you missing opportunities?
The
press release is the public relations tool used to communicate
your organization's accomplishments and activities to the media.
The purpose of a press release is to generate positive news coverage for
your organization -- coverage which builds your name and enhances your
credibility far more than a paid advertisement or company brochure.
Below
are a few newsworthy opportunities for your company to distribute a
press release:
-
Hiring a new employee;
-
Opening a new location;
-
Completing a major project;
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Signing a new client;
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Your company or a key employee wins an award;
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A company representative gives a speech or teaches a class;
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Hosting a seminar or other special event;
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Launching a new product line; or
-
An employee receives a promotion.
Are
you missing out? If your company has done any of these
things and has not sent out a press release, you've missed
opportunities!
Click
here to learn more about our Small Business PR Packages.
How to subscribe to
this newsletter
If you are receiving a forwarded copy of
this newsletter and would like to subscribe, click
here.
This
newsletter and all content and information contained herein are the
property of Pioneer Strategies, Inc. and may not be
reproduced in any form without the express written consent of the
publisher.
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