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In
This Issue
1. Principles
of Effective Public Relations
2. What
People are Saying
3.
Networking Tip: Managing your own expectations
4. Are
you missing opportunities?
5. Pioneer
News: We've Changed Our Name!
6.
Client News
7. How
to subscribe to this newsletter
Click
here for a listing of previous editions of this newsletter
"You
can't escape the responsibility of tomorrow
by
evading it today."
-
Abraham Lincoln
Principles
of Effective Public Relations
This
newsletter examines what I call the fundamentals of Public Relations.
These fundamentals are simple yet important principles that form
the foundation of an effective Public Relations program.
They are as important to your Public Relations effort as
dribbling, passing and free throw shooting are to a championship
basketball team.
-
Intentional / Proactive: Good
Public Relations doesn’t just happen; it requires a proactive,
intentional effort on your part.
-
Process: Public
Relations is not a one-time event, it is an ongoing process.
It takes time to build true friendships. Similarly, you
cannot build a strong, credible reputation overnight.
-
Planned & Systematic: If
your Public Relations campaign is to be effective there must be a method
to your madness. You need a clear strategy that defines your message,
specifies the resources you are willing and able to put into your
program, outlines the communication tools you will employ and creates a
clear timeline for execution.
-
Clear, Simple Message: Your message must be clear & coherent, and it must have
meaning to your target audiences. Develop
two or three main points you want to convey.
Stick to those points, and keep it simple!
-
Honesty: Don’t
hold yourself out as an expert on a particular topic unless you are
an expert on that topic. Don’t
use statistics unless you have documentation to back them up.
Don’t make promises you can’t fulfill.
-
Know Your Audiences & Speak Their Language:
Take the time to think through and clearly identify the groups
with whom you need to communicate.
Take the time to learn who they are, what makes them tick, and
how to reach them.
-
Consistency: Consistency
is a key component of a successful Public Relations campaign.
Your message must be consistent with your identity, and it should
remain consistent over time. Once
you choose a medium in which to advertise or otherwise promote your
organization, you should maintain a consistent presence in that medium.
Once you commit to networking in a particular organization or
market, you should remain consistently visible in that arena.
-
Commitment, Patience & Persistence:
Implementing a Public Relations program is not an overnight
process; rather, it is one of the truest tests of a small
businessperson’s patience. Most
small businesspeople are like me – they want results, they want the
results to be tangible and easy to measure, and they want them yesterday.
The results of a Public Relations campaign, while very real and
beneficial, are intangible and can be difficult to measure.
It takes time to build a solid, credible reputation.
Implementing a Public Relations plan to build a name for your
business requires long-term focus and discipline.
-
Timing & Newsworthiness:
Timing & Newsworthiness are critical elements of public
relations. A poorly timed press
release is not likely to generate news coverage. Unless it's a
very slow news day, a release about something that isn't newsworthy will
rarely generate coverage.
It
is important to lay a solid foundation as you begin the process of
developing a Public Relations strategy for your small business, and
these principles are key components of that foundation. Future
issues of this newsletter will explore these principles in greater
detail.
---
Public
Relations Seminars for Small Businesses
Would
you be interested in an interactive, hands-on seminar designed to help
you develop a strategic plan to build a name for your small business?
If so, click
here and let us know.
What
People Are Saying
"I
recently signed up for a Pioneer Small Business PR Package, and I
am very pleased. Thanks to their efforts our coverage and
visibility have gone through the roof!"
-
Dave Kilian, Creative Director
Killer
Creative Group
Networking
Tip: Managing your own expectations
Many
entrepreneurs and salespeople utilize networking to build their
business. They often do so with unrealistic expectations, and at
the end of the day they are disappointed.
If
you intend to utilize networking to build your business, it is
imperative that you begin with realistic expectations. If you
expect your sales to triple overnight, you will most likely be
disappointed. If you expect to make a sale at your first
networking function, you will likely be disappointed.
Networking
is all about building relationships. Relationships are
grounded in trust, and trust must be built over time. Networking
is a long-term process, not a cure for short-term sales woes. A
solid networking strategy will greatly increase your productivity in the
long run. In order to be effective, you must be patient and give
your networking activities time to take root.
---
Networking
Seminars for Small Businesses
Would
you be interested in an interactive, hands-on seminar designed to help
you develop a strategic plan to build a strong network of business
contacts? If so, click
here and let us know.
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;
-
Signing a new client;
-
Your company or a key employee wins an award;
-
A company representative gives a speech or teaches a class;
-
Hosting a seminar or other special event;
-
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!
Stop
missing opportunities! Pioneer's Small
Business PR Packages provide companies like yours with an affordable
way to distribute press releases to appropriate media outlets in your
community.
Get
started today -- contact us by responding to this e-mail,
call 919-833-4345, or click
here and fill out our online form.
Pioneer
News
-
We've changed our name! Our
company has officially changed its name to Pioneer Strategies
(formerly Pioneer Communications Strategies). This change embodies
our core belief that a well thought out strategy is a necessary
precursor to effective public relations and marketing communications
activities.
-
Pioneer has been contracted to assist Cary-based Kniffen Investment
Strategies with marketing and public relations activities.
-
Pioneer has been contracted to develop a public relations plan for Vermicycle
Organics, a vermiculture waste remediation company.
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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