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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
1.
Fall Workshop Dates Set
2. Review: The Principles of
Effective Public Relations
3.
Leadership Corner
4. Are
you missing opportunities?
5. How to subscribe to this newsletter
Click
here to read previous editions of our newsletter
"It
is a favorite belief of mine that no student
ever attains very eminent
success by simply
doing what is required of
him; it is the amount
and excellence of what is
over and above the required, that determines the greatness of
ultimate distinction..'"
- Charles Kendall
Adams
Fall Workshop Dates Set
After a summer break, Pioneer Strategies
will resume holding Small Business PR Workshops this Fall.
Fall 2005 Workshop Dates:
- 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.
Review: The Principles of
Effective Public Relations
Over the past year and a half we've
discussed the Principles of Effective Public Relations. These
principles are the fundamentals. They are to an effective Public
Relations campaign what blocking and tackling are to a championship
football team and what dribbling, passing, defense and free throw
shooting are to a great basketball team. The principles aren't
glamorous, and they aren't exciting -- but they are what
separates the good from the great. I have continued to develop and
refine my thoughts on these principles over the past year and a half,
and am more committed to their importance than ever. Let's review
the Principles of Effective Public Relations:
The Principles of
Effective Public Relations:
- Be Intentional / Proactive:
Effective Public Relations doesn't just happen; you have to take the
bull by the horns and make it happen.
- Process: Public Relations is
not a quick-fix; it takes time to build a solid, credible
reputation.
- Planning: There must be a
method to your madness. A well thought out, written plan
will help you get it right the first time.
- Clarity: You must develop and
communicate a clear, simple message that is easily understood by your
target audiences.
- Honesty: Your message and
your identity must be grounded in truth. People can spot a fake a
mile away.
- Understand Your Audience:
Know who your target audiences are, how to reach them and what makes
them tick.
- Speak Your Audience's Language: Communicate
your message in a way that means something to your audience.
- Consistency: Consistency is
critical, and it applies to all aspects of your Public Relations effort:
message, media, visibility, graphics and repetition. In short, you
must consistently communicate a consistent message through consistent
media over an extended period of time, all while consistently living up
to that message.
- Patience: As stated in the
Principle of Process, you cannot build a strong reputation overnight; it
takes time. You must exercise the patience, commitment and
persistence to give your Public Relations program time to work
- Timing: Timing is key.
Know and adhere to media deadlines. If sending a press release
prior to an event, send it far enough in advance. If sending a
press release after an event, send it as soon afterward as possible.
If it's not timely, it's not newsworthy.
- Newsworthiness: Make sure
your press release or potential story has news value. Why
would your story matter to the media outlet's audience? Is it
interesting or different? Is it timely? If it's not
newsworthy, you won't get coverage.
- Priority: If your program is
to be effective, you must make Public Relations a priority, not an
afterthought. Public Relations should be a key component of your
overall strategic mindset.
- Coordination: Your Public
Relations program must work hand in hand with your business plan,
marketing programs, advertising efforts, and sales force. If it
does not, you risk creating a counterproductive tug-of-war.
- Collateral Damage: Messages
intended for one audience reach other audiences. If you fail to
consider this as you develop and implement your program, a message
intended for one group may have an unintended negative effect on another
group. By considering the Principle of Collateral Damage from the
outset, you decrease the likelihood of inadvertently creating an
unnecessary mess.
These are the Principles of Effective Public
Relations. They are fundamental keys to the long-term success and
effectiveness of your Public Relations campaign, and you should keep
them at the forefront of your mind as you develop and implement your
program.
-
Frank Williams
"The great principles on which we will build
this business are as everlasting as the Pyramids."
- Gordon Selfridge (1858-1947), British
retailer
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
"He
who floats with the current, who does not guide himself according to
higher principles, who has no ideal, no convictions -- such a man is a
mere article of the world's furniture -- a thing moved, instead of a
living and moving being -- an echo, not a voice."
-
Henri Frederic Amiel
"Sloth makes all things difficult, but
industry all things easy."
- Benjamin Franklin
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!
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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