| |
| |
|
PR Information |
|
|
|
There Is No Such Thing as Competition
A wise friend of mine has often said, "There is no such thing as competition." I happen to agree with that philosophy. In fact, I have many solid business and social relationships with people you might consider my "competition". Some of my best friends are "competitors"! Whenever I mention this, most business people disagree. "How can you say that," they protest, "when every month I lose business to competitors?" I explain why my viewpoint is different. Certainly, there will always be other people in the same kind of business as ours, but that's not a bad thing. It keeps us motivated, and stimulated. And it also allows more people to learn about our type of business, which makes them more knowledgeable when we talk to them. I truly believe that there is enough business out there for everyone if -- and this is the key factor -- we are providing something valuable and unique enough to our target market. Here's what I mean. The public relations business certainly has no shortage of agencies and independent practitioners. When I started my company three and a half years ago, my focus was traditional marketing and public relations, with standard retainer and project fees. But along the way, my direction changed. My clients and prospective clients gave me other insights and ideas that led to the creation of new concepts and services (the Do-It-Yourself Public Relations Kit ? and P.R. Buddy Program ? for do-it-yourselfers, and the Pay for Results Publicity Program ? for people who wanted a more concrete way to gauge public relations efforts). These new products and services have led to more clients and profits. So how do you become busy, profitable and not afraid of competition? 1. Create something truly unique and valuable. If you build it right, clients will come. Examples: JetBlue Airlines, cell phones, broadband Internet access. 2. Remind your existing clients and tell your prospective clients about your Unique Value Proposition. Whether it's through a newsletter, advertising or a P.R. story, make sure your target market knows what you have to offer. For example, whenever I send out this e-mail newsletter, I get all kinds of responses from people -- some just saying "hi," some telling me they enjoyed the newsletter, some who are interested in my services, and others who are even referring clients to me! 3. Do the best possible job. If you do, you won't even have to ask for more business or for referrals. People will be happy to help themselves and others by working with you again. Copyright 2005 Margie Fisher All Rights Reserved Margie Fisher is President of Margie Fisher Public Relations. She is also the author of the Do-It-Yourself Public Relations Kit?. To sign up for her free biweekly PRactical P.R. newsletter, and to see more free articles, visit http://www.margiefisher.com
MORE RESOURCES:
PR - Google News |
|
|
|
RELATED ARTICLES
PR: The Thrill of a Good Idea The notion that a business, non-profit or association manager can actually hold a big key to success in his or her own hands IS a thrilling idea!And it becomes more thrilling as the manager actually alters individual perceptions leading to changed behaviors of key outside audiences. Then persuades those external stakeholders to that manager's way of thinking, helping move them to take actions that allow their department, division or subsidiary to succeed. Making the News - Tips from A News Journalist What makes a good media release and how do you engage the media with your story idea? How do you pitch stories to the media, especially hard-nosed news hounds who can sniff out a 'puff piece' a mile away?The media receives literally hundreds of media releases a day, many which are instantly disregarded. Why? A number of factors contribute to the demise of a media release, one key aspect however that contributes to a well written and published releases is the writers ability to be media savvy, that is identify the aspects an editor is looking for when selecting the day's news. Anatomy Of A PR Campaign The message is determined by analyzing the brand being marketed, and doing so with clear vision and self-knowledge. Too many marketing executives rely on their own concept of the brand's identity, and never bother to discover what attributes the public has assigned to a product. Dont Get Eaten Alive! If you don't have a grip on public relations, how your most important outside audiences behave really CAN eat you alive.But that needn't happen, and for a simple reason: people like those who make up your key target audiences, act on their perception of the facts (like everybody else) which leads to predictable behavior, good or bad, about which something can be done. Publicity Tips from the Pros If you want to know the best way to approach the media, get advice directly from the source: the editors, producers and journalists who choose the stories that get publicity. Here are some of the best tips I've gotten from media representatives about getting your story in the news. Watch Your Attitude So many restaurants spend money on publicity and then practically chase customes away by the owner's attitude. Stop to think, please, who is really more important, your customers, your chef or your own cost-saving ideas? True, you have to keep your chef happy but not if he refuses to cook what the customer wants and you, Mr. How Managers Hurt Their PR Results Business, non-profit or association managers hurt their own public relations results when they become fascinated with PR tactics - press releases, publications and brochures and, particularly, fun-to-manage special events - while failing to plan for the perceptions and behaviors of the very people who probably hold their managerial success in their hands.We're talking about those important outside audiences whose behaviors most affect their departments, groups, divisions or subsidiaries. Media Training: When Reporters Bully You UNDER FIREA friend whose organization is often in the media spotlight recently told me a story about her boss. Her boss, let's call her Susan, is on the leadership team for a lobbying group that represents a somewhat unpopular industry. Easy to be Foolish About PR In fact, here are three really foolish goofs made by too many business, non-profit and association managers.If that's you, you foolishly do nothing positive about the behaviors of those important outside audiences of yours that most affect your operation. Media Training 101: When 60 Minutes Knocks On Your Door You never know when 60 Minutes will knock on your door and if not them, then maybe a local investigative reporter. A little media savvy is a valuable skill for executives and their image-conscious organizations. Publicity: When Calling a Reporter, Keep it Short When you are planning to call a reporter for the first time, it can help to imagine that you are a phone solicitor (albeit one with terrific, useful ideas).When phone solicitors call you, you don't want to hear a long explanation of their product. Building The Best Network If you want to succeed, build a great team. A great team multiplies your prospects for success; it enables you to form relationships with powerful people who can make your dreams come true. Writing a Press Release: The Design Basics Big corporations like General Motors and Coca-Cola spend thousands of dollars on press kits with specially-designed folders, full-color stationery, digital photos and lots of other goodies. Does this make a reporter more likely to do their story? In my experience, the answer is no. Do I Really Need a Publicist? Are you hesitating about hiring a publicist or, if you have one, do you stop before writing that final zero on the monthly check, and think "I can do that myself." Suuure, you can!But just to be certain, take this little test. Sound Like Your Situation? What a shame! Potentially productive public relations people resting on their oars in a large organization. Just kind of tinkering with tactics and leaving target audience perceptions (and behaviors) to pretty much do their own thing. Using Media and PR to Your Advantage. Lights.. Managers, Have You Been Shortchanged? You have been if you're a business, non-profit or association manager whose public relations budget is focused largely on nifty brochures, column mentions and broadcast plugs. Especially without a workable plan that helps you persuade your most important outside stakeholders to your way of thinking, then moves them to take actions that lead to the success of your department, division or subsidiary. HELP: I Need a Press Kit! A press kit is an essential press relations tool. While it can be used to support a special event or promotional activity, it is most helpful in strategically positioning an organization or product. A New Idea For Venture Capitalists Obviously, it hurts when a promising business project you backed financially goes down the tube.But while you point to many possible causes, seldom do you attribute the wreckage to a lack of effective communications that might have modified the behavior of sales prospects in a positive way, thus averting a money-losing shutdown. If I Were Coaching You If I were coaching you as a business, non-profit or association manager on how to get the biggest bang for your public relations dollar, I would sum it up for you this way.Use the fundamental premise of public relations to produce external stakeholder behavior change - the kind that leads directly to achieving your managerial objectives.
|
| home | site map |
| © 2006 |
