“Public Relations As A Strategic Tool To Integrate With Your Marketing Efforts, According To Your Strategic Thinking Business Coach”
“Public Relations As A Strategic Tool To Integrate With Your Marketing Efforts, According To Your Strategic Thinking Business Coach”
By: J. Glenn Ebersole, Jr., Chief Executive of J. G. Ebersole Associates and The Renaissance Group ™
Integrated marketing communications is a very effective tool for all businesses. The integration of advertising, marketing and public relations is much more strategic than pursuing each of those elements separately. The old traditional use of advertising as the principal means of promotion for business is no longer effective. In my business coaching experience I have seen too many companies wasting significant resources by following an advertising strategy that does not work because it does not reach their target audience, has an emphasis on the “glitz and technology” rather than an emphasis on content, and is simply misdirected.
Public relations is often overlooked and/or under-valued as part of a strategic marketing plan. Public relations needs to be integrated into a strategic marketing campaign. The leveraging of public relations will allow your positioning statement (market differentiator) to be integrated into an objective, third party coverage in the media. An article or feature story in one of your targeted business media will be more effective than a traditional ad in the same publication. And with the technology available to us today, especially the Internet, public relations can be an even more powerful strategic tool in your marketing efforts.
So, if the Internet can make your public relations more effective, what are some of the things you should remember to do regarding your public relations efforts on the Internet. Here are a few suggestions from your strategic thinking business coach.
+ Listen, read and learn from what is happening on the web. Research what is out there in the online media.
+ Integrate your public relations material onto your website and make sure you include your website address on all your news releases and all other company communications.
+ Be consistent in all your public relations efforts online and offline.
+ Use a wire service where their distribution provides a great fit for getting your message to your target market. Make sure the distribution includes print, electronic and online media, as appropriate.
+ Expand your news release distribution out directly to your clients, prospects, key influencers and other stakeholders.
+ Understand key words and ensure that they are being used strategically in all your communications.
+ Leverage your Internet coverage. Create re-prints of your positive media coverage and send email links of the coverage to employees, clients, prospects, and other stakeholders.
Adopting a strategy of integrating public relations into your marketing efforts is
required to implement a successful marketing campaign. A strategic marketing
plan using an integrated marketing communications strategy will greatly increase
your company visibility across all communication channels and will earn you more dramatic results.
If you would like to learn more about using public relations as a strategic tool in the development of an integrated marketing communications strategy and how a strategic thinking business coach can serve as your guide and facilitator to achieve that result, please contact Glenn Ebersole today through his website at www.prdoctor4u.com or by email at jgeprman@aol.com
Public Relations As A Strategic Tool To Integrate With Your Marketing Efforts According To Your Strategic Thinking Business Coach - To learn more about this author, visit Glenn Ebersole's Website.
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“Public Relations As A Strategic Tool To Integrate With Your Marketing Efforts, According To Your Strategic Thinking Business Coach”
By: J. Glenn Ebersole, Jr., Chief Executive of J. G. Ebersole Associates and The Renaissance Group ™
Integrated marketing communications is a very effective tool for all businesses. The integration of advertising, marketing and public relations is much more strategic than pursuing each of those elements separately. The old traditional use of advertising as the principal means of promotion for business is no longer effective. In my business coaching experience I have seen too many companies wasting significant resources by following an advertising strategy that does not work because it does not reach their target audience, has an emphasis on the “glitz and technology” rather than an emphasis on content, and is simply misdirected.
Public relations is often overlooked and/or under-valued as part of a strategic marketing plan. Public relations needs to be integrated into a strategic marketing campaign. The leveraging of public relations will allow your positioning statement (market differentiator) to be integrated into an objective, third party coverage in the media. An article or feature story in one of your targeted business media will be more effective than a traditional ad in the same publication. And with the technology available to us today, especially the Internet, public relations can be an even more powerful strategic tool in your marketing efforts.
So, if the Internet can make your public relations more effective, what are some of the things you should remember to do regarding your public relations efforts on the Internet. Here are a few suggestions from your strategic thinking business coach.
+ Listen, read and learn from what is happening on the web. Research what is out there in the online media.
+ Integrate your public relations material onto your website and make sure you include your website address on all your news releases and all other company communications.
+ Be consistent in all your public relations efforts online and offline.
+ Use a wire service where their distribution provides a great fit for getting your message to your target market. Make sure the distribution includes print, electronic and online media, as appropriate.
+ Expand your news release distribution out directly to your clients, prospects, key influencers and other stakeholders.
+ Understand key words and ensure that they are being used strategically in all your communications.
+ Leverage your Internet coverage. Create re-prints of your positive media coverage and send email links of the coverage to employees, clients, prospects, and other stakeholders.
Adopting a strategy of integrating public relations into your marketing efforts is
required to implement a successful marketing campaign. A strategic marketing
plan using an integrated marketing communications strategy will greatly increase
your company visibility across all communication channels and will earn you more dramatic results.
If you would like to learn more about using public relations as a strategic tool in the development of an integrated marketing communications strategy and how a strategic thinking business coach can serve as your guide and facilitator to achieve that result, please contact Glenn Ebersole today through his website at www.prdoctor4u.com or by email at jgeprman@aol.com
Public Relations As A Strategic Tool To Integrate With Your Marketing Efforts According To Your Strategic Thinking Business Coach - To learn more about this author, visit Glenn Ebersole's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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