PR – The Tools that Build the Brand
PR – The Tools that Build the Brand
Allow me to explain further:
Public Relations can accomplish many great things for a company, a brand, a new product and / or an executive. It can:
• Build an image
• Reinforce and further an organization’s reputation
• Raise awareness
• Educate
• Increase understanding
• Change behavior
• Build credibility
• Influence opinion leaders
• Motivate your audience to action
Equally important, is what public relations cannot do…
• Eliminate the “competition”
• Eliminate others’ opinions
• Compensate for bad decisions, corrupt practices, or weak marketing positions
The key to a successful public relations campaign is strategy. Strategic planning is what makes a successful PR campaign extraordinary. Once the PR strategy is comprehensively outlined, it is then a matter of considering the available and appropriate public relations tools for meeting the objectives of the strategy. It is imperative that the PR tactics are relevant.
Some of the PR tools we use are:
• Press releases, media alerts, and press conferences for timely or breaking news
• Special events
• By-lined articles
• Speeches
• Pitches
• Photos, B-roll videotape, other visuals
• e-Newsletters
• Web site content
• Blogs, forums, etc.
In utilizing PR tools, consider the audience and know what makes news.
• Key to success – Think like the audience
- Consumers
- Key business decision makers
• Know what makes news
– New
– Unique
- Unusual
- Controversy
- Educational information
- Thought leadership
“All of us who professionally use the mass media are the shapers of society. We can vulgerize that society. We can brutalize it. Or we can help lift it onto a higher level.”
- William Bernbach (a legendary figure in the history of American advertising)
PR The Tools that Build the Brand - To learn more about this author, visit Patti D. Hill's Website.
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With so many companies trying to be all things to all people, the lines between advertising, marketing and public relations are blurred beyond recognition. It seems more than ever before we’re asked to explain exactly what it is we do as PR professionals. In fact, public relations is the art and science of establishing and promoting a favorable relationship with the public.
Allow me to explain further:
Public Relations can accomplish many great things for a company, a brand, a new product and / or an executive. It can:
• Build an image
• Reinforce and further an organization’s reputation
• Raise awareness
• Educate
• Increase understanding
• Change behavior
• Build credibility
• Influence opinion leaders
• Motivate your audience to action
Equally important, is what public relations cannot do…
• Eliminate the “competition”
• Eliminate others’ opinions
• Compensate for bad decisions, corrupt practices, or weak marketing positions
The key to a successful public relations campaign is strategy. Strategic planning is what makes a successful PR campaign extraordinary. Once the PR strategy is comprehensively outlined, it is then a matter of considering the available and appropriate public relations tools for meeting the objectives of the strategy. It is imperative that the PR tactics are relevant.
Some of the PR tools we use are:
• Press releases, media alerts, and press conferences for timely or breaking news
• Special events
• By-lined articles
• Speeches
• Pitches
• Photos, B-roll videotape, other visuals
• e-Newsletters
• Web site content
• Blogs, forums, etc.
In utilizing PR tools, consider the audience and know what makes news.
• Key to success – Think like the audience
- Consumers
- Key business decision makers
• Know what makes news
– New
– Unique
- Unusual
- Controversy
- Educational information
- Thought leadership
“All of us who professionally use the mass media are the shapers of society. We can vulgerize that society. We can brutalize it. Or we can help lift it onto a higher level.”
- William Bernbach (a legendary figure in the history of American advertising)
PR The Tools that Build the Brand - To learn more about this author, visit Patti D. Hill's Website.
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
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