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PR The Tools that Build the Brand
Written by: Patti D. HillArticle Overview: Advertising, marketing and public relations are not synonymous. PR has its own set of tools for building credibility and brand.
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Free Download - Public relations still has clout. Lots of it! By Patti D. Hill |
PR The Tools that Build the Brand
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 were 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 organizations 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)
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Article Tags: credibility, PR tools, public relations
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About the Author: Patti D. Hill RSS for Patti's articles - Visit Patti's website  Prior to Penman, Patti was the founding partner of BlabberMouth PR and its subsidiary, CameronWeeks Public Relations, where she managed the development and implementation of regional, national and international media / relations and communications campaigns for companies in a multitude of industries. Patti's early professional career includes more than 15 years of corporate management in sales and marketing in technology certification training, IP and data networking training and consulting, and videoconferencing with Prosoft Training, Spohn & Associates and VTEL. Patti is an active in several professional organizations, including International Economic Development Council, NanoExpress (Editor), Nanotechnology Now (Columnist), Nanomaterials Applications Center at Texas State (Founding Member), Nanotechnology Research Foundation (Founding Strategic Advisor), Texas-Israel Chamber and The McKinsey Quarterly (Executive Panel). Click here to visit Patti's website   When to Fire Your Client Trust and Profit The Multigenerational Workforce Bridging the Gap Lose the Jargon What do you do Public Relations Pendulum Continues to Swing |
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1- Have a good idea;
2- Build your business on it;
3- Monetize your business;
4- Promote it;
5- Build list of responsive customers;
6- Maintain You Business.
Focusing and not fearing from competition (instead you can learn from competitiors) are main tips of billionaires ,BTW.
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How do you know if you have a good idea?
- [quote="orxan":3118uboz]My advise is FOCUS on your business.
Focusing is the main factor to succeed on business. If you have a great idea, then follow it only, don't look anywhere else. It is especially essential in an online business. Because there are a lot of mind blowing sales letters promising millions dolllars or overnight success, people find it difficult to concentrate on one business and they lose their energy.
Concept is simple.
1- Have a good idea;
2- Build your business on it;
3- Monetize your business;
4- Promote it;
5- Build list of responsive customers;
6- Maintain You Business.
Focusing and not fearing from competition (instead you can learn from competitiors) are main tips of billionaires ,BTW.
Orxan[/quote:3118uboz]
Thanks orxan! But how do you know if you truly have a good idea or not? If we ask ourselves, we may be suffering from tunnel vision. On the other hand, friends/family may try to discourage us from pursuing a small business because of their own fears, while others will simply give us an empty "you can do it!" line.
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