Information on why public relations just do not happen hints about choosing an agency.
It's tough. :
Markety
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A. So, no blood is shown.
Many people think that if a company starts advertising, editors will hit the road to your door. In some cases, that actually happens, but it is not standard. Pr activity is a very important part of the marketing mix, but it's hard, it's a tremendous amount of detailed work.
Public relations is very different from advertising. The main difference is that you can not buy media placement. The story is newsworthy or not. Paid placements are called ads. Providing a successful PR campaign can create other marketing without third party approval products or services.
Both marketing elements are important, but pr activities can sometimes be a slow build. Ttsu Tsutsu Tsutsu Tsutsu Tsutsu Tsutsu Tsutotsu Tsutomu Tsutomu "tsu" "Tsu Bonds Tsutsutsutsutsutsutsutsutsutsutsutsutsutsu" "TV, newspaper, radio When dealing with the three-month lead time is not an issue, but competition is an issue.
We had a situation where we had an instant success story. Also the event at the museum is a successful example of Kamedia with a small children's museum in Philadelphia. All newspapers, ethnography and television stations have emerged for this event. For many years, we also had a number of press conferences with tons of media coverage the next day. This is truly expecially if the news is sensational or the product is very popular in retail.
In one case, they generated thousands of stories for their clients, but tried to generate articles on key business documents. Nothing worked. The editor was interested but he did not understand the point we were using as a "hook" for the story. When we finally put the point of differentiation between mass market retailers and specialty stores home, he wrote that story and it was great. Our story is the month and month work of the front page division minus one column.
Many customers do not understand the PR process. For example, when I was dealing with marketing for a major children's line of licensed apparel, the customer signed an advertising contract, not a contract for pr activities. He just did not understand the whole subject and finally asked for a meeting to discuss things. Soon to this meeting, this attractive, grandfather looked at me with a serious look and said, "Why should I pay this, isn't it?"
At first, I thought he was a joke, but he found that he simply did not understand that process or discipline. After a fairly long debate, he signed a contract. The campaign was a great success, so it was a line of clothing.
Some customers do not have budget for the entire marketing combination of trade advertising, consumer advertising, sales promotion, website development and PR. Many start with PR and trade advertising, and then raise the marketing budget over time.
How to choose an agency
When you are ready to consider an agency, what should you look for in the PR team? First of all, you need to have chemistry. You also need experience and media connectivity. Do not hesitate to ask for customer references. Feel free to call me once.
Don't assume that new business people keep your account. If there is one person in your account who feels that you have the expertise you need, then this person is the person in your account points The agency agrees to this request in your written contract You need to be happy. Beware of bait and switches being invited by new business people that you will not see again after the contract is signed.
What you can expect
Points to remember:
Nothing kills bad products faster than excellent PR and advertising. Customers can buy the product once and that is that.
When the product is shot, the sample must be in perfect condition. The camera picks up and magnifies a very small defect. Retouching is expensive, so be careful when selecting product samples for photos.
PR is not a tool to force retail distribution. If you try it, the move will come back to you. When the editor requested information about the retail distribution of products and / or services, the PR agency had the ability to get better answers and quick answers. Since everything is a rush, reporters and editors always manage to ask for this information when they are on time. The reaction that we are trying to open a store in your area right away is not the correct answer.
Put yourself in the editor's place. He / she is interested in writing about your product, and the reader finds items in the local store, respected websites, or catalogs and the editor if they can not do any of the above Does not write about products.
I wanted a particular product, and because the item was sold out, I couldn't find it at the retailer mentioned in the article, so I am a consumer I have Christmas, I am practically desperate Since the consumer was seeking a specific product that did not have broad retail distribution, mail order operations out of the agency
Trade books are usually published one month in advance. Consumer books publish three, yes, three months in advance. If you are expecting a month's magazine story, I think we will start planning for a better month or month.
If your agent is creative, you will benefit from innovative "hooks" for your product or service.
PR is a great marketing tool whether you can understand the basics that you have to understand.
Diane-T-Creston
Tsutsutsutsu
Strategic Marketing Partner
PR: It's time to adopt online press kit technology.
Prefer Media Professionals Online-Summarize research for the Internet in the Media Room. Many newsletters are using hardcopy press kits & email accessories. An on-line publication kit is how technology is doing the easier, more effective topical critic's job.
It's tough. :
Media relations, online press kit, public relations
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So there is a full automated office with mobile phone, palm pilot, remote access, website and email address. So what? It does not mean that the media has easy access to your customers as it is always available to the media. What is your tech office done when a reporter wants a kit of press at 7 p.m. on Friday evening? Nothing-hurry up and prepare hardcopy kits for expensive overnight shipments.
There is an easy way to eliminate the need for keeping a large inventory of hardcopy press kits and reduce your dependence on the person of the shipping company: your customer's
Making a transfer from hardcopy to a kit of publications published online is necessary at the age of email, which is always accessible. The corporate world lives by email. These people are busy and the time is always when you have a deadline breathing under their neck of essence. Instead, the decision to use your client in someone else's story is accidental to being the easiest to obtain that information. If you take all the night for your customer's press kit to get to the desk you may get bumped.
I know what I am saying "But I email and press my client's press material to the media." Well, it's great, but they are just because they use email All stranger messages arriving in your inbox Why? It's too dangerous.
First of all, everyone knows to not open the email from someone you don't know; especially if there are accessories. This is Email Safety 101. Strange emails with attachments usually mean one thing. At least, among them, it is a system aimed at preventing business firewalls and virus infections. Email your media listings with attached press releases that can be thought of making waves a mass but what calls are your important email "wasser" worms and those annoying Not a large number because it was thrown with a "expanded" email.
So what is the solution? Refuse the technology, mail it snails and start sending a fax again? No. The next technology release is Press Kit Online.
Now, online publication kits are not websites. Don't get confused by terms "online." You can view online press kits online and present information like a website, but it's a virtual folder or brief It's an online-press kit folder at one time , These documents and images and links – show attachments.
When preparing your sharp and concise email pitch to media, simply insert the link into your customer's press kit. When the reporter clicks the link, the document can be opened and saved on the computer. It opens like an attachment, but the document itself is online. Instead of stacking them in your email, you are simply providing directions (links) to get them. The message by email is automatically kicked out by the media outlet virus protection system.
Virtually anything can be uploaded to a kit for online publication: press releases, high-resolution images plus you can always feel secure about your control online press kit.
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