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How to Get $1000 worth of Advertising for $60 ©2004 Jeffrey Dobkin Publicity Performance Not Enough? Even after a nice piece in a national publication, or a stint on a popular talk show, do you still have a feeling that your public relations dollar could be better spent? Financial Planners, Follow These Guidelines to Get Free Publicity Be a Resource The Press Pack Is Chasing You - Give Them Room There's good news for public relations execs, marketing professionals and even one-man-band entrepreneurs: journalists are surfing your sites looking for news. Using Media and PR to Your Advantage. Lights...camera...ACTION. Make the Media Your Friend The media (newspaper, radio, television) can be of enormous help to the small and home based business. So, it is very important that you develop a relationship with them. What Is Best Practice Public Relations? Why, public relations that stays true to its fundamental premise, of course. 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. PR: Whats the Point? Here's the point: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished. Marketing-Minded Financial Planners: Put Extra Content in an E-Zine As you start getting more media-savvy, you'll find yourself coming up with more and more information and ideas to help the public. Not all of these ideas will strike the fancy of your media contacts, but don't let them go to waste-become a media person yourself by publishing an e-zine. How Public Relations Changes Minds Public relations changes minds in the process of delivering what business, non-profit and association managers need more than almost anything else ? the kind of key stakeholder behavior change that leads directly to achieving their managerial objectives. Making Press Releases Work - Creating News Where None Existed Aren't you tired of hearing how extremely easy it is to get free publicity? Have you tried the suggestions that most public relations "gurus" give you? The hard, cold truth of the matter is that you cannot write a press release about any old aspect of your business and have it end up on the home page of the Fortune Small Business Web site. It just doesn't work that way. So how does it work, and what do you do if you need publicity but have nothing "newsworthy" to share? Speak Up Another way to really become known in your area is to speak up. Make yourself available to talk to every civic,business and educational group that will have you. Stress your expertise, and, as with writing the newspaper column,never try to sell anything-except your reputation as a knowledgeable, trustworthy professional. Marketing-Minded Financial Planners--Appearing on TV? Tell the World! It doesn't matter how cruel the reality programs get, there always seems to be an endless supply of people willing to humiliate themselves to get on television. There's just something exciting about appearing in front of millions of people. Oprah! How to Appear on The Oprah Winfrey Show Do you dream of being on Oprah Winfrey's television show? Lots of people do. An appearance on Oprah is considered by many to be the pinnacle of success. Authors dream of having bestselling books as a result of an Oprah appearance. Even David Letterman staged a long-running bit on his show where he openly campaigned to be invited on Oprah's show. Press Releases: Not Dead, Just Evolved Mark Twain once said the rumors of his death had been greatly exaggerated. The same may be said for the press release. It's not dead, but its mission has evolved. Do-It-Yourself PR: An Accident Waiting to Happen Early in my career as a public relations consultant, I remember standing in a group of people at a business function and listening to one man's tale of woe. It seems the founder and president of a small and growing business was bewildered about his lack of media attention. He organized an event to launch a ground-breaking new product and couldn't understand why no one covered the event. Do You Have A Press Package? How do you make a friend of the media? A press package can go a long way in helping you deal with the media. It allows you to have everything you need handy. Media Relations: Ending the Press Release Crutch When most people think of media relations, they think of press releases. To be sure, writing and distributing them is one of the most important parts of the job. But press releases may be the most overused tool in the media professional's arsenal to the detriment of other tools that might have greater results. Media Relations: Minority Media Matters Your boss just stopped by your office. He tells you that he has decided to put you in charge of a major upcoming news release. He wants you to reach the broadest possible audience. He explicitly tells you to leave no stone unturned.
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