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Business Plan and Start Up Newsletter Issue #1033-Public Relations Marketing
August 17, 2006
Hello

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Business Plan And Start Up Newsletter
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August 2006
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Written by Shaunta Pleasant
President, TL Manage Inc.
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Business Plan Pro 2006...

Everything banks; lenders and the SBA look for! Produce your business plan quickly and easily... For entrepreneurs and small-business owners. Business Plan Pro 2006

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********Table of Content********

Public Relations Marketing...

Killer Content...

A Few Cool Helpful Notes...

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Public Relations Marketing
Excerpt from On Target: The Book on Marketing Plans by Tim Berry and Doug Wilson

Public Relations involves a variety of programs designed to maintain or enhance a company's image and the products and services it offers. Successful implementation of an effective public relations strategy can be a critical component to a marketing plan.

A public relations (PR) strategy may play a key role in an organization's promotional strategy. A planned approach to leveraging public relations opportunities can be just as important as advertising and sales promotions. Public relations is one of the most effective methods to communicate and relate to the market. It is powerful and, once things are in motion, it is the most cost effective of all promotional activities. In some cases, it is free.

The success of well executed PR plans can be seen through several organizations that have made it a central focus of their promotional strategy. Paul Newman's Salad Dressing, The Body Shop, and Ben & Jerry's Ice Cream have positioned their organizations through effective PR strategies. Intel, Sprint and Microsoft have leveraged public relations to introduce and promote new products and services.

Similar to the foundational goals of marketing, effective public relations seeks to communicate information to:

  • Launch new products and services.
  • Reposition a product or service.
  • Create or increase interest in a product, service, or brand.
  • Influence specific target groups.
  • Defend products or services that have suffered from negative press or perception.
  • Enhance the firm's overall image.
  • The result of an effective public relations strategy is to generate additional revenue through greater awareness and information for the products and services an organization offers.

Goals and Objectives

Good strategy begins with identifying your goals and stating your objectives. What are the goals and objectives behind your public relations strategy and can they be measured and quantified?

Each of these areas may reflect the goals your public relations campaign may seek to accomplish.

Press relations
Communicating news and information of interest about organizations in the most positive light.

Product and service promotion
Sponsoring various efforts to publicize specific products or services.

Firm communications
Promoting a better and more attractive understanding of the organization with internal and external communications.

Lobbying
Communicating with key individuals to positively influence legislation and regulation.

Internal feedback
Advising decision makers within the organization regarding the public's perception and advising actions to be taken to change negative opinions.

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Killer Content
By Bratean Lucian

Once you get them the visitor there, the hard part is convincing them to stay or even buy. Web designers often turn to flash, fancy graphics, killer sound and other catchy features. While these devices might draw visitors into your site, itís what and how you say it that makes the repeat visit or sale. Establishing credibility is huge. Customers expect the world and are suspicious of almost everything. The words on your site must be intelligent ad well thought out.

This article will show you how to grab a visitorís attention, intrigue their interest and motivate them to action. The killer copy has, and always will rule. Just having the coolest look doesnít SAY anything for you, literally. Copy is time tested. Wether it be the newspaper, a T.V. news script or the article like you are reading now, it is the words that gain trust and acceptance of a company or image. Proper copy online is a different animal when you take into consideration of proper SEO, but the same premises stands.

While the visitor doesnít often care where your site ranks if you gain there trust through words, it is still important to make sure they see you. Take for instance a company like Google: No matter what they say they can get rankings (hmmm. I wander how that works? ;C)~ ). They can design copy that will be read so they only need worry about how the user will view it. Same goes for any traditional print media. The journalist with the front cover story of the N.Y. Times doesnít need to worry about exposure, only how grabbing the words in the article displayed on the front page will affect the reader. We are all not so fortunate. We the masses need to combine a balance of exposure to our copy, but more importantly user attention and appreciation. To reach this equilibrium I suggest the following tips:

1. Write for the buyer. Keeping this in mind will never point you in the wrong direction. First and foremost you are here for the customer. Wether your selling information, ideas, products it doesnít matter: COPY NEEDS TO BE DIRETED AT THE AUDIENCE FIRST AND FOREMOST! This is the number one rule when creating copy.

2. Backup your claims. Give the user want hey want. When designing your copy: make sure you view it from the userís perspective, not yours. The best salesman (or woman) always keeps things in perspective. You want to view and edit your copy as if you are the one being pitched. If this means: adding media, flashy headings or any wording in your pitch thatís great, as long as the user or buyer will appreciate it. Try to go through revision stages only looking at your selling copy from a perspective users P.O.V. (point of view).

3. Keep in mind search engine optimization. I made this the last point because, while important, the other two theories trump. Keywords are just that: KEY! When writing text for online publication it is great to have a properly winning sales pitch but the online world throws another kink into it. You must include your related keywords. By this I mean you need to include words relevant to what you are selling. This shouldnít be hard since these words will be the topic at hand. It is important to to have a higher saturation of these words in your text than other terms used throughout your sales pitch. The search engines work with relevancy, so the more relevant your text is, the better it will be received by the engines.

Still working and studying in marketing

Article Source: http://EzineArticles.com/?expert=Bratean_Lucian

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A Few Cool Helpful Notes

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P.S. Hot! Hot! Hot! (August) :-)

Shaunta

http://www.tlmanage.com
http://www.yourbusinesspal.com 

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