There are hundreds of ways that you can promote your online business or website, some more effective than others. These five proven methods will help you to generate traffic to your site and also to generate income into your wallet.
1. One thing that appeals to everyone is �free.� If it is free people will take it. Think of the samples of cheese given away at grocery stores. Do you really want a small piece of cheese? Of course not! But you take it simply because it is free and someone is nice enough to offer it to you. The same principle applies with information or services offered from your website. You can send out free newsletters or offer a free trail period. One popular thing that is being given away now are free credit reports or free PC scans. These freebies are what we in the marketing field like to call teasers. After running the free credit report or PC scan we alert the customer if there is something found on their credit record or PC and then offer to show them what it is or repair the problem for a price. This can be an effective way to get information to your potential customers, create sales or to generate traffic to your site.
2. Your website contains information about a service or product that you are very knowledgeable about. You can use this knowledge to generate traffic to your site by writing articles in your area of expertise and having them published in an ezine or an article information site. The most effective way to use these articles is to write them for free and ask in return that the publisher allow you to include a byline. A byline is a very short summary of the author, their credentials and their website. Your byline is a way that readers will come to know you as an expert on the topic and will in turn come to trust your site as a source of credible information.
3. Some search engines will allow a website to purchase their ranking. This is an excellent Internet marketing technique in that it is effective and inexpensive. In the pay-per-click programs, website are only billed for those who actually visit the page, unlike banner ads which may be seen by millions but only used by a few. When using the pay-per-click program you are asked to choose keywords and when those are entered your site will appear and if the surfer chooses to view your site, you are billed for that click. Many pay-per-click programs will offer other benefits as well, such as updated lists of commonly used keywords.
4. You should remember that others are in the same boat as you. You can choose to network with those who have similar marketing ideas. When networking you will be able to share links and refer customers to each other. You should always be very cautious when choosing a networking partner as everything that you recommend is a reflection of yourself or your product and therefore, you should be certain that your networking partner is a reputable source of information.
5. Simply because your website is online, doesn�t mean that all your advertising should be. Advertise in newspapers, TV, the radio or you can even send out a press release to get your information to thousands of people all over the country.
About the author: About the author: ------------------------------------------------------- Verneal Vastillo can help YOU start your own profitable business on the Internet within the next 24 hours... To learn more, visit: http://www.WorkAtHomeMoneyMaking.com/pips.html -------------------------------------------------------
Sunday, January 20, 2008
Easy Money.
Is it possible to make easy money? I have seen truckloads of pure hype about this subject out there. Still, most people ask themselves these questions probably on a daily basis: Could there be a reliable way to make money easier than how I am doing it? Could there be a way for me to quit my job and enjoy life as I deserve?
Well, the answer is YES and NO. Many times the opportunities are in front of us and we can't see them. Other times we choose with our decisions what we get. Everyone is different though. What may seem easy to you, may seem very hard to others. In my opinion there are certain professions or jobs, which require little effort and can help you earn a lot of money comfortably.
How can you define if you are making money easily? How can you tell your friends that your job is easy or hard? That's up to you! As I told you already everyone has a brain and everyone judges things differently. Bellow I enumerate the qualities that a business or job may have in order for me to categorize it as easy money.
1. You can do it from anywhere in the world.
2. You don't have to deal with people ‘face to face' or via a telephone.
3. You don't need to purchase anything to start.
4. You work only three hours per day or less.
5. Your clients come to you. You don't have to seek them.
6. You are doing something moral and ethical. People feel happy with you.
7. You are helping others succeed.
8. You can make a lot of money (thousands of dollars per week).
9. Other people do all the selling for you. You only pay them a small commission for each sale they generate.
10. You don't have to work every day. You choose your own schedule.
11. You don't have to organize merchandise within a room.
12. You don't have to physically deliver the products to your clients.
13. Other people could create the products and services for you, so you don't have to do that either.
14. Other people take care of your marketing campaign for free, so you don't have to pay them.
15. You don't have to rent real estate for business related purposes.
16. Since the beginning your duties are just to make sure that everything is running smoothly.
17. You can start with almost no money at all.
Now, do you agree with me that such a business could make you easy money? The problem is most people don't believe that such a business could really exist. Let me tell you that they are far from the truth. Remember that everything is easier on the Internet. There is no reason to make it complex. Starting your own online business is one of the best decisions you could make in your life!
--------------------------------------------------------------------------------
Copyright � 2005 - EasyWebRiches.com
About the author: Simply the most important information! Ignore this and all your efforts to make money on the Internet will be futile! Visit www.easywebriches.com for . . .
Well, the answer is YES and NO. Many times the opportunities are in front of us and we can't see them. Other times we choose with our decisions what we get. Everyone is different though. What may seem easy to you, may seem very hard to others. In my opinion there are certain professions or jobs, which require little effort and can help you earn a lot of money comfortably.
How can you define if you are making money easily? How can you tell your friends that your job is easy or hard? That's up to you! As I told you already everyone has a brain and everyone judges things differently. Bellow I enumerate the qualities that a business or job may have in order for me to categorize it as easy money.
1. You can do it from anywhere in the world.
2. You don't have to deal with people ‘face to face' or via a telephone.
3. You don't need to purchase anything to start.
4. You work only three hours per day or less.
5. Your clients come to you. You don't have to seek them.
6. You are doing something moral and ethical. People feel happy with you.
7. You are helping others succeed.
8. You can make a lot of money (thousands of dollars per week).
9. Other people do all the selling for you. You only pay them a small commission for each sale they generate.
10. You don't have to work every day. You choose your own schedule.
11. You don't have to organize merchandise within a room.
12. You don't have to physically deliver the products to your clients.
13. Other people could create the products and services for you, so you don't have to do that either.
14. Other people take care of your marketing campaign for free, so you don't have to pay them.
15. You don't have to rent real estate for business related purposes.
16. Since the beginning your duties are just to make sure that everything is running smoothly.
17. You can start with almost no money at all.
Now, do you agree with me that such a business could make you easy money? The problem is most people don't believe that such a business could really exist. Let me tell you that they are far from the truth. Remember that everything is easier on the Internet. There is no reason to make it complex. Starting your own online business is one of the best decisions you could make in your life!
--------------------------------------------------------------------------------
Copyright � 2005 - EasyWebRiches.com
About the author: Simply the most important information! Ignore this and all your efforts to make money on the Internet will be futile! Visit www.easywebriches.com for . . .
Saturday, January 12, 2008
A Review Of The Uppercase Living Income Opportunity
If you are interested in an multilevel marketing opportunity that can fit into an otherwise busy day, or one that will allow you to get out and communicate with people, take a look at the opportunities offered by Uppercase Living! This charmingly named business offers positions as Demonstrators to individuals that show an active interest in their product, and with a little bit of preparation, you will be in a good place to do exactly that! Essentially, Uppercase Living is a company that creates text-based wall decorations. Uppercase Living is aimed at people who are looking for something a little bit different to hang up on their walls, whether that is a child's name, a quotation, or text that is underlined with lovely scrolling. Uppercase Living has several pre-made products, but one of their top sellers are custom made wall decorations. Depending on the taste of the purchaser, the text can be elegantly feminine or bold and striking. Uppercase Living's designs are also ideal for children, and some of the most charming decorations come from the relation of children's book quotes in a little girl or little boy's bedroom. One of the things that might make you a little leery of this company is actually one that it proudly holds up as an advantage. Uppercase Living doesn't try to pretend that it's not a older company; as a matter of fact, it states that now is the best time to get involved. Uppercase Living essentially says that now is the best time to get on the ground floor of a good thing. Becoming a Demonstrator for Uppercase Living seems fairly straightforward; the company is looking for a great attitude and good communication skills first and foremost. As a Demonstrator, a representative of Uppercase Living will host or direct parties where Uppercase Living goods are shown off and sold. A Demonstrator's main goal is to make the participants of the party comfortable and familiar with what Uppercase Living has to offer. Typically, Uppercase Living is introduced in a convivial atmosphere among parties who are already at least a little interested in what the Demonstrator has to offer. It is fairly plain that Uppercase Living relies on the Demonstrator being able to sell to friends and family, so make sure that you do consider that aspect thoroughly. With the build-your-own schedule aspect, the party set up and the low pressure sales atmosphere, Uppercase Living might be providing you with a great business opportunity. Check their comprehensive website to see if this position might suit you. As with any venture, make sure that you know what you're getting into before you lay your money out! You can read our Unbiased, expert review of Uppercase Living from Brian Garvin and Jeff West at http://www.MLMreviewKings.com. This article may be used royalty free provided bio & links remain intact. Copyright © Mission Billion, Inc. All Rights Reserved Worldwide
Thursday, October 18, 2007
Product branding versus Direct (call to action) marketing
Product branding versus Direct (call to action) marketing
Company image is a big deal. Thousands of small businesses have not looked twice at how the public perceives their company, yet big companies spend millions of dollars per year on public relations. Customers mean sales, the better your image, the more trust that is created, the more sales are made. Focusing on your PR can be much more beneficial than just the short term publicity.
Small businesses have to do pretty much everything themselves, from marketing, to putting through sales, leaving most business owners thinking, that they do not have the knowledge or the time to deal with their own public relations(PR). But PR is more than fundraisers and charity spots. PR deals with advertising; focuses on promotion, marketing and following up clients. Small business owners are already working on their own public image without knowing it, and usually following the lines of big business, use one of two areas vital areas of marketing, branding or direct marketing.
So what is right for you, branding or direct marketing? If you have ever listened to your local radio, you will almost always hear direct marketing, with hundreds of businesses telling you to come in and buy their product right now. Very few use branding. Branding is advertising your brand or product without a call to action or sales talk; you will often see this with new products launched by large corporations. Branding together with distribution is a very popular tactic in industries such as the beverage industry. A client's trust means a lot, but you will not get it by telling them what do to all the time. Many small businesses never become large businesses because all the advertising produced is direct marketing to their targeted audience.
Of course, in special cases, it is appropriate to use direct marketing without any branding, for example, selling and e-book or a program online. Using a single page sales letter in this case is completely appropriate, because branding would not significantly influence sales. That is, unless you wrote another e-book, or another program. Then branding may be appropriate.
Corporations and big companies use branding to launch new products and subsidiary companies. You will often see new products advertisements on TV, without them telling you where to get them, how much they are or sometimes even what they are. This is a great example of branding, the approach is creating trust around the businesses name, logo and if applicable, slogan.
We come back to the question, what is right for your business? Branding is for companies or businesses that are just starting out and what to create awareness of their service. Direct marketing will create sales. Depending on your marketing and promotion strategy (PPC, pay per click strategy for online businesses) you may choose either one. If creating sales, then gives you the money for branding, you might want to try that, but if you have got a little bit of capital, branding first will create trust for your direct marketing campaign, making more sales than without branding. The marketing strategy you choose will determine what the best is for your company.
About the Author
Tony Schirmer is the owner of Keyworks: PPC advertising resource , a resource for advertisers and pay per click marketers. Providing free PPC advertising tactics, strategies, and Ad guidelines to boost conversion rates and click through rates.
Company image is a big deal. Thousands of small businesses have not looked twice at how the public perceives their company, yet big companies spend millions of dollars per year on public relations. Customers mean sales, the better your image, the more trust that is created, the more sales are made. Focusing on your PR can be much more beneficial than just the short term publicity.
Small businesses have to do pretty much everything themselves, from marketing, to putting through sales, leaving most business owners thinking, that they do not have the knowledge or the time to deal with their own public relations(PR). But PR is more than fundraisers and charity spots. PR deals with advertising; focuses on promotion, marketing and following up clients. Small business owners are already working on their own public image without knowing it, and usually following the lines of big business, use one of two areas vital areas of marketing, branding or direct marketing.
So what is right for you, branding or direct marketing? If you have ever listened to your local radio, you will almost always hear direct marketing, with hundreds of businesses telling you to come in and buy their product right now. Very few use branding. Branding is advertising your brand or product without a call to action or sales talk; you will often see this with new products launched by large corporations. Branding together with distribution is a very popular tactic in industries such as the beverage industry. A client's trust means a lot, but you will not get it by telling them what do to all the time. Many small businesses never become large businesses because all the advertising produced is direct marketing to their targeted audience.
Of course, in special cases, it is appropriate to use direct marketing without any branding, for example, selling and e-book or a program online. Using a single page sales letter in this case is completely appropriate, because branding would not significantly influence sales. That is, unless you wrote another e-book, or another program. Then branding may be appropriate.
Corporations and big companies use branding to launch new products and subsidiary companies. You will often see new products advertisements on TV, without them telling you where to get them, how much they are or sometimes even what they are. This is a great example of branding, the approach is creating trust around the businesses name, logo and if applicable, slogan.
We come back to the question, what is right for your business? Branding is for companies or businesses that are just starting out and what to create awareness of their service. Direct marketing will create sales. Depending on your marketing and promotion strategy (PPC, pay per click strategy for online businesses) you may choose either one. If creating sales, then gives you the money for branding, you might want to try that, but if you have got a little bit of capital, branding first will create trust for your direct marketing campaign, making more sales than without branding. The marketing strategy you choose will determine what the best is for your company.
About the Author
Tony Schirmer is the owner of Keyworks: PPC advertising resource , a resource for advertisers and pay per click marketers. Providing free PPC advertising tactics, strategies, and Ad guidelines to boost conversion rates and click through rates.
Sunday, July 1, 2007
Creative People - How to Handle A Bad Client
A client with a creative business called me one day and asked the following question. It's a question I get asked frequently, so rather than write an entire article, I decided just to tell you exactly what I told her.
Kirstin -- Do you have a graceful exit strategy for those situations when you are face-to- face and realize that, for whatever reason, you do NOT want to work with this prospect? Let's say, for example, that you qualified the prospect and then when you meet, you discover that you don't have good chemistry, or you sense a red flag. -- Margery, Phoenix MD
Margery -- Great question. Once you realize they aren't a good match, simply tell them that you don't think you are the perfect person for their specific needs and recommend them to one or two other people whom you think they would jibe with better.�
This lets you out of the relationship, without burning bridges. In fact, I've done this and gotten referrals from the client whom I referred to others. Generally, people are so impressed that you don't take them on under the wrong circumstances that they think even more highly of you.
Kirstin -- Do you have a graceful exit strategy for those situations when you are face-to- face and realize that, for whatever reason, you do NOT want to work with this prospect? Let's say, for example, that you qualified the prospect and then when you meet, you discover that you don't have good chemistry, or you sense a red flag. -- Margery, Phoenix MD
Margery -- Great question. Once you realize they aren't a good match, simply tell them that you don't think you are the perfect person for their specific needs and recommend them to one or two other people whom you think they would jibe with better.�
This lets you out of the relationship, without burning bridges. In fact, I've done this and gotten referrals from the client whom I referred to others. Generally, people are so impressed that you don't take them on under the wrong circumstances that they think even more highly of you.
Friday, June 15, 2007
Can you really make money on the Internet?
It's probably one of the most frequently asked questions on those forums dedicated to online business and internet marketing. Can you really make money on the internet? The simple answer is yes you could make money online!
The Internet is not only for finding information about obscure or not so obscure things and chatting in the endless chat rooms that exist to cater for every type of person. It can also be an excellent place to create a second or in some instances even a primary income.
That's great but how do I do it? Well that's probably the second most frequently asked question about running an online or home based business and follows quite naturally from the first!
There is a plethora of ways in which you could earn online. The following are just a few of the opportunities available as well as some useful tips to help you maximize your earning potential in each one of them.
You could earn money as an affiliate.
An affiliate is like a middleman for a merchant and the customer. Essentially the affiliate find the customers and sells, or more accurately "pre-sells" them the affiliate's products. In many ways this pre-selling is easier than actually selling the goods.
As an affiliate your online business is about capturing the potential customer's interest and leading them to the affiliate merchant's site. If a sale is then made, you will receive an agreed commission that can be as high as 95% of the actual price of the product sold.
Sounds like an interesting way of running your own online business without incurring all the costs normally associated with having your own products doesn't it? Potentially you could enroll in as many affiliate programmes as you felt able to manage or promote and earn income from all of them!
You could earn money for your online business as an information product creator.
The essence of the internet is information and every day millions of people come online looking for information. If you have a level of knowledge in an area that you think others would be interested in you could write an eBook or a special report. Then you could market it for profit.
You could also earn from this field even if you don't actually "create" anything. If you don't have the time or the knowledge to come up with your own product, you could always hire the services of a ghostwriter to write for you.
A word of warning through, make sure that the ghostwriter you engage is trustworthy and more importantly, has excellent writing skills. Remember that it will be your name on the eBook and that of your online business!
You could earn as a resale rights marketer.
This is an option for your online business if you don't want to be involved in creating, or having someone else create your own information products. You could simply buy the resale rights of existing ones and take care of the marketing. In so doing, every product that is sold brings in profits for your online business for you to keep.
You could earn from public domain information.
Works before 1923, and to a certain extent, those before 1978, are deemed to be in the public domain or free to use. This means that you could republish them or alter them if you wish, for profit. The means by which this can be done are very varied. Republish classic literature as electronic books. Compile timeless poems into comprehensive collections. Print masterpieces and sell them as posters. And you don't have to pay their creators and royalty fees!
A word of caution though! You must ensure that the products are in the public domain and free to use. These are just a few of the many ways in which you could earn money by running an online business. There are other means of course, like paid to surf and paid to read programs, however, nothing beats the assurance of an actual business that the above are a few examples of.
Set up your own online home based business and you have the opportunity to take charge of your own fate. Your earning potential will depend on how much time and effort you will be able or willing to invest in your chosen venture. So yes you could make money on the internet and your online home based business could be a success!
About the author: Paul Duxbury owns a number of successful online businesses and has recently launched a site aimed at helping those who have their own online business. This can be found at http://www.web-success.co.uk
The Internet is not only for finding information about obscure or not so obscure things and chatting in the endless chat rooms that exist to cater for every type of person. It can also be an excellent place to create a second or in some instances even a primary income.
That's great but how do I do it? Well that's probably the second most frequently asked question about running an online or home based business and follows quite naturally from the first!
There is a plethora of ways in which you could earn online. The following are just a few of the opportunities available as well as some useful tips to help you maximize your earning potential in each one of them.
You could earn money as an affiliate.
An affiliate is like a middleman for a merchant and the customer. Essentially the affiliate find the customers and sells, or more accurately "pre-sells" them the affiliate's products. In many ways this pre-selling is easier than actually selling the goods.
As an affiliate your online business is about capturing the potential customer's interest and leading them to the affiliate merchant's site. If a sale is then made, you will receive an agreed commission that can be as high as 95% of the actual price of the product sold.
Sounds like an interesting way of running your own online business without incurring all the costs normally associated with having your own products doesn't it? Potentially you could enroll in as many affiliate programmes as you felt able to manage or promote and earn income from all of them!
You could earn money for your online business as an information product creator.
The essence of the internet is information and every day millions of people come online looking for information. If you have a level of knowledge in an area that you think others would be interested in you could write an eBook or a special report. Then you could market it for profit.
You could also earn from this field even if you don't actually "create" anything. If you don't have the time or the knowledge to come up with your own product, you could always hire the services of a ghostwriter to write for you.
A word of warning through, make sure that the ghostwriter you engage is trustworthy and more importantly, has excellent writing skills. Remember that it will be your name on the eBook and that of your online business!
You could earn as a resale rights marketer.
This is an option for your online business if you don't want to be involved in creating, or having someone else create your own information products. You could simply buy the resale rights of existing ones and take care of the marketing. In so doing, every product that is sold brings in profits for your online business for you to keep.
You could earn from public domain information.
Works before 1923, and to a certain extent, those before 1978, are deemed to be in the public domain or free to use. This means that you could republish them or alter them if you wish, for profit. The means by which this can be done are very varied. Republish classic literature as electronic books. Compile timeless poems into comprehensive collections. Print masterpieces and sell them as posters. And you don't have to pay their creators and royalty fees!
A word of caution though! You must ensure that the products are in the public domain and free to use. These are just a few of the many ways in which you could earn money by running an online business. There are other means of course, like paid to surf and paid to read programs, however, nothing beats the assurance of an actual business that the above are a few examples of.
Set up your own online home based business and you have the opportunity to take charge of your own fate. Your earning potential will depend on how much time and effort you will be able or willing to invest in your chosen venture. So yes you could make money on the internet and your online home based business could be a success!
About the author: Paul Duxbury owns a number of successful online businesses and has recently launched a site aimed at helping those who have their own online business. This can be found at http://www.web-success.co.uk
Thursday, June 14, 2007
Get Outsiders on Your Side
Get Outsiders on Your Side
Especially good advice for business, non-profit and association managers whose job success depends in large part on the behaviors of their key external audiences.
I refer to behaviors like inquiries on the increase, new waves of specialized employment applications, more and more followup purchases, new levels of membership queries, a substantial boost in capital donations, or more frequent component specifications by engineering firms.
If you are such a manager, you almost assuredly need help in achieving your unit?s operating objectives. Which is why it?s nice to hear that the public relations team assigned to your operation is responsible for providing a large portion of that help.
Two things need to happen to make that a reality. One, it requires more than your oversight. You must stay involved with your public relations folks at every major decision point.
And two, the entire effort must be based on more than a casual debate about which communications tactics should be used.
What is needed is your commitment to a fundamental premise that is the foundation on which your entire public relations effort will be based. A premise like this: 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.
With that established, we can get to work on the blueprint that will help persuade those important members of your key target audiences to your way of thinking. What you hope for then, is follow on stakeholder actions that result in your success as a business, non-profit or association manager.
Before taking any action steps, you need to know how members of your key target audiences perceive you. So, first, you and your PR team need to list those important outside audiences whose behaviors affect your unit the most. Then prioritize them so we can use the audience in first place on that list as our target audience for this article.
Instead of spending considerable money on professional survey work, you and your team can interact with members of your target audience and pose a number of questions designed to draw out any perception problems. ?Do you know anything about us? Have you had any contacts with our people? Were they satisfactory? Do you have any problems with our services, products or people??
As you interact with audience members, watch closely for evasive or hesitant responses to your questions. And be equally watchful for negative misconceptions, rumors, exaggerations, inaccuracies or untruths.
These data are grist for your mill, i.e., the information you need to establish a public relations goal that corrects the offending opinion/perception. Such a goal might look like these: spike that rumor, clarify that misconception, or correct that inaccuracy.
Now, you need a pathway leading to your public relations goal, and that means you must pick a strategy showing you how to get there. Luckily, there are just three strategies in matters of opinion and perception: create perception where there isn?t any, change existing perception, or reinforce it. Just be certain that the strategy you select is a logical fit with the public relations goal you just established.
Now, what you say to members of your target audience must clearly address the offending perception gently but firmly. Your message must be believable, compelling and, at the same time, explain why the current perception is not merely untrue, but unfair. It is no easy job to alter what people believe, which is why writing such a message demands persuasive writing ability.
To maintain the credibility of the message, you may wish to piggy-back it on another announcement or presentation rather than using the higher-profile press release format.
Happily, when it comes to delivering your message to members of your target audience, you have multiple choices for your communications tactics. Everything from newsletters, bulletins and alerts, special events and speeches to print and broadcast interviews, press releases, consumer/member briefings and many more. Just be sure the tactics your use can demonstrate that they reach people similar to those who make up your target audience.
Before long, you, your PR team, and others in your unit will want to see some progress. Best (and most frugal) way to determine that is to return to perception monitoring in the field and ask members of your key target audience the same questions used in the earlier session.
Only this time, you?ll be on alert for indications that the offending perceptions are changing as you planned, along with predictable follow on behaviors.
By the way, things can always move faster by adding other communications tactics, and using them on a more frequent basis.
Yes, for managers whose job success depends to a large degree on the behaviors of their key external audiences, a public relations problem-solving sequence like this one IS especially good advice!
Especially good advice for business, non-profit and association managers whose job success depends in large part on the behaviors of their key external audiences.
I refer to behaviors like inquiries on the increase, new waves of specialized employment applications, more and more followup purchases, new levels of membership queries, a substantial boost in capital donations, or more frequent component specifications by engineering firms.
If you are such a manager, you almost assuredly need help in achieving your unit?s operating objectives. Which is why it?s nice to hear that the public relations team assigned to your operation is responsible for providing a large portion of that help.
Two things need to happen to make that a reality. One, it requires more than your oversight. You must stay involved with your public relations folks at every major decision point.
And two, the entire effort must be based on more than a casual debate about which communications tactics should be used.
What is needed is your commitment to a fundamental premise that is the foundation on which your entire public relations effort will be based. A premise like this: 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.
With that established, we can get to work on the blueprint that will help persuade those important members of your key target audiences to your way of thinking. What you hope for then, is follow on stakeholder actions that result in your success as a business, non-profit or association manager.
Before taking any action steps, you need to know how members of your key target audiences perceive you. So, first, you and your PR team need to list those important outside audiences whose behaviors affect your unit the most. Then prioritize them so we can use the audience in first place on that list as our target audience for this article.
Instead of spending considerable money on professional survey work, you and your team can interact with members of your target audience and pose a number of questions designed to draw out any perception problems. ?Do you know anything about us? Have you had any contacts with our people? Were they satisfactory? Do you have any problems with our services, products or people??
As you interact with audience members, watch closely for evasive or hesitant responses to your questions. And be equally watchful for negative misconceptions, rumors, exaggerations, inaccuracies or untruths.
These data are grist for your mill, i.e., the information you need to establish a public relations goal that corrects the offending opinion/perception. Such a goal might look like these: spike that rumor, clarify that misconception, or correct that inaccuracy.
Now, you need a pathway leading to your public relations goal, and that means you must pick a strategy showing you how to get there. Luckily, there are just three strategies in matters of opinion and perception: create perception where there isn?t any, change existing perception, or reinforce it. Just be certain that the strategy you select is a logical fit with the public relations goal you just established.
Now, what you say to members of your target audience must clearly address the offending perception gently but firmly. Your message must be believable, compelling and, at the same time, explain why the current perception is not merely untrue, but unfair. It is no easy job to alter what people believe, which is why writing such a message demands persuasive writing ability.
To maintain the credibility of the message, you may wish to piggy-back it on another announcement or presentation rather than using the higher-profile press release format.
Happily, when it comes to delivering your message to members of your target audience, you have multiple choices for your communications tactics. Everything from newsletters, bulletins and alerts, special events and speeches to print and broadcast interviews, press releases, consumer/member briefings and many more. Just be sure the tactics your use can demonstrate that they reach people similar to those who make up your target audience.
Before long, you, your PR team, and others in your unit will want to see some progress. Best (and most frugal) way to determine that is to return to perception monitoring in the field and ask members of your key target audience the same questions used in the earlier session.
Only this time, you?ll be on alert for indications that the offending perceptions are changing as you planned, along with predictable follow on behaviors.
By the way, things can always move faster by adding other communications tactics, and using them on a more frequent basis.
Yes, for managers whose job success depends to a large degree on the behaviors of their key external audiences, a public relations problem-solving sequence like this one IS especially good advice!
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