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Posts Tagged ‘PR’

We Have Enough PR

Put Structure to your Marketing

Free PR is better than no PR. Yet, I am amazed at the number of companies I call upon to let them know how they can promote their Grand Openings for free. However they will tell me, “The PR department has everything under control and they have ‘their outlets’ of communication established.”

WOW, these same companies, just two decades ago, said, “A website is not needed, and social media will never help our business.”  The culture of business has not changed when it comes to expanding ideas.

PR departments are not SEO specialists, their social media marketing is limited, and many times they are stuck in the past when it comes to expanding ideas on how to market an event outside the standard TV, radio, and print media.

My advice to all is to never leave a stone unturned when advertising a Grand Opening.  Look for and accept all opportunities that arise. If one person sees your announcement and it cost you nothing, you are a winner.  Realize, your boss or client is paying you to use all the tools at your disposal to make their Grand Opening a success, so take advantage of them!

If your company is having a Grand Opening, market your event to as many people as you can.  Do not rely on “established communication outlets”, but do what is expected of you and seek out all opportunities to promote your Grand Opening.  The success of your Grand Opening lies in your ability to get the PR information out there, using all the outlets available at your disposal, to help ensure a successful Grand Opening.

Be the first to comment - What do you think?  Posted by Dale Obrochta - August 12, 2013 at 12:57 pm

Categories: Grand Opening Franchise, Grand Opening PR, Grand Opening Tips, Grand Opening Tools, Grand Openings Restaurants, Planning The Grand Opening, Public Relations   Tags:

Launching a Successful PR TV campaign

Synopsis: To launch a successful TV PR campaign, you need to think like a TV producer.   Meet their needs and they will meet yours.

A TV-oriented public relations campaign has three primary components, you need to create a compelling visually-oriented story, be able to pitch it effectively and know who to pitch it to.   Most people think they know which story or pitch will work for them, but they’re generally wrong.  The story about why your product or service is so good usually misses the mark because it’s not a story that meets the media’s needs, or connects with your target audience.  You need to think like your customer thinks, more importantly, you need to think like a TV producer.  You have to think backwards.  What does your local TV news program, the Today Show or Oprah need?  Study them.  Make notes.  Now give them a visually-oriented pitch that fills that need.  Think in terms of personal stories, anecdotal stories that others can relate to, and talk in a language that the journalist you’re pitching will understand.  When pitching a TV show, think visually, what can you offer that has a visual component.  What can you come up with that would give them a compelling TV segment?

For example, we represented an acupuncturist who specialized in acupuncture facelifts.  TV producers loved this segment idea.  It wasn’t a surgical procedure, so it wasn’t going to be too graphic, they could interview the acupuncturist, the patient, show a bit of the procedure in process and then show some after shots.   It was visual, different, and had to do with health and beauty and offered them a good hook.  We represented a fitness trainer who stared in a how-to fitness video; the pitch there was summer fitness tips.  She could bring a client with her and show different at-home, quick, and easy exercises.  This proposed segment reached a large target market, was easy to shoot and offered an interesting visual component.

So to launch an effective TV-oriented PR or media relations campaign, keep your message in mind, but think in terms of meeting the media’s needs.  Be concise, be clear, keep it interesting and never ever forget that TV is a visual medium.

www.anthonymora.com

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This post was submitted by Anthony Mora.

Be the first to comment - What do you think?  Posted by Anthony Mora - March 10, 2009 at 8:04 am

Categories: Grand Opening Marketing, Public Relations   Tags: , , ,

Marketings Greatest Secret

Do you know what the best type of Marketing is for your company?

How about a Yellow Pages advert? Pay per click? Maybe some direct mail followed up a telemarketing campaign?

Well whilst each of these are perfectly valid marketing routes and one’s any forward thinking company should at least test the very best type of marketing for all types of business is the type that is FREE!!!

That’s right Ladies and Gentlemen, if you’re working with a tight marketing budget (or indeed with no set marketing budget at all) then you can now get exposure for your product, service or company in the form of PR (or Public Relations).

For large companies PR is big business. They will think nothing of employing staff with the sole intention of getting the name of their company in the media (be it written press, television, radio or online). And because the PR market is seemingly dominated by the larger companies small companies shy away from using PR in their marketing mix.

If this applies to you then good times could well be ahead as PR is a vital part of the marketing mix for smaller companies in particular as they often don’t have the time or money to spend on often expensive advertising or other marketing.

Successful businesses of all sizes use PR to promote their business, build their reputation and become a recognised expert in their particular field. And the beauty of PR is that everyone is an expert in something. And by passing on your expertise in a particular subject in the right way you become newsworthy.

And that is the real secret when it comes to good PR. It has to be interesting and newsworthy. Nobody cares that you’ve just launched a new website or that Mrs Jones in Accounts has just become a Grandmother for the second time (both subjects I’ve seen in press releases and both subjects I’ve seen in journalist’s bins!!). And if you’ve ever attempted PR only not to have it published then I wouldn’t worry too much about it as you’re amongst the 99% of companies who send out PR that isn’t newsworthy or interesting.

Here are a few words on Why PR is important.

Communication lies at the heart of today’s modern society. Be it on the internet, television, pod casts or whatever medium you choose. And with so many firms competing for the same business as you, how do your customers differentiate between you and your competitors?

The answer lies not particularly in the size of your Yellow Pages advert but how you project yourself and what your firm has to offer.

PR has a huge sway in the minds of consumers as the perceived third party endorsement that comes from editorial coverage can be substantial, maybe even more so than advertising that can cost hundreds or thousands of pounds.

PR done well can result in increased exposure, increased business and increased profits. And if you want your business to be the best it can be then becoming good at PR is something you want to do.

And remember, it’s FREE!!!!

About the Author:The Marketing Buzz are Small Business Marketing Experts and offer all types of Marketing Services to Help You Grow Your Business.

Subscribe to GrandOpeningHelp.com and keep getting tips and ideas on how to have a successful grand opening.

This post was submitted by Marketing Buzz.

Be the first to comment - What do you think?  Posted by Dale Obrochta - November 7, 2008 at 10:46 am

Categories: Grand Open Advertising, Grand Opening Marketing   Tags: , ,

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