Knowledge Base - PR & Communications
How to Get the Free Press You Want
Earned media. Free press. Whatever you call it, it's the stuff that people hear and read about your business—the stuff you don't buy. So what are the dos and don'ts? What can you do to enhance your chances of getting what you want... and avoiding or minimizing what you don't?
How to Get the Free Press You Want
Selecting a Spokesperson
Every organisation needs a spokesperson - someone who can clearly and positively promote the organisation's strengths and represent its achievements.
Selecting a Spokesperson
How to write a press release
The basic tool of media relations (dealing with the media) is the press release. A press release is a statement designed to tell journalists about something you would like them to know about and, you believe, they would be interested to hear
How to write a press release
The New Rules of PR
The Web has changed the rules for press releases. The thing is, most old-line PR professionals just don't know it yet.
The New Rules of PR
How to Develop a Media Training Program
Media training is hot. With the success of public relations-driven companies like Starbucks and growing awareness that PR is a potent marketing tool, many companies are using media training to strengthen their communication capabilities.
How to Develop a Media Training Program
Successful PR: It's All About Understanding the Media
Just as understanding the requirements of your market is important in selling a product or service, understanding the needs of the relevant media is critical in a successful public relations effort
Successful PR: It's All About Understanding the Media
When Marketing Goes Bad : Contingency Planning and the role of PR
Crises happen to even the best prepared marketers. Don't be tempted to think you can hide if it happens to you.
When Marketing Goes Bad : Contingency Planning and the role of PR
How to Talk to the Media (Even When You Don't Want to)
Working with the media is no picnic. When done strategically, however, it has the power to increase your company's visibility, boost your status as an expert in your field and drive business to your door.
How to Talk to the Media (Even When You Don't Want to)
Don't worry - I can handle the media...
Words that send an icy shiver up the spine of any communications director are confident statements by senior managers that they can "handle the media".
Don't worry - I can handle the media...
Five Common Misconceptions About Buzz Marketing
If you're confused about the terminology of word-of-mouth marketing, I have a little confession to make: sometimes I get confused about it myself.
Five Common Misconceptions About Buzz Marketing
A Customer-Focused Approach to Working With the Media
How to work with the media - not against them - to your advantage.
A Customer-Focused Approach to Working With the Media
Communicate with Passion
Communicate with passion. Life is too special, you are too remarkable, your products and services are too needed in the marketplace for you to strive for anything less.
Communicate with Passion
Getting Reporters to Open Your Emails
Bottom line: if your emails don't get read, you have no shot at getting the publicity you so desperately need. Here's what you can do...
Getting Reporters to Open Your Emails
The Increasing Power Of Publicity... and how it can benefit your business
Although many entrepreneurs or business people know a bit about publicity or media exposure, the majority of them simply don't understand the full benefits of "publicity placements" or how to go about generating them successfully.
The Increasing Power Of Publicity... and how it can benefit your business
Demystifying prospecting
By following some rules, success should be yours and prospecting for new business won't need to be a daunting experience.
Demystifying prospecting
Turn knowledge into publicity: Use what you know for PR success
Here's some solid advice - write what you know!
Turn knowledge into publicity: Use what you know for PR success
MAMBA: The Best Way to Write for Marcoms
Suzan covers the hidden skills you need to transform your business writing.
MAMBA: The Best Way to Write for Marcoms
Privacy and 'Permission-Based Marketing'
James discusses why technology plus obtuseness plus greed plus unintended consequences equals disaster.
Privacy and 'Permission-Based Marketing'
Publicise Your Business With Radio Interviews
Tips for using this medium to your advantage.
Publicise Your Business With Radio Interviews
Have Something Good to Say
If you don't get this right, you can just forget about everything else: your advertising will fail miserably if you don't have something good to say.
Have Something Good to Say
How to Get Your Products Featured in the Mainstream
Convincing journalists to cover your products or services isn't a simple task. Here's how to clear the hurdles in the way of getting product coverage in the major mainstream media.
How to Get Your Products Featured in the Mainstream
The Corporate Style Guide: Your key to consistency
The way to "homogenize" your company's documents is through a corporate style guide and Yvonne discusses how.
The Corporate Style Guide: Your key to consistency
Why Write Articles to Publicize your Business?
Looking at how an article can spread the word of what your organisation can do.
Why Write Articles to Publicize your Business?
Cause Marketing: Taking a Cue From the Private Sector
Are you working for a nonprofit or promoting a social cause? Many of the for-profit rules about marketing strategy apply there, too.
Cause Marketing: Taking a Cue From the Private Sector
Telling It Like It Is: The Art of Mining Compelling Quotes
When you use quotes to add color and credibility to newsletters, press releases, success stories, or even to video scripts, they should represent the best of what your participants meant to say.
Telling It Like It Is: The Art of Mining Compelling Quotes
Stripping for the Audience: Secrets of Great Presenters
Some say that to relax, good presenters visualize the audience naked. But in fact, great speakers strip for their audiences.
Stripping for the Audience: Secrets of Great Presenters
How Miller Brewing Measures the Results of PR Campaigns
Can you compare the sales impact of a PR mention to the sales impact of a TV ad? Find out here...!
How Miller Brewing Measures the Results of PR Campaigns
PR by the Numbers
Why PR professionals need to conduct their PR campaigns by the numbers.
PR by the Numbers
Are you ready for PR?
Are you missing opportunities by not having your PR prepared beforehand?
Are you ready for PR?
Public Relations Strategy Revealed: part II
How public relations differentiates and positions
Public Relations Strategy Revealed: part II
Public Relations Strategy Revealed: part I
How public relations creates or improves a company's identity
Public Relations Strategy Revealed: part I
How To Do Well By Doing Good: Generating Traffic And Profits Through Charity Projects And Community Involvement
Generating Traffic And Profits Through Charity Projects And Community Involvement
How To Do Well By Doing Good: Generating Traffic And Profits Through Charity Projects And Community Involvement
Death by Presentation, and 14 modes of Resurrection
James shares his tips for successful presentations.
Death by Presentation, and 14 modes of Resurrection
Four Alternatives to Press Releases
Even when there's no news, you can be in the media
Four Alternatives to Press Releases
How to get in the Paper
Clue: It doesn't start with the press release
How to get in the Paper
Why This Article Is Not About You
What to do when you missed out on that 'golden mention'
Why This Article Is Not About You
Case Studies - Gold Ore For The PR Pro
Tell a story and get the interest you need.
Case Studies - Gold Ore For The PR Pro
PR isn't short for Press Release
Lots of business people think issuing press releases are all flacks live for. In fact, as part of an effective public relations program, a press release may be the last thing you need to worry about.
PR isn't short for Press Release
The PR Edge: What Public Relations does for Small Businesses
Reasons why a small business should do PR
The PR Edge: What Public Relations does for Small Businesses
Will a Press Release Really Help My Business?
Looking for a reason to do a press release? Don't underuse this valuable resource. Here are 38 possible topics to get you going.
Will a Press Release Really Help My Business?
Press Releases are a Colossal Waste of Time
They are - if you're doing them the traditional way. Check out these tips for press releases that get results.
Press Releases are a Colossal Waste of Time