Want To Join the Bandwagon? Be Sure It Has Wheels!
Here are two to-the-point questions recently posed by several association magazine publishers: "When is it time to launch an electronic newsletter?" and "Just because everyone's doing it, does that make it right for us?"
These are just the types of questions that should be asked by associations and businesses seeking to maximize contact with members, prospects or current customers. The trick is to generate the processes that will allow you to arrive at the right answer for your circumstance.
Take an association that currently publishes two magazines and a quarterly print newsletter. The organization has laid the groundwork (surveys and polls) to ascertain that the information that needs to get into members' hands is getting there through these means (on top of use of an up-to-date website). In this case, an e-newsletter may not be the smart move. Would its content be all that different from what already appears in the print publications? What advantages would the electronic distribution channel offer (more timely stories, smaller production staff) that meet a specific need in terms of information distribution?
For companies that advertise in the Sunday newspaper or on television, the question is whether a direct channel to their most valued customers necessarily generates higher sales or more loyalty. Is the technology appropriate for the audience these companies want to reach (i.e., the ones familiar with computers and e-mail)? And would the ROI merit executing the project in-house or outsourcing to a custom publisher?
A newsletter, regardless of its format, is a potent tool in the marketing arsenal. But there must be an underlying, compelling rationale for undertaking such an endeavor - a reason for the newsletter to exist as it supports the organization's overall mission.
For the previously described association, until a case could be made that a newsletter would offer information of a different or new nature to members in a timely manner (how to improve business practices, recent court cases that could affect the industry) there is no need to jump on the bandwagon. For a consulting firm seeking to demonstrate thought leadership without making a direct sales pitch, however, a newsletter fits the bill quite nicely. Either way, the key is to have the purpose, goal and role of the e-newsletter firmly established before plans to move forward on the project begin.
Chris Scott heads Hodge Media Group, the custom publishing arm of Hodge Communications, Inc. Hodge specializes in strategic public relations and marketing communications for businesses, entrepreneurs and professional associations. Formerly an award-winning journalist, he brings over 20 years of experience to client engagements. Subscribe today to ommunic@te! our free bimonthly e- newsletter and get a free special report: "Using Buzz To Create a Groundswell For Your Business."
Advertising by textad.biz
Go Ahead, click an ad, you know you want to.
How To Get Radio-Active PR For Your Non-Profit Cause: Part Three of Three
HOW TO BE RELAXED AND EFFECTIVE ON-AIRHow does one stay calm, relaxed, and focused while being interviewed on the radio?I've been both a guest and a host, and I've heard the nervousness in the voices of many callers, and seen it in the eyes of some first-time guests.But I also know that it goes away with experience-even though that might be small comfort to newcomers who have the jitters.
How to Stay Composed During Contentious TV Interviews
NOTE: Brad Phillips was a Producer for CNN's The Capital Gang from 2000-2001.Robert Novak's meltdown on CNN's Inside Politics was predictable, perhaps.
Do I Really Need a Publicist?
Are you hesitating about hiring a publicist or, if you have one, do you stop before writing that final zero on the monthly check, and think "I can do that myself." Suuure, you can!But just to be certain, take this little test.
Media Training: How to Tell a More Interesting Story
PRESIDENT BUSH TELLS A STORYOn March 18, 2005, President Bush stood before a group of Florida voters to tout his social security plan. He did something quite ordinary during his speech.
Media Training: When Reporters Bully You
UNDER FIREA friend whose organization is often in the media spotlight recently told me a story about her boss. Her boss, let's call her Susan, is on the leadership team for a lobbying group that represents a somewhat unpopular industry.
Managers Who Tap Into PRs Value
Business, non-profit and association managers get a ton of satisfaction when they do something really positive about the behaviors of those outside audiences that most affect their operation. Especially when they deliver external stakeholder behavior change, the kind that leads directly to achieving their managerial objectives; and even more so when they persuade those important outside folks to their way of thinking, then move them to take actions that help their department, division or subsidiary succeed.
Public Relations Strategies: Announcing News on a Press Tour
Gaining news coverage on a successful press tour requires planning, preparation, and follow up.Under the right circumstances, physically traveling to the media on a press tour is a great way to contact multiple media outlets.
The Story The Media Really Wants
If you're like most of my clients, you're probably interested in getting the media to cover the success of your business. These "business success stories" can be used for future marketing efforts -- including reprints of the story in your marketing materials or on your Web site, or framing the article and hanging it in your office.
Andrew Bogut - His Big Media Blunder And What You Can Learn From It
Andrew Bogut, the Australian basketballer is now officially in the top four of Australia's sporting rich list after signing a five-year deal with the Milwaukee Bucks worth about $37 million.This comes after being selected No.
Lets Blow The Lid Off Public Relations
And show it for what it is - a humdinger of a strategy machine using cutting-edge communications tactics that lead directly to program success. And all because perceptions were altered, behaviors modified and the employer/client satisfied with the end result.
The Four Seasons of Publicity - Building an All-Year Publicity
If you're like most publicity seekers, you probably think oneproject at a time. You've got a new product coming out in April,so you send out a release in March.
10 Tips for Tantalizing News Releases
Want to get radio interviews and coverage in print publications to sell more books? Master the art of writing magnetic media releasesthat attract attention of editors and publishers. A media release (which also goes by its former name, the press release) is a one page, double spaced, single-sided document designed to transmit news about books, products, and people.
PR Works! 15 Ways To Make Your Press Release Stand Out From the Crowd
Do editors of newspapers, magazines and online news sites really use press releases? Too right they do. In fact, the press release is one of the most effective forms of publicity.
How to Keep PR Working for You
Managers in the non-profit, association and business worlds need to persuade outside audiences with the greatest impact on their operations to their way of thinking. And then move those external stakeholders to take actions that help their departments, divisions or subsidiaries succeed.
PR: How Sweet It Is!
The public relations goal and strategy make sense; the message is persuasive and compelling; the communications tactics are aggressive and well-targeted. YES!!For those of us in public relations, how sweet it is when members of an important target audience appear to understand why the rumor was wrong and what they believed about the organization is simply not true.
PR Where it Matters Most
What's more crucial to the success of a business, non-profit or association than its most important outside audiences and stakeholders?Nothing.Those stakeholder behaviors directly impact virtually every management and operating activity of the organization.
Marketing-Minded Financial Planners, Make Your Web Site a Resource for the Media
Reporters, by nature, are curious people.If you can get them to come to your web site, they will probably poke around and spend a few minutes there, learning about your business and your capabilities.
Why Good PR Warrants Your Attention
Because good public relations can alter individual perception and lead to changed behaviors among key outside audiences. And that can help business, non-profit and association managers achieve their managerial objectives.
Publicity: Show a Reporter You Care by Inviting Them to Fact-Check
Just like a financial planning client fears not having enough money for retirement, reporters fear getting their facts wrong in print.Inaccuracy isn't tolerated in newspapers or magazines.
Smashing the Myth of the Press Release
A musician spends years honing his craft. He writes world-class songs and performs them in a manner that moves his listeners to tears.
|home | site map|