Public Relations for Health Equipment Companies and Rentals

Writen by Lance Winslow

If you own a health care or health equipment rental business there are some very neat community based public relations projects you can be involved with which will cost you little or no money. Many small and medium sized businesses do not realize all the things they can do to generate the goodwill and Public Relations they need. However if one is creative they maybe shocked as to how well they can do in the local community if they put their minds to it and think outside the box.

Let me give you an example of a project that we did in the early 90s with a group of citizens to promote handicap access ramps. We rounded up some community leaders and we took them to business districts and asked them to get around the town and navigate while in wheel chairs. The wheel chairs were rentals and donated for the day by the Health Care Equipment Company who ended up having their company name mentioned with three front-page articles in the three-newspapers the next day.

When we asked to borrow the wheelchairs we did not even consider the Public Relations value to that company. But when each of the various newspaper reporters asked us where did we get all the wheel chairs and so we told them and therefore their name got mentioned in all. Perhaps you will consider all this in 2006.

What To Do Before Handing Out Survey Forms

Writen by Pat Murphy

It doesn’t matter if you have hundred of thousands of employees, or just three, employee surveys are still necessary to ensure a smooth running organization. However, conducting surveys is more than just handing out forms and getting your employees to answer. To ensure the accuracy of survey data, you, as an employer must observe proper guidelines.

First, be clear about the goals of the employee surveys. Are the surveys to be utilized as gauges for salary increase or for amendments of company policies? It is also important to explain these objectives to the employees. It is advisable to discuss with them the rationale behind the need for a survey and why is it necessary. Another important aspect to discuss is how they will be informed of survey results. These people would want to see results. Second, contact an impartial third-party organization to facilitate and conduct the survey. This will assure employees that their answers and results will not be tampered with to the advantage of the management. Third, be clear about the time constraints. Conduct the survey within a specific time frame so that the process would be more efficient and the results would be achieved as quickly as possible. Fourth, emphasize the value of survey response. Aim for a hundred percent response rate to ensure that all employees have had their say. This will pave the way for a democratic compromise between you as the employer, and the employees. Let your employees in on discussions about these matters and you can be almost be assured of optimum survey results.

However, employee surveys are much more effective if there is a guarantee from the management. Guarantee your employees that your actions and the changes in the company will be based on the survey results. Inform them how you intend to act on these results. It is a good idea to suggest that the final move regarding the survey results would be based upon employer-employee compromise. Provide the means to conduct the survey. It is important that the means you choose should be based on the skills of your employees. An online survey program can process data faster but if most of your employees don’t know how to use computers or aren’t comfortable using one, a paper questionnaire survey is your best bet. In any survey, it is important to assure your subjects that their anonymity will be protected. Confidentiality of personal information is important to encourage employees to be honest in answering surveys.

Lastly, remind your employees that the employee surveys are done for the protection of their rights within the company. It is a good idea to remind them during the course of data collection about survey goals. Publish survey results to encourage your employees to participate in discussions of company plans.

For more valuable information on employee surveys please visit http://www.employeesatisfactionsurveys.net

Media Savvy – How To Lead, Persuade, And Influence

Writen by Thomas Murrell

Media management has become one of the strategic tools for managers and leaders to drive marketing opportunities, communicate key messages, achieve social change or influence Government. Media and Communications Consultant, Thomas Murrell* shares 10 success tips for getting the best from the media.

The ability to lead, persuade and influence are integral skills for effective managers. The capability of telling a story that inspires, motivates and informs is an essential part of this process. In an age of convergence in the media and increased scepticism over traditional communication methods, a new breed of managers and leaders is emerging that sees the media as an opportunity and not a threat. They use the media in a pro-active way to build their organisation’s image, reputation and identity.

Business Review Weekly’s cover story “Future Leaders” editorial reported “new chief executives must have better presentation skills, for they will be required to perform in the electronic and printed media. Poor presentation will be perceived as a weakness in leadership, and arrogance or condescending attitudes will only be tolerated while the company is on top,” (BRW December 14, 1998 P.14).

My role with the Australian Broadcasting Corporation, as both a broadcaster interviewing key decision makers and as a manager providing editorial leadership for program makers, allowed me to observe first hand how effective leaders use the media to get their message across.

I now share this knowledge and experience with a range of clients to add value, improve performance and build capabilities. Our company has built a reputation for excellence in media strategy, issues management, change management, marketing communications, media training, financial journalism and professional speaking. A practical approach is focused on helping people strategically manage real-life situations.

Getting positive exposure in the media can be more powerful than any advertising campaign. It is far-reaching, utterly credible and free. As an added bonus, you may well attract an audience you had never anticipated.

But talking to reporters can be risky and threatening for first timers. You can say too much and lose control of the interview. You can say the wrong thing and damage your reputation. Or you can say “no comment” and lose an opportunity.

The only way to build your reputation is by learning the secrets of how the media works and we can help you do that.

10 Tips

These are 10 success tips that will help managers and leaders get the best from the media.

1. Know Your Strengths. What are you an expert at? What is your specialized area of expertise? What unique services or information can you offer? Position yourself as the expert.

2. Clarify your communication objectives? What do you want to achieve? To inform or entertain? To provide information? To build a profile? To influence public opinion? Personal marketing? Marketing or launching a new product or service?

3. Define your target audience? Who is your target audience? General public? Customers? Competitors? Suppliers? What age are they, what level of education, what beliefs and values, geographical location, how do they use the media?

4. Identify the best channels of communication. What is the best way to reach your target audience? TV, Radio, Internet, newspapers – local or Statewide, specialist or generalist, industry publications, community newsletters?

5. What is your key message? Distill what you want to say into three key points. Work out the best time to deliver this message and who will deliver it.

6. Build your case? What are the features, advantages and benefits of your message for your target audience? What evidence and proof do you have?

7. What is the hook? What will make your message or news release stand out from the rest? Be creative. Use a press release to control the information flow.

8. Develop long-term relationships with the media. Visit and meet them face to face. Network and get to know them.

9. Use the Three Golden Rules to Perform at your Best = Know Your Topic, Be Prepared, Relax.

10. Seek Professional Help. For maximum impact, effectiveness and value seek the advice of a media and communications professional.

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries.

You can subscribe by visiting http://www.8mmedia.com. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom’s blog at http://www.8mmedia.blogspot.com.

Ever Think of PR This Way?

Writen by Robert A. Kelly

Instead of viewing public relations’ big guns as broadcast plugs, press releases, brochures and fun-filled events, as many managers do, how about a sound public relations strategy combined with effective communications tactics leading directly to the bottom line – perception altered, behavior modified, employer/client/manager satisfied?

That’s what can happen when business, non-profit, public entity and association managers plan for and create the kind of external stakeholder behavior change that leads directly to achieving their managerial objectives. Especially when they persuade those key outside folks to their way of thinking, and then move them to take actions that allow their department, group, division or subsidiary to succeed.

Those managers have made a winning bet by using public relations to do something positive about the behaviors of the very outside audiences that MOST affect their operations.

First step in that direction must be creating a high impact public relations blueprint designed to get every member of your PR team working towards the same external stakeholder behaviors.

As you might suspect, we have such a blueprint for your review: 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 usually accomplished.

This approach usually causes the fur to fly. For example, new proposals for strategic alliances and joint ventures; a rebound in showroom visits; customers making repeat purchases; capital givers or specifying sources looking your way; prospects starting to work with you; fresh community service and sponsorship opportunities; improved relations with government agencies and legislative bodies; membership applications on the rise; new thoughtleader and special event contacts; and even stronger relationships with the educational, labor, financial and healthcare communities.

Whom, do you suggest, will do the work? Whoever, they must be committed to you as the senior project manager, and to the PR blueprint starting with key audience perception monitoring.

Important questions remain, like who is going to do the work? The usual public relations staff? Specialists from a PR agency? People on-loan from above? At the same time you’re sorting out that challenge, you’ll be checking to insure that your team members accept the reasons as to why it’s SO important to know how your most important outside audiences perceive your operations, products or services. Be certain they buy the reality that perceptions almost always lead to behaviors that can help or hurt your unit. Periodically, go over the public relations blueprint with your team members, especially your plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?

Goes without saying that you can always employ professional survey counsel for the perception monitoring phases of your program, although it can be expensive. But luckily, your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

Time now to establish once and for all your public relations goal. Here you must do something about the most serious distortions you discovered during your key audience perception monitoring. Your new public relations goal might call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or stopping that potentially fatal rumor.

The next step is just as important because it tells you how to reach that brand new PR goal. To keep things simple, note that there are only three strategic options available to you when it comes to handling a perception and opinion challenge. Change existing perception, create perception where there may be none, or reinforce it. Of course, the wrong strategy pick will taste like chili butter on your pralines, so be certain the new strategy fits well with your new public relations goal. Naturally, you don’t want to select “change” when the facts dictate a “reinforce” strategy.

Here we are at the time when you must produce a powerful corrective message aimed at members of your target audience. However, persuading an audience to your way of thinking is not easy! And that’s why your PR folks must come up with words that are not only compelling, persuasive and believable, but clear and factual. This is how you will be able to correct a perception by shifting opinion towards your point of view, leading to the behaviors you are targeting.

Happy with the new language? Are the impact and persuasiveness good enough to do the job? If they are, you can proceed to selecting the communications tactics most likely to carry your message to the attention of your target audience. You can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings,

media interviews, newsletters, personal meetings and many others. But be sure that the tactics you pick are known to reach folks just like your audience members.

Yet another question, would you rather unveil your message before smaller gatherings rather than using higher-profile tactics such as news releases? Reason is, the credibility of a message can depend on the credibility of its delivery method.

For progress measurement purposes, you and your PR team should be prepared to return to the field and start work on a second perception monitoring session with members of your external audience. You’ll want to use many of the same questions used in the first benchmark session. But this time, you will be watching very carefully for signs that the bad news perception is being altered in your direction.

Momentum can always flag. Fortunately, you have at your disposal the option of speeding up matters with more communications tactics and increased frequencies.

Yes, it can pay dividends when a manager thinks about public relations this way. Especially when s/he creates the kind of external stakeholder behavior change that leads directly to achieving that manager’s most important operating objectives.

Please feel free to publish this article in your ezine, newsletter, offline publication or website. Only requirement: you must use the Robert A. Kelly byline and resource box. Word count is 1190 including guidelines and box. Robert A. Kelly © 2006.

Bob Kelly counsels and writes for business, non-profit, public entity and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has authored 250 articles on the subject which are listed at EzineArticles.com, click Expert Author, click Robert A. Kelly. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations. mailto:bobkelly@TNI.net Visit: http://www.PRCommentary.com

Public Relations for Maid Companies

Writen by Lance Winslow

Many people when they sign up for a maid service are worried about things being stolen out of their home. Yet if you stop to think about it that scenario is highly unlikely because if this happened then the company could not survive and they would be run out of business due to negative word-of-mouth you see?

Nevertheless this is one of those things that Maid Service Franchises have to deal with and unfortunately it is a false public perception that must be over come. This is why it makes sense for a public relations campaign, which includes joining the other side of the crime game and promoting participation in a Neighborhood Mobile Watch Program. Why? Well because it really will not cost them anything and consider the following reasons if you will;

MERRY MAIDS FRANCHISEES: This maid service franchise is part of Service Master and also part of Tru-Green Chemlawn, American Home Inspections, and other residential and commercial service franchises. The Service Master Franchise system’s original Founder, Marion Wade, was quite a great community spirited leader. Although the corporate culture has changed significantly, you find Merry Maids and Service Master franchisees as cooperative, helpful and committed. We have had success with them in the past and they tend to have many crews of cleaners throughout the town.

Why not capitalize by riding on the other side of public perception, it will set the mind of the consumer and potential customer at ease and increase goodwill for the franchisees in their local communities. Innovation in public relations is paramount for a smart PR Campaign so consider all this in 2006.

Public Relations for Lighthouse Tours

Writen by Lance Winslow

Do you know that many lighthouses have tours available for travelers and tourists? If you live by the ocean did you know there is a lighthouse not too far from you that probably has to tours? Have you ever been on a lighthouse tour? You know why most people do not know about the lighthouse tours their area?

This is because so many lighthouses that are open to the public or are now museums do not properly promote themselves. Some are listed on the maps we buy and others in travel guides. But still, they do not get, as much traffic as they are due.

Lighthouses need to spend more time on public relations and they also need to promote community goodwill to generate word-of-mouth advertising for those in the area. If the local citizenry knows about the lighthouse tours, then they will tell their friends when they come to visit.

The more people who know about this the more the word-of-mouth advertising will spread and this will significantly increase the number of people that stop by. Public relations for lighthouses are not easy and many lighthouses have web sites, but they do not get much traffic.

For those people who own lighthouses or nonprofit groups that have them as museums; they need to write more articles and get them published in various places such as local newspapers, web sites and newsletters and historical societies. If they would write five articles per month and send them around to various publications they would increase the public relations needed to make the lighthouse tours successful. Please consider all this in 2006.

Public Relations and the Internet

Writen by Bernice Ly

Although the field of public relations is quite new, it is seen to be pivotal to many companies when coordinating advertising and marketing campaigns. Public relations, which is often defined as “The art or science of establishing and promoting a favorable relationship with the public” has been increasing in popularity, especially now with the Internet being used as a tool for communication in modern society.

Frequent usage of the Internet has allowed consumers to communicate and access products and services from companies more easily. For example, Jerry Fireman states, “Public relations can be cost effective because the mediarather than the marketertakes on the expense of delivering the information to the intended recipient.” (Fireman 2006, p: 1). Hence, by advertising on the Internet and promoting good relationships with clients, public relation officers are now able to achieve access to a wider market with a lower expenditure rate. Furthermore, the Internet has viewers from different nations and cultural beliefs; therefore, the scope of campaigns for modern public relation officers has increased.

Secondly, the technology of the Internet has increased the attractiveness and effectiveness of public relations. For example, public relations originated from Newspapers and News reports; however, communication can now take the form of interactive visual graphics as well as creative websites and short multimedia presentations. Techniques that are used by public relation consultants are varied, hence creativity and the impact of the statement on the website is very important in modern communication and public relations. Public relations in contemporary society is now inter-connected with understanding the discourse and the changes of supply and demand in the market, however, it is also about effective corporate ethics used to enhance the status of a company, and to provide effective long-term relationships with clients.

Although some academics would argue that public relations have become advertisement-based focusing mainly on persuading consumers to purchase a product, the effectiveness of these advertising and marketing techniques have also greatly enhanced the needs of the consumer market. The advantages of utilizing public relations on the Internet have also benefited people who may not have otherwise have had access to the advertising of these products due to their lifestyle or the location of their home. The Internet has indeed connected the wants and demands of consumers to the supply and services of the producers. Although the value and importance of the Internet is highly contentious and can be interpreted differently by separate discourses, most societies would agree that the Internet has established a prominent role in the globalization process, resulting in public relations and communication increases.

References:

Answers.com (2006) Definition of Public Relations: http://www.answers.com/ Fireman, Jerry (2006) Successful PR: ‘It’s all about understanding the media.’ http://www.marketingprofs.com

By Bernice Ly
http://www.m6.net
Bernice Ly is an academic writer working at M6.Net: ‘The web-hosting company for humans.’ M6.Net is working hard to help humanity experience the power and freedom to develop their own part of the Internet, to share their information and connect with anyone, anywhere, anytime.

Public Relations for Mobile Dog Groomers

Writen by Lance Winslow

Getting publicity and developing a great public relations campaign is not always so easy, especially if you are in an obscure type of business. Community good will is important indeed, but it is not so easy for all types of businesses, such as unique service companies. Let’s say a Mobile Dog Groomer.

What can a mobile dog grooming company do to promote themselves in the local business community and what can they do which will be newsworthy and eventful and will garnish positive PR?

Well why not join a neighborhood mobile watch patrol in the area and help your dog grooming business take a bite out of crime? Why you ask? Well consider the business model for a second if you will;

MOBILE DOG GROOMERS: These business owners are usually small independents and have a sense of community pride. They are in gated communities as well as residential neighborhoods. They know animal people, ranchers, horse owners, vets. They see and hear about animal abuses. They park in neighborhoods for hours grooming dogs. Can you see why this makes a perfect undercover type look out for community policing and why you can help curb crime while parked grooming dogs. Please consider all this in 2006.

The Art Of Persuasive Pitching

Writen by Michael Schwager

Media placement is an art. Practicing it often requires as much attention to approach and style as it does to the focus of your story. While it’s important to know how to use creative formatting techniques that can enhance editorial reception to a story (see article, “Using Publicity As A Creative Marketing Tool”) publicists can benefit from mastering some useful tips prior to approaching, by e-mail, snail mail or phone, the keepers of the media gate. Some Basic Assumptions:

* Always tell the truth. Make sure your product or service does what it says it does and your information is accurate. If a question is put to you that you do not have an answer for, indicate to the reporter you’ll get back with the information. If you don’t, the info will come from someone else–and not necessarily from a source that will help your organization. Never “imagine” or “fudge” an answer. Remember, candor equals credibility. If your organization has taken an action that has reaped negative consequences, counsel your client to admit the mistake (unless the client is constrained from doing so by legal counsel). Negativity can also be mitigated if you can anticipate a reporter’s tough question, and frame an answer that puts the action into historical perspective; or by developing a positioning statement that lessens the harshness implied in the question. (For example, when a poisonous substance infiltrated Tylenol bottles, the company issued the statement that “we are victims too”).

* Know your outlet before you call. Have you read the magazine or newspaper in advance? Have you watched the tv program? Have you listened to the radio show? With print media, do you know the specific beat of the editor or reporter you intend to make contact with? Have you read his/her stories? It’s fine to cold call but don’t cold call blindly (unless there really is vagueness about that person’s turf).

* Attitude. There are some p.r. people whose emotional lives seem to count on an editor’s acceptance; and who feel like failures when the editor says “no.” “Unattachment” is the best attitude. “Unattachment” doesn’t mean “detachment” or “apathy.” It means coming from a centered place, with self-confidence in yourself and your ability to communicate a story effectively – but without being attached to the outcome. You’ll find this a liberating approach, one that disallows you from becoming intimidated by an editor or producer, and one that enables you to return to the same person in the future with no regrets. When an editor perceives that you are not overly emotionally invested in a story, you may actually get a better hearing. Be warm & polite, professional…and clear. See that individual as a peer and colleague. If they’re brusque in the moment, they may be having a bad day. Simply ask if there’s a better time to get back to them.

* That said, believe in your story and believe in yourself. The best p.r. people see themselves as resources of news and information who work with journalists to fill valuable time & print space.

* Be more empathetic than sympathetic. Being empathetic enables you to build on what was said and resond with alternate approaches. Being sympathetic means you’ve probably foreclosed the possibility of an alternate approach.

* Get out of the reporter’s way. When you’re providing a reporter, editor or producer information where the story is time-sensitive, relay the information and get out of the way. There’s a time for pitching an idea, and there’s a time for simply relaying information. In the case of the latter, act like an editorial assistant. Do your job and get out. You’ll earn the journalist’s respect when you do so.

* Don’t waste their time. When you call, communicate in sharp and crystallized fashion, the essence of the story. Keep it brief, respect deadlines and ask in advance if the moment is ok for that editor/ producer. NEVER call when you know an editor is under deadline pressure. Keep your message on-point and as brief as possible, but craft it in a compelling and creative way that will earn attention.

* Personalize. I’ve seen too many impersonal, photocopied pitch letters, whether via e-mail or snail mail. If you send something in advance to a call, or as a follow-up to a call, personalize. Don’t be overly chummy (unless you’ve been on good terms with that journalist for a long time). But keep sensitive to the fact that you’re a human being, and you’re communicating with a human being. For e-mails, craft a provocative phrase in the “subject” area. Too many e-mail messages get unread without a compelling lead.

* Listen to the editor. It’s as important to listen as it is to talk. Be sensitive to any verbal feedback, cues or clues that can assist you in fine-tuning your pitch. Keep your antennae fully extended.

* Respect the ‘no’ and be prepared for it. Ask quick, important questions: What is it about this story that doesn’t seem right for you? Is there anyone else for whom this story might work better? Suggest how the story can be adapted to the outlet’s needs. Best of all, suggest three to five different angles in advance. This reduces chances for rejection.

* But when you get your final no, let it go and release it. YOU haven’t been rejected, just your story. And if you’ve handled the approach professionally and cordially, you’ll always be able to come back with another story at another time. Regard your list of cultivated contacts as resources and investments for the long-haul, not for quick fix purposes.

* Occasionally, pass along an item of interest that lies outside your own sphere of self-interest. Be someone who’s not always out to get something. Also, supply your most important contacts with your home phone number.

* Get out from behind your desk. The better you get to know the journalist on a one-to-one basis, the better your chance of a receptive ear.

* Getting beyond voice mail. Leave a succinct, provocative, targeted message. If you don’t hear from them in two days, try calling early, or leave a message with an editorial assistant or colleague. Call back that other person to learn if your message was received and if there’s a return message. Sometimes, you can ask the switchboard for the department that person works in, rather than a specific voice mail.

Remember that an editor or producer is buying you as well as your story. The bottom line is trust. It’s up to you to earn it.

Mike Schwager is President of Worldlink Media Consultants, Inc., based in Ft. Lauderdale, Florida. He is an accomplished veteran of media interview training, and has conducted successful trainings for scores of CEO’s and other senior executives, politicians, celebrities and authors. Website: www.mediamavens.com. E-mail: michael@mediamavens.com.

Public Relations Counselors

Writen by Ross Bainbridge

The aim of Public Relations is to maximize support and minimize opposition for your enterprise among the various stakeholders and general public. A PR campaign consists of two distinct elements — strategy and execution, i.e. what to do and how to do it.

The role of a Public Relations Counselor is to suggest strategy, i.e. advocate “what to do”. A Public Relations Counselor would typically be involved in defining the PR policy of your enterprise, analyzing problems and opportunities, identifying the stakeholders or publics you need to reach, recommending the key messages for each public, and allocating responsibilities to the team.

Given the criticality of this position, here are some qualities you need to look for in your Public Relations Counselor:

Good Judgment

Good judgment is the single most important quality of a good PR counselor. She needs to correctly interpret the strength and longevity of public opinion, and must know what to react to, and when and how to react. This calls for superior judgment.

Research and analytical capabilities

A responsible public relations program is based on the understanding of its publics. This comes through patient research, quantitative and qualitative measurement and insightful analysis. Without these qualities, a public relations counselor cannot hope to succeed.

Thinking on her feet

PR counselors are invariably called on to deal with crisis situations when hostile publics demand swift and sensitive action. Imagination, quick reactions, and sensitivity to the public’s view will help your PR counselor deal effectively and efficiently with these adversities.

Persuasive Communicator

Communication is critical to all public relations functions. Well-planned, effectively handled communication is the key to the success of every PR program. Your PR counselor must also be persuasive in order to gather information and opinions from people, often in times of trouble when most people don’t want to talk.

Honesty

Above all, you want a PR counselor who will always be honest with you. Your PR counselor needs to be a mirror of the public opinion, helping you see an honest picture of what the public thinks of your enterprise.

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