Tuesday, November 10, 2015

The Role of PR in Performance Management

When we are dealing with others to gain their agreement or cooperation or support for something, we have entered the field of public relations, or PR for short. 

Taking the principle into the realm of performance management, we see how incentives can be employed ensure that activities and outcomes congruent with an organization's objectives.

From an early age, we’re exposed to the basic economic (and behavioral) principle that incentives motivate us to behave in a certain way. “Eat your lima beans and you can have dessert!” While we have all moved past this simple analogy it does prove the point. Perhaps this is why most American companies are in love with incentives; consumers are primed for this tactic, even if they are fully aware of the reason behind the incentive.  And yet, there are a surprising number of marketers who don’t use incentives to their full advantage. [http://www.hbagency.com/the-value-of-incentives/]

What’s your People Performance Management Score? 
Whether you are an entrepreneur, solopreneur, business owner or employee, evidence shows that organizations that employ the following tactics have greater success.   
Does your company engage your associates, employees and customers? The Internal Marketing Best Practices study found the following are keys to engagement: empowerment, two-way communication, a vibrant rewards and incentive program, corporate philanthropy and special events designed specifically for them.  – Give yourself 1 point for each key to engagement you currently implement.
Does senior management buy-in and support incentive programs? Senior management – or you if you are a solopreneur - must be involved in establishing incentives that reward customer referrals, purchases, etc., as well as teamwork of associates/employees in meeting customer or overall organizational needs and goals. – Give yourself 1 point for each incentive awarded over the past 6 months. 
Does your company understand that employees and associates are segment to be marketed to as well as existing customers and the public? While communications should be integrated to ensure everything you’re saying and doing consistently supports the most important company objectives and customer requirements know, that one size of communication doesn’t fit all. Give yourself 1 point for each communication to your different publics over the past 6 months..
Does your company clearly communicate—and deliver on— your Brand Promise? Noted by the Internal Marketing Best Practices study, branding bridges the gap between “promise makers” (marketers) and “promise keepers” (employees). Give yourself 1 point for each incentive awarded over the past 6 months.
1 - 5 points: You are off to a good start but could some help. Individuals have many motivations to do what they do, the trick is figuring out how to unlock that.
6 – 10 points: Going OK. You are working hard  Perhaps the right marketing and PR incentive program can help.
11 - 20 points: Good Job. You are on your way.  
21+ points: Outstanding. Client and employee/associate retention reaping profits and good will. Keep up the good work.
By truly understanding our audience, and who we want our audience to be, we gain understanding of what really motivates their actions. Armed with this knowledge we can provide real incentives that deliver value to both the consumer and the company making the offer.
You can be well known, well thought of and well-remembered!

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Learn how Gift Award Collections can help you take care of the people responsible for your company’s success. Visit https://youtu.be/SAK205Il1Mw for more info and video.

Wednesday, November 4, 2015

10 +1 Press Release Must Haves...

If you are going to write your own news release here are a few key tips.

1. Be newsworthy What makes a story newsworthy?

  • Timing - Current topics
  • Importance - The number of people affected by the story
  • Local - The closer the story to home, the more newsworthy it is
  • Celebrity - Famous people get more coverage just because they are famous
  • Human Interest aka Feature Stories - Human interest stories appeal to emotion and may disregard the firt four points of newsworthiness;
2. Be timely
3. Contain quotes from a customer or company spokesperson
4. Be informative not a sales pitch
5. Have an eye-catching headline 60-100 characters long
6. Answer who, what, when, where, why and how
7. Write to the publication’s style
8. Suggested Structure:
  • Paragraph 1 must capture the essence of your story in two sentences of 25 words or less 
  • Paragraph 2 should give more detailed information
  • Paragraph 3 often contains a quote from a customer or company spokesperson
  • Paragraph 4  is a simple wrap-up that can contain final information such as company website, store location, etc.
9. Contain contact info so reader if public or journalist can get more info if needed
10. Have a resource box at the end about the subject of the release.  See sample:

          About Marilyn Shannon
          Marilyn is an engaging speaker who shares her passion for life, knowledge and expertise as an energizing           meeting facilitator, entertaining international web TV/Radio host, successful mediator and author. Through           her highly regarded private coaching practice she enables her clients to reach their visions, share their               voices and experience a fulfilling life. A loving mom and “gamma”, she shares her life with her husband               Mark, five adult children and grandchildren in Cary, NC.  http://www.marilynshannon.com/

 11. Have a MEDIA tab on your website for your releases, media kits, tip sheets, logos and images.

Tuesday, October 13, 2015

6 Reasons to Write an eBook for Your Business

Eileen Batson
As a publicist and owner of Batson Group Marketing and PR for 25+ years, I offer consultation and implementation services for business owners, authors and artists to help them be well known, well thought of and well-remembered. Contact me on Facebook and email me. Here's today's tip:

While there are a variety of reasons to write an eBook, here are six that are proven winners.

1. It can establish you as an expert   By sharing your knowledge you can help others while building your reputation as the ‘go to person’ in your particular niche.  

2. Write it once and it is there forever. You may need to update it from time to time but that's not a difficult task.

3. eReaders provide a movable feast for knowledge and entertainment and the demand is growing. By 2025, e-readers are projected to make up approximately 75 percent of the total market.

4. An eBook is to your email list as plant food is to, well, plants. Make your eBook available to download for sale or as a freebie from your website - to get people to sign up for your newsletter. The buyer needs to enter their name and email address to download it or use it as bait (as a freebie) to get people to sign up for your newsletter.  Either way you have a valuable new contact on your database who may go on to buy your product or service.

5. Increase traffic to your website By promoting your eBook across social media platforms you will drive traffic to your website or blog.  Seed your eBook with a call to action. Include your web address and special offers that direct readers to your site where they may buy more from you.

6. Exposure is a good thing. The more you are seen around the internet the easier it is for you to be seen as an authority – exposure breeds credibility and being able to say you are an author takes you to the next level.

What's your eBook?

Tuesday, October 6, 2015

How to use meetup to grow your business and have a social life.

How to use meetup to grow your business and have a social life.

Want to extend your reach and visibility?
Have events you want to promote?
Looking to increase sales?
Have fun?
Meetup makes it easy. Here are some tips.. 

1. Join a variety of groups - you'll meet local folks with simliar interests.

2. Include your full name and current photo.

TIP: Include your profession next to your name. Click on your profile menu by your photo in the upper right-hand corner of your screen and select 'Settings' to go to your Account page.

From the 'General' tab, click "EDIT" next to your current name. Enter your profession by your name and click 'Submit.'

2. Fill out your profile so folks (and search engines) will see it.

3. RSVP and visit the meetups you've joined.

4. Offer to speak on topics relevant to the group.

5. Speak well - Practice, time your talk, encourage discussion.

6. Get visible on meetup by commenting and welcoming new folks who join.

7. Get OK from the organizer to promote your personal events on the calendar of groups you belong to. Meetup emails the info out to the group members.
How have you found Meetup useful?

As a publicist and owner of Batson Group Marketing and PR for 25+ years, I consults and work with business owners, authors and artists to help them be well known, well thought of and well-remembered. 

Saturday, February 15, 2014

What We Learned from the Marlboro Man

What we learned from the Marlboro Man is an excerpt from "Politically Incorrect" by Bruce Wiseman with his permission. Read the full article on positioning by Bruce Wiseman, President & CEO of On Target Research, a Glendale, California based market research and survey company  http://www.ontargetresearch.com/2014/01/07/politically-incorrect/

Even though the Marlboro Man retired in 1999,  he had a run of nearly half a century wherein the iconic image drove the brand to the top of the cigarette world and into the minds of the planet’s smokers.

1- Ideally, your brand should be descriptive of your product. But if not, it must communicate and be understood outside of the corporate boardroom: American Express, Microsoft, Kelloggs.

2- Use an image to communicate your position: The Playboy bunny, Apple’s apple , Nike’s swoosh, the Golden Arches, or the Starbucks mermaid.

Yes, sometimes it’s just a name like Coca Cola, IBM or Disney. But theses brands mean something, they aren’t a bunch of letters thrown together as some secret corporate code.

3- Your brand’s position (whether a new product or rebranding an existing one) should come from the mind of your public. That way your marketing communicates to them instantly – you are giving them a message that is already tied to something in their mind.

This is done with special kinds of surveys.
Read more here