Hello again.

Here is your chance to help Charlotte Reads, our local literacy agency, without spending a dime. Just forward this e-newsletter to a friend or colleague who would benefit from it and I'll donate $1 for each forward up to $200.

Publicity and media relations are what most people think of when you say PR. To be sure, these are very important PR tactics and we'll be looking at them more in depth over the next couple of months. Also featured is my recent International Association of Business Communicators presentation on creativity, and of course Ink Briefs.

Now, let's get started.

Cordially,

Harry Hoover
harry@hoover-ink.com

P.S. if you know someone who would benefit from this newsletter, please feel free to forward this to a friend or subscribe here.
Ink Briefs
Hey, the Hoover ink bookstore is now open for business. You'll only find books here that I have read and that I think can have a bottom line impact on you or your business. I'll be adding more books each month. So, come on in and browse.
 

As a writer, you often need a quote from Shakespeare, a reference to a character from American folklore, a line of poetry or a Bible passage. Ink Briefs is here to help. Below are links to sites that offer access to some of these important pieces of information.
 

Shakespeare

American Folklore

Poetry



Here are some good websites for helping you find media contact information.
 

Newspaperlinks

MediaPost

Online PR


Does the brand known as You need a little polish? My article, Boosting Your Personal Brand, appears this month online at Write Thinking. Check it out.



How is your bottom line? Are you communicating effectively with all of your audiences? Do you have a solid customer retention program in place? From planning and positioning to public relations and marketing communications, Hoover ink can help. Reply to this newsletter or give me a call at 704-953-3406 if you'd like to talk. Or visit Hoover ink on the web to learn more about us.




About Hoover ink PR

Hoover ink PR helps position businesses that are serious about their success. Then, we craft and deliver bottom line messages that ensure it.

Who are we? We're a marketing communications firm with more than 25 years experience in providing services to financial, high tech, real estate, tourism and consumer products companies.

From employee relations and media relations to collateral material and e-newsletters, we develop the programs and communication tools that will differentiate you from your competitors. And that's the bottom line.
 
  I'll Alert The Media

 PR is more than media relations. However, it is a critical component of any comprehensive PR program. So, let's look at the elements of a media relations plan:
  • Your Positioning
  • Your Prioritized Audiences
  • Your Prioritized Media Targets
  • Business & Communications Objectives
  • Tactics

Before you can publicize who you are, you have to know who you are. This is where positioning comes in. Read more about positioning.

Once you know who you are, you must determine who your most important audiences are from geographic, demographic and psychographic perspectives. Here's more on defining audiences.

With a clear understanding of your audiences and their media habits you can develop a targeted media list. Let's say you are going after do-it-yourself homeowners. Family Handyman might top your list. But if you want southeastern homeowners, you may want to focus on Southern Living. However, if you want people who love their homes and are always looking for ideas to improve it, HGTV may be your number one media target. See the adjacent Ink Briefs item for some sources of media contact information.

Next, outline your business objectives and the supporting communication objectives. For instance, when I worked with VELUX Skylights, our business objective was to grow the skylight category. VELUX already owned the market so it was hard to increase its business by taking share from anyone else.

Our primary supporting communication objective was to increase trade and consumer awareness of skylights and roof windows. Having a clear business objective can affect your audiences and media targets, too. Since VELUX wanted to grow the category, we began targeting a broader demographic, including first time homebuyers and entry-level homebuilders. And, we began increasing our emphasis on local newspaper coverage in HOME sections.

Tactically, we developed an electronic media kit complete with high quality photos showcasing skylights in ordinary and extraordinary homes. Also, we ramped up our media relations program about the availability of VELUX representatives for speaking engagements in both trade and consumer venues.

Those are the key elements of a media relations plan. Next time, we'll alert the media.

Do you have thoughts on media relations planning? Drop me a note at harry@hoover-ink.com

  Creativity And You
I recently delivered a presentation on creativity for the International Association of Business Communicators Charlotte Chapter. It begins below:

95 percent of what we know about the brain, we have learned in the last 20 years. So, your beliefs about creativity were probably shaped by faulty information.

For instance, many believe that only special, talented people are creative - and you have to be born that way. Wrong.

The notion that geniuses such as Shakespeare, Picasso and Mozart were `gifted' is a myth, according to a recent study at Exeter University. Researchers examined outstanding performances in the arts, mathematics and sports, to find out if "the widespread belief that to reach high levels of ability a person must possess an innate potential called talent." Read the rest of the story.