Hello. What is PR and what can it do for you? This is a question I hear often. It has been said that there are 100,000 PR practitioners in America with 100,000 definitions of PR. We'll take a look at PR this time in Think. And we have more usable links than you can shake a mouse at.

Let's get started.

Cordially,

Harry Hoover
harry@hoover-ink.com
 
Ink Briefs
Eurekster is the only Internet search engine powered by social networking technologies - delivering results that matter most to users and their networks of friends and contacts. I have set up a search network for those interested in marketing, advertising and public relations. Join the Hoover ink network.




Ideasite for Business provides marketing and creative ideas that are typically simple and easy to emulate. You'll find everything from PR to customer service case studies.



There is a consumer backlash against intrusive advertising and promotion, according to a study by Yankelovich Partners, the Chapel Hill, NC-based marketing consultancy. Sixty-four percent of respondents questioned the practices and motives of marketers and advertisers and 61% reported that marketers and advertisers don't treat consumers with respect. The study also found that:

  • 61% feel that the amount of marketing and advertising is out of control
  • 65% said they feel constantly bombarded with too much marketing and advertising
  • 59% feel that most marketing and advertising has very little relevance to them.





    • 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.
     
      Don't Be Incredible
    Public relations is all about credibility and trustworthiness. If you don't practice PR, then you are likely to be incredible.

    Some of the elements of a PR program include research, media relations, publicity, special events, employee relations, client relationship management, crisis communication, trade shows/conferences, community and government relations, and corporate identity. PR helps you shape internal and external opinion about your organization with an eye toward building support among your key "publics."

    What can you expect from PR if it is done correctly?

    Boost Credibility. Media coverage or word-of-mouth from the right people heightens your credibility much more than an ad ever could.

    Build Trust. People trust what they are familiar with. A proactive PR program that gets and keeps your name in front of people can be the first step in building that trust.

    Generate Leads. Positive publicity for your products and services can generate sales leads for you to follow up.

    Word-of-Mouth. By increasing awareness of your company, people and products, media coverage provides fodder for the word-of-mouth machine.

    Shape Attitudes. From employee communication to publicity, PR tactics can be used to tell your story convincingly to key publics.

    Refine Customer Service. Those who believe PR is about one-way, top-down spin doctoring - I hope - are relics of the past. Two-way PR, in which the company actually solicits and listens to customer feedback, can provide the kind of edge companies need today in this age of commoditization.

    So, don't be incredible. Make PR an integral part of your business strategy.

      Customer Neglect

    What have you done for your existing customers lately? Probably not much, if you are like most businesses.

    I know that hunting new business is more of an adrenaline rush than working the business you already have, but it is not as crucial to your long-term success. The best new business program is delivering excellent service to existing clients. Let's review some things you might want to consider doing for current customers.

    Really personal mail has become a thing of the past. Buck the trend and stand out. Send a hand signed and addressed card to your clients. This could be a birthday card or a "thank you for your business" card.

    Create a special customer event. Invite customers to a non-commercial event such as a wine tasting, or an event that ties back into your core business. For instance, an outdoor retailer could host a free day of canoeing. It gives you a chance to get to know your clientele in a social setting. It also provides fodder for customers to talk about you.

    Gather your customers' business cards and distribute them to people likely to use your customers' services. Write a note on the back that says "referred by (your business name here)."

    Do you have any special programs designed for existing customers? Send them to me at harry@hoover-ink.com and I'll share them. Happy marketing.