Home | Contact | Advertising
Small Business, Information, Resources, Articles - SmartBiz.com
Members Login:
Sign Up Forgot?
SALES & MARKETING
Marketing Online
Email Marketing
Search Marketing
Selling
PR
ONLINE BUSINESS
E-Commerce
Website Creation
Productivity
Accounting
CRM
Web-based Software/SaaS
BUSINESS STRATEGIES
Case Studies
Smart Answers
Videos
Podcasts
Smart Blog
Human Resources
Management
BITS & BYTES
PCs & Online Equipment
Mobile Computing
Security/Business Continuity
Telecom/Office Networks
Small Business Products
FORUMS & RESOURCES
Free White Papers
Tools and Calculators
SmartBiz Forum
Legal & Business Forms
News Feeds
Featured Webcasts & Videos
Franchise Offers


 
SMALL BUSINESS AND STARTUPS INTERNET TECHNOLOGY RESOURCES
Search SmartBiz:
Forms and
Downloads
Free
White Papers
Special
Offers
SmartBiz
Blog
Free Email
Newsletters
PR
How To Work With A Public Relations Firm
Email ArticleEmail Article
Print ArticlePrint Article
Increase Text SizeIncrease Text Size
Decrease Text SizeDecrease Text Size
Del.icio.us
Digg This
Bookmark and Share

By Don Levin

You're About to Start Using a PR Firm--Here are Tips on How to Get It Going.

Go over the "proposal" they might have submitted to win your account. That was designed to beat competitors. Now have the proposal (and the budget) adjusted to your reality.

Educate your agency team with all your written material, and put them on your mailing lists. Expect them to keep in close touch over the phone. Your continual task will be to keep them informed. Exchange home phone numbers and vacation plans.

Agree on their mandate, plans, budget, procedures, e.g., have them continually update media lists and identify possible new releases, articles, and other types of publicity over the next six months.

Establish check-points--for instance, at least twice-weekly calls, monthly reports (including plans for each upcoming month), and bi-monthly meetings. Meet away from a hectic office so that your team receives undivided time.

Have your firm walk before it runs so you can manage them. For example, have them work one portion of the program rather than all its facets at the start of a relationship.

Marketing Strategy: Why Aren't You Selling More--And More Profitably?

You judge your product or service quality, appeal, pricing, delivery, follow-up. Here's insight into your selling story and its delivery.

See the attached classic McGraw-Hill ad to remind yourself what you're up against. Is your message simple, differentiated from the competition, to the point, memorable?

If you aren't telling your basic story in one sentence, you're obfuscating. Trim away the secondary. Focus on what's new, better, worth trying.

Have you talked with prospects yourself to get first-hand reactions? Have you tried to buy competitive products? Have you had your PR firm discreetly ask 50 editors if they think their industries will buy the product? List the reasons people might not buy and counter each one.


| 1 | 2 | Next page »
Add a Comment View Comments
Small Business Home

SmartBiz Shop
Promotional Items with Your logo
 
     
 
Smart Services
Spacer
Spacer
Spacer
Spacer
Add Your Logo Now
Spacer
Get Your Business Online
Build a Website Host Your Website Market Your Business Online
Business Form Downloads
Legal Forms Business Forms
Smart Forums
Recent Postings
Stimulus or "Pork"ulus?
Blog: How Do You Know What Insurance Is Right for Your Business?
If Layoffs Are Necessary, Protect Your Business
Blog - Do You Have Email and Internet Usage Policies in Place?
MORE
Home | Contact | Advertising
© 2016-2018 SmartBiz. All rights reserved. Privacy Statement and Terms of Service
Small Business Home | Business Tools | Online Business | Bits & Bytes | Sales & Marketing | Business Strategies | Forums & Resources
Email Marketing & HTML Email Driven By: Hosted By:   Design By:
Email Marketing
 
XML LogoRSS Logo
Receive our stories via SmartBiz XML/RSS feeds.
Include our stories on your website through SmartBiz javascript content feeds.