ARTICLES OF INTEREST FOR NEW CLIENTS
FIVE TYPES OF PR AGENCIES TO AVOID!Just like any complex industry, public relations produces its share of bad actors who should be avoided at all costs. If you’re looking to hire a great PR firm, run far away from these jokers: 1.“You, my client, are ALWAYS right, and I ALWAYS agree with everything you say.” This is the absolute worst thing a PR pro can ever tell a client. The most derelict publicists are the ones who refuse to speak their minds and apply their actual experience to client needs. More often than not, the PR relationship is about managing expectations, and just like any other professional service, those expectations can at times be unrealistic. As the client, if your PR agency never questions your objectives or subjects them to rigorous examination, then you’re getting suckered out of your PR budget. 2. “Of course I can get your op-ed in The New York Times.” We can’t all get ice cream for every meal. As exciting as your opinion might be to you, it’s a tall order to get your op-ed in the Times. Sometimes not even this guy makes the cut. So beware the publicist who guarantees he’ll score that fancy media placement. No decent PR pro would make such a foolish promise. 3. “Our logistical paradigm is to incentivize positive optics for your verticals.” At some ugly point in the history of PR, a bunch of fools started spitting ridiculous, nonsensical mumbo jumbo to inflate their egos and intimidate clients. If you ever hear a PR business pitch that includes words you wouldn’t speak in casual conversation, tell the agency thanks, but no thanks. Steer clear from these jerks; they literally don’t speak your language. 4. “We no te powr oaf grate PEE r.” Amazing that in the era of spell check and search engine auto-complete, some PR firms still blast press releases with typos and narrative nightmares. Even worse are PR firms whose counsel and creative materials are littered with errors. If the agency can’t take care to ensure quality presentation on their own behalf, how do you think they treat clients? 5. “Good news—I told that reporter to go #^&* himself.” PR pros are supposed to respond artfully to media inquiries, and never lose their temper—doing so bites the hand that may offer the client positive publicity. Just as bad is arguing about a reporter’s legitimate characterizations of a news story. If the PR firm insists on becoming the story, stop paying them. This was written by Babak Zafarnia, President of Praecere Public Relations. A version of this story first appeared on The Blog Aesthetic, a property of Praecere Public Relations. HOW TO NETWORK LIKE A PRO!Networking groups have become the place to be seen and heard. Its where you can convert "cyberspace to, face to face". A great place to find new business, meet interesting people and spout your 30 second 'Elevator Speech'. "How to read a Column' by the late William Safire
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Whether you are looking to build a website or redesign an existing one, consider implementing these valuable tips: Address client needs first. Determine what your customers want from your site. More information about products or services? The ability to book appointments online? Business location, hours and contact information? Make sure they can easily find what's important to them on the homepage. Experts say web visitors decide in eight seconds if you can help them. Keep it simple. Website technology offers bells and whistles that can make your site look like a Las Vegas marquee. Don't let style upstage effectiveness. Make sure your logo is prominently placed in the upper left-hand corner (where visitors first look), along with a tagline that expounds your brand promise. Use a color-scheme throughout the site to keep a uniformed look. If you already have company colors, use them to design your website. Flashing copy or graphics, busy backgrounds that mask text, pop-up windows, and autoplay music are distracting and can have a negative impact on the user experience. Finally, make site navigation easy and engaging. If visitors get lost, more often than not, they will leave your site. Maintain your site. Make sure content stays fresh and relevant by updating frequently. Avoid dead links, outdated content or "under construction" areas visible to your customers. Respond to email or online inquiries immediately. If not, you risk losing your credibility. Capture visitor emails. Ask visitors to sign up for newsletters, contests or content updates. Pushing out value-driven content can create the tether that turns curious visitors into paying customers. BloggingRead our "Plog" - a PR Blog! here Blogs have become integral marketing tools for companies. Blog users connect with customers, demonstrate their industry experience and build their business. In just a few minutes, Blogging Systems' online instruction walks you through setting up your own realty blog, which is hosted and managed on its site. Once established, you can add discussions, a calendar, podcasts and a wiki (a collaborative website whose content can be edited by anyone who has access to it). Blogging Systems also monitors how many visitors and page views you receive. Other options include purchasing blogging software and server space to host your blog. Popular blogging software titles include: eBlogger (blogger.com; free), TypePad (typepad.com; $4.95 to $14.95 per month), and Movable Type (sixapart.com; starting at $199). |