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14/1/2016
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nike roshe run print uomo
Among the potential ingredients for the marketing mix of a high tech
company nike
roshe run con fiori , Press Relations is high on my list. There's a
good reason for it. It is often the most cost effective tactic you can use to
generate leads, build the image of the company, and create credibility that
helps you close more sales. Best of all, it's possible to do it on a shoestring
budget, if you're a capital--challenged startup company. Not For Every Situation
But of course, an active PR campaign isn't appropriate for every company, at
every point in time. It's very important to make sure that the company has its
"house in order" prior to starting a PR campaign. This cautionary note fits into
the category of you "only get one chance to make a first impression." So let's
start by outlining when it's NOT a good time to start a PR campaign: 1) The
Product isn't finished 2) The Product is buggy 3) No good public spokesman in
the company, or one hasn't been decided on yet 4) No website 5) No marketing
literature 6) No users yet (not even beta users) The basic message here is that
PR shouldn't be started until the company and product are ready. Once you go out
for PR nike
roshe run nere e fiori , there's no looking back. You can't undo
it. Maybe you've heard the old saying "There's no such thing as bad PR". Don't
believe it--it's a lie! The only kind of PR that will help boost your business
is good PR. Bad PR, and even so--so coverage, is to be avoided. It's the
News----Not the Product In addition, it's not really possible to do a "small PR
campaign". You can't test PR like many other marketing programs. It isn't
advisable to go out to a couple of publications with a press release to "test
the water", and see if you get some positive coverage. The problem is that once
you do that, your important announcement is no longer "news" to other
publications that may have provided coverage. You see, the "product" that
publications are interesting in getting from you is THE NEWS ITSELF. Once it's
published in another publication, it's no longer newsworthy to others. Press
Releases are as fragile an asset to your company nike
roshe run flyknit saldi , as a seat on a particular flight is to an
airline. They aren't static assets, but time--sensitive opportunities to promote
your company. So when you decide to go out with news, you need to go out big. Go
out as big as you can afford to, anyway. News needs to be timed to hit all
relevant publications at the same time. This is a bit challenging, since you may
have relevant publications that are weeklies, monthlies and even websites where
the news might posted near real--time. The technique you use to ensure it hits
all at the same time is to send your release to the long lead--time pubs first,
but "embargo" the release until the general release date. If you are dealing
with legitimate journals, they will respect the embargo and won't publish the
news until your official release date. When PR Makes Sense So when should you
use PR as part of your marketing mix? 1) When announcing the formation of a new
company 2) New Product Announcement nike roshe run
donne nere , assuming the product is "fully cooked" 3) Major new
customer acquisitions (assuming it doesn't need to be secret for some reason) 4)
Senior Employees joining the company (new CEO, VP Marketing, etc) 5) New
Partnership or Alliance These are the major reasons that you would put out a
press release for marketing reasons, although I'm sure you can think of more.
Public companies will often have a greater flow of releases, because they are
dealing with a dual purpose of marketing and investor relations. This can often
be problematic, but that's a subject for another day. One Size Doesn't Fit All
Other questions relate to the mechanics of producing and placing news with the
media. Should you hire a PR firm? Should your marketing department handle it
internally? Should you hire a dedicate resource to handle the PR function? There
are lots of ways to handle PR and still do it successfully. One size doesn't fit
all--it really depends upon the situation. The first aspect to look at is your
level of resources. PR is one of my preferred marketing activities, so I
recommend that you don't skimp in this area. But there are still situations
where the money just isn't available, for whatever reason. An outside PR firm
can always be helpful nike
roshe run print uomo , particularly if you've never been involved
in a PR campaign before. But if you're in a thinly funded startup company, don't
be deterred. To be successful in PR, it's far more important to have REAL NEWS
than it is to have a lot of money. (Of course, money doesn't hurt!) So if you
just can't afford an outside or experienced PR assistance--do it yourself. The
second thing to consider, from a campaign implementation perspective, is "how
big is your news". If it's solid, worthy of publication, but not earth
shattering--maybe you can handle it internally. At most nike
roshe one flyknit nere , maybe you need someone to help with the
writing of the release itself, but the potential ink isn't big enough to spend a
lot of dollars attempting to place it. If on the other hand the news is big
stuff (with a corresponding large potential payoff), it's really a good idea to
hire an outside firm or an experienced inside resource, to maximize the
potential. Next, how big is your market? If you are in a large, horizontal
market, with a large number of bigger publications--that points to the need for
a more professional effort. Contacts with the editors are critical in this
instance, and an experienced PR professional can be worth their cost many times
over. If on the other hand your market is a small vertical niche nike
roshe run flyknit uomo , a PR professional may not be money well
spent, particularly if you have a limited marketing budget. In this case you
should be able to build and maintain good relationships with the limited number
of editors and writers, who are working for the fewer trade journals covering
your industry. Another question, will the PR opportunity be ongoing?
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