Public Relations: How Much Will It Cost?

PR budget

For as long as I’ve been in the PR business, the format of just about every proposal I’ve created and every proposal I’ve read features the budget page at the end. There’s a purpose for this. It’s important to talk about what you’re going to do before talking about how much it will cost. This is logical and it’s very important to both the sales and purchasing process.… Read the rest

Media Relations: What to Do When There is Nothing to Pitch

news droughts

A lot of media relations programs stagnate when the organization has nothing new to talk about. PR teams sit and wait for something to happen so that they can create a news release or a news alert. They wait for the organization’s management or the client to tell them something new is happening or about to happen within the organization.… Read the rest

Journalism: “Critics Say” is a Curious Reporting Device

Critics say

In a conversation with an old journalism school classmate one time, we talked about some of our pet peeves when it comes to reporting. She has been a long-time serious journalist, and I’ve been in the PR profession for just as long. That’s why we found it amusing that one thing that bothered both of us is when reporters frame certain allegations in their coverage with, “Critics say.”… Read the rest

Media Relations: Don’t Guarantee Specific Media Results

media relations

Let me tell you about two situations where companies wanted me to guarantee specific media results. Both were foreign-owned firms, which is relevant from a media culture perspective.

The first one was a steel service center that sold piping for industrial uses. It had approached me about possibly working with them on public relations matters in the U.S.  … Read the rest

Is Your Video Program Sustainable?

Video series

One of the more popular means for consuming information for Internet users is video, yet video remains one of the more difficult channels to sustain for organizations. Why?

It all comes down to time, money, daily disruptions and constantly changing priorities.

You can commit to a social media schedule or even a blog schedule, because staff members can create the content on a somewhat more flexible schedule.… Read the rest

Creating Personas: Know Your Targeted Audience

marketing personas

It doesn’t have to be a guessing game.

A few quick words about getting to know your targeted audience. Whether your organization has been around for a while or it’s a start-up, one of the oftentimes missed opportunities is to really dig in, identify and get to know your targeted audience or market.

In the communications business, this focus gravitates to the creation of the persona or avatar of your ideal stakeholder and targeted audience. … Read the rest