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Why are companies racing to meet the emerging intolerance for errors on websites and documentation? The answer to that question is encompassed in two words. Public Relations.

Public relations is defined as the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc.

In times passed it was enough to simply have a website. Potential customers tended to ignore the various flaws and mistakes of online content. That trend is rapidly changing as consumers begin to expect, and in some cases demand, better quality content.

Large corporations and small businesses know that an online presence is a requirement in todays competitive environment, and successful businesses also know that attention to detail is key to grasping and holding the attention of visitors.

However, much of the attention that is paid to public relations issues excludes careful study of the companys website content. Everyone makes mistakes but it is a given that distractions can kill a sell very quickly. It doesnt have to be a glaring error to interrupt a reader and kill the sell. All it takes is something like a misspelled word, a grammatical error, a punctuation error that breaks the readers flow or a simple lack of clarity on a key point, and the sell can be gone.

The company website is often the most accessed piece of a public relations material and it interacts with potential customers more than most public relations managers. The heart and soul of public relations is effective communication and a website is a communication tool. To ignore the need for having a website that can fulfill the role of a perfect communication device is the equivalent of flushing a percentage of your companys public relations budget down the toilet.

You must understand that for many businesses, the website is the spear head of public relations. The website is where the consumer gets to slow down and focus on what you are really saying. Write it incorrectly and your customers see it.

TypoBounty dot com allows companies of all sizes to put many public relations dollars back into their pockets, while gaining the perfection of their web properties and drawing large numbers of potential customers.

Companies are able to offer small cash rewards to consumers that are able to locate and report errors that exist on their web properties. This departure from the philosophy of errors are O.K. is a great PR move. It tells your potential customers that you care about what you present to them and that you are committed to providing them your best.

Companies have employed declarations of commitment to quality for years. However, most consumers view many of these verbal business cards as nothing more than a clich given because there was space to fill on the website. Placing a bounty on errors through TypoBounty.com says We will give you our best and pay you if you show us where we fall short. That is a much more powerful public relations statement and it actually promotes the loyalty in the customer base that typical mission statements used to.

When image is everything, a few cents per error is nothing.

Most of us prefer to place our trusted business affairs, such as strategic outreach through public and media relations, in the hands of experienced practitioners. Whether with our attorney or IT vendor, our airline pilot or our accountant, we value experience when the job is complex and the outcome critical to our success.

This same principle applies to the selection of a public relations and marketing adviser. Effective public relations does not happen by gravitational pull; rather, it is the outcome of incisive strategy skillfully executed, managed and measured. It can be taught in school – but it is learned only through experience.

Public relations is commonly mistaken as the domain of generalists. At many firms, “paint by number” strategy drives “fill in the blank” planning to create “cookie cutter” campaigns. Although cookie cutters can rapidly create dozens of identical cookies, they rarely leave a distinct impression. They certainly cannot convey a firm’s unique value proposition.

Contrary to popular misconception, public relations with an impact is the discipline of depth. In today’s business world, successful practitioners are those who can step outside the box of traditional agency practice, and embrace the communications trends that are working today. Communication is no longer an arena in which businesses dictate their messages to consumers. Consumers, with multiple communications channels available to them, now have the power and the desire to form their own opinions based on a survey of the information available to them.

Indeed, media consumers now have the power to create their own messaging and counteract corporate messaging that they feel is inaccurate. This is a Web 2.0 world, which is being increasingly and consistently defined by consumers. Businesses who are not agile and able to modify their messaging and tactics to utilize and work with this trend will quickly become irrelevant to their markets and unable to expand their reach by targeting new market sectors available through emerging communications channels.

As such, effective public relations practitioners must be knowledgeable not only of their clients’ business models and areas of expertise, but also in target market behaviors with regards to media consumption. Practitioners must be able to utilize innovative, multi channel strategies to deliver messages to consumers with messages they will understand and through their media of choice.

Public relations professionals must develop the ability to integrate and consolidate all communications channels to reach target audiences, and understand the synergies that exist between all communication media. They must combine traditional marketing and communication experience with new technology and market research to create outreach strategies that are effective, relevant and cutting-edge.

This principle is demonstrably true in specialized, niche industry practices, including technology public relations, financial public relations and mortgage technology public relations, to name a few. Although clients in these industries retain a deep understanding of current technologies as means to solve specific problems, they often do not have the knowledge to utilize technology in a way that produces effective marketing and clear communications with their target audiences. In realms such as these, savvy communications experts who are independent of traditional agency “cookie-cutter” approaches and organizational restrictions can make a significant impact on behalf of their clients.

The Internet is truly the realm of small businesses and innovative solutions. Big box providers depend on their existing brand recognition and market penetration to do their marketing for them, leaving a huge vacuum of potential for smaller business seeking a competitive advantage. Smart public relations practitioners who understand how to utilize the Internet to support an overall integrated communications and marketing strategy will be poised for rapid success by connecting their clients to relevant messages through emerging media channels.

Public relations is a discipline of depth. All a savvy practitioner needs to succeed is an innovative approach and a depth of mind.

For more information on technology public relations , financial public relations and mortgage technology public relations , visit depthpr.com.

Public relations can be defined as the practice of managing the information exchanged between an organization and those who are interested in – or potentially affected by – that organization. Effective public relations can be carried out by an organization’s own internal PR team, or it can be entrusted to an external agency. In any event, it is wise for an organization wishing to conduct public relations to devise a solid plan before acting.

An effective PR plan is one that satisfies the needs of both the organization and its various “publics” (i.e., those who are interested in and/or stand to be affected by the organization and its future actions). The organization itself benefits from a PR plan because the plan can help organize its thinking and actions related to how to best get their intended message out. Meanwhile, the intended recipients of the campaign’s message – and often many unintended recipients as well – stand to benefit from the process by being better informed about something that matters to their lives.

Whether your organization chooses to conduct its own PR work or to be represented by a PR firm specializing in the field, it is important to start with a solid plan.

Here are 5 tips for writing an effective public relations plan:

Step #1: Determine what message you want to convey, and to whom:

Every organization has its own challenges in terms of public perception. Some are looking to get more exposure, while others are looking to influence or change the public’s pre-existing perceptions . Still others want to highlight recent achievements in order to gain the attention of prospective investors, partners or customers.

Your public relations plan needs to start with a clear sense among the members of your PR team as to the nature of the message your company wants to convey. Then, your team needs to clearly define whom you would like to receive that message. For both items, be as specific as possible during the planning phase: they set the tone for the rest of your campaign.

Step #2: Gauge the current public opinion about your organization:

It is very important that your plan include your conducting of some formal or informal research about the nature of public opinion vis-à-vis your organization as it stands today. Rather than making assumptions about how your stakeholders – as well as your prospective investors, customer and partners – view your firm, it is important that you find out more about what they actually think. This type of research can take the form of secondary research such as reading opinion polls or articles about your firm, or it can take the form of primary research such as via interviews, surveys and focus groups. The bottom line: you need to know where you are now in order to know where you are going.

Step #3: Set a budget:

Effective PR can be done cheaply or even for free in some cases. However, as a rule you should anticipate some level of expenditure for your campaign,. Budget concerns are an important factor. Since your PR budget has a strong effect on the resources you can afford to put behind your plan, be sure to carefully set an appropriate budget by including all of the relevant stakeholders. Tip: if your CEO (or equivalent organizational leader) can be convinced of the potentially wide-ranging financial and reputation-related effects of the issue you are trying to convey to your publics, he or she will be much more likely to earmark the appropriate funds for your PR initiative.

Step #4: Decide how you will get the word out:

Good public relations work is a multi-faceted area of practice with a multitude of options available in terms of ways to communicate your message. For example, you may find ways to entice reporters to write special-interest articles written about your organization. Or, you might hold a public relations event, submit your organization for consideration for an industry award, or hold a press conference – just to name a few. The mode of communication you ultimately choose will depend upon many factors, including the nature of the message you want to convey, the current political climate around the issue (if applicable), the degree to which the issue is of general public interest, your PR budget, and other factors.

Step #5: Create a plan of execution, including a detailed timeline:

Every good public relations plan must include a step-by-step plan that outlines the key milestones of your PR effort and fills in the specific details for executing the plan. An important element of your plan of execution is to assign each task to a particular person, along with a deadline; this creates a sense of accountability for each task. Of course, once the execution phase is launched and some time passes, you will likely find yourself needing to adjust your tactics to meet an ever-changing environment. Still, this need to make ongoing adjustments to your plan is no excuse for skipping the mapping out of the tactical steps ahead of time. During periods of relative chaos, you will be glad to have a plan to which you can refer in order to keep things on track.

Every solid public relations plan should be built upon the basic framework highlighted above. Whether you conduct your own campaign or entrust your PR campaign to an expert PR firm, your plan – and the thinking you go through to formulate it – will go a long way toward helping you reach your PR objectives.

K2L Marketing are an innovative and dynamic full service marketing agency in Trafford Park, Manchester (UK). The main services offered by the company are web design and marketing. The company focuses on creativity for developing the marketing strategies for its clients. They follow a very simple philosophy “transform ideas, goals and ambitions into reality”. Read on to know more about the bouquet of web design and marketing services provided by K2L.

Website Design

The web design services offered by K2L Marketing of Trafford Park include website development and e-commerce. Since “content is king”, just a well designed website will not work for you. Therefore, K2L also provides copywriting and content management services so that you can get your website designed and developed in one place. The website design services by the company also includes email marketing.

Marketing

The marketing services offered by K2L involve developing marketing strategies for clients’ businesses. Marketing consultation and media planning services are also provided by the company. If you are wondering how to develop the communication plans for your advertising strategies then K2L can help. The viral marketing campaigns developed by the company have been successful in promoting the products and services offered by their clients. So, while looking for marketing services in Trafford Park, K2L would be a great choice.

Branding

The K2L team believes in merging strategy with creativity. They can help you in your corporate branding efforts through logo design, straplines, branded stationary, vehicle livery and other types of branded merchandise. When it comes to branding design, you’ll hardly find another professional marketing agency in Trafford Park other than K2L.

Search Engine Optimisation

Marketing activities are not just limited to the traditional media these days. It has almost become mandatory for all companies to have an online existence in the form of a website. And to get an online visibility, marketing your website is very important. This is a time consuming task that is best left to the experts.

K2L provides search engine optimisation services for the purpose of Internet marketing. This includes natural search engine marketing, keyword analysis, link building services, article and directory submission services, and pay-per-link campaigns. Thus, K2L offers a comprehensive marketing service in Trafford Park.

Print Design

Be it brochures, leaflets or flyers, K2L offers complete print solutions for all types of marketing communication needs. For your graphic design requirements, for direct mail, postcards and point of sale (POS) materials you can have total confidence with this company from Trafford Park.

PR and Events

Maintaining a smooth flow of communication between a company and it’s public is not an easy job. But, it is so important that it shouldn’t be left to amateurs. Hiring a professional PR (public relations) and events agency can make it easier for you. K2L Marketing offers professional PR and events services which include developing press releases, organising photo shoots and exhibitions, event management and public relations as a whole.

The dedicated team of professionals working at K2L Marketing make sure that they understand the client’s business in detail before devising any marketing or branding strategy for your company, products or services. The systematic and structured approach followed by K2L to get things done results in developing a winning strategy for their clients every time.

Some people are fully conscious of an economic downturn, while others continue living their lives in condition 1, i.e. blissfully unaware of what’s going on around them. These same people have no interest in the power of building a brand to drive business growth.

However when a globally recognised brand like the Dutch brewing giant Heineken releases information stating Foster’s lager was the chief casualty of a “exceptionally challenging” UK beer market in 2008 as sales came under pressure, you know there’s real problems in the marketplace.

Foster Lager has always been heavily promoted globally through media outlets. Over the years Fosters have proactively advertised their brand and built up an exceptionally loyal band of customers. These TV advertisements, although sometimes tongue in cheek, have always been drop dead funny. The marketing department obviously invested heavily in business research to identify and then target their potential audience.

I can’t remember a period of time when Fosters wasn’t being aggressively promoted by politically incorrect Aussie male lager drinking loveable Neanderthals. The Fosters log line of ‘Amber Nectar’ has been burnt into our subconscious. However if one thing is certain it’s that if you take your eye off the ball your customers will be seduced by one of your competitors products. Everyone knows the drinks industry is not short of beers and competition is fierce.

When Heineken bought the Fosters beer included in its acquisition of brewer Scottish & Newcastle last year, they should have learned from the Guiness mistake of cutting back on advertising. It’s no good successfully promoting a brand and achieving global recognition and then sitting back expecting your customers to remain loyal when you cut back on promotions and advertising.

Heineken recently stated that a lack of heavy promotional activity had seen volumes of Foster’s beer fall by 10% which is approximately twice as much as the rest of the beer market which fell by 5.1% during 2008. All kinds of excuses were offered including the economic downturn, alcohol duty increases, the fall of the pound against the Euro and a miserable summer.

Business people often debate the difficulties and cost of building a global brand and much of the debate focuses around how extremely difficult it is to build the brand. However in reality it’s often easier to build the brand than it is to keep it on everyone’s lips. Coca Cola and McDonalds are classic examples of how to maintain their brand awareness.

One thing is certain the summer barbeque wouldn’t be the same without a few cold tinnies of the Amber Nectar.If you require the professional services of a proven business growth specialist Mark Yates can be contacted at “business consultancy one stop shop”.

There is no disagreement that effective branding through ‘use of a name, term, symbol or design, or a combination of these’ (Quester et al, 2001) can create brand awareness and recognition in the quickest manner. Companies use different kinds of ‘Brand Name’, that is, a word, letter or a group of words such as AOL, Intel Pentium III etc to project their companies. Sometimes such words, symbols or marks are legally registered and copy righted to a single company known as trademarks (for product oriented companies) and service marks ( for service offering companies) (Perreault & McCarthy, 2000).

However in any form, branding can be used to create brand familiarity among consumers in terms of brand recognition and brand preference (Papers4you.com, 2006). The advantage of using branding effectively is both for consumers as well as marketers. For instance it becomes easy for a customer to choose preferred brand among 1000s of other items just because of famous well recognized symbol, word or trade mark that can not be possible with out effective branding (Quester et al, 2001). For instance imagine you are driving down the road with hunger and suddenly you see a symbol ‘M’ on a sign board with red background and yellow font. It is not difficult to realize that McDonalds is waiting for you, easily manifest effective projection of McDonalds’ through brand symbol ‘M’. Similarly imagine buying a computer accessory and among thousands of unknown brands, suddenly you observe ‘Intel ®’ sign. A quick reminder will prompt that it’s a well-known brand symbol that you observe common everywhere in media and at your own computer.

Now keeping these examples in mind, it is obvious that marketers can cash in such advantages as well (Papers4you.com, 2006). One best way to use word and symbols is while launching new products under same brand names (Quester et al, 2001). For instance, as every one is aware of ‘Coca Cola ™’ , any new soft drink introduced under this brand name has highly probable chance to achieve awareness and attention of coca cola lovers. Similarly it is quite often that no matter ‘ IBM’ entered in so many IT related services after initially famous for IBM computers but whenever you observe its trade mark of ‘IBM’ written in horizontal lines, consumer is not bothered about checking the background of the company. So as a result it also saves huge promotion costs that a company with less famous brand names and symbols needs to incur.

To conclude discussion, the outcome of effective branding can be seen in terms of ‘brand equity’ that is the value of a brand in terms of its perceived brand awareness, recognition, loyalty and associations from customers. To give the advantage of effective branding, the brand equity of the Coca Cola brand is valued $ 43 Billion, IBM brand at $ 18 billion and Kodak’s at $ 12 billion (Kotler & Armstrong, 1999).

Public Relations, often referred to as PR is the management of internal and external communication of an organization to create and maintain a positive public image. It’s a process that involves popularizing successes, downplaying failures, announcing changes, and many other activities.

Public relations are a very important management function in any organization and it should be understood that it is not synonymous with publicity.

Public relations specialists are often times referred to as communications specialists and media specialists, among other titles, and serve as advocates for businesses, nonprofit associations, universities, hospitals, and other organizations, and build and maintain positive relationships with the public. They also handle organizational functions such as media, community, consumer, industry, and governmental relations; political campaigns; interest-group representation; conflict mediation; and employee and investor relations.

These specialists are the ones who draft press releases and contact people in the media who might print or broadcast their company related messages and material. As well as arranging and conducting programs to keep up contact between organization representatives and the public.

Public relations specialists work in busy offices and in smaller firms usually get all-around experience, whereas those in larger firms tend to be much more specialized. Concentrated in large cities, where press services and other communications facilities are readily available and many businesses and trade associations have their headquarters.

To become leaders they must show creativity, initiative, and good judgment and most importantly have the ability to communicate thoughts clearly and simply.

Public relations managers also evaluate advertising and promotions programs for compatibility with public relations efforts and serve as the eyes and ears of top management within a company. They may even confer with labor relations managers to produce internal company communications such as newsletters about employee-management relations, and with financial managers to produce company reports.

Public relations people working for a company may handle consumer relations or the relationship between parts of the company such as the managers and employees, or different branch offices and include ongoing activities to ensure the organization has a strong public image.

The longevity of a Hollywood star’s career totally depends on how they are perceived in the public eye. If a star falls out of favor with the public, or if they aren’t in plain view on a regular basis, then no matter what their level of talent – the jobs begin to go away and they eventually get forgotten.

So how does a typical Hollywood star keep all this from happening, and stay in the good graces of the general populous? Enter a top notch public relations company – a good PR company can handle a wide variety of tasks to ensure that their Hollywood star clients continue to be considered for the best parts available.

Good Deeds Widely Advertised

A good public relations firm will make sure that word on any and all good deeds and acts of good will are widely distributed to the public. Participation in charity events and charitable contributions, volunteer work and active membership in advocacy groups and organizations are all things that are flooded into the public eye.

Well written press releases, press conferences, interviews and appearances will all be scheduled to get the word out to as many ears and eyes as possible. When a star does anything good for humanity or the environment – a good pr company will do its best to make sure that every last person that may be interested or impressed by the news gets to hear it.

Marathons for charities, adoptions, picketing for causes and getting their hands dirty to aid in disaster recovery are all things that can sky rocket a Hollywood star’s status and whether they’re doing those things because the cause is really and truly important to them or just to win favor with their dwindling fan base – a good public relations firm will get the good word out to all fronts.

Fixing Problems

For every celebrity that breaks their back performing dozens of good deeds, there is another who can’t stop using drugs, can’t keep their mouth closed when necessary or can’t keep their clothes on in public. For this group of Hollywood stars, a good pr company is a necessity to keep things from falling apart as the drama unfolds.

As much as good publicity can turn a career around for the better, bad publicity can send it right down the toilet. As much as the public wants to hear about all of the Hollywood stars who are having troubles, not so many want those problem laden stars to be a huge success and studios don’t want to associate themselves with Hollywood stars who have nothing but problems.

A good public relations firm can literally make most of the bad scenarios go away. Drug addictions that need rehab are released to the media as treatments for exhaustion from being overworked and for problems that are more severe or pronounced, public heartfelt apologies are made through press releases and appearances. Even the most heinous incidents will often be forgiven if a wayward Hollywood star makes an apology with a believable amount of remorse for the situation.

Media Tours

For the typical star with no problems to speak of, or no outstanding contributions to society, a pr company can send them on a whirlwind media tour to talk about their work. The daytime and evening talk show circuit and sit down interviews with entertainment magazines will keep the star exactly where they need to be – positively placed directly in the view of potential fans. A pr firm will set up all of these interviews and make sure that they are structured in a manner as to shed positive light on their client.

The tasks that a good PR company is capable are many, but the single main objective for a PR company working with anyone in the entertainment industry is simple – keep them looking good to the public and make sure that their fan base gets bigger rather than smaller.

Public Relations includes a variety of tactics that strengthen your credibility, enhance your image, develop goodwill or influence public opinion. As The Public Relations Institute of Australia defines it – PR is a two-way communication between an organisation and its publics.Put simply PR involves communicating who you are, what you do, why you do it and how you make a difference.

Forward-thinking organisations know that communicating – and doing so frequently and effectively – is a very important aspect to the success of their business. Public relations tactics used can include investor relations, crisis communications, community relations, special events, newsletters, annual reports, sponsorships, speaking opportunities, news conferences, media relations, publicity and other activities designed to mould opinion.

Marketing and Public Relations are often confused – what is the difference? Marketing covers all aspects of producing, promoting and distributing goods and services to the consumer. The main elements of marketing are the product, its price, distribution and promotion – which includes advertising as well as publicity.

Selling is one of the most vital functions of marketing and of course advertising is a very important part of this function. Sales promotions would also be part of a marketing campaign. An example would be a competition giveaway on the back of a cereal pack.

Marcomms is also a widely used term these days and stands for Marketing Communications. This role or department in a large organisation generally covers both marketing and public relations. There are also advertising agencies, marketing agencies and public relations consultancies that provide an integrated mix of these services.

Often marketing, advertising and sales will work together in a major corporation while corporate and internal communications, media relations and public relations will be part of a separate department. For the small to medium business owner as well as the larger organisations, all of these elements must work together to ensure a coordinated approach to getting your name, reputation or brand “out there”.

Advertising, marketing and PR must work together to ensure the successful roll out of your message, product, or service into the market place.

What is Publicity?

Publicity is designed to generate media coverage – it is not public relations. Publicity is part of media relations which is one of several major public relations functions. Publicity is a very important tactic of an overall PR campaign. Media coverage on a product, service, company or cause is vital for helping the organisation attain its objectives. Print and broadcast coverage far surpasses advertising in terms of credibility and delivering value for money. They say publicity is seven times more effective than advertising.

Skilled publicists are invaluable and there are many public relations companies that specialise in this skill only. To “get good PR” is a common view of public relations as only being publicity. Put simply publicity is making a suggestion to a journalist that leads to the inclusion of a company, person or product in a story.

Newspapers, magazines, TV programs and radio shows have large amounts of space to fill and depend upon publicists to help provide story ideas, interview subjects, background information and other material. But that doesn’t mean to say you approach every journalist there is and suggest yourself or your business as a possible story idea. You need to know the stories they want to cover whether it’s a business news story or a “feel good” piece for a weekend magazine.

Do your research; find out the most appropriate publications or TV or radio programs for your information. Put yourself in the position of the editor and ask yourself, “Is this something my readers are interested in?” People who read Financial Review are not the same people who read That’s Life. You need to give the journalist a story idea. Think of yourself as an editor coming up with ideas to fill space. Help the journalist do their work.

Publicists, PR agencies and journalists need to work together and develop good working relationships so that everybody achieves the desired result.

What’s a Media Release?

A media release is a release of a story to the media. The most important tool for making a suggestion to a journalist is the press or media release.A media release is a like a mini news story that presents the most newsworthy aspect of your product, company or service in a format and language familiar to the journalist.

A good media release answers the who, what, where, when, and why of a story. Start with an attention grabbing headline followed by an exciting lead paragraph. Usually media people don’t read beyond the first paragraph, so if you don’t capture them quickly, it will be hard to get their attention after that.

If it is well written, concise, and contains good information – your chances of getting published are increased. Paragraphs subsequent to the lead may include background information, spokesperson quotations and other information that can help put the newsworthiness of the story in perspective.

I hope this has given you a clearer understanding of the many different yet essential strategies that a business needs to implement to successfully tell people about their product or service. Fundamentally public relations is about communication and making an impression.