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creative briefs |
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Write on, Thinkers. If you are not out establishing your expertise by writing articles, you should be.
A recent article in Web Marketing Today gives you the top 25 places to post your articles. EzineArticles.com - my favorite - tops the list.
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Joan Stewart, the Publicity Hound, has some excellent information for organizations. She calls it 17 PR Tips For Start-Ups, but you can use these tips no matter where you are in the business cycle.
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Advertising: many companies do it without a clear idea of what results they want from a campaign. Are you trying to generate leads, raise awareness or encourage brand switching?
You need to set clear, measurable goals before you pull the trigger on that next campaign. Read all about it.
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I found a cool new, visual search engine called Quintura that is sort of hard to explain.
Type in a search term like "My Creative Team". Then, you are presented with search results on the right and the query term or phrase you typed in plus a number of related terms floating aorund on the left.
You can drill down to the items you are looking for by selecting the additional terms that make the most sense.
Along the same lines is Google's TouchGraph. I did a search there on my wife's site: Hoover Mysteries to see all the interrelationships ranging from her publisher to mystery fan websites. |
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Free stuff is cool and there is a lot of it on the web.
If you are looking for web analysis and optimization tools, look no further. There are 136 really helpful tools accessible at SEO Tools.
Want to add Web 2.0 social bookmarking to your website? Then, you need the AddThis widget, or the TopRank tool.
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Hello. How did it get to be May 2007? We're almost halfway through the year, so I thought this would be a good time to talk about why you should add PR to your marketing mix.
Did I tell you about the new site we just finished for Irwin Tools? I'll let it speak for itself. Finally, my blog has been nominated for three Blogger's Choice Awards. Please vote.
Let's get going. |
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Creatively yours,
Harry Hoover
harry@my-creativeteam.com |
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Why PR?  |
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By Harry Hoover
Public relations and advertising are both great ways to reach key audiences. However, I think PR should be the foundation upon which all other marketing communications tactics are built.
Now, it is true that you have more control over your initial advertising message than you do over your public relations generated messages. You pay for that luxury and that is the problem.
Your audience knows that you paid for the message delivery and immediately discounts it because it is from you. Also, your advertising message has a very limited shelf-life, although that is changing. With the advent of sites like YouTube TV ads can be archived forever.
Enter PR. You lose some control over the message once you set it free, but the message has legs.
People are more likely to believe a PR message because there is an implied third-party endorsement. It is not perceived to be self-serving, or at least not as self-serving as an ad. Additionally, PR messages have a long shelf life.
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How To Write A News Release  |
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By Harry Hoover
Writing news releases is not hard once you know a few key rules. Let's review:
Report the news. Make sure your story contains all the relevant facts. Ask yourself: Who, What, When, Where, Why and How?
Make it readable. Here's how:
• Use short sentences. (Best single thing you can do - and the easiest.) Research shows sentences of 15-20 words or less are easiest to comprehend. If you must write a long sentence, punctuation - like colons and dashes - can help the reader.
• Use short paragraphs. Usually two sentences per paragraph is enough. Otherwise, the reader sees a solid, gray mass when looking at a narrow newspaper or magazine column.
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