Public Relations

Submitted by: Robert A. Kelly

Business, non-profit and association managers committing their public relations resources to (1) doing something about the behaviors of those important outside audiences that most affect their operation, (2) creating the kind of external stakeholder behavior change that leads directly to achieving their managerial objectives, and (3) doing so by persuading those key outside folks to their way of thinking by helping to move them to take actions that allow their department, division or subsidiary to succeed greatly increase the chances of success for their operation.

Thus, feeding the engine of their own economic growth AND that of the nation at large.

But, in reality, it takes more than good intentions for any manager to alter individual perception leading to changed behaviors, something of profound importance to ALL business, non-profit and association managers.

What they need is a simple PR blueprint that gets everyone working towards the same external audience behaviors insuring that the organization s public relations effort stays sharply focused.

For example, a blueprint like this: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished.

In that way, those same business, non-profit and association managers can see results such as new proposals for strategic alliances and joint ventures; customers making repeat purchases; prospects starting to work with them; membership applications on the rise; capital givers or specifying sources looking their way, and even bounces in showroom visits.

But HOW those managers pull that off forms the real challenge.

Here s how the best of them can do it. They find out who among their key external audiences is behaving in ways that help or hinder the achievement of their objectives. Then, they list them according to how severely their behaviors affect their organization.

But precisely HOW do most members of that key outside audience perceive their organization? If the budget to pay for what could be costly professional survey counsel isn t there, Ms. or Mr. manager and his or her PR colleagues will have to monitor those perceptions themselves. Actually, they should be quite familiar with perception and behavior matters.

Getting that activity under way means meeting with members of that outside audience and asking questions like Are you familiar with our services or products? Have you ever had contact with anyone from our organization? Was it a satisfactory experience? And if you are that manager, you must be sensitive to negative statements, especially evasive or hesitant replies. And watch carefully for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. When you find such, they will need to be corrected, as they inevitably lead to negative behaviors.

The job now is to select the specific perception to be altered which then becomes your public relations goal. You obviously want to correct those untruths, inaccuracies, misconceptions or false assumptions.

One of the painful aspects of the whole drill is that a PR goal without a strategy to show you how to get there, is like a three-bean salad without the beans. So, as you select one of three strategies (especially constructed to create perception or opinion where there may be none, or change or reinforce it,) what you want to do is insure that the goal and its strategy match each other. You wouldn t want to select change existing perception when current perception is just right suggesting that reinforce strategy.

The moment has come when you must create a compelling message carefully constructed to alter your key target audience s perception, as specified by your public relations goal.

Keep in mind that you can always combine your corrective message with another news announcement or presentation which may give it more credibility by downplaying the apparent need for such a correction.

The content of the message must be compelling and quite clear about what perception needs clarification or correction, and why. Of course you must be truthful and your position logically explained and believable if it is to hold the attention of members of that target audience, and actually move perception in your direction.

Some allude to the communications tactics necessary to move your message to the attention of that key external audience, as beasts of burden because they must carry your persuasive new thoughts to the eyes and ears of those important outside people.

Actually, we have a wide choice because the list of tactics is long indeed. It includes letters-to-the-editor, brochures, press releases and speeches. Or, you might choose radio and newspaper interviews, personal contacts, facility tours or customer briefings. There are scores available and the only selection requirement is that the communications tactics you choose have a record of reaching people just like the members of your key target audience.

Of course, things can always be accelerated by adding more communications tactics, AND by increasing their frequencies.

It won t be long before those around you will be asking about progress. But you will already be hard at work remonitoring perceptions among your target audience members to test the effectiveness of your communications tactics. Using questions similar to those used during your earlier monitoring session, you ll now become beady-eyed looking for signs that audience perceptions are beginning to move in your general direction.

Yes, performed in this manner, public relations obviously does feed the engine of YOUR economic growth and, thus, that of the nation at large.

But do keep your eye on the core of this approach: persuade your most important outside audiences with the greatest impacts on your organization to your way of thinking. Then move them to take actions that help your department, division or subsidiary prevail.

About the Author: Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communi-cations, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations. mailto:bobkelly@TNI.net Visit:

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By Jane Sherwin

A mission statement lets your employees, your board of directors, your stockholders or members, your clients, in short, the whole world, know what you have set out to accomplish. In this article you’ll learn about ways to develop a mission statement that has meaning, makes sense, and guides everyone involved, from the mail room to the C-suite.

As my readers know, I often like to start with the background to a concept. A mission, says my Merriam-Webster dictionary, is “a specific task with which a person or a group is charged.” The word actually comes from the Latin word meaning “to send,” as in sending someone out to accomplish something.

A mission statement, then, is a kind of action statement for your company. It is not a vision statement, which paints a picture of your company at a point in time, performing ideally. No, a mission statement tells the world what you are setting out to do. And an effective mission statement is not highly detailed, or filled with jargon. At the same time, it has substance-it is not an advertising slogan. You want everyone to be able to turn to it for guidance in making decisions, whether customer care or product design.

There are two steps in creating a powerful mission statement. Your first step is to be crystal clear on what you are about. What are you charged with? Producing the world’s finest cell phones or laptops? Creating medical devices to heal and save money at the same time? Consider Apple’s mission statement:

Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.

While the opening sentence is history, not mission, Apple makes very clear that its mission is to produce technical tools (hardware, software) for quality personal computing experience to individuals. We learn in this statement that people, not corporations, are Apple’s target customers. And we learn that Apple is focused on more than producing goods: its mission is to provide an experience, “the best personal computing experience.”

If, like Apple, you are already clear on your mission, I congratulate you.

But if you are still defining your mission, start by identifying the following: (from an essay by Janel Radtke):

First, what are the opportunities and needs that you exist to address?

Second, what are you doing to address those needs?

Third, what principles or beliefs guide your work?

You may wish to develop the answers to these questions by inviting employees at all levels to contribute, through a survey, or meetings at departmental or corporate levels, depending on your size. You may decide to hire a public relations firm to do this work for you. No matter what your method, however, it’s essential that you answer these questions.

Once your team has gathered answers, it’s time for the second step: to pull the material together into a well-written, persuasive, effective statement that speaks to everyone who is part of your company.

Let’s see how Miami Children’s Hospital in Florida has answered these questions in their mission statement:

To provide excellent family centered health care to children in an academic environment that meets or exceeds the expectations of those we serve and educate. To collaborate with others in our community to improve the health status of children.

The opportunities and needs they address are two: children’s health care in an academic environment, and children’s health in the community. This much is clear. However, they have slipped in the task of “serving and educating,” somewhat confusing their point.

They address these opportunities and needs presumably through their hospital, and by working with others in their community.

Their principles and beliefs include care that is excellent and family-centered, and the importance of working outside the hospital, in the community.

I would firm up this statement in several ways by dividing it into three parts, retaining the reference to high standards, to children’s health, and to education:

To provide outstanding family centered health care to children in our academic hospital facilities, to exceed the expectations of those we serve and educate, and to collaborate with others in our community to improve the health status of children.

Instead of an opening sentence filled with too many ideas, we now have a single sentence, easier to memorize, and easier to understand. To an extent, mission statements are poetry, designed to evoke a sense of your brand and your corporate culture. So keep them short, don’t try to cram everything in, and use language with some pleasing flow to it.

Copyright (c) 2011 Jane Sherwin. You may reprint this entire article and you must include the copyright info and the following statement: “Jane Sherwin is a writer who helps hospitals and other healthcare facilities communicate their strengths and connect with their readers.”

About the Author: Learn more about Jane at worddrivecommunications.com/index.htm. Subscribe to Jane’s free monthly e-newsletter at tinyurl.com/2enrdqx for practical tips on communicating effectively with customers, clients, employees and the public.

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Trusted Language Translation Services for Your Business Documents by Language disconnects resulting from translation errors can be costly sometimes irreparable to a business. These sorts of breakdowns can jeopardize the customer relationship and the identity of the company in expanding markets. Accurate language translations allow for effective communication across the world.Translation, or interpreting the meaning of a text, should communicate the same general message in another language. The translated text is translated into the target language, thus producing another text.When a person translates your document, they must take into consideration context and grammar rules of both languages. When there is not a simple word for word translation, the translator must try and determine the best way to outline the text. Therefore, translation is not an easy task, and only qualified professions can accurately translate a document.When choosing a text to translate, make sure the source text is as clear as possible to ensure the accuracy of the document in the second language. The original text should include:1) correct grammar with no spelling errors,2) sentences which are concise and easy to understand,3) no slang, regional words or words with several meanings,4) no abbreviations or contractions.When you have a document that needs translating, a person may opt to hire an individual to translate their document. Some companies may chose to have a translator in house who is a regular employee or contract with a translation company who can provide you with a person at an hourly wage.The choice could depend on how much work you may need translated and the overhead costs associated with hiring a full time person. If you contract with a company, some companies will give you a professional or team of professionals who are knowledgeable and experts in translating the subject specific for a language and a culture.A business may chose to work with an online service that can provide translation services via the web. Thousands of companies are using online services to translate marketing materials, handbooks and policy and procedure manuals, press releases, websites, letters, emails and much more.Since these services are provided via the web, they can be the most cost effective solutions for many businesses. In addition, you can lessen down time by submitting documents via email. If you work through a company via the web, you do not have to restrict yourself with translators within a given region. You may need a document translated in a particular language, and in your area, there may be no one with the skills and experience to help you with your project.You may be tempted to utilize automated translation software; however, these translations between unrelated languages can at times produce undesirable results. These software programs can translate the text and the words, but invariably they will not capture the true meaning and context of your document.An exact exchange of words may give a completely different meaning in the other language, and when expanding into the global market place, your business does not want to be caught with a misinterpretation or misunderstanding.Many companies are discovering the expanding global marketplace. Working with a trusted and reliable language translation company that offers multi-media translation services is a must. Visit Certified Translation Services for your language translation needs. certifiedtranslationservices.com Article Source: eArticlesOnline.com

Media relations as a promotional tool

by

Jane Herbert

Commercial success or failure can rest on the way a company is perceived. Effective media relations will increase the bottom line by helping to generate direct sales. It will also add validity to a company and its services and help improve brand positioning. But when is the best time to use it? And how can you ensure you get the most out of your campaign?

PR is a way of building a company’s profile and nurturing a good corporate reputation. PR deals with all aspects of a brand/organisations reputation; media relations (i.e. getting media coverage) is one – albeit a very powerful one – tactic that is used to promote, nurture and protect a positive corporate reputation.

If you are not a big name, it can be very difficult to persuade people to use your products. Even if you have a recognisable brand, you need to maintain a high profile so customers dont forget you. PR agencies work with journalists to ensure a brand receives exposure in the media. Whether you are looking to create a buzz around the launch of a new venture, or aiming to grow an established company, the media can play an important role.

Launching a new product/business

Media relations will generate a buzz around a launch. News stories and features will inform potential customers about a company’s products and services. A creative campaign will also generate excitement and create demand.

A media relations campaign needs to be strategic and in line with your business development requirements. To promote a launch you need more than just a press release. You need to meet journalists needs by offering them interesting and useful materials like case studies, features and high quality images. You also need a comprehensive strategy. This takes time. It is important that you begin planning the media campaign months before the launch.

Attracting new business or investment

Media relations will help your company grow. Press coverage can attract new customers or encourage investment. Look for a campaign that targets the sections of the press that potential clients read. If you are a company seeking investment, target the business pages of the nationals and the investment trade magazines and websites.

Ongoing campaigns

Your company is not going to have something to announce every week. But you can still get coverage because media relations should not be restricted to just company news. This is why it is essential to work with a creative agency. More than 60% of national newspaper journalism is driven by in-house or agency PR people; journalists are always looking for content and the right approach will achieve consistent results.

Written by Jane Herbert.Jane has nearly 20 years experience in public relations and is managing director of PR agency Pilotmax

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Media relations as a promotional tool}

What is a FICO Score and How do I Make it Work for me?

by

Cathy Taylor

Whether or not you receive a loan and what interest rate you get on your credit card may be determined by something called a FICO score. Named for Fair, Isaac & Co., a California-based company that developed the credit score, the FICO score is the most widely used scoring method to determine credit worthiness.

Scores range from approximately 300 to 800 and are provided to lenders by the three credit bureaus, Equifax, Experian, and TransUnion. You also have access to your FICO scores, but will be charged a fee by each credit agency providing your report.

According to Fair Isaac, the credit scores of the American public are divided as follows:

499 and below 1 percent

500-549 5 percent

550-599 7 percent

600-649 11 percent

650-699 16 percent

700-749 20 percent

749-799 29 percent

800 and above 11 percent

A score of 720 or higher will probably get you the best interest rates on a home mortgage. Your credit card company looks at your credit score to decide whether or not to raise your credit limit or charge you a higher interest rate. The higher your credit score, the better you look to lenders and the lower your interest rates.

Raising your FICO score can make a big difference to your wallet. Some basic actions you can take to improve your score include paying your bills on time, lowering your account balances, and not taking on new debt.

Around the time you intend to apply for a loan, several factors can decrease your FICO score and, therefore, your ability to qualify for credit and low interest rates. First, order copies of your credit report from all three bureaus and correct any errors you find. Be sure that balances you have paid down are reflected on the report, along with closed accounts and settlements.

It’s important to get your credit scores from all three credit reporting agencies. Each bureau may have different information about you as reported by retailers and creditors. Clerical errors at a particular agency may also result in a varying score. Lenders often look at all three FICO scores, and rather than using the average of the three scores, they may use the middle score to determine your credit worthiness. Finding out what this middle score is and doing what you can to raise it is to your advantage.

Second, pay what you can on your debt rather than moving it around. Consolidating your credit card debt may be tempting, but it could lower your FICO score. Here’s why: keeping your account balances between 25% and 50% of your available credit, signals a responsible borrower. For example, if you have a credit card with a $2000 limit, you should keep your debt below $1000. The ratio of your credit card balance to your credit card limit will increase if you pile all of your debt into a couple of accounts, rather than keeping it spread out over several.

If you have three credit cards with limits of $2000 each, and you owe a balance of $1500 on all three combined, you have a total credit limit of $6000 on which you owe a balance of $1500. That’s a debt to credit limit ratio of 25%. But if you consolidate your $1500 debt into one card with a $2000 limit, you increase your debt to credit limit ratio to 75%, an unfavorable factor in your overall credit score. For this reason, the best solution is to simply pay off your existing cards as quickly as possible.

Also important in making the most of your FICO score near loan time is keeping unused accounts open, for the same reason as listed above. Your debt to credit limit ratio will rise drastically if you close your unused accounts. Wait until you have secured your loan to trim inactive accounts from your credit report. Also refrain from applying for any new accounts during this time.

Paying off your debt in a timely manner, building a solid credit history over a lengthy period of time, and erasing errors from your credit reports can all help you make the most of your FICO score and, in the end, make the most of your money.

Resources:

Equifax 800 525-6285 Experian 888 397-3742 TransUnion 800 680-7298

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Cathy Taylor is a marketing consultant with over 26 years experience. She specializes in internet marketing, strategy and plan development as well as management of communications and public relations programs for small business sectors. She can be reached at Creative Communications; creative-com@cox.net or by visting http://www.apscreen.com

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Automated Software Testing Donates the Success and Improvement of the Company

by

shivam pandit

Software testing has invariably been essential to the success of the package. It goes through many testing stages from the conceptualization of the package till the live run and it doesn’t finish there because it goes through a quarterly or a yearly assessment testing. It goes through many tests to form certain that it’s running well and everything goes swimmingly not solely with the package however with the systems that ar enthusiastic about the package. Errors encountered are going to be mirrored throughout the testing stage. The testing stage makes certain that the errors ar self-addressed quickly and therefore the package is retested once more for attainable errors. It doesn’t stop till everything has been self-addressed and running swimmingly. The package ought to be 100% error free. Testing of package saves plenty of your time and cash. It are often tedious however within the finish of every testing stage, homeowners understand that everything is worthwhile.

Automated package Testing is incredibly helpful since it truly controls the tests being done to the package. It offers a comparison to what’s expected with what has truly happened. The users or those UN agency do the testing set the surroundings of the package itself throughout the testing stage. It undergoes through many layers of planned conditions. By doing therefore one is assured that the package is in it’s pristine condition. it’ll be able to handle totally different conditions well.

There ar some firms preferring manual package testing. Others opt for the machine-controlled one. however there ar still others UN agency do a mixture of manual and automatic package testing. it absolutely was noted that the foremost effective technique is that the latter one, the mixture of manual and automatic testing.

So before you scrap off testing on your list of to try and do this year, assume long and exhausting, as a result of manual and automatic package testing will prevent many time and cash from non-compatibility of package to the difference of the policies of the package to the corporate.

Automated package Testing is incredibly helpful since it truly controls the tests being done to the package. It offers a comparison to what’s expected with what has truly happened. The users or those UN agency do the testing set the surroundings of the package itself throughout the testing stage. It undergoes through many layers of planned conditions. By doing therefore one is assured that the package is in it’s pristine condition. it’ll be able to handle totally different conditions well.

There ar some firms preferring manual package testing. Others opt for the machine-controlled one. however there ar still others UN agency do a mixture of manual and automatic package testing. it absolutely was noted that the foremost effective technique is that the latter one, the mixture of manual and automatic testing.

So before you scrap off testing on your list of to try and do this year, assume long and exhausting, as a result of manual and automatic package testing will prevent many time and cash from non-compatibility of package to the difference of the policies of the package to the corporate.

Author Bio: Think Future Technologies is Leading

automated software testing company in India

and Quality Assurance with Usability Testing Services, mobile app security testing services , Functional Testing,

Performance Testing services in India

and Localization Testing.

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}

By Adrianna Noton

For those who want to gain a fresher younger looking appearance the benefits of botox injections should not be underestimated. Derived from the bacterium clostridium botulinum, botox is a type of protein created in the laboratory under strictly monitored conditions. It is given in small amounts as a treatment to help temporarily erase deep lines and wrinkles. It works to smooth the skin and typically makes the skin appear younger. It can also help to slow down and halt the formation of new wrinkles.

People typically develop lines on their face as they age. Skin generally becomes thinner and dryer. Frown lines often appear on the forehead and smile lines form around the mouth and corners of the eyes. Having this type of cosmetic procedure works by stopping the contraction of muscles in these areas, causing wrinkles to soften.

A small needle is used to inject the areas being treated. The procedure normally involves having one to three injections per muscle. It is normally injected in facial areas where lines occur such as around the forehead, mouth and eye area. People often report a slight stinging sensation but no real discomfort.

Many people welcome this treatment not only for its anti ageing effects but for its ability to make the lips fuller. Lips often lose their fullness with age and become thinner. Whilst cosmetics can be used to make the mouth look bigger the effects don’t last and do not always look natural. It can be used around the lip line to give more sensual lips. The effects can look extremely natural and can be gently added to as needed.

People also use botox for a range of other advantages such as helping to treat excessive sweating. It has also shown itself to be extremely effective in treating migraine headaches. It is thought that it works by blocking pain nerves sending messages to the brain. Many people report that they see a drastic reduction in the amount of headaches they experience and that any future headaches are much less severe. It has been reported to have virtually no side effects making it a good alternative to pain stopping medication.

There are a variety of places that offer this procedure including a cosmetic clinics, beauty clinics, dental surgeries and spas. It is likely to be of benefit to make sure that it is done by a properly qualified professional. It can normally be carried out very quickly and easily. People can get on with their day to day activities after treatment. Some people even choose to have it carried out in their lunch hour returning to work immediately afterwards.

The effects of this type of beauty procedure normally last around three months depending on the location it is used in, how much is used and the individual. The effects wear off very gradually so that it can be slowly topped up. Many people choose to have regular injections as a way of preventing lines from forming and giving a long lasting effects.

Many people find that there are a wide range of benefits of botox injections. The effects on the skin allow people to feel confident in their appearance and enjoy the look of smooth line free skin. Its ability to treat conditions such as excessive sweating and migraines has given those that suffer from these conditions the opportunity to get on with enjoying their life.

About the Author: Visit Toronto’s premier anti-aging clinic today for Toronto Botox injections. Show the world that you can never look too good!

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