2004 Volume 3 Issue 33
Making a Case for PR Publicity
Grant Johnson is one of the "new" guys in Direct Marketing.
Well, not brand new. I guess I mean he is younger than I am! And in any case, this guy and his team at Johnson Direct out of Wisconsin do some really nifty things. During my latest visit to his home town we broke bread. And decided to exchange writings for each others E-zine.
Here is one from that series ... all about PR.
As Grant says . . .
It's true, public relations can be a powerful tool to draw attention to your organization,in conjunction with direct marketing or on its own.
Publicity, through news releases and other PR methods, is designed to broaden knowledge and positive recognition of an organization, its personnel and its activities.
Publicity differs dramatically from advertising,despite the fact most people confuse the two
Your story is subject to review by news editors who decide how and when to use it.
To a degree, you control where it is put in a publication or on the air.
Carries the endorsement of the media.
You control what is said and how it is said.
You pay for the time and effort to generate the publicity, NOT for the media space.
You pay for the time and effort to create the ad AND for the media space.
You can provide more detail.
You control the frequency of its use.
Is perceived as objective and credible, rather than self-serving.
Is perceived as a self-serving promotion.
Publicity has numerous values for an organization. Here are just a few reasons why publicity may make great sense for your business:
Announce a new company, product or service. Because publicity is regarded as NEWS, it should be used before advertising commences. If used after advertising the product, it is no longer news.
Re-energize an old product. When customers find it difficult to pay attention to advertising, publicity techniques - case studies, how-to articles, special events, sponsorships - can breathe new life into a mature product.
Explain a complicated product or process. When there isn't enough room in an ad (or budget) to explain a product or service, publicity can find a way to tell the story.
Spend less of your budget. To make an impact, advertising requires frequency. A well-planned PR program can cost-effectively and consistently promote a company, product or service and its experts over a period of time.
Enhance the organization's reputation. Whether a company does a good deed for its community or wants to share helpful, expert information with its target markets, publicity is the best solution.
Respond to a crisis. In a crisis, publicity techniques are the fastest and most credible means of response.
Your "public" can be classified into several overlapping categories including:
Primary, secondary and marginal prospects, customers, employees, stockholders, press, government and community.
The fact is, you must communicate with many different publics, each having its own special needs and requiring different types of communication. This is why PR is considered to be a strong direct response solution -- it is very possible to target specific audiences.
To effectively reach your varied, perhaps overlapping publics, you must invest in a proactive public relations program that involves one or several different strategies. This is where the expert counsel of a seasoned public relations professional proves to be a valuable investment. Handling the media is a science in itself, and not understanding how to communicate properly can bring even a newsworthy effort to a screeching halt. And, knowing which PR technique to use, and when, comes with years of practice.
Gather up your ideas, accomplishments and challenges and contact us. Our PR strategist, Denise B. Hearden will help you make headlines for your company and products.
For more information, contact Johnson Direct toll-free at (800) 710.2750 or visit www.JohnsonDirect.com.
"It IS What's Next!"
It's become known as "the story".
I've shared it with a number of health care organizations, a database
marketing business, a direct marketing firm, a publishing organization,
a DM association
- and several others. And I'm ready to bring it to your group. (Visit
It IS What's Next!)
When you have a need for a 40-60 minute program, I'll give you this
different, interesting, meaningful, warm and true action presentation.
If you want a half-day
interactive seminar, that can happen, too. For your club. Your company. Your
organization. Your association. Your school or University. Any group you have.
At any place. At any time. For any reason.
It IS What’s Next! is available to you as a Keynote Address. As a special
program. As an opening or closing presentation. As a different / unique session.
Interested? Visit the web site @ It IS What's
And E-mail me Ray@RayJutkins.com
and let's make it happen. I look forward to hearing from you. Soon.
The Class Of . . .
Just in case you weren't feeling old enough today, this will certainly change things. Each year the staff at Beloit College in Wisconsin puts together a list to try to give the Faculty a sense of the mind set of the incoming freshman. Here is this year's list:
The people who are starting college this past fall (2003) across the USA were, for the most part, born in 1984.
- They have no meaningful recollection of the Reagan Era and probablydid not know he had ever been shot.
- They were prepubescent when the Persian Gulf War was waged.
- There has been only one Pope in their lifetime.
- They were 10 when the Soviet Union broke apart and do not remember the Cold War.
- They are too young to remember the space shuttle blowing up.
- Tiananmen Square means nothing to them.
- Bottle caps have always been screw off and plastic.
- Atari predates them, as do vinyl albums.
- The statement "You sound like a broken record" means nothing to them.
- They have never owned a record player.
- They have likely never played Pac Man and have never heard of Pong.
- They may have never heard of an 8 track. The compact disc was introduced when they were 1 year old.
- They have always had an answering machine.
- Most have never seen a TV set with only 13 channels, nor have they seen a black and white television.
- They have always had cable.
- There have always been VCRs, but they have no idea what Beta was.
- They cannot fathom not having a remote control.
- They don't know what a cloth baby diaper is, or know about the "Help me, I've fallen and I can't get up" commercial.
Feeling old Yet? There's more:
- They were born the year that Walkman were introduced by Sony.
- Roller skating has always meant inline for them.
- Michael Jackson has always been white.
- Jay Leno has always been on the Tonight Show.
- They have no idea when or why Jordache jeans were cool.
- Popcorn has always been cooked in the microwave.
- They have never seen Larry Bird play.
- They never took a swim and thought about Jaws.
- The Vietnam War is as ancient history to them as WWI, WWII and the Civil War.
- They have no idea that Americans were ever held hostage in Iran.
- They can't imagine what hard contact lenses are.
- They don't know who Mork was or where he was from. (The correct answer, by the way, is Ork)
- They never heard: "Where's the beef?", "I'd walk a mile for a Camel," or "De plane, de plane!"
- They do not care who shot J.R. and have no idea who J.R. was.
- Kansas, Chicago, Boston, America, and Alabama are places, not bands.
- There has always been MTV.
- They don't have a clue how to use a typewriter, but they do know what a keyboard is.
Do you feel old yet? If you do, then pass this on to some other old fogies...but don't send it back to me, I feel old enough.
This is a tough one for those, like me, who like to talk.
An Anonymous Buddhist saying goes like this;
"Those who know do not speak. Those who speak do not know."
"Quotes with Direction" has been a part of my web site collection
from day one. If you like quotes visit the archives ... www.rayjutkins.com/quotes/.
There's a new batch up every 4 weeks.
... another Idea
New business friend Gerry Sacks of Houston, Texas sent me here. It turns out
this leading information
resource from the financial world offers a
collection of marketing & sales ideas. Still, no matter your business, you
will find good material here. Offered by 80+ experts (including me!)
... visit ProducersWEB.com
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And those of us who've been in business more than a day and half ...
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. . . and one more loose thought
Friend Ernie Schell brings you this message.
Direct commerce order management systems have changed a lot recently. The Annual Conference of the eCommerce & Catalog Systems Forum will showcase what's new.
Designed for CEOs and CFOs as much as CIOs and IT Managers, the Conference features Case Studies, Best Practices, Fraud Prevention, attendee roundtables, and an Exhibit Hall. If you want to "compare notes" and "network" with your peers, this is the place to be.
For more details, see www.ecsforum.org. PLUS - get a $50 discount (off the posted price) for each attendee. Just put "RAY" in the "Reference Code" box when you sign up.
... and one more Idea
An eon ago Burt Dubin came into my life. And has stayed. We continue to
One area of common ground is we're both speakers. And, Burt is a "teacher" ...
working with professionals helping them grow to masters - as well as new
comers just breaking in to the speaker business.
To learn more about what Burt might offer you, visit his exclusive resource
and most interesting web site. Plus, you may wish to opt-in for
his FREE E-zine. It's easy - surf to www.SpeakingBizSuccess.com and take
Or send an E-mail to firstname.lastname@example.org.
Magic Marketing Minutes
Features and Benefits
Your reader is less interested in what your product is than in what it will do for them.
People do not buy red buttons ... they buy what happens when you push red buttons! So, fill your mail package with information about benefits.
To do that you have to know the difference between a product feature and a product benefit. And keep them separate. Here is a simple definition.
First for features
- A feature helps to distinguish one product from another.
- A feature is a characteristic of the product or the service you are selling.
- A feature is inherent in the product -- part of the product whether or not it is sold.
Okay, what is a benefit?
- A benefit ties the product feature to the customer needs. If there is no need, there will be no sale.
- A benefit is the good the buyer gains from your product or service. It is what the buyer gains ... not what the seller gains.
- A benefit cannot exist without a buyer. There must be a buyer if there is going to be a benefit.
Know the difference between a product feature and product benefit, and in your direct mail, talk BENEFITS.