A free PR resource to provide helpful tips for companies and organisations wanting to promote themselves using public relations, marketing and promotional techniques. New checklists will be added so please do bookmark this page or subscribe to the Free PR Advice RSS news feed. PR checklists cover PR planning, brainstorming, briefing a public relations agency, public relations photography, writing press releases, making web sites work and many other topics to help you. See the Free PR Advice and Tips checklists now. http://www.free-pr-advice.co.uk/ /Business/Marketing_and_Advertising/Consulting/ Ainsworth Maguire http://blogs.law.harvard.edu/tech/rss en-gb Thu, 5 Nov 2009 17:19:11 +0000 pr@ainsmag.co.uk Thu, 5 Nov 2009 17:18:22 +0000 pr@ainsmag.co.uk FeedForAll v2.0 (2.0.1.0) http://www.feedforall.com If you are a business start-up or a potential start-up and you think PR is just for the big boys, then think again. If you are in business you have a public - in fact you have several - and you also have relationships with these publics - so, like it or not, you have public relations. It makes sense to have a plan to nurture these important relationships and create a positive story about who you are, what you do and how this benefits the people who interact with you. Do this right and they will value the relationship and they will spread the word for you - there is no better business than by recommendation. http://www.free-pr-advice.co.uk/pr_business_start-ups.htm A41614AD-C727-4230-A65E-96376491392D Thu, 5 Nov 2009 17:18:22 +0000 There are many web sites that can be described as ‘brochure sites’. Literally the corporate brochure transcribed into web format. So why is this wrong? Simply, because readers approach print and web communication in different ways. If I have your brochure in my hand it is because I want to read it and have allocated time to read it. Whereas on the web I am in information hunter mode; if I don’t find what I want quickly, then in two clicks I am away. The following notes may help you craft original copy to keep the reader interested and motivated to take action. http://www.free-pr-advice.co.uk/writingforweb.htm C4E1A14B-0748-4A84-8297-12F4CA0515B2 Mon, 13 Jul 2009 13:53:08 +0100 Used properly SWOT analysis is a remarkably simple and powerful PR planning tool. Here are a few thoughts on using the technique in the analysis of strengths, weaknesses, opportunities and threats when developing a PR campaign. http://www.free-pr-advice.co.uk/swot_analysis.htm 08C432C5-F76B-47E4-877A-7D500386E1E7 Mon, 16 Mar 2009 13:55:27 +0000 Tough times present PR opportunities as well. If everyone else is cutting their public relations expenditure, then the players that remain will be heard more loudly and clearly. You will still want to be prudent and it is wise to review activities and focus on those that make the maximum impact. http://www.free-pr-advice.co.uk/marketing_toughtimes.htm 0C6C4C7D-AA02-4BEF-8A54-9F324C146EAA Mon, 12 Jan 2009 17:01:31 +0000 A good proportion of public relations output is written material intended for publication - in print, on the web or presentation by broadcast, webcast or video. This must convey key facts in few words, in a form acceptable to editors that is immediately usable. This has given rise to style conventions that may not be immediately appreciated. http://www.free-pr-advice.co.uk/writinggoodcopy.htm A600C114-AA78-4A92-97A3-CD4F55A786B3 Mon, 12 Jan 2009 17:00:39 +0000 Brands, and especially the symbols and names that represent them, are major business assets. All your PR and marketing efforts focus around them. They need to be protected. Anyone can 'trade mark' or 'copyright' an original idea. However, these are self-asserted claims that say 'keep off' but have little force. A registered trade mark ®, on the other hand, has statutory protection. http://www.free-pr-advice.co.uk/trademarks.htm 3A3E260F-245C-4677-8DCA-414912AD8EC2 Mon, 12 Jan 2009 16:59:40 +0000 The environment is likely to be a major news issue for many years. No company wants to find itself on the wrong side of the debate, but complexity, changing agendas, and occasionally mischief or misrepresentation, can wrong foot the best laid plans. http://www.free-pr-advice.co.uk/environmentalposition.htm 4171D8CC-F31E-4868-A792-591342B0E3C9 Mon, 12 Jan 2009 16:59:17 +0000 Well thought out sponsorship can be a powerful positioning device. It can demonstrate brand values, increase visibility and boost reputation. On the other hand, poorly thought out partnerships can alienate customers, demoralise staff and upset other key stakeholders. http://www.free-pr-advice.co.uk/sponsorship.htm 431AF823-A8BC-4110-8F5F-20309089FCA8 Mon, 12 Jan 2009 16:58:34 +0000 Budgets for PR and marketing are never big enough. Like all things in business there are finite limits and someone always has more to spend than you. However, follow these straightforward tips and you could end up with more bang for your buck, a more effective public relations programme and that promotion you deserve. http://www.free-pr-advice.co.uk/prbudget.htm 0DA25F53-71C4-4F7D-880D-CB788A46F737 Mon, 12 Jan 2009 16:58:10 +0000 Pictures tell a story better than words. Photography is an essential element in public relations but commissioning professionals can be expensive. It is therefore vital to make sure that you provide a detailed brief and, if you are directly involved in some way, be properly prepared yourself. http://www.free-pr-advice.co.uk/publicrelationsphotography.htm 1025B11C-17D1-4017-8900-98D497EE6C9C Mon, 12 Jan 2009 16:57:55 +0000 Spending on new products, developing markets, public relations or promotion? Then it is better to make informed decisions based on facts rather than taking a stab in the dark based on a hunch. Before commissioning paid for public relations research, it is worthwhile getting an appreciation of the big picture by looking at all the free, in-house and low cost sources that are available to you. http://www.free-pr-advice.co.uk/prresearch.htm 5CF7FE8E-E5F7-4BFE-99CB-E89B1A00C67F Mon, 12 Jan 2009 16:57:06 +0000 Experts suggest that 10 percent of the PR budget should be devoted to evaluation. That is a lot of resources, especially for a small budget PR programme. But with clear objectives it should be possible to devise common-sense measures of return on investment and the real impact of a campaign. http://www.free-pr-advice.co.uk/prevaluation.htm 21322512-6EF1-4DBE-984A-34F52EE6B6AA Mon, 12 Jan 2009 16:56:19 +0000 PR is one of the top career choices for graduates. Are these people mad? Probably not, but a good number of them often have no idea what they are getting into and what it involves. Many will fail at the first hurdle but those who follow these tips stand a better chance kick starting their career in public relations. http://www.free-pr-advice.co.uk/prcareeradvice.htm A54729F5-53ED-411E-BE6D-402088ADB612 Mon, 12 Jan 2009 16:55:51 +0000 A marketing guru once said that public presentation was the most fun you can have without taking your clothes off. However, it can be a nightmare - for the speaker - and the audience! Keep short, keep simple, keep to the point and enjoy presentation success. http://www.free-pr-advice.co.uk/perfectpresentation.htm C256546E-17E3-451D-A935-118157A1B28B Mon, 12 Jan 2009 16:55:18 +0000 Newsletters are tricky things - they generally start off well, then typically slide into a decline where the content becomes dull and someone's burden to produce. Ask yourself these key questions: how does a newsletter fit with the rest of your programme? Do you have enough interesting material to sustain more than one issue? The following tips and thought starters will help. http://www.free-pr-advice.co.uk/newsletters.htm 3FF766D1-5FDB-4480-A76D-DF585FF7560C Mon, 12 Jan 2009 16:54:53 +0000 Some entrepreneurs have a love affair with the media. Others tremble in fear. Developing a positive media relationship is largely a matter of understanding their needs and presenting useful information, exclusives and opportunities to meet senior people. http://www.free-pr-advice.co.uk/mediainterviews.htm 1E138A91-3332-419F-8F92-055AA118D361 Mon, 12 Jan 2009 16:54:30 +0000 If men are from Mars and women from Venus, then most creatives come from a planet that is all their own. That is why they are so important. Easily crushed by convention and conformity they need to be nurtured. This poses a special management challenge. Here are a few tips. http://www.free-pr-advice.co.uk/managingcreativepeople.htm D87F61BA-D003-4AB0-B753-50C35A63D61E Mon, 12 Jan 2009 16:54:05 +0000 Corporate web sites that are structured and built around the information needs of the target visitors work best. Those sites that are just aiming to broadcast the company message usually fail like printed corporate brochures full dull vanity statements from directors. Here are few tips for creating better information-led web sites. http://www.free-pr-advice.co.uk/websiteswork.htm 31012BA1-F866-4E76-BB9F-03A6273286E3 Mon, 12 Jan 2009 16:53:38 +0000 Events and road shows are a great way to mark company milestones, launch new initiatives or signpost changes. When it all comes together on the day, it looks easy - but someone has to take care of the detail and ensure that people attend. http://www.free-pr-advice.co.uk/makingthemostofevents.htm 7EF7BF1E-D1F4-4D24-89D2-C00972227C32 Mon, 12 Jan 2009 16:53:00 +0000 Successful companies recognise that their employees are the ambassadors of the firm and their brands. Shareholders and other stakeholders are also vital cogs in the company wheel. Here are some ideas for improving internal communication. http://www.free-pr-advice.co.uk/internalcommunications.htm 3E673A28-E3BF-4E4F-9482-35CE217CE338 Mon, 12 Jan 2009 16:52:29 +0000 A crisis can happen to any company at any time. When it does your hard-earned reputation is at risk. Sometimes you can see a potential crisis coming, it slowly builds until an event - possibly minor in itself, explodes the issue and it becomes critical. Sometimes a crisis comes out of the blue. Whatever the crisis, being prepared is the key to minimising the negative impact a crisis may bring. http://www.free-pr-advice.co.uk/handlingacrisis.htm A3B5C3B8-6B9D-40E7-AE4F-CF79C1531E83 Mon, 12 Jan 2009 16:51:48 +0000 Exhibitions can be a great way to give exposure to your PR messages, showcase your products, meet customers, find agents and build trade relationships. They can also be a fast way to burn money for little return. Plan carefully and take advantage of all publicity opportunities to maximise your investment. http://www.free-pr-advice.co.uk/exhibitingsuccessfully.htm E4A2F354-3A3C-43E8-8E14-66D5481917DC Mon, 12 Jan 2009 16:51:04 +0000 Sadly, the PR pitch is often the high point in the agency/client relationship. Agencies may over promise and under deliver, but equally clients may brief poorly or be seduced by showmanship or short term tactics. Objective evaluation of the PR companies selected to pitch is the answer. http://www.free-pr-advice.co.uk/evaluatingpitches.htm 8AF13536-1A13-43B8-94D6-F96B26E5C0AA Mon, 12 Jan 2009 16:50:35 +0000 Pragmatism Pays - In the USA payment for editorial is rare, but in many parts of the world it is commonplace. Over the last decade separation charges, service charges or handling charges as they are often called, have become common in UK media. Here is a simple way to deal with editorial charge requests. http://www.free-pr-advice.co.uk/editorialcharges.htm 07A36466-54CE-4169-B3EC-D01F0F2C4E34 Mon, 12 Jan 2009 16:50:00 +0000 Direct mail can be used in PR to speak directly to your target audience. Sloppy direct mail irritates, annoys and alienates your customers. Here are some ideas to make your mailings more interesting, relevant and productive. Most of the following tips can be applied to both traditional offline direct mail and e-mail marketing. However the special needs of e-mail, sometimes known as e-shots, is the subject of another checklist. http://www.free-pr-advice.co.uk/directmail.htm 99A55510-816B-4535-A168-A829552D98A4 Mon, 12 Jan 2009 16:49:15 +0000 Digital photography has revolutionised image making in the last decade and is still technically advancing rapidly. Film and photo-chemistry has all but gone. However, a photographer - professional or amateur - still needs a good eye for a newsworthy image. Appreciation of the value of light, composition and a steady hand are as important as ever. For the times you may not be able to use a professional, here are a few tips for taking publishable pictures using digital cameras. http://www.free-pr-advice.co.uk/digitalphotography.htm FD70FEC9-28D4-4862-837F-AEBF7D9880B2 Mon, 12 Jan 2009 16:48:43 +0000 CSR is a relatively new business mantra. Everyone is doing it; but why? Well, you don't want to appear anti-social or irresponsible do you? A lame, but very typical response. Cosmetic approaches, that just put a gloss over 'business as usual' practices, may have the opposite effect to that intended. Here is a simple guide to put you on the right path to workable CSR. http://www.free-pr-advice.co.uk/corporateresponsibility.htm D7E4CDAE-FB91-470D-82F7-D29A256C0EC9 Mon, 12 Jan 2009 16:46:31 +0000 Advertising is usually the most costly element in the marketing mix. One advantage advertising has over media relations in PR, is certainty. You book your advert, you pay your money and you know exactly when and where it will appear. However, planning is essential to maximise the return on this investment. Co-ordinating advertising with your public relations can maximise the promotional benefit from both. Ten Things You Should Do: http://www.free-pr-advice.co.uk/advertisingplanning.htm B984C8DE-B3E5-4499-BDA2-4074E0F9DD27 Mon, 10 Nov 2008 21:11:31 +0000 Creativity is an essential element in advertising. Good advertising uses creativity to attract attention and motivate further action. Advertising that lacks creativity cannot move people. Advertising that overdoses on creativity often entertains but may fail to convey the message. A creative balance is needed to make adverts work. Ten Things You Should Do: http://www.free-pr-advice.co.uk/advertisingcreativity.htm BCB04D0B-8929-444D-9161-D5D879D41788 Mon, 10 Nov 2008 21:25:55 +0000 Visual presentation has moved a long way from flip charts and OHPs. PowerPoint, DVD, Flash and Mpeg video are now commonplace, their correct use, unfortunately, is not. Ten Things You Should Do: http://www.free-pr-advice.co.uk/avpresentation.htm 88CD8439-5C39-44FE-91CE-4FB12D428D36 Mon, 10 Nov 2008 21:27:10 +0000 Brainstorming is a well known, but often poorly practised, technique for developing new ideas for all kinds of situations - management, marketing, financial planning, PR, product development and many more functions. The following tips may help improve effectiveness. Ten Things You Should Do: http://www.free-pr-advice.co.uk/betterbrainstorming.htm 30240FA0-B6C4-4130-AD4E-C4B02285600C Mon, 10 Nov 2008 21:28:11 +0000 Branding started because manufacturers wanted their merchandise to be distinguishable from the generic dross of others. This is still the case today, even when brand owners don't necessarily make the product. Branding now often carries cart loads of psychological baggage and this perhaps reflects the high values top brands can command. Ten Things You Should Do: http://www.free-pr-advice.co.uk/brandingforbeginners.htm 537EF40F-7042-400D-80ED-E3E7CDEFDF9E Mon, 10 Nov 2008 21:30:48 +0000 Effective public relations campaigns begin with a clear PR brief, confidence between the client and PR company, and strong messages communicated with precision and clarity. Ten Things You Should Do: http://www.free-pr-advice.co.uk/briefingaprcompany.htm 2423EB3C-F420-4381-A03E-BD6F599E95F6 Mon, 10 Nov 2008 21:32:03 +0000 Some PR consultants may claim personal media contacts are the key to successful PR. Exercising these media contacts may involve them charging meals and drinks to your account. Don't entertain this notion. Good PR is about developing a sound professional relationship with journalists - that means providing them with the information and opportunities they need to interest their readers. Ten Things You Should Do: http://www.free-pr-advice.co.uk/buildrelationswithmedia.htm 8EC577FB-1CE3-43C4-9586-4E266E397FE1 Mon, 10 Nov 2008 21:32:58 +0000 To be effective your chosen PR agency needs to be an integral part of your marketing and management team. This requires openness to build confidence and respect on all sides. Only this way, will you be able to maximise the effectiveness of your PR budget. After all, PR is about communication and that starts with the client and agency relationship. Ten Things You Should Do: http://www.free-pr-advice.co.uk/buildpartnershipwithpr.htm 62AA4903-6272-4BB8-9C5E-7EF9DB988217 Mon, 10 Nov 2008 21:34:45 +0000 We recognise business brands by their distinctive identity - given impact by colour, logos, typefaces, slogans and even sounds. Good design, thorough integration and meticulous execution, is a far better investment than a shoddy job - but which is more common? Ten Things You Should Do: http://www.free-pr-advice.co.uk/corporateidentity.htm B00195D2-58F0-448B-BE6F-9F15EB22FB97 Mon, 10 Nov 2008 21:35:47 +0000