8/12/2019 Pr tips

1/49

Pr tips

UNDERSTANDING PUBLIC RELATIONSWe hear the term public relations, or PR, a lot more now days, whether about bad PRsurrounding former President Clintons scandals, the PR war waged over Elian Gonsalez, or thePRinfused plots in !"Cs #he West Wing$ "ut PR isn%t &ust for politics or entertainment$ 'o whate(actly is PR)

*Public relations* is as it sounds+ its about organizations or individuals building and eepingrelationships with their publics$ -n the PR world, the term public refers to any group of people thatdo, or may, interact with an individual or organization, for e(ample, customers, potentialcustomers, employees, other businesses, the media, legislators, etc$

What is the purpose of PR) !orthwestern .niversity Professor /r$ Clare 0$ Caywood describesPR as 1the profitable integration of an organizations new and continuing relationships $$$ that

create and protect the brand and reputation of the organization$* PR covers two basic, yetessential, concepts+ communication and image$ PR is usually conducted by an organization usingan inhouse public relations staff, or an outsourced PR firm$ Either way, the PR process beginswith research and detailed strategic planning, and ends with implementing and evaluating a plan$

-n the past, PR professionals have themselves suffered from bad images, and have been referredto as 1spin doctors2 who brush negative situations under the carpet, or distort the truth aboutcontroversial issues$ 0ie every profession, PR has its good and bad eggs$ 3owever, in 4567, thePublic Relations 'ociety of 8merica 9PR'8: was formed to address PR issues and uphold theprofession to the highest standards$ #oday, many PR professionals abide by the PR'8 Code ofEthics$

PUBLIC RELATIONS VS. ADVERTISING

Public relations and advertising are often used synonymously, but these techni;ues are worldsapart$ 8lthough both are mareting tools, they have very different purposes and results, andbusinesses that now the difference will have a competitive edge$

While paid advertising may lead one organization to success, relationshipbuilding via PR may bethe answer for another$

8/12/2019 Pr tips

2/49

is more effective on a small scale$ 8 simple handwritten than you note to five target people maybuild an invaluable, longterm relationship that a #> commercial that reaches out to thousandsnever could$ #he better the PR professional, the more luc they%ll have delivering a genuine,imagefriendly message for your business through that third party$

HOW TO WRITE A PRESS RELEASE3ow do reporters now about all the important things happening in the community)

8/12/2019 Pr tips

3/49

4: =our business name, address and phone number should be on the upper left$ -f usingcompany letterhead, disregard this step$

?: 8 contact name, title, and phone number should be on the upper right$

B: #riple space down and type the name of the sub&ect$ #his should be centered and in upper

case$

6: /ouble space down and type 1@act 'heet,2 which should also be centered$

: #he body of the fact sheet is set up in two columns$ #he left side includes the headings, suchas history, vision, mission, purpose, future, etc$, all in upper case lettering$ #he right side containsthe heading descriptions$ #he descriptions should consist of short sentences that align under thesecond column$

D: -f the document is longer than one page, type 1more2 at the center of the bottom of the firstpage$

: 8t the end of the fact sheet, 1FFF2 should be centered and inserted$

7: @inally, double space down and type the month and year, flush right$

8/12/2019 Pr tips

4/49

-f you%re still unsure about using this PR tool, we all recently witnessed a successful item at wora few wees ago$ When Aiss 8merica, 8ngela Perez "ara;uio, was proposed to during the Aiss3awaii Pageant last month, the media placements were numerous, although not lengthy at all$#he result) Aore people new about the details of "ara;uio%s engagement than who actuallyclaimed the Aiss 3awaii title$ !ow, that%s PR$

PR STARTS WITH YOU

Aany thin that successful public relations 9PR: efforts are solely the result of ingenious strategyand perfectly timed implementation$ While that%s partially true, your outward appearance has aconsiderable effect on PR$ We all have bad days when we%re running late, and once we finally getto wor, realize that we forgot some documents at home, or even worse, didn%t brush our teethI"ut one bad day can create a nearly permanent bad image of your company$

=ou now the basics of presenting yourself well+ have good hygiene, dress appropriately, and be

neat$ 3ere are a few *advanced* tips to maing stunning impressions+

4$ .pdate your loo to be in sync with the latest fashions$ =ou don%t need a new wardrobe, &ust anew accessory or hairstyle that says you live in this decade, not the last one$ 8n uptodate lootells others that you%re on top of things$

?$ Aaintain eye contact when speaing with others to pro&ect confidence and strength$

B$ 3ave good posture$ 'tanding up straight shows others that you%re selfassured and interestedin your &ob$

6$ Pay attention to detail$ 8 wrinled shirt or chipped nail polish can turn a great loo into a sloppyone$

$ Jnow your products, company and industry$ 8 wellinformed employee is the best ambassadorfor a business$

0astly, remember to smile$ 8 smile never hurts and can say a thousand good words in a fewseconds$ 8dd these tips to your PR strategy and you%ll have a powerful PR punchI

"TAG YOUR BUSINESS IS 'IT'"

When we hear, *We 0ove #o 'ee =ou 'mile,* we immediately thin of Ac/onaldKs, and *Lust /o

-t* con&ures up images of !ie%s swoosh$ #aglines capture a company%s essence, mission, andstyle in one clever little phrase$ #hey are invaluable public relations 9PR: tools for conciselycommunicating critical business information and developing brand and name recognition$

8/12/2019 Pr tips

5/49

=ahooI, the -nternet search engine, and "an of 3awaii 9"

8/12/2019 Pr tips

6/49

@or e(ample, to offset the cost of handling customer in;uiries via telephone, put the answers onyour website$ -f sales is your thing, show and sell your wares online, then find out who%s buyingand use this information to boost future sales$ -f it%s education you%re after, post facts and figuresusing an interactive mechanism$ Consider too what image your website presents$ 'pecifically+

/oes it reflect your business% style) /avid Coo and /eborah 'ellers, authors of 0aunching a

"usiness on the Web, agree that *Nyour real company presence should mimic your virtualpresence$$$*

/oes it give your customers what they want and need) -nclude information your customers wille(pect to see, but also those lessernown but noble ditties you%d lie them to now$

Can you eep your website current) We%ve all seen sites that haven%t been updated since the lastdecade$ Jeep your site fresh to hold Web surfers% attention$

Can you respond ;uicly to email in;uiries via your site) Ever order something online andreceived a sales confirmation within minutes) #ell customers when they can e(pect to hear fromyou then eep the promise$

Will your publics find your business on the Web)

8/12/2019 Pr tips

7/49

What is your budget)

What is your level of inhouse PR e(pertise 9public speaing, media eti;uette, writing, etc$:)

8nswering these ;uestions will help you communicate your goals clearly to your PR consultant

and ensure that the resulting strategy is effective, appropriate, and doable$ #hen, lie following agood set of instructions, you can implement the plan and chec another item off of your *to do*list$

REFRESH YOUR WEBSITE

'ince the dawn of the -nternet, websites have evolved from static, flat communications vehicles tovibrant, multimedia resources$ Conse;uently, refurbishing websites has become a worldwidetrend$ Websites are an e(cellent way to maintain relationships with your constituents, but to beeffective communications tools, their information 9primarily: and loo 9secondarily: have to beever changing$

Website content has to change fre;uently$ Reporters often collect their information online$ #he

same goes for &obseeers, potential customers, competitors, and others$ #hese fols will head toyour website to learn about your company so it needs to include accurate, current facts and goodnews$

#he loo of your website has to progress too, but not as often as the content$ Lust as you mightredecorate your office every so often, you need to spiff up your website once in a while$

8udiences appreciate this because they now the upgrades were done for them and it maesthem feel confident that you%re eeping up with the times$ 8lso, modern web designers recognizethat there are many different configurations to present your information, and that no two websurfers navigate e(actly the same way$ #his means that you have to give people some choicesabout how to get to your ey information$ -nteractive features lie shopping, live technical help,games, or business forms also help sites loo fresh and provide value$ 8nimation is another wayto per up your online presence and direct attention to areas that may be overlooed 9if your site

has uploads or fancy animation, remember to provide software downloads, preferably for free:$

'o at least once a year, resolve to refresh your business% website$ Lust be sure that all theimprovements you mae are consistent with your image, message, and goals, and that you tellyour customers about the change$

&NOW YOUR STUFF

Recently a popular syndicated radio tal show host was inviting the public to a holiday event she

was going to be hosting$

8/12/2019 Pr tips

8/49

-f you are going to be representing your business in any public forum, be sure to now the factsabout the company, even down to basic details lie the contact information$ -f you are hiring newemployees or casual staff over the holidays, mae sure they are well informed about yourproducts, services, and information channels$ 8sing them to become familiar with your website,brochures, and promotions will help them avoid saying 1- dont now$2

Remember that PR is in the substance$ Every solid relationship re;uires consistently andcontinually maing and eeping promises$ -ts good to hype up a product or service, as long asthe people you want to support it are told when, where and how to get it, and as long as what waspromised is delivered in whole$ Consistently maing and eeping promises, and truly nowingyour stuff will build a strong PR foundation over time$

Ge G%%$ PR %/ 0e In-!$e Ou

Recently, several businesses have ased us to develop employee relations plans for them$ #heseare astute companies not only from the perspective of creating a 1happy wor family,2 but alsobecause employees mae the best ambassadors$ 8 solid employee relations plan must addressthe following factors that influence staff morale and productivity+

1 Un$e-#n$!n2O Employees must understand the all aspects of the company and in turn, theleaders of the company must have a good understanding of their employees$

1 A33e,!#!%n ) Re,%2n!!%n90ove: O 8ccording to the 'mall "usiness 8dministration 9'"8:,research shows that people often leave an employer because they have not received therecognition they want, or feedbac on how they are doing$ #he boo 1!utsI2 which profiles thepersonnel philosophy of 'outhwest 8irlines, states, 1'ervice is not the result of teachingemployees to act lie customers are important it comes from employees who genuinely feelloved and who wor in an environment that dignifies them by valuing their contributions$2

1In4%+4e/enO Aany individuals want to feel essential to the success of their company and inorder to do so, they should feel free to mae suggestions to their managers$

8/12/2019 Pr tips

9/49

'o as with most things, business success begins within$

LOYALTY A MUST OR GO BUST

Lulius Caesar%s assassination, plotted by his close ac;uaintance and employee, Aarcus "rutus,on Aarch 4, 66 "$C$E$ made the 1-des of Aarch2 a day that symbolized betrayal to the e(treme$

Why was Caesar illed) #here are two sides to the story of course$

8/12/2019 Pr tips

10/49

associations with customers$ "e sure that even the smallest tass and interactions are infusedwith a sense of caring$

Aae notsorandom acts of indness and caring part of your business O and life O plan$ 'tart arevolution of caring, and your PR success will soon follow$ 3appy holidays from @u&ita AiuraPublic RelationsI

CONNECT WITH YOUR PUBLICS

8ccording to a recent boo review by the Gallop Aanagement Lournal, 1!ew "oo Reveals WhyConsumers "ond With "rands,2 1#he pursuit of brand devotion has driven companies to spendmany millions of dollars every year on advertising, celebrity endorsements, loyalty programs, andfancy web sites$ #he result) Aost companies still aren%t emotionally connecting with theircustomersN#his research demonstrates that customer satisfaction is woefully insufficient whenthe goal is an ongoing e(clusive relationship between a customer and a brand$2

#he article goes on to tal about why William L$ AcEwens new boo, Aarried to the "rand, isright on the money$ 1While these relationships are certainly affected by the classic four Ps ofmareting 9Product, Place, Price, and Promotion:, AcEwen underscores the fact that those four

Ps merely represent the tip of the relationshipbuilding iceberg$ #he most important aspect of agreat many purchases, one that leads consumers to Smarry a brand, is a fifth *P* People$2

"ingo$ -ts relationships with people, not brands, which inspire emotional connections$ 8fter all,while you mae lie Coca Cola or Godiva chocolate, you cant as a glass of soda how itsdaughter did in her soccer game or tell a truffle your latest woes$

8/12/2019 Pr tips

11/49

pieces 9invitations, ticets, programs, website, etc$:, decorations, giveaways 9including goodybags and lei:, entertainment, and activities$ "e sure to note who is responsible for these itemsand the costs associated with them$

!ow you can create your event timeline, which should start with the time that setup begins andend with the time that cleanup ends$ >isualize the event from the eyes of an attendee to help you

put activities in the proper order and mae the affair flow smoothly$

8s part of the event plan, mae a list of the e;uipment and supplies youll need onhand that day9tape, scissors, rope, coolers, etc$: and prepare a list of ey contacts with every conceivabledetail 9home phone number, motherinlaws cell number, etc$: for contingency purposes$ @ore(ample, if the cae doesnt show up on time, youll need to now who to call$

Remember that the plan is a woring document so you should be updating it constantly asvendors are secured and plans are confirmed$ 8lso, the event plan is only worth the paper itsprinted on if you eep it to yourself$ Every time you revise the plan, share it with all of your eyparties 9no pun intended: involved in the event and you will find it to be an invaluable document$

8/12/2019 Pr tips

12/49

an email, but tae the same care in writing an email message as you would writing a letter$ #herecipient will be glad you did, and your wor will be done more effectively and efficiently$

S!u#!%n:=ou meet someone new at a meeting and send them an 1it was nice to meet you2email afterwards$ #he ne(t day, you receive no less than 4 chain letters and 4H4 tips on how touse Coca Cola and dryer sheets to clean your house$

Le--%n: 'ending out an occasional humorous email to business associates is fine 9as long asthe humor is appropriate and nonoffensive: but never add business associates email addressesto your personal email lists, and avoid sending 1&un mail2 altogether$

Practice these lessons consistently and email will ;uicly become your PR friend$

INVASION OF THE PODCAST

This months column is brought to you by Rahel Kramer, an exchange student from amburg,!ermany" Rahel is pursuing her masters degree and interning #ith Fu$ita % &iura PublicRelations through the first 'uarter of ())*"

#his invasion is one that youll want to invite if youre looing for a new way to communicate withyour publics$ /ue to fast changing internet trends, there are many new communication modes todiscover, lie podcasting, which simply means creating an audio file in APB format and thenposting it on the internet$ -nterested listeners can then download the file$ #hey can also subscribeto your podshow so that every time you mae a new one, it will be delivered to subscribersautomatically$

"acons, one of the worlds foremost communications companies, has a whitepaper onpodcasting, which e(plains how everything started in late ?HH6+ 1#he concept was for individuals

to produce and distribute an audio version of blogs$2 8nyone can be a podcast creator, whichmeans that soon, podcasting might be an inevitable means to communicate with your audiences$=our publics are already swamped with press releases, ads and emails$ Podcasting is arevolution in mass communication, a new PR toy so to spea$

'o why &ump on this train) Rodney Rumford, a podcast e(pert and developer says, 1Podcastinggives any company, business or individual the ability to reach out and communicate to a largeworldwide audience$2 3e continues that podcasting increases online visibility, improves theperception of your product, service, brand or value in customers minds, and can help garnermedia coverage$ Press releases, employee meetings, shareholder gatherings, annual reports,etc$ can be podcasted$ Professional podcast services e(ist to create the podcast$ Rumfordsuggests that if you dont want to mae your own podshow, you can become an advertiser orsponsor of an e(isting podcast that reaches your target maret$

-ts essential for businesses and PR professionals to be aware of and open to thesecommunications trends because they might offer new and effective ways to reach yourcustomers, staff , and community$ 'ome invasions, lie podcasting, are &ust impossible to ignore$

12

8/12/2019 Pr tips

13/49

THE PR POWER OF FOOD

Creamfilled malasadas, apple man&u, char sui por manapua, glazed donuts, macadamia nutsticy buns, flying saucers, chili pepper poe, guava cooies, ulolo, cone sushi, haupia,pasteles, lilioi chiffon pieNmmm$ /o we have your attention) Probably, because on JauaKi, foodis where its at$ 8nd, food in the business arena is no e(ception$

-n our 1JauaKi -nsiders #rainings,2 which we provide to clients and their employees who are newto the island, one of the first things we do is introduce them to local food and remind them to eat,and bring, local food everywhere they go$ Why) "ecause food e(emplifies the melting pot that weare here on JauaKi$ "ecause food is the solid form of love$ "ecause food is good and everyonelies to eat$

@ood can be brought to meetings or the office, given as a gift when you travel or return home9omiyage:, presented as prizes or silent auction items, etc$ 3owever, being mindful of localstylereciprocation is also important$ -n other words, if youve been sampling someone elses goodiesfor a few wees, be the ne(t one to bring treats to share$ 8lso, match the type of food to theoccasion and the recipient$ #his conveys that you thought about getting something the recipientlies, that is culturally appropriate, and that is in all other ways fitting$

@ood communicates appreciation, nurturing, warmth, and friendliness, and around a table withfood on it, communion 9in the large sense of that word: can happen, which can only be a goodthing in any business interaction$ @ood attracts people to events and to each other 9you now thesaying about the way to a mans heart:$ 8nd though its trendy now with the popularity of the @ood!etwor, celebrity chefs, and cooboo sales, food has always been important on JauaKi and inisland business$ Lust thin about how many business deals have been made over pupus after agolf game$ @ood is powerful PR$ 9

8/12/2019 Pr tips

14/49

6: 8t the very bottom of the calendar item, type in three pound signs 9FFF:$ #his signals the endof the item$

-f you do a search on Google for 1community calendar U JauaKi2 you will find numerous calendarswhere you can post your event, including local newspapers and other print publications that reachyour target audiences, radio stations, government, and websites$ =ou should also email the item

to organizations with which you are affiliated, as well as to individual allies$ Aany calendars havedetailed guidelines regarding word count 9so you will have to revise FB above accordingly:,deadline, and method of submission$ Customize each submission in line with the specifications ofeach calendar$ /ont assume that what wors for one calendar wors for another$ @urthermore,some calendars allow you to send a photo along with your item, which is great way to boost theattractiveness of your item for print and for readability$ Lust mae sure that the photo representsyour event well and is in high resolution 9at least BHH dpi:$

DISTRIBUTION: THE FORGOTTEN PR STEP

=ou now those brochures you had printed up last year, the ones that are staced in the supplyroom) #hose are a good e(ample of the oft forgotten PR step+ distribution$ #here have beenhundreds of times over the years that clients have ased us to create collaterals for them, fromgiveaways to rac cards, fact sheets, etc$ and when we as them, 1Who are you going to givethem to and how)2 theres usually either a blan stare or a vague answer lie, 1

8/12/2019 Pr tips

15/49

'earch Engine

8/12/2019 Pr tips

16/49

might help consumers mae healthy choices$ 8nd, legislatures across the country are signingbills into law that force companies to increase their level of transparency regarding productingredients and origins$

What can you learn from this) Jnow that your consumers want more information than ever beforeabout what you sell$ #hat means you and your employees have to learn more about your

products and be able to impart that information as clearly as possible to customers$ #ell yourstory and provide more details and your consumers will than you for it$

THE &EEPER OF THE MESSAGE

-n a 1!ew =or #imes2 article last year, writer "en WallaceWills featured "arac

8/12/2019 Pr tips

17/49

campaigns have numerous staff members that focus only on math, from delegate counters tostatisticians to analysts$ "ut math is &ust as relevant in business as it is in political campaigns$

3ow many widgets did you sell last year and what was the average per month and per wee)3ow many are you selling now) Was your price too low, too high, or &ust right) Who was buyingthe widgets)

8/12/2019 Pr tips

18/49

CASE STUDY: COLORED &ETCHUP

0ast Lune, according to the Luly 5, ?HH4 issue of PR Wee, *3einz announced it would disclosethe new 9etchup: color in %a few wees$%* !otice that the real news, 3einz%s ne(t etchup color,hadn%t been communicated$ 'till, this preannouncement release resulted in more than 4HH mediaplacements all over the nation leaving the public waiting in baited breath until the new color wasmade nown$ 8nd when it was, the PR frenzy began all over again$

#his tactic gave 3einz double e(posure for a hot new product$ /oes your business have a twiston an old product, or a brand new item, coming out soon) -f so, eep it a secret for a short while,revealing the details only to your inner circle$ #hen let a little information out but only a little and have fun with the results$

!e(t, prepare for the unveiling of your new product$ @inally, mae the big announcement with allthe pomp and circumstance that you can muster$ -f history holds true, you%ll not only get the wordout in an entertaining, positive way, you%ll also see your sales numbers and public approval ratingrise$ #he public loves a guessing game$ .se the elements of suspense and surprise to yourbusiness advantage$

CASE STUDY: HOORAY FOR HOLLYWOOD

-n this season of awards and events the Emmy%s, the Grammy%s, the

8/12/2019 Pr tips

19/49

AMERICAN IDOL SINGS PR

Were you as obsessed with the #> show 8merican -dol as we were) C%mon, be honest$ We toothe phone off the hoo when the program was on$ .nabashedly, we cried with Paula 8bdul when

#amyra was voted off$ 8nd we voted 9one of us regretfully, only after #amyra lost her seat:$

PR tactics, including commanding a wide appeal and measuring your efforts, sang e(pertly9pardon the pun: as the show reaped remarable attention$ -f you thin only teenyboppers wereinterested in 8merican -dol, thin again$ Commercials during the show targeted young families,children, teenagers, generation V members, and baby boomers$ =ou don%t get much broader thanthat$ Regarding media coverage, A#> wasn%t alone in reporting on the show$ Even C!!$comfeatured #amyra%s oust as one of its headliner stories$

Why did 8merican -dol create such mass appeal) -ts theme of an 8merican dream come truewas something that all generations could relate to, and the element of viewer participation, whichinfluenced that dream, increased the fascination$ !e(t time you embar on a PR effort, thin notonly about targeting your primary public, but how you can reach a wider audience and get people

involved$

8s for measuring the results of PR efforts, Lac "ergen, President of the Council of PublicRelations @irms, suggests analyzing business outcomes versus PR outputs$ Aeaning, rather thancounting how many news releases you send out, consider how PR can tie into, and favorablyimpact, your business goals such as sales, employee retention, liability prevention, and customerloyalty$

8nd for heaven%s sae, when you%re ased to put your two cents in so someone can measuretheir efforts, help them out$ >ote$ -t counts$ -t%s 8merican$

#his month%s column is dedicated to those who gave their lives, nowingly and unnowingly, forour freedoms$ Aahalo, aloha, and a hui hou$

COMPETITORS OGLE GOOGLE'S FROOGLE

8/12/2019 Pr tips

20/49

supplier for a hardtofind item that would be cheaper with a bul buy or possibly you use a pieceof machinery only once a wee that your competitors could rent the rest of the time$ Whatever itis, you have it and they very well might want it$

@rom there, it%s all in the offering$ 8pproach your competitor in a humble and gracious mannerwith something they want 9and only you have:$ -t will set you apart as the leader in your field and

provide them with something valuable in a way that only a colleague could$ Aoreover, customersnotice when you collaborate for their benefit, and truly appreciate these efforts$

WAR( FRENCH FRIES SPUR PR PLOY

*@reedom fries to go please$* #hat%s what customers of Cubbie%s in "eaufort, !orth Carolina areordering these days$ 8ccording to C!!$com%s @ebruary 45 news, at Cubbie%s *=ou can get frieswith your burgerNbut &ust don%t as for @rench fries$ !eal Rowland, the owner of Cubbie%s, nowonly sells his fried potato strips as %freedom fries% a decision that comes as 8mericans watch@rench officials bac away from support for possible war in -ra;$*

#his was a brilliant PR strategy especially given that *Rowland said his intent is not to slight the@rench peopleN%-t%s our way of showing our patriotic pride,% noting that his business has a lot of

local military troops as customers$*

#his is an e(ample of taing a current event relevant to your customers and maing it wor foryou$ -n this time when businesses have heightened an(ieties about the looming war, Rowlandframed a negative situation creatively and got more e(posure out of it than a costly advertisingcampaign$

8/12/2019 Pr tips

21/49

were abuzz with ;uestions lie, *What channel is public access on) 3ow do - get rid of %roam% onmy cell phone display) 3ow do - answer my voicemail again)*

What is fascinating about these technology transformations is how the coconut wireless assisted$While one friend stood in line to learn about all the new cell phone plans, the rest of us carried onwith our daily routine$ #hat friend then returned home armed with information and told ten friends

who told ten more friends and so on$ #his process is a good reminder for any company of howpowerful informal communications can be$ -t%s also important to consider how to harness thecoconut wireless and use it to your best advantage+ offer incentives to those who send businessyour way or train all your employees, not only customer service representatives, to be ?6hourcommunity ambassadors$

#he coconut wireless wors$ 3ere we are a few wees later and everyone is happily *remoting* tothe @ood !etwor, #ravel Channel,

8/12/2019 Pr tips

22/49

THE JASMINE EFFECT PAC&S THE HAWAIIAN PUNCH

*=ou better hope that every household in 3awaiKi has at least five telephones, because you%regoing to need all the support you can get$* #hat was what *8merican -dol* &udge, 'imon Cowell

told a tearful Lasmine #rias on Aay 44$

8/12/2019 Pr tips

23/49

'omewhere amidst the campaign plans, convention themes, political icons, doneys, elephantsand rhetoric is a very basic lesson in public relations$ When the pundits analyze what determineswhy a voter votes a certain way they come up with all inds of reasons from party loyalty to fearto a desire for change$ -n the end, we thin that more often than not, votes depend on a real orperceived relationship with the candidate$ #hat is, voters tend to vote for people they can relateto, people they thin understand them$ 0iewise, business success starts and ends withconnecting to your publics including your customers, employees, investors, and community atlarge$ Establishing that connection taes a lot of wor$

@or a number of reasons, political candidates, especially new ones, generally have a short periodof time to communicate with their potential constituents$ -n order to win over voters, candidatesuse a good portion of their campaign budgets to *tal* to voters in a variety of ways, over andover again$ Really, they are wooing voters in a whirlwind romance of sorts$

8s a business, you may have a little more time than a political candidate to cinch the sale, butnote the great effort it taes to not only communicate with members of your public, but to also callthem to action$ -f you wor even half as hard a political candidate, you will surely see businessresults$

PR BASIC IS HEART OF OLYMPICS

-t is ironic that the summer

8/12/2019 Pr tips

24/49

create a window of opportunities for dialogue, reconciliation and the resolution of conflicts$* Can%targue with that$

#he lesson on the smallscale is that when conflicts arise in business, it can serve us well to stepbac 9or forward: and play another game, one with clear rules, impartial &udges, and awards fore(celling$ -n the process of playing the game well and fairly, peace could be the result$ 8nd

ultimately, peace is the basis for all good relationships, and all good PR$

MIND YOUR MONEY OR 'YOU'RE FIRED'

@ans of !"C%s *#he 8pprentice* will recall that a recent episode featured the 8pe( team nearlylosing their shirts over a misnegotiated price ;uote from a vendor$ #he team went Q,HHH overtheir QH,HHH budget and ultimately lost to team Aosaic$

Each team was given QH,HHH to *create a buzz* about Procter Gamble%s new >anilla AintCrest toothpaste$ 8ccording to !"C%s *#he 8pprentice* website%s episode recap, *#he candidateswere surprised to learn that the fliers cost much more than they had thought putting the teamQ,HHH over budget$ Aaria told the printer that she had given him a price that they could not goover, but the printer said that there were overtime costs$ -n an interview, -vana said that the teamwent over budget because there wasn%t clarity in the negotiations with the printerN-n theboardroom, #rump told 8pe( that while PG lied their product launch best, 8pe( went overbudget by 4H, no small amount$*

3aving a great PR or mareting concept and plan is an important step in promoting yourbusiness$ 3owever, cost counts too, and when it%s your business, or your livelihood at stae, youcan%t afford literally to miscalculate the numbers$ 8pe( missed out on the prize of eating filetmignon aboard the Mueen Aary ?, but your steas, or staes, may be a lot higher$

-t%s often difficult to create accurate cost pro&ections for mareting pro&ects, unless you have yearsof e(perience doing so, and unless you now and trust your vendors$ Aaria clearly stated whather budget was, but didn%t now her vendor, and didn%t go the e(tra step of asing whether theycould meet that cost within the allotted timeframe$ #hat last part is ey+ many mareting budgetsgo the way of the 8pe( team%s because shipping, rush and overtime charges are not considered$

8/12/2019 Pr tips

25/49

In case you havent had your daily dose of !"# you $i%ht still &e in the clouds 'hen itco$es to 'hat has &een attractin% the youn%er pu&lic these days( !he )ivestron%'rist&and created &y the )ance *r$stron% +oundation and ,i-e has &eco$e a hu%e hit#especially 'ith teens( !he yello' elastic &and sells for .1 and the proceeds fro$ the sales%o to a %reat cause/ helpin% youth cancer survivors and their fa$ilies( *r$stron%# 'ho

'as dia%nosed 'ith cancer in 1996# started the )ance *r$stron% +oundation to helppeople 'ith cancer around the 'orld %et the practical infor$ation and tools they need tolive stron%(

!he 'rist&and# and the lar%er purpose its connected to# have &eco$e so popular thatcele&rities li-e att a$on# ruce illis# and o&in illia$s all o'n one( !he yello')ivestron% &racelets even pee-ed out under eor%e ushs and ohn errys suit cuffsdurin% the ca$pai%n season( even $illion )ivestron% 'rist&ands have already &een soldand no' 'ith de$and up# supplies lo'# and &ac-orders &ul%in%# 1(8 $illion $ore are&ein% $ade(

!eens are attracted to this ne' 'rist&and for several reasons/ the proceeds %o to a %oodcause# it loo-s cool# and 'ell# its cheap( !he )ivestron% &racelets are :ust one 'ay thatthe po'er of todays youth is &ein% noticed( *ccordin% to a 2002 study &y research fir$;(( ancorp Piper affray# !eens spend an avera%e of .135 per $onth on apparel andrelated products( !een %irls spend 36< of their disposa&le inco$e on clothes( =o'$uch spendin% is controlled or influenced &y youn% people>

!eens personally spend over .200 &illion annually for ite$s li-e snac-s# soft

drin-s# entertain$ent# and apparel( !eens directly influence over .300 &illion 'orth of spendin% annually for food#

snac-s# &evera%es# toys# health and &eauty ite$s# clothin%# accessories# %ifts# and

school supplies( !eens indirectly influence over .500 &illion of spendin% annually for recreation#

vacations# technolo%y# the fa$ily car# and the fa$ily(

!hese statistics and the )ivestron% &racelet cra?e are po'erful re$inders to &usinesses tonot underesti$ate the youth consu$er se%$ent( odern teens have disposa&le inco$e#spend $oney li-e never &efore# and influence trends and attitudes( +ind a 'ay for yourproduct or service to appeal to youn% people# and re$e$&er to provide hi%h @ualityservice to teens( Pleasin% this consu$er se%$ent is 'ell 'orth the effort(

ASIA TSUNAMI A COMMUNICATIONS DISASTER1We tried to do what we could,2 said Charles AcCreery, director of the !ational

8/12/2019 Pr tips

26/49

was coming$ -t was &ust that the people who had the critical information couldnt get it to thepeople who needed it$ 8nd even if they had, the level of awareness about the relationshipbetween earth;uaes and tsunamis and what to do in the case of a tsunami was reportedly verylow$

!atural disasters happen but their impacts can be diminished significantly when effective

communications systems are in place$

8s a result of the 8sia tsunami disaster, Reuters reported that 1 -ndia became the first nationstricen by the -ndian

8/12/2019 Pr tips

27/49

Please note that these same tactics dont wor if theres bad news to tell$ -n that case, its usuallybetter to be open and up front before the coconut wireless inserts its own details into your story,even if you have to say, 1-m not sure what happened, but -ll let you now as soon as - find out$2

CRUISING OUT OF CONTROL: LOYALTY SAVES THE DAYThis months column is brought to you by Taren Fu$imoto, an intern #ith Fu$ita % &iura PublicRelations"

.p until recently, 3ollywood 8lister #om Cruise upheld a shining image$ With a stellar actingcareer spanning two decades and counting, a reputation as one of the friendliest celebrities tofans, and an unswerving smooth, charismatic conduct offscreen, he easily established a secureplace in the publics heart$ #hen, the une(pected happened$

8fter giving the boot to his longtime publicist, Cruise appeared to have aborted all sense of PRcontrol$ 8nd so began his outlandish couchhopping, 'cientologypreaching, Jatie 3olmesworshipping strea, shocing everyone the world over$ -n what some considered outofhand,rude behavior, he publicly criticized actress "rooe 'hields for taing antidepressants to addressher postnatal depression and got into a tiff during an onair interview with a reporter, 1#oday'how2 cohost Aatt 0auer, a definite PR nono$

#o that end, Cruise has been torn to shreds by merciless media and the butt of late night show&oes$ Aany have ;uestioned if his new persona is simply a PR ploy to boost his appeal in anindustry where fresh 1it2 stars pop up daily$ 'ince he has built a strong, gleaming reputation overmany years and his wild antics have only recently emerged, Cruise hasnt suffered irreversiblePR damage yet$ -n fact, as a testament to his PR foundation, Cruise fanatics rallied behind theirhero, landing his summer thriller, 1War of the Worlds,2 at the top of the bo( office during itsopening wee$ #his says a lot for the power of loyalty in the PR mi($

#his same concept of loyalty 9minus the controversy: can be applied to all businesses who feelcompelled to undergo a transformation in order to survive amongst tough competitors, who maybe newer or bigger or have swanier promotions$ Whatever competitors draws are, wellestablished businesses can leverage the loyalty of their customers to their favor$ -n addition toproviding a valuable product or service, how do you build a loyal clientele PRwise) Consistently

informing them about your company and latest offerings is a smart way to eep the lines ofcommunication open and your business topofmind$ #his could be done through a newsletter,website, personal letter, etc$ =oull want to be sure to hear them out too, either through formalprocesses, such as focus groups or customer feedbac forms, or by &ust 1taling story2 so thatyou now how best meet their needs$ @urthermore, treating your consumers with respect andappreciation go a long way, and high;uality customer service will deliver these directly andeffectively$ @inally, reward these fols for their loyalty by offering them e(clusive discounts,bonuses, or anything special that they will value$

Jeep in mind that loyalty can only go so far and must be maintained$ -f Cruise continues to showa lac of respect for his colleagues and the media, his attractiveness will surely wane$ "ut, fornow, loyalty has saved the day$

27

8/12/2019 Pr tips

28/49

CHENEY'S PR OFF1TARGET

Remember when you were a small child and accidentally broe your moms special vase anddidnt tell anyone, but mysteriously, Aom found out and then scolded you for not telling her in the

first place) #hin of the public and media as Aom if your business ever maes a big mistae$ 8good PR rule of thumb is to tell your story swiftly, wholly, and truthfully or youll be criticized notonly for the wrongdoing but also for your lac of disclosure$

8"C !ews summed up the most recent e(ample of this PR lesson on @eb$ 4 in their story,1Cheney Controversy Persists$2 #hey said, 1Muestions about why >ice President /ic Cheney didnot tell the public that he had accidentally shot #e(as lawyer 3arry Whittington during a ;uailhunting outing in #e(as on 'aturday continue to persist$ !ow the White 3ouse is under fire fornot releasing information on the Cheney shooting ;uicly enough$2

#he story continues, 1When you hold it bac, you raise a whole series of issues of why you%reholding it bac and what else happened and really what else is going on in the government thatyou%re not telling us,* said Loe 0ochart, former White 3ouse press secretary under President

Clinton to 8"C !ews on @eb$ 4$ *-t is PR 4H4, and they failed PR 4H4 here$*

#here are numerous other instances of information withholding, none of which turned out well,from the E((on >aldez oil spill to 544$ #here are a few e(ceptions to the disclosure rule includingissues dealing with minors, maintaining military security, or because its personal business 9i$e$,its nobodys business:, though even these lines are very blurry$ .se your best &udgment anddont mae the decision not to tell because you thin that withholding information will protect youand your business$ !ine times out of ten, being closelipped will bacfire and Aom will find out$ -fsilence hasnt wored for superpowers lie oil companies and governments, it probably wontwor for you$

&AUAI'S PR FLOOD

'ometimes, it taes a disaster to remind us who we really are$ #he good news is, even amidst theloss and suffering so many e(perienced in the JauaKi floods, our local community is a tight onedefined by open communication, cooperation, generosity, and love$ 8ll of these ;ualities were thebasis for the relating our government, land owners, media, service organizations, and residentswere doing with their publics$

#his column is not about how things could have been done better$ -ts simply an observation ofhow well things were done$ Photos and stories were submitted to and posted by the newspapers,which brought the Westside and !orth 'hore somehow closer together$ #he radio stations eptus informed and wored around the cloc to let us now what roads to stay off of, how to be safe,

and what was open and closed$ Even the world came to JauaKi and made the rest ofthe state aware of our plight$ #hose who used the media to inform and help, including the County,'tate, utilities, shelter worers, volunteers, reservoir owners, and regular, everyday good'amaritans, gave us all a sense of comfort that they were handling whatever came along$

We honor all of those who wored together with a sense of selflessness, fle(ibility, and trust tomae JauaKi a model in terms of natural disaster response$

8/12/2019 Pr tips

29/49

DA VINCI PR CODE

8ccording to 'ony Pictures, 1#he /a >inci Code2 became the secondlargest worldwide filmrelease after *'tar Wars+ Episode ---,* grossing some Q??6 million worldwide$ #he bo( officesuccess of the film, along with the fact that /an "rowns 1#he /a >inci Code2 novel is aworldwide bestseller with more than DH$ million copies in print, is a solid e(ample of the size andinfluence of the faithbased public$ #hough 1#he /a >inci Code2 moviegoers and readers werecertainly not limited to the faithbased sector, audiences were largely compelled to read the booand see the movie to satisfy their curiosity about the religious controversy the story ignited$ 8s aresult, followup news stories were done, documentaries were made, and boos were written$ 8lot of fols have ridden on the coattails of /an "rowns story since the boos release$ #he PRlesson here is to remember faithbased communities when identifying target publics for your PRefforts$ #hey may not be topofmind because religion and personal beliefs are not liberallydiscussed at wor, in public school, on #>, or in social settings, but when its appropriate, thefaithbased public is a great segment to reach out to and communicate with$

@aithbased communities are large, active, and influential$ -n many instances, they are wellorganized and have regular methods of communicating via websites, newsletters, direct mail, andfacetoface interactions$ "ut focusing on these groups must be done carefully and with greatrespect$ 0ie any other group, learn about them first and only reach out to them when it maessense and if you have reason to believe that theyll benefit from or have interest in your product orservice$ @or e(ample, if your restaurant is near a church, mae sure your hours and staffing canaccommodate parishioners before and after church services, and let the church leaders now youare happy to serve their members$ -f you are near a Lewish temple, you may want to offer someauthentic Lewish and osher food items$ =ou get the idea$

When communicating with faithbased communities, stay within your boundaries as an outsider$"e sensitive to and informed about the reason that they e(ist, whether you agree with their

principles or not, and be sure your staff follows suit$

HITTING IT OUT OF THE PR ROUGHThis month/s column is brought to you by Shelcie Ta.enouchi, an associate #ith Fu$ita % &iuraPublic Relations and student at 0S1 pursuing a ma$or in public relations"

@or all those who love the game of golf, hacers and pros alie, the 'unday round at the ?HHD.nited 'tates

8/12/2019 Pr tips

30/49

#he PR tip here for professional athletes, CEanity @air splashes seminaed photos,2 was the =ahoo !ews headline afew wees ago$ #hey reported that "rad Pitt had his photo taen wearing only a pair of bo(ershorts and socs$ #he irony is that Pitt signed a release authorizing the use of the photos$ 'till,1he was oblivious they would end up on >anity @air%s cover more than a year later$2 !eedless tosay, Pitt probably now realizes how important it is to understand the approvals he signs$ #his canbe a PR lesson to any one of us, and applies to all inds of instances$

@rom a PR perspective, approvals are critical for professionals to secure and sign because theyeep everyone on the same page and reduce liability$ -f you need to use a photo of a person foryour business or organization, have them sign a photo release$ #he Publishing 0aw Center notes,1Nit is advisable to always obtain a written release from any individual that would be recognized

in a photograph$2 #emplates are available on the -nternet$

8pprovals are also useful in other business interactions$ 3ave your boss read a letter for acustomer before its sent$ Get a clients final copy approval on a brochure before it goes to print$3ave a 3R person review a classified ad before it runs$ Whenever possible, have a second set ofeyes loo at and approve important communications$ Put it in writing so theres no ;uestion aboutwho ased for what, when, why, and from whom$ "e specific about the ind of feedbac you arere;uesting$ 8lso, give a deadline$ 8nd as always, be gracious in asing for and receivingfeedbac and approvals$

Releases and approvals are essential to eeping relationships with bosses, employees, clients,and the public strong$ With informed consent, no one, including "rad Pitt, will get caught with theirpants down 9so to spea:$

PREPARE FOR PEACE

-ts difficult to thin about the recent tragedy at >irginia #ech and come away with any feelings butsadness and despair$ Every time events lie these occur, the world ass, 13ow could thishappen)2 Wed lie to suggest that we start asing a different ;uestion+ 13ow can peacehappen)2 When you loo at crises from that angle, it changes the way you prepare for the future$

8nd, focusing your communications on your ideal outcome is good PR$

30

8/12/2019 Pr tips

31/49

-t would be impossible to consider every disastrous scenario, though many businesses andgovernments attempt to do so$ #hey create emergency preparedness plans for fires, floods,hurricanes, etc$, do drills, have violence in the worplace trainings, and otherwise prepare for theworst$

31

8/12/2019 Pr tips

32/49

9D: Contact list$ /o you have an uptodate contact list including emergency numbers as well asyour business%s ey customers and vendors)

9: 8lternative communications tools$ /o you have communications tools to reach your contactsin case the usual ones aren%t available) Phone lines and email may not be a communicationsoption$

PR BATTLE PLAN FOR WAR

Effective public relations 9PR: begins with good planning$ 3ow best to communicate with andpositively influence your maret depends on many factors including what your audience isthining or doing now and what you want them to thin or do$ -n wartime, there%s good and badnews when it comes to communicating with your publics$

#he bad news is that we%re all brooding about and preoccupied with the war$ #he good news is,we all want the best for the world, no matter what end of the political or philosophical spectrumwe%re on$ 'omewhere in between that good and bad news lies the fact that we%re all in thistogether, and therefore, no industry, business or person will escape the impacts of war andterrorism$

#his is where planning comes into play$ Every business will feel different ripple effects from thewar$ #he ey is to start thining about the range of impacts war might have on your business$3ere are some things to consider+ could your business e(perience reduced employee productivityor customer interest as a result of travel delays, emotional distraction, or military duty) Will aslowdown in nationwide delivery services affect your product or service delivery) 8re yourproducts and services more or less desirable in wartime) -f the battles are protracted, how long

can your business sustain itself without cutting budgets, services or staffing) Will the war reduceor change your current customer base and if so, do you need to reach out to a new group ofpotential customers)

'o thin of the right ;uestions, answer them as best you can, and develop some creative andpositive ways to address the issues facing your business, from both a communications and anoperations standpoint$ @inally, communicate any resulting service changes to your primarypublics$

#he video game industry has already found its niche in wartimes$ C!!Aoney%s Chris Aorrisreported on Aarch ? that militarythemed video games have been on #op #en selling lists formonths now and their sales have increased since the war in -ra; began$ #he industry has done agreat &ob publicizing this, and is even developing new versions and games to address the

demand$

Aaing your own battle plan in the midst of wartime will help you determine what you need to do,if anything, to eep your business afloat and communicate appropriately with your publics$

32

8/12/2019 Pr tips

33/49

SARS: SHARE ALL RIGHT STORIES

-n the wae of the '8R' epidemic, #he !ew =or #imes reported on 8pril ?B *Nafter a rareadmission of failure, Y"ei&ing%sZ national officials acnowledged having drastically understated the

prevalence of the disease in the capital$ #he national health minister and the mayor of "ei&ingwere fired$* !ow, "ei&ing%s government is not only woring frantically to control the spread of'8R', but also scrambling to restore public trust$

"ei&ing%s lesson is one from which we can all learn$ 8t some point, every business is faced withsomething it doesn%t want its publics to now$ -t%s important to mae the distinction betweenconfidential or proprietary information, which the public has no right to now, and information thatis grim but newsworthy$ 8n obvious rule of thumb is that when it comes to matters of life anddeath, full disclosure is critical$ *.nderstating* the facts doesn%t cut it$

"ut what about those gray areas when the media, your customers, and maybe even youremployees want or need the scoop on something you%d &ust rather not share)

@irst, remember that problems can present opportunities to tell your story and show integrity$Every piece of *bad* news doesn%t have to be damaging if you are proactive, honest, and smartabout presenting the facts$ Good timing, good planning, good intentions, and good wording are allin order when it comes to managing an issue$

'econd, to determine your story and how to deliver it, as yourself+ what is the silver lining in thissituation) Who needs to now about it) When is the right time to share it) Will telling my storysave lives, protect property, preserve the environment, minimize negative impacts to mycommunity, andor enhance my organization%s image) -f so, remember '8R'+ 'hare 8ll Right'tories$

REPUTATION BOOSTERS

0ast year, homemaer e(traordinaire, Aartha 'tewart, elicited warm fuzzy feelings$ #oday, in themidst of the corporate scandals with Enron, 8rthur 8ndersen, and WorldCom, even Aartha'tewart%s reputation has suffered amidst speculation regarding insider trading$ Consumers arestepping bac to scrutinize corporate 8merica$ -n turn, businesses are looing to one of publicrelations% cornerstones, reputation management$

"usinesses are *focusing more on reputation management than at the height of the dotcomboom, when it was all about sales and products, and general respect for business was muchhigher,* stated Patty @arrell, J>< senior vice president and head of the agency%s corporateleadership practice$ *Everybody%s business was booming it was a different ind of communication

then$ !ow there are reputation challenges, in addition to the financial crisis that brought about therecession$*

Reputation management concerns every company and means building up your business%character in the eyes of your publics 9customers, employees, stocholders, vendors, surroundingcommunity, etc$:$ 'trategic reputation management can prevent, or help you survive crisis,through good planning and being proactive$

33

8/12/2019 Pr tips

34/49

#hin of it as a fire drill$

8/12/2019 Pr tips

35/49

PUBLIC RELATIONS: HOLIDAY STYLE

#he holidays are not only a time for food and festivities, butthey also present e(cellent public relations 9PR: opportunities for businesses$ !ow is the perfect

time to focus on your business relationships with employees, customers, shareholders, vendors,legislators or other local businesses than those who%ve helped your business run smoothlythroughout the year and spread the holiday cheer$

#he following are a few ways to put a little PR spice into your business% holiday strategy+

4: 'end holiday cards or gifts to your main constituencies$

?: #hrow a holiday party for your employees to show them you appreciate their hard wor$

B: Coordinate or sign up for a community service event, and recruit employees to participate$

6: /onate a portion of your annual profits to charity$

: /ecorate your business for the holidays$

D: 'end a yearend letter to your shareholders to let them now what your businessaccomplished in the past year, and what they can loo forward to ne(t year$

: Pitch a story to your local newspaper using a holiday angle$

#o ma(imize these tactics, be sensitive to the fact that people celebrate different holidays duringthis time$ 'teer clear of sending cards or gifts specifying any one holiday$ -nstead, wish yourrecipients a *happy holiday season$* 8lso, invite the media to cover any community event thatyour business supports$ @inally, and as always, be sure that all your PR strategies, actions andcommunications come from the heart$

3ere%s to a happy, safe and prosperous holiday seasonI

SARS: SHARE ALL RIGHT STORIES-n the wae of the '8R' epidemic, #he !ew =or #imes reported on 8pril ?B *Nafter a rareadmission of failure, Y"ei&ing%sZ national officials acnowledged having drastically understated theprevalence of the disease in the capital$ #he national health minister and the mayor of "ei&ingwere fired$* !ow, "ei&ing%s government is not only woring frantically to control the spread of'8R', but also scrambling to restore public trust$

"ei&ing%s lesson is one from which we can all learn$ 8t some point, every business is faced withsomething it doesn%t want its publics to now$ -t%s important to mae the distinction betweenconfidential or proprietary information, which the public has no right to now, and information thatis grim but newsworthy$ 8n obvious rule of thumb is that when it comes to matters of life anddeath, full disclosure is critical$ *.nderstating* the facts doesn%t cut it$

"ut what about those gray areas when the media, your customers, and maybe even youremployees want or need the scoop on something you%d &ust rather not share)

35

8/12/2019 Pr tips

36/49

@irst, remember that problems can present opportunities to tell your story and show integrity$Every piece of *bad* news doesn%t have to be damaging if you are proactive, honest, and smartabout presenting the facts$ Good timing, good planning, good intentions, and good wording are allin order when it comes to managing an issue$

'econd, to determine your story and how to deliver it, as yourself+ what is the silver lining in this

situation) Who needs to now about it) When is the right time to share it) Will telling my storysave lives, protect property, preserve the environment, minimize negative impacts to mycommunity, andor enhance my organization%s image) -f so, remember '8R'+ 'hare 8ll Right'tories$

"I WON7 I WON7"

8re you one of those fols who pees under the soda cap to see if you won anything) Aost of usdo it$ People love contests$ Plus, they%re a great, lowcost, loweffort way to gain positivee(posure for your company and its products or services$ -t doesn%t matter what industry you%re inposter contests, random drawings, halfcourt shots, and games lie Ac/onald%s Aonopoly can bereinvented for any business$

#he tric to a good contest is having fair contest rules, a decent prize, and ade;uate contestpromotions$ Establish simple, clearly stated contest rules and stic to them$ "e sure that allcontest entries abide by the rules and that the winner is chosen fairly$ #his will help avoid anyhard feelings from those who don%t win$ When deciding on a prize, remember that it doesn%t haveto be e(travagant$ People enter contests &ust for the chance to win something anything$ #aeAAs Global Color >ote+ those who vote on the new AA color get nothing but the satisfactionthat their color won$

#o encourage participation, announce the contest on the radio, get the media involved, hold anevent, or hire a mascot to wave down potential entrants$ When it%s time to choose a winner, writea news release, tae a photo, and maybe even plan a formal celebration$ 8nd be sure to tell thelosers to *#ry 8gain$*

-n the end, you%ll have one ecstatic winner who will most liely become a your company%s lifetimepatron and personal PR advocate$ @urthermore, all entrants will be more familiar with yourproducts or services, which may influence more sales$

POLITICS TEACHES PR LESSONS

Even if your business is syroceting, ongoing public relations 9PR: is critical to maintaining ahigh level of success$ /uring this e(citing political season, businesses can learn a lot about thebenefits of ongoing PR by observing political campaigns$

Candidates who won spots in the upcoming General Election aren%t sitting bac and waiting for!ovember th to come$ #hey%re woring hard to earn their votes, &ust lie we have to earn

business from our customers$ 3ow) "y maintaining alliances, communicating proactively, andmanaging budgets$

Politicians now that allies are their most important constituents$ #hat sounds obvious, but manybusinesses tae their allies for granted and assume that they%ll always be there$

8/12/2019 Pr tips

37/49

advocates any organization can have because people trust *real* people much more than theytrust advertisements or the media$

Proactively communicating with your publics is another factor in sustaining your hardearnedbusiness$ "usinesses can follow the e(ample of political candidates by including their contactinformation on all collateral materials, reminding the public about promises made and ept,

repeating ey messages, and informing them about anything new$ "usinesses that practiceproactive communication are more liely to be perceived as trustworthy, approachable, andfriendly, partially because they en&oy name recognition$

"udget management is often overlooed as being essential to the PR process$ "ecause politicalspending is such a hot topic on campaign trails these days, candidates now that it pays toclosely monitor their budgets, and to spend appropriately$

8/12/2019 Pr tips

38/49

#ae aim, be focused, don%t settle for less than your best,

=ou%ll be successful in KHB with aloha and zest$

THE MORE1FORS TREND

#oday, if your widget has only one use, it%s not liely to get a lot of consumer support or attention$Cell phones now have P/8s, cameras, and email capabilities$ .niversal remote controls can turnan assortment of home entertainment e;uipment on and off$ Aany vehicles are now e;uippedwith computers, GP's, #> screens, and />/ players$ Even defense contractors are aiming theirresearch and development efforts towards *dual use technologies,* which can be used by boththe government and civilian world$ #he shopping public seems to want a bang for their buc$#woforone deals used to be a bargain$ !ow consumers e(pect to get three, four, or moreforone for their money$

-f you mae and sell widgets, thin about how you can give your customers added benefits by

combining product features so that they serve more than one purpose$ -f you provide a service,thin about how your e(pertise can be applied to accomplish more than one goal for your client$-n terms of PR, consider what maes your communications methods better than the ne(t guy%s$@or e(ample, when sending electronic press releases to the media, provide reporters with lins towebsites and email addresses so they can easily access additional information$ Employee andconsumer newsletters could include coupons, tips, and surveys, and be delivered via postal mailas well as email$ @urthermore, any type of credible alliance or partnership, such as testimonials orcohosting an event, that you can form and portray in your communications increases yoursaturation and elevates your reputation$

Whatever you do, figure out a way to pac all the value you can into your product or service andyou%ll come out ahead$ -f you%re not sure what added benefits you can offer, as a colleague forideas$ 8fter all, two heads areNwell, you now the rest$SEE J. LO ON MTV ASAP7

www$8cronym@inder$com boasts being the web%s most comprehensive database with definitionsfor more than ?D5,HHH acronyms, abbreviations and initialisms$

8/12/2019 Pr tips

39/49

more *efficiently* have resulted in acronyms galore$ 8cronyms have become a clever maretingtool, enabling companies to change their names without, well, changing their names$

#ae Jentucy @ried Chicen$ When they became J@C they remade their image and boostedtheir business$ 'aturday !ight 0ive, after the departure of the classic greats lie Lohn "elushi andLane Curtain, went through a low ratings period until they began calling themselves '!0$ #hen

there was A#> and L$ 0o and the rest is history$ We even have a few of our own here+ JC@C.,J-.C, JCC and P'/ among them$ -n some cases, we don%t even now what the letters standfor, and for the most part, it doesn%t matter$ What does matter is that we have a hip new way toname our services, products or companies$ #han you, Ar$ "roughton$

TOGETHER IS BETTER

#he JauaKi Chamber of Commerce recently presented a rare and interesting opportunity to heara futurist%s tae on what%s ahead for JauaKi$ @or years, the business community has been told to*lead, don%t follow$* 3owever, according to Ed "arlow, futurist with Creating the @uture, -nc$, thenew trend will be to align$ @or the business community this means partnering with other entities togain efficiencies and enhance customer service$ 8ligning will not only improve your daytodayoperations, but also provide a priceless PR opportunity$

Whether you call it aligning, partnering, teaming, or collaborating, the important thing is to startdoing it$ @rom a PR perspective, it%s essential to do that consciously$ /etermine why you shouldcollaborate before you choose your partners$ #he *who* ;uestion will be easy to answer once the*why* is resolved$ @or e(ample, consider your short and longterm business goals and thebarriers to achieving them$ What would you need in place to accomplish V) Aoney)

8dministrative assistance) 'pace) E;uipment) -nformation) Whether you want to e(pand yourcustomer base or add a new service to your offerings, there%s someone out there you can connectwith to get it done$

!ow choose the best entity or individual to team with$ "e creative$ #hin about whoseinvolvement will help you serve your customers better, ;uicer, and less e(pensively$ 8lso reflecton what formal or informal partners share your values and vision, and who will lead the team$

Effective leadership will be critical to building trust with your publics$

8/12/2019 Pr tips

40/49

industries have really stepped up to the plate to support the Jauai community$$$ -f we put a dollaramount on our volunteer hours we are one of the richest places in the whole world,* says 0aurie3o, Coordinator of Garden -sland Resource Conservation and /evelopment$

We are indeed a caring, connected community$ @rom a public relations standpoint, this bodeswell for local businesses, though it is not localstyle to toot your own horn$ !e(t time you do a

good deed and humility overcomes you, remember that consumers, and even your employees,want to now what causes your company supports$ 8 breast cancer survivor may be moreinclined to buy =oplait because its yogurt container top campaign bacs breast cancer research$#his consumer is part of a growing maret of *social shoppers$* 'he wants to patron companiesthat are maing a positive difference in the world as well as helping her personally$ 8nd you canbet that her family and friends are following her lead$

'till feel uncomfortable about tooting your own horn) #hen loo at how you%re tooting$ =ou don%tneed to appear in the newspaper presenting a giant chec every time your company maes adonation$ "e creative$ Challenge another liesized business to get more walers than you in thene(t walathon$ >olunteer with your employees to serve dinner at the ne(t big charity event$#hose inds of things will be newsworthy without media coverage$ #he coconut wireless canmae and brea reputations on its own$

Aa(imizing your community service is not only good for business, it helps JauaKi and will maeyour employees proud to be associated with your company$

GET THE S&INNY ON TRENDS

Pacific "usiness !ews recently reported that *3awaii%s ubi;uitous 00 /rive-nn chain has rolledout a lowcarb meal it calls the 3awaiian 8tins PlateNa high protein, high fat, low carbohydratemeal with no rice and no macaroni salad$* 3owever appetizing 9or not: that sounds to you, themove to tap into a trend was a smart one PRwise$ #he tric is to now what%s trendy and how toapply the *fashion to your passion$*

-n general, the following are good places to find out what%s hot and what%s not+ www$msn$com, -n'tyle magazine, #>, cartoons lie /oonesbury or /ilbert, the !ew =or #imes bestseller list, thewater cooler at wor, EI

8/12/2019 Pr tips

41/49

THE MORE1FORS TREND

#oday, if your widget has only one use, it%s not liely to get a lot of consumer support or attention$Cell phones now have P/8s, cameras, and email capabilities$ .niversal remote controls can turnan assortment of home entertainment e;uipment on and off$ Aany vehicles are now e;uippedwith computers, GP's, #> screens, and />/ players$ Even defense contractors are aiming theirresearch and development efforts towards *dual use technologies,* which can be used by boththe government and civilian world$ #he shopping public seems to want a bang for their buc$#woforone deals used to be a bargain$ !ow consumers e(pect to get three, four, or moreforone for their money$

-f you mae and sell widgets, thin about how you can give your customers added benefits bycombining product features so that they serve more than one purpose$ -f you provide a service,thin about how your e(pertise can be applied to accomplish more than one goal for your client$-n terms of PR, consider what maes your communications methods better than the ne(t guy%s$@or e(ample, when sending electronic press releases to the media, provide reporters with lins towebsites and email addresses so they can easily access additional information$ Employee and

consumer newsletters could include coupons, tips, and surveys, and be delivered via postal mailas well as email$ @urthermore, any type of credible alliance or partnership, such as testimonials orcohosting an event, that you can form and portray in your communications increases yoursaturation and elevates your reputation$

Whatever you do, figure out a way to pac all the value you can into your product or service andyou%ll come out ahead$ -f you%re not sure what added benefits you can offer, as a colleague forideas$ 8fter all, two heads areNwell, you now the rest$THE PASSION OF THE FAITH1BASED PUBLIC

When identifying target publics for PR efforts, faithbased communities are often overlooed$

#hey may not be topofmind because religion and personal beliefs are not liberally discussed atwor, in public school, on #>, or in social settings$ "ut when its appropriate, the faithbasedpublic is a great segment to reach out to and communicate with$

#he recent wave of publicity and bo( office success of the film 1#he Passion of the Christ,2 whichinterprets the last 4? hours of Lesus life, is a solid e(ample of the size and influence of the faithbased public$ 8ccording to EIonline$com on 8pril 44, 1#he Passion of the Christ2 garnered morethan QBH million in sales and was the topselling movie three wees in a row$ Church groupsplanned trips to the theater and religious leaders were ased to comment on various #> newsprograms$ 8ll types of stories surrounding the film have appeared steadily in the media since itsopening this @ebruary$ #he hype even swayed individuals who dont consider themselves part ofa faithbased sector to see the motion picture$

@aithbased communities are large, active, and influential$ -n many instances, they are wellorganized and have regular methods of communicating via websites, newsletters, direct mail, andfacetoface interactions$ "ut focusing on these groups must be done carefully and with greatrespect$ 0ie any other group, learn about them first and only reach out to them when it maessense and if you have reason to believe that theyll benefit from or have interest in your product orservice$ @or e(ample, if your restaurant is near a church, mae sure your hours and staffing canaccommodate parishioners before and after church services, and let the church leaders now youare happy to serve their members$ -f you are near a Lewish temple, you may want to offer someauthentic Lewish and osher food items$ =ou get the idea$

41

8/12/2019 Pr tips

42/49

When communicating with faithbased communities, stay within your boundaries as an outsider$"e sensitive to and informed about the reason that they e(ist, whether you agree with theirprinciples or not, and be sure your staff follows suit$ @aithbased publics have the potential to bepassionate allies$

CULTURE STEW FOR ME AND YOU

8 few wees ago, one of us passed by a tour boat company$

8/12/2019 Pr tips

43/49

Aany students graduate from high school not nowing what they want to ma&or in or what theywant to become$ 8lthough beginning college with an 1undecided2 ma&or is perfectly fine, beingaware of your interests can be a huge factor in choosing a future career$

- felt lie the blac sheep at school because it seemed that everyone new what they wanted tobecome$ 8mong my classmates there were future nurses, doctors, and engineers$ 'o, - decided

to tae action$ 'everal months ago, my father told me about @u&ita Aiura Public Relations andsuggested that - consider asing the companys partners Lenny @u&ita and Loy Aiura Joerte if -could be their intern, to find out if public relations was the field for me$ - followed my dads adviceand - found my intern e(perience to be totally awesome$ With the help of Lenny and Loy, - havegotten a glimpse at what public relations is all about and the wor e(perience has made mee(cited to go to college and study the field$

"usinesses of all inds and sizes can offer a great community service by offering internshipprograms to high school students$ #here are many students out there who, lie me, &ust want toe(plore their interests and potential careers$ 8llowing students the opportunity to intern givesthem an edge over other students who are completely baffled about what they aspire to become$

8ccording to a study done by Aanchester College 9!8CE Lob

8/12/2019 Pr tips

44/49

ofmouth communications) Lust how effective are blogs here in persuading consumers topurchase your product or service)

When done the right way, for e(ample, a personal blog on your company website, blogs can begood PR for all companies, including those here on JauaKi$ 8lthough seeing customers in personis often the best way to do business, business blogging gives you an additional way to

communicate$ "logging can have that homespun, uptotheminute feel that websites can lac$While websites can be sterile and created to have a broad appeal, consumers now blogs arewritten and updated by a real person in your company$ "logs might not be as pretty as the overallwebsite but they are no doubt, directly from you$ Given this, blogging can mae the companyconsumer relationship much more intimate than a website ever could$

-f your company decides to start a blog, remember to eep it personal &ust lie a &ournal$ !o onewants to read ads regurgitated as blogs$ Aaintain it regularly to eep it fresh and interesting$ 8lso,its a good idea to allow individuals to subscribe to your blog so that you can alert them via emailonce you have added a new post$ #his not only maes it easier for them to use your blog, butalso provides you with a great ally database and assures that these fols will be constantlyconnected to your business$ 8nd remember, even though a small percentage of -nternet usersread blogs, those who are perusing your blog can be your most interested, highpotential targets

that will most liely give you business$

DO HOME1WOR&

-n the midst of the return of school year traffic and mounting gas and real estate prices, we canthelp but wish that more JauaKi fols could wor from home$ 3omebased businesses andtelecommuters help the environment by decreasing traffic and pollution, eep our neighborhoodssafe by their presence during the day, and generally give superior service to their clients andcustomers because they can wor all hours 9and often do: and eep costs down as a result of lowoverhead$

8/12/2019 Pr tips

45/49

business policy news will build a strong, positive PR foundation$ 'o where homewor will wor,we say, 1go for it$2

@or more information about telecommuting and homebased businesses, go to the -nternational#elewor 8ssociation Council at www$telecommute$org, #he

8/12/2019 Pr tips

46/49

camera, document your milestones and victories, and savor them with your publics$

8/12/2019 Pr tips

47/49

Will this trend spread to the larger population) Probably$ !eil 3owe and William 'trauss, authorsof *Generations, #he @ourth #urning and Aillennials Rising+ #he !e(t Great Generation* wrote for.'8 Weeend magazine, 1#he truth is, this generation is a trendturnerN#hey%re smart, teamingup, doing well and volunteering at a level and intensity we haven%t seen since the 456Hs$Aillennials 8merica%s new SLunior Citizens are destined to be a political powerhouse of ageneration in our nottoodistant future$2

8lready, musicians, artists, and entertainers are turning to Ay'pace to advertise their talents$"usinesses too are beginning to use social networs lie Ay'pace$ Receiving millions of hits perday can be a great way to spread the word about products or services$

Recently however, the security of Ay'pace has been ;uestioned$ #here have been reports of se(offenders using Ay'pace to lure children by posing as teenagers$

8/12/2019 Pr tips

48/49

NOTE:This column #as inspired by the birth of Talen Koerte, #ho came into the #orld on Sept"((, ma.ing 4oy &iura Koerte a proud ne# mom" 1ongratulations to the &iura and Koerte familieson their ne# addition3

PR IN YOUR OWN BAC&YARD

This months column is brought to you by Rahel Kramer, an exchange student from amburg,!ermany" Rahel is pursuing her masters degree and interning #ith Fu$ita % &iura PublicRelations through the first 'uarter of ())*"

0iving in Germany and coming from a different cultural bacground maes me realize howGerman versus JauaKi businesses operate, are structured, and how they relate to their publics$

8/12/2019 Pr tips

49/49

'ince it was founded in ?HH, =ou#ube has become the most popular free video sharing websiteon the world wide web$ 'o popular that Google bought it in