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Bill letter format for Public Relations

hi i'm bill bartman thanks for joining me i want to talk to you now about publicity versus advertising and i think we all know what advertising is advertising is when you pay someone to tell the world about your products or services and with the hope that that maybe the the customer out there will find you and want to buy your product well publicity or public relations is when that same thing happens only doesn't cost you anything and i would argue that it's even more effective you know as i say in the trade advertising is something you pay for and public relations is something you pray for let me tell you some of the differences between the two and and public relations is so much better because it has these four elements going for it it's more cost effective for the very simple reasons it doesn't cost you anything whereas advertising can as i say cost an arm and a leg it has greater longevity an advertisement typically is whether it be an ad in the newspaper a spot on radio or spot on tv it's kind of in the memory of the the customer for a few seconds and then it's gone again whereas a good public relations campaign keeps your name out there time and time again the third thing it has a far wider audience public relations isn't viewed as an advertising and because it isn't viewed as advertising people accept it and and they find it in places where you wouldn't even think of finding advertising and the last one is a credibility factor public relations comes again from a non-advertising perspective so the community the customer the people who are looking to it or seeing it look at it as some newsworthy event they think it's something that that isn't being biased by some compulsion to sell so those four reasons are the great reasons why i want to encourage you to start developing a public relations campaign for your company there are nine steps to what i consider an effective publicity campaign and here's the first one you have to create or write your own positioning statement and and that position statement is who are you and what are you and what do you want them to see or what do you want them to think when they come in contact with your name because if you don't have a clear vision of the image you want to create in their mind's eye before you even start then quite frankly the odds of you being able to create an effective one are greatly greatly reduced so step number one is you have to identify to yourself and then to the people that are going to help you with your pr campaign what are you trying to accomplish what do you want the the community to see you as or think of you as when they think of your name that is crucial to this whole operation so step number one think of your positioning statement step number two is it's now imperative that you list your objectives what are you really trying to accomplish in position one or step number one was your positioning statement of how will they view you but now you're trying to look at more basically what are you really trying to accomplish and and we'll boil it down to one of two basic questions are you trying to get publicity for fame or you're trying to get it for fortune now i'm not opposed to either one of those but they're remarkably different if you're just trying to get notoriety just trying to get your name out there if you're just trying to have people become aware of you and hoping that that will have some marketing value and sometimes it has great marketing value then then you're doing it for as we'll call it fame but if instead you have a way of connecting the cash register to this public relations event then now you have pr with a purpose you have pr that's going to happen not just to make you a household name although that may be exactly what you're really after but more important than that it's going to make you a household name where the cash register is going to ring when people hear and think of your name so you need to identify very clearly what it is you're trying to accomplish with this publicity campaign step number three you need to narrowly define your customer i mean the same is true of advertising and and so you shouldn't expect it to be any different in public relations you don't want to waste anything in the advertising world you have to be very very careful that you have nearly defined your customer so that you can pick the right media you can pick the whether it be magazine or tv or newsprint or whatever it might be so that you're fishing in the right pond well in the public relations world it's exactly the same way now remember we're not paying for it here here we get it for nothing but who do you want to see this publicity that you're going to generate if it isn't going to the right audience what good did it do it's simply wasted so you need to be able to narrowly define who you want to see this publicity campaign so that as you create it you're making sure that you're putting it in front of the right audience because again putting in front of the wrong audience may have been a fun exercise to go do but it won't produce many many rings on the cash register so number three make sure you narrowly define who your customers really are and how you're going to touch them or reach them with this publicity campaign you