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A Note from Wink
Wink Blair: Successful Public Relations
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An Explanation of Public Relations
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The main problem is that many people don't have a clear picture of Public Relations, or what a Public Relations professional does.
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In short, we enhance the benefits, or make know the client's products or services to existing or new customers, in a uniquely different manner usually more effective than advertising.
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Ideally, for clients who can afford it, public relations works best when coordinated with a well-conceived advertising program.
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Public relations is compatible (but not competitive) with advertising.
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What a Publicist Does
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Through innovative and creative efforts, a publicist creates (dreams up) and implements a PR program that makes a client's products or services "newsworthy," thus contributing to the maintenance of the client's existing business base, identifying, marketing and securing new clients, while also maintaining or increasing the client's existing level of profitability.
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The goal of a publicist is to have the client's product or service promoted in a news article or feature story in print and electronic media.
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A related purpose is to create a PR program, a "happening" or an "event" which brings positive public attention to the client, project, concept, products and services.
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Potential Clients of a Publicist
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Just about any business person, product, service or individual.
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In other words, anyone or any company whose product or service needs will benefit from creating and implementing a PR program (see following list).
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1. Improving name recognition (through public appearances, memberships in groups, social and charitable events, or meetings with potential referral sources).
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2. Promoting unique background or features of a particularly of a client, product or service.
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3. Lauding a unique accomplishment, award or management philosophy.
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4. Highlighting the uniqueness of a client, product or service.
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5. Focusing on development aids and education programs regarding a client, product or service.
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6. Explaining the value and benefits regarding a client, product or service.
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7. Demonstrating a unique aspect of a client, product or service.
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8. Preparing customized media kits to optimize media cooperation to promote a client, product or service.
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9. Actively pursuing business awards for clients, products and services.
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10. Understanding fully a client's product and services, and then promoting same to the fullest extent.
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11. Finally, PR benefits from development of new ideas as campaigns are presented, results are analyzed and goals more specifically identified.
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