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Powerful is a strong word. But it fits here. As a business, non-profit or association manager, you create powerful advantage for yourself when you do something positive about the behaviors of those important outside audiences of yours that MOST affect your department, division or subsidiary.

That’s because you are using the fundamental premise of public relations to deliver the kind of external stakeholder behavior change that leads directly to achieving your managerial objectives.

And perhaps most powerfully, you do so by persuading many of those important outside folks to your way of thinking, then by moving them to take actions that help your unit succeed.

Yes, that’s powerful! Especially when it leads to advantages like these: membership applications on the rise; customers making repeat purchases; fresh proposals for strategic alliances and joint ventures in the inbox; community leaders seeking you out; welcome bounces in show room visits; prospects starting to do business with you; capital givers or specifying sources looking your way, and even politicians and legislators beginning to view you as a key member of the business, non-profit or association communities.

You need two lucky breaks here: first, a PR blueprint you can rely on, say, like this one: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving- to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished.,

And second, PR team members who understand that blueprint and commit themselves to its implementation, starting with key audience perception monitoring. Let’s face it, your PR people ARE in the perception and behavior business to begin with, so they should be of real use for this initial opinion monitoring project.

But remember that just because someone describes him/herself as a public relations person doesn’t guarantee they’ve bought the whole loaf. Make certain the public relations people assigned to your unit really believe - deep down — why it’s SO important to know how your most important outside audiences perceive your operations, products or services. Make sure they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit.

Discuss with them your plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions like these: how much do you know about our chief executive? Have you had prior contact with us and were you pleased with the interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?

While, as noted, your PR people are in the perception and behavior business to begin with, professional survey firms are always available, but they can be very expensive. Nevertheless, whether it’s your people or a survey firm asking the questions, the objective remains the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

Your PR goal, of course, will be to do something about the most serious distortions you discovered during your key audience perception monitoring. Will it be to straighten out that dangerous misconception? Correct that gross inaccuracy? Or, stop that potentially fatal rumor dead in its tracks?

As it turns out, you won’t get there at all without the right strategy to tell you how to proceed. But remember that there are just three strategic options available when it comes to doing something about perception and opinion. Change existing perception, create perception where there may be none, or reinforce it. The wrong strategy pick will taste like lemon sauce on your chocolate ice cream. So please be certain the new strategy fits comfortably with your new public relations goal. You wouldn’t want to select “change” when the facts dictate a “reinforce” strategy.

At this juncture, you must put together a superbly moving message and aim it at members of your target audience. Always a challenge to put together action-forcing language that will help persuade any audience to your way of thinking.

You need your first-string varsity writer for this one because s/he must create some very special, corrective language. Words that are not only compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to the behaviors you have in mind.

After bouncing it off your PR colleagues for impact and persuasiveness, it’s on to the next selection process — the communications tactics most likely to carry your message to the attention of your target audience. You can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. Just be certain that the tactics you pick are known to reach folks like your audience members,

Since the credibility of the message is always at stake, you may wish to unveil it before smaller meetings and presentations rather than using higher-profile news releases.

Calls for progress reports will soon appear, which signals to you and your PR team to get busy on a second perception monitoring session with members of your external audience. You’ll want to use many of the same questions used in the first benchmark session. Difference this time is that you will be watching very carefully for signs that the bad news perception is being altered in your direction.

I’ve always considered ourselves fortunate that such matters usually can be accelerated simply by adding more communi- cations tactics as well as increasing their frequencies.

What you want the new PR plan to accomplish is to persuade your most important outside stakeholders to your way of thinking, then move them to behave in a way that leads to the success of your department, division or subsidiary.

Yes, powerful is a strong word but certainly not too strong when the people you deal with do, in fact, behave suspiciously like everyone else - they act upon their perceptions of the facts they hear about you and your operation. Leaving you little choice but to deal promptly and effectively with those perceptions by doing what is necessary to reach and move your key external audiences to actions you desire.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at mailto:bobkelly@TNI.net. Word count is 1170 including guidelines and resource box.

Robert A. Kelly © 2004.

About The Author

Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communi- cations, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public rlations.

mailto:bobkelly@TNI.net

Visit: http://www.prcommentary.com

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A well prepared press release would attract journalists and is also well optimized for distribution to targeted audience.

Content of your press release: The content means the news story you want to publish.
The following points must be kept in mind at time of writing press release.

Make sure that the content you write is newsworthy. The intention of a press release is to make the people know to your news item, not to sell something to them.

A well crafted press release would cover all the 5 ‘Ws’ (who, what, where, when and why), providing the vital information about your company/organization, product/service or happening. Redraft your content if it seems like an advertisement.

Beginning should be firm: Your title and initial lines should cover, what you want to convey. The remaining part of your press release should depict the detailed information.

Make it for Journalists/Media agencies: The media agencies and journalists would grab your press release and carry it in their publications, with slight editing or no alteration. Try to make in such a way that even if your news is not reprinted word for word, it may cover whole amount of information.

Think in addressee’s way: Your press release should be able to find audience’s interest. Keep in mind that if you were a part of audience, would you like to read the press release, you made-out.

Does your press release appear “Realistic”: Try to point out real examples of your company/organization, as people are also intellectual enough to find out ‘what’s true and what not’? Provide information on your product and services that can benefit them.

If your story is on a corporate highlight, make sure that you attribute achievement or breakdown to one or more events. If the company has achieved noteworthy escalation, share the reasons behind the success with the audience.

Button up the story with real facts: Avoid bluff and add-ons. If you find the content using much added extras, make it natural and real. If content seems too good to be true, turn down the tone little, as it may possibly hurt your own credibility.

Your press release should be in active voice, not passive. Verbs in the active voice makes your press release live.

Use only enough and necessary words: Avoid using superfluous adjectives, extravagant language, or unnecessary expressions like “The most powerful”. Tell your story with lesser words, as verbosity distracts from your content.

Avoid usage of terminology: However, a limited use of terminology would be allowed if required, if you aim to optimize news release for internet search engines. The finest technique to communicate your press release is to speak neatly, using regular language.

Avoid exclamation points: The use of exclamation point (!) may hurt you. However, if you have to use an exclamation point, use only one.

Obtain allowance: Companies are very defensive about their name and credibility. Get written permission before putting in an information or quotes from officials or associates of other companies/organizations.

Company Information: The press release should conclude with a short description of your company, which illustrates your company, products, service and a brief history of company. But if you are making a combined press release of two or more then two then you should, provide information of all the companies.

Paras Yadav is freelance article and content writer, having experience of creating and editing over 3500 articles.

You can contact me Paras Yadav at: reach2paras@gmail.com

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With the advent of blogs and other informational sites, the
search engine market space has become increasingly competitive.

Sometimes website owners begin to wonder if they will ever make
money off their product or service. In this article I give you
other ideas on how to make money with your website, even if you
don’t sell products or services.

My experience with AdSense

As an owner or contributor to many sites, not just search engine
related, I’ve come to learn a thing or two about monetizing a
site.

The thing is, I don’t mind writing for these sites - it gives me
an outlet because my mind is always racing with new article
ideas.

On one of my sites is about console gaming: Xbox, Nintendo and
so on. It’s not a huge site, but I get some decent visitors. I
have a friend who writes for a similar site that deals with
portable gaming units like the Nintendo DS and the Sony PSP.

When we started writing it was for fun and to bring some news to
the world. Kind of like a console gaming news aggregator.

So when Google came out with their AdSense product I applied for
an account immediately. Since I work in the industry I knew
about AdSense long before most people and got an AdSense account
within 48 hours of applying for it.

The setup was quite easy. I logged into a web based console and
the system helped me pick the types of ads I wanted to display
and even helped generate the code to insert into my pages so the
ads matched the same font and background color of the site.

All in all it took me about 15 minutes to sign in, generate the
code and paste it onto my page template. Now, every page on this
site has Google Ads displayed.

And the great part is the ads are related to the content of the
pages. For my Nintendo pages, all the ads relate to Nintendo
while for the Xbox pages all ads relate to Xbox.

And the best part of this is that for every click on an ad I
make a few cents.

Now, I don’t make a lot of money on AdSense, but there are sites
out there that do. Weblogs Inc. is a series of blogs all built
around themes. A recent interview with the founder showed that
the sites are on par to make over $1 million in AdSense revenue
this year. That’s right $1 million from AdSense.

So you can see that AdSense could be a way to make money in
addition to whatever else you do on your site.

How do you get an AdSense account?

Well the first thing you need to do is apply for an account.

It’s quite simple really, you give some basic information such
as the URL of the site that will host the ads, your contact
information and so on, and submit your application.

Google responds fairly quickly and generally your site will be
accepted if it meets their guidelines and policies. You can find
more information on these policies on the AdSense site.

Once you’ve been accepted it is a matter of creating your ad
code, of which there are two basic types.

AdSense for Content

AdSense for Content is the most common type of ad displayed.
These are the ads you see on sites that are marked with “Ads by
Goooogle” either above or below the ads, much like the ads you
see on Google’s site.

The display formats vary for these types of ads which you can
see on the AdSense site here. As you will see, there are a
variety of layouts available, from text ads to banners.

Once you’ve selected the type of ads you want to display on your
site, you pick the number of ads, and apply a style.

Pick a style which matches your site. In other words, try and
pick one that has the same color background and text as your
site. This way they don’t stand out as much.

Finally, copy the code provided by Google (yup they even provide
that for you - pretty simple hey?) and paste it on your page
where you want it. Google even provides ideas on the best
placement of your ads. Check this page out for more information
on ad placement.

AdSense for Search

As the name implies, this is a Google search box which you’d
place on your site that searches Google and returns Google
results. For these searches you can earn money as well.

Google even allows you to customize the search box by changing
the colors to match your site and even insert your own logo if
you’d like.

Then, when you’ve added this feature to your site, your visitors
will be able to search Google or search your site and, as I
mentioned, if they select an ad you get a cut of that money. You
can even find out what phrases people were searching for.

Tracking your Performance

Once you have the ad code(s) inserted into your site the first
ads you will likely see are PSA (Public Service Announcements).
This is because Google uses its advanced crawling technology to
crawl the pages where the ad code are found and matches ads to
the content.

Therefore if you check back in 15 or 20 minutes you should see
ads that closely match the content of the page on which the ad
code is found.

Google also offers you a way to monitor your AdSense account’s
performance.

By logging into the AdSense console you can generate tons of
different reports showing click through rates, impressions,
average returns per click and more.

Further, you can get more advanced as time goes on, by setting
up channels and tracking them separately. Google now allows for
200 channels. Which means you can have 200 different ad display
types scattered throughout your site.

Lets say, for example, that you want a search box as well as
ads, but you have different places you want to place ads on your
home page as your internal pages.

By using channels, you can track the clicks separately to see
which types of ad positions perform better. This allows you to
find the best place on your pages to place ad code to make the
most money.

Show me the money!

Payments for AdSense are pretty straight forward. Google will
mail you a check or you can sign up for their beta direct
deposit program.

If you click on the “My Account” tab you can edit your payment
preferences.

Google only pays out monthly on $100 or more. So if you don’t
have more than $100 by the end of the month, the total will roll
over into the next month and continue to grow until you do have
$100 or more by the end of the month.

I remember when I got my first check - I was so excited. I was
expecting a check with the Google logo - you know like the logo
they have on their home page. Turns out it was a very official
looking corporate type check. Too bad - I was going to scan it
and save a copy of my first Google check.

Some final thoughts

If you find that your site just doesn’t generate enough clicks
in a month to generate at least the $100 minimum, you can use
your ad code on other sites which do drive more traffic.

If you know someone who has a high traffic site but isn’t taking
advantage of a program like AdSense, I’d recommend contacting
them to see if they’d be willing to display ads on their site.
Perhaps you can make a deal with him - splitting the ad revenue.
Be careful not to distribute your code on too many sites,
though, as you could set up flags because your clicks have gone
up so quickly in a short time.

One thing some people have been known to do is create content
specifically for high paying ads. I read a story once about a
guy who built a blog around asbestos removal. He didn’t know
anything

That way you can monetize your site (and others) using AdSense
in addition to your existing products or services.

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Blame Game

Nearly anyone and everyone involved with search engine optimization and Internet marketing is aware of the famous “Florida” update by Google that caused many commercial sites to lose their Google ranking and position.

Industry experts speculated as to why Google made such radical changes to their algorithm. Those sites that no longer ranked well for popular search terms had to take drastic steps in order to salvage the holiday purchasing season. Many noted the timing and thought perhaps Google was attempting to capitalize on the Google Adwords Pay-Per-Click advertising program. Others simply whined that though their site contained commercial material, it also contains valuable content and was unfairly penalized.

What many failed to acknowledge is that Google has every right to make algorithm changes and if they choose to drop sites that lack relevance, it is their business. Listings in Google’s main search directory are free. Many have profited from Google’s ability to send traffic for years. Google doesn’t owe anyone, anything, least of all an explanation of their algorithm changes. Businesses that rely on Google’s free listings as their sole source of web traffic lack good sense. Google, being an independent company, reserves the right to run their business as their management sees fit. If you are unhappy with Google stop using them for searches.

If the results that Google serve lack relevant listings, then find another engine to use! It has happened before and it will happen again. It is the law of supply and demand. If Google is unable to provide relevant content that searchers demand, Google will become irrelevant. Look at the how the search engine landscape has changed over the past few years: AltaVista is no longer the leader, Infoseek no longer exists and others are barely resemble what they once were.

As for the commercial sites who have been battered by the Florida update here are some suggestions:

• make your site relevant!

• submit to other search engines (MSN, Inktomi, Lycos etc..)

• pay for traffic (pay-per-click and pay-for-inclusion)

• develop traffic from alternative sites

• rely on traditional methods of advertising

• promote your website in your signature line in newsgroups

• promote your website on your business cards or on mailings

• participate in industry specific directories

• participate in vertical market pay-per-click the return on investment tends to be *much* higher though the traffic is significantly less

The bottom line is become proactive rather than reactive, stop whining about Google and find alternate sources of web traffic.

About The Author

Sharon Housley manages marketing for NotePage, Inc. http://www.notepage.net a company specializing in alphanumeric paging, SMS and wireless messaging software solutions. Other sites by Sharon can be found at http://www.softwaremarketingresource.com , and http://www.small-business-software.net

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