10 Easy Ways To Get Amazing PR – BusinessInsider.com

For startup companies with small budgets, gaining an advantage for your new business or a new product through advertising is both a challenging and risky venture. Once the initial budget is gone, there are seldom second chances.
A good public relations strategy is an alternative to advertising. Effective PR is a cost-effective way to gain editorial exposure for your product, get more leads, generate more sales and build a great brand.

What makes PR so powerful?
In a word: credibility.

People often see through advertising, but a product mentioned in the context of a news report or print feature story gives it a passive endorsement and third-party credibility advertising just can’t buy.

A news report is actually far more likely to move people to action than conventional advertising, and a good public relations strategy is the way to get the media to seek you out.

How can you make the PR process work for you? Let me walk you through 10 rules you need to create an effective PR plan to give your product competitive advantages in your market:

Read more: http://www.businessinsider.com/10-easy-ways-to-grab-amazing-pr-for-your-company-2011-3#ixzz1HprvznLM

Corporate targets – control the message, not the outcome

Some people are still having trouble understanding WHY we are communicating. Why are private companies being asked to comment on media blunders and macro trends?

Remember what we said at the beginning — the orgcom function can be a competitive advantage or a strategic vulnerability. When people are talking, discussing, debating or engaged in full-on combat, the ones with the sharpest message win the arms race. So whether it’s a bank responding to talking head’s gaffe or commenting on macroeconomic trends, it’s important to be timely, calculated and strategic with your public message. You are managing a wide range of stakeholders — many of whom don’t like each other. There are people out there who want you to drop your guard — appear callous, irresponsible, uncaring or incompetent. Your job in orgcom is to be the first line of defense — you may not defeat your competition with a press release, but you can control the agenda and stake out a favorable position early.

There’s also the issue of free publicity and brand promotion. When the spotlight is on you then being correct isn’t enough — you have to persuade people to trust and like you. Apple may not have asked to be used as an example in Reserve VC Dudley’s “less is more” inflation lecture, but they could have used the opportunity to reconnect with their target audience. Apple has a reputation of being a low-philanthropy organization whose culture has been drifting more “Empire” than “Rebel Alliance” recently. The group that presented on Monday had more to say about the issue than Apple, whose PR machine continues to roll out iPad2 promos without missing a beat. http://www.apple.com/pr/ We’ll be looking at the downside of this strategy — and at some orgs that get it right.

Banks, insurers, media, transport – just about all big business is dependent on favorable regulation, interpretation and enforcement performed by various governments. There are times when corporate orgcom efforts are to de-mobilize, obfuscate or create bias. This can involve undercutting your competitors support in the bureaucracy or the public. Orgcom can also be used to frame a particular environmental or trend to its own advantage:

Government Targets

Questions have been arising about who the target audience is for certain groups. Let’s look at government POVs right now.

When the government speaks it is ostensibly for EVERYONE, but in fact gov spokespeople always put the party ‘spin’ on things.

Think of government target audience as a tightening funnel:

At the top:

    History
    The World
    The UN
    The Nation
    The part of The Nation that supports/ votes for/ works for the gov.
    The party
    The party leadership
    The party leadership directly tied to getting/keeping power

Naturally, those at the bottom receive more and better information. It’s ok to tell the people at the base of the funnel MORE, but you can’t tell them something appreciably DIFFERENT from the people at the top.

EXAMPLE:
Think of how the US and Chinese governments handle their communication. Xinhua presents news and views (of the CCP – not the gov) through a layer of propaganda that is quite easy to see. When China issues statements, announcement or warnings, it is done with a specific agenda — the Party Congress and leadership.
Examine Wen Jiaobao’s March 2009 speech when he expressed his lack of confidence in the US Treasury (and US economy). Who was he really speaking to? The US, or his own internal power base?

http://www.upi.com/news/issueoftheday/2009/03/13/Chinas-PM-Wen-nervous-over-holding-US-Treasury-bonds/UPI-93811236960563/

These remarks — and just about every other word uttered by a Chinese official or ministry — was for domestic consumption.

US officials do the same, but party politics and regional issues make the selection of audience even more granular. The White House speaks for the US, but also for the President and leader of the party (in this case Democratic). The President speaks to two groups of people — those who will vote for him and those who may vote for him (or the party choice). All politics is local — and all local politics is about re-election. The same game is played on the state and local levels — which means tailoring global messages to a regional audience.

Even global issues quickly distill down to party squabbles and fights for potential voter support. Last night’s press release from the Republicans on Obama’s handling of Libya show just how local government communication really is:

http://www.reuters.com/article/2011/03/21/us-libya-usa-republicans-idUSTRE72K7MN20110321

Kudlow & Dudley: Speaking Their Minds? – Huffington Post

Chez PazienzaEditor of Deus Ex Malcontent, Author
Posted: March 14, 2011 04:24 PM

I’m not one of those people who jumps all over someone for making an imprudent comment, particularly not when that comment amounts to nothing more than a slip of the tongue.

Thanks in part to our panoptic media culture, which includes the 24/7 cable news cycle, we’ve become far too eager to play the gotcha game anytime somebody says something mildly stupid, typically assigning more value to it than necessary. That said, there have been two examples over just the past few days of guys whose careers depend on America’s ongoing and abusive love affair with Wall Street saying something unbelievably tone deaf. We’re not talking about innocent indiscretions, but rather comments that would seem to hint at a deeply intransigent, and deeply flawed, view of the world.

Chances are by now you’ve seen or heard Larry Kudlow’s startlingly insensitive response to the fact that the global markets didn’t immediately reel in the wake of the devastating earthquake and tsunami in Japan. On CNBC, where Kudlow’s a host, he expressed relief that the disaster’s impact was merely on people rather than, you know, stocks. “The human toll here looks to be much worse than the economic toll, and we can be grateful for that.” To his credit, he immediately attempted to clarify his position and pull the size-10 Edward Green out of his mouth, and he later went on to tweet that he didn’t mean to imply that the potential economic fallout from this tragedy is more important than the deaths of thousands.

An argument can be made that what we witnessed from Kudlow is a Freudian slip, and that because he tends to always side with the amorphous giant pool of cash that’s floated around the globe like some kind of alien god — while those who worship it sacrificed the rest of us in its holy name — he’s of course more likely to believe that numbers on an exchange board matter most. Guys like Kudlow, I have to assume, really do think that an economic disaster is the worst kind of catastrophe there is — hence why they pulled the panic switch so quickly and insanely when it looked like their pursuit of their god’s favor had f***ed them, and us, into a corner and only an immediate rescue mission from the government could prevent a cataclysm. But at that moment, I do think that Kudlow simply misspoke — at least insofar as what he was trying to say. Because Kudlow may be reptilian, but he isn’t stupid: He knows he can’t say that kind of thing on the air and not get hammered for it. He has to at least appear as if he gives a crap. As for his two co-hosts, though — neither of whom seemed the least bit fazed by Kudlow’s cruel retort — their silence actually speaks volumes about the kind of group-think festering among the Wall Street set and its drooling sycophants in the business media.

Right about the time Kudlow was blowing it on national television, New York Fed President William Dudley was doing his part to drive home the point that the titans of global finance are completely out of touch with the other 99% of us. During a discussion in Queens, a working-class neighborhood if ever there was one, rightfully pissed-off average people pelted Dudley with questions about the ways in which the detestably prevalent practice of commodities speculation had driven up the prices of all sorts of things that actually have a real-world impact on people: food, gas, electricity, etc. Dudley’s response was that there’s a flip-side to this kind of inflation and that it needs to be looked at in a broader context — that while some prices are rising, others are holding steady or even declining.

One example, according to Dudley: “Today you can buy an iPad 2 that costs the same as an iPad 1 that is twice as powerful.”

The reply from one not-at-all-assuaged audience member: “I can’t eat an iPad.”

Dudley’s comment, once again, really does provide a nice little window into the way these clowns think: everything flows, Randian-style, from the top down; luxuries are as important as necessities, if not more important than; keep the producers fat and happy and everybody benefits. The problem is that this model has been disproved again and again over the past several years. There’s nothing the least bit wrong with working hard and earning a lot of money, with putting your earnings into the stock market, and with living well if you’re raking it in. I’m not saying that anyone should have to apologize for that in the least. Unfortunately, the game has been rigged and for the first time in modern America’s history it’s almost as if a caste system has resulted; the top one-percent not only controls the wealth, it hoards and perpetuates it for itself while the rest of us are expected to shut up and suck it. The American dream can become a reality for anyone only if there’s at least a minor amount of fair-play involved — and that’s simply a damn-near comical conceit these days.

Comments like these could just be harmless gaffes, but I’m not so sure. We’ve heard far too much of this kind of Antoinette-esque thinking lately to just brush it off.

The 10 Commandments of Orgcom

  1. Know who you represent.
  2. Know who you are targeting (audience)
  3. Know your message
  4. Know what you want your target audience to do after reading/hearing your message
  5. Know what your images & graphs represent – TO EVERYONE
  6. Know your stakeholders – all of them
  7. Know how the ENTIRE range of stakeholders will understand your message
  8. Keep your sentence structure simple, direct and grammatically correct
  9. Follow a logical 3-part structure.
  10. Don’t try to sound smart — be smart

China e-commerce giant launches campaign to fight online piracy – People’s Daily

Taobao.com, China’s leading B2C (business-to-consumer) website, announced on Monday that it will launch a major campaign to stop online piracy and counterfeiting. The move comes after the site was labeled as a “notorious market” by selling products that violate intellectual copyright protection.

The campaign, according to the website, will be joined by 89 international brands including LV, Gucci and Apple.

Last year, taobao.com deleted more than 5.7 million products involved in copyright infringement. However, while acknowledging the website’s efforts, the Office of the United States Trade Representative was still not satisfied with the results.

In a February report entitled “Out-of-Cycle Review of Notorious Markets,” the agency listed taobao.com as one of the online retailers that “exemplify key challenges in the global struggle against piracy and counterfeiting.”

“Taobao’s online copyright protection campaign will be launched regularly in the future. Once a case of selling pirated or counterfeited products is confirmed, we will immediately blacklist the seller and ban it from opening an outlet on the website,” Qiao Beirui, a public relations principal with taobao.com, told Xinhua Monday.

According to Qiao, the website will also organize a special team responsible for checking piracy and counterfeiting.

In January, a group opposed to online piracy and counterfeiting, which was set up by more than 20 Internet companies, began operations.

The group has so far received more than 7,000 complaints, all of which occurred at taobao.com and involved more than 400 brands, according to group leader Huang Xiangru.

If left uncontrolled, counterfeit products and piracy on the Internet will severely harm the interests of hundreds of millions of online consumers and eventually damage the credibility of the Internet and the country, experts warned.

In this year’s government work report, Premier Wen Jiabao said that the country would develop e-commerce, online shopping, geographical information and other new services in 2011.

Wen stressed that the government would go to greater lengths to crack down on intellectual copyright infringement and fake and shoddy products.

Urging quicker legislation in the field of e-commerce, many law experts noted that the country’s current legislation and judicial regulations cannot be completely applied to online selling of pirated and shoddy products.

Lawyer Chen Baolong said that stronger supervision and management is of the greatest importance in order to root out online piracy.

“For taobao.com, they should conduct investigations and set up records for all online sellers, follow a register and checkup system and closely monitor the quality of products sold. On the other hand, the police should keep collecting evidence on online piracy each day and impose punishments on violators in a timely fashion,” Chen said.

By the end of 2010, China had some 457 million internet users, the most in the world.

Figures from the China Internet Network Information Center show that 161 million Chinese citizens used the Internet to buy products last year, up 41.6 percent year on year.

Meanwhile, the China Internet Illegal Information Reporting Center received nearly 400,000 complaints last year, 23.8 percent of which pertained to online fraud.

In addition to efforts from the governments and sellers, customers were also advised to exercise caution in online shopping.

“If every consumer can remain clear-headed in front of the temptations of low-price international brands and be fully aware of intellectual copyright and self-protection, all the pirated and counterfeit products will have no way out — even in a virtual world,” Chen said.

Source: Xinhua

Don’t start talking without knowing where you want to end up!!!

The point of OrgCom (the business tool AND the course) is to communicate effectively.  In the business world, that means

  1. Know who your audience is and what you want from him
  2. Get to the point
  3. Stay on point

Your CTA (Call to Action) is the whole reason for communicating.  If you don’t know what you want from the target audience, then you are not ready to present or write to him.

I’m still reading a lot of papers (and emails) that don’t really end up anywhere. Even if you are writing a PR or IR piece, you must be able to articulate WHAT YOU WANT  or how you want the other person to know or feel at the end.

Hint:  The CTA should relate to the hook that opens your presentation.  After reading or hearing the hook, the audience should be thinking, “what does this mean to me?”.  The CTA should answer that question.

Likewise, the stakeholder analysis may be implicit, but it still drives the presentation.  If you don’t know who you are talking to, the chances of motivating or influencing your audience becomes remote.

Consider writing your CTA first — then the hook, and the body last.  That may give your writing and presentation more impact.

Both assignments due WEDNESDAY

There seems to be a lot of confusion and no small degree of distress over the due-date of the upcoming assignments.   In the unlikely event that I am at fault here, we will push BOTH assignments back to Wed.

If you want to submit assignments on Friday, that would be very much appreciated.  But if you want to wait until Wed, that’s ok too.

If you have already submitted work and want to ‘pull’ it back, let me know.

See you on Monday.

-a

China: Foreign Students Hit a Record -NYTimes via AP

http://www.nytimes.com/2011/03/05/world/asia/05briefs-China.html?partner=rssnyt&emc=rss

China’s Ministry of Education is reporting that the number of foreign students in the country reached a record high of more than 260,000 in 2010. Statistics from the ministry carried by the official China Daily on Friday showed that 265,090 students from 194 countries were studying in China. That represented a jump of 8 percent from the 240,000 students in 2009.

Group assignments START tomorrow – not due tomorrow

We will start the group work tomorrow (Friday, March 4).

To prep, look at the info on the Multicultural issue, and also brief yourselves on the Baidu and Huawei are having accessing the US market.