Public Relations through Computer Technology
Staying current with the rapid advances in computer technology is essential for today’s public relations practitioners. Not only does it help to make the job easier, but it also provides solutions to many problems in today’s business world.
As a result of new technologies, there are new media outlets and communication strategies available to public relations professionals. Internet technology specifically, has immensely affected public relations in several ways:
• The Internet enables effective communications regardless of international boundaries
• E-mail, due to its easy access, has become the preferred means for communications, and continued improvements enhance its usability compared to face-to-face communication
• Search engine technologies have made the Web a valuable research tool
• The potential to target columnists who cover cyberspace creates new media resources for public relations practitioners
• The Internet is becoming an increasingly popular and effective marketing tool compared to conventional media
So staying abreast of Internet technology is extremely important for public relations practitioners if you want to maintain a competitive advantage.
Sunday, February 01, 2004
Monday, January 12, 2004
Cyber-etiquette techniques which bode well in the world of public relations.
Just as you send a business on letterhead, with a date, greeting, well-crafted message and salutation (among other components), you should also follow some basic rules of thumb when trying to put your best foot forward via an electronic medium and still maintain that same level of professionalism:
• If you do get a virus, contact the sender immediately. Many computer users can be caught unaware that their computer is not only infected, but that it may be infecting others as well.
• Never forward a “virus warning” e-mail unless you know it is from a trusted source. Chances are, you may be spreading spam or a virus yourself.
• In your e-mail address book, add the name “AAAA” and give it an invalid e-mail address “AAAA%1234.” If you open an e-mail with a virus that sends e-mails from your address book, this should cause an error message to appear and send up a big red flag for you to shut down your computer and seek IT assistance.
• Never use all caps in an e-mail – it’s perceived as screaming.
• Use punctuation correctly and wisely.
• Always include an electronic signature with your name and contact information at the end of the e-mail.
• Always include the e-mail you are responding to or forwarding (especially if you’re not going to answer the original inquiry directly as you would in a handwritten and mailed correspondence).
• If you are sending the same message to many recipients, use the “BCC:” function – And use “CC:” sparingly.
Like putting your best suit on for trial and smiling for the television cameras after you receive a favorable verdict, good computer safety and etiquette equates to great public relations.
Just as you send a business on letterhead, with a date, greeting, well-crafted message and salutation (among other components), you should also follow some basic rules of thumb when trying to put your best foot forward via an electronic medium and still maintain that same level of professionalism:
• If you do get a virus, contact the sender immediately. Many computer users can be caught unaware that their computer is not only infected, but that it may be infecting others as well.
• Never forward a “virus warning” e-mail unless you know it is from a trusted source. Chances are, you may be spreading spam or a virus yourself.
• In your e-mail address book, add the name “AAAA” and give it an invalid e-mail address “AAAA%1234.” If you open an e-mail with a virus that sends e-mails from your address book, this should cause an error message to appear and send up a big red flag for you to shut down your computer and seek IT assistance.
• Never use all caps in an e-mail – it’s perceived as screaming.
• Use punctuation correctly and wisely.
• Always include an electronic signature with your name and contact information at the end of the e-mail.
• Always include the e-mail you are responding to or forwarding (especially if you’re not going to answer the original inquiry directly as you would in a handwritten and mailed correspondence).
• If you are sending the same message to many recipients, use the “BCC:” function – And use “CC:” sparingly.
Like putting your best suit on for trial and smiling for the television cameras after you receive a favorable verdict, good computer safety and etiquette equates to great public relations.
Friday, December 12, 2003
Helpful Pitching Tips - Reaching the Media
A vital component of legal marketing is “good press” and in order to obtain “good press” you must understand how to best relate to reporters.
The worst time to contact a reporter is during their “deadline”. If you try to contact a reporter while on “deadline” most likely he will not be very receptive to your story. Always ask if it is a good time before discussing your story with a reporter.
Reporters receive hundreds of stories every week so it is important that your story stands out from the rest. Research the reporter before contacting him. Know the reporter’s beat (what are the sources for most of his article and what types of articles does he write). Be familiar with articles that the reporter has written in the past (if you can, tie in one of these articles to your pitch). Be specific and brief – this will show the reporter that you are not wasting his time.
It is also helpful to understand that a reporter working for a daily publication will be very interested in a news story that he himself can break to the public. On the other hand, reporters working for weekly publications are more interested in detailed, comprehensive information, and how that information will affect the business community. Be sure to modify your story accordingly.
Use of the above suggestions can help create a more positive response from reporters for your story.
A vital component of legal marketing is “good press” and in order to obtain “good press” you must understand how to best relate to reporters.
The worst time to contact a reporter is during their “deadline”. If you try to contact a reporter while on “deadline” most likely he will not be very receptive to your story. Always ask if it is a good time before discussing your story with a reporter.
Reporters receive hundreds of stories every week so it is important that your story stands out from the rest. Research the reporter before contacting him. Know the reporter’s beat (what are the sources for most of his article and what types of articles does he write). Be familiar with articles that the reporter has written in the past (if you can, tie in one of these articles to your pitch). Be specific and brief – this will show the reporter that you are not wasting his time.
It is also helpful to understand that a reporter working for a daily publication will be very interested in a news story that he himself can break to the public. On the other hand, reporters working for weekly publications are more interested in detailed, comprehensive information, and how that information will affect the business community. Be sure to modify your story accordingly.
Use of the above suggestions can help create a more positive response from reporters for your story.
Wednesday, November 12, 2003
Building Your Practice Through Public Relations
Today lawyers are becoming more aware of the impact and power of public relations. One result of this new understanding is that they realize that public relations is not going to increase business overnight. Public relations for law firms is a long-term strategy that incorporates many different approaches to achieve the firm’s goals. Some of the most important approaches utilized to create a long-term effective strategy include:
• Building a Portfolio – having newspaper or magazine articles about your firm, which gives you credibility
• Obtaining Reference – speaking invitations usually require recommendations from prior presentations
• Creating a Data Base – once you obtain numerous names or business cards they should be put into a data base of prospects which should be used for future mailings
• Cross-Selling – make current clients aware of additional firm capabilities
A strategic collaboration of such approaches can provide a positive impact for any firm willing to make the long-term commitment to a well-planned public relations program.
Today lawyers are becoming more aware of the impact and power of public relations. One result of this new understanding is that they realize that public relations is not going to increase business overnight. Public relations for law firms is a long-term strategy that incorporates many different approaches to achieve the firm’s goals. Some of the most important approaches utilized to create a long-term effective strategy include:
• Building a Portfolio – having newspaper or magazine articles about your firm, which gives you credibility
• Obtaining Reference – speaking invitations usually require recommendations from prior presentations
• Creating a Data Base – once you obtain numerous names or business cards they should be put into a data base of prospects which should be used for future mailings
• Cross-Selling – make current clients aware of additional firm capabilities
A strategic collaboration of such approaches can provide a positive impact for any firm willing to make the long-term commitment to a well-planned public relations program.
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