For example, to promote a book such as this one to the trade, press releases may be sent to Publishers Weekly, Library Journal, and other magazines read by those in the book trade. If your company is publicly held and you don’t know who they are, you’ll find out quickly the hard way. Associations Canadian Public Relations Society (CPRS) Suite 346, 4195 Dundas Street West Toronto, Ontario, M8X 1Y4 Canada Phone: 416-239-7034 Web: www.cprs.ca International Association of Business Communicators (IABC) 1 Hallidie Plaza, Suite 600 San Francisco, CA 94102 Phone: 800-776-4222 or 415-433-3400 Web: www.iabc.com Institute for Public Relations University of Florida P.O. The quickest way to turn off an editor is to offer an idea that has nothing to do with her magazine. .247 Understanding the Difference between Buzz Marketing and Viral Marketing .........................................................................................247 Examining the Effectiveness of Buzz Marketing.......................................248 Boning Up on Basic Buzz Techniques .......................................................249 Educating people about your products and services ...................249 Identifying people most likely to share their opinions..................249 Providing tools that make it easier to share information .............251 Studying how, where, and when opinions are being shared.........251 Listening and responding to supporters and detractors..............252 Determining the Right Moment for Buzz...................................................252 Generating More Exposure with Buzz Marketing.....................................253 Identifying Brand Evangelists and Terrorists ...........................................255 Taking advantage of evangelists.......................................................255 Dealing with brand terrorists............................................................258 Leveraging the Web and E-Mail for Maximum Buzz.................................259 Measuring and Tracking Buzz ....................................................................260 Meeting the Legends of Buzz ......................................................................261 Chapter 19: Staging Publicity Events . Here’s the information — you fix the grammar and make it read right.” (The editor doesn’t have time to do your work and expects articles that are well written and edited.) Similarly, a PR writer I know handled a project for a client who said, “Send all the releases Federal Express — that’ll really get the media’s attention.” (This occurred before faxes and the Internet were common.) If you can provide a computer file, go ahead. If the editor doesn’t volunteer this information, ask. . You should always have at your fingertips these three writing resources — a dictionary, a thesaurus, and the Associated Press Stylebook to guide you on matters of grammar and style. The production company will edit the video to contain several different segments on the event, ranging from 30 seconds to a few minutes. Very educational. You, too, must have the facts before you can solve a problem or make an informed decision. The news cameras ate up the video of me, the British Knights chairman and marketing director, and my dog sniffing the socks as we judged which were the foulest. 315 316 Part VI: The Part of Tens Management Demands Tangible Results from Marketing Expenditures Twenty years ago, if managers liked the way your ads looked, or if they got compliments on the advertising from their friends and neighbors, they were happy. A winning campaign focuses not just on what you do but also on what your product does for the audience. ⻬ Comments: Blogs with lots of comments are a good indication of an engaged readership. . I make it a point to be available to the media 24 hours a day, 7 days a week — whether it’s on Thanksgiving Day during turkey or in the middle of the night. Almost all the broadcast media accept media alerts via fax, and most of the print media seem okay with it, too. 133 134 Part III: Putting the Wheels in Motion You can tell the conference manager, “I’ll give the presentation at no charge, but in exchange, we’d like to have you include our company literature in the conference kits mailed to attendees.

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