Here are two to-the-point questions recently posed by several association magazine publishers: "When is it time to launch an electronic newsletter?" and "Just because everyone's doing it, does that make it right for us?"
These are just the types of questions that should be asked by associations and businesses seeking to maximize contact with members, prospects or current customers. The trick is to generate the processes that will allow you to arrive at the right answer for your circumstance.
Take an association that currently publishes two magazines and a quarterly print newsletter. The organization has laid the groundwork (surveys and polls) to ascertain that the information that needs to get into members' hands is getting there through these means (on top of use of an up-to-date website). In this case, an e-newsletter may not be the smart move. Would its content be all that different from what already appears in the print publications? What advantages would the electronic distribution channel offer (more timely stories, smaller production staff) that meet a specific need in terms of information distribution?
For companies that advertise in the Sunday newspaper or on television, the question is whether a direct channel to their most valued customers necessarily generates higher sales or more loyalty. Is the technology appropriate for the audience these companies want to reach (i.e., the ones familiar with computers and e-mail)? And would the ROI merit executing the project in-house or outsourcing to a custom publisher?
A newsletter, regardless of its format, is a potent tool in the marketing arsenal. But there must be an underlying, compelling rationale for undertaking such an endeavor ? a reason for the newsletter to exist as it supports the organization's overall mission.
For the previously described association, until a case could be made that a newsletter would offer information of a different or new nature to members in a timely manner (how to improve business practices, recent court cases that could affect the industry) there is no need to jump on the bandwagon. For a consulting firm seeking to demonstrate thought leadership without making a direct sales pitch, however, a newsletter fits the bill quite nicely. Either way, the key is to have the purpose, goal and role of the e-newsletter firmly established before plans to move forward on the project begin.
Chris Scott heads Hodge Media Group, the custom publishing arm of Hodge Communications, Inc. Hodge specializes in strategic public relations and marketing communications for businesses, entrepreneurs and professional associations. Formerly an award-winning journalist, he brings over 20 years of experience to client engagements. Subscribe today to ommunic@te! our free bimonthly e- newsletter and get a free special report: "Using Buzz To Create a Groundswell For Your Business."
Visit http://www.hodgecommunications.com
tidy up service Glenview ..As someone with expertise in media relations, I've been asked... Read More
Business, non-profit or association managers hurt their own public relations... Read More
If you're like most of my clients, you're probably interested... Read More
Small businesses have always known the importance of word of... Read More
Keep these few crucial details in mind when writing and... Read More
Like human nature over time, the power of good public... Read More
You won't accomplish much if you call the gas company... Read More
The world has woken up to ethical issues in corporate... Read More
As if making sure your company runs smoothly on an... Read More
Promotion for Professional Services Providers requires a different approach than... Read More
Ideally, you will have two types of quotes in your... Read More
Do you have a great idea for a story, but... Read More
A press kit is an essential press relations tool. While... Read More
It used to be that all you had to do... Read More
Because PR can be difficult to control, it is often... Read More
Question: Why should your business issue a press release? Answer:... Read More
THE NATURE OF MEDIAThirty years ago, Marshall McCluhan, the father... Read More
We rely on all kinds of tools and advice to... Read More
Anything that lets managers achieve their managerial objectives is a... Read More
Often the first point of contact the media has with... Read More
You are getting a good deal when you accept the... Read More
Sure, as tactics usually presented to business, non-profit and association... Read More
Small Business Owners should send press releases out at least... Read More
For those business, non-profit and association managers committed to PR... Read More
1) Do you NEED solid, consistant media exposure...week after week,... Read More
full-service cleaning Mundelein ..Relationships are based on trust-not just romantic relationships, or doctor/patient... Read More
You may remember Forrest Gump's Vietnam pal ? the one... Read More
"We are in the communications business, the business of conveying... Read More
There are all kinds of smart moves professionals can make... Read More
Think carefully! You're a department, division or subsidiary manager for... Read More
Just about anyone who has been in the public eye... Read More
There's still time to review your public relations program like... Read More
If you're trying to promote your store, but you don't... Read More
Fiercely combative business, non-profit and association managers use every PR... Read More
Although media relations is not all there is to PR,... Read More
Simply that the behaviors of their most important outside audiences... Read More
It happens to business, non-profit and association managers when their... Read More
In these days of every increasing demand and competition, there... Read More
Public relations is popular because it is very cost-effective and... Read More
If your reading this, you must be online and most... Read More
Product/service publicity is the superhighway to business success everyone dreams.... Read More
If a reporter approached you about an interview, would you... Read More
You thought of it, you researched it, you wrote it.... Read More
It could, but what if it doesn't?Will you be prepared?Will... Read More
You can SO measure return-on-investment for a public relations program!Try... Read More
You're trying to recruit a downline into your program, you've... Read More
Why You Should Write Press Releases: A press release is... Read More
Does the thought of knowing your verbs from your adjective... Read More
If you don't have a grip on public relations, how... Read More
In public relations, "junk" is more about attitude and lack... Read More
Public Relations |