Home
>
Public Relations
>
Want To Join the Bandwagon? Be Sure It Has Wheels!

Want To Join the Bandwagon? Be Sure It Has Wheels!

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 ..

In The News:

New Android malware BankBot YNRK silences phones, steals banking data and drains crypto wallets automatically. Learn how this advanced threat works.

FDA approves first human trial for Paradromics' brain-computer interface that could restore speech for paralyzed patients through neural technology.

New phishing platform QRR targets Microsoft 365 users across 1,000 domains in 90 countries. Learn how to spot fake login pages and protect your accounts.

OpenTable now uses AI to track your dining habits and share insights with restaurants. Learn what data they collect and how to protect your privacy.

Google's discontinued Nest thermostats still secretly upload home data to company servers despite losing smart features, raising serious privacy concerns.

New Android malware NGate steals NFC payment codes in real-time, allowing criminals to withdraw cash from ATMs without your card. Learn protection tips.

DoorDash confirms data breach exposing customer names, emails, addresses after social engineering attack. Learn how to protect yourself from scams.

Concerned about Google's AI scanning your Gmail? Learn how to disable Gemini features that access your emails, Drive files and Chat messages for privacy.

Google warns Android users about dangerous fake VPN apps hiding malware that steals passwords, banking details and personal data from phones and tablets.

Apple's digital passport feature lets iPhone users breeze through TSA checkpoints this holiday season using Digital ID technology at 250+ airports.

A new phishing scam targets family photos with fake "Cloud Storage Full" alerts. Criminals steal credit card information through fake sites. Learn protection tips.

South Korean scientists create ultra-thin fabric muscles that turn clothes into robotic assistants, lifting 33 pounds while weighing under half an ounce.

Archer Aviation has acquired Hawthorne Airport for $126M to launch an LA air taxi network ahead of the 2028 Olympics, featuring AI-powered eVTOL operations and next-gen aviation tech.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Fake AI apps disguised as "ChatGPT" and "DALL·E" are flooding app stores with dangerous malware that steals data and monitors users without detection.

Fake buyers demand specific vehicle reports from unknown sites to steal credit card information from car sellers, but warning signs can help identify these scams before paying.

Android users can now manage apps across multiple devices more easily with Google Play Store's updated remote uninstall button in the latest update.

NASA's Perseverance rover discovers shiny metallic rock on Mars that could be a meteorite from an ancient asteroid, containing high levels of iron and nickel.

Holiday scams spike during Black Friday and Cyber Monday as criminals exploit your leaked personal data. Learn how to protect yourself from fake stores and phishing.

Commerce Department proposes TP-Link router ban over Chinese security risks. Learn how this potential prohibition could affect your home network and devices.

Hyundai AutoEver America suffered a data breach affecting 2,000 current and former employees, exposing names, Social Security numbers and driver's license information.

Washington court rules automated license plate reader images are public records, even when stored by vendors like Flock Safety, setting precedent for transparency.

Fake airline texts claiming flight cancellations are targeting travelers with convincing scams. Learn how cybercriminals steal personal data and credit card info.

Discover how iOS 26's new Adaptive Power feature automatically extends iPhone battery life by learning your usage patterns and adjusting performance intelligently.

New TikTok malware campaign tricks users into running PowerShell commands that download Aura Stealer, which steals credentials and authentication tokens.

Want To Join the Bandwagon? Be Sure It Has Wheels!

Public Relations