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

recurring maid service Wilmette ..
In The News:

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 "DALLĀ·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.
Gaia Family offers fixed upfront pricing for IVF cycles with unlimited embryo transfers and financial protection, partnering with over 100 U.S. fertility clinics.
The Jetsons Act aims to position Pennsylvania as a leader in advanced air mobility by establishing regulations for hybrid ground-air vehicles.
Fake Geek Squad invoice emails are targeting users with convincing charges and urgent phone numbers to steal personal information and money.
Fox News Digital's artificial intelligence newsletter digs into a robot in Russia that faceplanted, George Clooney's alarm and OpenAI's rivalry with the New York Times.

The PR And Marketing Expert Has A Smattering Of Knowledge Regarding Nearly Everything And Is Certain

PR, that is public-relations, leads the way to effective advertising;... Read More

Can Your PR Game Plan be Salvaged?

If, as is often the case, you are preoccupied with... Read More

PR: How Sweet It Is!

The public relations goal and strategy make sense; the message... Read More

Custom Reasons for Custom Publishing

Once considered the stepchild of the publishing industry, custom publishing... Read More

Ramp Up Your Newsletter to Build a Strong Business

To survive in business, you've got to focus your attention... Read More

Promoting Your Website Through a Press Release

Have you ever gotten one of those letters from your... Read More

Managers and PR: One Thing Is Clear

As a business, non-profit or association manager, you have a... Read More

Make the Media Your Friend

The media (newspaper, radio, television) can be of enormous help... Read More

Your Organization: What Role PR?

As a manager, does your current business, non-profit or association... Read More

The Four Seasons of Publicity - Building an All-Year Publicity

If you're like most publicity seekers, you probably think oneproject... Read More

How to Stay Composed During Contentious TV Interviews

NOTE: Brad Phillips was a Producer for CNN's The Capital... Read More

Andrew Bogut - His Big Media Blunder And What You Can Learn From It

Andrew Bogut, the Australian basketballer is now officially in the... Read More

Rise of the Creative Class

The fast changing dynamics of the world economy is forcing... Read More

Business Community Relations 101 - Getting the Most Out of Your Chamber of Commerce Membership

Since the major part of a small business typically comes... Read More

A Guide to Optimizing Public Relations Content

This guide to "SEOing" your PR efforts can help you... Read More

Anchor Your Relationships

I heard a speaker recently who was talking about how... Read More

The Ten Ps of PR

Everyone is talking about the Ps of successful marketing, so... Read More

Top Five Publicity Myths

Most people consider getting publicity the most important part of... Read More

Business Gifts for Your Clients and Employees

Tis' the season for business and corporate gift-giving! If you... Read More

Marketing-Minded Financial Planners, Focus on Main Points During an Interview

You never want to inundate a reporter with information, but... Read More

Company Dress Codes for Small Business; Shorts and Pants

Most small businesses have logo'ed shirts, usually polo shirts with... Read More

This is the Power of PR

The power of public relations is its ability to alter... Read More

The Ultimate PR Scam

It happens to business, non-profit and association managers when their... Read More

Your Online Newsroom: How to Give Reporters a Tip

It's hard to imagine a reporter working today who doesn't... Read More

Whats Important About PR?

Quite a bit, actually. Public relations helps business, non- profit... Read More

last minute cleaning help Highland Park ..