Career Switch From Journalism to Public Relations – Research, Communication Skills Transfer Smoothly

As the economy squeezes news editors, reporters and producers into new careers, many emerge into the public relations field. Aside from any initial hesitation about “going to the dark side,” it can be a smooth glide from one form of information delivery to another.

That was my experience after three decades on editing desks in New York, New Jersey and Michigan — my version of a path many others have taken successfully. “I was hired for my first PR position many years ago because of my journalism experience, and I know many others who have made a successful transition,” says Christopher Trela, an independent practitioner in Costa Mesa, Calif.

But one veteran PR executive in Washington, D.C., thinks we’re generally ill-prepared for the profession. Richard Mintz, owner and managing director of The Harbour Group in Washington, D.C., boldly waves a red flag at PR aspirants whose first career involved bylines and the Five W’s.

“Journalists by their nature don’t make great advocates or public relations people because they’re trained to be objective rather than to take sides,” he told Atlantic magazine blogger Jeffrey Goldberg in January 2010. “They also tend to work alone, and they have no business experience.”

Those comments in a post headlined The Great Journalism Exodus score one out of three for accuracy, based on my background and that of other newsroom emigrants. Overlap “between the two fields is galactic,” says Jill Parker Landsman, who brought seven years of reporting and editing experience to her position as communications director at the Northern Virginia Association of Realtors.

Business imperatives are recognized

Direct business administration know-how typically isn’t a tool carried out of newsrooms, it’s true. That’s not to say all journalists are clueless about management, marketing and bottom lines – life-and-death issues in their industry. As Goldberg notes at the start of his post: “Friends in the public relations business… tell me they are inundated with calls from journalists looking to escape our profession before it dies, as opposed to after it dies.”

Characterizing journalists as rigidly objective and solitary doesn’t describe professionals accustomed to flexibility, point-of-view narratives and teamwork. While balanced fairness is the goal, journalism requires subjective decisions about themes, sources, word choices, quote selection and presentation sequence. Reporters and editors work closely with photographers, graphic artists, page designers and online producers – a newsroom version of account teams.

Mintz also seems to overlook or devalue reflexes that accompany newsgathering experience.

“I use my skills to help my company make better decisions on how to place stories, land coverage and shape releases that will capture the attention of journalists,” says Ed Garsten, an electronic communication manager who joined Chrysler in 2005 after more than 30 years in journalism. “My colleagues turn to me often and ask, ‘Will journalists buy this?’ That empowers me to be truthful to them…. I’m fitting in very well.” He had worked for CNN, AP and The Detroit News.

Aleta Walther, a marketing communications consultant in San Clemente, is familiar with bias …

As the economy squeezes news editors, reporters and producers into new careers, many emerge into the public relations field. Aside from any initial hesitation about “going to the dark side,” it can be a smooth glide from one form of information delivery to another.

That was my experience after three decades on editing desks in New York, New Jersey and Michigan — my version of a path many others have taken successfully. “I was hired for my first PR position many years ago because of my journalism experience, and I know many others who have made a successful transition,” says Christopher Trela, an independent practitioner in Costa Mesa, Calif.

But one veteran PR executive in Washington, D.C., thinks we’re generally ill-prepared for the profession. Richard Mintz, owner and managing director of The Harbour Group in Washington, D.C., boldly waves a red flag at PR aspirants whose first career involved bylines and the Five W’s.

“Journalists by their nature don’t make great advocates or public relations people because they’re trained to be objective rather than to take sides,” he told Atlantic magazine blogger Jeffrey Goldberg in January 2010. “They also tend to work alone, and they have no business experience.”

Those comments in a post headlined The Great Journalism Exodus score one out of three for accuracy, based on my background and that of other newsroom emigrants. Overlap “between the two fields is galactic,” says Jill Parker Landsman, who brought seven years of reporting and editing experience to her position as communications director at the Northern Virginia Association of Realtors.

Business imperatives are recognized

Direct business administration know-how typically isn’t a tool carried out of newsrooms, it’s true. That’s not to say all journalists are clueless about management, marketing and bottom lines – life-and-death issues in their industry. As Goldberg notes at the start of his post: “Friends in the public relations business… tell me they are inundated with calls from journalists looking to escape our profession before it dies, as opposed to after it dies.”

Characterizing journalists as rigidly objective and solitary doesn’t describe professionals accustomed to flexibility, point-of-view narratives and teamwork. While balanced fairness is the goal, journalism requires subjective decisions about themes, sources, word choices, quote selection and presentation sequence. Reporters and editors work closely with photographers, graphic artists, page designers and online producers – a newsroom version of account teams.

Mintz also seems to overlook or devalue reflexes that accompany newsgathering experience.

“I use my skills to help my company make better decisions on how to place stories, land coverage and shape releases that will capture the attention of journalists,” says Ed Garsten, an electronic communication manager who joined Chrysler in 2005 after more than 30 years in journalism. “My colleagues turn to me often and ask, ‘Will journalists buy this?’ That empowers me to be truthful to them…. I’m fitting in very well.” He had worked for CNN, AP and The Detroit News.

Aleta Walther, a marketing communications consultant in San Clemente, is familiar with bias …

Private Labeled Bottled Water for Sporting Events and Participants

Sports and athletics are such a pervasive force in American culture that few people can avoid their impact. Memories of an important game, event, score, or sports outing are often long lasting whether they are at the institution, team or individual level.

Personalized bottled drinking water is an excellent way to create lasting memories and produce high quality messages. Branding messages are available for teams, institutions and individuals.

Private label water is also an ideal vehicle for fund raising by schools, teams and individuals. Sales revenue through personalized bottled water sales at school sporting events helps ease current budget restrictions.

Sports in America

America is a sporting country with a substantial amount of time and resources devoted to the enjoyment of competitive sporting activities. Sports go hand in hand with a health and wellness life style and competitiveness is an important element in building character in our country's youth and future leadership.

From childhood until post retirement, sports and athletics serve to entertain and create role models as part of programs of exercise and healthy living. As children and young adults combine competition with sound programs of academies and extra curricular activities character and integrity are created. Continuing through adulthood, middle age and retirement athletics are a constant factor in American life. Many retirees spend a great deal of their free time pursuing sports based healthy lifestyles.

Sports in America is a major multi-billion dollar industry. Professional teams represent the major cities in America and engage in all major sports. Colleges base a significant amount of their activities and fund raising on sports and this approach permeates high schools, middle schools and grammar schools through the nation. Club teams and private leagues can be found in many towns and cities. Suppliers of sports products rank among the Fortune 500 of companies.

In addition to team sports, almost every family in the country is engaged in some form of sports activity with such sports as golf, skiing, water sports, bowling, outdoor events and others ranking high on the list of family oriented activities.

The Value of Memorable Events

Pleasant memories of unique performance or events are the result of many sporting activities. Often the powerful memories of a winning season for a local team, the big game that a child participates in, the unforgivable birdie, eagle or hole in one on the golf course and other memories remind one time and again. Many people derive significant pleasure from these memories.

Over time however, even the most powerful memories fade and memorabilia are often valuable as reminders. These reminders take many forms but serve to create continuity and continued interest in the healthy lifestyle of sports and athletic competition. Since individual and team performance is often the result of many hours of practice and hard work, a reminder of accomplishment is often valuable.

Personalized Bottled Water Memories

Personalized bottled water is an excellent way to preserve the memory of important sporting events. With a custom designed label for each and every occasion, …

Principles of Marketing 101

Marketing results should be measured in only one way – increased sales. Marketing should not be considered an art form. Its mere existence is not enough. Marketing is the first step to the sale. There are seven underlying principles upon which to base your marketing strategy and efforts. Follow them and your business will be a raving success. Violate them and you will fail as so many small businesses do.

The seven underlying principles are Image, Differentiation, Repeat Business, Ease of Doing Business, Networking, Likeability, and Emotion. Let’s begin with image.

Image

Much like people have an image so does their business. Some people are informal and likeable, as are some businesses. Some people are formal and aloof, as are some businesses. Your image is wrapped up in your packaging. The clothes you wear, the haircut you sport, the weight you carry, and the age you are, all create your image. The same applies to your business.

Every way your business presents itself to your customers adds to or detracts from the image you are trying to create with your marketing efforts. Decide on the image you wish to convey to the public and design your business to support that image. Your business cards, letterhead, website, advertising materials, and every other portion of your business which will come into contact with a customer must reflect the same image.

If you sell a product, your image is also reflected in your packaging, the colors, the box, the website, the store — everything. If you sell a service, your image is reflected in your writings, your website, your proposals and your presentations. Make every interaction with a customer or prospect reflect the image you have for your business.

However, remember, it is far easier to create an unforgettable image by differentiating yourself from the competition.

Differentiation

Be as different as a zebra in a herd of horses. You must be different from your competitors in order to stand out. And, you must be able to convey that difference in all your messages to prospects. If you know you are different and don’t convey it, you lose. You must leverage your differences to your advantage.

If you can’t differentiate yourself, it’s because of two general reasons. You think you don’t have any competitors. Or, you have copied your competitors to the extent you all look alike to your prospects.

Thinking you don’t have any competitors is a dangerous and naïve position to take. Even if someone doesn’t sell the exact product you sell, they do compete with you for people’s money. If a potential customer is spending money with someone else, they aren’t spending it with you. Offer something different in product or service.

The second option, where you look just like your competition, is equally dangerous. In this situation, the only way to compete is by having the lowest price. Lowest price also translates to lower profit margin. This means you’re working harder to make money than you have to.

Differentiating yourself …

Private Note Holder Leads

The private note holder industry is one of the greatest opportunities available in the market no matter the economy. There are always going to be opportunities in this industry for someone to make money. If you know anything about Real estate and the value of the industry then you know about cash flow. If you have cash flow then you have wealth. Many people will start buying seller finance notes to create this cash flow. Other times notes are created to facilitate the sale of a property but the holder does not want to hold the cash flow. It does not really matter why they don’t want it. Perhaps there are other interests where they want to put the money or maybe they just want to have the cash now. Whatever the reason there are many private note holders who would rather sell the note they hold for cash. To them immediate cash is king.

If you are looking to work the note business as a broker or beginning buyer of notes then the right note holder lead list is important for you to be able to contact these potential note sellers. It is also important to understand what such a lead list really is and what your expectations should be. It is true there are many of these note holders who do not want to keep the note they ended up with. It is not true however that any company can offer you a note holder lead list which exclusively contains people who want to sell. Not holder lead lists are simply public record data that has been gathered for marketing purposes.

There are some important things to understand before buying a mortgage note holder lead list. The first is to understand the data and recognize it for what it is. With many consumer lead lists the data is simply pulled from current addressees and is current with the name and address that exists now. This type of list is not a specialized list. When you are dealing with a more specialized list such as seller finance note holder leads, the data you seek is specific to the document that was recorded and not to the current address or name. With the private mortgage not holder list you are seeking data that was recorded often years prior. It is the action of the private note being created that you are seeking.

Once you understand that the data is often “old” data due to the nature of the requested information then you can move to understanding the statistics. Make yourself aware of the possibilities of what may have happened since that note was created. The best possible option is that the note was created and the seller or note holder still lives at the same address and no mistakes were made in recording and he wants to sell.

That is not always the way it goes however. Often times the note is created and then the seller moves. Other times …

6 Metrics For Measuring SEO Success

Search Engine Optimization is a long-term investment. Unlike PPC advertising, which can produce results immediately and generate qualified leads within days, SEO often takes months before it moves your website into the desired top search rankings. So, how do you know if you're on the right track in the meanime? What metrics can you use along the way to determine what's working, to keep you moving in the right direction, and to course correct as needed? And how can you tie these into your bigger-picture online marketing analytics, to help you make better marketing and budgeting decisions?

Here are the 6 most important measures that will tell you how well you're doing in the Organic Search Ranking game. These are the tools of the SEO trade, and any SEO consultant should have them at their fingertips. Before you embark on measuring, however, make sure you know what goals you're trying to reach, and set yourself up to measure the things that will have the greatest impact on your long-term success.

Ranking Reports

Since the main objective of SEO is to improve your website's search ranking for valuable keywords, the most obvious metric is your ranking. At the simplest level, you can easily track this by typing your keyword into Google each week and watching where your website appears in the list of results – if you're doing the right things in SEO, you'll see it inch up over time . If you're tracking multiple keywords, Google Webmaster Tools allows you to track the top search queries people are using to find your site, and the average position each one achieves in rankings. If you're looking for a leader and deeper metrics, consider some of the more sophisticated ranking tools that measure your all keywords on all search engines, and track progress over time. We use and really like Advanced Web Ranking from Caphyon – it's easy to set up, easy to use, and has a simple, intuitive interface that shows progress for all your keywords over any time segments – but there are many others as well.

Website Diagnostics

Since your keyword rankings may take time to move up, it's also important to track and tweak other key measures – starting with basic diagnostics that can tell you if your site is 'search engine friendly.' Google Webmaster Tools is a terrifying tool for diagnosing anything on your website that might trip the search engines and cause them not to see, crawl, or index the pages on your site. And if Google can not crawl or index your site, searchers will never find it. Any good SEO consultant should know how to read these diagnostics, and know what to do when there's a problem.

Inbound Link Metrics

Links coming into your site from other sites is arguably the largest determinant of your search ranking. The quantity, quality, longevity, diversity, and productivity of inbound links are there before important metrics to track. Often link building efforts – which you can do yourself …

How the Internet Has Forever Changed Marketing

In the last few years, consumers have changed the way they find what they want, and where they want to get it. Business supplies, concert tickets, and that perfect gift are now on the web, and that’s where many people are going. In the past consumers have responded to direct mail, cold calling, and trade shows in addition to conventional advertising. Those methods are less effective than the internet and also harmful to the environment through toxic ink, paper waste, fuel costs, and other excess energy consumption. With the use of search engines, it is now easy to filter out gimmicks and find what we are looking for directly. The tools are at the tips of our fingers and unlimited. We have access to search engines, social networking sites (Facebook, LinkedIn, Twitter), and blogs where we can find information as well as reviews on those services or products we are researching. Therefore, marketers must change their tactics to accommodate how the internet is changing business.

Inbound Marketing is now far more effective. The internet and the emergence of sites such as Google, MSN, Yahoo, Digg and other sites, allow consumers to research what they are looking for without involving the companies directly. “The internet has changed the dynamics of the business world, necessitating from ‘old marketing’ techniques to ‘new marketing’ techniques” (hubspot). Business owners now need to ensure that their website is optimized for this. Website content matters, as well as the location of key words or phrases. To optimize a website, key words must be in the page title, headings, URL, and in the page text. Keeping content fresh and updated is another good way to increase search engine rankings, especially when used in conjunction with viral videos, podcasts, and YouTube videos.

By adding simple tools such as a blog, a site owner creates a unique opportunity for search engine optimization (SEO). However, keep in mind that the blog set up with its own webpage for the best results. Websites are also setting up RSS Feeds. This allows consumers to have their favorite websites send them updates, as opposed to going to each website and searching for the information. Most people have very busy lifestyles and don’t have time to waste. By simply adding this feature, websites are ensuring more visits to their site.

Social networking is a huge way to market to consumers, with 34% believing that businesses should be involved with a social network, while 51% believe they should also interact with consumers through a networking site. After a website has established itself and has more visitors, the designers should add an online form for visitors to register for updates, newsletters or give-a-ways. This also generates new leads for the business. Credible inbound links also generate more traffic to your website and rank your site higher on the search engines.

With all of the “new” technology out there, it is far more effective for advertising dollars to utilize the web and market to consumers in the format …

Business To Business Marketing: An Introduction

Many people often use the term 'business to business (B2B) marketing,' but most of them do not know exactly what it refers to. B2B activity, both online and offline, involves the marketing of services and goods that help other companies operate. Manufacturers, resellers, the government and non-profit institutions are the most common examples of B2B markets.

Business to business marketing associates with five distinct concepts – the exchange concept of marketing, the turn of production concept, the product concept, the phenomenon of marketing myopia and the sales concept.

Converting prospects into customers is an important objective of B2B marketing. A few B2B companies do make some money off a customer base. But most of their capital is made off other businesses. A non-profit institution is a good example. Its operations normally depend on private donations from individuals. The organization also makes the great mass of its money through government funding or from corporations. Due to this reason, a non-profit institution makes itself and its services or products attractive not just to the public, but also to other entrepreneurs.

A business to business marketing company normally focuses on relationship building and communication through marketing activities, producing leads that are fostered during the sales cycle. The decision to purchase is typically a multi-step process that involves more than one person. Therefore, companies use marketing strategies to teach various players in the target group. Components, equipment, raw materials, processing services and supplies are marketed. Since B2B marketers target only other businesses, they have significantly more targeted markets than B2C marketers.

B2B marketing is now one of the fastest developing fields of marketing. New technologies bring more businesses together; Therey companies start to court each other far more sharply. Technology also makes the world a smaller place. So it becomes essential for sales and marketing experts to understand and apply the principles of B2B marketing. …

Marketing Research

Every people want to continue their business what ever it has, but every business face different market research problems in his life. So I want to share my experience that what Market Research is? Types, essential benefits of Market Research, and what are the 10 ten Marketing Research mistakes.

The marketing research process includes the systematic identification, collection, analysis and distribution of information for the purpose of knowledge development and decision making. Identifying and clearing your problem: you have already identified a problem and an information need. This step is always the start of the marketing research process. At this point, the problem will have been recognized by at least one level of management, and internal discussions will have taken place. Developing your approach: In this step you can develop your approach by Project Analysis, Skill Analysis, and Budget Analysis. Research Design: Research design includes secondary information analysis, qualitative research, methodology selection, question measurement & scale selection, questionnaire design, sample design & size and determining data analysis to be used.

Elements of Research Design Include: The Questionnaire Design Process Measuring & Scaling Sample Size Calculator Basic Statistical Testing Survey Questionnaire. Collecting the data: Often called data collection or survey fielding, this is the point at which the finalized questionnaire (survey instrument) is used in gathering information among the chosen sample segments. There are a variety of data collection methodologies to consider like internet surveys, mail surveys, Internet panel, mail panel. Performing data analysis: Any questionnaire data analysis will depend on how the questionnaire was constructed. Less complex questionnaire data analysis can be handled with any of a number of office suite tools, while more complex questionnaire data analysis requires dedicated market research analysis programs and finally Reporting and presentation: Market research reporting and presentation is easily the second most important step, if Not the first. Any business critical information and knowledge that comes from your market research investment will be limited by how it is presented to decision makers. So these are the six steps of Market Research.

Now there are two types of Marketing Research. Descriptive research: Marketing research to better describe marketing problems, situations, or markets. Causal research: marketing research to test hypotheses about cause-and-effect relationships between variables of interest.

Elements of Effective Market Research: Marketing Research is a very important step in the evolution of your business. Without research, you have no basis on which to answer even the most basic questions; Questions that you must answer if you really want to successfully market your product or service. The questions should base on your price, your market and your competition.

Six Essential Benefits of Market Research:

1. Increases overall competency and understanding of critical research concepts and provides an enhanced ability to make well-informed decisions
2. Provide a cost-effective opportunity to supplement a company's internal training (Discounts for group enrollments are available!)

3. Facilitates a common knowledge bridge with all parties involved in the research process.
4. Provided a specific starting point for people entering the profession. …

An Introduction to Viral Marketing

iral Marketing is the hot topic at the moment, but many don’t really understand what the term means. As this is an internet based business, and therefore Internet Marketing, we need to look at it in internet terms.

You know when someone sends you a joke on email and it’s a good one you want to pass it on. From your mailbox you open your list of friends names and post the joke on to everyone you know, or everyone on your “joke list”, a list of people you pass jokes on to.

Next time you do this, have a scroll down the email to see the list of people it has come from at the head of each mailing. Each person who sent the joke on will have sent it to everyone on their “joke list”. You’ll see quite a few names you’ll recognize, some of who will be on your own list.

This is “Viral” – the joke has been passed on like a virus – from person to person. Everyone they come in contact with has passed it on to everyone else they know.

The trick with viral marketing is to duplicate that process with your products and the business opportunity itself – pass your store’s website URL on to everyone who cleans their house or takes nutritional supplements, or who might, and get them to do the same with everyone they know.

Also, a lot of people who start using the products are going to want to get the products at wholesale. So they want their own store. So they sign up under you! And you get the commission not only on what they buy, but on anything people they know buy from them, and for anyone who signs up under them, who will be in your second line!

So, just as you send a joke you get to your “joke list”, you need to get the biz opp to anyone who has a biz opp list. Congratulations, you have just been introduced to Listbuilding!

Marketing tools

Why use marketing tools? A lot of people on the Net aren’t looking to join a program, they are already in one. It doesn’t matter that ours is better than theirs, if they never look at the opp and consider it, they ain’t gonna signup.

What we can give them however is a way to market what they are already selling. So we offer them our marketing tools. In doing so, they join our downline for that program, and so does anyone else they sign up. This gives us marketing methods to get our biz opp out to people who DO want to see it!

Listbuilding

Remember the analogy earlier about the joke list? What you have there is a list of people you send jokes to. How did you build that list? Your list of friends who you send jokes to. How did you get on the list of someone else, the person who sent you the joke?…

Ebook Marketing – How To Market Ebooks Online Successfully

E-books: a viable home business?

People need and demand information all the time. This makes writing such information in an easy readable format a great business proposition. In addition, the guidelines to writing an e-book require no professional expertise. You just need to aware of the guidelines to ensure the success of your venture. There is no set format dictating how large and small your book should be. You can write ten pages in electronic form and sell it in a book format. You can write a promotional book electronically and market it to your target audience. You are not only building a reputation as a writer but also creating a free avenue of online marketing.

Ensuring Success

Research: This initial stage lays the groundwork – you need to have a plan and go about it methodically. You need to engage in source and subject hunting and also downloadable formats which may help you input your writing in e-book format. This is very important as there is no point in having a written book if no one can download it in electronic book format. Next in line, you need to create your own website or establish contact with a reputed one. When you create your own website, make sure you market your website so that consumers know where to find your e-books.

Thus, concepts of affiliate marketing also come in. In cases of publishing and selling via other websites, payment becomes crucial. Always pay after your book has been sold. Do not pay before the sale and delivery of the book. Sometimes, credit card payments affords easy and secure payment. All you need to do is allow the customer to buy your book using the credit card via a third party. …