----Northstar --Public Relations

Why Publicity? ... And Other Frequently Asked Questions

• Why do I need Publicity?
• The Myths of PR, are they true?

• What is Crisis Management and
  do I need it?

Contact Information

Bill Piecuch, Owner
Northstar
Public Relations
827 Windermere Blvd.
Inverness, FL 34453-4400
352.560.7091 office
352.816.1016 cell
wmpq@nstarpr.com

WHY PUBLICITY?

Here's a classic line from a McGraw-Hill ad. It shows a prospective customer sitting in a chair looking straight at the sales person. The copy says: "I don't know you. I don't know your company. I know nothing about product. Now - what did you want to discuss?"

Publicity does the following:

• Generates leads and more revenues
• Pre-sells potential customers
  
• Revitalizes interest in mature products or services
  
• Lends credibility
• Let's people know that your organization is active and vital
  
• Elevates your image and your company's image
  
• Leverages ROI

PUBLICITY MYTHS

"You need contacts to get into the Wall Street Journal."

A recent Public Relations Society of America survey indicated that 111 stories on the inside pages were generated from press releases. The reality is that contacts only get you to first base. What editors want are stories of interest to their readers. It's up to us to find that ingredient and focus on it when we present various stories.

"You can't buy PR with the promise of paid advertising."

Yes you can. But the kinds of publications that openly engage in these practices might not be appropriate for our clients. What we do - because of our experience - is without promise to ask the advertising representative to "see what he can do" about opening the proper doors. All we require is a good opening. If the story is interesting, we might have a successful placement. We can also ask the same rep to place a product story to see how many replies might be generated. This gives us an idea of what advertising might do.

"Getting great publicity is a matter of luck and timing."

Chance favors the prepared and timing can be controlled. It's more a matter of continued effort and seizing an opportunity than luck. We generate our own luck by persistence and follow-up.

CRISIS MANAGEMENT

You may have wondered how your competition has suffered a major blow and managed to come out on top or maybe they seem to always be in the spotlight when a new development in the industry has come along.  The secret is great public relations.  No matter what you call it; PR, Customer Relation Management, or Impact Management, it can make the difference between a good company and a great one or even no company at all.

Northstar is extremely capable of handling all of your public relations needs no matter how trivial or serious the event may be.  It is always best to have an experienced public relations person available who can identify opportunity and ward off disaster.