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PR BUZZ e-zine
March, 2002 PRBuzz is an e-zine that reports on public relations trends for future-thinking executives. You'll find tips for improving your print and online marketing and public relations materials, saving money, and free advice. We hope you find this information useful, and we welcome your feedback to sca@scapr.com. Contents
Management theorist Michael Robert refers to an organization's "strategic heartbeat" as the skills and systems that power the company, and that it knows better than anyone else. He says the most successful enterprises pour their resources into it and use it to set their priorities, thereby developing knowledge and capabilities their competitors simply don't have. That's how they stay ahead of the pack. Predictions on Web usage, online spending and branding through technology By the end of 2002, more than 600 million people worldwide will have access to the Web, and they will spend more than $1 trillion shopping online, according to a study by research firm IDC (Source: E-Commerce Times.). Susan Carol Associates' clients include providers of online payment processing, e-publishing, and e-leasing who have become leaders in their markets by helping their customers use technology not only to operate more efficiently but to distinguish their products, services, and companies. New PR and marketing pros join Susan Carol Associates Here at Susan Carol Associates (www.technologywriters.com and www.financewriters.com), we are distinguishing ourselves with knowledge and talent. Rachel Feichter who has 10 years experience in marketing, with an emphasis on research and strategic planning, joined us this quarter. Ms. Feichter has worked in a variety of industries ranging from e-business and wireless communications to health care and financial services. Her background also includes work as an analyst for a leading Washington-area commercial real estate firm, helping develop marketing and sales plans that led to substantial customer acquisitions. Before joining Susan Carol Associates, Ms. Feichter was head of mPortal's global wireless product marketing practice, where she was responsible for strategic marketing and product management activities. She holds a B.A. in history and anthropology from the University of North Carolina, Chapel Hill. New pro in leasing PR—Susan Carol is also pleased to announce the addition of Joe St. Henry to our team. St. Henry is a veteran public relations professional in the financial services and automotive industries. Throughout his career, he has helped organizations strengthen their reputations and build brands. A skilled writer and award-winning media relations professional and strategist, St. Henry was most recently vice president and public relations manager at Heller Financial Inc., one of the world's leading commercial finance companies. Prior to this position, he was responsible for a variety of public relations, marketing, and communications activities with Heller's Global Vendor Finance unit and Dana Commercial Credit Corp.'s technology leasing group. Earlier in his career, St. Henry worked for a number of leading public relations firms in Detroit, where he supervised work for General Motors Corporation, Audi of America Inc., various Tier I/II automotive suppliers, and other companies. St. Henry and his family reside in Lake Orion, Mich. Equipment Lessors: Falling residual values push focus to asset management Falling residual values have put asset managers in the hot seat as they try to navigate through these turbulent economic times. While aircraft, tractor-trailers, and information technology equipment are the hardest hit, virtually every other type of equipment has also been affected. Veronica Deschambault, senior writer with Susan Carol Associates, explores the forces driving falling residual values, the strategies lessors are using to cope, and the long-term economic forecast in her latest article in Equipment Leasing Today (ELT), published by the Equipment Leasing Association. Look for it in the March issue. In the large-ticket sector, the domestic picture looks challenging, but the cross-border leasing market appears robust. Joe St. Henry reports the details in his article for the Monitor's March edition. Media tip If your company is thwarting misinformation or dealing with a crisis, prepare every employee to respond with correct information. A company appears more credible and less defensive if its employees can respond effectively. In a crisis having only one "official company spokesperson" is not enough. Also, be sure to address the issues at your corporate Web site in straightforward, everyday language. (Source: Media Insider) Making your Web site work One of the best ways to ensure Web site traffic is to give users a reason to come back -- and come back often. The average user tends to keep a short mental list of Web sites to visit when specific information is needed. You want your Web site to be on your user's short list. How? Make it pertinent, keep it fresh, and most of all, make it free. Give them what they need Types of information that work:
Give it away—Never charge for these tidbits of information. By giving away a certain amount of free information, you can begin to build a relationship with a potential client without even knowing who they are. Then when the client needs more, you will be the one they call. (Source: Charlene Polanosky, Web designer, Susan Carol Associates) Marketing 101: Get Specific Some of the same tactics used in creating a strong sales letter should be heeded by anyone producing Web copy or a media pitch. The five major tactics below were outlined by sales consultant Bob Leduc, author of "How to Build Your Small Business Fast With Simple Postcards."
P.S.: Get a FREE analysis of your online news media readiness. Just send your URL to our associate, Charlene Polanosky: charlene@scapr.com. For more information on Susan Carol Associates Public Relations, call +1 540-659-4038, visit our web site or email sca@scapr.com www.technologywriters.com, www.financewriters.com If you do not wish to receive future issues of "PRBuzz," please send an email to (sca@scapr.com) and put UNSUBSCRIBE in the subject line of your message. Please pass this e-zine to your colleagues. They may subscribe by responding to this email with the subject heading SUBSCRIBE. |
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©2008 Susan Carol Associates Public Relations, Inc. +1.540.361.1274 or sca@scapr.com |
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