Whitepaper 5 Ways to Use PR to Strengthen Your Marketing

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Learn how PR can make a difference in your marketing campaigns

Asthe role of public relations has shifted away from its intense focus onthe media, thanks in large part to the Internet and the rise of the newmedia, new opportunities to bring PR into your marketing campaigns andget value from PR efforts have emerged.

Intoday’s world, public relations is part of a more integrated companystrategy and can be directly tied to the company’s bottom line.

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Constellation Consortium Has Eyes on Allied Domecq

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Constellation Consortium Has Eyes On Allied Domecq

A consortium led by Constellation Brands, and including Brown-Forman Corp., Lion Capital and The Blackstone Group, may throw a stick into the spokes of Allied Domecq’s $14 billion deal with Pernod Ricard.

Constellation said that it was not certain that it would make a formal bid for Allied Domecq. The two companies have apparently discussed an all cash proposal however.

Constellation and the consortium need greater access to Allied Domecq’s financial books before it can make an official move. The discussed proposal is said to be of a higher amount than the Pernod Ricard deal. to AP,

Allied said it would continue to discuss the proposal with the Constellation consortium while also working to “progress the offer” from Pernod.

Allied had recommended on April 21 that shareholders accept the takeover offer from its smaller,Gucci Outlet, Paris-based rival in a deal that would make the combined entity the second-largest liquor company and a more serious challenger to world leader Diageo PLC, which has brands including Guinness stout and Johnnie Walker scotch.

“It is too early to ascertain whether the indicative proposal will translate into a firm offer for Allied Domecq,” said Allied in a statement to the London Stock Exchange.

Allied Domecq already agreed to pay a 37 million pound ($68.67 million) to Pernod Ricard if the company decides to accept a competitive offer within six months.


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Chris is a staff writer for . Visit WebProNews for the .

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How To Write Persuasively

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February 28, 2000

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How To Write Persuasively, “The Newsletter for Webmasters by Webmasters”, is an optional weekly newsletter available only to those who submitted their web site to the Jayde.com search engine.

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How To Write Persuasively
by Jennifer Stewart


When writing an advertisement, your aim is to persuade your readersto follow a particular course of action – willingly.
There are three elements in this process:
1. You must win the trust of your audience.
2. You must appeal to their emotions.
3. You must rationalise their decision for them, so that they feelcomfortable in making it.
If you succeed in all three areas, you will have engineered theirconsent to buy your product or service.
Here are some tips to help you to achieve this desirable state ofaffairs:

1) Win the Trust of Your Audience.

The first step is to show that you are a person who can betrusted – so try to give your audience something of value – advice,interesting “inside” information or helpful tips. Indicate whyyour opinion here should be valued – give a little detail aboutyour background and your credentials.
To win their trust, you must know something about your audience:
What sort of people are they? How old are they? What are their special interests?
You must also try to find some common ground with your audience:
Begin with a point of common interest e.g. “I’m sure we all want togive our kids the best start possible…” Anticipate their responsesby using rhetorical questions e.g. “You’re probably wondering whereyou’ll find the time to …”
Use generalisations to persuade your audience to agree with you- people feel more comfortable when they know that, “80% of familiesuse …” or that “8 out of 10 teachers state that parental interestimproves student grades …”.

2) Appeal to the Emotions

Now that you have collated all the relevant facts and figures, thenext step is to identify the “angle” or headline of your story. Agood story angle must have the following three attributes:

- It must be the most important fact in your story.
- It must be timely.
- It must be unique, newsworthy or contrary to industry norms and trends.

This story angle must be presented in the first paragraph as wellas the headline of your press release. Most newspapers employ an”inverted pyramid” format that presents the most importantinformation in the opening paragraph, followed by other informationthat supports or develops the key points raised in the firstparagraph.

3) Rationalise

This is giving people good reasons to believe what you’re tellingthem. We all do this to ourselves everyday. How many times haveyou said something like this to yourself, “My old car is going tostart costing me money soon; I’d be better off buying a new onenow”?
Tell your would-be customers that they’ll save money in the longrun by spending it now and you’ve given them a reason to actimmediately.
Summary:
* Emphasise and repeat your key points
* Be convincing in your presentation
* Use plenty of emotional words and focus on the audience
Consider how you can use these persuasive techniques to sell yourproducts or services.
N.B. If the spelling of words like “utilise” in this articleworried you,lv bags, please read this:

Jennifer Stewart offers professional writing services for web pages,press releases, advertising material, business reports, content forautoresponders, technical booklets and articles for newsletters.
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Video Search The Next Big Thing

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Video Search The Next “Big Thing”

Ladies and gentlemen, today, the role of “desktop search” will be played by “video search”. It seems that barely had the buzz surrounding desktop search subsided, the search engines hit us with video search options.

Yahoo and Google launched video search features late yesterday afternoon. What affect do you feel video search will have on the broadcast and the search industry? Discuss at .

(in beta, of course) offers users the ability to search the content of television programs from leading TV content providers including PBS, the NBA, Fox News, and C-SPAN, among others.

“What Google did for the web, Google Video aims to do for television,” said Larry Page, Google co-founder and president of Products.

The Google Video beta enables users to search across the closed captioning content of a growing number of TV programs that Google began indexing in December,Gucci Outlet, 2004. Entering a query such as (iPod) will return a list of relevant television programs with still images and text excerpts from the exact point in the program where the search phrase was spoken.

Yahoo the integration of its by adding a tab to the homepage and partnering with TV search player TVEyes to help it better index video content.

Yahoo!’s video index includes content from its own network, including video from Yahoo! News, LAUNCH, and Movies, along with exclusive partner content from Mark Burnett Productions and JibJab. The company also has video search partnerships with AtomFilms, RealNetworks, and IFILM.

Users Confuse Natural And Paid Search Engine Results

So information from a study by the Pew Internet and American Life Project, suggests that only 18% of search engine users can tell the difference between paid and natural search engine results.

So what does that tell us? Well, to me that the search engines have everything finely tuned and doing a great job.

If the average user cannot tell the difference, it likely means that they are finding the most relevant results in both paid and natural listings. I bet the same can be said for those “infomercials” or the “advertorials” you often see.

Sometimes, it’s hard to tell that they are paid placements, but it doesn’t matter, if I find the stuff interesting and useful, who cares if someone paid to put it there.

Yahoo Inks Deal With Gotham Group

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Yahoo Inks Deal With Gotham Group

Cartoons are popular with the young, the young at heart, and Yahoo. This is, at least, what some people may conclude after hearing about the search engine company’s deal with the Gotham Group, a self-proclaimed “premier management firm representing animation and family entertainment talent and content.”

Yahoo and Gotham haven’t exactly sworn their undying loyalty to each other, however; instead,Gucci Outlet, they’ve formed “a strategic relationship to produce and distribute original animated content on the Internet” (italics mine). (The deal also mentioned “pre-existing animated shorts,” but it’s not clear if these have only been collecting dust in a basement.)

That makes the relationship sound almost exploratory, since most companies would prefer to have access to widely known, (and its built-in fan base). Perhaps, if all goes well, Gotham will allow Yahoo to distribute such content.

Then again, the particular branch of Yahoo that was involved in the deal “focuses on the development and production of event-based, original and user-generated content” (italics mine).

Drew Buckley, the general manager of Yahoo Studios, certainly didn’t seem upset. “We are thrilled to work with Gotham to create and program compelling animated content for our users,” he said in an official statement. “We are always looking for opportunities to make dynamic and entertaining content available on Yahoo.”

And , CEO and founder of Gotham Group, didn’t sound as if she was holding anything back from the search engine company. “Gotham is committed to finding innovative ways to distribute our artists’ creative work,” she stated, “and today’s agreement with Yahoo! furthers that business strategy to mutual benefit.”

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Media Hackers

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Media Hackers

Dave Winer and Steve Gillmor have coined a new phrase – media hackers. I like it. Dave envisions a future where the biggest podcaster is not Rush Limbaugh,louis vuitton, but media-hacker stars that have yet to come to the forefront.

It contrasts directly with what yesterday about Chris Rock’s blog (which doesn’t exist right now) one day crushing mine.

Somewhere I see a happy medium. Existing will use new channels like blogs and podcasts to build their brands while new citizen stars will emerge – particularly as video blogging or vlogging takes off.

…

About the Author:
is a PR strategist with nearly 16 years of public relations, marketing, journalism and communications experience. He currently serves as a with , the largest independent global PR firm.

He authors the , which tracks how blogs and participatory journalism are changing the public relations practice.

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