September 8th, 2011 by Paul Krupin
News Releases Are Not Advertisements
Perhaps the very worst part of my job is trying oh so hard to teach people who are remarkable marketers that a news release is not a chance to sell. It’s single purpose is to persuade a media person to give you news coverage. They get very angry and feel abused and insulted when we try to get the to sell product instead of persuade them to share good solid reliable helpful information. Editors do re-write all the time, however, to be successful quickly and maximally, you can’t insert words that require them to take the undesirable action, which is to grab the red pen.
January 5th, 2010 by Paul Krupin
Facebook issues guidelines regarding online promotions
Fascinating article in the January 2010 issue of The Metropolitan Corporate Counsel by lawyers Gonzalo E. Mon and Christopher M. Loeffler, of the DC law firm Kelley Drye & Warren. The article describes and interprets the detailed promotion guidelines issued by Facebook in November 2009.
Facebook Issues New Guidelines For Running Promotions On Its Platform
If you conduct promotions on Facebook, then you should really read this article and make sure you also take a look at the Facebook guidelines themselves to make sure you don’t go astray of laws and regulations as well as Facebook policies.
December 5th, 2009 by Paul Krupin
Discussion of the differences between marketing, PR and advertising
Great discussion over at Yahoo Small PR Agency Pros
I’ll throw in a little twist here to focus on what a person who works for a living has to do to communicate and accomplish these various and distinctive roles and objectives.
Advertising: paying for the creation and placement of communications so that target audiences of the selected media take the action wanted (which for products and services is usually sales, but for politicians could be votes, or for organizations, could be social action).
Marketing: the creation and management of programs and people and the execution of strategies, tactics and actions to achieve sales and profits of products or services (or votes or social action).
PR: the creation and presentation of proposed content to media (publishers or producers) to persuade them to publish or showcase a story or information that is perceived as objectively reported by their audiences, that creates interest, desire and promotes and triggers desired action (sales, votes or social action).
And btw, if the latter is what you spend a lot of your time doing, my new book Trash Proof News Releases is up on Smashwords – it’s a free download. It’s expressly designed to be an immense help to anyone who even thinks about writing a news release. I basically spend whole chapters of the book trying to explain clarify and communicate the difference between PR, and marketing and advertising, since what I see day in day out is otherwise successful marketing people fail to realize the difference between these distinctive functions, and the different types of MarCom copy required for each.
Book page to download Trash Proof News Releases Smashwords edition:
The book can be viewed online or downloaded in ten different formats.
January 8th, 2009 by Paul Krupin
Recessions present unique opportunities to expand your business
Bruce Rigney and the remarkably talented folks at Rigney Graphics posted some very insightful data in the wonderful post titled:
Great data and analysis. Smart recommendations.
Now if only our bank accounts gave us the flexibility we need to take advantage of these opportunities!