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President Obama knows one of the real secrets of publicity and marketing success

President Obama knows the real secret of publicity and marketing success

Connecting in a caring way.

You can write an email. You can write an article. You can write a news release. You can create a script for an interview.

You can now send it out and try to get people to pay attention to you.

You can post it on web sites and make it available to millions of people who are searching using key words. That’s the idea. They search and they find you.

Will anyone pay any attention to you?

Not unless you care and they realize it.

There 20,000 people posting on blogs every hour. There are millions of people and businesses updating their web sites every day.

There are millions of people twittering away merrily with their little snippets of ‘wassup’ messages.

Are they connecting with you in a caring way?

Which ones actually get through to you? Which ones do you pay attention to?

Our newly elected President Barrack Obama knows how to connect.

I just signed up to be a follower on his Twitter account.

Within minutes I received the following email message:

“Hi, pjkrupin (pjkrupin).

Barack Obama (BarackObama) is now following your updates on Twitter.

Check out Barack Obama’s profile here:

http://twitter.com/BarackObama

Best,

Twitter

Can you believe it? The President of the United States is following my updates on Twitter.

In fact as of today, he’s following more people than are following him.

He’s following 166,088 people, and he has 144,000 followers.

He (or someone on his staff) is listening to more people than there are people listening to him, at least on Twitter.

This is amazing to me. This gives me a unique online experience.

He’s connected with me and he says he cares.

Try it yourself. Sing up at http://twitter.com/BarackObama

See how you feel when you get that message that says, “Barack Obama (BarackObama) is now following your updates on Twitter.”

What an example to emulate.

Publicizing and Promoting By Helping People the People You Can Help the Most

Tactics and strategies for getting the best publicity that creates interest and sales

It’s perhaps the most common question I hear after a client walks in the front door. I wrote a book, now what do i do?

I reviewed many years of doing PR and marketing for thousands of clients and from experience, it appears that it all comes down to …

HELPING THE PEOPLE YOU CAN HELP THE MOST

What is the most effective communication that you can put in front of people that will get them interested in what you have to offer? What type of message will attract more of the right type of people to you and will create the best and lasting impression? How can you maximize your sales with the lowest possible budget?

There are several types of news releases or marketing communications that you can choose to use to get peoples’ attention and interest. Sure, you can create a product announcement, a book review or a personal story about your quest to create a book or a product. But these types of messages tend to produce a relatively low impact on how much coverage you get and how many products or services you sell. That’s because it’s all about you and you fail to really give the media what they want the most.

The best media coverage results when you offer something of value that appeals to lots of people in the audience at a deep personal level.

By far, the highest impact media coverage and sales comes from value-packed problem solving messages placed before needy people in a dramatic way.

What this means is that you if you want publicity and sales you need to craft your messages and couple them with actions so that you help the people you can help the most.

With authors and publishers this usually means that you create and use a problem solving tips article approach which identifies a crucial problem and offers your best advice on how to solve or alleviate that problem.

Then when people read or see this type of message, they experience hope and desire for these benefits, and they contact you and purchase the book, product or service that you offer.

There are three key questions you need to answer to use this technique successfully.

• What can you do to help people?
• Who are the people you can help?
• How can you reach them to let them and others know you can help them?

This technique is very powerful. Helping people in need gets attention. It brands you as a helpful person. It motivates people to find out more about you. Depending on the value of your help, it even creates a sense of obligation that triggers a reciprocal response. Of course, the beneficial impacts this has on your relationships with your prospects and customers dramatically reduces the barriers to sales. It can also be so powerful that people realize that to get as much of you as they really need, they need to hire you or buy what you offer.

With non-fiction books, products and expert professional services this technique the help you offer is based on the topic in which you are most expert. The people you focus on are those who need your expertise the most.

Even if you are a fiction author, you focus those people who are most interested in your type of work and you choose to be helpful, entertaining, inspiring and galvanizing so that they get interested in you and what you have to offer.

What is Help? To help means to give support or assistance that solves a problem or improves a situation in some tangible way. To help means to give a remedy or provide relief to someone or do something for someone else that enables them to achieve something they want, need or desire.

Help can be a noun. You can give people something tangible or intangible that they do not have enough of.

Help can be a verb. You can do something for people that they cannot do by themselves.

To offer help you must identify a problem or issue that people are experiencing. You can identify the barriers or challenges people face. A barrier to progress is an opportunity for problem solving.

Then you must identify what they must do to address or overcome that barrier. You have to look inside yourself and find knowledge and experience that you are particularly qualified to present in a fashion that people will trust with confidence.

You then organize these actions or ideas into a presentation and deliver them to the people you are trying to help so that they can receive the support or the assistance and can act on your advice to receive and experience the benefits you offer.

WHAT CAN YOU DO TO HELP PEOPLE?

Step one is to identify what you can do to help people.

There are lots of ways you can people. Think about what you do best. Think about what you created. Think about how you have learned to make a difference to people in their lives. Decide to focus and harness your energies to help people. Think about the biggest problems people in your target group face. Identify what you can do to help them.

Look over this list of possible ways to help people. Then come up with your best ideas.

Physically

Go to them
Go with them
Be with them
Lift them up
Pick them up
Transport them
Shelter them
Protect them
Bring whoever they need to them
Bring whatever they need to them
Bring them wherever they need to go

Mentally

Guide people to better choices
Consult, give advice, provide counsel, listen and console
Teach people how to do something better
Explain how to do something important
Explain how to do something better
Tell people exactly how to build, create, develop, find, or achieve something
Tell people how to avoid disaster, pain, anguish, or negative experiences
Provide interpretation to help people achieve greater understanding
Simplify and explain a complex poorly understood issue, topic or mystery
Tell stories to demonstrate a concept
Provide information to fill in a lack of knowledge

Materially

Give people what they need or want
Give money, food, shelter, materials, water, staple items, essential sundries, tools,
Provide tangible aid, support and resources where too few are available
Provide personal or technical expertise
Volunteer time, expertise, services
Send manpower — people to provide capability
Canvass a neighborhood asking for material supplies for the needy
Collect and store material supplies for the needy.
Deliver supplies to the needy.

Socially

Introducing someone to others who can help them
Giving referrals to others who can help someone
Communicate with others on behalf of someone
Get other involved or engaged in helping someone
Raise awareness of a need or situation
Enlist others to devote energy to needy people
Lead or manage an effort to get an organization to focus their resources and effort on a problem

Financially

Give money – donate funds
Give time to help raise money
Tell people about someone else’s financial needs
Create a fund for someone
Conduct or support a fundraiser for someone
Ask others to give money
Get visible in public raising money
Call people by phone to raise money
Write people by letter and email to raise money
Go see people and ask them for money and support
Get other involved, motivated, and committed to give or raise money.

No doubt there are lots of other ways to help people. Use this list as a checklist to identify the things that you can do.

There are things that fall in the category of ACTIONS.

There are things that fall in the category of IDEAS, ADVICE, OR GUIDANCE.

Most authors will tend to focus on the advice and guidance elements. But some of the best publicity that creative people can get couple advice with real social action and when thy go out into the community to find and help the people who need their help the most. Action attracts people. People in motion doing things gets attention.

WHO ARE THE PEOPLE YOU CAN HELP?

Step two is to identify the people who you can help the most.

Look at your customers. Consider that each one is representative of other people with similar interests and problems.

This is the miracle of the microcosm. It is the most powerful tool for creating a targeted marketing plan there is.

When you solve the problems of one, you have a solution that you can now offer and deliver to for many others with the same problem.

So no matter where you are, you can develop a process for helping someone and achieving a sale. Then you can target these people and re-play the messages that resulted in you being able to satisfy your original customer.

So look at your customers carefully. Identify their:

Age
Sex
Personal characteristics
Social characteristics
Employment characteristics
Religious characteristics
Physical characteristics
Education
Professional credentials
Professional affiliations
Hobbies
etc.

Do this for each of your customers. Make a list of these factors. Identify the common characteristics of your customers.

Do this systematically for each type of customer you have.

Now this is very important – now identify how many customers fall into each factor and what they spend or are worth to you.

Now put them into a tentative priority list from most value to the least value.

HOW CAN YOU REACH THEM TO LET THEM AND OTHERS KNOW YOU CAN HELP THEM?

Step three requires you identify how you can effectively reach the people who you can help the most.

So where do you find more of the people you can help the most?

For each one of the demographic characteristics you identified, think of where you will find more people just like your customer. Now you need to identify where you can help them and how you can communicate effectively with them.

You can communicate with people by taking action, by writing, by or by speaking, either in person or from a distance.

Where can YOU do this readily and comfortably? What exactly do you need to propose and get people to agree to?

You can communicate with them using directly in person, by phone or by email and the Internet.

You can also use media to communicate with them. To target media you ask the question: What do my customers read, watch or listen to, particularly when looking for the type of help that I’m offering? The targeted list of newspapers, magazines, radio, tv, news services, syndicates and Internet media that results is a structured set of people that you want to contact to see if they will help you reach your target audience.

You can also identifying the key places where you will find more people of like mind:

Groups
Associations
Clubs
Institutions
Foundations
Support Groups

Search to find ways to reach out and touch more people just like your customer. Use the communication technologies that these people are accustomed to using to communicate with their friends and peers.

You can use the list brokers and also search the Internet and make use of online subject directories and databases.

This can be done nationally, regionally or this can be done locally town by town.

If you use search engines in particular you can target the places where you find similar groups of people with similar interests or needs. Use a plus these plus a to zero in on web sites in specific geographic areas like this:

Then you create and present the right type of pitch to offer your help to them.

If it is direct aid you offer, you say, “Can I come over and help you?”

If it is an speaking event, you say “Can I talk to your group?”

If it is an article, you say, “Will you publish this helpful information?”

If it is an interview, you say “Will you let me share these ideas on the air?”

And so on. You craft your offer to help to match the situation and your capabilities. You also craft your messages to convey the appropriate ideas and actions.

Do it. Get out there and help the people you can help the most.

1. you know how you can help
2. you know who you can help
3. you know where they are located
4. you know how they communicate with each other
5. now take action to help them and communicate with them

Helping people is a natural attraction to media. It is very easy to get media to pay attention to a community involvement event.

If you schedule an event to help people let your local target media know what you are doing.

Write up a problem solving tips article that presents your support or assistance or describes what you do or did to help people. Let the media know when and where the event will happen.

Target similar people with similar problem solving actions and advice.

Create a value-packed problem solving action, package or article. Target the right media and ask them to share your message so that you help people. Target the organizations and support groups that your target audience belongs to and ask them to share your message so that you help people.

Use your value packed problem solving abilities, stories, and content in a variety of ways:

News releases for articles
News releases for interviews
Email
Business proposals
Phone conversations
Street mail
Brochures
Pamphlets
White papers
Audio
Videos
Live, taped, telephone or web presentations, speaking events, workshops or seminars

You can also tailor this same content and use it for

Search engines for key word discovery
Web page content
Blog posts and tours
Ezines and newsletters
Mailing Lists and discussion groups
Forums and Article Posts
Social media

Adapt your problem solving stories and tips articles so that your best most helpful actions and guidance are also incorporated into your marketing communications.

Leverage your core content and make use of the diverse technologies and places where you find the people that you can help the most.

Getting More Publicity — Getting More Sales – How to Be Galvanizing

22 ways to be galvanizing and interesting to media, prospects and customers

Last week someone on the Self-Publishing discussion list at Yahoo Groups asked “what goes into a news release”.

It took me a while to wrap my mind around an approach that I was satisfied with since we have so many diverse creative people on the list. The response had to be useful to all.

In many ways, this is perhaps the most common question I receive from authors once they start promoting and marketing. I rephrased the question a little.

How do I get people to pay attention to me?

I reviewed the news releases that I’ve done for the past few years for authors and publishers seeking to identify the common characteristics of those communications that produced the stellar media responses and the book sales that went with them. I sought to take a fresh look at that set of key issues that appear in the marketing communications that produce the best success.

It was a fun exercise. So here’s what this exercise revealed about:

How to be Galvanizing

1. Be right and be first to tell people that you are right on.

2. Be wrong but keep trying to do it right and be the first to admit it, telling people what you did wrong and are doing about it.

3. Communicate clearly and help the people you can help the most. Put your audience first.

4. Demonstrate purpose. Do something noble and heroic and active, don’t just talk about it.

5. Be passionate and surprise people by doing something interesting, unusual, and real.

6. Make people laugh and smile at you, with you and at themselves.

7. Give people relief from a headache or the pain they are experiencing now.

8. Show people a half naked man or woman. Why? Because it works. Now make it relevant or meaningful to your ideas in some surprising and legitimate way.

9. Tell people about their innermost fears or insecurities.

10. Predict what is going to happen six weeks from now and why it is important.

11. Be spontaneously alive and exuberant about people and your ideas.

12. Show people courage and do something amazing and brave.

13. Be astonishingly honest and sincere. Achieve authentic.

14. Be irreverent and make people realize the folly of their beliefs..

15. Tell true dramatic and personal stories. Focus on achievement in the face or adversity. Help people see themselves in the story.

16. Shake people to their roots. Tear apart a sacred cow.

17. Scare people with a prediction. Identify and describe the common enemy or the crisis on the horizon.

18. Use a really good relevant photograph. Give people visual evidence so they know they are in good company.

19. Do your absolute best and create something truly remarkable and memorable.

20. Create a vivid metaphor that illustrates and relates to your audience at a deep personal level.

21. Create a visual picture that makes people realize what their future will be like.

22. Tell people exactly what they need to do to be healthy, involved, authentic, purposeful, connected to the future, inspired to find greater meaning and motivated to take immediate action to fulfill their destiny.

It’s my belief and experience that these triggers to getting attention and galvanizing people are useful and applicable to all the marketing communications you use to promote your books or products or services.

You must develop, test and prove that you have content that can do this yourself. You can also get help from experienced people to do this. You can hire publicists or marketing experts to assist you.

Then you can place these ideas into the headline and lead of your news releases. You use these ideas to flesh out the content of your problem solving tips articles, feature stories, and interview talking points.

You use these ideas to make what people read, hear, or see about you sticky. You want them to take it with them and show someone else what you have done.

Your goal is to make such an incredible impression — an indelible memory about you — that gets people so interested in you that they are motivated to buy *everything* you have available.

It’s applicable to situations where you are speaking to people whether it be one on one, or if you are talking to a group of people and you goal is to get people to buy your book or your services.

It’s also applicable whether you are publishing an article in a newspaper, doing an interview, or posting something to a web site or a blog or an article site.

I hope you find that even just one of these is something you can use and benefit from.

All you need is to find and use is one.

Once you have these ideas you can create the news releases and marketing communications you need to get better sales and better coverage with media.

A galvanizing message will tend to resonate with certain types of people and media. You may have to change your target to match the message. You may have to change your message to match your target.

If you find out that one galvanizing idea works for one group or type of people, you may have to find out whether it works as well if you present it to another type of demographic pool of people. A message that works with mature seniors, may or may not work well with fitness, health or women’s. A message that works well with techies may not work well with business or education. You may have to find out what works and this may take time and effort.

Depending on what you have to offer, a targeted media list and a targeted approach to media may be what works the best.

I would enjoy feedback and comments on this post. Please feel free to contact me if you have any ideas on how to make these better.

Paul J. Krupin – Direct Contact PR
Reach the Right Media in the Right Market with the Right Message
http://www.DirectContactPR.com Paul@DirectContactPR.com
800-457-8746 509-545-2707
http://blog.directcontactpr.com/

How to help improve how kids treat each other in high school

How to help improve how kids treat each other in high school

Here is a great story. It is also a beautiful illustration of how to get event publicity.

Can you imagine how much better it would be for kids at high schools if people agreed to zero put-downs, zero rumors and zero gossip.

That’s what Chicken Soup for the Soul story author Bill Saunders challenged students to achieve. And the kids agreed to do it, too. And the results were immediate and substantial.

The article titled: ‘Chicken Soup’ author urges teens to action is in the Nov 8 edition of the Pittsburgh Tribune-Review

http://www.pittsburghlive.com/x/pittsburghtrib/news/s_597494.html

Share this with your friends.

Why did the newspaper jump on this one?

DPAA + H

This tells a human interest story which talks about local credible people in the throes of real social challenges. It is dramatic, personal, achievement in the face of adversity, and it even has some ironic humor.

It also contains a simple and unique solution to a common problem that faces lots of people.

These are the crucial elements of media coverage success.

Is there are reason to doubt why Chicken Soup for the Soul is worthwhile? Here the contributing authors show in no uncertain terms that they know how to walk the talk. This is true leadership excellence in action.

Now if only adults could learn the same lesson.

Timing and galvanizing content – the Rolling Stone article about John McCain

quick analysis of the copywriting style and elements of the Rolling Stone article about John McCain

Sometimes you just have to look and marvel at how well some publishers do their job. This front page article in the October 16, 2008 edition of Rolling Stone Magazine demonstrates all sorts of lessons learned for anyone who yearns for publishing and publicity success. This article is worth reading not just because of the importance of the topic but because of the way it is written. This article captures and demonstrates many of the rules I teach and advocate for my clients.

Look at the timing — three weeks before the election. Lead time is right on.

Look at the headline. Short, catchy, top of mind. Does this present ideas that interest a lot of people in the audience? You betcha!

Look at the subheadline: dramatic personal achievement in the face of adversity plus a little ironic humor. Does this indicate that there’s a lot of value in what follows? You can bet your six pack on it.

Look at that first paragraph. Does it contain the five w’s and weave it into a story that hooks you and engages you emotionally?

Look at the goal and objective of this article. Does it seek to provoke decisive action?

I don’t care which way you lean. From a writing and copywriting standpoint, you can learn a lot about what you need to do to capture media and public attention.

To the editors of Rolling Stone magazine – heartfelt thanks for this gutsy and important article.

Here’s the link:

Make Believe Maverick – October 16, 2008 Rolling Stone Magazine

How to write a best seller

How to write so that you achieve the action and response you want

On one of the discussion groups I participate in we’ve been talking about writing and selling.

Firmware replied:

> So enlighten us. How would we have recognized THE DA VINCI CODE,
> which really is a preposterous book, as a bestseller when it first
> started circulating in MS?

I’m a real student and believer in the science and psychology of communications, whether they be written oral, and visual. Words trigger interest and even action. Some words are more powerful and effective than others.

Write a check for $1000. How many words on the check? And you know what happens so it’s a reliable repeat action. We’ve built an entire economic system based on a promise to pay for value received. It’s really quite remarkable what a few well written words can do.

Words can motivate.

Look at the Declaration of Independence. Look at what a few carefully constructed words can do. Can you guess how many draft versions it took for Thomas Jefferson and John Adams to get it right?

You can learn how to write to produce action. You can test the words until they produce the response you seek.

Turns out that Dan Brown was one of my clients in the pre- Da Vinci Code days. I’m mentioned in the acknowledgements of the prequel, Angels and Demons. (Go and look if you have a copy!)

I and my family (two teenage girls mind you and a dietitian wife) loved that book because it’s a thought provoking book and a good action packed thriller. Preposterous? Fact or fiction, who cares? It’s a good book and it’s fun to read. That’s why it sells. It’s so enjoyable and provocative to read that stimulates discussion in the marketplace of ideas.

For any book an author writes that’s what will create and drive interest and sales. That’s the excellence in your writing that you need to instill and you’re not done until it happens.

But Dan was a poor starving writer of many books before he wrote the blockbuster. He and his wife Blythe worked very hard to achieve success. They worked and reworked those early writings till they had what it took to get the right publisher to take on their project.

I believe that you can design and even engineer results based on what you write. I see it in all the creative works produced by my clients day in day out. That’s what speechwriters do for politicians.

You have to pay attention to the people you are trying to motivate and please. You have to have a goal of triggering a certain action. You help the people you can help the most. You educate the people you can educate the most. You entertain the people you can entertain the most.

You do the very best you can. You don’t write and publish and then try to sell. This of course is what many authors do.

You write, test, test, test, and only when you know the action you get do you then seek to publish and sell.

You write and then revise, revise, revise and improve, improve and improve till you get the action you want when people look at what you’ve written.

You go the distance to where the snowball you’ve been pushing up the hill begins to move on it’s own.

You have to identify the pool of people you are aiming to please. If it’s cookbooks, it’s people who cook. If it’s science fiction, it’s people who read science fiction. If it’s top literary agents, then it’s top literary agents.

If you write a book and show it to 20 people in the right pool of people and ten of them truly rave about it, and it results in 60 people asking for it (since each convinced 3 other people they had to read it), then maybe it’s time to show it to ten agents.

But if you show it to 20 people, and you get a lukewarm response, then maybe you need to revise it and improve it till you get the raving response you need.

That’s how you recognize that you’re in the right position to publish and have a reasonable confidence of success.

Look at the story by Lynn Neary on NPR July 31, 2008 about Brunonia Barry launched her self-published novel, The Lace Reader, into the big leagues.

http://www.npr.org/templates/story/story.php?storyId=92934202

Pretty good illustration of the principles in my article The Magic of Business. Look at what she did with her first writings. Look at the effect her books had on the people they wanted to reach.

The interview indicates that they knew what they had to do. They sought to please their readers in the book clubs and the booksellers. Then they saw the agents fighting over the book, and even the publishing companies in the bidding war over the rights to the book.

You can set this as your goal and believe that you can do this. You have to hone you craft and writing skills, and also focus on taking your writings to the right people once you find out that your writing has the effect needs to have on people in the market place.

The beauty of testing in it the microcosm of wherever you are is that you can get the feedback you need and then revise, revise, revise till it really sings.

Then you can test it and test it and test it again so you prove reliably that it does indeed produce the action you want people to take when they read it.

And in a nation of 330 million people, the potential is huge.

And if you translate it into Chinese, there’s another 300 million waiting for you across the Pacific.

You start local and aim global.

The beauty of the opportunity of being alive today is that you get to try.

David Weinberger explains his theory on ‘everything is miscellaneous’ and why this is good for us

David Weinberger explains his theory on 'everything is miscellaneous' and why this is good for us

David Weinberger, co-author of the bestselling book The Cluetrain Manifesto, gave a one hour talk at Google in June 2007 as part of the Authors@Google series. His new book describes how the digital revolution is radically changing the way we make sense of our lives. He argues and illustrates how the digitization of everything is changing the way human beings function in the world.

In this incredibly lively talk, he covers miles and miles of intense intellectual concepts at lightning speed, talking about and explaining the contents of his new book titled Everything is Miscellaneous.

This is a wonderful presentation replete with brilliant ideas, humor, breakthrough glimpses of the past, present and future and observations that will make you think the world indeed is flat.

His photography is extremely engaging and his personality and style is part of the phenomenon that he creates as he speaks. He communicates by building vivid theoretical frameworks and colorful imaginary pictures simultaneously. He’s educational and entertaining.

Every now and then he’ll take a breath of air!

His basic idea? The world is clustered into categories and the way the world is organized by us humans is pretty nice. The one who gets to classify is powerful. The classic order of the world is changing and what used to be understood as stable is no longer operable in the dynamic digital new world in which we live.

This has important implications to how we function and communicate with each other in the future.

What is the value of publicists, publicity and public relations

What is the value of publicists, publicity and public relations

Question came to me from another publicist, phrased as follows:

Why are we important?

I often get asked this question in the context of tracking and evaluating pr effectiveness and performance metrics.

More times than not, there’s no easy way to identify the tangible effects of media publicity and public relations. Very simply, the results are goal dependent. It depends on what the client is seeking.

With single books or products or event announcements and single outreaches, a relatively simple evaluation over a four to six month period will provide the necessary data in terms of impact on sales, or coverage, or people who attended, that sort of metric.

With multiple repeat publicity projects more complex branding efforts, it is necessary to track cumulative costs, cumulative publicity acquired, and related them to overall sales or actions or people transactions over time. A systematic outreach and tracking effort must be carefully designed, implemented and maintained. It may take up to a year to develop the necessary data.

The bigger problem is distinguishing the effects your public relations efforts are having in comparison to all your other direct marketing and management communications efforts.

Can you determine how each of your multiple efforts affects your bottom line? Are you really able to document and track the individual contributions of each effort?

Direct financial impacts may produce improved sales, and greater profits and/or improved cost savings. Indirect financial savings may produce good will and improved reputation.

Direct non-financial impacts may be to introduce you to new people that produce new ideas and critical business intelligence. These can result in refined higher goals and objectives, totally new initiatives, better alignment of your people and other organizations, internal and external collaboration and even contractual teaming or partnership opportunities. Changing attitudes can be reflected in public opinion or outcry and consequent decisionmaking by affected governments.

Publicity may improve your operational effectiveness simply because you are receiving more outside scrutiny and public fame and engagement with what you and your people and organization do. Your people may pull together and form a more professional, more efficient and effective team as a direct result of the pride they are experiencing in having received such wide-open visibility and public recognition.

Indeed, this last benefit may be the most important effect publicity can have on your total business performance.

There’s an article at my website I wrote several years ago that goes into far more detail. The title of the article is:

Tracking Publicity Success and Public Relations Effectiveness

Hope this helps.