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The Difference between Public Relations and Marketing

By Darrell L. Browning

Many people confuse public relations and marketing, yet they are two very distinct things. Marketing connects products or services to a particular group or audience. This allows tailored approaches and makes it easier to measure results.

Public Relations are about building and maintaining relationships–truthful, honest connections between your organization’s internal and external stakeholders. Public relations should help set the tone of your company. Public Relations, like marketing, should be managed communication. At BrowningLaFrankie, we describe Public Relations as the art of identifying, establishing and maintaining mutually beneficial relationships with the media, the community, your customers, employees and others.

Ironically, Public Relations suffer from its own public relations image.

Although public relations professionals are often seen as simple party planners, Public Relations can–and should–play a central role in any organization. Public Relations should not simply be viewed as a tool to promote good things about the company–bad things happen too. The key is honesty.

Your company’s image should stem from reality. From that, develop powerful messages that resonate with all audiences. In today’s information age, organizations need to recognize Public Relations should be on the leadership team–not simply relegated to plan a ribbon cutting, write a press release or respond to a crisis when they haven’t been in the Boardroom.

Public relations professionals should also serve as opinion leaders when it comes to corporate communication–helping identify, create and direct strategic messages. Ideally, public relations professionals serve as a liaison between your company and those with a stake in your organization.

Tragically, many companies take an axe to Public Relations staff when budget problems arise. Big mistake. Studies have repeatedly shown that successful companies prepare to emerge from economic downturns—and Public Relations are an integral part of that process.  We recommend enhanced communication between company leaders and public relations personnel who will–you’ll see– earn the support of the leadership team.

For more information see http://www.browninglafrankie.com.

©BrowningLaFrankie 2009

The heel command is another very important and popular command for your dog along with many others listed on www.dog-behavior-training.co.uk, taking the time to teach your dog this command will save you hours of getting annoyed when your dog doesn’t behave on long or short walks around your local area.

The reason dogs are so ‘badly behaved’ when it comes to going for walks can be for many different reasons but the most common in many homes is the excitement of wondering the streets with all the new smells, tastes, and other local dogs to discover.

The best times to train your dog and get them to do exactly what you want without too much fuss is before feeding times, if your dog wants something they will give you a lot more attention than normal. Also puppy’s and younger dogs are better to train, even with them getting over excited over everything, puppies and young dogs will be much better behaved and easier to train when they get older.

The heel command, when performed well and properly is used to stop your dog or puppy in their tracks, drop everything and return to your left hand side. Any distractions should be left alone and your dog should carry on walking closely by your side.

To begin with you will need to go in a fairly open space with enough room to move around and walk around properly, and you will need to use a lead to gently correct your dog in this exercise.

Begin by tapping your thigh saying ‘heel’ to get your dogs attention and them to come towards you, when they are by your side wait a couple of seconds then start to stride forwards, at this point your unknowing dog or puppy will try to run off ahead. If this happens you should turn in the opposite direction letting the lead go slack for 5-10 feet, start to walk in the opposite direction and as soon as the slack goes in the lead your dog will realise you have gone in the opposite direction and run towards you again.

At this point repeat the first step of commanding heel to get your dog by your side. Continue doing this exercise for 10 – 15 minutes and about 2-3 times a day. Before long your dog will become used to coming to your side and obeying you whenever you command heel.

When your dog gets used to doing this command try going in circles, in figure of eight, and changing directions suddenly, if the command is still working then try your dog on short walks and then build your way up to longer walks as you progress.

Never use the lead to discipline and roughly tug on, if you feel yourself getting annoyed then you should stop and continue at a later date when you are calmer. Keep repeating the process and your dog will eventually come to respect you. Some dogs take longer than others to train so be prepared for this behavior.

At the end of every year, most retailers would like to bet their sales fortune on Christmas shopping season. Everyone knows that it always will be Christmas boom for online or offline retailing. Yet there’re a lot of great opportunities to make an effective promotion when holiday season comes. In order to attract prospective customers at the critical first impression, appealing presentations is important to presenting your products in the best light possible.

For both online or offline usages, Flash presentation could be an appropriate form. It can be embedded in Web pages, played on Digital Signage and sent as Christmas brochure within business e-mail. As Flash is the ultimate output, we should set up more engaging content to outstand the products.

General Points on Starting a Great Presentation

The objective of product presentation is different depending upon the target audience and the presentation should be adjusted accordingly. It is important to know your audience and why they are interested enough to view your presentation.

Therefore a proper preparation is vital definitely. Before you even start building your presentation, be sure you know the following information:

1. Objective action – At the end of your product presentation you want something to happen;

2. Target audience – Who are you giving the presentation to?

3. Orientation – How much does your audience know of your product and other similar products?

4. Target presenter – What will be the way giving the presentation?

It is helpful to write the above information down before building the product presentation so that you can review it if you get stuck on any given point. You will want to refer to it later to make sure the presentation meets the objective and you will also need it for doing practice runs.

It is important to have a target audience and a target objective when building the initial presentation. Failure to do so can result in a presentation that doesn’t speak to the audience and one that is not focused on their needs.

Outline of Making Proper Product Presentation

The following is a basic outline for a product presentation. Since product presentation is not like other presentations, you will note that it should be simple with emphatic product each slide. It is important to keep your presentation focused on products otherwise your point will be drowned out in too many details.

There’re some general outlines of product presentation:

1. Introduction – This is normally just a title slide where the author introduces its brand with logo or something to impress your image;

2. Agenda – An agenda is optional, but provides you with an opportunity to tell your audience what you are going to cover in your show;

3. Retailer Information – This is a way to establish credibility and to make the audience feel comfortable with your company;

4. Product description – Clearly describe your product in terms that your audience will understand. Actual object images may be used in presentation;

5. Clearly articulated benefits as they relate to your target audience, and the words must be simple;

6. Examples/successes – At this point in the presentation your audience will be glad to see some testimonials and recommendations by others;

7. Closing argument – This is your opportunity for a “call to action”. Ask your audience to move up.

Your Approach to Key Improvements

You can think of adding some additions to enhance your presentation, but there’re still some elements which could be improved. Using more examples, simplify your words, applying easy-to-read fonts and choosing suitable theme styles.

As we use PowerPoint as general presentation tool certainly, generating Flash output could be the last stop to complete your masterpiece. And it also improves your presentation more friendly, because of the popularity and compatibility of Flash Player. Choose an awesome presentation tool to help your business, such as Wondershare PPT2Flash Professional at http://www.sameshow.com/powerpoint-to-flash-pro.html. It’s really worthy to evaluate and it will work as the best partner for any business presentations. The PowerPoint to Flash is the most important part besides appealing content, you must make a good choice.

A great product presentation could be the power for your Christmas boom. Use all effective tools and resources as you can to drive up your Christmas business.