Posted by Tracy Spence On May - 3 - 2010

Successful PR is all about reaching the right audience with a message that is appropriate and meaningful to them. If you fail to know your target audience and the publications that they read, implementing the rest of your PR actions will be virtually useless. There is no point aiming to get into the Business Times when your customers are more likely to read Heat magazine.

In the world of public relations, you can either go for targeted or non targeted PR campaigns. A targeted PR campaign focuses on a smaller market, a smaller group of prospects that might be more likely to purchase your product or service. Non targeted PR appeals to the population as a whole, and you aren’t trying to aim your ideas at anyone in particular.

Why is a targeted campaign the better choice? Coca Cola or McDonald’s, for example, are both companies that pitch their products to everyone all over the world over, right?

Wrong!  Different commercials are aired at different times of the day. Versions of their commercials are targeted at certain age groups or “targeted markets.”

Smaller companies should look for one or two specific audiences to target to, a big factor for this is their budget is not nearly large enough to even try to market to the masses.

Firstly think about the industry into which your product or service fits. For example, perhaps you own a small photo lab. If you want to target professional photographers as a market, you would mention professionalism and quality. If you want to target people that just wanted better quality processing without the wait, you would want to mention your quality and also your speed of service.

Geography is another factor in deciding who to market to. Companies are now online, making it easier for them to sell to people anywhere. However, distribution companies generally have to target business more locally.

You could also target specific people within a company. There is not be much sense in trying to sell a particular product to the whole company when the buyer is the only person who can make the decisions. There are some magazines that are written for people with specific job titles, MD, CEO and Purchasing being just a few.

Now you have your audience selected, you need to start your PR campaign.

Creating a Well-Oiled Website

By Ron McArthur

Just like cars need monthly maintenance, the same philosophy can apply to your company’s website. Proper upkeep, along with a strategic plan that entails a clean look and engaging content, can help drive more visitors to your site and customers to your business. With more than 200 million people around the country using the Internet, and social networking becoming more popular than ever, websites have become a vital part of any businesses’ success.

So, take advantage of the following tips:

1. Avoid information overload. — Who is your audience? Does the content on your site speak to those people? In writing content for your site, make sure to think first and foremost about the readers. Use language that they can understand, and include information that they would want to know. Essentials include the services you provide and costs you charge. Also, think about what sets you apart from your competition. Do you have a unique product or special deal available? Consumers want to know how you can save them money!

2. Add a personal touch. — It’s important to shape a positive image of your brand through other people’s words. For instance, layering customer reviews and testimonials can help paint a better picture of your company’s strengths. Other examples include creating a blog (and add a link to it on your website) or record interesting things happening within your business. This will engage readers and let them feel involved in your business, as well as give them an opportunity to comment and provide feedback on the things you’re doing.

3. Show, don’t tell! — It’s important to engage your reader. Instead of telling them how efficiently you can change their oil, show them. Upload images or create multi-media components, such as a video with dialogue and music. This will get potential customers excited about using your services. They’ll also have fewer questions and more trust in your company. By adding these elements to your website, you’ll not only save your customers time, but your business too. These elements can be easily created with a digital camera and help from an employee.

4. Less is definitely more. — Your website is a reflection of your business. If it’s not aesthetically pleasing, then your client will assume your business is unorganized and outdated. Consider not only design but also colors. And keep it simple. Internet users are lazy, and they want their information to be easily accessible. Use the one-click rule. With no more than one click of the mouse, your potential customer should be able to venture off your homepage and find exactly what they’re looking for.

5. Create a stir. — Just like you network in person, you must network on the web. It takes work to bring traffic to your website, so link it to as many search engines and social networking sites as possible. Examples include Wikipedia, LinkedIn, Facebook and Twitter. Make your business its own Facebook and Twitter profile where you can display company specifics and your businesses’ link. You can also visit relevant blogs and post a comment with a link to your site below other’s postings. And make sure your website is compatible with mobile phones.

6. Keep up to speed! — The technology and content on your site should both be up to date. You want to make sure you have the proper technical support so readers aren’t waiting forever for pages to load and pictures to pop up. Frequently check external links and make sure they are actually linking the reader to another site. Additionally, you must update your site’s content regarding industry buzz. Stay in the know by reading trade magazines and attending the Automotive Oil Change Association’s events and educational programs.

RON MCARTHUR is president of WSI, a provider of Internet marketing solutions to small- and medium-size businesses. He can be reached at 888.678.7588 or via e-mail: rmcarthur@wsicorporate.com

WSI Makes a Donation towards ‘Hockey for Haiti’ through its Make Child Poverty History Program

Toronto, Canada, May 01, 2010 --(PR.com)-- WSI, the world’s #1 Internet services franchise, according to industry leading Entrepreneur Magazine, donated $8,000 through its Make Child Poverty History (MCPH) Program to support “Hockey for Haiti.” NHL veteran Georges Laraque and the National Hockey League Players’ Association (NHLPA) teamed up with World Vision to launch “Hockey for Haiti,” a fundraising initiative to help rebuild Grace Children’s Hospital in Port au Prince, which was damaged after the earthquake that struck Haiti in January. The initiative is also helping to fund health projects that are part of World Vision’s Haiti earthquake response.

Ron McArthur, President of WSI, says, “One of WSI’s core principles is social responsibility, and therefore, we strive to serve as a catalyst to help end child poverty around the world through our Make Child Poverty History Program. After the earthquake struck Haiti earlier this year, affecting more than 3 million people and leaving thousands of children orphaned, WSI’s immediate reaction was to launch our MCPH: Haiti Relief Fund. Our donation towards rebuilding Grace Children’s Hospital is just one of WSI’s many initiatives to help make a difference in the lives of those in need. We are proud to stand behind the ‘Hockey for Haiti’ program by contributing what we can to support this cause.”

The donation, which was made through the company’s Make Child Poverty History (MCPH) Program, was presented to World Vision Canada yesterday in Toronto, Canada. Richard Chapman, Development Advisor at World Vision Canada, joined WSI for its quarterly company-wide meeting to officially accept WSI’s donation. Rebuilding Grace Children’s Hospital will likely take a few years to complete, but more than $400,000 in total has already been raised and the efforts are looking promising.

Richard Chapman, Development Advisor at World Vision Canada, says, "WSI has been a generous contributor to World Vision’s humanitarian efforts for years. After the earthquake in Haiti, immediate financial assistance was needed to help deliver emergency relief supplies to children and their families. Without hesitation, WSI rallied its franchise network and partners to raise funds. World Vision is also grateful for WSI’s latest generous contribution to help rebuild Grace Children’s Hospital, an effort that’s very important to us. World Vision is thankful to have such a faithful and committed partner as WSI."

WSI has always been an active force in its initiatives to help sponsor children around the world through the international charity organization, World Vision. Over the past 6 years, as a founding member of the Make Child Poverty History, WSI continues to support those in need by organizing fundraising campaigns such as charity golf tournaments and build-a-school programs. WSI continues to raise funds to sponsor more children each year and support humanitarian programs, such as “Hockey for Haiti”.

Founded in 2004 by WSI, Make Child Poverty History is an ongoing global initiative that mobilizes resources and brings together individuals and organizations in an effort to end child poverty. For more information about the MCPH program, please visit www.makechildpovertyhistory.org or contact Maribel Guiste at 1-905-678-7588 ext. 1231.

About WSI – we simplify the Internet:
WSI is the world’s #1 franchise offering Internet marketing services to suit the needs of multiple industries. The company has the world’s largest Internet Consultants’ network and a strong head office in Toronto, Canada. WSI Internet Marketing Consultants have helped thousands of small and medium-sized businesses realize their online marketing potential. By using innovative Internet technologies and advanced Internet marketing strategies, businesses can have a WSI Internet Marketing System tailored to their individual needs to elevate their Internet presence and profitability to new levels. In 2009, WSI was the proud recipient of 5 Standard of Excellence Awards at the Annual WebAwards Competition organized by the Web Marketing Association (WMA). WSI has been ranked the #1 Internet Services Franchise in Entrepreneur Magazine’s Franchise 500 listing for 10 years in a row. Entrepreneur Magazine also ranks WSI at #13 among the Top Home Based Franchises and #49 in America’s Top Global Franchises. With the support and cooperation of its customers, franchise network, employees, suppliers and charitable organizations, WSI aims to help make child poverty history through its global outreach program. For more information about WSI’s offerings and business opportunities, please visit our website at www.wsicorporate.com.