The official blog of Nancy Marshall Communications
offering tips, techniques, and thoughts from Maine's PR Maven, Nancy Marshall

 

PLEASE NOTE: This blog has been discontinued.
Please visit www.prmaven.com for new material from The PR Maven®.

 

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Your Website is the Centerpiece of Your Marketing Program

When you are setting a table for a formal dinner party, you place something beautiful in the center of the table like candles, flowers or a bowl of colorful fruit. This centerpiece ties everything on the table together.

This infographic comes from our good friends at the Caliber Group in Arizona. Both our agencies are members of the Alliance of Marketing Communications Agencies. Thanks to the Caliber Group for sharing! www.calibergroup.com

Your website is the centerpiece of your marketing program. It helps you connect with your targeted audiences and ties all of your marketing efforts together. It contains all the information about your product, service, place, organization or brand that people need in order to connect with you or do business with you. Visitors come to your site to get more information, to evaluate your products and services and to assess your brand. By looking at your site, they decide whether they want to connect with your brand….or not.

Your website is the focal point of your brand, and the foundation of your marketing program. Every aspect of your marketing should point back to your website, including press releases, ads, business cards, brochures, flyers, rack cards, banners, direct mail and social media.

Nancy Marshall, principal of Nancy Marshall Communications

When people go to your website, they will immediately get a sense of your brand. If your website looks amateurish, people will think your business is amateurish.  If it is beautiful and full of useful information that draws people in and keeps them there for a while, then your website will build your brand and convey an image of professionalism.

It’s important to be sure that the centerpiece on your table and the centerpiece of your marketing program are consistent with the image you want to convey to your guests, whether they are coming for dinner at your home or coming to learn more about your organization online.

The Three Essential Parts of PR

Hi Nancy here. I wanted to share my most basic vision of PR with you in this week’s edition of Wednesday Witty Wisdom.

I often think about PR in terms of three basic things:

Message
Medium
Audience

(If only there was an “m” word for audience so I could give you the three “M’s” of PR!)

First, it’s important to define your message. What are you trying to say? Break it down into a sound bite, if possible. A seven-second sound bite is ideal for the media although if it has to be a bit longer to communicate your message, so be it. Brevity and simplicity work best.

Next we are going to skip over the medium right to the audience. Who are you trying to communicate your message to? What medium or media do they consume? Do they listen to NPR? Do they read Smithsonian Magazine? Are they on Facebook or Twitter? Where do they get their information?

Now we look at the second thing, which is the medium, or how you connect your message to your audience.  There may be many things on this list, such as direct mail, e-newsletters, press releases to specific media outlets, special events, etc. but make sure you only list media that are consumed by your targeted audience. You don’t want to use Twitter for 90 year olds who live in nursing homes. That’s an extreme example, but hopefully I made my point.

Does your message go through the right mediums to reach your audience?

If your PR plan breaks down its components into these three basic items, you’ll be well on your way to a winning strategy.

 

 

 

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