Answer You - Business

Whadda Jerk!
If one does not understand a person, one tends to regard him as a fool. Carl Jung Sadly, public discourse today seems to have degenerated into warring parties spitting epithets at one another. With little inclination to see the other’s point of view, the parties are reduced to name calling, labeling and the simplification of complex issues. The only commonality is the shared belief that the other guy is a jerk. Thanks to Jung’s pioneering work on personality type, we know that there a

you’re making waves by mass e-mailing your media lists with attached press releases, but how many calls are you getting back? Not many, since your important e-mail has been tossed out with the “wasser” worm and those annoying “enlargement” e-mails.

So what’s the solution? Reject technology and start snail-mailing and faxing again? No. Embrace technology and publish your press kits online.

Now, an online press kit is not a Web site. Don’t be confused

Market with Integrity
Playing games can be a lot of fun, but in business they can take an ugly turn when they turn into head games. How we play games, or play at games, often reflects our true nature as to how we do business.We always have a choice. We can make it a win-lose or a win-win option. Playing head games in business involves lying, cheating, hidden agendas, one-upmanship, customer or employee exploitation, and the like. Often these behaviors find their essence in the need to be right, to be in control or to portray a particular ima

So you have a cell phone, a Palm Pilot, an automated office complete with teleconferencing, remote-access, Web site and e-mail addresses. So what? Just because you’re always available to the media doesn’t mean the media has easy access to your clients. What will your high-tech office be able to do when a reporter wants a press kit at 7 p.m. on a Friday evening? Nothing – except hastily prepare the hard copy kit for a costly overnight shipment.

There is a simple way to eliminate the need for keeping a large inventory of hard copy press kits and reduce your dependency on the shipping company guy: publish your clients’ press kits online.

Making the move from hard copies to press kits published online that are always-accessible is essential in today’s age of e-mail. The corporate world lives by e-mail; reporters and other media professionals are no different. These people are busy and time is always of the essence when they’ve got deadlines breathing down their necks. The decision to use your client in a story instead of someone else is contingent on whose information is easiest to get. If it takes all night for your client’s press kit to reach their desk, you might get bumped.

I know what you’re saying right now. “But, Drew, I e-mail my clients’ press materials to the media.” Well, that’s great, but just because reporters use e-mail doesn’t mean they open every stranger’s message that arrives in their inbox and it especially doesn’t mean that they even bother opening your attachments. Why? Because it’s too risky.

First of all, everyone knows not to open an e-mail from someone you don’t know; especially if there’s an attachment. This is e-mail safety 101. Strange e-mails with attachments usually mean one thing: virus. At least, that’s the take of most business’s firewalls and anti-virus protection systems. You may think you’re making waves by mass e-mailing your media lists with attached press releases, but how many calls are you getting back? Not many, since your important e-mail has been tossed out with the “wasser” worm and those annoying “enlargement” e-mails.

So what’s the solution? Reject technology and start snail-mailing and faxing again? No. Embrace technology and publish your press kits online.

Now, an online press kit is not a Web site. Don’t be confused b

What Do Vacations And Your Business Have In Common?
It's summertime. That means if you're like most people you've got a vacation planned.Maybe you're hopping on a plane to visit a tropical locale like Hawaii.Or perhaps you're packing up the kids in the car and going to visit family in Missouri.You might even be gathering up your camping gear and heading to the mountains for some outdoor recreation and relaxation.Whatever your vacation plans, I'm willing to bet that you do have PLANS.Odds are you're not going to just wake up one day thi

mple way to eliminate the need for keeping a large inventory of hard copy press kits and reduce your dependency on the shipping company guy: publish your clients’ press kits online.

So what’s the solution? Reject technology and start snail-mailing and faxing again? No. Embrace technology and publish your press kits online.

Now, an online press kit is not a Web site. Don’t be confused

Marketing Mistakes To Be Avoided By Small Business Owners
Marketing is a very important aspect that can determine the success or failure of any venture. There are instances where businesses selling good, quality products have failed on the account of bad marketing techniques and lack of good advertising.Advertising is an essential part of a marketing strategy and should be developed and implemented after a lot of thought. Advertising has to be short, unique and yet capable of effectively getting across the message you want to convey to your target market. Advertising has to be car

when they’ve got deadlines breathing down their necks. The decision to use your client in a story instead of someone else is contingent on whose information is easiest to get. If it takes all night for your client’s press kit to reach their desk, you might get bumped.

So what’s the solution? Reject technology and start snail-mailing and faxing again? No. Embrace technology and publish your press kits online.

Now, an online press kit is not a Web site. Don’t be confused

Career Advice: Money Management For a Major Career Crisis
“Norman” was experiencing sticker shock. After years of career success in the corporate world, he had accumulated a healthy nest egg.But now Norman faced a midlife career crisis. He had just learned his division would be shutting down. To keep his job, he would have to relocate to a distant part of the country. Finding a new job meant fighting age discrimination.So, Norman thought, why not launch an Internet marketing business? He began exploring and collecting information.Norman first encountered st

nger’s message that arrives in their inbox and it especially doesn’t mean that they even bother opening your attachments. Why? Because it’s too risky.

So what’s the solution? Reject technology and start snail-mailing and faxing again? No. Embrace technology and publish your press kits online.

Now, an online press kit is not a Web site. Don’t be confused

Business Card Marketing Game
This is a variation of my "Last man standing" game I play on my workshops, seminars, teleconferences and speaking engagements...This is an interesting game and will take only 3 minutes to play.Required: Pen, paper, your business card and an open mindPreparationTry and recall how many business cards you have distributed in the last 4 weeks. Go on, no clicking on emails, or databases, mentally try and recall who you gave your card to in the last 4 weeks….and write down their name, and whether you followed

So what’s the solution? Reject technology and start snail-mailing and faxing again? No. Embrace technology and publish your press kits online.

Now, an online press kit is not a Web site. Don’t be confused by the term “online.” Though an online press kit can be displayed online and present information like a Web site, it is really a virtual folder or briefcase that allows you to upload and store your press materials on the Internet. Once in your online press kit folder, these documents and images can be distributed as links – not attachments.

When you prepare your sharp, concise e-mail pitch to the media, you simply insert links to your clients’ press kits. When the reporter clicks the link, the document can be opened and saved on their computer. It opens like an attachment, but the documents themselves live online. Instead of piling them onto your e-mail, you’re simply providing directions (a link) to get to them. They become part of the e-mail message, so a media outlet’s virus protection system won’t automatically kick it out of the system.

Virtually anything can be uploaded to an online press kit: press releases, high-resolution images, video and audio clips, graphics and more. Plus, since you have control over your online press kits, you can always be sure they’re up to date.

Now you’re thinking “Wow, these things sound great, but I bet they are expensive.” Not necessarily. Though there are online press kit programs available that cost into the thousands, they usually include extra features you don’t really need and will probably never use. Think of the online press kit market as the binder or folder aisle at your favorite office supply store. Sure there are binders with all kinds of extras, but you pass those by for what you need and the price you can live with.

Face it – technology is only going to get better and faster. Don’t be left in its dust trying to wave down that brown truck with your emergency overnight press kit. By going online with your clients’ press kits, you’re not only making them easy to access,

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Answer You - Publicists: It's Time to Embrace the Technology of Online Press Kits

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