Goblessed

industry is that they have been in their industry for so long and know so much about their profession that they start to think that people know as much as they do û or should know as much as they do. Most people are not educated in your particular product. Most people do not know there are all types of rates and products that are available to them depending on their credit, income, etc. And these people are not necessarily illiterate hicks from Country-Bumpkinville! They are educated people, but they have lots of other things they deal with everyday that take up all their time, e.g., picking up the kids from school, dealing with the boss at work, etc. Not everyone is watching Alan Greenspan every day! Another thing you need to know, before you decide what it is you need to say in your message, is that it is very hard to educate people û they donÆt want to be educated necessarily. You need to find out what the ôbuttonö is that people will respond to, that will get them to come to you fo...

pushes in February, realize that youÆre competing with the Super Bowl, GrammyÆs and Oscars. Even if youÆre local and on a smaller scale, thereÆs an annual cycle that you need to take into consideration. Elizabeth: There are things you should plan around, unless you can relate your topic to these things. Fritz: The other thing is for clients to understand the difference between the story and how itÆs pitched. We had a client who shot themselves in the foot by not allowing us to let the media ask them about a particularly hot topic û itÆs got to be about what the public wants, not what you necessarily want to say. Kelly: So what should a small company budget for PR if they want to build a regional presence? Fritz: ThatÆs a great questionàand again, it depends on whom youÆre trying to reach. You need to look at the scope of what you want to do. WhatÆs your dream list, and then scale it back and budget realistically. Come up with smart PR dollars, and donÆt waste your investment. So televi...