I had the opportunity to moderate distinguished panel of experts - Chancey Blackburn (EVP, The Wood Agency), Susan Young (Consultant and Professional Speaker, Susan Young Media Relations) and Graham Painter (EVP, Corporate Communications, Sterling Bank) at a Sterling Bank Women's Business Initiative Luncheon in San Antonio. They did an outstanding job of sharing tips and techniques to help our attendees inform and influence targets for their offers. Their excellent advice included:
Develop and execute a PR plan
Participate in the community – See and be seen
Become known – Write and speak
Become an expert
Work your circles of influence
Make your message memorable and unique – Pitch Purple Snowflakes
Know your competitive differentiation
Make the phone ring – Cold call and knock on doors
Use internet ads and community newspapers for affordable advertising
Don’t cut marketing budget during a slow economy
Earn and use third-party endorsements
Make your direct mail targeted and distinctive
Appropriately use professional resources
Create incentives for others to provide referrals
Specifically ask your friends and family members for leads
Be prepared
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