ePerini Mast
VOLUME 2                                                                      APRIL 2011
ePerini Newsletter         taking public relations to new levels

perini & associates


Perini

The Original PR Practice 

 

"To prove this, let facts be submitted to a candid world."

 

The cornerstone of modern day public relations practices in America can be traced to the key "messages," like the one above, found in this important document.

 

Take time to read the

Declaration of Independence 

from a public relations perspective. You will find the document a great example of the art and science of analyzing trends, predicting consequences, counseling organization leaders and implementing programs of action - all at the essence of PR.  I would like to hear if you agree or not.

 

I believe, when you are finished reading on your iPad, smart phone, computer and/or other means, that you will understand why it's in your interest - the public interest - that you get out and get involved.  Take a stand. Vote.  You can make a difference.

 

Oh yes, Tax day 2011 is not today!  You get three extra days to file your taxes this year because of

Emancipation Day 

.

 

Mike

Michael B. Perini, ABC

perini & associates//719-6515943

taking public relations to new levels

IN THIS ISSUE
Find Us On Facebook
Have News?
Tip Of The Month
Resarch For You
"P" PICK
Our Practices
Dun & Bradstreet - CCR
Two Way Street
Clients. Interns
P&A On Facebook
WPElevateLogoFind news and information related to public relations and Perini & Associates.

Become a FAN!

Check for updates on clients, trends and company events.

We are engaging in social media!  Come join us on facebook!

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Story Placement ServicesStoryPlacement

Have some news to tell?  Don't know how?  The best advice is to use the story placement service provided by our company as well as other consultants.

It makes sense to have someone who knows the process to complete this work for you.  It can be time consuming and there is very much a skill to being successful.  Not unlike going to the dentist or auto mechanic when you have something that needs to be done but do not have the training, skills or credentials to accomplish the work successfully.

So, what is story placement services?  Basically, it the process of preparing, researching, distributing and tracking the news item.  Matters not if you are a business, non-profit, event planner or government agency.  You believe that you have "news" to share.  The process is the same.

The first step - and it's critical - determining if what you want to communicate is newsworthy. News, to be clear, is the communication of information on current events.  The "news" is presented by print, broadcast, Internet, mobile device or word of mouth to a third party or mass audience.

Here's the remaining steps to complete the process:

Determine Objectives: Examples would be, "Create awareness and branding for company (fill in the blank) in appropriate local, regional and national story placement." "Educate (pick industry) executives and decision makers about (fill in the blank) services for future business development."

Develop Strategy: Use the news item as a starting point to generate articles and news coverage. For example, is the story about a contract award?  New hire?  Special Event?

Target Audiences: Research the audiences that you want to reach; those to read, view or hear your news.

Tactics: Write a professional news release and depending on the client's requirements disseminate to local, statewide, national and international news outlets.  Target related magazines, social media and other outlets based on the objectives, strategies and audiences.

In addition:    Read more

Tip Of The Month   

Marketing:  Over The Hill at +50?  NOT!! 

 
Do you feel when it comes to marketing of new products or services, "Over the Hill"?  Many marketers have believed that the target age should be the 18-34-year-old group.  Older than that?  Sorry, your opinion doesn't much count!  You are out of the marketing "gene pool".

Well not so fast!  Maybe your DNA is still useable to those who crunch consumer preference data.   Here's why!
Senior Couple
Baby boomers are the new marketing frontier!

A  USA TODAY and CBS NEWS series of reports is turning the marketing world on its head.  And for me at least, being beyond that magical "34" it's just about time!  What were they thinking!  Could it be that many of the marketers who study the economic landscape are under 40 or maybe, as author USA Today Bruce Horovitz, writes, "...even under 30".  Thus, they believe, many want to be and think like them.

Matt Thornhill, 50, founder of the Boomer Project, a specialty research firm says, "They forget that over 50 still have dreams."

"The traditional thinking among marketers is that older folks spend less, have little interest in new products and have brand preferences set in stone," writes Horovitz.  But across the USA, the 77 million members of the Baby Boom generation - folks born from 1946 through 1964 - are turning that conventional marketing wisdom upside down.

As Boomers are aging and accumulating wealth, their spending is growing at a pace that's leaving younger generations far behind. "Spending by the 116 million U.S. consumers age 50 and older was $2.9 trillion last year - up 45% in the past 10 years. Meanwhile, the 182 million people younger than 50 spent $3.3 trillion last year - up just 6% during the same decade, according to an analysis for USA TODAY of U.S. Bureau of Labor Statistics data by The Boomer Project.

And unlike the stereotype of older consumers being adverse to new things, Boomers are among the biggest buyers of new technology, new cars, new condos and lofts.

All this has some marketers taking a new look at older buyers and testing new avenues and products to tap into this gold mine. Among them: Unilever, which makes Dove soap and Lipton tea, General Mills, Lincoln, investment firm Raymond James, Best Buy, and Maidenform. Instead of treating Boomers like damaged goods, marketers for these products are notably celebrating them.

"Most marketing that targets Boomers presumes there's something wrong with them that needs fixing," such as age spots, wrinkles or erectile dysfunction, Thornhill says. "It's malady-based. For the most part, it's not accurate."

Marketers who ignore Boomers need to be cautioned. "Boomers are about to get a lot richer. Maybe not as rich as before the recession, but richer nonetheless," according to the USA TODAY article.

People 50 and older will inherit... Read more

Are you +50?  What marketing tips do you have for the pros?  Let's hear from you.  Find us on Facebook


Research For Your Organization, Special Event Or Issue Advocacy
PuzzleWe take the time to find information that will support you

New data from market research firms Gartner and IDC offered more evidence that Apple's iPad, which has essentially created the tablet market, is having a serious effect on PC sales.Read more

The time we used to spend sitting on the train on our way to work in the morning, reading the trusty local rag, has changed. Now, we whip...  Read more from the research
"P" Pick

Hot GADGET 


Once you get your hands on the iPad2, it will be hard to get them off.  Not only is it thinner, lighter and faster than the original, but the new iPad also has two cameras, making FaceTime chatting and iPhoto Booth self-portraits a cinch. Also, that smart cover is way cool!   I mean how can this device be wrong? Celebrities like Beyonce' and Gwyneth Paltro use them!iPad2

Read more

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You can find us in Dun & Bradstreet and the Central Contractor Registration.   A plus:  we are a Veteran-owned business!   And, as many of you know, I am an accredited "ABC" with the International Association of Business Communicators and a member of the Public Relations Society of America.

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We have several currently.  From start-ups to non-profit; from individuals to successful organizations.  Let's talk, as we can guide you to success.

Intern services?  If you would like to join our team please let me know by contacting our Customer Service representative.  For more...

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Perini & Associates, LLC
PO BOX 616
Woodland Park, Colorado 80866
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