Wednesday, March 02, 2005

Effective Public Relations Writing: Tips For Online Articles

Effective Public Relations Writing: Tips For Online Articles
By Thomas Murrell MBA CSP

Effective public relations writing now involves writing online articles for blogs or weblogs, eZines and websites.

The main objective of the article should not be to sell. It should be a tool to educate and build relationships with key stakeholder groups and target audiences.

You can read some of my own articles here.

Remember effective public relations is all about managing relationships with key stakeholders and building bridges with them to create goodwill.

Doing this online is easy, cost effective and essential.

The key skill to effective public relations writing, especially online is the style in which the articles are written.

Here are some tips from Christopher Knight of and his article marketing & publicity project.

1. TITLE TIP: Be sure to Capitalize the First Letter of every major word in your TITLE. Also, do not end your TITLE with a period.

2. TITLE CRITICAL TIP: The first 4 words of your TITLE totally determines 99% of the success of your article in terms of how much traffic we are able to invite the search engines to deliver to your article. Don't waste the first 4 words as this is critical. Instead, be sure to use keyword rich terms that are related to your core article theme.

3. RESOURCE BOX TIP: Please don't submit duplicate unique URLs in your article. Your target should be to not have more than 3 TOTAL URLs in the entire article with no more than 2 in the RESOURCE BOX and none of the 3 being an exact duplicate. I wrote an article recently on what to include in the Perfect Resource Box.

Source: Christopher M. Knight


chevon said...



· Branding is the use of a name, term, symbol or design, or a combination of these to identify a product or service. It includes the use of brand names, trademarks and practically all other means of product identification.
· Brand name – a word, letter or group of letters.
· Brand mark – the words, symbols or marks that are legally registered got use by a single company.

Brands help identify the company’s marketing mix and assist customers to recognize the company’s products and advertising.

Building a Strong Brand
Key factors that facilitate successful branding:
Ø Awareness
Ø Relevant differentiations
Ø An emotional connection

A solid understanding of the customer is also important in building a strong brand;
· Define the target customer.
· Deliver a differentiated, purchase-motivating benefit to the customer and see how your organization is uniquely suited to delivering this promise.
· The customer need that your brand is addressing should be something that your competitors are not currently speaking to.
· Use market research, customer feedback, ideation and market need anticipation to build your brand.
· Your brand and its products or services must exceed customer expectations (Starbuck’s Coffee made coffee drinking into an indulgence). Brands thrive because they exceed customer expectations.

5 Benefits of Branding

1. Creates consumer loyalty to a particular product or service
2. A messages is easier to deliver as it is clearer
3. Confirms the credibility for the responsible organization of that product or service
4. Connects your target prospects emotionally
5. Motivates the buyer as shopping is simpler

A strong brand is invaluable as the intensity for customer loyalty increases each day. It's important to spend time investing in researching, defining, and building your brand.

Your brand is the source of a promise to your consumer. It's a foundational piece in your marketing communication and one you do not want to be without.

To remain viable in today's marketplace, many organizations have integrated their unique corporate culture, values and innovations into their brand identity imparting personality into their brands. This more personal brand message further distinguishes products and services from those of their competitors. Successful branding ensures advantages for both the customers and marketers alike and soundly achieve high levels of brand familiarity to inevitably gain customer loyalty.


Quester, P. G., McGuiggan, R. L., Perreault, W. D.,McCarthy, E. J.,2004, Marketing: Creating and Delivering Value, McGraw Hill, Australia

Persuasive Writing: Power of Branding,, [access date March 3, 2005].


Eimear Colleran said...

Viagra; a hard decision!

Analysis of the external environment is imperative in any marketing plan because changes in these environments present new opportunities as well as problems.

The economic environment includes the risk of recession or problems resulting from high levels of inflation, thus affecting the choice of potential marketing strategies. Legal restrictions and changing political climates are also part of the environmental analysis. The social and cultural environment affects how people think, feel and behave, and from this marketers can decide which marketing strategies will prove successful.

Take for example the way that Viagra is currently marketed in Australia – to medicos and pharmacists only. We will explore the implications of marketing it to the public of Australia through a look at the external market environment in Australia today.

Economic Environment:
• The Australian economy is strong at the moment
• People are spending rather than saving
• Australians tend to spend a lot on their own health (ie. Private health cover)

Technological environment:
• Only 2 other alternatives to medicating the problem
1) Abstinence
2) Penal implant
• Not many men would want to abstain
• Not many people can afford a penal implant and without private health insurance the waiting lists under Medicare are years long

Political and Legal environment:
• Viagra must be prescribed by a doctor of medicine
• It isn’t on the PBS (Pharmaceutical Benefit Scheme) therefore it is not subsidised by the government

Cultural and Social environment:
• People wish to enjoy a satisfying sex life- i.e. Viagra would not only help men but their partners as well
• Men may feel like less of a man if they have an erectile disorder in Australia which is a fairly ‘macho’ society
• Religion – people have realised that sex is not as forbidden as it may have been perceived to be say 50 years ago
• Australian men simply don’t go to the doctor they wait for a problem to surface and then go do something about it.

After looking at this analysis the Pfizer marketing staff would then look at developing a target market through demographic analysis and then decide if it would be an advantageous marketing move for the company.

Eimear Colleran
Notre Dame Australia

Anonymous said...

ACS Committee

ACS commitee on Public Relation and PR training

The ACS Committee (America Chemistry Society) on Public Relations and Communications is a Joint Board-Council committee charged with advising the Office of Communications of the ACS and with addressing the presentation of chemistry through the public media.
Members serve on subcommittees as needed for the projects of the committee. Particular current subcommittees are involved with support for Local Section Public Relations (LSPR), the development of Divisional Public Relations, Awards that the committee supports, and the development of workshops for science and food reporters.
The committee supports and assists in workshops for LSPR members to develop skills in working with media representatives. It also assists the development within the Office of Communications of workshops with non-chemical professional writers to enhance their knowledge of areas where chemistry provides a foundation for understanding.

LSPR offers public relation training workshops. Every LSPR Chair can receive communications, media and public relations training from the ACS Office of Communications. This unique workshop includes seminars and practice sessions where you develop real-world skills and learn how to: develop a public relations plan; put your plan into action; write press releases; use opinion articles and letters to the editor; prepare for television interviews and make an impact with public audiences.

During the workshop, the participants create public relation plan for their local section.

For more information about workshop is available on following website:


Chen Wei Ph: 0417168169 or 94445837
Email: Web:
PR course in Notre Dame

Anonymous said...

Marketing is an integral part of the business world today. Its influence is outstanding. Here are some fabulous marketing tips that will deliver results!

It is very important to have a grasp on your industry. You must stay current and informative to give clients the best results.

o There is nothing more attractive to customers than a person who has a diverse knowledge in both their own industry and others.

Know your target market
Exposing your target market to your name, brand or image is of utmost importance in marketing.

o It is essential that you know who you are selling to, to ensure that the target market hears about and recognizes your product.

Know details, the more you know about your customers the better marketer you will be!

Get Personal
Good relationships with clients and customers are essential.

Build a connection with them, as they are or will be purchasing your product. It is important that you are likable, people are more inclined to do business with people they like. Know the lives of your clients including birthdays, children’s and spouses’ names and hobbies. Seem genuinely interested in their lives and you will achieve fabulous results.

Use the Internet
The internet is one of the largest and most diverse information resources in the world today. Know it and use it well. Email, websites and internet advertising are necessary elements for marketers. To be a fabulous marketer you will need to do some of your business online.

Know the Product
When marketing a product it is vital to know what you are talking about.
o You need to appear knowledgeable about the product.
The product or service is what the client needs, so make sure you know responses to questions before they are asked. Focus on the product or services’ benefits and features.

Be enthusiastic. An exuberant attitude towards the company and product will gather more customers and make them feel confident in what you have to offer. Showing that you are optimistic and assured about the product will render fabulous marketing results.

Communicate advantages
Advocate the quality, customer service, confidence and dependability of your company. Show clients and future customers why they should do business with you.

Have a marketing plan
o This is fundamental.
Without a marketing plan none of the above can come into fruition. Know your strengths and weaknesses, the marketing mix, your media strategy and budgets as well as any other analyses.

Implement the above tips into action and you will achieve fabulous marketing results.

Taylor Woodworth
Marketing and Public Relations Student
Notre Dame Australia
For more info:
or contact lecturer – Tom Murrell

All retrieved 02/03/05, at 12.05pm

Anonymous said...


1. View the people as your friends.

View the audience as if you know who they are. This will give you some support. They are eager to listen to you and want you to do well.

2. Breathe!

Make sure to take 4-5 deep breaths. You want to sound calm and not nervous. Breathe from the stomach. This is great practice for public speaking.

3. Be ready.

Make sure you have all the materials you need to conduct your speech. Make sure you have the most important notes and that the font is big for you to see when you take a glance. Highlight words that are important. This is easy for you when speaking in public.

4. Look at the audience.

People want to see your face. Don’t look down or avoiding eye contact. People may think you are not telling the truth if you are not making eye contact with them.

5. Get straight to the point.

Gain more attention from the audience by telling the audience what they will get out of the presentation. What is that you are talking about?

6. Involve the audience.

Include the audience with your speech. This will relieve stress from them as well as from you. Allow time for questions during your speech.

7. Keep it simple!

Include ‘pitch’ words or sayings that people will remember when they leave the presentation. You want people to remember you as a great public speaker.

8. Repeat the important stuff.

Remind them again of why they are here to listen to you, what they benefit from listening to you and why.

9. Move around.

Make sure people’s eyes stay fixed on you. Move around the stage like you own it. You have to look confident when you are making a public speech!

10. Finish on time.

Always make sure you have said what you needed to say and finish on time. Nobody likes to stay an extra 20 minutes after the presentation was due to finish.


Consumer Relations aim to build a positive relationship between a business and its customers, but I do question if all businesses apply this principle effectively.

Three months ago, I decided to replace the washing machine in the house. I scrolled through the web to look at what was available on the market and compare brands and prices.

With the boom in technology, I picked on a top-loader auto washer, one of the lastest brands plus on 18 months warranty. I also had to bear in mind that Perth is going through a water supply crisis.

Three months down the road, the machine abruptly stopped functioning properly. It would do the washing but not proceed to the spin cycle. The technological appearance of this machine had been so enticing, however, I remembered my eighth grade teacher saying that ‘Not all that glitters is gold’.

I rang up the shop where I purchased the machine from. The manager promised that someone would come by our place to have a look at the machine. It took two days before that person could show up. When he finally did, I was told that it was a minor technical problem. There was a fault with the electronic display panel, which could not be fixed right there and then, as he did not have the right equipment. He promised to come back the next day and that rolled into another four days.

The poor response made me question the credibility of the company’s consumer relations. While production costs are rising and manufacturers are paying a lot more, is the consumer that will be bearing the burden? Is the state of affairs promoting good will between these businesses and their consumer public? I don’t think so.


• Know the consumer’s rights

• Implement complaint handling policy and procedures, for example if you have a ‘satisfaction guaranteed’ or ‘money refund policy then live up to it.

• Log your customers complaints

• Evaluate the complaints and have the ability to negotiate

• Where possible, hand the deposit back to the customer even if the law does not require you to do so

• If there is no policy regarding damaged items, then take responsibility to repair items when customers return them.

LECTURER: Tom Murrell


Anonymous said...

1. Know the room. Be familiar with the place in which you will speak. Arrive early, walk around the speaking area and practice using the microphone and any visual aids.
2. Know the audience. Greet some of the audience as they arrive. It's easier to speak to a group of friends than to a group of strangers.
3. Know your material. If you're not familiar with your material or are uncomfortable with it, your nervousness will increase. Practice your speech and revise it if necessary.
4. Relax. Ease tension by doing exercises.
5. Visualize yourself giving your speech. Imagine yourself speaking, your voice loud, clear, and assured. When you visualize yourself as successful, you will be successful.
6. Realize that people want you to succeed. Audiences want you to be interesting, stimulating, informative, and entertaining. They don't want you to fail.
7. Don't apologize. If you mention your nervousness or apologize for any problems you think you have with your speech, you may be calling the audience's attention to something they hadn't noticed. Keep silent.
8. Concentrate on the message -- not the medium. Focus your attention away from your own anxieties, and outwardly toward your message and your audience. Your nervousness will dissipate.
9. Turn nervousness into positive energy. Harness your nervous energy and transform it into vitality and enthusiasm.
10. Gain experience. Experience builds confidence, which is the key to effective speaking.

Kelvin chitengu University of Notre Dame, Marketing and Public Relations course

Reference: [accessed on 7 March 2005]

Fred said...

Hello, I find it very refreshing to occasionally find a post such as yours with a different topic completely different to what I was looking for. It often ads to ones list of lifes experiences.

I tend to have a soft spot for blogs related to publishing articles and /or sites that have a central theme around publishing articles type items.

Once again, thank you, hope you don't mind if I visit again sometime :-)

Anonymous said...

I seem to be a dying breed on the internet. I still feel that article writing and article marketing are in their infancy - there is much more benefit to be derived from article writing. None of my web sites have suffered from the alleged, duplicate content filter or penalty - very much the opposite. The Article Writing blog is on course to become the number one source of information on article writing and marketing.

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