Tools of the Trade Your message may be quite straightforward but, depending on which delivery medium you’re using, it will be entirely different. And, all the time, it is essential that you use the right media or the right permutation of them. These tools – website, newsletters, PR, media relations, corporate relations, press events, branding – are presented here in no particular order as they’re all as important as each other. Website. Even if yours is an e-sales site, you can still communicate through it.  Two of the best examples of how this is done are most likely landsend.com and screwfix.co.uk.  But, no matter how large or small you are, there are key techniques you can use.  Functionality and navigation are equally important as content and graphics. We have developed website specification methods that coders and web-developers find it a pleasure to work with.  These methods convert your concepts and visualisations into real-world business building sites.  From the most straightforward (www.enviroshred.co.uk) to the most complex and specialist (www.dcxworld.com), we’ve built them all. Newsletters. Since the advent of the web in the late-90’s the newsletter has taken a back seat. But just think about it. Do you prefer to stare at a screen and read an e-zine, or sit back in a comfortable chair with a really well produced newsletter or magazine and read in comfort? The answer is illustrated by the fact that newsletters are now the fastest growing sector of the media industry.  Sure – in production and delivery, far more expensive than e-zines, but, pro rata, they have a far higher business development return. PR.  By now, everyone knows the basic rules such as the five W’s in the first paragraph, double-line spacing, keep it short etc etc. However, there is another rule that many companies (which, for some mystical reason, never seem to get their press releases turned into column inches) do not know. And that is that, in the vast majority of cases, if your PR output is going to be taken seriously by the media, they want to see it come from a PR company.  That way, they know you’re taking your PR seriously, and not trying to use them for ‘free advertising’. If you’re having problems, we hope this helps. Media Relations. Some people confuse PR with Media Relations, thinking they’re one and the same.  From the outset, we have always regarded the two to be entirely separate, treating media relations as a means of building close relationships with key journalists and editors through the provision of information and data that assists them in their wider role.  Indeed, the very last thing you want out of your first ‘media relations’ meeting, is any kind of editorial exposure.  What you do want is for that journalist to come back to you when he’s seeking answers to specific questions, and then quoting you as the source. Corporate Relations. Again, so very often confused with PR. Depending on your product and markets, corporate relations (CR) could be more important than PR. This is essentially all about opening communications channels with those who can provide routes to market for your products and, of course, vice versa.  Some of these could even be through your competition. Keep in mind that Silicon Valley became what it is today through competing companies co-operating with each other from as far back as the 1950’s. There is a growing strategic alliance movement worldwide. For instance, BASF has over 1,000 strategic alliances which account for more than 70% of its turnover, and this is just one example out of some 20,000 companies worldwide who now regard strategic alliances as their primary profit generator (Source: Booz Allen).  The same principles can apply to any company, large or small. And we’re getting to be experts at it. Press Events.  Everybody likes a press event. They can be an outstanding success, or an excruciating embarrassment. For a company at the launch, growth or re-positioning stages a successful press event should be designed to initiate or consolidate public, media and corporate relations all at once.  Never stint on your press event, it is essential you get it right first time – you only get one chance. …and a word on branding.  So much has been written about this. An army of gurus have bombarded us with their wisdom. We subscribe to the view that branding should be treated in the same way as a branding iron is used on a steer. You own that steer.  Look at the way IBM branded computers, Coca-Cola branded soft drinks or Gillette branded razors.  This approach to branding seems to be a lost art, because there are so very few recent examples of it. Without exception every single one of them have one thing in common. Not once did they use advertising to convey their brand domination.  This was done exclusively through marketing communications.  Techniques and strategy that any company taking itself seriously can employ.  We know how it was done, have done it ourselves, and would be happy to apply the same techniques to your product or company.  There is much more besides – but we hope that, from what little is conveyed here, you’re looking at ‘marketing’ from a different perspective.