PR E-press brought to you by... Vol. 1; Issue #6 October/November, 2004 © Prime Time PR. All rights reserved.
Janette Burke, Principal Publicist and Editor, PR Columnist, Speaker & Trainer Tel: (905) 882-6893 Fax: (905) 882-6898 E-mail: primetime@pathcom.com www.primetimepr.ca
	What's New at Prime Time? PRtalk to be listed in North America’s top media source... Prime Time PR accepts Publicity Advisor position at The Canadian Leadership Institute… Will your PR idea work?... How we thank you for your leads… For more details, scroll down!
			Welcome to the 6th edition of PRtalk – providing you with practical PR/media/marketing tips to exemplify the power of PR and get you thinking about your own PR objectives. Now broadcasted in HTML format, here’s what you’ll find in this issue… Guru Guidance – Want to be your own publicist? In the first of our two part series, we discuss the ten things you need to do to come off as a PR pro. Success Stories – In lieu of this week’s U.S. elections, we recall another of the greatest PR coups of all time, the tale of Bill Clinton’s 1992 Presidential Campaign. What’s New at Prime Time? – To get a hint, take a peak at our side bar. For the story, scroll below! Until Next Time, Janette
			Re-printed with permission… ”10 Ways to Come Off as a PR Pro” – Part One By: Janette Burke If you want to be a PR pro you must bear in mind that unlike advertising (where media exposure is purchased for dollars), PR media exposure is generated through time and thought. So here are five helpful hints to make you be the best PR person you can be - whether you’re a small business owner, marketing director seeking PR for your company or organization, or even a full-time PR professional. 1. Turn Yourself into a Media Maven - Any competent PR person knows what’s going on the world and makes it a priority to scan at least one major daily newspaper, as well as key trade publications in their industry. You must do the same. You don’t need to read everything – skimming the headlines can catch you up to speed, but you should sample news publications as you come across them on newsstands or through direct mail subscription orders. Also do you part to examine Google and MSN’s homepages for late breaking news at a glimpse! Don’t forget to pick up a copy of your local paper and watch your local news station, as well as peruse your TV guide to keep up on the stories they feature as well as available programming - paying close attention to each shows’ hosts, guests, and topics. Similarly stay plugged into radio and Internet Radio for all of this reading, watching and listening, while time consuming, is sure to keep you “in the loop”. 2. Be on the Lookout for New Information - Like it or not, you must constantly be on the look out for new information and data that matches your PR objectives. Sometimes fun, sometimes tedious your efforts are absolutely crucial to your PR success. Bottom line - all successful PR people devour media and information as if it were steak or caviar – and so must you. Attend seminars, listen to tapes, read books, clip articles from newspapers, magazines and journals, tap into online databases, surf the Net, explore websites – do whatever it takes to mine information sources and find nuggets of knowledge that can best serve you, your clients, and your cause. 3. Keep On Top of Trends and Fads – From fashion and music to TV, movies, toys, cars, sports, food, health kicks, diets, electronics, restaurants and venues – be aware of current fads and trends. If you get into trouble, pick-up the latest issue of Entertainment Weekly, Spin, or Vogue. Or just watch and listen to kids – since they’re usually on the leading-edge of any new technology, trend or fad. Visiting malls and trade shows every once in a while – especially toy and gadget stores will also help you to become “Brenda Star” – top reporter! In the adult world, keep your eye on Generation Xers. And don’t forget to conduct online searches for hot new trends often first brew on the World Wide Web and fast generate buzz before traveling the print and broadcast world. 4. Know Who Covers What – If you don’t know who covers health issues at The Toronto Star, the advertising reporter at The Globe & Mail, or the person responsible for booking guests at Canada AM you better find out in a hurry! At the very least make a point of knowing who covers your industry at the major local and national tabloid, radio, Internet, and TV levels – including your industry’s media. 5. Blanket Your Industry - Whether you’re in fast food or agriculture it is your job to study the industry you’re publicizing and aware of its trade publications. If you’re not already doing so, subscribe to all of them and get to know your industry inside out. Join your industry trade associations and go to a minimum of three local chapter meetings a year, as well as the annual national conference. Network with other members and make the time to learn something about them. See what you have in common. Inquire as to the problems they face, how they position themselves and their companies, and which marketing campaigns work best for them. The atmosphere at these meetings is usually congenial - with members willing to share their trade secrets. Stay tuned…next month we’ll talk about the other five things you need to do to come off as a PR pro!
			Re-   Recounted for educational purposes… The Tale of Bill Clinton’s 1992 Presidential Campaign While history will determine Bill Clinton’s place in the rankings of men and president’s, few dispute that he ran a masterful campaign (that included a well thought out and executed PR strategy) to beat incumbent George Bush in the 1992 presidential race. How He Did It – Clinton’s campaign manager deliberately steered him away from traditional hard news venues and towards TV programming that targeted a younger audience. A pivotal moment was Clinton’s appearance on the then popular Arsenio Hall Show, during which he played his saxophone on national television. The Significance – Stunts like these humanized Clinton as a candidate and emphasized his relative youth as compared to his opponent. They also produced a series of TV roundtables including one on MTV in which Clinton showed his ability to answer big-issue questions being posed to him by idealistic college students who primarily wanted to know whether or not he was pro-choice. This move did more than make for good television, it allowed Clinton to avoid answering more complex political and foreign affairs issues by professional journalists such as Sam Donaldson, who had in-depth knowledge on these matters. Lastly by going on 60 Minutes, Clinton was able to emphatically deny the already circulating rumors of his martial infidelity and cut them off before they mushroomed. The Results – Need I say how long Bill Clinton held office or how the American people felt about him even after the White Water Affair and  Monica Lewinsky incident? Just look at the herds of people (including us Canadians) who today, still line-up to hear him speak and buy his books!!
			PRtalk to be listed in North America’s Leading Media Directory –we’re thrilled to announce that Bowden’s – North America’s premier media directory has listed us as Canada’s only PR Magazine.
			Prime Time PR accepts Publicity Advisor Position at The Canadian Leadership Institute - based on the Time to Change motto and fundraising templates initiated in California by their sister charity The Call, The Canadian Leadership Institute, started by Jeannette Wajchendler, Executive Director for Canada, provides leadership and life and business coaching education to deprived communities– teaching them what’s needed to lead and succeed. We are honored to be a part of this worthy cause in the role of PR/media advisor, and  help them gain exposure as they extend their reach throughout Canada and the rest of the world. For more information or to get involved, please contact Jeannette at: (416) 836-8711 or by e-mail: nettyw@rogers.com.
			Media Appearances – November marks the 19th consecutive month we’ve been producing our PR column in The York Region Business Times. Available the 5th day of each month, November’s issue contains a follow-up piece we wrote on assessing your PR ideas – designed for those of you who want to know whether or not your PR plan will work.
			Referral Program - we appreciate your business and referrals. To show you how much, we offer “cash back” and “banked point” rewards for every qualified lead we receive!
		Have a PR topic you want discussed? Please send your requests to: primetime@pathcom.com – subject heading Dear PR Guru.
PRtalk is a FREE publication produced by Prime Time PR and distributed online directly to your inbox. Prime Time PR respects your online time and privacy. We do not share e-mail addresses. If you prefer not to receive further broadcasts, click “reply” and specify in the subject heading “Unsubscribe”. If you know anyone who would benefit from this publication, feel free to pass it on, have them register on our website, or contact us directly. To sign-up for your free copy of PRtalk; read back issues; see examples of our work with testimonials; peruse our list of programs, workshops & seminars; and find out where we’re next speaking or appearing, please visit us at: www.primetimepr.ca © 2004. All Rights Reserved. We welcome your contributions & feedback.
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