Home
>
Public Relations
>
Want To Join the Bandwagon? Be Sure It Has Wheels!

Want To Join the Bandwagon? Be Sure It Has Wheels!

Here are two to-the-point questions recently posed by several association magazine publishers: "When is it time to launch an electronic newsletter?" and "Just because everyone's doing it, does that make it right for us?"

These are just the types of questions that should be asked by associations and businesses seeking to maximize contact with members, prospects or current customers. The trick is to generate the processes that will allow you to arrive at the right answer for your circumstance.

Take an association that currently publishes two magazines and a quarterly print newsletter. The organization has laid the groundwork (surveys and polls) to ascertain that the information that needs to get into members' hands is getting there through these means (on top of use of an up-to-date website). In this case, an e-newsletter may not be the smart move. Would its content be all that different from what already appears in the print publications? What advantages would the electronic distribution channel offer (more timely stories, smaller production staff) that meet a specific need in terms of information distribution?

For companies that advertise in the Sunday newspaper or on television, the question is whether a direct channel to their most valued customers necessarily generates higher sales or more loyalty. Is the technology appropriate for the audience these companies want to reach (i.e., the ones familiar with computers and e-mail)? And would the ROI merit executing the project in-house or outsourcing to a custom publisher?

A newsletter, regardless of its format, is a potent tool in the marketing arsenal. But there must be an underlying, compelling rationale for undertaking such an endeavor ? a reason for the newsletter to exist as it supports the organization's overall mission.

For the previously described association, until a case could be made that a newsletter would offer information of a different or new nature to members in a timely manner (how to improve business practices, recent court cases that could affect the industry) there is no need to jump on the bandwagon. For a consulting firm seeking to demonstrate thought leadership without making a direct sales pitch, however, a newsletter fits the bill quite nicely. Either way, the key is to have the purpose, goal and role of the e-newsletter firmly established before plans to move forward on the project begin.

Chris Scott heads Hodge Media Group, the custom publishing arm of Hodge Communications, Inc. Hodge specializes in strategic public relations and marketing communications for businesses, entrepreneurs and professional associations. Formerly an award-winning journalist, he brings over 20 years of experience to client engagements. Subscribe today to ommunic@te! our free bimonthly e- newsletter and get a free special report: "Using Buzz To Create a Groundswell For Your Business."

Visit http://www.hodgecommunications.com

Rolling Meadows Cadillac Escalade rental .. Lockport Chicago limo O’Hare

In The News:

There are a number of features with AirPods you may or may not know about to take your listening experience to the next level. Kurt the CyberGuy explains.

These 35 Chrome extensions have privacy and security concerns. Tech expert Kurt “CyberGuy" Knutsson says to delete them now.

Tech expert Kurt “CyberGuy" Knutsson says 329,000 mph fusion rocket promises to be fast, disruptive and enable deep-space missions.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Tech expert Kurt “CyberGuy" Knutsson says a new autonomous AI is a game changer that also raises privacy risks. Is your data safe?

Tech expert Kurt “CyberGuy" Knutsson says robots and drones are revolutionizing fruit farming with faster picking and smarter handling.

Landmark Admin revises May 2024 cyberattack scope to show twice as many people were affected. Kurt “CyberGuy" Knutsson gives tips to help stay safe from an insurance data breach.

Tech expert Kurt “CyberGuy" Knutsson talks about how Yamaha’s hydrogen outboard motor could revolutionize boating with zero emissions.

Tech expert Kurt “CyberGuy" Knutsson reveals how to memorialize or remove a deceased loved one’s Facebook account and protect their digital legacy from misuse or scams.

Tech expert Kurt “CyberGuy" Knutsson says an Apple Watch saved psychiatrist Amanda Faulkner by detecting deadly leukemia early.

Scammers and fraudsters are increasingly targeting the most vulnerable, especially nursing homes and the personal data of their residents. Kurt the CyberGuy has safety tips.

Infected USB flash drives can spread malware among multiple organizations in ways that can easily bypass traditional security systems.

With a fully automated warehouse system and AI-powered robots, Ocado's Hive picks, packs and delivers grocery store orders in just a few minutes.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Recycling robots are using artificial intelligence to learn how to sort recyclables by recognizing patterns in colors, textures, shapes and logos.

The Reachy 2 robot is designed to be friendly and approachable, inviting natural interaction and is perfect for research, education and experimenting with embodied AI.

Kurt "CyberGuy" Knutsson shares several easy ways to keep your credit cards safe from digital thieves while you're traveling this summer.

Arcturus sets up cameras around the edges of baseball stadiums to capture real-time action and generate a 3D digital clone of the game.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

The CyberGuy explains why healthcare organizations are vulnerable to hackers after there have been a half dozen data breaches this year.

Developed at two California universities, the innovative technology combines brain-computer interfaces with advanced AI to decode neural activity into audible speech.

Microsoft patches 12 critical flaws, but six have already been exploited by criminals. Kurt “CyberGuy" Knutsson says updating your system is only a short-term fix.

Tech expert Kurt “CyberGuy" Knutsson discusses how robots can milk, feed and clean cows on dairy farms, boosting efficiency and comfort.

Tech expert Kurt “CyberGuy" Knutsson says quantum internet ensures unhackable security and redefines online privacy and speed.

Kawasaki's CORLEO is a hydrogen-powered, AI-driven rideable robot. Tech expert Kurt “CyberGuy" Knutsson reports on this new way of thinking about off-road transportation.

Want To Join the Bandwagon? Be Sure It Has Wheels!

Public Relations