New staff & developments at Action Strategies

We're growing! Completing our strategic objectives of bringing youth up into the profession of public affairs, Action Strategies is pleased to announce the addition of Nicole Reid as our newest intern. Nicole is completing her 1st year of Public Relations studies at Algonquin College and will be assisting me in a number of PR projects and will be a contributor to this blog as well as the Magnifier and Corridors series of newsletters.

Nicole, welcome aboard!

The advantages of Events in Public Relations

Recently, a lot of my work with the Canadian Paralympic Committee has called upon me to use my event and tour planning skills. In fact, this May and June, I'll be traveling from coast to coast working with various disability groups and rehab professionals to draw awareness for Canada's Paralympic team. This combined media tour and outreach effort to encourage participation in disabled sport will, I am sure, prove to be a great advantage to the entire paralympic movement. In part, I believe this is because we will be relying on the prudent strategy required of a well-timed coordination of efforts.

Hopefully, by the end of our efforts, we will be able to notice a marked increase in the interest the media has for paralympic sport.

That being said, events can be used and taken advantage of in many different circumstances. They also:

Can be used to thank your existing customers for their support. Looking to shore up your clientele base can often be best accomplished by making them aware of your appreciation. Holding a customer appreciation day or special sale brings to light for them their importance to you and in a sense, a form of membership in your organization. Once this happens, they will be more likely to provide you with more referrals. At the event, consider handing out a special membership to your preferred clients.

Events can also provide an excuse to celebrate the holidays. Invite your prospects and customers out for a Christmas party. Trust me, they'll think of you as a friend and more than just a sales rep. I'll bet you'll agree that it's harder to say no to a friend than a stranger! Interesting enough, these parties are often viewed as opportunities for networking for your prospects as well. The saying that all business is personal is very pertinent in this application of promotional event marketing. Remind attendees to bring business cards and make them available to all. If your attendees realize your event could be beneficial for their business, they'll have just one more reason to positively remember your brand.

Promote a new product line. Think of Sony, Coca Cola, Ford, on any other big brand name. When any of them have a new product, one of the first actions taken includes an announcement to the media with an official launch. In the case of Apple Computer, the most recent launch of the iPod Nano was shrouded in secrecy. The rumour mill nonetheless built up enough interest that the product's launch event became news in itself. Personally, I can attest to the model of a local MINI dealership launch of the MINI Convertible. Invitations for a private party were sent to preferred customers and as a result, customers were given a sense of privileged status.

As I alluded to before, organize a networking event. After time and if you organize enough of them, you'll build up enough PR capital as THE go between in the community. Don't think this won't have an impact on your bottom line and your business image!

As you can see, PR is more than just connecting with the media. It's also about reaching out to the public and creating a lasting image. Try connecting now with your prospects, clients, and the general public...you might even make a friend!

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Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Strategic Communications, Public Relations and Public Affairs Consultancy. Make sure to contact him for advice on reaching audiences you may or may not have yet considered in your marketing communications and PR campaigns. Drop him a line if you are looking for help in developing a public relations campaign. You can view his website at www.actionstrategies.ca.

Quebec's Opposition moves towards more business support

As referenced in Corridors, my e-newsletter for Government relations, I have spent the weekend in Laval, Quebec observing the bi-annual Action democratique du Quebec's (ADQ) Congress. For those not aware of Quebec politics, the ADQ is the Official Opposition in Quebec's National Assembly. A great opportunity to connect with various members of the caucus, including Mario Dumont the leader, a number of important policy initiatives were undertaken.

The weekend's theme centred around a number of issues important to businesses who may have an interest in following government policy as it concerns government financing of large scale projects. A considerable turn from the past, the ADQ seems to be taking steps towards a more direct interest in partnering with big business. While the full context of the issues is yet to be placed online, a summary is available. Notably, the ADQ is now engaging itself towards supporting large scale investments in the Caisse de Depot that will work with investors looking to build up Quebec businesses. Substantial calls for more tax credits for large scale business start ups was also the call of the weekend. Finally, immigration reform to the tune of facilitating immigrant integration was also taken up.

What does this mean for those interested in lobbying? With a minority government in Quebec lead by the Charest Liberals prone towards supporting government help for business and now a receptive Official Opposition, corporations and business associations with particular projects desired to be pushed forward, now is the time to start a government relations campaign.

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Mark Buzan is the owner of Action Strategies, a public affairs & government relations consultancy. He brings a number of years of understanding of working with various government agencies and policy makers. You can subscribe now to his monthly public affairs newsletter by visiting the newsletter section of his website.

Highlights of Quebec's budget

For those who have followed Action Strategies' work in government relations, you will know that we also have a keen eye on what goes on in Quebec City. On March 13, Quebec Finance Minister, Monique Jerome-Forget released the 2008 budget. Where this will place Jean Charest's minority Liberal government stability remains to be seen. However, it is unlikely either the Action democratique du Quebec (ADQ) or Parti Quebecois (PQ) will feel themselves in a strong enough position to force an election.

It appears though that there will be enough in the budget for at least one or both of the opposition parties to continue propping up the government. In essence, here are a few of the elements presented by the Quebec Liberals:

 Completely eliminating, as of immediately, the tax on capital for all Québec firms in the manufacturing sector;
 Introducing a new investment tax credit available to all Quebec regions;
 Introducing a new tax credit to support the information technologies industry, available throughout Quebec.

 An investment of 250 million dollars over five years in universities;
 The launch of the Employment Pact that will enable as many Quebecers as
possible to integrate the labour market;
 A 20% increase in the funding for immigration, in particular for the integration and francization of newcomers.

 An increase from $1 500 to $2 000 over two years in the maximum amount of the tax credit for retirement income;
 A new 30% tax credit for informal caregivers to cover part of the expenses incurred to obtain replacement help;

 Limiting spending growth to 4.2% in 2008-2009;
 Making the government’s main missions—health, education and support for families—the investment priority;
 Increasing from 50% to 75% the share of Hydro-Quebec’s profits paid as
dividends to the government, which will avoid the addition of $11 billion to the
government debt by 2025.
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Mark Buzan is the owner of Action Strategies, a public affairs & government relations consultancy. He brings a number of years of understanding of working with various government agencies and policy makers. You can subscribe now to his monthly public affairs newsletter by visiting the newsletter section of his website.

A summary of the Federal Budget

The 2008 federal budget came and went by like many federal budgets. As always, these are times lobbyists are keen to pay attention to the finer details of what was mentioned and often, what was not mentioned. Budgets set the policy direction for a government and its list of priorities. For a government relations consultant to be effective, I believe they need to advise their clients and watch out for the following elements:

1. Most obviously, was my client's issue addressed? Was it left out and were their "opponent's" views considered? Either way, this is a time for both client and consultant to review the situation, decide on next steps, and communicate your message to your publics, stakeholders, and to the media.

2. Prior to the launch of the budget, there's a carefully developed checklist needed. Did your counsel suggest and prepare presentations before committee? Did you seek out any champions for your cause amongst MPs and Senators? Don't forget the gatekeepers! Executive, Legislative and Administrative Assistants will ease your entry into legislative offices, so treat them well.

3. How well researched was your point and could it have fit in with the government's agenda? GR Consultants offer the value of not just bridge building but also researching how your point can have the most success potential and be communicated in government policy lingo that politicians will understand.

While the full context of the budget can be found out at www.budget.gc.ca, some of the hot topic subjects of the day that I find my clients and subscribers to Corridors follow were addressed:

1. Environment: Always a hot issue over the last 2 years, the Conservatives launched an ecoAction plan. A key element of the plan is the regulatory framework for industrial air emissions, which will impose binding national regulations on greenhouse gas emissions and air pollutants across all major industrial sectors. The ecoACTION plan also includes a mandatory fuel-efficiency standard for new cars and light trucks for the 2011 model year and standards and regulations for other forms of transportation, renewable fuels, and the energy efficiency of consumer and commercial products.

2. Infrastructure: Those in the construction industry or following municipalities, were also considered with the development of an Advantage Canada program. Investments in infrastructure were announced to reduce road congestion and travel times and ensure efficient movement of goods to market. Quality infrastructure, such as reliable water systems and public transit were also announced.

3. International assistance: Canada committed to double international assistance by 2010–11 from 2001–02 levels. Budget 2008 delivered on this promise. It ensures that the funding is in place to bring Canada’s total international assistance to $5 billion by 2010–11.

4. Tax-free savings accounts (T-FSAs): Probably one of the most fundamental changes in the tax scheme from this recent budget was the introduction of T-FSAs. The accounts will be a flexible savings vehicle that allows Canadians to contribute up to $5,000 a year to the account. Investment income, including capital gains, earned within the account will not be taxed and withdrawals will be tax-free.

5. Sport investment: On the sport front, my clients in the Canadian Paralympic Committee were happy to learn Budget 2008 provides funding of $24 million over the next two years and $24 million per year ongoing to support the Road to Excellence. Still short of the needed $30 million, the funding will nonetheless enhance the Government’s excellence programming for summer athletes, increasing the number of coaches, training camps and opportunities for our athletes to compete internationally.
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Mark Buzan is the owner of Action Strategies, a public affairs & government relations consultancy. He brings a number of years of understanding of working with various government agencies and policy makers. You can subscribe now to his monthly public affairs newsletter by visiting the newsletter section of his website.

Good presentations, events, and marketing yourself...a lesson of what NOT to do!

Ok...it's not often I use this blog to rant. In fact, I would say that I try to keep this forum rather calm and professional. After attending what I believed would be a joint web marketing and internet payment processing breakfast seminar for non-profit organizations (after all, my main clientele is with non-profits and associations), I have been prompted to write something on the subject of appropriately inviting large amounts of guests out for breakfast and luncheon seminars - especially if you plan on using them to market your expertise.

Earlier this month, Deloitte & Touche and Moneris held an info-seminar for non-profits, undoubtedly with the objective of marketing their expertise in web marketing and online payment processing. While I most certainly do not fault them for using this approach (in fact I fully agree with this approach in publicity and marketing), I feel compelled to share some experiences of what NOT to do when giving a presentation, especially if you are tying the presentation to an event designed to market your services and build awareness. Regrettably, the representatives of Moneris did not follow this advice:

1. For God sakes people....if you're going to write every single note you have on your PowerPoint slides, PLEASE just spare me the presentation and mail me the notes! Most people who would be qualified to attend your sales presentation are busy people and literate. We don't need you to read out everything we can clearly see!

2. Don't speak in a monotone voice.

3. If you are going to call me and my colleagues in to present your case as to why you think your widget is the best thing since sliced bread, at least add a slice of education into the presentation. Leave me feeling that my time was well spent. Simply pitching over and over just leaves you talking over the heads of your audience.

4. Don't talk about features only. If you've spent all your time telling me what colours "doo-hicky" A come in versus "doo-hicky" B, where am I left to understand how your product or service actually fills a need I have?

5. COME PREPARED!!!! Nothing kills your brand and credibility faster if at the end of your presentation, the presenter cannot answer any of the audience's questions. While I could not bear another moment of the presentation, members of my staff reported that Moneris' sales rep constantly had to refer to a colleague for questions from the audience....hardly something to inspire confidence!

Now, don't get me wrong. I am a firm believer in using breakfasts or luncheons to show off a company's expertise and prove the credibility of your claims. However, when you don't take the trouble to present your case in a rehearsed, engaged or interesting format; you blow away any credibility or linkage that could have existed. So, if there is anything to be learned from this experience is that all the best marketing and public relations tactics in the world will backfire if care and attention to delivery and brand experience are not considered.

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Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Strategic Communications, Public Relations and Public Affairs Consultancy. Make sure to contact him for advice on reaching audiences you may or may not have yet considered in your marketing communications and PR campaigns. Drop him a line if you are looking for help in developing a public relations campaign. You can view his website at www.actionstrategies.ca.

Are PR efforts to Ethnic Communities worth it?

It seems the answer would be YES if you talk to Fred Sherman of Nexus Africa! In late November, I interviewed Fred, the host of Ottawa's newest radio show for the African-Canadian community. In his opinion, marketing and communicating to ethnic communities is becoming more important than ever. Tune into my podcast interview with him on the Magnifier.

If you do a preliminary search on the internet for the subject of "Public Relations to Ethnic Communities", there's a multitude of subjects that come up. In the United States, some press release distribution services now specialize in reaching them. BlackPR is one interesting example. Their's is a service that broadcasts your news release out to the African-America community throughout the United States. With what I believe is an estimated population of 8 million alone, reaching out with a specific and targeted message to this community is potentially powerful.

Toronto is now a city where 50% of the population was born in a country other than Canada. According to New California Media, 13 percent of the U.S. population now turns primarily to ethnic media. If you only pitch publications such as the Wall Street Journal, Business Week, and Time, you will leave out a huge chunk of your potential audience. More than ever, a complete media strategy requires reaching out to ethnic publications.

Many of Canada's political parties recognize this as well and will even appoint specialized PR professionals to reach out specifically to multi-cultural communities as well.

In a media relations campaign I did for the Canadian Ski Council, we took a very targeted approach in reaching out to ethnic media. Recognizing that many immigrant kids were not taking up winter sports like skiing and snowboarding, the Canadian Ski Council invited a group of underprivileged Toronto area kids out to the slopes for a school field trip. Focusing on Toronto's diverse media outlets, Action Strategies placed particular attention towards attracting those ethnic radio stations with an interest in sports with interesting results.

So in brief, to answer the question earlier of "whether PR efforts to Ethnic Communities matters", the answer is indeed YES!
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Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Strategic Communications, Public Relations and Public Affairs Consultancy. Make sure to contact him for advice on reaching audiences you may or may not have yet considered in your marketing communications and PR campaigns. Drop him a line if you are looking for help in developing a public relations campaign. You can view his website at www.actionstrategies.ca.

Networking, keeping in touch & investing in friendships

In my recent newsletter for Public relations the Magnifier, I made mention of my October podcast on Networking and PR. In this episode, I drove home the importance of viewing networking as more than just an exercise in collecting business cards. Public Relations and the business of nurturing relationships is crucial in building good rapport.

For government relations, the case is no different. I had the fortune of reconnecting with two old friends and colleagues this past Saturday and a Conservative Party function here in Ottawa. Both an old friend of mine, Pierre Poilievre and my former employer Jason Kenney, MP were present at the Nepean Carleton Conservative Association's annual breakfast. While it usually doesn't take much to convince me to get out for bacon and eggs, there was at least one important fact I was reminded of.

Sometimes in the hullabaloo of our everyday lives we forget the importance of just showing our faces to those with influence. More importantly, expressing one's support for an MP or candidate is an important gesture of paying it forward. Whatever your political affiliation, I recommend reconnecting or connecting with your local and regional political associations. A contact made today could help tomorrow.
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Mark Buzan is the owner of Action Strategies, a public affairs & government relations consultancy. He brings a number of years of understanding of working with various government agencies and policy makers. You can subscribe now to his monthly public affairs newsletter by visiting the newsletter section of his website.

A Great Example of Video Used in a News Release

In my recent issue of the Magnifier Newsletter on Public Relations, I touched on the subject of using and leveraging video clips for effective public relations. In doing some research on the internet, I found this great example of how an organization looking to promote a recent medical study in the media incorporated great video TV stations can use and a ready made interview clipping.

If your organization has the resources, I highly recommend developing promotional pieces like this one here:



Developing good and ready to use video the media can find valuable involves important considerations. In October, I developed a podcast episode that touched on this

Check it out by following my October 17, 2007 episode on the subject The Importance of Providing Good Audio & Video Clippings in Public Relations.

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Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Strategic Communications, Public Relations and Public Affairs Consultancy. Make sure to contact him for advice on reaching audiences you may or may not have yet considered in your marketing communications and PR campaigns. Drop him a line if you are looking for help in developing a public relations campaign or integrating audio & video in your marketing communications. You can view his website at www.actionstrategies.ca.

Ontario is going through an election!

Recently, I produced a brief podcast on Ontario's current election campaign. While recent polls have shown that John Tory's Conservatives are having a more difficult time more recently (as opposed to 2 weeks back), I believe there are some definite lessons to be taken from this campaign and how those interested in government relations can push their agenda forward. Check out Action Strategies' most recent podcast here.

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Mark Buzan is the owner of Action Strategies, a public affairs & government relations consultancy. He brings a number of years of understanding of working with various government agencies and policy makers. You can subscribe now to his monthly public affairs newsletter by visiting the newsletter section of his website.

Oh ya...Special Olympics and the Truck Convoy

Two weeks ago, I made mention of how Action Strategies has been offering its media relations and public relations services to the Special Olympics Committee of Ontario. While I wasn't able to report on how the event went off during that same weekend, I am happy to report that it all went off with a huge success. Over 114 trucks took part, over $58,000 was raised and with the help of Action Strategies; some very notable media covered the event including CTV television (Southwestern Ontario) and CFRB, Toronto's largest talk radio station!

Special thanks go out to Tammy Blackwell, organizer of the event and to Lynn Miller of Special Olympics Ontario for allowing Action Strategies to be associated with such a great cause and great event. This photo here was taken by the editor of Truck N'Roll Magazine just after the press conference.

Mark
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What I've heard through the grapevine: New hires on Parliament Hill

Here's what I have learned.

In addition to Gary Keller as the new Director of Communications for the Minister of Environment, this summer's cabinet change brought the arrival of Diane Ablonczy as the new Secretary of State for Small Business and Tourism. With that comes new staffers that GR practitioners like myself will watch. Rob Taylor becomes her new Staff Director, Jason Valentin as her Policy Advisor; Catherine Godbout as her Senior Communications Advisor; and Anna Marie Young as her Special Assistant.

Stay in touch as I will report back from time to time on any other leads I find and/ or contacts in Government Relations I develop.
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Mark Buzan is the owner of Action Strategies, a public affairs & government relations consultancy. He brings a number of years of understanding of working with various government agencies and policy makers. You can subscribe now to his monthly public affairs newsletter by visiting the newsletter section of his website.

Understanding the Canadian Environmental Assessment Agency

Charged with reviewing major projects that can potentially have a serious impact on the environment, the CEAA works in partnership with other government bodies and stakeholder groups. Federal departments and agencies, provinces and territories, environmental and Aboriginal groups, industry and others are often included ensuring that department efforts are coordinated and harmonized.

Why pay attention to CEAA? Can our organization make a difference?

Well, is your organization looking to launch a major project that could have an impact on the environment? Energy sector firms, construction companies, chemical industries and organizations with an interest in the environment would be wise to pay heed. There are enormous opportunities to have your word heard and influence government policy! here are many current opportunities and ways to get involved in federal environmental assessment, through the Canadian Environmental Assessment Act.

Agency officials value the knowledge of participants about a project's physical site because it can help to identify and address potential environmental effects at an early stage of the environmental assessment process. It is even possible to apply for funding to assist your participation, or that of your organization or group, in the comprehensive studies, mediations and review panels through the Agency's Participant Funding Program. (Contact Action Strategies for help in this process)

Other opportunities exist in taking advantage of opportunities to participate in screenings, including reviewing and commenting on screening reports before a final decision is made on the project. You can examine and comment on a class screening report before the Canadian Environmental Assessment Agency declares it an appropriate means to assess similar projects. Finally, you can review and submit comments during a comprehensive study process. The Minister of the Environment takes public comments into account before determining the future of a project.

Action Strategies has worked with energy sector clients in the past. Give us a call if you think your organization would have an interest in taking part in a CEAA review.
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Mark Buzan is the owner of Action Strategies, a public affairs & government relations consultancy. He brings a number of years of understanding of working with various government agencies and policy makers. You can subscribe now to his monthly public affairs newsletter by visiting the newsletter section of his website.

Job Openings at Managing Matters

From time to time, I'm approached by colleagues in the event managment, PR and advocacy field either looking for work or looking for candidates to fill a position.  A good friend of mine, Jenny Faucher the President of Managing Matters is seeking full time Event Coordinators and Membership Managers from her Toronto office.

If you are looking for more information, I invite you to visit her website at: www.managingmatters.com

Mark

Action Strategies helping Ontario Special Olympics

Hey all.  As an added note, I thought I would give a heads up.  I've long spoke about the importance of using charitable events as a good leveraging point for publicity.  Action Strategies is now working with Special Olympics Ontario to coordinate the media relations of the World's Longest Truck Convoy!

Stay tuned, and I will try to give further details as we approach next Saturday, the day of the event!

Mark

No Matter What Your Marketing Efforts, Ignoring the Basics Cancels the Best Intentions

When I consult clients on developing a promotional campaign, I am insistent on
developing a brand image that is consistent throughout every aspect of their operations. This extends to the commitment to what they preach in their tag lines and the presence of their logo everywhere it counts. Marketing does not stop at the expression of a brand.

Most recently, I was confronted with a client's desire to improve membership recruitment efforts through their website. While they were successful in reaching thousands of visitors, their brand was unclear and the visitor was left confused as to what services were available to purchase and navigation the site was confusing.

The lesson? No matter how good your marketing efforts are, you cannot expect tangible results without working on the basics first!

This lesson brings me to another great article I found. This time written by Laura Pasternak, I thought I would bring your attention to this great article:

Brand Beyond Marketing
From Laura Pasternak

Imagine you are about to embark on a trip of a lifetime. You’ve received brochures for a luxury resort. The rooms are lavish; the grounds impeccable. Photos of the restaurant’s signature dishes look delectable. You’re sold.
You go to the hotel. The room is musty and a tad dirty. The food is barely passable. Service is brusque and spotty at best. When you complain to management, you’re met with indifference, or worse, silence. You leave disillusioned and disgusted. For all the resort’s slick marketing, they’ve fallen woefully short.

Branding goes well beyond marketing. It will not be successful without ensuring that all aspects of your business reflect and support your intended brand. One of your most valuable assets—your people—must be well-trained in articulating and delivering on your brand.

This step is particularly important for service organizations that don’t have concrete products. Their offerings are soft assets like knowledge, experience and people. When employees don’t deliver the brand, it can be the kiss of death for a business. Don’t believe me? Visit a hotel review web site like TripAdvisor.com. Peruse travelers’ comments and you’ll likely come across more than a few who cite poor customer service for their negative hotel reviews. Conversely, employees who represent the brand flawlessly and consistently can propel a business to stardom.

Brand: The Sum of All Its Parts

Despite what many believe, brand isn’t about your logo, tagline and glossy brochure. Instead, a strong brand integrates multiple components, all of them necessary, including customer interactions, employee communications, corporate philosophy and advertising/marketing efforts. Your brand extends to your employees, customers, the media and even the general public as the above story illustrates. If these components don’t consistently reinforce your brand, customers will become dissatisfied. The negative impact of their perception, should they voice their opinions to other potential customers or even the media, could have a ripple effect on your business. This can erode your brand equity and create misperceptions about your company in the market, that in turn could lead prospective customers, employees and investors to pass on your organization.

On the other hand, brand consistency throughout all levels of the organization helps drive an organization to grow and prosper. Strong brands can drive an increase in sales. The company is better suited to attract and retain the best employees. Vendors can see value in your brand and look to establish partnerships with your business, while investors will see the business and your brand equity as a valuable commodity.

Maintain Brand Consistency
This step is essential to building a strong brand. However, it is often one of the first steps to unravel. You must establish consistency throughout all aspects of your organization. But setting the standards is not enough. You must constantly evaluate your actions. Establish checkpoints for each aspect of the business that interacts with customers and the general public. Ensure that each employee is empowered to identify and address inconsistencies in your brand. Fail to deliver on brand with one customer, and he or she might forget. Fail to do so for another, and he or she might not be so forgiving. It only takes a scant few to dispel the brand you are touting.

Practice What You Preach.
The best way to lead is by example. If your brand projects your organization as one which supports its employees and then reneges on that promise, your brand (and sales) will suffer. Case in point: Wal-Mart. The company says, “We believe that one of the keys to our success is our people and how we treat them.” However, the retail chain has been the subject of unfair employee wage practice lawsuits. Moreover, though they say they value their target customer (the hard working middle class) their actions aren’t necessarily consistent with the rhetoric.

Implement Brand Guidelines.
In order to ensure brand consistency, your organization must establish a framework or set of brand guidelines for all to follow. We’re not merely talking about logo or corporate identity guidelines, but actual brand guidelines that communicate the company’s brand positioning statement, key messages, core values, brand attributes, measures of success and processes for handling customer issues or feedback. Federal Express was an early pioneer in this idea. The international shipper utilizes an Internet-based program which outlines the company’s brand guidelines. This detailed approach provides guidance on everything from the graphic standards for use of the company logo to how cultural differences affect brand (particularly important for global companies). Establishing brand guidelines leaves no room for misinterpretation and helps maintain consistency throughout all levels of the organization.

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Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Strategic Communications, Public Relations and Public Affairs Consultancy. Make sure to contact him for advice on reaching audiences you may or may not have yet considered in your marketing communications and PR campaigns. Drop him a line if you are looking for help in developing a public relations campaign. You can view his website at www.actionstrategies.ca.

11 Tips for Using Photos & Graphics for PR

With my new work at the Canadian Paralympic Committee, I've become more sensitized than ever to the need for effectively managing a database of photos and video for the media. At CPC, we manage an Image Bank specifically for interested sports media. With a ready source of print media ready images of athletes in action, we greatly increase our chances of good media coverage. With our focus directed at improving this service, it got me thinking of what many in the business take for granted: Snapping up headlines with good photos (emphasis on good) is part an parcel of media relations success.

In my search through the net, I came across a great article of real relevance in public relations. A woman whom I respect, Joan Stewart aka the Publicity Hound, had this to say on good photos and public relations:

Snap up some headlines with the right snapshot:

1. Make sure you have good-quality, above-the-shoulders photos of all your experts who are likely to be interviewed by the media.

2. Consider asking your photographer to shoot "environmental portraits" of your experts. An architect, for example, might be shown holding several rolled up architect's renderings under her arm. A construction executive can be shown holding a hard hat or other tools of his trade. Weekly newspapers that don't have big photo staffs would probably welcome these photos.

3. Have interior and exterior shots of your company available for the media. The interior shots can show people at work. Please, no cliche "on the telephone" or "working at the computer" shots.

4. Submit photos with news releases about routine announcements such as new hires, promotions, retirements, awards, etc.

5. Pie charts, bar charts and other graphics can often help readers understand complicated issues such as budgets. Offer to supply information to media outlets so they can create their own graphics to accompany the article they're writing about.

6. If you're sponsoring an event that doesn't necessarily warrant a story, call the photo desk at your local newspaper and let photographers know what's happening.

7. If a photographer from a newspaper or magazine takes photos at your company, never demand to see the negatives, or dictate what photo they should use with the article, or ask for free copies of prints. The negatives are the property of the media outlet, and the media maintain full control over their use. If you want prints, expect to pay for them.

8. Make sure all photos are scanned at print-quality 300 dots per inch and available for instant download at your website, preferably under a button called "Media Room" that can be accessed from the homepage.

9. Avoid using big clunky photos at your website because they slow down the time it takes a page to load.

10. Never, ever ask a newspaper or magazine to take photos of a check-passing, ground-breaking or ribbon-cutting ceremony. The media hate these staged events. And don't wimp out by uploading these cheesy-looking photos to your expensive website.

11. Offer an architect's rendering instead of a ground-breaking shot. In place of a check-passing photo, take a photo that illustrates what the money will be used for. Instead of a ribbon-cutting photo, how about a photo of a business person with a customer on the first day of business?

Are you starting to get the picture? Photos and graphics can be a powerful publicity tool--but only if you use them.

Joan Stewart, aka The Publicity Hound, is author of the ebook
"How to Use Photos & Graphics in Your Publicity Campaign."
She also publishes the free ezine "The Publicity Hound's Tips of the Week."

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Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Strategic Communications, Public Relations and Public Affairs Consultancy. Make sure to contact him for advice on reaching audiences you may or may not have yet considered in your marketing communications and PR campaigns. Drop him a line if you are looking for help in developing a public relations campaign. You can view his website at www.actionstrategies.ca.

Understanding Regulations

The practice of government relations is often simplified down to what is believed to be relationship building with politicians. What is less known are the years of expertise government relations practitioners develop in specific subject matters. Most often, the value of this specialization comes from years of focusing on changing those aspects of policy that do not require new legislation.

Regulations are often that lesser understood part of the process.

Who is involved in making and reviewing regulations?

The following are the main participants in the regulatory process:

* the delegate of the regulation-making powers (usually the Governor General acting on the advice of the Cabinet, but sometimes a particular Cabinet minister or an administrative agency)
* the officials in the department or agency responsible for the regulations
* the Regulations Section of the Department of Justice
* the Regulatory Affairs Directorate of the Treasury Board Secretariat
* the Standing Joint Committee of the Senate and the House of Commons for the Scrutiny of Regulations.


Who should be consulted?

Regulations Section

When legislative proposals involve the delegation of regulation-making powers, consideration should be given to consulting the Regulations Section. It can provide advice about which sorts of provisions are appropriate to include in regulations and which should be contained in the enabling Act. It can also provide advice about drafting enabling provisions. (See Chapter 4 - The Regulatory Process)

There is a close connection between Acts and regulations. Decisions about the drafting of an Act can have a considerable impact on the regulations that will be made under it. It is often desirable for departmental legal advisers, drafters and regulations specialists to meet to discuss these issues when preparing the Memorandum to Cabinet or drafting the bill.

The General Public

Public consultation should be viewed as an integral part of the legislative process, particularly where a bill will have a significant impact on members of the public.

Public consultation should normally occur after internal consultation within the Government and consultation with other governments have taken place.

The fundamental elements for meaningful consultation that apply to both the Government and members of the public are:

a shared understanding of the purpose of the consultation;
mutual respect;
clear communication;
an appreciation of the need to agree on workable approaches, often entailing a compromise;
meaningful input into the policy formulation process; and the recognition that consultation will not always lead to consensus.

Public consultation are guided by the following principles:

The need for public consultation will be determined early in the planning process, followed by the identification of the individuals and groups interested in the bill. Public consultation processes will be carried out in an objective and open manner, within reasonable time frames and with consideration of the cost to both the public and the Government.

The manner and extent of public input will be determined by such factors as:
how the bill will affect the public, particularly those who may have special rights or interests; the nature or extent of consultation (for example, issue-specific or ongoing); feasibility (for example, resource implication and time constraints);
national and regional interests; and the objectives and scope of consultation, including the method of consulting and the time frame for doing so, will be clearly defined at the outset in order to facilitate a clear, mutual understanding of the purpose of the consultation.


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Mark Buzan is the owner of Action Strategies, a Government Relations consultancy. You can subscribe now to his monthly public affairs newsletter by visiting the newsletter section of his website.

Canada's New Cabinet...Who's in it?

Last Tuesday, a number of changes to the federal ministry meant some significant developments in the make of the Cabinet. The most significant came with the demotion of Gordon O'Connor as Minister of Revenue from the National Defence portfolio. Poor communication skills in Canada's role in Afghanistan no doubt played a role in this change. Mr. O'Connor can nonetheless be satisfied he has maintained his role in the Cabinet.

Chuck Strahl has taken over the portfolio of Indian Affairs and Northern Development. This portfolio was being managed by Jim Prentice, a higher performing Minister who he himself has been promoted to the Industry portfolio. Peter MacKay, the former Minister of Foreign Affairs has taken over the Defence portfolio from embattled Gordon O'Connor. Long recognized as a strong communicator, the Prime Minister will be counting on him to better the persona of the government and better communicate Canada's involvement in Afghanistan - a weakening aspect in the tory position in the polls.

Bev Oda has been moved from the Heritage portfolio to International Development and in her place, Josée Verner has moved in as the new Minister of Heritage.

Beginning to be recognized in a higher light of prominence in Quebec for the Conservative government, Maxime Bernier's performance as Minister of Industry has motivated the Prime Minister to placing him in the role of Foreign Affairs. With opposition to Canada's involvement in Afghanistan most prominent in Quebec, Prime Minister Harper is no doubt seeking a strong francophone communicator as Minister in a high profile section of where the tories seem to be losing points. With MacKay communicating Afghanistan to English Canada and Bernier communicating to French Canada, the goal of shoring up this soft point of support in advance of an election presents an interesting scenario.

The final changes in the federal ministry comes in the agriculture portfolios and at the junior ministry level. The only new additions to the cabinet came from the arrival of Gerry Ritz as the new Minister of Agriculture and Diane Ablonczy as Secretary of State for Small Business.

Many have criticized the changes as merely cosmetic. In my estimation, time will tell. It is clear however, that these changes were made to better the communicating abilities of the government as it seeks winning conditions for an eventual election call.

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Mark Buzan is the owner of Action Strategies, a Government Relations consultancy. You can subscribe now to his monthly public affairs newsletter by visiting the newsletter section of his website.

Think Strategically...PR is MORE than just Press Releases!

Building "exclusive credibility" is one of the best ways to describe the benefit of thinking strategically when it comes to Public Relations. It is about establishing a corner where your organization is the reputable representative to speak with authority on a given subject. This is no easy task to undertake, is it?

When the time has come to review how you reach your customers, audience, prospects, investors, members, or the community; an overall strategy that encompasses addressing your audience and how to reach them is essential. For example, if you are preparing a product launch aimed at youth for this Christmas, it is a known fact that their preferred media is the internet. Developing a public relations strategy with a challenge going out to youth on a MySpace account would be an advisable strategy. The thought process of being strategic produces a more effective and measurable campaign than if you were to rely on guess work.

The process of being strategic in your Public Relations thinking starts with identifying your objectives. While in my view, your most important objective should be to establish "exclusive credibility", other objectives could include building relationships, protecting reputations, and supporting marketing efforts.

From there, being "strategic" means laying your ducks in line. Where do your audiences get their information? Are they middle aged men concerned mostly with what's on the news? If so, lining your PR strategy up with a media relations campaign driven by creating a story board of stories would be the best direction to focus creative thinking. It may even be advisable to back such media relations with well-placed advertizing in these same arenas. Is your audience comprised mostly of "soccer moms"? Community outreach campaigns may be the obvious venue. Linking your organization with sponsoring junior sport or breast cancer research for example, builds a reputation of corporate social responsibility. Strategically speaking, a corporation with a reputation of helping the community will undoubtedly receive more positive feedback from its marketing efforts. The other options to public relations strategy can vary from stakeholder relations, product demonstrations in public areas, and internet PR.

After choosing the strategy, it is also crucial to develop what will measure success. Again, strategic thinking is essential. As an example, measuring a gain in positive reputation is a laudable goal. However, how is that measured? Planning ahead allows organization executives to identify milestones and benchmarks. Because no two campaigns are alike, it is essential to profoundly reflect upon expectations. Are they reasonable? Can PR alone achieve these objectives? While measuring the success of Public Relations based on the number of sales an organization achieves is a dubious endeavour, Public Relations Strategists can work with your marketing department or marketing plan to identify points where increased exposure have delivered clear and sustainable results.

Deciding which strategy to undertake requires an ability for creative and out-of-the-box thinking. Planning is your key. Public Relations strategists are experienced in creative thinking and planning. The value of PR planning becomes obvious from their experience and input.
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Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Strategic Communications, Public Relations and Public Affairs Consultancy. Make sure to contact him for advice on reaching audiences you may or may not have yet considered in your marketing communications and PR campaigns. Drop him a line if you are looking for help in developing a public relations campaign. You can view his website at www.actionstrategies.ca.