Δημόσιες Σχέσεις και μικρομεσαίες επιχειρήσεις

Μια από τις πιο συχνές ερωτήσεις που δεχόμαστε ως επαγγελματίες του κλάδου δημοσίων σχέσεων, είναι κατά πόσον οι μικρομεσαίες επιχειρήσεις μπορούν να αντέξουν το κόστος της παροχής τέτοιων υπηρεσιών.

Θα ήθελα από την αρχή να τονίσω ξεκάθαρα ότι είμαι υποστηρικτής της φιλοσοφίας πως η παροχή οργανωμένων δημοσίων σχέσεων μπορεί να υπάρξει για όλους τους τύπους των επιχειρήσεων, ανεξάρτητα από το είδος των προϊόντων ή των υπηρεσιών που προσφέρουν.

Αποτελεί κατά την άποψή μου σύνδρομο μια πολύ λανθασμένη αντιμετώπιση όταν εταιρείες επικοινωνίας θεωρούν υποτιμητικό την ανάληψη ενός πελάτη, η επιχείρηση του οποίου ανήκει στις «χαμηλότερες» θέσεις στην ανταγωνιστικότητα της αγοράς εξαιτίας του χαμηλού προϋπολογισμού της. Η παροχή υπηρεσιών δημοσίων σχέσεων δεν είναι προνόμιο των μεγάλων και οικονομικά ισχυρών εταιρειών, αλλά αποτελεί «εργαλείο» ανάπτυξης για κάθε οικονομική δραστηριότητα που ακολουθεί τους νόμους της αγοράς και της ανταγωνιστικότητας.

Σίγουρα μια μικρή επιχείρηση δεν μπορεί να συντηρεί την οργανωμένη μορφή δημοσίων σχέσεων ως μία από τις σημαντικότερες λειτουργίες της, καθώς το κόστος θα είναι μεγάλο και σε σύντομο χρονικό διάστημα δεν θα μπορεί να ανταποκριθεί. Μπορεί, ωστόσο, να ακολουθήσει τη συμβουλευτική οδό και να ξεφύγει από τη πολιτική της εφαρμογής του «μάρκετινγκ της γειτονιάς» και την αναμονή της «καινούργιας ιδέας» που μπορεί ίσως ή κάποτε να έχει κάποιος από τους συμμετέχοντες στη λειτουργία της επιχείρησης. Θα μάθει να ενσωματώσει και τον επιστημονικό τρόπο σε κάτι που τόσο καιρό πραγματοποιεί απλά και μόνο εμπειρικά ή γιατί παρατήρησε ότι κάποιος άλλος έκανε το ίδιο και είχε επιτυχία, χωρίς όμως μέχρι σήμερα να έχει αναρωτηθεί για τους παράγοντες που οδήγησαν σε αυτή την επιτυχία.

Σε ότι αφορά το κόστος, πιστεύω πως μια συνεργασία που θα αναπτυχθεί ανάμεσα σ' ένα εξειδικευμένο γραφείο δημοσίων σχέσεων και μια μικρομεσαία επιχείρηση που θέλει να επεκταθεί περισσότερο ή απλά να διατηρήσει τη σημερινή της ανοδική πορεία, μπορεί εύκολα να έχει θετικό αποτέλεσμα και για τις δύο πλευρές, αρκεί να υπάρχει επαγγελματική εντιμότητα από την πλευρά του γραφείου και δημιουργική θέληση από τη πλευρά της επιχείρησης.

Η εξειδικευμένη εταιρεία δημοσίων σχέσεων πρέπει να καταρτίσει ένα ολοκληρωμένο πρόγραμμα προσαρμοσμένο στα οικονομικά και λειτουργικά μέτρα της κάθε επιχείρησης, ανεξαρτήτου μεγέθους. Από την πλευρά της, η επιχείρηση-πελάτης πρέπει να διακατέχεται από υπομονή και πνεύμα εμπιστοσύνης και πιστής προσήλωσης στο προτεινόμενο πρόγραμμα το οποίο φυσικά προέκυψε ύστερα από σημαντική και ουσιαστική έρευνα.

Όλα μπορούν να γίνουν, να βελτιωθούν, αλλά και να διαμορφωθούν, φτάνει να υπάρχει η θέληση από την ίδια την επιχείρηση και να απευθυνθεί στην κατάλληλη εξειδικευμένη εταιρεία δημοσίων σχέσεων.

Experience Abu Dhabi

Two centuries ago, a hunting party of the Bani Yas Bedouin tribe saw a gazelle drinking at a spring on the island. The discovery gave rise to the name Abu Dhabi – “father of the gazelle”. As the island offered security, fresh water, grazing and fishing, the Bani Yas leader moved his people there from Liwa in 1761. Descendants of that leader, who formed an alliance with the other important Bedouin tribes in the region to create a stable Emirate, the jewel of the region, have ruled Abu Dhabi ever since. Less than 50 years ago, the emirate of Abu Dhabi was little more than an empty desert inhabited by nomadic Bedouin tribes. In the coastal areas, pearling, fishing and dhow trading (a dhow is a traditional Arabic vessel) were the main sources of income, whereas further inland, it was the nomadic breeding of camels, goats and sheep, as well as cultivation and date trading, which supported the local population. In 1939 the Sheikh gave permission to a British company to search for oil but it was not until 1958 that huge reserves were found offshore, by an Anglo-French consortium, promoting the island into one of the greatest economic powers of the region.

The differing landscapes of Abu Dhabi are remarkable. The Rub Al Khali (or Empty Quarter), is a vast arid desert famous for its spectacular sand dunes and a world apart from the Manhattan-like skyline of Abu Dhabi city. Then there is Al Ain, the garden city on the emirate’s border with Oman, the Liwa oasis set amidst towering red dunes and much more for the visitor to explore and discover.

Abu Dhabi is split into three areas; Abu Dhabi City (and the offshore islands), the Eastern Region (which includes the oasis of Al Ain) and the Western Region (which incorporates Liwa).

Abu Dhabi’s location on an island makes it compact and accessible. It is easy to find your way around the city and fascinating to explore by foot, hire car or taxi. A busy metropolis of spectacular high-rise office towers, shops, restaurants and superb hotels, the city is interspersed with residential districts and its layout reflects it origins as a fishing village. Abu Dhabi not only looks out to the blue waters of the Gulf, but many of the places of interest to visitors are located within a few blocks of the sea, as are many of the international quality hotels.

Inland from the Corniche and Breakwater, Abu Dhabi has many other areas of interest for the visitor. Airport Road is lined with shops, cafes and restaurants and forms the spine of the city. On the west side of the island is Al Bateen, with several large parks and the Bateen shipyard, which is well worth a visit to see the ancient skill of dhow making. Al Markaziyah is a centrally located business and shopping area while Al Safarat at the southern end of the island houses the General Exhibition centre - purpose built for major exhibitions. The port district of Al Meena, on the northern tip of the island, features several traditional markets (souks), as well as modern shopping malls.

While Abu Dhabi is a predominantly modern city, the past is still very much in evidence. Walking through the streets you will feel the unmistakable ambience of the city's heritage and history; its modern buildings and spectacular mosques are framed by traditional architecture and evidence of the simple lifestyle that existed not long ago. Even the sounds and smells evoke a taste of the past. In the port area east of the Corniche are the Al Meena, Iranian and Afghan souks, as well as markets specialising in fish, meat and vegetables.

The nearby Dhow Harbour, a working port from where these traditional vessels ply the trade routes of the Gulf and beyond, provides another fascinating taste of Abu Dhabi's living traditions against a backdrop of modern skyscrapers.

Abu Dhabi combines old world charm and cosmopolitan sophistication in a spotlessly clean and safe environment. The distinct blend of east and west offers immense diversity and variety. Visitors will be spoiled for choice with experiences that appeal to travellers seeking adventure, culture or just simple relaxation.

Evening safaris are especially popular. After witnessing the dramatic desert sunset, visitors may experience camel riding, dressing up in traditional clothing and (ladies) having their hands adorned with henna, before enjoying a sumptuous Arabian barbecue and belly dancing performance.

Abu Dhabi’s island location lends itself to cruising by dhow or cabin cruiser, while day excursions can be arranged through hotels and local tour operators in well equipped dhows offering modern amenities.

Abu Dhabi now rivals neighbouring Dubai as the pre-eminent golfing city of the Gulf, with the development of a range of quality, international standard courses. Golfing enthusiasts have several golf courses to choose from in Abu Dhabi and the courses are either grass, sand or a mixture of the two.

When it comes to food, the demanding traveller will not be disappointed. The broad range of Arabian cuisine is an eloquent reflection of various cooking methods and the variety of spices combine North African, Iranian, Egyptian and Lebanese influences. Most famous are the shawarma (lamb and chicken sliced from a spit in pita bread) and falafel (ball of deep fried beans) sold on stands along the sidewalks.

Alcoholic drinks are served in all major hotels and their licensed restaurants. However, in some exceptions places outside of the hotel resorts will also serve alcohol (e.g. some private clubs and associations such as the Abu Dhabi Golf Club).

Abu Dhabi has an impressive array of top-end accommodation, though cheaper options are available such as apartments, hostels and camping. The majority of places to stay are hotels ranging in standard from three to five stars. Accommodation in Abu Dhabi is mainly situated around the northern end of the island near the Corniche. There are several luxury beach-front properties as well as a range of superior properties in the heart of the city, where shopping is elevated to an art form. Abu Dhabi is undoubtedly a shoppers’ paradise with a wide range of products on offer at often unbeatable prices. Whether you head to the designer boutiques, malls or haggle in the local souks, shopping in the emirate should not be missed!

FYI: Etihad Airways, the national airline of the United Arab Emirates, offers the Cyprus public the opportunity to explore the wonderful world of Abu Dhabi through its direct flights from Larnaca, three times a week, in very competitive prices. For more information you can visit www.etihadairways.com/cy, or contact your travel agent.

Junk Mail – Enough is Enough

Junk mail is advertising of one sort or another that arrives in your P.O. Box, mailbox, under your windscreen wipers, or even handed to you through your driver’s window when you are stopped at traffic lights. There does not seem to be a day that passes without being confronted with junk mail.

It is actually the result of direct marketing campaigns designed to get you to buy all manner of products from meat to electrical goods and from spectacles to furniture.

The official name for this is Direct Targeted Market Literature (DTML) and it is delivered by the handful, with Cyprus – it has to be said – having more than its fair share.

Many retailers throughout Europe collect information from buying so called “mailing lists”, or by scanning loyalty cards that compile records of your preferred purchases. Retailers in Cyprus though do not seem to be that subtle. Instead they simply swamp households and P.O. Boxes with the stuff. There is also an effective way of reducing junk mail throughout many parts of Europe. It is called Mail Preference Service, and operates by forwarding your request to a central authority, which in turn informs retailers on your behalf that you wish to be taken off delivery lists. Such a system does not exist here in Cyprus, and so it seems that we will all have to wait until hopefully the printing and distribution of junk mail is just no longer cost effective.

The environmental and security implications of junk mail are enormous. For example, the paper wastage aspect of junk mail is frankly horrifying, especially when you consider that most of it ends up in waste bins or is discarded to collect and blow about the street.

The security risks it poses are many with the so called “give away” trick being the greatest. If, for example, the owner or renter of a property is away, their mailbox continues to be stuffed with junk mail, which in turn gives a would-be-burglar a very good indication that the property is empty and that there is nobody at home to hinder breaking in.

Unfortunately there is little if anything you can do in Cyprus to reduce or eliminate tiresome junk mail from being thrust upon you. But one thing that many householders are increasingly doing, is asking a neighbour to routinely empty their mailbox of junk mail whilst they are away. One other thing you can try is to post a sticker on your mailbox asking (in Greek and English) for junk mail not to be left. These small stickers are available free from Green Party offices.

NOTE: Published in THE CYPRUS SUN Magazine

Twitter versus Facebook: Should you choose one?

The phenomenon of social networking is still in its infancy and it remains to be seen exactly which network might become the 500-kilo gorilla in the space. It is reminiscent of the dotcom 90s; dozens of venture-backed search firms battled for dominance back then and search appeared to become a commodity, with limited monetisation potential, or so we all thought at the time.

There are now so many social networks vying for users that even the most elite “Digerati” have trouble keeping up with the ever-shifting landscape. And most are still struggling to find effective monetisation strategies, casting doubt on their long term survival and pointing to massive consolidation at some point.

The evolution of social networking compared to search
In the now-infamous dotcom era, Yahoo, Lycos, Excite and others evolved into portals in a desperate attempt to find ways to make money, since nobody had really found effective ways to monetise search. That was, until companies like Goto.com (which became Overture and was eventually bought by Yahoo) and Google invented the concept of paid search and contextual, pay-to-click advertising models. The rest is history and we all knew who won the war.

So it seems today that applications like Twitter and Facebook, while attracting new users at astounding rates have not fully defined their business models and the 500-kilo gorilla has yet to emerge. It is still early in the game and, as with search in the mid 90s, the eventual winners in the social networking space may not even yet exist, but I would argue that Twitter and Facebook are emerging as potential contenders to dominate.

The differences between the two networks are substantial and in some ways a direct comparison between the two is actually difficult to make. Twitter is simple and feels like Google did in 1998, while Facebook offers a portal-like interface somewhat reminiscent of Yahoo.

Key elements of Facebook and Twitter
Facebook appeals to people looking to reconnect with old friends and family members or find new friends online; the mashup of features like email, instant messaging, image and video sharing, etc. feels familiar, while Twitter is a bit harder to get your arms around at first.

Most people can very quickly grasp how to use Facebook to connect to friends and family, using it to share thoughts, images, etc. Like MySpace but more geared to adults than teens, Facebook is a social networking Portal; beckoning you not to leave but rather to stick around and communicate within the network.

Twitter on the other hand, encourages you grab ideals in byte-size chunks and use your updates as jumping off points to other places or just let others know what you are up to at any given moment.

Why people love Facebook
Facebook appeals to social animals and can be very addicting to people who have an insatiable appetite to stay connected with friends and make new acquaintances. In fact, some people report they rarely use email or IM tools anymore in their online social communications anymore, relying almost entirely on Facebook for email, chat, image and video sharing.

Facebook addicts prefer the social portal model versus having to log into AIM, Yahoo Messenger, Gmail, Hotmail, Flickr, YouTube, MySpace, etc. Instead, Facebook gives them a single alternative to all these applications, with one login and interface to manage their online social interaction needs. This largely explains the explosive growth Facebook continues to experience and why the company reportedly invested $200 million in data centre upgrades last year to keep up with demand!

Why people love Twitter
The usefulness of Twitter is not readily as obvious to some people as Facebook; although it may be more addictive once you get the hang of Tweeting; you get more immediate responses and it seems to live somewhere between the worlds of email, instant messaging and blogging. Twitter encourages constant “linking out” to anywhere and, in that respect, is more analogous to a pure search engine; another way to find people and content all over the Net.

Twitter has quickly built brand awareness and a loyal following, especially among the technically adept; bloggers, online marketers, evangelists, basically anyone with something to promote seem to find Twitter extremely valuable.

When asked why they love Twitter, users say like “I can ask a question and get an instantaneous response”. They crave the ability to “tap into the collective consciousness” of others on the network, bouncing ideas off others with whom they would otherwise have no means of connecting. Twitter addicts claim it is like the old fashioned water cooler, where people can gather to shoot the breeze on whatever topic is on their minds. Twitter is like a communications stream you dive into for an invigorating swim.

Different communication styles for different social settings
Let’s say you go to a wedding or other social gathering where lots of people know each other. The style and tone of communication there will be more like using Facebook; you chat with old friends and acquaintances, mixing and mingling in an intimate manner. In this setting, people tend to feel more relaxed and “in their element”. Conversations are familiar and centre on shared experiences and connections.

Now, when you go to a large party or social event where you don’t know most of the people in attendance, you will use a very different style of communication, more like Twitter; you want to meet people and somehow make yourself known, stand out from the crowd, make an impression, self promote and make new connections. Twitter is like getting the podium and not everyone feels comfortable or knows how to stand comfortably in the spotlight.

In fact, almost all of us, when first approaching Twitter, tend to use it to post useless updates like “Going to lunch”, thinking of it as a another tool to communicate with friends, when in fact, it is more like stepping on to a stage, where you are communicating with an audience and quickly find that you need to find a voice and say something useful and interesting or quickly lose the attention of your audience. People refer to Twitter as a mini or micro blogging platform.

So which social network is the best?
While zealots will immediately point to either Twitter or Facebook as being superior, the truth is that each has its advantages and disadvantages and will tend to appeal more to different types of people and for different reasons. Each can have great or little value to anyone; it really depends on what you are trying to accomplish in a given situation. Consider some of the pros and cons of each network:

Twitter Pros
• Easy to navigate and update, link to and promote anything
• Reach far beyond your inner circle of friends
• One feed pools all users; anyone can follow anyone else unless blocked
• Pure communication tool, rapid responsiveness
• You don’t have to be logged in to get updates; you can just use an RSS reader
• Very interactive, extensible messaging platform with open APIs
• Many other applications being developed (Twitterific, Summize, Twhirl, etc.)
• Potential SMS text messaging revenue from wireless networks (although Twitter states they are not currently getting any cut)
• Potential future advertising and/or enterprise subscription-based revenue streams
• With its “thin” overhead, Twitter is probably more scalable than Facebook, giving it a cost advantage

Twitter Cons
• Limited functionality; find people, send brief messages, direct replies
• Limited to 140 characters per update
• Not all people find it immediately useful
• Over-emphasis on follower counts
• Easily abused for spam and increasing the noise level
• Relatively smaller installed user base
• As yet no readily apparent monetisation strategy

Facebook Pros
• Application mashup; find people, make connections, email, instant messaging, image/video sharing, etc.
• Most people can quickly grasp the value of connecting with friends, family and established contacts; some people report they use Facebook instead of email and IM
• More emphasis on deep connections with others vs. who has the most connections
• “True Friends” feature increases your transparency to selected connections; almost like having private and public profiles
• Huge, rapidly growing installed user base
• Inherit stickiness, third party applications, “gift giving” and personal data collection make Facebook a powerful advertising platform

Facebook Cons
• More difficult to navigate and update
• Requires investment of time to realise sustained benefit
• Opt in model requires a user to allow others to connect
• Less immediate responses; unless you stay logged on continually
• Overhead of mashup and “thick” applications could limit scalability, bloat cost structure

The future of social networking
In the end, both Twitter and Facebook are simply communication tools; both will continue to evolve and morph as users find new ways to extract value and either network may or may become a long term winner in the rapidly evolving social networking space. Ultimately, the fact remains to be seen whether either application has a profitable, scalable and sustainable business model or whether the exit strategy is simply to be acquired.

As we learned in the search space, consolidation will eventually prevail. Unless they can find a way to turn all those eyeballs into profits, social networks will lose relevance. It does seem obvious that the venture capitalists are betting they will not only continue to enjoy tremendous growth but will also successfully monetise all that traffic.

But, will either Twitter or Facebook become the next Google or will they fade into the rear view mirror of technological and social evolution? What do you think?


NOT SURE WHERE I FOUND THE ABOVE ARTICLE, BUT IT SAYS IT ALL AND THATS WHY I DECIDED TO POST IT ON MY BLOG :-)

Your Most Powerful Weapon is Public Relations

Question for entrepreneurs: Do you take public relations into account when handling your communications tactics?

If the answer is no, then you really should be giving the matter some thought.

The communications tactics you apply to the promotion of your business must interact with each other, in order to achieve the desired changes in the behaviour of the specific targeted groups who are vital for success.

If you adopt a comprehensive public relations strategy and combine it with effective tactics, it will lead where you want – changes in perceptions, shifts in behaviours, and customer satisfaction.

The truth is that no company/ organization can succeed today if the behaviour of its most important clients/consumers is not corresponding to the organization’s set of objectives. For your business, this means that public relations professionals must change someone’s behaviour if they are looking to help you achieve your goals and succeed.

This is why public relations executives seek to shape, change or enhance public opinion; approaching, persuading and mobilizing the people whose behaviour affects the business.

Often, entrepreneurs focus their attention on the immediate impact of their tactics. For example, how was a speech accepted? What kind of impressions did a press release create? How was their business portrayed in newspapers or on TV? How did the public react to a specific event?

Of course, these reactions are perfectly understandable. However, the question you have to keep in mind is: Why exactly am I applying these tactics? Am I applying these various public relations tactics just because I am enthused with the idea of press releases, special events and giving speeches?

Obviously, the answer should be no.

Tactics should be applied to achieve a change in behaviour.

To evaluate the changes we bring to behaviour and determine the level of success of our basic public relations programme, we must look for the evidence which shows that behaviour has actually changed. Such evidence will start to show online, in print and television media coverage, in letters to editors, the consumers’ reactions, and so on.

The fundamental power of public relations gives a particular weight to each tactic chosen to convey a certain message to the targeted audience.

Does your tactic contribute significantly and actively in changing perceptions and behaviours of an audience? If the answer is no, then the simple truth is that it should be discarded and replaced by a tactic which will produce results.

Again These PR Questions …

A few of the most frequently asked questions made by clients (current or prospective) that are new to the whole PR industry and its effectiveness, are what makes a successful public relations programme? What does it cost? Does my company really need it? Can I do it myself? etc.

A successful public relations programme involves a number of activities that will help a company/organization to stand out from its competitors. We all know that paid advertising increases name recognition; BUT good media relations (PR) increases credibility. When people read a story about the excellence of a company/ organization in a newspaper or see a positive story on TV, they are much more likely to have a favourable opinion of the company/organization. PR increases credibility, it helps the client to attract those who want the best. When people have heard of you and have a favourable impression of you, it is easier to attract and hold their attention while you tell your story. I think we all agree on that. If people believe that you are the best, they will understand why it is worth paying your price, no matter what that price is. All a company/organization needs to do is to contact the right PR agency and with the right brief allow the industry experts to put together a plan with goals and objectives. Define the target audiences and the target messages. The PR agency will plan how its media relations programme will fit with the clients other marketing communications programmes.

How much will it cost? Definitely a lot less than advertising! Does my company really need it? If you are not 100% happy with your company’s brand awareness, revenue and exposure then I guess the answer is YES! Can I do it myself? Can you swim safely alongside a great white shark, or better yet can you fly? The answer is definitely NO, but you can always try!

Unless you are a celebrity, good public relations just doesn’t happen on its own. It takes a lot of skill, and consistent hard work, over a period of time. It’s part art, part science and when practiced correctly the results can be very rewarding. The bottom line: PR, vs other marketing communication tools, delivers the most bang for your buck!

Lets be serious

Its been so long to write anything on this blog, that i had to re-design everything as to make it new again ... fresh start with more interesting topics and you never know ... could lead somewhere