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Response 3

If you have not sent anything to the preview issues you are cutting down the chance of visitors knowing that you have anything new and thus not visiting your stand. If you don’t put anything professional in the press office, visiting journalists will feature other organisations’ stands.

Myth 4

We are a big player. Everything we do will get favourable exposure because we are who we are.

Solution 4

This syndrome has a medical term called ‘Corporate Arrogance.’ There is only one antidote to this – eat a huge slice of humble pie and remember that there is probably only one way you can go when at/near the top – that is down because everyone is chipping away at your business. I have seen several large recognise this after a five or ten-year lack of PR and marketing services.

Myth 5

We can handle all our PR and marketing services from the UK if we have a good UK translator.

Solution 5

This is a common mistake in recessionary times. However good your language skills may be they are not your native tongue. I recall a translation provided by a chamber of commerce. A brochure was prepared for Europe’s leading manufacturers of product X. When translating into German the word Fuhrer was the direct translation of ‘leader’…the first German visitor to the Dusseldorf stand advised that this is ‘British schoolboy translation’ and that the word Fuhrer is not used in Germany. 5,000 catalogue covers had to be ripped off immediately. Always use a native living in the

country to translate into ‘today’s national speak’. Press releases and feature articles are the most sensitive to incorrect translation and are so easily binned by the editors. The layout of press releases varies too and is so different in the USA to those in the UK.

Myth 6

I need individual specialists to design brochures, another for websites, advertisements, to create exhibition stands, write speeches or presentations and to prepare my editorial material.

Solution 6

The big marketing budgets of a decade or so ago are over. They

will not return in our lifetimes

and therefore today’s ‘savvy’ marketers use a one-stop-shop to save briefing four specialists. The one supplier then ensures that the messaging is right across all marketing tools. There are also economies in the re-use of artwork, photos etc.

Myth 7

PR is editorial, nothing else - it’s column inches.

Solution 7

Oh dear – go back to jail, don’t pass go and don’t take £200. Editorial is just one part of your relationship with your public (your PR image). It does not solve every marketing need; it is an effective part of any marketing mix. Beware of the supplier that just sells one service as your ‘solve all’ solution, it is probably all they have to offer.

Myth 8

If you want press editorial call a press open day/press conference or organise a press trip and the journos will all flock to your premises and then write pages of free editorial full of favourable adjectives.

Solution 8

Magazines often have just one journalist. There is not time to take a day or two out of the

28 | TOMORROW’S CLEANING | The future of our cleaning industry


office to visit a new factory, see the new production set-up, to see a demo of your product. Help editors by preparing a good succinct press release with quality interesting photos, good contact points and maybe even a product demo DVD. All this can be emailed without anyone leaving their desks and it will have better results than holding an event.

Myth 9

Everyone wants to hear what our MD, Marketing Manager, Product Development Manager etc say. They should all be quoted in a press release.

Solution 9

Readers want to read about new developments and see photos in the trade press. If ONE of your team has something worthwhile and interesting to say to the reader (not just interesting him/herself), then you can use one brief quote of no more than two sentences. It is often far more beneficial to sacrifice ego and to let a customer endorse the new development and use a client quote.

Myth 10

We are smart marketers; we never advertise but always dangle the carrot for future ads. We get loads of free editorial and only pay the reproduction fees.

Solution 10

Don’t bite off the hand that feeds you. Printed and web publications have to receive income to exist. If everyone received free editorial and there were no advertisements or sponsorships they would fail because no media can live by colour reproduction charges alone. Treat the media as you would like to be treated and they will respond favourably.

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