Sem 4 Assignment

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MH0047 Public Relations and Marketing of Healthcare Organization

Assignment Set- 1

Q.1. Health care management an emerging discipline. Discuss

Ans. Health Care Management ± As an Emerging Discipline

In health care area management as applied to the hospital field has also developed as anindependent discipline in the advanced countries where health care organizations are being

managed by professionally trained administrators. Who is more suitable to run the show, amedical or a non-medical manager is an open question and needs a lot of discussion. But one

thing is certain. The manager must be properly trained.

The changed dimensions of the healthcare organizations are summarized below.

· Changing Clientele

The clientele today is drawn from the more educated classes of society. This clientele is more

aware of its rights and the obligations of the public hospitals towards society. Thus people usingthe hospitals demand quality services, promptness as well as courtesy

· Increasing Utilization

Apart from the rising population, which poses more demands on the hospital, the society now isaccepting the hospital as a health care institution and utilizing it frequently, many a time even for

minor ailments and for achieving positive health. This has increased the utilization of hospital

facilities during the last 30 yearsEvery hospital must indicate the objectives clearly and in nouncertain terms and also indicate the level of service it desires to provide. After doing so, itshould indicate the facilities available.

· The Changing Role

The modern hospital, in addition to the classical function of the care of the sick, is broadening itsscope of activities into promotive, preventive and rehabilitative services. The hospitals are also

required to take an active part in the various national health and population programs. To meetthis challenge of the care of the community, as contrasted to the care of the sick, considerable

organizational and functional changes need to be brought about in the hospital setting.

· Organization of Staff

Another development that has overtaken the health care institutions today is the organization of workers into various associations as well as unions. This has thrown up a large number of

problems in dealing with such organizations. To meet this challenge, personnel managementneeds to be organized on modern and progressive line.



Q.2. Explain Porter¶s 5 forces analysis

Ans. Porter¶s 5 forces analysis is a framework for the industry analysis and business strategydevelopment developed by Michael E. Porter of Harvard Business School in 1979 . It uses

concepts developed in Industrial Organization (IO) economics to derive 5 forces that determine

the competitive intensity and therefore attractiveness of a market. Porter referred to these forcesas the microenvironment, to contrast it with the more general term macro environment. Theyconsist of those forces close to a company that affect its ability to serve its customers and make a

profit. A change in any of the forces normally requires a company to re-assess the marketplace.

Porter¶s Five Forces include three forces from µhorizontal¶ competition: threat of substitute

products, the threat of established rivals, and the threat of new entrants; and two forces fromµvertical¶ competition: the bargaining power of suppliers, bargaining power of customers.

Each of these forces has several determinants:

A graphical representation of Porter¶s Five Forces



The threat of substitute products

The existence of close substitute products increases the propensity of customers to switch to

alternatives in response to price increases (high elasticity of demand).

· buyer propensity to substitute

· relative price performance of substitutes

· buyer switching costs

· perceived level of product differentiation

The threat of the entry of new competitors

Profitable markets that yield high returns will draw firms. The results is many new entrants,

which will effectively decrease profitability. Unless the entry of new firms can be blocked byincumbents, the profit rate will fall towards a competitive level.

· Economies of product differences

· Brand equity

· switching costs or sunk costs

· Capital requirements

· Access to distribution

The intensity of competitive rivalry

For most industries, this is the major determinant of the competitiveness of the industry.Sometimes rivals compete aggressively and sometimes rivals compete in non-price dimensions

such as innovation, marketing, etc.

· Number of competitors

· Rate of industry growth

· Intermittent industry overcapacity

· exit barriers



The bargaining power of customers

Also described as the market of outputs. The ability of customers to put the firm under pressure

and it also affects the customer¶s sensitivity to price changes.

· Buyer concentration to firm concentration ratio

· bargaining leverage

· Buyer volume

· Buyer switching costs relative to firm switching costs

The bargaining power of suppliers

Also described as market of inputs. Suppliers of raw materials, components, and services (such

as expertise) to the firm can be a source of power over the firm. Suppliers may refuse to work with the firm, or e.g. charge excessively high prices for unique resources.

· Supplier switching costs relative to firm switching costs

· Degree of differentiation of inputs

· Presence of substitute inputs

· Supplier concentration to firm concentration ratio



Q.3. Compare and contrast Advertising and Public Relations.

Ans. Advertising is perceived as an imposition, an unwelcome intruder who needs to be resisted.

The harder the sell, the harder will be the prospects¶ resistance to the sales message. If advertising forces it self into the mind of the customer there is every chance of not achieving theobjective. A company cannot force media to run a message on a particular brand- it is entirely

dependent on the media people. The prospects do not perceive any force in an editorial message,hence they think that media is trying to help them out to get useful product.

Advertising is spatial, which means there are different media available to advertise a product,

while in case of public relations, the program is linear where one thing leads to another.

Advertising is not suited to build a new brand, register the new brand¶s name in the customers¶mind and attach brand attributes at a time. Public relations are the best tool but it is a slow

process, as there is no way that a company can coordinate media coverage.

Words have little credibility in advertising. They are filled with lot of images. But, the mind

thinks with words but not images, as the purchasing behavior depends upon the verbalcomparisons rather than visual. Public relations tries to verbalize the brand and bring it to such

an extent that the media gets encouraged to run the story about the brand and pictures are used tosupport those words.

The basic aim in advertising is to reach a mass community. Both reach and frequency are the two

measures of advertising success. In case of public relations emphasis is given to the credentialsof the medium and the quality of the publicity, but not the reach and frequency.

The process of advertising is self-directed. The decision regarding how advertising should be,

what it should contain and whom it is aimed at is all within the hands of a company. But, in caseof public relations, a company launching a public relations campaign completely puts its future

in the hands of the customer. Media will be directing the company by telling it what it should beselling and what sales approach it should be using.

Advertising is an expensive process. Often most companies spend considerably huge amounts ontheir advertising. Whereas public relation is inexpensive and it all depends upon word of mouth,

though it is a time consuming process.

Advertising cannot stay for a longer period of time. They may wind up on the walls of an adagency or may be written in the books as award-winning ads. It is not the case with public

relations.

Advertising aids the company for its line extensions, while public relations favors new brands.Advertising cannot be used to build a new brand in the market. It is used to reinforce the imagecreated by public relations.



Q.4. Write short notes on dimensions of issues.

Ans. Dimensions of the Issue:

For a corporation faced with current or emerging public issues which may affect its business,issue management can be likened to war or diplomacy strategy. The focus is not on the weapons but on decisions as to whether the issue requires combat, on what grounds a battle will be fought,

and when it will be engaged. Effective issue management also can often prevent an issue fromarising at all, or redirect its course.

This strategy involves creation of a program that includes: (1) examination of all possible issues

or trends that could affect the company; (2) identifying specific issues to be considered; (3)evaluating their potential impact on the company¶s survival and profitability; (4) defining the

corporate position on each; (5) determining the course of action to be taken; (6) implementingthe action plan; and (7) monitoring the results continuously, modifying the program as required.

Issues vary by two dimensions: (1) how broad the impact: how many people are affected and (2)how central it is to the lives of those affected. These dimensions are significant in evaluating a

plan of action. In terms of breadth and personal impact, four classes of issues can be defined:

1. Broad impact issues directly affecting a large segment of the public inflation, air and water pollution, the price of gasoline. These issues, while complex, may be perceived by the public as

amenable to simple solution. ³Why don¶t they do something about it? Generally, the issue isdefined by activists and the media reflects wide public and political awareness.

2. Broad impact, but relatively abstract, issues: Fewer people feel these issues directly,

although many may be aware they are potentially affected The public is unlikely to be exertingheavy pressure and will probably accept any solution upon which the leadership agrees.

However, the public will veto by active or passive resistance a solution that involves sacrifices.

3. Narrow impact issues: These generally affect an identifiable minority or a geographical area.

The majority of the public has no experience with the issue and no vulnerability for example,worker safety regulations, fair employment practices, protection of minority rights. These issues

usually are identified by pressure groups, who operate by influencing the political leadership.The indicators to be considered in managing these issues are the leadership support levels.

4. Technical Issues: These issues are identified and crystallized by the leadership. They are

complex, distant from the life of individuals, boring, and usually involve a distinction of politicaleconomic power among elite groups. Example: multinational taxation. Predictors as to the course

of such issues are the activities of unions, activist groups, the media.



MH0047 Public Relations and Marketing of Healthcare Organization

Assignment Set- 2

Q.1. ABC hospital is appointing you as a head of PR campaign,

(a) How do you think PR boost business?

Ans. How can Public Relations Boost Business?

· Increase Sales

By targeting a pool of potential buyers, you can build visibility and thus grow your client base.

Each time people read your company name and associate it with something positive, it willreinforce their awareness of your firm and help them differentiate your company from your

competitors.

· Build Credibility

Business startups often need to build their credibility quickly to compete with more established

rivals. By positioning yourself as an expert in your field, you can attract media attention andserve as a quoted source in published articles. As you give interviews and get quoted,

professional associations may ask you to give speeches or participate in panel discussions, thussolidifying your credibility.

· Forge a Customer Relationship

Emerging-growth entrepreneurs will tell you that it¶s not enough to win a new customer. Youneed to convince a newcomer to come back and buy more. By aligning your PR campaign with

your goal of attracting repeat business, you can build consumer confidence and trust.

Example: By profiling some of your best customers on your web site, you send a message thatyou value your clients and share a stake in their success.

· Penetrate New Markets

When you enter a new market or launch a new product or service, you need to alert potential

buyers that you¶re open for business. Effective PR can draw them in and educate them aboutwhat you offer.

· Attract Investors

Good PR can introduce you to a range of investors. By presenting yourself as an authority whooperates in the public eye, you show potential backers that you¶re a leading spokesperson in your

industry. Better yet, an ongoing PR campaign helps you craft an image as a long-term player in.



Q.2. Explain, present and future scenario of Medical tourism in India.

Ans. Medical tourism market in India: The current scenario

Market and Market Players:

A report by Mckinsy-CII suggests that the revenues from Indian medical tourism industry are

pegged at Rs.5000-10000 crores by 2012. In India the medical tourism is growing at a rate of 7.5 per cent to 8.0 per cent, with healthcare growing at a rate of 20 per cent. More than 1, 50, 000

medical tourists came to India in 2003. After Apollo Indraprastha Hospitals, New Delhi receivedJoint Commission International (JCI) accreditation, it got 60 to 60 patients per week from

abroad, which resulted in an income to the tune of Rs.30 crores in the year 2006 and thatencouraged the group to set an income target of Rs. 60 crores for the next four years. Medical

Tourism has also received a fillip with an increase in the number of corporate hospitals comingup and keen interests shown by some major international players to invest in Indian healthcare

sector. Apart from the Apollo group, the other leading Indian healthcare giants that are promoting medical tourism vigorously include Fortis healthcare, Escorts Heart Institute and

Research Centre, New Delhi, Wockhardt Hospitals, Mallya Hospital, Arvind Eye Hospitals,Shankara Nethralaya, Manipal Hospitals and others. In terms of health tourist destinations, cities

like New Delhi, Mumbai, Kolkatta, Chennai and Bangalore are the front runners and are fastmerging as medical tourism hubs.

Hospitals have managed to rope in patients from Southeast Asia, Africa and the Middle East.They also have special tie-ups with the hospitals in Mauritius, Tanzania, Bangladesh, Yemen, Sri

Lanka, and Dubai. There have been sustained, concerted efforts to get patients from all across theglobe and the day is not far when the world will see India becoming a leader in medical tourism

industry

Medical Tourism in India: The challenges and strategic reforms for improvement.

The picture of medical tourism¶s growth in India looks bright and sunny with National HealthPolicy declaring treating of foreign patients an µexport¶ and therefore eligible for fiscal

incentives on export earnings. The following needed reforms are drawn from the flaws that todayexist and plague medical tourism industry in India.

1. Role of the government: Because medical tourism is in growing stage in India, it needstremendous amount of encouragement and support from the government. But if medical tourism

has to be made an overall resounding success along the entire length and breadth of India, it isthe government that has to put its act together and play the largest role. It needs to encourage

private investment in medical infrastructure by officially recognizing healthcare as an³infrastructure sector´ and thereby extending incentives like tax holidays for five years and

concessional taxation for subsequent five years, under sec 80-IA of the IT Act.



2. The government should form a national policy on promoting medical tourism in India andshould seek active participation of major private players in the industry. It should actively

promote and encourage Foreign Direct Investment (FDI) in healthcare sector, as it has done inautomobile and information technology sectors.

3. One of the surest and strongest initiatives that government needs to take is setting up of agovernment body / company ± on the lines of Cuba¶s SERVIMED, Thailand¶s TAT, andSingapore¶s Singapore Medicine ± which will be involved in promoting Indian health services in

the global market. This company should be formed as an association of the private hospitalsfunctioning in India, under the aegis of the government. Though there are some state run bodies

like Medical Tourism Council of Maharashtra (MTCM), a partnership between WesternRegional Council of Federation of Indian Chambers of Commerce and Industry (FICCI), the

government of Maharashtra, hospitals and tour operators, but these bodies function to promotemedical tourism only in their respective states, but this apex body would be national and would

promote India, as a whole, as a healthcare destination, not only few states or cities. The body willalso streamline, coordinate functions and operations among different stakeholders in medical

tourism industry like hospitals, hotels, tourist operators, foreign ministry and tourismdepartment.

4. For foreign patients wanting to come down to India ± from their different home countries ± for

their medical treatment, it is not always easy to get visa. At times there are many formalities,restrictions and red tapism that need to be overcome before getting the same. The government

can reduce all these visa bottlenecks by instituting ³visa on arrival´. It also needs to resort to³open sky policy´ so that greater number of international flights from different nations carrying

good number of medical tourists can come down to India.

5. The Indian private healthcare sector also has its role cut out. We are aware of the different

spectrum of medical services that are available in India and their contribution to medical tourism, but the thing is, most of these services are fragmented and exist in the form of stand alone

centers. There are stand alone ayurvedic, homeopathic, allopathic, unani and other medicalcenters and different foreign patients have different preferences with regard to medical care.

Some may want to get treated by only allopathy, some trust alternative branches of medicine likeayurveda, homeopathy and like and still, there are some who just want to get treated well,

irrespective of the mode of medicine. They do not mind being treated by combination of different fields of medicine. Consequently, these patients end up going to different centers.

6. Another grave concern that is affecting the upward spiral of medical tourism in India is the

lack of Indian hospitals being recognized by international insurance companies in US and UK.Getting patients from South East Asian region is not all that tough, but getting patients from

developed countries like U.S., U.K. or Canada becomes an issue of concern, since all theworthwhile hospitals are not accredited or recognized by health insurance companies abroad. If

Indian hospitals need to cash in on the patients from these developed nations they will have to goin for JCI accreditation, because at present JCI certification is the only widely recognized and

revered quality standard and any hospital having its certification leaves no doubt in the minds of foreign insurance companies or governments that the said hospital is good and will provide

efficient medical care to their citizens.



Q.3. Explain Promotion Mix .

Ans. Promotion Mix

The different promotional tools employed by various hospitals are as follows:

1. Media Coverage / News Releases:

The kind of stiff competition that exists among the healthcare providers today necessitates the presence of strong relations between any hospital and the media. Churning out genuine press or

news releases by the hospital in leading local / national dailies is indeed a very fine promotionaltool and does a world of good to the hospital¶s marketing. Hospitals are an enterprise where

something or the other keeps happening that needs to be communicated to the outside world, notonly for their promotion or publicity, but also for people¶s awareness. If a hospital is conducting

or has already conducted a camp, if it has acquired a corporate empanelment or accreditation or

tie-ups with leading health insurance companies, or a unique / rare / complicated procedure or surgery has got successfully transpired; all that needs to get published as news releases in dailies.

The press releases in the print media should also be replicated in electronic media, in the sensethat every single major / complicated procedure that gets transpired in a hospital should find

itself as news in local / national television channels. Here also, just like the choice of newspapers, the choice of TV channels depends on the target market segment. The reasons are

also the same as that of press releases; to market the hospital in the form of news and not as anadvertisement, because the former evokes a better response among the viewers and is more cost

effective. Giving news will hardly cost a hospital anything but giving an advertisement in on TVchannels will turn out to be an expensive affair.

2. Preventive Healthcare articles:

Giving preventive healthcare articles in newspapers is yet another very effective and ethicalmarketing tool, because when people read an article from a particular hospital, a positive

favorable impression of the hospital gets created in the minds of the readers. They feelempowered because of their increased sense of knowledge and this mindset goes a long way in

creating the much needed goodwill of the hospital.

i) The articles should pertain to general and specific nuances of orthopaedics which could be of value to the readers i.e. the present / future customers of the hospital. General interests can

encompass issues like what are the different kinds of orthopaedic pains, their causes, home tips / precautions to ward them off; myths and realities of orthopaedics with regard to patient

knowledge; the kind of first aid to be given following a fracture or an accident; tips for strengthening back, shoulders and other orthopedic sites; harmful effects of self medication or

getting treated by quacks.



ii) Specific articles will include educating readers on different orthopedic procedures, their modeof application, pre and post operative precautions, estimated cost of the procedures, which kind

of patients can be benefited from them and other related aspects

iii) The articles have to be in very simple, lucid language because they are meant for general

public and not for some medical or para medical professionals. Because the public¶scomprehension of medical science and its related glossary is generally not good, it is veryimportant that every medical term or procedure should be simplified within brackets ().

iv) While promoting a hospital through healthcare articles, it has to be kept in mind, that at the

end of the day, what it is that the hospital wants to promote ?

However, if it is a big single or a multi speciality hospital with many doctors, then it is the name

of the hospital that has to be promoted through articles and not the individual doctors, becauseindividual doctors come and go, they may leave the hospital and join its competitors and if a

hospital starts promoting these individual doctors, the prospective customers will get aligned

with those doctors, which would be damaging to the health of the promoting hospital; somethingthat the hospital would not like to see happening.

v) Another important aspect that needs to be taken into consideration is the choice of newspapersin which the articles need to get published. That will depend on the hospital¶s target market

segment. If the hospital is primarily catering to local population, the articles should get surfacedin the local vernaculars. If the hospital is catering to a wide population base cutting across

different regions and states, then national newspapers need to be covered.

3. Health cards:

Promoting a hospital through its exclusive health cards has recently caught the fancy of manyhospitals. Health cards are basically discount entitlements provided by the hospital to itscustomers. Their advantages are twin fold for the hospital. First, the hospital gets promoted

through them and second, they are helpful in bringing about an increase in the sales / revenue of the hospital.

The operating mechanism behind the health card generally involves one primary card holder and

his / her three designated beneficiaries who will be able to avail facilities offered by the hospitalat discounted rates. These health cards generally have a validity period of one year and, if the

customer desires, they can be renewed. Usually these cards are nominally priced and once thecustomers purchase these cards, they along with their dependents become eligible to avail

discounted services like two to three free OPD consultations in a year, discounts on the healthcheckups, diagnostics, investigations and total billing (for indoor patients).

Further it has to be understood that health cards are internal promotional tools and are promoted

from within the hospital premises. They can be marketed to the prospects through verbalcommunication by the hospital¶s staff, particularly the front office; a hospital can have posters or banners promoting the cards being displayed at hospital¶s reception, canteen, wards and patients

rooms. They can be promoted on the hospital¶s website also



4. Emergency cards:

Just like Health Cards there are Emergency Cards through which a hospital or its services can be promoted. These cards are helpful in promoting a hospital by highlighting its emergency or

trauma and ambulance services and they particularly find favour with emergency and trauma

centers.

Any hospital that has or specializes in managing trauma and other emergencies, promotion of the

hospital through specially designed EMERGENCY CARDS will help in boosting its businessand goodwill among the target clientele. The essence is, as and when there is a trauma or any

other emergency, the promoting hospital should come across as the most favored healthcare provider among the public. If the hospital manages to have an increase in its trauma and

emergency cases, financially it will turn out to be a fine proposition, because there are lesser chances of patients dropping out from the hospital following an emergency / trauma incident.

A typical EMERGENCY CARD will have the size of a normal visiting card and will be printed

on both sides. One side will carry a helpline number along with broaching of the facility of AMBULANCE. On its reverse will be the detailed address of the promoting hospital, along witha brief on the services being provided by the hospital.

5. Website:

In today¶s internet savvy world a well designed website acts as a powerful promotional tool for

leveraging branding of the hospitals. However, a website has to be carefully designed, keeping inmind the nature of services it provides, the kind of market segment it caters to and the

psychological makeup of it customers. .

HOME PAGE: This page will have the links to all other pages. Apart from having the links,there may be a photograph of the hospital in the background as a water mark. In fact this water mark may figure in all the pages. Also the hospital¶s punch line should appear on the top of all

pages in a moving / flashing mode and the hospital¶s Emergency Helpline Number should appear on the bottom of all pages in a moving / flashing mode. The various links / pages that should

feature in the HOME PAGE are:

IN-PATIENT FACILITIES: This page will contain an account of various kinds of patientrooms available to patients. The prices of different rooms along with their additions / deletions

viz: attached washroom, T.V., A.C., cooler etc should be mentioned. Also, the facility of canteenand local / STD phone calls should be broached.

CORPORATE SERVICES: This link should have a list of all the corporates / organizations

with whom the hospital has got empanelled for providing various services to their respectiveemployees, as well as their dependents. The general modus operandi through which beneficiaries

(employees / their dependents) will avail services of the hospital should be mentioned.

HEALTH INSURANCE: This should contain the list of various Health Insurance companies

with which the hospital has tied up for providing cashless service to the respective policy holders



of the insurance companies. Also the list of various Third Part Administrators (TPA¶S) shouldalso figure out in the link.

HEALTH CARD: This page can contain an account of the hospital¶s Health Card along with its

terms / benefits of use. Also a sample of the card should be shown on the website itself.

HOSPITAL IN NEWS: This page will contain a soft copy of all the press clippings thatcovered happenings / achievements / accomplishments of the hospital. The clippings should be

arranged in a chronological order beginning with the latest and ending at the oldest.

NEWSLETTER: This move is designed to empower the customers with useful information

pertaining to the specialties that the hospital is engaging in, as well as to create a favorableimpression of the hospital in their minds. A system has to be designed in the website that

whosoever is desirous of having the news letter should feed his / her respective E-mail ID andthe letter should get dispatched in no time

The above mentioned guidelines for website development of the hospital have been prepared,keeping in mind customers¶ / patients¶ requirements and concerns. The website developersshould not deviate much from the framed plot. They should bring in their share of expertise to

leverage what has been discussed above, so that the hospital gets the best and reaps the best.

6. Boards and Hoardings:

Boards, hoardings, banners, pamphlets are the perhaps the oldest promotional tools being utilized

by the hospital to promote its name in the market. No doubt they serve the purpose, but if theyare amateurishly developed and designed and placed at wrong locations, the entire exercise is a

waste of time and money.

A hospital will have to learn to resist the temptation of telling more and more about its services.Remember, in advertising, less is more and more is less. A hoarding in any case will be read by

commuters. They will not have the time to stand and read about all your latest equipments andthe list of services you offer. Let¶s face it, ³NO ONE HAS THE TIME´. People hate confusion

and complexities. In any case they are being bombarded by hundreds of messages everydaythrough various mediums. A hospital may think that if it does not write all the things, then

people will not know about it. Here is the lesson to be learnt, ³TO MAKE SOMETHINGIMPRESSIVE, YOU DON¶T HAVE TO MAKE IT EVERLASTING´.

It¶s now time to be introduced to a very interesting marketing tool. It is called converting your

disadvantage into an advantage. Most of the hospitals lose sleep over what they think is aweakness of their organization. Well, it is possible to convert the weakness into a strength and

boards and hoardings can go a long way in bringing about that much needed turnaround.

If you are candid about your ¶so called disadvantage¶ you can actually convert it into an

advantage, provided you promote it right.



Q.4. Discuss the advantages and limitations of PR research.

Ans. Advantages of Public Relations Research

Public relations research enables management to formulate policies that are acceptable to the public. Research produces suggestions that can lead to better products, service and relationships.

Limitations of Public Relations Research

Because it deals with changeable attitudes and opinions, public relations is exceedingly difficult

to evaluate.

Many criticisms of public opinion research are the result of faulty survey techniques. Most of thecriticisms are resolved when opinion surveys are properly planned and conducted by experienced

researchers; the questions, carefully phrased and tested; the interviewers adequately trained and

supervised.



Q.5. What are the methods which can be adopted for promoting good public relations. Discuss.

Ans. Tools of Public Relations

1. Press Release: These short documents detail what¶s new, different, or exciting about your business. Press releases make it easy for journalists to understand how their audience might benefit by learning more. A tight, one-page press release that captures the most newsworthy

information about your firm can persuade key media contacts to write a story and mention your business favorably.

2. Press Kits: A press kit or media kit often includes a press release along with background

information and your business card ± all packed neatly in a snazzy, eye-catching folder. Thefolder might also include photographs, product information sheets, articles from other

publications, customer references or testimonials, financial data, your biography, and a list of questions you¶re prepared to answer (also known as a ³cheat sheet´ for radio and TV hosts).

3. Tip Sheets/Newsletters: A tip sheet is a page of snappy advice or information that helps your customers. Newsletters provide short articles and practical information that¶s of interest to your

target audience.

4. Bylined Articles: The advantages of writing articles about your area of expertise and persuading editors to publish your submissions are twofold: You can advance your agenda while

arranging for your name, phone number, web site, and a few sentences about your business toappear at the end of the piece.

5. Awards: Applying for industry or local awards provides great visibility if you win or earn

recognition as a finalist. Many trade journals, government agencies, and professionalassociations sponsor annual ³best of´ award programs for entrepreneurs.

6. Online Outreach: Smart, media-savvy entrepreneurs use chat rooms, their own Web sites,and other Internet based tools to launch awareness ±building campaigns of their companies.

7. Special Events: Examples include fund-raisers, contests and drawings, public celebrations of

your company milestones such as your firm¶s anniversary book signings, and client parties.

8. Trade Shows/Conferences: To maximize your presence at a large event, you may want to pay for a centrally-located booth that¶s guaranteed heavy ³foot traffic.´ Or you can save money

and strategically prowl the aisles to spread your message, perhaps by introducing yourself to keycontacts or participating in ³break out´ sessions that relate to your business.

9. Speeches: Deliver a speech on your business to community groups, local schools, or nonprofitagencies.

Documents

Sem 4 Assignment