Public Relations is not telling everyone what a fantastic gizmo, gadget, or service you provide...that's advertising. Nor is Public Relations making sure you know the 'right' person down at the newspaper, TV, or radio office...that's networking. And it certainly isn't that fabulous person you just hired with a mile long sales record...that's selling. It isn't even whether your gizmo, gadget or service will make life easier, simpler, faster, or more exciting for those who buy what you sell...that's marketing. Nope, all those are things you are expected to do in your quest for success. "But Paul", you say, "If none of that is Public Relations, just what IS the purpose of Public Relations?"

THE TRUTHFUL ANSWER
One purpose of Public Relations is to make the host of the radio or TV show look good which gets more listeners/viewers. It is providing entertaining, educational, controversial or outrageous material the host can use so more people 'tune-in' to their show. It is helping to selling more newspapers, magazines or trade journals, making the writer look good, letting that Editor note that he or she increased circulation by XX%. (Before you throw this column into the round can with censurable comments, read on...)

Frankly, in most cases the recipient of your PR material cares very little about what your product can do for the listeners, viewers, or readers. What he or she wants are more listeners, viewers, or readers so the ratings go up. They can then point to the increase and sell more advertising, increase circulation, or ask for a raise. Cynical? No, factual! They want and need you because you can make all this happen...and when you do, your and their business will increase proportionally! And yes, their positive effect on the community will increase.

WHAT DOES A GOOD PR PRO DO?

1. Writes a HEADLINE that absolutely compels the host reader to continue reading. For example: "One Out Of Six People Who Regularly Use Hot Tubs Will End Up In The Hospital!" or "Your Old Computer Screen May Be Giving You Cancer!" or "With One Simple Addition To Your Diet You Can Add 20 Years To Your Life."
2. Writes a short paragraph elaborating on the headline telling the WHOLE story and that you (yes, you) will answer all the questions about how this is important.
3. Writes a short bio emphasizing your credentials which permits you to be the expert on the subject.
4. On a second page, list a series of questions the host/writer can use to interview you along with very short answers he or she should expect. (Q: "Tell me Paul, what are your credentials that allows you to make that statement?" A: "I have a Post Master's Degree in Hot Tubology, and...")
5. Follows through IMMEDIATELY, setting up interviews!

WHAT DOES THE HOST DO?

1. Presents (or writes) 'promos' for your interview using the PR questions such as: "Our guest tomorrow will be Paul Tulenko who will tell us why sitting in your hot tub may be making you sick. Get your questions ready."
2. Probably asks you the questions your PR PRO wrote out...in order!
3. Allows you to give contact information so the listeners/readers/watchers can respond.
4. Gives you another shot when you come up with another great PR piece.

WHAT THIS MEANS TO YOU!

1. You need to select a PR agent that at least understands the above (write me at paul@tulenko.com for more information)
2. It means writing a Press Release that follows the rules so the writer/host/editor knows they are dealing with a pro and will give you the space, time and attention you want that will result in more business for you.

WHAT DO YOU DO?

1. You need the answers to the questions at your fingertips. Your PR Pro will work with you on this, acting as the host by asking questions.
2. Offer an ACTION that puts you and the listener together: "Call 1-800-XXX RIGHT NOW and Paul will send you a $14.95 water tester that is offered to our listeners absolutely free today only!" (You will collect tons of marketing information when the prospect contacts you.) Note: Always offer something for instant action!
3. Give the host feedback. (I had 368 people request the water-tester!)

(NOTE TO EDITORS: PLEASE INCLUDE THE FOLLOWING.)
Paul Tulenko is an International Small Business Success Consultant based in New Mexico, USA. Additional tips and suggestions are available at www.tulenko.com or call (toll-free) 1-866-TULENKO.