<!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.0 Transitional//EN"> <HTML xmlns:v = "urn:schemas-microsoft-com:vml" xmlns:o = "urn:schemas-microsoft-com:office:office"><HEAD><TITLE>Memorable marketing exclusively for small businesses from Adduce Marketing</TITLE> <META http-equiv=Content-Type content="text/html; charset=unicode"> <META content="MSHTML 6.00.6000.16587" name=GENERATOR></HEAD> <BODY> <P class=MsoNormal style="MARGIN: 0in 0in 6pt"><SPAN style="COLOR: blue"><v:shapetype id=_x0000_t75 stroked="f" filled="f" path="m@4@5l@4@11@9@11@9@5xe" o:preferrelative="t" o:spt="75" coordsize="21600,21600"><v:stroke joinstyle="miter"></v:stroke><v:formulas><v:f eqn="if lineDrawn pixelLineWidth 0"></v:f><v:f eqn="sum @0 1 0"></v:f><v:f eqn="sum 0 0 @1"></v:f><v:f eqn="prod @2 1 2"></v:f><v:f eqn="prod @3 21600 pixelWidth"></v:f><v:f eqn="prod @3 21600 pixelHeight"></v:f><v:f eqn="sum @0 0 1"></v:f><v:f eqn="prod @6 1 2"></v:f><v:f eqn="prod @7 21600 pixelWidth"></v:f><v:f eqn="sum @8 21600 0"></v:f><v:f eqn="prod @7 21600 pixelHeight"></v:f><v:f eqn="sum @10 21600 0"></v:f></v:formulas><v:path o:connecttype="rect" gradientshapeok="t" o:extrusionok="f"></v:path><o:lock aspectratio="t" v:ext="edit"></o:lock></v:shapetype><v:shape id=_x0000_i1026 style="WIDTH: 472.5pt; 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COLOR: #08afe4; mso-bidi-font-family: Arial"><FONT face=Arial>Memorable marketing solutions exclusively for small businesses in Buckinghamshire, Berkshire and Oxfordshire<SPAN style="mso-spacerun: yes">&nbsp;&nbsp;&nbsp;&nbsp;</SPAN>June 2008</FONT></SPAN></B></P></TD> <TD style="BORDER-RIGHT: #ece9d8; PADDING-RIGHT: 0in; BORDER-TOP: #ece9d8; PADDING-LEFT: 0in; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; PADDING-TOP: 0in; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent; mso-cell-special: placeholder" width=136> <P class=MsoNormal style="MARGIN: 0in 0in 6pt"><FONT face=Arial></FONT>&nbsp;</P></TD></TR> <TR style="mso-row-margin-left: 2.4pt"> <TD style="BORDER-RIGHT: #ece9d8; PADDING-RIGHT: 0in; BORDER-TOP: #ece9d8; PADDING-LEFT: 0in; PADDING-BOTTOM: 0in; BORDER-LEFT: #ece9d8; PADDING-TOP: 0in; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent; mso-cell-special: placeholder" width=3> <P class=MsoNormal style="MARGIN: 0in 0in 6pt"><FONT face=Arial></FONT>&nbsp;</P></TD> <TD style="BORDER-RIGHT: #ece9d8; PADDING-RIGHT: 0.75pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 0.75pt; PADDING-BOTTOM: 0.75pt; BORDER-LEFT: #ece9d8; WIDTH: 6.25pt; PADDING-TOP: 0.75pt; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent" vAlign=top width=8> <P class=MsoNormal style="MARGIN: 0in 0in 6pt"><FONT size=2><FONT face=Arial>&nbsp;<B><SPAN style="FONT-SIZE: 12pt"><o:p></o:p></SPAN></B></FONT></FONT></P></TD> <TD style="BORDER-RIGHT: #ece9d8; PADDING-RIGHT: 0.75pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 0.75pt; PADDING-BOTTOM: 0.75pt; BORDER-LEFT: #ece9d8; WIDTH: 576.05pt; PADDING-TOP: 0.75pt; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent" vAlign=top width=768 colSpan=2> <TABLE style="WIDTH: 471.1pt; mso-cellspacing: 1.5pt" cellPadding=0 width=628 border=0> <TBODY> <TR> <TD style="BORDER-RIGHT: #ece9d8; PADDING-RIGHT: 0.75pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 0.75pt; PADDING-BOTTOM: 0.75pt; BORDER-LEFT: #ece9d8; WIDTH: 279.85pt; PADDING-TOP: 0.75pt; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent" vAlign=top width=373> <P><SPAN style="FONT-SIZE: 13.5pt; COLOR: #08afe4; FONT-FAMILY: Arial">Going public</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Public (aka&nbsp;Press)&nbsp;Relations might seem, at first glance, to be an area of marketing strictly reserved for large organisations.&nbsp; It's often assumed that you need big plans and a big budget before PR can play a part in your marketing.&nbsp; But that is not always so ...</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"></SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"></SPAN><B><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial">Is PR the best way to communicate with your audience?</SPAN></SPAN></SPAN></B></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">The role that PR can play in your marketing mix is&nbsp;heavily swayed&nbsp;by the nature of the&nbsp;target customers&nbsp;for your products and services.&nbsp; It might be that they are&nbsp;more influenced by&nbsp;editorial coverage in certain&nbsp;media than by advertising or other means of communications.&nbsp; This can be true of both consumer and business audiences.&nbsp; In this case diverting&nbsp;other spend into PR might generate better overall results.</SPAN></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Also, depending upon your business, your audience might be very geographically focused, in which case local newspapers and magazines can be very effective.&nbsp; But do remember that your story might well get placed on the same page as coverage of jumble sales and council meetings!</SPAN></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">However, the audience for your particular business might be very diffuse, in which case the cost of covering all of the influential media might be prohibitive.&nbsp; Or it might be that the&nbsp;ideal media for your target customers is genuinely beyond your reach, like national&nbsp;newspapers, television news, and so on.&nbsp; Though even these can be attainable for small businesses in some circumstances.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">It is also worth remembering that whilst print media still carries the greatest level of influence, the internet is increasingly seen as an important source of factual information by many.&nbsp; So make sure that you investigate online media as well before coming to any firm decisions.</SPAN></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"></SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><STRONG>Can the media really 'carry' your message?</STRONG></SPAN></SPAN></SPAN></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Having&nbsp;established that there are convenient and affordable media vehicles for your audience is a great start, but whether they will be effective for your business also depends upon what you are trying to say.&nbsp; The message must&nbsp;be 'carry-able' by&nbsp;the media.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">It's no good trying to convey a complex business proposition in a journal that generally covers human interest and lifestyle stories.&nbsp; The readers simply wouldn't be interested.&nbsp; Similarly using too blunt a sales message in an independent and authoritative journal&nbsp;might fail to impress.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">In the case of local newspapers, it is also important that any message contains sufficient local elements to be genuinely interesting to the readers.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">You will find that the editorial staff&nbsp;at the publication will have a&nbsp;clear view of their readership and what kind of things will interest them.&nbsp; The editors just won't publish material about your business unless they feel that it fits the right profile.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"></SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">This is where the services of a PR expert will come to the fore.&nbsp; The expert can help you short cut the process and quickly target the right media with the right messages ... or advise you that PR&nbsp;maybe isn't the right tool after all.</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><STRONG>How can you get press coverage?</STRONG></SPAN></SPAN></SPAN></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Assuming that you've decided that PR has a role to play in your marketing mix, and which media to use with which type of messages, then you need to find ways to get coverage.</SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">I've found that there are generally&nbsp;four main ways of reliably getting press coverage.</SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">1) Be rich and/or famous - film stars, politicians</SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">2) Be a large and influential company - Microsoft, Tesco, BP</SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">3) Be associated with someone rich and/or famous or a large and influential company</SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">4) Be genuinely interesting</SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">For a small business it is typically only option&nbsp;4 that is available.&nbsp; And unfortunately, being genuinely interesting is much harder than it sounds.&nbsp; This is because the arbiter of what is genuinely interesting, or not,&nbsp;is the editor of the media acting on behalf of the readership.</SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">So a story that you think is really interesting from your company's viewpoint might not&nbsp;be interesting to your target readers.&nbsp; And be aware that editors are very well versed at detecting (and rejecting) uninteresting stories that are 'dressed up' as interesting.</SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial"><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Still help is at hand.&nbsp; Once again, a PR expert can help you find aspects of your business, your customers or your future plans that can be offered to media editors in a way that they will see as truly interesting to their readers.</SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">I worked with one expert recently who managed to get coverage in the Financial Times for a very small company in High Wycombe.&nbsp; He was successful because he understood what the editor was looking for and the story he was 'selling' was genuinely interesting to the readers.</SPAN></P> <P><B><SPAN style="FONT-SIZE: 10pt; COLOR: #cc6600; FONT-FAMILY: Arial">Memorable marketing <o:p></o:p> </SPAN></B></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Thinking and working&nbsp;pragmatically like this will help you to make your&nbsp;marketing work better for you in a more memorable way. This means that your target customers will be able to differentiate your products and services from those of&nbsp;your competitors and clearly see the value in buying from you.<o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0in 0in 6pt"><SPAN style="COLOR: black; mso-bidi-font-family: Arial; mso-bidi-font-size: 10.0pt"><FONT face=Arial size=2>If you would like some advice on&nbsp;memorable marketing techniques&nbsp;for your own business, or you know someone at another business who might need help, then please contact us.</FONT><FONT face=Arial size=2> The sooner you start, the sooner you will benefit. </FONT></SPAN><SPAN style="FONT-SIZE: 12pt"> <o:p></o:p></SPAN></P></TD> <TD style="BORDER-RIGHT: #ece9d8; PADDING-RIGHT: 0.75pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 0.75pt; PADDING-BOTTOM: 0.75pt; BORDER-LEFT: #ece9d8; WIDTH: 25.5pt; PADDING-TOP: 0.75pt; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent" vAlign=top width=34> <P class=MsoNormal style="MARGIN: 0in 0in 6pt"><FONT size=2><FONT face=Arial>&nbsp;<SPAN style="FONT-SIZE: 12pt"><o:p></o:p></SPAN></FONT></FONT></P></TD> <TD style="BORDER-RIGHT: #ece9d8; PADDING-RIGHT: 0.75pt; BORDER-TOP: #ece9d8; PADDING-LEFT: 0.75pt; PADDING-BOTTOM: 0.75pt; BORDER-LEFT: #ece9d8; WIDTH: 159.75pt; PADDING-TOP: 0.75pt; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent" vAlign=top width=213> <P><SPAN style="FONT-SIZE: 13.5pt; COLOR: #08afe4; FONT-FAMILY: Arial">Public Relations</SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><A href="http://www.adducemarketing.co.uk/Email_Downloads/DB_PR.pdf" target=_blank>Download</A> this handy guide which explains how&nbsp;best to approach Public Relations in order to improve business effectiveness.<o:p></o:p></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">Written by the Chartered Institute of Marketing as part of their&nbsp;Directors' Briefing&nbsp;series, this document makes easy reading for business people of all experience levels.<o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0in 0in 6pt"><SPAN style="COLOR: #08afe4; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.5pt"><FONT size=2><FONT face=Arial>&nbsp;<o:p></o:p></FONT></FONT></SPAN></P> <P><SPAN style="FONT-SIZE: 13.5pt; COLOR: #08afe4; FONT-FAMILY: Arial">Marketing Effectiveness Assessment<o:p></o:p></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">A free service to small businesses in the Buckinghamshire, Berkshire and Oxfordshire area, the Marketing Effectiveness Assessment delivers a professional audit of how a business is using the tools of marketing to communicate to existing and potential customers. It also includes a series of simple and cost-effective marketing activities that the business can implement immediately and at low cost.<o:p></o:p></SPAN></P> <P><SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial"><A href="http://www.adducemarketing.co.uk/Documents/Adduce_Marketing_Effectiveness_Assessment.PDF" target=_blank>Download</A> the factsheet now.<o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0in 0in 6pt"><SPAN style="COLOR: #08afe4; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.5pt"><FONT size=2><FONT face=Arial>&nbsp;<o:p></o:p></FONT></FONT></SPAN></P> <P><SPAN style="FONT-SIZE: 13.5pt; COLOR: #08afe4; FONT-FAMILY: Arial">Useful Links ...<o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0in 0in 0pt"><SPAN style="COLOR: black; mso-bidi-font-family: Arial; mso-bidi-font-size: 10.0pt"><A href="http://www.adducemarketing.co.uk/" target=_blank><FONT face=Arial size=2>Adduce Marketing</FONT></A></SPAN></P> <P class=MsoNormal style="MARGIN: 0in 0in 0pt"><SPAN style="COLOR: black; mso-bidi-font-family: Arial; mso-bidi-font-size: 10.0pt"><A href="http://www.cim.co.uk/" target=_blank><FONT face=Arial size=2>Chartered Institute of Marketing</FONT></A></SPAN></P> <P class=MsoNormal style="MARGIN: 0in 0in 0pt"><SPAN style="COLOR: black; mso-bidi-font-family: Arial; mso-bidi-font-size: 10.0pt"><A href="http://www.marketinguk.co.uk/">Marketing UK <FONT size=2>(information portal)</FONT></A></SPAN></P> <P class=MsoNormal style="MARGIN: 0in 0in 0pt"><FONT size=2><FONT face=Arial></P> </TD></TR></TBODY></TABLE> <P class=MsoNormal style="MARGIN: 0in 0in 6pt"><v:shape id=_x0000_i1025 style="WIDTH: 472.5pt; HEIGHT: 7.5pt" type="#_x0000_t75"><v:imagedata o:title="Email_Footer" src="http://www.adducemarketing.co.uk/Email_Images/Email_Footer.gif"><FONT face=Arial size=2><IMG alt="" hspace=0 src="http://www.adducemarketing.co.uk/Email_Images/Email_Footer.gif" align=baseline border=0></FONT></v:imagedata></v:shape> </P></TD></TR> <TR height=0> <TD style="BORDER-RIGHT: #ece9d8; BORDER-TOP: #ece9d8; BORDER-LEFT: #ece9d8; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent" width=3><FONT face=Arial size=2></FONT></TD> <TD style="BORDER-RIGHT: #ece9d8; BORDER-TOP: #ece9d8; BORDER-LEFT: #ece9d8; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent" width=8><FONT face=Arial size=2></FONT></TD> <TD style="BORDER-RIGHT: #ece9d8; BORDER-TOP: #ece9d8; BORDER-LEFT: #ece9d8; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent" width=632><FONT face=Arial size=2></FONT></TD> <TD style="BORDER-RIGHT: #ece9d8; BORDER-TOP: #ece9d8; BORDER-LEFT: #ece9d8; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent" width=136><FONT face=Arial size=2></FONT></TD></TR></TBODY></TABLE> <P class=MsoNormal style="MARGIN: 0in 0in 6pt"><FONT size=2><FONT face=Arial>&nbsp;<o:p></o:p></FONT></FONT></P></BODY></HTML>