SOURCE: Kauffman Foundation

January 11, 2007 10:00 ET

Kauffman Foundation eVenturing Shows Entrepreneurs How to Turn Public Relations From Lost Opportunity Into a Power Tool

KANSAS CITY, MO -- (MARKET WIRE) -- January 11, 2007 -- For growing companies, public relations campaigns often take a back seat to traditional marketing efforts resulting in a lost opportunity to generate value, revenue and customers.

This month, Kauffman eVenturing (www.eVenturing.org), a Web site for growth-oriented entrepreneurs operated by the Ewing Marion Kauffman Foundation, features a collection of articles that explores various aspects of developing and executing an effective public relations campaign that can turn public relations into a power tool by adding significant value and revenue to a growing company.

"Generating good PR is not intuitive, easy, or simply a tactic of cranking out news releases," observes Margery Kraus, President and CEO of APCO Worldwide and author of the article "Public Relations More than Press Releases," in this month's eVenturing collection. "It is an essential part of entrepreneurial success that can build return on reputation and investment and build company value for the long term." Kraus offers ways to leverage public relations in developing a comprehensive communication strategy.

The articles, which are authored by entrepreneurs, journalists, and public relations professionals, offer first-person PR strategies and tactics, such as how to work with journalists, enhance a company's image and deal with crisis communications, boost a company's visibility. The collection also provides 'How To's' on picking a smart PR strategy and an online template to help build an effective press release.

Among the editorial highlights:

    
--  "Selling Your Soul: The Personal Sacrifices of the Entrepreneur" by
    Paula L. Jagemann, founder of eCommerce Industries, Inc. (eci2) and a
    successful serial entrepreneur, recounts her earlier experience on how a
    vigorous public relations campaign helped catapult her startup,
    OnlineOfficeSupplies.com -- the first online office products superstore --
    into a major force.  She tells how her 'rags to riches' story was weaved
    into the PR campaign to generate industry prominence.
    
--  "PR in Service to Building the Company" by Mory Ejabat, founder and
    CEO of Zhone Technologies, Inc., counsels that public relations is much
    more than press releases -- it is about building relationships with
    investors, industry experts and reporters to educate them about your
    product and industry.
    
--  "Spreading the News" by Shannon Henry, former writer of the Washington
    Post's "The Download" column, gives advice about working with the media to
    generate publicity. Tips include how to best research the publication and
    individual reporter you are interested in targeting and crafting a
    compelling "news hook" about your firm.
    
--  "Public Relations During a Crisis: Balancing Truths" by Alan Taffel,
    president of Taffel Communications and former Chief Marketing Officer of
    WorldCom, Inc., provides practical guidance on developing a crisis
    management strategy that stresses being upfront about the problem at hand
    and focusing on maintaining the company's long-term viability.
    
--  "Trade Shows: A Key Marketing Tool" by Joanna L. Krotz, president and
    editorial director of Muse2Muse Productions, advises that participating in
    trade shows is another way to earn media coverage. Krotz provides a nine-
    step plan to execute a solid trade show presence that will attract customer
    and media attention.
    
--  "Hosting a Major Event" by Steve Kuhn, EVP of JK Moving & Storage,
    reflects that when his company was selected to host an event featuring the
    President of the United States, a lot of hard work was required to pull it
    off. The PR benefit of hosting such an event, however, was a critical
    factor in helping fuel the company's continued growth.
    
--  "Show Me the Press Release" -- This template offers an easy-to-use
    format for building a press release in a proper and conventional format and
    allows users to immediately e-mail press releases to reporters and other
    media.
    
The Kauffman eVenturing site is dedicated to serving the needs of growth-oriented entrepreneurs. Each month, a new collection of articles on key themes of interest to entrepreneurs -- such as finance and accounting, people and human resources sales and marketing, products and services, operations and the entrepreneur (e.g., strategy, culture, leadership) -- is featured on the site. Collections contain original articles and a carefully reviewed aggregation of the 'best of the best' existing Web materials on the topic at hand.

To read the full collection on Public Relations, please visit the Kauffman eVenturing site at www.eVentruing.org.

About the Kauffman Foundation

The Ewing Marion Kauffman Foundation of Kansas City is a private, nonpartisan foundation that works with partners to advance entrepreneurship in America and improve the education of children and youth. The Kauffman Foundation was established in the mid-1960s by the late entrepreneur and philanthropist Ewing Marion Kauffman. Information about the Kauffman Foundation is available at www.kauffman.org.

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