Minds Before Market Share
The Art of Public Relations
by
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Introduction
This is not a “how to” book. You will not learn how to write a press release or how to pitch a story—at least that is not my intention.
Instead, this is a book on what public relations should be if you want to increase sales, more effectively compete in the marketplace, and increase your market share.
Most companies practice public relations (PR) as a post-event activity; they use PR to publicize what has already happened.
· “We won a new client, so let’s issue a press release.”
· “We are number one in our market, so let’s tell everyone about it.”
For aggressive firms that are interested in growing, this process is backward. The true value in public relations is in its ability to win minds before the sale is made. That’s what this book is about: minds before market share. This is the new public relations imperative.
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About the Book
About the Book
Public relations is an art based on a science: psychology. PR can powerfully influence buying behavior and impact the bottom line of any company—even those with limited budgets. But many PR professionals and their clients fail to mine PR’s full potential. Now they can—with MINDS BEFORE MARKET SHARE: THE ART OF PUBLIC RELATIONS.
With frank talk and indisputable logic, Wayne E. Pollard explains:
- Why many pros go about the PR process backwards
- Why less is often more when it comes to media outreach
- How PR can serve as the ultimate sales force multiplier (SFM)
- How PR acts as “the great equalizer”
- Why public relations is a secret weapon, equivalent to military PSYOP
- Why PR should never focus on boasting or client ego-building but rather on eating away at a competitor’s market
- How a PR campaign’s success should be judged
About the Author
Wayne E. Pollard is president of Hunter-Pollard, a management consulting firm that uses its proprietary process, Engineering Demand™, to position clients and build their brands. Pollard has over fifteen years of public relations, sales, and marketing experience. His work has been published in The New York Times, Writer''s Digest, CIO, and PRWeek. He has been interviewed by a number of top media outlets including USAToday.com, CBSMarketWatch, and CNBC TV’s “Power Lunch.”