Corporate Good Citizenship

Use your PR power to show how the company is serving the public interest by contributing to health, education, young people and the arts.

Corporate Good Deeds

Your good deeds set up a bank account of public goodwill that you can use to offset any negative publicity that may come your way.

Speeches
Create additional coverage among opinion leaders and legislators. Suburban newspaperswith wealthy, educated readers but very little staffare delighted to run the ideas of an industry expert.

Corporate R&D
Show opinion leaders corporate leadership that can mean growth and how things may be better thanks to a scientific advance. News of your technological progress increases public respect for your management or members.

Corporate Identity
Show what business the company is in today and how it has been positioned for growth.

Investors and Achievers

Influence people of intelligence by letting the media use your charts and statistics. Help create a more informed market assessment.

Winning in Washington
PR can help the lobbyist by reaching three key groups and publishing newsworthy facts.

Broadcast Opportunities
Radio reaches 140 million people a day. TV and radio news and talk shows are wide open to your stories.

Create

extra

coverage among people with power

broadcast talk shows heard by affluent homemakers who dont hold jobs outside the home. About 70% of dailies have 50,000 circulation and under. Half of all dailies have 25,000 and under. Many huge dailies also welcome camera-ready releases. Total circulation of dailies is 56 million (60 million on Sundays) and total circulation of weeklies has shot up to 96 million, mostly in the wealthy suburbs. Over half of your clips will be from the top 100 markets, increasing your coverage in the richest parts of the richest markets. Youll love it when field executives mail in clips from their own newspapers and ask if you had anything to do with those. Preventative PR: once you increase the number of newspapers that are saying positive things about your organization, youll make the thousands of mediaand millions of readersmore skeptical of negative charges that may come along. If the last person in your job didnt cover suburban newspapers and you do, youll be able to report at year end that your releases appeared in more than twice as many papers as in the previous year. Enjoy the satisfaction of maximizing coverage in major markets, maximizing coverage among the wealthy and maximizing coverage because you did more than cover the minimum laundry list of media. Hundreds of top PR executives give a story 350 to 700 extra placements by covering additional media. Notice that many companies here went into mass media not for any lack of coverage elsewhere. You see many company names all the time. In each case a PR executive decided to do not just enough on the story but to do his or her best.

Most Fortune 500 companies go into the homes of wealthy suburbanitesmillions of them
This successful technique accomplishes three things: 1. Gives the top-priority story additional exposure. 2. Gives managements objectives additional support. 3. Adds to cost efficiency. When you have a story, hundreds of additional newspapers will be glad to print, its probably most cost-efficient to send the release rather than save money by passing up hundreds of placements. Why most Fortune 500 companies and 100+ associations use NAPS Newspaper Circulation: Latest figures, according to Editor & Publisher and National Newspaper Association, are about 56 million for dailies (60 million on Sundays) and 96 million for weeklies. Advertising Expenditures: Marketing executives like radio. For every two ad dollars spent on magazines, the Newspaper Advertising Association reports, more than three dollars goes to radio. Newspapers reach some 150 million Americans a week. As the wealthy have moved from cities to suburbs, the circulation of suburban weekly newspapers has boomed. Suburban editors cover local news themselves, relying on PR for business, womens interest, health, travel and technology features. Most in demand: news of advances in health or technology; helpful hints for consumers; and public policy speeches turned into features. The average annual income per capita in the United States is over $29,000, reports the Bureau of Labor Statistics. In the top metropolitan areas, average income is more than twice that. Tiers of Joy: If investors and customers in top income tiers are your market, you can increase sales importantly by creating coverage in the daily and weekly newspapers where wealthy people live, and on

Good Citizenship
Use your PR skill to show how the company is serving the public interest
BSMG/ Hersheys/ Hugs and Kisses Across America BSMG/Hersheys: Hugs and Kisses Across America: to help raise funds and awareness for Childrens Miracle Network. MetLife: By showing how the insurance company cares about education, the story creates coverage on a nonbusiness project that serves the public interest. Vollmer PR/Dennys: Support for the National Civil Rights Museum. Pfizer: Bentley Creek Waterway Restoration Program to make the water safer and attract more wildlife into the area. Ford: Boost America! program the largest child passenger safety program in automotive history. Ford: The Clue Into Safety national child safety campaign uses characters from Blues Clues to educate kids on auto safety. Edelman Worldwide/Perrier Group: Project Wet, a water education program with tips on how to protect this resource. MetLife

Vollmer PR/Denny / s National Civil Rights Museum Pfizer/ Bentley Creek Waterway Restoration

Edelman Worldwide/ The Perrier Group Project Wet

Ford/Clue Into Safety Program Ford/National Vehicle Safety Campaign

 Six Flags theme parks: Read to Succeed program, the success of the free literacy program told how students could get free admission coupons by completing 600 minutes of reading. IBM: KidSmart Early Learning program to encourage youngsters creativity by placing thousands of computers in day care centers. DeVries PR/Procter & Gamble/Pantene: To make the public aware of the program to educate women about the dangers of heart disease, offered tips on maintaining a healthy lifestyle to ward off the threat of cardiovascular disease. Carway Communications/Bayer: Making Science Sense Program to advance literacy through public education. Weber Shandwick Worldwide/Kohls Department Stores: Kids Who Care Program, an annual search for the most caring youth in the programoffering prizes to contest winners.

Coyne PR/Nabisco Fun Fruits: A study co-sponsored to help promote the importance of play in a childs life. Weber Shandwick/Campbells: Through the Labels for Education Program, kids can turn in labels from various Campbells products to their schools and schools may trade those in for school equipment.

IBM/ KidSmart Early Learning Six Flags/ Read To Succeed

DeVries PR/ Procter & Gamble/ Pantene Condition For A Cause Carway Communications/ Bayer Corporation/ Making Science Sense Program

Coyne PR/ Nabisco Fun Fruits/ Childs Right To Play Survey Weber Shandwick Worldwide/ Kohls Kids Who Care Weber Shandwick Worldwide/Campbells Labels For Education

Good Deeds
Social Responsibility The more people who know of the good deeds, the more protection the company has when someone in Congress proposes something that would injure the company and its ability to do good deeds. You accomplish three things with a release like these: 1. Management loves the coverage. 2. The public holds the company or association in higher esteem. 3. Without taking much of your time from other projects, you create abundant coverage. Shepardson/Procter & Gamble: Trick or Treat for UNICEF to raise funds for immunizations. Abbott Laboratories: Work/Life Programs which have helped make it one of the Fortune magazines Best Companies to Work For. Edelman/KFC: Colonels Kids to help provide families with quality child care. Weber Shandwick/ Lorillard: TeenH.I.P. Grant Program awards teens to create a youth smoking preventive program and donate computer equipment Abbott Laboratories/ Work Life Shepardson, Stern & Kaminsky/ Procter & Gamble/ Trick or Treat for UNICEF

Edelman Worldwide/KFC/ Colonels Kids

Weber Shandwick Worldwide/ Lorillard Tobacco Company/ TeenH.I.P. Program

for their school. Dunwoodie/Heineken: Safe Call/TIPS University Grant Program. Rubenstein/Equal: Honors AfricanAmerican Fighter Pilots of WWII. Ketchum/Tropicana: The Search for Everyday Heroes of the YMCA Program contest winners for achieving and sustaining their goals received grants to implement their proposals. Marina Maher/Procter & Gamble/Teen Esteem Tour: Since 1998, Secret Anti-perspirant and the Partnership for Womens Health at Columbia University to provide girls with skills to build their self esteem and to inspire more women to serve as mentors to girls. MS&L/Saturn Corporation: with United Auto Worker partners to encourage Americans to donate blood, tissues and organs for National Donor Day. Weber Shandwick

Dunwoodie/ Heineken/ Safe Call/ TIPS Rubenstein/Equal/ African-American Fighter Pilots Of WWII

Manning, Selvage and Lee/Saturn/ National Donor Day

Ketchum/ Tropicana/ The Search For Everyday Heroes

Marina Maher/ Procter & Gamble/ Secret Teen Self Esteem

Worldwide/Hersheys Milk: The Drive to Read @ Your Library Program to help drive teens to their nearest libraries. Tyson Foods: Share Our Strength program fighting hunger with emergency project donations.

Tyson Foods/ Share Our Strength Weber Shandwick Worldwide/Hersheys Milk/ The Drive To Read @ Your Local Library

Edelman/ JCPenney/ Eckerd Salute To Women

Executives Speech
Corporate speeches create additional coverage among opinion leaders and legislators
The effect of giving media a speech is to help mobilize your power bases, which can send tons of letters to legislators. You tend to create an especially heavy volume of mail if your issue bears on jobs, prices, taxes, consumer freedom or the need for government to stay away from unnecessary expenses that could reduce its ability to help such constituents as the aged and students. The extra coverage you create will reach political leaders who help elect Congress, small business owners who finance political campaigns, bankers, stockbrokers, investors and others with the brains and training to understand you and with the clout to help you win if you do a more thorough job than your competitors. When the public began to have questions about the safety of air travel, The Boeing Company turned to NAPS. Our writers transformed a speech by the companys Chairman and CEO, Phil Condit, into a two-column article that underscored the way the public benefits from steps taken by the company, the airlines and the federal government to ensure the safety of passengers. Concerned that consumers were not aware of where the Ford Motor Company stood on issues such as the environment and economic globalization, the automotive giant asked NAPS to prepare and distribute a feature release. Working from a speech by the companys Chairman of the Board, William Clay Ford, Jr., NAPS prepared a three-column, byline article on the role of business in the 21st century. The release described the companys efforts to make a positive contribution to what Ford referred to as the economic, environmental and social bottom line. Wanting a broader audience for a speech on the challenges inherent in developing an electric car, the Chrysler Corporation had NAPS prepare a byline article by the companys Chairman of the Board and CEO, Robert J. Eaton. The three-column feature, which received national distribution, addressed the real costs to consumers of such a program. Many experts believe that advances in energy storage technology will shape the future of both automobiles and the environment. So when the former CEO of General Motors, Robert C. Stempel, gave a speech on the work being done by his current company, Energy Conversion Devices, Inc., in the field of alternative fuel systems, NAPS was asked to turn that speech into a byline article. The article described the progress being made in hydrogen-based fuel systems and closed with a call to action that directed readers to a Web site. Suburban newspaperswith wealthy, educated readers but very little staffare delighted to run the ideas of an industry or government expert on a subject many people care about. You do the PR, we do the distribution. Most Fortune 500 companies and over 100 associations use us. So do all Top-12 PR firms.

United Technologies Corporation

Chrysler

Boeing NCR

Weber Shandwick Worldwide/ American Airlines

Energy Conversion Devices, Inc.

Ford

Corporate

R&D
Pfizer

Show opinion leaders examples of managements foresight and success, as Pfizer does in this Health Watch story. Your Technology Success. Everyone enjoys good news, so what could be more welcome than a release on how things may be better thanks to a scientific or engineering advance, as The American Zinc Association does with this Zinc In Space story. Space is also invoked by LADARVision in Eye on Health, a story about how the company uses technology originally developed by NASA to provide vision correction. Other eye care companies, including Daniel Swarovski, Adidas and Silhouette explain how NASA technology is helping people see better and look better. Boeing, in Americas Leaders also showed how its technology is useful to NASA.

LADARVision Daniel Swarovski, Adidas and Silhouette

American Zinc Association

Boeing

Grow Group Edelman/ Georgia-Pacific Weber Shandwick Worldwide/ Ingersoll-Rand Company

Identity
Establishing a corporate identity can help the public better understand exactly what business a company is in. While the name Georgia-Pacific might lead some to conclude that this is a railroad business, the company is actually one of the worlds leading manufacturers and distributors of tissue, paper, packaging and related chemicals. In this release about a company-sponsored Angels in Action program that rewards good deeds done by schoolchildren, Georgia-Pacific informs the public about its paper products and creates an awareness of how the company is serving the public interest. Few people will think that the Grow Group sells gardening supplies after reading this Background in Business article. Although not a household name, the Grow Group is an acknowledged leader in the field of specialty coatings, such as high-gloss enamels that lack noxious solvents.

Corporate
For those who thought Ingersoll-Rand was a map maker or a household chemical manufacturer, this article makes clear that the company is, in fact, a major diversified industrial equipment manufacturer. With this release, Weber Shandwick Worldwide has increased the companys visibility and created an awareness of a Web site where school administrators could conduct a safety assessment of their school. A PR objective much appreciated by managers is to create a more informed market assessment of a company. Hundreds of companies want more people to know what it says in its annual reportwhat the company does, what businesses it is in. Ambiguous identity is a handicap, and widespread public information is a remedy.

Investors &
Use graphs and numbers you may have in your file right now
The Media: To win on Wall Street, you need to reach not only the institutions but also individual investors. According to a recent NYSE survey, institutions account for 90% of trading volume, but individuals own more than 60% of NYSE shares. Individuals are important. Institutions will act based on the numbers. Individuals tend to think with their hearts as well as with their minds. NYSE found that 84 million Americans, or a record 33% of the population, owned shares. Its less work to cover only the financial press, but its more productive for PR to reach out to new investors. The Messages: at the highest levels of corporate PR, many top managers want individual investorsas well as institutionsto know the answers to two key questions: a) What is the corporate strategy? b) How is it working out? What encouraging signs are there that the company is succeeding in promising areas? Potential investors can find out about your company from many different sources. First, however, they have to know your company exists and want to look further. A slew of positive, credible, articles in their own newspapers can bring your company to their attention while enhancing your corporate image. Enterprise Funds

Teijin

Achievers
Charles Schwab FOLIOfn Investments Allianz Life Insurance

Primerica Eaton Vance

Winning
a) People who send letters to legislators. b) Hometown political leaders and contributors to whom legislators turn for guidance and support. c) Press aides and legislative aides who keep track of what newspapers in the Congressional district are printing. On average there are 23 newspapers per Congressional district. Proactive PR may help avert an attack on a corporationor at least make it less damaging. Here, you can see how Anheuser-Busch shows how its own efforts prevent alcohol abuse, drunk driving and underage drinkingand the article points out that government attempts would be unnecessary, expensive and perhaps even counterproductive. The media are less likely to run negative stories, and the public is less likely to believe them, once youve issued releases on company strengths used in the public interest. Without bringing up anything negative, you can tell the positive facts. Pro-active PR, protective PR, not only helps you win fights but avoid fights.

in Washington

PR can help the lobbyist by reaching three groups with facts

Anheuser-Busch

Multimedia
When The Prudential wanted to show how it helps young people who help others, the media used were not just the financial press but the entire American pressnewspapers of all sizes, in the cities and in the suburbs, plus the news and talk shows of TV and radio. The Prudential

We find ways to produce

growth

in results

If youre programming not just enough results but maximum coverage for your top story, giving it to more media will bring in: 100 to 400 placements from newspapers Over 100 to 150 TV placements More than 300 to 400 on radio Youll increase your success with these publics: 1. Wealthy influentials. Many are civic or political leaders often mentioned in suburban newspapers. You also reach business owners, executives, lawyers, doctors and wealthy consumers. 2. Homemakers. Those who dont hold jobs outside the home listen to radio over 3.4 hours a day. Over 140 million Americans on an average

day listen to radio. Business people can be reached while commuting. 3. Mass America. A TV release quickly presents your story to millions of viewers. A multimedia release belongs in the program when producing enough results isnt enough for you.

FREE: Let us
offer you suggestions on how you can get additional coverage on your top story.

GUARANTEE: Complete
satisfaction with the results of each release or you get another one free.

Address Correction Requested

North American Precis Syndicate, Inc. 415 Madison Avenue New York, NY 10017

North American Precis Syndicate, Inc.

New York Washington Chicago Los Angeles San Francisco Atlanta
415 Madison Ave., New York, NY 10017 (212)867-9000 1819 L St., NW, Washington, DC 20036 (202)347-5000 303 East Wacker Dr., Chicago, IL 60601 (312)856-9000 1801 Ave. of the Stars, Los Angeles, CA 90067 (310)552-8000

PRESORT STANDARD U.S. POSTAGE

NORTH AMERICAN PRECIS SYNDICATE, INC.

235 Montgomery St., San Francisco, CA 94104 (415)837-0500 1031 Burton, NE, Atlanta, GA 30329 (404)888-0400

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