0816_TOEFL-Test-and-Score-Manual-1997

Marketing Strategies ● 175
activities centered on communicating through mainstream media. Now it
has expanded to communicating directly to a company’s audience through
the new added format—social media platforms.”
If you can afford to hire a PR professional, here is what they can do,
according to Pollack:
• Develop/unify messaging and positioning for the company.
• Manage interactive communications on behalf of a company, monitor
industry news and mainstream media to evaluate communication
opportunities, and create online programming geared to reaching target
audiences.
• Implement an online media strategy. Distribute news releases with a
focus on company news and industry news to fit a specific news cycle.
GREAT
Coproduce a Seminar
Karen Tate, president of the Griffin Tate Group in
IDEA
Cincinnati, teaches employees of big and small companies
how to manage complex projects. Project management professionals
(PMPs) are highly trained and function like a certified public accountant
(CPA) for project managers.
To promote her seminar business, Tate often partners with a local
chapter of her professional organization, the Project Management Institute
(PMI). PMI has over 200 chapters all over the world and over 300,000
members. Worldwide, there are about 400,000 certified PMPs, which is a
designation similar to a CPA.
“The local PMI chapters like to offer seminars to their members,” said
Tate. “I offer to teach one for them and we split the profits, I get exposure,
the chapter gets a high-quality seminar, their members get the credits they
need to maintain their PMP certification—it’s a win-win-win. They market
it and sponsor it, we share the work, and we both get paid.”
Tate is an accomplished author with several books, including:
• Project Management Memory Jogger (Goal/QPC, 2010) A Project
Management Institute best seller.