Chapter Public Relations: Learn from the Winners  

After nearly six years as a technical editor, I wanted a larger, more visible role in the environmental engineering company where I worked. Learning new skills in marketing and public relations through the Mid-South Chapter put me in the position to do that when my company reorganized its marketing functions this year. In this paper, I focus on the management skills I learned managing the public relations committee for our chapter.

Carbaugh King, Margaret. STC Proceedings (1997). Careers>Management>Marketing

The Corporate Name: To Change or Not To Change

The announcement ads are everywhere-in magazines, in newspapers and on television. Hundreds of companies, large and small, change their names every year. The Wall Street Journal reports that some 400 to 800 annually make a name change, and these numbers don't include the thousands more that only consider such a move. Why is it that so many corporations are reassessing their names? What spurs them to undertake a procedure that is often painfully emotional, and, in all cases, is time consuming?

Bell, James. Communication World Bulletin (2005). Careers>Management>Marketing

Developing an Effective Online Marketing Plan  

A business plan is a basic strategic guide showing where your business should be going over the next one to five years. A marketing plan is a subset of the business plan. It lays out the goals and quantifiable objectives for all of your company’s marketing activities, such as TV, radio, print, or online. An online marketing plan is a subset of the marketing plan for all online activities. The center of the plan is the Web site, but the overall plan could include more than just the site. It could include e-mail, mail subscriptions or lists, newsgroups, online advertising, and even chat room participation. This paper discusses the elements of an online marketing plan, the strategy, tactics, and offers. It also briefly discusses an example project.

Caldanaro, Regina M. and Jodie Pait. STC Proceedings (2001). Careers>Management>Marketing

How to Market a Documentation Department

When you first ventured into the tech writing ranks, marketing the department was likely the furthest thing from your mind. You already had work to do, so marketing was somebody else's job.

King, Robert. Writing Assistance (2006). Careers>Management>Technical Writing>Marketing

Making Your Old Brand New: How to Reinvigorate Your Brand With a Memorable Tagline

In the customer's mind, your brand is forever being weighed, measured, compared and tested. To ensure its continued vitality and effectiveness, refresh and reaffirm your brand on a routine basis. The question is: How can you breathe new life into your old brand without reinventing the wheel or busting your budget? Think tagline.

Swartz, Eric. Communication World Bulletin (2005). Careers>Management>Marketing

Marketing Yourself and Your Business  

Marketing is what we do to get and keep customers. The best marketing is effective and efficient -- it delivers the 'best bang for the buck.' To create such marketing, you need to form a strategic plan from your knowledge of the product or service, the market, your competition, and the goals you want to achieve. Then you must develop and implement a creative plan, including specific tasks and products (ads or brochures, for example) to achieve those goals.

Brenneman, Judy Fort. STC Proceedings (1998). Careers>Management>Marketing

Shameless Self Promotion: A Guide to Building a Small Business  

Do you wonder if anybody notices you? Do you lie awake nights wondering where your next contract will come from? Would you like to move from doing one project at a time to running a company that does many projects? Success or failure as an independent technical communicator is determined by many things, but one of the key ones is GETTING NOTICED!!!!!

Deaton, Mary M. STC Proceedings (1997). Careers>Management>Marketing