NEW CAMPAIGN: Time Warner Launches Campaign
The Houston division of Time Warner [TWX] recently launched the company's first image campaign in an effort to battle increased competition from direct broadcast satellite systems.
Campaign channels include print, television and outdoor advertising, targeting customers and non-cable customers in the operator's service area. The operator wants to capitalize on its 8.5 percent growth rate between October 1996 and October 1997, says President Ronald N. McMillan. The division supports 286,000 subscribers in the Greater Houston area.
Time Warner hired Sachnowitz & Company of Houston, to create four 30-second television spots featuring 16 customer service representatives and technicians promoting the company's reliability, choice and service guarantees. Each spot ends with the campaign tagline: "Now, more than ever, Warner Cable is guaranteed reliable. And fun to watch."
Seven billboards and several full-page advertisements in Cable Monthly Houston also will appear. Cost of the campaign was not disclosed. (Time Warner, Pamella R. Thorne, 713/895-2680.)
DEMOGRAPHICS: D.C. PR Execs Working For Non-Profits, Trade Associations
More than one-third of the members of the National Capital Chapter of PRSA work for non-profit organizations, according to data released recently by the Washington, D.C.-based chapter, the largest in the national organization. Of those, 73 percent work for trade associations.
A typical member of the metropolitan organization earns about $60,000, does media relations writing and editing and works in new media and technology, PRSA found.
Forty-one percent of the chapter's members responded to the member satisfaction survey conducted in November by Monalco Inc.
Other member findings include:
- 16 percent work in corporate PR;
- 14 percent work at agencies; and
- 12 percent work independently.
(Graham Vink, 703/683-5057)
CYBER PR: PR's Key to Online Ventures
Establishing a public relations presence is a key ingredient to success on the Internet, according to a new book, "Connecting Online: Creating a Successful Business on the Internet,"(Oasis Press, $21.95, 300 pages).
Public relations is the groundwork for marketing and advertising that will get customers to open their wallets, says Emily Avila, co-author of the book.
The book is designed to help PR executives learn to apply their strategies and tactics to the Internet.
The book covers issues from finding reporters on the Internet to selecting appropriate newsgroups and behaving acceptably in the online community. Other issues addressed include:
- Creating a successful Web site from research to design and marketing;
- Growing Web site loyalty;
- Conducting crisis management through audience communication and damage control; and
- Predicting future trends of public relations on the Internet.
(Connecting Online, Emily Avila, Greg Sherwin, 800/228-2275, http://www.connectingonline.com.)