Copyrights, trademarks and patents

You've heard all three of these terms used, but do you know what they really mean? Learn the definition and difference between each term so you can effectively protect your ideas from getting stolen.
  • Copyright—A set of exclusive rights granted to the author or creator of original work. This includes the right to copy and adapt the work, as well as the right to distribute.
  • Trademark—Designed to protect any word, name, symbol, device or any combination used, or intended to be used, to identify and distinguish the goods of one party from those of others.
  • Patent—Granted to protect property rights for new products or inventions for a period of 20 years.
Educate your employees in charge of marketing and advertising, website and blog updates, and social media on how to reference the work of others. Providing employees with the proper training will avoid a potential lawsuit for your company. If you're seeking protection for your own work, be sure to do your research in order to verify if a trademark or patent has already been claimed.
3 ways to damage your business
  1. Assuming good companies are built to last
    The reality is that not all companies do last. Don't sit back and assume your company, as great as it may be, will last if it doesn't change and adjust as necessary.
  2. Making creating a profit your only goal
    No doubt that profit should be a goal of your business. Having it be your only goal at the expense of your employees, family, customers and even yourself will only frustrate people associated with your company, including yourself. Set other goals as well and your goal of making a profit may fall into place a little easier.
  3. Ignoring employee training and development
    Your employees are the wheels that keep your business running. If you're not setting your business up as a place to develop and grow, you're setting it up as a place for temporary employment. Every individual has different personal and career goals. Most people looking to build a career won't be satisfied remaining completely stagnant for an extended period of time, so be sure to offer opportunities to grow and expand their knowledge.
10 do's and don'ts for pitching to the media

If you've ever attempted to garner some media attention for your business and found your efforts unsuccessful, review these do's and don'ts of pitching to the media. You may have missed one of these critical steps in sharing your business's story.

The Do's
  • Do write an error-free, well-written press release following AP style guidelines.
  • Do personalize your pitch to the reporter and their beat. Be sure you're familiar with his/her articles before you send a potentially unrelated pitch.
  • Do offer to provide photos, video or other materials.
  • Do have knowledgeable interview contacts lined up for interviews.
  • Do provide a local angle to your news stories.
  • Do respect the media's deadlines and act quickly when gathering requested information.
The Don'ts
  • Don't be overly aggressive when pitching. If they're interested, they'll be in touch.
  • Don't call the media to follow-up unless you have prepared additional information or materials that may be of use to them. Their time is valuable.
  • Don't pitch to media out of your local area.
  • Don't write or send a self-serving press release that reads like an advertisement (should read like a news story.
Social Media Tip: Offer giveaways on your Facebook page

So many businesses are now incorporating social media into their marketing plans. Unfortunately, many businesses gravitating toward social media have no idea how to create a page that keeps people engaged. One of the many ways to engage fans and watch your Facebook page grow is to offer regular giveaways on it. Giveaways can be anything relating to your company's products or services. Encourage fans to "like" posts and share stories in order to enter to win, so you will not only engage your existing fans, but watch it grow rapidly. The Michigan Association of Recreation Vehicles & Campgrounds (MARVAC), client of All Seasons Communications, regularly provides "fans" with opportunities to win tickets to their camper & RV shows throughout Michigan. MARVAC makes entering to win tickets easy with simple contests that require commenting or "liking" a particular post in order to enter. Click here to view MARVAC's Facebook page.

All Seasons Communications is a full-service advertising, marketing and public relations agency.		 Visit www.allseasonscommunications.com to learn more, call us at 586.752.6381, or e-mail us as info@allseasonscommunications.com.
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