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Flag of Ukraine Kiev, Ukraine
Member since May, 2007
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Over 14 years of experience: Languages: Russian-English, English-Russian, Ukrainian-English Work experience: 1. Writing skills (articles, reports, ebooks, reviews, article re-writes, keyword rich articles, SEO articles) 2. Written translation Topics: general; medical; autos; financial; religion; philosophy; literature; marketing, advertising, PR, SEO, etc. 3. Movie and TV Production Script Translation (including the lip-synched one) 4. Interpreting services 5. Simultaneous interpreting services 6. Phone interpreting services 7. Business meeting, conference and public speaking interpreting 8. Audio and video transcribing (fast typing skills 250 characters per minute) 9. English guide services 10. Data Entry SAMPLES OF ORIGINAL WRITING WORK: Four clues on sustaining brands The success is not reached solely by ‘giving a birth’ to a brand. It is not enough to create a brand. It has to be sustained, it has to grow and develop. Brands are more than products’ trademarks or companies’ names. Brands are like people. They have their history, personality, image, identity. They build up relationships with their customers. They possess value. They ‘look’ into the future. Brands have visions. Without all those things brands will be left only with their products’ natural qualities and benefits. Even though, most products do possess excellent and even unique advantages; the market is so oversaturated with similar and competing products that those differences on their own are not sufficient any more for product differentiation. Thus, sustaining brands becomes the primary task for companies’ management. Let us take a look at some things that should or should not be done for sustaining brands. • Maintaining a distinctive brand vision Brand vision lies at the brand’s core. Without a relevant vision a brand cannot function effectively. Vision is the aspiration and the goal to which all the energy and efforts are directed. Vision keeps brands dynamic and alive. • Providing good communication of a brand with its stakeholders. Sustaining brands can be done not only through the renewal of brands’ vision, but also through effective brand communication. For, no matter how honorable or worthy your vision is or how perfectly your brand image is designed, without a good communication no one will ever know about it. Brand communication has to be clear, fast, relevant and acceptable for your brand stakeholders. It has to be able to convey your brand promise with the power you enclose into it. Internet is an excellent communication tool. It provides the speed and interactivity you look for. • Renewing or extending your brand As I have already mentioned sustaining brands is the primary task for companies’ management. It can be successfully done through renovation or extending brands. Without such renovation brands can begin to stagnate. Though, you have to be very careful not to harm your brand with such extension. Generally, brands with stronger and more psychologically rather than product oriented visions are easier to extend. The vision of Caterpillar Company has permitted it to extend through new product lines, such as shoes or watches. When for Intel it was a rather challenging thing to do. Their vision was too narrow and people were unwilling to perceive their brand as a manufacturer of external devises. Intel Inside vision has made it hard for them to do. • Avoiding confusing branding and marketing Changing marketing strategies or investing more into marketing does not always produce the desired results. Why? Because marketing is only a way by which a company represents its image, values, vision and symbols associated with them. When branding is the company’s essence. It is the main proposition people are looking for. It is the personality and relationships that help them make their choice of products. Finally, sustaining brands is not only giving attractive and meaningful promises. It is keeping them. Matching up to all the promises a company has given to its customers is the best way of sustaining brands. Beginner PR fundamentals clues In our days public relations gain more and more popularity among advertising companies and among common people, who choose this field of expertise to be their main occupation in life. With the development of such interactive and global communication tools as Internet, many people got the access to local and global PR markets. Through various media you may find all kinds of PR service offers both from PR agencies and independent PR consultants. However, how can you be sure that those companies and people will provide you with the kind of public relations services you need? The only way to find that out is to learn about some PR fundamentals and get acquainted with some PR agencies, their functions and practices. If you are looking for a PR agency to work for you, what you need to pay attention to is their vast experience in communications, strategy development and PR technologies, plus creative approach and innovative thinking. Your PR partner agency has to be credible and its management has to be experienced and acknowledged for their PR accomplishments. Their knowledge in public relations and communications has to go far beyond PR fundamentals. As it is the case with Sabrina Horn, the president of Horn Group. This person has over 20 years of experience with public relations, working for Fortune 1000 companies. However, if you cannot afford hiring a PR agency or a PR consultant with such impressing portfolio, you need to get some self education in public relations. This will help you to be better prepared for making a choice on what PR services you really need and what people can provide you with best assistance in this matter. You should learn some PR fundamentals and maybe even you will be able to produce some ideas of your own concerning PR promotions for your business. First of all, you should gain an understanding of what PR is used for and what it can do for your business. Public relations operate with people’s perceptions about organizations, brands and products. First thing that has to be done starting you PR is determining of who your target and key stakeholders are. Without this knowledge no PR campaign can do you any good. It will be like shooting sparrows from cannons. So, your first task is finding out who you are aiming at. Then you have to discover very important information. What do these people know about you and your products or services and do they know about you at all? If people know about your organization, then they have certain perceptions about it. Though, if they do not know you, PR can help you to create a good buzz about your firm and to gain customers’ and other stakeholders’ attention. This is one of the PR fundamentals: people’s perceptions determine their behavior. If you change those perceptions, you can change their behavior and make it to be what you want. This is a rule to go by and this should be your main PR goal. Summarizing the above information, your first step should be to determine who your key stakeholders are. Your second step should be to find out their perceptions about your products or company. Your third step should be to change those perceptions in accordance with your business objectives and thus, change people’s behavior. Those are some PR fundamentals any business manager should know and understand.
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