Peter B. Ultimate

Elderly care can be emotionally trying for both the cared and the caregiver. On the one hand, the caregiver rues the fact that a healthy individual has metamorphosed into a sickly senior and on the other hand the elder parent or individual feels that he is robbed of his sense of independence and is hence emotionally drained. Addressing this problem is not easy, but reassurance has to be given time and time again to reiterate the fact that the senior is not alone in his troubles. Sometimes it may so happen that the elderly person may have to be left alone for sometime or for part of the day. This can be agonizing for both. The caregiver is always on tenterhooks wondering if the aged individual is safe and worrying about strangers entering the house and rendering it unsafe. The senior keeps waiting for the caregiver to return. Loneliness can be very disturbing for them.

The other important factor, which is also very relevant, is how they will fend for themselves during mealtimes. If they can cook, will they turn off the stove and if they just have to eat without having to cook, will they be able to manage to warm the food without causing harm to themselves. If medication needs to be taken before and after eating can they be relied upon to take the correct medications in the correct dosage. The caregiver has got to think, anticipate, and find ways to take care of all this. Balancing safety and needs without compromising too much on independence is a task by itself. If there are other family members to take care, the problem is slightly less and with paid caregivers, the emotional quotient will be missing.

One of the most distressing things to anyone in marketing, publicity, promotion or advertising is the perception to think they are all the same, and that they are all sales. They each have different goals, techniques, products and outcomes. Although it may be desirable to be using all elements of marketing, publicity and promotion as essential tools in your business kit, there will be times that these disciplines and tools are sequential not overlapping.

Marketing is about product placement and positioning. Marketing activities are not always sales, as it is everything that leads to the sales, as well as at times, the actual sales. Marketing defines who you are and contributes to the perception and management of your brand.

Marketing activities and products can include networking, advertising, speaking, identifying leads, one-on one meeting, proposal generation and closing. Marketing will have a say in all the ways that your market perceives your brand, including how you look and what you say to your market.

Publicity is about press and other media including magazines, newspapers, trade and financial papers, television, radio, internet blogs, viral word or mouth recognition, newsletters and webzines. The goal is to generate non-fee based recognition. The outcome of publicity is attention, visibility, market share recognition and emotional connection with your brand.

Publicity is gained through the hiring and activities of a Publicist. Techniques include integrating core messages and corporate goals, and introducing them to the media through high interest stories for their readers. Products used in publicity include press releases, feature stories, and interacting with marketing in circulating attention getting direct mail such as postcards and newsletters.