Marketing Craftmanship

OCTOBER 25, 2023

Here’s a real-life example: The business units of Travelers Group, prior to its combination with Citibank, included Travelers Insurance and Primerica; which represented two very different insurance categories and operating cultures.

Public Relations 130

Public Relations Paid Search Agency Companies Media 130

Marketing Craftmanship

NOVEMBER 18, 2013

If the Edward Bernays era is considered the profession’s starting point, then public relations has had nearly a century to earn its seat at senior management’s table. But there are two major reasons – involving credentials and values – why PR still does not, and may never, sit there.

Public Relations 100

Public Relations Work Management PR Ethics 100

Marketing Craftmanship

NOVEMBER 30, 2014

Speak Their Language – It’s not necessary to understand all the technicalities, issues or nuances related to various corporate functions, but you need to know what’s important. To make PR indispensible within your organization, focus on activities that are valued by senior management.

PR 100

PR Enterprise Management Work Management Marketing Management 100

Marketing Craftmanship

NOVEMBER 22, 2023

For example: one-off quotes in news stories, pay-to-play articles in any type of publication, and pickup from most press releases are worthless. The most valuable type of earned media is bylined articles in respected business and industry trade publications that showcase your firm’s intellectual capital.

PR 130

PR B2B Marketing & Strategy Sales Cycle 130

Marketing Craftmanship

MARCH 8, 2018

Clint Arthur may represent the extreme end of PR hucksterism, but for decades many well-known public relations firms have sold other types of false or inflated credibility that relies on the implied third-party endorsement of respected media sources and organizations. (In

SME 100

SME PR Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

DECEMBER 28, 2016

For certain industries, such as financial services, that aggregate performance-related data – for example, in annual “league tables” ranking investment banks by the number or size of M&A transactions they’ve underwritten – there is some logic, as well as an objective basis, on which firms can claim to have outperformed their competitors.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Aggregators 100

Marketing Craftmanship

JANUARY 16, 2013

Press releases and related media exposure is a good example of marketing activity that is often overrated in terms of effort vs. tangible outcome. For example, a 25-person CPA firm with an emerging practice among medium-size, privately held businesses sought to add a pharmaceutical company to its client list.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100