Marketing Craftmanship

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Why Most B2B Companies Don’t Use Earned Media (Public Relations)

Marketing Craftmanship

Most B2B company websites, across all industries, contain some combination of self-produced “owned media” content, including blog posts, case studies, white papers, podcasts, archived webinars, and event calendars. There are 3 reasons why most B2B companies do not pursue earned media: They fear the lack of editorial control.

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4 Media Relations Lessons…Learned the Hard Way

Marketing Craftmanship

Media relations (or press relations) involves risks and consequences that can quickly derail any career, either as a corporate executive or PR agency rep. Some of those media scars have been self-inflicted; others were caused by journalists who often play by their own set of rules. A misquote can sink a company’s stock price.

Media 147
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An End to B2B Social Media Madness

Marketing Craftmanship

Rapid, lemming-like adoption of social media tools by small and medium-sized B2B firms – fueled by an army of self-proclaimed social media experts – has resulted in wasted dollars, missed opportunities and heightened distrust of the marketing function in the C-suite. A company blog is the most effective way to leverage social media.

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Marketing to Multi-Media Multitaskers?

Marketing Craftmanship

Death of the Mono-Media Environment? A new study from Boston College’s Carroll School of Management on the impact of multi-media multitasking has some significant implications for marketers using TV or online channels. According to Professor Brasel, “Assumptions about how people are using media need to be updated.

Media 100
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3 Ways Social Media Will Fail Marketers

Marketing Craftmanship

Social media will not increase word of mouth influence. Based on those offline conversations, consumers most often rely on internet search for additional product / brand information, which is considered to be more credible (+25%) and more likely to lead to purchase (+ 17%), when compared to information found through social media sources.

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PR / Media Pros Should Stand Firm on Requiring Quote Approvals

Marketing Craftmanship

Quote Approvals Lower the Risk of Media Burn. The practice of requiring journalists to submit on-the-record quotes for approval by a source in advance of publication has long been a sore point between the media and the PR profession. If you’re willing to participate in media interviews without the safety net of quote approval….here

PR 100
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Glassdoor.com: Social Media Tool or PR Nightmare?

Marketing Craftmanship

Websites dedicated to employee dissatisfaction were social media pioneers; empowering workers to publicly call their manager a “5-Alarm Nut Job” without retribution, to gripe about low pay or a lousy lunchroom, and to warn others to look elsewhere for a job.

PR 100