Marketing Craftmanship

MARCH 11, 2019

Nearly 5 years ago, I wrote a LinkedIn blog post ( The PR Industry’s Dirty Little Secret ) that called out PR practitioners who use their “close relationships” with journalists – along with the implication that those relationships will generate media coverage – to sell their services to prospective clients.

PR 100

PR Linkedin Media Contacts 100

Marketing Craftmanship

AUGUST 9, 2012

Putting aside Longman’s opinion or Jones’ reaction, and discounting speculation that Jones’ spokesperson made a serious tactical error in declining to participate in the story, there is a simple but valuable PR lesson in the New York Times coverage of Lolo Jones, which is: MEDIA RELATIONS 101.

PR 100

PR Opinions High Quality Lead Tactics 100

Marketing Craftmanship

FEBRUARY 6, 2012

PR industry pundits and critics have been quick to jump on BMW for its decision to associate its brand with what has turned out to be one of Europe’s most deadly winter storms on record. But the Cooper storm turned out to be far more than weather forecasters and BMW expected.

PR 100

PR Forecasting Paid Search Agency Advertising Agencies 100

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

NOVEMBER 29, 2013

The relationship between journalists and PR professionals has always been contentious. Reporters claim PR people block their access to sources, and sometimes to the truth. PR counters that journalists often don’t care about facts, or twist them to suit their editorial agenda. In fact, PR may also be better served without them.

Public Relations 100

Public Relations PR Blast Campaigns Press 100

Marketing Craftmanship

APRIL 19, 2011

The Wall Street Journal and other media sources are NOT in business to make SharesPost look good…or even to report its (or your) side of the story. In this viral age, when the shelf-life of media coverage appears to be unlimited, it’s important to have your point of view on the record. Journalistic ideals espoused by Edward R.

PR 100

PR Ad brokers Opinions Ethics 100

Marketing Craftmanship

AUGUST 31, 2011

Self-serving Press Release Content Has Killed PR. Thanks to the PR profession, news releases (aptly re-named press releases) became platforms to deliver content with little or no news value, and largely of no practical value or interest to the press. The internet delivered news faster, and this was a good thing.

Public Relations 100

Public Relations Press PR Content 100

Marketing Craftmanship

MARCH 16, 2013

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.

Social Media 100

Social Media Media Merchandising B2B 100

Marketing Craftmanship

SEPTEMBER 2, 2012

Harvard likely became aware of the possibility of negative media coverage either after a call from a reporter, or in reaction to a threat from a student (or their lawyer) to make this a public issue. If the school had acknowledged that risk, Harvard would (or should) have announced the scandal in advance of sending out letters to students.

Public Relations 100

Public Relations PR Press Class 100

Marketing Craftmanship

MARCH 16, 2012

For starters: There are too many distractions within traditional print, broadcast and digital media channels to ensure that target audiences will notice your company’s brand exposure, remember seeing it, or be influenced by the coverage; Many types of media exposure have very little marketing value. Seek only high-value exposure.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

SEPTEMBER 15, 2013

History Wall – This multi-media display, consisting of photographs and historical artifacts, displayed in the firm’s lobby or a conference room, can serve as a permanent and updatable validation of the company’s milestones and achievements. Framing the core messages that will be expressed through the program, and.

B2B Thought Leadership 100

B2B Thought Leadership Allocation Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

MAY 16, 2013

Only 6 active business leaders made the Top 100 list, and all near the tail end, led by Warren Buffett (#71), Amazon’s Jeff Bezos (#78), Alex Gorsky of J&J (#86), Ken Powell of General Mills (#93), Steve Balmer of Microsoft (#94) and Steve Forbes of Forbes Media (#97).

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership PR Trust Marketing 100

Marketing Craftmanship

MAY 16, 2013

Only 6 active business leaders made the Top 100 list, and all near the tail end, led by Warren Buffett (#71), Amazon’s Jeff Bezos (#78), Alex Gorsky of J&J (#86), Ken Powell of General Mills (#93), Steve Balmer of Microsoft (#94) and Steve Forbes of Forbes Media (#97).

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership PR Trust Marketing 100

Marketing Craftmanship

JANUARY 27, 2015

Our client was overjoyed with the media exposure, but we felt less than honorable, and resolved that we would never use market research to promote a client’s product or service unless we believed the supporting methodology had sufficient rigor. Research integrity was an issue long before the internet became the platform for content marketing.

Research 100

Research Content Marketing Work Management Paid Search Agency 100

Marketing Craftmanship

JULY 12, 2012

According to a new study sponsored by Domo and CEO.com , CEOs at Fortune 500 companies are participating in social media channels significantly less than the general public. The study claims that 70% of them have absolutely no presence on social media. on Facebook, 4% on Twitter, and less than 1% on Google+. general public.

PR 100

PR Social Media Linkedin Comparison 100

Marketing Craftmanship

FEBRUARY 16, 2012

eReleases competes with dozens of electronic news distribution services, all seeking to charge companies and PR agencies hefty fees to put their press releases in front of journalists, in hopes of capturing the media’s attention and coverage. Missing: Nimmi, the acrobatic dog.

Cost 100

Cost Guerilla Marketing B2B Marketing Paid Search Agency 100

Marketing Craftmanship

APRIL 29, 2013

Despite the buzz regarding social media, that channel also falls short in terms of engagement. If your firm’s traditional and social media marketing tactics do not serve as catalysts to drive Face-to-Face discussions and Word-of-Mouth referrals, then their “cost-effectiveness” can never be measured on a meaningful basis.

Newsletter 100

Newsletter Word of Mouth B2B Thought Leadership Thought Leadership 100

Marketing Craftmanship

FEBRUARY 5, 2015

Acid Test: Do credible media sources cover the company? Uncategorized #brand management #corporate reputation #reputation management #thought leadership B2B communication B2B marketing brand equity brand integrity corporate credibility corporate culture corporate goodwill corporate values mission statement PR strategy'

B2B Thought Leadership 100

B2B Thought Leadership Enterprise Management Brand Identity Branding 100

Marketing Craftmanship

JULY 5, 2016

Here are three examples: Earned Media : Positive exposure in respected, bona fide media sources ( Wall Street Journal, Forbes , etc.) The most effective tactics involve generating either direct or indirect 3rd party endorsements that support your firm’s credibility. is still one of the most powerful ways to build credibility.

Marketing Management 100

Marketing Management Service Paid Search Agency Advertising Agencies 100

Marketing Craftmanship

FEBRUARY 21, 2023

Traditional thought leadership – whether it’s delivered through owned media or earned media – most often involves showcasing your own ideas and opinions, those of a client, or of an individual within your organization.

Thought Leadership 130

Thought Leadership B2B Thought Leadership Brand Identity Branding 130

Marketing Craftmanship

AUGUST 7, 2011

Thanks to search engines and social media, anyone with a computer and a personal agenda can now inflict substantial, long-term damage to the reputations of institutions that may or may not be deserving of their viral sabotage. At the very least, all companies should use Google Alerts to keep track of what’s being said about them online.

Brand Identity 100

Brand Identity Branding Viral Marketing Opinions 100

Marketing Craftmanship

MAY 31, 2012

So it’s no great surprise for Branson watchers to see him crank up his PR machine to attack formal business attire – specifically the suit & tie – as the greatest threat to capitalism since Joseph Stalin (who, ironically, was never photographed wearing a business suit.).

PR 100

PR Work Management Sample Marketing Management 100

Marketing Craftmanship

MARCH 28, 2011

Yesterday on CNN’s Reliable Sources , host Howard Kurtz found former ABC newsman Ted Koppel warning of the demise of the Fourth Estate, claiming that most media sources “are desperate to turn a buck,” and are “busy chasing popcorn rather than steak & potato news.” Murrow and Daniel Schorr Weigh In. Names withheld to avoid retribution.).

Television marketing 100

Television marketing Blast Campaigns PR Twitter 100

Marketing Craftmanship

AUGUST 14, 2015

To make matters worse, business owners often engage ad agencies, PR firms and outside (and internal) marketing “experts” who are always ready to prescribe a long list of tactical solutions (white papers, blogs, newsletters, publicity, social media, direct mail, conferences, advertising, etc.)…all

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

MAY 7, 2015

According to BNY Mellon’s most recent survey of Investor Relations (IR) practices worldwide, fewer than half of the nearly 700 respondents are using media relations to support their IR goals. More significantly, only 6% of that group included media exposure as a top IR goal.

Enterprise Management 100

Enterprise Management Broadcasting Press Linkedin 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. Over the course of this six-month campaign, which effectively combined two marketing tactics—media exposure and direct mail—this accounting firm netted two new pharmaceutical industry clients.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100

Marketing Craftmanship

FEBRUARY 8, 2017

In the business of keeping everyone else honest, the news media is “one of the worst sectors in keeping themselves accountable,” according to American Lawyer editor Steven Brill. Once the decision has been made to correct a misrepresentation in the media, a company should act quickly to document and state its case.

Media 100

Media Press Paid Search Agency Mobile Advertising 100

Marketing Craftmanship

APRIL 19, 2012

LinkedIn is no longer simply a social media tool that enables corporate executives to put themselves in play for a better job under the guise of “networking.” There are (at least) two fundamental issues involving LinkedIn: The employees’ right to describe themselves any way they see fit on social media sites, and.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 100

Marketing Craftmanship

FEBRUARY 14, 2013

A company Blog had everything I was looking for in social media. Here’s a sad letter from the Marketing Craftsmanship mailbag: Dear Marketing Guy, I’ve fallen out of love with my Blog and I need your advice. My sad story: It was love at first sight. It would drive SEO. Establish thought leadership. Engage clients and prospects.

Merchandising 100

Merchandising Thought Leadership Promotion Social Media 100

Marketing Craftmanship

MARCH 20, 2012

If the biggest loser in disgruntled employee Greg Smith’s recent OpEd piece was Goldman Sachs, then the apparent winner in this high-profile media sideshow was The New York Times. A Compromised Value Proposition? The veracity of Mr.

Opinions 100

Opinions Viral Marketing Profiling Advertisements 100

Marketing Craftmanship

JUNE 11, 2015

And in the case of publicity, the firm likely generated the wrong type of media exposure (regardless of where it appeared), or simply hung the coverage on their website like a hunting trophy, instead of using it proactively to engage with their target audiences.

Planning 100

Planning Trade Show Paper Marketing & Strategy 100

Marketing Craftmanship

FEBRUARY 6, 2016

My adult conversation with them goes like this: None of the “games” in the marketing toolkit – publicity, advertising, social media, videos, conferences, newsletters, blogging, direct mail, etc. Cry-Babies don’t understand that long-term strategy and tactical consistency are the most critical aspects of marketing success.

Marketing Management 100

Marketing Management Paid Search Agency Marketing & Strategy Paper 100

Marketing Craftmanship

JUNE 19, 2015

Many B2B firms believe that simply doing great work for existing clients will drive all the referrals and word-of-mouth recommendations necessary to put them on short lists, or allow them to avoid having to compete at all.

B2B Thought Leadership 100

B2B Thought Leadership B2B Word of Mouth Thought Leadership 100

Marketing Craftmanship

JULY 15, 2011

The disclosure last May that Facebook had hired public relations firm Burson-Marstellar to initiate a smear campaign against Google’s “Social Circle” raised the hackles of many PR practitioners who labeled the tactic as unethical.

Classified Ads 100

Classified Ads Press Ideal Customer Profiles Ethics 100

Marketing Craftmanship

NOVEMBER 5, 2012

This is where I found Elmer, the Volunteer Craftsman. One week ago today, my wife and I spent most of the night in total darkness lying on a mattress we had dragged into the front hallway: the location we determined to be the safest in the house…other than the basement, which we considered our retreat of last resort.

Cable 100

Cable Marketing Management Statistics Distribution 100

Marketing Craftmanship

AUGUST 19, 2011

Brochureware is the term used, often with derogatory marketing implications, to describe websites consisting entirely of static pages that promote a company’s products and services, people and value proposition.

Thought Leadership 100

Thought Leadership Paper Press Case Study 100

Marketing Craftmanship

JULY 5, 2013

brings to mind what many consider to be a golden age for Public Relations; the period from the mid-60s to mid-80s, when the PR profession had the mandate, the skills and the balls to stand up to criticism leveled against the organizations and people whom they represented. Herb Schmertz was no reckless PR cowboy.

Public Relations 100

Public Relations Advertorials Mobile Advertising PR 100