Marketing Craftmanship

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Stop the Insanity. Fire Your PR Firm in 2014.

Marketing Craftmanship

Its source notwithstanding, the axiom applies perfectly to the great number of companies that retain PR firms, year after year, to generate publicity that will have little or no impact on tangible business outcomes. Over the past 5 decades, to rationalize hefty monthly fees, the PR profession has successfully promoted three underlying assumptions: Any publicity is good publicity.

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The Attention Web: What B2B Marketers Need to Know

Marketing Craftmanship

For B2B marketers who are too busy to keep up-to-date on every marketing trend and buzzword, here are a few thoughts on all the current noise about the Attention Web : Attention as a marketing asset is not a new concept: Top-of-mind awareness has always served as a cornerstone of effective B2B marketing. Less can be more, when it comes to B2B content.

PR Playbook: Earning Your Seat at the Senior Management Table

Marketing Craftmanship

While waiting for the PR profession-at-large to earn a place at the senior management table, current practitioners should develop their own company-specific strategies that will enable them to rub shoulders on an equal basis with their counterparts in finance, legal, marketing, operations or technology. Most senior executives accept that reality, and do not expect PR to be a profit center.

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Why Public Relations Does Not Sit at the Senior Management Table

Marketing Craftmanship

But there are two major reasons – involving credentials and values – why PR still does not, and may never, sit there. PR Lacks Credentials : Notably, the profession has no accepted body of knowledge, and lacks professional standards of practice that are supervised or enforced. PR’s Plan to Earn a Seat at the Table.

B2B Marketing Trends for 2016

Tom also writes the Webbiquity blog, covering B2B lead generation, web presence optimization, social media, social PR, SEO and search engine marketing. industry blogs including Moz, HubSpot, MarketingSherpa, MarketingProfs, Social Media Examiner, and Ragan's PR Daily. B2B Marketing. processes are fundamentally changing. And they expect an optimized customer experience from end to end.

The Herb Schmertz Era: When Public Relations Had Some Balls

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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. The recent passing of Rawleigh Warner, Jr.,

Page’s Seven Principles of Public Relations Management

Marketing Craftmanship

Although Edward Bernays is often characterized (largely through self-promotion) as the “father of public relations,” most serious PR practitioners consider Arthur W. Page’s most lasting legacy, however, may be the seven rules of PR management, known as the Page Principles , that he espoused: Tell the truth. Uncategorized #craftsmanship #PR #PRfirms #publicity Arthur W.

Tennyson Delivers Skyfall’s British Bulldog Moment

Marketing Craftmanship

Uncategorized #content marketing #PR #PRfirms #publicity #thought leadership 007 Arthur Henry Hallam Bulldog Moment cinematic craftsmanship CliffNotes Dame Judi Dench Fairfield University Great Britain Guinness stout Homer Ithaca James Bond Jr. Judi Dench Lord Alfred Tennyson marketing communications MI6 New Jersey PR firms Odyssey poetry Professor Arthur R. Reil, Jr.’s dissertations.

Three Myths and Realities of Client Newsletters

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Client newsletters are the most widely used, often abused and hotly debated marketing tactic for professional services firms of any size. Here are three highly subjective myths and realities to help your firm determine whether it’s a worthwhile tool, or how to improve your current newsletter. MYTH #1: Your B2B Firm Needs a Client Newsletter. Blowing your own horn can also backfire.

B2B Marketing Trends for 2016

Tom also writes the Webbiquity blog, covering B2B lead generation, web presence optimization, social media, social PR, SEO and search engine marketing. industry blogs including Moz, HubSpot, MarketingSherpa, MarketingProfs, Social Media Examiner, and Ragan's PR Daily. B2B Marketing. processes are fundamentally changing. And they expect an optimized customer experience from end to end.

Make Your Corporate Anniversary Worth Celebrating

Marketing Craftmanship

Uncategorized #brand management #content marketing #craftsmanship #marketing #media placement #media relations #PR #press release #publicity #thought leadership B2B marketing corporate anniversary marketing communications PR strategy social media top-of-mind awareness web content Framing the core messages that will be expressed through the program, and.

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Should PRSA Sanction Public Relations Practitioners?

Marketing Craftmanship

According to Segal, hundreds of thousands of these unsolicited pitches – or “P.R. 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.

PR Lesson from the Lolo Jones / New York Times Controversy

Marketing Craftmanship

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. Did Jere Kill Lolo’s Mojo? Olympic athletes and instead they just ripped me to shreds.

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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. As if CMOs needed another cause for termination. This is the online mother ship of your brand. Blog Correctly, or Don’t Have One.

B2B Marketing Trends for 2016

Tom also writes the Webbiquity blog, covering B2B lead generation, web presence optimization, social media, social PR, SEO and search engine marketing. industry blogs including Moz, HubSpot, MarketingSherpa, MarketingProfs, Social Media Examiner, and Ragan's PR Daily. B2B Marketing. processes are fundamentally changing. And they expect an optimized customer experience from end to end.

Finding Elmer in Hurricane Sandy

Marketing Craftmanship

Uncategorized #content marketing #craftsmanship #PR American Red Cross community service Hurricane Sandy marketing communications New Jersey hurricane social media volunteering volunteerismThis is where I found Elmer, the Volunteer Craftsman. On the other side of our front door, Hurricane Sandy lived up to expectations. We are addicted to physical comfort and entertainment.

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A Road Rage Lesson from my Dad

Marketing Craftmanship

Uncategorized Dad father Jersey shore legacy life lessons memories New Jersey New Jersey PR firms road rageFaster is not always better. The gathering to mourn Dad’s passing provided a rare opportunity to reconnect with friends and family. To reflect on a life well-lived, to measure one’s own failings and accomplishments, to think about years remaining, and to remember what’s important.

Glassdoor.com: Social Media Tool or PR Nightmare?

Marketing Craftmanship

For many of the 65,000 companies it currently covers, Glassdoor.com can be a PR nightmare waiting to happen. Unfortunately, some companies assign this role to their PR department, whose staff members pose as anonymous employees, pumping out false praise and motivating detractors to post additional rants. Learning to Live With Employee Opinion. There’s no need to be victimized.

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The Dirty Secret Behind Sir Richard Branson’s Attack on the Suit and Tie

Marketing Craftmanship

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.). Joseph Stalin Refused to Wear a Tie. billion – nothing is more important than brand image.

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Brochureware Is Not a Dirty Word

Marketing Craftmanship

Uncategorized #brand damage #brand management #brand risk #brochureware #graphic design #marketing #PR #press releases #thought leadership #webinars #white papers marketing craftsmanship marketing ROI public relations social media website managementMost brochureware websites contain no content that requires updating, and other than perhaps a “Contact Us” form, no interactive capabilities.

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Investment-Related Publicity: How Clueless is Your Fund?

Marketing Craftmanship

Uncategorized #LinkedIn #PR #publicity alternative investment BNY Mellon earned media hedge fund marketing investment marketing investor relations marketing communications media exposure media mentions media relationsh press coverage press relations press strategy public relations strategy Twitter Wall Street Journal

Did Reader’s Digest Flunk Its Own Trust Test?

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…and I have a highly rated TV show. In an effort to goose newsstand sales, the June issue of Reader’s Digest features a cover story entitled, “The 100 Most Trusted People in America Today.” According to the survey: Americans trust doctors, especially if they’re on TV. The top four people on the list are all actors: Tom Hanks, Sandra Bullock, Denzel Washington and Meryl Streep. Doctors, 2.

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Did Reader’s Digest Flunk Its Own Trust Test?

Marketing Craftmanship

…and I have a highly rated TV show. In an effort to goose newsstand sales, the June issue of Reader’s Digest features a cover story entitled, “The 100 Most Trusted People in America Today.” According to the survey: Americans trust doctors, especially if they’re on TV. The top four people on the list are all actors: Tom Hanks, Sandra Bullock, Denzel Washington and Meryl Streep. Doctors, 2.

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Death by Content: How Press Release Abuse Killed Public Relations

Marketing Craftmanship

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. It may be too late to repair the self-inflicted damage done to the PR profession by years of press release abuse.

Fighting Online Brand Sabotage 101

Marketing Craftmanship

It’s become a dangerous and foreign world for CMOs, PR heads and others charged with protection of their company’s brand; especially for small and mid-sized companies lacking the sophistication or deep pockets to mount a serious defensive strategy. Brand Sabotage May Warrant Ninja Tactics. This service is free, but does not provide a comprehensive view of everything that’s being said.

Do Most CEOs Lack Social Skills?

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Six Fortune 500 CEOs (or more likely, their PR departments) contribute to blogs, and only one of the six CEOs, John Mackey of Whole Foods, maintains his own blog. Do CEOs need charm school, rather than business school? 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.

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What Type of Marketing Cry-Baby are You?

Marketing Craftmanship

B2B Marketing Marketing Strategy Uncategorized #PRfirms Adult Cry-Baby B2B marketing Marketing Cry-Babies marketing strategy PR strategy professional development professional services marketingWhen a client complained to me recently about the difficulty of competing against larger companies, I had a flashback to when my kids were in grade school. Wah, wah, wah…wah, wah, wah. I want it NOW!”

Did The New York Times Purposely Fuel the Goldman Controversy?

Marketing Craftmanship

A Compromised Value Proposition? 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. Rarely has an opinion piece on any topic, published in any major newspaper or periodical, attracted so much attention and controversy.

4 PR Lessons from the SharesPost / Wall Street Journal Fistfight

Marketing Craftmanship

Uncategorized #PR #sharespost #wallstreetjournal public relationsIf you’re not a habitual rubbernecker of battles between companies and the press, here’s a condensed version of a recent incident that can provide some lessons for all those subject to public scrutiny…which includes just about every individual, institution and company, public or private. On April 12, the Wall Street Journal published “Meet My Departed Grandma, Fledgling Facebook Investor” in “The Game” column by Dennis K. Berman, who as deputy bureau chief for the Journal’s Money & Investing, is no cub reporter.

PR / Media Pros Should Stand Firm on Requiring Quote Approvals

Marketing Craftmanship

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. Quote Approvals Lower the Risk of Media Burn. They often don’t bring the depth of knowledge that’s required to cover the assignments they’re handed…so they will make mistakes.

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Sales Tips from PR Legend Lee Levitt

Marketing Craftmanship

Lee Levitt, who passed away in 2010 at the age of 80, continues to be remembered as a PR practitioner who gave much to the profession; as someone who lived up to his characterization as an industry visionary. Lee Levitt, sans fedora and shoulder bag. You cannot simply come in and enumerate the skills you have, the technical things you can do. Some salespeople never learn this.”

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PR Lesson from a Twitter Flap

Marketing Craftmanship

The PR lesson from this tweet heard round the world is that an apology is often the most effective way to limit damage to one’s reputation or brand. Emma Sullivan. emmakate988. Just made mean comments at gov brownback and told him he sucked, in person # heblowsalot. It wasn’t Emma’s tweet that caused the high-profile controversy. Smart move.

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PETA’s SeaWorld Lawsuit: Do Publicity Stunts Make Sense?

Marketing Craftmanship

Jim Horton is a seasoned PR pro, and a partner at Robert Marston and Associates. Horton #Robert Marston and Associates #publicity stunts #PR stunts #13th AmendmentWhale Abuse: Exhibit A for Shamu, the Plaintiff. Constitution.” Horton, entitled “Publicity Stunts. What Are They? Why Do Them?” ” On that basis, PETA’s lawsuit succeeds as a publicity stunt.

Why and How to Market Your Firm’s Brand Integrity

Marketing Craftmanship

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 This task of expressing your firm’s raison d’être involves far more than sticking a “Mission Statement” on its website.

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Research Integrity: The Achilles Heel of Content Marketing

Marketing Craftmanship

Uncategorized #brand damage #brand management #brand risk #content marketing #marketing #press release #publicity #thought leadership 4th estate content integrity D&O liability insurance earned media journalism legitimate press market research marketing communications media exposure PR strategy research integrity social media Wall Street Journal Believe nothing at face value.

Re-Thinking the “Best B2B Advertisement of the 20th Century”

Marketing Craftmanship

Perhaps something like this: Uncategorized #content marketing #thought leadership 3rd party endorsement Advertising Age B2B advertising B2B marketing business to business marketing Fuller Smith & Ross marketing communications marketing craftsmanship marketing strategy McGraw-Hill PR strategy sales strategy Quite an achievement. I don’t know your company. We’ve got all that.

The Real Price We All Pay for “Brand Journalism”

Marketing Craftmanship

Uncategorized #communitainment #content marketing #the fourth estate #thought leadership advertorial Bill Moyers Brand Journalism CBS News journalism journalistic integrity marketing communications native content New York Times PR strategy sponsored content One current challenge to journalism’s mandate is that the line between news and entertainment continues to erode. And Edward R.

Why New Jersey Loves Bad PR

Marketing Craftmanship

So why doesn’t New Jersey hire a PR firm to set the record straight? ” New Jersey loves its bad PR, and has no interest in improving its reputation. Bad PR means fewer people to discover New Jersey’s prime fly fishing locations, more blanket space on its pristine beaches, and available tee times at its world-class golf courses. Sorry New York. I live here!”

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5 Secrets to Ray Dalio’s Hedge Fund Success

Marketing Craftmanship

Hedge Fund Craftsmanship. By most measures, Ray Dalio has achieved great success during his 62 years on earth. Unlike Donald Trump, Dalio didn’t inherit wealth. As a middle-class kid, he delivered newspapers, shoveled snow and was a caddy during the summer. The company Dalio established in his apartment in 1975, Bridgewater Associates, is now the world’s largest and most successful hedge fund manager, with more than $120 billion in assets under management. Last year, Bridgewater’s profits were larger than those of Google, eBay and Amazon combined. billion. True hedge fund craftsmanship.