Marketing Craftmanship

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Your Marketing Content: Is it Fake News?

Marketing Craftmanship

With good intentions, but given no budget or time to perform proper market research, we interviewed a total of 6 corporate CEOs and board members to provide some validation to the underlying premise of our press release. The marketing profession has a reputation for sometimes using less than reliable market research to promote a point of view. And this marketer has been guilty of that sin.

Why Public Relations Does Not Sit at the Senior Management Table

Marketing Craftmanship

Unlike law, medicine, accounting or engineering, it’s difficult to define or validate expertise in public relations – as evidenced, for example, by the volume of information and disagreement on issues as fundamental as press release protocol. But there are two major reasons – involving credentials and values – why PR still does not, and may never, sit there.

Stop the Insanity. Fire Your PR Firm in 2014.

Marketing Craftmanship

It also means that you must provide your agency with the time and guidance necessary for them to deliver something more than a pile of useless press clippings. The attribution is unsupported, but Albert Einstein is often credited with the quote: “Insanity is doing the same thing over and over again, and expecting different results.” The more publicity, the better. and “2.

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The Herb Schmertz Era: When Public Relations Had Some Balls

Marketing Craftmanship

Uncategorized #brand management #brand risk #press release #thought leadership #wallstreetjournal 1970s oil crisis advertorials advocacy advertising affinity marketing Columbia University creative confrontation ExxonMobil Herb Schmertz issues advocacy Jr. The recent passing of Rawleigh Warner, Jr., former Chairman and CEO of Mobil Oil Corp., Herb Schmertz was no reckless PR cowboy.

An End to B2B Social Media Madness

Marketing Craftmanship

If your website has not been refreshed and updated in the last 3 years (which means more than simply sticking press releases in the “News” section), then your company is due for an overhaul. As if CMOs needed another cause for termination. New software programs enabled companies, for the first time, to design and produce their own graphic materials in-house. It’s a brand liability.

Death by Content: How Press Release Abuse Killed Public Relations

Marketing Craftmanship

Self-serving Press Release Content Has Killed PR. The origins of the press release are unclear, but in the not too distant past, this communication tool was called a “News Release.” And its sole purpose was to provide the press with information likely to be of interest to the public; containing what journalists still call “news value.”.

Investment-Related Publicity: How Clueless is Your Fund?

Marketing Craftmanship

Even if your fund generates piles of press clippings, however, there are too many distractions within print, broadcast, and digital media channels to ensure that target audiences will ever notice, or be influenced by, any of those mentions. More significantly, only 6% of that group included media exposure as a top IR goal.

Brochureware Is Not a Dirty Word

Marketing Craftmanship

As a result, website visitors might see…a company blog with only 3 posts over the past year; no press releases issued since 2009; a “Coming Soon” graphic for the In the News section; an archive of quarterly newsletters with many issues skipped; a 2 year-old white paper that’s no longer relevant; and zero upcoming events scheduled.

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PR Lesson from the Lolo Jones / New York Times Controversy

Marketing Craftmanship

Did Jere Kill Lolo’s Mojo? On August 4 th , New York Times sportswriter Jére Longman – who has been covering the Olympics under an “Inside the Rings” column – wrote an article on American hurdler Lolo Jones that was considered by many readers to be overly harsh and entirely unnecessary. Olympic athletes and instead they just ripped me to shreds. He might have eaten a bad hot dog that day.

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Fighting Online Brand Sabotage 101

Marketing Craftmanship

This does not simply mean pumping out a press release every time your company introduces a product, wins an industry award, or appoints a new vice president. Brand Sabotage May Warrant Ninja Tactics. At the very least, all companies should use Google Alerts to keep track of what’s being said about them online. Here’s a list of them.

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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.

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Research Integrity: The Achilles Heel of Content Marketing

Marketing Craftmanship

With good intentions, but given no budget or time to perform proper market research, we interviewed a total of 6 corporate CEOs and board members to provide some validation to the underlying premise of our press release. The marketing profession has a reputation for sometimes using less than reliable market research to promote a point of view. And this marketer has been guilty of that sin.

The Road to Hedge Fund Transparency: Marketing Essentials and Potential Pitfalls

Marketing Craftmanship

LinkedIn has become an important due diligence tool for investors, intermediaries and the financial press. Manage press exposure selectively. To survive and prosper in a marketplace where transparency and trust are now valued by investors and promoted by regulators, hedge funds will be increasingly required to build a rational and risk-averse approach to external communication.

The Real Price We All Pay for “Brand Journalism”

Marketing Craftmanship

So is there a price to be paid for the loss of a free and independent press? The historical roots of journalism, now encompassing all mass media, were nurtured by its role as The Fourth Estate ; the independent public watchdog that keeps in check the three major democratic “estates” of power (in Britain the houses of Parliament, in America the three branches of government). And Edward R.

No-Cost, Cornball Marketing Can Drive B2B Top-of-Mind Awareness

Marketing Craftmanship

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. what service provider will Highlander think of FIRST the next time we need to distribute a press release online?

5 Ways You Can Merchandise the “Masthead Value” of Publicity

Marketing Craftmanship

Extreme examples of this error include companies that issue a press release, or generate Twitter and Facebook postings to announce, for example, that their CEO has been profiled in Inc. The industry term “masthead value” can be defined broadly as the level of stature, credibility and influence associated with a specific media source. Masthead value can be relative. Avoid “Hey, look at me!”

PR / Media Pros Should Stand Firm on Requiring Quote Approvals

Marketing Craftmanship

A new spotlight has been cast on the issue, with writer Michael Lewis’ acknowledgment that he’d agreed to quote approval for his Vanity Fair profile on Barack Obama, and the new policy issued by the New York Times , which forbids their reporters from agreeing to “after-the-fact quote approval by sources and their press aides.”. Quote Approvals Lower the Risk of Media Burn.

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4 PR Lessons from the SharesPost / Wall Street Journal Fistfight

Marketing Craftmanship

If 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. Here are some lessons other companies can learn from the SharesPost coverage: The Press Is Not Your Friend – There will always be reporters willing to employ any available means to make a name for themselves. Journalistic ideals espoused by Edward R. They’re simply competing for eyeballs.

PR Lesson from a Twitter Flap

Marketing Craftmanship

Stop the presses: we’ve got ourselves a sexy story that’s ready for prime time. 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. Contrary to decision-making you might expect from politicians and bureaucrats, both parties immediately backed down. Smart move.

First Aid for Media Burn

Marketing Craftmanship

Regardless of how well a company communicates with the press, it stands a good chance of being “burned” on occasion. Unfortunately, no standard methodology exists for redress of grievances with the press. There are, however, several field-tested procedures and certified blunders that can serve as a rudimentary first aid manual for companies. and Kellogg Co.,

Using Negative Publicity as Negotiating Leverage

Marketing Craftmanship

I drafted a press release entitled “Irate BMW Owner Places Ads in New York Times and Wall Street Journal After 27 Problems With 318i,” that detailed the car’s various issues. I drafted a letter to the CEO of BMW of North America that said, in effect, “As a courtesy, I thought you would like to see the advertising and press release that’s scheduled for distribution next Wednesday.”.

One Way Smart B2B Marketers Work Backwards

Marketing Craftmanship

Simply issuing a press release, or posting the event’s slide presentation on a website, will not adequately address the opportunity. B2B Marketing Needs Impressive Stuff Like This. Companies invest considerable time and effort in securing and preparing for public events, industry seminars, keynote addresses, webinars and roundtable discussions. Smart marketers work backwards.

Is Your Web Content a Marketing Liability?

Marketing Craftmanship

The standard marketing approach – particularly among B2B firms – is to create a brochureware-esque “Who We Are / What We Do / Why You Should Select Us” web presence, which forever serves as a handy repository for press releases, case studies, white papers and other expressions of thought leadership. Distracted by all the social media buzz, it’s easy for a company to lose sight of the fact that their website remains the mother ship of brand expression and commerce. For many firms, “build it once & fill it with stuff” is considered effective website management. Long live the internet.

Time to Kill Your Company’s Zombie Blog?

Marketing Craftmanship

When pressed to explain why their company has a blog, many CEOs will admit they were either pushed by marketing counsel to create one, or believed they needed a blog because their competitors have them. Few CEOs understand the purpose of a blog, and most members of that small group are not convinced that their blog delivers any tangible value. Engages target audiences. Just take it down.

The Harvard Cheating Scandal: Do Administrators Need “Public Relations 101??

Marketing Craftmanship

here are two fundamental PR lessons from this brand debacle: Assume the press will always learn about a problem, and plan an offensive strategy (well ahead of time) to minimize the damage. If the press is on your damaging story, or is likely to be very soon, sometimes it’s better to keep your powder dry if you haven’t planned ahead.

Avoid the Carnival Barker Approach to Publicity

Marketing Craftmanship

This effort requires that a company either engage an outside PR agency or employ dedicated staff members who are skilled at pitching stories and nurturing press coverage. Publicity Must Be More Than Noise. Companies of all sizes believe that more publicity is always better, as a means to raise brand awareness and drive business results. Big companies use PR because they can afford to.

Should Companies Manage Their Employees’ LinkedIn Profiles?

Marketing Craftmanship

Everything Counts in Brand Management. LinkedIn has become an important business channel, not only for individuals to showcase their professional credentials, but also for companies seeking to promote their value proposition and to establish or manage brand awareness. LinkedIn also is no longer just a digital marketplace for consultants, freelancers and agencies seeking new clients.


The Lost Marketing Art of Ink on Paper

Marketing Craftmanship

They understood the difference between a sheet-fed and web offset printing press, could distinguish between thermography and engraving, and spent hours studying paper stock samples, typefaces and PMS color charts. Time to temper our love affair with pixels on a screen? In a pre-pixilated world in the not too distant past, Ink on Paper ruled the world of marketing.

Is Your B2B Firm REALLY Marketing…Or Simply Making Tactical Soup?

Marketing Craftmanship

Press releases and related media exposure is a good example of marketing activity that is often overrated in terms of effort vs. tangible outcome. Is Your B2B Marketing a Tactical Hodge Podge? B2B firms invest significant dollars and hours maintaining a broad range of marketing tactics that may or may not demonstrate economic value. Put every marketing tactic under the microscope.

If I get you on the cover of Forbes Magazine…

Marketing Craftmanship

This is never encouraging news for a company paying a fat monthly retainer in exchange for a pile of press clippings that get hung like trophies on its website. …what will you do with that exposure? They typically respond, “Isn’t just being there in Forbes (or wherever) the goal?”. The assumption: if Forbes has covered your company, it must be legitimate.

7 tips for effective press releases


Press releases can be very effective for helping to create a buzz and getting the word out about something new with your business. However, since many other businesses also know this, there are often too many press releases floating around. How can you make your press releases more effective and stand out against the rest? This is also the case for press releases.

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How To Hack Your Way Into The Press

B2B Marketing Insider

Press coverage is an invaluable growth tool and, in most cases, a pretty cost-effective one too. The post How To Hack Your Way Into The Press appeared first on Marketing Insider Group. That’s why I believe that a strategy for chasing coverage should always be part of your marketing plan. But the best part is, you don’t have to aim for the top, all the time.

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Should B2B Marketers Kill the Press Release?

B2B Ideas @ Work

The CEO of a company I once worked for decided that the way to get more business was to distribute two press releases every week. I thought he was kidding. He wasn''t. I asked him, "What if there isn''t any news, then what?" His response? Just gin something up." I had to look away, quickly, so he didn''t notice me rolling my eyes. Inbound Marketing B2B best practices

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Is All Press Good Press? How PR Wins & Fails Impact SEO [Flipbook]


Armed with a handful of tools, they dug into the data to determine exactly how media coverage affects press mentions, organic traffic, and backlinks. So is it true that all press is good press? In business, getting ahead often hinges on our ability to get noticed. Trouble is, there are two types of attention: good and bad. And the brands below know a thing or two about both.

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Number One Press Release Don’t – Don’t Write Too Much

B2B Marketing Traction

There are many Do’s and Don’ts of writing press releases (below see the fun Infographic from Skadeedle ). Here is why it happens and how you can avoid this major press release don’t. Many business owners want to include every detail about their company or product in one press release. A well-written press release has ONE angle and a focus. Visually.

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Are Press Releases Still Relevant for Your Digital Marketing and PR Strategy?

Content Standard

Call me old-fashioned, but I like press releases. When starting to execute a PR strategy, press releases have served as the central point of crafting the message. Naturally, the worth of the press release often comes into question. Hollywood points out that even though the age of the press release has passed, marketers hold onto them. This question is one worth asking.

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How to Write a Press Release [Free Template]


Crafting press releases, pitching journalists, and waiting for responses was our best bet a decade ago at getting covered in any news outlet. Press Releases Can Be Viable Content Type. One of the most crucial updates to make to your PR strategy is to think of press releases as a content avenue. but we can’t ignore one of our most valuable pieces of content: the press release.

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