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. Fire your PR firm in 2014.

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PR Playbook: Earning Your Seat at the Senior Management Table

Marketing Craftmanship

Here are a few tactics to consider for your personal campaign to gain a seat: Clarify PR’s Role – The most pragmatic answer to “What is PR?” This is an opportunity to clarify what PR does or can do for them, to identify their needs and establish expectations.

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The Attention Web: What B2B Marketers Need to Know

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Why Public Relations Does Not Sit at the Senior Management Table

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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.

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.

The Herb Schmertz Era: When Public Relations Had Some Balls

Marketing Craftmanship

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.

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. Uncategorized #craftsmanship #PR #PRfirms #publicity Arthur W. Arthur W. Page (1883 - 1960).

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. To strive, to seek, to find, and not to yield.

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

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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.

Three Myths and Realities of Client Newsletters

Marketing Craftmanship

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.

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 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.

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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.

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.

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.

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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.

Glassdoor.com: Social Media Tool or PR Nightmare?

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For many of the 65,000 companies it currently covers, Glassdoor.com can be a PR nightmare waiting to happen. Learning to Live With Employee Opinion.

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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.).

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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 management

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Investment-Related Publicity: How Clueless is Your Fund?

Marketing Craftmanship

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.

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.”

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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.”

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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.

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.

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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?

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.

What Type of Marketing Cry-Baby are You?

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B2B Marketing Marketing Strategy Uncategorized #PRfirms Adult Cry-Baby B2B marketing Marketing Cry-Babies marketing strategy PR strategy professional development professional services marketing

PR / Media Pros Should Stand Firm on Requiring Quote Approvals

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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.

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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.

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Did The New York Times Purposely Fuel the Goldman Controversy?

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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.

PR Lesson from a Twitter Flap

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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.

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.

Why New Jersey Loves Bad PR

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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. Uncategorized #NewJersey #NJ #PR public relationsFly Fishing on the Raritan in Califon, NJ.

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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

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Research Integrity: The Achilles Heel of Content Marketing

Marketing Craftmanship

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.

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

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In 1958, Gilbert Morris – an account executive at the Fuller Smith & Ross ad agency – created the, “I don’t know who you are,” business-to-business advertisement for McGraw-Hill Publishing Co.

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

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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.

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