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. The “Big Lie” in this sales pitch is that no journalist will ever cover a topic because they know your PR rep. Have you worked with a PR firm before?

PR 100

PR Public Relations Relationship Prospect 100

Marketing Craftmanship

NOVEMBER 30, 2014

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. 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?”

PR 116

PR Public Relations Gartner Urgency 116

Marketing Craftmanship

DECEMBER 30, 2013

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. Fire your PR firm in 2014.

PR 116

PR Public Relations Advertorial Merchandising 116

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. Did Jere Kill Lolo’s Mojo?

PR 143

PR Public Relations Opinions Release 143

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 There are certainly many PR firms that help clients to generate earned media coverage based on bona fide thought leadership and subject matter expertise.

SME 100

SME Banner PR Public Relations 100

Marketing Craftmanship

NOVEMBER 18, 2013

In his keynote address two years ago at the Institute for Public Relations (IPR) 50 th Annual Distinguished Lecture and Awards Dinner, Richard Edelman – President & CEO of the world’s largest independent public relations firm – echoed the PR profession’s long-standing goal: “…to elevate public relations as a management discipline that sits as a full partner aside finance, operations, legal, marketing and strategic leaders in the C-Suite.”. PR’s Plan to Earn a Seat at the Table.

Public Relations 153

Public Relations Ethics PR Pricing 153

Marketing Craftmanship

NOVEMBER 13, 2012

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

Public Relations 183

Public Relations PR Government Income 183

Marketing Craftmanship

JANUARY 5, 2012

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.

PR 122

PR Social Media Tools Media 122

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. The Mobil advertorials eventually were published weekly in several leading daily newspapers over the course of three decades, and serve as the template for what the PR profession now calls thought leadership.

Public Relations 157

Public Relations Advertorial PR Long Tail 157

Marketing Craftmanship

DECEMBER 2, 2011

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.

PR 116

PR Twitter Public Relations Government 116

Marketing Craftmanship

NOVEMBER 29, 2013

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. Conversely, more schools are pumping out graduates with PR degrees.

Public Relations 135

Public Relations Blasts PR Spam 135

Marketing Craftmanship

FEBRUARY 8, 2017

Uncategorized #media relations #Negative Publicity #reputation management bad press crisis communications media crisis Media firestorm media response negative news negative press PR coverage PR managementRegardless of how well a company communicates with the press, it stands a good chance of being “burned” on occasion.

Media 100

Media PR Broadcast Display 100

Marketing Craftmanship

DECEMBER 12, 2011

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. Paging through Lee’s “ Manual of PR Sales Strategy & Tactics ,” the insights he offers are as relevant today as when he wrote them in 1992, and apply across all professional service disciplines, not just PR. Lee Levitt, sans fedora and shoulder bag.

PR 109

PR Public Relations Sales Tips 109

Marketing Craftmanship

JUNE 11, 2015

Marketing Strategy #LinkedIn #publicity B2B marketing Client Newsletter DIY Marketing Forbes marketing checklist marketing communications Marketing Diagnostic Marketing Plan marketing strategy PR strategy shoe fetish Trade Show Twitter Wall Street Journal White PaperMany companies view marketing simply as a checklist of items they believe to be essential: Website…check. White Paper…check. LinkedIn and Twitter Accounts…check / check. Client Newsletter…check. Trade Show…check.

Trade Show 126

Trade Show Trade Tactics Newsletter 126

Marketing Craftmanship

JULY 12, 2012

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. The study claims that 70% of them have absolutely no presence on social media.

Social 166

Social PR Comparison Social Media 166

Marketing Craftmanship

JUNE 20, 2012

Uncategorized Dad father Jersey shore legacy life lessons memories New Jersey New Jersey PR firms road rageFaster is not always better. Yesterday I buried my Dad: 87 years-old, of Scottish descent, first generation American, decorated war hero, husband of two deceased wives, sibling to two brothers he outlived, father of 4, grandfather of 16, great-grandfather of 7, Cubmaster, Scoutmaster, hospital administrator, sail-boater, dog lover, cigar smoker and certified duffer.

PR 174

PR Positioning Spending Measurement 174

Marketing Craftmanship

SEPTEMBER 22, 2012

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.

PR 100

PR Media Blogger Training 100

Marketing Craftmanship

DECEMBER 11, 2014

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

Advertisement 125

Advertisement Advertising Aging Best 125

Marketing Craftmanship

JULY 1, 2013

Uncategorized #brand management #content marketing #LinkedIn #PR #publicity #SEO #thought leadership B2B communication B2B marketing Forrester Research Jeff Ernst marketing communications marketing ROI new business development OpEd PR strategy sales & marketing alignment top-of-mind awareness Wall Street Journal Wikipedia Thought Leadership Programs Must be Accountable for Business Outcomes. Thought Leadership is one of the most widely used terms in B2B marketing.

Merchandising 141

Merchandising Wikipedia PR Forrester 141

Marketing Craftmanship

MARCH 27, 2013

Uncategorized #content marketing #marketing #PR #thought leadership #white papers advertorials B2B marketing Blogs demand generation email marketing Forrester Research Gartner Research lead generation lead nurturing market credibility marketing communications marketing craftsmanship PR strategy slideshare snail mail video what paper white paper marketingHave Marketers Killed This B2B Golden Goose?

Paper 145

Paper Advertorial Gartner PR 145

Marketing Craftmanship

JUNE 19, 2015

B2B Marketing Marketing Strategy #content marketing #LinkedIn #PR B2B marketing Making the Short List new business developmentStruggling to make ends meet as a young teacher, I pursued a part-time job as a waiter at a popular local restaurant, where I was told there were no positions available. I completed an employment application…just in case…and handed it to the restaurant manager, who thanked me, and placed my application on top of a very tall stack of papers on his desk.

List 116

List Word of Mouth Validation Differentiation 116

Marketing Craftmanship

MAY 7, 2015

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

Public Relations 116

Public Relations Press Broadcast Opinions 116

Marketing Craftmanship

SEPTEMBER 15, 2013

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 B2B firms that have flourished for 20, 30 or 50 years are understandably proud of their longevity, particularly having endured the most recent decade’s harsh economic conditions.

PR 131

PR Signature Tactics Blasts 131

Marketing Craftmanship

MAY 1, 2011

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

PR 109

PR Public Relations Class Spot 109

Marketing Craftmanship

APRIL 29, 2013

Uncategorized #content marketing #marketing #thought leadership B2B communication click-thru rates client communication client newsletters CRM face-to-face communication marketing abatross marketing communications marketing ROI newsletters PR strategy professional services marketing referral sources relationship analytics relationship nurturing social media top-of-mind awareness TOPA word of mouth marketing

Newsletter 143

Newsletter Word of Mouth Words Relationship 143

Marketing Craftmanship

FEBRUARY 6, 2016

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.

Frequency 100

Frequency Paper Mail Behavior 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. Although BMW quickly and properly issued a statement saying that it regretted the weather front’s severity, and distancing itself from the deadly consequences of weather, the car company’s $400 investment in Storm Cooper may have been a PR bonanza rather than a black eye. Stormy Weather for BMW?

PR 109

PR Public Relations Forecast Agency 109

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.). Joseph Stalin Refused to Wear a Tie.

PR 143

PR Sample Creative Purchase 143

Marketing Craftmanship

APRIL 19, 2011

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.

PR 116

PR Public Relations Broker Ethics 116

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

Profiling 116

Profiling Class Mail Paper 116

Marketing Craftmanship

FEBRUARY 5, 2015

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

Brand 109

Brand Branding Test Opinions 109

Marketing Craftmanship

JANUARY 27, 2015

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 The marketing profession has a reputation for sometimes using less than reliable market research to promote a point of view.

Research 109

Research Gatekeeper Content Marketing Validation 109

Marketing Craftmanship

JULY 18, 2012

Uncategorized #content marketing #PR #publicity blackmail Boy Scout troops Boy Scouts of America character discrimination gay membership gay rights homosexuality human rights marketing communications marketing counsel Mormon Church naked Naked Rambler New York Times Perth Peter Applebome PR strategy Scotland Scotsman Scout's Honor: A Father's Unlikely Foray Into the Woods Stephen Gough The Scotsman

PR 138

PR Release Organization Organic 138

Marketing Craftmanship

DECEMBER 11, 2014

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

Pricing 109

Pricing Price Advertorial Brand 109

Marketing Craftmanship

JULY 5, 2016

Most small firms can’t afford a sustained PR effort delivered by an outside agency, but with a modest investment of time, creativity and determination, a DIY initiative can yield media placements that will bolster market confidence. Institutional pedigree always matters, regardless of the type of professional service you’re selling.

Service 100

Service Class Exchange PR 100

Marketing Craftmanship

NOVEMBER 5, 2012

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.

Cable 139

Cable PR Statistics Communities 139

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. But unlike social media, press releases have been pushed at journalists, filling their inboxes, wasting their time, and reinforcing the media’s perception of PR as a self-serving and often ignorant generator of meaningless noise.

Public Relations 147

Public Relations Press Release Portal 147