Marketing Craftmanship

PR’s “Big Lie” is Alive and Well

Marketing Craftmanship

The “Big Lie” in this sales pitch is that no journalist will ever cover a topic because they know your PR rep. Further, any PR rep who pitches stories to journalists based relationships is unlikely to have those relationships for very long. Have you worked with a PR firm before?

PR 130

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.

PR 151

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.

PR 151

Marketing Craftmanship - Untitled Article

Marketing Craftmanship

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 130

How B2B Marketing is Changing in 2018

1How B2B Marketing. is Changing in 2018 Insights on Priorities, Tactics, and Challenges. from SMB Marketing Leaders Brought to you by 2Introduction This study examined priorities, challenges, and trends for B2B marketers. in 2018, and how the landscape has changed from a year ago.

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.

PR 186

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.

First Aid for Media Burn

Marketing Craftmanship

Uncategorized #media relations #Negative Publicity #reputation management bad press crisis communications media crisis Media firestorm media response negative news negative press PR coverage PR management

Media 130

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. Learning to Live With Employee Opinion.

PR 158

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.

PR 151

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.

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.

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.

PR 141

Checklist Marketing: Too Many Shoes in Your Suitcase?

Marketing Craftmanship

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 Paper

Do Most CEOs Lack Social Skills?

Marketing Craftmanship

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?

Social 216

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.

PR 130

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.

PR 226

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

Marketing Craftmanship

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.

Making the Short List: Get into the B2B Game or Go Home

Marketing Craftmanship

B2B Marketing Marketing Strategy #content marketing #LinkedIn #PR B2B marketing Making the Short List new business development

List 151

Thought Leadership Merchandising: Rising Above the Noise

Marketing Craftmanship

Thought Leadership Programs Must be Accountable for Business Outcomes. Thought Leadership is one of the most widely used terms in B2B marketing. But there’s a range of opinion regarding what Thought Leadership is, and fuzzy expectations with respect to its tangible benefits.

White Papers are Not Dead. They’re on Life Support.

Marketing Craftmanship

Have Marketers Killed This B2B Golden Goose? The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition.

Paper 188

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.

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

PR 170

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

PR 141

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 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.

BMW’s Storm Cooper: A Mini-Coup Rather than a PR Blunder?

Marketing Craftmanship

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. Stormy Weather for BMW?

PR 141

Bare Essentials: Marketing as a Necessary Evil

Marketing Craftmanship

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

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

Brand 141

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.).

PR 186

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.

Manage the Pedigree Factor in Professional Services Marketing

Marketing Craftmanship

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.

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

Price 141

Boy Scouts of America and the Naked Rambler

Marketing Craftmanship

Stephen Gough a/k/a the “Naked Rambler” As reported today in The Scotsman , after spending six years behind bars for walking around Great Britain with no clothes on, 53 year-old Stephen Gough – known as the “Naked Rambler” – was released from prison in Perth, Scotland.

PR 180

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.

Cable 181

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.