Marketing Craftmanship

OCTOBER 25, 2023

Over an after-hours cocktail, most corporate clients will admit to their PR firm flack that one unspoken reason for their engagement is to serve in a risk management capacity.

Public Relations 130

Public Relations Paid Search Agency Companies Media 130

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. But the Cooper storm turned out to be far more than weather forecasters and BMW expected.

PR 100

PR Forecasting Paid Search Agency Advertising Agencies 100

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.

PR 100

PR Opinions High Quality Lead Tactics 100

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 Press Blogger 100

Marketing Craftmanship

MARCH 13, 2021

Media relations (or press relations) involves risks and consequences that can quickly derail any career, either as a corporate executive or PR agency rep. While representing a major chain of food stores as outside PR counsel, I brought in a Forbes reporter in hopes of having her write a company profile.

Media 147

Media PR Press Advertising Agencies 147

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. Prospect: Yes.

PR 100

PR Linkedin Media Contacts 100

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.

SME 100

SME PR Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

NOVEMBER 29, 2013

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. In fact, PR may also be better served without them.

Public Relations 100

Public Relations PR Blast Campaigns Press 100

Marketing Craftmanship

NOVEMBER 18, 2013

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.

Public Relations 100

Public Relations Work Management PR Cost per Acquisition 100

Marketing Craftmanship

APRIL 19, 2011

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.

PR 100

PR Ad brokers Opinions Ethics 100

Marketing Craftmanship

JANUARY 25, 2012

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. Page (1883 - 1960).

Public Relations 100

Public Relations PR Paid Search Agency Opinions 100

Marketing Craftmanship

JULY 1, 2014

Uncategorized #attentionweb #brand management #content marketing #LinkedIn #marketing #PR #reputation management #thought leadership Attention Web B2B communication B2B marketing Blogs Chartbeat clicks email engagement metrics face-to-face communication information overload John Beck likes market engagement marketing communications marketing ROI marketing (..)

B2B Marketing 100

B2B Marketing B2B Thought Leadership B2B Marketing Management 100

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. The internet delivered news faster, and this was a good thing.

Public Relations 100

Public Relations Press PR Content 100

Marketing Craftmanship

SEPTEMBER 2, 2012

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.

Public Relations 100

Public Relations PR Press Class 100

Marketing Craftmanship

MARCH 16, 2012

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. Big companies use PR because they can afford to. Plan media solicitations last.

Merchandising 100

Merchandising PR Lead Ranking Lead Scoring 100

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 100

Thought Leadership Merchandising B2B Thought Leadership Wikipedia 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'

Advertising Agencies 100

Advertising Agencies Advertising Advertisements B2B Thought Leadership 100

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 Thought Leadership 100

B2B Thought Leadership Allocation Thought Leadership Ideal Customer Profiles 100

Marketing Craftmanship

MAY 16, 2013

What are some of the criteria you apply to determine if an individual (or an organization) is worthy of your trust? Reader''s Digest Sam Alito Sandra Bullock Sanjay Gupta Steve Balmer Steve Forbes Tom Hanks top-of-mind awareness trust trustworthy Warren Buffett'

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership PR Trust Marketing 100

Marketing Craftmanship

MAY 16, 2013

What are some of the criteria you apply to determine if an individual (or an organization) is worthy of your trust? Reader''s Digest Sam Alito Sandra Bullock Sanjay Gupta Steve Balmer Steve Forbes Tom Hanks top-of-mind awareness trust trustworthy Warren Buffett'

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership PR Trust Marketing 100

Marketing Craftmanship

FEBRUARY 16, 2012

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. LtoR: Heather Fuller, Andrew Crisp, Percy, Gary Thompson, Mickie Kennedy.

Cost 100

Cost Guerilla Marketing B2B Marketing Paid Search Agency 100

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. LinkedIn is the most popular social media site among Fortune 500 CEOs, with 26% on the network, compared to just 20.15% of the U.S. general public.

PR 100

PR Social Media Linkedin Comparison 100

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'

B2B Thought Leadership 100

B2B Thought Leadership Enterprise Management Brand Identity Branding 100

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' (..)

Research 100

Research Content Marketing Work Management Paid Search Agency 100

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.).

PR 100

PR Work Management Sample Marketing Management 100

Marketing Craftmanship

OCTOBER 26, 2011

Jim Horton is a seasoned PR pro, and a partner at Robert Marston and Associates. .” As I prepared to use this high profile law suit as a news hook for a blog post on publicity stunts (although PETA would likely deny the filing is a stunt), I ran across an excellent 2008 post by James L. Horton, entitled “Publicity Stunts.

Public Relations 100

Public Relations PR Advertising Agencies Profiling 100

Marketing Craftmanship

MAY 23, 2011

Perhaps they should have hired the PR guy who handles the Facebook account at Burson-Marsteller. And the McDonald’s clown is namesake of a charitable organization that helps kids who have cancer. This was a historic triple-stupid play deserving of special recognition from the Public Relations Society of America.

Public Relations 100

Public Relations PR Intent Organic Leads 100

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 (..)

Newsletter 100

Newsletter Word of Mouth B2B Thought Leadership Thought Leadership 100

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. is still one of the most powerful ways to build credibility.

Marketing Management 100

Marketing Management Service Paid Search Agency Advertising Agencies 100

Marketing Craftmanship

MARCH 28, 2011

So with Koppel’s CNN appearance as my news hook, and armed with a backpack of my own PR war stories, I set out to research the journalistic craftsmanship topic, beginning with its patron saint: Edward R. Names withheld to avoid retribution.).

Television marketing 100

Television marketing Blast Campaigns PR Twitter 100

Marketing Craftmanship

AUGUST 7, 2011

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 Identity 100

Brand Identity Branding Viral Marketing Opinions 100

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.)

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

FEBRUARY 21, 2023

Traditional thought leadership – whether it’s delivered through owned media or earned media – most often involves showcasing your own ideas and opinions, those of a client, or of an individual within your organization.

Thought Leadership 130

Thought Leadership B2B Thought Leadership Brand Identity Branding 130

Marketing Craftmanship

JANUARY 16, 2013

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.

Tactics 100

Tactics B2B Marketing Cost per Acquisition CPA 100

Marketing Craftmanship

FEBRUARY 6, 2016

When 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. Often, when they complained a whiny manner (with or without tears), I’d start singing one particular verse of the well-known kids’ song, “The Wheels on the Bus.”.

Marketing Management 100

Marketing Management Paid Search Agency Marketing & Strategy Paper 100

Marketing Craftmanship

JULY 15, 2011

The disclosure last May that Facebook had hired public relations firm Burson-Marstellar to initiate a smear campaign against Google’s “Social Circle” raised the hackles of many PR practitioners who labeled the tactic as unethical.

Classified Ads 100

Classified Ads Press Ideal Customer Profiles Ethics 100

Marketing Craftmanship

FEBRUARY 14, 2013

Can This Blog Affair Be Saved? Here’s a sad letter from the Marketing Craftsmanship mailbag: Dear Marketing Guy, I’ve fallen out of love with my Blog and I need your advice. My sad story: It was love at first sight. A company Blog had everything I was looking for in social media. It would drive SEO. Establish thought leadership.

Merchandising 100

Merchandising Thought Leadership Promotion Social Media 100