Marketing Craftmanship

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

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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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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 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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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 / 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.

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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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Why Public Relations Does Not Sit at the Senior Management Table

Marketing Craftmanship

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 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.

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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.

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

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.

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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.

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).

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?

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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.

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.

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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.

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

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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.

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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?

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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.

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.

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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The Attention Web: What B2B Marketers Need to Know

Marketing Craftmanship

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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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

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

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.

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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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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.

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.

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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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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.

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.

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.

Augusta National Throws Women a Bone. Should Condi and Darla Return the Favor?

Marketing Craftmanship

Darla and Condi Have No Reason to Celebrate.