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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. Here are four lessons I’ve learned from working with the press: 1. Press relations is always a crap shoot.
Marketing Craftmanship
MARCH 12, 2020
Most marketing content is distributed through pull tactics, in which blog posts, social media posts, press releases, etc.,
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Marketing Craftmanship
AUGUST 31, 2011
Self-serving Press Release Content Has Killed PR. The origins of the press release are unclear, but in the not too distant past, this communication tool was called a “News Release.” And its sole purpose was to provide the press with information likely to be of interest to the public; containing what journalists still call “news value.”. Flacks began using the press release as a marketing and propaganda tool, and this was a bad thing.
Marketing Craftmanship
FEBRUARY 8, 2017
Regardless of how well a company communicates with the press, it stands a good chance of being “burned” on occasion. Unfortunately, no standard methodology exists for redress of grievances with the press. 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
Thought leadership is a highly effective marketing strategy that highlights an organization’s talent, experience and passion while answering the most pressing questions faced by its target audience.
Marketing Craftmanship
MARCH 8, 2018
Although that story will often contain quotes from other SMEs, including the client’s competitors – making the coverage useless from a sales and marketing perspective – the PR firm will hype this “earned media placement” in several ways, including: A press release announcing that the client has been FEATURED in Forbes , Fortune , CNBC , the Wall Street Journal , etc.;
Marketing Craftmanship
JULY 5, 2013
As the PR profession’s role is increasingly relegated to management of Tweets, Likes and unread press releases, as its practitioners continue to lose their seat at the senior management table, and as the long tail of online content extracts a heavy price for avoiding legitimate and timely confrontation, PR professionals will likely wonder why their role as architect and defender of the company’s reputation no longer belongs to them. The recent passing of Rawleigh Warner, Jr.,
Marketing Craftmanship
MAY 7, 2015
Even if your fund generates piles of press clippings, however, there are too many distractions within print, broadcast, and digital media channels to ensure that target audiences will ever notice, or be influenced by, any of those mentions. 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.
Marketing Craftmanship
NOVEMBER 9, 2017
A communications strategy largely consisting of press releases or cryptic statements from management falls far short of what is required to protect an enterprise’s most valuable asset — its brand. With rare exception, companies assign very little planning or resources to proactively managing the effects of a restructuring on its brand equity.
Marketing Craftmanship
AUGUST 18, 2017
For decades, the ONLY way to produce any type of printed material – ranging from sales & marketing brochures, to annual reports and informational flyers – involved a multi-step, time / people-intensive, costly process requiring a copywriter, graphic designer, a typesetter and a printing press.
Marketing Craftmanship
NOVEMBER 29, 2013
In his most recent bi-weekly column on customer service, “The Haggler,” New York Times writer David Segal addressed a long-standing and well-founded gripe that many journalists have against public relations practitioners who send out press releases and other solicitations in wholesale fashion; regardless of the content’s relevance or likely interest to the journalists they’re pitching.
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Marketing Craftmanship
JANUARY 20, 2017
With good intentions, but given no budget or time to perform proper market research, we interviewed a total of 6 corporate CEOs and board members to provide some validation to the underlying premise of our press release. With very little expectation that such shoddy market research would qualify for exposure in the financial press, and dreading inquiries from journalists asking about our research methodology, the press release went out.
Marketing Craftmanship
JANUARY 27, 2015
With good intentions, but given no budget or time to perform proper market research, we interviewed a total of 6 corporate CEOs and board members to provide some validation to the underlying premise of our press release. With very little expectation that a premise based on such shoddy research would qualify for exposure in the financial press, and dreading inquiries from journalists asking about our research methodology, the release went out.
Marketing Craftmanship
JANUARY 10, 2015
This past September, the well-respected marketing firm, Peppercom, conducted in-depth research involving nearly 300 of the hedge fund industry’s largest firms, to measure how those funds are currently applying standard marketing tools & tactics including websites, social media, the financial press and advertising, one year after the JOBS Act. Hedge funds continue to be a hot topic covered by the financial media, but most funds refuse to talk to the press.
Marketing Craftmanship
SEPTEMBER 15, 2013
Too often important corporate milestones are treated in a manner similar to a wedding anniversary: companies will send out an announcement (press release, advertisement or email blast), host a modest reception, and provide a memento to a select number of longstanding clients. Earned Media – Press releases announcing corporate anniversaries are of little interest to most journalists.
Marketing Craftmanship
DECEMBER 19, 2012
They understood the difference between a sheet-fed and web offset printing press, could distinguish between thermography and engraving, and spent hours studying paper stock samples, typefaces and PMS color charts. In the days of Ink on Paper, marketers reviewed press proofs; they hand-delivered advance copies of newly printed materials to their CEOs, and measured ROI based on Business Reply Card volume. Time to temper our love affair with pixels on a screen?
Marketing Craftmanship
AUGUST 9, 2012
Uncategorized #brand damage #content marketing #craftsmanship #media placement #media relations #Negative Publicity #PR #press release #PRfirms #publicity #reputation management Art Brisbane Forbes Magazine hatchet job Jere Longman journalism journalists LoLo Jones marketing counsel mojo New York Times nude NY Times Olympic hurdles Olympics PR lesson PR strategy public relations public relations firms public relations strategy Savannah Guthrie spinal cord surgery TODAY Show virgins
Marketing Craftmanship
DECEMBER 30, 2013
It also means that you must provide your agency with the time and guidance necessary for them to deliver something more than a pile of useless press clippings. The attribution is unsupported, but Albert Einstein is often credited with the quote: “Insanity is doing the same thing over and over again, and expecting different results.”
Marketing Craftmanship
DECEMBER 22, 2015
When pressed to explain why their company has a blog, many CEOs will admit they were either pushed by marketing counsel to create one, or believed they needed a blog because their competitors have them. Few CEOs understand the purpose of a blog, and most members of that small group are not convinced that their blog delivers any tangible value.
Marketing Craftmanship
FEBRUARY 13, 2015
LinkedIn has become an important due diligence tool for investors, intermediaries and the financial press. Manage press exposure selectively. To survive and prosper in a marketplace where transparency and trust are now valued by investors and promoted by regulators, hedge funds will be increasingly required to build a rational and risk-averse approach to external communication.
Marketing Craftmanship
DECEMBER 11, 2014
So is there a price to be paid for the loss of a free and independent press? The historical roots of journalism, now encompassing all mass media, were nurtured by its role as The Fourth Estate ; the independent public watchdog that keeps in check the three major democratic “estates” of power (in Britain the houses of Parliament, in America the three branches of government).
Marketing Craftmanship
MARCH 20, 2012
Uncategorized #brand damage #brand management #content marketing #Goldman Sachs #Greg Smith #marketing #media placement #PR #press release #PRfirms #publicity #the fourth estate #the gray lady #The New York Times #thought leadership disgruntled employees editorial opinion jobvent.com journalism journalistic integrity marketing craftsmanship marketing strategy PR strategy social media top-of-mind awarenessA Compromised Value Proposition?
Marketing Craftmanship
MARCH 16, 2013
If your website has not been refreshed and updated in the last 3 years (which means more than simply sticking press releases in the “News” section), then your company is due for an overhaul. 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.
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. After some polite online badgering by eReleases, Highlander Consulting gave that upstart firm a shot last week; tasking them to distribute a press release for one of its clients, CAP Index Inc. –
Marketing Craftmanship
SEPTEMBER 22, 2012
A new spotlight has been cast on the issue, with writer Michael Lewis’ acknowledgment that he’d agreed to quote approval for his Vanity Fair profile on Barack Obama, and the new policy issued by the New York Times , which forbids their reporters from agreeing to “after-the-fact quote approval by sources and their press aides.”. Quote Approvals Lower the Risk of Media Burn.
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. If the press is on your damaging story, or is likely to be very soon, sometimes it’s better to keep your powder dry if you haven’t planned ahead.
Marketing Craftmanship
AUGUST 19, 2011
As a result, website visitors might see…a company blog with only 3 posts over the past year; no press releases issued since 2009; a “Coming Soon” graphic for the In the News section; an archive of quarterly newsletters with many issues skipped; a 2 year-old white paper that’s no longer relevant; and zero upcoming events scheduled.
Marketing Craftmanship
DECEMBER 2, 2011
Stop the presses: we’ve got ourselves a sexy story that’s ready for prime time. Emma Sullivan. emmakate988. Just made mean comments at gov brownback and told him he sucked, in person # heblowsalot.
Marketing Craftmanship
APRIL 19, 2012
Uncategorized #brand damage #brand management #brand risk #CMO #content marketing #craftsmanship #FedEx #LinkedIn #marketing #PR #press release #PRfirms #publicity #UPS B2B marketing digital marketing due diligence process employee communications Facebook graphic identity system High Street Partners internal communications marketing craftsmanship marketing ROI public relations firms public relations strategy social media social media marketing top-of-mind awareness
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. Other than a pile of press clippings or some online content for their website’s “In the News” section, business owners are hard-pressed to draw a connection between their publicity campaign and tangible business results, such as lead generation or increased revenue. Publicity Must Be More Than Noise.
Marketing Craftmanship
JANUARY 16, 2013
Press releases and related media exposure is a good example of marketing activity that is often overrated in terms of effort vs. tangible outcome. 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.
Marketing Craftmanship
JULY 13, 2011
Simply issuing a press release, or posting the event’s slide presentation on a website, will not adequately address the opportunity. B2B Marketing Needs Impressive Stuff Like This. Companies invest considerable time and effort in securing and preparing for public events, industry seminars, keynote addresses, webinars and roundtable discussions.
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.
Marketing Craftmanship
JULY 15, 2011
I drafted a press release entitled “Irate BMW Owner Places Ads in New York Times and Wall Street Journal After 27 Problems With 318i,” that detailed the car’s various issues. I drafted a letter to the CEO of BMW of North America that said, in effect, “As a courtesy, I thought you would like to see the advertising and press release that’s scheduled for distribution next Wednesday.”. You give me a new car, or I place the ads and distribute the press release on Wednesday.
Marketing Craftmanship
AUGUST 7, 2011
This does not simply mean pumping out a press release every time your company introduces a product, wins an industry award, or appoints a new vice president. Brand Sabotage May Warrant Ninja Tactics. Complaint websites such as Yelp , Glassdoor and Ripoff Report – that empower actual and imaginary customers or employees to anonymously post their accurate or bogus comments online – have created new brand-related challenges and opportunities for their corporate targets.
Marketing Craftmanship
APRIL 8, 2011
The standard marketing approach – particularly among B2B firms – is to create a brochureware-esque “Who We Are / What We Do / Why You Should Select Us” web presence, which forever serves as a handy repository for press releases, case studies, white papers and other expressions of thought leadership. Distracted by all the social media buzz, it’s easy for a company to lose sight of the fact that their website remains the mother ship of brand expression and commerce.
Marketing Craftmanship
APRIL 12, 2011
This is never encouraging news for a company paying a fat monthly retainer in exchange for a pile of press clippings that get hung like trophies on its website. …what will you do with that exposure? I often pose this question to prospective B2B clients when they ask me if I can generate exposure for their company in Forbes , Fortune , the Wall Street Journal , CNBC or some other influential media source. They typically respond, “Isn’t just being there in Forbes (or wherever) the goal?”.
Marketing Craftmanship
FEBRUARY 16, 2013
Extreme examples of this error include companies that issue a press release, or generate Twitter and Facebook postings to announce, for example, that their CEO has been profiled in Inc. Uncategorized #content marketing #marketing #masthead value #media placement #media relations #PR #press release #PRfirms #publicity #reputation management #SEO #thought leadership #wallstreetjournal 3rd party endorsement B2B marketing Big Data CRM Fortune Magazine Inc.
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