Marketing Craftmanship

Why Public Relations Does Not Sit at the Senior Management Table

Marketing Craftmanship

Unlike law, medicine, accounting or engineering, it’s difficult to define or validate expertise in public relations – as evidenced, for example, by the volume of information and disagreement on issues as fundamental as press release protocol.

Your Marketing Content: Is it Fake News?

Marketing Craftmanship

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.

Trending Sources

Stop the Insanity. Fire Your PR Firm in 2014.

Marketing Craftmanship

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.

PR 56

Should Marketing Automation Customers be Pre-Qualified?

Marketing Craftmanship

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.

The Herb Schmertz Era: When Public Relations Had Some Balls

Marketing Craftmanship

Uncategorized #brand management #brand risk #press release #thought leadership #wallstreetjournal 1970s oil crisis advertorials advocacy advertising affinity marketing Columbia University creative confrontation ExxonMobil Herb Schmertz issues advocacy Jr.

Death by Content: How Press Release Abuse Killed Public Relations

Marketing Craftmanship

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.” Flacks began using the press release as a marketing and propaganda tool, and this was a bad thing.

An End to B2B Social Media Madness

Marketing Craftmanship

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.

Investment-Related Publicity: How Clueless is Your Fund?

Marketing Craftmanship

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.

Media 23

Brochureware Is Not a Dirty Word

Marketing Craftmanship

Uncategorized #brand damage #brand management #brand risk #brochureware #graphic design #marketing #PR #press releases #thought leadership #webinars #white papers marketing craftsmanship marketing ROI public relations social media website management

Words 43

PR Lesson from the Lolo Jones / New York Times Controversy

Marketing Craftmanship

Did Jere Kill Lolo’s Mojo? On August 4 th , New York Times sportswriter Jére Longman – who has been covering the Olympics under an “Inside the Rings” column – wrote an article on American hurdler Lolo Jones that was considered by many readers to be overly harsh and entirely unnecessary.

PR 33

Fighting Online Brand Sabotage 101

Marketing Craftmanship

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.

Brand 28

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.

Research Integrity: The Achilles Heel of Content Marketing

Marketing Craftmanship

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.

The Road to Hedge Fund Transparency: Marketing Essentials and Potential Pitfalls

Marketing Craftmanship

LinkedIn has become an important due diligence tool for investors, intermediaries and the financial press. Manage press exposure selectively.

The Real Price We All Pay for “Brand Journalism”

Marketing Craftmanship

So is there a price to be paid for the loss of a free and independent press?

No-Cost, Cornball Marketing Can Drive B2B Top-of-Mind Awareness

Marketing Craftmanship

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.

5 Ways You Can Merchandise the “Masthead Value” of Publicity

Marketing Craftmanship

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.

PR / Media Pros Should Stand Firm on Requiring Quote Approvals

Marketing Craftmanship

This blogger was told by a New York Times reporter that if I pressed for a correction to an error he had made regarding one of my clients, that he would never feature any of my clients in his column. Quote Approvals Lower the Risk of Media Burn.

4 PR Lessons from the SharesPost / Wall Street Journal Fistfight

Marketing Craftmanship

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 Lesson from a Twitter Flap

Marketing Craftmanship

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.

ROI 11

Using Negative Publicity as Negotiating Leverage

Marketing Craftmanship

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 FedExed the letter, the advertisement, the press release, and the editor list to BMW headquarters in New Jersey.

One Way Smart B2B Marketers Work Backwards

Marketing Craftmanship

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.

First Aid for Media Burn

Marketing Craftmanship

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.

Is Your Web Content a Marketing Liability?

Marketing Craftmanship

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.

Time to Kill Your Company’s Zombie Blog?

Marketing Craftmanship

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.

The Harvard Cheating Scandal: Do Administrators Need “Public Relations 101??

Marketing Craftmanship

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.

PR 2

Avoid the Carnival Barker Approach to Publicity

Marketing Craftmanship

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. Publicity Must Be More Than Noise.

PR 2

Should Companies Manage Their Employees’ LinkedIn Profiles?

Marketing Craftmanship

Everything Counts in Brand Management. LinkedIn has become an important business channel, not only for individuals to showcase their professional credentials, but also for companies seeking to promote their value proposition and to establish or manage brand awareness.

The Lost Marketing Art of Ink on Paper

Marketing Craftmanship

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. Time to temper our love affair with pixels on a screen?

Is Your B2B Firm REALLY Marketing…Or Simply Making Tactical Soup?

Marketing Craftmanship

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?

If I get you on the cover of Forbes Magazine…

Marketing Craftmanship

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?

7 tips for effective press releases

Biznology

Press releases can be very effective for helping to create a buzz and getting the word out about something new with your business. However, since many other businesses also know this, there are often too many press releases floating around. This is also the case for press releases.

Press 61

Four Things Smart Marketers Do With Press Coverage

Modern B2B Marketing

If you think the press coverage is a one-and-done type of deal, think again! There are lots of things that you can do with a press hit to make it go the extra mile for your brand. but I urge you to consider the page where I spend most my time: the press room.

Press 41

Should B2B Marketers Kill the Press Release?

MLT Creative

The CEO of a company I once worked for decided that the way to get more business was to distribute two press releases every week. I thought he was kidding. He wasn''t. I asked him, "What if there isn''t any news, then what?" His response? Just gin something up."

Press 41

How To Hack Your Way Into The Press

B2B Marketing Insider

Press coverage is an invaluable growth tool and, in most cases, a pretty cost-effective one too. The post How To Hack Your Way Into The Press appeared first on Marketing Insider Group.

Press 62

Is All Press Good Press? How PR Wins & Fails Impact SEO [Flipbook]

Hubspot

Armed with a handful of tools, they dug into the data to determine exactly how media coverage affects press mentions, organic traffic, and backlinks. So is it true that all press is good press? In business, getting ahead often hinges on our ability to get noticed.

Press 32

Number One Press Release Don’t – Don’t Write Too Much

B2B Marketing Traction

There are many Do’s and Don’ts of writing press releases (below see the fun Infographic from Skadeedle ). Here is why it happens and how you can avoid this major press release don’t. A well-written press release has ONE angle and a focus.

Press 56

How to Write a Press Release [Free Template]

Hubspot

Crafting press releases, pitching journalists, and waiting for responses was our best bet a decade ago at getting covered in any news outlet. Press Releases Can Be Viable Content Type. but we can’t ignore one of our most valuable pieces of content: the press release.

Press 60

When Press Releases Do (and Don't) Help Your Marketing

Hubspot

When a marketer sets out to create a public relations strategy, the first move is often to get started publishing press releases. That would have been the most effective way to get out your message and get some press. The Benefits of Using a Press Release.

Press 58

Are Press Releases Still Relevant for Your Digital Marketing and PR Strategy?

Content Standard

Call me old-fashioned, but I like press releases. When starting to execute a PR strategy, press releases have served as the central point of crafting the message. Naturally, the worth of the press release often comes into question.

Press 51