Marketing Craftmanship

Marketing Craftmanship - Untitled Article

Marketing Craftmanship

SME 130

Preserving Brand Equity in a Corporate Turnaround

Marketing Craftmanship

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.

Brand 130

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.

Media 130

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.

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.

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.

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.

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.

Should PRSA Sanction Public Relations Practitioners?

Marketing Craftmanship

But because the press can deliver exposure and credibility that PR craves, journalists have always been in a more powerful position.

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?

Paper 184

Make Your Corporate Anniversary Worth Celebrating

Marketing Craftmanship

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.

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 164

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.

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 130

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?

Price 130

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.

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.

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.

PR 130

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.

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.

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.

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.

Hedge Fund Marketing: From Oxymoron to Best Practices

Marketing Craftmanship

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.

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?

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 130

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.

PR 130

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.

Ethics 130

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.

Work 130

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 130

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?

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 100

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.

10 Press Release Best Practices That Will Skyrocket Your PR

B2B PR Sense

Press releases are a valuable tool in the hands of PR professionals -- as long as you use them correctly. Learn what press release best practices can make your news and announcements more effective in today’s busy world. Why are press releases still important in today’s world?

Press 271

Brand marketing: 4 ways businesses should be using press releases — but many aren’t

Biznology

Ah yes, press releases: a staple of the business collateral landscape that has not just survived the transition from the print to the digital world, but has thrived. Indeed, thanks to the “evergreen” nature of web content, press releases are the brand marketing gift that keeps on giving.

Press 152

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 138

How to Write Press Release Headlines That People Actually Read

B2B PR Sense

The title did receive a lot of press, albeit for how controversial it was. However, when it comes to your press release, you want your headline to work across the board. Unfortunately, there is no shortage of equally distressing or controversial headlines found in press releases.

Press 224

10 Amazing Ideas for B2B Press Releases

Webbiquity

Many marketing and business executives believe that the press release has become an outdated promotion tool. Press releases (or better, news releases) are still used in B2B and can produce meaningful results if produced and distributed properly. A press release is a good way to do it.

6 Benefits of Targeted B2B Press Releases

Schubert B2B

Some might say that press releases are as useful today as fax machines. This emphasis leads to a much better fit when pitching your press release and its chances for getting your news picked up. All from a press release. 6 Benefits of B2B Press Releases.

Press 79

How to Improve Your Press Release Best Practices with Storytelling

B2B PR Sense

Press releases have been teetering on the edge of death for years now. Should the press release go to its eternal resting place, six feet under, and be forgotten -- replaced with communications channels like Twitter? Why Storytelling Enhances Press Release Best Practices.

Press 233