141 
Are Pitch Letters The Cinderella Of Content Marketing?
Marketing Craftmanship
MARCH 12, 2020
Most marketing content is distributed through pull tactics, in which blog posts, social media posts, press releases, etc.,
Marketing Craftmanship
Press Related Topics 
Death by Content: How Press Release Abuse Killed Public Relations
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.” Flacks began using the press release as a marketing and propaganda tool, and this was a bad thing.
Join
125,000+
INSIDERS
Sign Up for our Newsletter
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Marketing Craftmanship - Untitled Article
Marketing Craftmanship
MARCH 8, 2018
Wall Street Journal columnist Jason Zweig recently called out “marketing services specialist” Clint Arthur for selling speaking opportunities at the Harvard Faculty Club and the West Point Club, as a means for his paying clients to leverage the credibility associated with those two respected institutions.
First Aid for Media Burn
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.
Key Trends in Marketing: Thought Leadership
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.
Preserving Brand Equity in a Corporate Turnaround
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.
|
Why Public Relations Does Not Sit at the Senior Management Table
Marketing Craftmanship
NOVEMBER 18, 2013
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.
The Herb Schmertz Era: When Public Relations Had Some Balls
Marketing Craftmanship
JULY 5, 2013
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.
Should Marketing Automation Customers be Pre-Qualified?
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.
Your Marketing Content: Is it Fake News?
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.
Should PRSA Sanction Public Relations Practitioners?
Marketing Craftmanship
NOVEMBER 29, 2013
But because the press can deliver exposure and credibility that PR craves, journalists have always been in a more powerful position.
|
Research Integrity: The Achilles Heel of Content Marketing
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.
Make Your Corporate Anniversary Worth Celebrating
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.
PR Lesson from the Lolo Jones / New York Times Controversy
Marketing Craftmanship
AUGUST 9, 2012
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.
The Lost Marketing Art of Ink on Paper
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. Time to temper our love affair with pixels on a screen?
Stop the Insanity. Fire Your PR Firm in 2014.
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.
Time to Kill Your Company’s Zombie Blog?
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.
The Road to Hedge Fund Transparency: Marketing Essentials and Potential Pitfalls
Marketing Craftmanship
FEBRUARY 13, 2015
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
DECEMBER 11, 2014
So is there a price to be paid for the loss of a free and independent press?
Did The New York Times Purposely Fuel the Goldman Controversy?
Marketing Craftmanship
MARCH 20, 2012
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.
Hedge Fund Marketing: From Oxymoron to Best Practices
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.
An End to B2B Social Media Madness
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.
No-Cost, Cornball Marketing Can Drive B2B Top-of-Mind Awareness
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.
5 Ways You Can Merchandise the “Masthead Value” of Publicity
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.
PR / Media Pros Should Stand Firm on Requiring Quote Approvals
Marketing Craftmanship
SEPTEMBER 22, 2012
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.
The Harvard Cheating Scandal: Do Administrators Need “Public Relations 101??
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.
Brochureware Is Not a Dirty Word
Marketing Craftmanship
AUGUST 19, 2011
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
Avoid the Carnival Barker Approach to Publicity
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. Publicity Must Be More Than Noise.
Should Companies Manage Their Employees’ LinkedIn Profiles?
Marketing Craftmanship
APRIL 19, 2012
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.
PR Lesson from a Twitter Flap
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.
Is Your B2B Firm REALLY Marketing…Or Simply Making Tactical Soup?
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?
One Way Smart B2B Marketers Work Backwards
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.
Using Negative Publicity as Negotiating Leverage
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 FedExed the letter, the advertisement, the press release, and the editor list to BMW headquarters in New Jersey.
Fighting Online Brand Sabotage 101
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.
If I get you on the cover of Forbes Magazine…
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?
4 PR Lessons from the SharesPost / Wall Street Journal Fistfight
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.
Is Your Web Content a Marketing Liability?
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.
Let's personalize your content