Marketing Craftmanship

MARCH 12, 2020

Most marketing content is distributed through pull tactics, in which blog posts, social media posts, press releases, etc., Great content can build brand stature and increase market awareness, but in my experience, neither of those achievements necessarily delivers the type of market engagement that results in new accounts or revenue growth. expose information indirectly to a large audience. Pull-based content marketing is a shotgun approach.

Blasts 100

Blasts Content Marketing Cold Calling Mail 100

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.

Public Relations 147

Public Relations Press Release Portal 147

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

Media 100

Media PR Broadcast Display 100

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.;

SME 100

SME Banner PR Public Relations 100

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.

Press

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.

Public Relations 153

Public Relations Ethics PR Pricing 153

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.

Brand 100

Brand Branding Urgency Microsite 100

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.,

Public Relations 157

Public Relations Advertorial PR Long Tail 157

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.

Custom Publishing 100

Custom Publishing Marketing Automation Automation Customer 100

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.

Public Relations 135

Public Relations Blasts PR Spam 135

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.

Gatekeeper 100

Gatekeeper Press Content Validation 100

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.

Research 109

Research Gatekeeper Content Marketing Validation 109

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.

Best Practice 126

Best Practice Practices Transparency Best 126

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.

PR 131

PR Signature Tactics Blasts 131

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

PR 143

PR Public Relations Opinions Release 143

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?

Paper 151

Paper Mail Press Sample 151

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.”

PR 116

PR Public Relations Advertorial Merchandising 116

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.

Companies 100

Companies Terms and Conditions Press Frequency 100

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.

Transparency 109

Transparency Merchandising Conference Tactics 109

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).

Pricing 109

Pricing Price Advertorial Brand 109

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?

Opinions 132

Opinions Viral PR Trade 132

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.

Social Media 118

Social Media Media Social Merchandising 118

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. –

Public Relations 100

Public Relations Cost Guerilla PR 100

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.

PR 100

PR Media Blogger Training 100

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.

Public Relations 100

Public Relations PR Class Government 100

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.

Words 109

Words Public Relations Intent Impression 109

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.

PR 116

PR Twitter Public Relations Government 116

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.

Merchandising 100

Merchandising Public Relations SMB PR 100

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

Profiling 100

Profiling Linkedin Public Relations Companies 100

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.

Tactics 100

Tactics Public Relations CPA Merchandising 100

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.

Work 116

Work CPA Merchandising B2B 116

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.

PR 116

PR Public Relations Broker Ethics 116

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.

Classified 109

Classified Press Ethics Release 109

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.

Brand 109

Brand Branding Online Public Relations 109

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.

Public Relations 109

Public Relations Classified Permission Press 109

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?”.

Merchandising 109

Merchandising Vertical Exchange Trade 109

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.

Merchandising 100

Merchandising Public Relations Search Engine PR 100