Marketing Craftmanship

4 Media Relations Lessons…Learned the Hard Way

Marketing Craftmanship

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.

Media 141

Are Pitch Letters The Cinderella Of Content Marketing?

Marketing Craftmanship

Most marketing content is distributed through pull tactics, in which blog posts, social media posts, press releases, etc.,

Blasts 130
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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.” 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.

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. 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

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.

Marketing Craftmanship - Untitled Article

Marketing Craftmanship

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

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. 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.

The Herb Schmertz Era: When Public Relations Had Some Balls

Marketing Craftmanship

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.,

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. With rare exception, companies assign very little planning or resources to proactively managing the effects of a restructuring on its brand equity.

Brand 100

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.

Should PRSA Sanction Public Relations Practitioners?

Marketing Craftmanship

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.

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. 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.

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. 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.

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.

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. Earned Media – Press releases announcing corporate anniversaries are of little interest to most journalists.

PR 131

PR Lesson from the Lolo Jones / New York Times Controversy

Marketing Craftmanship

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

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. 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

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. 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

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. 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.

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. 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.

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? 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).

Did The New York Times Purposely Fuel the Goldman Controversy?

Marketing Craftmanship

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?

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. 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.

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. 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. –

PR / Media Pros Should Stand Firm on Requiring Quote Approvals

Marketing Craftmanship

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

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. 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.

Brochureware Is Not a Dirty Word

Marketing Craftmanship

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.

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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 116

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. 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.

Should Companies Manage Their Employees’ LinkedIn Profiles?

Marketing Craftmanship

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

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? B2B firms invest significant dollars and hours maintaining a broad range of marketing tactics that may or may not demonstrate economic value.

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. Companies invest considerable time and effort in securing and preparing for public events, industry seminars, keynote addresses, webinars and roundtable discussions.

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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 116

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 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.

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. 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

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.

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? 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?”.