Marketing Craftmanship

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.

Page’s Seven Principles of Public Relations Management

Marketing Craftmanship

Although Edward Bernays is often characterized (largely through self-promotion) as the “father of public relations,” most serious PR practitioners consider Arthur W. Page to be the first and most influential apostle of modern-day public relations and corporate communications. Page Center for Integrity in Public Communication – a research center at Penn State’s College of Communications – as well as the Arthur W. Corporate relations is a management function.

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The Herb Schmertz Era: When Public Relations Had Some Balls

Marketing Craftmanship

brings to mind what many consider to be a golden age for Public Relations; the period from the mid-60s to mid-80s, when the PR profession had the mandate, the skills and the balls to stand up to criticism leveled against the organizations and people whom they represented. The tip of Mobil’s public relations spear was guided by Herb Schmertz, who served as Vice President of Public Affairs under Warner (and whose credentials included a law degree from Columbia.)

Why Public Relations Does Not Sit at the Senior Management Table

Marketing Craftmanship

In his keynote address two years ago at the Institute for Public Relations (IPR) 50 th Annual Distinguished Lecture and Awards Dinner, Richard Edelman – President & CEO of the world’s largest independent public relations firm – echoed the PR profession’s long-standing goal: “…to elevate public relations as a management discipline that sits as a full partner aside finance, operations, legal, marketing and strategic leaders in the C-Suite.”.

Death by Content: How Press Release Abuse Killed Public Relations

Marketing Craftmanship

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.”. For public companies, dissemination of financial results and material events will be handled by their legal department. Because press releases are now considered sales collateral by their target audiences, “media relations” for all companies will be managed by the marketing department.

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

Marketing Craftmanship

Harvard likely became aware of the possibility of negative media coverage either after a call from a reporter, or in reaction to a threat from a student (or their lawyer) to make this a public issue. Harvard would have been better served if the school had completed its inquiry of the 125 “cheaters” in advance of its public announcement.

PR’s “Big Lie” is Alive and Well

Marketing Craftmanship

Uncategorized #media placement #media relations #PR #publicity #reporters earned media journalism media coverage PR profession public relations publicistNearly 5 years ago, I wrote a LinkedIn blog post ( The PR Industry’s Dirty Little Secret ) that called out PR practitioners who use their “close relationships” with journalists – along with the implication that those relationships will generate media coverage – to sell their services to prospective clients.

PR 100

PR Playbook: Earning Your Seat at the Senior Management Table

Marketing Craftmanship

Speak Their Language – It’s not necessary to understand all the technicalities, issues or nuances related to various corporate functions, but you need to know what’s important. For example, your CFO does not expect you to be up-to-date on Dodd-Frank compliance, but does expect you to be well-versed regarding the company’s business model (how it makes and spends money), its competitive landscape, key legislation and enterprise priorities such as market share, acquisition or going public.

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PR Lesson from the Lolo Jones / New York Times Controversy

Marketing Craftmanship

The public appears to agree with Lolo regarding Longman’s attack. In a highly unusual column entitled, “Lolo Jones Article is Too Harsh ,” the New York Times public editor Art Brisbane acknowledged the volume of reader pushback the Longman piece has created, and noted that, “In this particular case, I think the writer was particularly harsh, even unnecessarily so.”. Did Jere Kill Lolo’s Mojo?

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Five Life Lessons from Doc Martin

Marketing Craftmanship

In advance of Season 6’s final 8 episodes, diehard Doc Martin fans can follow the latest series-related news and gossip on its official website / blog www.docmartinfan.com. Uncategorized #craftsmanship #docmartin #PRfirms #public events #thought leadership Cornwall England Doc Martin Dr. Martin Ellingham marketing craftsmanship Martin Clunes Netflix Philippa Braithwaite Port Isaac Portwenn public relations social media television series UK Television

Tennyson Delivers Skyfall’s British Bulldog Moment

Marketing Craftmanship

Uncategorized #content marketing #PR #PRfirms #publicity #thought leadership 007 Arthur Henry Hallam Bulldog Moment cinematic craftsmanship CliffNotes Dame Judi Dench Fairfield University Great Britain Guinness stout Homer Ithaca James Bond Jr. Reil public relations Royal Doulton screenwriting Skyfall top-of-mind awareness UlyssesTo strive, to seek, to find, and not to yield.

Stop the Insanity. Fire Your PR Firm in 2014.

Marketing Craftmanship

Its source notwithstanding, the axiom applies perfectly to the great number of companies that retain PR firms, year after year, to generate publicity that will have little or no impact on tangible business outcomes. Over the past 5 decades, to rationalize hefty monthly fees, the PR profession has successfully promoted three underlying assumptions: Any publicity is good publicity. The more publicity, the better. Publicity generates revenue.

PR 116

Investment-Related Publicity: How Clueless is Your Fund?

Marketing Craftmanship

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. Here are some thoughts on how your fund can effectively leverage publicity: More Publicity is Not Better: The term “media mentions” is broadly used by the investment industry to describe publicity, which implies that the sheer volume of exposure is beneficial.

Client Newsletters: Empty Suit of the B2B Marketing Mix

Marketing Craftmanship

When your firm touts that a senior partner has just published a book and was a guest on CNBC, your target audiences may wonder why that partner isn’t focused on client matters rather than self-promotion, or whether the cost of his book’s publicity tour will result in higher hourly rates. Most Client Newsletters Deliver No Tangible Business Value. Client newsletters are the most widely used, often abused and hotly debated B2B marketing tactic for professional services firms of any size.

Marketing Craftmanship - Untitled Article

Marketing Craftmanship

Clint Arthur may represent the extreme end of PR hucksterism, but for decades many well-known public relations firms have sold other types of false or inflated credibility that relies on the implied third-party endorsement of respected media sources and organizations. (In And all of these tactics overplay their hand, with respect to the public’s trust in legitimate media.

SME 100

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

Marketing Craftmanship

LtoR: Heather Fuller, Andrew Crisp, Percy, Gary Thompson, Mickie Kennedy. Missing: Nimmi, the acrobatic dog. 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.

PR Lesson from a Twitter Flap

Marketing Craftmanship

The governor issued an apology, and the school district publicly stated its support of free speech and said Emma was not required to apologize. Emma Sullivan. emmakate988. Just made mean comments at gov brownback and told him he sucked, in person # heblowsalot.

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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. Webinars and public forums entail lead qualification and follow-up with prospects. On its own, publication of the article was unlikely to generate any viable, near-term new business prospects. Is Your B2B Marketing a Tactical Hodge Podge?

BMW’s Storm Cooper: A Mini-Coup Rather than a PR Blunder?

Marketing Craftmanship

However, if top-of-mind awareness is a beneficial marketing objective for a car company, then the exponentially greater, world-wide storm-related coverage for BMW’s Mini Cooper marque certainly won’t hurt showroom traffic or the company’s balance sheet. In this case, the old saw, “All publicity is good publicity” may well be true. Stormy Weather for BMW? For a fee, Germany allows people or companies to sponsor the names of weather fronts.

PR 109

Sales Tips from PR Legend Lee Levitt

Marketing Craftmanship

Lee Levitt embodied craftsmanship in public relations, and left a lifetime of wisdom for those who follow in his footsteps. Uncategorized #craftsmanship #PR #PRfirms #PRSA #publicity #thought leadership B2B marketing Lee Levitt Levitt's Manual of PR Sales Strategy & Tactics marketing counsel marketing craftsmanship PR firms PR strategy professional services marketing public relations sales strategy sales tactics selling professional services selling public relations

PR 109

Should I Rekindle My Blog Love Affair…Or End It?

Marketing Craftmanship

Uncategorized #brand management #content marketing #craftsmanship #marketing #PR #publicity #SEO #thought leadership B2B marketing blog content blog disaster blog failure blog metrics blog roi blogging Blogs editorial calendar lead generation marketing communications PR strategy public relations firms sales promotion social media social media marketing Twitter two-way communication web contentCan This Blog Affair Be Saved?

Should Companies Manage Their Employees’ LinkedIn Profiles?

Marketing Craftmanship

For better or worse, LinkedIn has become part of the world’s due diligence process: a public resource that enables employers, customers, regulators, competitors, prospective employees, referral sources, vendors, creditors, shareholders, research analysts and journalists to look beneath the covers, and to establish an opinion (or decision) not only regarding individuals, but also the companies they work for. Everything Counts in Brand Management.

Glassdoor.com: Social Media Tool or PR Nightmare?

Marketing Craftmanship

Websites dedicated to employee dissatisfaction were social media pioneers; empowering workers to publicly call their manager a “5-Alarm Nut Job” without retribution, to gripe about low pay or a lousy lunchroom, and to warn others to look elsewhere for a job. Although it’s contrary to corporate instincts, the quickest way for a company to stop online rants is to fix the related problems, or to explain to employees why it won’t. Learning to Live With Employee Opinion.

PR 122

3.5 Reasons to Skip Industry Awards

Marketing Craftmanship

For certain industries, such as financial services, that aggregate performance-related data – for example, in annual “league tables” ranking investment banks by the number or size of M&A transactions they’ve underwritten – there is some logic, as well as an objective basis, on which firms can claim to have outperformed their competitors.

4 ½ Reasons To Avoid Using Celebrity Endorsements

Marketing Craftmanship

Companies rationalize this brand risk by assuming that the public will assign them some sympathy for having been duped by the murdering, philandering or drug abusing ways of their fallen celebrity. Marketers also may believe a celebrity’s fall from grace will provide their company with an opportunity to publicly cancel the contract, express sorrow or indignation, and gain additional time for their brand in the public spotlight.

PETA’s SeaWorld Lawsuit: Do Publicity Stunts Make Sense?

Marketing Craftmanship

” As I prepared to use this high profile law suit as a news hook for a blog post on publicity stunts (although PETA would likely deny the filing is a stunt), I ran across an excellent 2008 post by James L. Horton, entitled “Publicity Stunts. In Horton’s deep dive into publicity stunts, he says “the challenge of any publicity stunt is to preserve the message contained within it.” Whale Abuse: Exhibit A for Shamu, the Plaintiff.

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. Public controversy has erupted over the piece, prompting insider publications including Columbia Journalism Review to weigh in on Berman’s column.

PR 116

Ronald McDonald Makeover: Liposuction Not Required

Marketing Craftmanship

This was a historic triple-stupid play deserving of special recognition from the Public Relations Society of America. Uncategorized #McDonald's #obesity #PRSA #RonaldMcDonald public relationsToo Big To Fail?

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 managementBrochureware is the term used, often with derogatory marketing implications, to describe websites consisting entirely of static pages that promote a company’s products and services, people and value proposition.

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Fighting Online Brand Sabotage 101

Marketing Craftmanship

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 Sabotage May Warrant Ninja Tactics.

Brand 109

Why New Jersey Loves Bad PR

Marketing Craftmanship

Uncategorized #NewJersey #NJ #PR public relationsFly Fishing on the Raritan in Califon, NJ. Before I relocated to New Jersey a few years ago, my impressions of the Garden State were consistent with the stereotypes: Interstate 95 traffic jams, cogeneration plants spewing smoke, Tony Soprano, roadside diners, dangerous cities, people with annoying accents.

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Avoid the Carnival Barker Approach to Publicity

Marketing Craftmanship

Publicity Must Be More Than Noise. Companies of all sizes believe that more publicity is always better, as a means to raise brand awareness and drive business results. But there are several reasons why this noisy carnival barker publicity is a losing game. Conversely, because resources are limited, small and medium-sized companies cannot play the same publicity game; to survive, they must demand that PR tactics be cost-effective and accountable.

Is Your Web Content a Marketing Liability?

Marketing Craftmanship

If the brand police were to issue citations for website content-related abuse, some of the most common violations might include: Vagrancy – If your most recent press release, example of news pickup, or last blog posting is more than two months old…website visitors will wonder “Are these guys still is business?” Uncategorized #marketing marketing craftsmanship public relations web content website management

Using Negative Publicity as Negotiating Leverage

Marketing Craftmanship

The disclosure last May that Facebook had hired public relations firm Burson-Marstellar to initiate a smear campaign against Google’s “Social Circle” raised the hackles of many PR practitioners who labeled the tactic as unethical. A related behind-the-scenes tactic that’s more widely practiced (often by law firms on behalf of their clients) involves using the threat of negative publicity as a negotiating ploy. Shakedown of BMW of North America.

Sales and Marketing Alignment: Facing Professional Culture Clash

Marketing Craftmanship

In addition to traditional methods such as advertising (a/k/a “paid media”) and public relations (a/k/a “earned media”), the marketing tool kit now includes everything from Search Engine Optimization (SEO) tactics, Customer Relationship Management (CRM) programs and Marketing Automation software, to Account-Based Marketing (ABM), which is the latest shiny object promising to deliver ROI Nirvana to CMOs.

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5 Secrets to Ray Dalio’s Hedge Fund Success

Marketing Craftmanship

Hedge Fund Craftsmanship. By most measures, Ray Dalio has achieved great success during his 62 years on earth. Unlike Donald Trump, Dalio didn’t inherit wealth. As a middle-class kid, he delivered newspapers, shoveled snow and was a caddy during the summer. The company Dalio established in his apartment in 1975, Bridgewater Associates, is now the world’s largest and most successful hedge fund manager, with more than $120 billion in assets under management.

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

Marketing Craftmanship

Not to be confused with “The Wall Street Transcript” Many companies will invest considerable effort seeking positive publicity in influential media sources, and then fail to benefit from the masthead value of that exposure. Originally a seafaring term relating to the brass plate attached to a ship’s mainmast that memorialized its owners and builders, a publication’s masthead lists the members of its current editorial and production staff.