The Gong Blog

The Right Spokesperson is Key in a Crisis

For most organizations, having a crisis communications plan in place is a lot like having flood or fire insurance. You’re not sure when or even if you will ever need it, but knowing it’s there during a time of need can give you peace of mind, not to mention give you a leg up as you start to recover. The best crisis plans have soup-to-nuts checklists that cover putting the necessary preparations in place before, during and after a crisis. It may present various scenarios (from building fires to computer hacking to an executive’s malfeasance), include sample news releases and …

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Finding Success in a Changing Media Landscape

So, you think you have a good story to tell. Do you? What makes you think so? What makes your story stand out, why are you different, why should the media care? A lot goes into media relations, a lot more than most people think. Granted, there are slam dunks like helping a new retailer open a location in your town or announcing the new CEO of a Fortune 500 company. But even newsmakers like that require a great deal of work. Now more than ever, earned media is just that – earned. One of the reasons for that is …

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So what’s next? Nothing.

In the world of marketing we’re always focused on “what’s next?” What’s the next big technology platform? How can we measure better? What comes after B2C and B2B? One of the reasons I haven’t blogged for a while is I’ve been spending my time talking to clients and other in the industry to get a sense of “what’s next?” In a couple of weeks THP will be making its first e-book available. Its focus is on the EOP (earned, owned and paid) approach of PR and content marketing that we’ve been executing for clients over the last year or so. …

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Keeping the owned content train on track

Owning your story, which we covered in our previous post, is one thing. Telling it consistently month after month with a fresh and interesting perspective is another. Based on our experience, the reason most owned content strategies fail – or at least don’t reach their full potential – is because not enough resources and time were devoted to the many steps and dimensions that are part and parcel to an effective content strategy. Build the infrastructure A critical first step is identifying subject-matter experts (SMEs), but a word of warning: more often than not, these internal experts have their own …

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Owning Your Story

While there is, and likely will always be, a place for media relations and traditional news delivery, the audience for this type of information is shrinking.  According to Pew Research Center’s State of the News Media Report, 2015 circulation numbers in the newspaper industry alone were down 7 percent from the prior year.  Compounding that, advertising – in both print and digital – was down 8 percent. The implications for individual publications is staggering with staff being slashed, the elimination of entire sections, and in dire cases, the long tradition of print is being replaced by digital-only dailies.  It’s an …

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Online to IRL: Bringing your online community to life at an event

Building community online is one thing–most organizations have spent years amassing followers and fans on Facebook, Twitter or Instagram with communities amounting into the tens or hundreds of thousands. And those communities can spur hundreds of likes, comments and shares a day on these platforms.  But translating all that online activity into real-life excitement and engagement is a different story…and an important one. For many marketers, hosting tradeshows, conferences and events are ubiquitous elements of their annual marketing strategies, and yet while planning those events, many are missing out on the opportunity to extend their brand during those events, particularly …

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The EOP Era of Public Relations

Public relations is, to some degree, always changing. There’s always some new tool or technique to stay ahead of the curve. But every so often, these changes are so severe, or culminate in a way, that they force us to alter the strategy and counsel we provide to clients, bosses and even each other. The rise of social and digital media, and concurrently, the changing nature of the traditional media landscape, is one such example. As Josh discussed in his previous post, public relations used to involve a lot of grunt work, all directed to encourage reporters to cover your …

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Public Relations: The Early Days (aka The 1980s)

When I set out to find my first job in public relations in late 1979, I did what many newly minted English majors did — pored through the classified section of The Washington Post, running my finger down the column past pharmacists and physical therapists, psychologists and public health workers, to that largely ambiguous category: public relations. I’m not sure I had a clear idea what public relations really was, but I knew it had something to do with writing, so I thought it would be a pretty good fit and likely an easier position to secure than writing for …

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A Marketer’s Secret Weapon: Trade Publications

Getting media coverage in trade publications is a great way to promote your product or business to a specific, targeted audience. These publications are professional magazines that contain articles and information on industry trends, new products and techniques and other news that is specific to a particular industry. Trade pubs are typically not sold to the general public, but are subscribed to or distributed to a specific class of subscribers. They serve as reliable resources to those subscribers and can generate credibility for and create greater awareness about your business. Getting Published in the “Trades” There are a couple of …

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When is the Right Time to Host a Media Tour?

A media tour is a great way to deliver a message to a key group of targeted media outlets in a consistent and time-efficient fashion. Media tours often make the most sense when there is something new to talk about – whether it’s a new product, event or even a new employee within a company whom the media might be interested in learning more about. We recently assisted our client Virginia Distillery Company with the coordination of a media tour that was held on site at the distillery in Lovingston, Virginia. The tour was designed to promote the launch of …

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