The Gong Blog

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What is owned content? Here’s a 101 lesson.

I think I speak for most of the world when I say that COVID-19 kicked us into a realm of massive uncertainty, leaving control-freaks like me longing for the pre-pandemic halcyon days when things were, how do you say, normal.  These days, owned content is one of the few places where you can still achieve complete and utter control. When it comes to developing original content, you’re in the driver’s seat.  Chances are, if you have a content marketing strategy...

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Tesla unplugs from PR: Why that’s a bad move

When I first read the headlines that Tesla had disbanded its internal PR department, my mind returned to a story in the Capitol Hill newspaper Roll Call back in the 1980s when I was a congressional press secretary. The gist of the piece was about the perceived growth of the communications function on the Hill – the trending surfeit of press secretaries, communications directors, press aides, speech writers and the like (obviously well before the arrival of bloggers and tweeters...

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Not enough fertilizer could help that campaign news conference

Frankly, I didn’t think I had to write this blog. I didn’t think I needed to remind public relations professionals of the basic fundamentals of event planning. But of course, this is 2020, so… Implausibly, inexplicably, inconceivably, there it was. In broad daylight. A press conference of such colossal consequence that it held the potential to upend the unyielding march toward determining the next president of the United States. With so much on the line, and with a campaign’s credibility...

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Creating content that gets you new business

There’s no doubt that the global pandemic has caused a lot of our fellow marketing and public relations comrades to pivot from their planned strategies and tactics. In fact, what we’ve been seeing is an increased interest in remote marketing, even if it’s as simple as amping up digital efforts that may already be in place. As Jon points out in his post linked above, a lot of this involves refining and refreshing your digital marketing building blocks, including revisiting...

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Reboot & Reconnect: Redefining business as usual

Here’s an idea: Instead of obsessing over all the challenges we’ve been facing this year, we choose to focus on the many new opportunities available to us during this time. Think of it, this whole experience could be a timely opportunity for a reboot, a moment for you and your organization to seize something bigger, to come out stronger just by going through a bit of strategic stretching. Amid the new normal swirling around us, companies are creating new policies....

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Pandemic can be optimal time for self-analysis and planning

I don’t know about you, but it seems like 2020 would have been a much more appropriate year to launch the “ice bucket challenge.” Could there have been a more fitting metaphor for the cold splash of reality that descended on our collective heads earlier this year? And again several times since. We had anticipated being back in the office by Memorial Day, although we never did say in what year. Like many companies, we empaneled what we called our...

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Generate more leads by updating your marketing personas

In these virtual times, do you ever feel like you’re producing dozens of pieces of content, throwing them out there but getting nothing in return? If you’re not seeing a return on the time you’re investing, it’s possible you need to refine your digital marketing strategy. Consider hitting the pause button on your inbound content marketing strategy and starting back at Step 1: revisiting your marketing personas. What are personas? Marketing or buyer personas are semi-fictional representations of your ideal...

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Monday is the deadline for this easy-to-apply scholarship for PR students

Monday is the deadline for this easy-to-apply scholarship for PR students

I proudly serve as the president of the Richmond Public Relations Foundation. Every year, we give out three $1,500 scholarships to public relations students in Virginia. The deadline to apply is this Monday, Oct. 12 at 11:59 EST. If you’re a junior or senior, I hope you’ll consider submitting materials. Get all the details here. Applying is easy. You’ll need to submit a one-page essay focused on “why you want to work in PR and how you have prepared yourself...

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Amanda Colocho outside smiling

Meet A Hodger: Amanda Colocho

With a natural flair for connecting with people and making lasting relationships, Amanda Colocho has a knack for helping clients and local Richmond organizations accomplish their communications goals. A San Francisco native who partly grew up in Fredericksburg, Amanda moved to Richmond in 2010 to go to VCU where she earned a B.S. in Mass Communications with a concentration in public relations. She also brings to Hodges diverse public relations experience, having interned with music venues like The Broadberry and...

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No slow news days: Working with media to place stories when breaking news does not stop

No slow news days: Working with media to place stories when breaking news does not stop

2020 has been filled with… a lot.  It seems like just about every day is filled with breaking news – important stories of natural disasters, COVID-19 updates, racial injustice and protests and the upcoming presidential election. The one thing we’re missing: a slow news day, often a PR person’s best friend. Don’t get me wrong, these major stories are critical, and we all should appreciate the reporters  who are working long hours and often putting themselves at personal risk in...

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