Not that long ago, PR pros made their name on their ability to get a client in the newspaper or on TV – The Hodges Partnership especially. Heck, most people thought media relations and public relations were synonymous. But then newsroom attrition started making pitching significantly more difficult, all the while social and digital media rose in favor, giving PR practitioners a new sandbox to play in. As a result, many have decried media relations to be dead (it’s not), and to instead focus on…
Read MoreCreating a marketing plan for next year can be difficult due to the fact that trends change so much from year to year. Once heralded strategies such as link building are now generally frowned upon. As 2015 comes to a close, what should you focus on in the year ahead? Here are four content marketing trends we expect to take off in 2016 that you should keep in mind when developing your online marketing strategies: Valuable content will become more effective: This might seem more…
Read MoreI was impressed by a recent PRWeek piece by a prominent CEO I read on the importance of integrating traditional media relations and content marketing. This sums it up well: “For a while everyone was focusing on driving peer recommendations, but we must not underestimate the importance of journalists’ expertise when it comes to making the purchase. People want specialist advice.” Have you ever heard of the Rule of Seven? While different for every company, it touches on “effective frequency,” stating a customer must be…
Read MoreOne of the great new tools for public relations professionals is the ability to follow journalists on Twitter. It not only helps us get a clearer understanding of the kinds of things that certain reporters cover, but it also gives us insight into their personal interests, likes and dislikes. But Twitter also exposes us to the raw, spontaneous invective that reporters tweet our way – some of it deserved (okay, LOTS of it deserved) and some of it a less-than-kind, far-from-subtle way of keeping us…
Read MoreDoes this sound familiar? Your department spends thousands of dollars and months of work developing a sophisticated marketing plan that leverages your company’s strengths for the year ahead. But when you check in with your sales staff six months in, you find out your plan was quickly abandoned for their “tried and true” methods, usually including one-off marketing pieces that in no way reflect your brand standards. We don’t mean to disparage sales professionals. They are a valued and necessary resource for virtually all for-profit…
Read MoreAnyone who’s gone about earning their APR accreditation will tell you that the most enduring takeaway is the emphasis the process puts on research. And with good reason. Only by having an informed understanding of both your business and customers can you develop the right communications plan. But here’s the problem – market research can be expensive, depending on what methods you use. Massive phone surveys, for example, require a call center or a significant team that is typically paid by the hour to gather the…
Read MoreOkay, I know the word “PRublishing” is little hokey, but after some recent client efforts, conversations and new business meetings, one thing is becoming very clear: marketers are ALL OVER the idea of creating content that can be targeted to specific audiences to drive their business. The marriage of PR and online publishing (PRublishing?) will continue to dominate our industry as it matures over the next year or so. THP has just launched its first digital magazine on behalf of a client. Right now if…
Read MoreThe shrinking media landscape. The pitches that generate zero response. The new technologies that allow for a more direct conversation and instant gratification. As PR folks, the growing question on our minds is should we stop trying to engage with the media at all? I’m not blaming anyone here, so if you are a member of the media and reading this, please don’t think that I think it is your fault. As we’ve discussed before media relations throughout history has been difficult to measure and…
Read MoreHere it comes. We’re seeing the first of what will likely be a wave of backlash against content marketing. Specifically the concerns, some understandable, that we will begin experiencing a content “overload” of sorts. And it is no wonder given the number of companies, organizations and agencies dipping their toes – or jumping in head first – into the content pool. Here are some thoughts on how you can avoid creating “content shock” for your audiences: Do your research: If you are just sending out…
Read MoreSo there I was in a new business meeting and I found myself trying to talk the potential client out of doing a media relations campaign as a possible tactic. Then days later I was in a client meeting downplaying the effectiveness of media relations in achieving the client’s ultimate goal. That’s a 180-degree turn from a guy who has made his reputation the “media relations guy.” As has been well documented on this blog, the art and practice of media relations is more difficult…
Read MoreSo I was browsing through Mobility Magazine the other day, and there was this interesting article on how companies can help employees facing an international move get better acclimated to their new country. Great stuff. You may have missed it. And that’s okay. But when one of your main clients is in the moving and storage business, it’s a good idea to stay abreast of things happening in that industry, and Mobility is one of the regular sites I check in with to get smarter…
Read MoreWe want your CEO to be on TV too. Let’s make it happen. Producers and guest bookers receive tons of email per day. A TODAY Show producer revealed she gets 300 email pitches per day at an event my colleague attended earlier this year. That’s 1,500 per week. I’d theorize their counterparts at business networks like CNBC and Fox Business have similar inbox email counts. So how do you stand out? Here are six tips to help you land that coveted national TV…
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