Ultra-Disruptive Tech Needs Authentic Market Messages
Marketers of innovative companies are in a unique balancing act of highlighting the value of their technology to their target market, while also making it digestible and relevant. They are faced with conveying the current, future and potential impact all at once to illustrate value. It’s a complicated set of frameworks to merge. By its very nature, innovation is relentlessly uneven and undulating. Meanwhile, on the frontlines of markets, it’s clear there are many assumptions about what technology can do. In our work as a PR firm, it is not [...]
Risk vs. Reward: How Marketers Should Evaluate Their Next Campaign
The reality is every robust marketing strategy has facets that fall flat at one time or another. PR can offer big rewards, but also has its risks, if done well. One of the main goals B2B marketing executives are tasked with is to engage target [...]
PR for Talent – Attraction and Retention
PR has numerous X factors of value. We often evangelize the value of PR in terms of lead generation or as part of a marketing ecosystem, but some outcomes are frequently overlooked. Data marketers analyzing how they’re going to move their revenue streams forward are [...]
3 Reasons to Prioritize Earned Media
Over the last decade, marketing tech has drastically shifted the communication strategies of businesses. According to the 2019 Global Communication Report conducted by the USC Center for Public Relations, more than 70% of U.S. CEOs surveyed named shared and owned media as the most valuable communication [...]
Assumptions and Realities: What can Marketers Predict about their PR Campaigns?
Marketing executives assume that earned media via PR has a lower ROI or is less quantifiable toward lead generation outcomes in comparison to other approaches. These assumptions are not unfounded, as methods, definitions of outcome values, pricing and structural approaches can vary widely across PR [...]
5 Tips for Crafting a Content Strategy that Builds Trust
Marketing communication professionals spend a good portion of their workday developing content that addresses the need, concern or interest of a target audience. NCI – as I like to call it – informs the blogs, digital and social content, bylined articles, op-eds, etc., intended to [...]
Tips on How to Woo a Journalist
Early on in my PR career my friends and family asked me what it was that I did every day. I imagine they had the notion that a career in public relations involved “lunching” with clients and wheeling and dealing with influential journalists and television [...]