Measuring PR: Old School versus Share of Voice
Share of Voice Part 1 All marketing efforts must be measured for their return and support of a company’s business objectives. Share of Voice (SOV) reporting is increasingly important to marketing executives, particularly in high growth innovation companies seeking to create or take over categories. SOVs are far more sophisticated than techniques of the past, though they still require a fair amount of interpretation. In a multipart series, we will explore what SOVs offer marketers in the context of measuring PR and how to use them to create a category [...]
What Innovation Companies Need to be Communicating in the Reopening
America is resilient and always chaotic. It’s a surprising feat that the nation achieved as much synchronicity as it did amid the lockdowns to flatten the spread of COVID-19. And, not surprisingly, the reopenings have revived the patchworks of differing perspectives, approaches, partisan viewpoints and [...]
Leveling Innovation Messages Above the Partisan Divide
We stand at the convergence of a pandemic, a partisan arm wrestle leading to a general election, a mass movement of workers to home offices, health care’s rebound and infectious disease management mandates, and the future of economic re-openings. In the midst, innovation companies have [...]
What Types of Innovation Companies Move to PR in a Pandemic?
In a matter of a few weeks, the innovative marketers in the U.S. found many key pillars of their marketing stack turned sideways. Conferences for the spring were canceled, some have been tentatively rescheduled, and others have gone virtual. For some industries, these events remain [...]
PR for Innovation Products…in a Pandemic
Many industries have suddenly found their stack of marketing strategies out of sync with the new realities of the COVID-19 pandemic. For one, conferences have been put on ice for key months of the 2020 season. Secondly, more companies than ever before have been [...]
Supercharged COVID-19 News Cycle Needs Thought Leaders
The last few weeks have brought tumultuous markets, travel anxiety, a barrage of handwashing and face-touching reminders, and elbow bumping instead of handshakes. It’s a perplexing virus – mild for certain people, yet deadly for more vulnerable populations. It’s highly contagious and maybe uncontainable, with [...]
Primary Debate Season: The Bad, the Ugly and Takeaways for Marketers
This year's primaries are particularly dicey, and the debates, media interviews and comments from the candidates are like a game of slip and slide. Jabs, smart quips and awkward flounders interweave to create a cacophony of arguments that are hard to follow. Some of the [...]