How to Level Up Media Exposure from Trades to National
Every innovative company reaches an inflection point where it’s time to take over the conversation. Their transformational technology is changing an entire industry and they now need to bubble up past their target buyers and contextualize the impact to a broader audience. It’s not uncommon for innovative companies to own their trade environments over time. While maintaining those relationships is essential, these companies often struggle to break through to coverage in the national media, even if the company is transforming its market segment. At anthonyBarnum, we’ve worked with dozens of [...]
Evaluating a PR Firm? Look at the Right Metrics
Executive marketers depend on software that tracks critical metrics every day. They need to gauge campaign response, pipeline and statistical progress toward outcomes of their own efforts. As highly analytical decision-makers, they want to apply the same methods to evaluating their PR firm. For some [...]
SEO and PR: What’s the Relationship?
Search engine optimization is linked to public relations efforts, but it’s not always obvious just how the two strategies go hand in hand. It’s critical that marketers view this relationship as a holistic and transformative practice – it takes time, precision and a granular understanding [...]
4 Simple Ways for Marketers to Quantify PR
Once upon a time, public relations was the Wild West. With a giant dot-com bubble, venture-funded companies expected to pay oodles to retain PR firms to fax around press releases. It was a simpler, totally inefficient time. Today, data marketers at high-growth innovation technology companies [...]
5 Tips for Conducting an External Communications and PR Competitive Analysis
Every effective PR program involves an important initial planning phase to define objectives, strategies and tactics. In an ultra-competitive market, it’s also important to understand how competitors are positioning to win the mindshare and category game through their public relations and other external communications activities. [...]
There’s Optimal PR and There’s “Make it Work”
Marketers have timelines, budgets and outcomes they are trying to accomplish. They often want PR to be a part of an important mix of activities that support a product launch and/or repositioning to expand penetration and growth within a new market segment. While the PR [...]
5 Ways to Ensure Media Pitches Resonate with Reporters
It appears as a given when innovative and successful companies generate buzz around their products or services touting their vision in the context of their market. Often the explanation in the piece is so gripping and clear, it’s hard to imagine it was not the [...]