Socially on Point: Tailor Your Social Media Strategy Per Platform
When executed strategically, social media provides B2B companies the unique opportunity to engage directly with their target audience, demonstrate thought leadership, and is one of the most important tools for cultivating strong brand association with followers. Having an effective social media strategy in place means going beyond merely cutting and pasting the same content across all platforms and calling it done. Each social media channel requires tailored criteria to fit the personality and behavior of its specific audience. Doing this incorrectly can be detrimental, potentially leading to decreased engagement and [...]
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 [...]
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 [...]
3 Ways Storytelling Can Upturn Media Coverage
Crafting compelling stories to pitch target media is a core component of metric-driven PR campaigns that generate brand recognition and capture transformative innovations. Earned media placements help to promote brand attributes, position company executives as thought leaders and cultivate company reputation and ROI, but how [...]