Archive for the ‘Media Relations/PR’ Category

Driving Revenue Through Public Relations and Media Placement

Thursday, July 13th, 2017

At a basic level, generating a profit in business revolves around a simple formula: revenues – costs = profits. In other words, the goal is to bring in more money than you spend. This is what makes the marketing function so tricky for many businesses. Marketing – if done properly – drives revenue. At the same time, marketing can be a significant part of an organization’s budget. According to a recent CMO survey, marketing can account for as much as a quarter of the overall budget for the consumer packaged goods industry, and ten percent for industries like retail wholesale and healthcare/pharmaceuticals.

So, any time you can find a way to do successful marketing on the cheap, it’s a great idea to take advantage. Using PR and free publicity to drive revenue is one of these methods, and here we examine what it takes to be successful. (more…)

Please follow and like us:

Be Careful Out There! From Fake News to Fake Newsmakers—How to Best Protect Your Brand

Thursday, May 11th, 2017

content marketing, content management, newsjacking, social media, digital marketing, SEO, online marketingIn 2006, Sacha Baron Cohen’s Borat character burst onto the big screen and became a huge success in the United States. Borat – a scruffy, socially awkward “journalist,” ostensibly from the Central Asian nation of Kazakhstan – took a cross-country trip through the United States, mostly in the South, and interacted with and interviewed numerous unwitting participants who became fodder for Baron Cohen’s movie.

While Borat had been a staple of Baron Cohen’s Da Ali G show for years, the 2006 film marked the first time many Americans had been exposed to the character. From college students and driving instructors to rodeos and local news stations, many Americans were fooled into believing they were being interviewed for a cultural program for consumption in Kazakhstan, something that would not be seen in the United States.

Hilarity, embarrassment and lawsuits followed. (more…)

Please follow and like us:

It’s Tough to Avoid Negative PR These Days

Saturday, April 22nd, 2017

April has been a rough month for the airline industry. Delta—renowned for its low rate of delays and cancellations—probably saw itself as the pariah of the airline industry after “unprecedented” weather hit its main hub in the Atlanta metro and caused the cancellation of thousands of flights over the course of a few days impacting thousands of customers around the country.

But, then United stepped into the picture and a single incident with a single passenger on a single flight stole the negative publicity spotlight from a likely grateful Delta. (more…)

Please follow and like us:

Building Up Your Expert Status Through Strategic Communications

Thursday, March 9th, 2017

Credibility is crucial for marketing efforts, whether B2B or B2C. Just as a consumer needs to be able to trust the business selling a product or service, business partnerships need to be built on trust as well. A great way to build this credibility is to be seen as an expert on a particular subject or in a particular field. A world-renowned heart surgeon who spends time as a medical professor, for example, is likely to be much sought after by those in need of heart surgery. The difference is personal branding. (more…)

Please follow and like us:

The New Extended Life of Super Bowl Commercials

Tuesday, February 14th, 2017

football in foreground for super bowlIn the world of advertising, perhaps no event is as highly touted as the Super Bowl — or at least its commercials. According to the National Retail Federation (NRF), nearly 190 million were expected to tune into the Super Bowl this year, making the four-hour event a prime venue for advertisers. And unlike most events where many viewers use modern technology to fast-forward through annoying advertisements, Super Bowl advertisers have an eager audience. In fact, the NRF reports that 17.7 percent — about 43 million people — say the commercials are the primary reason they watch the game. All that access comes at a price, of course. (more…)

Please follow and like us:

Lessons Learned When Newsjacking Goes Awry…

Sunday, January 1st, 2017

Soci al media is a key marketing tool that no business should overlook. To stay relevant to your audience, this medium requires being fluid and agile while staying up to date on the latest trends, buzz and news. Unfortunately, much of the news and buzz of 2016 has been around some of the great celebrities we’ve lost, including athletes, astronauts, politicians, actors and musicians. Commenting on these tragedies is, obviously, a sensitive matter, making it especially important to exercise caution before casting messages into cyberspace. Unfortunately, too often, even big businesses who we’d assume know better, commit egregious social faux pas. (more…)

Please follow and like us:

Is There Such a Thing as Negative Publicity? We Think So.

Tuesday, November 29th, 2016

We’ve all heard the old adage “there’s no such thing as bad publicity.” The rationale for this is that even if the portrayal of your brand or organization is negative, you’re sticontent marketing, content management, newsjacking, social media, digital marketing, SEO, online marketingll getting your name out there. But let’s be realistic. Nobody wants negative publicity. Even if it does mean getting your name out there, it really can be quite bad.

There’s no magic bullet to make bad publicity simply go away once it happens. Still, there is a simple formula to deal with negative publicity. (more…)

Please follow and like us:

Contributed Content and Thought Leadership: Two Ingredients for Great Media Coverage

Tuesday, November 1st, 2016

Creative business corporate work concept: tablet computer PC, modern black glossy touchscreen smartphone with news internet web site, stack of newspapers, cup or mug of fresh coffee and metal ballpoint pen on wooden office table

Marketers are often on the lookout for opportunities for free publicity, and why not? Marketing can be expensive, and it’s hard to beat free when it comes to getting bang for your buck. While some businesses have found success in outlandish publicity stunts, we certainly don’t recommend such a dramatic approach, especially for those working in more conservative industries—e.g. healthcare, financial services, etc., where so much of the organization’s focus relies on promoting an image of safety and responsibility. However, that doesn’t mean that there aren’t still opportunities for free or inexpensive publicity, even in super conservative organizations. Here are a few tips we and our clients have had steady success with: (more…)

Please follow and like us:

Crisis Management in a Digital World

Thursday, October 27th, 2016

Public Relations word cloudAt Strategic Communications, we are firm believers in the value of social media and online publicity for any. It’s a huge part of what we do and what we advise our clients to do. While the impact of social media can be overwhelmingly positive, there are occasionally situations that can be extremely damaging to the reputation and livelihood of an organization. We’re talking, of course, about the dreaded social media crisis. (more…)

Please follow and like us:

Content Marketing: Developing Your Brand With Consistency and Regularity

Thursday, October 6th, 2016

content marketing, building thought leadership, becoming a though leader, strategic communications, brand managementFor a small business or a new startup, marketing can be a real challenge. It’s not just the financial aspect; it’s also finding the right channels to get your brand in front of the potential customers you’re after. While some businesses have found success in outlandish publicity stunts, we don’t recommend such a dramatic approach. (more…)

Please follow and like us: