The question of whether front-line, everyday employees should be speaking on behalf of a company and its brand has been in the minds of business owners and executives for years. On the one hand, harnessing the full weight of a company’s workforce can put a lot of bodies into the marketing effort. At the same time, companies often fear the potential negative, counter-productive impact of “rogue” or un-coached employees. Think of the employee complaining about her job on her Facebook page, or the insider who gives friends and neighbors the “real story” about his company at a backyard BBQ. (more…)
Posts Tagged ‘public relations’
The idea of hacking used to be associated almost exclusively with the computer industry. A hacker was someone who found clever or clandestine ways around computer safeguards. But more and more, hacking has acquired a broader application, associated with developing and exploiting unconventional means to accomplish a task in a variety of industries and settings. Public relations (PR) campaigns are no different. (more…)
by Linda Pophal
I wrote a post recently about the value of positive public relations compared to other ways of generating awareness and preference for organizations. I made the point that what others say about us (e.g. positive word-of-mouth) is always more impactful than what we say about ourselves. One reader followed up with a question: “So how do we get our satisfied customers/alumni to talk about us more?”
This was my response: (more…)
by Linda Pophal
I think the biggest myth about public relations that I continue to hear is that PR is becoming less valuable, or valued, in this social media era, and that social media will eventually take the place of PR. That sentiment, I believe, is patently untrue. In fact, I think the situation is exactly the opposite. (more…)
Every company is–or should be–concerned about its brand. Even those that are, though, tend to focus more on the customer-facing brand. Granted, customer and prospects perspectives are important. But there’s another key audience that often gets overlooked in the rush to build brand. (more…)
As someone who grew up shy and still has a strong aversion to “cold calling,” I was heartened to see the results of a recent Muck Rack poll of journalists regarding their preferred methods of contact. The good news?
What’s the most important thing that any business person should know about working with the media? Relationships matter! I’ve been working with the media for a number of years–both as one of them in my role as a business journalist and on the other side of the relationship as a PR professional. Because I’ve had a foot in both camps for so long, I don’t have the same level of fear or anxiety about working with the media as many often do. I don’t view the media as “the enemy” but as an ally in most cases. I need the media to help me get important messages out to various audiences. The goal:
Today, more than ever, companies and individuals are hoping to get media exposure – after all, they figure (and not unreasonably), that media exposure is “free” and media coverage tends to be more favorably perceived than the advertising messages we share about ourselves.
Unfortunately, many novice “pitchpeople” make a number of seemingly “minor” errors as they try to get their stories covered. Many of these errors aren’t minor, however. Tick off a reporter once and the chances of connecting again in the future are slim. Here are some things to avoid: (more…)
The skills of great marketers are many, but are primarily rooted in an understanding of consumer or human behavior and all of its complexities. Marketing is a challenging field of endeavor because, while there are certain principles and tenets of practice that are widely accepted, there are also many exceptions that challenge the rules. I’ve been a marketer, I’ve worked with marketers, I’ve hired marketers–both as staff people and as external consultants or vendors. I’ve worked with both effective and not so effective marketers. What does it take to join the ranks of the effective marketers? In my opinion, those who will be most effective in marketing-related positions are those who: (more…)