Professionals (PR, marketing and professionals from other fields) can lose credibility when they include certain overused expressions in their writing. We’re bombarded with emails, newsletters and media alerts all day every day, and seeing the same buzzwords over and over again makes people tune out. Journalists, a prime audience for public relations professionals, get especially annoyed when they see these overused words and phrases. The following popular expressions, frequently used by PR firms, are trite from overuse:Read More
As we see in business, politics, and other aspects of life, perception management is a tricky task, given that different people often perceive the same situation in different ways. An ability to stand in another’s shoes and understand how they will perceive something is crucial for avoiding missteps and anticipating problems in advance. I normally think about perception management in relation to the messaging we help our clients articulate and then amplify, in the form of press releases, social media, blogs and other content. However, two separate but related news stories surfaced last week that got me thinking about the importance of perception management in relationships. The divide between observable facts and how people feel about a situation can be very large.Read More
Tags: perception management
The PR profession has experienced more changes in the last 10 years than the previous 30.
- Digital communication has influenced every aspect of the profession.
- Online media isn’t only part of the media relations mix, in many cases it trumps print and broadcast in importance.
- Social media is now a standard (and very important) communications channel in PR programs.
- Content marketing, always a PR skillset, has been given new prominence as a key component of digital marketing.
- An understanding of search engine optimization, previously only necessary for people in digital agencies, is now a must in PR.
Content marketing is one of the most buzz-worthy phrases in the marketing world today. However, it’s also one of the most misunderstood. According to the keyword tool we use, there are 2,400 searches a month for the question, “What is content marketing?” There are quite a few definitions of content marketing floating around the Internet, but I’ll offer my own, which I’ve tried to make clear and concise: “Content marketing is a method used by marketers of providing people with helpful, unbiased information to establish trust in, and build a good image for, an organization. Really good content will stand out quietly amidst a cacophony of advertising and promotion and be more effective in the long run than either.”Read More
Tags: Content Marketing
“Show and Tell” Is Not Just for Kids
Sometimes facts by themselves aren’t enough to convince people. It takes the age-old kindergarten practice of “Show and Tell” to do what facts alone can’t do. If show and tell just consisted of telling, it would never hold the attention of a classroom full of five-year-olds.
Demonstrating information in a way that evokes emotion, rather than just verbalizing facts, is a tried-and-true method of persuasion and a very effective perception management tool. You can certainly demonstrate a point you want to make verbally, just using an example that paints a vivid mental image. But showing a visual illustration is a particularly powerful way to persuade, because the more senses you can engage, the more attention an audience will pay to the words you speak.Read More
How to Boost Return on Investment for PR Services
“When budgets are squeezed, ____________ is the first thing to be cut.”
I’m guessing that 95 percent of my readers can fill in the blank in a second. The answer is communications, including public relations, advertising and the many other pieces of the communications suite of services. Public relations is particularly vulnerable, since historically the measurement of return on investment for public relations services has been fuzzy at best. (These days there are more reliable measures of PR success, but it’s my impression that there is also fairly low awareness of how to measure public relations ROI successfully.)
This blog post is written for you if you’re a C-suite executive at a company where budget cuts are causing scrutiny of PR costs, or if you’re a PR professional (either in-house or agency) who wants to at least hold onto your current budget, if not expand it next year. Here are some tips for how ROI from PR can be measured, as well as ways of increasing ROI.
About 15 years ago, I met Bob Sacks, a publishing industry veteran and consultant (and one of the founders of High Times magazine in 1974 – something I just learned about him). Bob, or Bo, as he is often called, publishes a free daily newsletter, “Heard on the Web” Media Intelligence, about the publishing industry, which he distributes to 16,500 readers. (You can sign up for it on his website.) He is a frequent speaker and industry commentator and he often weighs in on the future of publishing. Recently he was interviewed on video by journalist Jamie Gavin for MagWorld magazine about trends in digital media and his predictions for the future of the magazine industry.Read More
Crises that can seriously damage a company’s and/or brand’s reputation are happening more frequently than ever, and thanks to the lightning speed of Internet communications, the news spreads fast. In spite of this, the majority of small and mid-size companies we work with have done little or no advanced planning to help get through a crisis. In addition, many very large international corporations are equally unprepared. Foreign companies are typically less prepared for crises in the U.S. than their domestic counterparts.Read More
Tags: crisis communications
Asking patients what they want might be a good PR strategy for companies in the healthcare sector. A recent survey on the corporate reputation of the medical device industry finds that the best policy for a company to adopt in order to improve its corporate reputation is “Having a patient-centered strategy.” A full 20 percent of respondents indicated this as the best policy for a company to adopt, surpassing both “Making high-quality, useful products” and “Ensuring patient safety,” a close second and third with 18 percent and 17 percent respectively.Read More
The launch of a new product is a one-time opportunity and new product launch marketing is crucial. To let it go by without a proper media announcement is a public relations and marketing sin. Below are five tips on product launch public relations for making the most of a new product announcement to the media.