bridgebuzz blog

With Digital PR, You Can Now Please Many People Most of the Time

Posted on Wed, Jan 18, 2017

 One of the first questions marketing and PR professionals ask prospective clients is, “Who is your audience?” In other words, to whom do you want to sell, or who are the people that you want to reach with your marketing messages? All too frequently we get the answer, “Our product could benefit everyone.”

However, it’s too expensive for most marketers to reach everyone. The messages that will persuade some people to buy your product will not persuade all people. The cost of marketing outreach to many different groups of people with different messages has traditionally been beyond the means of most companies.

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Tags: key messages, digital PR, digital marketing, target audiences, PR technology

“PR Agency Charges” Is #1 Most Read Bridgebuzz 2016 Blog Post

Posted on Thu, Jan 12, 2017

“11 Press Release Best Practices” Came in Second

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Tags: choosing a PR agency, choosing a PR firm, PR, PR agency billing practices, PR Strategies, Press Releases

New Marketing & PR Strategies Beat the Traditional Sales Pitch

Posted on Wed, Dec 14, 2016

People don’t like to be sold to. I don’t. Do you? Whether you send an email, a promotional letter or make a cold call, chances are that most people won’t be receptive enough to even pay attention. Research I’ve seen shows that Millennials are especially turned off by sales pitches.  In recent years, new technology has made it easy for your target audience to evade sales pitches, whether they come by email, phone, snail mail or TV. However, other new technology has also made it possible to sell without “pitching” people.

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Tags: Inbound Marketing

A Memorable Experience: Providing PR Services in Japan

Posted on Sun, Oct 23, 2016

 Over the course of my long career, both in journalism and public relations, I’ve had some very memorable experiences, some simply awful, others extremely positive. Someday I swear I’m going to write a book.

But until I get around to the book, I’ll offer a few of these stories on the Bridgebuzz blog. My one restriction is client confidentiality. I can’t reveal the names of the clients involved in these memorable experiences.

I’ll start with an interesting, but difficult and strange experience I had in 1987 while living in Tokyo and working at a Japanese public relations agency. One of my clients, an American company, had hired my agency for PR services in Japan to help launch a product line. During the most feverish stage of the launch preparations, I received a call from the client’s New York City headquarters.

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Tags: International PR, case studies

5 Tips for Speaking Anxiety & Successful Public Speaking

Posted on Mon, Sep 26, 2016

By Margot Dimond, DoubleDimond Public Relations

 Did you know there are so many people who fear public speaking that there’s an official name for this? Glossophobia is estimated to affect three out of four people. Today’s guest post is about steps you can take to ease speaking anxiety and be a successful public speaker. Margot Dimond, our guest blogger, is the cofounder of Houston public relations agency DoubleDimond, a fellow PR Boutiques International member firm.

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Tags: public speaking

A Summer Break from PR Strategies: A Few Good Short Reads

Posted on Fri, Aug 12, 2016

When you read something really worthwhile, it makes an impression that lasts a long time. During this slow month of August when the heat index in NYC is 105o F, and it seems that half the world is on vacation, I’ll take a summer break from Bridgebuzz Blog’s usual posts about PR strategies. I offer you instead some suggestions for excellent and relatively short reads that I’ve stumbled across lately. Since at least half of you must be lazing around on the beach or hiding out in the cool mountains (not that I’m jealous), you must have the time. 

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Tags: reading

Roles of Communications Professionals vs. Communications Consultants

Posted on Fri, Aug 05, 2016

When your company hires communications staff or an outside agency, are you getting communications professionals, communications consultants, or both?

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Tags: choosing a PR firm, public relations strategy

15 Questions that Help You Pick the Right Marcom or PR Services Agency

Posted on Wed, Jul 13, 2016

Our last blog post listed questions that an agency should ask a prospective client. This one will
focus on the opposite: what a company hiring a marcom or PR services agency should ask the
agencies they consider.

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Tags: choosing a PR agency, PR agency search, choosing a PR firm

5 Crucial Questions Top PR Firms Ask Their Clients

Posted on Wed, Jun 22, 2016

Top PR firms (those offering the highest quality service - size of the firm is not an indicator of quality!) ask their clients a lot of questions. That's the only way they can understand the best approaches to meeting their clients' PR goals.  

Today’s blog post will focus on some of the questions a PR firm should be asking a client. First, though, I want to emphasize that no questions should be out of limits on either side. We ask our clients a ton of questions in order to do our jobs as well as possible, and we expect and encourage clients to ask us anything they want to know. Our next blog post will concentrate on what a client should ask a PR agency.

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Tags: clients, choosing a PR firm, PR firms

What is the RONI (The Return on NOT Investing) for PR Services?

Posted on Mon, Jun 06, 2016

Recently I read a post on David Fields’ blog, “Irresistible Consulting Moments,” with the headline “The Value Myth.” David is a consultant to consultants, helping them market themselves better and be more successful at selling their services. The gist of the blog post: there’s a pervasive myth in sales which trips up many sales people, that the most effective way to sell is to present the value of the product or service to a prospect. Actually, he said, the way to sell is to show potential clients what they’ll lose by not buying. What he wrote must have struck a chord with a lot of readers, since there were quite a few interesting comments at the end of his blog.

One comment that resonated with me was an explanation of the term RONI – “Return on Not Investing.”

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Tags: budget, PR costs, ROI for PR, return on investment for PR

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