bridgebuzz blog

Traditional PR Still Returns the Most Value

Posted on Thu, Oct 16, 2014

Facebook is the largest social network, yet its popularity is decreasing among young people—teens, college kids, and recent college graduates—now more than ever before.  Teenagers today are nowhere near as enthralled with Facebook as teenagers were a few years ago, and many who first became addicted to Facebook during their teenage years now just don’t care about it.       

Even Facebook has noted its waning influence on teenagers.   It’s failing at making itself more attractive to younger users, and because of that, it’s losing its cultural influence.  How can that be, when it’s still the largest social network?

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Tags: Public Relations, SEO, Measurement, Digital/Social Media

7 Myths About Public Relations Services

Posted on Fri, Sep 12, 2014

If you’ve ever been confused about what PR is and how it works, read this post—I’ll debunk a few PR myths for you to help you understand what, and how valuable, public relations services are.  

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Tags: Marketing Communications, Public Relations, Media Relations, PR Strategies, Measurement

The Keys to Small Business PR: Part Three (Measurement)

Posted on Sun, Jul 28, 2013

This blog post is the last in a three-part series, describing the steps to execute a successful small business PR strategy.

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Tags: Blogging, PR Strategies, Measurement, Digital/Social Media

Social Media Relations: 3 Free Tools to Monitor Your Efforts

Posted on Wed, Jul 10, 2013

There was a time when social media relations was thought to be the sole dominion of major brands with massive marketing machines, producing a constant flood of social content, fan competitions and crowdsourcing campaigns. But the growing popularity and influence of sites like Facebook, Twitter and Pinterest has not gone unnoticed by startups and small businesses. In fact, in a recent STAPLES study which asked small biz marketing entrepreneurs to make a “wish list,” amassing Facebook friends topped the list, ranking above traditional marketing tools such as celebrity endorsement and Super Bowl ads.

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Tags: SEO, Measurement, Digital/Social Media

Six Ways of Measuring Online Marketing Success

Posted on Thu, Apr 18, 2013

As the adage goes, you can’t manage what you can’t measure. That is the refrain that keeps marketers up at night, fretting over whether their metrics are reliable and actually validate the value of their activities. Fortunately, these hurdles are getting easier to clear thanks to recent innovations in software tools and new strategies that make it easier to measure online marketing success.

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Tags: SEO, Inbound Marketing, Measurement

7 Must-Know Marketing Terms (Top-of-the-List: Inbound Marketing!)

Posted on Sun, Apr 14, 2013

A January article in Forbes referred to a survey done by the Fournaise Marketing Group on marketing. Of the executives surveyed, 73 percent said they don’t believe marketing is significantly tied to revenue creation. Until very recently, marketing people have had a very tough time proving that marketing is indeed tied to revenue creation. But what I will call “new marketing,” a mix of today’s hottest marketing trends, is directly associated with revenue creation, and “new marketers” can easily prove this link.

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Tags: PR for Startups, Inbound Marketing, PR Strategies, Measurement

PR Agency Best Practices, Part II: What Agencies MUST Deliver

Posted on Wed, Dec 19, 2012

With very few exceptions*, the following activities and services should be part of every PR agency-client relationship. Included on the list below are both deliverables from the agency to the client, and from the client to the agency. Without these deliverables, the level of communication between client and agency is not sufficient for the agency to do top-notch work.

Agency fees depend mostly on the time input by the agency PR team at the various billing levels of the team members. Therefore, the frequency and/or level of detail of some of the agency deliverables depend on the client’s budget for PR. However, no matter what level the budget is, each of these activities has an important place in keeping the wheels of the PR program turning smoothly.

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Tags: Public Relations, Communications Strategy, Measurement

Public Relations Best Practices: Client-Agency Relationship Rules

Posted on Mon, Dec 03, 2012

We've all heard horror stories about how PR agencies have screwed up - disorganized service, too little attention from senior agency staff, too little experience on the account team, and the list goes on.

I’ve also heard plenty of horror stories about clients and how hard they are to work with. (I covered that in an earlier blog post.)
In this blog post and a follow-up post, I’ll provide my own template for public relations best practices for agencies and clients to work together. My goal is to provide a template to help clients and potential clients know what they should expect as well as what will be expected of them, and to help other agencies organize their account services for optimal success. I welcome input from clients and other agencies on anything that I might have left out.

While the budget for public relations agency services dictates the amount of work and the level of activity a PR company can provide, there are certain basic components that are necessary for success no matter what the budget is. In my experience, it’s very difficult to achieve success for any client without providing those basic services and activities. When the budget is too small to afford these basics, it’s generally a good sign that both the client and the PR firm would be better off not starting a relationship.

I’ll start at the beginning – of the client-agency relationship, that is! 
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Tags: Public Relations, Communications Strategy, Measurement

Many Comments: Factors Contributing to PR Failures

Posted on Sun, Oct 14, 2012

In the last Bridgebuzz blog post, I reported the results of a survey we conducted of PR professionals about failure to meet PR program goals and expectations. The survey was conducted using Survey Monkey and had a total of 54 responses.  Almost all of those who responded were quite experienced – the majority had more than 20 years of PR experience. In addition to the answers to the multiple choice questions, there were a surprising number of comments added in the open-ended “other/comments” fields.  On one question, there were over 31 out of the 54 survey respondents added their comments. Many of the comments were quite thoughtful and worth the time to report here, which I promised in my last post that I would do.

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Tags: Public Relations, Communications Strategy, Measurement

Common Reasons for Failure to Meet PR Goals and Expectations

Posted on Tue, Oct 09, 2012

This month marks the eighth anniversary of my firm, Bridge Global Strategies.  Anniversaries are a good time to reflect on what’s gone well, what hasn’t, and why. We’ve had some tremendous successes for clients, but also a few instances where we haven’t achieved what we had hoped. Failure to meet expectations, whether our own or a client’s, always keeps me awake at night.
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Tags: Public Relations, PR Strategies, Communications Strategy, Measurement

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