Marketing Resources: Public Relations

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  Five Tips for Online Public Relations Success [Slide Show]

  by Allie Gray Freeland

  Public Relations

  It's 2012. Advances in the digital world have revolutionized media—and how public relations professionals do their jobs. Are you keeping up? Here are five tips for mastering the digitization of public relations. more
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  How to Influence the Influencers [Slide Show]

  by Christian Gulliksen

  Public Relations

  Getting influencers on your side is a major feat that can help exponentially amplify your message. But how can you win them over? Here is a five-point plan for effectively influencing the influencers. more
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  Most Marketers Can't Measure ROI of SEO, Social Media

  Public Relations

  More than four in five marketing executives (82%) say they expect campaigns to be measured, yet few can effectively evaluate the ROI of key channels such as public relations (18%), search engine optimization (24%), and social media (26%), according to a survey from Ifbyphone. more
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  2012 Content Marketing Benchmarks, Budgets, and Trends

  Public Relations

  Some 9 in 10 B2B marketing organizations, regardless of company size or industry, say they've used content as a form of marketing in 2011, according to a study by the Content Marketing Institute and MarketingProfs. Moreover, those marketers also say they employ on average eight separate content marketing tactics to ... more
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  Three Tips for a Pitch-Perfect Pitch

  Public Relations

  "Journalists are bombarded with pitches every day, all day long," writes Mary Reed at MarketingProfs. "The pitches arrive via phone, fax, email, and even social media sites. Because of the high volume of pitches they receive, journalists cannot consider them all and get their work done, too." To catch their ... more
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  Tradeshow and Event Marketing Lessons From Facebook [Slide Show]

  by Kristin Veach

  Public Relations

  Facebook recently hosted its annual f8 conference to make announcements about the social network. But the event provided four invaluable tradeshow and event marketing lessons for forward-thinking marketers. more
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  A Cautionary Tale: Four Pitching No-Nos [Slide Show]

  by Christian Gulliksen

  Public Relations

  If you regularly pitch story ideas to influential bloggers, you know there's a right way to do it—and a very wrong way to do it. Consider what happened when a hapless PR firm crossed swords with Jenny Lawson of The Bloggess. more
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  How to Be a Great Panel Moderator

  Public Relations

  Got your social strategy off the ground? Want to draw more attention to it? Consider increasing your business's profile at an industry conference. Even if you aren't ready to keynote, you might consider getting your feet wet as a panel moderator. A moderator hosts a panel of experts, asks leading questions ... more
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  Tool Identifies Top Influencers Based on Topic Area, Keywords

  by Vahe Habeshian

  Public Relations

  Marketers can now identify their various industries' top 10 influential voices across blogs, articles, and social networks—and also see their own influence ranking vs. other voices in a given market—with the help of a free tool released this week. more
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  Fortune Global 100 Social-Media Savvy, Getting Savvier

  Public Relations

  Twitter is emerging as the leading social platform among the world's largest corporations: 77% of the Fortune Global 100 (FG100) have a Twitter account, whereas 61% have a Facebook page, according to a report by Burson-Marsteller. more
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  Brands With Most Online Impact: Apple and Google

  Public Relations

  The Apple and Google brands had the most significant impact online in the fourth quarter of 2010, generating "impact values" of $941.5 million and $875.8 million, respectively, based on high volumes of online media buzz and social media conversation, according to a study by General Sentiment that assigns a dollar ... more
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  Five Easy Ways to Gather Client Testimonials

  Public Relations

  "When used properly ... testimonials can help you build a list of engaged email newsletter subscribers and increase sales," Rebecca Swayze notes in a post at the Inbox Ideas blog. But how do you collect worthwhile feedback when you haven't ever focused on it? Easy, Swayze says: Just go online. ... more
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  Turning Thought-Leadership Content Into Cash

  Public Relations

  In June, The Wall Street Journal reported a surge in social-media use by law firms interested in connecting with potential class-action plaintiffs. But if you take a closer look, you'll see that many of the approaches used provide viable marketing lessons for businesses of all types. more
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  How to Become a Newsmaker

  Public Relations

  When you're ready to position yourself as a media resource, says blogger Nettie Hartsock, you can hire publicists who pitch your expertise to journalists—or you can start making news at your blog. "The media is constantly sourcing blogs and the experts who write them to feature in both online and ... more
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  Content Marketing Vital to B2B Marketers

  Public Relations

  Content marketing is now a well-established, core marketing strategy in the B2B marketplace, with B2B marketers considering content integral to their marketing mix: fully 9 in 10 organizations say they market with content, according to a new study from MarketingProfs and Junta42. more
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  Brand Marketers Not (Yet) Sold on Social Media

  Public Relations

  With brand awareness cited as their primary brand-management goal in 2010, most corporate brand executives say online communications and traditional public relations—not social media—are still the most effective channels to reach their audiences, according to a survey from MiresBall and KRC Research. more
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  Pick-Up in Communications Spending Forecast for 2010-2014

  Public Relations

  Driven by gradual economic recovery, advances in digital technology, and secular shifts in business and consumer spending, total communications industry spending is on pace to increase 3.5% in 2010 and post a compound annual growth rate (CAGR) of 5.8% from 2010 to 2014, reaching $1.4 trillion in spending by 2014, ... more
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  Social Media and SEO Integrated via New Platform

  Public Relations

  To help drive viewers to online content, a just-launched platform uses linguistics technology and search marketing best-practices to integrate social media with search engine optimization (SEO). Search engine marketing and design firm Zog Media launched the platform, dubbed Project Redline, in partnership with social media press release builder PitchEngine. more
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  If We Do Say so Ourselves

  Public Relations

  "You might have noticed a trend in more and more marketing," writes Rohit Bhargava at the Influential Marketing Blog, "where large brands are featuring real people and actual employees in their ads." Heavy hitters like Intel, Best Buy, Dominos, IBM and GE have all used real team members to tell ... more
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  Trust in Facebook Tanking After Privacy Changes

  Public Relations

  Trust in Facebook as a company has been shaken as a result of controversial changes it has made to its privacy policy, and that loss of trust may lead up to one-quarter of its users to curtail their usage or drop Facebook entirely, according to a new poll by MarketingProfs. more
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  Foolin' Around

  Public Relations

  If you use Google on a regular basis, you've seen playful manipulations of the search engine's multicolored logo. The temporary tweaks often appear during holidays—harvest tones and a cartoon turkey might welcome Thanksgiving, for instance, while green hues and shamrocks might herald St. Patrick's Day. Visitors on April 1 were greeted ... more
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  The Devil in the Details

  Public Relations

  Since October of 2009, the menus of 1,500 Denny's restaurants have invited customers to join the social-media conversation at Twitter. So far, so good. But there's a serious problem: The @Dennys account listed on the menu is registered to Dennys Hsieh—a Taiwanese individual—and not the American restaurant chain. "One would think ... more
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  You Never Get a Second Chance

  Public Relations

  "Your introduction is one of the most important sections of your white paper," says Jonathan Kantor in a post at the White Paper Pundit blog. "The degree that your introduction engages your reader serves as the 'make or break' point for the rest of [the] paper." How do you create ... more
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  Study: Social Media Use by Fortune 500

  Public Relations

  The adoption of social media is growing among the nation's largest corporations: 22% of the 2009 Fortune 500 companies have public-facing blogs with a post in the past 12 months, and 35% have active registered Twitter accounts with a tweet sent within the past 30 days, according to a study ... more
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  Most Journalists Use Social Media for Reporting

  Public Relations

  Most editors and reporters depend on social media as a source: 55% of print and Web journalists say social media is important or somewhat important for reporting and producing the stories they write, according to a survey conducted by George Washington University and Cision. more

Public Relations: See all 97 items

Public Relations articles by the best and brightest in the field

• Four Critical Steps to Finding and Fixing Negative Opinionby Michael F. Kelly
  Unhappy customers are typically more vocal than satisfied customers, which means that new prospects coming to the market will more likely hear negative things about your brand. Here's what you can do. more
• Ten Steps to Clear a Passage Through Today's 'Frozen' Economyby Michael Dotson
  We are facing economic challenges the likes of which many of us have not experienced before. As professionals, how do we break away from this stagnation and take advantage of opportunities to grow your business? more
• 10 Tips for Using LinkedIn to Generate Leadsby Brian Carroll
  You need to rethink the way you use LinkedIn. Without some of us even noticing, it has developed into a useful lead-generation tool for marketers and salespeople who are looking to build relationships with prospects. more
• Four Case Studies: How These (Very Different) B2B Organizations Are Succeeding With Social Mediaby Christina "CK" Kerley
  Even though B2C companies get the lion's share of coverage about the benefits of social media, B2B organizations of vastly different sizes and industries are making striking gains in employing these technologies to increase their market share and solve revenue challenges. more
• Five Social Media Tools You Can't Afford to Ignoreby Mack Collier
  Sure, social media is big. But even if your company doesn't have the resources for a dedicated social media strategy, here are five social media sites and tools you can't afford to ignore. more
• How To Generate Blogger Buzz: Eight Proven Tipsby Kimberly Smith
  For those accustomed to traditional PR, the blogosphere seems an entirely different beast—but one that has the potential to turn your message into a viral sensation. The following eight tips will help you capture the right kind of attention from bloggers. more
• A Corporate Field Guide to Social-Media Policy Developmentby Kimberly Smith
  Your employees are already on Facebook, Twitter, LinkedIn, and the like... so isn't it high time for companies to acknowledge that activity and implement a protective framework that will assist them in mitigating the risks related to employee productivity, confidentiality, brand representation, and company reputation? more
• Why You Are Unpopular Online: Six Ways to Doom Your Community-Building Effortsby Mack Collier
  Companies are increasingly looking to create vibrant and healthy online communities for their businesses. But many companies are seeing their efforts fail or produce flat results. Here are six reasons why many online communities never materialize, and what you can do to improve your own efforts to build online communities. more
• Special Report: How the 'Obama for America' Campaign Used Digital Media to Turn Ordinary Citizens Into Campaign Evangelistsby Kimberly Smith
  How did the Obama for America campaign do it? By its adherence to several game-changing strategies. more
• Big Impact from Seemingly Small Changes: How Multinationals Are Starting the Sustainability Journeyby Rachel Botsman
  We are awash in "green" articles that highlight examples and best-practices of companies such as Patagonia, Stonyfield Farm, and Timberland—businesses that have had sustainability as part of their DNA from the outset. But what is the right approach for large, multinational brands? more
• How Your Business Can Benefit From Using Twitter: Four Proven Strategiesby Mack Collier
  Business are flocking to Twitter, but many still aren't sure how to leverage the tool to grow their business. Here's how Comcast, Dell, The Home Depot and others are using Twitter to reach their customers and nurture their businesses, and how you can, too. more
• What Do Your Marketing Communications Reveal About You?by Becky Carroll
  Every touch from every department is marketing. Each customer interaction, whether via phone, email, direct mail, or Web, leaves an impression about your brand. Are your marketing communications self-serving, or are they serving customer needs? more
• Four Lessons for Fostering Employee Brand Ambassadorsby Elaine Fogel
  Marketers spend gazillions on branding. But what is often missing is a focus on the people who carry the brand around every day: The front line folks who answer phones, sales reps who follow leads, the custodians.... Every word they utter is part of your brand. Yet, how many of ... more
• How to Launch an Effective Blogger-Outreach Program in One Dayby Mack Collier
  Too many organizations have made bad impressions on bloggers by trying to reach them on their terms, instead of the bloggers'. But the process of engaging bloggers can be surprisingly easy. Follow these steps to launch a simple but effective blogger outreach program... in one day. more
• Eight Fast-Acting, Low-Cost Marketing Tactics That Can Make a Difference NOWby Michael Goodman
  Effective marketing campaigns don't necessarily require big-company budgets. By being smart in the up-front planning stage, you can maximize the greatest value from your budget, regardless of its size. Here are eight low-cost tools you can use immediately to give your marketing program an instant shot in the ... more
• Five Key Considerations Before Launching a Company Blogby Carrie Shearer
  Consider this: Every business, company, and organization is made of a unique group of people functioning in a unique culture. Accordingly, every organization considering a blog must address its own unique set of circumstances before it can determine whether a blog is the right step. Here are five key considerations ... more
• How to Get the Web Content You Want From the Employees You Haveby Jonathan Kranz
  With the growing significance of the Web as an integral part of the long B2B sales process, companies are more aware of the value of content: meaningful communications material that attracts and holds prospect attention. But... where will that content come from? It can (and should) come from you and your ... more
• Eight Ways Your Company Can Benefit From Bloggingby Mack Collier
  Blogging takes advances in marketing one step further by allowing businesses to initiate conversations with their audience. Gaining a better understanding of your customers allows you to more effectively and efficiently market to them. This, of course, lowers your marketing costs. more
• 10 Steps to Building a Better Blogger-Relations Programby Brian Solis
  The best communications strategies will envelop not only authorities in new and traditional media, but also those voices in the "Magic Middle," who help carry information and discussions among your customers directly. Here's the foundation that will help you and your company engage with bloggers more effectively and genuinely. more
• 30 Tips for Creating a Digital Press Kitby Gail Martin
  Given the ease of online publishing, there's no excuse for a company not to have a current, effective press kit. But why are press kits missing from so many Web sites? What's their real value? What must absolutely must be in your press kit? And what should you leave out? ... more
• Seven Ways to Monitor Blog Conversationsby TJ McCue
  Do you know what your customers are saying about you? If not, you (and your brand!) are at a distinct disadvantage. Take the opportunity to participate in the blogosphere -- even if only on a small scale -- and you'll help shape your brand, rather than having it be shaped exclusively ... more
• How Social Media Is Changing the 4Ps of Marketing: Stories from Real Companiesby Mack Collier
  Anyone who has taken Marketing 101 knows the 4 Ps of Marketing: Product, Price, Place and Promotion. But what you may not know is that some companies - including these four - are turning these Ps over completely to customers. (Graphic: David Armano.) more
• Eight Steps to Creating a Successful Online Communityby Mack Collier
  Online social communities are all the rage. Sites such as MySpace, YouTube, and Facebook have grabbed headlines over the past year or so as examples of how to create successful communities. As a result, many businesses have tried to emulate these sites and create vibrant online networks... with mixed results. If ... more
• What Song Is Blasting on Your Company iPod?by Jill Griffin
  Suppose you survey a company's employees and ask them to select just one tune that expressed their true feelings about their company's culture, their work experience, and their satisfaction as employees. What song would each of them choose? And what employee behaviors would likely parallel such a song choice? Frivolous ... more
• Ten Steps to Creating a Brand Ambassador Programby Mack Collier
  Brand ambassadors are similar to brand evangelists in that they also have a vested interest in seeing their favorite brand succeed. It's not so much that they attempt to influence other customers to buy a product, but that they share their passion for a brand with their fellow customers. Whereas ... more

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Public Relations case studies, deconstructing real life examples and illustrating lessons learned.

• How One Company's Thought-Leadership Content Is Driving New Business, ExposureRoberts & Durkee, P.A.
  CASE STUDY: Emulate these best-practices for launching a well-trafficked corporate blog, and you'll be well on your way to establishing yourself as a trusted authority in your marketplace. more
• How AAA Went to Where Its Members Needed Help: Social Media SitesAmerican Automobile Association (AAA)
  CASE STUDY: With an increasing number of its members talking about the American Automobile Association via social media, the company decided it needed to monitor and respond. more
• How Domino's Managed a Viral Video NightmareDomino's Pizza
  CASE STUDY: What do you do when potentially devastating information about your company goes hyper-viral online, reaching millions of people essentially overnight? more
• Generating Serious B2B Buzz With Dead Bugs... and VideoGrasshopper.com
  CASE STUDY: Entrepreneurs, by definition, don't play it too safe. So for a company that serves startups and small businesses, what better way to launch a rebranding campaign and generate buzz than doing something novel and risky—but being wicked smart about it. Which is where the bugs come in. more
• Tips From Microsoft on Cultivating Customer Satisfaction & Loyalty on a Global ScaleMicrosoft Corporation
  CASE STUDY: With millions of customers in more than 90 countries, Microsoft has its hands full keeping customers satisfied and loyal. But it has found a way to do so—by using Web-monitoring tools, social-media analytics, and the energy of influencers. Read on for valuable insights. more
• How Good Karma Mixed With Moxy and Social Media Created Close to $1 Million in RevenueHelp A Reporter Out
  CASE STUDY: How does helping out a friend, or a friend of a friend, become a million-dollar business... with not a penny spent on advertising? When those little favors are in huge demand—and word-of-mouth and social media spread the good news like wildfire. more
• How Twitter Helped Save Ford From a PR DisasterFord Motor Company
  CASE STUDY: When US Airways flight 1549 landed in the Hudson River, Twitter users broke the news, 15 minutes ahead of mainstream media. The same channel and its immediacy also helped Ford Motor Company's head of social media quell a different kind of disaster--of the PR variety. more
• How OfficeMax Helped an Education-Focused Charity Increase Funding and Classroom AdoptionsOfficeMax
  CASE STUDY: OfficeMax teamed with nonprofit Adopt-A-Classroom to create an annual event to recognize and reward standout teachers for their dedication and sacrifice. This year, OfficeMax stepped up its marketing for the program, upping classroom adoptions +800%. more
• How a Technology Company Leveraged March Madness Live Streaming to Increase Visibility for Its Own ProducteTelemetry
  CASE STUDY: When CBS Sports announced that it would once again live-stream the NCAA March Madness tournament during regular business hours, eTelemetry jumped at the chance to use the event as a prime backdrop for its own campaign. more
• How One Whitepaper Generated 500 Leads and Significant PR for a B2B ManufacturerJER Envirotech
  JER Envirotech, a manufacturer of environmentally friendly thermoplastic biocomposite materials, needed to stand out in the green manufacturing industry. Its solution: create a white paper to both explain and build credibility for its offerings. Here's how that led to 500 new leads over 60 days. more
• How a Consumer Electronics Company Leveraged the Power of Community to Uncover Market Preferences and Build Excitement for a New Product LineEastman Kodak Company
  When it chose to enter the saturated inkjet market 20 years late, Eastman Kodak had a few surprises up its sleeve. Still, the company found it also needed a little marketing ingenuity if it was to gain market share. more
• How a University Embraced Social Media and Scored Millions in YouTube ViewsCarnegie Mellon University
  How does a university up its visibility with an increasingly wired target market of both students of alumni? By orchestrating a Web 2.0-focused Web site redesign that set the foundation for an ongoing social media campaign. more
• How a Finance Director Left Her Day Job and Launched an 'Engaging Brand' Online via a Podcast and BlogThe Engaging Brand
  A finance director, feeling stifled by the corporate world, launches her own business based in branding and egagement... with only $1,000 to spend. Two years later, she's a blog and podcast star with a successful business. more
• How a Technology Firm Upped Webinar Attendance, Improved Lead NurturingObjectivity, Inc.
  By hiring an outside expert in lead optimization and leveraging its full range of data, San Francisco-based Objectivity increased turnout for its webinars an average of 10%. The quality of the leads is high as well: More than 30% of the leads typically score high enough to be handed off to sales. more
• How a Consultant's Internet Radio Show Led to New Business, New Sources of RevenueCRM Essentials LLC
  Atlanta management consultant Brent Leary launched a radio show in 2006 to help small and mid-sized businesses understand technology. It proved so popular that he evolved the show into a series of online podcasts, bringing new business and (ultimately) new revenue to his 15-year-old consulting business. more
• How an International Beer Co. Keeps Its Brand Distinctive and FreshGuinness (a Diageo company)
  Guinness, the top-selling stout in the world, is facing competition as the beer industry consolidates. It also needs to diversify its customer base, as about 95% of its sales volume comes from four markets. Here's how Guinness maintains its distinctive brand reputation. more
• How a Tiny Manufacturer Convinced Apple to Stock Its Product and Tripled SalesWi-Gear, Inc.
  Wi-Gear, an independent manufacturer formed in 2004, was focused on one product—a wireless Bluetooth headset—geared toward the Apple iPod. It had a tiny sales and marketing budget and no outside capital. It needed to grow its distribution from just online sales to other retail outlets, preferably Apple Stores. But plenty of competitors also made wireless headphones for iPods, and they too wanted to get into Apple's stores. more
• How a Swiss Co. Doubled US Sales by Convincing Consumers That Its Product Is Hip and Worth a PremiumSIGG USA
  SIGG had been selling its aluminum water and fuel bottles to the US outdoor market for years at a price about twice as much as the closest competitor's. It counted on the Swiss reputation for quality to drive sales—but sales were flat. Then its newly formed US subsidiary made some surprising discoveries via market research. more
• How an ISP Used Online Chat to Lower Customer Service Costs and Achieve an 80% Customer Satisfaction RateEarthlink, Inc.
  Earthlink, one of the country's smaller Internet service providers, serves just over 5 million customers. To differentiate itself, it has decided to provide superior customer service. An early adopter of chat technology, it has sought to actively offer efficient online customer service via chat—both shifting customer support away from the less-efficient phone channel and increasing customer satisfaction while dramatically reducing expenses. more
• How a Nonprofit Used Member Resources to Increase Brand Awareness Across Multiple MarketsOregon Sports Authority
  The nonprofit Oregon Sports Authority (OSA) was striving to bring new sporting events, teams, and tourist dollars to the state. It also wanted to become the official sports resource for state residents. An overhaul of its promotions and more compelling communication of its brand were the ambitious goals that the four-employee nonprofit set for itself--and achieved, with a little help from a capable member base, which included the likes of Nike. more

Public Relations: See all 29 case studies

Public Relations online seminar broadcasts from the best minds in marketing

• MarketingProfs University: Presentations that Resonate With Me! How to Persuade Any AudienceBroadcast on Nov 18, 2011
• Is Your Company Ready to Respond to a Social Media Crisis?Broadcast on Sep 29, 2011
• Charting New Frontiers: Marketing Discoveries from the B2B ForumBroadcast on Apr 21, 2011
• Choosing Your Facebook Marketing Tactics: Fan Pages, Groups, Ads ... or All of the Above?Broadcast on Dec 16, 2009
• Getting Brand Exposure with an iPhone App: Easier (and Cheaper) Than You ThinkBroadcast on Dec 10, 2009
• Engage or Die: The Insider’s Guide to Social Media for Marketing and PRBroadcast on Aug 27, 2009
• Green to Gold: Why Smart Companies Are Going Green (Even in a Recession)Broadcast on Feb 12, 2009
• Lose Control of your Marketing: The NEW New Rule of Marketing & PRBroadcast on Jan 7, 2009
• Content Marketing: How to Position Your Company as a Trusted Expert ResourceBroadcast on Dec 4, 2008
• Direct-to-Consumer PR: Putting theBroadcast on Sep 11, 2008
• Identity Marketing: Using PR to Reach the Minds (and Wallets) of Today's Diverse ConsumersBroadcast on Apr 24, 2008
• Telling a Story that Sells: Case Studies with HeartBroadcast on Feb 14, 2008
• Publicity Power Tool: Building a Great Online Press KitBroadcast on Nov 15, 2007
• How To Build a Consistent Pipeline of Customer ReferralsBroadcast on Oct 18, 2007
• What Marketers Need to Know about Podcasting and Streaming VideoBroadcast on Aug 9, 2007
• How Connected People and Companies Are Winning Big in the Tech-Savvy Consumer PlaygroundBroadcast on Jul 25, 2007
• How to Tell Your Story to the MediaBroadcast on Jun 21, 2007
• Inside Secrets for Using Blogs Effectively in Your Marketing MixBroadcast on Jun 14, 2007
• How to Develop Quality e-Newsletter Content Without Breaking the BankBroadcast on Apr 19, 2007
• Social Media 1.0: What B2B Marketers Need to Know About Video, Widgets, Blogs and MoreBroadcast on Apr 11, 2007

Public Relations: See all 25 seminars

Public Relations Take 10 Webcasts—tactical marketing know-how in just 10 minutes from subject matter experts

• Take 10 Author Series: How to Present Ideas That Inspire ChangeReleased on Sep 16, 2011
• Take 10: How to Create Your Own Online Press RoomReleased on May 6, 2011
• Take 10: 9 Ways to Make Your Webinars Start Strong and Finish BigReleased on Apr 1, 2011
• Take 10: How to Build a Twitter Following in a WeekReleased on Aug 20, 2010
• Take 10: Everything You Need to Know About LinkedIn GroupsReleased on Jul 16, 2010
• Take 10: Everything You Need to Know About LinkedIn AnswersReleased on Jul 16, 2010

Public Relations: See all 6 Take 10 Webcasts

Public Relations marketing downloads for the busy professional

• A Quick Guide to YouTube & Creating Your Own YouTube Channel
  YouTube is an easy-to-use and inexpensive media platform with a gigantic reach. Learn how you can use YouTube to create awareness for your brand and connect with interested views with "A Quick Guide to YouTube & Creating Your Own YouTube Channel".
• Sales and Marketing Alignment
  Benchmark Sales Mtkg Alignment

See all marketing downloads