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Public Relations

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Public Relations articles by the best and brightest in the field

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  • Talk to Me: 10 Tips for Translating PR Results Into the Language of Businessby Diane Thieke
    As communications experts, we should find it easy to convey the value of our services to the business managers in our organizations. Yet many public relations professionals struggle with expressing results in a way that allows senior executives to easily recognize the impact that PR has on the success of the business. more
  • Closing the Marketing Credibility Gapby Geoff Dillon
    By now you've heard the news—your paid marketing and advertising efforts are suffering from a loss of credibility with your target market. Marketing authorities Al Ries and daughter Laura have even declared the "Fall of Advertising and the Rise of PR" when it comes to building brands and perceptions in the minds of consumers. In effect, marketers are now dealing with a "credibility gap"—if you were to create an ad tomorrow that was 100% fact, your target audience may not believe the message solely because it came in the form of a paid advertisement. The good news is that you can close the gap significantly for your brand's marketing activities by leveraging PR and marketing together. more
  • How to Be a Good Public Relations Clientby Ford Kanzler
    Since public relations isn't done "to" a company, it's done "with" the management team or owners, there's an essentially different nature to how this kind of professional service is successfully delivered. It's much more akin to legal or medical services with the "defendants" or "patients" (read management team members) having to be deeply and consistently involved in an on-going process. As the now famous slogan coined by tech PR guru Regis McKenna goes, "PR is a process, not an event." Without that, it generally goes nowhere and the agency won't be working with that client for long. more
  • Direct-to-Consumer PR Reflects Power of Do-It-Yourselfby Gail Martin
    With the rise of search engines, Wi-Fi, and a Do-It-Yourself mindset, today's consumers are more empowered than ever before. They not only believe that they're entitled to information but also have unprecedented access to information on a global scale. An increasing number of consumers turn first to the Internet when they want to make a purchase—even if the product will be bought offline. That's why any PR strategy focused solely on media gatekeepers is missing a large piece of the market. While there's still value in sending your message via traditional media, more and more prospective customers are doing their own research online, bypassing newspaper, magazines, radio, and TV completely. Here are five tips for creating successful direct-to-consumer PR. more
  • Case Study: The Attraction Advantage—How Mexican Mangos Ripened Sales 13% in Four Monthsby Jenny Schade
    It's a marketer's dream. Customers are so passionate about your product they actually crave it. In fact, outside of the US, your product is the number-one consumed fruit. However, here's where the dream hits reality. You're in the US, where two-thirds of US consumers have never tasted a mango. You've been hired to generate sales during the Mexican mango season—which is only four months long. One thing is crystal clear: You have to get it right the first time. Or mangos will be out of season and you'll be out of a job. That's the situation that our firm, Lewis & Neale Public Relations and JRS Consulting, faced when EMEX, an association of Mexican mango producers and shippers, retained it to conduct a four-month campaign (limited to Mexican mango season) to increase fresh mango visibility and consumption in the US. more
  • Operation Beijing: What PR Is Doing Wrongby Martin Lindstrom
    There's a lot that China could do better, like every country in the world. But the Beijing Olympics PR machine is failing badly to put a positive spin on anything. So, what are they doing wrong? more
  • Why You Are Unpopular Online: Six Ways to Doom Your Community-Building EffortsPremium Contentby 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
  • E-Marketing: Greening the Digital Processby Chet Dalzell
    For those of us who were brought up e-marketing, e-shopping, e-dating, e-gossiping—and all things e—we may feel smug that we are truly paperless (are we really?), and thus we are so green in our behavior that who would dare cast a stone at us? Well, it's time to wake up. Direct mailers can actually be very responsible environmentally—and perhaps e-marketers need to pay closer attention to the environmental life cycle of digital commerce. more
  • Open Letter to the Would-Be CEO Bloggerby Todd Defren
    Dear CEO: Welcome to the blogoshere! So, umm, how do you really start? How do you get started blogging, and do it well? Let's avoid the technical requirements. (You've got people who can figure that stuff out!) Instead, let's focus on creating the right mindset. more
  • Special Report: How the 'Obama for America' Campaign Used Digital Media to Turn Ordinary Citizens Into Campaign EvangelistsPremium Contentby Kimberly Smith
    How did the Obama for America campaign do it? By its adherence to several game-changing strategies. more
  • Top 5 Legitimate SEO Techniques That Will Help Your Business Get Foundby Mike Volpe
    Gems of 2008: People have not stopped buying things, so how are they researching and purchasing products since they have made themselves immune to old marketing techniques like banner ads and direct mail? The answer is with search engines and Google. According to comScore, Americans conducted 11.5 billion searches in June 2008, and Google was used for 61.5% of those searches. This means it is essential that you make it easy for customers to find you, and one of the most effective ways to do so is search engine optimization (SEO), which focuses on getting your Web site listed in the unpaid, organic search engine results. more
  • Eco-Logos: A Double-Edged Sword?by Jacquelyn A. Ottman
    Eco-logos are all the rage—but how valuable are they as a marketing tool? Are there some hidden risks that warrant a second look? Let's consider the three ingredients of an effective marketing logo—green or otherwise—and their implications for the savvy eco-marketer. more
  • Big Impact from Seemingly Small Changes: How Multinationals Are Starting the Sustainability JourneyPremium Contentby 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
  • Measuring Social Marketing and Mediaby Laura Patterson
    The more quantitatively you can measure your social media, the better. And the closer those measurements are to business outcomes, even better. How rapidly people in the network engage with you and respond to your "call to action," such as write a review, participate in the blog discussion, or forward something to a colleague... can (and should!) all be measured. more
  • How Your Business Can Benefit From Using Twitter: Four Proven StrategiesPremium Contentby 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?Premium Contentby 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 AmbassadorsPremium Contentby 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 them are aware of that? more
  • Four Steps to Writing Search-Engine-Optimized Press Releasesby Kim Cornwall Malseed
    More than 90% of journalists go online to find story ideas, with 73% specifically researching press releases. With Really Simple Syndication (RSS) and free automatic email alerts from Google News so readily available, it makes sense that the Web is a prime source of consistently updated information for busy journalists. So how can your organization capitalize on these trends? more
  • How to Launch an Effective Blogger-Outreach Program in One DayPremium Contentby 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
  • How Boar's Head Is Defending Its Brand Against the Old Flimflam: Six Steps to Empowering Your Customersby Glenn Gabe
    This is a tale of flimflam and a unique way that Boar's Head is battling it. Given the power of word-of-mouth, it's hard to overlook the potential of how Boar's Head is empowering its customer base. (And see how you can, too.) more

Public Relations: See all 185 marketing articles

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

Public Relations: See all 27 case studies

Public Relations online seminar broadcasts from the best minds in marketing

Public Relations: See all 19 seminars

Public Relations mini articles distilling bite-sized advice (from our Get to the Point newsletters)

  • Now That's a Good Release!Small Business
    "As many of you know," begins an article in a recent edition of the Editorial Emergency newsletter, "[cofounder Julia Rubiner has] been cranking out publicity communications—bios, press releases, one-sheets, corporate ...
  • Try not Pitching at AllSmall Business
    Valeria Maltoni receives four or five press releases on a typical day—and most leave her singularly unimpressed. "'I think you're fabulous' may seem like a good idea for a subject ...
  • The Two-Edged Sword of the TestimonialSmall Business
    Holly Buchanan opens a post at the FutureNow blog with a pair of seemingly contradictory ideas: that testimonials work very well and that they don't work at all. Both are ...
  • The Deep Pockets of ChattersCustomer Insight
    Do Chatty Cathies spend more money online than other cyber citizens? New research says indeed they do. A recent survey of regular online shoppers from BoldChat and Bravestorm, LLC presents ...
  • Be Professional: Act Like It's a Cocktail PartyMarketing Inspiration
    You might have seen the PSA in which a teenage cyber-bully reads her hateful words from the podium of a school assembly. The absurdity of the scene illustrates a disconnect ...
  • Tell It Like It IsMarketing in a Downturn
    We can't escape bad news—story after story about layoffs, closures and falling profits. It's only natural that employees are worried about the safety of their jobs. "Am I next?" they undoubtedly ...
  • Too Smart to Lose Interactive Marketing
    Last year, Southwest Airlines refused passage to two young women for obnoxious behavior. The ladies immediately went out and told the press they weren't permitted aboard because they were "too ...
  • Me, Myself and My CompanyMarketing Inspiration
    Especially in the last few years, the concept of personal branding has begun to take hold. Many of your employees now see themselves—and not just your company—as a brand they ...
  • Now That's Good FeedbackSmall Business
    You're having a casual conversation with someone from your customer-service department when he makes an offhand statement: "Oh, you should hear how much customers love [fill in employee name/company product]." ...
  • It's Not Me, It's YouSmall Business
    Good PR doesn't come cheap, and if you're not seeing results from your agency, it's only natural to consider other options. But before firing your agency, Todd Defren at the ...
  • Take the Twit out of TwitterMarketing Inspiration
    In a post at his blog, David Reich recounts the story of a PR executive who wasn't exactly thrilled about traveling to Memphis for a meeting with clients. Unfortunately, the ...
  • The Right Way to Join the FraySmall Business
    In a post at the MarketingProfs Daily Fix blog, Mack Collier tells the story of Alison Heath, the director of marketing for a small company that received favorable coverage from ...
  • Throw the Curve!Small Business
    In his roles as a successful blogger and an executive at Ogilvy, Rohit Bhargava works on both sides of the public-relations equation. The juxtaposition gives him a unique perspective on ...
  • The 411 on 420Marketing Inspiration
    You log on to your computer and discover—splashed across the news section of your homepage—a candid snapshot of your celebrity spokesperson inhaling from an enormous bong. Quick, what do you ...
  • Loose Lips: You Know Exactly What They Do to ShipsSmall Business
    Despite the obvious benefits of Web 2.0, the largely unregulated world of social media also poses some unique challenges for companies concerned about a host of issues ranging from legal ...
  • Embrace the RebukeMarketing Inspiration
    If you've ever been to Fort Collins, Colorado, you've likely ventured to the outskirts of its historic district to sample popular beers like Fat Tire and 1554 at New Belgium's ...
  • We're Corporate! We're Capable! B2B Marketing
    "To get a running start on 2009 projects, yesterday we googled-up some corporate capability brochures to get some ideas," writes Dave J. in a recent B2Blog post. "Immediately, I was ...
  • What Does 'Embargo' Mean Again?Marketing Inspiration
    Last year, Chris Anderson of Wired magazine made news with the controversial decision to publish the email addresses of PR practitioners who consistently bombarded him with irrelevant pitches. Now, Michael ...
  • So Many Tweets, So Little TimeInteractive Marketing
    You already know why you need to be on Twitter. And if you've taken the leap into the great microblogging beyond, it's likely you've come across some issues: It takes so ...
  • Are You Lazy in the Email Department?Small Business
    The informality and low cost of email has changed the way we communicate—but not always for the better. In a post at her Marketing Interactions blog, Ardath Albee reminds us ...

Public Relations: See all 75 quick reads

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Public Relations Daily Chirp for the busy professional

  • Know What Happens When You Don't Advertise? Google Knows.
    It's safe to say the first batch of post-dot-com-bubble brands have come into their own. Brands like Google, eBay, and Amazon. The one thing that sets them apart? They became successful without the support of television advertising to help launch them. more
  • We Love Eric
    We've seen the power of Twitter's community used for good: spreading vital information during natural disasters, distributing Amber Alerts, and raising money for charities. Now imagine using not only Twitter's power but also the celebrity of the Nine Inch Nails. more
  • Marketing Addictionary: 'Badvocate'
    Badvocate: (noun): People who passionately criticize or detract from companies, brands, or products. more
  • Get Creative
    We've seen some great creative ads in the past, both online and on television. Now imagine that you could be the brains behind a nationwide ad. Well, Panasonic gives you this opportunity with its Next Generation Talent competition. more
  • Roll Your Own: 'Mother of the Year' Video
    If you're a mother, or perhaps you have one, check out this fun promotion by MomsRising.org to celebrate someone you consider "Mother of the Year." more
  • Selling Pork in the Age of Swine Flu
    The MarketingProfs customer-service team received an interesting message recently from a pork producer in Mexico. "At this moment we are suffering the worst crisis ever in the national pork industry... [and] we have no further blood to bleed out," wrote Carlos, a pork processor and retailer. He asks: Could marketing help him combat misinformation and unfounded claims about his pork? more

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