Public Relations articles by the best and brightest in the field

• 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. [Read the full story] Marketing Articles: Public Relations
• 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. [Read the full story] Marketing Articles: Public Relations
• 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. [Read the full story] Marketing Articles: Public Relations
• 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? [Read the full story] Marketing Articles: Public Relations
• 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. [Read the full story] Marketing Articles: Public Relations
• 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. [Read the full story] Marketing Articles: Public Relations
• 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? [Read the full story] Marketing Articles: Public Relations
• 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 them are aware of that? [Read the full story] Marketing Articles: Public Relations
• 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? [Read the full story] Marketing Articles: Public Relations
• 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. [Read the full story] Marketing Articles: Public Relations
• 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.) [Read the full story] Marketing Articles: Public Relations
• Eight Fast-Acting, Low-Cost Marketing Tactics That Can Make a Difference NOWby Michael A. 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 arm. [Read the full story] Marketing Articles: Public Relations
• 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 for launching a blog. [Read the full story] Marketing Articles: Public Relations
• 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 employees. [Read the full story] Marketing Articles: Public Relations
• 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. [Read the full story] Marketing Articles: Public Relations
• Building Bridges with Your Corporate Communications Officerby Roy Young
  A company's chief communications officer (CCO) and its chief marketing officer (CMO) play vital roles that are very different from each other but can intersect in powerful ways. By understanding what your firm's CCO does, you can gain insights into how to build a relationship that benefits not only the two of you but also your company overall. [Read the full story] Marketing Articles: Public Relations
• 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. [Read the full story] Marketing Articles: Public Relations
• The Secret to Creating Compelling Case Studiesby Gail Martin
  Case studies are a marketer's secret weapon for creating an emotional link with valuable prospects, because compelling case studies invite prospects to place themselves in the story and imagine the rewards of their own successful outcome. A well-told case study makes "getting to yes" easier. Here's how to create one. [Read the full story] Marketing Articles: Public Relations
• Three Powerful Press Kits (and Why They Work)by Gail Z. Martin
  A "press kit" is a collection of a few vital pieces of information that makes it easier for the media to tell your story accurately and with full details. By putting the power of your press kit to work, your company can enjoy more accurate media coverage, more exposure for story ideas, and more complete information through press coverage. [Read the full story] Marketing Articles: Public Relations
• MarketingProfs-cast: Cece Salomon-Lee on PR's Role in New Mediaby Paul Dunay
  The advent of new media poses some challenges for even the best PR professional. [Read the full story] Marketing Articles: Public Relations

Public Relations: See all 162 marketing articles

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

• How a Technology Company Leveraged March Madness Live Streaming to Increase Visibility for Its Own ProducteTelemetry
• How One Whitepaper Generated 500 Leads and Significant PR for a B2B ManufacturerJER Envirotech
• How a Consumer Electronics Company Leveraged the Power of Community to Uncover Market Preferences and Build Excitement for a New Product LineEastman Kodak Company
• How a University Embraced Social Media and Scored Millions in YouTube ViewsCarnegie Mellon University
• How a Finance Director Left Her Day Job and Launched an 'Engaging Brand' Online via a Podcast and BlogThe Engaging Brand
• How a Technology Firm Upped Webinar Attendance, Improved Lead NurturingObjectivity, Inc.
• How a Consultant's Internet Radio Show Led to New Business, New Sources of RevenueCRM Essentials LLC
• How an International Beer Co. Keeps Its Brand Distinctive and FreshGuinness (a Diageo company)
• How a Tiny Manufacturer Convinced Apple to Stock Its Product and Tripled SalesWi-Gear, Inc.
• How a Swiss Co. Doubled US Sales by Convincing Consumers That Its Product Is Hip and Worth a PremiumSIGG USA
• How an ISP Used Online Chat to Lower Customer Service Costs and Achieve an 80% Customer Satisfaction RateEarthlink, Inc.
• How a Nonprofit Used Member Resources to Increase Brand Awareness Across Multiple MarketsOregon Sports Authority
• How a Web Services Firm Used 'Fanatical' Customer Care to Increase Sales 60% Year Over YearRackspace
• How a Nonprofit Developed Marketing Materials That Spoke to Its Culturally Diverse Audience, Bringing in New MembersSan Francisco Health Plan
• How an Internet Company Attracted Top Talent—and PR—via a Viral VideoRhinofly
• Fiskateers: How a Social Community Became a Veritable Sales ForceFiskars Brands, Inc.
• How a Small-Business Consultant Leveraged a High-Profile TV Commercial to Generate New Traffic and Win New BusinessLocalZing
• A Nonprofit Crafts a Compelling DM Strategy and Exceeds Its Conference Goals by 25 PercentThe Points of Light Foundation
• How One Provocative Post on a Hewlett-Packard Blog Spread WorldwideHewlett-Packard
• From the Ground Up: Annie's Homegrown Builds a Vibrant Business in a Commodity MarketAnnie's Homegrown

Public Relations: See all 22 case studies

Public Relations online seminar broadcasts from the best minds in marketing

• Direct-to-Consumer PR: Putting the "Public" back in Public RelationsAttendee rating:  - Sep 11, 2008
• Identity Marketing: Using PR to Reach the Minds (and Wallets) of Today's Diverse ConsumersAttendee rating:  - Apr 24, 2008
• Telling a Story that Sells: Case Studies with HeartAttendee rating:  - Feb 14, 2008
• Publicity Power Tool: Building a Great Online Press KitAttendee rating:  - Nov 15, 2007
• How To Build a Consistent Pipeline of Customer ReferralsAttendee rating:  - Oct 18, 2007
• What Marketers Need to Know about Podcasting and Streaming VideoAttendee rating:  - Aug 9, 2007
• How Connected People and Companies Are Winning Big in the Tech-Savvy Consumer PlaygroundAttendee rating:  - Jul 25, 2007
• How to Tell Your Story to the MediaAttendee rating:  - Jun 21, 2007
• Inside Secrets for Using Blogs Effectively in Your Marketing MixAttendee rating:  - Jun 14, 2007
• How to Develop Quality e-Newsletter Content Without Breaking the BankAttendee rating:  - Apr 19, 2007
• Social Media 1.0: What B2B Marketers Need to Know About Video, Widgets, Blogs and MoreAttendee rating:  - Apr 11, 2007
• Blogs, Tubes, Twitters, and More: Emerging Media's Impact on the Customer ExperienceAttendee rating:  - Mar 29, 2007
• e-Newsletters: Get Attention and Build LoyaltyAttendee rating:  - Feb 22, 2007
• The New Rules of PR: How to Use Press Releases to Reach Buyers DirectlyAttendee rating:  - Jun 29, 2006
• Inside Secrets to Building Links for Online Publicity, Buzz and Search Engine OptimizationAttendee rating:  - Feb 16, 2006
• WHAT WORKS SERIES: QuickBooks Makes Blogs Part of the Marketing MixAttendee rating:  - Jan 26, 2006

Public Relations: See all 16 seminars

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

• Shut Up and Listen. Please.Small Business
  "Most people are not very good listeners," write Don and Sheryl Grimme in The New Manager's Toolkit. The reason, the say, is that we spend our days juggling personal and...
• The Cocktail Party RuleMarketing Inspiration
  In a post at Gapingvoid, Hugh MacLeod tells the story of a superstar blogger who publicly congratulated a corporate competitor for joining the blogosphere. In her "welcome to the neighborhood"...
• A Win-Win ScenarioMarketing Inspiration
  A post at the Responsible Marketing Blog highlights some companies that aligned marketing campaigns with the recent election. "With estimates of turnout exceeding 130 million people," it says, "Election Day...
• Your Twitter ID and YouMarketing Inspiration
  If you attended MarketingProfs' Digital Marketing Mixer, you would have heard keynote speaker Gary Vaynerchuk bemoan his choice of Twitter ID: GaryVee. In retrospect, he said, the handle—chosen quickly for...
• Take the Drama OfflineMarketing Inspiration
  In a video from BNET, Edward Muzio of Group Harmonics explains how email conversations can start unnecessary fights. "It happens all the time," he says. "It starts out as a...
• Mission ControlSmall Business
  "We are bombarded with messages that tell us the how, why, should and must of business," says Karen Swim in a post at Words For Hire. "Much of the information...
• Yammer to Keep It TogetherNew Media
  Imagine if you could take Twitter and make it exclusive to your company. Surprise!—you've created Yammer. With a three-month free trial, and provided everybody has a legit company email, enterprises...
• Don't Worry, No One's LookingMarketing Inspiration
  When Tate Linden of Stokefire began to see a number of obscure blog posts touting a heretofore unknown competitor as the world's "first naming company," he thought he should check...
• Meltdown MarketingSmall Business
  Marketing budgets often take a hit during economic downturns. And whether your department experiences a cutback, or you're simply on the hunt for inexpensive ways to increase your reach, Jenni...
• Ranting and RavingMarketing Inspiration
  Back in 2006, a group of friends decided to play a practical joke on a colleague obsessed with his Jaguar—they covered the S-Type sedan with thousands of colorful Post-it notes....
• Dinner-Party PRSmall Business
  In a post at Silicon Alley Insider, Jason Calacanis says start-up companies don't have to splash out $10,000-a-month retainers—or even hire in-house PR—to get the right exposure. These are only...
• How to Blow It in Five Words or LessB2B Marketing
  Nothing irks Steve Roesler more than when a speaker diminishes himself in five words or less. What may seem like courtesy when you're making that B2B sales pitch could actually...
• Red-Hot WhitepapersSmall Business
  If you're writing a whitepaper—or plan to include one in your marketing strategy—you should check out a premium article at MarketingProfs.com in which Steve Hoffman provides an in-depth list of...
• Are You a Leader to Follow?Small Business
  In a post at Harvard Business Online, John Baldoni says true leadership has little to do with your position on an org chart. Just because you have an executive title,...
• When the Big Boss Blogs ...B2B Marketing
  Is this the beginning of the end for the CEO blog as client outreach? A report by Forrester Research seems to think so, according to a recent article by Christine...
• Give to ReceiveSmall Business
  "There's still something to be said for a free sample of a product," says Mike Essex, who has made a sport of seeing how many he can receive in return...
• Have You Considered an ... Open Relationship?Small Business
  Before you sign up for exclusive sponsorships, Rohit Bhargava suggests taking a hard look at what you really get out of the deal. Because if your sponsorship makes it difficult...
• Let Everyone in on the LaunchSmall Business
  Before you introduce a new product or service, it goes through a lengthy design process and rigorous testing. You spend untold hours on a marketing strategy, getting everything just right....
• Ditch the Spam, Pitch the ContentSmall Business
  If you've ever been on the receiving end of bad pitches, you know the feeling of sheer exasperation when yet another example of terrible PR arrives in your inbox. In...
• Return to SenderSmall Business
  In a post at the PitchEngine blog, Jason Kintzler argues that paperless PR is more than an exercise in environmental responsibility. The use of online and wireless communication not only...

Public Relations: See all 53 quick reads

Public Relations marketing downloads for the busy professional

No products found matching your search.

See all marketing downloads