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Marketing Articles: Public Relations

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Four Easy Tactics for Becoming a Must-Follow Account on Twitterby Slavik Volinsky
Twitter is a powerful channel that can help you connect with customers, promote products, and create brand awareness. Learn four tactics for making your Twitter account a social media heavyweight in your industry. more
Six Steps for Rebuilding Your Brand After a Crisisby Larry Berg
It's amazing how quickly a brand can find itself in a crisis, struggling to salvage its reputation. But your brand doesn't have to suffer. Learn six steps to take--before and after a crisis--that'll help rebuild customer confidence. more
The Evolution of Marketing Agencies and Consultanciesby Paul Roetzer
The marketing agency ecosystem is evolving because of changes in customer behavior and advances in technology. Is your firm keeping up? Learn 10 key considerations for transforming your organization. more
Nine Essential Skills for Any Public Relations Professionalby Ford Kanzler, H. Buford Barr
If staying current in today's PR world is important to you, adopt the famous aphorism "Learn as if you were to live forever." This article highlights skills that remain essential--and some new skills you'll need for future PR success. more
Three Things Marketers Can Learn From a Law Firm (Yes, a Law Firm) About Creating Awesome Contentby Ann Handley
What can you learn about content marketing from video vignettes of lawyers speaking candidly about their professional philosophies and personal viewpoints? For one, you can humanize your business and show off your personality in a creative, interesting, and wholly unexpected way. more
Five Ways to Navigate Today's Influencer-Relations Avalancheby Dan Green
Today, getting your story in front of an influential writer can mean getting it to a traditional journalist at an established publication, an independent blogger, or a peer-to-peer reviewer. And getting in touch with those key influencers is no easy task. Here's how you can do it. more
A Seven-Step Guideline in Crisis Communication (Lessons From the Sony PlayStation Network Breach)by C. Edward Brice
A crisis can serve as a stage to show the world that your company is either unorganized and uncaring or responsible and human. Learn how to preserve your brand equity--and keep your customers--during a crisis. more
Eleven Tips for Crafting a Pitch That Wows Journalistsby Mary Reed
Writing the perfect pitch isn't easy. But knowing how to pitch your story idea to journalists can make the difference between their pursuing--and their flat out ignoring--your pitch. Earn their interest and attention with these 11 tips. more
The Case for Ongoing Media Relations and 10 Tips and Tools to Help You Spread the Wordby Lana Sansur
You might think you don't need a media relations program, or don't have the resources for it... but how cool would it be to have the media singing your praises? Use these tactics, and you will soon have a chorus of coverage. more
Secrets of Case Study Winners: How B2B Marketers Can Create Successful Programsby Paul McKeon
Though social media has brought clients and vendors together, it's still a tough sell to get clients to agree to do case studies. But the B2B marketers who produce dozens of case studies know a few secrets... and this article shares them with you. more
Seven Ways to Gain PR Campaign Momentumby Ford Kanzler
Gaining PR campaign momentum can seem impossible without the availability of your client contacts or the participation of the management team. Learn seven ways to overcome these challenges, and watch your PR campaign soar. more
Job-Market Secrets: How to Build Your Network in 12 Days by Debra Feldman
Networking is the best job-search method and generates more than 80% of new hires. Constantly nurturing your relationships and strategically developing new contacts puts you on the inside track to plum job leads. Learn how to flesh out your network in just 12 days with these job-market secrets. more
Let Your Brand Shine at Tradeshows by Rob Murphy
A company's communications strategy plays a key role in reinforcing brand identity. For many, that includes logos, brochures, online presence, public relations, advertising or packaging. But what about tradeshows? How often have you attended tradeshows on behalf of your client, noticed an exhibitor, and wondered: What exactly does this company ... more
Why Amazon Doesn't Understand Social Commerceby Leigh Duncan-Durst
Even before the recent furor over Amazon's sale of the self-published "The Pedophile's Guide to Love and Pleasure," and the subsequent less-than-stellar and social-media-inept response by Amazon, it seemed clear that the pioneering e-commerce giant had begun to fall behind the social-commerce curve. more
The ROI of Real-Time Marketing and PRby David Meerman Scott
In a world where speed and agility are essential to success, most organizations still operate slowly and deliberately. But the MBA-style approach of working off spreadsheets that predict what to do months into the future is no help when news is breaking in your industry today. The Internet has fundamentally ... more
'If You Want This Choice Position…': Seven Virtues of the Perfect Social Media Leaderby Maria Ogneva
Your social-media manager or director is a critical and strategic hire who will be responsible for formulating and executing your strategy, as well as educating your whole organization and aligning it with that strategy. How can you sift the wheat from the chaff? Here are the seven virtues of a ... more
Content Marketing Has Been a Successful PR Strategy for Decadesby Ford Kanzler
The highly effective strategy of creating informational content that's valuable to prospects and customers has been with us for decades. Demonstrating expertise, becoming an authority, providing "how-to" information, and speaking about subjects of interest or relevance to your market are a superb way of promoting or driving market engagement for ... more
Building Loyalty and Corporate Profitability in Eight Productive Stepsby Dianne Durkin
It's no secret that loyal employees are the driving force behind solid, stable, and profitable companies, whereas unhappy, disgruntled, and disloyal employees can quickly bring any company to its knees. Companies that lack employee commitment can change their culture and build loyalty from the inside out by following these eight ... more
Why You're Always Wrong and Your Customers Are Always Rightby Allen Weiss
If you're like most people, you live in a world where blame often happens in a systematic and predictable way. People simply have a tendency to believe the fault lies with someone else--and that someone else can be you. Of course, the process can work in the opposite direction, too... ... more
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
Establish Credibility and Persuade Customers via Contributed Articlesby Ford Kanzler, Bob Peterson
This is the strategy: Get company executives or yourself published in an editorial context for significantly greater marketing credibility than self-publishing another whitepaper that just sits on your website. more
Articulate to Resonate: Crafting and Communicating Messages That Matterby Eric Norman
How can you articulate your ideas, qualities, and capabilities in ways that connect to, and engage, your communities? Messaging, or communicating with a rigorous focus on a system of key ideas, is a fundamental activity of strategic brand development and management. Disciplined messaging helps organizations engage in productive dialogues, especially ... more
Three B2B Value-Proposition Rules That Create Preference, Not Just Parityby Tim Riesterer
A 2009 survey of 9,000 decision makers in B2B companies found that 86% of the "unique benefits" touted by vendors were not perceived as unique or having enough impact to create preference. Unwittingly, it appears, companies are creating value parity-positions, not value propositions. more
Of Brand Hijacks and PR Nightmares: A Tale of Two Brands and One Flubby Angela Natividad
You've heard about recent well-publicized PR nightmares for two major brands (Heinz and Southwest). How could those situations have been handled differently? Here are some ways. more
Get a Speaking Gig: How Event Producers Decide Who Gets Onstageby Helena Bouchez
Getting speaking gigs can be a mysterious and frustrating process, particularly if you don't have much experience. You know the drill: Send pithy email offering yourself up (or copiously fill out online proposal form). Hit Send. Wait. Sound familiar? Here's how to get the green light. more