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We marketers often place media in three categories: paid, owned, and earned. But customers tend to ignore such distinctions. They're looking for the "right" media. How do you give them what they're looking for? These slides from the Altimeter Group can help. more![Four Ways to Deliver Great PR [Slide Show]](https://i.marketingprofs.com/assets/images/articles/lg/071912_slideshow_lg.jpg)
Too many PR practitioners choose to ignore editorial etiquette, some going as far as demanding to see an article before it goes to print or offering bribes for positive coverage. But here's the right way to do great PR. more
Even though launching an organization-wide collaboration effort isn't just a marketing project, its success is largely dependent on your internal marketing efforts. Marketing's role is crucial... and here's what it entails. more
Today, customers can share their rants and raves instantly with a worldwide audience. In such a wired world, your online image is everything! Here's how to track and enhance that image and manage your reputation. more
"While SEO will always be a good bet for generating long-term value," writes John-Henry Scherck at Renegade Search, "it doesn't necessarily have to be the only aspect of a good digital marketing campaign." There's no reason to sit around waiting for SEO to take effect when you can bolster your burgeoning ... more
Media appearances are essential if you want to build your personal brand and emerge as a recognized industry expert. Learn 10 tips for mastering media appearances, and five key guidelines to follow during an interview. more
It's unlikely that your brand will ever face a public relations catastrophe on the scale of British Petroleum, Bank of America, or Enron. But there's a chance you'll encounter crisis on a smaller scale. And hindsight allows you to study their errors then decide what you'd do differently. Anita Williams ... more
Many companies invest considerable effort seeking publicity via influential media—and then fail to benefit from the masthead value of that exposure. Learn how to increase the business impact of high masthead value publicity. more
You have a good product and great branding, but how do you get the buyers of large retailers to notice your brand? Here are four effective ways to be resourceful when trying to get your product on store shelves. more
Public speaking is a powerful way to get your message to key influencers and decision-makers. Want to be a sought-after speaker? Learn what it takes to master the organizational and marketing side of public speaking. more
Whether a brand is facing a minor kerfuffle or a major tragedy, the path of correction should be simple and clear. Learn how to take control of any crisis situation, and emerge with a healthy brand and reinforced customer loyalty. more
Leading business bloggers say the perceived authenticity of a CEO plays a critical role in how they assess a leader's abilities and performance overall, according to interviews conducted by the 10 company and Gotham Research Group. more
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![Five Tips for Online Public Relations Success [Slide Show]](https://i.marketingprofs.com/assets/images/articles/lg/112811_thrive_lg.jpg)
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![How to Influence the Influencers [Slide Show]](https://i.marketingprofs.com/assets/images/articles/lg/012012_slideshow_lg.jpg)
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
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
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
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
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
"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
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![Tradeshow and Event Marketing Lessons From Facebook [Slide Show]](https://i.marketingprofs.com/assets/images/articles/lg/111103_facebook_lg.jpg)
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![A Cautionary Tale: Four Pitching No-Nos [Slide Show]](https://i.marketingprofs.com/assets/images/articles/lg/111028_swords_lg.jpg)
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
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
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
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