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Marketing Articles: Public Relations

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  • The Devil in the Details
    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
  • You Never Get a Second Chance
    "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
  • Articulate to Resonate: Crafting and Communicating Messages That Matter
    by 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 Parity
    by 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 Flub
    by 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 Onstage
    by 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
  • Study: Social Media Use by Fortune 500
    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
  • Most Journalists Use Social Media for Reporting
    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
  • National Lampoon
    Are you on pins and needles waiting for satirists to create YouTube videos that mock your earnest marketing efforts? Probably not. But in a post at his blog, Seth Godin says there's actually a good reason to embrace jokes made at your expense: It means that people have not only ... more
  • When Pizza Turns a New Leaf
    It'd be an understatement to say 2009 was a tough year for Domino's Pizza, what with the awkward employees-abusing-food scandal. A quick recap: two bored employees recorded themselves doing unpleasant things with food, and the video wound up on YouTube. Domino's responded swiftly enough, both terminating the employees and releasing an apologetic YouTube video ... more
  • What Can Celebrities Do for You?
    If you tune in to Access Hollywood or flip through the pages of Us magazine, you'll see features on the clothing, accessories, jewelry and cosmetics favored by trend-setting celebrities. In many cases, these products were provided as "gifts" from companies eager for the editorial coverage that a celebrity's interest can ... more
  • Say It With Pictures
    It's a new year! Time to take a fresh look at your strategic plan for the year ahead. What do you hope to achieve by December 31, 2010? Better customer service? Stronger branding? Greater social-media buzz? All of the above? And just as important: How will you convey that plan, ... more
  • Look Who's 10: Happy Birthday MarketingProfs!
    by Ann Handley
    This year marks the 10-year anniversary of MarketingProfs. The site was founded a decade ago by CEO Allen Weiss, a marketing academic, as a place where his fellow "prof"-essors and marketing "prof"-essionals could learn from each other. more
  • Las Vegas or Bust
    You might travel to tradeshows around the country, but have you ever considered the marketing potential of the journey itself? Consider how Griffin Technology, a maker of iPod accessories, has made an event of its marketing team's otherwise mundane trip from Point A to Point B. At the CES Bound blog, ... more
  • Five Ways to Build Trust—and Tipping Points for Choice
    by Anthony Cirillo
    A column by noted coach and businessman Harvey Mackay contended that trust is the most important word in business. It made the point that people buy from people, not from companies. To help build trust, start with the following five steps. more
  • Peter Shankman: Email, Social Tools, Musings on a Web 2.0 Washing Machine
    In a fun but informative short video, Ann Handley talks with PR guru/gadfly Peter Shankman about how he turned a natural gift for schmoozing into a successful business, why his company's email is "the ultimate forwardable email," and what the latest tools do and don't mean for marketers. more
  • How to Capture Your Company's Essence in 15 Words
    by Kathryn Roy
    As a B2B company, you may never air a 15-second message on NPR. But distilling your company description to its essence is a powerful goal. It will force you to jettison the jargon and superlatives. And your message will resonate all the more with prospects. more
  • Marketing Is So Much More Than Promotion: Just Visit My Hairdresser
    by Barbara Bix
    What can marketers learn from the smallest of small businesses, a hair salon? You might be surprised: Here is a story of an integrated-marketing and client-service approach that any business would do well to emulate. more
  • Earning Customer Raves: Make These Five Decisions, and Customers Will Grow Your Business for You
    by Jeanne Bliss
    When you make decisions that respect and honor customers, you will earn their admiration and, eventually, their love. Then customers will begin to grow your business for you. more
  • Joking Your Way off the Hot Seat
    One way or another, the story was going to get out: a late-night talk show host, his rumored affairs with staff members and an alleged extortionist who wanted $2 million to keep quiet. So what did David Letterman do? Before anyone else had the chance, he told his studio audience—and ... more
  • Bearing Bad News: Six Ways to Reduce the Sting When Your Message Stinks
    by Jonathan Kranz
    I can't promise you that by following these suggestions you'll recover from bankruptcy or resurrect your business. But you can move on with dignity. And, sometimes, when your organization faces its darkest hour, choosing dignity may be the best, last business decision you can make. more
  • Advertising Is the Price You Pay for Not Being Creative
    by John Rooks
    We are at a unique place and time. The crossroads of environmental and economic crises provide agile companies with the ability to capture market share in a down market by cutting their media buys and engaging their fan base in new ways. more
  • Marketers: Don't Just Buy Media—Earn It!
    by Ben Straley
    Want to get started with an effective earned-media marketing program? Here are three tips for launching, measuring, and monetizing a low-cost earned-media program that will drive a surge in online word-of-mouth traffic about your brand. more
  • Problem Solved: How Do You Convince the Boss That It's Time to Go Social?
    by Claire Coyne
    There's nothing we love more than solutions—top-notch insights from top-of-the-line experts that help solve common marketing problems. Here's this week's solution, featuring SAS, which offers us a solution to the following problem: How does Marketing convince the CEO that it's time to embrace social media? more
  • Case Study: How AAA Went to Where Its Members Needed Help: Social Media Sites
    by Erik Bratt
    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

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