A Unified Theory of Strategic Integrated Communications

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For the past few years I’ve been working to develop a unifying theory that explained how each of the communications disciplines worked – both independently and as a single system.  My paper, published by Palgrave in their Encyclopedia of Interest Groups, Lobbying, and Public Affairs, introduces the theory, including an hierarchy, a taxonomy and scientificContinue Reading

Understanding Marketing vs Marcomms

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    Marketing Marketing is the strategic process of compelling a commercially-valuable (and mutually-beneficial) action. The person or group taking the action must want to take it. The core elements of marketing are well documented by academics and practitioners — the ‘four Ps’ — Product, Price, Place and Promotion. Promotion is often called Marketing Communication.Continue Reading

What Is Positioning?

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Positioning is a challenge for every small business. It is especially difficult when both the competition and prospective customer are large organizations. Effective positioning in these situations is about focusing on the value you can offer that a larger organization cannot.  Small businesses also have the advantage of being flexible, in terms of approach, modelContinue Reading

Why Bad Content Makes PR More Important

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There’s been an article doing the rounds suggesting that content marketing could kill PR When you read the piece, the point being made by +Christopher Penn is that bad content could damage the effectiveness of media relationships because journalists won’t like being pitched bad content. I’m not justifying it but, trust me, journalists are usedContinue Reading

Evaluating PR + Marketing Effort

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Evaluating the effectiveness of any communications program is essential – but too often agencies say it’s intangible – citing awareness and thought-leadership. In reality, if you know what success looks like before you start and create a campaign designed to achieve it, it’s easy to measure whether something is working. Here are a few tips:Continue Reading

PR & Marketing. In That Order.

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  PR always comes before marketing, but do you know why?  Here’s our explanation of why it’s always PR & marketing – and not the other way around. Watch another THINK PR Espresso for help with PR, marketing and publicity strategy?

Disclosure and Transparency In Marketing

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“Disclosure is overrated. Just assume everyone is being paid and enjoy the experience.”  This is, perhaps, the most concerning statement about social media and the real-time internet. Here’s why! Watch another THINK PR Espresso for help with PR, marketing and publicity strategy?

When Is The Right Time For PR?

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  Timing is often overlooked by organizations planning their PR activities.  If the timing is wrong everything else you do could be in vain.  Imagine trying to start a conversation with somebody as they exit a room or start a conversation with somebody else! Most look at the best time for their business rather thanContinue Reading

Marketing Is 80:20

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You know the 80:20 rule, right?  80 percent of your new business comes from 20 percent of your customer-base – so why do the majority of companies not spend the same proportion of their marketing energy, resources and budget on one-fifth of their customers and audience-base?