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I’m fascinated by communications strategy. I spend hours looking at what makes a strategy work – and what makes it fail. As part of the work I’ve done to develop The Lean Communications Framework, I’ve been looking at the component parts of some well known – and successful – PR and marketing strategies. In thisContinue Reading
The Traditional public relations business model doesn’t work
The PR industry is hiding a dirty little secret that it doesn’t want you to find out about. Don’t tell anybody I told you… but the traditional PR ‘sausage factory’ of client win… press release… e-mail/wire distribution… media outreach… interview… coverage… product release… press release… email/wire distribution… media outreach… interview… coverage… [repeat to fade] doesn’t work anyContinue Reading
Choosing a PR company? These are the questions to ask.
The basis on which the strategy is built What assumptions are they making (and what happens if those assumptions are false)? What’s the pricing structure – how does it align with the retainer fee to deliver the strategy How often is the strategy reviewed? What’s the process for reviewing the strategy and fine-tuning it? WhatContinue Reading
What Is Positioning?
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
What Is Engagement?
Engagement comes up in almost every conversation about PR, marketing and publicity, yet very few people are able to define it, how you measure it, or the value it delivers to an organization. What it’s not is an exchange on twitter or Facebook or shared content because you have asked them to. Engagement is theContinue Reading
What’s The Difference Between A Press Release & A News Release
It’s very simple. A press release is about distributing a single piece of information to as large an audience as possible, via the media. A news release is about communicating news to an identified audience. What’s the difference between information and news? That will be the topic for tomorrow’s PR espresso. Continue Reading
Maserati’s SuperBowl “Strike” Was Public Relations NOT Advertising
Did you see Maserati’s first TV advert? What did you think? I’ve watched it… I don’t know how many times and every time I watch it I’m impressed. Very impressed. Many people didn’t understand it when it ran. Most hadn’t heard of the Marque, let alone the Ghibli brand. Questions and analysis about theContinue Reading
David Bowie Is… [the future of communications]
At the end of last year I went to the ‘David Bowie is’ exhibit at the Art Gallery of Ontario and I saw the future of marketing communications. If you’re in the business of communications, “David Bowie is” – a V&A exhibition – is a glimpse at the future of our industry. It’s an exampleContinue Reading
PR & Marketing. In That Order.
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?
Networking and Building Key Relationships
Mutually beneficial relationships are the foundation of every good public relations campaign. One of the best ways to build them often is to offer help to somebody without the expectation of an immediate benefit. A piece by Gary Vaynerchuk in the Wall Street Journal makes the point that first-mover advantage can be a powerful toolContinue Reading