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Evidence-based Public Relations & Marketing Strategies
Listening to a webinar hosted by David Bland and Alex Osterwalder on the topic of testing business ideas they discussed the relative value of the idea and evidence that a business model will build a successful company. Too often the focus is placed on the idea rather than evidence that the product or service –Continue Reading
PR Problems? What they are, and what they aren’t!
I read articles that talk about a company having a PR problems multiple times every day. Most of the problems that are described aren’t. They’re operational problems; reputation problems; ethics problems. They might be a problem that the communications department within the organization but they’re not public relations problems. That’s not to say that thereContinue Reading
The DNA of successful PR and marketing strategy
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
This post will save you $000s in PR retainer fees
THIS POST WILL SAVE YOU $000s IN PR RETAINER FEES If you’re paying a public relations agency thousands of dollars to issue and follow up press releases this post will explain how you can save money and increase your chances of achieving commercially-valuable media coverage. What’s more you will be able to measure the commercialContinue 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
PR & Marketing Glossary of Terms for Entrepreneurs
Actionable relationship = a relationship that has marketing value because the person or group of people will take a specific action when asked to do so Advertising = the placement of owned (media) content for a fee. The rate varies depending on the location, duration, the number of people that are likely to see it,Continue Reading
How To Sell Your Product Or Service Like Elon Musk
When I work with entrepreneurs I ask them repeatedly to tell me what their business does. In the majority of cases they talk about feature and function, rather than about the value it delivers to their customers. It’s often the biggest hurdle to growing a business. An effective value proposition focuses on the value toContinue 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
Do I Need Public Relations, Marketing or Publicity?
*Before you read this post please check out my definitions of public relations, marketing and publicity. It’ll take you less than two minutes. PR is the process of building and maintaining strong relationships with the people that are critical to the attainment of a goal. Marketing is compelling a defined person or group to takeContinue Reading