While B2C brands have been hitting content marketing full-bore, B2B companies have been a little more circumspect. Many B2B small businesses have discovered that creating effective content that gets results is not the easiest task. What are these results they're trying to achieve? Lead generation Customer engagement According to a study by DemandWave, … [Read more...]
How to Improve Your Media Coverage
Media Relations is a core part of PR and can be one of the trickiest. A colleague of mine is a master of TV placements, both local and national. She gets calls from big agencies all the time because their teams can't book segments like she can. What's the secret? Well, a large part her success is relationships. It is, after all, called Media Relations. What if you don't … [Read more...]
How Fake News Affects PR
Fake News has always been around, but 2016 saw a sudden rise in stories that were blatantly false or misleading or partially untrue. This sudden rise in fake news was fueled by a combination of the heated emotions created by the divisive Presidential election and the ease of publication and sharing of news online and on social media. Facebook and Google were so … [Read more...]
How to Measure PR Effectively
Much as we may shy away from math and stats, the time has come to learn how to use data to show results. "Without standardization of measurement practices in the PR industry, Public Relations professionals won’t know how to quantify a campaign’s impact. As competition increases and budgets face greater scrutiny, the ability to accurately assess a campaign’s effects and … [Read more...]
The Impact of Data, Research for PR
One of the biggest ways technology has changed the practice of PR is the use of data to drive strategy. PR practitioners today mus tknow how to find, mine and analyze relevant data sets. Last week Tina McCorkindale, president and CEO of the Institute for Public Relations, a non-profit that does PR-related research, shared her insights on data and how beneficial it … [Read more...]
