Long ago, the PR gods handed down a set of rules around media relations and competitive engagement for the business of public relations. For the most part, those unwritten rules stand up well. Yet, in the digital age, technology, time and trends have a way of changing the game. After all, each client is distinct,…
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As Father’s Day approaches, it’s a good time to remember the legendary figures who shaped modern public relations. As those of us who work in PR practice the science (and art) of the profession, we rarely think about how it evolved. It’s fascinating to chart the growth of public relations over the last century by…
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In an era of constant communication, most PR agency experts will say that silence is rarely an option in the wake of controversy. In times of trouble, a “no comment” may be seen as a sign of guilt, indecision, or apathy. PR experts sound the alarm about the communication vacuum in such cases, worried that…
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Most often, reactive PR is associated with “newsjacking,” where a brand may seize on a trending news story through social posts or expert commentary in the media. Then there are the real-time marketing coups, like when Tide and Oreo took advantage of the 2013 Super Bowl blackout with witty ads; or Snickers sent its product to…
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What separates the good from the truly great when it comes to the success of a public relations program? Beyond native talent and strong skills, there are lessons on execution and optimization that simply come with experience. 5 keys to PR success PR plays the long game Great PR rarely exists in a vacuum. In…
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The PR agency/client relationship can be a delicate dynamic, especially when things aren’t all rosy. The fortunes of a company and its PR agency are inextricably linked, and a good PR team must have the confidence and courage to deliver bad news when necessary. After all, PR pros are in the communications business. To the client,…
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Some people don’t think of PR professionals as particularly creative – except when it comes to hatching wild PR stunts or gimmicks, like KFC’s fried-chicken-flavored nail polish. Yet creativity plays a part in much of a PR person’s daily work. They must constantly generate fresh concepts for bylines and story angles for pitching, as well…
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Every B2B tech PR person dreams of the splashy feature that will help make their company brand instantly recognizable. Maybe it’s a Fast Company article detailing a compelling success or a groundbreaking startup story. We all live for the big hits, but not every feature story is a magic bullet, and they don’t come along…
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While top-tier marketing and advertising are valuable, associated PR campaigns can help propel a brand to the next level of emotional attachment. It’s that anticipation you get when you hear the three-note music intro before a Netflix movie or the warm recognition of a classic Mickey Mouse logo. You feel connected to these brands. They’ve…
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A crisis situation presents abundant challenges for public relations and business leaders, not the least of which are the critical first communications. The tone of the language, the medium of the message, and its timing contribute to public perception of a company’s management of the situation. First statements say a lot about what a brand…
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When someone asks a public relations person what they do for a living, and that person hesitates, it’s usually because of Samantha Jones. Once and for all, real-life PR pros aren’t likely to resemble Samantha (Sex and the City), Olivia Pope (Scandal), Liz & Liz (Kroll Show), or Shauna Roberts (Entourage). Ironically, the PR profession…
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Who knew that when mom was dispensing her pearls of wisdom that she was preparing you for a public relations career? In case you never noticed, moms generally handle PR duties for families. They’re the most concerned with public perception, social responsibility, and community relations. The truth is, our moms’ teachings apply to virtually every…
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PR, advertising, and marketing should be working together as well-oiled gears in a powerful machine that propels a brand toward success. While it shouldn’t be a contest, it’s worth noting that in some instances, public relations can yield a greater return on investment. Especially in the B2B tech sector, PR programs are essential to gaining…
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Contributed articles bylined by a key executive are part of any PR program that emphasizes thought leadership. Bylined content helps establish a B2B executive as an industry expert or brand voice, and it’s also a strong way to boost SEO for an individual or company. But a byline program takes preparation, focus, and an ongoing…
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For almost two years, protests during the national anthem before the game have been a growing PR challenge for the National Football League. With the 2018 NFL draft beginning today in Dallas, speculation has intensified about whether the demonstrations will continue through the 2018 season and how the league will manage them. Since 2015, NFL ratings have…
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Most people think of third-party influencers as YouTube stars with millions of subscribers, or Instagram gurus pushing beauty products. Yet influencer PR for B2B brands is also an effective way to reach prospects throughout the customer journey, from lead generation to purchase and beyond. For B2B companies, programs that involve third-party influencers can require more…
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An early-stage company with limited resources expects a good return on investment from any tech PR firm it employs. This, of course, is true of any organization, but for a startup, the stakes are a bit higher than for a long-established business. Young companies may not possess much experience outsourcing public relations work, and they…
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Last week, seven of the public relations industry’s top PR professionals offered unusually candid insights into one of the hottest issues of the day – corporate activism. Values-Based Decision Making in a Provocative Environment was produced by the Museum of Public Relations, which has grown into an impressive thought leadership organization since its founding by Shelley…
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Thought leadership is part of public relations best practices, and it’s particularly powerful in B2B and technology categories. By shaping and serving up a unique perspective, expertise, or insight, a young company can gain a competitive advantage over larger and more established companies. If you’re a company founder, you have expertise that others don’t. Chances are,…
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Most public relations experts agree that the rules of the public apology are relatively simple. Be sorry. Do it quickly. Take full responsibility. Wherever possible, communicate how you will fix the problem. But if apologizing is so simple, why do so many CEOs botch the apologies? Sometimes it’s because legal advice conflicts with PR…
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Web 2.0 has radically changed journalism and public relations, two industries that rely on the free exchange of information and ideas. But one highly undesirable outcome is “fake news.” It’s a war of information being waged on keyboards and in the cloud and it affects all of us. The online communications revolution has unleashed a…
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Almost Famous (2000) — Media Relations It’s the 1970s, and the mid-level rock band Stillwater is poised to make its Rolling Stone magazine debut. The iconic publication sends a 15 year-old reporter to travel with the band to write an in-depth piece. Initially, the musicians consider the music critic “the enemy” and refer to him…
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Placing your CEO/founder as a guest on a tech podcast is a great tool for PR pros to establish the boss as a thought leader and thereby increase a young B2B company’s profile. Every company has a story, and that story can be a valuable public relations tool — and the best kind of free…
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Most public relations professionals know that a company’s reputation can be big factor in its long-term success. A positive public perception helps inspire employees, recruit new talent, protect a brand from negative PR, and differentiate its offering from that of the competition. When it comes to government relations and regulatory issues, a stellar reputation can…
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Every two years, the New York-based Corporate Communication International (CCI), conducts an in-depth survey of senior PR and communications officers at Fortune 500 companies about global PR trends. As a sort of “state of the communications field” analysis the CCI Corporate Communication Practices and Trends Study 2017 offers fascinating insights about the PR landscape today. Speed…
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Nearly a decade after winning the vote, American women took to the streets in 1929 to march against the patriarchy in a brilliant New York PR stunt focused around … smoking? That’s right, in the innocent days before the first Surgeon General’s Report on Smoking and Health, public relations industry godfather Edward Bernays hatched an…
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Tech PR and media relations are sometimes a bit like dating. You must be thoughtful about when and with whom you become “exclusive.” If a PR pro fails to consider offering a story to media as an exclusive, he may forfeit a great opportunity. Overuse it, and he risks getting a bad rep with journalists….
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In my last post we offered eight tips on maximizing public relations success for tech clients. Now, let’s take a look at the anatomy of an effective tech media pitch. A great softball pitcher doesn’t simply close her eyes, rear back, and heave the ball towards the batter, hoping for the best. She chooses a…
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Gaining competitive advantage with PR programs comprised of media relations, reputation management, and content marketing can help a young tech company achieve prominence. For an early-stage technology business, differentiation can be everything. Many operate in a crowded environment prone to fast changes and quick obsolescence. While solid business strategy and a good marketing plan are fundamental, a…
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Media relations is typically a key part of a good technology PR program. One thing entrepreneur-led startups and enterprise technology businesses have in common is a desire to generate positive earned media coverage in widely read publications from TechCrunch to BloombergBusinessWeek. Here are our best tips for maximizing public relations success for tech clients, straight…
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