Good public relations can be an essential way for a brand to stand out from the pack, especially in the B2B/ technology sector. The tech space is a crowded category with more startups entering every day, so in order to compete, companies must differentiate their product or service. There are some PR tactics that can…
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We associate social media platforms with splashy consumer campaigns, but social is increasingly important in B2B public relations. B2B buyers are often looking for as much information as possible on vendors and products before they buy, and they rarely buy on impulse. According to an IDC study, 75% of B2B buyers and 84% of C-level/vice…
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Technology companies gearing up for a new product launches know full well they’re adding to a crowded marketplace. It can be particularly challenging for B2B startups offering SaaS or other tech services to generate visibility when the category isn’t new. But no tech company can afford to overlook the power of public relations to create…
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Earlier this week, we made the case for raising your internal PR game. Today, we’ll suggest some ways to do just that. The technological and social changes over the past few years have both made internal communications more important, and also opened up opportunities to revolutionize it. Still, companies are dragging their feet in this…
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It can be easy for a corporate PR team to neglect a critical aspect of business communications — internal PR. Sometimes the last stakeholders on the minds of senior management are those inside the organization. In certain cases, high-profile companies take it for granted that employees are corporate cheerleaders, or they may leave the responsibility…
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PR teams have been pressed into crisis duty in a series of corporate missteps that have something in common: marketing or advertising that shows “cultural appropriation” – borrowing a sensitive ethnic or cultural theme for commercial purposes. It’s easy to see why a marketing campaign would be tempted by the currency and news value of…
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If you’re in PR, chances are, you’re a writer. Now more than ever, public relations recruiters prioritize writing skills. Yes, visual content is very important in what we do, and we’ve woken up to the power of podcasts, but don’t underestimate written-word content. According to USC’s 2017 Global Communications Report, written communications is second only…
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Public relations isn’t just for publicity, awareness, and reputation management. A company’s sales and marketing teams should consider PR as a lead-generation tool that can work in tandem with business development and paid advertising. Here are some things to consider when planning your next campaign. PR as a lead generation machine Earned media boosts SEO…
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The PR plan has clear visibility objectives that call for earned media or branded coverage — and there’s news that will help tell the company’s story. But after the initial executive moves, product launch, or funding announcement, then what? How does a PR team keep the momentum going if things get quiet? 6 ways to…
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Tying media relations activities to key calendar milestones is a time-honored PR tactic, because it works. But if holiday PR opportunities are approached carelessly, they can be squandered. From Labor Day to New Year’s Eve, fall holidays probably offer the best occasions for media coverage, but the approach needs to be relevant, respectful, and creative….
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Suddenly, it’s fall! That means the fourth quarter will be here in no time. Is your PR plan ready for the stretch run to the end of 2018? The summer always goes too fast, so it pays to jump in with both feet after Labor Day. The best PR teams take advantage of the calm…
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It’s easy to relegate media list development to the remedial PR file — things that are too basic to analyze or improve. But for PR and media relations people, a good media database is critical. Even the most stellar pitch is useless if the wrong people are targeted; a carefully selected list of fewer reporters…
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If your company has hired an outside PR firm for the first time, you may have gone through an exhaustive search, conducted several meetings, and even done some negotiating before making a decision. So it’s usually a good feeling to finally sign the agency agreement. But what happens then? On-boarding, that’s what. Many PR agencies…
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If you’ve been charged with developing the PR approach and plan for your company, get ready; you’re taking the first step toward a substantive achievement. Creating a high-profile PR plan can be daunting if you haven’t done it before. But a sound, carefully conceived program is a road map to success. Here are some fundamentals…
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At times, technology PR can feel like a shape-shifting beast — large, fast-moving, and even a little intimidating. In an earlier post, we discussed what makes tech such a different animal. Now we explore some 2018 trends and issues that continue to affect the tech PR sector. Of course, by the time this is posted,…
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Aspiring PR agency professionals may be attracted by what seems like the industry’s more glamorous or high-impact moments. But if you talk to people who work in public relations, there’s plenty that makes for sleepless nights. In the agency world, there’s the daily stress of waiting for journalists to say yes, or the pressure of the…
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In the technology PR sector, it’s our dream to have a client CEO deliver the keynote speech at a major conference, or to appear on a panel with illustrious peers. Executive speaking opportunities offer great visibility, built-in media coverage, and contact with prospective customers. As a bonus, speeches from conferences can also be recycled as…
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When companies choose a PR firm, the compensation model is usually a factor. Most PR agencies bill on an hourly basis, or in monthly retainer fees. But there’s another way of billing that’s fairly controversial among agency professionals, — the pay-for-placement method. Can it work? We may be biased, because we’ve never worked on a…
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A company’s expertise on a subject can become instant PR currency when that topic is in the news. PR teams can take advantage of sudden extra relevance by immediately pitching a client as a news source to media hungry for pertinent expertise. Some call it newsjacking. But in truth nothing is being “jacked” or stolen; instead…
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The first half of 2018 has seen some remarkable corporate PR maneuvers. In many cases, well-known companies have come up with creative ways to take a stand or respond to a public challenge. Some of the moves are arguable, but all were bold, even risky. Some brands spoke out in response to crises, while others…
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The practice of public relations is seen as a creative one, but it often depends on meticulous preparation. The PR briefing book is no exception; it’s a simple tool, yet a critical asset for a brand spokesperson to prepare for media interviews. The best briefing books offer a go-to reference and “study guide” so an interviewee has…
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Should a PR person participate in client media interviews? Most would say yes, but that participation is usually limited. In most cases it means the PR rep helps the client prepare for a media interview opportunity in advance, offers background to the journalist, and accompanies the client to the meeting as a largely silent partner….
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Seeing a client’s interview in a key publication is still a quintessential public relations win, so PR pros spend a lot of time perfecting media pitching. But once we get a “yes” to a pitch or interview request, it’s no time to sit back and relax. What happens next is arguably more important than what came…
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Nobody enters into a PR agency partnership thinking it will fail, just like no one gets married thinking they may one day divorce. But inevitably, some relationships do fail. They may simply run their course, or there may be external factors that dictate change. But when client-agency partnerships end prematurely, there are often avoidable factors…
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Scanning the annual Brand Keys list of 50 Most Patriotic Brands in America, you might get the idea that America is synonymous with fast food, fast cars, whiskey, and blue jeans. Who can argue with that? Yet it’s one thing for a brand to have earned an association with all things USA, but another for…
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Last week’s post covered the trend of data-driven storytelling in PR. But where does the data come from? For many of our clients we field quarterly surveys designed to generate relevant news or insights. But there are lots of other options for PR pros to source relevant data, and many are inexpensive and fairly easy to…
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If you’re an aspiring PR professional or even a seasoned veteran who has never worked in the tech sector, you may wonder what it’s like. Is all PR basically the same? The fact is, the public relations industry is becoming more specialized and diverse. Agencies who work in tech PR are part of an industry…
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For many B2B technology brands, data is not only a business asset, but a PR tool. No one should underestimate the power of data for storytelling. What we call a “data bureau” – the ongoing release of fresh and relevant information as part of a B2B program – can generate strong media interest in the…
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Public-speaking engagements are a strong component of a good B2B PR thought leadership plan. Industry discussion panels in particular can be very effective, whether part of a larger conference or trade show, or created as a customized event for prospects. The best industry panels are not only well attended, but promoted and covered by relevant…
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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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