ImPRessions

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Crenshaw Communications, ImPRessions, marketing, public relations • October 30, 2019

How PR Helps Turn Prospects Into Customers

A great PR campaign will obviously build brand visibility. But can it help where it really counts — customer acquisition? Can you draw a line from a PR program to a specific number of prospects generated? What about conversions from website visits, or deals influenced by credible articles or analyst reports? Does good PR create […]

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Crenshaw Communications, ImPRessions, public relations • October 22, 2019

Five Myths About PR And Customer Acquisition

The lifeblood of any startup is new customers. Whether it’s a B2C company that needs a high volume of sales or a B2B with a slower selling cycle, every high-growth business invests heavily in customer acquisition. Many businesses use a mix of email marketing, paid search, SEO, content marketing, and social media marketing to create […]

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Crenshaw Communications, ImPRessions, public relations • October 15, 2019

How To Beat Five Storytelling Roadblocks

Most PR pros know that throwing facts and figures at a business audience won’t necessarily win them over. A great story, on the other hand, is more persuasive and more memorable. At a time when we have more data than we can possibly use and people connect on social platforms, storytelling is an ideal tool […]

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Crenshaw Communications, ImPRessions, public relations, reputation • October 4, 2019

Can PR Take Ownership Of Reputation?

In business as in life, reputation is everything. Few corporate CEOs will deny that a company’s reputation colors every aspect of business, including marketing, talent recruitment, employee relations, shareholder relations, and even customer experience. In fact, the 2017 U.S. Reputation Dividend Report calls reputation a “cornerstone of corporate value” and quantifies the dividend that corporations […]

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ImPRessions, public relations • September 26, 2019

When PR People Should Step Out Of Line

Can PR people do right by doing wrong? Or at least by breaking with convention? In any business there are rules — spoken and unspoken. Yet, sometimes, if you muster the nerve to color outside the lines, you can achieve more than you thought. Here are some examples of times when I broke the PR […]

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Crenshaw Communications, ImPRessions, public relations, technology • September 18, 2019

Can A PR Plan Succeed Too Well?

It’s fascinating when a company’s public relations gets ahead of its reality. Any strategic PR or marketing plan should emphasize an organization’s strengths and rebut weaknesses and threats, but there’s such a thing as too much hype. This is particularly true in the tech sector. Case in point: WeWork. The Gizmodo headline, “WeWork To Delay […]

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Crenshaw Communications, ImPRessions, public relations, reputation • September 12, 2019

Why Most Boycotts Fail But Others Win

When is a boycott more than just PR? What makes it work? Recent reports of a slowdown in SoulCycle’s business made me wonder about the staying power of customer boycotts. Why do most fade while others gain traction and even force change? If you missed it, famous SoulCycle fans were outraged when billionaire Stephen Ross, […]

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Crenshaw Communications, ImPRessions, public relations • September 5, 2019

Don’t Fear The Robot: Why AI Is Good For PR And Marketing

We’re hearing a lot about how automation and machine learning can make our lives easier, as well as how they may threaten our livelihoods in the future. Even in PR, an occupation that’s known as hard to scale and relatively labor-intensive, there are new opportunities to automate large parts of what we do. Entrepreneur and […]

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Crenshaw Communications, ImPRessions, public relations, reputation • August 20, 2019

"Stakeholder Value" Is Good PR — And Good Business

The recent move by the Business Roundtable to redefine corporate priorities by emphasizing value beyond shareholder profits is the latest indicator that corporate reputation’s importance is on the rise. The statement supporting “stakeholder value” is also a good sign for public relations professionals who preach corporate responsibility or even strategic activism in U.S. corporate boardrooms. […]

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