The Secret of Sending Press Releases
Packaging is particularly vital in writing a press release. A release is no different than any other marketing vehicle. You must draw attention and make a compelling proposition without coming across as overtly salesy. ...
Four Steps to Creating Credible Case Studies
Case studies are among the most-powerful sales tools because they are by far the most credible. Rather than presenting marketing hype, case studies demonstrate how actual customers have succeeded using your product. ...
Kill These Buzz Phrases--Please: Part II
After last month’s column in which I ticked off a short starter list of buzz phrases that should be eliminated, some e-mail arrived telling me I’d missed a few....
Kill These Buzz Phrases--Please
Want to know why marketers are always the first to get canned when the economy tanks? Because too many of them use empty-headed words and phrases in a lame attempt to mask that they really can’t measure much of what they’re doing.
As the old saying in the accounting department goes, “When things get tough and it’s time for layoffs, divert attention from the fact that we have too many bean counters by pointing out that marketing can’t account for most of what it does.” Okay, that’s not a saying, but it is a philosophy that most of us see in our careers at one time or another. ...
Happy New Year—Though Not for Toys ‘R’ Us
In December, Toys ‘R’ Us opened its first store in mainland China with great expectations that the largest emerging consumer market in the world would rush to embrace its mascot Gregory. ...
A Public Relations Primer: What NOT to Do
Those of us in public relations like to generally think of ourselves as positive people, striving to see the silver lining in everything. ...
Maximize Your E-Newsletter Value – Tips For Integrating Into Public Relations
Electronic newsletters (better known as e-newsletters or e-zines) are one of the easiest and most underutilized tools companies can use to enhance a Public Relations (PR) or marketing campaign....
Use It or Lose It: How to Convert PR Hits into Sales
When you dream about getting your name in a publication or your product on a national morning program, what do you envision? ...
No Escaping Online PR
Online public relations isn't simply a matter of devoting a section on your Website to press releases and the phone number of your PR contact--though that is a key, and often overlooked, tool. ...
Five Secrets for Creating White Papers That Generate Demand
White papers posted online on targeted business-to-business Websites can boost brand awareness, establish a company’s credibility, and generate hundreds of leads. ...
Jingle Bells, the Holidays Sell: PR Opportunities for the Upcoming Holiday Season
Starting in July and continuing through January is the “holiday season” in public relations and promotions. With many religions observing some major holiday in the winter months--and of course the whacky world of advertising hammering home that consumers have to buy, buy, buy...
The Benefits of Making the List
If applying to be on a list of companies compiled by a respected print or online publication isn’t in your marketing plan, it should be...
