When it comes to content, sometimes old school can be a good thing (namely, when it comes to old school rap or Throwback Thursday on Instagram). But when it comes to your company’s public relations strategy, being old school isn’t advantageous for your business or your brand.
Ten years ago, people still relied on morning papers for news.
You’ve worked your socks off to get as much press coverage as possible. You’ve created blog posts, been included in news articles, and even made an appearance in a few features. A successful campaign is something to be proud of, so sit back for a minute and admire the fruits of your labour.
Done? Now it’s back to business.
In business, getting ahead often hinges on our ability to get noticed. We need people to pay attention to our brand if we want them to listen, complete an action, change a behavior, and so on.
Trouble is, there are two types of attention: good and bad. And the brands below know a thing or two about both. Remember the dress that broke the internet?
We (and the rest of the internet for the past decade) have already spent some time convincing you of the importance of acquiring online reviews for your business. So let’s just assume you’re sold on the benefits of having a bunch of people tout how awesome you are on the web.
That being said, it’s not safe to assume we all know exactly where in the wide world of the web we can point those well wishers when they want to sing our praises.
This is especially true in the PR and media world. When pitching a story, many more PR pros are including images and infographics in the hope of getting a hit.
Though there are many things to consider when designing an image for a campaign, one crucial thing often falls by the wayside: optimizing the image for the width of the site you’re pitching.
You know what’s really difficult?
Being succinct. Seriously … it’s ridiculously hard. If you don’t believe me, just grab your favorite copywriter and ask them.
It’s especially difficult to express a complex emotional concept in just a couple of words — which is exactly what a slogan does.
I tried to explain public relations to my grandmother once …
This was many years ago, back when PR pros cut press coverage from publications we could actually hold in our hands, and few marketers talked about SEO in everyday conversation.
“So, it’s advertising,” she’d say, and I’d try again to explain that, no, it’s not.
Unsatisfied by his current job, Tom Dickson found himself with three things: the need for a change, a passion for bread making, and a $10 vacuum motor.
In search of a way to combine them, Dickson started his own blender company, Blendtec. Unfortunately, he quickly found that generating buzz for blenders wasn’t all that easy.
Then one day, his marketing director found inspiration in a pile of sawdust left behind by one of Dickson’s “blender durability experiments,” and proposed an idea that would soon propel Blendtec to fame.
Social media community managers and public relations professionals have to deal with little problems every single day. These could include nasty comments, unhappy customers, delivery issues, or a marketing faux pas — all problems that arise frequently and deserve reasonable and empathetic responses.
There are times when they also have to deal with real crises, such as gun terror, natural disasters, and white collar crime.
In Velocity’s latest SlideShare, “Insane Honesty in Content Marketing,” we argue for a little-used but hugely powerful strategy: taking the worst attributes of your company, product or service … and highlighting them for all to see.
I really, really, REALLY believe in this approach and I’m amazed more brands don’t practice it.
You have a better chance of hearing a venture capitalist boast, “We’re bullish on professional services” than read a reporter confess to missing a PR person. Yet in 2010, when Facebook’s longtime head of PR, Brandee Barker, stepped down, Kara Swisher, then of AllThingsD, wrote just that. Then last year The New York Times dubbed her, “the most sought-after image consultant in the start-up world.”
Since launching The Growth Show in February, we’ve been fortunate to land interviews with some really busy people, including executives of billion-dollar businesses and founders on the cusp of building the next big thing.
For some of them, we had an “in.” Somebody knew somebody else and happily made the introduction.
But we weren’t so lucky with some of the other guests.