As consumers become warier of digital ads that infringe on their privacy, brands must think of ways to relate to their customers without appearing to intrude on them. Is there an opportunity for brands to get ahead by establishing themselves as privacy-conscious, at a time when targeted — even invasive — ads are the norm?
The message for marketers? Stop thinking like an advertiser and start thinking like a media company. Instead of trying to creatively interrupt content that consumers watch, listen to, and read, be the content that consumers want to interact with.
Taking the extra time to build a comprehensive database of well-researched and targeted contacts will help you better develop relationships with media — which will ultimately lead to results in the form of earned coverage.
When you engage or respond, you’re able to do so from a high-level, bird’s-eye view. You will know how the public and competition see you and the point of view they’re coming from. You’ve established a brand they’re playing off of, and you know how to talk to them and convince them.
Generating and distributing your brand’s vital news is an important part of how you stay relevant in the minds of the media and your wider customer base. But a news release can do so much more than simply tell someone about your company.
Analytics has opened up an entirely new world to marketers, sending many down the data rabbit hole. The numbers seemingly tell us what does and doesn’t work, but these metrics only answer a yes or no question: Are people engaging?
With nearly 91 per cent of people saying advertisements are more intrusive today than they were two years ago, earned media or word-of-mouth approach provides an excellent opportunity to improve conversion rates and generate sales.
As the digital realm expands and becomes increasingly complex, many modern-day marketing departments are dividing themselves into multiple specialized teams. CMOs believe this is the best way to remain nimble and on the cutting edge of the latest techniques and tactics — and they're correct.
The mantra in the newsroom used to be, “If it bleeds, it leads.” Today’s new buzz phrase is, “If it’s shareable, it’s airable.” Social media is becoming a dictating force in all aspects of marketing and PR. It’s no longer just getting covered in a media outlet — it’s how far can that story be carried with social media. Does it evoke emotion...
Yes, holiday gift guide pitching season is here already! Editorial staffs at major publications are gearing up for their annual product recommendations, bloggers and influencers are outlining deadlines and a variety of guides they will publish, and you the PR professional are planning to showcase your latest product for the holidays.
Public Service Announcements (PSAs) can be an excellent way to raise awareness for a nonprofit organization — to help bring their mission to life and drive intended actions to help support a cause.
Competition for attention and business has never been fiercer…ever. Your competitor is no longer the shop down the street or even a contender in your home state or country. They are stealing your lunch from the other side of the world.
While not all press is good press, the more earned media coverage you receive, the more likely you are to be noticed and remembered by your target audience. Here are four instances when you should consider going off-message.
Some people like just peanut butter on their sandwich and some people like just jelly; but when you put them together, that’s where the magic happens. It’s the same thing with social media and PR.
Travel season is here and for those of you in the travel PR business, there are countless opportunities to tell your story to travel journalists, bloggers, influencers – and consumers. But how do you reach the always-on-the-move travel media?
Ken Wincko, SVP of Marketing at Cision and PR Newswire, explored three fundamental questions that every Chief Marketing Officer and Chief Communications Officer should be able to answer about their communications strategy.