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I recently was reading Sally Hogshead’s latest book, How the World Sees You, when I was shocked by one of her insights. More specifically: an insight gleaned from her assessment tool meant to describe how I influence other people. I know I’m an analytical guy, and the assessment confirmed this. The other aspect of the assessment shattered my gratuitous sense of self-awareness.
When I worked as an operations manager, I never took sales calls. When I needed a new vendor, I did my research ahead of time and started negotiating terms during my first real contact with a rep. I always assumed this was a deviant way to manage procurement but I was wrong: nearly 60 percent of businesses choose B2B vendors in the way I described.
Native advertising: an online advertising method in which the advertiser attempts to gain attention by providing content in the context of the user’s experience. Native advertising exists. There really isn’t a whole lot to add to a debate about its existence or about the widespread practice: they are commonplace on most media platforms (everywhere from the New York Times to im ...
“Do I really look like a guy with a plan? You know what I am? I’m a dog chasing cars. I wouldn’t know what to do with one if I caught it! You know, I just, do things.” – The Joker (from the movie “The Dark Knight”) Pearson describes damage limitation as “all efforts made to minimize the negative effects of a crisis on reputation and/or business.
The National Football League’s treatment of American football star Ray Rice in light of his domestic abuse case continues to blemish the league’s reputation. Their light treatment of the Baltimore Raven running back and the egregious domestic abuse revealed on a video posted by gossip site TMZ brought this issue prominently into the public consciousness and debate.
“No matter how many explainers Facebook writes about its News Feed, we commoners will simply never really know.” – Tim Herrera, writing in the Washington Post. Ah, Facebook! If you had some expertise using Facebook last week, odds are you are an amateur this week. Not only is Facebook the most widely used social network (with no serious competition in this measure), but p ...
I received an email yesterday from a friend asking for some advice about what she should do with their website. She articulated (in great detail) the pros and cons of revamping her website. I struggled how to respond, and finally wrote this back: “I think that I get too excited about shiny objects to give you an objective opinion.
On a visceral level, most people understand that social media has changed the public relations discipline significantly. Maybe you have been in the PR field long enough to remember the more straightforward, pre-digital discipline, maybe you’ve learned about PR in an academic setting, or maybe you’ve just been witness to this incredible change to the way that people consume content and interact.
When I mention a PR plan, a basic concept probably comes to mind. It may start with an executive summary and follow with some combination of analysis, goals, identification of target audience, actions, tactics, messages and metrics. However you prepare your PR plans, there is always opportunity to make them better.
For marketers, native advertising is defined as a “form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.” This is a very clinical way to describe that native advertising is meant to mimic traditional content in as much detail as possible. To consumers, this type of content can be quite inconspicuous.
A recent piece in AdAge discussed a pretty alarming statistic: only 34 percent of PR professionals have a mobile engagement strategy in place. Out of context this might not seem alarming, but for some greater context consider the Pew Research Internet Project 2014 report on mobile: 90 percent of all American adults have a cell phone, 58 percent of all American adults have a s ...
Public Relations is a content-driven business. Every press release, every talking point, every story that you want to tell is a piece of content. PR professionals know better than most people that content is quickly perishable, and that the perpetual churn of content is expensive. Depending upon your budget, good content is difficult to generate and sustain.
In Edelman’s 2014 Trust Barometer report, they asked respondents about the reliability of media sources relative to others. Traditional media ranked highest, followed closely by search engines. Hybrid media and social media were 12 and 20 percentage points behind traditional media, respectively. Of course this isn’t anything especially new, but social is the shiny object wher ...
There are a lot of definitions for crowdsourcing. The original pre-Wikipedia iteration of the word was meant to describe an open-call to a crowd to bid on work previously done by employees. Sufficed to say, that is an inadequate description of crowdsourcing anymore. Sure, there is a lot discussion around “crowdsourced PR,” and of crowdsourced campaigns such as the McDonald’s ...
Despite hipster protestations, country music has become increasingly popular in recent years. While some might credit Taylor Swift (Jake Gyllenhaal by proxy?) or Blake Shelton for the surge of interest in the genre, the PR folks at the Academy of Country Music give a lot of credit to digital word-of-mouth, specifically social media.
Ping. You’ve got a Facebook alert on your mobile. It figures that the one moment of the day that you are not tethered to your phone is the one moment when Facebook blows up. Who sent you a message? Who liked your selfie? Is it your birthday? You rush to the phone and open the app: Jim Dougherty invites you to play Candy Crush Jim Dougherty invites you to play FarmVille Ji ...
According to the Pitney Bowes “Metro Magnets Index,” Houston, Atlanta, and the Washington D.C. metropolitan areas will each add around 100,000 households in the next five years. It projects that Provo, Austin and Fort Hood will see the highest household growth relative to their respective populations. These are pretty compelling statistics.
According to AdAge, 50 percent of businesses track the return on investment of their digital dollars. The audience for this piece is the other 50 percent. Senior leaders are not looking for PR metrics per se, they are more interested in business metrics. What they really want is connection—show me how PR is connected to business outcomes.
Digital marketing is a challenge for anyone. The flood of platforms available, the perpetual change for each of them, the pressure to measure success for any channel and to roll that success up into the larger marketing strategy. If that’s not difficult enough, B2B marketers have the additional challenge of finding digital opportunities to engage their distinct customers.
Last week, AdAge reported that Proctor and Gamble (the largest ad buyer in the world) is targeting 70 percent of their total digital ads to be purchased programmatically (with some degree of automation). There are all kinds of complications to this implementation: they developed in-house technology, there is additional complexity to measure the effectiveness of the ads becaus ...