Sword and the Script

APRIL 1, 2017

Use PR to build a brand and advertising to defend it. The point of that philosophy used to be that, while you can build a brand with advertising, it’s very expensive. But marketing is anything but stagnant. More recently, fake news has laid the groundwork for a new-found trust in advertising.

Advertising 62

Advertising Advertising Print Study 62

Prohibition

NOVEMBER 16, 2022

Over the past few years, digital PR has become significantly more important for brands and now goes way beyond ‘building links’ It includes increased brand awareness, brand positioning, SEO ranking, marketing share, share of voice, social media performance, organic traffic, sales and more – all encompassed in one.

Digital PR 62

Digital PR Brand Branding SEO 62

B2B PR Sense

JANUARY 5, 2018

A solid PR campaign has the power to bolster your brand. Among its benefits, PR can build relationships with the public, boost brand awareness, increase your credibility, and create loyal customers. If PR can do so much for a brand, why don’t more brands use public relations to begin with? Handpicked Related Content.

Crisis Management 238

Crisis Management B2B Reputation Advertising 238

Sword and the Script

AUGUST 15, 2017

“This fee will cover an expanded profile in print which will run even sooner – within 30 days of purchase, in addition to an online listing,” according to the publisher’s message [emphasis added]. And with that, what was once a community service of sorts, with some editorial oversight, has become an advertisement.

Journalism 64

Journalism Brand Branding Advertising 64

ReimaginePR

AUGUST 22, 2016

The most important part of branding is storytelling. You must cultivate a brand story that adds context and meaning to what would otherwise be dull facts and figures. Your brand story should be authentic, relatable, and deeply human. To do that, you’ll need to tap into your personal history and also humanize your brand.

Brand 156

Brand Branding How To Storytelling 156

Burrelles Fresh Ideas

SEPTEMBER 19, 2023

For the past few years, video marketing has become a dominant tool for captivating audiences and expanding brand awareness. Public relations (PR) can be one of the solutions available for marketers and business owners to support their video marketing campaigns. Let’s start with the basics!

Video 109

Video Marketing SEO Social Media 109

Cision

OCTOBER 10, 2017

Let’s examine three ways of distributing content and how to get them up to date. You can no longer simply email journalists and hope to get coverage online or in print-based media. It’s necessary to take a much more proactive approach to ensure your content gets seen by people who care about what you have to say. .

Strategy 251

Strategy Case Study Instagram Print 251

Barokas

MAY 22, 2019

With so many brands vying for our attention through various channels – from social media, TV, radio, print, smartphones and the endless barrage of emails flooding our inboxes on a daily – sometimes hourly – basis, it’s easy for your message to get lost among all the noise. It’s a noisy world out there.

Storytelling 60

Storytelling Radio Print Advertising 60

5W PR

NOVEMBER 5, 2018

Improving brand awareness and profitability boils down to integrating PR, marketing and other sales strategies to optimize a brand’s overall message. On top of that, an integrated campaign ensures messaging remains consistent across multiple platforms like social media, print media, advertising and internal communications.

Marketing 68

Marketing Analysis Content Marketing Social Media 68

Flack's Revenge

AUGUST 9, 2016

My recent posts have explored how publishers are working with social platforms to expand audience and adapt story telling formats (see Publishers & Platforms In a Relationship , and Platforms as Publishers: 6 Key Takeaways for Brands ). Those featured, however, didn’t go into detail on the role of advertising to boost reach.

Viral 120

Viral Data Web Trends 120

Critical Mention

JULY 16, 2019

As the cost of paid advertising across various digital and broadcast channels increases, brands are increasingly focused on earned media as a way to build awareness and generate revenue. As the name suggests, it’s a fairly simple KPI: the number of people who saw the piece in which your brand was mentioned. Estimated Audience.

Media 76

Media Advertising Advertising Measurement 76

Beyond PR

MARCH 6, 2018

Considering the culmination of traditional advertisements (newspaper, TV, radio and billboards) and digital advertisements (banner ads, pop-ups and sponsored posts), how many advertisements a day do you think you’re exposed to? Annoyed and overwhelmed, consumers are fed up with intrusive advertising and sales tactics.

Strategy 67

Strategy How To B2C Content Marketing 67

Cision

JUNE 6, 2017

This post is an excerpt from the e-book, Listen: 5 Social Audiences Brands Can’t Afford to Ignore. . Digital marketing success is fueled by creating great content and building a targeted audience, but there’s a third piece missing from that equation—ignition. It comes from the transmission of content.

Marketing 239

Marketing Television Handbook Web 239

Presspage

APRIL 12, 2018

In this digital age, many, many brands are still using press releases to connect their stories to media outlets. Some just use press releases as website content. The print edition of the New York Times alone reaches more people than the Huffington Post, so great newsrooms can still live in this digital environment.”

Company 111

Company Media Journalism Report 111

ImPRessions - Crenshaw Communications

DECEMBER 21, 2016

PR and CX go hand in hand, since it’s PR’s role to burnish a brand reputation and the job can only be done when the customer experience lives up to expectations. We’ve seen how powerful real-time marketing is for consumer brands that are active on social channels. B2B content will become more customized.

B2B 120

B2B Customer Service Software Technology 120

5W PR

JANUARY 17, 2020

Although its harder to measure the efficacy of PR efforts than it is to measure the same statistics for say, advertising, there are many ways to measure the reach and success of a PR message. Market Surveys –Typically this will involve before-and-after surveys regarding awareness of your brand. Start out incrementally.

Measurement 78

Measurement Publicity Television Analytics 78

Sword and the Script

MAY 21, 2019

While the brand and the stint in sales have certainly shaped her views, there was another influence whenever she ventured to HQ in Burbank California. “I The women on the brand side at Disney opened up the world to me with their smarts, fearlessness, and wicked talented.”. That experience also sparked an interest in marketing.

B2B 81

B2B Social Media Company Marketing 81

Contently - Strategy

OCTOBER 24, 2019

A popular email newsletter is the holy grail for content marketers. When you send content straight to your reader’s inbox, you bypass Google’s search algorithm and the changing whims of social media platforms. If the content is good enough over time, people will come back for more.

Financial 79

Financial Banking Content Marketing Writing 79

Communications Conversations

JANUARY 26, 2016

I’m talking about the broader scope of PR here–media relations, content marketing, social media marketing, community relations, etc. Consider the following: Investments in content marketing continue to rise. Content partnerships with major media outlets are taking off. I can’t help it.

Media Relations 60

Media Relations Media Newspapers Print 60

Sword and the Script

JUNE 18, 2019

What is for sure is that a solid PR team is versatile and can expertly cover down on a broad number of functions: internal comms, external comms, executive comms, media relations, analyst relations, corporate social responsibility, thought leadership and marcom, and as I’ve long proposed, content marketing, among many others.

Employee 148

Employee Print Writing Survey 148

Cision

DECEMBER 19, 2017

According to research from Content Marketing Institute, 65 percent of businesses using content marketing have experienced an increase in ROI compared to a year ago. For content marketers, this is good news — as it indicates that content marketing is still as effective as it has always been.

Content Marketing 0

Content Marketing Marketing SEO Engineering 0

Sword and the Script

OCTOBER 15, 2016

The copy I bought of David Ogilvy’s “ Confessions of an Advertising Man ” roughly 15 years ago was used. To the best of my recollection, it appeared the book was out of print, yet there was a seller on a little startup called Amazon.com willing to part ways with a hardcover copy. Marketing: Investment, Cost or Profit Center?

Advertising 60

Advertising Advertising Print Interviews 60

ImPRessions - Crenshaw Communications

DECEMBER 15, 2017

And PR teams have had to be more vigilant than ever to provide guidance that will keep a brand in good stead. More video content is uploaded in 30 days than the major U.S. Firms blur lines across advertising, marketing, social media, event planning, content creation and more. Data continues to drive coverage.

YouTube 136

YouTube Training Video Survey 136

Sword and the Script

AUGUST 28, 2018

Years ago, contributed articles were a badge of honor since there was a limited number of opportunities in a printed world. Web publishing changed all that, and it gradually contributions grew into a bit of a free-for-all as publications built out networks of contributors to feed the insatiable content beast. That may be changing.

Technology 66

Technology Advertising Advertising Community 66

Critical Mention

SEPTEMBER 13, 2018

With technological advancements like AI and automation gaining market share, senior leaders frequently look at emerging solutions for quick, easy ways to publicize their brands and products. Today, its core remains with celebrities as the faces of major brands. YouTube is also incredibly vital to advertising.

Technology 73

Technology Print YouTube Financial 73

Stuart Bruce

JUNE 24, 2015

Last week I spent two fantastic days with Mynewsdesk at its FutureComms15 conference and then the following day at a content marketing master class with the Content Marketing Institute’s Robert Rose. Advertising makes stories up and shares them.” The truth, the whole truth and nothing but the truth.

Advertising 60

Advertising Advertising Content Marketing Case Study 60

MaccaPR

DECEMBER 10, 2014

If the world of SEO, inbound marketing, optimized content and landing pages thrills you as a marketer, then the following interview with Clint Danks is going to be your cup of Lipton. How did the ThinkSEM agency come to focus on search engine marketing and landing pages? Well, I was sorely mistaken.

SEO 98

SEO Interviews Blogging Engineering 98

Sword and the Script

JUNE 14, 2016

There’s a handful of headlines emerging discussing plans to shake up marketing from an investment to drive profit , to the mechanism of profit : “Mondelez will focus on forming media partnerships to acquire, develop and distribute content that will promote its so-called “power brands” like Oreo cookies and Trident gum.

Marketing 60

Marketing Conference Software B2B 60

wiredPRworks

FEBRUARY 11, 2016

Immediately upgrade your skills and achieve a much greater understanding of your personal branding, digital marketing and social selling potential. Taught in a quick-start format online at Ascend Training, this class is ideal for those who want to advance their branding, content marketing and social media skills.

Training 45

Training LinkedIn Marketing Pinterest 45

Sword and the Script

FEBRUARY 11, 2017

However, other traditionally print new organizations – notably the Wall Street Journal and USA Today – got into the podcast game far earlier. Graphic used with permission from The Marketing Companion, a podcast with a co-host employed by Edison Research; see link nearby. 1) Marketing Audibles for Audio Search. Talk to Us!

Tools 60

Tools Pinterest Marketing Media 60

Sword and the Script

SEPTEMBER 6, 2016

Know a PR, marketing or sales leader with compelling ideas fit for print? I think non-PR folks sometimes think of it like advertising or marketing where you can “pay to play” and see relatively immediate, measurable results. Want to be part of the Off Script series? Send us a note through the contact us page.

Measurement 60

Measurement Course Advertising Advertising 60

Flack's Revenge

NOVEMBER 10, 2014

So is native advertising (sometimes called brand journalism or, more generally, content marketing) a curse or cure all? Is it good for what ails online advertising? That does not mean that there isn’t the potential for abuse in native advertising. The answer is strong media brands.

Advertising 235

Advertising Advertising Brand Branding 235

PR 20/20

OCTOBER 12, 2017

Robert Rose and I just launched our combined sixth book, Killing Marketing: How Innovative Businesses Are Turning Marketing Cost into Profit , at Content Marketing World this September. In each case, some part of their marketing and/or sales process was broken. .” – mostly credited to Mark Twain.

Marketing 53

Marketing Enterprise Print Film 53

Critical Mention

JUNE 22, 2017

As PR pros, our jobs revolve around content. We pitch traditional media and social media influencers to create content favorable to our names, brands, and reputations. We create and market our own content. Think about how print, online and broadcast media operate their businesses.

Film 60

Film Print Creativity Internal 60

Critical Mention

JUNE 21, 2017

As PR pros, our jobs revolve around content. We pitch traditional media and social media influencers to create content favorable to our names, brands, and reputations. We create and market our own content. Think about how print, online and broadcast media operate their businesses.

Film 60

Film Print Creativity Internal 60

Beyond PR

DECEMBER 21, 2017

According to research from Content Marketing Institute, 65 percent of businesses using content marketing have experienced an increase in ROI compared to a year ago. For content marketers, this is good news — as it indicates that content marketing is still as effective as it has always been.

Content Marketing 75

Content Marketing Marketing SEO Engineering 75

Rock the Status Quo

SEPTEMBER 3, 2014

Calling themselves advertising agencies or interactive agencies feels dated, and while they might have a public relations department (or person), calling themselves a public relations agency is too limited – so they substitute the word digital. Dollars spent on advertising just aren’t what it used to be.

Agency 188

Agency SEO Advertising Advertising 188