Flack's Revenge

AUGUST 3, 2021

We’ll interview guest who are experts – renowned authors and practitioners who can shed light on the latest strategies, tactics and best practices. In this episode, Bob Geller interviews Robin Schaffer , an industry analyst relations expert. They are miscategorizing us (or there is no category) – what to do?

Interviews 177

Interviews SEO B2B Reputation 177

Sword and the Script

APRIL 16, 2024

.” It looked at data that’s been “largely ignored” and concluded: “It is particularly striking that while investing in systematic marketing is more beneficial to early-stage B2B start-up firms than to any other category of start-up, those firms are the least likely to do so. emphasis theirs].”

B2B 155

B2B Study Marketing Education 155

Bianchi Biz Blog

FEBRUARY 29, 2024

When asked whether generating earned media across three channels – local, national and trade media – had become easier, more difficult, or about the same as it was, average responses in all three media categories fell into the “more difficult” range. And for local media outlets, clearly demonstrate the local impact or importance.

Report 101

Report Automotive Media Local 101

ImPRessions - Crenshaw Communications

FEBRUARY 1, 2021

PR-generated content offers a depth that helps educate customers about a complex product or a new category. Earned media stories and interviews bring credibility to the more commercial ad and marketing messages. This is particularly true for B2B categories where products or services need explanation and customers face a learning curve.

Marketing 310

Marketing Product Launch Corporate Viral 310

ImPRessions - Crenshaw Communications

SEPTEMBER 15, 2022

Because trade and business media typically cover the conferences and trade shows in their categories, a speaking slot can drive exposure to media and thus, interviews and features. Thought leadership can very easily go hand-in-hand with press releases and media placement, bringing together three main elements of PR programs.

Leadership 170

Leadership Industry Conference Trade Shows 170

ImPRessions - Crenshaw Communications

OCTOBER 28, 2020

Stories about products or services in low-interest categories will need to borrow interest in the form of new information, like survey results, new research, or big names attached. For example, we may recommend that a client sit down with a journalist or producer to familiarize them with their brand or business category.

Publicity 334

Publicity How To Agency Product Launch 334

Flack's Revenge

MARCH 9, 2021

But you also need steadfast, focused execution and marketing to become a category king. Check out the good folks at Category Design Advisors and Play Bigger ; two consulting firms who can help your company turn your core tech into market leadership. Sure, it starts with great technology, of the proverbial disruptive variety.

Case Study 266

Case Study Marketing Software Technology 266

ImPRessions - Crenshaw Communications

OCTOBER 23, 2020

Even major B2B categories are likely to be narrower than large consumer product or services industries, so they lend themselves to “long-tail” search terms. Testimonials or reviews are powerful for any product category. Here’s how I learned to stop worrying and love B2B work. B2B PR boosts SEO.

B2B 242

B2B B2C Software Consumer 242

Onclusive

JANUARY 31, 2018

Positioning is not a creative exercise nor is it a matter of sitting down and reading customer interviews and talking to a few employees, locking yourself in a room and coming out with this great idea. So how do you do positioning? We need a methodology that is based in logic. I’ve created a methodology called Corporate DNA.

Content Marketing 191

Content Marketing Marketing Exercises Employee 191

ImPRessions - Crenshaw Communications

MARCH 23, 2022

These meetings are also the PR team’s initial opportunity to assess potential B2B spokesperson, define their “lanes,” and gauge how comfortable and effective they will be in a media interview or keynote situation. . Moreover, it allows agency teams to expand their knowledge around particular categories that lead to creative pitch ideas.

Agency 310

Agency Meeting B2B Conference 310

ImPRessions - Crenshaw Communications

AUGUST 19, 2020

But in many cases journalists covering a breaking story don’t have time to chase quotes or do interviews. Our team built a research report around the state of data quality with the goal of communicating Lotame’s credibility and leadership around those issues, which are paramount in the ad tech category.

How To 334

How To Media Healthcare Survey 334

Flack's Revenge

JANUARY 12, 2021

Robin’s book and firm cover every facet of the field, and I thought it would be great to interview her about getting the most out of A/R. How do you get the analysts to recognize/report a new category? Getting analysts to acknowledge a new category is like trying to sell ice to Eskimos. Why industry analysts?

Industry 156

Industry Enterprise Trends Technology 156

ImPRessions - Crenshaw Communications

MAY 1, 2019

B2B brands can often rely on their own website analytics to gauge the power of earned media, while others use third-party vendors to conduct baseline customer research, or calculate share-of-voice movement within a category. Insufficient interview prep. Insufficient research. Ignoring red flags.

How To 257

How To Interviews Measurement Storytelling 257

ImPRessions - Crenshaw Communications

JANUARY 13, 2023

And needless to say, in-depth knowledge of a business category is foundational to a good relationship and successful PR program. For those who struggle to speak up in meetings or express their ideas with confidence, it may help to plan their messaging in advance, just as we advise clients to do in media interviews.

Writing 170

Writing Pitching Meeting Communications 170

Wadds Inc.

MARCH 22, 2023

Five key measurement categories were identified for the corporate affairs function by Deloitte from interviews The focus on employees and societal concerns that arose during COVID-19 have left a legacy for organisational communication.

Publicity 98

Publicity Corporate Employee Interviews 98

ImPRessions - Crenshaw Communications

MAY 18, 2021

Specific sectors like ad tech , for example, offer a relatively small number of relevant trade publications compared to consumer categories. There’s plenty of content on the site directly from ad executives and representatives of major companies, whether it’s interviews or guest columns.

Advertising 322

Advertising Advertising Privacy Television 322

ImPRessions - Crenshaw Communications

MAY 15, 2020

We can’t show their actual technology but can share a glimpse of their thinking about the category. . In fact, Stories is particularly well suited for behind-the-scenes videos, customer interviews, or special announcements of interest to heavy users of a business product or service. Showcase your product with visuals .

Instagram 333

Instagram B2B B2C Case Study 333

ImPRessions - Crenshaw Communications

JUNE 15, 2023

Elements like category research, business and marketing strategy analysis, messaging, and planning will precede and inform media relations. What is earned media? Some say that earned media is a synonym for PR. But most PR programs comprise a whole lot more than earned media, also known as publicity.

Reputation 156

Reputation Brand Branding Media 156

ImPRessions - Crenshaw Communications

DECEMBER 17, 2019

Not every tech PR agency is familiar with the ad tech category, but it keeps growing in size and significance. For us, it’s a huge and growing part of our business and an exciting category. What industry changes will drive the news cycle and create ad tech PR opportunities for companies in the category? DOOH is hot.

Privacy 156

Privacy Advertising Advertising Data 156

Maxim Behar

MARCH 28, 2024

All my colleagues, without exception, fall into the first category. You can find the full interview here. It would be best to be friends with anyone with whom you share something positive and distance yourself from people who give you unpleasant feelings. I don't have an answer to that question; I haven't changed mine for 30 years.

Journalism 64

Journalism Newspapers Training Education 64

ImPRessions - Crenshaw Communications

NOVEMBER 15, 2018

The rationale for the down-and-dirty oppo PR is summed up in an earlier interview with Definers founder Tim Miller. When you impugn a competitor, you can easily risk tarring your entire category with one big, ugly brush. The implication was that there were astroturfed protests bankrolled by someone with a political agenda.

Facebook 224

Facebook Ethics Public Affairs Privacy 224

5W PR

NOVEMBER 7, 2023

Importance of holiday gift guides Holiday gift guides are curated collections of products and gift ideas typically organized around specific themes or categories. Provide any additional information promptly and accommodate any requests for samples or interviews.

How To 78

How To Retail Pitching SEO 78

Flack's Revenge

DECEMBER 14, 2016

After checking out the links, I was still unsure, so I sent her and a few other contacts the following details: Starting from a 6 month PR plan that sets goals and deliverables that might include numbers for: Interviews in various categories, like by media type. Content developed.

Measurement 120

Measurement Exercises Interviews Tools 120

ImPRessions - Crenshaw Communications

FEBRUARY 27, 2019

Or, maybe they want to minimize attention to competitors, In some cases they have truly created a category. So, don’t be afraid of positioning a startup within a new and exciting category. But paradoxically, competition usually means journalists will be far more interested in covering your product or service. Be consistent.

B2B 232

B2B Agency Energy Media Relations 232

ImPRessions - Crenshaw Communications

MARCH 29, 2018

You don’t even have to be in the same city where the shows are recorded, because most do remote interviews. The best PR opportunity might be an appearance on a show that regularly interviews eminent experts, tech journalists, or company founders. He interviews one guest per episode, usually founders, scientists, or engineers.

Enterprise 160

Enterprise B2B Interviews Engineering 160

Communications Conversations

MAY 20, 2020

During the pandemic, however, two new companies have emerged as powerful players in the brand journalism category. Others are interviews with titans of industry and business leaders like Kevin Johnson, CEO of Starbucks, who was interviewed by SF CEO, Marc Benioff, just last week. Let’s start with Salesforce. Like DAILY.

Journalism 148

Journalism Brand Branding Interviews 148

Mindful Marketing

OCTOBER 4, 2023

His propensity to continually wear sunglasses, even during interviews caused Colorado State football coach Jay Norvell to comment , “When I talk to grown-ups, I take my hat and my glasses off. That's what my mother taught me.” It's working! So, why the apparent double standard?

Policies 98

Policies Sports Interviews Case Study 98

Maxim Behar

JANUARY 17, 2024

- 52% respondents in the survey said they started their first job between the ages of 14 and 18 - 44% started their first work commitments during their study between the ages of 19-24 - Only 4% fall into the category of 25–30-year-old To comment on the topic and the survey results, WorkTalent.com turned to Maxim Behar for an expert opinion.

Survey 64

Survey Study Course Financial 64

Cision

JANUARY 30, 2017

Cision CEO Kevin Akeroyd recently joined SiliconANGLE ’s John Furrier on its popular # theCUBE video series, the leading live interview show covering enterprise technology and innovation. Marketing is a company-wide data opportunity. What’s the change? Why did you decide to make the change to CEO?

Communications 96

Communications Software Interviews Data 96

ImPRessions - Crenshaw Communications

JULY 1, 2016

As we were preparing to offer an exclusive interview with the founders, they suddenly changed course and decided to offer the service first to college students, a very different segment from the one we had developed messaging and materials for. You don’t yet have a “category.” Your product USP is a moving target.

Engineering 159

Engineering System Journalism Interviews 159

Flack's Revenge

AUGUST 23, 2016

A few years ago, I discovered Sound Opinions , a superb forum in which rock critics Greg Kot and Jim DeRagotis discuss music news, interview bands, host impromptu performances and dissect new album releases. Categories and labels have their own brand associations and perceived value. I’m also a music lover. Absolutely.

Brand 120

Brand Branding Technology Big Data 120

ImPRessions - Crenshaw Communications

MARCH 3, 2020

The year has already brought huge changes in many digital technology categories, like the news that Google will end cross-site third-party cookie sharing. It’s challenging to find a place for a business story, and one way to do that is by newsjacking. For us in the B2B tech space, riding a news wave can be very successful.

B2B 256

B2B Pitching Conference Privacy 256

Solo PR Pro

DECEMBER 17, 2021

The agency beat Atrium Health and another smaller comms firm to take top honors in the category for their work on a three-month campaign for Pat's Place Child Advocacy Center. They also took home Awards of Excellence in the project categories New Digital Platform and Podcast for Believe in Banking.

Banking 96

Banking Film Transportation Financial 96

Stern + Associates

APRIL 28, 2023

An organization that addresses sustainability only when necessary isn’t doing a great job in inspiring public confidence. Focus on Where You’re Making the Biggest Impact Many companies need to say more about sustainability, but what they say is important.

Communications 101

Communications Employee Corporate Strategy 101

MaccaPR

JULY 13, 2017

The result was a bonfire of success, ending with an 84 percent market share in the non-dairy beverage category for the Silk brand.”. The coup de gras for the dairy industry was an ABC-TV “20/20” piece which portrayed the ADC as engaged in a feud that made them look ridiculous. What’s the biggest mistake clients make with their PR agencies?

Agency 97

Agency Interviews Film Advertising 97

ImPRessions - Crenshaw Communications

MARCH 19, 2019

For many companies the most visible manifestation of the work is the earned media placement — an article, interview, or segment that features their brand. They’re typically preceded by category and brand research and a differentiated positioning to set up the story.

Nonprofit 271

Nonprofit Crisis Management Fashion Advertising 271

ImPRessions - Crenshaw Communications

SEPTEMBER 24, 2019

It’s critical to know where your business sits within its category. Once an interview is set up, it’s important to prepare the spokesperson in a similar way. If you have a client or your business is looking to build buzz, here are a few ways to break through the noise and be heard. Use strong language.

Pitching 140

Pitching B2B Infographics Study 140