Ronn Torossian

MAY 10, 2016

In a world flooded with ads and social chatter, brands often face great difficulty in finding their authenticity amidst the noise. Companies like Pepsi and Apple have spent millions in advertising dollars to create an authentic voice and recognizable brand for themselves. And that may be one way to go about it but spending millions of advertising dollars isn’t feasible for everyone.

Brand 190

Brand Branding Advertising Advertising 190

ImPRessions - Crenshaw Communications

MAY 10, 2016

There was a time when good public relations dictated that a CEO shouldn’t take a position on a controversial issue. A public stand, of course, can risk backlash among customers or employees. Conventional PR wisdom may be changing. Starbucks chief Howard Schulz is known for his willingness to wade into treacherous waters – from healthcare reform to race relations.

Healthcare 166

Healthcare Employee Study Policies 166

Cision

MAY 10, 2016

Of the 362 ads your audience is exposed to each day, only 12 make a big enough impression to provoke action. It’s not just ads that lack effectiveness in today’s world. All content can get drowned out, making it important to have an integrated marketing strategy that includes influencer marketing. Cision’s new tip sheet, “ How Influencer Marketing Fits Into The PESO Model ,” discusses how to merge influencer marketing with paid, earned, shared and owned content to make an impact on your audience

Marketing 156

Marketing Tools Advertising Advertising 156

ImPRessions - Crenshaw Communications

MAY 10, 2016

In public relations , as with with so many practices, having good data is important. Whether your focus is in consumer or B2B tech PR or communications programs for fintech or nonprofit work, being able to serve up precise numbers can go a long way in media relations. Surveys are effective for generating such data. If done well, the facts and figures can be used immediately, and then keep working for months to come.

Survey 139

Survey Data Nonprofit Construction 139

Two years after its initial release, Peter H. Paulsen’s book, From Brick and Mortar to Prosperity, continues to inspire readers around the globe.

Cision

MAY 10, 2016

Storytelling has changed. Your audience is accessing your brand story in new and different ways, and if you aren’t reaching them in the right way, they aren’t going to listen to you. But what is the right way? Katja Schroeder, managing director at Bloom, Ruder Finn Group’s new incubator agency and adjunct professor at St. Francis College, says transmedia storytelling is the path brands need to take.

Storytelling 146

Storytelling Customer Service Travel Instagram 146

Cision

MAY 10, 2016

With so much new technology at their fingertips, marketers can reach audiences in ways past generations never dreamt of doing. But can they prove their efforts are working? According to Forrester , half of B2B marketers have trouble attributing their work to revenue results. Why? They either lack the skills needed to get the job done, or put their trust in oversimplified products claiming to measure efforts with perfect accuracy.

Measurement 131

Measurement B2B Data Examples 131

Communications Conversations

MAY 10, 2016

With a headline like that, you might expect me to talk about something like media relations skills, or video editing skills, or maybe even writing skills. But, while all those skills are essential and key to today’s PR counselor, what I’m thinking about is actually more more basic. But still just as essential. Typing. No, I’m not talking about typing on your iPhone.

Meeting 73

Meeting Blogging Video Writing 73

Sword and the Script

MAY 10, 2016

Is content marketing better than advertising? Brands are favoring content over ads , according to this piece by Broadcasting & Cable, which leads with one fairly recent study and references others: “Click-through rates on banner ads have already hit rock bottom, 94% of online viewers skip pre-roll ads before five seconds have gone by, and an estimated 12% of display ads are never even seen by humans, translating into $18.5 billion in ad spend waste in 2015, according to a new report.”.

Content Marketing 68

Content Marketing Advertising Advertising Marketing 68

Beyond PR

MAY 10, 2016

If you’re like me, it doesn’t matter how many press releases you’ve written or how many templates or tricks you have to make the process faster, every release starts with a fresh slate and a lot of questions. From “What am I writing about again?” to “Is this the best word to include in this sentence?” there are several questions that can go through the head of a PR or marketing pro tasked with writing and editing press releases.

Writing 64

Writing Local Exercises Internal 64

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Whether your organization is at the start of its sustainability and impact journey or years into it, many brands share a common concern: the uncertainty of whether they are sending stakeholders mixed messages. Creating content that speaks to your audience's “love language” can be a tricky dance. But, worry not! 3BL has put together tips to ensure that your content not only finds its rhythm but also resonates with your target audiences.

Communications

Mark My Words

MAY 10, 2016

It was always going to be an uphill slog. Robert Peston’s new politics show seems to have been dwarfed by the Andrew Marr juggernaut. BBC One’s Sunday morning programme found an audience 10 times that of Peston’s debut 10am slot yesterday. The producers of the ITV show will, not unfairly, cite the hot weather as disproportionately eating into the later programme’s audience.

Marketing 60

Marketing 60

Mindful Marketing

MAY 10, 2016

By Seedepth. In PR circles today, measurement and analytics are all the rage – at least at a conversational level. There are multitudes of twitter chats, blog posts and speakers claiming to help you create scorecards, monitor your media more intelligently, measure the impact of your social media, and become a “measurement ninja.” And while many of these resources are definitely helpful, unless put into practice – and continually practiced – they are a moot point.

Analytics 50

Analytics Tools Case Study Measurement 50

Solo PR Pro

MAY 10, 2016

Measurement has always been critical to PR professionals, but has grown more complex with the overabundance of data available to us. Xerago produced this infographic that can be used a quick and easy checklist to help you set up analytics for client campaigns. The 10 easy steps will keep you focused on measuring what matters to your client. From Visually.

Infographics 41

Infographics Analytics Measurement Marketing 41