ImPRessions - Crenshaw Communications

MAY 1, 2018

Contributed articles bylined by a key executive are part of any PR program that emphasizes thought leadership. Bylined content helps establish a B2B executive as an industry expert or brand voice, and it’s also a strong way to boost SEO for an individual or company. How to prep and pitch a byline. Don’t be commercial.

B2B 147

B2B Leadership Customer Service eBook 147

ImPRessions - Crenshaw Communications

FEBRUARY 11, 2016

In the public relations world, thought leadership is a big deal, but the term can start to feel old, fast. How do you infuse a thought leadership program with fresh ideas and get the most out of it for PR? Here are some essentials worth considering when looking to maximize a thought leadership program. Be strategic with bylines.

Leadership 149

Leadership Product Launch B2B Software 149

ImPRessions - Crenshaw Communications

MARCH 23, 2017

Compared to consumer PR, B2B public relations is more highly targeted, and usually more limited when it comes to the range of tactics that are truly effective. Read on for the key ways to customize a discussion event for your B2B brand. Avoid a sales pitch. Pick an outstanding topic and a title that tells a story.

B2B 136

B2B Leadership Trade Shows Insurance 136

Sword and the Script

FEBRUARY 28, 2017

It will stop considering unsolicited pitches from the public in favor of invitation-only contributions. Rather than sifting through an inbox of thousands of pitches looking for the diamond in the rough, our contributor network is going to go invite-only.”. Thought leadership it requires continuous thought and leadership.

Leadership 60

Leadership B2B Pitching Technology 60

ImPRessions - Crenshaw Communications

APRIL 13, 2021

As most PR agencies know, a speaker program is an excellent tactic for building thought leadership and brand recognition in the B2B space. A well organized thought panel discussion around a key industry issue or trend lets a leadership team showcase expertise to clients, prospects and often trade journalists.

Leadership 332

Leadership Trends B2B Agency 332

ImPRessions - Crenshaw Communications

MAY 4, 2017

Timely, authoritative and well-written bylined articles – contributed pieces for business and trade publications – can elevate a B2B public relations effort exponentially, if executed correctly. Many prefer to receive a pitch and an outline first, though some will look at a completed article right off the bat.

B2B 136

B2B Guidelines Writing Pitching 136

ImPRessions - Crenshaw Communications

JUNE 21, 2018

For many B2B technology brands, data is not only a business asset, but a PR tool. What we call a “data bureau” – the ongoing release of fresh and relevant information as part of a B2B PR program – can generate strong media interest in the absence of hard news. Data-driven pitches win points with journalists.

Storytelling 189

Storytelling Data Data-Driven PR Infographics 189

ImPRessions - Crenshaw Communications

JULY 22, 2020

Executive visibility is a key component of any sound B2B PR program. For up-and-coming B2B brands, panels offer the opportunity to cultivate real brand voice, credibility, and a point of view, all of which reinforce competitive advantage. . It’s also an opportunity to build your personal reputation, naturally.

How To 232

How To Conference B2B Advertising 232

Sword and the Script

DECEMBER 22, 2020

B2B marketers that outperform peers are more likely to devote 40% or more of their marketing budget to long-term goals, according to a survey of 450 respondents. Effect of thought leadership on reputation and sales. Source: Effective Thought Leadership in B2B ). B2B sales cycles are taking longer.

Survey 178

Survey Marketing B2B Study 178

ImPRessions - Crenshaw Communications

SEPTEMBER 29, 2021

We help build and manage reputations. So, even if you assume fully half of the professional PR population isn’t engaged in active media pitching, it’s a large number and an unhealthy ratio. Thought leadership content is persuasive. Yet we resist the “publicist” label, and with good reason.

SEO 227

SEO Agency Reputation Policies 227

Sword and the Script

JULY 26, 2022

It means you spend a lot of time researching publications, figuring out their editorial point of view, drafting pitches, getting rejections or no response at all, and all potentially with no reward. Now, start crafting your pitches. Make your pitch as personalized as possible. Earned media allows you to play the long game.

Media 174

Media Pitching Agency Guidelines 174

ImPRessions - Crenshaw Communications

AUGUST 24, 2018

Is there a need to build or improve reputation? It’s rare for a program, particularly a B2B PR plan, to simply target potential customers. For example, direct-marketing will nearly always have an impact on demand generation, while PR affects brand visibility and reputation. Consider and prioritize your goals.

Writing 136

Writing How To Pitching Privacy 136

Sword and the Script

DECEMBER 26, 2017

A Chief Marketer report found the content most effective at moving prospects through the B2B sales funnel are articles and blogs [49%]. ( B2B Lead Generation ). 78% of B2B marketers say better quality content has driven success. ( B2B Content Marketing ). 5) Thought leadership builds trust and drives sales.

Content Marketing 126

Content Marketing SEO Social Media Marketing 126

ImPRessions - Crenshaw Communications

AUGUST 9, 2018

If an early-stage company or startup feels it just doesn’t need a PR agency partner to help develop communication strategy and it has little need for overall reputation management, messaging, thought leadership, media training, or other benefits of a PR services partnership , then a simple pay-to-play publicity package may suffice.

System 220

System Agency Media Training Reputation 220

Sword and the Script

DECEMBER 21, 2021

As anyone with even a slightly popular blog knows, ‘guest post pitching’ has gotten out of hand. My B2B clients are more open to sponsored content. Emerging channels like podcasts will continue to grow in influence, which means PR pros have to become more fluent in strategically pitching and forming relationships in these channels.

Marketing 215

Marketing Content Marketing Social Media Employee 215

ImPRessions - Crenshaw Communications

FEBRUARY 22, 2018

Building competitive advantage using PR programs comprised of media relations , reputation management , brand positioning , and content marketing can help a young tech company achieve prominence. Earned media also produces higher ROI and higher conversion rates – and fortifies reputation. Top PR teams do more than merely pitch media.

Storytelling 226

Storytelling Reputation Technology Content Marketing 226

ImPRessions - Crenshaw Communications

NOVEMBER 6, 2018

And being a best-selling author can’t hurt when pitching bylines or features to the media. E-books, white papers, bylines, books, films, and podcast guesting all make up a thought leadership arsenal to fortify authority as a subject-matter expert. Packaging a differentiator. Don’t forget, video boosts SEO as well.

Case Study 178

Case Study SEO Film Video 178

Sword and the Script

AUGUST 14, 2018

Also, see these related posts: How to Generate Media Referenceable B2B Customers with a Blog. 10 Fundamentals for Successful B2B Media Interviews. Second, PR needs to think about the video elements – and I don’t mean pitching video – but rather the capacity to be interviewed on video. A majority (78%) of U.S.

Survey 103

Survey Report Media B2B 103

Deirdre Breakenridge

FEBRUARY 23, 2015

It’s fascinating to me just how many people in executive leadership have been resistant to these kinds of discussions. But I’ve seen first-hand how content marketing can make a significant impact, especially to B2B organizations. Focus on the content. A simple way to participate in and shape the dialogue is to create assets and engage.

Content Marketing 150

Content Marketing Marketing How To Leadership 150

ImPRessions - Crenshaw Communications

MAY 10, 2018

No respectable practitioner can maintain relations with key media without a reputation for credibility. Moreover, with the explosion of media and content channels and platforms, PR has come into its own as a driver of brand reputation and a tool for engaging critical audiences like customers or shareholders. PR is about schmoozing.

Corporate 136

Corporate Reputation Pitching Trends 136

Lauri Pehar Borsh

APRIL 30, 2014

One of the advantages of using social media networks for creating new business opportunities is the ability to share great information without having to rely solely on the traditional sales pitch approach. This generates publicity and enhances your public reputation, and develops web- or blogsite traffic, direct email inquiries or calls.

Social Media 83

Social Media Pitching Media LinkedIn 83

Lauri Pehar Borsh

APRIL 30, 2014

One of the advantages of using social media networks for creating new business opportunities is the ability to share great information without having to rely solely on the traditional sales pitch approach. This generates publicity and enhances your public reputation, and develops web- or blogsite traffic, direct email inquiries or calls.

Social Media 60

Social Media Pitching Media LinkedIn 60

Sword and the Script

DECEMBER 20, 2022

be the year that some SaaS vendor figures out how to manage and market B2B influencer marketing at scale. But B2B influencer marketing works completely differently. This is even more pertinent in the context of the current leadership deficit in both businesses and governance globally. Prediction, hope and a billion-dollar idea.

Marketing 196

Marketing Content Marketing Data Social Media 196

Sword and the Script

SEPTEMBER 3, 2016

It’s useful for the guardians of corporate reputation to remember the sentiment dashboard doesn’t necessary tell you if you’re winning or not. Newsjacking may well be an unfortunate term, that describes what solid media relations professionals have done all along: tie pitches to trends. 3) Pitching? Subject Lines Matter.

Pitching 62

Pitching Crisis Policies Corporate 62

Sword and the Script

JANUARY 3, 2023

The goal of PR is to influence how the public perceives an organization or individual, and to manage their reputation. The goal of PR is to present an organization or individual in the best possible light, and to build and maintain a positive reputation.”. What are some examples of public relations?

Interviews 104

Interviews Publicity Technology Social Media 104

Sword and the Script

OCTOBER 8, 2019

Leads to a reputation for thought leadership. A 2014 study by Salesforce, which I haven’t see replicated elsewhere since said the average B2B marketing organization spends $150 to acquire a single email address ( PDF ). There are a few benefits I’d add to that: a) Media relations. b) Integrated marketing. A Word of Caution.

Content Marketing 81

Content Marketing Marketing Comparison Measurement 81

Sword and the Script

DECEMBER 26, 2023

There’s no point in building a reputation if the startup is facing an existential threat. B2B marketing relooks brand marketing and awareness “The building of an actual pipeline doesn’t start with merely laying the pipe in the ground. Something similar has happened in B2B marketing over the last 20 years.

Writing 198

Writing Communications Marketing B2B 198

Sword and the Script

FEBRUARY 6, 2018

Technical expertise is particularly relevant to the B2B technology space. Using your technical experts to explain emerging concepts and breaking down trends – without a sales pitch – will be useful for customers and prospects and build confidence in your business. Communication builds trust and it’s a function of leadership.

Content Marketing 70

Content Marketing Marketing Journalism Financial 70

Garrett Public Relations

FEBRUARY 28, 2024

Some companies seem to get in their own way when it comes to earning media coverage. I’ve seen it time and again. They wonder why they’re not getting more “hits.” Could it be that they’re making it hard for reporters to cover them? And if so, WHY would they do that?

Media 159

Media Report Company Publicity 159

Garrett Public Relations

MAY 27, 2024

The media landscape is changing. It’s been happening gradually over the years – and now there’s no denying it. A staggering number of journalists are being laid off. Entire publications are shuttering. This image offers a snapshot of some larger media layoffs over the past 18 months.

How To 93

How To Media Trade Shows Publicity 93

Sword and the Script

DECEMBER 11, 2018

This, in turn, will make consumers more reliant on companies for their news and less reliant on mass media as less and less content is pitched to 3rd parties.”. – Aub Driver | Shelf Life Agency. 25) B2B marketing must be bold, creative and agile – more often. 2) Microtargeting augmented by social surround sound.

Social Media 96

Social Media Marketing Media Creativity 96

Sword and the Script

DECEMBER 15, 2020

A study found that B2B buyers spend 83% of their time during their buying journey not engaging with vendors. Consequently, PR and marketing teams will have more flexibility to justify pursuing a coverage opportunity with these contacts, as there’s less full-time staffers to accommodate pitches. Do you blog regularly?

Marketing 174

Marketing Employee Content Marketing Training 174

ZudePR

MAY 31, 2015

Enlightened Self-Interest: The Pitch Email. Michael blogs at B2B Marketing Insider. I think there’s a mutual professional interest as well as enlightened self-interest; to improve the value and reputation of what we do. They’re at the forefront of this new business paradigm , trailblazers if you will. I wrote: 1.

Communications 81

Communications How To Blogging Content Marketing 81

ZudePR

JUNE 6, 2016

As an editor, I commiserate with other journalists and editors by getting too many spammy pitches and follow-up messages. 10: Doug Kessler (London, UK) Doug is co-founder of B2B content marketing agency Velocity Partners. The lessons were largely "by example", but his integrity and leadership made a distinct impression on me. #12:

Writing 114

Writing Social Media SEO Blogging 114