Doctor Spin

APRIL 5, 2023

Here are my 10 favourite PR strategies for B2B. As a B2B organisation, having a successful PR strategy is essential for reaching your target audience and achieving growth. Luckily, plenty of PR strategies cater to B2B, allowing them to compete in niche markets. The media and potential customers often overlook B2B organisations.

B2B 52

B2B Strategy eBook Small Business 52

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. Write the book.

Leadership 149

Leadership Product Launch B2B Software 149

ImPRessions - Crenshaw Communications

AUGUST 24, 2018

Write a rock-solid PR plan. 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.

Writing 136

Writing How To Pitching Privacy 136

B2B PR Sense

JANUARY 5, 2018

B2B PR in particular creates a patina of thought leadership and generates interest and awareness. How to Pick the Right B2B PR Agency For You. Expert public relations tactics and strategy from an experienced PR person have the power to bolster your reputation and draw people to your brand. Thought leadership strategy.

Crisis Management 238

Crisis Management B2B Reputation Advertising 238

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. Hosted panels are generally thought leadership and branding opportunities.

B2B 136

B2B Leadership Trade Shows Insurance 136

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. How hard is it to write some short articles on a subject you know well? Write for the audience.

B2B 136

B2B Guidelines Writing Pitching 136

Sword and the Script

FEBRUARY 28, 2017

It’s like asking someone to come in and write a thought-leadership piece and then have no thoughts to offer.”. This is thought leadership at its finest – opening or changing minds, defining markets, and shaping reputations. Thought leadership it requires continuous thought and leadership. Talk to Us!

Leadership 60

Leadership B2B Pitching Technology 60

Flack's Revenge

NOVEMBER 29, 2017

Then, I met Mark Traphagen , who participated in my panel on branding and thought leadership at the Social Tools Summit in October (where he won a Social Guru award). On the face of it, the idea of using video for B2B marketing in 2017 might not seem that groundbreaking. Can you walk us through the process?

Video 153

Video B2B Film Marketing 153

ImPRessions - Crenshaw Communications

OCTOBER 11, 2018

Good public relations can be an essential way for a brand to stand out from the pack, especially in the B2B/ technology sector. Instead, the PR agency or team should work with leadership to commit to a strict definition of the brand voice — and it should come from a place of authenticity. Write the book on it.

Brand 196

Brand Branding Reddit B2B 196

PR in High Definition

DECEMBER 17, 2020

Launching Reputation Shapers was most definitely a highlight for us – more on that below! In this playbook , Charlotte explores the challenges that leadership have faced throughout COVID-19 when it comes to communicating to employees and what organisations can do to unify the workforce following a period of sudden change.A Bring it on!

Reputation 133

Reputation Creativity Crisis Employee 133

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

NOVEMBER 6, 2018

Authoring a weekly blog allows a leader to write in her own voice – which becomes part of the voice of the brand. 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. Content shapes a personal brand. Packaging a differentiator.

Case Study 178

Case Study SEO Film Video 178

Garrett Public Relations

AUGUST 27, 2023

In B2B public relations, we use these to help us understand what a publication plans to cover so we can place stories for clients by pitching the media. As companies plan content, many use a calendar. And so do publications. Some publish an editorial calendar. Here’s an example.)

Pitching 118

Pitching Media B2B Examples 118

Sword and the Script

JULY 24, 2018

In my experience doing this, and I’ve done it for a long time in many different B2B environments, here’s where things usually fall apart. Research shows B2B organizations spend an average of $150 for every email address they capture. The Aesthetics of Text: Writing Readable Blog Posts. 1) You don’t have a subscription mechanism.

Content Marketing 64

Content Marketing B2B Marketing Exercises 64

Waxing UnLyrical

MAY 18, 2015

Building thought leadership is one of the primary reasons companies engage in PR, so that’s our editorial theme this month (in case you hadn’t noticed). So, how do you start building thought leadership in your organization? The Best Way to Measure Thought Leadership. Have a look-see.

Leadership 40

Leadership Insurance Insurance Community 40

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 194

Writing Communications Marketing B2B 194

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. No one wants to write a story few people read, and many people, fortunately, or unfortunately, get their news on social media. 5) Factually accuracy over speed of reporting.

Survey 102

Survey Report Media B2B 102

Sword and the Script

DECEMBER 26, 2017

Writing is thinking, but more than that its the application of thinking; it transforms a passive activity into an active one. 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 ). B2B Content Marketing ).

Content Marketing 124

Content Marketing SEO Social Media Marketing 124

wiredPRworks

MAY 23, 2022

Before I looked at the other entries, I decided to write up a Top 10 Ways to Quickly Become a LinkedIn Expert entry that won second place, and became a popular post on Wired PR Works. Get recommended as an expert resource by asking those who value your insights to write a recommendation that promotes you [and them!].

LinkedIn 52

LinkedIn How To B2B Social Media 52

Landis PR

DECEMBER 4, 2023

While we have only just scratched the surface when it comes to the potential of generative AI , this certainly does not mean that the human element of writing is dead. Instead of viewing AI as a replacement for content writers, we need to recognize its potential to act as a powerful writing aid that can help boost our efficiency.

Marketing 59

Marketing Content Marketing Storytelling B2B 59

ImPRessions - Crenshaw Communications

OCTOBER 6, 2017

Thought leadership is a common term in most B2B public relations programs. We examine these questions on behalf of clients and have a blueprint of sorts for developing and supporting thought leadership in a company executive or expert. But what does it really mean, and which qualities make a successful thought leader?

Leadership 149

Leadership Trade Shows Healthcare Education 149

Sword and the Script

DECEMBER 21, 2021

I believe when people write predictions, they aren’t just saying what they think will happen but revealing a reflection of sorts. So, my prediction for 2022 is that those PR practitioners with stand-out skills like stellar writing ability and a proven track record of success will have unlimited career opportunities.

Marketing 215

Marketing Content Marketing Social Media Employee 215

Sword and the Script

DECEMBER 20, 2022

And, given the vast amount of time I pour into writing about PR technology , I’m really pleased with the long list of contributions from the PR technology vendor community. 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.

Marketing 190

Marketing Content Marketing Data Social Media 190

ImPRessions - Crenshaw Communications

SEPTEMBER 13, 2018

Public relations isn’t just for publicity, awareness, and reputation management. If a CEO offers expert commentary – or a byline or guest blog post in a key media outlet, that content can earn valuable visibility and leadership positioning for the organization. If you write it, leads will come. Earned media boosts SEO.

SEO 125

SEO Case Study Conference Retail 125

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 100

Interviews Publicity Technology Social Media 100

ImPRessions - Crenshaw Communications

JANUARY 5, 2018

As with any PR or marketing campaign – leadership needs to know how it will impact the bottom line. Brand opportunities can include things like a truly differentiated USP or a seasoned management team with a stellar reputation. Nothing creates better PR writers than a rigid writing schedule.

Strategy 159

Strategy Guidelines Content Marketing Small Business 159

Sword and the Script

JULY 26, 2022

But earned media isn’t entirely free: you still have to expend the time to research the publications, draft pitches, decide which journalists to target, and, if it’s a bylined article, write the piece once a pitch is accepted. You have to do most of that with paid media too, but with earned media, you get way more return on your investment.

Media 171

Media Pitching Agency Guidelines 171

Reputation Us

APRIL 17, 2019

In addition to developing and editing content for RepUs, she works with the team to provide strategic planning and ad hoc support for clients seeking to enhance , protect and defend their valuable reputations. She has a proven track record of success with global, entrepreneurial and local brands that engage government, B2C and B2B audiences.

Nonprofit 68

Nonprofit Banking Financial Crisis Communications 68

Sword and the Script

JUNE 18, 2019

In the B2B technology world, which is the lenses through which I example things, I’ve found PR usually reports to marketing – but supports the whole business – when a company is small or young. 10) “Write and create content for internal and external audiences about my company.”. 12) “Write for businesses.”.

Employee 150

Employee Print Writing Survey 150

Sword and the Script

OCTOBER 8, 2019

Leads to a reputation for thought leadership. That’s of an old school freelance writing metric, but it’s still a solid benchmark, or you can assess what you spend on content today, and back into your own number. There are a few benefits I’d add to that: a) Media relations. b) Integrated marketing.

Content Marketing 82

Content Marketing Marketing Comparison Measurement 82

Waxing UnLyrical

AUGUST 2, 2018

That means you need to write messaging that’s completely client-concentric. The next time you write marketing copy: Use “you” instead of “we”. Write like you talk. LinkedIn is better for B2B companies that publish thought leadership articles and get recommendations. Ask for feedback, ideas and insights.

Content Marketing 49

Content Marketing Marketing Brand Branding 49

Garrett Public Relations

DECEMBER 7, 2023

As another year draws to a close and brands look ahead to 2024, what marketing and public relations advice can help guide us as we make plans? 49% of marketers say they feel “more optimistic” about the U.S. economy, up from 30.1%

Marketing 214

Marketing Brand Branding Publicity 214

Sword and the Script

SEPTEMBER 3, 2016

Don’t forget your target audience,” writes Owen Walker in an opinion piece for PRWeek titled What corporate PRs can learn from activist investors. 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. There is no popular vote. 3) Pitching?

Pitching 62

Pitching Crisis Policies Corporate 62

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

Sword and the Script

DECEMBER 11, 2018

B2B companies are going to start micro-targeting messages by prospect readiness stage, and then support those email campaigns with surround sound from paid social to improve open rates.”. – Betsy Hindman | Hindman Company. 25) B2B marketing must be bold, creative and agile – more often. 3) Emotional connection with customers.

Social Media 93

Social Media Marketing Media Creativity 93

Sword and the Script

FEBRUARY 6, 2018

Technical expertise is particularly relevant to the B2B technology space. Communication builds trust and it’s a function of leadership. PR is the guardian of reputation. I do work in, and write about, business and there’s plenty of propaganda there too. 61% trust academic experts. There are fewer reporters.

Content Marketing 69

Content Marketing Marketing Journalism Financial 69

Beyond PR

APRIL 12, 2016

Earned media from a reputable source your audience trusts is going to have the biggest impact. Furthermore, trust is an increasingly critical factor in both B2B and B2C purchase decisions. Content marketing can go a long way toward building buyer trust, by providing audiences with useful information and building thought leadership.

Content Marketing 40

Content Marketing Marketing Media Reputation 40