ImPRessions - Crenshaw Communications

JULY 10, 2019

One of the first documents PR people learn to write, press releases are ideally a single page, written in sound journalistic style (give ‘em the 5 Ws), peppered with an executive quote or two, and ending with a company boilerplate. The white paper has its own specific audience and purpose that separates it from other PR content.

Case Study 231

Case Study Writing Pitching SEO 231

5W PR

APRIL 18, 2024

As the buyer’s journey shifts, so must the company’s approach – taking on a content-centric strategy that builds trust and showcases expertise. Boasting a user base of over a billion people, it offers a distinct platform where B2B tech companies can directly connect with decision-makers and influencers in the industry.

B2B 78

B2B Media LinkedIn Infographics 78

ImPRessions - Crenshaw Communications

MAY 3, 2021

headlines can be a gold mine for reactive news opportunities, where a company latches on to a breaking news story with a smart take or point of view and gets coverage for it. But with many companies doing business internationally it’s smart to look outside our own media market for openings. Look globally for reactive news.

Retail 368

Retail Media B2B Pitching 368

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

5W PR

JUNE 27, 2022

In the last couple of years, the tools and software in the advertising industry have been rapidly evolving to the point where companies can now utilize a large number of platforms to create highly targeted ad campaigns that are completely automated. Consumer Focused. Contextual Targeting.

Company 88

Company Strategy Publicity Advertising 88

5W PR

MARCH 26, 2024

Through partnerships, companies can tap into their network, build on the brand story, and maybe even snag some precious media mentions. This usually means explaining how the company’s offering disrupts the financial sector. It’s on the company to underline the robust security measures it’s put in place.

Strategy 78

Strategy Privacy Financial Guidelines 78

ImPRessions - Crenshaw Communications

JUNE 20, 2019

A startup or early stage company that’s considering a public relations budget may be wondering what PR entails. The agency will take any company’s broad or vague notions about what it wants from a PR program and translate it into a clear, tailored strategy, which will inform a set of specific tactics. Leadership events.

Agency 188

Agency Publicity Media Training Training 188

ImPRessions - Crenshaw Communications

APRIL 12, 2016

Once an established company decides to engage in public relations activities , the decision presents some wonderful opportunities to burnish, refresh and create anew – much like what a start-up does as it enters the marketplace. Here are some ways that strategic PR planning can help leaders regain that “new company smell.”

Company 120

Company Guidelines Leadership Financial 120

Presspage

FEBRUARY 8, 2021

Journalists, bloggers, customers, partners, employees and other stakeholders and influencers use the online “pressroom” – or “newsroom” – to find information, or stay updated about a company. A white paper on The Crisis Newsroom is also available upon request.

Crisis 127

Crisis Crisis Management Case Study Reputation 127

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

Stern + Associates

MARCH 10, 2023

Over the course of the conversation, they usually share a desire to build thought leadership, to secure more media coverage, and land more speaking invitations. A common hypothesis is that by cultivating thought leadership and getting more [PR] results, leads and business growth will follow. If only it were that simple.

Publicity 98

Publicity Conference Leadership Measurement 98

ImPRessions - Crenshaw Communications

NOVEMBER 6, 2018

Although longer content like books, white papers, podcasts, eBooks, and video can take more time and effort than shorter bites, and it demands greater depth and creativity, it can prove very effective. In addition to crafting one’s personal brand, long-form content also enhances the credibility of the executive and the company.

Case Study 178

Case Study SEO Film Video 178

Stern + Associates

AUGUST 13, 2014

Thought leadership is critical to brand differentiation and business growth – and core to effective communications strategies, particularly in today’s complex, crowded and commoditized world. Yet the sales community generally views thought leadership as a fancy name for marketing, outside their job to court new customers and close deals.

Leadership 81

Leadership Reputation Measurement Video 81

ImPRessions - Crenshaw Communications

MARCH 23, 2017

One nearly surefire tactic for building thought leadership, creating quality content, and earning trade media coverage is a panel discussion event we call the business thought leadership panel. Hosted panels are generally thought leadership and branding opportunities. A panel could succeed with a few food stations.

B2B 136

B2B Leadership Trade Shows Insurance 136

ImPRessions - Crenshaw Communications

MAY 22, 2018

Every B2B tech PR person dreams of the splashy feature that will help make their company brand instantly recognizable. Maybe it’s a Fast Company article detailing a compelling success or a groundbreaking startup story. Real estate company buyers are more likely to be paging through these journals than Wired.

Pitching 168

Pitching Real Estate B2B Journalism 168

ImPRessions - Crenshaw Communications

OCTOBER 23, 2020

Those more specific keywords like “price optimization software” or “ad tech companies NY” get fewer searches but have a high conversion value. Industry thought leadership is a differentiator. Company stability and reputation are also key to a business purchase.

B2B 242

B2B B2C Software Consumer 242

Flack's Revenge

FEBRUARY 3, 2021

This almost magical ingredient has given bragging rights to scores of companies over decades. . The IP often reflects the company and team’s DNA. Knowing more about their R&D and tech chops can inform story-telling and thought leadership efforts and become part of the larger company narrative.

Technology 177

Technology Comparison Case Study Privacy 177

ImPRessions - Crenshaw Communications

JUNE 21, 2018

The data is often derived inexpensively from behavior surveys or flash polls, or it may already exist within the company’s own research unit. Yet it can yield real insights for inclusion in a thought leadership program for key executives. Data makes great thought leadership. Data-driven stories support truth in media.

Storytelling 189

Storytelling Data Data-Driven PR Infographics 189

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. In general, a thought leadership piece is not an advertisement.

B2B 147

B2B Leadership Customer Service eBook 147

Sword and the Script

AUGUST 15, 2023

B2B buyers say they want quality content that demonstrates you understand their industry, and their company and helps them to build a business case to buy your tech product One of the reasons content marketing is so important to B2B companies is the fact that the last person a buyer speaks to is a salesperson.

B2B 116

B2B Study Survey Software 116

ImPRessions - Crenshaw Communications

NOVEMBER 8, 2017

These work well if you have a captive audience like a panel discussion or speaking engagement where an audience can benefit by reading up on a speaker or company at the start of an event. Standard practice also dictates that teams add all coverage to the press section of the company website. That edgy byline by the company CTO?

Interviews 136

Interviews Pitching Infographics Print 136

ImPRessions - Crenshaw Communications

SEPTEMBER 13, 2018

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. What’s more, if the piece contains a link back to the company, it will boost its search ranking. Sponsored events join online and offline PR.

SEO 125

SEO Case Study Conference Retail 125

ImPRessions - Crenshaw Communications

OCTOBER 30, 2019

This kind of organic brand awareness is particularly valuable for new companies or challenger brands. A campaign of consistent earned and owned content, reactive commentary, and trade or business media coverage can vault a little-known company into the spotlight. PR content offers depth, credibility. Pulling the trigger on a purchase.

Storytelling 233

Storytelling Education Software LinkedIn 233

ImPRessions - Crenshaw Communications

NOVEMBER 4, 2020

Different types of content in the form of press releases , bylined articles , white papers, and social media , among others, can help deliver key messages, amplify thought leadership and boost SEO for a particular brand. . The biggest drawback of sponsored content is that it has the least impact on consumer purchasing behavior.

Advertising 334

Advertising Advertising B2B SEO 334

Victorious PR

MARCH 30, 2023

Having the best PR company is like having your own personal branding company. There’s no such thing as guaranteed press, so getting the best PR company makes all the difference. At the end of the day, the best PR company for you is the one with your best interests at heart. We’re here to help!

Brand 52

Brand Branding Reputation Crisis Management 52

Victorious PR

MARCH 30, 2023

Having the best PR company is like having your own personal branding company. There’s no such thing as guaranteed press, so getting the best PR company makes all the difference. At the end of the day, the best PR company for you is the one with your best interests at heart. We’re here to help!

Publicity 52

Publicity Brand Branding Reputation 52

ImPRessions - Crenshaw Communications

JUNE 10, 2016

But there are some important value-adds that PR partners can bring to a relationship that help elevate a company or brand. One of the first things we do when partnering on a PR assignment is review the company website, a topic we also tackled here. Thought leadership events. Here are just a few: High-level media training.

Media Relations 120

Media Relations Agency Media Training Training 120

PRSay

FEBRUARY 5, 2018

Customers want to know more about the people who lead the companies they patronize. Executives seek to amplify their own voices through “thought leadership.”. Blythe Campbell, APR, has been a ghostwriter for eight different CEOs and their leadership teams over a 30-year career in public relations and marketing.

Communications 141

Communications Employee Leadership Writing 141

Beyond PR

NOVEMBER 9, 2016

But what about thought leadership content like blog posts and white papers? Is your company tapping into these tools, and if so – are you doing it effectively? There’s a place in product marketing for telling people what your product does; your thought leadership content isn’t that place.

Product Launch 85

Product Launch How To Leadership Analytics 85

Sword and the Script

FEBRUARY 16, 2021

It’s not about you, your company or products. Don’t mash case studies, white papers, webinars, press releases and blog posts together. It’s true interpersonal and it’s true in leadership and group dynamics. Thought leadership requires actual thought and leadership. Put your audience first.

Government 136

Government Survey Ethics Media 136

ImPRessions - Crenshaw Communications

JUNE 28, 2018

A good omnibus is a solid way to inform thought leadership content or to grab relevant data to attract media interest. Even a small company may have thousands of marketing contacts collected from CRM, website visits, and social followers. They can also be used like flash polls after a news event. Quality data may already exist.

Storytelling 149

Storytelling Data Survey Financial 149

ImPRessions - Crenshaw Communications

OCTOBER 8, 2018

B2B companies can engage and attract followers through educational and entertaining content. Social content is most effective when it offers something not directly related to the company in question. For B2B companies, an educated customer is like gold. Offer useful information and insights. Educate future customers.

B2B 170

B2B Social Media Media Education 170

Cision

OCTOBER 31, 2017

What matters to your company, or your manager, is the ultimate attribution and that can mean any number of metrics or methods are of value. Download our white paper. Sales leadership and marketing will have direct business outcomes information such as leads, opportunities and contract information. Buy in from data owners.

Measurement 222

Measurement System Data Analysis 222

ImPRessions - Crenshaw Communications

JUNE 28, 2017

What about signed clients for a B2B company, or product sales racked up as a result of the investment? In fact, it’s at its best when a company or brand is truly innovative, or a category creator – think Starbucks, which relied on its own storefronts, and plenty of earned media coverage, rather than advertising in its early years.

Publicity 255

Publicity Storytelling Automotive Software 255

Cision

NOVEMBER 7, 2015

Get our free influencer white paper today! By brainstorming the types of thought leadership or entertainment your brand can deliver to its audience, you’ll make it easy for a blogger to envision the benefits of working with your company. Learn how to keep bloggers loyal to your brand! Pinpoint Readers’ Pain Points.

Brand 120

Brand Branding SEO Social Media 120

ImPRessions - Crenshaw Communications

JANUARY 5, 2018

As with any PR or marketing campaign – leadership needs to know how it will impact the bottom line. The brand has many small business initiatives and has been very good at providing a ton of good info for companies who may not have initially thought that Amex was the appropriate credit card partner for them.

Strategy 159

Strategy Guidelines Content Marketing Small Business 159

ImPRessions - Crenshaw Communications

OCTOBER 24, 2018

A sales-oriented trade show like Cloud Expo in New York may work for many goals, while a more ideas- driven one like Fortune Live Media may align better with thought leadership objectives. A B2B company can set itself up for success with some logistical planning and research. For maximum impact, overprepare. Bring the news.

Conference 95

Conference Trade Shows How To B2B 95