The journalistic community and the PR community have always experienced a fractious relationship. A while back, I blogged about how there is a 4:1 PR person to journalist ratio and shared tips to insert yourself in a news cycle by proactive pitching or drafting contributed content. While pitching purposefully and crafting your own content are effective ways to get published in certain outlets, making friends with freelancers is a great way to turn a pitch from “concept to story” in short order.
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I was in Brazil for the first two weeks of the World Cup and was lucky enough to be among the over 154,000 American ticket holders, the largest contingent of traveling supporters outside of the host nation. It’s estimated that over 40 million Americans streamed the games, up 44% from the 2010 World Cup. With such a large audience, it’s only natural that some brand marketing lessons should emerge, right?
As all good communicators know, reputation is forged by all stakeholders in the brand or organization, and soccer teams are no different. The players, management, and fans are brand representatives, on and off the field. Every player, fan, coach, manager, government, and organizing body contributes to — or detracts from — the team’s reputation with their words and actions.
Every major brand has a distinct personality. While these companies serve similar customer needs, you’d never confuse Walmart for Nordstrom, Microsoft for Apple, In-n-Out Burger for McDonald’s, Holiday Inn for the Ritz Carlton, or Southwest Airlines for Emirates. Brands develop specific attributes, most of which are earned through their actions. Smart brands always look to improve that list of attributes in order to attract the type of customer they want to serve in the future.
Having helped companies develop effective brand communications over the past two decades, I’ve come up with a handful of tips to help you improve the way others see your brand. Taking time to really:
The warm summer weather ushers in a flurry of high tech conferences and events, ranging from the consumer-focused Apple Worldwide Developers Conference and E3 to enterprise-focused events like GigaOm Structure and Fortune Brainstorm Tech. Thousands of people attend these events, with many more following the news from home. Leveraging Twitter enables conference attendees to share/discuss the experience with other attendees as well as their followers. For those who are new to live-tweeting at events, here are a few pointers to get you started:
— Javier Soltero (@jsoltero) April 24, 2014
— Om Malik (@om) April 24, 2014
As things stand, I’m guessing that it just might prove a tad more difficult for Acompli to get a GigaOm briefing or speaking slot at one of their future conferences. The devil, as they say, is in the details, so definitely make sure you don’t inadvertently ignore any of your top media/social media influencers at launch time.
Marianne O’Connor can be reached at email@example.com. You can follow her on Twitter at @marianneoconnor.
In order to better motivate or engage with other people (customers, prospects, employees, investors, partners, suppliers, etc.), it is vital to pay close attention to how we communicate — the words we use, the tone we take, the emotion we convey, the storytelling format we choose, and the channels we utilize to share our thoughts and ideas.
I recently read an HBR interview with Robert McKee, a talented and widely respected screenwriting lecturer. McKee’s observations about the art of storytelling are clear and helpful. And they made me think: It’s high time we put the “telling” back into storytelling, and stop using PowerPoint slides as a crutch. Would you rather hear a well-crafted and earnestly delivered story where you root for the protagonist to succeed against seemingly insurmountable obstacles, or would you rather listen to someone read off of 25 text-heavy slides? (Rhetorical question.)
Networking events: you either love them or you hate them. Fortunately, I love them, and being a PR professional offers endless networking events throughout the year. From trade shows to cocktail parties, there is a way to make sure that you are getting the most out of every networking event. Here are four ways to guarantee that your time is well spent:
It’s time to face facts. Your public persona — or your corporate brand — is no longer completely under your control. Unfortunately, those days are long gone. Your public image is the result of the input and feedback from numerous sources; the game has changed, and it’s time for you to adapt. Now, if you’re smart, you’ll enlist the help of communications professionals who are adept at leveraging social media channels to your advantage.
Yes, social media channels are among the most widely used communication channels you have at your disposal. They are cost-effective, easy to use, and accessible 24/7. Like any communications strategy though, you have to select wisely. Some channels will resonate with your target audiences; others will not. To promote the right brand image, either personally or at a corporate level, it’s important to know the difference.
We’ve all heard the term “Big Data.” Some of us in the tech PR world may even have a client or two with Big Data products. But what does Big Data have to do with PR?