An opinion-editorial, usually referred to as an op-ed piece, is an essay written for the newspaper page opposing the editorial page. This essay usually focuses on a single, newsworthy topic with broad social, legal or political implications. For example, a technology company could pen an op-ed on the importance of improving math and science curriculum among elementary and high-school students because this will afford a higher-caliber work force. If you haven’t used this among your public relations arsenal, considering adding it this year. Continue reading
It’s the season for resolutions, and one of the most common resolutions is to save money. In public relations and marketing, we can turn that resolution into a habit of maximizing investments. Off the cuff, PR is 10X less expensive than advertising — and about a 100X more influential. Even so, every company wants to stretch its PR dollars. Here are my tips on how to get the most out of your public relations budget.
It’s the second work week of 2012. Are you on track to break out of your public relations and social media rut? Here’s one new habit you might want to adopt this year to break out: Challenge your thinking about cause marketing. Think community relations is only for big companies, such as eBay? Think again. Companies of all sizes are building their brands by giving back to nonprofit groups and charities.
The idea behind cause marketing and nonprofit sponsorships is that companies win by promoting their brands and building sales, while nonprofits win by raising funds and building corporate partnerships. Here are 10 tips on cause marketing: Continue reading
When we think about building strong public relations and media relations habits, we often think externally. Yet, your most-important customer is internal: your employees. One of the most critical intersections of human resources and corporate marketing today is employee communications. A well-designed employee communications program infuses organizations with personality and conveys policies, philosophy and goals.
During unstable economic times, it’s natural to want to “duck and cover.” Some executives figure that no communication with employees is better than a steady stream of bad news. However, a thoughtful corporate communications program can increase employee retention, improve productivity and squelch damaging rumor mills. Continue reading
In my New Year-New Habit series yesterday, I suggested you find new ways to incorporate customer testimonials into your marketing and sales communications. Let’s look further at sales communications today and focus on the art of writing sales letters that sizzle.
A sales letter is one of the most common forms of direct marketing. However, writing an effective one isn’t easy. Many companies hire direct-marketing professionals to create their mailings, but you can write your own by following these tips.
Congratulations! You’ve completed the first work week of 2012. Are you developing new public relations or social media habits that will set you apart? If not, it’s not too late. Review my suggestions this week about good social media etiquette, calling instead of emailing, using social media productivity tools, updating your image and becoming headline-worthy. Today my suggestion will rev up your marketing communications. If you are looking for new ways to market your company, don’t overlook the importance of customer testimonials. Continue reading
Does this scenario sound familiar to you? “Our competitor gets all of the press. I don’t understand it. We’ve been in business longer, and have better products and services. We even get interviews – but few of them result in the kind of press we expect. What do we do?”
Instead of accepting mediocre media relations results this year, vow to get into the habit of earning exceptional press. Here are five ways CEOs can become headline-worthy. Continue reading
Sometimes, we make public relations and social media too complex and overlook the most basic block-and-tackle activities. I challenge you to shore up the foundations of your PR and social media programming this year. Journalists will thank you. Your communities will thank you. And you’ll be thanked with better branding, greater media coverage and deeper conversations with your customers. Let’s start with your image. Continue reading
It’s only the third day of the new year, but I bet you’ve teetered on one of your resolutions already. I want you to succeed. Heck, I want to succeed at 2012 goal-setting. But resolutions can be meaningless unless action becomes habit. That’s why I am suggesting one new public relations and social media habit every day this month. The idea is to pick the suggestions that fit your business and career and incorporate them into your daily routine. Today’s suggestion is to counter an argument I hear too often: I don’t have time to manage my social media networks! Continue reading
Are you still lurking?
In the first post of my New Year-New Habit series, “Stop Lurking and Other Resolutions,” I suggested we cease lurking this year and start commenting on the digital content we intake. Try to build this good public relations and social media habit this week by:
- Leaving one comment on a blog you read
- Sharing two other articles with your Facebook, LinkedIn or Twitter communities
Easy steps, right? Here’s my second suggestion, which may get some of you out of your comfort zone. Continue reading