public relations Archives

Caution: Don’t Let External Audiences Kidnap Your Brand!

A fundamental principle in the world of marketing is that an organization does not control its brand. This may seem counterintuitive at first, but the truth is that the market, your current and potential customers, and consumers define your brand. You can try to influence your brand through your marketing communication efforts but, ultimately, no business can fully control the perceptions of the masses.

This is a lesson that athletic shoe company New Balance recently learned — and is still learning — the hard way. Continue reading “Caution: Don’t Let External Audiences Kidnap Your Brand!”

Preparing for a Social Media Crisis: Before it Happens

At Strategic Communications, we are firm believers in the value of social media and online publicity for a business. It’s a huge part of what we do and what we advise our clients to do. But, while the impact of social media on a business is overwhelmingly positive, there are occasionally situations that have the potential to be extremely damaging to a company’s reputation and livelihood. We’re talking, of course, about the dreaded social media crisis. Continue reading “Preparing for a Social Media Crisis: Before it Happens”

Even Very Small Businesses Can Benefit From Strategic PR

Publicity is key for any business, and while most companies probably think first about paid advertising, there’s no reason you need to spend money to get the word out about your product and service offerings. Savvy marketers are always looking for ways to get free publicity through third parties, such as news outlets or celebrities. For example, having a popular sports figure wear your company’s clothing or shoes can make your brand seem trendy and relevant. An industry publication mentioning an award or positive survey your product or service received can add credibility and a sense of value. A news story about a grand opening of a new branch of your business increases consumer awareness.

And it’s not just the fact that the publicity is free that makes third-party promotion so desirable. Continue reading “Even Very Small Businesses Can Benefit From Strategic PR”

5 Top Tips to Get the Media Coverage You’re Looking For

There are a lot of people, and businesses, out there hoping to get “free” media exposure. Many struggle, though, to attract attention from the reporters, editors and producers that serve as intermediaries between them and the audiences they hope to reach through PR/media relations. We frequently hear people say things like: “I can’t understand why the media won’t run a story on my…” Well, there may be a number of reasons. Continue reading “5 Top Tips to Get the Media Coverage You’re Looking For”

Understanding the Changing Nature of Public Relations (PR)

As we move further into 2016, it’s an appropriate time for PR firms to reflect on the changing nature of their industry. What’s changing in the tools available and the expectations of customers? Continue reading “Understanding the Changing Nature of Public Relations (PR)”

Should Rank-and-File Employees Be Speaking on Behalf of Brands?

The question of whether front-line, everyday employees should be speaking on behalf of a company and its brand has been in the minds of business owners and executives for years. On the one hand, harnessing the full weight of a company’s workforce can put a lot of bodies into the marketing effort. At the same time, companies often fear the potential negative, counter-productive impact of “rogue” or un-coached employees. Think of the employee complaining about her job on her Facebook page, or the insider who gives friends and neighbors the “real story” about his company at a backyard BBQ. Continue reading “Should Rank-and-File Employees Be Speaking on Behalf of Brands?”

Best “Hack” for Planning/Running Public Relations Campaigns

The idea of hacking used to be associated almost exclusively with the computer industry. A hacker was someone who found clever or clandestine ways around computer safeguards. But more and more, hacking has acquired a broader application, associated with developing and exploiting unconventional means to accomplish a task in a variety of industries and settings. Public relations (PR) campaigns are no different. Continue reading “Best “Hack” for Planning/Running Public Relations Campaigns”

5 Reasons Your Pitch Isn’t Getting Picked Up by the Media and What to Do About It

by Linda Pophal

At least once a week – maybe more often – a colleague, prospect or client will say to me: “I can’t understand why the media won’t run a story on my…” Well, there may be a number of reasons. Here are 5: Continue reading “5 Reasons Your Pitch Isn’t Getting Picked Up by the Media and What to Do About It”

How to Get Customers to Spread the Good Word

by Linda Pophal

I wrote a post recently about the value of positive public relations compared to other ways of generating awareness and preference for organizations. I made the point that what others say about us (e.g. positive word-of-mouth) is always more impactful than what we say about ourselves. One reader followed up with a question: “So how do we get our satisfied customers/alumni to talk about us more?”

This was my response: Continue reading “How to Get Customers to Spread the Good Word”

The Biggest PR Myth is That PR Doesn’t Matter

by Linda Pophal

A journalist asked me recently, “What is the one biggest PR myth that you hear over and over?” Here’s my answer:

I think the biggest myth about public relations that I continue to hear is that PR is becoming less valuable, or valued, in this social media era, and that social media will eventually take the place of PR. That sentiment, I believe, is patently untrue. In fact, I think the situation is exactly the opposite. Continue reading “The Biggest PR Myth is That PR Doesn’t Matter”