Many companies don’t like the idea of entering into award competitions because they think it’s too self-promotional, expensive and/or time consuming. Some CXOs are skeptical and don’t believe awards matter but winning makes your company shine and sets it apart from your competition.
It's no secret that B2B spokespeople are usually quite technical and don't always see the “big picture” when communicating with the press. Many times the thought of doing a press interview for a founder or engineering, more technical senior spokesperson is daunting. They try to avoid it, pushing down the responsibility to marketing or others. But the fact of the matter is that the press wants to talk to the top dog - the person who can discuss vision, the industry, and the future of where their emerging technology is going.
So think of it this way: treat a press interview in the same way you would a job interview. First, you have to secure the interview, then deliver, and last but not least, follow through.
We sat down with Red Javelin associate and press guru Neal Stein who shared these 6 six easy steps to overcome this challenge and absolutely kill it in your next press interview.
Over the past five years, we have seen media fact checking dwindle to virtually nothing. The reason for this is mostly financial – advertising dollars are down significantly and cutbacks hit across the board. One of the functions that has been nearly wiped out is fact checking.
That is changing. Last week as I was reviewing with my public relations team the status of “high visibility” media placements - feature stories in national outlets as well as broadcast stories – I was pleased but somewhat surprised to hear that every single story we were working on had been fact checked. Yeah!
With Cision’s recent acquisition of PR Newswire, many are wondering whether industry consolidation will change the practice of PR. Is the press release now dead? We don’t think so. Press releases are still a very valuable tool in a company’s integrated marketing to drive awareness and leads. We have some clients where we receive at least one inbound call per month from seeing a press release online, asking for a sales rep to call them.
Content Strategy Challenges
Anyone that has been responsible for content strategy or for developing a content editorial calendar knows that it is a challenge to keep the content pipeline full with compelling content ideas. There are so many tools out there to help you generate ideas but there is one resource that seems to be often overlooked – your public relations team.
Hiring a public relations firm should not be taken on lightly. In B2B companies, earned media is still considered 88% more effective as a sales tool than owned media. Third-party validation is still a critical element in building value for your company.
This week’s breaking news about the fatal shooting of an unarmed African-American man by a South Carolina police officer immediately concerned me. How will the public react? Will it be another Ferguson situation?
So many people believe public relations begins and ends with a press release. Nothing could be further than the truth. In fact, a press release is just one of the tactics that public relations employs to tell your story and amplify your message. I find that many of my contemporaries are writing about these newer tactics such as social media and content marketing. These are subjects that all marketers should understand but what makes a successful marketing program is the orchestration of a number of tactics into a cohesive integrated program that has been developed to achieve a specific business objective.