May 16, 2021
There’s an unsettling trend in the PR industry that’s causing frustration for PR pros AND clients alike.
PR appears to be for sale.
Publications selling articles. Organizations hawking awards. Broadcast media peddling placements.
Public relations pros are shaking their heads. As if it weren’t already hard enough to explain what we do, now we have to explain that true earned media isn’t for sale.
Continue reading Is PR For Sale?
March 14, 2021
Public relations is enjoying a bit of a resurgence. As businesses strive to stand out in a noisy digital environment, they’re turning to PR to help achieve those goals.
Why is PR seeing a spike in popularity? “The rising need to gain competitive advantage is driving the public relations market,” says a survey published by Wise Guy Reports. The report says the market is expected to grow at a CAGR (compound annual growth rate) of 7% from 2021, reaching $117.8 billion in 2023.
As PR pros everywhere will probably tell you, while this is good news, it’s not without its challenges. More competition for the attention of journalists makes it tougher to land earned media coverage for clients.
On that note, more than 42% of journalists reported receiving 11 to 100 pitches a day, and almost 5% receive 100+ email pitches per day, according to research conducted by Fractl.
As public relations pros, we have to discover which methods are most effective at catching a reporter’s eye. A solid media relations strategy should encompass proactive and reactive approaches to increase a client’s visibility. Let’s take a closer look at each, specifically as it pertains to media outreach. Continue reading Proactive PR Versus Reactive PR: Which Should You Focus On?
January 18, 2021
Freelancing has never been easy, but it is more popular than ever. There are now about 1.1 billion freelancers around the world.
Managing your own freelance business involves wearing many hats. As a long-time self-employed freelance consultant, I longed to support other freelancers, so I started #FreelanceChat on Twitter in Sept. 2018. As we head into a new year, I like to ask some of our guests the advice they might give to other freelancers.
Here’s what our expert guests had to say.
Continue reading 14 #FreelanceChat Guests Offer Their Best Advice for Freelancers in 2021
January 2, 2021
The new year has arrived. But what will it hold? As we make 2021 marketing plans, how can we place bets on the best way to organize those plans when there are still so many questions to be answered?
This time of year, many marketers make predictions on what businesses should focus on as we face the new year. But in this instance, can we even begin to predict what lies ahead?
Instead, let’s take a look at what we do – and don’t – know that can help us construct our best marketing plan.
Continue reading Making 2021 Marketing Plans Knowing That Change Is the Only Constant
December 3, 2020
As we prepare to enter a new year, we all wonder what lies ahead.
2020 was anything but predictable. But what can we learn and apply to our digital marketing and communications strategies in 2021?
I asked 21 influencers to share their thoughts on this question: What one piece of marketing advice would you offer to brands as we head into the new year?
Here’s what they had to say.
Continue reading 21 Influencers Share Stellar Advice for Digital Marketing in 2021
September 26, 2020
Writing for SEO remains somewhat of a mystery to many, despite the number of articles, webinars, Twitter chats and workshops available on the topic. In fact, a study found that one in four businesses say they’re not at all or only vaguely familiar with SEO.
Let’s start by saying that no matter who you listen to, they probably don’t have all the answers. And if you ask a different “expert,” you’ll probably get a different answer.
If you’re paying someone to provide SEO services, the proof is in the pudding. If you’re getting results (i.e., ranking higher), their approach is most likely working.
But, for the rest of us, who may be trying to figure out how to write in a more SEO-friendly way without hiring an SEO expert, what should we be doing to help optimize our copy?
August 30, 2020
For years, small businesses have asked the question – do we really need a digital presence? The answer is – yes.
Research shows that much of our audience was already online before the pandemic. Studies conducted before March 2020 reported that 70 to 80% of people research a small business online BEFORE visiting the business or making a purchase from it[i]. Yet, according to research conducted in 2019, 40% of small businesses still don’t have a website. Further, 28% say it’s likely they won’t build one in the future.
It’s time for that to change. Continue reading Why Small Businesses Need to Invest in Their Digital Presence
July 3, 2020
If there’s one thing we can agree on right now, it’s that messaging and communication over the past few months regarding COVID-19 has been anything but consistent.
As a professional communicator, it can make you shake your head.
Let’s take the messaging regarding wearing a mask to prevent the spread of the virus as an example. When all this started back in March, we heard from the CDC that it wasn’t necessary to wear a mask.
Somewhere along the line, that message changed to, “Yes, you SHOULD be wearing a mask when you go out.”
Has this caused confusion? (Yes.) Does everyone understand what they’re supposed to do? (No.) And even if the directive has now changed, does that mean that everyone will adhere to the new guidelines? (Definitely not.) Have some people – because of the confusion and mixed messages – simply given up on even trying to figure out what they’re supposed to do? (Undoubtedly yes.)
What’s the point, you may ask? Continue reading Why Clear Communication Matters Now More Than Ever
May 17, 2020
Marketing during a crisis can be a challenge. As small businesses struggle to get their bearings, many wonder how to market themselves.
More than 60% of small and medium business owners surveyed said they felt their revenues would shrink for the next six months. Given the shaky economic conditions, they want to retain current customers and appeal to new ones, but how to communicate without sounding opportunistic can be tricky.
So what can they do to market effectively now and as we move forward? To provide some help and direction, I asked nine marketing and communications pros for their best advice.
I asked: “If you could give one piece of advice to small businesses as they prepare for the recovery, what would it be?”
April 1, 2020
As we catch our breath from the past few weeks of dealing with the coronavirus quarantine, one thing has become apparent – companies are anxious to keep in touch with their audiences. They’re just not sure what to say to them.
With our daily routines as we know them on pause for now, brands are searching for ways to stay in contact with their employees, customers and other stakeholders.
And, some are in doubt about the best way to do this. Should we post on social media? Should we email? Should it be business as usual?
The answers to that question are differ from brand to brand. In this time of uncertainty, no one formula works for everyone.
The worst thing companies can do right now is to stop communicating. If anything, now is a time when you should over-communicate.
Continue reading 5 Reasons to Over-Communicate With Your Audiences Right Now – and What to Say
