Jump Start Your Online Public Relations for Free
They call it public relations for a reason. Although PR methodology has
focused primarily on getting the traditional media to write about your
company or your client’s company, the goal has always been to influence
‘the public’, that is those members of the population that you want to
Thanks to the infinite reach of the Internet, you have the capability to
extend that influence dramatically. But, you need to change your approach
and your toolkit as part of a 21st century PR strategy.
If your primary public relations strategy still amounts to sending press
releases to a finite number of media contacts, you fail to take advantage of
the Internet. You are not reaching the new influencers, to use Paul
You need to do do more than reach those influencers. You need to take
advantage of t... (more)
No. Their ever shrinking content reduces them from ‘must read’ to ‘why
For centuries, print magazines and newspapers had a publishing information
Even when the consumer universe began to rely more on radio and TV, the
business to business media was the only route to the industrial buyer. This
was true for both public relations and advertising campaigns. If you wanted
to get to the folks who bought business products and services, you had to use
print media to reach them.
This virtual monopoly persisted unchallenged until the late 1990s when the
internet interv... (more)
Toss Out the Company-Centric USP and Bring In the Customer-Centric ‘UBP’
to Underlie Your Content Marketing Strategy.
Don’t get me wrong. The unique part is critical. But the age old
concept of a unique selling proposition views the problem of positioning
The idea of a unique selling proposition is that you need to differentiate
yourself from the hundreds or thousands of other vendors with whom you
compete. Theoretically, if you have a really good USP, you can stand apart
from all the same old same old that everyone else is selling.
I think it’s much better ... (more)
Local newspapers and business-to-business publications face similar
challenges as drastic drops in ad revenue drive equally drastic drops in
relevant and compelling content. But for newspapers, ad revenue declines
are exacerbated because the highly profitable classified advertising sections
have almost disappeared as readers flock to the Internet. Moreover,
business-to-business magazines that are well positioned still offer uniquely
valuable niche content that helps readers succeed. Their readers still count
on them. That’s not so true for our local dailies.
I believe that the... (more)
Big ideas can trump big bucks. This is especially true in the new
Internet-powered world of public relations.
Savvy marketers with minimal budgets can get pervasive press coverage that
would have been impossible five or 10 years ago. Just ask Tina Haisman,
Southwest Florida PR professional, who was able to generate an astonishing
amount of TV, radio, and print coverage far beyond Florida borders.
Tina’s challenge was to help a Southwest Florida homeowner that needed to
sell his multimillion dollar mansion in a very tough real estate market.
The homeowner knew that he needed ... (more)