PR Then and Now-Spot-On Infographic By InkHouse

I don’t know how this just turned up in my FB feed today, since it was done 3 months ago, but kudos InkHouse on this great comparative infographic. In the days of “everyone’s a publisher,” and reporters having to file 10 stories a day, plus outsourcing a ton of writing, the examples here could not be more true. Thought leadership is always king, and more than ever, you need to identify your internal smartypants, who have industry vision, not just business smarts! My favorite is the Red Bull and the Tall Coffee! LOL!

PR Then & Now

Explore more infographics like this one on the web’s largest information design community – Visually.

News Releases are Not Magic Potions. Are You Overusing Them?

A news release is not a magic potion for media coverage. image credit: iStock/Jason_V

A news release is not a magic potion for media coverage. image credit: iStock/Jason_V

News releases are not magic potions to cure media coverage ills, and they don’t work alone. Are you guilty of pumping out, “not really news” news releases on inexpensive wire services in hopes of improving your coverage or SEO? Sometimes there is a decent rationale, but please, please, be sure the traffic you get for doing that converts enough that it makes up for the cost, time and possible reputation hit to create and distribute that release.

If it is a truly drab release which everyone in your company knows is a turd, and a credible journalist does a Google search on you and finds that, you don’t get a second chance to leave a first impression. Is there a better vehicle for your message?

Also, be clear about what happens with news releases. Just writing one and putting it over a wire is almost useless to you. You must be pitching pertinent editors and bloggers in your space on the content of that news, and doing it well before you have the release hit the wire.  When you think of pitching that iffy news release to an editor, if you feel content shame–that may tell you this is better as a customer newsletter or a blog post!

Finally, does every release NEED a wire service?  If it is pretty “inside-industry,” maybe not. Maybe putting it on your own site and pitching it to your industry editors is enough.

What are your decision trees regarding news releases, when to write, how to pitch, and what service to use? Let’s discuss!

Great PR and Content Marketing Starts with Great Messaging

Because There’s Zero Room for Monkey-Business Marketing Babble in Explaining Your Brilliance to the World

Money BusinessPotential clients often ask, “How much media coverage can you get me in 6 months?” I’m all for measurement, and like to give estimates.

But that Q starts in the middle of the book, in the “media relations” section of a good integrated content marketing, PR and social media strategy.

Great brand exposure starts with some heavy internal navel-gazing, using a magnifying glass held by people who think like skeptical customers or overworked reporters.

At Vibrance, we call this, “Setting the Communications Foundations.” You can download a copy of a checklist that will help you start that in the box to the right.

The biggest Q is: “What’s your story, and how many levels deep can you go?” If 10 other companies are doing what you do, what EXACTLY makes you the “it” company for all your chosen publics? Even the inventor of a great new app sometimes has trouble articulating this in a way that makes others care.

Equally as important as your differentiators, is the question of what urgency you bring to the table that makes your business compelling as news?

Do you have no news? That leads to another conversation on thought leadership, which we’ll cover in a later post.

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