By Dave Yonkman
Delivering just the facts was a winning strategy—until it wasn’t.
The onslaught of digital marketing and social media advertising created such intense competition for scarce space that emotional intelligence now often determines who gets their name in the paper.
Brand managers must not only offer emotionally gripping products or services to appeal to their audiences, they must also find an emotional angle for media gatekeepers to let it through.
“With the current state of the media industry (less people doing more jobs), the competition for media attention is tight,” Nicole Wyatt with Markstein says. “The emotional appeal of a media pitch has always been important, but now more than ever it is crucial.”
Get Assist, Inc. CEO Bruce Fikowski writes in a new op-ed that the current social media model in which you exchange intimate details for free access to popular sites is dead.
Get Assist, Inc. CEO Bruce Fikowski joined Global News Radio Calgary personality Danielle Smith to discuss the rapid growth in Canada of his social network, which will soon extend to the United States and England.
Get Assist, Inc. CEO Bruce Fikowski reveals the secret to preventing identity theft and unwanted advertising with big social media networks in an exclusive interview with Joel Senick, host of Global News Morning in Calgary.
Clients’ desires can run a little high. PR pros have to temper them with reality.
A client once approached Camille Jamerson with grandiose expectations of securing high-level placements, sitting down for interviews with the networks and tripling their media reach within 90 days.
Then, Jamerson watched as the principal delivered a short speech in which he did not articulate his vision, nor read the audience, nor relate the main points of his message.
“We slammed the brakes on everything,” Jamerson recalls. “Putting him in front of a seasoned interviewer would have been disastrous for his brand.”
Blogging has become fundamental to the success of businesses, organizations and individuals. They increase search engine traffic, build authority in competitive industries, generate more leads and improve conversion rates.
Small businesses employing blogs report a 126 percent increase in leads, search engines index 434 percent more pages for websites with blogs, and companies that blog receive 97 percent more inbound traffic from outside links.
Those are the success stories; creative and sustained efforts have built their success.
The following are four reasons why those blogs win and why so many others fail:
So, what do you do?
I hear the question nearly every day. I recite scripted answers such as “I get your name in the paper” or “I create and destroy reputations for a living” before elaborating if invited.
I miss an opportunity nearly every time because I lack a concise follow-up. It’s a travesty because everyone asking that question is a potential new customer. After consulting numerous public relations pros, it turns out that I stand in good company.
Many of them best describe PR in association to its two sisters, advertising and marketing.
“Mostly everyone knows what advertising is and most people have a basic understanding of marketing, but PR seems to fall short of general knowledge,” Alex Belanger with seoplus+ says. “They might know it relates to marketing, but that's about it. I even get asked more often than you’d imagine if it’s the same as HR, because reasons.”
Legacy media such as newspapers, radio and television neared their end in 1999 because of their limited column inches and only 24 hours available in a day.
The internet would soon replace them because it offered unlimited space and time and therefore eliminated such antiquated 20th Century constraints, or so conventional wisdom taught us.
Nearly 20 years later, core messages become worthless if they don’t fit into 140 (now 280) characters. Rarely does anyone have the time for a 3,000-word article or an hour-long broadcast when the American attention has dwindled from 12 seconds in 2000 to only eight seconds today.
So is the world finally ready to toss the final traditional media holdouts into history’s recycling center? Not quite, public relations professionals say.
PR firms that crank out boilerplate content and bill by the hour might as well snail-mail handwritten press releases about how their client is “thrilled” about something.
Technology and consumer preferences for receiving information change daily. Google – which dominates online search engines with 90 percent market share – updates its algorithm at a minimum of 400 to 500 times per year. The supreme social player, Facebook, regularly changes how it presents messages in its newsfeed. New influencers break out on blogs and vlogs every day.
Professionals who incorporate measurable analytics gracefully into the fundamental need to tell a brand’s story will earn the most money in 2018.
My website mentor advised me to toss out a book on search engine optimization (SEO) that I bought when we worked together on building out DYS Media.
“It’s worthless,” said Rebecca LeClaire with RL Marketing and Consulting in Saugatuck, Mich., even though the book was only a few months old and I had not revealed its name.
It didn’t take much searching to understand her guidance. Google changes its algorithm 400 to 500 times per year, and those are the updates about which we know. SEOs must maintain fluency in Google’s changing code as it owns nearly 90 percent of the online search market.
Get Email Updates