Categories ArchivesPublic Relations

Incorporate New PR Metrics to Measure Meaningful ROI image

Public Relations

Public Relations (PR) has often been treated as this stand alone category that marketers know has value, but have had trouble justifying when it comes time to report on its return on investment (ROI). No, PR isn’t a real easy concept to understand because it is often intangible. There’s no widget at the end of the day that you can hold up and say, “I made this.” The results are often more long-term in nature to track and don’t fit into a neatly laid out set of common reporting metrics. So it might surprise you to learn that companies spend an estimated $11 billion on PR annually. While both small and large companies recognize its significance to varying degrees, both ...

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A Chiquita PR Campaign was Powerful Enough to Topple the Guatemalan Government image

Chiquita PR

Chiquita’s brand image comes across as fun and playful, but the company has some dark history. Chiquita’s original name was United Fruits before rebranding and was an extremely powerful business in South America; so powerful that it had great influence over the local government. When the government tried to regain control in the 1950s, UF launched a PR campaign in retaliation, portraying the Guatemalan government as communist. Meanwhile, UF was branded as the crusader against communism in South and Central America (PS: The Guatemalan government was not, in fact, communist). The campaign was successful and led to a CIA coup to overthrow Guatemala’s leaders. So how did all of this unfold? A Little Bit of Background… United Fruits: South America’s ...

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Press Release Writing for Driving Reader Action image

As a marketer, you understand the viability of small changes that can drive website growth and improve search authority.  But what happens when you take this mentality and move it to your press release?  How can you format a release based on what readers want to see and encourage readers to take action?  Enter the F-Shaped press release, your press release designed around user reading styles. Obviously, you want to fuel more growth than just media coverage.  You want measureable results and social interaction just as you would want on your current content marketing strategy.   For instance, if you wanted to announce an app release, your goal would less of expanding your reach and more receiving downloads.  That’s why we ...

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How Brands Can Use Cause Marketing For Results image

Once a philanthropic tactic practiced by billion dollar mega-brands, cause marketing has grown to be a key element in the marketing mix for companies and brands of all types and sizes. Research shows 75% of consumers believe companies should support charities and nonprofits with financial donations, while 61% say they will buy a new brand if it supports a cause they care about (Do Well Do Good). Cause marketing allows companies the opportunity to succeed financially while simultaneously doing something good for the community. In our recently published whitepaper, How Brands Can Use Cause Marketing For Results, we shared the types of cause marketing, cause marketing tips, case studies, and an infographic. Below we will share 6 tips for effective ...

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New Rules of PR: A Guide to Modern Publicity image

The popularity and use of free publicity, PR, public relations or media relations historically increases when the economy tanks. In the midst of this seemingly extended downturn, PR is certainly gaining priority in the business-to-business marketing mix. At the same time, PR is changing significantly. So how can you refine your PR to realize greater results? This blog will examine how PR has changed, and how your PR program can change to leverage new PR opportunities. Next, we‘ll focus on the specifics of PR distribution options and develop overall new rules of PR. PR Has Changed – Have you changed your PR? So, how has PR changed? Not to overstate, but PR has changed more in the last few years ...

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