Sword and the Script

MAY 11, 2019

1) Earned media is sales enablement. A tech PR firm recently published a study that showed promising effects media relations can have on the sales cycle for B2B marketing organizations. I have seen firsthand in my own analysis – across many B2B tech press releases – that readership has fallen precipitously.

Study 161

Study Media Relations Media B2B 161

B2B PR Sense

JANUARY 5, 2018

B2B PR in particular creates a patina of thought leadership and generates interest and awareness. For example, a PR agency can obtain media coverage that shines a positive light on your brand. Handpicked Related Content. How to Pick the Right B2B PR Agency For You. Handpicked Related Content.

Crisis Management 238

Crisis Management B2B Reputation Advertising 238

ImPRessions - Crenshaw Communications

APRIL 24, 2018

For B2B companies, third-party influencers can require more time and effort to cultivate, but they yield far-reaching results over the long term. Influencer PR for B2B is about nurturing genuine relationships with personalities who can influence the customer journey, from lead generation to purchase and beyond.

B2B 136

B2B Brand Branding Trade Shows 136

Sword and the Script

MAY 16, 2020

Of all the media relations insights the best one is this: be relevant. The vast majority of media relations hinges on relevancy. And that’s the theme for this week’s Unscripted Marketing Links [UML]. >>> Looking for a B2B tech PR with expertise and execution? Give our services a try.

Survey 173

Survey Media Relations Pitching Media 173

Sword and the Script

DECEMBER 28, 2022

Communicators found their influence grew with executives, even as the functions they performed evolved in 2022; PR and marketing alike battled to win trust amid clutter, noise and skepticism. Every year I read and write about dozens of reports on B2B marketing and PR. Trusted sources of B2B information.

B2B 146

B2B Marketing Survey Software 146

Sword and the Script

DECEMBER 22, 2020

Public relations statistics from 2020. Content marketing statistics from 2020. Social media statistics from 2020. Marketing Statistics from 2020. Effective marketers focus on the long term. Source: Effective Thought Leadership in B2B ). B2B sales cycles are taking longer.

Survey 183

Survey Marketing B2B Study 183

Sword and the Script

JANUARY 20, 2018

As the landscape stands today, I tend to be more bullish on augmented reality (AR) than virtual reality (VR) in B2B marketing. This week’s Unscripted Marketing links [UML] reviews three case studies of AR in B2B organizations. Earned Media Poised for New Prominence in 2018 [UML].

Case Study 114

Case Study B2B Study Marketing 114

Sword and the Script

FEBRUARY 26, 2019

A survey I teamed up with Ned Lundquist to conduct of PR pros last year found 51% said media relations was getting harder. This is why content marketing plays such a crucial role in media relations , among many other aspects of PR and corporate communications. Myth 5: White papers are content marketing.

Content Marketing 97

Content Marketing Marketing Pitching Survey 97

ImPRessions - Crenshaw Communications

SEPTEMBER 29, 2020

As outlined in my post on PR tips for effective bylines , bylined content is a powerful part of a B2B PR plan. But there are many types of content that build credibility and leadership as part of a strategic PR program. It can help deliver key messages, communicate expertise and drive thought leadership for business brands.

Leadership 353

Leadership Insurance Insurance B2B 353

ImPRessions - Crenshaw Communications

NOVEMBER 4, 2020

For anyone who works in public relations, content still reigns supreme. An effective content marketing calendar will complement a PR campaign to help differentiate a brand and generate business growth. Sponsored content is often confused with native advertising , but it’s actually a subset of it. Greater reach .

Advertising 334

Advertising Advertising B2B SEO 334

Sword and the Script

MARCH 27, 2018

Do you feel like media relations getting harder? The survey found more than half (51%) said media relations is getting harder. The survey found more than half (51%) said media relations is getting harder. 3 More Reasons Media Relations is Harder. Also, see these related posts.

Media Relations 84

Media Relations Media Trade Shows Journalism 84

Sword and the Script

JULY 10, 2018

The Sorry State of Media Relations. Then the story hinge swings like this: “Such is the sorry state of corporate media relations these days. How to Generate Media Referenceable B2B Customers with a Blog. Media Relations Ends; Content Marketing Begins. I don’t know. Talk to Us !

Media Relations 93

Media Relations Media Content Marketing Corporate 93

Sword and the Script

MARCH 10, 2019

Media Relations is Hard and Getting Harder. A majority (68%) of PR professionals say media relations is getting harder or much harder. This is up 17% from last year where 51% said media relations was getting harder. content marketing (64%). 3 PR Trends in Tactics, Measurement and Organization.

Survey 118

Survey Media Relations Corporate Communications 118

Sword and the Script

APRIL 20, 2021

True thought leadership is hard to achieve, not because it’s hard, but because some in B2B just can’t get out of their own way. She works for a B2B tech company that “doesn’t believe marketing” but she knows they need it desperately. More than a proactive partner: an extension of your marketing and PR team.

B2B 109

B2B Leadership Marketing Blogging 109

Sword and the Script

SEPTEMBER 28, 2022

B2B marketing should take a little slice of the display ad budget and invest in media relations, genuine content marketing (not marketing content) and paid distribution of related assets from both . 2) Content marketing (not “marketing content” ).

B2B 91

B2B Marketing LinkedIn Content Marketing 91

Sword and the Script

JULY 24, 2018

There’s are several industry organizations that field annual surveys about content marketing and they are gearing up. Last year, the data overwhelmingly found every business says they are doing content marketing. This year, I predict satisfaction with content marketing will slide and many won’t understand why.

Content Marketing 66

Content Marketing B2B Marketing Exercises 66

Sword and the Script

APRIL 25, 2017

In person events like trade shows and conferences usually rank high on the list of priorities for B2B marketing organizations. For example, the most recent B2B lead generation report by Chief Marketer listed live events as the second top source of leads. 12 Ways to Leverage Your Existing Investment in B2B Webinars.

Trade Shows 99

Trade Shows B2B Conference Marketing 99

ImPRessions - Crenshaw Communications

SEPTEMBER 2, 2020

Curated by PR News, The Skinny details the top stories in the communication industry, covering social media, crisis management, media relations, content marketing, technology, and digital PR. Check out these 10 newsletters every PR pro should read. PR News: The Skinny. PR Daily News Feed.

Retail 320

Retail Healthcare Crisis Management Social Media 320

Sword and the Script

OCTOBER 8, 2019

In fact, you must publish content in order for it to be indexed and returned in response to search. That’s the gist of a piece Michael Brenner wrote for the Content Marketing Institute last week titled The Best Reason to Do Content Marketing? There are a few benefits I’d add to that: a) Media relations.

Content Marketing 85

Content Marketing Marketing Comparison Measurement 85

Sword and the Script

DECEMBER 26, 2023

Marketing investment was redirected towards demand generation (content marketing, paid media) as startups looked for deal flow. As the market lifts, brands will need to raise awareness and will be ready to invest for the longer term as their horizons extend.

Writing 211

Writing Communications Marketing B2B 211

Garrett Public Relations

AUGUST 28, 2022

Let’s talk about media relations. It’s often what companies seek help with because they want to earn media coverage – which can help them build and maintain their reputation, increase visibility and draw new prospects and customers their way.

Media Relations 101

Media Relations Media Reputation Tools 101

5W PR

MARCH 26, 2024

In the rapidly changing arena of B2B tech , sound, and engaging communication plays a pivotal role in success. Audience The B2B tech landscape varies, each audience segment has unique needs and ways they prefer to communicate. Channels Selecting the best channels to spread the message is key in B2B tech PR.

B2B 78

B2B Strategy Communications Case Study 78

Sword and the Script

DECEMBER 20, 2022

b) More pay-to-play opportunities to participate in national media relations opportunities. c) More companies create their own content and channels to reach audiences instead of traditional media channels. d) Influencer marketing to cool off as far as the amounts of money companies are paying influencers.”.

Marketing 212

Marketing Content Marketing Data Social Media 212

Deirdre Breakenridge

APRIL 10, 2017

Some of us are great at executive media coaching and pulling together top-tier media tours. Others of us knock contributed content out of the park or have a deep network of B2B broadcast contacts. Maris Callahan is the director of public relations for Donuts Inc. You can find her on Twitter and LinkedIn.

Travel 281

Travel Technology Conference LinkedIn 281

Sword and the Script

DECEMBER 4, 2018

The statistics selected can be grouped are heavily weighted along the following topics: Statistics about – or for – the CMO ; Statistics about digital and B2B marketing ; Statistics about PR or media relations ; and. Statistics about content marketing. 2) The marketing budget as a percentage of revenue.

Survey 107

Survey Marketing B2B Content Marketing 107

ImPRessions - Crenshaw Communications

JUNE 21, 2018

For many B2B technology brands, data is not only a business asset, but a PR tool. What we call a “data bureau” – the ongoing release of fresh and relevant information as part of a B2B PR program – can generate strong media interest in the absence of hard news. Data-driven PR drives marketing engagement.

Storytelling 189

Storytelling Data Data-Driven PR Infographics 189

ImPRessions - Crenshaw Communications

FEBRUARY 22, 2018

Building competitive advantage using PR programs comprised of media relations , reputation management , brand positioning , and content marketing can help a young tech company achieve prominence. A well-crafted, integrated PR/content marketing plan can create dialogue and engagement with clients and customers.

Storytelling 226

Storytelling Reputation Technology Content Marketing 226

Sword and the Script

DECEMBER 31, 2016

3) The Facebook Frozen Frog and Fodder for Content Marketing. 4) Media Relations: Proven Ways to Get More Out of It. PR is the best-kept secret in content marketing. 4) Media Relations: Proven Ways to Get More Out of It. PR is the best-kept secret in content marketing.

Blogging 126

Blogging Content Marketing B2B Social Media 126

ImPRessions - Crenshaw Communications

MARCH 11, 2021

Though they’re typically created for advertising purposes, edcals give a PR team a topic guide for creation of press releases, blog posts and content marketing. By laying out what content to create, when to pitch and whom to pitch, editorial calendars make PR both easier and more effective.

Pitching 308

Pitching Content Marketing Measurement Social Media 308

Sword and the Script

DECEMBER 21, 2021

As a former journalist, I struggle with this blurring of the lines between earned and paid media. However, media outlets and trade media platforms are reimagining ‘news’ to include livestreams, podcasts and webinars. My B2B clients are more open to sponsored content. Audience building becomes a crucial skill.

Marketing 216

Marketing Content Marketing Social Media Employee 216

Garrett Public Relations

APRIL 18, 2024

My book, B2B PR That Gets Results, is ON SALE NOW! B2B PR That Gets Results gives straightforward public relations tips and advice that you can plug right into your program today – and, if you don’t have a PR program, the book will tell you where to start.

B2B 78

B2B Publicity Small Business Content Marketing 78

Garrett Public Relations

DECEMBER 3, 2024

Planning your PR and media relations for 2025? With AI, rampant misinformation and mistrust, media layoffs and more in the mix, what should you keep in mind as you choose where to allocate your public relations budget and time? It can be overwhelming to know where to start.

Media Relations 96

Media Relations Publicity Media Small Business 96

Sword and the Script

SEPTEMBER 8, 2020

More: 3 Studies Demonstrate How Earned Media Drives Behavior and Credibility 2. B2B thought leadership drives perceptions, trust and sales A survey of 3,000+ business executives by Edelman and LinkedIn connected B2B thought leadership to trust and sales. How much money do PR professionals earn?

Survey 113

Survey Industry Leadership Study 113

Sword and the Script

JANUARY 8, 2019

Media references tend to take a back seat to the mad pace that is often B2B marketing. Media references are hard for several reasons. This works best when you start well in advance and some helpful ways of getting it done is to make part of your other marketing programs. 1) Soft interviews on your company blog.

B2B 81

B2B Media eBook Interviews 81

Sword and the Script

NOVEMBER 22, 2016

If you’re not using Facebook ads because you don’t think they work in B2B marketing , then you are among thin ranks. Several surveys reviewed by eMarketer suggest social media advertising continues to advance – and Facebook is often voted the most effective paid platform – even for B2B. req.) – by Regalix found.

B2B 60

B2B Facebook Marketing Advertising 60

Garrett Public Relations

JANUARY 20, 2024

Contributed articles are an avenue to consider if you’re looking to add more earned media coverage to your PR program, as many B2B companies are. Maybe you’ve wondered about contributed articles – what are they? And how do they work?

B2B 161

B2B How To Company Publicity 161

Sword and the Script

FEBRUARY 29, 2020

I was pretty good at media relations and I was confident I’d be able to turn things around. Something similar has happened in content marketing and blogging in the marketing community. Too many marketers believe that short content outperforms long form. We needed to get the client some coverage.

Content Marketing 79

Content Marketing Study Analysis Marketing 79