ImPRessions - Crenshaw Communications

JULY 10, 2019

The white paper has its own specific audience and purpose that separates it from other PR content. White papers offer insights in a long format and they’re generally written in a more academic style than a press release or byline. See this earlier post for more on uses for the modern press release. The long game.

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ImPRessions - Crenshaw Communications

FEBRUARY 11, 2016

In the public relations world, thought leadership is a big deal, but the term can start to feel old, fast. How do you infuse a thought leadership program with fresh ideas and get the most out of it for PR? Here are some essentials worth considering when looking to maximize a thought leadership program. Be strategic with bylines.

Leadership 149

Leadership Product Launch B2B Software 149

Cision

JANUARY 9, 2018

Brands are investing more time, resources and budget into publishing high-quality content with the goal of attracting, engaging and converting customers throughout the buyer’s journey. The National Association of Realtors, optimized their data-driven content to boost brand engagement. White Papers. How to do it?

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Case Study How To Infographics SEO 210

5W PR

JANUARY 14, 2025

Develop unique insights and perspectives that differentiate the brand from its competitors. Cultivate a deep understanding of the technical intricacies of the brand offerings to communicate complex concepts effectively to both technical and non-technical audiences. Stay abreast of the latest trends, technologies, and challenges.

How To 78

How To Media Case Study Technology 78

Cision

DECEMBER 5, 2017

Brands who blog have more indexed web pages, which boosts SEO. An active blog authenticates your brand, revealing your personality, expertise, and values, which helps to build your subscriber base and sparks customer loyalty. Customers purchase based on the trust and confidence they have in your brand, product, or service.

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Infographics Case Study Content Marketing Video 235

ImPRessions - Crenshaw Communications

NOVEMBER 4, 2020

An effective content marketing calendar will complement a PR campaign to help differentiate a brand and generate business growth. Sponsored content is content that an organization or brand pays to place and promote. As audiences grow more accepting of sponsored content, brands are using it to shake up the marketing mix.

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ImPRessions - Crenshaw Communications

SEPTEMBER 13, 2018

If a CEO offers expert commentary – or a byline or guest blog post in a key media outlet, that content can earn valuable visibility and leadership positioning for the organization. Prominent brand mentions that don’t contain links can also drive higher search placement because Google sees them as implied links.

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SEO Case Study Conference Retail 125

ImPRessions - Crenshaw Communications

OCTOBER 20, 2021

When a company shows how a known brand like Home Depot or Mercedes has achieved business objectives using a software solution, for example, it gains instant credibility. Individual recognition for thought leadership is also an excellent way to build visibility for executives looking for a higher profile. Who should I enter?

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ImPRessions - Crenshaw Communications

JUNE 20, 2019

The PR team or agency’s prime directive is to manage the reputation of the brand – and it does that from many angles. Brand perception audit. All PR tactics serve to build, bolster, or reinvent a company’s brand reputation. The brand perception audit may provide key insight that informs the overall PR strategy.

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Agency Publicity Media Training Training 188

Stern + Associates

AUGUST 13, 2014

Thought leadership is critical to brand differentiation and business growth – and core to effective communications strategies, particularly in today’s complex, crowded and commoditized world. Sales Reps – Thought Leadership Rainmakers. But it’s also increasingly important to lead generation and sales. How does this impact sales?

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Waxing UnLyrical

JUNE 5, 2012

Thought leadership is widely practiced by organizations seeking to differentiate themselves from peer organizations, enhance their reputation and gain consistent coverage in targeted communication mechanisms. Characteristics of excellent thought leadership tend to be originality, boldness and worthiness (i.e. No Bible-bashing!

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Leadership Publicity Reputation Employee 91

ImPRessions - Crenshaw Communications

APRIL 27, 2017

Throughout the past decade, p ublic relations pundits have trumpeted the rise of the personal brand in the digital era. By now we expect that many have mastered the basics of personal branding, but it’s not as easy as setting up a social media presence and hoping an audience finds you. Steps for Building and Extending Your Brand.

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Brand Branding Healthcare B2C 149

ImPRessions - Crenshaw Communications

NOVEMBER 6, 2018

Although longer content like books, white papers, podcasts, eBooks, and video can take more time and effort than shorter bites, and it demands greater depth and creativity, it can prove very effective. Content shapes a personal brand. This has helped Legere define his personal brand as goofy, smart, and accessible.

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Cision

OCTOBER 31, 2017

For example, messaging analysis, looking at how often a set of branded talking points proliferate fails to explore the impact of those messages on purchasing intent. Download our white paper. B: Has the coverage that your team generated changed how people discuss the brand in sales discussions or online?

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ImPRessions - Crenshaw Communications

OCTOBER 6, 2017

Thought leadership is a common term in most B2B public relations programs. We examine these questions on behalf of clients and have a blueprint of sorts for developing and supporting thought leadership in a company executive or expert. But what does it really mean, and which qualities make a successful thought leader?

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Leadership Trade Shows Healthcare Education 149

ImPRessions - Crenshaw Communications

JUNE 28, 2017

A great PR campaign can generate positive brand awareness, which is clearly desirable. The brand may play only a small role in the coverage that drives awareness. That doesn’t mean public relations can’t build brand awareness; it can. Or consider today’s innovators – brands like Casper, Uber, and Amazon.

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ImPRessions - Crenshaw Communications

OCTOBER 30, 2019

A great PR campaign will obviously build brand visibility. But that awareness may be of the brand involved, or maybe just the problem it addresses. Tactics like content marketing, earned speaking opportunities for C-level executives, and feature articles work together to boost visibility for a brand or situation that the brand solves.

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ImPRessions - Crenshaw Communications

MARCH 23, 2017

One nearly surefire tactic for building thought leadership, creating quality content, and earning trade media coverage is a panel discussion event we call the business thought leadership panel. Read on for the key ways to customize a discussion event for your B2B brand. Keep a soft touch and avoid over-branding.

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B2B Leadership Trade Shows Insurance 136

ImPRessions - Crenshaw Communications

MAY 22, 2018

Every B2B tech PR person dreams of the splashy feature that will help make their company brand instantly recognizable. Just as some celebrities are famous for being famous, big-media notoriety can build the ego without building the brand. You get the best of both worlds.

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Pitching Real Estate B2B Journalism 168

ImPRessions - Crenshaw Communications

JUNE 21, 2018

For many B2B technology brands, data is not only a business asset, but a PR tool. Yet it can yield real insights for inclusion in a thought leadership program for key executives. Data makes great thought leadership. No one should underestimate the power of data for storytelling. In lockstep with the business and PR trends.

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Storytelling Data Data-Driven PR Infographics 189

Cision

NOVEMBER 7, 2015

But despite how crucial blogging is to influencer marketing, not enough brands are taking the initiative and reaching out to this key group of influencers. Identify why your brand is looking to reach out to a blogger, rather than a social media influencer, celebrity, reporter or consumer advocate. Vet for Quality, Not Quantity.

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Brand Branding Social Media SEO 120

Presspage

FEBRUARY 8, 2021

An online world means that everyday citizens are gaining greater control over the messages they see, believe, share and utilize in their decision-making processes or attributions of brand reputation. A white paper on The Crisis Newsroom is also available upon request.

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Crisis Crisis Management Case Study SEO 127

Cision

APRIL 11, 2015

As communication professionals in the business of content creation , we want to make sure we are consistently coming up with thought leadership pieces that will be helpful for our audiences. Use trending topics to get ideas for your blog posts or white papers. Writer’s block is the worst, no? How could it help your customers?

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Content Marketing Trends Facebook Analytics 120

Deirdre Breakenridge

FEBRUARY 23, 2015

It’s fascinating to me just how many people in executive leadership have been resistant to these kinds of discussions. As they are showcased in content marketing, their personal brands and reputations are bound to get a boost – and that can lead to any number of good things both for them and the organization. What’s the right timing?

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ImPRessions - Crenshaw Communications

NOVEMBER 8, 2017

The minute a profile appears on your CEO, or a brand spokesperson kills it on a live broadcast interview, it’s time for the social media team to get involved. This means posting links and images to all brand social accounts of course, but there are also opportunities to get more creative. Socialize all coverage. . Say thank you.

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Interviews Pitching Infographics Print 136

Buzzstream

MARCH 5, 2025

Fast-forward about a year and the Distinctly team documented all of their learnings about using AI in an agency in an excellent white paper entitled Integrating AI processes into Digital PRHow Distinctly took a phased approach to adopting AI,’ which you can download here. This was a white paper that you guys did.

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Digital PR How To Analysis Tools 62

ImPRessions - Crenshaw Communications

MAY 1, 2018

Contributed articles bylined by a key executive are part of any PR program that emphasizes thought leadership. Bylined content helps establish a B2B executive as an industry expert or brand voice, and it’s also a strong way to boost SEO for an individual or company. In general, a thought leadership piece is not an advertisement.

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ImPRessions - Crenshaw Communications

JUNE 10, 2016

But there are some important value-adds that PR partners can bring to a relationship that help elevate a company or brand. Brand perception audits. Thought leadership events. An excellent way to create quality content and gain exposure for a trendsetting company is a thought leadership event. Long-form content.

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Beyond PR

NOVEMBER 9, 2016

When brands launch a new product or roll out a product update, there’s a pretty standard slate of communications methods to rely on. But what about thought leadership content like blog posts and white papers? Ask these five questions to help plan effective thought leadership content for your product launch.

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Product Launch How To Leadership Analytics 85

ImPRessions - Crenshaw Communications

JUNE 28, 2018

A good omnibus is a solid way to inform thought leadership content or to grab relevant data to attract media interest. For a mattress company, we converted NIH data on how many hours people sleep every night into a branded national index of “most sleep-deprived cities.” When all else fails, try a straw poll.

Storytelling 149

Storytelling Data Survey Financial 149

Flack's Revenge

FEBRUARY 3, 2021

The answers from this kind of discovery can inform everything from messaging, positioning, branding, website, collateral and so on, not just press releases. Knowing more about their R&D and tech chops can inform story-telling and thought leadership efforts and become part of the larger company narrative. Professor Ran Canetti.

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Technology Comparison Case Study Video 177

ImPRessions - Crenshaw Communications

JANUARY 5, 2018

The trick is how to create content that is “fire” and will fire up audiences about your brand. As with any PR or marketing campaign – leadership needs to know how it will impact the bottom line. For some brands, seeing content marketing as a way to reduce customer acquisition costs is a powerful motivator.

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Strategy Guidelines Content Marketing Small Business 159

ImPRessions - Crenshaw Communications

OCTOBER 8, 2018

Here are seven ways to maximize the power of social media as a brand visibility and lead generation tool. Along with other thought leadership initiatives , sharing educational content on a consistent basis helps establish the company as an authority in its industry. Offer useful information and insights. Recognize employees.

B2B 170

B2B Social Media Media Education 170

Cision

APRIL 6, 2016

So how can you set your brand apart? In this interview, Michael shares his advice for brands looking to break through the noise, stand out and grab their audience’s attention. What do you think is the biggest challenge facing brands today? Learn top tactics with Cision’s free white paper!

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Employee Storytelling Content Marketing Leadership 120

Stern + Associates

MARCH 10, 2023

Over the course of the conversation, they usually share a desire to build thought leadership, to secure more media coverage, and land more speaking invitations. A common hypothesis is that by cultivating thought leadership and getting more [PR] results, leads and business growth will follow. If only it were that simple.

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Publicity Conference Leadership Measurement 118

Sword and the Script

FEBRUARY 16, 2021

Whether you call it content marketing , brand journalism or custom publishing, with trust in media falling while trust in business is growing, you can build credibility through content if you can follow these golden rules: 1. Don’t mash case studies, white papers, webinars, press releases and blog posts together.

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Government Survey Ethics Media 152

Landis PR

MAY 8, 2023

Photo courtesy of Pixabay By Brianne Murphy Miller An important part of most strategic communications programs, thought leadership can help support an organization’s goals by using subject matter experts to provide information and commentary. This can include white papers, speeches, webinars, infographics, videos, blogs or social media posts.

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