Once upon a time… The employees at Vandelay Industries are settling in on Monday morning, looking busy, when an email from the CEO lands in email boxes. “Great news – today Vandelay Industries is launching a new product that will revolutionize the import AND export of quality latex materials. To seize this once-in-a-lifetime opportunity, Team […]
Public Relations
Start With Why
The Reason That Why Comes Before Who, What, When, Where and How
Not long ago, I downloaded Simon Sinek’s book, “Start With Why.” It’s a quick and interesting read by a visionary, speaker and writer with a unique perspective on leadership that has been the highlight of many TED Talks. Over the past couple months, the idea of “starting with why” has been pervasive in a number […]
Client vs. Agency Work
Both Options Offer Plenty of Growth Opportunities
Many people have opinions – positive and negative – about advertising agencies and public relations firms. So how does working in an agency compare to being on the client side? Having spent more than half of my career in a client role, and nearly half on the agency side, I’ve seen a lot of positives […]
Good Things Come in Threes
A Trio of Attributes Essential to a Strong Client/Agency Relationship
We are often asked, “what makes a good relationship with a client?” And having been a client myself, I recall what I valued most in my company’s relationship with an agency when I answer that question. Like any relationship – whether personal or business – it boils down to three key attributes: trust, transparency and […]
You Sound Like a Broken Record
The Importance of Varying Content Across Social Media Channels
Imagine yourself at a party with a mix of family members, friends, and friends of friends. You start by mingling with your aunt and her husband – they ask you about your job, and you politely give them updates on all the new and exciting things happening in your life. Then, you go chat with […]
A Recipe for National Media Relations Success
One Newsworthy Story + a Healthy Dose of Tenacity
“How can you have national media relationships; you’re not in New York or DC? Who do you know at [The Wall Street Journal, Travel & Leisure, “The Today Show,” USA Today, Yahoo, The Associated Press]?”
PR Takes On Content Marketing… and Wins
Three Thoughts On The New Nielsen Study
A recent PR News email included this headline: “PR is 88 percent more effective than content marketing, says new Nielsen Study.”
The Changing Game for Travel PR Professionals
Seismic Shifts in Travel and Tourism Industry Impact the Role of the Travel PR Professional
The roles for all involved with tourism marketing are changing, and it’s important to stay connected to the front lines of CVBs, DMOs, hotels, attractions and others to understand how key trends are hitting home – and what to do about them. This month, I teamed up with Angela Berardino at Turner PR to talk […]
Go For The Goal
But Don’t Lose Sight of Objectives, Strategies and Tactics
The past few months have been busy as we help many of our clients prepare for the start of their fiscal year next month. It’s a more exciting time than ever before because of the proliferation of paid, earned, shared and owned channels available, and increased ease of access to data for measurement. Measurement is […]
Unlocking the Value of Content Marketing
Will Bigger Budgets Increase Effectiveness?
The content marketing question most marketers are wrestling with these days is not whether or not to invest in content marketing, but rather how much to invest.