As part of an ongoing series, I will be discussing how differing perspectives can create opportunities and challenges in driving success in customer representations, communications efforts, messaging approaches, and marketing strategies. This segment on Perspectives focuses on measurement and some pitfalls that may occur if shifting expectations are not carefully monitored. On Measuring Success The…
As search engines evolve and mature to deliver more accurately the information we seek, the fundamentals of writing content for SEO have begun to mirror public relations. Back in the 90s when the Internet and search engines entered the mainstream, it did not take long for developers to figure out how to manipulate search results….
A recent PBS special on the coming-of-age of Silicon Valley reminded me of the excitement I had dreaming up the seemingly endless uses for my family’s first home computer (a Timex Sinclair 1000, with 1.5k of built-in memory, circa 1982), and the epochal significance of the work everyone in the technology sector is doing today,…
You’re ready to launch. Your development team has worked its magic, your distribution and pricing models are set, your shareholders and partners have bought off. All set, right? Too often emerging and established companies leave marketing and PR considerations as the last piece of their launch puzzle. It’s easy to push these elements to the…
What’s in a name? Well, if you are a Boeing, Gates, Schultz, or Ballmer, your name is synonymous with a well-recognized brand. And, in addition to being associated with hugely successful empires, what do all of these names have in common? They all have solid philanthropic reputations that not only benefit their communities, but also…
Companies can’t be making front page news all the time, but when the iron isn’t hot to strike, it doesn’t mean you can’t advance your PR program between larger news announcements. Sometimes the most interesting aspect of your company may be sitting right under your nose, and a well-written whitepaper can help you showcase…
As the world becomes more and more digital, so too does the world of public relations. The media landscape is constantly changing as publishers tweak their business models and expand further online. Social media cannot be ignored as a viable source of information and home to many influencers. PR professionals even have to take into…
This post is not intended to weigh in on either side of the gun control debate. Rather, it is to call out the inexplicable approach the NRA has taken since the school shootings in Newton, Connecticut. The organization, which represents 4 million gun owners – surely all of whom are sickened and heartbroken by the…
A few weeks ago, I was fortunate to attend the Gartner ITxpo with our client WatchGuard, a global business security solutions provider. In between staffing meetings with industry analysts, I had the opportunity to attend a session called, “The Top 10 Strategic Technology Trends for 2013” presented by VP and Gartner Fellow David Cearley. Some…
Events present a great PR opportunity for our clients. Whether it is an industry tradeshow or a grand opening of a new location, events for customers, partners and media offer an enticing news hook and a chance to secure interesting video and photos. We recently had the honor of assisting one of our technology clients,…
Government IT managers today have to do more with less. For even as cloud computing and “government 2.0” initiatives are supposed to save taxpayer dollars, continuing security threats and ballooning government programs are straining agency IT budgets just the same. Pressures like these mean many agencies are paring private-sector contractors to a strategic few. In…
Great public relations campaigns create tangible value for businesses that advertising or other marketing strategies often can’t match. That’s because the results are ‘earned’ rather than ‘paid.’ A message about your company that is repeated by a respected writer or analyst has far more value than one you insert into a paid banner ad, and…
