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Frank Strong
Father. PR pro. SCUBA Diver. Skydiver. US Soldier (Ret.) Go Pats!
Father. PR pro. SCUBA Diver. Skydiver. US Soldier (Ret.) Go Pats!


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What do you do with news or earned media once you have it?

1) Share the news with your company.

2) Post it to the online newsroom

3) Surgically weave it into blog posts

4) Share the content on social media (organic)

5) Pay to promote it on social media (paid)

6) Pitch the story to an industry newsletter

7) Share with industry forums and peer groups

8) Lead nurturing for sales

9) Physical reprints and direct mail

10) Bring a printed copy to your next tradeshow

11) Cite the story in new business presentations

12) Go earn another story

#PR #publicrelations #mediarelations

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Indeed, no one watches the media, like the media.
"The more exposure you give the business, the more opportunities you will have later."
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“The best thing that ever happened to marketing was the internet. And the worst thing that ever happened to marketing was the internet.”
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Two is the new five.

When people ask what will happen in the next five years, the chances are, whatever it is, will happen in just two.

A client of one of my clients said that at a seminar and it really captures the sense for the pace of change. It’s not just that change is making this happen faster, it’s the change itself is coming faster too.

That was the opening to the August 2018 Monthly Scripts email newsletter and a fitting opening when one steps back and looks over the 10 articles out of a couple hundred that made the cut. Almost all of them reported something new – new roles, new responsibilities, new technology, new, new, new.

For all the new priorities being added, very few priorities are coming off. As such, the pace of modern public relations (PR) professional’s day-to-day work is fast and intense. It’s remarkable how much we get done.
The five fundamentals in business communications haven't changed:

1) Audience identification
2) Clearly defined positioning
3) Messaging
4) Message distribution
5) Feedback and measurement
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I use the example of search because it’s a good illustration of how the actions of other people and organizations can impact yours. It’s also useful, because the function of search marketing generally rests in marketing, and I believe marketing (and the PR shop) has a significant responsibility in providing a business with situational awareness.
Where and how you or your business shows up in a prospect’s query is a function of a searcher’s history, competitive content and third-party content from publications, trade organizations and events.

In other words, you might do everything right to optimize your business for search and still not improve your visibility. This is because another organization (or organizations) has also made improvements. In other words, your visibility in search is affected not just by your actions, but by the actions of others.

But this isn't a post about search, it's an analogy for buisiness.
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This sort of content marketing is to a business, what compound interest is to an investment account.
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This is what it looks to me like IDG is doing as they shut down vendor contributions:

> What was traditionally an independent editor has been replaced with “content strategists.”

> Vendors aren’t advertisers, they are “clients.”

> Finally, the pivot from “contributor” to “influencer” is subtle, but it’s a nod to a growing trend of influencer marketing.

In essence, IDG is pulling a metaphorically familiar move: it got brands hooked and now it’s tweaking its human algorithm to depress brand exposure unless brands anti up.
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"It used to be that marketing’s job stopped after a lead was acquired and handed off to sales. It’s table stakes now that marketing owns the entire buyer’s journey, and it’s becoming the norm that marketing also owns a lot of the customer journey. Marketing can play a key role in user adoption by working hand-in-hand with customer success to nurture trial or onboarding users and help them reach their desired outcomes in the product."

via +UserIQ

#martech #CX #UX #CMO
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Nearly three-quarters (78%) of U.S-based reporters said, “the public has lost trust in journalists.”

The survey suggests reporter views of the top challenges they face is splintered. For example, the top challenge, “staffing and resources” gleaned just 28% of the votes globally. This was followed by “social networks and search engines bypassing traditional media” with 25%.

About one-fifth of all respondents globally (21%) said these challenges made “journalistic standards” all the more important.

A majority (78%) of U.S.-based reporters said, “ensuring content is 100 percent accurate is the most important” in their organization.

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“CMOs still complain that sales can’t keep to the script and close the deal, while sales directors still complain that many of the leads they get from marketing are useless garbage because the targeting and messaging is wrong. Ironically, when this tension is at its worst, the probable culprit, inferior product and/or service, is often lost in the kerfuffle.”
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