DIGITAL MARKETING BLOG

How NOT to Measure The Value of PR

Posted in PR by David Oates

A common strategy that public relations agencies still tout when selling their value is the “Ad Equivalency Value” (AEV). AEV states that any news coverage is three to four times more valuable than running a similar ad in that outlet. Similarly, it's argues that a piece delivered as a news story is more credible than one derived from a paid relationship.

Nov 20, 2017

Using Ghostwriters, The Do’s and Don’ts

Posted in Marketing, PR by David Oates

I often have to write articles for clients’ bylines. I try my best to write the piece so it can be placed in blogs and trade magazines or used in speeches and advertisements. In return, I don’t seek or receive attribution. Instead, the credit goes to the person who I collaborated on the piece with.

Sep 4, 2017

3 Ways to Make Any Event Successful Regardless of News Coverage

Posted in PR by David Oates

As a PR person, I’ve had numerous instances where we’ve had a good, newsworthy event in the pipeline, with media slated to attend. We’ve worked our tails off for weeks to work the right angles, and our efforts paid off with considerable interest from a variety of news organizations.

Aug 15, 2017

Practice For A Crisis PR Situation

Posted in Marketing, PR by David Oates

Practice for a crisis PR situation: this seems like a counterintuitive statement.

May 15, 2017

Brand Adaptation: Picking the Right Brand Name in China

Posted in Content Marketing, Branding, Marketing, PR by John Sutton

“What’s in a name? that which we call a rose

May 1, 2017

Got A Crisis PR Situation? Take A Breath, Then Consider These Three Things

Posted in Branding, Marketing, PR by David Oates

Here’s an all too familiar saga. An employee goes to the press claiming that he was regularly sexually harassed at your company with senior leadership's knowledge and, by a lack of action, consent to the practice. It’s the first time you hear about it, but not before the blogosphere goes ballistic on the news.

Apr 24, 2017

Social Media: Treat Your Facebook Like LinkedIn

Posted in PR by David Oates

When I attended the U.S. Defense Information School (DINFOS) in the mid-90s, before the proliferation of social media, our instructors were quick to point out PR Rule #1 to us newly ordained military public affairs officers: “Don’t say anything you don’t want running on the front page of the New York Times!”

Mar 20, 2017

The Five Point Press Conference Checklist

Posted in PR by David Oates

There may come a time when you have a news item worthy of conducting a press conference. Doing so may be the most efficient way to get meaningful information out promptly.

Feb 2, 2017

PR Tip: When Your Rival Trips, Take The High Road

Posted in PR by David Oates

It’s been entertaining from a PR standpoint to watch both the Republican and Democratic National Conventions, but not for the rhetoric. Instead, I’ve been fascinated about how both camps have responded when the other stumbled. They have been excellent examples of what business should and - more important - should NOT do when a competitor gets embroiled in a controversy.

Aug 4, 2016

How Your Content Affects Your Reputation

Posted in Content Marketing, Branding, Marketing, PR by Brodie Tyler

During your buying research process, have you ever visited a businesses’ website and almost immediately closed your browser tab or hit the back button? Some websites just fill us with outright disgust.

Apr 12, 2016

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