Comments from K2 Global Communications

 

Topics: Insider, Public relations, Marketing, Analyst, Analyst relations, Market research

Let’s start with a simple statement: in the age of AI, person-to-person communications are as important as ever. Anyone at any organization can become a content generating powerhouse, using AI to “write” post after post, blog after blog, article after article. Of course, all this content needs to be reviewed by great editors – since AI writing is bland and repetitive - but that’s another blog…

Topics: Public relations, Content, AI, Thought leadership

Whether you want to hear it or not, In the age of AI, person-to-person communications are as important as ever. Everyone at any organization can become a content generating powerhouse, using AI to “write” post after post, blog after blog, article after article. Of course, all this content needs to be reviewed by great editors – since AI writing is bland and repetitive - but that’s another blog…

Topics: Public relations, Press coverage, Media coverage, Media, PR, AI

7 Questions to Ask Before Trying DIY Analyst Relations

Analyst relations is simply too critical to simply do yourself or leave in inexperienced hands. Analyst relations could make or break marketing efforts for your technology products. Their objective and expert insights greatly influence technology buyers’ decisions, and your ability to influence these influencers could mean the difference between analyst coverage/ recommendation of your product and...well, the absence of it. Before you say, “How hard can it be?” ask yourself these questions:

Topics: Analyst, Analyst relations, Objective, Message, Technology

No other tool drives reputation management more effectively than public relations.

What Is Reputation Management, and How Does It Drive Investment Decisions?

Corporate reputation refers to what people think of your brand, company, or product. Reputation management deals with the efforts to influence and burnish such public perceptions - critical to your business’ survival and success. It has become pivotal in its impact on investor relationships, confidence, and, ultimately, decisions. The same goes for rapid, open response when there’s a problem or a crisis – the response immediately effects your reputation.

Topics: Content marketing, Social media, Brand, Customer communications, Corporate communications, Marketing qualified leads (MQL), Sales qualified leads (SQL), Corporate social responsibility, CSR, Investor relations

PR experts are attuned to the momentum of the media. We understand that in order to present a compelling package to any journalist - a story that gets them interested, it takes research beyond just what AI gives you and requires having all the tools, especially a messaging document and “quotes on demand” – ready to deploy at a moment’s notice.

Even with AI, your company sits on years of proprietary information - product details, customer-focused data, executive expertise - that can be leveraged to generate PR.

Topics: Journalist, News story, News value, Media, Audience, Messaging, PR, Corporate communications

Even in the days of AI, AI can't deliver the most critical asset you possess - your institutional memory - the why, how, and way you do business. 

Retaining a PR firm with the expectation that they’ll hit the ground running without knowing and understanding your business from start to finish isn’t realistic.

Even the savviest public relations professionals who have worked in your industry for many years require mindshare to get started and not just from the CEO. They may need to hear from your executives, sales force, current clients, and even prospective customers. Successful PR requires a highly collaborative approach.

Topics: Public relations, Journalist, Press release, Media coverage, Media, Messaging, USP

Public relations isn't rocket science, as my partner has consistently reminded me over the past decade. However, it does take a significant amount of time, energy, and persistence.

Getting your news out there

Topics: Public relations, Journalist, News story, DIY

This basically comes down to an exercise in empathy.

Put yourselves in a journalist’s place. Your email box is flooded. You’ve got the pressures of staying abreast of key players in your markets while having to absorb the importance of new products and companies.

Most importantly, you’ve got deadlines.

Topics: Journalist, Press coverage, Marketing, Valuation

You can have it all, just not at the same time, or so it seems. Your SEO expert is amazing but your writing team doesn’t have the time to create all the needed content nor create all the content and  landing pages. Your social media team has created comprehensive promotional campaigns but is falling behind on curating the objective content necessary to please your target audiences.

Topics: Public relations, Content marketing, DIY, Social media, Persona, Inbound marketing, Customer communications, Personas, PR, SEO