Comments from K2 Global Communications

Recent research indicates that influencer marketing can generate 11 times greater ROI than more traditional strategies. Unlike conventional tactics that push a message in front of sometimes reluctant audiences, influencer marketing delivers your message via credible, authoritative experts to audiences who trust their content over that from brands. Moreover, influencer marketing is more critical for B2B than for B2C: With B2B purchase price overwhelming B2C’s, word of mouth and endorsement is critical to the former’s success.

Topics: Marketing, Analyst relations, Inbound marketing, Messaging, PR, Account-based marketing, Sales, ABM, Influencer

Nothing blows people’s minds more than turning down their business, especially in Israel’s business culture. As business people with a strong, American background, we seek to work in a win-win paradigm. Sometimes a request/demand/deadline/approach just won't work or is unreasonable. People are often incredulous when we decline to accept in an ill-conceived request, even when our decision is accompanied by a detailed explanation.

Topics: Public relations, Press coverage, PR, Client relations, Planning

So, you are getting ready to hire your PR team. (We're hoping it's us, of course.) No matter what, here are some tips that will help maximize the relationship.

Topics: Public relations, Journalist, News value, Press coverage, Content marketing

Have you ever booked a hotel on Kayak or ordered a food processor from Amazon? These are all classic examples of business to business to customer (B2B2C), in which the manufacturer sells a product or service to the channel or route to the customer, making the latter’s end-product more valuable to the consumer.

Topics: Content, Marketing, Inbound marketing, Customer communications, Messaging, PR, Sales, B2C, Influencer, B2B2C, B2B

“Everybody has a price” – but, what if…

Topics: Public relations, Marketing, Brand, Audience, Message, PR, Corporate communications

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

We've recently done a series of webinars about how to maximize the value of ChatGPT for marketing strategy and tactics.

Topics: Content, Marketing, AI, ChatGPT

As a 20+ year comms professional, economics student, and someone immersed in the start-up world, here’s my perspective on the Silicon Valley Bank (SVB) crisis.

It could have been only a cold but then it turned into fatal pneumonia because….

Topics: Start-ups, Business

Whether your story is truly newsworthy and worthy of press coverage isn’t just your call.

Topics: Journalist, News story, News value, Timeliness, Press coverage, Local story

Since its release, ChatGPT has taken the internet by a storm. Self described as a: “large language model that was trained by OpenAI, ChatGPT is capable of understanding and generating natural language text, which allows it to perform a variety of tasks such as answering questions, generating written content, and more.”

Topics: Content marketing, Content, Customer communications, Message, ChatGPT