Comments from K2 Global Communications

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

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

The past decade has seen a clear trend toward attenuated press releases. Gone are the days of public relations people writing long screeds, with endless quotes and reams of data. This is partially an outgrowth of the use of email, social media, and chat as the preferred forms of communication between the public relations community and the press (which, for our purposes, includes bloggers and analysts). The explosion of technologies and information, in general, has, in turn, led to journalists’ exploding email boxes.

Topics: Public relations, Journalist, DIY, Press release, Media coverage, Media

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

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

Topics: Public relations, Marketing, Brand, Audience, Message, 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

The tension in the room was palpable. The CEO was clearly an unwilling hostage to the situation; that seemed clear. Amy and I were invited to this meeting by T, the vice president of marketing. He wanted to pursue a more aggressive marketing communications and public relations campaign to help his underperforming potential monster technology.

Topics: Public relations, News value, Israel, Marketing

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