Comments from K2 Global Communications

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

 

 

Smartest way to reinvest COVID-impacted trade show budgets

COVID-19 and the resulting economic downturn has caused trade shows to disappear from the marketing horizon. Yes – many shows have gone online, but a virtual booth just doesn’t require the same investment.

Topics: journalist, press coverage, content marketing, content, marketing, metrics, social media, brand, audience, corporate communications, client relations, PESO, Earned media, Shared media, owned 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 and requires having all the tools, especially a messaging document and “quotes on demand” – ready to deploy at a moment’s notice.

Topics: journalist, news story, news value, media, audience, messaging, PR, corporate communications

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

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

 

 

Build your brand - By effectively using an orchestrated outreach strategy across all channels, marketers will extend the reach and increase the overall effectiveness of their efforts, boosting both brand loyalty and revenue.

Topics: journalist, press coverage, content marketing, content, marketing, metrics, social media, brand, audience, corporate communications, client relations, PESO, Earned media, Shared media, owned media

 

 

Public relations isn’t just media relations anymore

Public relations and advertising used to live in two different realms, with a solid wall separating paid media -- paid placements like advertising -- and earned media -- publicity gained through valuable content contributions, company mentions, or interviews with journalists.

Topics: journalist, press coverage, content marketing, audience, award, corporate communications, client relations

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 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 and social media 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

How to hire an A-team that delivers quantifiable results

Topics: Public relations, journalist, content marketing, content, marketing, metrics, social media, persona, inbound marketing, audience, personas, PR, corporate communications, SEO