The Public Relations Blog

Public relations and marketing are communications practices deeply entrenched in relevant content. While one discipline uses tools such as news releases and positioning statements, the other leverages glossy, image-rich brochures and catchy taglines. What continues to be elusive to some companies is the magical element of “content connection.” Content connection is the process of creating engaging, relevant content audiences crave that pushes them to a call to action, such as to like, share, review or buy. The first step in making the connection is to attract people to your business – to let them know you exist, what you do, what you stand for and what you can offer. How can your company begin to attract more customers?

3 ways to increase your positive feedback

This past weekend, my husband and I purchased a new car after spending most of the summer visiting various dealerships and test-driving more than a dozen cars. After finalizing the paperwork, our salesman asked us to write a review on Yelp about our experience. Giddy from that new-car smell, my first inclination was, “Sure! I’ll write one.” He then added a request for a five-star review. Were we happy about our car-buying experience? Absolutely. Was this sales team and dealership top-notch? Certainly. Did I appreciate the aggressive solicitation of a five-star review on Yelp? Most definitely not.

Most companies recognize the connection between customer reviews and SEO rankings, which has resulted in many requesting reviews rather than allowing them to populate organically. So how can your company earn customer feedback that savvy review platforms (and complex algorithms) will perceive as genuine rather than solicited?

3 tips for spotting an altered photograph

Images can create very strong reactions and, in some cases, a significant viral stir. In the world of marketing, images are everything. They’re created, posed, colored and sized with the intent of stimulating emotion and a call to action. The new bane for journalists and readers alike is the spread of false images. How can you discern true images from the doctored ones?

When Anthony Scaramucci took the helm as White House communications director, he captivated the media. His interviews and public conversations contained unexpected, controversial commentary alongside colorful language that wasn’t particularly suited for all. Many media pundits scratched their heads at the absence of media relations protocol and were surprised at his ill-mannered bluntness. Some believed that, had Scaramucci invoked the phrase “off-the-record,” he could have delivered information to reporters any way he wished without coming across to the public as inept in media relations.

3 ways to ensure your company receives fair treatment in the media

In the last several months, news programs and media pundits alike have attempted to unravel the meaning behind President Donald J. Trump’s tweets. When this effort falls short, President Trump’s spokespeople regularly opine that the media has an obsession with covering everything he says on Twitter – and little of what he does as president.

How online feedback impacts consumer behavior and why it’s critical for sales success

Most likely, you’ve purchased at least one item in your home or office because you saw it on social media. You may have bought gifts for others or shopped for items for yourself based upon Instagram photos or a friend’s glowing Facebook post. Within this purchasing process is an important behavioral evolution.

3 reasons why a trained “talking head” is beneficial for your company 

Have you ever watched a televised interview where the interviewee responds to questions with ease, using a flowing, conversational tone? Or perhaps you’ve seen an interview where a company spokesperson seemed defensive and dodged questions using the phrase “no comment.” Some people are naturally exceptional public speakers, while others require significant training to become comfortable talking in front of large crowds.

On a recent trip to Lancaster County, Pennsylvania, I visited a retail shop in the heart of Amish country known for its shoo-fly pie, which visitors could sample for free. This Pennsylvania Dutch delight grabbed the attention of many passers-by, who, after sampling, purchased a whole pie.

3 steps to consider when working in the age of citizen journalism

United Airlines has certainly experienced its share of unexpected media attention the last few weeks. The first powerful wave occurred after passengers at an airport observed airline employees restricting two young ladies from boarding a plane, apparently due to their choice of clothing. Then, just a week later, viral video surfaced of federal law enforcement officials forcefully removing a passenger from one of United’s planes. Neither of these situations may have publicly played out as they did if it hadn’t been for the ever-present “citizen journalist.” Armed with camera phones, regular, ordinary Joe’s and Jane’s are serving as first-hand eyewitnesses and posting, tweeting and sharing unchecked snippets, which fuel a sensationalized news stream for all to consume.

Don’t just pitch news, pitch a story worth telling

I’ll never forget my early public relations mentors who taught me to pitch a great story rather than pitch a news release. Public relations, like marketing and sales, has become more focused on authentic and genuine connection. Not only is it about relationships, but what you do within the confines of those relationships. Very few journalists are interested in pitches that are ho-hum.