Are Newswires Worth It?


At first glance, newswires such as PRWeb and BusinessWire can seem like the golden ticket to getting your clients the coverage they deserve. The services claim to be able to put your press releases in front of tens of thousands of journalists, all of whom are eagerly waiting for a story to cover.

The reality of newswires is a little less exciting. While your client’s press releases will most likely make it to the email inboxes of many, many journalists and might show up on highly respected news websites (particularly if you are in the financial industry) the actual value of that coverage can be suspect. There are a few reasons why the effort involved in — not to mention the cost of — issuing a release via a newswire might not be worth it.

There’s No Sense of Exclusivity

Journalists, particularly freelance reporters, are often looking for a unique story to write and publish. If they need to pitch ideas to an editor or publisher before getting the go ahead to run with a story for either a print or online publication, they are going to want ideas that no other journalists will have.

When a reporter sees a press release on a newswire, the odds are high that many other reporters, covering the same beat, will have seen it too. Having everyone pursue the same story is pretty much the same as having no one pursue the story. Once an editor hears the second or third identical pitch, he or she is going to be less likely to want to assign it.


The worst case scenario is that a journalist won’t even consider pitching a story based on a press release he or she saw on a newswire. That press release might come with the assumption that everyone is going to pick up it, so that no one ends up covering it.

There May Not Be Relevance

Another strike against newswires is that while they can lead to trade magazines, newspapers and other publications picking up your news, there might not be any “so what?” behind the coverage.

In a blog post on PR Daily, Katie Harrington, a blogger and PR professional, shares her experience of working for an agency that essentially only distributed press releases through newswires. The distribution did get her client coverage but mainly in “regions where my company’s product isn’t sold. Obscure, regional and small-town newspapers with no relevance to my company published the release.”

Although on paper, it looked as though Harrington’s client was getting a good deal of coverage and that using the PR newswire was worth it, that coverage didn’t actually translate to an increase in sales or interest in the company.

When Using Newswires Can Be Effective

While sending a press release to a newswire might not be the most effective way to get coverage, there are times when it can be a good option. Although it might seem like a budget-friendly way for start-ups and cash strapped companies to get some press, it’s often the bigger name companies that get results from newswires. Journalists are more likely to follow up on a story if they see a release from a company they recognize.

Other Techniques Worth Trying


Often, the best way to get a journalist to cover your company’s or client’s news story is to put in the effort of developing a relationship with that journalist. Finding a relevant, engaging story by sifting through newswire press releases is the journalistic equivalent of finding a needle in a haystack. Who has the time to put in that much effort for such a potentially small payoff?

Instead of sending a press release out to the masses, directly connect with a reporter, ideally one who writes for a publication that your target audience reads. Connecting directly with reporters does take a lot more effort than simply sending out a release to the masses, as you need to take steps to actually develop a relationship with them. But, once you’ve gotten those relationships established and regularly get coverage for your clients that results in increased awareness and sales, the initial effort will have been worth it.

Tips for Marketing to Millennials

When you hear the word “millennial,” what comes to mind? Often, the stereotype is a twenty something, somewhat self-obsessed person from a middle class background. But millennials are much more than that.

For one thing, there are about 80 million of them in US, according to research from Accenture. For another, not all of them are in their twenties. Since marketers typically classify anyone born between 1980 and 2000 as a millennial, plenty of them are in their thirties while a good number are still teenagers.


Whether they are 34, 26, or 16, millennials have an immense buying power. Some reports estimate than they collectively spend more than $1 trillion a year. Accenture offers a more conservative figure, estimating that millennials spend around $600 billion annually in the US.

When targeting millennials, there are a few key things marketers need to do.

Get Personal

Admittedly, people of all ages like the personal touch when it comes to being marketed to. But getting personal tends to matter the most to millennials.  According to a 2015 survey, conducted by Elite Daily, just one percent of them admits to be influenced by traditional advertising. They skip commercials, use ad-blocking software or generally ignore ads.

Instead of being advertised to, millennials are looking to be engaged with. They prefer it if brands act like their friends, providing real, useful advice and guidance, rather than simply presenting a product to them.

Influencers, whether they are celebrities or bloggers, can be an effective tool for marketers who want to reach millennials. According to the Elite Daily survey, a third of millennials are likely to check out a blog about a product before they buy. More than 40 percent are looking for something that is authentic and something that they can trust.

Embrace Their Diversity


The common stereotype of millennials — the 26-year-old, college-educated, middle class white person — focuses on just one small subset of the generation. Although many millennials have gone to college and some have earned masters degrees or doctorates, a fair number aren’t college educated. Some are still in high school. They also come from a variety of backgrounds and many speak multiple languages or do not speak English as their first language.

Some millennials have fully embraced adulthood. They own their homes, their cars and have kids of their own. Other might still live with mom and dad or in roommate situations and have a less stable grip on their finances. Some have decided to live a completely unconventional life, plan on never getting married and don’t anticipate owning property any time soon.

That means that one single message or marketing approach won’t work for this demographic. If you focus on them as a group of post-adolescents who rely on their parents, you’re ignoring the millennials who have begun living adult lives and who might resent being grouped with those who haven’t started adulthood yet. If you focus on them as people who are getting married and starting families, you turn off those who don’t want to live that lifestyle or who aren’t at that stage yet.

It’s more helpful to focus on who your millennial customer is, not where he or she is meant to be in life. For example, you  might decide to target millennials who are into a certain style of music or who believe in supporting a particular social cause. You can create different campaigns to target different social sets of millennials, instead of taking a one-size-fits-all approach based on perceived cultural norms.

Use Social and Digital Methods Wisely

Many millennials are digital natives, meaning they can’t remember a time before the Internet. Some might be young enough that they can’t remember a world without social media. It’s great to jump on the social media bandwagon and create accounts for your company with the hip, millennial-focused networks, such as Instagram and Snapchat.


But, millennials are going to see through that. You can’t just create social accounts and expect them to come to you.  You need to give them a reason to follow your brand. If your business is one that isn’t even on millennials’ radar or if yours is a company that they associate with the “olds,” they aren’t going to follow your accounts.

Use social media to connect with and engage with potential customers. You can use Snapchat, for example, to show people how to use your products or show people using your products in creative, unexpected ways. The thing to remember when using social media is to be subtle. Don’t push your product or service on millennials. Instead, try to be a helpful guide to them and they’ll be more likely to become loyal customers to you.

The secret to marketing to millennials is figuring out what they want. And really, that same trick holds true when marketing to people of any generation or age group. Baby Boomers and Generation X might not be crying out for authentic, personal stories. But once you start incorporating that into your marketing, don’t be surprised if you find that it helps you reach customers of all ages.

What Marketers Can Learn From Pokémon Go


If there’s one thing the makers of Pokémon do well, it’s to create a craze. Back in the late 1990s, Pokémon trading cards caused a frenzy among children and adults, as people waited in line to get their hands on a pack of the latest release, which might or might not contain the cards they were after.

Now, Pokémon is back again. This time, it is taking the world by storm in the form of an augmented reality game for smartphones. Instead of catching Pokémon cards, people are chasing the monsters all over town, catching them using the cameras on their phones.

To say that the game is a hit would be an understatement. First released in the US in early July, it climbed to the top of the sales charts in just 13 hours. So far, more than 75 million people have installed it and Forbes reported that the average user spends 75 minutes per day playing it. Yahoo News called the app a cultural phenomenon and compared it to the Dutch Tulipmania of the 17th century, when demand for certain tulip bulbs caused the price to skyrocket.

What does Pokémon Go have to teach marketers? A lot, as it turns out.

Customize the Message


One of the features of Pokémon Go is the ability to customize the avatar a person uses when playing. Initially, a player could only customize their avatar at the beginning of the game, picking the clothing, physical features, and gender. An update to the app now allows people to customize and change their avatar whenever they want.

Marketers also need to learn to customize and update the messages they send to customers, who grow and change as they move through life. Your customers also aren’t  all the same person, and want you to recognize what makes them unique. Customization is particularly important to millennials, as this article in Entrepreneur points out.

How can you customize the message to certain customers? Offer appreciation and recognition events, personalize any emails or other communications you send to them and give them a choice when it comes to how they communicate with you or you with them.

What’s Old is New

Nostalgia is one of the things driving the success of Pokémon Go. Many of the 20 and 30 somethings playing the game now remember collecting the cards or playing the Gameboy games in the 1990s.

Nostalgia can also be a useful tool for marketers. A study published in the Journal of Consumer Research in 2014 suggested that people are more willing to open their wallets when they feel nostalgic. If a product or service triggers a memory of a bygone time, people will spend so that they feel as if they are reliving that time.

Right now, the 1990s are a ripe for the picking when it comes to nostalgia marketing. Just as Pokémon is having its 15 minutes of fame, so, too, are Calvin Klein’s iconic jeans, Crispy M&M’s, and brown lipstick.

Keep it Simple

Here’s another reason Pokémon Go is doing so well: It’s easy to learn and play. You don’t need to have played the video games or card games that preceded the app, or spent hours reading a list of instructions. You simply download the app and start playing. It’s simple enough that you can figure it out as you go along.

Keeping it simple is one of the most important things for marketers to remember. If people can’t clearly spot your message or get what your brand’s story is at a glance, they aren’t going to stick around long enough to figure out if what you’re offering is worth their while.

Establish a Sense of Community


One of the features that makes Pokémon Go more unique than other app-based games is that it, for the most part, has players go out and about to capture the monsters. Players also have a chance to work together to find and catch the Pokémon, at Pokéstops and Poké gyms. Large group Pokémon hunts have taken place in Spain, Australia, and other locations.

The game has proven to be a conversation starter, even among people who aren’t playing it. For example, players at a local coffee shop or bar have been known to strike up conversations with other customers about how the game works or about how many Pokémon they’ve caught.

A marketing strategy that has community at its center not only helps people connect over a shared interest, but also helps increase word-of-mouth shares. Much of Pokémon’s success is due to people who fondly remember the game or who never stopped playing other versions of Pokémon. When the app was released, those people got it, told their friends and shared their experiences on social media and the web until a significant buzz was established.

Who knows how long the Pokémon Go bubble will last? But, its wild success over the past few weeks has been enough to show marketers that some techniques never go out of style.


Using Social Media to Build Influence


Unlike traditional marketing, you don’t need to have a huge budget or a household name to establish yourself or your company as an influencer on social media.

In fact, larger companies are struggling to build and maintain any level of influence on social media, as an article in the March 2016 issue of the Harvard Business Review points out. Smaller companies and individuals tend to have a greater reach on social media compared to national brands.  That’s because it can be easier for a smaller company to produce organic social media content that is perceived as being authentic than it is for a big brand.

Focus on Quality

Posting more content on social media isn’t always better than posting fewer items. You’ll be able to make a name for yourself or your business in the online realm if you post one thing per day that really resonates with your audience or that helps them solve a particular problem.

Although it’s important to pay attention to what topics are trending, pick and choose what you post about with care. There have been numerous cases of brands or companies jumping on a hashtag bandwagon and putting their foot in their mouths. Often, the brands saw that a particular hashtag was trending, but didn’t understand the meaning behind it and ended up posting something that embarrassed them or created an uproar.


The “quality over quantity” rule applies  to the number of social networks you are on, as well. When you are first dipping your toes into the social media waters, it can help to focus on one platform at a time. If you prefer to make videos, focus on building your influence and subscriber list on YouTube. If concise, witty phrases are more your style, Twitter can be perfect for you. As you gain followers and traction on social media, you can think about expanding the number of networks you use.

Stick to What You Know

One way to establish yourself as an expert in your field and to earn “influencer” status is to focus on posting about the things you know. For example, if you are an accountant who primarily works with small businesses, you can write a post about often overlooked small business deductions at tax time.

It’s also important to anticipate what your audience wants to read or see from you. They might not value a post about recent events in international politics, for example, if your company sells kitchen supplies to bakeries and restaurants. But, if you run an import-export business or deal with a number of customers whose lives or businesses will be affected by the issue, a post from you on what the current events mean for business and for your audience might be appreciated.

Although providing information can position you as an expert or authority on a topic or industry, starting a conversation on social media can also help you build your influence. Solicit questions from your followers about your niche and take the time to answer them.


You can also jump in and answer questions people might post in online forums or on websites such as Quora. Doing so will put you and your company on the original poster’s radar, as well as on the radar of anyone who ends up reading the Q&A.

Pay Attention to What Works

One of the great things about social media is that it is easy to see what is working and what isn’t. When you post an article or video, you can see how many people have looked at it, how many have reacted to it, and how many have shared it.


You might start to notice patterns across your posts. Perhaps videos do better with your followers than written posts, for example. Perhaps people respond to posts with pictures more than they do to posts that are just text. You can build your brand and establish influence more easily if you give people want they want to see on social media.

Whether they are on YouTube, Facebook, or Twitter, people are looking for companies to step forward and take the lead. Use social media to your advantage and you’ll end up gaining a considerable amount of influence.

4 Reasons Why No One is Reading Your Content

The world is full of content — according to data from Uberflip, more than 27 million pieces of content are shared daily. With so much out there, naturally people are only going to read the content that stands out from the rest and that makes an impression.


If no one is reading the blog posts, white papers, or other content your team is creating, it is easy to blame it on the sheer volume of words available these days. But, the issue could go deeper than that. Your content might be getting lost in the shuffle, or it could be suffering from a number of other issues that make it easy for people to ignore.

It Doesn’t Have the Right Focus

When people go online to find information, they are often looking for a solution to a problem. Blog posts and white papers that get the most traction with an audience tend to be very useful or tend to help people or companies solve a problem.

Content that’s not focused on usefulness isn’t going to attract readers. One way to solve an issue of focus is to reconsider who you are creating content for. Your current customer base or potential customer base should always be who you are directing your content towards. When you are developing ideas for blog posts and other materials, think of issues your audience might have, then produce content that helps them solve those issues.

It Doesn’t Sound Authoritative

Content that appeals to people is authoritative and unique. It’s fairly common to see companies producing blog posts or articles in an attempt to cash in on a current trend. If the subject of the article isn’t really in the company’s wheelhouse, the author of it ends up sounding uninformed or inexperienced. That not only turns off readers, it can also turn off also potential customers.

It’s fine to write something about an issue or news story that is trending at the moment. But, the important thing to do is to put your own slant on it. Let readers see your business’ unique perspective on a problem or how you company can solve a trending issue in a way that no one else can.


Your content might also be suffering because it’s just not well written. Poorly written content can make you sound less authoritative, as it’s difficult to make a strong argument when there are a lot of grammatical errors or overly flowery language. Not everyone is a gifted communicator, or has an eye or ear for good content. If you’re not sure if the posts and articles your company is putting out are any good, it’s worth it to hire someone to handle making sure your content team has what it takes to put together expertly written, engaging content.

It’s Not Visually Appealing

In some cases, the actual meat of your company’s content is perfectly fine. You’ve been writing knowledgeable, informative posts and papers. But, the way the content is presented to readers is the issue.


More people use their mobile device over a desktop or laptop when reading digital content. The 2015 Internet Trends report from KPCB shows that more than half of the time people spend online, about 2.8 hours a day, is using a mobile device. (note: it’s slide 14 on the report)

If your company’s content isn’t easy to read on a smaller screen or if you’re using a web design that is not responsive and doesn’t adjust based on the size of the screen, you could be turning away readers.

It’s Not Reaching People

One last reason why people might  not read your content: they never get a chance to see it. Make it as easy as possible for people to find and read what you’ve written. Sharing your content on social media is one way to do that.


Making your content easy to share is another way. For example, put share buttons that link to the more popular social media sites next to every post on your blog. That way, if someone stumbles upon your post from a search engine, and likes what he or she sees, it’s easy to share the article or post with his or her followers.

You can also send your content directly to the people you think would benefit from it the most. An email newsletter lets you connect with current or potential customers, and puts your content directly in their inbox. People can always click “delete,” but if you’re reaching out directly to them, it’s more likely they’ll take the time to at least look at what you have to say.


Marketing is Dead, Long Live Marketing


Every industry needs to evolve and grow to survive. Look at the auto industry, for example.  Without innovation, everyone would still be driving Model Ts, instead of the higher-powered, more fuel efficient vehicles many of us drive today.

The same is true in the marketing and communications industry. People have been heralding the death of marketing, as it was once known, for years now. William Lee, author of The Hidden Wealth of Customers:  Realizing the Untapped Value of Your Most Important Asset, was writing about the death of marketing in Harvard Business Review back in 2012. While traditional marketing techniques might be dead and should be buried, that doesn’t mean the entire industry needs to pull up stakes and move on.

Instead, we need to find what works in today’s climate and focus efforts on that. Traditional ads and paper press releases might be the Model T’s of the marketing world, but social media and customer-focused efforts can be the marketing industry’s equivalent of the Tesla Model S.

Communicate First, Market Second

One of the traditional methods of marketing was to figure out an audience, such as middle-aged, married women who stay at home or 14 to 18-year-old boys who like sports and pizza, then to tailor an ad to target that audience. The focus was on marketing first, communicating second.

In the next phase of marketing’s life cycle, communications should come first. A marketer might not be trying to push or promote a product to a specific demographic. Instead, the goal is to share information or provide something valuable to a consumer. Blog posts or sponsored articles on a website are an example of communications-focused marketing.

This approach is subtle but still effective. For example, many blog posts that are created to market a company don’t even specifically mention the company’s name or that it offers a service discussed in the post. But, by seeing the post on a company’s website or shared on a  social media profile, a customer begins to associate that company with that service or product.

A company has given a customer something useful or valuable. If it comes to a point in the future when the customer needs the product or service a company offers, he or she will be likely to think of that company first. Communications-focused marketing is about giving, not selling, to customers.

Turn to the Customer


Speaking of customers, they are a valuable resource for marketing 2.0. A 2013 report from Forrester Research showed that 70 percent of consumers trust a recommendation from a friend, and only 10 percent put their trust in ads.

That means that in the new marketing world, the customer needs to become the advertisement. In his Harvard Business Review article, Bill Lee recommends looking at the big picture when it comes to a customer’s potential lifetime value. A company doesn’t have to only look at the potential revenue a customer can bring in.

It can also look at the influence that a customer has over others. For example, a highly respected customer, who others are likely to listen to and follow, can be incredibly valuable, even if he or she doesn’t purchase vast amounts from your company. Instead, that customer can direct others to your products. If someone who has a lot of followers or a large network is enthused about what your business offers, tap into that enthusiasm and let it work for the good of your company.

Blending Old and New


If traditional marketing is dead, why do you still see ads in magazines or on TV and why do you still send out press releases or try to engage with traditional media? While it’s true that ads might no longer be effective on their own and that a  newspaper or print magazine story might not have the reach it once did, those techniques can still be valuable.

The trick is to combine them with newer marketing techniques. Your company might produce an ad that features one of your customer influencers, or the ad might specifically encourage people to engage with or share their opinion with your company on social media. The ad isn’t specifically marketing your product or service; instead, it’s marketing your company’s social presence.

You have many options for reaching customers today. While it might seem like the best idea to toss away all the old marketing techniques in favor of the new, some older methods can still be valuable, especially when combined with the newer ones.  No one drives a Model T anymore, after all, but today’s cars all still have four wheels and an engine.


5 ways to keep content current

Although staying up-to-date with your company’s content and website can seem like just one more thing you have to worry about in the age of digital media, it’s increasingly important. If you’ve ever visited a website that looked as if it was last updated in 2005 and wondered if the company was still in business, you’ve seen first hand what can happen if you don’t keep content fresh.

Your customers not only want to know what it going on with your company, they also want proof that your business is a leader and influencer in its field. Having a website and social media profiles that reflect that will convince customers that your company is the one to work with. Here are a few relatively simple ways to keep your content up-to-the-minute.

Create an Editorial Calendar


 It’s difficult to stick to a schedule for posting on your blogs or for posting on social media if you don’t have a clear outline of what to post and when. When it comes to your blog, you don’t have to have a new post up daily (unless you’re very prolific or have a large team of blog writers), but you should aim to get a post on a consistent basis, such as every Monday at 8 am or every other Wednesday at noon.

Putting together an editorial calendar helps you come up with fresh and relevant topics for your blog, too. For example, if you’re planning the content schedule for early summer and you work with a company that provides services to educators, you can come up with post topics that are relevant to things a teacher might need to do over the summer, such as put together next year’s syllabus.

Get Busy on Social Media

Just as you want to create and stick to a consistent schedule with your company’s blog, you want to create and stick to a schedule for social media posting. There is a sweet spot when it comes to how much to post. If you don’t post that much, customers will forget you exist. If you post too much, there’s the chance they will get annoyed and block or unfollow you.

Buffer, a social media scheduling service, took a close look at user engagement on a variety of social media networks to determine when people’s interest dropped off. It found that after two posts a day on Facebook, people were less likely to comment or “like” a post. In the case of Pinterest, brands who posted five times a day or more had the most success. People seem less excited about frequent posts on LinkedIn, and Buffer recommended just a single post each weekday on that site.

Update Your About Page (and the Rest of Your Site)


Your company has evolved over time. Your website and social media profiles should reflect that change. Take a look at your business’ About page, as it might be due for an update.

Add any new information to the About section, such as the name of any new employees, a new location if you’ve moved, or a new division if you’ve recently expanded. It might be that the information on the About page is accurate, but the page itself isn’t engaging.

If someone wrote the page in a hurry when you put the website up initially, it might not be the best reflection of who your company is or how it serves customers. Take some time to edit the page and make it an accurate introduction to your business.

You should keep the rest of your website current, too. If you have white papers or case studies on your site, take a look at them every year or so and replace them with updated versions. You don’t want potential customers reading outdated white papers to get information or looking at case studies that don’t reflect your business’ capabilities in the here and now.

Revisit Old Blog Posts


Just as you revise and update static website pages and content, it’s worth it to revise old, but still relevant, blog posts from time to time. You might not need to edit the content of the posts so much as you need to adjust them to make them more shareable on social media or to boost their SEO. If you’d like to start using Pinterest, for example, you might go back to old posts and add eye catching images to them, so that pinners want to click on your post.

Some posts might just need a bit of clean up. They might contain broken links or you might have missed some spelling or grammatical errors the first time around. You might have written more on the topic since your first post and wish to include the link to your follow-up in the original.

Try New Formats

Another way to freshen up your content is to switch up the format. If you’re not getting much traction with 1,000-word blog posts, perhaps a video will appeal to your visitors more. If you need to share a lot of facts and figures, it might be worth it to put together an infographic.

Creating content in a variety of formats can also increase your social media reach. People look for images on Pinterest, for example, but tend to want something in-depth on LinkedIn. While you shouldn’t try to please all of the people, having plenty of options will help increase your company’s reach.

When it comes to communicating with your clients, you don’t want to fall off the grid. Keeping your website up-to-date, boosting or maintaining your social presence, and keeping your blog current will all help you keep your content fresh.


How to Use Thought Leadership as Part of Your PR Strategy


Who are people going to trust? The company that looks as though it just started up yesterday and  doesn’t really understand its industry yet or the company that has an established track record, a team that really knows its stuff, with the ability to answer questions and provide useful information to customers? It’s most likely the latter, as businesses who work with other businesses want some reassurance that the company they work with knows what it’s doing.

Thought leadership is one way for a company to demonstrate knowledge and experience to potential customers. In recent years, it’s become ever more important, not just as a way to establish authority, but as a way to market and promote a company above its competitors. contributor John Hall named thought leadership as one of seven PR trends to watch in 2016. If you are ready to work it into your PR strategy, there are several options for doing so.

Understanding Thought Leadership

Thought leadership establishes a company, or in some cases, an individual, as an expert in a particular industry or field. A thought leader not only knows the ins and outs of a field or industry, he or she is also willing to share that information with others, so that they can better understand the industry or so that they can use the information to meet their own needs.

Thought leadership allows a business to build a level of trust with it clients. For example, if a company that was long established as a thought leader in content marketing were to declare that 1,000-word blog posts were no longer effective, and that video blog posts were the next big thing – and backed that claim with appropriate research — people would likely take the company’s word for it and adjust their content marketing plans accordingly.

Tools for a Thought Leadership Campaign


One of the most “tried and true” components of a thought leadership PR strategy is the white paper, an unbiased report that approaches an issue in a particular industry and that offers options for solving that issue. Since it doesn’t actually market or promote a specific company or product, but instead provides current or potential customers with information they may find valuable, it is a useful way to establish authority.

The digital era has created even more tools for companies to use to establish thought leadership. One example is a blog, usually hosted on a company’s website, which can be viewed as a shorter or more informal version of a white paper. The goal of a blog post should be to help solve a common problem or to provide relevant information on a topic.

Social media is an easy way for companies to come across as an expert in a particular field. A representative from your company can host a Twitter chat or participate in an AMA (Ask Me Anything) on Reddit. You can also use the blogging feature on LinkedIn to showcase your expertise and help people find a solution to their problem. Other modern thought leadership tools can include podcasts and informative videos.

Leveraging Thought Leadership


Creating the materials of thought leadership is just the first step to using it as part of a PR strategy. It’s also important to leverage those materials and tools to catch the eye of the media and to get a company’s message out there.

One way to merchandise the content of a white paper or blog is to issue a press release directing people’s attention to either. The press release can stress that the paper or blog is available as a research tool to journalists and can point out that representatives are available for interviews or to provide expert opinions on the topic for general news or trade publication stories.

As part of a content marketing strategy, thought leadership can pave the way for future public appearances by a company representative. The Content Marketing Institute outlined a way for a business to leverage its thought leadership so that an expert from a company is able to land invitations to speaking gigs at conferences. Having a number of blog posts, video clips and other media that demonstrate a person’s expertise in an industry can help that person land on the long, and ultimately, short lists for conference speaking opportunities.

Thought leadership increases a company’s value to customers, by reminding them that the company isn’t only there to sell things. If you aren’t yet using the expertise of your team to build out your company’s PR strategy, there’s never been a better time to start.

PR vs. Marketing: What’s the Difference?

While public relations and marketing are not the same thing, it’s not uncommon to confuse the two. There are, after all, similarities between the two disciplines: Both aim to help a company achieve its goals, increase the public’s awareness of its mission, and promote its products.  How each goes about doing that is where the difference lies.


It’s worth pointing out the definitions of public relations and marketing to highlight some of the differences between the two. The official definition of PR, from the Public Relations Society of America, is: “….a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

PR focuses on developing relationships. In contrast, the definition of marketing, from the American Marketing Association, is “…the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

Goals and Targets  


Communication lies at the heart of both PR and marketing, although the goals and the target audiences for each tend to vary. The goal of marketing is to sell products to a customer while the goal of public relations is to build a relationship with that customer.

The customer is often a target for both marketing and PR, but PR typically also targets a number of other stakeholders, including potential investors, the media, and others who would have an interest in what a company is doing and in helping it to achieve its goals.

Who’s In Control

Another difference between marketing and public relations is who is in control of the content and information. In the case of marketing, a company or brand has full control of what goes into the advertisement or other marketing material.

When putting together an ad, company executives have the final say in how it looks and is presented (just think of all the scenes in the TV series “Mad Men” where the creative team worked hard on a new slogan or imagery, only to have a client reject it outright or want their own ideas used).

In the case of PR, the control shifts to the media and to the journalists or bloggers who are writing a story about a company.  While this can seem to be a disadvantage to company, it often works in the company’s favor.

In March 2014, Inpowered commissioned a study examining the role of content in a customer’s decision making process. The study found that “expert” content, compared to user reviews or branded content, was the most likely to have a positive influence on a customer’s decision to purchase an item.  Expert content increased purchase consideration by 83% compared to user reviews and by 38% compared to branded content.

So, while journalists or bloggers are the ones in control of the so called expert content, relinquishing that control to them has the effect of making their opinions about a company or product seem more credible and genuine.

Earned vs. Paid Media 


Marketing tends to use paid media to get a message out to consumers.   The company is in full control of purchasing it, and often pays a considerable sum to put it out in front of people.

Earned media is the province of PR. It doesn’t cost a company much out of pocket (aside from the cost of, for example, writing and distributing a press release or executing a social strategy).  As a result, the return on investment for earned media is typically much higher than the ROI for paid media. Since a company isn’t putting much money upfront, it has little to lose if a campaign doesn’t net many new customers.

Of course, the downside of earned media is the control issue. It’s all well and good if a journalist or blogger publishes a positive story about a company. But, if the journalist takes issue with a particular business practice or questions the company’s manufacturing practices, earned media can end up costing a business.

Although they are different, marketing and public relations aren’t mutually exclusive. Your business doesn’t need to focus on one and ignore the other. Both can be a part of a successful communications strategy.  And ideally, the two disciplines will be strategically coordinated, so that each can leverage the results of the other.

Marketing Trends to Keep Your Eye on in 2016


At the start of a new year, three things are common. People like to set goals or resolutions for themselves to improve some aspect of their personal and/or professional life in the coming year. They also like to look back and reflect on what happened over the previous 12 months. And, they like to look forward, predicting what’s to come or what will be trending in the new year.

Predicting trends also can help companies plan for the year ahead, by giving them a sense of what will be worth investing in and what won’t be as popular. Several marketing trends are predicted to be a big deal in 2016.

Say Goodbye to Guessing and Hello to Data

In the past, a certain amount of guesswork was involved in marketing to potential customers. You could place an ad on television or in a newspaper and hope that the right people would see it, based on the audience for that medium.

Lately, actual data has become an increasingly useful tool for marketers, and it’s expected to become even more important in the coming year. In part, that is because there is more data than ever. According to Campaign Monitor, 90% of the data in the world was created over the past 12 months. Marketers in 2016 can expect to be able to sift through data to compare response rates when one message is used versus another or to see which call to action generates the greatest response from customers.

Think Mobile First


 In 2014, the number of people using a mobile device surpassed the number of people using a desktop for the first time; and in 2015, the number of mobile-only users exceeded the number of desktop-only users for the first time, according to comScore. Instead of thinking desktop first and mobile second (or worse, ignoring mobile) marketers in 2016 should think mobile first. That means making sure everything your company puts online should be optimized for a mobile device, from your business’ website to the emails you send.

Video Will Be Big


Hubspot dubbed 2015 the “year of video marketing.” But, it’s likely that video will continue to be as big, if not bigger, in 2016. Video made up about 57% of online traffic last year and that number is expected to climb to 69% by 2017. Watching online videos made up about 50% of all mobile online traffic in 2015.

Video allows marketers to reach audiences on an emotional level, which isn’t as easily accomplished with written stories or still images. A recent spec ad created for Johnny Walker, by two graduate students in Germany, left many who watched it in tears. The video ended up getting more than 3 million views in less than two weeks, and raised the profile of the brand. It was a win for Johnny Walker, even though the company didn’t create or purchase the ad, showing the importance of emotional resonance.

In 2016, using video as a marketing tool will mean more than simply creating ads and strategically distributing them, however. It’s also expected that live streaming video platforms, from Periscope to Facebook Live, will be a big deal this year. Live streaming gives marketers a way to directly connect with an audience. For example, a representative from a company can live stream their time at a conference, giving interested parties who can’t attend in person a chance to experience what’s going on. A company can also use a live stream to host a question and answer session or events taking place at their headquarters for customers or clients who can’t be present in person.

Email is Still Important

Don’t expect email to go anywhere in 2016. Although people keep predicting its death, email continues to be a strong marketing tool. Campaign Monitor noted that it has an incredibly high return on investment, generating $38 for every $1 spent. Marketers can continue to use new outlets and methods of reaching customers, such as whatever social media network is the most popular at the moment, but email isn’t going away. In 2016, and perhaps well beyond, they will continue to depend on email to reliably reach out to and connect with current and new customers.