Know Your Client’s Target Audience
Maximizing the impact of your communications — whether in marketing, public relations, or any other approach used to share a brand story — requires paying close attention to context. Without considering context, brands risk coming across as irrelevant or untrustworthy, even when they have a solid solution to a consumer problem. When context is properly […]
Jordan Blakesley Answers the Question: Do You Really Need PR?
Jordan Blakesley is the founder of B Public Relations (BPR), a company that manages 24 PR professionals in five cities. In addition to SMB boutiques and independent hotels, destinations, and restaurants, the company works with many multi-location brands, including Snooze, an AM Eatery, Next Level Burger, and King’s Seafood Company. We have observed at Street […]
How Long Will Google’s “Calculative PR” Playbook Work in Local Search?
Mihm: The engineering mindset that millions of spammy listings in a corpus of hundreds of millions of legitimate listings worldwide, or a (hundred million?) spam reviews in a corpus of billions of legitimate reviews worldwide, are simply “edge cases” that are beneath Google to prioritize reflects a profound lack of empathy for how their technology impacts fellow human beings — both consumers and especially small business owners and their employees.
Blumenthal: Absolutely agree. And a related problem is that they see customer service in the same context: as an engineering/cost-benefit problem to solve, not as a way to improve their product. As such they see the last 5, 10 or 15% errors in their big data solutions as just a cost of doing business that they have no responsibility to solve.
Brand Safety is a Brand Authenticity Problem
Marketers know that in a world of globalized competition, consumers are one click away from choosing a different product or service. Taking a stand can help brands appear righteous and earn consumer loyalty, which is why brand safety scandals necessitate a massive and speedy PR response. However, responding to or apologizing for such scandals can only be perceived as authentic the first time around—not the second time, and definitely not the third. The endless cycle of brand safety scandals reveals one of two things about today’s brands—they’re either lemmings, or they don’t really care about brand values.
Identify Relevant News Outlets and Publications
When brands engage with PR, they typically look for more than just media exposure. Their goal is to secure meaningful media exposure that boosts their brand authority. PR is only valuable if it gets a brand’s story in outlets and publications that connect with its target audience. To help their clients reach that goal, publicists […]