Posts Tagged ‘strategies’
Monday, August 8th, 2011
What are you reading this summer? Has your Internet browser taken to you to some interesting ideas? Here are some of my favorites articles:
Public Relations
PR Measurement
Do you have any PR summer reads to share with the Fresh Ideas readers?
Tags: #MediaRelations, #SocialMedia, BurrellesLuce, click-thru rates, David Geddes, Debbie Friez, Dr. David Michaelson, EMSI, Fresh Ideas, Google, Greg Sterling, Institute for Public Relations Commission on Measurement and Evaluation, interview, Joan Coyle, Johna Burke, Lindsay McCaffrey, Marsha Friedman, media measurement, Microsoft, PR, Public Relations, research, Search Engine Land, SEO, Social Media, strategies, Top Rank, TV, Washington Women in Public Relations, WWPR
Posted in News Coverage, Public Relations | 1 Comment »
Friday, June 10th, 2011
Colleen Flood*
Janet Tyler, APR, president, Airfoil Public Relations, recently led a breakout session at this year’s PRSA Counselors Academy. The discussion focused on “Value Driven Leadership” and how agency leaders can translate personal values into strategies for business growth.
Our values come from a number of different places, including family, culture, religion, technology, peers, education, and The Media. By the time we’re 15 most of us have formed solid beliefs, then values. These values are developed according to our beliefs.
Values are important; if you don’t know your values or who you are you can’t be true to yourself. Our values give us authenticity, harmony, guidance, boundaries, and fulfillment. And they also provide an opportunity for influencers of organizational values and culture.
Here are some key takeaways from the discussion: (more…)
Tags: Airfoil Public Relations, brand strategy, business growth, Colleen Flood, Counselors Academy, Janet Tyler, leadership, personal values, PRSA, strategies, The Media
Posted in Career Advice, Industry Events, Public Relations | No Comments »
Wednesday, May 25th, 2011
Colleen Flood*
Recently I had the pleasure of attending the PRSA Counselors Academy of which BurrellesLuce was a sponsor and Johna Burke, SVP-marketing, was one of the speakers. Over the course of several days, I got to listen and learn from some really great speakers. Periodically, I will be sharing insights from the event, here, on Fresh Ideas.
One breakout session, lead by Jim Joseph, president, Lippe Taylor Brand Communications, focused on Integrating the Brand Experience. Jim started by asking attendees to name the one brand they could not live without. It was interesting to hear the different brands mentioned as adding value to our lives. Some of the brands were: Huggies, BMW, Weight Watchers, iPhone and Nordstrom.
The discussion continued with the idea that most PR professionals don’t see themselves as marketers. However, both marketing and public relations have responsibilities that directly tie back to branding and the business. In order for branding to be successful both must work together as a team.
Flickr Image: captcreate
As marketing and communications professionals we need to create personal experiences that individuals can associate with our brands. We must identify and create needs while fulfilling on those brand promises. But with more consumers consciously choosing to include brands in their everyday life, this is sometimes easier said than done. Marketing and PR professionals need to understand the thought process that consumers put into their purchases, work as a team, and update their strategies and tactics accordingly. For many, this comes down to creating conversations and truly listening to what consumers want and need.
Some takeaways: (more…)
Tags: Amex, Best Buy, BMW, brand, brand promises, BurrellesLuce, Clearasil, Colleen Flood, communications, consumers, Counselors Academy, customer service, experience, Fresh Ideas, Hard Rock Hotels, Huggies, iPhone, Jim Joseph, Johna Burke, Lady Gaga, Lippe Taylor Brand Communications, marketing, needs, Nordstrom, Pepsi, PR, PRSA, Public Relations, Social Media, strategies, tactics, Twitter, values, Weight Watchers
Posted in Advertising/Marketing, Client Services, Industry Events, Media Relations, News Coverage, Public Relations, Social Media | No Comments »
Friday, May 20th, 2011
May 2011
While the last few years have witnessed new opportunities and tools to advance media and client engagement, the period also has been marked by tumultuous economic conditions. During that time, many PR agencies, especially small- and medium-sized firms, have struggled to maintain clients, and attract new ones.
With strong signs of a pick-up in business activity, the climate now is right for PR professionals to develop strategies and tactics that can help them bring in new clients as well as hold on to current accounts.
In this BurrellesLuce Newsletter, “Six Tips for Signing and Keeping Clients in a Reviving Economy,” you’ll learn half a dozen best practices that PR owner-practitioners can use to boost their chances of profitting from the economy upturn.
Tags: accounts, business, clients, economy, Fresh Ideas, newsletter, owner-practitioners, PR, prospects, resources, Signing and Keeping Clients in a Reviving Economy, strategies, tactics, thought leadership, tips
Posted in Advertising/Marketing, BurrellesLuce, Career Advice, Client Services, Media Measurement, Public Relations | No Comments »
Wednesday, March 23rd, 2011
March 2011
People typically equate a company’s brand with the company’s logo. But a brand is much more than a stylized name: It is a primary symbol of an organization’s purpose, vision and values. Indeed, the act of branding represents a strategic endeavor that encompasses a range of corporate functions—marketing, public relations, and customer service, not the least, among them.
Branding also includes the way employees present their company to its various constituencies, whether intentionally through the communication of key messages or incidentally through everyday emails, social-media engagement and phone conversations.
Digital’s Impact on Branding
Before the advent of digital technology, buyers in both the business-to-consumer (B-to-C) and the business-to business (B-to-B) space would be open to receiving sales communications from a number of brand ambassadors. They may have been exposed to messages pushed to them from dozens of companies, clients, or products from which they could reduce the pool of realistic choices to those offerings that were closely aligned with their needs.
Marketing and other communications professionals relied on this traditional “funnel” approach, and reached out to their prospects and audiences at specific intervals in the selling cycle—most often at the point of “consideration.” The ball was essentially in the seller’s court.
Things are very different today. “Consumers in both the B-2-C and the B-2-B markets still want a clear brand promise and offerings they value. What has changed is when—at what touch points—they are most open to influence, and how you can interact with them at those points,” David C. Edelman states in this Harvard Business Review article. “In the past,” Edelman explains, “marketing strategies that put the lion’s share of resources into building brand awareness and then opening wallets at the point of purchase worked pretty well. But touch points have changed in both number and nature, requiring a major adjustment to realign marketers’ strategies and budgets with where consumers are actually spending their time.” He goes on to suggest that consumers are now most open to influence at the “evaluate” stage and not at the “consider” stage.
Read more about digital’s impact on branding and learn six tips to help optimize your branding efforts in this month’s BurrellesLuce newsletter.
Tags: advertising, b-to-b, b-to-c, branding, budgets, BurrellesLuce, communication, consumers, conversations, custom service, David Edelman, digital, Engagement, Fresh Ideas, funnel, Harvard Business Review, marketing, messages, prospects, Public Relations, pull, push, selling-cycle, Social Media, strategies, touch points, values
Posted in Advertising/Marketing, BurrellesLuce, Client Services, Public Relations | No Comments »
