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How to Create a Communications Strategy

how to create communications strategyA lot of organizations have separate documented communication strategies for each communications discipline. Your organization may have a public relations strategy, marketing communications strategy, social media strategy and sales strategy, all operating in parallel to accomplish often similar (or exact) goals. I suggest having one, clear and cohesive communications strategy that covers all communications activities within your organization. If there are different people responsible for each strategy, get them all in the same room to create a single one (this goes for any organizational-wide plans as far as I’m concerned).

With communication plans, you’re ultimately developing and delivering messages to target audiences for a desired outcome – that is the fundamental formula. If you’re new to creating communications strategies, or want to match your approach up to an alternative approach, I’ve provided some suggestions below for creating your comprehensive communications strategy. [Read more…]

It’s Time to Get Real About Real-Time Marketing & PR

real-time marketing prWhen David Meerman Scott was kind enough to let me review his first pass at Real-Time Marketing & PR a few years ago, I remember thinking how amazing some of the stories were in the book. There were case study after case study about how powerful the consumer has become in the age of social media – and how ill-equipped most brands were to deal with issues in real-time. David has since added to the real-time discussion with his Newsjacking book, which further reinforces the need for brands to respond quickly to breaking stories or trending topics, to insert themselves into the news cycle when appropriate to earn incredible brand awareness. [Read more…]

How to Create an Editorial Calendar

Editorial CalendarMost magazines (print and online) publish an editorial calendar – a detailed summary of the cover story, feature stories or overall focus of each issue. Weeklies, dailies and quarterlies all provide an incredible amount of detail as far as a year in advance about what they plan to cover in future issues.

The editorial calendar is primarily a vehicle to help the publishing staff of these publications to sell ad space for future issues, since brands are most likely to advertise in an issue that focuses on a topic its core audiences will be most interest in. Over the years, editorial calendars for magazines have also been useful resources for clever PR professionals – useful guides to targeting PR opportunities for clients around major coverage areas. Most major PR software vendors now incorporate publication editorial calendars into their products, further simplifying the process of targeting PR opportunities based on what publications are writing about.

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Taking a Newsroom Approach to Content Marketing

content marketing trendsBrands have never cared more about content marketing. It is the hot topic for 2013, as brands look to leverage great content to expand their reach, drive more engagement or improve their search engine rankings – to name a few. Don’t believe me? Search any content marketing related keyword in Google Trends and you’ll find a spike in conversation this year around the topic (the graph to the right is for “content marketing” news headlines). [Read more…]

Your Brand As Media

brand-journalism-typewriterThree years ago, using the “earned, owned and paid” organization for media strategy sounded cool. The earned-owned-paid slide in my presentations generated eyebrow raises, versus the eye rolls that are more common today. Like any good marketing catch phrases, this one has probably run its course. I’m not saying the underlying principles aren’t still incredibly relevant – in fact, they’re probably more relevant today. That’s not the point of this post though…

When I first started talking about earned, owned and paid (and no, I was far from the first to start talking about it), I would describe the owned channel as brands owning the media channel, and would use the example of Nike being its own ESPN. In other words, you would eventually go to Nike’s website for news and information on all things sports. When we talk about content marketing trends and brands AS media today, that’s what we’re talking about. [Read more…]