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How to Build Trust – 10 Lessons from Content Marketing World

As I continue to digest everything I heard at this year’s Content Marketing World in Cleveland, themes have begun to emerge. Because it’s my fourth visit to the conference, I’ve been able to view what I’ve learned through a lens of comparison. What were the new trends this year? And what hasn’t changed?

The overarching theme that stands out to me is – TRUST. Trust must exist for any transactions to take place. But how do we as content marketers, public relations professionals and social media managers work to establish that trust that we seek with our audiences?

Here are 10 of the lessons I learned at CMWorld related to trust: Continue reading How to Build Trust – 10 Lessons from Content Marketing World

6 Themes to Watch and 8 Speakers to Catch at This Year’s Content Marketing World

Content marketing fanatics from all over the world will be converging on Cleveland in a few weeks for this year’s Content Marketing World conference, Sept. 3-6.

A review of the sessions and speaker lineup shows once again the care that goes into planning such a packed agenda. The program is so strong, in fact, you may have trouble choosing which sessions to attend.

After taking a closer look, I’m here to help with a few tips on sessions you should star in your CMWorld app. Continue reading 6 Themes to Watch and 8 Speakers to Catch at This Year’s Content Marketing World

Caution Ahead: How a Good PR Pro Helps You Avoid Trouble

The benefits of having an experienced PR pro on board – be they a team member or a hired hand like a consultant – are clear.

We help brands build, maintain and promote their reputations by sharing news and information via a variety of channels.

But, beyond the initiatives that skilled public relations practitioners generally handle, they bring something else to the table.

How a skilled PR consultant can help keep you out of trouble

Whether they know it or not, companies without PR counsel are taking a risk. They could be one bad decision away from a crisis.

If you work with a public relations consultant on a regular basis, he or she can help advise you on any number of matters. And avoiding trouble is always better than trying to do damage control.

Here are some examples: Continue reading Caution Ahead: How a Good PR Pro Helps You Avoid Trouble

How Social Media Lurkers Can Boost Your Business

Tracking the effectiveness of social media has caused many a marketer to shake his or her head in frustration. How can we PROVE it’s effective so that clients will see the value?

While much has been written about tracking its value, I’m going to make another argument – maybe the most significant benefit of social media comes from the views we CAN’T track. I refer to these as “lurker” views. Lurkers – you know, the people who see and read your content – they just don’t like it, comment on it or share it.

While that can be frustrating, its benefit still needs to be taken into account. Why? Because the lurkers may be the ones hiring you or buying your products or services.

Why should we care about social media lurkers?

Continue reading How Social Media Lurkers Can Boost Your Business

How Contributed Articles Can Boost Your PR Program

When considering a public relations approach to get your company in the news, you may focus on newsworthy announcements. Initiatives like product launches, customer wins and new hires have traditionally been popular topics for press releases. But what do you do in between the news peaks?

One option is to pursue contributed articles. What’s a contributed article? Unlike an article written by a reporter about a company or its products, contributed articles are written by the company and are meant to lend a vendor-neutral perspective on topics relevant to a publication’s readers[i].

What can contributed articles do for you and your company? They can:

Position you as a thought leader
Help you be seen as the expert
Increase your visibility
Lead to other opportunities – speaking, more opportunities to write articles, be quoted in roundups and so forth

And with media publications continuing to downsize their editorial staffs, many are looking for contributed content to help fill their digital and print pages. Continue reading How Contributed Articles Can Boost Your PR Program

How Talking TOO Much Can Create a Crisis Where There is None

Some people just don’t know when to STOP talking.

Lately, there seems to be no shortage of folks who seem hell-bent on creating a crisis for themselves, simply because they seem not to know when to be quiet.

In the past couple of weeks, we’ve seen several examples of public figures who would’ve benefitted from talking a little less.

Now they’re are embroiled in crises of their own making.

This phenomenon has many PR pros shaking their heads. A question some of us find ourselves asking: Why create a crisis for yourself? Continue reading How Talking TOO Much Can Create a Crisis Where There is None

7 of the Best – and Worst – PR Plays in 2018

2018 held lessons for all of us in PR. While we can look to brands who did PR right for inspiration, sometimes we learn as much from the fails as we do from the wins.

As we look back on a year filled with brilliance – and sometimes ignorance – we consider what made these brands and their choices unforgettable.

Here are my selections for some of the best and worst public relations moments of the year. Continue reading 7 of the Best – and Worst – PR Plays in 2018

5 Public Relations Trends to Watch in 2019, Starring AI, Ethics and More

The times they are a-changin’. Never have these lyrics rung as true as they do when we look at the way the PR profession is evolving.

Of all the things PR pros can expect in 2019, change seems to be the only constant.

Keeping up with the vicissitudes can be difficult for public relations practitioners no matter what stage of their careers they may be in.

As we head into a new year, what trends should PR pros be watching to try to stay on top of all this change? Here are a few. Continue reading 5 Public Relations Trends to Watch in 2019, Starring AI, Ethics and More

Time Your PR Right to Get the Most From It Over the Holidays

We may be in denial, but the holidays are indeed upon us. With Thanksgiving just over a week away and Christmas coming soon on its heels, we need to be looking at the calendar to make our PR plans.

While timing is always important in public relations, trying to get media coverage at this time of year can be especially challenging. Continue reading Time Your PR Right to Get the Most From It Over the Holidays

What PR Pros Need to Know About AI: A Conversation with Christopher Penn

While talk of artificial intelligence, or AI, permeates the public relations world, there’s little understanding of how it’s impacting what we do now – and what we’ll do in the future.

Christopher Penn, THE person you should follow to get smart about AI, and I had a chat recently about how PR pros can expect AI to improve their job functions, and what they can be doing right now to prepare for the future. Here’s a recap. Continue reading What PR Pros Need to Know About AI: A Conversation with Christopher Penn