Latest Articles
Latest Articles
Video: Early Adopters Won’t Get You to Mainstream Consumers
Did You Know Your Public Relations Begin with Your Engineers?
In technology everything starts with the engineers. Because they created the product, they're the ones teaching the rest of the company -- including marketing and public relations departments -- about how to talk about it. This happens informally, perhaps even...
The Corporate PR System is Broken
Perhaps the problem isn't the press release. Perhaps it's the people writing them? Or maybe it's the people blasting them out to beleaguered journalists? Or maybe it's not the press release or the people. Maybe it's the system inside your company -- the way...
Consider Eliminating Press Releases
The fifth in my September PR Master Class: Technology companies have entire departments -- not to mention hired-gun agencies -- charged with spraying bad press releases onto the media. A lot of money is paid (not made) by firing off bad press releases. So when I tell...
How to Develop Results Stories
The fourth in my September PR Master Class Series. Yesterday I introduced the concept of Results Stories. Instead of pitching, tell the media about your products' results stories. That is: How does it improve people's lives. Real users. Real stories. How do your...
Instead of Pitching Media, Tell Them Your RESULTS STORIES
Never pitch the product. If you’re trying to get your product or service in front of journalists in the form of a press release, one of the most powerful things you can do is not talk about the product. “Come again?” (That’s you’re part in the conversation.) Don’t...
Nine Reasons Press Releases Fail
Most press releases are terrible, even though professionals write them! Please reread and think for a moment about that sentence, because it’s a stunner. Companies who make excellent products hire presumably trained experts to publicly relate to the media, who can...
Imagine You’re a Journalist…
New month, new focus: press releases. Imagine you’re a journalist. Imagine you’re in the newspaper industry. You’re constantly thinking about your job security -- and about the fact that you’re trained to work in a dying business. You’re under never-ending deadline...
Steve Jobs on Marketing — From 1997
This old video of Steve Jobs talking marketing has been making the rounds online over the last few days. It's vintage Jobs, introducing Apple's 1997 Think Different marketing campaign. Watch the best marketer in the world do his thing...
Convincing Vs Exciting Consumers: The Visual
Yesterday, I presented the difference between convincing consumers and exciting them. Today, the visual. This is what the two approaches look like. Which one is more attractive to you?