Category Archive for: Advertising

Finding Your Mission, Vision, Values, and Strategy

As many of us in the marketing and communications world begin to plan for the next year, one of the most important things you can do in your own planning is to understand the differences among vision, mission, and strategy. Once you have that understanding, everything about your marketing and communications will improve dramatically. First,…

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How to stop watering the sidewalk

At a recent MITX event, I heard a wonderful expression as it relates to marketing and public relations: watering the sidewalk. Think about the connotations of this phrase. You’ve got all of the infrastructure: sprinklers, underground water, electricity, a lawn you want to keep nice, probably some electronics to control the timing. You’ve done all…

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Everything is Measurable in PR

One of the comments I saw recently on Twitter about public relations was that some folks consider PR and its impact to be immeasurable. This is patently false. Virtually everything in marketing, advertising, and PR is measurable. The statement, more accurately worded, is that not everything is worth measuring. For example, if I get a…

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Prankvertising: When Advertising and Practical Jokes Collide

Anyone who knows me well knows I love a good prank (I once waited inside a box for 20 minutes before springing out to scare a coworker). In taking full advantage of local ghost tours and haunted houses during the Halloween season, I was reminded of how much the holiday involves playing on people’s fears.…

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Why Instagram’s “Barter Economy” is a Good Thing

…For marketers, influencers, and consumers. Last week, The New York Times published a piece on how influential Instagrammers are being courted by luxury brands with offers of free swag and other out-of-this-world perks in exchange for photos. We’re talking “all-expenses paid trips to Iceland” levels of incredible. AdWeek also chimed in with a follow-up article…

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The bedtime test of content marketing and PR

If you’ve ever had the opportunity, try to recall the last time you tucked in a child at bedtime. You were probably asked to have the lights put a certain way. Perhaps you were asked for a drink of water. You were almost certainly not asked to read them a press release. What do they…

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Google’s Primer App – Quick Lessons on PR and Marketing

With the advent of new technologies for the public relations, marketing and advertising industries, it can be hard for a new business or solo entrepreneur to know where to get started and what the current best practices should be. Yesterday, to combat that confusion for small businesses, Google released an iOS app with short lessons…

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Simple Content Marketing Framework

Content marketing isn’t a panacea. For one thing, you need to re-measure its effectiveness frequently, if you don’t already automate the process of measurement. More important, however, is that content marketing can hit diminishing returns very quickly, in a phenomenon first described by marketing expert Mark W. Schaefer. Earlier this year, Mark Schaefer proposed the…

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What PR Metrics You Shouldn’t Measure

We speak often of the different metrics that you can measure in public relations and marketing. In our obsession with what to measure, one question we don’t often ask is what we shouldn’t measure. The answer might surprise you: there are lots of things you shouldn’t measure, at least not with the same level of…

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Beginner’s Guide to Blogging 3/10: The Franklin

Blogging isn’t going out of style any time soon; with the ascent of content marketing, blogging, podcasting and video are on the minds of marketers and PR professionals all the time. In this 10-part Beginner’s Guide to Blogging series, we’re going to explore what makes a blog great and give you some structures and frameworks…

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