In the old days most PRs lived by the saying “good advertising is what you pay for, while good PR is what you pray for”. Rightly or wrongly, we believed target audiences paid more attention to the ‘free’ company mentions that PR generates within editorial sections of the media than the paid adverts in the same titles.
If you’re a B2B tech marketer, you’ll know it’s tough to get the media to write news stories about your new products. Unless you’re Microsoft, Google, SAP etc – or your new product is a ‘world’s first’ (or involves a genuine step up in innovation) - corporate IT publications are unlikely to want to cover your launch. It's frustrating. So what are the options for generating product PR?
Given it happened on Wimbledon finals weekend, everything I read and hear about the shit-storm that’s erupted around Andrea Leadsom’s much publicised interview with The Times, brings me back to John McEnroe’s famous ‘you cannot be serious’ centre court rant aimed at the All England Club umpire in the 1980s.
Social sharing through the likes of Facebook and Twitter has helped Brits better understand the issues underpinning the EU referendum vote according to a national survey. Maybe that's not a surprise, but the research also found that some people actually changed how they were going to vote based on information they've seen on social media.
B2B marketing and PR types are in no way exempt from the odd bad habit. But I think there’s one trap that's particularly easy to fall into, even when we know better. What am I talking about? Too often our content is still too focused on selling products.
I chuckled when I saw that at least three British politicians took a pounding in the media recently for trying to cash in on the current buzz surrounding Leicester City FC’s shock Premier League title win. The message is clear: if you’re a high profile brand (whether an MP, business chief or company) stay away from football and topics that people feel passionately about, unless you can be 100% authentic.
The share of worldwide corporate IT spending coming from business units outside of IT will reach 47% in 2019 according to research firm, IDC. How will this affect specialist technology PR agencies and the work they do?
In January Google made a change to the way it orders and ranks search results, providing some interesting insights for PRs and Publishers. Briefly, early analysis of this update (labelled Google’s core update) indicates that articles in online publications are being given a boost in search results if they are ‘timeless pieces’ that cover topics in depth. Shorter ‘newsie’ pieces are more likely to drop down in searches once they are no longer topical.
We know that if you can be a pioneer who starts or promotes a new trend, it has the potential to generate good PR. But today Asda is showing that it also works the other way around. If you go against the grain and decide to jump off a popular "bandwagon", then it can also lead to positive publicity.