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Posts tagged “media”

5 turnkey ways to amplify your media placement

In today’s continuous news cycle, the average lifespan of an article is 2.6 days. So how can you ensure your media placement lives longer? Here are five tried-and-true ways to leverage your placement:

1. Cross-promote on social media

The quickest way to amplify your media placement is to share across the organization’s social media channels. This way, people who follow your brand, whether on LinkedIn, Twitter, Facebook, Instagram or all of the above, will see the piece, read it and share it with their peers.

When cross-promoting on social media, think of the unique audiences your organization has on each channel. Will your Facebook audience value your placement about a specific trend in your industry as much as your LinkedIn or Twitter audience? If the answer is…

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What do Tim Cook and LeBron James have in common?

Let’s say you’re a CEO and you wish to promote your company, your personal brand or, more altruistically, a cause. What do you do?

In years past, communicators would advise a number of options. One traditional approach: make a donation, issue a media release and call a press conference. Then ask your communication professionals to follow up with calls to reporters to attract further attention. If you were lucky, controversial or both, you got media coverage.

But that communications strategy is so “yesterday.” Today, you have more options. Write a blog post. Record and post a video. Or you can take the path Apple CEO Tim Cook and LeBron James both recently traversed with great skill to accomplish their objectives. First, leverage media relationships to write and…

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One big challenge between you and content marketing success

This just in… media matter more to the success of content marketing than anyone imagined.

What makes this not just surprising but perhaps even stunning is that it was the changes in the media that gave rise to content marketing to begin with.

Now, instead of relying totally on the media to tell a story, more companies are beginning to tell their own stories.

The problem is, most companies can’t even come close to telling all the stories they have to tell.

Here’s what I mean…

First, to be honest, content marketing didn’t just arise from the changes in the news media.

Content marketing also came about from the realization that what customers in particular want from every company or organization is answers to problems.

That is, what you sell is less important…

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The oil and gas industry is being forced to cope with ‘Lightning Rods of Controversy’

The other day while meeting with a journalist, my client fielded what some would consider a “softball” question.

 “Do you think we are being silly, to be so concerned with fracking and its impacts?”

The answer? Done responsibly and with the proper regulation, fracking has proven to be good for the national economy, lucrative for regions across the country and essential to the United States achieving its goal of energy independence.

The reporter nodded and the interview continued.

We fielded the same question in the next meeting and in the one after that. Clearly, this was one of the KEY questions of the day.

In reality, this wasn’t a softball question at all. These reporters were based in London, where the issue of hydraulic drilling was– and still is – being…

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