IMC Intuition

Thinking out loud about all things IMC

Archive for the ‘Corporate Communications’ Category

Where is Your Sunshine?  Understanding Public Relations & Brand Journalism

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Beth Ryan IMCPublic relations is defined as a strategic communication process that builds mutually beneficial relationships. My specialty, integrated marketing communications (IMC) recognizes that in our advertising saturated world, public relations is equally, if not more important as companies can now self-publish in both print and online.  Typical PR tools include news releases, special events, newsletters, public service announcements (PSA’s), editorials, special websites and social media, however, most PR campaigns begin with a news release.

The humble news release, well written with a compelling headline is a business owner’s most effective tool that requires little to no investment other than time and imagination.  To build a meaningful relationship with your audience and the media, you need to think and write like a journalist – this is called “brand journalism.”  In brand journalism, instead of saying, “buy my stuff,” you are telling your brand story by sharing news and information relevant to your business and the industry that you serve.  These stories position you and your company as a thought leader and influencer in your community.

A great press release can be repurposed as a blog, expanded into a white paper, posted to your website, linked to social media, or wherever your customers go for news and information.  If you boost your editorial with an ad, you will get amazing results.  Marketing guru Al Reis famously said, “PR is the sun and advertising is the wind.”*  Find your sunshine today and make it more effective with a burst of wind.

Are you new to public relations practice for internal and external communications?  I can help.  Contact me for your free consultation.

*Reis, Al and Laura (2002) The Fall of Advertising and the Rise of PR; Harper Business

Are you Linked In?

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LinkedInWhile many local businesses have a presence on Facebook, I am regularly surprised at how few take advantage of the networking potential on LinkedIn.

LinkedIn is the world’s largest professional network with over 400 million members worldwide.  LinkedIn is much more than a talent solution; there are many marketing and direct sales tools as well as a publishing platform available for free, or at a very low cost compared to other types of media.

Whether you business serves direct-to-consumer (B-to-C) or business-to-business (B-to-B), be sure that you have a complete, up-to-date profile and company page, then get to work building your network.  Take a minute to connect with me atwww.linkedin.com/in/bethryanimc.

LinkedIn is your online networking tool.  Like a conference, LinkedIn is a place to connect with  current and potential customers, discover new markets and learn about new business trends.  As Chamber members, we all know how critical networking is to the success of our businesses – so make sure that LinkedIn is part of your marketing strategy.  Is keeping up with your marketing tasks slowing you down?  I can help with an individualized LinkedIn set-up or in house workshop.

Digital Strategy 101 by Bud Caddell

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This says it all.  Loved the Brief and Tools at the end.  Brilliant!

digital-strategy-101-bud-caddell-130709225509-phpapp01

You don’t have to be a rock star guru to have a great experience in Google+

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What the Plus!  Google+ for the Rest of Us, Guy Kawasaki

Make the time to read this informative and entertaining book!

Last year Google shocked me when they announced that they were going retire iGoogle and replace it with Chrome.  I gasped.  I took a glancing look at Chrome and dutifully created a profile on Google plus, thinking all the while, “I don’t have time for this!”

More news.  If you or your organization want to be relevant in search, you need to be active in Google+.

What the Plus?

So, you can see  I had to buy Guy  Kawasaki’s book,  “What The Plus!  Google + For The Rest of Us.”  Yes, he’s the organic search guy, not your typical social media guy, but as he says Google+ is to social media what Apple is to computers, simply the best place for topics people are passionate about.

The book takes you through a light and humorous journey through Google+ with guest chapters for women and just regular users-you don’t have to be a rock star guru to have a great experience in Google+.

While you’re there – circle me!

Guy’s website –  http://www.guykawasaki.com/what-the-plus/

 

 

Do you still believe in interruption marketing?

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That concept came up in my professional life recently in both B-to-B and B-to-C projects, the opinion that a traditional model of outbound marketing (my message, my voice, in your face) remains the strategic direction of successful brands.  I beg to differ.

Inbound marketing with the website as hub, content marketing, SEO, SEM, social media and mobile have rapidly replaced traditional interruption advertising models…why?  We have changed.  We no longer have the patience, we have work arounds (skip this ad, TIVO, etc.) and we don’t believe it.  Unless it’s entertaining or informative, we really don’t care.

In my view, inbound is fundamental, followed by strategic outbound (direct mail, email, advertising, etc.) What are your thoughts?

“We need to turn advertising on its head. On the Web, the customer is now the advertiser. When they search they are placing an ad. Traditional marketing is about getting attention while web marketing is about giving it.”  Gerry McGovern

Gerry McGovern is a thought leader in web content management.  New Thinking:  http://www.gerrymcgovern.com/new-thinking/problem-trying-get-attention

Update 3/18/2013:  The PR Daily post, “No, PR does not look more like advertising” by Frank Strong offered this additional insight on interruption marketing:

“Promoted posts, click-through news stories, and those annoying mini pop-ups that follow you as you scroll a page are among the latest interruptions. People don’t hate marketing, they hate those interruptions. They’re obstacles that are intentionally placed between readers and the information they seek.

On the Web, attention is a form of currency. I contend it’s better to earn it than try to buy it, which is what PR has always done. This is why marketing, and indeed advertising, looks a lot more like PR. It’s a change I embrace, and recommend other PR pros do as well.”

Let’s face it, interruptions are annoying.

Tactics in Search of a Strategy

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OK.  This is a Friday AM vent.

How much time in any given marketing group is wasted executing knee-jerk tactics, just because the client demands it?

Too many.

How many high performing, exquisite campaigns with measurable metrics have a strategic communication plan?

All of them.

I heard the phrase “tactics in search of a strategy” at a recent IABC Heritage Region conference where we all had an emotional group hug, because it is a common frustration in any communications group.

Whew.  I feel better.  Onward and upward.

 

 

The Evolving Role of Employee Communications in IMC

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Great post from Mashable discusses recruiting new talent, but the infographic created by Hire Rabbit demonstrates how interconnected we all have become in the social media environment – particularly in the online behavior of brand champions, key to both internal and external communications:

http://mashable.com/2012/02/05/facebook-recruiting-infographic/?WT.mc_id=obinsite