According to Wikipedia’s most contemporary definition, “True IMC (integrated marketing communication) is the development of marketing strategies and creative campaigns that weave together multiple marketing disciplines (paid advertising, public relations, promotion, owned assets, and social media) that are selected and then executed to suit the particular goals of the brand.”
I recently interviewed Joey Beachum of Epikco, a Birmingham-based integrated communications company about this topic and why businesses need to consider it as part of their marketing program.
About two weeks ago, as part of my role on the Marketing Committee, I conducted video interviews with Eclipse Web Media at the Health IT Leadership Summit in Atlanta, the premier conference for health IT leaders in the Southeast. It was great getting to know Atlanta’s health IT movers and shakers, and to learn about their innovative solutions for improving patient care and health care business operations.
An Interview with Bioscape Digital CEO Stuart Bracken
Many health IT companies do a great job creating solutions that will revolutionize health care, but where they fall short is their ability to communicate in simple terms how their product works and how it benefits health care providers and patients.
While some startups may be anxious to launch their product, hoping for a media blitz, they first need to answer some simple questions such as: Why should someone care about my product? Does it solve a pain point (e.g., avoid reimbursement penalties, contain costs or save time)? Is it a new way of doing business or an improvement over current solutions? How does it stack up against the competition?
By Ann Warren
Recently I participated in a great webinar hosted by Cision: “Content Marketing and the Evolution of Search Engine Optimization (SEO).” It’s incredible how fast SEO is changing. Just when you think you’ve caught up, the beloved and also feared Google changes its rules again and causes us to adjust our PR and marketing strategies accordingly.
Chad Pollitt, director of Marketing for DigitalRelevance, and Laurie Mahoney, senior manager, Product Marketing for Cision, shared some great insights about SEO today and where it’s headed. (more…)
Web writing is different from other writing. Brief and to the point, web writing has to grab your reader quickly. It demands shorter paragraphs, terser sentences and shorter words. Need to explain things? You can take your time in press releases and bylined articles, but not on the web.
When people read a website, they scan information. They don’t want to spend a lot of time looking for something they’re interested in. For example, if they can’t find your contact number in the Nav bar under Contact Us or at the bottom of the homepage, chances are they won’t contact you.
At 64, Diana Nyad achieved her lifelong goal of swimming 110 miles from Cuba to Key West. She had failed four times before that, having made her first attempt at age 29.
I didn’t give the Diana Nyad story a lot of thought until recently. Her story of perseverance made me think that there are some lessons to be learned for public relations as well.
Sometimes we want to give up on our clients because they’re not doing what we think they should be doing. Other times we want to give up on the media because our pitch is not resonating with them. And being a boutique business, sometimes it’s tough to do the work, find new business and learn new technologies.
I recently attended a meeting of the Georgia Chapter of the Public Relations Society of America (PRSA). It featured local broadcast reporters from the top four affiliate stations and focused on how these reporters use social media to source and cover stories.
Many discussed how today there is increasing pressure to use social media to find stories, post stories once they’re completed, and gauge consumer reaction. There’s also a bit of a beauty contest among networks to compete for social followers and even among the panelists there was some friendly ribbing.
Recently I had a meeting with a consultant for our local Small Business Development Center. He asked if my clients were my advocates, which is a question I hadn’t really thought about.
Often in PR we are so used to promoting our clients and building brand awareness for them that we rarely stop and think whether our clients would promote us.
I recently posed the question to one of my LinkedIn Groups, Network of PR Professionals, and received some very helpful suggestions from moderator and PR pro Steven Spenser. Steven agreed to let me include them in this blog post. Here are his tips:
- Review your account reporting procedures to identify whether you’re highlighting successes sufficiently. (more…)
I recently shared my expertise in branding and public relations in two published articles.
In Flow, a publication for the printing industry, published by Ricoh, I spoke on how companies should use their employees as brand ambassadors in Graham Garrison’s article, “Playing Big – How Small Companies Can Have a Big Presence in their Market.”
Here’s a link to the article.
Here’s a link to read the entire publication.
In another article by Graham Garrison, “All Eyes on You – Why Building Your Brand is Directly Connected to Building Customer Relationships” published in PULSE, a magazine for optometrists produced by CooperVision, I spoke on brand-building and public relations.
Here’s a link to the article.