Jump Start Your Online Public Relations for Free
They call it public relations for a reason. Although PR methodology has
focused primarily on getting the traditional media to write about your
company or your client’s company, the goal has always been to influence
‘the public’, that is those members of the population that you want to
Thanks to the infinite reach of the Internet, you have the capability to
extend that influence dramatically. But, you need to change your approach
and your toolkit as part of a 21st century PR strategy.
If your primary public relations strategy still amounts to sending press
releases to a finite number of media contacts, you fail to take advantage of
the Internet. You are not reaching the new influencers, to use Paul
You need to do do more than reach those influencers. You need to take
advantage of t... (more)
How To Put the Brakes on Their Five Major Marketing Mistakes
If you were to imagine an eNewsletter from BMW, you would probably expect it
to lead off with a picture something like the one to the right.
As a BMW owner, you tend to be a certain kind of person. The folks at BMW
have understood your persona well over decades in the United States.
That’s why I’m mystified at the June 2009 eNewsletter from Germain BMW of
I love my BMW. I think Germain BMW is a terrific dealership. But, I hate
their eNewsletter. Why? Because it has almost nothing to do with the BMW
brand p... (more)
AC Transit’s Dedicated Site, ACTForMe.org, Paints a Brilliant and Loving
Portrait of the Benefits of Public Transit
AC Transit operates a very sophisticated bus transportation system in the San
Francisco Bay area, handling more than 65 million passengers annually in an
area covering 364 square miles. That’s pretty impressive.
But what really impressed me is the fact that they also make excellent use of
the web to tell a story that turns taking the bus into the obvious
AC Transit has created ACT for Me as “Your Guide to the Future of Public
Transit.” Th... (more)
Local newspapers and business-to-business publications face similar
challenges as drastic drops in ad revenue drive equally drastic drops in
relevant and compelling content. But for newspapers, ad revenue declines
are exacerbated because the highly profitable classified advertising sections
have almost disappeared as readers flock to the Internet. Moreover,
business-to-business magazines that are well positioned still offer uniquely
valuable niche content that helps readers succeed. Their readers still count
on them. That’s not so true for our local dailies.
I believe that the... (more)
When Google+ was unveiled last year, a lot of content marketers wondered if
they really needed another social media platform to develop and maintain.
But, with the more recent introduction of Search Plus Your World, Google+ is
getting harder to ignore.
So if you’re still figuring out how to make Google+ part of your content
strategy, it might be helpful to take a look at a couple of examples of
popular and engaging Google+ pages. I’ve chosen Dell — which has embraced
Google+ and is doing some really interesting stuff with its profile — and
also “Wired” magazine. Unlike Dell, “W... (more)