Archive for the ‘0to5 Blog’ Category

Four Tips to Getting Client Coverage When They Have No News

A client with a strong pipeline of newsworthy announcements is as exciting as winning the lottery to most PR professionals. The media craves hard numbers, customer partnerships, funding, and new products. More often than not, however, early stage companies don’t have a never-ending stream of announcements. This can be a major challenge, but nearly ten years in the industry and numerous start-up clients have given me some great ways to make sure that a lack of hard news doesn’t mean a lack of great hits.

Look to Executives and Unique Employees

It might be time to refre...
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Mar 21

Content Marketing vs. Public Relations: Why New Ways to Publish Don’t Replace PR for B2B Companies

The last five years have seen a marked changed in the way content is generated online. Instead of relying on a newsroom staffed with journalists, online media platforms are trading on their infinite column length of free content from outside sources. What was first a cost-cutting measure is now a potential money maker has the views generated help bolster advertising revenues at a fraction of the cost of internal writers and editors.

This change has given individuals the ability to publish their work alongside journalists with only small cues to differentiate them to the reader (e....
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Feb 21

What Does Leftover Turkey Have to Do with Public Relations?

In Jason Miller’s 2014 magnum opus, Welcome to the Funnel, he riffs on several high-level concepts related to marketing, including the Big Rock, the blogging food groups and the 6 golden rules of social media. While each one of these concepts can stretch well beyond the world of marketing, one in particular carries over to public relations better than the rest: the Leftover Turkey analogy. Imagine your typical Thanksgiving. You cook up a giant turkey and serve one glorious meal to your entire family. Afterwards, you proceed to slice and dice the remaining meat for weeks, repurposing the b...
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Tips for Creating an HTML Email That Renders Universally

Satisfying the rendering differences between the vast selection of email clients out there is an ongoing battle with web developers. Here are a few tips that can help save you hours of coding headaches.

Use Inline CSS

When possible, write your CSS inline. Some email clients, notably Gmail, will ignore most CSS wrapped in the <style> tag. Inline CSS is implemented with the style attribute and is written on a single line, like so:

<td style=”color:#333333;font-size:16px;font-family:Arial;”>

Writing this way can get long and confusing very quickly...
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Jan 09

Using White Space to Improve Users’ Website Experience

In design, white space is the negative space between all of the content and supporting graphics. (White space is not necessarily “white,” it can actually be any color or part of an image.)

If utilized correctly, white space is one of the most important aspects of a website’s design. By including a healthy balance of content, graphics, and white space, the viewer can easily digest the important information – the content – and be directed to relevant calls to action.

White Space in Website Design:

Highlights Key Information – There are many ways to hi...
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Dec 01

Who Would Play Your Brand on the Big Screen?

If I had a dollar for every time I heard someone talking about marketing personas, I’d have enough liquid cash to bankroll my very own low-budget indie film. Those lovable avatars that represent our target audiences are discussed on a daily basis from the classroom to the boardroom, and rightly so. Well-defined personas are critical to every marketing strategy. But have you ever noticed that marketers rarely, if ever, talk about the most important persona of all?

Sure, we have Becky the soccer mom, carting her three kids to and fro with hardly a minute to spare. There’s also F...
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Nov 10

Using Surveys for PR Buzz

Surveys and statistics can lend a powerful punch to PR campaigns. When a PR pitch is supported with credible numbers and statistics, it is much more likely to get the attention of the media and be interesting to the public.

There are multiple ways so conduct surveys - phone, online, focus groups - but among the easiest is using an online survey company, such as SurveyMonkey, which enables you to create and deploy surveys quickly and easily.

How do you create a survey that will produce interesting content, and what do you then do with that content? Below are some tips for ...
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Experiential Marketing: The Secret to Building Brand Loyalty

In today’s buyer-empowered marketplace, it is becoming increasingly difficult for companies to establish brand loyalty and effectively reach their target demographics. Audiences have become deafened to companies’ self-promotion, and standard marketing practices are falling short. In recent years, integrated marketing strategies have replaced more singular efforts. However, campaigns are oftentimes still missing a valuable component that is proven to broaden campaign reach and build brand loyalty: Experiential marketing.

Experiential marketing, also referred to as event marketi...
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Oct 13

Top 3 Reasons Why PR Professionals Should Work From Home and the Office

By Alyson Kuritz

In recent years, the topic of telecommuting has been a divided issue. Some swear that in-office interaction boosts creativity and, in turn, productivity. Others feel that working at home is the optimal environment for best employee performance. A recent survey found that 3.7 million employees (2.8% of the workforce) now work from home at least half the time and 80% to 90% of the U.S. workforce says they would like to telework at least part time.

There are pros and cons to both in public relations, which is why I theorize that a combination is the best way...
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Sep 27

How to Be UGLY: Finding Your ZAG with Marty Neumeier

Crocs. Cake Pops. Uggs. Snuggies. What do all these have in common? Well, you probably hated them before you loved them. Uggs were ugly, Cake pops were foreign, and Crocs were for geezers.

Turns out, these products had some genius behind them. That genius is called ZAG.

So, what is ZAG? Marty Neumeier describes it in his book, Zag: The Number One Strategy of High-Performance Brands, as the embodiment of what it means to be different.

Today, we all have a need for speed. Amazon ships overnight, Seamless delivers everywhere, messages send in seconds, and what used ...
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