Archive for the ‘Media’ Category

The Benefits of Adding Video to Your Content Marketing Strategy

Video as a Rising Social Medium According to Cisco, video will account for 69% of all consumer traffic by 2017. Both current statistics and trend predictions like this one indicate video’s rapid rise as a social medium. It’s clear that marketers need to include it in their content strategy in order to provide maximum exposure for their businesses.   What Does Video Bring to a Content Marketing Strategy? Maximized engagement Cross-device targeting Brand authenticity and communication on a human level Cross-promotion with digital marketing initiatives Even Small- a...
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Don’t Join Social Media! Unless It’s for the Right Reasons

We’re all guilty of jumping on the bandwagon once or twice in our lives (maybe more?), whether it was pairing socks with your Birkenstocks, bleaching your hair so you could be more like Eminem, or jumping into Snapchat without a clue. Sometimes it works out and sometimes it doesn't, but that’s what it is to be human. In business though, joining the latest trend without considering all of the elements and possible effects can be costly or, even worse, damage your brand.

In the book 500 Social Media Marketing Tips, author Andrew Macarthy discusses the one big mistake that many bus...
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Tips for Partnering with your PR & Marketing Firm to Maximize Results

Whether you are redesigning your company’s website, developing event collateral, or implementing a PR program, an outside agency can be your most valuable resource. However, it’s critical that you, as the client, guide them on the path to success and stay involved so that your agency gets the direction they need to really shine, and you get the results you want. Here are some tips to maximize your agency relationship.

Define Success
Work with your agency and all major internal stakeholders to outline the deliverables and qualities of those deliverables. Get specific ab...
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May 03

How to Rock Your Next Media Tour

Your client is about to make a big announcement or wants to promote the company’s latest campaign. You know what that means…time to plan another media tour. The question is, how do you make the most of the time and effort that goes into setting up a tour?

  Below are some tips you can use to help your client look like a rock star.

Time it Right – Give yourself four to six weeks to pitch the media. You need time to draft your pitch, research the appropriate media contacts, conduct the outreach and follow up. It’s rare that you’ll get responses on th...
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Apr 04

The role of research in media relations

In PR, it is always best to have the facts on your side. From pitching a new client to building a strategic communications plan to finding the right media pitch targets, research plays a critical supporting role in helping you to make smart, informed recommendations.

There are various types of research involved in PR: primary research, which can be focus groups, phone interviews, online surveys; and secondary research, which includes market and industry research, news tracking, competitive analysis, media and analyst audits, and media/social media analysis and more. Each of these tools c...
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Mar 31

5 Tips for Building Relationships with Media

I think it’s fair to say that at some point in everyone’s public relations career, they’ve employed some form of the “spray and pray” pitching method. Shooting a press release or pitch out to everyone on a media list to see who bites can work on occasion, but a much more strategic and long-lasting approach is to create relationships with reporters.

I'm lovingly known around the office as the “media stalker.” Don’t worry, I haven’t crossed any lines, but it’s hard to be ignored when you feel that you have crafted the perfect pitch to the perfect reporter. So, when ema...
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Mar 17

Tips for Breakthrough PR Writing

The importance of writing well cannot be emphasized enough in public relations. For PR Pros, writing is a core competency that is a part of everything that we do – whether that’s a press release, a pitch, a blog post, or just an email to a client. Not only is your work being judged by those paying your salary, but your peers and clients also form impressions about you based on how well you communicate. How we write is a key part of our personal brand.

In listening to a recent PRWeek webinar, titled, “Tips for Breakthrough PR Writing,” I got some critical reminders about the impor...
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Jan 28

Valencell Turns Heads at CES

Zer0 to 5ive’s client Valencell, a leader in biometric wearable technology, attended CES 2015 to promote its robust, highly accurate and proven PerformTek biometric technology, which is licensed by industry leaders such as LG, Jabra and Intel. To support their attendance at the show, Zer0 to 5ive arranged for nearly 30 media briefings with top consumer, technology and business outlets. The show was a huge success for the company, resulting in millions of impressions both in social media and in the press.
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Jan 05

How to Secure Awesome Coverage When a Major News Story is Breaking

Getting great coverage for your clients isn’t always easy. It takes creativity, determination, and strategy.

The task becomes even more difficult when a major, global news story is breaking, and that becomes the only topic that editors are interested in.

As a PR person working with healthcare clients, it seems as though every reporter is looking to link their stories to Ebola in anyway they can. If that’s not an option for you, as it isn’t for me, here are some tips that will help ensure that your clients get the visibility they deserve.

1. Address the obvious. Att...
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Oct 20

Measuring PR Efforts in 2014: Why Counting Hits Means Nothing.

Measuring a PR program can be difficult.

How and what you measure can vary based on the goals of your program and who your audience is.

I recently attended a measurement conference held by Cision and Vocus in New York that discussed this topic. The room was full of PR professionals from all industries and company sizes. Everyone was in agreement that ad equivalency is “dead,” and that there needs to be a better way to measure the impact of PR.

The push back on ad equivalency and the ineffectiveness of this comparison was based on the fact that an earned editorial ...
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Oct 16