Articles in 'Marketing'

Cam and the hot mic that turned nasty

spokesperson noun  spokes·per·son  \ ˈspōks-ˌpər-sᵊn \ Definition: a man or woman who speaks for or represents someone or something In this blog post, no one gets out alive. Earlier, Carolina Panther quarterback Cam Newton, aka Superman, stepped into ‘it’ during a live, post-game press conference-style interview with Jourdan Rodrigue of the Charlotte Observer, when she asked the following football question: “Cam, I know you take a lot of pride in seeing your receivers play well. Devin Funchess has seemed to really embrace the physicality of his routes and getting those extra yards. Does that give you …

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How and why to ebook

Over the last few years, PR practitioners, at least the good ones, have stolen content production as a communications tactic from marketers. In the process, the PR industry may have ignored a salient point: creating compelling content is hard…and often expensive to produce. It should have set off alarms when marketers failed to put up a fight to defend their content territory. It didn’t, and now we own it, for good or bad. In our search for greater meaning regarding all things content, the Voxus PR team members often hold …

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3 ways local media helps you earn more customers

Local media coverage is a powerful tool for driving customer awareness. Yet, it’s common for it to slip down the priority list in favor of high profile national news hits; however, with a little planning and regular maintenance, companies can strike the right balance. The opportunity? Winning customers in your own backyard by showing them you’re accessible, forward-thinking and rooted by common ground. Coverage in local media outlets reminds customers that you: Are in close proximity Some buyers have a bias for local vendors because they believe sales discussions can …

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3 ways summer can provide PR sizzle

The dog days of summer have arrived and either 1) you are on vacation, 2) your whole office is on vacation, and/or 3) business has slowed down with so many people out of the office. Your PR program doesn’t have to come to a screeching halt! Here are three ways to get some mileage out of the summer. Ramp up outreach to journalists While you might assume reporters are mailing it in for the summer due to vacations, outlets still have content to fill. And with so many of your …

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GeekWire’s Sports and Tech Expo: a rare opportunity to engage

The GeekWire Sports and Technology Expo, held last week in Seattle, was an unusually intimate affair. This phenomenon may have annoyed the GeekWire staff, but it increased the opportunity for attendees to engage with the personalities speaking at the event, and with each other. In my opinion, the crowds attending GeekWire’s various events have grown so large over the years that the ever increasing noise levels prove too distracting for networking and engaging with others. And that is the primary reason I attend GeekWire events, or any event for that …

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Upstream Fest review – the impact of blockchain and brand leasing on piracy

Thanks to few strings pulled with Paul Allen, a colleague and I were fortunate enough to attend the Upstream Fest last Friday. Upstream is Seattle’s answer to Austin’s South by Southwest (SXSW), an event that some marketing influencers feel has outlived its usefulness. In other words, SXSW (i.e., Happy Days) has jumped the proverbial shark and Mork & Mindy (i.e., Upstream) is now poised to take its place in America’s collective conscience…and ultimately steal the tastemaker throne from SXSW. In my opinion, this is purely aspirational on Upstream’s part, considering …

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Three keys to creating engaging contributed article campaigns

Creating a contributed article is hardly a new concept; contributing authors have been part of the media landscape since the launch of the New York Times’ OP/ED section in the late 1960s. Today, the genre is wide open, and is one that all marketers, executives and subject matter experts should closely examine. Submitting a thought-leadership piece presents opportunities for experts to showcase their knowledge or the company’s expertise in dynamic and creative ways.  And, thanks to shrinking newsrooms and publication budgets, subject matter experts are being published in a dizzying …

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Entrepreneurs wear gorilla suits & think beyond the lemonade stand

In a past job interview I was told, “We’re looking for someone with an entrepreneurial spirit.” I wondered how you would quantify that, since it’s a pretty subjective and general statement. Since then, I’ve been wrestling with the question. What does it mean to “have an entrepreneurial spirit” outside of starting your own business? I feel like ‘entrepreneur’ alone is a buzz word, one people use interchangeably with innovation, creativity or the phrase “thinking outside the box.” According to the dictionary, entrepreneur means “a person who organizes and operates a …

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Why your brand should start building Alexa skills now

Critical update! Since I published this article in the Huffington Post on December 12, the Amazon Echo and Alexa took the annual CES tradeshow by storm, with Wired Magazine stating that, Amazon’s Alexa Just Conquered CES. No word yet on how many Alexa skills (currently estimated at 7,000 in total) were created specifically for CES, but we will update this post as soon as the data is available. Last year, I purchased an Amazon Echo for the sole purpose of accessing Alexa. Friends and friends of friends have talked lovingly of …

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The Content Rush of 2017

Since generating millions of web visits at Hark.com during the 2012 Presidential Election debate cycle via one of my first true ‘owned’ content campaigns (featured in PR Week), the concept of content creation and distribution as a PR tool has overtaken my toolkit. But the nature of content and what makes audience impressions is changing before our eyes. Just four short years ago our team at Hark placed a huge value on the uniqueness of each piece of content, but today, audiences are gobbling up content en masse regardless of …

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