Articles in 'Public Relations'

Creating news in the absence of news, thanks to news

Newsjacking has been a topic of discussion in our industry for several years now, with the term making Oxford Dictionaries’ shortlist for “Word of the Year” in 2017. David Meerman Scott is often viewed as the originator of the concept through his book on the topic earlier this decade. While the concept is not new, I’m often surprised to discover that newsjacking is not included as a defined program element more frequently in PR plans. Ride the coattails of a larger narrative When news breaks, you can be sure that …

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Got funding? 10 outlets to contact for coverage

Let’s face it. Unless it offers a breakthrough consumer product, garners $100 million plus in a funding round or hires a rockstar CEO, getting top tier media mentions for any company can be an uphill climb. In the absence of the above, a “mere” couple million dollar funding round and up can go a long way with select reporters. While not all reporters who cover smaller funding rounds reside at what most people consider top tier outlets (although some do), getting hits there do provide credibility for future articles in …

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6 keys to unlocking industry analyst coverage

Name your market space and there are a handful to a couple dozen industry analysts that specialize in it. They’re pretty easy to spot, too. They are quoted regularly in articles and their reports are blasted out to every corner of the web. Because your customers care a lot about what they say, you should too; however, influencing if or how they cover your business requires dedication. If you’re thinking about starting an analyst program, dusting off a neglected one or finally getting serious about the results you get for …

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Five tips for pitching acquisition news

Voxus works with small to mid-sized technology companies, many of them startups — and that means communicating information about acquisitions and mergers is a regular part of our PR efforts. In many ways, these business activities are the holy grail of tech PR. Whether your client is being acquired or purchasing another company, acquisitions are major news that can often get your client local and business press they wouldn’t otherwise be able to secure. But there’s also the potential for acquisitions to damage your client’s brand if the news is …

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Tips for making the most of a data report: a Voxus case study

We’re excited to announce that Voxus is up for another award this year, this time for a data campaign in the IoT space. While we anxiously await winners to be announced, we thought we’d share a few highlights from this recent success. Voxus client Bsquare commissioned research about maturity in the Industrial Internet of Things (IoT) space. The result revealed never-before-seen stats about how IoT was being adopted in the manufacturing, transportation and oil & gas (O&G) space. Sounds perfect, right? At first glance, everything about this research was gold. …

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Artificial intelligence & PR: a match made in efficiency heaven?

“Could you let me know your availability…?” “Are you free next week…?” “Can we work to reschedule…?” These refrains will be familiar to anyone who has worked to schedule meetings. PR practitioners are often faced with the (sometimes challenging) task of scheduling meetings with and for clients, journalists and internal team members. Occasionally, this “ping-pong” of scheduling and rescheduling takes longer than the actual duration of the meeting itself! If only there was some way to automate this mundane (albeit necessary) part of the job… Enter, artificial intelligence scheduling bots. …

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Crisis communications to the rescue!

Unfortunately, sometimes things just happen. Whether it is an unhappy customer, an equipment malfunction or a data breach, events can unfold that undermine an organization’s trust. What an organization does following a crisis event can mean the difference between winning back confidence or turning customers away. That’s why it’s important to have a crisis communications plan in place. Not only can a comprehensive plan help mitigate harm to an organization’s reputation, it can also set the groundwork for helping those affected. Keep reading for elements to consider in case of a …

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How to create a media list from nothing like a pro

A strong media list is the backbone of any successful PR program, but starting a new list from scratch is a daunting task. If you are not familiar with the reporters who covers your new client’s vertical niche, filling out a list can feel like guesswork. Luckily, there are many resources and tricks that can help you research relevant press contacts without needing to resort to a Magic 8 Ball. Here are a few of my favorites ways to fill out a new media list. Other similar clients at your …

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Suits unite – RSA Conference 2018

Anyone who has spent time in the cybersecurity industry knows the RSA Conference (RSAC). For those who don’t, the RSAC is an international conference series focusing on IT security that takes place around the globe. The annual RSA Conference in San Francisco is its flagship event. Simply put, it is the most recognizable cybersecurity conference in the world. The RSA Conference started in the early 1990s just south of San Francisco in Redwood City. In its early days, it hosted about 200 attendees. Fast forward to today and the RSA …

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5 creative contributed content topics

A strong contributed content program can generate serious value for your client, but it requires you to constantly come up with new ideas for guest articles and pitches. As someone who manages several contributed content programs, I’ve learned that the best way to consistently get strong topics is to come up with more ideas than you’ll need, have your client review them, and keep the ones they like. Often, you’ll get other ideas from the discussion, but it’s critical to have something to put in front of the client first. …

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