8 Best Practices in PR
Whether you have been practicing PR for years or want to pick up some tips to expand your communications and marketing efforts, here are eight best practices in PR that are the foundation of any successful program. 1. Pitch a story, not the company, product, or service: The end goal of a PR campaign is to get the company’s name in front of its publics. Yet, rarely is the company and what it does are newsworthy on their own. The art – or science – of PR is to find a story that
Are You Telling Your Story or Just Sharing Information?
One of the eternal challenges in marketing communications is how to craft an introduction, or “pitch,” that captures a journalist’s attention. Whether a client wants coverage in a niche trade publication, the Financial Times, or on CNBC, the difference between success and failure for PR pros usually hinges on how good they are at telling the client’s story.
Tapping Podcasting’s Potential
Recently on a CNBC Squawk Box segment dubbed “Business behind Podcasts,” the co-founder and CEO of podcast companyGimlet Media, Alex Blumberg, was singing the praises of the medium.
What a Blog Did for a Web Site’s Traffic in a Month: 1 Graph Says It All
Blogs increase SEO rankings. Search engines love valuable content. Generating a fresh stream of industry thought leadership via blogging peppers more important keywords throughout your web site, and search engines reward that.
The Do’s and Don’ts: In-Person Networking for Social Media Etiquette in Healthcare
Social media is all online, so you can grow your network all online, right? Of course not! But you knew that. Even in this day and age where all our grandmas complain that our noses are perpetually in our phones, meeting people in person is still the best way to grow the strongest social media network. That’s not to say that you should grow your social media presence with only real-world networking. Online versus in-person networking: one cannot replace the other. It’s a combination of both that will work the most effectively. In healthcare, there is conference culture that is ripe for social media networking. At these events, you will meet with all sorts of people active on social media in the field, such as bloggers, influencers, marketers, and healthcare workers. So how do you make connections at these events most effectively?
3 Ways Amazon’s Purchase of Whole Foods Could Impact Health and Wellness
1. Potential move toward pharmacy services and on-demand drug deliveries With Amazon increasing its brick and mortar presence around the country by acquiring Whole Foods’ 400+ stores, it will attract a larger base of consumers who prefer in-store versus online shopping. This creates tremendous opportunities for Amazon to increase its service offerings around pharmaceutical drugs, especially since the age 65+ population often prefers in-store shopping. While Amazon offers a large variety of over-the-counter medications online today, Whole Foods offers a limited supply of holistic and natural remedies in its stores. Amazon could now theoretically offer a broader supply of known brands in its Whole Foods stores and conversely increase its holistic and natural remedies online. The company could also potentially add a mail-delivery and in-store pharmacy offering for prescription drugs. With its vast scale and broad reach, Amazon could threaten major players like Express Scripts and wipe out new drug delivery players by just entering the market.
Top 5 Reasons You Should be Using Twitter for Healthcare Marketing
5. Reach a broad audience A lot of people are on Twitter. Like, a lot. And that number is still on the rise. Currently, Twitter has 328 million monthly active users (up 9 million from the previous quarter). And, as of 2016, 29.2% of U.S. social media users were on Twitter.
What’s On Your Reading List? Why it matters
Summer reads are all the rage right now! As many people welcome the warmer temps it’s not uncommon to think about devoting time and attention to a good read. But a “good” read does not need to wait until the summer. In fact, it shouldn’t.
Boilerplate Language: The Bane of a News Release
We’ve all seen phrases like “the leading agency and digital media network dedicated to (blank),” “(Blank) is pleased to announce…,” “the pioneering leader in global (blank),” and “a leading financial news and information portal for (blank).” But in a news release meant to capture the media’s fleeting attention, one of these phrases may have the opposite effect.
Optimizing Your Trade Show Presence Can Provide Real ROI
Trade shows are great venues for connecting with customers and prospects. They also can represent a significant marketing investment for your company. To optimize that investment, it’s important to approach your presence strategically.
How B2B Companies Benefit When Sales And Marketing Are Aligned
How B2B Companies Benefit When Sales and Marketing Are Aligned
Time Rethink Powerpoint
As an agency, a majority of our presentations, whether new business related, customer reviews, or even internal overviews, are PowerPoint. There’s no doubt that PowerPoint has permeated the business world. In fact, according to Microsoft, there are more than 30 million PowerPoint presentations given every day.
Take Active Role Your Healthcare
Although we usually focus on the pragmatic side of marketing and communications in our weekly blog, this week, we are going to shift to a subject that we all need to take heed of: patient engagement.
Social Selling Should Be a Partnership between Sales and Marketing
The competition for customers in today’s B2B marketplace is fierce, as budgets shrink, the number of players increase, and it becomes more difficult for brands to rise above the din of product and service pitches.
Creating C-Suite Worthy Events
No one audience is more sought after for business events than the c-suite. Aside from the prestige of their attendance, the c-suite are the ultimate decision makers within an organization. Yet, while this group of executives are the most desired by marketers, they are also the most difficult group to attract. Their schedules are usually booked for months in advance and most won’t take time from their office and customer-facing obligations – unless they’re convinced that attending an event will provide them with significant value.
Data And Analytics Not Gut Feelings Key Successful Marketing Programs
Increasingly, senior business leaders are demanding more tangible and quantifiable metrics, particularly from their marketing teams. According to a 2014 survey from the MIT Sloan Management Review in collaboration with the SAS Institute, six in 10 professionals from around the world agree there is pressure from senior management for their organization to become more data-driven and analytical. And, according to a 2014 survey from Spencer Stuart, senior marketing leaders feel that analytical orientation will become a more important skill for CMOs to possess in the future, while creativity will become less of a priority.
Video vs Text: Which Provides More Value in Communicating Your Message?
In an evolving digital age, the question among communicators is whether visual content such as video is more effective in communicating brand messages than text. A survey by Usurv revealed that, if you want visitors to your website to share and interact with your content, delivering it via video is the best way to go. Consumers are 39 percent more likely to share content if it’s delivered via video, 36 percent more likely to comment about video and 56 percent more likely to “like” it on social media.
Create Business Content That Works
Have you ever read something that you’ve had to read several times over to understand? Or figure out what you think it means? Have you all too often, needed to refer to your e-dictionary to understand the meaning of words used in a business context?
Leveraging Target Content Marketing to Attract New Customers – and Create More PR Value
B2B companies that become frustrated with Sales’ and Marketings’ efforts to generate new customers may not have taken the time to understand who their target customer really is. It also stands to reason that, if Marketing and Sales efforts fail, PR and media efforts aren’t faring any better. Even though business content may generate a steady stream of coverage through generated content such as blogs and byline columns, if a company’s target market is not interested in what you have to say, what value does this bring? Very little.
Extending Life Your Content Maximum Reach Impact
Most people have heard the expression, “You get what you pay for.” The deeper meaning to this adage is, when you invest in something for the long-haul – whether shoes, clothing, or household appliances, for example – you focus on things that are built to last. The result is you’ll end up spending less money on repairs and replacements and retain things of value for a longer time. In a sense, the same is true for content.
Interoperability and Population Health
As we close out our daily blog series in support of National HIT Week, we’d like to focus on another theme highlighted this week: Interoperability and Population Health.
Expanding Access Care
Expanding access to care, another theme of this year’s National HIT Week, is a topic that has received significant press over the past few years. Healthcare reform (the Affordable Care Act) was based on the concept that every American deserves access to affordable healthcare. And, with this year being a presidential election year, it continues as a central platform among politicians.
Highlighting Innovation Look Past And Future Challenges
With the theme “Innovation” being one of those highlighted during this year’s National HIT Week, we’d like to recall an enduring adage: “You can’t get to where you’re going until you know where you’ve been.”
HealthIT Chicks: Opening Doors for Women in Healthcare Technology
Women may comprise half the total U.S. workforce but only 25 percent of senior leadership positions in healthcare technology are filled by women. On top of that, a HIMSS studyconducted in July 2016 found that the pay gap between male and female HIT workers has actually widened over the past decade. A number of initiatives have been launched to turn these statistics around, including highlighting Women in Health IT and STEM Careers for Health among the themes of this year’s National HIT Week.
National Hit Week Blog Kick
This week (September 26-30), KNB pays tribute to National HIT Week by recognizing the contributions of health information technology in enabling people to live healthier, happier lives. To draw attention to the cause, we’re publishing a blog post each day this week on each of this year’s themes.
Key Messaging Strategy: An Important Tool in Your Communications Toolkit
The digital age has significantly broadened our ability to reach out to a diverse audience, and forever changed the way people and companies communicate. Yet while more than 2 billion people have access to the Internet, only a select number of them will be interested in and need the products or services your company provides. So – how can you cut through the masses to effectively reach a target audience that ultimately leads to sales?
Proving PR ROI Through Multi-Touch Attribution
Proving the value of public relations in impacting and driving sales leads and conversions has been a difficult feat. Caitlin Jamali, senior research analyst at Cision Global Insights says, “Communications professionals want to be able to clearly tie their initiatives to a tangible return, but there are so many intangibles that come into play.”
Good Writing Skills Help Your Business Run Smoother
Commit to a Culture of Clarity If you’ve ever read through business emails or other business-related content and scratched your head trying to understand what the author was really saying, you’re not alone. What’s worse is that bad writing can be destroying your company’s productivity!
Being Grammatically Correct
In an age where the Internet and social media have created new additions to the English language vocabulary that even Merriam Webster has become resigned to (e.g. selfie, bromance, OMG, to name a few), it’s no wonder that most people continue to misuse certain “standards” that have been around for years.
If You Want to Optimize Social Media, Think Like an Anthropologist
A recent article in Harvard Business Review suggests that, if brands want to better leverage the information gleaned from social media listening to gain customer insight, they should “embrace the context offered in qualitative commentaries and don’t delegate social listening to the marketing department.” In other words, we should think like anthropologists and culturally sensitive analysts who specialize in “meaning management.”
Want to be Successful in Business? Try Being Transparent.
Recently, an article appeared in a HIT trade publication that described how, when a CEO was asked by analysts during a quarterly earnings call why the FDA didn’t approve his company’s surgical device, he gave a non-answer. Several other analysts posed the same question but the CEO continued to be evasive. Needless to say, this company now has more pressing issues to resolve, such as regaining the trust and confidence of its stakeholders and the media. If there is a lesson to be learned here, it’s about transparency. Transparency in business has been described as an overlooked value. Indeed it is. We now live in an age where, regardless of the industry you’re in, transparency has never been more important to success.
Choosing the Right Social Media Platform for Your Business
Since its inception as a way for individuals to connect with each other, social media has grown exponentially. Today, social media is a powerful business tool that has tremendous sway in growing an audience, engaging users and increasing revenue. Social media also has become a must-have for reputation management and a primary tool for communicating during a crisis.
Email Marketing is Here to Stay, and Getting Better
To paraphrase a famous quote, the reports of email marketing’s demise have been grossly exaggerated.
Building Effective B2B Influencer Marketing Program
More and more, B2B marketers, such as those in health and healthcare IT, are utilizing influencers as a key component of their overall marketing strategies. The reason for this is that influencers can elevate a company’s message with their own audience, and enhance social media activities.
Thought Leadership: There's More to it Than Just Buzz
When we develop strategic communications plans for our health and healthcare industry clients, thought leadership is invariably one of the strategies we recommend. And most likely, we’re not alone.
Differentiating Goals Objectives Strategies And Tactics Key Components Successful Strategic Plan
In this day and age, it is still somewhat of a head-scratcher that many business leaders do not understand the difference between goals, objectives, strategies and tactics (GOST) when developing a strategic business plan.
Influencer Marketing in Today's Social Media World
Some of us might still remember obtaining most of our information about a product or brand from advertising or promotional campaigns. But not anymore. Today, a proliferation of content, multiple social media channels and mobile communications have changed the way consumers receive information, the speed at which it is obtained, and who it is received from.
Demise Traditional Sales Funnel Enter New Digitalsocial Sales Pipeline
What hasn't changed is that the sales funnel is a top-down process that includes awareness, interest, consideration, and purchase. What has changed, however, is that prospects are entering the funnel much later in this process thanks in part to today’s social/digital age. The way customers buy is no longer a simple path from awareness to prospect to sale, guided by a sales person, according to Ad Age.
The HealthBlawg- Celebrating 10 Years of Ideas, Insights and Innovation
Recently, we learned from HIT “aficionado” John Lynn that his friend and colleague, David Harlow, is celebrating the 10th anniversary of his HealthBlawg. To mark the occasion, David has begun what he’s calling, “The Festschriff of the Blogosphere,” inviting other bloggers to contribute posts.
PR's Shift to Mobile
The adoption of communications tools such as PCs, fax machines, email, the web and social media have radically altered how we operate and interact with each other, both on a personal and business level. Likewise, mobile communications is revolutionizing how we practice public relations.