Leveraging a Blog in Public Relations

It is no secret that social media has a bigger role in the world of marketing communications and public relations. This transformation occurred due to a couple of trends. Notably, the emergence of a “Web 2.0” world where feedback can be provided (and is expected) directly to an author. There is now an expectation that … Continue reading Leveraging a Blog in Public Relations

How Much Public Relations can be Outsourced?

If you are fortunate enough to work for a company that is expanding, that growth can be difficult to manage. What once could be done by you or a staff member can become unmanageable, or may simply not the best use of your time. When that time arrives, you have to make a decision. Do … Continue reading How Much Public Relations can be Outsourced?

What is the Right Amount to Spend on Public Relations?

By Gordon Benzie   Once you have made the investment to do public relations, the next step is to determine the right level of investment. While some consider a bus the best way to commute, others might be completely justified to insist on a Lamborghini. Your level of spending must match your business profile, budget … Continue reading What is the Right Amount to Spend on Public Relations?

Why do Public Relations?

By Gordon Benzie   For this post, I thought I would challenge what the role of public relations is, with the objective to provide a thoughtful perspective on what value PR plays within an organization. To start, the objective of public relations or PR is to raise awareness of a company, non-profit group or any … Continue reading Why do Public Relations?

Why the Role of Trusted Advisor Has Become So Important

The importance of being a trusted advisor has never been as important as it is today as part of marketing communications and public relations strategy.

Social Media’s Role in the News Cycle

It should come as no surprise that the way we get news today is quite different than in the last decade. Daily Newspaper circulation, which stood at 62 million in 1990, fell to 43 million in 2010, a decline of 30% (source: The State of the News Media 2011). There are many reasons behind this … Continue reading Social Media’s Role in the News Cycle

What Happens if a Supplier Enters your Market?

How do you assess strategic threats from suppliers? What if they are Google? This is an important point to consider in writing a business plan.

Promoting your Blog with Social Media

I recently wrote a blog post on the importance of building a blog as part of your public relations program (see article here). As I explained, in today’s digital world, a blog is a critical part of your online profile – as a source of new insights, thought leadership and brand positioning necessary to keep … Continue reading Promoting your Blog with Social Media

What is Your Business Plan to Deal with a Disruptive Event?

Having worked in the technology industry for the past 20+ years, I have seen a few significant changes and technological breakthroughs. Most of the time they are unexpected – there is a reason why these are called “disruptive.” Few can truly see it before it happens. According to Wikipedia, Nassim Nicholas Taleb coined the term … Continue reading What is Your Business Plan to Deal with a Disruptive Event?

8 Ways to Leverage Search in Press Releases

It should come as no surprise that with the transition towards a digital distribution model for news delivery, the importance of Search Engine Optimization (SEO) has only grown. It simply must play a role in any digital public relations campaign. This is hardly a revolutionary thought. What makes this task a challenge, however, is the … Continue reading 8 Ways to Leverage Search in Press Releases