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Best of: There is such a thing as bad publicity

This is the next entry in our “Best of” series, in which we venture deep into the vault to replay blog opinion and insight that has withstood the test of time. Today’s post hails from September 2011. We welcome your feedback.

By Linda ForrestCubes - 207 - BEST OF

There’s a famous adage in our industry that there’s no such thing as bad publicity. I beg to differ. Your PR resources are doing you a disservice if they fall into any of the following five categories.

1. They’re poor writers

We’ve actually had prospects tell us that their PR agency can’t write. Superior writing skills are essential to good publicity, especially in the technology realm. Technology is complicated and if you don’t clearly articulate what it is your technology actually does, your market won’t know its value and you’re subsequently hampering your market opportunity. Those media targets on your list who are interested in and write about hardware, for instance, may not give a fig about the software components of your offering. Speaking from experience, I’ve visited websites, read press releases and other marketing materials that fail to communicate the value proposition of whatever’s being written about. The death knell for your communications effort is sending out materials that leave the reader scratching their head, no clearer about what it is your company actually does, who for, at what price, why, and where they can learn more about it. The five Ws (and two Hs: how and how much) are essential to communicating effectively with your marketplace. Your PR resources must be able to articulate the important details of your offering, no matter how technical. If the technology is not well understood by your PR team, then they will be unable to write about it effectively.

Bad grammar and spelling are simply unacceptable.

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A timely post about succession planning in PR

By Linda Forrest

In the modern age of wikis and intranets, there’s no excuse for your PR program to fall apart when there’s a change in personnel.

Here are some top considerations for when your account director leaves and what succession plans should be in place to prevent all the tangible and intangible data associated with managing your PR program from walking out the door when you change account teams or even agencies.

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Using Google Alerts, HARO and other free tools to bolster your PR efforts

By Linda Forrest

Earlier this week, Alexandra wrote a post about some of the free tools she uses to monitor social media activity for our clients. Today, I’m sharing how free tools like Google Alerts and HARO can be used to bolster your PR effort. While these tools don’t provide you with the full spectrum of capabilities essential to a successful PR program, for a bootstrapped startup it’s reassuring to know that there are free resources available. What follows is a small sampling of tools and the capability they provide.

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A bit of Friday-before-a-long-weekend fun: Internet memes about PR, social media and marketing

By Linda Forrest

Many of us are heading into a  long weekend, something which makes the Friday clock tick just a little bit more s l o w l y. To help alleviate the painful drip of time before your extended weekend, here, for your pleasure, I’ve compiled a handful of Internet memes about PR, social media, and marketing.

For those of you wondering about what Internet memes are, Wikipedia offers this description:

The term Internet meme (play /ˈmm/meem)[1] is used to describe a concept that spreads via the Internet.[2] The term is a reference to the concept of memes, although the latter concept refers to a much broader category of cultural information.

If you’re looking for examples, Wikipedia also has that covered. KnowYourMeme is working on documenting all of these Internet phenomena.

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Best of: BPM, POS, CMS… Acronyms causing confusion

This is the next entry in our “Best of” series, in which we venture deep into the vault to replay blog opinion and insight that has withstood the test of time. Today’s post hails from September 2007. We welcome your feedback.

By Linda Forrest

Working in the technology realm as we do, it is inevitable that we encounter many, many acronyms in our daily work. A quick scan of the blogosphere reveals that it’s a hot topic amongst technology marketers like Chris Hoskin and analysts alike.

There are so many acronyms in play and unfortunately a lot of them overlap. When you see CMS, do you think it means content management system, or contact management system, or code management system, or client music synthesis, or…

What about BPM? Coming from a musical background, I had always associated this particular acronym with beats per minute. How wrong I was. It can also mean business performance management, business process management, or business process modeling. POS could mean point of sale, point of service, or piece of… you get the idea.

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