PR

Bob Scheier: Teaching Techie Execs to Simplify the Message

SWMS contributor Bob Scheier writes: Everyone and their brother seems to be looking for “thought leadership” these days – the unique, thoughtful insights that show you understand the technology you sell, and the industry you’re selling into, better than anyone else. 

 
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Zoom Wiped Out the Whiteboard -- It's Time to Bring it Back

In a Zoom world where it's all video and words, organizations may wind up missing the good old whiteboard. PR pros surely spent lots of time in conference rooms, sometimes forgetting to check whether those markers were truly dry erase markers -- not standard magic markers -- before they started scribbling. Whoops!

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Amanda Orr: It's Time for PR Pros to Home In on Targeting

[SWMS contributor Amanda Orr writes:] There's a quiet rumbling in the world of PR consultants and tech publicists: media relations is not what it used to be. The change didn’t happen overnight. Perhaps it’s because I’m writing this from my temporary home in Amman, Jordan, surrounded by Roman ruins, but I can’t help but imagine an archaeologist one day in the far off future, excavating a site in San Francisco...
 

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Analysis: Protocol's 'Live Journalism'

PR pros can learn a lot about Protocol Enterprise as a brand — and about the art of interviewing — by watching the Mar. 9 Protocol Live web event, in which senior Protocol reporters Tom Krazit and Joe Williams interview executives from Google and industrial IoT startup Webee.

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Know The Work of Your Targets. Really, Really, Really Know It.

Most PR pros know to analyze their targets’ work before pitching. Few make the time. Even if they did, what exactly would one look for? Here’s an exercise anyone can do, and it can reveal quite a bit about how they might cover your news.

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SWMS Notebook: Pitching on Pandemic, Social Unrest

No airplanes? No problem! We've moved our coverage-challenge brainstorming fully online, and we've learned (and re-learned) many a lesson, in prepping for the sessions and in conversation. Here's a Q&A summarizing problems and solutions relating to pandemic responses and social unrest -- and some general pitching do's and don'ts.

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Keith Shaw: 5 Times I Needed Help From PR

Most journalists like to say that they don’t need help from a PR professional, but in my career I’ve found their assistance valuable in specific situations beyond general news requests. If you’re looking to be proactive and find areas where you can assist a journalist, these areas can be the start of establishing a relationship for future pitches and client outreach.

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Keith Shaw: How to Duck the Roundup and Build Higher SOV

Reporters and editors love roundups, because it lets them quickly provide readers with lists of different companies providing similar offerings around a single topic, especially when that topic is timely (witness all the Covid-19 roundups lately). But PR agencies tend to dislike them, because they don’t get as much credit for a roundup placement...

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