Why B2B Marketers need their PR agency more than ever
What a week!
Facebook, a political data analysis company, and a Russian Doctor of Psychology. You couldn’t make it up. Not fake news but a rapidly unfolding story of vast breaches of trust, privacy and profits.
Pressure on consumer titles sees NME shut down after 66 years as sales of top 100 magazines drop by more than half in the UK and Ireland since 2000. If an icon like the NME is dead, then what about specialist B2B print titles, and what should we as B2B marketers do about this?
Last Wednesday morning, I found myself at a Gorkana media briefing event fronted by a dynamic duo plucked from one of the most successful monthly magazines in the world.
Recently, we’ve been highlighting the value of third-party endorsement on our blog, whether that’s how to go about creating a compelling case study or the reasons B2B marketers should consider video as a medium for customer references. These customer testimonials can be published on owned environments, such as your company website; amplified across social platforms; and adapted to share with journalists for earned media purposes.
Starting your own business has many benefits: becoming your own boss, working on your idea, nurturing its growth. What can be more rewarding than making your dream a reality? However, starting from scratch to generate new leads and media interest can also be quite daunting.
Business news has made its way onto the mainstream agenda, and its here to stay. This is just one of the many key messages that I took away from a Gorkana breakfast briefing with financial and business news outlet, CNBC International last week.
PR professionals are typically valued on their relationships with journalists, and their knowledge of the media landscape. While marketers have traditionally measured the success of PR programs on the quantity and quality of media coverage.
However, PR is about more than media relations. It is the bridge between a brand and its audiences. The media is just a means to an end, one channel for a brand to reach its stakeholders.
When it comes to speaking with journalists, not all spokespeople are created equally. With all the media training and support in the world, and sometimes despite it, it seems that some spokespeople just get it and know how to make the most of a conversation with a journalist, whereas other just don't.