Being “social” is a combination of understanding both your online community as much as your offline community in regard to not only the type of content you are providing them, but also the volume of information. You don’t want content to over-load, but you do want them to read the information that is important to them. Read more
It’s easy to tell when someone is reciting memorized company jargon rather than speaking from the heart. Instead of repeating the same old lines, why not tell a story? A great one makes your audience want to know more—and more importantly, share it with others. Read more
Posted by Michelle Pittman at Jennifer Connelly Public Relations (JCPR).
In what may be the single biggest debut belly flop in internet history, the healthcare.gov website continues to struggle with intermittent outages, an inability to handle peak usage and critical breakdowns at key points.
Put aside the politics for a second: is anyone really surprised that a website project didn’t go according to plan?
Web developers, I do not disparage you. Creating a website from scratch or radically overhauling an existing property requires several parties to come together and share expertise. Marketers want the site to look good and convert leads to sales; web developers want the site to function seamlessly and showcase their latest technical wizardry; content developers want to make sure the writing sings and the visual elements help tell a cohesive story … and the C-suite just wants the project done already.
Posted by Leslie Billera at Jennifer Connelly Public Relations (JCPR). Follow Leslie on Twitter @LBillera.
Every company’s story is unique. And how you tell yours is critical.
Your company’s story is your “corporate narrative,” and it should be the foundation of any brand’s efforts to make an impact on their marketplace…and who isn’t?
Your corporate narrative is a statement – typically about 100 words in length – that could serve as a boilerplate on your press release, an “about us” lead paragraph on your website, or a quick blurb sent to a busy member of the media who instantly “gets” what your brand is all about after reading it. Read more
This post was first published by Brendan Reilly on March Communications’ blog PR Nonsense.
A call to action. It’s something no piece of content should ever be without. Not having one is like loading the bases in the bottom of the ninth with two outs and then watching three strikes sail down the middle of the plate without swinging. What was the point of doing all that work if you weren’t going to capitalize on it?
Whether it is a blog post, a contributed byline, an online video or an infographic, there has to be something that gives your audience a clear path forward, a next step that provides them with the insights they’re looking for. If you don’t give them a call to action, there’s a very good chance that their next step won’t involve you or your brand. They’ll go off and do a Google search, and likely end up finding content from your competitors. Now you’ve lost that share of voice. You walked them from Point A to Point B, but let someone else get them to Point C, and that’s who they’ll remember.
Storytelling is truly an art. Everything from music lyrics to poetry to novels should draw the audience in and give them something to care about. People often forget that writing, in all its forms, is meant to tell a story – one that provides people with a reason to continue reading and to be invested in what you have to say. But here’s the trick. In PR, just like in writing novels, we need to be invisible and let the content speak for itself. Whether you’re working on a bylined article, a pitch to a journalist, marketing materials or a blog post, the goal is to tell a story that allows the reader to make a connection without feeling like it has been pushed on them. You need to deliver PR services with some soul.
Elmore Leonard (Wikipedia) is one of the greatest novelists of the last century. He has written dozens of books, many of which have been adapted for both television and film. He has a gift for dialogue that most writers would sell their souls for, and he has the ability to tell a story without it feeling like he’s the one telling it.
Facebook is quickly becoming a great marketing tool for businesses to build a compelling social media presence and engage with users. With company Facebook pages jumping from 700,000 last December to 1.5 million over just a few months, it’s clear this social networking site is here to stay. But, are companies making the most of the platform?
Facebook has immense potential to provide much more than simply a place to interact with customers and post company updates. As more and more companies join the site, Facebook could offer valuable competitive intelligence information to help companies keep up with market trends and generate compelling content while attracting and retaining Facebook fans… that is, if they had the right tool. Read more