(This is Part II of a two-part blog on the increasing value of content marketing. If you like this blog, please share it. Thanks!) In my most recent blog, I weighed in on recent findings from the Content Marketing Institute that validate the rise in demand for content among companies. Clearly, businesses are seeking out […]
3 Ways to Get the Most out of RSA
(If you like this blog, please share it. Thanks!) I recently took part in my first RSA Conference in San Francisco. RSA is all about IT security, and that’s what many of our clients do. For an event like this, we plan all year to get the most out of the many opportunities there. When […]
Content Emerges as “Mission Critical”
(This is Part I of a two-part blog on the increasing value of content marketing for brand campaigns. If you like this blog, please share it. Thanks!) Got content? Apparently, it’s in big demand among companies in the B2B space that our high tech PR agency specializes in. And even if these organizations already have content […]
Why Ex-Journalists Excel at Brand Content
(If you like this blog, please share it. Thanks!) In January, the highly regarded Content Marketing Institute forecasted that the rise of once-traditional journalists working on the brand side would emerge as one of the three most-critical content marketing trends of the year. Yet, not all traditional journalists are cut out to make such a […]
5 Ways to Ensure Your Content Delivers
(If you like this blog, please share it. Thanks!) My colleague, Chris Leach, recently weighed in with a “New Year”-themed column about the need for self-assessment, and how PR professionals should always remember that a winning client campaign doesn’t require a complete deconstruction of prior practices in light of change. Instead, he wrote, agency teams […]
3 Key Conversations about IT Security
(This is the second of a two-part blog from W2 Communications Vice President Tom Resau, who has spent his career developing and executing PR/communications campaigns for leading information security companies. If you like this blog, please share it. Thanks!) In my last blog, I described what I call today’s “Age of Data Breach Enlightenment.” Organizations […]
Pitching Part II: Reeling in the Reporter
(If you like this blog, please share it. Thanks!) In my last blog on pitching reporters, I casted out a fishing analogy. (Sorry for the pun.) Sure, it’s a bit hokey. But it works: Getting journalists’ attention commands an angler’s skill set. It takes a lot of savvy and effort to simply get a bite […]
What Makes for a Great PR Pitch
(If you like this blog, please share it. Thanks!) Frankly, it’s competitive to get great placements for clients when you’re a high-tech PR agency. There’s a constant conversation here that underscores an eternal riddle: How do you capture the attention of a journalist? Then the logical – and perhaps more essential ‑ extension of the discussion: […]
How PR Pros Should Engage Reporters
(If you like this blog, please share it. Thanks!) In my early years of journalism, I once worked for an editor who wanted to get rid of every chair in the office. Why? Because, in doing so, he’d force his reporters to go out and conduct in-person interviews. He never actually removed the chairs. But […]
A “Novel” Approach to Media Strategies
(If you like this blog, please share it. Thanks!) It’s not every day that we get a highly influential technology journalist and a published crime novelist in our offices. Then again, there’s always something cool and interesting going on at W2 Communications – officially recognized as a great place to work in the region – […]