27 March 2014

Marketing Your Message: Price (Think Cost!)

E. Jarome McCarthy and his disciples probably spent more time pondering the “price” ingredient of the marketing mix than any other variable. After all, it’s the one thing we can, at least in theory, completely control. The product is not selling? Put it on sale! Running low on inventory? Raise the price! It’s much more complicated than that, of course. But you get the idea.

25 March 2014

Marketing Your Message: Promotion (Think Collaboration!)

Historically, promotion is the one area of the marketing mix where public relations played a key role. But the traditional focus of promotion within a company’s global marketing plan was on the company’s product or service – the iPhone or the manicure - not the actual product of public relations, which we decided earlier is content. 

23 March 2014

Marketing Your Message: Place (Think Convenience!)

So, if we’re agreed that the product PR produces is content, the question becomes, “how do we get our content to the customer, the media, the analyst, the stakeholder, the shareholder?” Obviously, the traditional channel was through traditional media: 1) write press release; 2) send press release to media list; 3) pray for editorial benevolence. But today, with all the changes in the media landscape mentioned above, editorial benevolence seems a fool’s prayer.

21 March 2014

Marketing Your Message: Product (Think Content!)

E. Jarome McCarthy described a product as simply the tangible, physical entity that you may be buying or selling, or the service you may be providing. Buy an iPhone, that's the product. Have your nails done, that’s the service. Simple! Or is it? What product does the public relations profession manufacture? What service does it provide direct to the customer? How is the product produced? Is the product what customers want or need? What about functionality, styling, quality, safety, packaging, accessories and warranty?

19 March 2014

Marketing Your Message: What E. Jerome McCarthy Never Told You In His Book

E. Jerome McCarthy conceptualized marketing as a big cake – a mix of ingredients that, when proportioned correctly and baked at the right temperature for the right amount of time, produced big profits for the butcher, the baker, and the candlestick maker. You remember...marketing 101. The 4 Ps – product, place, promotion, and price?

So what does all this have to do with a front-page placement in the New York Times? Well, maybe nothing. But it has everything to do with how public relations is moving into the participatory culture of content marketing via the online newsroom. See for yourself in our blog series Market Your Message.

06 March 2014

The Biggest Mistake An Online PR Pro Can Make

Link building guru Ken McGraffin posted an excellent piece for Search Engine Watch about the mistakes PR folk make when posting and distributing press releases online. Here's what we think is the biggest mistake of them all. See if you agree!