George Robertson
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Posts by George Robertson
PR Confidential: Why Creativity is More Important than Ever
May 4, 2012
It used to take me hours to plan a media campaign. But now I can literally do in minutes.
I remember sifting through a big bound print copy of Bacons Media Directory to fax out my pitch. I’d make a handwritten list of who I sent it to, who I reached, what they said.
But now that the grunt-work and disciplined tasks are being automated – through Cision, Twitter, SalesForce, LinkedIn, etc. – and we’re left with creativity as the main factor for success.
It’s much easier for me to reach a reporter – but it’s also easier for everybody else, and as any reporter will tell you, they’re bombarded More >
Automated PR – Singularity in Marketing
April 5, 2012
As artificial intelligence is being used more and more in the service industries – particularly customer service, as chat bots have illustrated (client Next IT could tell you more about that) – is it only a matter of time before we have robots doing PR? What would a PR robot look like?
A while back, HubSpot wrote an algorithm for a press release grader – able to automatically review a press release and grade it. I imagine a program could be coded to do PR. Certain parameters would be established – keywords, type of news, product launch, momentum release, new appointment, timing – and the bot More >
PR Confidential
February 3, 2012
Business press coverage is easier to land than it has ever been.
It’s obvious the changed media landscape is the cause of this. Just 10 years ago, you had a plethora of trades that would go deep – reading for the practitioners. Separately you had the business press, which was tailored more toward top level business and investing.
There are new factors at play. As a media practitioner back then –the trades were our daily bread and butter and the business press was more of our dream target. Business press would be a huge big time investment and a challenge just to More >
Don’t Tweet that the Sky is Falling. Tweet How to Not Get Crushed.
October 28, 2011
Data shows that negative remarks on Twitter will lead to fewer followers, according to HubSpot’s Dan Zarella. This can be expressions of fear, anger, sorrow, etc..
This presents a bit of a conundrum for the typical enterprise technology marketer whose messages sometimes involve a fair amount of fear, uncertainty and doubt (FUD), particularly in the security space.
So how can you tweet positively and effectively when you’re messaging around bad news? Should you even bother?
Subscribing to a prime Twitter tenet, you want to tweet useful info – things your followers will find interesting. Will More >
3 rules for dusting off your “analog” networking
September 1, 2011
In the tech industry, I do so much marketing and networking digitally, that face to face networking can seem foreign. Even in this digital time, it’s still important to engage in old fashioned “analog” marketing. And it’s really important to understand the line that exists between the two and modify your strategy accordingly.
I recently attended a venture capital startup/entrepreneur meetup in Cambridge and was pleased to network face to face and hear many interesting ideas. Here some observations I was reminded of:
1. Less hype In real life, you can’t treat every conversation as a business More >