George Robertson
(0 comments, 22 posts)
Posts by George Robertson
PR Confidential: PR Versus Publicity
February 1, 2013
It’s a semantic question. What is the difference? Seth Godin articulates his vision on his blog below:
You can take from this that PR is more strategic.
I would argue further that in order to have sustained and effective publicity, the story needs More >
PR Confidential: No Shortcuts for Results
September 20, 2012
Psst! A Forbes piece from this summer examines if social media is a waste of time for PR. The article went on to note that traditional media coverage – the results of old school approaches – delivers the highest value and requires the most effort.
While our targeted social media campaigns have really helped sales, driving terrific results – traditional coverage is still often what clients clamor for.
And it’s harder to do than social. Anyone can say that they are a social media guru, and in fact many have – building their own credibility out, though some through clever gaming of the social More >
Symbols in Your Customers’ Culture
July 10, 2012
IT buyers have common goals and interests – they want to find, buy and launch a solution that reduces cost and inefficiency. Because there is a common goal they share – they exist as their own type of corporate worker. Could it be argued that the IT buyer belongs to a certain shared culture?
It depends on how you define culture – but they do share generalizations, and can then be targeted accordingly.
In our line of work, an idea can sell software. The problem is, with businesses throwing ideas and messages at buyers from every direction, how do you get yours to resonate? Symbols can More >
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 >