The Matchbox.

Jan. 30

Maximizing Content Marketing through PR

Despite the rise and influence of content marketing among B2B marketing programs, there still is often a separation between content and PR programs. Although the tactics and tools are often different, content marketing and PR collaborations can maximize brand visibility, audience engagement and strategic positioning. As organizations build out 2024 marketing plans, here are some key considerations for combining both efforts into one powerhouse approach:  

Amplifying Content through PR

PR can amplify content marketing in a variety of ways. Some PR teams share content across social media and bring interaction to ensure visibility. PR teams can also share content with reporter connections for story consideration.

Consistent Messaging Across Content

Since PR touches a variety of content –  awards, case studies, thought leadership articles –  it is often the center of the organization’s internal and external messaging – or at least should be. Tapping into the PR team when drafting sponsored and other content ensures branding and language is consistent across all sources and platforms and provides an opportunity to extend content visibility through earned media.

Improved SEO

PR can improve the SEO of web content through high-profile media placements and associated backlinks to relevant content.

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Jan. 08

Y&A Spark: 2023 Reflections; Trend Predictions; Maximizing Content Marketing

Cheers to the New Year! In our most recent edition of The Spark Newsletter, we announced two new clients and shared tips for New Year’s predictions and how to maximize content marketing. Make sure you also check out Principal Meggan Manson’s “My Two Cents”, which reminds us all to reflect and recharge when spending time with family and friends.

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Nov. 06

New year, new event season. Plan ahead.

As we turn the calendars from pumpkin spice to eggnog season, marketers are planning for 2024. And with that comes the rush of industry events in Q1. Now is a good time to revisit media opportunities at conferences and put some critical dates on your calendar. Trade shows are a great opportunity to connect with the media face to face. This helps with relationship building as well as priming the pump for upcoming trend and news-based media coverage.

To help ensure you can find a few valuable media contacts to connect with, remember these tips.

1) If you are exhibiting or sponsoring, request a media list to see which reporters and editors have committed to attending.

2) Reach out to a few priority media contacts at least 2-3 weeks in advance of the event to get on their calendars – their schedules fill up fast.

3) Have 2-3 trends, client use cases and/or product announcements (and marketplace value) ready to share.

4) Make sure to ask what they are interested in and covering.

5) Don’t forget to connect on a personal level as well as that will make a lasting impression from the many other meetings they have.

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Sep. 27

Getting In Over Your PR Skis

I know, it’s a mixed methaphor. But here’s the point. While it may seem advantageous to jumpin on the hottest media trend (think DEI or AI) to garner media coverage, trying to force fit an organization into a topic that the company’s products or solutions have little to do with can be fruitless. 

Tech B2B companies may face skepticism when attempting to align their products’ PR with media trends. This doubt arises from concerns that companies are simply jumping on the bandwagon to appear socially responsible or hanging their hat on the next big tech wave without genuinely embracing or offering it. 

Marketing and support may be able to provide a forum to address these topics as industry contributors but offering up a news story idea where there is little tie may result in being misrepresented in earned coverage or left out altogether despite the best efforts and intentions of the team. 

In the digital age, the old adage of all PR is good PR no longer rings true. Meaningful, well-placed coverage isn’t contrived.

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Aug. 09

Y&A Spark: New Client; EdTech Award Wins and Avoiding Contrived PR

There’s a lot to celebrate in our recent issue of the Spark Newsletter. Y&A welcomes a new client and congratulates edtech clients for their achievements in the industry. Also, read Principal Jennifer MacLeid Qotb’s “Two Cents” on maintaining genuine messaging amidst pressure to connect with the newest PR trends.

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Jun. 27

Taking Advantage of Midsummer PR Planning

While midsummer can be slow, it is often a time when companies gear up for their Q4 plans to close out the year strong. Here are a few ways to keep the media relations momentum in step with end-of-year planning.

What’s Ahead – Work closely with your customer success team to determine what newsworthy projects clients have coming up for the fall. For example, a client that has just finished a successful implementation may be able to comment on its experience. 

Brainstorm – Take the time to brainstorm thought leadership topic opportunities and develop content for trade publications like “Letters to the Editor.”

Celebrate Media Wins – Spotlight client media coverage garnered to keep brands top of mind and in the news as leading industry experts.

Using the summertime to focus on these opportunities will help set your business up for a robust end-of-year finish. These create a solid brand awareness and recognition foundation, bolstering your Q4 campaigns.

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May. 17

Avoiding a Brand Identity Crisis

As tech business and consumer buying patterns shift based on market trends, new innovations, and general fluctuations, it can be easy to fall into the trap of shifting the core identity messaging to capitalize on those patterns.

Often sales leaders rely on marketing and PR to lead that charge with new announcements directed at reaching buyers with a new flashy solution. This may seem like a great idea to reach a captivated audience in the short term, but long-term, making repeated changes to the core company identity and offerings, e.g, who you are, can be detrimental, leading confused buyers, investors, media, analysts, and partners to question the stability of the organization and its leadership. 

Trying too hard to be the next big thing in an often-crowded market is certainly appealing but taking stock in the very reasons your current customers have stuck with you, and why new customers have joined the ranks, is critical before making any sweeping changes. Certainly, companies can and should innovate in order to flourish in a hyper-competitive landscape but taking time to determine market positioning and involving key executive stakeholders will avoid possible impulsive moves.

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Apr. 05

Friend or Foe: ChatGPT and PR

There’s been a lot of hand wringing since the launch of ChatGPT/AI-authoring tools for PR and marketing pros. Fear quickly bubbled to the surface that entire professions would be eliminated or at the very last downsized. Even some of our own clients have suggested “just plug it into ChatGPT.” Well, thank heavens it isn’t that simple. And no one’s work should sound like a high-schooler’s essay.

But ChatGPT isn’t all bad, and for the savvy, smart PR and marketing pros, it can be used for good. 

Inspiration Vehicle: We all get stuck from time-to-time and ChatGPT can often be a good creativity or inspiration booster giving content strategists and writers a thread to pull on. 

Research Assistant: Working for an agency, we are exposed to new markets and technology solutions almost weekly. ChatGPT is a great resource to grasp the basics, just be careful you also use other resources as well. 

Pitch Support: Media database tools have improved greatly but incorporating ChatGPT and Bing into those efforts has yielded new reporters to connect with 

AI is evolving at a lightning speed pace but embracing the technology to support your PR and content efforts can be a helpful productivity boost while also recognizing there are both nuanced limitations and ethical concerns. 

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Feb. 22

Empower PR for Rapid Response Opportunities – Don’t Overthink It

In today’s 24/7 media cycle, the lead news changes quick – often multiple times a day. With mainstream news, we have become accustomed to and expect the constant shifting focus. And while the pace of B2B media is not quite as dizzying, it is still fast, particularly with a hot business topic.

We can count on some B2B topics that will live on seemingly forever (an adtech case in point – the demise of third-party cookies) but there are increasing opportunities to capitalize on breaking news or trends with rapid response media commentary. And it often requires added work on the part of the PR team and the subject matter expert to quickly leverage the opportunity.

The PR team can’t work in a vacuum, however. Talk about hot and controversial industry topics on regular catch-up calls or include them in internal discussions on pressing issues with your SMEs. That way the company’s tone and tenor on industry issues is clear. When you see relevant stories, share them. The more eyes and more shares the better. Taking advantage of these opportunities requires swift, decisive action, so don’t over process it – and don’t be afraid to take a contrarian point of view.

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Jan. 18

Four PR Trends to Implement in 2023

2022 was a pivotal year for communications pros as the industry faced ongoing challenges for engaging with media and clients in a hybrid world. Going into 2023, new challenges and opportunities will undoubtedly exist. As the business landscape evolves, here are four PR trends to keep tabs on as you plan campaigns for the new year: 

  1. Be Transparent: Moving into 2023, people are ready for fewer surprises and more transparency. It’s always best to lead with honesty and clarity – from working with clients and media to your internal staff. 

  2. Lean into the Social Universe: Social media will continue to serve as another channel to increase brand recognition and thought leadership, so ensure it’s included in your overall communications plan. It isn’t a set it and forget it effort either. Corporate and executive social media management requires regular, daily touchpoints to be effective and engaging.  

  3. Keep It Personal: This isn’t a new trend, but it’s even more imperative as we continue to work remotely or hybrid where it’s more difficult to reach reporters and influencers. Do your homework – personalize outreach to fit the reporter’s beat and reference their previous articles. 

  4. Make DEI Paramount: Don’t forget to build diversity, equity and inclusion (DEI) into your 2023 PR strategy. DEI will continue to be a critical part of most companies’ long-term priorities, so incorporate it into the PR program.
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