Cision | The Navigator

editorial staff

Ruth McFarland
Publisher

Kim Roberts
Editorial Director

Andrea Weinfurt
Senior Editor

Gina Goodman
Associate Editor

Lisa Larranaga
Associate Editor

Terri Rieck
Associate Editor

Libby vanBuskirk
Associate Editor

Kristin Esch
Features Writer

Sarah Hetland
Features Writer

Ann Lamparski
Contributing Editor

Michael Mace
Contributing Editor

Ruth Sosnowski
Contributing Editor

Valerie Lopez
Web Site Administrator

Expert Articles - Past Articles

1/8/2009	Tying CSR with Reputation Management Corporate social responsibility is not just a means of giving back. With careful assessment of where you stand in the public eye, CSR can be applied in a manner that allows you to address your company’s reputation. Here’s how to take a directed approach to doing good, for the world and your company.
1/8/2009	Five C's for Communicating in this Crunch With a difficult economy, companies are wondering how to present necessary cutbacks in a way that doesn’t send their clients and employees into a panic. Read on for tips on how to communicate difficult changes within your company, and why a direct and honest approach is best.
12/11/2008	Market Smarter in 2009: Make the Right Choices In challenging economic times, companies are forced to consider how best to spend their marketing dollars. Instead of cutting across the board, consider where your efforts and money will go the farthest. Read on for tips on maximizing your returns in the year ahead.
12/11/2008	How to Get on Personal Whitelists and Boost E-mail Delivery Spam filters and junk mail folders often block the efforts of marketers to promote their product and generate new business. By educating prospective clients on personal whitelisting practices, you can ensure your message makes it to the inbox.
11/20/2008	The Second Hardest Part about Prospecting It doesn’t matter how many meetings you land if you can’t close the deal at the end of the day. Some key post-meeting steps can better your chances of winning a piece of business; here’s how to get started.
11/20/2008	Top 10 E-Mail Newsletter Mistakes When executed correctly, a newsletter is a successful tool for maintaining brand awareness. These tips will help ensure the message you convey is a positive one. Read on for more information.
11/6/2008	Web Writing Tactics That Convert Writing style may influence your Internet consumers’ behavior. By implementing some key style techniques, you can start turning Web copy into Web dollars.
11/6/2008	A Simple Toolset - Six Straightforward Ways to Uncover Better Insights Finding marketing inspiration doesn’t have to feel like waiting for lightning to strike. Read on for helpful tips on taking an active approach to understanding your company and its customers.
10/23/2008	The Most Important Thing in PR That No One is Doing: Media Training How you are portrayed via the media is a critical part of any image. Some preparation before a major speech or interview can pay off by ensuring your appearances are positive and consistent. Read on for more details on how and why this training can help.
10/23/2008	Employee Loyalty is Brand Loyalty Employees are an integral, yet sometimes overlooked, part of a company’s branding efforts. If they understand and engage in your brand’s philosophy, they will effectively deliver that message to customers. Read on for more information on why an internal marketing effort might be just what your company needs.
10/9/2008	Tips for Effective Web Visitor Surveys A well-designed survey provides clear results that improve your site and your customer relationship, but getting that feedback can sometimes be a struggle. With a little forethought and planning, you can create a questionnaire that actually delivers. Here’s how to get started.
10/9/2008	E-mail Marketing - Tips on Inbox Survival With so many demands competing for a reader’s time and attention, getting your message noticed – and then read – is more difficult than ever. Read on for some strategies on how to increase your success in an overworked inbox.
9/25/2008	B2B Sales Tools That Work The best B2B sales tools involve sales and marketing working together to send a unified message to the client. Here’s a step-by-step example of how this approach worked for one company and the reasons it will work for you, too.
9/25/2008	Avoiding the Long Cold Winter Although sales and marketing are year-round endeavors, this is a great time of year to increase efforts for strengthening your client base. Laying important groundwork now to retain and grow your customers can ensure you business in the next coming months. Read on for some tips on getting started.
9/11/2008	Want an Effective PR Campaign? Write the Book Amidst today’s information overload, one of the biggest PR challenges is making a client’s message stand out in the crowd. One effective method is to develop a PR campaign to establish your client as an industry leader; read on for some advice on how to make that work.
9/11/2008	Improving In-Store Branding Power As advertising costs rise, so does the need for creative and cost-effective product awareness campaigns. The product’s in-store presence is a powerful -- yet often overlooked -- option. Here’s how and why you should view packaging as a critical advertising vehicle.
8/28/2008	Crisis Training - Why Your Business Needs It Before the Crisis Hits Being prepared for a crisis before a crisis exists can do more than save your company from ruin, it can actually improve your reputation. Here are some reasons why, and how, it pays to plan ahead.
8/28/2008	Rough Seas? Three Ways to Survive the Storm by Managing Like a CEO In a difficult economy, it makes sense for everyone to re-evaluate how he or she contributes to their company. Read on to learn why Chief Marketing Officers who approach their positions as CEOs may have an advantage over the competition.
8/14/2008	Limited Budgets, Rising Travel Costs: What’s the Best Event Marketing Route? Budgeting for event marketing is tricky even in the best of times, and a tough economy doesn’t help. Read on for some advice on when and where to invest your time and money.
8/14/2008	Forget the Story You're Promoting - Here's What Journalists Really Want From PR People Making a pitch is about presentation as much as content – as in how you present yourself. Here are the qualities that will make a PR professional valuable, straight from a former journalist.
7/31/2008	Taking Thought Leadership by the Horns Business-to-business companies face a unique challenge to create compelling content as well as sales leads. Implementing thought-leadership strategies can help ease that burden. These steps will help get you started.
7/31/2008	Web 2.0 or: How I Learned to Stop Overanalyzing the Term and Just Love the Idea As new media become standard tools for marketers, it’s important to embrace the concepts as more than just buzzwords. Here are some things to keep in mind as you begin employing these technologies to communicate with customers.
7/17/2008	Stop Driving Traffic, Start Capturing Leads A successful Web strategy attracts customers who stay and use your site, instead of just clicking through. Follow these tips and start turning visitors into value.
7/17/2008	How To Tell If Your Packaging Will Sell Your Product Good packaging is more than just a box; it helps a product stand out on the shelf and conveys its worth to make a sale. These five questions will help you determine if your packaging needs an upgrade.
6/26/2008	8 Rules for Better Executive Collaboration Sharing information, resources and a specific vision with your colleagues can be the secret to building your business strategy. Use these rules to make sure your company’s executive leadership is on the same page when it comes to goals and knowledge.
6/26/2008	Is it Just My Agency? With prospective clients increasingly reluctant to expend time and money, consistent business development techniques are critical to growing an agency. Read on for tips on how to make sure companies are aware of your agency and know you’ll be the one to provide the expertise and value they need.
6/13/2008	The Next “Stop” After Media Training Effective Message Delivery Can Make a Company Spokesperson Stand Out in Every Media Interview. The following tips will help you guarantee consistent success.
6/13/2008	Including Editorial Boards in Your Communications Strategy Editorials present opinions and influence thought, which makes the writers great targets of a communications plan. Read on for advice on how to approach them successfully.
5/30/2008	Stick With It A consistent brand message helps forge a relationship with customers, making a product familiar and even trusted. The following techniques can help keep that message in place and change at bay, while proving its effectiveness.
5/30/2008	Getting Buy-In on Your Event Strategy Your B2B event will be a greater achievement if it’s first backed by management support. These five ideas will get you on the right track to winning the internal favor your event needs to help make it a success.
5/16/2008	Planning For the Trade Show You Forgot to Plan For A trade show offers a unique chance to interact with customers and cultivate relationships, but it’s not worth it if you aren’t fully prepared. These five rules will help you make the most of time and money spent on an event.
5/16/2008	Essential Signposts for Telling a Brand Story A successful brand doesn’t just rationally appeal to consumers; it appeals on emotional and psychological levels, too. Consider employing these ideas to help convey that your brand has more to offer than just what it’s selling.
5/2/2008	Pragmatic Business Strategy: Seven Ways to Make Marketing Work in a Challenging Economy In an economic downturn, marketing budgets change and so should your marketing tactics. These seven strategies will help ensure you’re getting maximum results with minimum damage to your finances.
5/2/2008	This Blog’s For You Blogs can be a public relations dream because of the opportunities for consumer interaction and relationship development, but how to start those relationships, and how to evaluate their progress, can be confusing. Read on for a primer on how to work with blogs so they work for you.
4/17/2008	Response Promotion Marketing: Evaluate Your Options The best promotions target a consumer need beyond the product or sale itself, but deciding how to create this response can be one of the greatest marketing challenges. The five steps outlined here will help you narrow the choices to create the best promotion for your product.
4/17/2008	A PR Pro’s Guide to Creating the Perfect Survey A well-executed survey can be a rewarding tool as part of your larger marketing plan, but it must be done right. Follow this helpful advice to get the best possible results.
4/3/2008	How Can Small Agencies Land the Big Fish? When an agency decides to elevate its standing, the marketing prospects can at first seem daunting. Simplify the process with these helpful strategies to make small agencies more relevant in the eyes of large prospects.
4/3/2008	Where to Post Articles to Get the Most Bang From Your Search Marketing Bucks To improve the value of your marketing investment, you’ve got to improve your search-engine ranking. Here are some helpful ways to increase your visibility through article placement.
3/20/2008	6 Proven Secrets to Writing a Trash-Proof Press Release One thing all journalists have in common? They get a lot of press releases. Here are six helpful tips for crafting a piece that can stand out from the crowd.
3/20/2008	Love and Communication The best advertising and marketing strategies play on consumers’ emotions, not just their needs. Read on for strategies to make that connection with any product, no matter how utilitarian it may seem.
3/7/2008	Making “Green” Web Sites Work Is your company going green? Don’t forget its Web site, which can be a valuable resource to effectively communicate your message. Here are 10 strategies to show you how.
3/7/2008	Succeeding in a “Talk” Marketing World: Remove These Five Obstacles Marketing today is about having conversations, not giving lectures. Here are five roadblocks to consider when you’re ready to open up the lines of communication.
2/22/2008	Five Reasons to Build a Strong Employment Brand Employees are an integral part of a company’s brand identity, and an aspect that often receives far too little attention. Read on for more about how and why developing an employment brand is vital to your company’s success.
2/22/2008	Seven Deadly Exhibiting Sins and How to Avoid Them Preparing for tradeshows can be so hectic that it’s easy to lose the forest for the trees. Here are seven common pitfalls and how to prepare so all those details make your larger marketing goals a success.
2/7/2008	Question and Answer Secrets Even the most dynamic presentation can be deflated by a bad post-talk Q&A session. The questions may seem in the audience’s control, but they don’t have to be. Here are four strategies for keeping your message the central focus.
2/7/2008	Matching Mission and Marketing Actions really do speak louder than words, and a mission statement is no exception. Read on for how and why you should keep your company’s principles and practices aligned.
1/24/2008	Sudden Public Relations Our fast-moving world requires fast-moving action. Here’s how and why public relations needs to embrace a new model to survive.
1/24/2008	The Five Simple Rules of Green Marketing When marketed correctly, sustainable business practices can help your bottom line as well as the environment. Use these strategies to get started.
1/10/2008	Flexing your PR & Marketing Muscles for a Successful Product Launch Preparing for a product launch can start to feel like a juggling act or a guessing game. But you can be ready for anything; just read these strategies on how to stay one step ahead.
1/10/2008	Seven Missteps That Could Be Derailing Your Communications Program Have a reputation to uphold? Then you better have a good communications team to protect it. You can evaluate the strength of yours with these helpful criteria.
12/20/2007	Knockout Punch In a world where customers are constantly bombarded with something newer, bigger or better, it’s tough to get your message heard and stand out from the crowd. Get to work on a new marketing strategy with these tips to help you do just that.
12/20/2007	Never Forget Employee Communications Your employees are more than just cogs in the machine; they are ambassadors for, and the embodiment of, your company. Let them know they’re valuable with these easy ideas for keeping them engaged.
12/6/2007	Third-Party Effect: Credibility Still Packs Powerful Punch In the era of new media, it is critically important to approach media relations with a solid strategy that includes proactive outreach and ongoing relationship-building with key media contacts. You can avoid using reactionary tactics by setting that foundation now. Read on to find out how.
12/6/2007	15 Fixes for a Failing Web Site Is your Web site not living up to its potential? Consider these simple updates to help draw more traffic and revenue.
11/16/2007	Lessons from the Field: Six Common Client PR Mistakes that Can Bring Down the Program The clients are essential factors in successful PR campaigns, but that doesn’t mean they always cooperate. Stay one step ahead with this advice on how to deal with a few common problems.
11/16/2007	Media as Usual? In Your Dreams. Traditional marketing practices are no longer enough to grab viewers’ attention in a market full of distractions. But before you lose sleep planning your strategy, here are five tips on how to get started.
11/1/2007	Trust: The Most Important Currency in the Future of PR? PR is increasingly suffering from an image problem. It is not only possible, but pertinent, to refurbish this image by engaging in a new sense of community. Read on to find out how.
11/1/2007	Solving Today's Multichannel Challenge In today’s world, a successful marketing campaign must juggle several communication mediums in addition to customer needs. Simplify the process and follow these four steps to a proven media strategy.
10/18/2007	Catching Customers in the Sea of Web 2.0 Don’t get drowned out by the flood of surplus information on the Internet today. By developing and refining your Web communications, you can differentiate your valuable content from the din. Here are some ways to get started.
10/18/2007	Meet the Press: Understanding the World of Reporters is Crucial to Media Relations You can pitch the media more successfully when you first appreciate how they operate. These guidelines will help you navigate the various media types and how you should approach them.
10/4/2007	A Closer Look at the 3 R’s of Marketing Today’s marketing campaigns demand lots of results for little investment. Get the most mileage out of your budget by thinking creatively; these three tips will show you how.
10/4/2007	Packaging as a Marketing Tool With thousands of new products introduced every year, it is tough to make yours stand out. Focusing on the packaging, however, can make your product stand up to not only the other new releases but also the established brands.
9/20/2007	Want the Media’s Attention? Say Something! Pitching the national media requires more than spin and fluff. Follow these three tips to establish a relationship with the press and still keep public relations meaningful.
9/20/2007	Syndicate Your Brand with RSS Marketing Feeds The ease and popularity of RSS is growing, making this a great tool for your marketing campaign. Get started with these ideas detailing why this is an important opportunity and how you should take advantage of it.
9/6/2007	Learning to Feed Social Media Consumers These days, consumers can decide for themselves what is newsworthy. Attract their attention and take advantage of this exciting time in PR with some interactive new strategies. Here are just a few examples of how to make your message compelling.
9/6/2007	How to Become A Thought Leader Want to outshine the competition and increase your status with customers? Establish yourself as a “go-to” source for industry information. Following these steps will get you started.
8/23/2007	Eco-marketing: It’s Not Easy Being Green Eco-friendly marketing is everywhere, but that doesn’t mean it’s smart for your business. For a successful approach, it should sum up your company culture and not just your sales campaign.
8/23/2007	Pitching Opinions to the Opinion Pages Editorial pages operate differently than the rest of the newspaper. Follow these tips to anticipate editors’ needs and more successfully sell your point of view.
8/9/2007	High-Tech Research on a Low-Tech Budget Don’t have financial backing for a major marketing research campaign? Back up your ideas with these alternative strategies instead. They’re simple, affordable, and best of all, effective.
8/9/2007	What Makes a Successful Web Site? When it comes to your Web site, design is good, but content is better. Focus on the big picture by combining aesthetics and substance to attract visitors and then keep them coming back.
7/26/2007	The Google Factor, PR’s Most Important Deliverable In today’s digital world, brand-building requires more than traditional media coverage. Regardless of your budget, you can improve your online status with an internet-search-friendly campaign. These simple steps will help get you started.
7/26/2007	Pitching Oprah Magazine Tips for Entrepreneurs: How to Get Your Product Into O Magazine Landing a spot in O, The Oprah Magazine might be a lot of work, but the payoff is even greater. Increase the chances to get your product in the pages by appealing to the magazine’s values.
7/5/2007	Why Doesn’t My Advertising Work Anymore? Traditional marketing and advertising no longer have the same impact they used to have. If you want to reach customers and prospective clients, try embracing a different approach - one that gets them talking about you.
7/5/2007	The 10 Commandments of Press Releases When the recipient of a press release focuses only on its content, and not on its creation, the writer has succeeded. Follow these guidelines to make sure you are sending the right message.
6/21/2007	Call it the YouTube-ification of Corporate Communications Feel like your messages are falling on dead ears? Appeal to the eyes instead. Corporate communications have taken up the YouTube-ification craze that is sweeping the nation. Communicate to your employees and potential clients through video clips and it will ensure all eyes are on you.
6/21/2007	Interactive Marketing: Social Media Optimization (SMO) Social Media Optimization offers a great opportunity to expand your audience. Try tapping into a new market by making your media a social butterfly.
6/7/2007	Plan to be Social: Strategies for Implementing Social Media for Enterprises Thinking about incorporating social media into your company’s communications plan? Follow these guidelines to make sure your efforts are a success.
6/7/2007	The Difference Between Creative and Effective Creativity is an important part of any marketing communications campaign. But are you sacrificing your company’s message in the quest to be memorable?
5/24/2007	Sponsorship Marketing: More Than Just Media Exposure People face a barrage of sponsorship logos every day. In order to make your sponsorship marketing a success, define who your target audience is, what drives them and what will create an emotional attachment.
5/24/2007	Don't Kill Off the Press Release Just Yet The press release isn't dead. Here's how to make your news releases more relevant for today's social media.
5/10/2007	Avoid the Duds: 10 Strategies for Selecting “The Perfect Speaker” Finding the perfect speaker for an event, meeting or convention is crucial to its success. The speaker is the one who will drive the program’s objectives, offer insight, relate to the audience and explain your message. But trying to find a good one can be tough with thousands to choose from. Follow these ideas to make finding that right person a bit easier.
5/10/2007	What Captures the Attention of Radio Listeners? Trying to get a radio station to pick up a story you are pitching is as difficult as them trying to capture the attention of listeners flipping through the dial. That’s why radio stations want targeted, interesting and valuable content. Follow these tips and guidelines so that radio stations don’t pass you up on the dial.
4/26/2007	The Difference Between Business-to-Business and Business-to-Consumer Search Engine Optimization…Yes, It Matters Learning how to refine search engine optimization for business-to-consumer and business-to-business practices is crucial. When marketing a company and its products, there are many areas to be wary of, so make sure your name comes to the top in each arena by following these guidelines.
4/26/2007	And the Winner Is…Why Awards Aren’t All Glory Winning an award can give a company a competitive edge and help gain publicity. But winning doesn’t only have positive outcomes. When considering whether or not one of your clients should apply for an award, consider the following guidelines.
4/12/2007	Ensuring a Fair Product Review When trying to get a favorable review of a product, follow these guidelines to help ensure a fair and balanced, and hopefully successful, process.
4/12/2007	E-mail Newsletters or Blogs: Which One is Better? Blogs and e-newsletters have emerged as effective and efficient ways to connect with clients and prospects. That is why learning and weighing the benefits of each can help your company grow.
3/29/2007	Media Tips for Preparing the Novice Take the fear and unknown out of the interview process by training ahead of time. Make sure you have your message straight, prepare beforehand with the necessary facts and numbers and practice, practice, practice for the best results.
3/29/2007	Is it the Decline of Brands or of Branding? Consumer loyalty to brands may be declining but not because of the brands themselves. It may be because of the branding efforts companies employ when trying to keep a brand alive.
3/15/2007	Agencies Great at Marketing Others Yet Horrible at Marketing Themselves Marketing companies get so wrapped up in producing and selling for their clients that they overlook a very important aspect, themselves. Remember that your brand is just as important and can lead to better public perception for not only your clients but you as well.
3/15/2007	ABC with RFPs: Using Video to Win New Business Winning new business in public relations and marketing is a tricky venture. Researching clients, brainstorming and responding to a request for proposal are the typical ways to go about it. But adding video to your repertoire can be a handy tool because it draws a potential client in visually and emotionally.
3/1/2007	Crisis Communications Done Right Historically, during times of crisis, major corporations have participated in blame-shifting and excuses. But a recent, refreshing example from JetBlue and its chief executive officer show that facing a crisis head-on and admitting fault can be an effective tool.
3/1/2007	10 Packaging Trends That Will Make Consumers Buy What do you do when conventional advertising doesn’t seem to be getting the job done? Focus on the package. Follow some of these trends to find out how to attract customers when they first pick up a product.
2/15/2007	Avoiding Email Low-Response Times of Year for B2B Campaigns By following the calendar, working around major holidays and considering fiscal cycles, you can get the best response possible from your business-to-business e-mail campaigns. Follow these steps to ensure success.
2/15/2007	Don’t Be Shy About Making Conversational Marketing When companies want to personalize communications or customize products it’s necessary to gather information from their customers, but collecting this data without pestering clients can be tricky. By following the methods in the article, you will learn how to effectively glean customer data that can be used to tailor products and services without burdening clients.
2/1/2007	Reading the Tea Leaves for 2007 Technology and the Internet continue to change the landscape of the business world. So for public relations professionals to stay on track, they must be aware of the trends that are shaping the industry. Online placement, social media and a continued emphasis on return on investment are areas to focus on.
2/1/2007	Seven Tips to Get on a Panel at a Conference Getting yourself onto a panel at an industry conference is a difficult venture. But instead of waiting around to see if you will be invited to speak, take the initiative and convince them that you should be at the show. Follow these tips to ensure your success.
1/5/2007	The Top Five Ways to Develop an Objective, Informative White Paper Sometimes white papers are simply promotional pieces serving a company’s best interests. In reality, they should try to educate readers about a complex business issue, product, service or technology. Follow these five steps to ensure you get an objective and informative white paper while still having it serve as a marketing tool.
1/5/2007	Show Me the Money: Maximizing Tradeshow ROI You can sell yourself and your company as much as you want at a tradeshow but if you neglect to follow up, it all goes to waste. Developing a system with specific sets of measurable expectations before the start of any show is a step in the right direction. Then, make sure your staff knows what their responsibilities are and you will see results that pay off for a long time.
12/14/2006	A Look Ahead – Casting Online in 2007 Online marketing is rapidly becoming a great way to hook potential customers. Stressing quality over quantity while utilizing a variety of new media platforms is a great way to move forward with the trend and get ready for 2007.
12/14/2006	Target Marketing: It’s All About the List! You could have the strongest marketing campaign out there, but if it is directed at the wrong people, it is completely worthless. Starting with an efficient and defined list of contacts is the best way to place your message with the right people.
11/30/2006	Write Press Releases for Buyers, Not Only Journalists Search engines and keywords have changed the traditional rules of writing press releases. It isn’t just about media attention; it is about trying to change possible consumers’ behavior. That is why you must now think about those consumers searching online and gear your efforts toward them.
11/30/2006	Marketing Showdown: Mainstream Methods 0 – Packaging 10 There are other options in the marketing world rather than focusing on conventional advertising. Product packaging is just as, if not more, important. Figure out a way to connect with your consumers at the “first moment of truth.”
11/9/2006	Pitching During the Cold Season The inevitably of a dry public relations season at the end of the year is just as inevitable as the pending winter. That is why it is important to think months in advance and store up story ideas, so that your company can pitch well-crafted ideas all year round.
11/9/2006	PR Strategy: The Fundamentals Still Matter Trying to shape the public’s perception of your company can be a tricky venture. That is why you must understand peoples’ pre-conceived notions before starting to work behind the scenes to build your image. It will be easier to achieve the desired result of happy customers by following these guidelines.
10/26/2006	Lead Generation and Management Strategies That Get Results Classic marketing fundamentals have morphed into a hybrid form as the Internet continues to drive the industry. But by expanding on the basics and having your sales and marketing teams coordinate on projects, you will take the necessary steps to succeed.
10/26/2006	Sleepwalking Through the Workday: How to Use Internal Communications to Engage Workers Having not-engaged and actively disengaged employees can kill a company. But setting up a solid internal communications plan will lead to engaged workers ready to voice their ideas about how take the company further.
10/12/2006	The Balancing Act of Publicizing Software Security Vulnerabilities Electronic threats aren't new but they continue to grow as capabilities become more advanced. When a vulnerability is exploited, a company has to make decisions about when and how to release information about it.
10/12/2006	Analyze This – and That The need for working with a technology industry analyst is on the rise again. Therefore, it is not only important to find someone that understands your company’s goals but for you to understand how their world operates. Follow these steps to set up a fulfilling relationship.
9/28/2006	Media Training: What it is and Why It Just Might Save You Learning how to "spin" a story is not at the core of media training. Facing a barrage of reporters who shape the context of a situation with their questions is inevitable. But through proper training, your company and employees will know how to effectively communicate their stories.
9/28/2006	Wanna Be Quoted? Try Speaking English In the world of public relations, there is a tendency to use jargon to make your product sound better than the others. But in reality, simplicity may be the best choice to secure the coverage you were hoping for.
9/14/2006	How to Write a Case Study Case study writing can be a daunting task. But by involving the customer at all levels and showing how your solutions tie into specific benefits, everyone can come out on top.
9/14/2006	Build an Online Pressroom that Gets Media Attention An online pressroom shouldn’t just be a collection of executive bios, source lists and a few press releases. It should be informative and accessible, which can be accomplished by thinking like a journalist. Follow these simple organizational tools and you will have a pressroom that is full or quality information.
8/31/2006	Top 10 Marketing Myths The reality behind some common marketing myths and why believing them could hurt your business.
8/31/2006	Follow the Yellow Brick Road to Success Align your public relations campaigns with sales to generate significant return on investment.
8/17/2006	Guidelines to Using Buyer’s Guides and Directories Display ad or paid listing? By asking yourself three key questions, you will be able to find out if you are spending your marketing dollars in the right place.
8/17/2006	The Politics of Press Releases Putting the "press" back in the press release. The following are three common mistakes, as well as three solutions, to make sure your release is written with the press in mind.
8/3/2006	PR 101 for Clients: Managing Expectations, Identifying Opportunities and Educating Clients Public relations clients always want the biggest and best exposure for their company and products. As a public relations professional, the best way to keep clients' goals realistic and attainable is to manage expectations and educate them about the process.
8/3/2006	Marketing Communications: Focus on the Fundamentals First With all of the Web capabilities and interactivity involved in marketing, it is easy to get caught up in the glitz and lose track of marketing outreach programs. But focusing on the fundamentals, such as searchable and current content, can put you back on track.
7/20/2006	Avoiding Inside Out Thinking Thinking from the "inside out" can be a potentially disastrous mistake for any company. Instead of trying to perceive what your own value is with customers and competitors, think like them to get an edge.
7/20/2006	The Incredible Shrinking Half-Life of News Articles The half-life of a typical news story has become shorter and shorter with the advancement of Internet media. To keep your public relations messages and stories from getting dated, utilize some of the tools the Web has to offer and keep your team in the loop.
7/6/2006	Smashing the Myth of the Press Release The press release is a useless tool without a great story attached to it. Instead of blanketing contacts with a mass e-mailed pitch, learn to think like an editor while being persistent and offering a unique angle.
7/6/2006	Celebrity Product Placement: A Primer for the PR Professional There is more to creating brand recognition than simply having a celebrity hold a product. Through celebrity product placement, there are a variety of ways to ensure a successful public relations campaign.
6/22/2006	Crisis Communications: Are you ready? It is impossible to know when a public relations disaster is going to strike. But by preparing yourself with crisis planning and effective communications skills, you can proactively stop the problem and maintain your image.
6/22/2006	The Four Seasons of Publicity - Building an All-Year Publicity Machine The seasons do more than signal the coming of winter and arrival of spring. They are also time frames for those seeking publicity to think ahead about placing story pitches and product announcements.
6/8/2006	Do You Have Issues? Successful issues management is a combination of identifying emerging or existing issues that affect your company and taking control of the situation. The following offers ways to maintain a solid image.
6/8/2006	Put PR at the Top of Your Trade Show Activities List Taking part in a trade show is a great way to boost a company's public image and grab publicity. Make it even easier by being accessible and helpful to the editors who attend.
5/25/2006	The Top Ten Mistakes Executive Speakers Make – And How a Smart PR Team Can Avoid Them Creating buzz about your clients is the name of the game in the world of public relations. To make sure you achieve that, here are some common mistakes to watch out for and tips to avoid them.
5/25/2006	The Power of Storytelling The art of storytelling has captivated society for centuries by helping record history, entertain companions and deliver motivation. Now, it is also a way to build great relationships in the world or public relations.
5/11/2006	10 Tips for Working with the Trade Press Public relations professionals should strive to build awareness for their clients in niche business segments by establishing rapport with trade editors in their industry.
5/11/2006	Advertising & PR: What's the Difference? Public relations and advertising each have their own inherent advantages and disadvantages. Here’s how to combine the strengths of both to reach your target audience.
4/27/2006	I Need A Brochure--Or Do I? How to determine if a brochure is a valuable investment or a waste of your company’s time.
4/27/2006	The Three Most Important Words In Communication The key to successful communication is repetition. Here are some strategies to effectively use repetition to make your message heard.
4/13/2006	Why Is the Web Like Real Estate? Answer: ‘Location, Location, Location’ Boost your company's visibility on the web with these simple web marketing techniques.
4/13/2006	How To Make Your Product Packaging Newsworthy Get your product packaging noticed by linking it to hot topics in the media.
3/30/2006	Effective News Media Management in Times of Crisis A guide to dealing with the media when your company's in crisis mode.
3/30/2006	Charitable Giving is a Story Worth Telling Don't be shy about your company's philanthropic efforts. Here's how getting the word out benefits everyone.
3/16/2006	M&A Success: Why Communications Needs a Seat at the Board Table How communications strategy can guide you through the M&A process.
3/16/2006	Are PR Professionals Really Needed? PR professionals need to educate their audiences in order to remain relevant. Here's how to provide your clients with some serious knowledge.
3/2/2006	Strike Up the Brand Branding is more than just a pretty picture. The content of your company's messages are important too. Here's how to create a branding strategy that looks beyond the visuals.
3/2/2006	Great E-Newsletters Drive Sales By using these tactics, your company's e-newsletter will make your sales soar.
2/16/2006	The 'R' in PR Tips for young PR pros on building lasting relationships with the press.
2/16/2006	Multitasking Mayhem In today's business world, everyone's trying to multitask. Here's how to make sure your message doesn't get lost in a sea of e-mails, phone calls and presentations.
2/2/2006	Seven Secrets to Attract Press The head of a boutique PR firm shares his secrets on how to sell a story.
2/2/2006	Connect the Dots to Make a Winning Pitch to the Media Follow these tips to convince editors that their readers should know about your product.
1/19/2006	Why I Love the Contributed Article Contributed articles are a valuable resource in any industry and help companies keep their news current and boost their overall corporate reputations.
1/19/2006	Overcoming Dormant Coverage When PR professionals are not getting adequate coverage for their clients in the print media, it's important for them to stay in contact with editors to remind them why their releases are relevant.
1/5/2006	Three Steps to Incorporating Blogs into Communications Programs Learn how to integrate a blog-relations strategy into your organization's overall communications and business development campaign.
1/5/2006	The Flip Side of Corporate Blogging An industry insider explains how Sun Microsystems harnessed the power of the blogosphere to bolster its corporate image.
12/22/2005	The Tricky Business of Handling Celebrities An industry insider who has worked with celebrities for more than 20 years shares her three rules for making life easier when dealing with celebrities. She calls it Celebrity Psych 101.
12/22/2005	The Balancing Act of Successful High-Tech PR In today's high-tech PR world, knowing technology is half the battle. Successful high-tech PR involves both in-depth knowledge of the newest technology and the ability to identify with your clients to help them reach their target audience.
12/22/2005	Give and Grow: How to Build Your Company’s Corporate Reputation
12/22/2005	Don’t Fear the Blank Screen: Five Ways to Overcome Writer’s Block Writer’s block is a cliché because it is real. It doesn’t matter if you are writing a proposal, a news release, a report or a speech; a blank computer screen is terrifying.
9/12/2005	Mark Frauenfelder—Editor in Chief of Make The world of technology has always been in Mark Frauenfelder’s blood, coursing through him like electrical signals on a circuit board. Now he can share that passion with readers of the new magazine, Make.
9/12/2005	Flossin’ Upscale, urban lifestyle magazine takes a unique approach to the genre
9/12/2005	Executive Communication Coaching Is on the Rise!
9/12/2005	Dino Chiecchi—Editor of Conexiòn For a man who has seemingly done it all, moving back to San Antonio to quench the Hispanic community’s thirst for news is a way for Dino Chiecchi to do even more.
9/12/2005	Crave New York Epicurean lifestyle magazine dishes on New York’s culinary scene
9/12/2005	Born to Shop Bundle features must-have products for mom and baby
9/12/2005	5 Ways to Beef up Your Employee E-Newsletter Most employee e-newsletters get a bad rap, for good reason.
9/12/2005	3 Steps to a Confident Presentation
9/6/2005	Three Strategies to Market Your Business Even When There’s No Money Many small and home-based businesses know they need to market and yet, have little or no money to do so. Sadly, many use this as a reason not to market. Even on a limited budget you can promote and gain visibility for you and your business.
9/6/2005	Ten Packaging Tips That Will Make Consumers Buy Your Product The customer is king/queen. We have all heard this mantra. It's up to you, the supplier, to prove it. With these ten tips you will be a lot closer to proving that you are on top of industry trends and technologies for the packaging industry.
9/6/2005	Seven Habits of Highly Effective Blog PR As the mass media descends into semi-irrelevance, blogging is ascending.
9/2/2005	The Five Deadly Sins of B2B Marketing
9/2/2005	Is There a Fire at Your Door?
9/1/2005	What Reporters Really Want to Know About Your New Product
9/1/2005	Reap Incredible Profit with This Simple Strategy Why is it that some people are incredibly successful at utilizing the power of the Internet in their marketing while others can’t seem to figure out the winning formula?
9/1/2005	David Andelman — Executive Editor of Forbes.com The old expression, “He’s done it all,” truly applies for long-time journalist, David Andelman. He has roughly 40 years of experience covering the biggest news from around the world.
8/24/2005	Press Releases: Not Dead, Just Evolved Mark Twain once said the rumors of his death had been greatly exaggerated. The same may be said for the press release. It’s not dead, but its mission has evolved.
8/24/2005	Eight Ways to Improve New Product Launches
8/24/2005	Dade Hayes — Senior Editor at Entertainment Weekly For Dade Hayes, understanding Hollywood doesn’t give him license to engage in “promotional froth.” The new senior editor of the News & Notes section of Entertainment Weekly is looking for hard-hitting news with an edge.
8/23/2005	The Gold is in the Opt-in List
7/21/2005	Will Dana — Managing Editor of Rolling Stone
7/21/2005	Richard A. Martin—Editor-in-Chief, Complex Magazine
7/19/2005	Thinking PINK Women get down to business in a brand new publication for America’s fastest growing workplace demographic
7/19/2005	Grab Your Share of Untold Amounts of Advertising Dollars
7/19/2005	Beautiful New, plus-size fashion magazine celebrates clothes, beauty, health and relationships
3/21/2005	Time Out Chicago The “where to go” weekly blows into the Windy City
3/21/2005	Ten Quick Tips for Outstanding Presentations
3/21/2005	News Engines - A New PR Strategy Every PR practitioner knows that media coverage is an important part of a public relations (PR) campaign. What they may not know is that the Internet is now the news medium of choice for 18 – 54 year-olds.
3/21/2005	MagazineLaunch.com New Web site aims to increase publishers’ chances for success
3/8/2005	Reality Television Programs Will Put a Lot Of People Out Of Work Entertainment Publicists Predict For Year 2005
3/1/2005	Marketing Publicity: The Secret Ingredient to Effective Search Engine Optimization (SEO) Properly optimized, distributed news and feature articles give instant visibility to businesses looking to vault to the top of major news and search engine rankings.
3/1/2005	Corporate Image Mythology
3/1/2005	Bridging the CIO Gap New magazine will target mid-size tech market

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