#AskKathleen: How to deliver a quality brand in the age of experience
We have reached the age of experience. When I think about the age of experience, the launch of the W Hotel comes into my mind. Once you walked into the W Hotel’s lobby, you can tell that they tried to really change the game in the hospitality industry. The music and the smell in the […]
#AskKathleen: How to Raise Brand Presence at Industry Conferences
Whether you’re an established company or a startup, determining which conferences to attend each year is a big challenge. It’s something that weighs on the head of marketing’s’ mind because it’s a lot of investment to send people on planes, put up booths and decide where you are going to get the best bang for […]
Are you ready to meet the press?
Do yourself (and your investors) a favor and don’t be that guy or gal. I’m talking about the founder or CEO who assumes his or her latest accomplishment—no matter how small—is newsworthy. Trust me when I tell you that no one, and I mean no one, loves your company as much as you do. At […]
Build a sophisticated analytics package that wows stakeholders
Public relations has traditionally struggled with measuring its own success. The impact earned media coverage, thought leadership campaigns, executive positioning, paid advertising and other facets of the umbrella term “PR” have on a company’s business objectives have historically come in the form of inflated impression numbers, advertising equivalency (AVE) and unique visitors per month. It […]
Don’t make these 5 common thought leadership mistakes
Thought leadership can assume many forms during the course of a PR campaign. Native advertising is becoming more prominent and brands can pay for advertorials or contributed content to push an executive as an expert on a particular topic. These are loosely considered thought leadership components, but the most impactful and hard-fought pieces are earned. […]
Expert Conversations: Guy Kawasaki
Kathleen Lucente and I sat down with evangelist, brand ambassador, thought leader, social media guru, author (is this list of titles long enough, yet?), speaker and hockey fan Guy Kawasaki. Guy was in town for SXSWedu, where he moderated several panels. The Canva evangelist has been coming to the education track of the festival for […]
Expert Conversations: Paul Holmes
By most standards, there’s a lot happening in the world of public relations and communications right now: an unconventional American presidency, high-profile cases of successful (and botched) brand activism, the proliferation of fake news and an ever-evolving list of hot trends that public relations professionals and their clients need to know about. There’s simply no […]
Get a grip on your marketing
These days, CMOs have more to juggle than ever before. They devise overall company strategies, take products to market, liaise with the PR partner, play a part in investor relations, helm lead-generation and content marketing campaigns, pen thought leadership pieces, oversee social media strategy and internal communications, speak at conferences and trade shows and—on top […]
How to Recognize When You’ve Outgrown Your Marketing Strategy
Companies scale at different speeds. There’s no magical template every company can follow religiously that leads them to the promised land of billion-dollar valuations, a massive buyout or the most successful IPO on the New York Stock Exchange in a decade. Growth is so often dependent on a multitude of factors: how quickly a company […]