Creating strong messaging takes skill and experience. That said, the very basics of good messaging are so simple it’s surprising to me how many companies get them wrong. There are three primary things to focus on: clarity, consistency and repetition.
In my 25+year marketing communications career, I have worked with about 50 start-ups. Most have been in the technology industry and a few have been in the environmental sustainability and travel industries. There are a few things I always seem to have to emphasize at the outset and they are listed below.
Engage humanity. That is the tagline I came up with and I still love it. It was for an Australian company called Whispir that is in the communications space. I was working with them on a massive brand development project last year and worked directly with Jeromy Wells, the creative, smart and kind CEO of the company.
I have been interested in doing PR for robotics companies for many years. Just ask my friend Tandy Trower, former head of robotics at Microsoft and founder of Hoaloha Robotics, a company creating companion robots to enable seniors to live more active and independent lives. When I sent Tandy various media articles over the years, he delighted me with long email responses that helped educate me about the industry. I am grateful that he shared this knowledge and provided years of encouragement. In 2016, I have had the honor and privilege of working with three amazing robotics companies.
Every marketing and public relations person, no matter how strong you are, should be watching the presidential race. Don’t get me wrong. There are many things I would rather do, like ride my bicycle or go sailing, than watch these folks duke it out. But it’s a feast of learning about what to do and not to do. These campaigns are run by some of the nation’s strongest campaign strategists, yet there are so many little mistakes and some downright major blunders. We also can spot some very smart positioning and maneuvering. Some of it so savvy and twisty it almost makes me cringe.
There is a lot marketing I do for client companies and organizations in addition to public relations. That said, below is some of the media coverage I have negotiated for clients recently with strong strategy and execution.
It has always been amusing to me how many small to mid-size companies want “really, really great” media coverage, only want to pay relatively little to get it, don’t want to work too hard at it and then have absolutely no idea how to maximize their return-on-investment (ROI) once they do get it. This blog is about the last one. I have been helping companies get great media coverage for many years and below I outline how to maximize the immense value of a positive piece of coverage.