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December 17, 2014
By Dan Pecchia
If you’re involved in marketing and public relations, these three “C-words” ought to figure prominently in your planning for 2015.
Good Content Can Set You Apart from the Herd
If you didn’t get around to making this C-word a priority last year, make 2015 the year. Planning and publishing good content is a powerful way to show your current and prospective customers why they should do business with you.
It’s not as troublesome as you might think to share effective blogs, success stories, FAQs and other compelling information. A good plan for deploying quality content can separate you from competitors that rely on generic websites, advertising, golf outings and other “this-is-what-we’ve-always-done” activities.
Collaboration: Teaming Up for Greater Impact
In the communications realm, smart managers who understand the economy of handling the basics in-house also see the value of engaging experts for higher-impact matters. Good collaboration among internal and external resources can often generate valuable benefits beyond what either set of resources could achieve on its own.
All of our engagements involve teamwork between us as the “outsiders” and the client’s internal professionals, and the ones with the best teamwork are also the ones with the best results.
Two Easy Ways to Reduce Marketing Cost
First, look for anything that is not targeted. We still see a lot of marketers with very specific customer bases that spend liberally on mass marketing and trade show activities that reach large numbers of people, most of whom will never be their customers. It’s better (and less costly) to target communication to those who are most likely to become customers.
Second, watch out for high-cost agencies and consulting firms that frequently drop over-used S-words like “strategy” and “strategic.” Those are often code for “We need to charge high rates to cover our costly business model.”
If you’re seeing recommendations that are logical and insightful, you’ll recognize their value without the “strategy” wrapper (or one like it). If you’re not, find an agency that doesn’t need to peddle buzzwords to cover its high operating cost.
Dan Pecchia is a public relations consultant and president of Pecchia Communications.
September 17, 2014
A good blog, mini-magazine, digital newsletter or video series can be executed today at a fraction of yesterday’s cost. Here are seven reasons you should consider publishing content.
June 19, 2014
Our view is that Jim Tressel’s proven ability to unite, lead and inspire people will restore a winning attitude to YSU, make him an exceptional president and vault the university to new levels of success.
May 05, 2014
Pecchia Communications unveils a round-by-round competition to select the best roster of workeries in the Mahoning Valley. We’ll post our picks on Facebook, share the rationale for our selections and invite reactions from our followers.
April 17, 2014
When considering an online marketing plan for your business, make developing quality content a top priority.
February 18, 2014
The practice of “newsjacking” is still relatively new, but it’s been around plenty long enough to yield some big winners and some really sorry losers.
December 10, 2013
In the years ahead, organizations that do a good job with content marketing won’t need to rely so heavily on old-fashioned methods of acquiring and keeping customers.
November 06, 2013
The best marketers listen carefully to ideas and help transform them, when needed, into workable solutions. It can be difficult, but rewarding.
July 03, 2013
In his rookie season, Coach Jim noticed some striking similarities between his skills as a PR professional and those required to manage a T-Ball team of 4 and 5-year-olds.
February 12, 2013
D&L’s “other companies” caper was as weak as it was deceptive. The company has earned the distrust of the media and the public. So has anyone in its PR corner.
December 27, 2012
If you influence the marketing and public relations efforts in your organization, take some time to consider these resolutions for the year ahead.
December 27, 2012
Do you receive impressive email newsletters with links to articles by local professionals? Would you be as impressed if you knew the articles were actually purchased from a content mill?
July 10, 2012
The Mahoning Valley’s victory in the recent Walmart Fighting Hunger Together Challenge demonstrated the power of social media to mobilize people to get things done.
February 25, 2012
The hallmarks of Braun’s approach apply far beyond sports. Here’s our take on what made his PR homer so towering.
February 02, 2012
In the newsrooms of yesteryear, reporters bemoaned the formidable walls of privacy that protected the affairs of private companies. Those walls are crumbling.
January 03, 2012
Jim Houck is glad to be back home in the Youngstown area, he says in his first blog post since joining Pecchia Communications.
June 28, 2010
Promoters of the Tour of the Valley are unabashedly leveraging messages about cleaner air and a greener planet as they seek participants and volunteers.
June 15, 2010
BP would find itself in deeper goo if it would heed any of the PR recommendations reported recently by the Associated Press.
May 18, 2010
Under the circumstances, the team at BP isn’t doing a bad job. BP has kept its executives visible, shared information and even ponied up cash to support tourist bureaus in the region.
March 22, 2010
A controversial memo reflects the scramble now under way in the traditional media world as bloggers and socia media gain popularity.
March 21, 2010
The AFC Champion Indianapolis Colts took some shots from their online fans Saturday after goofing up big-time on Facebook.
March 08, 2010
Hopefully, in addition to the meticulous planning required to launch the new press, the Vindicator will work hard to retool its public image. That can use some investment.
March 02, 2010
When he joined Cafaro Company as director of corporate communications in early 2008, Joe Bell could not have imagined a week like the last one.
February 25, 2010
Once known solely for excellent financial writing, Forbes appears to be heading the way of the Town Crier.
February 16, 2010
The Lemon Grove Cafe, a downtown Youngstown establishment where an Ohio senator was assaulted last week, is turning the proverbial lemon into lemonade.
January 21, 2010
Ohio State Rep hopeful J.D. Williams of Liberty is the kind of candidate we don’t see too often.
December 04, 2009
Tiger can’t bemoan the societal voyeurism that lands his mistakes on Page One while also benefiting from society’s willingness to spend outrageous sums for golf gear he endorses.
November 28, 2009
Tiger Woods is the best golfer in the history of the game. But when it comes to public relations, mark him down for a snowman.
November 23, 2009
There’s a risk involved in raising prices. But if you’re too “swamped” to be responsive, there may be greater risk in preserving the status quo.
October 30, 2009
Today’s limited budgets require us to achieve more with less. It’s a good time to be opportunistic about marketing.