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Guest

Why B2B Marketing Still Lacks Emotional Appeal

MKTG

Today we bring you a guest post by Jon Mowat, managing director of content marketing company Hurricane Media.

When a consumer makes a decision to purchase a product from a certain brand, whether consciously or subconsciously, the emotional connection they formed with that brand is always a deciding factor in their decision making process. Most marketers accept this statement as orthodoxy, without requiring detailed studies or statistics to back it up. So why then, is this emotional appeal so apparently lacking from most B2B marketing?

According to a recent study conducted by the CEB in conjunction with Google and Motista, about 71% of buyers who see some personal value in a B2B product or service will end up buying it. In fact, emotion seems doubly important for B2B purchases when compared to B2C. One possible explanation for this is that B2B purchases are risky — if they go wrong, there is a lot of money at stake, as well as, potentially, the job of the buyer.

Therefore the buyer needs a powerful motivator to finish the transaction, and emotion is a more powerful driver than logic for most people.

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The NFL, Domestic Violence and the Press Release That Wasn’t

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Today we bring you a guest post from PR/marketing industry veteran Jane Hoffman.

Get It Right

The St. Valentine’s Day massacre of Ray Rice cold-cocking his then-fiancée in a Jersey casino elevator finally set off a firestorm that must continue to burn.

When trash-talking TMZ exposed the tape that everyone knew Goodell and Company had viewed back in February, we all finally saw what domestic violence looks like prior to a black eye covered up by Cover Girl and a turtleneck hiding finger marks from being lifted feet-off-the-floor prior to being hurled across the room by husbands and lovers, linebackers and defensive ends.

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When Stakeholders Are in Charge, Clients Count on Data and Analytics

BIG DATA

Today we bring you a guest post by Juan-Carlos Molleda, Chair of the Department of Public Relations at the University of Florida College of Journalism and Communications.

This article is part of a series from the school’s “Captivate” project, which presents insights from thought leaders inside and outside the PR industry on new strategies for audience engagement.

Public relations and communication management professionals are juggling with the reality that their stakeholders are taking charge of cyberspace’s conversations and creating their own communities.  They are influencing each other.

At the same time, they seem to choose when and how to engage with brands, causes, and movements.  (Millennials, fortunately, appear to have a more cordial cyber-cohabitation with brands).

Organizations, in turn, are losing control over digital communication exchanges and are being forced to engage with stakeholders on their own terms and spaces.

Empowered stakeholders are setting their own issue agendas.

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‘Corporate Journalism’ Is Better Than No Journalism

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Today we bring you a guest post from Andrew Graham, founding partner of Clear and co-founder of Grow America.

The solution to bad speech, as they say, is more speech. So when a big newspaper publishes a long complaint about how a giant company is funding a local news outlet, I have a tough time understanding why that’s inherently bad.

In case you missed it earlier, a Los Angeles Times columnist expressed shock that Chevron is funding a local news website in Richmond, California, a region in which the oil company operates a refinery. The Times columnist calls The Richmond Standard “a Chevron PR website,” though two of the six articles on the front page as of this afternoon covered area homicides (and I doubt Chevron wants to be associated with murder any more closely than it already is).

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The Roadmap for Measurement’s Past, Present and Future

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Today we bring you a guest post from Mark Stouse, PR industry veteran and managing member of Vaulting Ventures.

This post came about as part of a series of Q&A’s with top professionals curated by Hotwire PR in honor of AMEC’s Measurement Week.

Your resume encompasses many different types of industries and businesses—from kicking off your career at Edelman to playing key roles with big names such as Hewlett Packard, Honeywell and BMC Software.

Can you talk a little bit about how communication and the role of measurement shifted not only as you grew your career but as more technology became available?

The epiphany happened for me when I left the profession for 8 years in the 1990s and took on business roles inside a rapidly growing technology company. I was a sales person for a while, then I moved to marketing, then to R&D. One of my projects earned a valuable patent that drove the business to new levels.

I spent the last four years as the GM of a business. Collectively, those experiences completely transformed my point of view. When I returned to the profession in 2000, it was with a deep commitment to be “in business,” not just “in the business.”

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5 Top Music-Focused Firms Share Their Strategies and Inspirations

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Today we bring you a guest post by Devin Jacobs, a student at Berklee College of Music and an aspiring music publicist/manager. (He tells us that he loves spaghetti and meatballs.)

Over the course of the past decade, the music business has seen a sharp rise in independent publicists as traditonal, antiquated promotional tactics fall by the wayside.

PR as we know it has played an immense role in the digital revolution of the industry, from highly-scrutinized pop stars to rising underground acts. As fans and aspiring professionals, we decided to contact some of our favorite firms — shops that excel at building brand equity for their clients — to get their own takes on how they make it work.

(Please keep in mind that list is in no particular order.)

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5 Tools Modern PR Pros Can Use to Maximize ROI

TOOLS

Today we bring you a guest post by Chief Strategy Officer Rebekah Iliff of AirPR, a technology platform to increase PR performance. The San Francisco-based technology company is passionate about using data to show the true impact and value of PR.

In a world where office managers have become “Campus Innovation Advocates” and HR reps have metamorphosed into “Company Culture Experts”, it’s no doubt that the act of reinventing traditional roles has benefits beyond morale. Aside from the perk of having a cool business card to whip out, the titles of today push employees to redefine their place and purpose within an organization. Case in point: diet ice cream is far less inspiring than sorbet. Which makes you want an extra scoop?

Sure — there’s the fun-factor, but reinvention also raises expectations for roles altogether, and if you want your company to be cutting edge, you’ll want to consider some role revamps during your next round of organizational restructuring.

So what about the reinvention of marketing/PR roles and the titles that go with them?

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Is Social Media Really Social?

Is Social Media Social-09

Today we bring you a guest post by Paul Bernardini, Senior Associate at Eastwick.

Call me old school, but no, social media isn’t social.

To be social or to socialize means having one-on-one conversations and contributing to the rumble of small talk at gatherings. It demands that one be physically present. Speaking out loud, understanding body language, learning how to listen, respond, retain and relate are the constructs of socializing and foundational skills that deserve time and attention.

However, it’s not lost on me that social media is redefining the term “social” and the lens through which corporate America views it. The number of followers or connections that reporters, job prospects or companies have is becoming primary criteria in earning clout. Social media has built a world in which Twitter dominates the news cycle, LinkedIn can build careers and Facebook does the impossible by interlinking the world.

It’s a big deal.

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What Shall I Be When I Grow Up? Joey Skaggs!

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Today we bring you a guest post by Sal Cataldi, founder and president of New York’s surreal shop Cataldi PR.

What makes you want to be what you want to be when you grow up?

Like many a person with eclectic interests (writing, music, art, travel and, yes, cash) and the fuzzy liberal arts degree to prove it, I ventured off into the world of periadulthood with nary a clue as to what I would do to house and feed myself, much less the wonderful children I would be fortunate enough to have.

My professional calling didn’t arrive until my late mid-20s, after a few years spent bumming around the animation and video businesses, playing in rock bands and writing record reviews for freebie vinyl.  That’s when I stumbled into the broad world that goes by the narrow moniker of “public relations.” This shift came courtesy of a recommendation put forth for my varied interests by that bible for career changers and flounders, What Color Is Your Parachute?

So what kind of hype have I plied in my three decades in this business, with 26 of those years as head of my own boutique gang of guerillas?  It has been way more of the P.T. Barnum and John Waters spectacle variety than the barely-veiled liemanship of President George W. Bush’s smarmy spinmeister Ari Fleischer or his clueless acting successor, Dana Perino.

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5 Ways to Maintain Media Momentum After the Sizzle of a Launch

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Today we bring you a guest post by Kevin McLaughlin, Principal & Co-Founder, Resound Marketing.

This post is presented by AirPR, a technology platform to increase PR performance. The San Francisco-based technology company is passionate about using data to show the true impact and value of PR.

It’s every entrepreneur’s dream – your company or product launches with a huge splash generating headlines across The Wall Street Journal, Forbes, TechCrunch and Mashable. Coverage appears in all your favorite media outlets, reaching all those prospective customers, valuable partners, wealthy investors, and the laundry list of other key stakeholders (including your parents).

Admittedly, not all launches will deserve quite that much fanfare, but a launch is your big moment and likely your meatiest PR campaign of the year.

But after the launch, many company founders are left with the “what next” feeling. Without sizzling company news, a pipeline of new features, or a funding announcement, what do you have to bend the ear of influential media and maintain that launch momentum?

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