Eric Schwartzman's Blog
What Every Start Up Needs to Know Before Hiring PR
Embryos are tiny and frail. Unfortunately, embryonic businesses get taken advantage of by consultants all too often. If you’re a start-up, an emerging thought leader, or a self-published author looking to hire a public relations agency to promote your company or yourself, I will share with you something that most people won’t. They won’t because…
How To Hire a Public Relations Agency to Promote Your Brand
This isn’t about what a public relations agency does, how they work, or what they look for in employees. No. This article is about what type of PR firm to look for when hiring a public relations agency to promote your organization. So, I won’t talk about RFPs, marketing budgets, chemistry, or KPIs. That’s going…
Data-Driven Decision Making: Avoiding a Dreaded Data Mirage
The data doesn’t lie, we’re often told. But the assumptions we make about their intersections are sometimes blurry out of context, like a mirage shimmering in the desert’s dust. I didn’t hear much said at Dreamforce about incorporating third-party data like customer service inquiries, aggregated product utilization stats, or peer review site data into the…
B2B Content Marketing and Lead Generation
B2B content marketing companies understand that the length of your ascent up the revenue growth mountain largely depends on who you’re selling to and where you’re starting out from. If your sales team is focused on a target audience, you’re going to want to give your reps an easy, repeatable way to personalize and tailor…
Navigating the Maze of Reputation Management: Balancing Corporate Actions and Statements
In an era where digital natives reign supreme in media savviness and tech literacy, CEOs operate at the intersection of public scrutiny and acute digital media literacy. Consumers have seen reality TV stars transform into global celebrities, and their friends rise to instant stardom through platforms like Instagram. Their media proficiency empowers them to discern…
Deepfakes, AI and CXPR Advance: USC Annenberg Relevance Report 2020 Highlights Latest in PR Tech
New technology continues to change the way organizations communicate, and how people consume media and information. And the more data these technologies spawn, the more intent business leaders and public relations professionals become on analyzing it to optimize their practices. Last night at a special symposium at the USC Annenberg School for Communication, Director Fred…
Muck Rack Redefines News Media Contact Research for PR Firms
Muck Rack is changing the news media research process by taking a novel approach to the age-old problem of a PR firm distributing company news to the right reporters. Albeit not transactional, Muck Rack — a news media contact database service founded by CEO Gregory Galant — is the first company to take an online…
PR Enablement Technology Platforms: Feature-by Feature Comparison
Today’s announcement that Cision will be acquired for $2.74B by an affiliate of Platinum Equity raises the value of PR Enablement Technology Platforms to new heights. In this post, I’ll tell you how Cision’s product offering compares to their competitors and update you on where the other platforms are, feature-by-feature. Like sales enablement technology, which…
How Sales Reps Become Trusted Advisors
Seventy percent of B2B buyers wait until after they have defined their needs before engaging a salesperson. By that time, most buyers have established a preferred vendor relationships as well, which is why getting in front of the right crowd to build relationships with prospects early and often is so important. B2B buyers avoid sellers…
To Align and Drive Revenue, Jam Often and Hit Hard
In business, the concept of alignment strategy is about breaking down silos inside organizations and establishing cross-functional workflows without inhibiting anyone’s domain expertise. “It’s often straightforward to identify a strategy needed to achieve a goal, but what trips up companies is figuring out how to execute the strategy once identified,” saws Cal Newport in his…
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