Author Archives: Howard Sholkin
When people are trying to sully your brand’s reputation without merit, keep a laser-like focus on the organization’s mission and vision.
If you prefer to live the plans others make for you, you won’t realize the full value of planning. However, if you want to shape your own destiny, you’ll benefit from planning.
For years, the measurement experts, including me, have told you to spend 10 percent of your communication budget figuring out whether the other 90 percent is working. But that doesn’t really tell you how to allocate that 10 percent, nor does it cover all the scenarios.
Developing your core message is an essential exercise. It gets everyone, internally and externally, on the same page in terms of explaining your brand’s attributes and differentiators.
There has been relatively limited effort by corporations, agencies and especially colleges and universities, to properly train the next generation of communications leaders as cross-functional, multi-disciplined marketing managers.
As the primary storytellers in your organization, it would make sense that PR executives would own the strategy and the budget for their company’s content marketing initiatives. Why, then, is that so rarely the case?
While sales enablement is strategic, it is achieved through a well-coordinated series of tactics. PR is one of those tactics often overlooked. Here are three distinct tactics that PR uses to enable the sales process.
If you can make the interview process less mysterious, you will spark your CEO’s drive to master the game himself.