Public Relations

10 Things to Avoid in Your Next Digital Marketing Campaign
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10 Things to Avoid in Your Next Digital Marketing Campaign

Blog, Business, Marketing, Public Relations, Social Media

10 Things to Avoid in Your Next Digital Marketing Campaign

Sarah Umphlett 2022-07-14T17:03:00+00:00 June 8th, 2022|Tags: avista, Avista Marketing, Avista PR, campaign, campaigns, Digital Marketing, digital marketing campaign, Marketing|

To create a strong digital marketing campaign – one that truly provides the results you want – marketing professionals must ensure they communicate across their entire team on the detailed goals you need to achieve, and the steps everyone must take to achieve them. Without identifying success metrics and working closely with your entire team, there are many ways your marketing campaign can falter. According to IDC, “a strong digital marketing campaign needs to consider how to provide relevant and personalized content to the end user, with a goal of driving more leads and enabling sales.” Their research provides some valuable insights to make the most of your next marketing campaign. Read along to learn how to avoid the most common digital marketing issues so your next campaign can be its most effective. #1: Deficient Clarity on Metrics for [...]

How Analytics Build Credibility
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How Analytics Build Credibility

Marketing, Public Relations

How Analytics Build Credibility

Kamryn Heath 2022-03-14T16:06:25+00:00 March 14th, 2022|Tags: analytics, credibility, data, metrics, reporting|

Marketing and public relations sometimes suffer from a bit of a credibility problem. Unscrupulous marketers have made consumers skeptical about if marketing messages are conveying the truth or think that public relations is being used to paint issues in a better light and omit the full story. How can this be overcome? How can we show that the work we do has truly positive outcomes? We can use the cold-hard facts to show how we help small businesses grow, get employees to become thought leaders, and even how we help spread important information. By using data and statistics, we can show how credible our profession is, as well as how honorable we as professionals are. According to a recent Marketo report, “78% of B2B marketing executives use metrics that matter to the CEO and CFO.” Metrics are how you prove [...]

Hidden Values of Thought Leadership Content
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Hidden Values of Thought Leadership Content

Blog, Marketing, Public Relations

Hidden Values of Thought Leadership Content

Kamryn Heath 2021-11-15T20:08:47+00:00 November 15th, 2021|Tags: content, Content Marketing, thought leadership, Tips|

If you read our last blog post on awareness content, then this is the perfect follow-up for you to learn more about unique marketing content to produce. Thought leadership content and awareness content have a lot of similar benefits, but thought leadership goes a step further to raise a person within your business to the level of a leader within your specific industry. Thought leadership content is a unique way of producing content that both provides answers and ideas for your customers, and helps share the wealth of knowledge that your leader has earned through experience within the industry. The values of thought leadership content are many, but let's walk through a few of them and see how they can be beneficial for your business. Showcase expertise in your industry This is the main value of thought leadership content. Your [...]

How Tone and Voice Shape Public Relations Writing
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How Tone and Voice Shape Public Relations Writing

Blog, Public Relations

How Tone and Voice Shape Public Relations Writing

Erin Jones 2021-09-22T17:20:29+00:00 September 22nd, 2021|Tags: Avista PR, Marketing, Public Relations Writing|

Everyone has their own tone and way of writing and speaking, that’s what makes us all so unique. But how exactly do you capture or describe someone else’s voice? Do you focus on their phrasing? The way that they might pronounce certain words? It might be difficult to fully encapsulate someone else’s identity through writing, but public relations requires this skill. Learning and understanding the ways in which your client might write and present themselves to their public is an absolute necessity in our field. How to Capture Your Client’s Voice We’ve compiled a “how-to” list to zero in on what makes your client’s voice unique and distinctive -- whomever they might be! Research We cannot stress this enough and it is number one on this list for a reason. Researching is the key to better understanding your clients. Whether [...]

Key Steps To Creating A Winning Press List
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Key Steps To Creating A Winning Press List

Blog, Public Relations

Key Steps To Creating A Winning Press List

Steve Sturgeon 2021-10-08T17:42:36+00:00 September 12th, 2020|Tags: Audience, Media Relations, PR, Press List, Public Relations|

Know your audience. How many times have you heard that? It’s a rule followed by politicians, public speakers, stand-up comedians and of course expert marketers. The same rule applies to creating your press list. Your primary list should consist only of outlets and people who would be legitimately interested in writing about your organization and/or its products and services. If your company makes computer chips, there’s no point in bothering Newsweek magazine every time you announce a firmware update. You’re only going to be reaching out to general-interest publications when you have “real” news that might matter to a broad audience. So how do you find your “go-to” contacts for your primary list? Subscription-based PR database services There are a lot of wonderful web-based media database tools available to PR professionals, such as Cision, IT Database, Meltwater and Nasdaq’s MyMediaInfo to name [...]

5 Ways To Be Pitch Perfect
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5 Ways To Be Pitch Perfect

Blog, Marketing, Public Relations

5 Ways To Be Pitch Perfect

Jean Sexton 2021-10-08T17:37:00+00:00 July 10th, 2020|Tags: Coverage, Media Relations, Pitches, Tips|

As a veteran of wire services and newspapers I have received countless pitches from well-intentioned media relations and marketing professionals who believe they have a story worth pursuing and covering. The pitches range from customized or personal notes to pro forma press release emails to the cute and funny ones. Personal notes have impact because they speak to a prior relationship and journalists will respond usually more often, even if only to say they have to pass on the story at that time. Customized notes show the media relations person gave it a little more elbow grease and perhaps will get a bit more viewing time as a result. As for pro forma press release emails the assumption would be they have little effect, but in truth, if it’s a hot story, with significant impact – the official launch statement of [...]