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Four trade media trends healthcare marketers can leverage

Twenty-three percent of B2B marketers view print trade magazines as a key content marketing tactic and only 17 percent rely on digital magazines. In 2017, even fewer saw trade media as a critical tactic to their marketing success (6 percent and 5 percent respectively) according to the B2B Content Marketing 2017 Benchmarks, Budgets and Trends … Continued

Finally, a way to measure the business impact of PR

We know that successful B2B PR is centered on storytelling that fosters meaningful engagement and demonstrates business value at every touch point in the buying cycle, regardless of channel. That’s why we are taking a new approach to PR measurement to include earned, owned and paid media metrics. B2B PR metrics are no longer just … Continued

Change how you define PR, change your business

Some call it PR, some call it media relations, earned media or thought leadership. Public Relations Society of America’s definition is: “public relations helps an organization and its publics adapt mutually to each other. At its core, public relations is about influencing, engaging and building a relationship with key stakeholders across a myriad of platforms … Continued

A new model for B2B public relations success

Today’s B2B marketing reality: Marketing budgets are under scrutiny from executive leadership. Marketing departments face increased pressure to drive business growth, quickly. There is very little patience for action and results. How did we get here? The recession of 2009-2010 wasn’t the only factor, but it was a significant one. First, it exacerbated any dysfunction … Continued

2018 PR Planning: Prepare today to succeed tomorrow

Labor Day signaled the end of summer. It’s still only September, though, so how can we be thinking ahead to 2018 PR planning? The reality is, the new year will be here soon. The best B2B PR programs stem from strategic planning and definitive business goals. Being ready to hit the ground running when the … Continued

5 ways “fake news” impacts healthcare media

The proliferation of the term “fake news” over the last year has catapulted the entire journalism profession into the spotlight…and into defense mode. According to a new report, A Real Plague: Fake News, 82 percent of Americans are concerned about the impact “fake news” might have on the credibility of information they get from the … Continued