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What makes a great spokesperson?

Spokespeople play critical roles in PR programs. As the faces of companies, they are primary links between internal (businesses) and external (media, customers, general public) audiences. While the role of a company’s spokesperson varies, the job description often includes participating in media interviews, authoring contributed articles, participating in speaking engagements and attending tradeshows. Whether you … Continued

How VOC enhances B2B marketing effectiveness

Most healthcare and manufacturing companies believe they know their customers pretty well, so they don’t often reach out directly to them and ask about their expectations, preferences and aversions. That’s a mistake. B2B brands who fail to use voice of customer (VOC) research and insights to guide marketing strategy, spend priorities, and message/content strategy are … Continued

Don’t sell snake oil: What you say matters

The role of public relations for healthcare companies is critical – and complicated. Compelling product or service information helps companies stand out, but they must pay careful attention to how media and consumers will translate it. Ask yourself: “Does it set realistic expectations?” “Does it promise what it delivers?” and “Do I have enough data … Continued

A picture is worth a thousand shares

Most humans are visual beings. While text still dominates online information exchange, humans do not handle lots of text very well. Reading is time consuming and can easily be overwhelming. To counteract information overload, attractive visuals (photos, videos, infographics, etc.) that coincide with text are not just wants but must-haves. With that said, it should … Continued

Making PR a top lead generator

Inprela made PR a top business driver for Stratasys Direct Manufacturing (SDM) in 2015. Here’s how we did it. Program objectives were to increase awareness of the company and drive customer engagement to support sales. Inprela’s strategy was for SDM to self-publish the results of a commissioned survey of current and future users of 3D … Continued

Redefining B2B Healthcare KOL Engagement

For B2B healthcare companies that specialize in mission critical areas like patient care and safety, establishing a key opinion leader (KOL) program is an absolute must. Why? Because industry experts are frequently looked to for independent collaboration on critical technology needs, research and innovation feedback to advance our healthcare system. With that, their thought leadership … Continued

How to capitalize on your story using multiple formats

When your company has a good story it is important to maximize its influence. In B2B PR we strive to extend our healthcare and manufacturing client’s stories beyond the original in an effort to reach the largest audience base. The press release, once a staple of public relations, is now only thought of as a … Continued

4 rules for B2B thought leadership success

It seems every B2B company’s marketing goal is to be a thought leader. To be recognized as a thought leader, you need to do more than hire a PR firm. Being a thought leader is about harnessing your company’s expertise to provide increased value to customers. Done well, thought leadership can be monetized.  But, not everyone … Continued

Marketing in manufacturing: Three common challenges

The newness of 2016 has faded. You’re either executing your marketing communications campaigns as planned, or (more likely) you’re managing against the modified realities the year has brought your manufacturing brand. You’re not alone. Here are strategic workarounds for three of the most common problems marketing teams face in the manufacturing sector.   Feeling intense … Continued

And the winner is… evaluating the value of an award

Not all awards are created equal. Some carry a lot of weight, while others amount to little more than a participation trophy. They can also require major time commitment and investment. With so many ways to invest your marketing dollars, it begs the question: Is there value in nominating your company or product for an … Continued