PR Measurement

3 Traffic Metrics to Show PR Measurement Success

By | Industry Perspective | No Comments

If there’s a greater white whale than PR measurement success in the marketing world I am not sure what it could be. For years marketers have been throwing PR in the “brand” category with little thought to how it helps the bottom line. But times are changing as CMO’s and VPs of marketing are now being tasked to contribute — and attribute — their spend directly to the bottom line. Read More

B2B SaaS PR

4 Pillars of B2B SaaS PR

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SaaS advisor, founder and investor Jason Lemkin is a skeptic, bringing a discerning mind to every facet of his career. He’s especially skeptical of the PR industry — and that’s exactly why his opinion should be trusted, even though he’s been fired as a client by at least three PR firms. Jason and I don’t agree on everything PR related, but we agree on PR’s impact on the entire SaaS business — from recruiting to fundraising to social proof. We at BLASTmedia call this impact the ‘Four Pillars’ of B2B SaaS PR: investors, employees, partners and customers. Here’s why those pillars are important and how PR impacts each: Read More

Media Fragmentation

Media Fragmentation: How to Earn Brand Credibility

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Media fragmentation has pros and cons, especially for those looking to see their business in the news. For consumers, the trend of media fragmentation means increasing choice between and consumption of a range of media — including online, mobile, television, radio, print and more. For marketing and sales professionals, media fragmentation can create increased difficulty in reaching target audiences. Gone are the days of relying on the daily newspaper to know what’s going on in the world. Today’s consumers can find out just about anything with a few clicks on a  smartphone. But, that doesn’t mean that newspapers, television, and radio stations are obsolete. Read More

agile marketing and PR

What Does Agile Marketing Mean for PR?

By | Industry Perspective | No Comments

The term “agile” likely isn’t new to you, especially if you work at a tech company that relies on agile software development. Agile marketing is, as a HuffPost article defines it, “a measure of the speed at which marketing gets done and a philosophy about ‘how’ marketing gets done.” (For a much more complicated but colorful definition of agile methodology, this clip from HBO’s Silicon Valley, a BLASTmedia favorite, is worth a watch.) Read More

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