By: Sarah Shamouelian Chris Germann, one of the original SageCircle founders, now works in enterprise influencer marketing. That doesn’t mean that he helps social media accounts purchase likes and followers just to get some lucrative sponsorship deals. In fact, it’s much closer to AR than you’d think. But what exactly is influencer marketing? As Chris[…]
Here is an interesting comment (click to enlarge) that might portend a problem for technology vendors in the near future:
This reminds me of the discussions in the mid-90’s around the then nascent market category of customer relattionship management (CRM). One of the perceived benefits of CRM was that it would provide companies a single view of the customer that would make life easier for the customer and provide business value to the company. But there was also huge disagreements over who would “own” the customer: customer service, marketing or sales.
Today, people are starting to play multiple roles as customers, influencers, collaborators and […]
There are many drawbacks to using PR agencies to conduct analyst relations – not the least that most analysts hate dealing with agency staff. Sometimes, however, communications and IT vendors have no choice but to farm out some analyst-related activities. To minimize the chance of agency staff causing problems with the analysts, vendors need to carefully evaluate whether or not a PR agency is actually competent in analyst relations before hiring them.
A technique SageCircle has developed is asking a series of questions in the form of scenarios about AR situations. The responses to the scenarios can then be graded for compliance with AR best practices and insights as to how the analysts work. As always, it is important to weight the questions because some will be more important than others. In addition, it is critical that a standard evaluation framework be established so that responses from different agencies will be graded consistently.
The killer questions should not just be asked of the agency’s senior executive that is trying to win the business, but also the staff that will actually be doing the work. Reluctance by the agency to introduce you to the staff should raise red flags about the breadth and depth of AR expertise in the firm.
The first killer question to ask the PR agency rainmaker and staff is […]
Redmonk’s Stephen O’Grady in Bad PR – The Bane of My Existence: Seven Suggestions for PR Workers has some practical advice for PR professionals at agencies. Here are his seven suggestions (details in the post):
- Analysts Are Not Press: Don’t Treat Them as if They Are
- Caller ID Works: Don’t Just Keep Calling, and Calling, and Calling
- Personalization: Don’t Address Your Notes “Dear Blogger”
- Press Releases: Don’t Use it as […]
How often have you been part of this vignette? The scene: PR manager strolls into the AR manager’s cubicle.
PR manager: “Howdy. Can you get me an analyst quote on this topic for my press release? Oh, and an analyst that can act as a press reference would be great as well.”
AR manager: “Sure, shouldn’t be a problem. When do you need it by?” […]