Why Piggies Need Their Backs Better Looked After: A Peek At A Better Way To Respond To News

  In traditional, ‘agency’ PR, there’s a well-established technique called ‘piggybacking.’ The idea’s straightforward enough, and is suggested well by the name: x event happens, so we produce comment on it from our client. Sound idea – but invariably terribly badly done Journalists want things they can use to take a story on to the next level, of course they do. Say the Town Hall burns down and the Fire Brigade says that it was caused by faulty wiring. It’s perfectly legitimate for electrical safety consultants to next day go to the press and suggest ways such disasters can be avoided in future – or for, say, insurers to remind us all that it’s always worth protecting yourself against the unexpected, and so on. Unfortunately, in hi-tech at least, what happens is this: Bad Thing Happens. Reporters get 100 emails the next morning – sometimes the same day – saying, ‘Oh, That bad Thing? If only enterprises had bought my

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A Feisty Woman Speaks out – Content Marketing is NOT the Same as Thought Leadership.

I know I can be a bit feisty in January, so I promise to be more tranquil in February but for now I need to get something off my chest. I have a growing sense of irritation with what I have seen in some really good, tier-one business magazines recently on the topic of content marketing and thought leadership. These guys should know better, but they seem to think they’re the same thing.  No they aren’t!!? So our journey begins in resected business Bible Management Today, which lured me in with its promise to tell me ‘Five tips for getting started with thought leadership’ . Now this is a perfectly fine article… after the intro, which makes this assertion: ‘Whether you call it “content marketing” or “thought leadership”…’  Ex-squeeze me? They’re interchangeable? My puzzlement mounted when I then read this in probably the world’s biggest business magazine of them all, America’s (usually) wonderful Forbes. There, I was told yet again

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Predictions are so last century. And chasms have been crossed. Did you notice?

OK, let’s get it out of the way; yes, this is a ‘2016 predictions’ blog. Only it’s not really. Well, mostly not really. (Trust me.)  What it is instead is a little bit of a provocation. I see some things happening out there in the world of B2B hi-tech PR and communication, and I like some of them. And there are things I am definitely not so pleased with that I want to see the end of. So, I dunno – maybe this is the ‘Guardian Of Your Voice’ version of the refreshed conversation you and I didn’t have on New Year’s Eve before you spent that £75 on your cab home. Yeah, that good! First off. Predictions. So last century. Come on people! Things don’t magically change either overnight or even over 12 months. What does happen is that some things blur and morph into another thing over a period of time, and there’s a moment of recognition when

read more Predictions are so last century. And chasms have been crossed. Did you notice?