Sharing practices & tidbits related to the skills, knowledge & expertise in STRATEGIC COMMUNICATIONS

White Paper Brilliance on Sales-oriented PR | Thomas Konrad, Unicat Communications

So many of us communicators and sales staff are either talking about this, arguing about it or avoiding its truth altogether.

Sales-oriented public relations is not the favorite activity of people like me who lean toward journalism and storytelling, but it’s necessary in many environments, so its worth becoming an expert in—for communicators and sales staff alike.

German PR professional  specializes in corporate and product PR, B2B communications for IT and high-tech companies and presents a brilliantly laid out white paper on the topic. The below quoted section excerpts are just a few of the concepts presented followed by the entire white paper.

I’d love to explore creating and facilitating a half-day study session, based on this paper, with communicators, sales professionals and C-suite folks to come to a new place of understanding and collaborating. Read on!

(from Sales-oriented PR white paper, by

Use content marketing and online PR to generate leads
By and large, IT companies in the B2B segment these days see their website as the first port of call for all product communication. Logically, they therefore invest heavily to attract traffic to their website. The most effective way to do this is by publishing content that adds information value for potential customers and decision makers …

Collaborate on content
The area with the largest overlap of sales and PR is customer-related content such as case studies, best practices and reference stories. Sales and PR teams should work together more closely to produce such content. …

More via About us – News – Unicat Communications PR Agency in Munich, Germany, specializing in IT, hitech and education. via White Paper Brilliance on Sales-oriented PR | Unicat Communications.


Filed under: MARCOM, PR, STRATEGY, WHITE PAPERS, , , , , , ,

All Hail King Content!

Content is and will always be king. Only the methods of getting messages to the villagers change. This being said, it can be difficult keeping other departments/colleagues/clients aware of this tried and true method–content strategy first!

Covering social media ground is important, yes, but it’s merely a tactic. You need meat and potatoes on that plate if you’re going to serve it and expect your audience to take it in and digest it for good use. Metaphors aside, with a content strategy in place from the start, you can instantly infiltrate all applicable mediums with intended messages tweaked (or not) for the appropriate target.

So, PR/communications leaders, add to you list of duties, giving your colleagues and clients early and constant reminders why we do what we do and why we lean hard on strategy from the get-go. Shel Holtz writes:

“For communicators, stellar outcomes begin with understanding what a strategy is and how it differs from objectives and tactics. Strategies define overarching approaches to achieving business goals. Tumblr, Instagram and every other platform on the planet are tactics selected to meet the measurable objectives you identify in support of your strategy.”

via Why you don’t need a Facebook strategy | Articles | Home.


Blaunch! (i.e., blog launch)

By Lysa Fitzhugh
As if I didn’t have enough to do. Another blog. Blogging can take up time and be frustrating – if I have nothing to say. As it turns out, I’ve been working in strategic communications for about 20 years, and that leaves me with experiences to share and recommend, techniques and tactics to contemplate, client scenarios to discuss, and of course, annoyances to vent.

I originally thought I’d start this resource as a repository of information compiled in such a way that makes sense to me based upon my experiences. Something I could tap into (and add to) from any location without missing a beat. (I’ve changed places of employment enough times to get tired of rebuilding files and adapting them to a new environment, or to just keep them updated.) So it makes sense to put them online. My portfolio Web site did not make sense for a storage area, nor did a business Web site. As I contemplated the right venue, blogging exploded and became more accessible. Simultaneously, my need to create an online “library” evolved into a type of open forum, much like the open marketplace of ideas, to serve more than just me. So here is Bailiwicking!

The term ‘bailiwick’ is used when referring to “an area of activity in which somebody has particular responsibility, or in which he or she has specialized knowledge or ability.” (Encarta® World English Dictionary © 1999 Microsoft Corporation. Bloomsbury Publishing Plc.) As with many of my colleagues in this field, the core of my being is communications. Sounds corny, I know, but anyone who knows me would concur. And so, strategic communications is my bailiwick and in this blog I will, well, be ‘bailiwicking.’

There are several online resources by other communicators/groups I tap into for fodder and I may refer to them in this blog. I didn’t create this field and I don’t own it. It’s about sharing and supporting the strength and continual growth of strategic communications – be it PR, marcomm, creative, social media, audience engagement, strategy or tactics. It’s about contributing to the field from a unique perspective and understanding the similarities of all perspectives. This is my hat in the ring of chatter about strategic communications.

Dialogue welcome!

Filed under: ∆ TIDBITS ∆, COMMENTARY, , , , , ,

About a Medium (A vehicle of communication … not a psychic.)

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Reading List: professional & recreational

So I was reading this book (it's like a blog, but only papery) when I found myself using my brain to visualize what the words were describing. What a nifty and unique experience! I then found myself transported and, well, relaxed. Huh. As it turns out, it's okay to occasionally step away from ALL screens.

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