Your B2B PR strategy is much like a clock — when you take off the face, you come head to head with many moving parts that all work to give you that end result. Each gear has its own job, which is essential to the smooth function of the overall product.

One such component is owned media, which includes the writing and self-publishing of articles. Let’s take a few moments to look a little closer at this component and see how it can work for your strategy.

In this article, we’ll cover:

An owned media definition What

Your B2B PR strategy is a complex machine, with earned, owned, shared, and paid media components all working together. Today, we’re focusing on the earned media portion of your public relations strategy.

What is earned media? It is the attention a brand receives through through media or other websites. It is called “earned” since it cannot be bought or owned. It is attained through media relations, such as press releases and pitches to journalists.

So how do you get it? A lot relies on understanding what’s happening in the world of journalism and what that means for your

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B2B content creation is much like creating anything else. It takes hard work and time to create something of quality that people will admire and use for years to come.

Think, for a moment, about carpentry. There are hacks who will sell you a product that will inevitably break within a year. But there are also master carpenters that  create a lasting product that you will enjoy for years to come.

Normally, an enduring product cannot be created in the matter of a couple hours. It takes time, skill, and knowledge of industry best practices.

The same can be said about content

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What the heck do journalists want? 

That’s a question many a harried PR professional has asked. Unfortunately, the relationship between PR pros and journalists can be fraught with each side wondering what’s wrong with the other. 

How can public relations pros and journalists work better together? Read on to learn how to adapt your PR strategy to the needs of journalists in your industry to get the best results.

The 2019 State of the Media Report from Cision is out — and it sheds light on what journalists want from PR pros.

An Eye-Opening Look at The State of

“B2B content marketing is so easy, anyone can do it.” I’ve heard this idea thrown around countless times. And I can’t help but shake my head at the notion.Yeah, sure, anybody can write a blog, but that doesn’t mean it’s going to have an audience. It takes a lot more than basic writing skills to create successful B2B content.

The fact is that not everyone who can write can necessarily create content. 

Why?

Because content marketing is much more than writing. It’s about storytelling and thought leadership. It’s about connecting with your audience and providing real value to their lives.

Photo Credit: Frank McKenna

Public relations is changing in the blink of an eye.

There’s just one problem. Some Public relations practitioners and many PR clients are running a little behind.

PR for eons was laser-focused on earned media — placing a story in media outlets. The rallying cry of clients and executives was “Get us in the New York Times or Wall Street Journal.” And, “Better yet, get us on the front page.”

PR people would overturn every stone in an effort to do just that, wooing media and appeasing clients in the process. (Full disclosure:

“Get me some PR”

Unfortunately, PR doesn’t work like that. You can’t just order it and have it delivered or pick it up at the store. It requires a well thought out PR strategy and flawless execution to be effective.

Let’s talk strategy.

Recently, a client hired my firm because another agency hadn’t thought through its strategy. Its approach was strictly tactical and was missing the mark.

You can’t rush through strategy. It requires research and creativity.

Over the years, I’ve noticed key problem areas when it comes to public relations strategy. Let’s identify these areas, explain how you can

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