I’ve found that whenever something frustrates me or slows me down in my digital workspace (which is pretty much 100% Google Chrome) — there’s an app for that! Chances are, if I’m getting tripped up time and again, someone else has had the same problem and a solution is out there. The Internet ecosystem includes hundreds of helpful and creative Gmail and Chrome browser extensions that make work life easier. Over the years I’ve installed
Messaging and positioning are more than just marketing’s priorities These last few years I’ve seen Catapult go in and help organizations create strategic narrative messaging and execute PR efforts that lead markets and create new categories. In that time, I’ve noticed some patterns in the way that organizations 1) realize they need help with telling their story, 2) reach out to third parties to gain an outside perspective and, 3) involve executive leadership to implement
Communications and PR people get the importance of narrative. You don’t need to convince us, it’s the world we live in. Stories shape and redefine our companies, our clients, the industry we are in and the industries we represent. Our day-to-day work involves digging up those narratives, editing them, analyzing them and acting with the story as the backbone of our activity. Therefore, when the marketing team creates a plan or the PR agency comes
Catapult has recently been shining the spotlight on companies that understand how to lead the market by creating industry narratives and vision. These are companies that have hit the narrative mark. This means their communications follow the principles of Strategic Narrative Marketing. We started with a post on Patagonia, outdoor adventure retailer, and its move over the last couple of years to take a political stance and align the company around advocacy for public lands.
Believe it or not, a company’s messaging does not have to be self-centered. Stay with me for a moment and let me explain what I mean. I know, I know the very word “marketing” means promoting and selling. So how can marketing be selfless? Isn’t the purpose of marketing always to increase the bottom line? Shouldn’t a B2B company focus on advertising and promoting its solutions? Sure, those activities matter and good marketing will end
Content marketing standards might be at an all-time low. Many business-to-business companies are outsourcing content creation, often to “jack-of-all-trades”-content farms who do not have a deep understanding of the businesses they are writing about. Also, we are seeing automated content and the use of robots or AI for content creation grow in popularity. Heck, even journalism organizations like the Associated Press are using robots to write stories, so why not? But is all of this
A company that finds its voice and truly leads an industry often changes the world with new innovations and new ways of thinking. By blazing a path through unknown territory and beckoning others to follow, true industry leaders shape the future. It’s these brands that we remember through the decades, whose products become household names. Not only do organizations that achieve this kind of success provide good products or services, they offer a new way
Analyst relations (AR) and public relations are usually closely paired within the marketing functions of today’s businesses. At Catapult, we run AR programs for most of our clients, in addition to PR. This makes sense because in some ways, analysts function like journalists—although more technical, specialized and usually with prior firsthand industry experience. Analysts formally report on the movements they see within particular markets. They evaluate and review vendors, provide recommendations and forecast future growth
LinkedIn is the number one social media platform used by CEOs today and there are many reasons why. As the branded “professional” social network, LinkedIn differs from Facebook or Twitter in that it is a digital resume. It’s not a place to share baby pictures or invite friends to your birthday party, it’s a tool for growing one’s professional career. Many leaders in the business world are using LinkedIn as a platform for connecting with
After you’ve selected a PR firm to help your organization define and share a strategic narrative with the world, you need to make sure you get the most value for every PR dollar spent. The success of a PR initiative is not completely dependent on the agency, however. While a good agency knows how to work around unique quirks or challenges a client brings to the table, there are a number of decisions and actions
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