The following is an excerpt from an article by Guy Murrel titled, “Brand Leadership and the Narrative Economy,” that was originally published on Forbes.com While just “words,” the power of narrative is now a force to be reckoned with — from politics and pop culture to social movements and business. All too often, we now see narrative take down the mighty and powerful and, at the same time, expose the once obscure to great fame.
We are excited to see Strategic Narrative Marketing featured in a recent Forbes post about creative ideas for driving an organization’s brand. We believe that every company can benefit from Strategic Narrative Marketing, and that adoption of the approach creates industry leaders and category owners. Read the full article here. Strategic Narrative Marketing challenges companies to look higher than what they do or offer, and focus on the industry. By following the approach, a company
The narrative movement is gaining traction among industry leaders. An industry narrative is higher-level than storytelling and that alone forces companies to think differently. By participating in this movement, companies have the opportunity to offer a unique voice and contribute to the overall betterment of the industry. What we’re talking about rises above products and services. It is the essence of who a company is and its vision for the industry. Many companies that have
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
Public relations can expose some interesting, challenging and even spooky situations. Oftentimes, PR professionals can feel lost when it comes to delivering (and measuring) results for their clientele. Unless specific goals and key performance indicators are set and understood from the start, trouble can arise. Additionally, the call to quantify public relations’ value for the boardroom can seem never-ending. Many are even starting to eliminate some (or all) of the PR line item from budgets
While a picture may be worth a thousand words, the narrative itself is priceless. As PR and marketing pros, we strive to develop (and nurture) a strategic narrative that will help our clients leapfrog their competition and win in the marketplace. While this is not an easy feat, taking the time and making the effort to create a powerful narrative (at the industry level) helps establish thought leadership and the opportunity to “influence the influencers.”
After being in the PR business for more than 30 years, it’s been an interesting ride to see how it’s evolved, morphed and changed. Yet, while PR has been around for a while, it still is a mystery for many CEOs, CMOs and marketing folks. Oftentimes, they don’t understand what kind of results they should expect and, if they are hiring a PR firm, how they operate. We often get asked the standard questions when
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
To continue our ongoing series on “Strategic Narrative Development: Elements of Success,” we’ll take a look this week at actually creating a strategic narrative statement. Last week, we discussed the elements most important to conducting a workshop and developing a category: gathering the right people, thinking at an industry level, using the workshop for discovery and not to answer questions, and to hold an extensive discussion that allows the team to consider all its options
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
At Catapult PR, we offer a wide variety of services to our B2B tech clients. From analyst and media relations to content development, to capturing speaking and award opportunities there isn’t much we can’t do. While programs such as these are pretty painless in terms of getting clients on board, there is one initiative that is often a struggle: social media. Perhaps it’s because of how new social media is in terms of being a
If you’ve been following along with our Strategic Narrative Marketing blog series, you’ve learned how your organization has a unique opportunity to be heard in the face of today’s oversaturated content and digital marketing channels. You’ve learned how a Strategic Narrative can help elevate your organization above the competition with a higher-level, strategic approach to positioning and messaging. You’ve also learned some of the key building blocks of a Strategic Narrative – including tenets to
rule of en·gage·ment noun “A directive issued by a military authority specifying the circumstances and limitations under which forces will engage in combat with the enemy.” The [PR] rules of engagement (ROE) are standing orders to public relations firms (and individual PR professionals) that define the circumstances, conditions, degree, and manner in which the use of pitching, writing or socializing may be applied. These rules provide authorization for and/or limits on, among other things, the
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