Strategic Narrative

Four Lessons Learned From Strategic Narrative Marketing

It has been a couple of years since we (Catapult) formally launched Strategic Narrative Marketing. What a roller coaster ride it has been to introduce something totally new to the PR market! If one thing is clear today- it’s that Strategic Narrative Marketing is our true differentiator as a PR firm. Along with our journey, we’ve had the opportunity to refine and adapt Strategic Narrative Marketing. If you’re new here, Strategic Narrative Marketing is an

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Market Leadership

The DevOps Industry Narrative Journey

Narrative leads every industry forward. For the software industry, two major movements — driven by narrative — has led to the rise of Agile, and more recently, DevOps, from concept to mainstream practice. From the Agile Manifesto (Feb., 2001) and Marc Andreessen’s famed 2011 WSJ column “Why Software is Eating the World,” to the much used motto “Building Better Software Faster,” narrative stories have helped lead both practitioners and vendors alike to collective benefit. Last

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Strategic Narrative

We’re Celebrating Our 19th Anniversary as a High Tech PR Firm

Wow – it’s hard to believe that we’re celebrating 19 years in business. Time flies when you’re having fun – and boy do we know how to have fun. As we reflect over almost two decades of hard work and success, we can’t help but feel a sense of pride as we think about all the good work we’ve done to help our tech company friends build awareness, thought leadership and create attention-grabbing positioning and

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Market Leadership

Anchor Your B2B Content Strategy with a Strategic Narrative

Your content is only as good as your content marketing strategy. Evidence supports this theory in the Content Marketing Institute’s 2018 B2B Content Marketing Benchmarks, Budgets and Trends report. According to the report, 91 percent of respondents use content marketing. However, similar to previous years’ reports, it’s the organizations with documented content marketing strategies who report higher levels of content marketing success. Yet, only 37 percent of respondents have a documented strategy. A top reason is

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Market Leadership

Narrative + PR = Category Winner

It’s harder than ever to stand out — with most companies saying the same thing as competitors. It’s even harder to seize the top spot within your given category. Despite all the digital automation and intelligence available to marketers, effective public relations still provides the most credible path to winning the market positioning battle, especially for startups and B2B tech firms. Don’t get me wrong… Growth hacking is great. As is paid digital marketing that

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Market Leadership

Five Reasons why Category Building is Marketing Gold

True market leaders own, define and/or lead market categories. Think about the Apple’s, Netflix’s and Airbnb’s of the world. They disrupted competitive and dynamic markets, intentionally created new and innovative categories in markets where technology was forcing change – and the results have been extremely prosperous. Marketers should be REALLY excited about this because it’s not easy to stand out in crowded digital platforms – and it’s getting harder to bring new people in. Consumers

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Thought Leadership

We’ve Come Full Circle: Email is Dead.

I’m not one to jump on trends. If something brings actual value, then I’m all for it. If it feels like it’s all style over substance, it probably is. Business development in the B2B tech sector for public relations companies is often a timely convergence of need, trends and luck. In the age of email lists – bought and sold like bizdev currency – it is tempting to get stuck in the blast loop, trying

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Market Leadership

Narrative Spotlight: A Strategic Narrative Can Sweeten Social Media and Drive Real Change

In many respects, the social media narrative is souring as its worst qualities have come to light. Anyone who follows the news has seen countless stories about data breaches, election meddling, its addictive nature and even its impact on mental health – and studies back these claims. For instance, social media is now reportedly linked to depression in teens. A study completed by the Royal Society for Public Health in the UK revealed that Instagram,

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Catapult PR and CorSource Develop and Launch ‘Staffing Lifecycle Management’ Through the Strategic Narrative Marketing Approach

Today we are excited to announce that we helped CorSource create and launch a new process framework through the Strategic Narrative Marketing approach. Read the news below: Industry framework establishes a unique platform for CorSource to address employee management challenges in tech with concrete steps to improve the Talent Economy. Here’s the news release: BOULDER, Colo., April 17, 2018 – Catapult PR-IR (www.catapultpr-ir.com), a Strategic Narrative communications agency, today announced it helped CorSource develop and launch,

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umbrella_blog
Strategic Narrative

Introducing the Strategic Narrative Assessment

Today we are excited to announce the launch of our Strategic Narrative Assessment that is now available on Catapult’s new and improved homepage. The assessment looks at a company’s core messaging and offers feedback and a scorecard detailing how it translates to the market, stacks up to competitors and addresses industry mega-trends and leadership. And, it’s completely free of charge! Here’s what our co-founder Terri Douglas shared about the assessment: “Strategic Narrative Marketing helps companies change

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Strategic Narrative

Strategic Narrative Marketing in Forbes

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

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Market Leadership

Narrative Spotlight: How Apple Dominated the Resolution Conversation with Retina Display

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.

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Market Leadership

Selfless Marketing is a Thing (Let me Explain …)

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

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Uncategorized

Boost Your Content Pipeline with an Industry Narrative in 2018

As we dive into a New Year, many of us face the challenge of realigning our efforts to reach new goals over the next 12 months. If content is your specialty, you’ve probably crafted a new content marketing plan and have built (or are in the process of building) a 2018 content calendar. You might even have a documented strategy for content — but is your content supported by a narrative that delivers a unique

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Strategic Narrative

It’s Budget Time. . . .

And you know what that means. Looking at what you spent last year and seeing what worked, what didn’t (and why) Investigating ways to streamline resources, budget, yet get more impact Seeing where to invest to ‘move the needle’ so your organization/company can get more sales, be acquired, raise more money Let’s be honest. It’s stressful. Boards want justification for the money you (your company) spent and why. Investors want the same, but, they want

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Market Leadership

TechDay LA Recap

For a boutique PR firm like Catapult, the tradeshow/conference circuit is a bit off the beaten path. We work with clients all over the country, and we’ve been fortunate enough that the reputation we’ve developed throughout the tech industry often leads to referral-based client relationships. When we decided to attend TechDay LA, we recognized it as a great opportunity to push our boundaries, engage with a whole new sector of the industry, and continue to

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Strategic Narrative

Find us Today at TechDay LA

We are thrilled to join more than 300 hundred startups and 12,000 attendees for a whirlwind, one-day event –  TechDay LA! Our very own Guy Murrel, co-founder and principal, and Charles Trowbridge, senior account executive, are manning the Catapult PR table. At 2:40 p.m. PDT, Guy will take the general stage for a three-minute demonstration on Strategic Narrative Marketing, a ground-breaking new approach to company messaging that aims to build category owners and establish true

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Thought Leadership

Practicing DevOps with Your Public Relations Agency: Tips for a Successful Relationship

Let’s face it – in today’s digital world, you are probably working for an organization that runs on software in some way. Even if you aren’t working directly with the software part of your business, there is a chance that you have heard the term “DevOps” buzzing around over the past several years. Not ringing any bells? DevOps, while many may dispute a concrete definition, is a term used in the software delivery industry to

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Strategic Narrative

Content Marketing – Too Much of a Good Thing?

Most B2B marketing practitioners understand the value of good content. The “2017 B2B Content Marketing Benchmarks, Budgets and Trends, North America” report states that 89 percent of B2B marketers practice content marketing. As a result, this is driving a big chunk of marketing budgets as organizations glom onto content marketing’s promises for lead gen, ROI and tangible results. This is all good –at Catapult we firmly believe in the power of content. In fact, content

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Strategic Narrative

Catapult Wins TWO National Industry Awards for Strategic Narrative Marketing

We are honored to share that we recently received two national awards for our Strategic Narrative Marketing (SNM) messaging framework that helps organizations define and own categories. We are now the proud owners of a Gold Stevie Award for PR Innovation in the 2017 American Business Awards™, and Silver for New Products and Services in Advertising, Marketing and Public Relations in the 2017 Golden Bridge Awards.  “This is a big milestone for Catapult as we work

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strategic narrative
Strategic Narrative

An Industry Narrative Helps CEO’s Align Company Culture Around a Common Goal

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

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Strategic Narrative

Strategic Narrative Marketing 101: What is a ‘Messaging Space?’

We (Catapult PR) talk a lot about our unique approach to positioning and messaging called Strategic Narrative Marketing (SNM). The approach defies traditional company-centric messaging because it challenges a company to look at messaging from a higher-level and focus on the industry. When this is done correctly, the company has an opportunity to be more strategic and develop a narrative that is unique, compelling and actually means something to the industry. When we share tips

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strategic narrative
Market Leadership

The (Only) Three Questions to Ask Your PR Firm

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

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Market Leadership

Strategically Targeting Analysts as Key Influencers: AR is a Two-Way Street

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

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Market Leadership

Social Media Marketing World: The Future of Social Marketing

A few weeks ago I had the opportunity to attend Social Media Marketing World 2017 (SMMW) in sunny San Diego. Coming into the conference as an intermediate member of the social media world, I was excited to learn a lot. And, boy, did I learn! The conference covered just about every corner of social media marketing, including tracks specifically dedicated to blogging, vlogging, Instagram, Twitter, Facebook, analytics and more. With more than 100 sessions lead

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Thought Leadership

Accelerate Your Career Path by Becoming a Messaging Expert

We (PR and marketing pros) have the freedom to create our own unique vision for success. As we pursue our individual careers, there’s a good chance we’ll have some big highlights to reflect upon when we reach retirement age. On the other hand, there may be seasons where we feel stuck or uninspired, when direction is murky and movement is limited. While we are creating our career paths, we’re also likely to run into stiff

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Strategic Narrative

Why It’s Important to Use Industry Megatrends as Part of Your Messaging Strategy

Everyone has “that friend.” The one you dread meeting up with because you know that for every story or update you have, they will have one to match it. Everything you say somehow relates to them, and makes you want to (maybe not so) politely exit the conversation. While it’s often easy to tell when you are being like this type of person, it’s much more difficult to recognize this behavior on an organizational level.

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Strategic Narrative

How to Turn Industry Misperceptions into Education Opportunities

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]Turning lemons into lemonade is a skill that any PR or marketing agency should have. At the end of the day, any press is good press, right? As professionals in the lemonade-making business, the answer is yes – and no: ‘yes’ because press presents opportunities; ‘no’ because if you fail to capitalize on negative press – or a misperception being perpetuated – the effects are typically not positive. For

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Market Leadership

Strategic Narrative Marketing from Launch to Adoption | Part 12

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]Strategic Narrative Marketing (SNM) is a new approach to company positioning and messaging. If you’ve been tracking along with our blog series, you probably have a decent grasp on what it’s all about (newcomers – start with Part 1). You’ve learned how to truly think and act like a leader in your industry and perhaps you are considering developing and launching a market category or framework for your organization.

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Strategic Narrative

Prepare for Launch | Part 11

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]As we draw closer to the end of our Strategic Narrative Marketing Series, we will explore how to put the industry narrative into action. If you’re new, Strategic Narrative Marketing is a bold approach to company positioning and messaging that speaks at the industry level and challenges organizations to be more strategic. When Strategic Narrative Marketing is properly executed companies stand out as leaders in their industry because they

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Strategic Narrative

Long-Form Category Building| Part 10

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]The Strategic Narrative Marketing Series continues as we explain the next step in the narrative development process. Previously we discussed developing Power Point slides that will serve as the basis of your narrative. Today we will explore long-form category definition through the development of a white paper or positioning document. If you’re just jumping into this Series now, check out our first blog which explains what Strategic Narrative Marketing

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strategic narrative
Market Leadership

Your Strategic Narrative | Part 9

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]If strategic narrative you’ve followed along with our Strategic Narrative Marketing blog series, you’ve learned about this new industry approach that was developed by Catapult PR to help companies lead markets, stand apart from their competitors, and have something meaningful to say in crowded content spaces. Recently we transitioned from the “what” to the “how.” We covered the basics of conducting a discovery session to unwrap a Strategic Narrative

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strategic narrative
Market Leadership

Crafting Your Strategic Narrative Statement | Part 8

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]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

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Strategic Narrative
Market Leadership

The New Standard for Quality Content

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]My son, a kindergartner, is learning how to read and write. He tends to rush through his assignments so he can move on to more important things, like recess. His teacher, on the other hand, is a big proponent of “quality work.” She encourages him to take his time. My husband and I (also supporters of quality work), make him slow down when we practice with him outside of

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strategic narrative
Market Leadership

Five Ways to Get More Value from your PR Firm

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]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

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strategic narrative
Market Leadership

Differentiating Yourself From the Crowd Without Fake News

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]The more we look around the current tech landscape, the more we see examples of just how important a strategic narrative is in differentiating yourself from the crowd. Take, for instance, the latest controversy surrounding Facebook and its “fake news” problem. Facebook has long positioned itself as a data collection company masquerading as a social networking organization. However, with its move into live broadcasting and, apparently, news curation, it’s

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Social Media
Market Leadership

Three Reasons to Adopt a Social Media Strategy

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]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

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Strategic Narrative
Market Leadership

The DevOps Enterprise Summit San Francisco Was Everything We Hoped For and More!

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]We (Catapult PR) just returned from an action-packed three days at the 2016 DevOps Enterprise Summit San Francisco (DOES16) where 1,300 DevOps luminaries, business leaders and practitioners united to unpack current DevOps trends and predictions, share success stories and collaborate for the betterment of Dev and Ops practices at large, complex organizations. The conference featured a jam-packed schedule including speakers from some of the world’s biggest brands, such as

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Market Leadership

Unwrap Your Company’s Strategic Narrative | Part 6

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]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

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strategic narrative
Market Leadership

The Rules of Engagement: PR Edition

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]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

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Strategic Narrative
Market Leadership

Strategic Narrative Marketing: Core Tenets of an Industry Narrative | Part 5

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]Today we are diving into Part 5 of our Strategic Narrative Marketing Blog series. To guide you through this new, unique approach to company messaging and strategy, we’ve broken down the key pillars of what makes up a marketing-based Strategic Narrative. Our aim is twofold: 1) help those of us in charge of “messaging” create a more industry level industry narrative and, 2) provide a guide that is open

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strategic narrative marketing
Market Leadership

Get to Know the Mind Behind, “A Practical Guide to Strategic Narrative Marketing”

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]A few weeks ago we announced a new book by Catapult co-founder and principal, Guy Murrel. The book, “A Practical Guide to Strategic Narrative Marketing,” is a brief ‘how-to’ guide for those looking to lead their market and stand apart from competitors while embracing a new messaging strategy. I asked Guy a few questions this week to get his perspective on what Strategic Narrative Marketing is and what it

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strategic narrative
Market Leadership

Strategic Narrative Themes: Creating Messaging that is New and Meaningful | Part 4

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]For the past several weeks we have been writing about key Strategic Narrative Marketing practices on our Catapult blog. We’ve looked at how you can find your company’s voice, think higher than a mission statement, and guide strategic direction with a strategic narrative. Today we look at creating entirely unique strategic narrative spaces and themes. What, exactly, do we mean by that? Let’s start with the common understand that

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Strategic Narrative
Market Leadership

5 Ways Strategic Narratives Guide Strategic Direction | Part 3

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]A common catchphrase emanating from boardrooms these days is, “we need a new narrative.” With business landscapes changing quickly – from the advent of new technologies, global competition, evolving customer behaviors and more – it’s no longer enough to say, “we make widgets” or, simply, “our services are the best.” As a leader, you want a powerful narrative that inspires employees, excites partners, entices customers and engages influencers. A

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Strategic Narrative
Market Leadership

Drop Your Mission Statement, Pick Up a Strategic Narrative | Part 2

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]We all have that “one” friend. The one we dread inviting over for dinner or out to brunch because we know all they will do is talk about themselves. While we wait for a natural pause to interject our own thoughts, we begin to lose interest in what they are saying and perhaps begin daydreaming, watching the final cares we have drift away. Think of this friend as the

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Strategic Narrative Workshop
Market Leadership

What Is a Strategic Narrative Workshop?

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]As you’ve been reading in our blog, Strategic Narrative Marketing is an entirely new approach to what some folks refer to as “storytelling” or traditional “positioning and messaging.” Strategic Narrative Marketing elevates both of these to a much higher industry level that gets companies out of talking about themselves, their products, services, bits and bytes, and instead focuses on important issues taking place in their industries. It is a

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Find your voice
Market Leadership

Find Your Voice with Strategic Narrative Marketing | Part 1

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]How loud is your company’s voice? No matter the industry, I’d be willing to bet that the vast majority of us are seeing heavy saturation when it comes to online publishing and content marketing. The noise has its advantages and disadvantages. While you have the opportunity to disrupt the marketplace on platforms that can reach big audiences through PR and marketing, you might find it difficult to make an

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PR is not dead
Market Leadership

Public Relations Isn’t Dead

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]I’ll be honest with you – I started my journey in public relations having very little idea of what public relations actually entailed. Coming into my current company at first as an intern, I was looking to get my feet wet in an industry that close friends and family thought I would always be good at, but had never pursued. I was a blank slate. Blanker than a newly

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Strategic Narrative Marketing
Market Leadership

Strategic Narrative Marketing – A New Marketing Category To Help Companies Stand Out & Be Noticed

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]Today is a special day at Catapult. Strategic Narrative Marketing After years of helping our clients develop their stories and turn them into narratives and entire market categories, we have taken our own good advice. We have formally packaged up this proven service offering and are now making it available to clients, small and large. We call it “Strategic Narrative Marketing.” It’s a new marketing category designed to help

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Strategic Narratives
Market Leadership

Strategic Narratives: How Industry Vision Creates Leadership and New Messaging Spaces

[vc_row][vc_column][pt_text color=”” css_animation=”” pt_hidden_viewport=”” css_delay=”” el_class=”” css=””]All too often businesses struggle with having something unique and compelling to say in their marketplace. Now, with the rise of content marketing as a means of connecting with customers and standing out in the market, the challenge of “what to say” seems to increase daily. If you’re looking for new, fertile messaging ground to build your story, *stop looking inward* and at “how to” topics, and look upward

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