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Publishing

Mohammad Anas Wahaj | 29 oct 2019

Visibility is critical for the success of business ventures. Public relations is what provides businesses just that when done right. Deborah A. Geiger, CEO of Geiger Communications, suggests a 3-step process to create winning pitches that provide meaningful coverage - (1) Introduce Yourself: Reporters need professional information and capabilites of those they cover in their stories. Provide them all the required details and make them confident about yourself. (2) Place Your News In Context: For the winning pitch place your news in geographical, historical and industry context to make your business and work stand out. Make your story truly unique and newsworthy. Do competitive analysis and differentiate yourself. (3) Consider The News Cycle: News cycle is predictable. Understand it and time your pitch accordingly. Select reporters who cover events and news related to your area of expertise. Keep communication with them helpful and positive, and offer your expertise for their future stories. The core of best PR pitches is simplicity and clarity in communication. 'If you can't explain it simply, you don't understand it well enough.', said Albert Einstein. Keeping this in mind, with no confusion about who you are, what you do and how you can help, you will no doubt make a positive impression. Read on...

Entrepreneur: How to Write a Winning PR Pitch
Author: Deborah A. Geiger


Mohammad Anas Wahaj | 19 jul 2019

Good content is essential for every content marketing strategy. But, getting requisite return on investment (ROI) defines it's business success. Steven van Vessum, co-founder & VP of Community at ContentKing, suggests ways to maximize the chances of success of content marketng strategy - (1) Best Content Is Not Equal To Most Successful Content: Be selective and start small; Assess competitor's weaknesses and know your strengths and leverage that; Put together a content promotion strategy that works for you. (2) Create Multi-Purpose Content: As lot of research and resources are used to create content, leverage it to create other types of content to get better ROI; An evergreen content piece can be partically repurposed as a conference talk, a support article, a podcast topic or a guest post. (3) Creating the Best Content Is Not That Hard, It's Just Hard Work: Focus on creating content that provides most value to the visitors and fulfils their search intent; Create a content piece that makes you think not to give it for free. (4) Core Content Is the Key to ROI: Core content is content that your target audience is interested in, and that's close to your products and/or services. Helps in transition to soft sale; Create core content, and build related content around that. (5) Control & Protect Your Investment: Social media and content platforms are easy to use and have large audience reach but they provide limited control. Moreover, they may shut down or modify their terms of service as per their convenience; External platforms often don't support adding Call-To-Action boxes or newsletter signup forms. This results in questionable or reduced ROI; Better option is to publish a summary or introduction on these platforms and link it back to the detailed or full content on your own website. Read on...

Search Engine Journal: Content Marketing: The 5 Most Important Things You Need to Know
Author: Steven van Vessum


Mohammad Anas Wahaj | 28 jun 2019

Wikipedia explains 'Spin' as, 'A form of propaganda in public relations and politics that is achieved through knowingly providing a biased interpretation of an event or campaigning to persuade public opinion in favor or against some organization or public figure. While traditional public relations and advertising may also rely on altering the presentation of the facts, "spin" often implies the use of disingenuous, deceptive, and highly manipulative tactics.' Researchers (Paris Descartes University: Isabelle Boutron, Romana Haneef, Philippe Ravaud; Hôpital Hôtel Dieu, Paris: Amélie Yavchitz, Gabriel Baron; Inspire: John Novack; New York University: Ivan Oransky; University of Minnesota: Gary Schwitzer) in their study, 'Three randomized controlled trials evaluating the impact of "spin" in health news stories reporting studies of pharmacologic treatments on patients'/caregivers' interpretation of treatment benefit', published in journal BMC Medicine, found that participants were more likely to believe the treatment was beneficial when news stories were reported with spin. Prof. Gary Schwitzer of University of Minnesota and founder/publisher of HealthNewsReview.org, says, 'This is important research because misinterpretation of the content of news stories due to spin could have important public health consequences as news articles can affect patient and public behavior.' Prof. Schwitzer says that spin can originate in all stages of the flow of information from researchers to the public. Researchers suggest that spin can be managed by taking the following steps - Train researchers to understand how the public uses the media and, in response, frame their communication to the public in a way which is truthful, relevant, understandable and devoid of distortion or hype; Train PR professionals, journalists and other communicators to detect spin and accurately convey research results; Educate news consumers on the resources available to help them critically evaluate health claims; Support research for developing ideal approaches for communicating scientific and health information. Read on...

University of Minnesota News: Research Brief: Evaluating the effect of spin in health care news
Author: NA


Mohammad Anas Wahaj | 09 may 2019

Ad-free environment is an expected reality with subscription-based models, ad blocking tools and alternatives to traditional media already available. Marc Pritchard, chief brand officer at Proctor & Gamble, predicts that we're evolving into a 'world without ads' as brand engagement with customers changes with technology and consumer requirements. Gary Ellis, Co-founder and COO of Remesh, explains how branding will shift and survive in this ad-free environment. He says, 'There are infinite possibilities for filling the void left by traditional advertising. Success will depend on translating traditional advertising insight into new engagement tactics. Advertisers will need to focus on how they can fit themselves organically into their customer's experience, rather than disrupting a customer's experience as is often associated with traditional advertising.' He adds, 'Consider what is central to the brand building experience, which ranges from embedding tech in products to targeted ads. Pritchard predicts an increased desire for personalization, an interest in learning about a brand's values and more brand experiences. This means a brand's ability to connect with people on a human level plays an even more critical role in this new engagement paradigm. An emotional function will serve as the main connector, and one that can come in many forms.' He further explains, 'Targeted advertising is about two things: relevant content and demonstrating comprehension of customer needs. It stems from the desire to be 'helpful' – providing an audience with the information they need so that they can quickly and easily find what they are looking for. In an ad-free world, what were once targeting challenges can be avoided. This means not just focusing on personalization, but context.' Read on...

AdExchanger: How Will Branding Survive In A 'World Without Ads'?
Author: Gary Ellis


Mohammad Anas Wahaj | 29 nov 2018

The idea of coffee table books with thick pages and attractive glossy covers is accessibility, they are reachable and readily readable. Henry Miller said in his book 'The Books in My Life' (1969), 'A book lying idle on a shelf is wasted ammunition.' But this may not be the case with coffee table books as they hardly lie idle. Moreover, Susan Sontag defined her library as 'an archive of longings'. Here are coffee table books on design that stand out in 2018 - (1) Andrew Martin Interior Design Review (Volume 22): With over 500 pages of the latest interior styles and trends, marks out the World's 100 greatest interior designers and showcases their projects on an international level. A must-have for interior designers and design professionals. Martin Weller, founder of Andrew Martin, says that the 22nd edition of the review 'honours alterity', due to the 'astonishing breadth and variety of work' involved. (2) Nina Campbell Interior Decoration: Elegance and Ease (Giles Kime): The book features a biographical essay that runs alongside images of lofty rooms with fabric-matched armchairs, tablecloths and curtains, antique occasional pieces and wallpapered wall panelling, each of which is punctuated with the finest upholstered furniture. (3) Shelfie: Clutter-clearing Ideas for Stylish Shelf Art (Martha Roberts): The idea of 'shelfie' started with Marie Kondo's de-cluttering trend, followed-closely by a surge in the popularity of open shelving. #Shelfie became a hot trend on social media with creatives and interior designers showcasing their shelfs. Martha Roberts brings the social media into the pages of the book. Her shelfie digest demonstrates a fusion of great design, an unapologetic display of personality and a deep sense of relevance to the digitally engaged generation of aesthetes. Read on...

The Independent: Best design coffee table books of 2018
Author: Anya Cooklin-Lofting


Mohammad Anas Wahaj | 28 aug 2018

Nonprofits have to take the cue from their for-profit counterparts for successful implementation of marketing and technology oriented strategy implementations. Content marketing is now a mature field both in B2B and B2C aspects of business. Best practices are available. Gloria Horsley, founder of Open to Hope Foundation, explains the value of effective content for nonprofit organizations to educate, inform and engage with donors, volunteers and those the nonprofits intend to support and help. She shares her mistakes in content marketing in nonprofit realm and the learning from these experiences - (1) Transferring Existing Print Content Online: Offline content is outward-facing and telling rather than sharing or interactive; Written for entire audience and not personalized for specific segments; Online content need to be written in a way to engage audience; Interactive for audience to share their opinions; Utilizes story telling and visual content. (2) Delivering Content That Lacks Educational Value: Merely information and facts are not always valuable content; Specific content that educate different audiences is more valuable; Produce content that answers specific questions; Educational content attracts more supporters, donors and volunteers. (3) Letting Volunteers Run With It: Giving too much control to volunteers for content development risks consistency and integrity; They may create content that is not fully compliant with regulations; Specific rules and guidelines for content must be laid out; Templates and formats must be shared with temporary workers and volunteers; Provide volunteers access to content management system where content is checked and approved before being published. (4) Failing To Focus On High-Quality Writing: Emotion-based writing may not always be the best quality writing; Long sentences, grammatical mistakes, passive voice use etc leads to content exhaustion where audience lose interest; Use online tools like WordPress and Grammarly for appropriate writing; Professional writing techniques need to be adopted. Read on...

Forbes: Four Nonprofit Content Marketing Mistakes And How To Avoid Them
Author: Gloria Horsley


Mohammad Anas Wahaj | 23 mar 2018

Basic principles of business success remains the same, but with time new ideas, concepts and rules become game changers and critical to its success. Inspired by David Politis's book '66 Rules for Publicity Success', Sheryl Conner, entrepreneur, author of 'Beyond PR: Communicate Like A Champ In The Digital Age' and co-creator of Content University, explains how public relations has transformed and brought in new dynamics while some of its concepts remain the same. THE NEW - (1) New publishing platforms give more freedom to publish and provide metrics and analytics about how much interest and engagement the content has created. (2) Know the rules of publishing on varied platforms and understand the difference between owned (company blog), earned (national journals and publications), leased and rented (social media platforms) publishing space. (3) Search results are the greatest ally (and one of the most significant risk). (4) Visual content is becoming increasingly important. Text content with video/audio and compelling images provides effective multimedia experience to the audience. (5) Customer feedback is equal (or more) important to purchases than traditional analyst views. THE USUAL - (1) Press releases are still important. (2) Value add educative information for your audience is more valuable than promotion and hype. According to Conductor.com, a consumer is 131% more likely to purchase from a vendor who publishes an educational article they have read. (3) Meaningful and consistent messaging is vital. (4) Authenticity is more important than ever before. (5) Earned media is important. Remember what others say about your company is more valuable and add to reputation, than what you say yourself. Read on...

Forbes: The New Rules For Public Relations Success
Author: Cheryl Conner


Mohammad Anas Wahaj | 27 feb 2018

As with most technology and design trends, there is always something new happening in web design intended to capture the imagination of the audience. Experts in the field suggest the following trends that will dominate 2018 - (1) Paul Jarvis (Designer; Writer; pjrvs.com): Bright and bold minimalism and engaging photographic content. (2) Jane Portman (UI/UX Consultant; Book Author; Founder of Tiny Reminder; Co-founder of Userlist.io): Polished web applications. High-end aesthetics need to get more affordable for SaaS founders globally. As SaaS craftsmanship gets more refined, another wave of frameworks and ready-made UI solutions are expected. (3) Josh Haynam (Co-founder of Interact Quiz Builder): Interactive content. Customers expect more personalized and entertaining experience when they interact with brands, that can inturn be delivered by content like polls, quizzes, and games. (4) Vytautas Alech (UX Designer; Product Developer): Asymmetry and brutalism inspired free-form. (5) Alexey Galyzin (Product and Lead Designer at Crello): Illustrations and animations. Illustrations set a tone for a brand and add playfulness to their content. While, animations allow one to translate more information in an efficient way, driving attention and helping to tell a story in a few seconds. (6) Paula Borowska (Freelance Designer): Consistency and focus on understanding the end users. More user research and interviews to understande target audience. More consistency of the message across all channels. The tone, the company message, the language used, the visuals etc need to stay the same. It increases customer loyalty. (7) Sunil Joshi (Co-founder and Lead Designer at WrapPixel): More video, fluid shapes, use of gradients, animated CSS and typography. Videos are becoming part of a brands presentation and communication. Videos can deliver a great deal of information quickly and visually. Read on...

Forbes: Top Web Design Trends To Watch In 2018
Author: Tomas Laurinavicius


Mohammad Anas Wahaj | 26 feb 2018

As streaming video services on internet get popularity, advertising on television is seeing a decline. Now advertisers are shifting their dollars towards digital. In 2016, US revenues from digital advertising exceeded revenues from TV for the first time - US$ 72.5 billion (+22%) compared to US$ 71.3 billion from TV. This trend is also reflected in global markets. Some corporates are even focusing solely on digital advertising. The young (13 to 24 years age) are showing less affinity towards traditional advertising as they spend more time on Internet in comparison to TV. Only 36% of consumers noted that they cannot do without a TV screen. Meanwhile, 67% cannot imagine their lives without YouTube and 51% seem to lose meaning in life without Netflix. The same audience is watching 2.5 times more internet videos than traditional TV. Video-bloggers are the new influencers for the young population as they advocate brands and products while sharing their experiences with them in the form of effective video presentions. Video bloggers are becoming a guaranteed way for advertisers of reaching target audiences and getting predictable results. Influencer marketing is becoming more relevant. Return on investment from online videos is 77% more than from TV promos. The main trend nowadays is native advertising through opinion leaders. Traditional advertising is slowly getting outdated and a personalized Internet, along with personalized advertising, is becoming the real future. Read on...

The Next Web: Advertising in the digital age - Why online-first is the future
Author: David Geer

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