In IT, a black box is a program that measures output against input in complex systems.
This Black Box is designed to help companies achieve a similar goal in PR. Black Box provides our candid input—based on several lifetimes of experience—for companies that want to measure and improve the performance of PR programs.
A colleague dashed in to my office and blurted out that other agencies are finding story leads on reporters’ Facebook pages, participating in YahooAnswer on the client’s behalf, “linking up” with editors and so on. “Naturally!” I laughed. “They’re all reading the same social media books.”
A leading provider of CRM solutions sought to re-launch a major corporate division to customers and prospects via a new marketing campaign. Key to the launch: 5 new collateral pieces on a complex product suite. Deadline for content creation: 10 days. Challenges (1): August start date, when many subject matter experts (SMEs) vital to advising on new product info would be on holiday; (2) tight budget.
The re-launch was mission-critical to the client, so Crawford started by canceling our own vacation plans, immediately conducting interviews with SMEs. If an SME wasn’t available? No matter. The writing went forward because we have worked in this industry for years and “know it cold.”
Five brochures. 10,000+ words. Completed and delivered to the client on schedule. Reviewed and approved with only minor changes. The client liked the result so much that they welcomed our input on a kindred project underway with another vendor — syncing up new marketing collateral with Web site copy.
Even though this project came in late and required intensive effort to complete, Crawford did the work at a flat rate with no rush charge. What that means: (1) The client wasn’t penalized financially for an urgent communications initiative that required fast turn-around; (2) They could have edited these pieces “til kingdom come” at no additional cost, if needed.
There was no need. Spot-on execution at an affordable price.
Like clockwork, three months into the new agency’s tenure they approached us about turning our chief exec into a “thought leader” by ghosting a CEO book. “So — since he’s just a ‘thought follower’ now, would you read his book?” I asked.
Back when I wrote big-ticket business newsletters, the rule of thumb was that if a writer provided at least one useful pointer per issue, that alone justified the subscription price. Though blogs are free, it’s still a good rule.
Child star Anna Paquin spins ’round in the Mohave sands as the camera zooms in for the ad’s tagline: “There will be no more there — We will all only be here.” My voice booms over the studio intercom: “Uh. . .where am I?”
In 1923, the American Society of Newspaper Editors wrote the canon of modern journalism: “News reports should be free from opinion or bias of any kind.” But sometimes companies wonder if all reporters got the word.
ANYPLACE, USA – A leading unidentified company today announced a major contract win to provide unspecified services for an unnamed customer. Terms were not disclosed.
In the last year or so, companies striving to be “cool” and jump on the social media bandwagon have started posting podcasts. For the most part, these efforts are what I call BBB — boring beyond belief.
Companies often ask, “How can we make use of Twitter?” That’s easy: Follow Lao-Tse and General Anthony McAuliffe. Never mind that both have been dead for years.
PR account executives, grab your smelling salts. We’re about commit the ultimate industry apostasy. Here goes: Hiring a PR firm is not for everybody.
