Black Box

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.

In a World of Me-Too Thinking, Are You Different?

Tuesday, August 10th, 2010

Long ago when social media was new a company we know had the opportunity to write a weekly guest blog. They opted to “first wait and see what the competition does.” That attitude puzzled me at first. Now I see that gearing corporate strategy to follow versus lead is the rule.

PR Jobs: Tech & Telecom AEs

Tuesday, July 6th, 2010

Crawford PR is growing. Want to join us? We need skilled Account Executives with a good foundation in telecom, tech, BSS/OSS or CRM, and solid writing skills. The more creative you are, the better. To get started, send bios and writing samples to us at info@crawfordpr.com

Book Review: The Case for Rational Optimism

Friday, June 18th, 2010

In the 1800s, a transportation expert warned that if horse-drawn travel continued apace, city streets would fill with 10 feet of manure by the year 1950. He proved wrong about horses but right about the volume of manure, which still flows unabated from gloom & doom prognosticators.

BSS: When Business Intelligence Out-Thinks You

Thursday, June 10th, 2010

Kudos to Virgo for a great 2010 B/OSS Conference & Expo. Big crowds and lots of action this year. But amid the lookalike banners touting “end-to-end” solutions and “the customer experience,” what caught my eye was the company whose BI product surpasses human judgment.

BSS: Can’t We Prevent the “$18,000 Bill Shocker”?

Thursday, May 20th, 2010

Connected Planet Susana Schwartz’s story on the man who received an $18K bill for mobile data raises two points: Who’s responsible when a contract lapses, and should operators switch to tiered billing? Here’s a third: Might intelligent back office systems have stopped this mess in the first place?

1984 Redux: “Creepy” Social Media Surveillance

Monday, November 9th, 2009

Big Brother is watching. Not 1984’s Ministry of Truth, but businesses that monitor social media for criticism of their product or service, then intervene via SM to “help” a customer. What these companies dub proactive care I call intrusion. If proactive, they’d have solved the problem before barging in.

Social Media Monitoring: Worth It?

Sunday, November 8th, 2009

A well-known company that tracks social media is trying to sell me on using its service. The cost: $500/month. I love automation. But when a thing is automated it should deliver consistent, high-quality performance — and be cheap. I don’t think social media monitoring services are there yet.

Tech PR: One Bad Experience Is All It Takes

Saturday, November 7th, 2009

One reader of “Customers Want Great Service” asked why I fired Rado the web designer after a single misstep. Actually the offending incident cited was the umpteenth. As a PR guy I overlook a lot of outrageous behavior. Most customers, including mine — journalists — aren’t that forgiving.

Customer Service: The New Bottom Line for Tech

Wednesday, November 4th, 2009

In smokestack industries, a mentality pervades that customer service is a necessary evil to be dispensed with as cheaply and quickly as possible. Not in tech, where service maintenance agreements help drive revenue. What was once a cost center has evolved to a core profit center.

Customers Want Great Service, Not Just Great Technology

Tuesday, November 3rd, 2009

Some tech companies deliver an unforgettable customer experience. I had one such moment with a web design outfit. I’d sent over a list of days/times I was open for training. Rado the designer’s response: “How dare you presume I’ll be available.” I fired him on the spot.

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