B2B vs. B2C Content Marketing

Content marketing is something PR professionals are seeing more and more on a daily basis. Content marketing is creating and sharing valuable and free images. The two types of content marketing are business to business (B2B) and business to consumer (B2C). 

Strategically, the goals of B2C and B2B content marketing programs are similar. They both increase awareness, increase engagement and ultimately, drive action. However, how you approach and execute the two vary in a few areas:

Audience

B2B companies tend to target a narrow set of business influencers and decision makers, and content must be more highly targeted and specific.

B2C companies are looking at consumers. B2C content such as a viral video or funny Tumblr GIF can be a huge success for a consumer product.

Tools & Vehicles:

B2B companies tend to develop more white papers, research and seminars/webinars to establish thought leadership.

B2C companies utilize social media to promote products. They leverage Facebook the most to connect with consumers.

Sourcing Content:

B2B companies often struggle to find content, as they may have fewer digital assets or marketing materials to pull from. 

B2C companies tend to focus on and invest in their marketing engines. This gives them a steady stream of content sources and stories to share. 

This guest blog post was written by PRowl staff member Kelly Dougherty.

What Not To Say At Your Internship

As college public relations majors, we students have one thing on the mind, internships. These internships give students an invaluable experience in a professional work place that are extremely beneficial and could even lead to a job.

As these last few weeks of summer internships are coming to an end, be sure to continue with your bright shining smiles, and avoid the following phrases in the work place:

1. "It's not my job."
Yes, you are an intern, but your responsibilities aren't limited to those specifically stated in your job description. This type of attitude will not leave a lasting impression on your boss.


2. "I really can not stand (insert colleague name here.)"
The last thing you want to do is come across as an immature catty college student. You have made it this far, be respectful to those you work with-don't be immature!


3. "I got so drunk last night."
Drinking on a work night is not something you want your coworkers to know about. It just shows that you are not truly taking your job seriously.


4. "It was not my fault!"
Bosses expect you to make mistakes. That is what internships are all about. If you mess up, own up to your mistakes, and fix it for the next time. 

Are there any other tips that you have to add to this list? Leave your ideas in the comments! 

This guest blog was written by PRowl staff member Kelly Dougherty. 

Media Relations 101

When a person thinks of the PR world, generally he or she imagines press releases, social media and event planning. However, one of the most important aspects of public relations, that tends to get over looked, is media relations. Not only is media relations one of the most significant factors, but it is also one of the trickiest. In public relations the media can either be your best friend or your worst enemy.  

The following are a few tips to help you brush up on your media relations:

1   .     Know who you are pitching – Different reporters cover different things. You can’t pitch your restaurant client to a reporter who covers technology. Research the outlet as well as the actual contact person before doing anything.

2   .     Find out the details – Discover how and when the reporter likes to be contacted. Some prefer emails, others phone calls. Some prefer mornings, others evenings. The easiest way to gain a media enemy is pitching them the wrong way.

3   .     Create a petite pitch – A pitch is a quick glance at what you have to offer. These emails should be no more than a few sentences. I promise you a long email will go straight to the trash can.

4   .     Have a standout subject line – These reporters receive hundreds of emails daily. In order for an email to stand out, you must think outside the box with your subject line. Make sure it is enticing enough to make the click “open”.

5   .     Following up is a good thing – You will not receive responses from every reporter you reach out to at first, and that’s expected. Sometimes reporters need a little more, and that is what the follow up is all about. Be aggressive, and don’t feel like you are being annoying - Following up is a key piece of media relations, and reporters know that.

    This guest blog post was written by PRowl staff member Kelly Dougherty.

#Selfies #Branding

The Oxford Dictionary’s 2013 international word of the year, selfie, is one of the most interesting social movements we have seen in a while. A selfie is a photograph that one has taken of oneself, typically with a smartphone or webcam and uploaded to a social media website. This new form of self-expression is redefining the way people brand themselves.

Take a look at celebrities. Some of the most powerful and famous people in the world utilize selfies. When you look at these photos you can get an understanding of who these people are. For instance there’s Miley Cyrus, the queen of selfies. When you look through her Instagram selfies you understand her brand and what she wants to be seen as. Miley is all about fun, youth, craziness etc., and it is so easy to see this through her “self-portraits”. Another selfie queen is the oh so stunning Kim Kardashian - who can forget that post baby mirror pic?! Kim embodies sex-appeal and beauty through her selfies, which is the brand she has capitalized on throughout her career.

            Not only celebrities are jumping on the selfie train, anyone can do it. Considering there are currently 88 million photos on Instagram using the hashtag #selfie and more than seven billion other images shared on social media sites each month, I think the entire world is interested in participating in this phenomenon.

Selfies represent much more than a narcissistic craze. You are in control of how the public views you. You get to show your intimate and personal brand in a new light-hearted way, and that is something extremely special. There is definitely opportunity within the selfie trend, so utilize it the best you can!

            This is the generation of #selfienation, and it will be exciting to see how far it goes.

This guest blog post was written by PRowl Staff Member Kelly Dougherty.

Disney: A Beloved Brand

When you hear the words, “Happiest Place on Earth” one brand should come to mind- Disney, of course! The Walt Disney Company has done everything right to make sure their reputation emulates joy, happiness and fun.  According to a recent Associations of Public Safety Communications Officials (APCO) Worldwide survey of 70,000 consumers in 15 countries, the Walt Disney Company is the #1 most beloved brand in the world.

So, how does Disney create these heartwarming connections with people across the globe? A very detailed and thought out marketing strategy. Every brand in the world must come up with ways to market its image. Some marketing plans are successful, some are not. Disney, however, has perfected their marketing plan to a T. Their desired image revolves around family entertainment, honesty, innovation, and creativity. Whether it is in a classic Disney movie, on a Disney cruise line or in one of the sensational amusement parks, Disney is so terrifically branded to fit the desired image you can be left to wonder if they really do use magic.

Ever since Walt Disney brought Mickey Mouse into our lives, the company has done a fantastic job with connecting to their audience at an emotional level. Disney continues to use its heritage and the characters that the world fell in love with years ago as their main branding tool, and it is clearly working for them.

If the Walt Disney brand keeps this image, it will be the most beloved brand for many years to come.

This guest blog post was written by PRowl Staff Member Kelly Dougherty. 

Keep Calm and Start the Year Right!

The start of the new school year is officially upon us. I know everyone is thinking the same thing, “Where did the summer go?!” Trust me, I feel your pain. However, let’s not let the end of summer deter us from a great school year! For us PR majors, it is important to make sure we take advantage of every opportunity the school year has to offer. Here are a few tips to ensure a great academic year without getting too overwhelmed:

        1.  Get Involved- Not only does joining a club look great on a resume, but meeting new people every year is such a rewarding experience. So, go out and find something that interests you. I promise it will be super beneficial in the long run.
2.     Stay Organized- Every PR person should have a planner. I would die without mine. Keep your schedule organized and neat so you never have an excuse for forgetting something.
3.     Eat and Sleep- I know it sounds cliché, but the busier you are the less important eat and sleep become. Make sure you are eating well balanced meals and maintaining an appropriate sleep schedule, you will be more productive.
4.     DON’T STRESS- A new school year can be a lot to handle for most people, but stay calm, relax, and don’t let yourself become stressed. If you follow the prior tips, you’ll have the best school year to date! 

This guest blog post was written by PRowl Staff Member Kelly Dougherty.

Almost Fall?!

Summer internships are in full throttle, but what happens when the summer ends? FALL INTERNSHIPS. It is already July, so start looking! Here are a few steps to help speed up the process.

1. Search for internship- So, where do you look for these internship opportunities? The best answer to this question is, of course, through networking. Networking is the best way to learn about internships. However searching the web and talking to an advisor are also good ways to find opportunities.
2. Master the resume- Your resume is your first impression. So, make sure it is flawless. If you have a summer internship, make sure to add it.  Also, have a few different pairs of eyes look over your resume before sending it out.
3. Start applying- As we all know, internship supervisors look to fill their programs as early as possible, so getting your application out early is a key factor in the application process. It gives you an advantage over the other candidates.

Internships are key in the world of public relations, so the more you have, the better! Good luck with the process!

This guest blog post was written by PRowl Staff Member Kelly Dougherty.

The Resume: Traditional or Creative?

First impressions are very important when it comes to interviews. When hunting for a job, that first impression is your resume. The resume is a quick summary of yourself that determines whether or not you will secure an interview.

In the “old days” (that were not too long ago) people would apply for jobs using a traditional resume that listed their experiences. In today’s competitive job market, people are reconstructing their resumes to more creative formats in order to make it stand out. For instance, adding your LinkedIn URL to the header is very common. Also, people are testing out different layouts and adding graphics to spice it up.

The biggest question with this new trend is, do employers like it? The answer is, as with most things in the professional world, it depends. Where you are applying and what the job entails will be deciding factors in how you format your resume. For example, a traditional corporate Public Relations firm may simply want to see what education and experience you have and could care less about the creativity aspect. However, a new hip boutique would probably love the creativity! 

Doing some research on the job you are applying for is a must! Research what kind of company it is and tailor your resume accordingly. Also, have a second pair of eyes look over your resume to make sure it is flawless. It really comes down to what YOU feel is right. You are the only one who can make yourself stand out. So, do whatever it takes!

This guest blog post was written by PRowl Public Relations staff member Kelly Dougherty