Loading...
Answers
MenuWhat is a good scope of work for a marketing and PR department?
Answers


Build a body of work in the form of a blog. Much depends on the size and scope of your company, but branded journalism can really make a huge difference.....


Your question has now met my answer :-) .
Here's a list of tasks that you should convert into a doc, save on your computer and use until you're a mean PR machine.
1. COMMUNICATIONS SERVICES
Public Relations
• Facilitate drafting & distribution of all press releases, media announcements, etc.
• Coordinate media attendance and management at events
• Coordinate with media on child care legislative issues & literacy/learning topics
• Manage and act on all publicity opportunities such as community events, holidays, editorial calendars,
etc.
• Monitor all media coverage of the brand and related topics
• Potentially implement social media for specific campaigns or for specific events
2. MESSAGE CAMPAIGN STRATEGY
A. Goal
To make the general public understand what your brand/product is and why it’s so critical for the prospective customers and the economy as a whole.
B. Tactics
• Pitching – personally contacting editors & reporters for coverage based on their editorial
calendars or a specific event/topic
o News-Press Editorial Board – facilitate meeting with boards and relevant orgs /or
publishing editorial features in relevant publications, event attendance/coverage
• PSAs – draft 30 second PSAs and distribute to area radio stations, secure runs
• Ad Space – coordinate with publications for potential free ads/remnant space
• Press Release(s) - include selected messaging all of your material (branding)
• Tracking – Coordinate with IT department for Website and traffic tracking
• Coordinate with Outreach Committee & other board members as needed
• Offer consistent communications while pushing out a campaign on what makes your product so invaluable.
• Be the media liaison and keeping all relevant information organized. Meetings,
conference or phone calls, etc.
In order to provide guidance - might I ask:
-What outcome are you trying to accomplish with your marketing efforts? In other words - what are your marketing goals?
The use of components like advertising, content marketing (i.e. news writing), events, etc are all tactics that are strategically implemented to attain that / those goals.
I've run businesses where only a small handful of components resulted in massive ROI and success (i.e. provided reasonable margins and helped build a successful business).
Often, especially when resources are a governing consideration, choosing wisely (i.e. one good in-bound and one good out-bound marketing venue) is all that's needed to build the foundations of a solid business.
It might be helpful to:
1. Calculate your CAC (cost of acquisition of a customer)
2. Segment your market into (a) those looking for you / your specific solution and (b) those who know they have a problem that your solution can help
3. Based on that segmentation hypothesize WHERE that market is. Is the (a) group searching on google? Are they readers of a specific magazine / newspaper? The answer to this will direct which venue you use to reach them.
4. Pick the media / venue where you can (1) afford it based on your CAC and (2) where the ROI is projected to be the highest
5. Craft and deliver your targeted message and irresistible offer and use that media / venue to deliver it.
For more ideas and practical ways of creating an implementing a marketing strategy give me a call. And best of luck to you!


The answer depends on your goals, resources and budget. You have a good body of work listed above. Content creation and marketing seems to be missing, but you want an agency that can create meaningful strategies and guide you on the tactical execution of those strategies using the appropriate media. Happy to chat further once I know more about your business goals.


Ugg, as a Chief Marketing Officer, a Chief Strategy Officer, and a Sr. Instructor at General Assembly on Marketing, and the Marketing function - you would want to deal with the biggest value added activities of marketing first, and get your hierarchies in order. Start with understanding the marketing function as have a role in Product (what you build and sell), Place (where you sell it), Price (how much you sell it for), and Promotion (how you promote, market, advertise your product). PR is a subset of promotion, similar to MARCOMMS (marketing communications). Both have to deal with communications, in the case of PR, communications/outreach with the public at large and Marcomms, the communication that is specific with customers). Under the promotion dimension of marketing is also traditional and digital marketing. Try hard to think beyond "the organization of marketing" and consider in what areas Marketing needs to be Responsible, Authorized to Act, Consulted, and Informed. (This is called RACI). For example: will Marketing be included in New Product / New Market Opportunity analysis, strategy formation, and planning? (Yes, they should, even if the Strategy function is put in charge). You could also use a "next best practice" approach which has marketing, sales, and distribution unified under a Chief Revenue Officer. Marketing Operations - the new application of technology to Marketing Tactic management - might also be part of your thinking. Ofcourse, corporate culture, company size, industry, product/service type matters in the engineering of a marketing function, so hard for me to say more. Happy to chat, if you really want to get into the details, the hierarchy, the three or four models to choose from, etc. Good luck!


I suppose, the time you appoint the employees of those departments, you check carefully that they know the theory and have some experience. So, presumably they know what and how to do. Now come the big issue of the proper structuring, organization, motivating, etc.
I would propose the following - you put a screen in their room, showing:
- weekly sales target
- up-to-date results
- monthly target
- percentage done
- marketing and PR budget cost
- up-to-date spent
And leave them decide how to work and what to do.
all the best
Val


There are a lot of different tasks or work that Marketing Department and PR Department can do in a company. Let us look at both activities one by one. Let us begin with the Marketing Department:
1. Listening to customer needs
To establish a marketing strategy, it is necessary to get closer to the clients and listen in order to find out what their needs are. It is a marketing department task, to plan the necessary means for receiving customer feedback:
1. Company internal channels: Create surveys or capture information of the sales team and customer support (departments closest to the customer) that may be relevant to enhancing or redirecting the marketing strategies in the future.
2. Channels outside the company: Perform searches and create actions in social networks that help to better understand the needs of users, to convert them into customers.
2. Track trends and monitor competition: Like the previous point, it is important to know the position of the company regarding the market and the competition. That is why from marketing, you must watch the competition to learn what they do best or to identify their mistakes in order to avoid falling into them.
3. Work and brand values: Conceptually, a brand is a representation of the feelings that the products, services, and company share show. The marketing department is responsible for creating and disseminating images, messages and ideas that best communicate the brand values. Additionally, you must ensure that all company departments convey these messages in a consistent and unified way.
4. Searching for new (and helpful) marketing' tools: Been updated in all what concerns the marketing field is a must. That is why as marketers we should be conscious about the new trends, strategies and digital tools that arise by the time.
Nowadays there are three types of marketing tools that must have a presence in every marketing department:
1. Product Management tools: There are many types of product management software depending on our product management routine. It can include tools for Project Tracking (such as Basecamp or Slack); User Feedback, perfect for collecting customers impressions (tools like SurveyMonkey, Canny are useful); and obviously, analytics tools such as Google Analytics (well-known globally) or Kissmetrics, that are a must to determine the our product success and those web areas with greatest or lowest interaction.
2. Marketing automation tools: The power of this "all in one" platforms is the possibility of managing and controlling all the processes of our digital marketing strategy. These tools include the possibility of creating content, landing pages, email marketing, lead nurturing with automated workflows, CRM, etc. HubSpot is the perfect example of a complete marketing automation tool.
3. Product Information Management tools: Maybe you haven't heard before about it, or maybe you know it as PIM. This digital solution allows you in real time collecting-storing-analyse-distribute all your product content in all the platforms, marketplaces, and channels where products are published. Also, it has become an ally for the creation and update sales materials: catalogues (online & offline), price listings, etc. Its possibilities seem unreal, but it offers more benefits and advantages for your marketing team
5. Coordinate efforts with those of the marketing partners of the company: Around the business’s marketing there are lots of contributors: publishers, designers, journalists, consultants. The work of these contributors must be aligned with the objectives of the company and is the department itself who should control it to do so.
6. Innovate: Customers need to be surprised, and every day, given the higher offer, they are more demanding with this. The marketing department should work on new promotions, affiliate programs, customer retention techniques, improvements in the conversion of their messages and actions. It is not a matter of inventing entirely different disruptive actions; you will find innovation in the small details and in the continuous improvement.
7. Communicate with the rest of the company: A company is a chain of members pursuing a common goal: to fulfil its mission and maximize its profits, while respecting the principles of business ethics. A chain is as weak as its weakest link. It does not matter that the commercial or production department are doing an impeccable job, if the marketing department fails, the entire company will fail, and the efforts of other departments will be in vain. That is why the marketing department must ensure that their actions are aligned with the overall objectives of the company and that they report the work they are doing.
8. Help improve sales processes and customer: As mentioned above, it is the responsibility of the marketing department to know the users and especially the customers’ feelings. A good way for better knowing the customer is that all departments that have more direct contact with the customer shall be working with the empathy maps.
9. Manage marketing budgets & Calculate the ROI (Return of Investment) of the company’s actions: Like any other division, the marketing department should be able to plan its budget for the next year’s activities, stretching it in order to make the most of it, for ensuring a positive ROI. Because as you know, marketing activities are an investment of time, money and effort. And like every investment, it requires measuring actions in order to check whether they meet the intended objectives and in order to compare a certain action with others. Faced with questions as 'should I invest in telemarketing, social media, traditional media...?' The answer is unique: measure them all and choose based on the numbers.
10. Define strategic marketing plans: The most cost-effective strategies are those that are planned for the long term. To do so, you must draft a document setting out the objectives to be achieved in the following months; the actions that are to be undertaken; the strengths of the company; the competition; the target markets. In addition, these strategic plans must also be aligned both with the strategic plan of the company and with other departments’ plans.
Public relations is different from advertising. Public relations agencies do not buy ads, they do not write stories for reporters, and they don’t focus on attractive paid promotions. The main role of public relations is to promote the brand by using editorial content appearing on magazines, newspapers, news channels, websites, blogs, and TV programs.
Using earned or free media for promotion has its own benefits as information on these mediums are not bought. It has a third-party validation and hence is not viewed with scepticism by the public.
The functions of public relations manager and public relations agencies include:
1. Anticipating, analysing, and interpreting the public opinion and attitudes of the public towards the brand and drafting strategies which use free or earned media to influence them.
2. Drafting strategies to support the brand’s every campaign and new move through editorial content.
3. Writing and distributing press releases.
4. Speechwriting.
5. Planning and executing special public outreach and media relations events.
6. Writing content for the web (internal and external websites).
7. Developing a crisis public relations strategy.
8. Handling the social media presence of the brand and responding to public reviews on social media websites.
9. Counselling the employees of the organisation regarding policies, course of action, organisation’s responsibility, and their responsibility.
10. Dealing with government and legislative agencies on behalf of the organisation.
11. Dealing with public groups and other organisations regarding social and other policies of the organisation and legislation of the government.
12. Handling investor relations.
Besides if you do have any questions give me a call: https://clarity.fm/joy-brotonath


Hi great question, I'm Otatade Okojie I can help you. You need to provide a service that caters to the markets need to work with influencers. From Micro, macro and larger scale influencers. Big brands and sponsorship companies have been going for niche influencers to sell their products for a while, they get quicker engagement and more understanding when it comes to feedback,clearer and more meaty discussions and dialect when it comes to feedback, more qualitative data, when it comes to product testing and improvements. Capitalising on the markets need also to churn out influencers as well is a great bow in your hat, there are a lot of audience members eager to tap into influencer opportunities because you are not required to have a specific grade. Resume,qualification, or training, it's about marketability,accessibility, how open and accessible are they to the audience. How well do they translate. If you get the influencer bow to your hat you will be cashing major checks.
Related Questions
-
Is it ok from a brand perspective to have different color schemes for your logo for different purposes?
Building a brand takes more than a logo. With that said, consistency is key for obtaining a competitive advantage that speaks to your market for longer. I would recommend against using different styles and colors for various purposes and instead maybe avoid using in lieu of the logo use maybe instead borders or patterns that use your logo's or brand colors. The idea of a logo is to engrave a mission or product into potential customers when they simply see the brand or logo... Once a logo is pushed and promoted you can strengthen that image by enforcing the brands colors through different materials or media :)
-
What are good restaurant related questions that I can ask in a survey for the purpose of exemplifying the market to investors?
I think it is a good start. From my experience, people don't really know what they want -- they only think they do. An example of this is when Steve Jobs announced the iPad. There was collective confusion (more so than any other time Apple has done something). Now, we couldn't imagine our world without it. That said, the participants of your survey will likely answer within their comfort zone or what they are familiar with. This is what they *think* they want. If you base your entire business model on what people think they want, you will end up duplicating what they are already accustom to (your competition). Getting a sense of your market is a good thing, but you most have the "secret sauce" that will woo your potential customers away from their routine. I don't know what type of restaurant you are aiming for, be it fast food, causal sit down, unique and interesting, or 5-star quality. Based on that, price becomes very subjective. There is a very unique, one-off restaurant I enjoy visiting when I am traveling in Southern California. It is priced higher than any other restaurant in the area, but I am not paying for the food or even the service. I am paying for the way it makes me feel and the environment they maintain. The participants of your survey will likely not be considering intangibles like this when they answer. Keep this in mind, but don't build your entire business around it. Questions to validate your business model may include: - How important is the selection of adult beverages? - How important is the selection of healthy choices? - How important is a family-friendly environment? - How important is the quality of food (we don't always go where the food is best) - How important is the speed of service? Based on your question, I am guessing you are going for a family-friendly, speedy, inexpensive alternative to McDonalds, Burger King, or Carl Jr's. These companies have deep pockets to fend off upstarts. Your value proposition will need to be rock solid to defend against the giants of the industry.
-
What would be a good answer for describing the size of your company to a potential prospect who might consider you too small to service their account?
What an awesome question! Businesses are running into this issue more frequently that ever, good news is, it can be done. Having worked on projects with oDesk, Fox Television and Wikipedia and having a very very small staff, it's certainly possible. Here's how I say it in our pitches to larger organizations: "Tractive West provides tailored video production services to organizations of all sizes. We have developed a distributed workflow using the latest digital tools. We leverage our small creative and management team with a world wide network of creative professionals, that means we can rapidly scale to meet the demands of any project while keeping our infrastructure and overhead lightweight and sustainable." Cheers and best of luck.
-
What are best strategies to sell LED light tubes and industrial lighting/lamps online a) in general and b) on amazon?
I'd ask Rocco Baldassarre. He is the best online marketing consultant I've ever seen and can surely give you concrete advice. Said that, my advice would be a) your own e-commerce store so you can drive traffic to it without losing money on commissions b) learn from best selling products (you can see sales ranks of competing products if you register as an amazon affiliate marketer; it's free) and copy their structure, split test regularly Hope it helps!
-
How much equity should I ask as a CMO in a startup?
Greater risk = greater equity. How likely is this to fail or just break even? If you aren't receiving salary yet are among 4-6 non-founders with equivalent sweat investment, all of whom are lower on the totem pole than the two founders, figure out: 1) Taking into account all likely outcomes, what is the most likely outcome in terms of exit? (ex: $10MM.) Keep in mind that 90%+ of all tech startups fail (Allmand Law study), and of those that succeed 88% of M&A deals are under $100MM. Startups that exit at $1B+ are so rare they are called "unicorns"... so don't count on that, no matter how exciting it feels right now. 2) Figure out what 1% equity would give you in terms of payout for the most likely exit. For example, a $10MM exit would give you $100k for every 1% you own. 3) Decide what the chance is that the startup will fail / go bankrupt / get stuck at a $1MM business with no exit in sight. (According to Allman Law's study, 10% stay in business - and far fewer than that actually exit). 4) Multiply the % chance of success by the likely outcome if successful. Now each 1% of equity is worth $10k. You could get lucky and have it be worth millions, or it could be worth nothing. (With the hypothetical numbers I'm giving here, including the odds, you are working for $10k per 1% equity received if the most likely exit is $10MM and the % chance of failure is 90%.) 5) Come up with a vesting path. Commit to one year, get X equity at the end. If you were salaried, the path would be more like 4 years, but since it's free you deserve instant equity as long as you follow through for a reasonable period of time. 6) Assuming you get agreement in writing from the founders, what amount of $ would you take in exchange for 12 months of free work? Now multiply that by 2 to factor in the fact that the payout would be far down the road, and that there is risk. 7) What percentage share of equity would you need in order to equal that payout on exit? 8) Multiply that number by 2-3x to account for likely dilution over time. 9) If the founders aren't willing to give you that much equity in writing, then it's time to move on! If they are, then decide whether you're willing to take the risk in exchange for potentially big rewards (and of course, potentially empty pockets). It's a fascinating topic with a lot of speculation involved, so if you want to discuss in depth, set up a call with me on Clarity. Hope that helps!