Strategy Matters delivers news, tips and strategies for effective communications through traditional and social media. 

Marketing Resolutions for 2013

As you look forward to 2013, what are the fundamental issues that most impact your organizations? What are the opportunities you hope to take advantage of? What are the challenges you hope to overcome?  Here are a few tips to get you started:

Develop a plan for 2013 and take the time to commit it to writing. It doesn't have to be a "fancy" or elaborate plan, but it's important for businesses of any size to take the time to clarify their mission/vision/values, identify goals and measurable objectives, evaluate the internal/external environment, development strategies and tactics designed to leverage strengths and opportunities and overcome threats and weaknesses, and establish metrics to monitor success. 

Yes, I'm a strong proponent of strategy (hence the name of my company!) and the author of The Complete Idiot's Guide to Strategic Planning (Penguin, 2011). I've also compiled a list of dozens of strategic planning tips that can help at every stage of the process.

Make a commitment to be "they" vs. "we" oriented in 2013--one of the most common communication missteps I see. It's easy for businesses to think they know all there is to know about their patients/customers or potential patients/customers and to base decisions on their own (often flawed or misinformed!) perspectives. 

It's not about "helping your customers understand your value proposition" as one client suggested to me several years ago. Frankly, they don't care about your value proposition--they care about what's in it for them. Deliver that and you'll achieve success in 2013.

Measure, measure, measure and don't waste time doing things that don't generate results. Social media activities often (but not always) fall into this bucket. The things that are going to make a difference for your company will likely be different than the things that will make a difference for another company -- even a company that is a competitor. Make sure you know what it is you're intending to achieve through your social media efforts, understand the cost (which includes time) and if you're not producing measurable outcomes, stop. 

The same is true of any advertising/communication effort you're using -- don't do things just because the competition does them or because you "think" they make sense. Measure!

Those are my "Top 3" - what are yours?

Here's to a happy and successful 2013!

Earning Exceptional Media Coverage

As a freelance writer for a number of years I often turn to PR professionals and publicists for assistance in finding sources. And I learn a lot from them about what works and what doesn't in terms of providing journalists (me, in this case) with useful information. I use the things I learn with my "freelancer writer hat" on when I'm attempting to generate PR/media coverage for my business or my clients.

Two popular tools out there that are used by both journalists looking for input and PR/media professionals looking for coverage are ProfNet and Help a Report Out (HARO). I use them frequently, both when looking for sources for articles I'm writing and when helping clients with PR activities.  

There are a lot of great PR people I work with and I appreciate them very much - I also learn a lot from them about the "right" way to do it. If you're looking for media coverage-for yourself or others-here are some tips that can help you cut through the clutter.