Incorporating Awards into Your Communications Initiatives

By Rachel Kerstetter, PR Architect, Sonnhalter

It feels good to win an award. But beyond being able to bask in the glow of recognition, can awards help you reach your marketing goals?

Entering for awards is one tactic we work into the public relations mix for our clients. Winning an award, or even being nominated for one, can go a long way to boosting brand recognition and can act as an endorsement for your product/service/organization.

5 Questions to Ask Before Entering

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Case Studies Should Be Part of Your Content Mix

By Rosemarie Ascherl-Lenhard, Public Relations Foreman, Sonnhalter

The terms “case study” and “testimonial” are sometimes used interchangeably, however case studies are not exactly testimonials. Although one piece of content can pull double duty, a simple testimonial can’t provide the value for your organization that a case study can.

In marketing, a testimonial is essentially a statement by a customer providing an endorsement of a product or service. A case study is a more in-depth, valuable piece of content. Spinach content if you will. Case studies explore a user’s journey, not just with your organization, but through their entire problem and solution. Ideally, (more…)

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Thousands of vocational programs, many ways to connect

By Rachel Kerstetter, PR Architect, Sonnhalter

More than a year ago, we released an extensive database of thousands of vocational education programs across the country. We recently updated that list, adding about 1,000 new programs, separating them out by state tabs and standardizing the descriptions to make it even easier to search, sort and use.

Why would a marketing communications firm make such a resource? We hope the tool will bridge the gap between manufacturers and educational programs. The database serves as a helpful tool for companies looking to implement more grassroots campaigns to recruit the next generation of professional tradesmen.

There are a myriad of ways to take advantage of a tool like our database. I’d love to name a thousand ways to use it (given enough time and coffee I probably could too!) but I’ll leave you with a few suggestions of how to make our work, work for you.

Fill the Talent Pipeline
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Making a Thought Leader

By Chris Ilcin, Account Superintendent, Sonnhalter

“Free advertising,” who doesn’t want that? One of the best side effects of the boom in content marketing is the growth of brand-neutral trade magazine articles. Pay-for-play has been relegated to the back burner as more and more publications see the benefit of offering knowledge-based problem solving articles.

That’s also an offshoot of the lack of skilled workers, as more and more knowledge retires, there’s an increased need to transfer that knowledge. With less opportunity for direct, apprentice-based, transfer, white papers, problem solving articles and general knowledge pieces gain added importance.

So, how can your company benefit? Create thought leaders. A bragging title most people would reject, it can still help you promote your business and create a knowledge warehouse.

How to Create Thought Leaders (more…)

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Take the Interview

By Rachel Kerstetter, PR Architect, Sonnhalter

It’s time when we start thinking about New Year’s Resolutions. Which means we’re making plans to improve ourselves over the coming year, as well as improve our marketing efforts.

Here’s a PR resolution for your organization this year: Take Every Interview.

Every time you have an interview request from your local media or trade outlets, take it.

One of the biggest frustrations for a public relations practitioner is turning down editorial opportunities. An editor of a trade publication that we work with regularly at Sonnhalter told me this week that one of his biggest struggles is getting companies to take advantage of editorial opportunities with the magazine. (more…)

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Make Sure Your B2B Communication is Still Human

By Rachel Kerstetter, PR Architect, Sonnhalter

481_3818326When it comes to B2B communication, sometimes we get a little too caught up in the 2 Bs (business and business) that we forget about the Hs, Humans. Your organization is made up of human beings and the businesses that make up your target audience are also made up of human beings.

When you recognize that your audience is made up of humans, you’re already one step toward more effective communications. Communicating with humans means you need to take into account emotions as well as logic and make an effort to connect on a personal level.

Be Human

Mike McDougall gave a presentation at the PRSA International Conference on using the HUMAN method to connect with B2B audiences. Here’s the model: (more…)

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