Archive: May 2015


Dear College Grad, About That Resume and Cover Letter …

It’s that time of the year. About 19.9 million college graduates are about to descend on civilization with shiny apples in hand. Unfortunately, the demand versus supply equation doesn’t work in their favor. Finding that elusive first job puts a premium on the resume and its associated cover letter. No university invited me to deliver …more

The Reason PR Fails Often Goes Back To Before the Storytelling

The reason PR fails at storytelling often has nothing to do with understanding the makings of a good story or writing expertise. Instead, the root cause can lie in the interviewing process for sourcing the content. If you don’t get this upfront step right — pull out the type of content that the outside world …more

New England Patriots Forget to Run SEO Play for Deflategate Microsite

Showing knowledge that transcends zone blitzes and optimizing the price point of a 12-ounce domestic beer, the New England Patriots jumped into the content marketing game last week. New England created a microsite to defend Tom Brady’s honor and the integrity of the franchise after the Wells Report reignited Deflategate. For the 27 Americans out …more

Dusting Off the Interview with My Mom on the PR Industry

I interviewed my Mom last year in honor of Mother’s Day. Doing my best imitation of Geraldo Rivera  — we both attended the University of Arizona and we both wear glasses — I peppered her with questions thinking that she didn’t understand the PR business. Heck, after 30+ years in PR, there are times when …more

The Gift of Desperation

It’s amazing how survival has a way of tuning one’s senses. That was the situation for our U.S. operation back in the 2011/2012 timeframe. It calls to mind the famous line from Albert Einstein: “The definition of insanity is doing the same thing over and over again, but expecting different results.” It was time for …more

A Surprising Lesson from GE on B2B Branding

In preparation for our storytelling workshops, we request that participants complete some light homework. We often ask them what B2B company does a particularly good job in building its brand and public profile. With rare exception, GE wins this unaided awareness test. In a “cement mixer” with thousands of B2B companies, what is GE doing …more