TAMPA, Fla. — In terms of establishing their organization’s position and showcasing their subject matter expertise through thought-leadership and content marketing, business leaders possess a clear vision.
However, the issue lies in the fact that a majority of individuals, including marketing agencies, lack a proper understanding of public relations (PR) and frequently misinterpret it when attempting to employ it.
There is a misinterpretation of the concept of thought leadership; often failing to recognize that it must be earned. The remedy lies in a strategy unveiled by crisis management expert Karla Jo Helms of JOTO PR Disruptors, which “ignites the marketing plan by harnessing the influence of public relations to attain third-party credibility and establish thought leadership.”
Helms notes that by using powerful targeted communication channels to communicate your story to thousands, hundreds of thousands or millions of people—before and while marketing is promoting a client’s goods and services ─ trust and credibility are established so people are more interested and comfortable in doing business with the client.
So, WHAT does PR offer to a marketing strategy? “Marketing is driven by four ‘p’s: product, price, place, and promotion. (2) What is missing? A FIFTH ‘p’; public perception,” notes Helms.
- Third-party endorsement gains goodwill and trust for your brand, increasing gross
income - Marketing sign-up and conversion rates increase, also increasing ROI
- Friction during shorter sales conversions is reduced
- Complete metrics showing how much press is needed to make an impact is the bridge for marketing and public relations
- In short, customer acquisition costs (CAC) are reduced
The Great Consolidation
Outside of selling products and services, every business has a story to tell – and the court of public opinion has an insatiable appetite for information. To gain exposure for a client, think of yourself as an ‘internal reporter’ and open your eyes and ears to what is going on in your client’s company, their industry or community. Look for:
- Introduction of a new product or service – or a new business
- Newsjacking a recent breaking news event
- Speaking or exhibiting at a conference or event
- Releasing findings of a new study or research
- Developing a new technology or unique procedure for an industry
- Rebranding a business
- Financial news such as the addition of a new investor
Each of these has the potential to be exploited into real, NEW news through a blitz campaign. How does real news factor into exposure? As an example, key industry media usually attend a convention. Getting interest before, during and after the event can increase the success at the convention. Also, big breaking headlines regarding such news as an economic issue, new legislation or story of harm to a population segment that has far-reaching effects on which a client’s technology, product or service will have significant positive impact can create a firestorm of media interest.
Professional Affiliation
Marketing agencies interested in learning how to amplify their client’s exposure and marketing campaigns by 10X as a professional affiliate of JOTO PR Disruptors should reach out to the veterans at JOTO PR. Thus far, the organization has enlisted the participation of four digital marketing agencies across the technology industry, and intends to support the collaboration of 18 agencies by 2024.
About JOTO PR Disruptors™:
After doing marketing research on a cross-section majority of 5,000 CEOs of fast-growth trajectory companies and finding out exactly how they used PR, how they measure it and how they wanted the PR industry to be different, PR veteran and innovator Karla Jo Helms created JoTo PR and established its entire business model on those research findings. Astute in recognizing industry changes since its launch in 2009, JoTo PR’s team utilizes newly established patterns to create timely Anti-PR® campaigns comprising the mathematical precision of crisis management techniques with the latest media algorithms. This unique skill enables them to continue to increase their market share and improve return on investment (ROI) for their clients, year after year—beating usual industry standards. Based in Tampa Bay, Florida, JoTo PR is an established international public relations agency. Today, all processes of JoTo are streamlined Anti-PR services that have become the hallmark of the JoTo PR name. For more information, visit JoTo PR online at http://www.jotopr.com
About Karla Jo Helms:
Karla Jo Helms is the Chief Evangelist and Anti-PR Strategist for JOTO PR Disruptors™.
Karla Jo learned firsthand how unforgiving business can be when millions of dollars are on the line—and how the control of public opinion often determines whether one company is happily chosen, or another is brutally rejected.
Being an alumni of crisis management, Karla Jo has worked with litigation attorneys, private investigators and the media to help restore companies of goodwill back into the good graces of public opinion—Karla Jo operates on the ethic of getting it right the first time, not relying on second chances and doing what it takes to excel.
Karla Jo has patterned her agency on the perfect balance of crisis management, entrepreneurial insight and proven public relations experience. Helms speaks globally on public relations, how the PR industry itself has lost its way and how, in the right hands, corporations can harness the power of Anti-PR to drive markets and impact market perception.
References:
- Mudd, Jason. “Thought Leadership and Content Marketing are the New Public Relations”, The Business Journals, 12 April 2023, bizjournals.com/bizjournals/how-to/marketing/2023/04/thought-leadership-content-marketing-new-pr.html.
- Barone, Adam. “Marketing Strategy: What it is, How it Works, How to Create One”, Investopedia, 15 May 2023, investopedia.com/terms/m/marketing-strategy.asp#:~:text=A%20marketing%20strategy%20contains%20the,price%2C%20place%2C%20and%20promotion.