Karbo Communications Blog

Are You Taking Advantage of Data-Informed PR?

May 23, 2017

The rapid advancement of analytic technologies and increasing demand for information have touched all aspects of business. Public relations is no exception. Years ago, PR professionals were sought after for their positioning expertise, media relationships and keen storytelling abilities. Although this still holds true, our roles are changing. Now, PR professionals are expected to leverage data to more effectively deliver the right content (both paid and unpaid) to potential customers and partners at the right time, through the right medium.

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PR Professionals and Journalists Need Each Other – Now More Than Ever

April 11, 2017

When I worked as a reporter, my inbox was often bombarded with pitches and press releases that were irrelevant to the kinds of stories I was interested in covering. I remember hearing my former colleagues complaining to each other about PR folks who “just don’t get what is newsworthy.” But then, there were days when the newsroom would sing the praises of a PR person who’d just connected us with a relevant spokesperson for a timely story.

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‘Thought Leadership’ is a Verb, not a Noun

March 21, 2017

The biggest mistake B2B content marketers make is producing “thought leadership” content. Brent Adamson and Patrick Spenner of CEB reached this conclusion in 2016 after surveying over 5,000 B2B purchasers across 12 industries. Adamson and Spenner elaborate the mistake is creating content that’s smart for the sake of appearing smart. “Only content that teaches customers something new about their business and provides a compelling reason to change their behavior proves sufficient to influence the decision process.” (Source: “Avoid These Common B2B Content Marketing Mistakes”.)

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How to Prove the Value of Twitter for the Enterprise to Leaders and Clients

March 20, 2017

If you work for a B2B company or have B2B clients, particularly in technology, you’ve likely faced the challenge of convincing the executive team (or your client contact) that they need to invest time, money and resources on Twitter. You’ve probably heard, “our target market doesn’t use Twitter” or, “social media can’t help drive sales for B2B companies” or, “we don’t have enough content to post.” All of these reasons demonstrate a lack of understanding of the benefits of a strong Twitter presence. Educating your client contact or leadership team is an important first step in creating and executing a social media program, as company buy-in will be crucial to your success. Here are four key points to make in proving the value of Twitter for the enterprise.

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Dissecting the 5G Hoopla

March 7, 2017

The buzz around 5G at CES 2017 and MWC this year has been louder than ever. Qualcomm even made the bold claim that 5G will be the biggest innovation since electricity. With telecom companies and handset makers eager to ride the publicity wave accompanying this trend, it can be difficult to discern what all the fuss is about. Let’s break it down:

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5 PR Trends to Fall in Love with This Year

February 14, 2017

It’s Valentine’s Day and whether you love all the trappings -- chocolate, flowers and cards-- or you think it’s a sentimental marketing program created by greeting card companies, we can all agree that what’s at the root of this day is something much more important, and that’s love. Here are five trends to fall in love with this year, that when successfully implemented, will boost your company’s strategic PR efforts in 2017 and beyond:

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New Year’s Resolution: Motivating Your PR Agency, Part 2

January 24, 2017

Consider that working with a PR team is like purchasing a new car—it’s exciting when it’s brand new and running great, but it won’t continue to run well unless you change the oil, rotate the tires and schedule regular tune-ups. At this stage in the New Year, let’s say you’ve kicked off with your PR firm and have begun executing your 2017 marketing plans. How can you ensure that your car, and PR partnership, will continue to run great throughout the year?

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New Year’s Resolutions: Motivate Your PR Agency, Part 1

January 10, 2017

While the start of a New Year means detoxing from our food comas and sugar crashes, it also presents an opportunity for companies of all sizes to take a hard look at past successes and failures. A New Year is a popular time to bring in a new PR agency, or increase current efforts, to meet steeper sales and marketing goals, or launch a new offering. Whether you’re in a new PR partnership, or looking for ways to amplify your current one, here are the top ways to motivate your PR agency right from the get-go and set the partnership up to be successful:

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How Can You Help Mitigate the Fake News Epidemic?

December 12, 2016

The “fake news” epidemic is sweeping the nation and is now a topic of discussion, amplified by the 2016 Presidential Election. The enablement of fake news is being blamed on a number of factors: Distrust in mainstream media outlets, the absence of unbiased fact-checking, the consumer’s desire to confirm existing beliefs, among others. At the forefront of this conversation is the criticism of social media platforms for their role in the distribution and promotion of fake news, putting Facebook, in particular, in the spotlight.

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