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Weekly Scripts:  Vetted links across PR and marketing. 
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Dear  <<First Name>>:

There are a lot of predictions about what will or will not happen as a result of the Coronavirus. Most that I’ve seen either say everything will change or everything will stay the same. 

Edward Nevraumont has a pragmatic take in his latest missive: “Recessions tend to accelerate trends that were already in motion.”

For example, will remote work accelerate? Probably. But that was already in motion.   

The trend can go the other way too. “For instance, the Great Depression of 1929 delayed the penetration of durable household goods like telephones.”

That’s the focus area for marketing and PR. The tip-toe around messaging might be the near-term concern now, but for those that fancy themselves strategists, a better question is this: 

What trends in my industry will accelerate (up or down) and how do I position my company to meet that change as it unfolds?

That leads us to the top story in this edition of the Monthly Scripts.    

Yours in marketing and communications,
Frank Strong

PS:  Have you been hit personally by the Covid crisis? I’ve just published two resources on places to find a PR job and salary benchmarks. Find those links at the bottom under “Recent Posts from Sword and the Script.”

The Must-Read Articles

Every month I peruse hundreds of articles about marketing and public relations. Near the month’s end I analyze those metrics with technology and human judgment to find the most important stories. 

Featured

1) Marketing During the Pandemic (Marketing BS) This piece has a lot of goodness, including data points on marketing in a recession. However, if you want to get to the section I referenced above right away, scroll down to the subheadline that reads “Everything is different, but nothing changes.”

Leadership and the CMO

2) Marketing in Times of Uncertainty (Moz Whiteboard Friday) “...we should be looking to cut with a scalpel (not a chainsaw), and that means examining each channel and the individual contributors inside channels as individuals and looking at whether they are ROI-positive.”

3) Lead with Creativity, Not with Capital (Marketing News by the AMA) "Too much capital permits entrepreneurs to produce what they want to make instead of understanding what customers will buy."

4) What Nearly Every Leader Forgets to Say During a Crisis (Inc.com) "Declaring determination, commitment, and resolve in the face of a crisis? Those things are a given."

5) The shift to in-house marketing faces its stress test (Digiday) “Some advertisers would rather have the built-in flexibility agencies provide to be turned on and off in tandem with the vagaries of their marketing output during the pandemic.”

6) Smaller Agencies are a Safer Bet for Larger Clients (Trinity3P) “To a big agency, a corporate client is, well, just another client. Smaller agencies are beyond passionate about doing a good job for their client and this is a breeding ground for focus, creativity and diligence.”

Marketing

7) How and why your marketing messages should change during Coronavirus (B2B Marketing) "Find the sweet spot between silence and storytelling." 

8) The Impact of COVID-19 on B2B Marketing Plans: Tech vs. Non-Tech (Webbiquity) “The top three areas live event budgets will be reallocated to are content creation (43%): hosted webinars (40%); and search marketing (33%).”

9) Brand Marketing Through the Coronavirus Crisis (Harvard Business Review) “Present with empathy and transparency...associate your brand with good...track trends and build scenarios.” 

10) Strength in Customer Journey Mapping A Distinguishing Factor for B2B CX Leaders (Marketing Charts)  “6 in 10 saying their current marketing strategy involves focusing on CX and loyalty.”

Public Relations

11) PR changes as COVID-19 Shifts Media Habits (Universal Info Systems) “More people are paying attention to news generated by professional journalists than before.” 

12) How journalists find their news, use social media and work with PR teams in 2020 (Muck Rack) "Most journalists still go to online outlets (60%) or Twitter (22%) for their news and 85% find Twitter the most valuable social network." 

Content Marketing

13) B2B Content Marketing Is The New And Improved Trade Show Floor (Follow Your Buyer) “When done right, content marketing can facilitate the kind of open dialog between buyers and suppliers that was previously only available on the trade show floor.”

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Email Marketing 

14) Almost 1 in 5 Emails from US Senders Failed to Reach the Inbox Last Year (Marketing Charts) “Inbox placement rates have declined in the US, with an average of 82% of promotional emails from US senders reaching the inbox.” 

15) Email Continues to Drive Purchases (Marketing Charts) “In a survey that spanned 6 countries and nearly 5,000 respondents, almost three-quarters (73%) of those from the US report having purchased a product or service from email.”

Creativity

16) How marketing creative is evolving in the COVID-19 era (WARC) “Despite the difficulties of working from home, and the widespread shutdown of production facilities, only 39% of executives stated that developing new creative assets had been a challenge for their company.”

17) Less Creativity, More Efficiency: How Operating Remotely Affects Marketers' Work  (MarketingProfs) "Some 69% of US marketers and 84% of UK marketers say remote work is "excellent" for concentration...67% of US marketers and 71% UK marketers say creative collaboration suffers when workers don't share a space."

Search and SEO

18) How to optimize your crawl budget (Yoast) “Google doesn’t always spider every page on a site instantly. In fact, sometimes, it can take weeks. This might get in the way of your SEO efforts. Your newly optimized landing page might not get indexed.”

19) Google Move Requiring Advertisers To Verify Identity Provides Safety For Brand Non-Disclosure Agreements (Media Post) “Google plans to close loopholes that help to create ad fraud by requiring all advertisers running ads across its platforms to verify their identity, as the company continues to make sweeping changes to prevent advertisers from misrepresenting themselves.”

Marketing & PR Technology

20) TechTalk with Proof Analytics chairman and CEO Mark Stouse (PR Week) “The communications industry, because they’re afraid of analytics and measurement for the most part, is really walking away from their greatest chance of glory. They’re ceding the field to marketing.”

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Recent Posts from Sword and the Script

The Sword and the Script blog and this newsletter are two separate subscriptions: Subscribe to the blog here to receive thoughtful weekly posts. Here are the most recent you might have missed:

Just Launched: A New Podcast about Military Veterans in Business 

Contributions and Mentions from Around the Web

Here are some of the third-party sites we’ve been fortunate to contribute to over the last month or so.

Local to the Atlanta area? 
Sword and the Script Media organizes The Alpharetta Business Networking Club a monthly meetup that’s part business and part social.  There are 3,300 members of this group in the high-technology corridor just north of Atlanta.

About Us
Sword and the Script Media, LLC is a certified veteran-owned public relations agency immersed in the business-to-business (B2B) marketplace. We focus on building consistent, sustainable and process-driven programs for PR, content marketing and social media. A defining difference comes down to our approach – that marketing ought to have utility. This is because marketing that helps, sells better than marketing that hypes.  

About Us | LeadershipServices  

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Questions, comments or suggestions? Send ‘em.  I’d love to hear from you. 

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Frank Strong, MA, MBA
Founder & President
Sword and the Script Media, LLC
www.swordandthescript.com
PR | Content Marketing | Social Media
LinkedIn | Twitter | Facebook 

* Sword and the Script Media, LLC is a verified veteran-owned business.  

**  Subscribe to the monthly newsletter or the weekly blog by email.  

*** Local in Atlanta? Join the 3,000+ member Alpharetta Business Networking Club.





 
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