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Can I Quote You on That? 5 Quotes to Better Hone Your Own Quotability

Have you ever wondered why certain reporters and media outlets tend to quote the same individuals time and time again? There are numerous reasons, but a key one lies in quotability. “A quotation in a speech, article or book is like a rifle in the hands of an infantryman. It speaks with authority.” – Brendan Behan, Irish poet In other words, landing a quote in a reputable media outlet provides a business with immediate credibility and authority. If you’re quoted by a reporter, it shows readers, viewers and potential customers that you’re someone whose opinion matters. It establishes your reputation as a thought leader in your industry or field. To enhance your chances of being quoted by the media, it is critical to work on becoming quotable —...

9 Things You'll Never Hear a Reporter Say

Understanding how journalists think and act plays a critical role in media outreach efforts and becoming a go-to source. The first step toward this understanding entails learning how journalists operate and why they say the things they do — or in some cases, what you’ll never hear them say: "I'll take your word for it." No, they really won’t. A healthy sense of skepticism is an inherently reporter trait succinctly summed up in the journalistic adage, “If your mother says she loves you, check it out.” Be ready to back up any claims you make about your business. The more specific, the better. It’s easy to say business is good — but how good? Becoming a go-to source is a matter of building trust, and one way...

As Aker Ink turned 13, the team experienced a wave of nostalgia in reminiscing about when each of us were teenagers (as seen in the photos shared here, we have come a long way—some more than others). We got to talking about what advice we would give our teenage selves, and realized much of it is also applicable to marketing. Do your homework As teens, most of us had to show our homework was done before we were permitted to do anything fun. Not only did that prepare us to get the challenging tasks out of the way before the easy ones, but it also primed us to do the research that informs strategic planning, competitive analyses and messaging. Somewhere along the way, doing our homework became...

What To Consider Before Sending Another Coronavirus Email

Public relations professionals are very accustomed to being asked what they do, which makes the “What I actually do” memes so funny. Most of us have an analogy ready to help make our career more easily understood, but after the last two weeks of omnipresent coronavirus coverage, many PR pros could sum up their jobs by simply saying, “You know the avalanche of coronavirus emails in your inbox? I write those.” It’s an oversimplification—public relations and crisis communications in particular is so much more than that—but a highly relatable one just the same. Everyone has received a spate of coronavirus emails and even text messages from businesses in the last few weeks—so many, in fact, that they couldn’t possibly read all of them. This begs the question:...

Why Your Cannabis Business Needs a Blog

The cannabis industry is full of creative, ambitious professionals aiming to leave their mark, making the competition steep for businesses that want to generate more brand loyalty, stand out in a crowded online space and connect with target customers. Attracting the right attention requires cannabusinesses to use “owned media channels” (i.e. online media properties that a company has complete control over) to their highest potential, including their websites, social media and blogs. Blogging can tie many marketing efforts together, driving more traffic to a website, providing valuable content for social media outlets and serving as an avenue to educate prospective customers in an industry where propaganda and half-truths are rampant. If your cannabis company doesn’t yet have a blog, or you need to reignite this tactic,...

What Small Businesses Get Wrong - and Right - When it Comes to PR

Small business owners understand the importance of promoting their products or services. They have to connect with potential customers in some way, right? But many owners fall short when it comes to public relations – often because they don’t understand it. PR refers to communications between an organization and its public. The practice utilizes a third party or platform to tell a company’s story, often through media, events, social media, content marketing initiatives and more. Unlike traditional advertising, PR campaigns primarily focus on “earned” opportunities rather than “paid,” which can result in more awareness, authenticity and credibility. When it comes to improving brand awareness and moving potential customers through the sales funnel, PR is essential. Demand Gen reports that 96% of B2B buyers want content with more...

When was the last time you apologized, and really meant it? Knowing how and when to say “I’m sorry” can be hard for anyone, but especially for a company in the limelight after a crisis. But an effective post-crisis apology can play a pivotal role in how quickly or efficiently your organization can move forward. Sometimes how your company responds to a crisis is more memorable than the crisis itself – so you’ll want to make sure your apology is professional, authentic and leaves the right impression.    Respond in a Timely Manner Don’t wait weeks to provide a formal apology. While it might seem like the easiest option is to ignore the problem and hope it disappears, this delay in vital communication only allows dissatisfaction to...

To say the cannabis industry is booming is an understatement. Few industries in recent memory have taken off with the same energy – the legal market is expected to hit a whopping $66.3 billion by 2025. While there are plenty of plant-facing, consumer businesses with a ton of potential, there are even more ancillary businesses vital for making the industry’s sustainable and long-term growth possible. With this crowded playing field comes steep competition, though: how can professional services, technology companies and manufacturers serving the cannabis industry stand out? As more states legalize cannabis, there’s no better time than now to establish market dominance. That’s where thoughtful and targeted marketing and PR makes an enormous impact. Use Social Media – But Use it the Right Way Social media is...

Tenec Coatings, a Phoenix-based concrete coatings and specialty flooring contractor, called on the Aker Ink team for integrated PR and marketing strategy to help position the company as the go-to concrete flooring expert in the Phoenix area and Southwest. Tenec provides concrete coatings installation, flooring removal and specialty flooring services to residential, commercial and industrial clients. The founders, husband-and-wife team Daniel and Leane Owen, previously owned and operated Arizona Polymer Flooring, a leading manufacturer of concrete coatings. They grew the business from a local niche operation into a globally recognized brand known for quality and high performance. Following decades of success on the product manufacturing side, the Owens chose to refocus their energy on the contracting side of industry, utilizing their vast expertise to elevate the level of service and technique available to homeowners and businesses. As a first...

A rebrand, while no simple undertaking, can be an opportunity to re-evaluate, hone and polish your company’s public-facing image. When it’s done right, a rebrand can provide the marketing infrastructure needed for future success. Young companies sometimes make the mistake of not devoting enough time to developing their brand identity as a first, critical step. This can lead to confusion or inconsistencies across your communication platforms — whether this is on your website, social media, in advertisements or press releases. A fruitful marketing strategy requires a confident and consistent brand to build from. Marketers understand a successful brand extends far beyond a company’s logo. While a fresh logo certainly helps, a brand goes beyond a single element. It’s defined by an experience: how others —...