Integrity, Innovation and Creativity in PR and Marketing
Although I have experience in a variety of fields, my roots are in high-tech and publishing public relations. I was the Sales Promotion Manager for the book division of a large west coast publisher when I was drafted to become the Marketing Communications Manager and one of the first employees at a new microcomputer accounting software firm.
This was a year before IBM launched its personal computer. Since then, I’ve found the core values developed in the competitive high-tech arena can be applied to most marketing communications efforts:
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Accuracy and Openness
You have to know your bits from your bytes, and even then, you have to ask questions, then ask again. In any industry or market, providing accurate information is essential to a company's credibility.
- Responsiveness
Hot, competitive news can easily become a "me too" announcement over night. Meeting deadlines with quality marketing communications is fundamental to successfully executing a marketing plan.
- Quality Writing
Hype doesn't sell product or services. Targeted, clearly-stated benefits and well-defined marketing messages need to be supported by facts. Every form of marketing communications -- press releases, brochures, Web sites, email campaigns, direct mail, employee communications -- has its own tone and writing style. Solid journalistic writing is essential in press materials. Whatever the assignment, the work should be informative and a pleasure to read.
- Have Fun
Marketing is a team sport and is most successful when it involves corporate management, sales, engineering and product development. Mutual respect and timely internal communications are essential. Great marketing communications achieves its targets, is fun and can create value for the company, its industry and consumers.
