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As you may have noticed, today we launched a new brand for SamsonPR and we’re excited for everyone to check out our new website as well.

It’s been a big year for us at SamsonPR. Some of our key accomplishments include:

We’ve onboarded a group of amazing clients that we’re driving big media results for.

We brought in new members to the SamsonPR team.

We launched six practice areas for the company.

We’ve doubled revenue year-over-year.

One of the main reasons for our growth, and ability to drive tier 1 media results for our clients, is our rockstar team of PR experts. They work tirelessly for our clients to ensure we’re helping their businesses grow. And that’s what we do at the end of the day, we fuel our clients’ growth through 1) developing and redefining their categories; 2) putting them on the map as category leaders; 3) driving brand lift and awareness; and 4) transforming complex data into meaningful insights.

As these four areas come together, we are full steam ahead driving a new category of PR for all our clients at SamsonPR: Growth PR.

As part of our Growth PR approach, we implement category-specific, data-driven PR strategies to help you lead your industry category – the perfect trifecta to empower product, sales, and marketing: Tier 1 media relationships + deep domain expertise + a disruptive story. When your sales team walks into a meeting, the prospect should know who you are and want a piece of the action. Our PR approach enables that.

As we look ahead, there are many exciting milestones on the horizon and we look forward to continuing to be a trusted PR partner and extension of our clients’ teams.

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Two Ways Media has Changed & Two Tips for Modern Media Relations

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The Difference Between Marketing And PR — And Why It Matters

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PR ≠ marketing. Boom, mic-drop. 

As the CEO of a B2B tech PR agency, I have encountered many who mistake these fields as two different names for the same thing, with the same goals and outcomes. This way of thinking can be harmful to the end goals of both. 

While there are many similarities, there are also crucial ways in which these two communication strategies diverge. And by thinking of public relations (PR) as an extension of marketing, CEOs and CMOs can weaken and destroy their own brand.

When you look at marketing goals, they are almost always based on generating qualified leads and feeding the sales team what they need to close deals. Thinking that PR exists to drive conversions in the same way that marketing does is missing the larger picture.

A one-off press hit can bring eyes to your product much like a one-off marketing campaign. But longer — even multiyear — PR campaigns can do something much more powerful. They can create brand equity. 

Brand equity affects not just the entire funnel from top to bottom, but also all other areas of your business – executive visibility, recruitment, funding, customer retention, and more. Simply put: more people will know about your brand.

A well-positioned, contiguous marathon campaign can make your brand and executives true thought leaders, with your stakeholders instantly more interested in your messages. 

If you invest the time and money in great PR people or an agency that truly understands your product, the result is respect and notability. 

Thus, PR is most effective when it is given time to build real relationships between the media and your brand, between the media and your executives — with momentum building over time. PR isn’t just a marketing function; it supports all areas of your business if done right. 

Brand equity and visibility are critical to the survival of any business. This is something Bill Gates understands, as he famously said, “If I was down to my last dollar, I’d spend it on public relations.”

For the full article that ran on Forbes, visit:—and-why-it-matters/?sh=3c9e4d6f1552

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Two Ways Media has Changed & Two Tips for Modern Media Relations

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Reading Time: 3 minutes

I’ve done PR for over 20 years, and in that time, there has been INCREDIBLE changes in the media. 

The tech has changed dramatically, too – I used to spend my mornings hunched over a fax machine, feeding hundreds of sheets of paper into that mechanical beast, hoping that newsrooms would be interested in the press releases being spit out the other side. 

Then a phone call replaced the fax, only to be replaced in turn by email. Back when email was first introduced, cold-emailing would be like cold-texting someone today. Very personal, almost rude! 

Now, fax machines have long since left offices, and emails have become the de-facto mode of communication. In many ways, workflows have gotten easier. However, these technological changes are small potatoes compared with how the newsrooms have changed in that same timeframe. 

There are two major ways that newsrooms and media have shifted in the last 20 years. The first shift, to no-one’s surprise, is that newsrooms have gotten a lot smaller. From 2008 to 2019, newsroom employment at U.S. newspapers dropped a whopping 51% – and that’s before the record-shattering, pandemic-induced 16,160 newsroom layoffs in 2020. Simply put, there are fewer reporters, editors, photographers and videographers in the newsroom than ever before. 

The second change is an evolution in the medium. As traditional media has faltered, digital media has become incredibly widespread. In 2011, the average American spent about 7.5 hours a day on traditional media (TV, radio, print, & other) and about 3.5 hours a day with digital media. By 2020, these numbers have inverted, with Americans spending 7.8 hours a day on digital media and only 5.6 hours with traditional. 

The coronavirus has been linked with a dramatic increase in digital media consumption during 2020, which implies that the numbers may become even more skewed towards digital media as the pandemic continues in 2021. As the industry at large has shifted, many traditional organizations have invested in their digital presence. Everything is on the internet in 2021, including radio and television. 

With these two large-scale shifts in the media, the best practices for PR professionals have shifted as well – here are two tips for interacting with media in 2021 and beyond: 

  1. Fact Check! And then check again.

With smaller newsrooms, faster news cycles, and busier journalists, newsroom professionals once tasked with fact-checking have found themselves with less and less time to do so. The unfortunate reality is that if you are pitching a story to media, it’s on you to make sure everything is correct. While one nice feature of the internet is that corrections can be made in hours (instead of having to wait for the next day’s paper to print a retraction), it’s always better to be accurate the first time. 

  1. Remember that reporters are people.

Reporters have children, hobbies, pet peeves – and they’re being paid to write about a specific beat, in a specific format. When pitching reporters, having an understanding of what they’re looking to publish is absolutely critical. 

As digital media has led to a diverse range of publications that cover a huge quantity of subjects, sending a story to the right audience is more important than ever. It’s a waste of everyone’s time to pitch a reporter on a story they won’t care about! 

Instead, do the research and find reporters that cover the type of content that you’re pitching. Remember that they are likely under a deadline, so have empathy and try to work with them. Instead of just throwing ideas at a reporter, become a resource. Be helpful throughout the process of pitching to publication. 

Ideally, try to build relationships where your (or your client’s) specific field expertise can be an asset to the reporter. If they call you to get a quote about a story, it’s a win for both parties – the reporter’s life is made easier, and you’ve secured press coverage.

While the media has undergone a striking change in the last twenty years, there still is great content being produced and many opportunities for press coverage. You just have to do the research and find the right fit for your story.

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