I remember taking a journalism class back in college where the professor harped on using the same adjectives more than once in a story. He urged us to be more creative to come up with different adjectives, and would even dock points if we duplicated words. Since then, I’ve always had a thesaurus at my desk.

Admittedly, this was before today’s search engine revolution, with its emphasis on keywords. Now, instead of using a thesaurus to help write a press release we turn to the Keyword Tool on Google AdWords, which allows you to test keywords or phrases and see how often they are being searched. You don’t want to select words with poor search results.

This presents a dilemma for many writers who like to use their official company lingo, abbreviations, or even generic wording (e.g., the word
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There is a running joke around the office about my "love" of twitter. So, it was not surprising when my colleagues asked if I will run out and buy a Ford after the news that twitter will be incorporated into future Ford Motor Co. vehicles. (And, the answer is no, by the way.)

But, in all sincerity, as a public relations professional who loves to connect with people and needs to stay tuned into the latest industry news, twitter has been very helpful. Here are a few simple examples of how you can use it:

• Follow publications that are relevant to your space to stay up-to-date on what’s happening in the industry. On my personal twitter account (@ABBYBUTT), I recently started a B2B publication list… check it out – and if you are an editor or a publication and I missed you on the list,
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Is it just my imagination or is the Social Media landscape expanding faster than global warming on the Arctic’s polar ice cap?

On the publishing side of Social Media, we’ve got key players such as Wikipedia and Digg. On the sharing front, it’s Web sites like YouTube and Flickr. In the social networking arena, the heavy hitters are Facebook and LinkedIn. And don’t forget Twitter, which has taken blogging – in this case, microblogging – to a whole new level.

At this stage of the game, B2B marketers probably feel like they need a scorecard to keep track of all the Social Media players, their positions, strengths and weaknesses. The question is, which player is paying its dues right now in the minor leagues, poised to make a dramatic leap to the big leagues?

I don’t have that answer, but I do know one thing: Social Media is here to stay. And here’s
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In my last blog on Creating and Maintaining a B2B Blog I offered some suggestions on who should write your company blog and how often you should post.
In this installment, I’d like to follow up a bit more on the frequency of posting and give some direction on what you should be posting.
The question we are often asked is, “How often should I add new content or post on my company blog?”
The simple answer is: When you have something relevant to say.
When you post and what you post is related. Let’s assume you’ve identified an internal “expert” or core team of employees with the responsibility of managing to your company blog. You now need to determine the frequency of posting and create a realistic schedule.
Let’s start at the top.
1.    Think Strategically
       a.    Does your company have a marketing and communications strategy? What you
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Recently a colleague asked me why I - a B2B PR practitioner - was so bent on taking the LEED AP exam. LEED (Leadership in Energy and Environmental Design) is an internationally recognized green building certification system. According to the U.S. Green Building Council (USGBC) which developed it, LEED accredited professionals, or LEED APs, are said to "have demonstrated a thorough understanding of green building practices and principles and the LEED Rating System."

I also shared with my colleague that a couple of my B2B marketing client contacts had recently taken and passed the exam. "So, why do you want to be a LEED AP?" she asked. It was a good question and it made me think. I needed an elevator pitch.

The best that I've seen so far comes from a November 2008
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What can you say about the state of B-to-B PR right now? That it's holding its own in the midst of severe marketing budget cuts? That its value is shining through because it is so cost effective? That it's leveraging social media and social networks in innovative ways that many B-to-B marketers wouldn't have imagined 12 - maybe even 6 - months ago?

I think I would say all of those things, but they are all so obvious, right? There's another level where PR plays that's always important but is absolutely critical in times of crisis, and for many B-to-B companies the current global economic situation is a true crisis.

At its best, PR can help frame issues and articulate policy for senior management. It can then be the engine of communication to all stakeholders. At its best, PR can be the tip of the spear, leading the charge as companies manage through this recession and simultaneously begin to plan for the turnaround. 

PR can be the level head and calm
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Should you preserve your PR budget in 2009?

I think most marketing managers have heard that it’s unwise to cut advertising activity when the company budget is tight. But what about public relations activity, which is often moved to the back burner in favor of direct lead-generation tactics?  Here are a few reasons why your PR investment still makes sense even with an ultra-tight budget.

1) Your Company Needs a Voice.
Even if budgets are cut, you don’t want your company to “lose its voice.” If your company goes silent, another company will certainly fill the void. Plus, how much “louder” will you need to speak when customers are ready to buy again? If you don’t have the budget for a large advertising campaign (or even a small one), PR is a good way to keep your voice out there in the news media, whether it’s through a basic press release program or even interviews for round-up articles.
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Social media is about engaging in conversations with decision makers and influencers directly via the Internet. It’s about community and collaboration. And, with the changing media landscape, there are a lot of ways to engage in those conversations – from blogs to podcasts to social networks… the list goes on and on.

In fact, check out Brian Solis’ Conversation Prism to see the endless possibilities. At first glance, this conversation prism may appear overwhelming. But, instead, think of all of the opportunities that exist within this prism for you to have conversations – and build relationships – with ALL of the various channels you are trying to reach.

With social media, you are able to: improve customer communication and collaboration; track sentiment about the company; identify advocates, influencers and enthusiasts; spot any
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About a year ago we started using the term “Convergent PR” to describe the blend of traditional PR techniques and the new, 2.0/social media PR techniques. I was thinking recently about what I’ve learned since then. Most significantly, it’s that PR and search can – and in most cases should – be integrated in a way that delivers impressive results – results like I’ve never seen before or even imagined possible. We’re seeing that play out for a number of clients.

I also asked some other members of our PR team what they’ve learned about the so-called “new PR.” A sampling of their answers follows, and may provide some things to consider for your own PR program.

Matt Gaffney, PR copy director: Social media/2.0 has evolved as a direct, parallel response to the way our lives and businesses have evolved
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The economy is creeping towards a recession. The DOE’s 13 SEER mandate has helped level the playing field, household buying habits have changed dramatically since the popularity of the internet, and media options have drastically fragmented. With all of this going on, how can a low to mid level HVAC contractor compete against the big guys? While there is no perfect answer to this question, there are some suggestions to help you spend your precious marketing dollars wisely.

Start by looking to your manufacturer and distributor advertising programs. There are literally thousands of dollars available to dealers who agree to use branded and sometimes pre-packaged advertising programs. In fact some manufacturers offer up to 4 times a dealer’s advertising investment!

Next, think about timing and placement of your advertising. What are you really getting out of your investment? Case in point: if you put all of your dollars into yellow pages advertising then you
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