Amendola Communications’ blog is designed to share our knowledge of public relations and marketing communications, but also to help other marketing professionals gain an understanding of how PR can and should be integrated into their campaigns. Based on our blog’s most-viewed posts of 2018, it appears readers are interested in a much broader variety of related topics, including trade show best practices, writing style tips and crisis communications.
Several of our most popular blog posts from 2018 were also re-posted on the Daily Dog site from Bulldog Reporter, which indicates that other respected PR pros thought our insights and best practices were helpful enough to share with their readers. Our most-viewed posts, however, were not all written last year. In fact, most of them were posted in 2017 and 2016. Not to get too “meta,” but that result in itself is a content marketing lesson: Valuable, relevant information never gets old.
With that, the following are the top 10 most-viewed blog posts for 2018.
10. Champing at the Bit over the Correct Use of Idioms: Its Just Good PR. For all intents and purposes, this blog post from 2016 explains the correct usage of common English-language idioms (like the one that began this sentence). Apparently, the post “piqued” a lot of readers’ interest and helped them “home in” on their key messages and “flesh out” their content… you get the idea.
9. Video Blog: 5 Elements of a Successful Media Relations Program. In this vlog, also from 2016, our Media Relations Director Joy Dinaro explains how to create a successful media relations program in less than two minutes, including tips for knowing the audience and understanding vendor neutrality. Valuable insight in very little time, so it’s no wonder this post was so popular.
8. What Can We Learn From United Airlines Flight 3411. No one in PR or marketing will forget the 2017 crisis communications debacle resulting from a viral phone video of a bloodied passenger being forcibly removed from a United Airlines flight. What’s worse is United’s CEO then publicly blamed the passenger, who did nothing but refuse to give up his paid seat so the airline could give it to its own employees. Clearly, it’s still a topic of interest because this post from 2017 – guest authored by James Foster, director of marketing at Amendola Communications’ client Vivify Health) – made the top 10 again.
7. The importance of feedback in PR – from media, to writing to client relationships. PR and marketing professionals are often so focused on daily tasks and client strategies that we often lack the time to request or contemplate feedback from the media, colleagues, or most importantly, clients. This most-viewed post from March describes different types of feedback in our profession and why it’s so important for improving service and results for our clients.
6. 6 Tips for Making Your Customer Success Stories More Compelling. Case studies are always effective B2B content because, in short, they’re real and they work. That’s why when a case study opportunity presents itself, some marketers don’t lay the groundwork to minimize the time and inconvenience for their customer while maximizing the amount relevant information captured during the research and interviewing. This post, written in 2017, gives readers a step-by-step guide to efficiently and effectively developing the perfect customer success story.
5. PR Pros: Beware of Busywork Masquerading as “Essential Skills”. Amendola Communications is a full-service integrated marketing communications and PR agency, which means our team members wear a lot of hats. However, as this blog post from May points out, PR and marketing professionals need to understand what their most valuable and creative skills are and apply them to serve clients. Other tasks can be delegated to another team member or outsourced. Trying to deliver too many services by yourself often just increases a PR professional’s stress and reduces quality, neither of which will help the bottom line.
4. Time to turn your trade show booth from salesroom to learning lab. We assume that HIMSS18 exhibitors were looking for last-minute booth tips due to the popularity of this post, which was posted just weeks before the health IT mega-conference. Although it may be a little too late for HIMSS19, the post lays out a great conference booth and content strategy that is sure to engage attendees and help your company stand out from others on the floor.
3. Simple Language and Communication Success. Healthcare IT can be complex, but the way we write about it doesn’t have to be. This post, written in 2017, reminds marketing and PR professionals the importance of concise writing and how we should use “fifty-cent words” even when the subject matter lends itself to a lot of “five-dollar words.”
2. Advice for Journalists Considering a Career in Public Relations. Because we tend to do a lot of writing, interviewing, editing, researching, Amendola Communications has a lot of former journalists on staff. Making the switch from reporter or editor to PR professional isn’t always seamless. It’s a different mindset and culture, which this blog post written by a former journalist deftly explains.
1. Going in AP Style. Most consumer and trade publications adhere to the rules of the Associated Press (AP) Style Manual. For a PR professional, using AP style demonstrates that you are a journalism insider, which is crucial when pitching a byline article, press release, or other content that needs to be reviewed and approved by an editor. The AP style guide has quirks that many business writers aren’t familiar with if they don’t have a journalism or PR background. The most-viewed Amendola Communications blog post from 2018 covers many of the most common AP-style errors – even the seemingly arbitrary way it abbreviates state names. What could be a very dry topic is actually a fun, lighthearted, engaging read, which is likely another reason why it’s the most viewed post of last year.
That’s our top 10 from 2018. In all, it’s a diverse collection of posts reflecting the broad range of integrated services offered by PR and marketing professionals today, including here at Amendola Communications. We expect to see some of these posts again on next year’s top 10 list, but we will nonetheless continue to supply new enlightening and engaging PR and marketing communications insight to this page every week. Stay tuned.
Have a great 2019!