Author: Eric Seidel

The incredible speed of innovation and the wide variety of businesses it’s birthed also has increased exponentially the opportunities for getting your story to your most important audiences. And, sometimes, what you’ve created catches the media by surprise, as well. Overwatch is a computer game. That’s right, a game, just ONE game! Now, while that […]

Change is constant. Always has been. When it comes, it brings disruption. And, frequently with it, lots of voices prognosticating about the consequences. You have to recognize the speed and magnitude of today’s world of communications, and the various opinions your most important audiences are hearing, for your business to survive. Try putting yourself into this real-life […]

Today, the media and the public are aware of almost everything going on in your business.  So why not take advantage of it? For instance, your marketing media strategy and tactics just might have news value, getting you additional, and “free”, coverage in trade, business and even general media. Case in point: Sodastream, the Israeli company that makes carbonation machines for […]

Disruption: 1.  To throw into confusion or disorder; 2.  To interrupt or impede the progress of; 3.  To break apart or alter so as to prevent normal or expected functioning. In full or part, each of the above definitions applies to today’s version of “disruption.” In this age of technology, businesses and industries are facing disruption on […]

Social issues, politics, economic policy, competition…just a sampling of interview topics that’s fair game for the media. As a business leader, how do you prepare? What’s your process for developing focused, responsive, positive and persuasive messaging without being sucked into a counter-productive exchange? Here’s a range of examples for you to consider: The Obama Administration has decreed transgenders’ […]

Listen closely to this sound bite from Apple CEO Tim Cook. See if you come away with his key message. Dealing with the news media requires newsworthy responses employing a basic marketing tactic: message frequency. In short, avoid slogans (that’s marketing), but repeat your most important message that has news value, often (that’s marketing, too, […]