Your PR Isn’t Cutting It: S.A.M. Can Help


everything you need to know about the S.A.M. method to create virality for your clients

Let’s face it: Your PR isn’t cutting it.

You’re fixated on press hits, relying on pitching to get attention, responding only to what’s already in the media, and simply hoping to go viral. But in using a lot of these traditional PR methods, you’re relinquishing control of your company’s story—and your brand is paying the price. You need to take more risks with your strategy.

Related post: How To Break the Status Quo and Take More Risks in Marketing

Your PR campaigns aren’t successful. You’ve got a great product, but the press isn’t picking up your story.

You’ve got the steak, but you’re missing that sizzle.

To reach the highest levels of momentum for your brand, you must create compelling moments. You can’t just react to what’s already out there—you need to become a part of it.

This is where traditional public relations falls short. It relies on pitching ideas based on what’s already been covered. So you’re stuck trying to spin something new from old concepts.

With the Zen Way, you create new conversations that the media can’t ignore. You turn what’s typically just an internal memo or Facebook post into something unique that’s worth sharing—and then you amplify it.

This results in large audiences learning about your brand. So you’re not just seen in a few random places—you’re seen everywhere in your marketplace.

Put simply, your PR campaign needs social media marketing.

(But honestly, every digital campaign needs social media.)

Public relations in 2022 requires a multi-pronged approach—one that encompasses not just outreach but also ongoing amplification via (you guessed it) social media.

The key: Work backward from your desired business outcome to create a story that the media can’t resist. Then, use a mix of marketing and social media strategies to amplify your message, expand your reach and grow awareness.

The foundation for this method is something we call S.A.M—story, amplify, and measure.


S.A.M. is an exclusive strategy that uses a mix of marketing, strategic public relations, and social media to create momentum (and disproportionately massive ROI) for our clients.

Here’s what it comes down to:


The secret to driving business results with your moment is your story. Take the genius of your moment and—through the power of digital storytelling—craft your narrative in a way that gets your audience talking. As a result, your prospects remember you, your clients rave about you, your industry celebrates you, and your competitors seek to emulate you.


Once you establish your story, amplify it via digital PR, influencer marketing, content marketing, videos, experiential events, and more. This further builds, expands, and strengthens relationships. Basically, this is the moment of “virality” where you become the industry darling and begin hearing from people who say, “You guys are everywhere right now!”


When you measure the impact your marketing has on your brand—both quantitatively (i.e., numbers) and qualitatively (i.e., sentiment)—you know where to make improvements. You see what’s working and where to double down to get the biggest benefits from your efforts. By eliminating guesswork, you also accelerate your momentum in a way that becomes highly targeted and, most importantly, profitable.

the difference between traditional PR and the S.A.M. method

When you do things the Zen Way, you can take advantage of services like: 

Let’s be real, here: Social media marketing matters for B2Bs. It’s where your customers are. Social media drives traffic to your website, supports a more personalized customer experience, and amplifies your PR results. B2B social media marketing builds trust, boosts your reputation, and can help you increase sales and share of voice in your industry.

So next time you’re trying to think of a creative way to go viral and get a higher return on your investment, turn to S.A.M. and forego the traditional PR methods. It’ll pay off.

Interested in using S.A.M. to create momentum (and disproportionately massive ROI)? Reach out.


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