Two-Way Street

PR, social media, events and incentives – Collaboration & communication ideas for demanding businesses from The Castle Group's Mark O'Toole

Posts Tagged ‘Boston Business Journal’

Partnership has its privileges

Posted by thecastlegroup on August 5, 2010

To borrow (and alter) a line from a famous advertising slogan, “Partnership has its privileges.” At Castle, we’re proud to partner with firms that augment our expertise, have similar business goals and interests, share our values and allow our networks to expand. 

Later this month we’re partnering with the Boston Business Journal to sponsor their August mixer at Castle’s nonprofit partner, the Courageous Sailing Center. Through our events and PR divisions, we’re partnering every day — with our clients, team, media, vendors, complementary firms and nonprofit organizations.

A partner is defined as: A person who shares or is associated with another in some action or endeavor. Our partnerships are created based on previous shared experiences, common approaches to quality and ethics, and the ability to enjoy working together. In practice, every day, we apply that partnership philosophy.

Here’s how to turn business contacts into partners:

Clients: Think about what keeps them up at night and what engages them. Remember their goals are your goals. Their success is your success — and vice versa. If you want them to consider you an extension of their team (i.e., a partner!), act like one. Proactively share information and ideas. Find ways to connect inside and outside of business. Let them know — through deeds and words — that you consider them a partner.

Teammates: You can take your pick from lots of sports analogies, but since it’s summer, we’ll go with a water one: everyone rowing in the same direction. Share the direction, share in the success and challenges, and help everyone see how their role fits into the big picture.

Media: PR 101 — you cannot build relationships with the media by simply pitching stories. Think — really think — about what the reporters, editors, publishers and producers need, and help find it for them, even when it’s unrelated to the story you want to place.  Everyone is under the gun to get their job done, but if you understand that your objectives won’t always mesh, you can approach your interactions with true collaborative intent.  

Vendors: We’re a vendor (although we cringe at the word). Think of your vendor as an extension of your team — share the information they need to do the best possible job for you. Let them know how their efforts have helped you. A kind word and some understanding go a long way. And they will go the extra mile for a partner, as opposed to just another customer.

Nonprofit/Community/Civic Organizations: They have needs, but they can also be a resource. Take the time to meet with any organization you plan to join or support and really discuss how you can help one another. You would be surprised at how many organizations have mutually beneficial opportunities, if you just take the time to learn about each other.

Complementary Firms/Businesses: During the economic downturn, we saw firms lining up to “partner,” as a desperate step toward getting new business. In many cases, it didn’t work. Partnerships require effort, understanding and commitment, and each party has to be interested in the other’s success, and in the opportunities to collaborate. That is why PRGN, our global PR network, works so well. Our colleagues — agency principals — around the world value other members, especially through the lens of how those members can help their firms and their clients.

If partnerships are like marriages, we just celebrated our 14th anniversary last week. We’ve seen other partnerships come and go, but we’ve worked hard to apply our partnership approach to all of the people and organizations we touch every day. You can ask some of them how well it’s working if you come to our event with the Boston Business Journal on August 26. Hope to see you there.

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Boston Business Journal events and awards

Posted by thecastlegroup on March 3, 2010

We wanted to share upcoming BBJ event and award dates and deadlines.


MARCH 13: Best Places to Work
APRIL 16: Sustainable Boston – Green Business Awards
APRIL 30: CFO of the Year
MAY 28: 40 Under 40
JUNE 5: Corporate Citizenship Partners of the Year
JUNE 25: Champions in Health Care

We are pursuing many of these awards for clients, and encourage you to attend relevant events as well for the networking opportunity. The BBJ has done a really nice job at making these awards and events meaningful for participants and winners.

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Special Boston Business Journal offer today only

Posted by thecastlegroup on December 9, 2009

We like the BBJ. Annually they offer a one-day special offer to drive subscriptions for the coming year. Well, that’s today, so contact Sean Ryan if you’re interested. Contact information and details are below.

The Boston Business Journal is offering a one-time subscription discount.  Regular subscription price in 2010 for one year will be $119 but as a way to say “thank you” to the business community, they’ve lowered the rate to $79, a $40 savings. This includes 52 issues of the BBJ delivered to your home or office, full online access to the digital edition, all archived issues and the 2010 Book of Lists. The Book of Lists will retail for $70 this year alone.

To take advantage of this offer you must subscribe on Wednesday, December 8th. 

Call Sean Ryan at 617-316-3207 or send an e-mail to 

If you place an order online, the discount will not apply.

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