Sword and the Script

Located in Atlanta, Georgia, Sword and the Script Media, LLC is a veteran-owned public relations firm that specializes in the business-to-business (B2B) sector. Our goal is to create effective, sustainable, and repeatable strategies for public relations, content marketing, and social media. What sets us apart is our belief that marketing should serve a purpose. We understand that helpful marketing strategies are more successful than those that simply promote without providing value.

National, Trade/B2B

English

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#2568054

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#1144381

Business and Consumer Services/Marketing and Advertising

#3653

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Articles

Not just seen, but believed: trust is the new mandate for marketing and comms

1 week ago | swordandthescript.com | Frank Strong

Marketing and comms puts most of its emphasis on reach when we’d be better served by putting the emphasis on being believedThe lack of trust that’s emerged in American society is pervasive. It’s woven into nearly every institutional pillar, and for business, it comes at a high cost. People are less likely to buy from a business if they don’t trust you. It takes more convincing, more touches, and more proof to create a customer. That extra effort drives up costs.
Study demonstrates that a trusted brand is a prerequisite for organic and paid search

2 weeks ago | swordandthescript.com | Frank Strong

You flood the market with paid search ads or dump money into SEO to rank on page one, but if you want people to click, you need them to trust you; the way you build trust is by building a trusted brandIn December of 2023, I fell for a scam published on Google Ads. I was looking for a deal to restart my subscription to The Wall Street Journal (WSJ) and found an enticing one for 90% off. Google ads are paid ads, not organic search results and appear at the top of every search.
Will chatbots be the primary interface for PR software [PR Tech Sum No. 61]

3 weeks ago | swordandthescript.com | Frank Strong

Summary of news from PR software vendors: SignalAI rolls out a chatbot; Dazzle unveils 2.0; PRophet adds influencer marketing; Equiniti (EQ) to Acquire Notified; Semrush names Bill Wagner new CEOOne of the biggest technology vendors in the communications space was talking about a new interface for PR software years ago – but it’s the startups that seem to be making it a reality. As you’ll see below, two startups that have come out with a chatbot.
The surprising reason marketing leaders get fired

1 month ago | swordandthescript.com | Frank Strong

Rather than measurement, the biggest reasons marketing leaders get fired tend to center around communication and collaborationTwo of my favorite hobbies are SCUBA diving and skydiving. Both activities come with certain obvious risks, though I’d insist there’s more risk in your daily commute. That’s not just my opinion either because the statistics prove it. Each sport has a safety organization that documents accidents, compiles data and reports on incidents.
It’s not the success that makes for a good business story, it’s the setbacks

1 month ago | swordandthescript.com | Frank Strong

“All overnight night success takes 10 years.” That snappy quote is widely attributed to Jeff Bezos, who of course founded Amazon. It famously took Bezos and Amazon close to a decade before it turned into a profit. Today, in 2025, it’s on pace to surpass Walmart in sales, which would make it the largest retailer by that measure, according to The Wall Street Journal. Success often looks like it comes overnight, however, that’s rarely the case.
Cognitive dissonance: How LLMs might change PR and communications [Public Relations Review Podcast]

1 month ago | swordandthescript.com | Frank Strong

If generative AI gets your story wrong, who do you contact to lobby for a correction? Peter Woolfolk recently had me back on his Public Relations Review podcast: LLMs vs GOOGLE: The Impact on the Future of Public Relations Searches! The catalyst for the conversation stemmed from these two posts I had written earlier (See? Print still drives broadcast; just like old times!):Are LLMs becoming the new front page for public relations? How can communicators pitch an LLM?
This report on sales messaging might turn B2B marketing upside down

1 month ago | swordandthescript.com | Frank Strong

Data analysis of 97.9 million sales messages sent by email shows talking about ‘pain points’ has an adverse effect on leads – and might set your deals back rather than advance them to the next stageThroughout my career in PR and marketing, I’ve always made an extra effort to be aligned with sales. There are several reasons for this. First, sales alignment has been an issue for a very long time. It was a hot topic in the trade media when I first started my career and remains so today.
Marketers focus on demand generation increasingly seeks to build trust

1 month ago | swordandthescript.com | Frank Strong

It’s good that trust is back in fashion for demand generation at the strategic level – but we’ve got to put those words into action across all marcom tactics too “How do marketers balance trust-building with immediate lead generation? That’s a question a consultancy called The Marketing Geeks put to 300 marketers in December of 2024 – just a few months ago. The results of the survey suggest that many are coming to believe trust has an increasingly important role in demand generation (demand gen).
Sometimes B2B marketing just tries too hard

1 month ago | swordandthescript.com | Frank Strong

It’s not that we need a new playbook, or a new idea, or new way of doing things; we need to execute on the tried-and-true fundamentals of marketing, communications and psychology. This post is merely a musing. It’s thinking out loud, as I’m often wont to do. Consider this a blog post in the traditional web-log sense. I’ve been thinking that B2B marketing tries too hard. We don’t talk to customers directly, or we don’t talk to them enough (in tech this is often due to the account executive model).
Building a media list for PR is a strategic research process [contrarian view]

2 months ago | swordandthescript.com | Frank Strong

Building out a media list isn’t about adding names and emails to a spreadsheet – or pulling a list of reporters from a database – it’s about understanding the people you want to influenceThere’s an old military expression that goes like this:“Amateurs talk strategy, experts talk logistics.”It’s an acknowledgement that the best laid military plans easily fall apart in execution if the troops don’t have an ample supply of ammunition, water and sustenance.