Archive: December 2014

The pace of change in the PR practice is expected to accelerate in 2015, as more and more communicators take on a strategic role for their companies and clients and online media channels claim an expanding share of marketing budgets. To help you plan for next year, we asked PR pros what they see on the road ahead.

Businesses large and small are starting to invest increasingly high percentages of their promotional budgets in social media. A consensus on just how this social media investment impacts their top- and bottom-line revenue continues to be elusive, however.

On a basic level, the only thing PR professionals really want to be is heard. There are a few ways stories can be heard above the noise, cut through the droves of useless information and make their way in front of the eyeballs of the target audience.

UCB, a top company in the neurological treatment market, and PR agency Cooney/Waters Group created Parkinson’s “More Than Motion” (MTM), an unbranded campaign designed to align awareness about the lesser known symptoms of Parkinson’s disease (PD)—such as difficulty sleeping and loss of taste and smell—with the goal of fostering an educational and supportive online community.

The latest stats from Gould+Partners show top-line net revenue increasing for most of the PR agencies responding to the survey, as “projects” start to perform better than monthly retainers.

National Zoo’s successful #25DaysofReindeer cuts though the clutter with fun, albeit a little geeky (in a good way) facts about the real-life Rudolf.

Twitter is one of the most effective tools for media outreach. Any good media pitch delivers a succinct news angle, and writing a message that fits in Twitter’s 140-character limit is a great way to boil down your pitch to its essentials.

What if we transformed the press release into such a useful tool that journalists were clamoring for more time with them? It’s up to dynamic PR leaders to make it happen.

There are important lessons we can take away from a close look at the rise of Uber.

A friend in the newsroom is a valuable resource for a communicator. Here are some thoughts on what works when developing contacts at a news media outlet.