Archive: April 2016

PR firms have a massive opportunity to go way beyond the old practice of merely pitching existing news. The smartest among us can become masters of crafting the news. That means spotting trends and keeping up with what’s developing in pop culture, then using those insights to put out routine news in more compelling ways, create opportunities and coattail on relevant breaking news.

If you’re measuring every activity because you think more is more and that everything is important, then it’s time to switch lanes. But as you embark on a week of heavy measuring, I realize you might need a pep talk. So here’s a few morsels of wisdom from our conference speakers to get your engine running.

The Week in PR

As a local and network news reporter, I conducted thousands of interviews over nearly two decades. Yet it was only after I made the leap into strategic and crisis communications that I fully appreciated the complex dynamic at play.

In potential crisis situations, UNOS invokes a crisis communications plan and involves UNOS executive staff members and elected officers.

With attention spans diminishing and the appeal of video and images rising, it seems like the present moment is perfectly suited to Instagram’s quick-hit, low-verbiage, less-is-more characteristics.

Is the glass half empty or half full? That’s the dilemma raised by the latest PR News survey about measurement practices. On the upside, more PR pros appear to be relying on measurement than previously. The flip side is the pace toward a more analytical mindset is incremental.

Since PR professionals often are charged with developing effective online content, this article details six steps for creating search engine-friendly content.

For communicators looking to increase their cache of visual materials and at the same time build online street cred, Instagram is the only place to be. While many brands are already on the platform, few truly know how to succeed. In today’s saturated media environment, compelling visual assets are the only way to stand out among the dross.

“It’s not just tracking mentions, but how are you being mentioned, what messages are you getting across!” With this important central concept in mind, Cindy Villafranca, senior specialist, communication & outreach at Southwest Airlines, walked… Continued