Author Archives: Shonali Burke

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About Shonali Burke

PR News - Access Intelligence, LLC; 88 Pine Street - 5th Floor; New York, NY 10005; 212-621-4613

How to Cultivate Your Online Communities

The danger in using a solely traditional approach for media relations today—where the media landscape is changing with every blink of the eye—is that we run the risk of losing out on potential earned media opportunities that could be generated by and from our communities. | MORE »

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Demonstrating PR’s Value to C-Suite Executives

In our hyperconnected world, little is hidden from the public view. Most CEOs understand this, but they may benefit from an update on how the scope of public relations has broadened to meet the new stakeholder reality. | MORE »

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Growing Need to Break Down Silos

Breaking out of these silos is the first step toward more effectively reporting ROI. Embracing more diverse sets of data is the second. | MORE »

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Abandon ‘Platform-First’ Approach to Social Media

Much of the PR industry’s social media dialogue focuses on a platform-specific approach. However, I’m afraid that—amidst all these Facebook plans, Twitter strategies and Pinterest campaigns—PR executives and communicators have found themselves astray from truly strategic thinking.  | MORE »

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Giving Your Stories a Sharper (and Bigger) Reach

By blending the benefits of earned placement with the strengths of owned media, content marketing can provide a unique opportunity to engage with an audience. | MORE »

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The Costs of Sloppy Grammar Are Incalculable

Having poor grammar, misspelled words, sloppy punctuation and excessive jargon and acronyms can damage your credibility—and the credibility of your communications. | MORE »

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Managing Crises in a Ever-Chaotic World

In addition to rethinking how (and how often) we monitor for potential issues, how we organize to effectively manage crisis situations must also evolve. Issues management expertise is no longer sufficient to succeed in this environment. | MORE »

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Communicating on a Separate Plane

When the dust of generalizations settles, we’re left with a world where millennials have increasing purchasing clout, and are buying all their stuff through social media. That means that, with a strategic approach to social media management, PR professionals have a great opportunity to cultivate and grow millennials as customers. | MORE »

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How To Get Your Message Out at Events

While so much has changed, what clients and customers want when it comes to conferences hasn’t. They want the right people to hear their message. And, ultimately, they want that message to lead to more sales for their organization. | MORE »

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PR Pros Need Better Strategies to Handle Crises

This year is no exception to the numerous PR crises that have been worsened by faulty actions of crises specialists and clients. | MORE »

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