Author Archives: Liz McClellan

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About Liz McClellan

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

Tailor Content to Points in the Buying Process

As a baseline, PR executives must understand the buyer persona: What kind of content does your prospect require at each stage of the buying cycle?

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Inserting ‘Behavior Design’ into Your PR Effort

As PR interacts more with stakeholders directly, it is increasingly providing support and information and encouraging them to act. When a stakeholder’s experience is positive, chances are that he or she will be hooked and more committed to getting involved with the organization.

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How to Transform Press Releases

A press release should be designed as a news story worthy of publication in a newspaper. This might sound humorous as you consider the hundreds of press releases you’ve seen and written that begin with, “ABC Corporation, the leading provider of best in breed ecommerce solutions…” Yet today’s news cycles make the reality of verbatim pick-up a real possibility—that is, if the release is written well.

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6 Tips to Prove the Value of Public Relations in 2015

As we know, communicating PR’s value remains among the profession’s most daunting challenges. Yet if PR pros commit to doing what’s required with prescience, insight and determination, your daily actions will yield better and proveable results for the brand or organization you are representing.

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PR Opportunities Abound in China

The Chinese market is innovating in ways different than what we are used to in the west. Where we see boundaries, entrepreneurs in China envision new ways to combine social media and ecommerce.

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Boosting Agency-Client Relationships

Responsible client management means maintaining an uncompromised view of what your client thinks about the service you’re performing. It seems obvious that identifying issues before they fester and explode makes a lot more sense than blindly assuming everything is copacetic.

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Beyond 140 Characters: Tips for Long-Form Writing

If you can’t say it in 140 characters or fewer, does it need to be said? It does. Public relations is not a 140-character profession.

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Tap Into a Different Creative Mindset

Agencies that recognize and embrace the strengths of their millennial team members are seeing a positive effect on the creative process.

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Two New Arrows for Your Public Relations Quiver

As the PR field continues to undergo dramatic change, communicators should consider how they can broaden their approach beyond traditional reporting and take advantage of face-to-face events and native advertising (or branded content).

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What Happens When All Trust Is Lost

While all organizations need some level of public trust in order to continue to operate, the American Red Cross and Uber are dealing with severe issues regarding trust and reputation.

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