Author Archives: Matthew Schwartz

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About Matthew Schwartz

Group Editor, PR News: Matthew Schwartz is group editor of PR News, the leading source of trends, how-to content and best practices for PR professionals. Matthew leads the editorial strategy for PR News’ premium content products—including its weekly newsletter—and for its digital presence. Matthew was editor of PR News from 2003-2005. Prior to returning to PR News, Matthew was a reporter for Crain’s BtoB and Media Business magazines, where he covered business marketers and media companies. He was also editor of BMA Buzz, a biweekly email newsletter covering B2B marketing, advertising and social media, and contributing writer to Advertising Age Custom. Matthew has helped to launch blogs on behalf of ZoomInfo and direct marketing agency The Kern Organization. He also spent a few years in cable-news precincts, working as a writer/producer at CNN and Fox News Channel.

Taylor Swift Shows PR Savvy With Gift to NYC Schools

Swift’s donation should create goodwill and turn the criticism of her being a naïve New Yorker into a distant memory.

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3 Tips for Making Your Instagram Page Stand Out

If a picture is a worth a thousand words then your Instagram account can be worth a good deal more, in terms of growing your audience and giving your products and/or services some sales lift.

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Patricia Arquette Steps on Her Powerful Message at Oscars

During her acceptance speech for Best Supporting Actress (“Boyhood”), Patricia Arquette made an impassioned plea for women’s right’s and wage equality. But her follow-up comments may have compromised the initial message.

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Snapchat Looks to Raise $500 Million—Time for PR Pros to Reevaluate Platform

PR execs are probably going to have to change their tune about Snapchat, which is now seeing a new round of funding that would value the company as high as $19 billion, according to Bloomberg.

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4 Ways to Clarify Your Social Media Policy

As social media has seeped into virtually every aspect of business communications, PR pros are on the hook to explain what is (and isn’t) fair game when it comes to employees’ use of social channels during office hours.

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4 Things PR Pros Should Never Say To Reporters

Brian Williams’ decision to take a temporary leave of absence from the anchor chair at “NBC Nightly News” has done little to quell the controversy now swirling around him after Williams admitted last week that he falsely claimed he was aboard a helicopter that was “hit and crippled” by enemy fire during the invasion of […]

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Google Boosts Visual Storytelling, Adds Illustrations to Search

It’s another sign for communicators that if they want to extend their reach—and spike their brand’s Google rankings—they’re going to have to add more visual storytelling to their messaging.

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Vox and BuzzFeed Interviews With Obama Show Changing Nature of Media Relations

As millennials move into the decision-making process, BuzzFeed, Funny or Die and the other outlets they grew up on need to be a part of the media relations conversation.

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3 Content Marketing Tips to Help You Reach Wider Audiences

While still early days, the track record among brands trying to develop content marketing programs has been decidedly dicey.

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How to Tell a Story When It’s Not a Great Story

Taking hold of the narrative is one way of trying to manage a crisis. However, in an increasingly fragmented media universe, communicators need multiple tools to manage and communicate about crises.

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