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.

4 Reasons Why PR Pros Can’t Ignore Online Video

video is expected to grow to 84% of Web traffic in the U.S. by 2018, up from 78% this year, according to Cisco. | MORE »

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PR News Survey: Nearly 20% of Brands’ Websites Aren’t Mobile-Friendly

Mobile communications, of course, is fast moving to the core of PR and marketing, as more and more consumers (read: millennials) initially get their messages from their smartphones rather than their desktop computers. | MORE »

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PR Lessons from David Letterman

It’s the end of an era. Early Thursday morning David Letterman signs off as host of CBS’ “Late Show” after a 33-year-run on late night TV  (including 10 years as host of “Late Night With David Letterman” on NBC). Whether introducing America to “Stupid Pet Tricks,” swimming in a large vat of breakfast cereal or […] | MORE »

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How B2B Companies Are Converting Data Into Content

B2B companies often get a bad rap for not taking full advantage of their data to create compelling content. But while they may not be as far as along as their consumer counterparts in how … | MORE »

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PR News Salary Survey: Writing Still Viewed as Most Important Skill for Advancement

Those skills deemed the most important for advancement within an organization are the kind of skills that brought PR pros to the dance in the first place: writing and pitching the media. | MORE »

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5 Questions Nonprofits Should Ask PR Agencies Before Hiring Them

Before they pull the trigger on expenditures, nonprofits have to make sure they’re a worthy investment. Hiring a PR agency is no exception.
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3 Questions to Ask to Make Killer Videos for Your Brand

Patricia Garofalo, global communications leader, Water & Process Technologies, GE Power & Water, shares three helpful questions to ask yourself when looking to create great videos for your brand. | MORE »

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Tumblr Accelerating Its (Desktop) Appeal [Infographic]

Facebook, move over. Well, not exactly, but the social networking giant certainly has more competition these days for both mind share and all-important eyeballs.
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3 Tips to Make PR and IT Work Together More Effectively

In the current climate—with technology a major driver in getting your message out to the right audience at the right time—communicators execs need to work closely with their IT counterparts. | MORE »

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7 Client Mistakes Made by PR Agencies

In the current economic climate, PR agencies have to make sure that they are able to deliver quality work to their clients—and then some. But even the best agencies are prone to trip up every now and again.
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