Author Archives: Matthew Schwartz


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.

Kraft-Heinz Merger Poses Major PR Challenges

Most any merger will have ripple effects throughout the companies’ communication efforts, but this one should be a real doozy.

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Posted in Employee Relations, Free Content, Internal Communication, Media Relations, Water Cooler | Leave a comment

8 Questions to Ask Before Launching an Email Campaign

There are some subtle and not-so-subtle differences in what is going to make reporters and other stakeholders open up an email message or immediately nuke it.

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Posted in Career Advice, Digital PR, Free Content, Water Cooler | Leave a comment

#Katch May Make Your Meerkat Strategy Easier

As with most shiny new social apps, it’s anybody’s guess whether Meerkat eventually will be said in the same breath as YouTube, Twitter and Facebook or turn into a social media trivia question.

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3 PR Lessons From Starbucks’ #RaceTogether Campaign

While some have applauded Starbucks’ efforts, others have hammered a new campaign focusing on race in the U.S.

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Posted in Career Advice, Corporate Responsibility, Crisis Management, Free Content, Internal Communication, Media Relations, Social Media, Water Cooler | 2 Comments

St. Patrick’s Day May Be PR Remedy for What Ails Guinness

A special event is a great springboard for what your brand has in the pipeline and how you are better serving your customers and prospects.

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Careful When You ‘Embrace the Hate’

In an episode of The Simpsons, titled “Simpson Tide” (1998), Homer joins the Naval Reserve (don’t ask). During orientation Homer’s drill sergeant gives him the business. He gets in his grill, and barks, “I don’t like you!” Homer responds with a sweet smile and puppy dog eyes. “But I like you,” Homer says. The drill […]

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‘Zoolander 2’ PR Stunt Proves to be a Winner

The surprise appearance of Derek Zoolander and Hansel on Valentino’s Paris Fashion Week runway provides a few takeaways for companies that have a new message to get out and want to cut through the proverbial clutter.

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3 PR Tips for Turning Social Media Into a Business Opportunity

With so-called vanity metrics summarily dismissed by C-level execs as having any real value, the pressure increasingly is on PR and marketing executives to monetize their brand’s or organization’s social channels.

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3 PR Takeaways From the Apple Watch Preview

The release of the Apple Watch is a reminder of how fast consumer tastes are changing.

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Posted in Corporate Responsibility, Digital PR, Free Content, Internal Communication, Water Cooler | Leave a comment

Infographic: Tips to Help You Ace Your PR Internship Interview

Whether it’s for a corporate or agency gig, there are several ways to prepare for a PR interview and boost your odds of getting the job.

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