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.

#X Marks the Spot for AT&T Campaign Against Texting While Driving

AT&T’s “It Can Wait” campaign demonstrates that—for brands that want to be associated with safety and sound thinking—a one-shot deal won’t suffice.  | MORE »

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Recruiting the ‘Richmeister’ as Pitchman Backfires on State Farm

State Farm, which promotes immunizations awareness as a way of preventing the spread of viral diseases, probably should have been aware of Rob Schneider’s stance on vaccinations before they launched the ad campaign. | MORE »

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4 Questions That Lead to a Successful SEO Strategy

Before you get into the nitty-gritty of SEO, there are some fundamental questions that PR pros need to ask themselves. | MORE »

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Management Control Seems to be Slipping as NFL Crises Accelerate

It’s getting worse. The various scandals now engulfing the National Football League are showing no signs of letting up. The league’s reactions to the scandals have been all over the map, and the damage to the heralded brand is exacting a serious toll. | MORE »

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2014 Platinum PR Awards: Press Release

Winner: USANA Health Sciences – The Best Kept Secret of Elite Athletes USANA Health Sciences, which provides health and nutrition services, wanted to get the word out about the 600-plus athletes who choose USANA supplements. … | MORE »

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2014 Platinum PR Awards: PR Firm of the Year (Billings Above $10M)

Co-Winner: MWW – Making MWW Matter More  “Matter More” is the guiding philosophy of MWW. The East Rutherford, New Jersey-based agency is considered one of the nation’s top midsize PR firms, with a stable of … | MORE »

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2014 Platinum PR Awards: PR Firm of the Year Small (Billings Below $10M)

Winner: Henson Consulting – Rises to Top Chicago Boutique Agency Henson Consulting gives as good as it gets. Last year, the Chicago-based PR agency developed a video—tongue-firmly-tucked-in-cheek—for local favorite Giordano’s Pizza. The video, which was … | MORE »

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2014 Platinum PR Awards: Online Press Room/Media Center

Winner: Kaiser Permanente – share.kaiserpermanente.org In 2013, the PR team at Kaiser Permanente realized that hypercompetition in the healthcare field, along with the unknown impact of the Affordable Care Act, would make it harder for … | MORE »

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#WhyIStayed Twitter Campaign Backfires on DiGiorno’s Pizza

The Ray Rice story has been sucking up a lot of the media oxygen the last few days. That’s what makes DiGiorno’s Pizza latest Twitter campaign such a head- scratcher.
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Amid Product Launch Day, Apple Needs to Change the Narrative

As Apple prepares to roll out some new products the computer giant needs to try and alter the media narrative now taking shape that the company may be losing its mojo. | MORE »

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