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.

5 Misconceptions about Millennials

The rap on Millennials, or people born between the early 1980s and the early 2000s, is that they are narcissists with an overwhelming sense of entitlement and an underwhelming work ethic. | MORE »

Posted in Free Content, Internal Communication, Water Cooler | 1 Comment

Social Media Paradox: Number of Likes & Followers Don’t Mean Much, and How Can I Get More?

“Likes” and “followers” remain two of the top metrics that PR pros look to when they track their social media campaigns. Unfortunately, the law of diminishing returns kicked in on those indices a while ago. | MORE »

Posted in Digital PR, Free Content, Measurement, Social Media, Water Cooler | 2 Comments

The Knicks Should Make Jackson PR Director, too

For the past few years, the New York Knicks have put on a clinic on how not to conduct media relations. With Jim Dolan at the helm, Knicks’ brass has valued secrecy more than storytelling. They prefer to hide from the media rather than face the fallout from nearly a decade and a half of […] | MORE »

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3 Key PR Disciplines Needed to Climb the Company Ladder

Social media has quickly moved to the top of the PR food chain. Sure, communicators have to know their way around social platforms and what distinguishes one social channel from another. But if PR pros want to advance within their organization—and land bigger salaries—they should reconsider some of the profession’s more traditional skillsets.
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Posted in Free Content, Research, Social Media, Water Cooler | 2 Comments

What Makes a Great PR Employee? Let Us Count the Ways

In the PR field, an effective employee knows how to pitch a story, cultivate relationships with the media and knock out a press release that stakeholders are going to want to read. But there are other facets that make a great employee, and transcend the day-to-day operation, as indicated by an informal inquiry of PR News’ audience. | MORE »

Posted in Free Content, Internal Communication, Social Media, Water Cooler | 1 Comment

Guinness Sends a Message on St. Patrick’s Day

Guinness USA has joined a growing list of major beer brands to boycott the St. Patrick Day’s parade in New York because gay and lesbian groups had been excluded. The brewer waited till pretty much the last minute to make its announcement, ensuring that the message surrounding the boycott would get maximum impact with the public. | MORE »

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3 Ways to Gauge the Benefits of New Social Networks

They’re breeding. In the last couple of years, social networks have started to proliferate in a big way, coursing through the brains of communicators who are still trying to figure out how to monetize some of the original social channels à la Facebook, LinkedIn and Twitter. New social networks and apps are coming fast and […] | MORE »

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Human Rights Campaign’s PR Savvy Helps it Cut Through the Clutter at SXSW

South by Southwest (SXSW) conference, of course, has become a mecca for PR and marketing executives. This year’s event, which just finished, was yet another opportunity for brands of all stripes to get their message out and capture some precious “earned” media. Here’s one example of on organization that was able to cut through the clutter.
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How the New #Banbossy Movement Could Impact Communications

You may not even be aware of it: Saying certain things in the workplace in which some people may take offense, We’re all guilty of it every now and again, particularly when it comes to invoking the term “bossy.” But now Sheryl Sandberg’s LeanIn.Org is joining forces with former Secretary of State Condoleezza Rice and Girls Scouts of America to launch a public service campaign called “Ban Bossy.” | MORE »

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PR Pros Note the Tunes that Provide a Lift at Work

What do Justin Timberlake, Jay-Z and Kanye West have in common? They play a key role in helping PR pros get through the afternoon and finish up the workday on a strong note.
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