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.

6 Key Elements to Getting Your Employees to Tell Your Brand’s Story

It’s become a familiar trope in marketing and communications precincts that employees are the brand’s best “ambassadors.” That’s fine, of course, but not necessarily the most effective way to have your workers get your message out and evangelize for the company. | MORE »

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Pitch a New Tent at Live Events and Conferences

Live events and conferences are considered a main source of revenue for b-to-b media companies, as ad dollars once devoted to print publications have pretty bottomed out. Now a lot of consumer media brands are getting into the events act, which enlarges the aperture for PR pros looking to get some exposure for their company or C-level executives. | MORE »

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3 PR Lessons from the Redskins Controversy

For communicators following the latest wrinkle regarding the Washington Redskins’ controversial name, it’s your basic PR blocking and tackling. On Wednesday a federal board cancelled the team’s trademark registration, calling its nickname “disparaging to Native Americans.” While the ruling puts a bit of a squeeze on the Redskins’ bottom line—the Redskins and the NFL are […] | MORE »

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Words to Use to Get Your Press Releases Read

Our Water Cooler item the other day regarding some of the words to avoid in press releases generated instant feedback. However, a few communications professionals asked us to flip the notion, and offer some words that will get journalists to read your press releases rather than delete them. | MORE »

Posted in Free Content, Media Relations, Water Cooler | 1 Comment

How to Cut Through the Clutter on Google

Sure, creating killer content is essential for communicators looking to boost their brand’s awareness via Google. But there are nuances for how to shape the content so it caters to Google’s algorithm and generates better rankings. | MORE »

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Take Your Best Shot at Newsjacking the World Cup

Depending on how the games unfold there may be a direct or even circuitous way for companies to affiliate themselves with the World Cup.
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Infographic: The State of Social Media for PR Pros

Score one for analog? Sure, social media is all the rage right now among companies of all stripes. But print media was cited as the second most trusted media source, according to a recent study conducted by PR News and Cision, right behind traditional media venues online.
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For Better or Worse, the Most Typical Expressions Used in PR

One of the inherent strengths among PR professionals is writing. Nothing like, good, clean copy, in which the message is crystalline and jargon-free. But we all succumb to clichés, particularly when it comes to how to describe the PR industry.
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The Yin and Yang of Social Media

I love Yelp. Not because I’m a foodie or a big restaurant goer, but for its reviews. Whatever the establishment—whether it’s a new Bobby Flay creation or garden-variety diner—you can easily find wildly divergent views of the same restaurant, which makes for some entertaining reading. For one person, the meal is so deliciously good that […] | MORE »

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Jonah Hill’s Apology: ‘Use Me as an Example of What Not to Do’

When celebrities apologize for bad behavior or hateful language, sometimes it seems like they’re more sorry for getting caught. Not so Jonah Hill. Last weekend, Hill was caught video using a gay slur
directed at a paparazzo, and on Tuesday the actor went on “The Tonight Show” to face the music head-on.
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