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.

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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3 Tips to Make Your Crisis Management Practice Ready for Any Scenario

At a crisis management workshop at the Counselors Academy conference led by Joan Gladstone of Gladstone International, attendees were asked if they were prepared to say yes whenever a clients asks for help in a crisis. “If not, you’re taking a big risk that your clients may go elsewhere for crisis communications counseling and other PR services,” Gladstone said. | MORE »

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4 PR Takeaways From Carly Fiorina’s Campaign Announcement

Fiorina, who has never held public office, is a long shot for the White House. Nevertheless, the launch of her presidential candidacy provides a few takeaways for communicators on how to deliver a sharp message. | MORE »

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How to Enhance PR Agency-Client Partnerships

It’s one thing when agencies help their clients to manage an external crisis and/or cauterize a wound. But what happens when the crisis is happening right at the table and an otherwise stable relationship may be headed for the rocks? | MORE »

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6 Things Clients Can Get From Their PR Agencies—Beyond Media Pitching

Agencies still provide media training and crisis management, of course, but they also offer strategic counsel, execute and measure campaigns and protect brand reputation. | MORE »

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