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.

Rebranding Tips for Nonprofit Organizations

Nonprofits may not have the fiduciary responsibilities of for-profit companies. But when it comes to enhancing the visibility of the organization, communicators for nonprofits play just as big a role as their brethren on the for-profit side. | MORE »

Posted in Free Content, Nonprofit PR, Water Cooler | Leave a comment

Bracing for When (Not if) Your Brand Has to Apologize

Apologies are a delicate art. Of course, a lot depends on the blowback from the public about what was done or said, and the severity of the crisis. | MORE »

Posted in Crisis Management, Free Content, Media Training, Water Cooler | 1 Comment

‘Sharknado 2’ Could Sharpen Your PR Chops

“Sharknado 2: The Second One,” which premieres tonight on the Syfy channel, will offer PR pros a healthy dose of camp—and maybe even some inspiration for how brands limited by budget and/or reach can distinguish themselves from their competitors. | MORE »

Posted in Digital PR, Free Content, Social Media, Water Cooler | Leave a comment

How PR Pros Can Meld Social Media with SEO

For PR pros and marketing executives, it’s a growing challenge of online communications: wedding social media to SEO.
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Posted in Digital PR, Free Content, Social Media, Water Cooler | Comments Off

Norwegian Cruise Line Drowning in Bad PR

Norwegian Cruise Line is being called “heartless” after the cruise-ship company refused to let a New York couple rebook a summer vacation after their 5-year-old son was diagnosed with cancer. | MORE »

Posted in Corporate Responsibility, Crisis Management, Free Content, Water Cooler | 7 Comments

Getting Out of the Way Is the Least the Boss Can Do

We offer senior PR managers some food for thought when it comes to strengthening relationships with the rank-and-file. | MORE »

Posted in Free Content, Internal Communication, Water Cooler | Comments Off

PR Lessons from a Growing Meat Scandal

A suspect meat scandal in China is getting worse. The growing scandal surrounding Husi Food should focus the mind of communicators when it comes dealing with global supply chains and crafting a contingency plan for when a crisis ensues. | MORE »

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

Target Creates YouTube Webisodes Aimed at Millennials

Brands and organizations of all stripes are scrambling to boost their appeal to millennials, or people born in the early 1980s to the early 2000s. Now Target is getting into the act. | MORE »

Posted in Digital PR, Free Content, Internal Communication, Social Media, Water Cooler | Comments Off

3 Assumptions to Avoid When Building Reputation

It’s an occupational hazard for communicators: It takes years to cultivate a solid reputation, but it could vanish virtually overnight with one boneheaded move by the company. One way to mitigate that possibility may be for PR pros to rethink (and reconfigure) reputation management. | MORE »

Posted in Free Content, Internal Communication, Measurement, Media Relations, Research, Water Cooler | Comments Off

LeBron James Learns a Lesson in Effective PR

LeBron James’ stunning announcement on Friday that he was heading back to Cleveland and rejoining the Cavaliers provides some food for thought for PR pros. Make that a feast. For starters, it certainly didn’t go unnoticed that James chose Sports Illustrated—if ever there was a symbol of traditional media—to tell the world that he was […] | MORE »

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