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.

The Landline Telephone Has Some Ring Left

Is the landline telephone headed for a museum near you? It increasingly seems that way, what with more and more people wedded to their cell phones and myriad hand-held devices. If landline phones do get mothballed, though, so, too, will what remains an effective communications tool for PR pros. But we may be getting ahead […] | MORE »

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Ellen’s Oscars Selfie Inspires Real-Time CSR

Maybe they’ll make a movie about it. Ellen DeGeneres’ Oscars-night selfie was retweeted more than 3 million times, busting the record previously held by President Obama. At the same time, DeGeneres (and Samsung) may have changed the game when it comes to how brands and organizations distribute charitable donations. | MORE »

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For PR Pros, Bonding With Sales Reps Should Be Top Priority

Traditionally, PR and sales have been like two ships passing in the night. No more. As communicators play a strategic role for their companies and organizations, they must condition themselves to sales cycles, financial objectives and the top and bottom lines. | MORE »

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Nonprofit PR Awards: Crisis Management

Winner: Airlines for America – Don’t Ground America It was shaping up as the mother of all delays: The Federal Aviation Administration last April notifying Airlines for America (A4A) and airline carriers that furloughs of … | MORE »

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Nonprofit PR Awards: Branding/Re-Branding

Winner: Health Partners Plans – Doing It Right  Health Partners, a 30-year-old nonprofit, managed care company, was eager to differentiate itself in the healthcare marketplace. In 2012 the company’s medical plans included Health Partners (a … | MORE »

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Nonprofit PR Awards: Advocacy Campaign and Lobbying Efforts

Winner: Weber Shandwick on behalf of the National Women’s Law Center – This is Personal The National Women’s Law Center tasked Weber Shandwick to create an integrated digital campaign to equip women ages 18 to … | MORE »

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Nonprofit PR Awards: Annual Publication or Brochure

Winner: Consumer Electronics Association  – CEA 2013 Sustainability Report The consumer electronics industry has been committed to green and sustainable practices for more than two decades. The CEA’s 2013 Sustainability Report, which was released last … | MORE »

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5 Inspiring PR Tips from Harold Ramis’ ‘Groundhog Day’

Harold Ramis, the comedic genius behind some of Hollywood’s most iconic movies, died Monday following a long illness. A fitting tribute would be for communicators to curl up with “Groundhog Day,” which is arguably Ramis’ best film and holds some inspiring lessons on how to find that elusive work-life balance. | MORE »

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The Gap Sends a Message About the Minimum Wage

The battle in Washington regarding raising the minimum wage is just getting started. But The Gap has decided to take a stand on the issue and, in the process, sent a strong message about its brand to both the public and its employees. | MORE »

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

Under Armour Grabs the Gold in Communications

It’s a model for crisis management: Under Armour CEO Kevin Plank responded to the criticism politely, defended his brand and refused to sling mud back at his detractors.  | MORE »

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