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.

Shattering a Few Myths About How to Find the Influencers

William Goldman, the author and screenwriter (Butch Cassidy and the Sundance Kid, All the President’s Men), famously said, “In Hollywood, no one knows anything.” You might say the same thing about the PR field, at least when it comes to so-called influencers. In his book “Everything is Obvious* Once You Know the Answers,”  (2011,Crown Business), […] | MORE »

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Taylor Swift Backlash Could Be a Case of No Such Thing as Bad Publicity

NYC and Co. should send thank-you notes to some of the New Yorkers who are now disparaging Swift as a spokesperson for New York City. | MORE »

Posted in Free Content, Media Relations, Water Cooler | 3 Comments

How to Give an Effective PR Presentation, Let Us Count the Ways

While many companies have finally put PowerPoint to pasture, a lot of brands and organizations still rely on the program when presenting information and trying to get their messages out. Big mistake. | MORE »

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3 PR Tips for Getting Reporters to Take Note of Your Press Releases

PR pros are increasingly enamored by social media channels and other digital platforms that are transforming business communications. Then there’s the press release, which doesn’t get nearly as much love as of late. | MORE »

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Twitter’s ‘Fabric’ to Offer Olive Branch to Developers—and PR Lesson for Communicators

By offering a new suite of tools that should make things easier for developers, Twitter is ripping a page out of PR 101: building relationships and cultivating goodwill with partners who can help to boost the brand and put more fannies in the seats. | MORE »

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

Sesame Street Using Technology to Boost Literacy

This was inevitable, or long overdue depending on whom you ask: Sesame Workshop, the nonprofit producer of “Sesame Street,” and the children’s speech recognition company ToyTalk are joining forces to explore how to use conversational technology to teach preschool literacy. | MORE »

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Target’s ‘Halloween Hills’ Leverages Instagram to Engage Consumers

Breaking through the proverbial clutter online is one of the biggest challenges facing communicators. The challenge grows more acute when there’s a holiday that brands and organizations want to leverage to boost their visibility. With its new “Halloween Hills” experience, Target is killing two birds with one stone. | MORE »

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Embracing Social Media Shouldn’t Come at the Expense of Traditional PR

The PRSA’s 2014 international conference wraps up on Tuesday afternoon. PR News spoke with the association’s leadership to get a sense of the multiple challenges facing communicators and where the PR industry goes from here. | MORE »

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PRSA Conference Report: On the Importance of Auditing Your Social Media Objectives

If social media efforts are to flow to the top and bottom and lines, communicators first need to develop an auditing plan. | MORE »

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Who Are the Top Women in PR?

Women, of course, now dominate the PR field, but not necessarily in the executive suite, which continues to be run (for the most part) by men. | MORE »

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