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.

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

Directing What Could Be the Second Act for Your Brand

F. Scott Fitzgerald wore many hats. He was the chronicler of the Jazz Age; author of “The Great Gatsby;” a charter member of the so-called “Lost Generation” and inveterate boozer. He also coined one of the most enduring quotes: “There are no second acts in American lives.” Well, no one is perfect. In America, second […] | MORE »

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Going for PR Gold With Celebrity Spokespeople

Figure skater Gracie Gold and hockey player T.J. Oshie have captured the hearts and minds of fans for their performances during the Winter Olympics. Will that translate into sweetheart endorsement deals selling various products and services? And what’s in it for communicators when they align their brands with celebrity spokespeople? | MORE »

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4 Changes for PR Pros to Watch, When They Watch the (New) Tonight Show

The dawn of the Jimmy Fallon era on The Tonight Show pretty much went off without a hitch Monday night. Fallon showed deference to the storied NBC franchise, but, as with any changing of the guard, he’s already made some changes to the program with an eye on expanding the audience.
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White’s Loss at Sochi Olympics Could be PR’s Gain

Following his fourth-place finish in the halfpipe final at the Winter Olympics Tuesday, Shaun White is already making noises to focus more on his music career and less on snowboarding. But if the music thing doesn’t work out, White could also try his hand at branding. He certainly has a knack for how to manage his own brand. | MORE »

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Dumb Starbucks Turned Out to be Smart PR

Dumb Starbucks was among the top trending stories of the last 24 hours, for sure. And while it has come and gone already, as Los Angeles County health inspectors shut the store down on Monday for operating without a valid permit, it deserves recognition from the communications perspective for several reasons. | MORE »

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

PR Lessons from AOL Chief’s Latest Apology

Foot, meet mouth. Tim Armstrong, the CEO of AOL, has done it again. He’s apologized for comments that showed a remarkable lack of empathy for AOL employees. He’s also done PR pros a favor when it comes to convincing C-level executives on why it’s important that they show some compassion for their employees. | MORE »

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No Butts About It: CVS Decision to Stop Selling Tobacco Products Rebrands the Retail Chain

CVS Caremark, the country’s largest drugstore chain, is stamping out cigarette and tobacco sales. The move rebrands CVS as a healthcare company, positioning the chain store well beyond its retail business and drawing a sharp distinction with its competitors. | MORE »

Posted in Free Content, Water Cooler | 2 Comments