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.

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 »

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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 »

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Your Most Credible Spokespeople Are Hiding in Plain Sight

One of the more intriguing facets of the 2014 Edelman Trust Barometer concerns the credibility of spokespeople for companies and organizations. The trend lines bear watching for PR executives and communicators looking to both personalize the face of their brand and improve employee relations The 2014 Edelman Trust Barometer online survey sampled 27,000 general population […] | MORE »

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Did Post-Super Bowl PR Campaign Backfire on Esurance?

Esurance’s ad buy was a shrewd play, combining paid and social media which has led to earned media—but not necessarily the kind the insurer wanted. | MORE »

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Google Glass Comes Into Sharper Focus for Brands After VSP Deal

How would your PR message look on someone’s sleeve? What about a wristwatch or a bracelet? Communicating your brand message via wearable technology may be one step closer to the mainstream, following Google’s deal with VSP, the nation’s biggest optical health insurance provider. | MORE »

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