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 Weather Channel’s Stormy Response to a Complaint on Twitter

On Tuesday communicators got a case study on how not to rehabilitate one’s image, compliments of Donald Sterling’s bizarre interview with CNN’s Anderson Cooper. Now, via The Weather Channel, we offer PR pros another key lesson: how not to respond to complaints on Twitter. | MORE »

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

5 Social Media Tips To Avoid Twitter’s Dreaded Mute Button

Getting weary from those folks you follow on Twitter who are constantly reminding you of what they just eat, who they saw and what they’re about to do? Take a deep breath. Twitter on Monday rolled out a muting feature, which keeps you from seeing any Twitter activity from the person you just muted. | MORE »

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

3 PR Tips on How to Enhance Your Media Training

It’s one area of communications that requires a delicate touch: sitting down with C-level executives for some hands-on media training.  | MORE »

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

‘Purple Goldfish’ as the Differentiating Factor in PR

What’s your purple goldfish (WYPG)? For PR pros, the answer may determine whether their brand is able to cut through the proverbial clutter. | MORE »

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A New Way for PR Pros to ‘POST’ Mobile Content

With so-called “responsive design” now making it easier for brands and organization to optimize their mobile platforms, the conversation has started to shift to how to create a mobile layout that will engage audiences and keep them coming back. That presents both challenges and opportunities for communicators of all stripes. | MORE »

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Winning in the Court of Public Opinion

It’s a PR nightmare. Imagine your brand is under siege because one of your own uttered some repugnant remarks that found their way into the media and went viral. All hell is breaking loose and the “talent” that has made your brand very rich and very popular is putting the squeeze on you to make […] | MORE »

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What Would the NBA Commish Do? How to Manage Stress in a Crisis

It’s a matter of scale, of course, but surely there are plenty of communicators and PR pros who can relate to having to deal with a severe crisis (with a lot of moving parts) that could result in severe erosion of the brand or organization. | MORE »

Posted in Crisis Management, Free Content, Water Cooler | Comments Off

Browser Flaw Creates Major Communications Challenge for Microsoft

It’s a delicate balance for PR pros and communicators: What is your obligation to consumers when your online products and services have been compromised in some way? | MORE »

Posted in Crisis Management, Digital PR, Free Content, Water Cooler | Comments Off

A New Way for PR Pros to ‘Milq’ Their Content

Milq, a new website and app launching on Monday, is designed to help users curate content into a permanent collection of topic pages, or “beads.” For PR pros and communicators, the platform is an online-media vehicle that could help them separate their content from the pack. | MORE »

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Is PR Really Any Good at Turning Big Data Into Action?

The transformative nature of big data and analytics—and how they impact PR and communications—took center stage Wednesday at the inaugural Chief Digital Officer Summit, hosted by Time Warner. | MORE »

Posted in Free Content, Measurement, Water Cooler | Comments Off