Stories by Matthew Schwartz

Communicators are still trying to figure out how to create content for social media that will enhance media relations, boost brand visibility and—here’s the Holy Grail—tie social channels to sales lift.

It may have seemed like a good idea, at least on paper. Aggregate pictures and posts as a way to remind users of some of their milestones this past year. But the effort backfired miserably.

No doubt, the press release will continue to evolve. But whatever new form it takes the fundamentals of writing a solid press release (that will get read by the intended audiences) are not going away anytime soon.

Right around now we’re planning New Year’s resolutions—which few of us will actually keep. New Year’s resolutions are all well and good, in theory. Sure, go nuts—make a vow to hit the gym more frequently, cut down on fried foods or get more sleep. However, there are some resolutions that don’t require time, money, or […]

Right around now we’re planning New Year’s resolutions—which few of us will actually keep. New Year’s resolutions are all well and good, in theory. Sure, go nuts—make a vow to hit the gym more frequently, cut down on fried foods or get more sleep. However, there are some resolutions that don’t require time, money, or … Continued

The Sony Pictures hacking scandal is getting ugly. The computer breach has turned into a PR nightmare for the Hollywood studio, with the company’s reputation now hanging in the balance.

Like the annual “Swallows” of Capistrano, each year brings its share of PR crises and scandals, and 2014 was no exception.

Content marketing. Brand journalism. Branded content. Call it what you will, but communicators are increasingly on the hook to produce editorial-based content that can help tell their brand’s story and, with any luck, put more fannies in the seats.

You may get some inspiration from YouTube Rewind: Turn Down for 2014, a video mashup featuring some of the most popular trends of the year.

James’ move points to the increasing clout of social media—to drive action and bolster communities. “The power of social media,” he said.