Stories by John Roderick

When Using Big Data, Devise Metrics With Meaning

March 2nd, 2015 by

The key to helping news-minded PR pros communicate effectively with quant-minded marketers and business execs is not to develop a one-size fits all über metric, but to coordinate on a common set of communications goals and measure what matters.

A Huge Bet That Paid Off

March 2nd, 2015 by

▶ It’s kind of funny to say, but Under Armour was a risk . I was very well established at Reebok . This opportunity [with Under Armour] came up in 2008 and at first I actually declined. I didn’t want to

The First Line of Crisis Communication

March 2nd, 2015 by

If you can’t intelligently communicate to employees what the problem is—and how you intend to fix it—good luck trying to convince consumers, customers, media and perhaps government that you have the crisis under control.

Time for a Closer Look at Your Content

March 2nd, 2015 by

When brands slice and dice their information into snackable and visual content they boost the odds that consumers will pay closer attention to the message. The challenge is when to distribute the content.

PR Pros Need to Reevaluate Pinterest and Snapchat

March 2nd, 2015 by

With additional funding Snapchat and Pinterest likely will grow their services, land more market share and expand globally.

The Week in PR – A roundup of PR and marketing-related news

March 2nd, 2015 by

‘Embracing the Hate’ as the latest marketing tool, stepping on a positive message and Amazon’s new senior VP for worldwide corporate affairs (via the White House).

How to Generate Interest From Gen Y

March 2nd, 2015 by

Brands must target Millennials where they live and get their news and align with their influencers. They also must tread lightly, however.

Carve Another Niche

February 23rd, 2015 by

Amid the economic doldrums of the last several years, PR pros could make a good argument that less is more regarding professional services. But as the economy finally gets off its back, it seems that having diverse services is starting to be vogue (again). A recent and exclusive study by Gould + Partners found 64 PR specialties now being offered to clients.

‘Raise Your Hand’

February 23rd, 2015 by

At every level of business you need to raise your hand. You have your core job, which you have to do well, but also look around for opportunities within the organization that excite you.

Metrics Still Operate in a Vacuum

February 23rd, 2015 by

It is easier than ever to collect data about how your online communication is working. It seems that most organizations are sticking with the easy stuff, however. What happens after someone likes your brand or shows up on your webpage? Even if they “engage” with your brand on social media, where does that lead?