Author Archives: PR News

Case Study: ‘Nightclub Series’ Gives Zumba a Brand New Beat

With their dance floors and built-in sound systems, nightclubs would seem to be a natural extension for the Zumba brand. | MORE »

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Nurturing Reputation

Communicators know that building a solid corporate reputation could take years—and vanish overnight if the company slips up. That’s why it’s so important for PR pros to play long ball. | MORE »

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Critical PR Issues Debated at Counselors Academy Event

The Counselors Academy spring meeting, held last week in Key West, Fla., hit on all the major issues impacting business communications. But two themes resonated throughout the program: measurement and brand impact. | MORE »

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Case Study: Concocting a ‘Sweet’ Community Relations Plan

During a one-year time frame, Nipro’s goal would be to build a strategic philanthropic plan that aligned the company’s giving with its business goals and objectives; this would allow for greater buy-in for community involvement efforts. | MORE »

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Getting Above the (Digital) Fold

As more and more of the major media outlets adopt a digital-first model, their Twitter accounts (and related keywords) present communicators with another PR vehicle to extend their reach. | MORE »

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When it Comes to Spending on Social, Facebook Dominates

Asked what’s been the most effective social media channel, 50% of respondents said Facebook, with Twitter trailing far behind (27%). | MORE »

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Case Study: Wielding Opinion Research to Combat Childhood Hunger

In 2012 and 2013, the No Kid Hungry campaign engaged APCO Insight—the opinion research group at APCO Worldwide —to design and conduct opinion research on the perceptions, attitudes and experiences of U.S. public school educators on childhood hunger in their schools. | MORE »

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Making Sure Flat is Not the New Up

Smaller PR agencies continue to take it on the chin billings-wise. Part of the problem:
Shops valued between $3 million and $10 million are reluctant to raise their rates. | MORE »

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PR’s Role in the High-Risk Process of Renaming a Brand

There are myriad reasons for organizations to change their names, including a pending merger; a lawsuit from a company with a similar name or (in many cases) the original name limits the company in the marketplace. | MORE »

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Case Study: Augmented Reality Helps Change Perception of Norfolk, Va.

Augmented reality has been used in a variety of ways and isn’t limited to just using photographs. It often uses computer-generated imagery layered on top of images, whether they are stationary or moving. | MORE »

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