Stories by Kelly Swanson


Lessons Learned Doing PR for the Mayweather-McGregor Fight

September 12th, 2017 by

Kelly Swanson and her small but capable team of PR pros oversaw PR for the recent Mayweather-McGregor fight. We asked her to discuss some of the lessons she learned from that experience.


5 Steps to Protect Brands From Employees’ Controversial Politics

September 12th, 2017 by

With employees taking stands on political issues and urging their companies to do the same, what contribution can communicators make to keeping a brand’s reputation unblemished by political turmoil? Our author provides 5 steps that communicators can take to put their company in a position to receive limited negative public attention, minimize business impact and reputation damage.


Adair Homes and the ‘Shocking’ Nature of Customer Feedback

September 12th, 2017 by

We ask PR and marketing leaders to tell us about people who’ve influenced their career, the best advice they’ve received and recent trends. This week we speak with Melissa Galland, marketing manager, Adair Homes. She tells us about answering customers’ questions and listening to customers online, in person and via surveys.


4 Factors to Decide if Your CEO Should Be on Twitter

September 6th, 2017 by

You’d be hard pressed to find a Fortune 500 company without a presence on Twitter, but should the big boss also be on the medium? It depends on myriad factors, including your goal for being on the platform, who will actually compose the tweets, the type of information your CEO wants to share and, of course, whether they have a thick skin.


How Microsoft Puts Customers at the Heart of Its Storytelling

August 28th, 2017 by

At Microsoft, storytelling centers on customers that are doing great things (big and small) with its products and services, instead of the other way around. The company highlights what it calls “People of Action,” sharing authentic tales of success written by none other than the customers themselves. Here are four elements that Microsoft always keeps in mind to make its storytelling shine.

resist, sign

What the #Resistance Can Teach Brands About Twitter

August 17th, 2017 by

If you’ve forgotten the power of Twitter, or ever doubted it, we can look at examples from the #Resistance movement this week to find evidence of the platform’s might. In the wake of Charlottesville, here are four things brands should consider when determining how/if they should take a stance.


For Southwest Airlines, Culture Determines Who Owns Social Media

August 7th, 2017 by

A few years ago, each of Southwest Airline’s departments used social media in their own way, independent of each other. But the firm quickly moved to create “an enterprise-level function with multiple players and dotted lines back to operational units, while still maintaining a master strategy,” according to Linda Rutherford, Southwest’s CCO. To her, the question of who should own social media centers around how an organization approaches customer engagement.


Consumer Engagement With Food Influencers’ Videos Up 13% in June

August 1st, 2017 by

Our look at influencers, courtesy of data from Shareablee, provided to us exclusively, shows food influencers had a fantastic June. Food was up 5% despite offering 4% fewer pieces of content month over month. Travel influencers were not as fortunate, with all 5 leaders on our list falling in terms of consumer engagement, month over month.


How Google Searches Can Help Your Influencer Effort

August 1st, 2017 by

Everywhere we look we hear about influencers. YouTubers, Instagrammers, bloggers and more are building online communities. Working with influencers is not as simple as merely finding someone to write about your brand, however. In this article we provide tips to help you find influencers who will be the right fit for your brand.


4 Ways of Using Vulnerability to Elevate Brand Storytelling

July 25th, 2017 by

The authenticity of vulnerability is often ignored by brands, because PR and marketing professionals deem it as repeating the negative. But a company that only shows itself in a perfect light creates a house of cards that can amplify crises when something goes wrong; misrepresentation has a viral quality to it. Does this mean we should only talk about our shortcomings? Of course not. But instead of choosing to avoid vulnerability, here are four ways of using it to make your narrative stronger.