Stories by Caroline Smith

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Why Butterball Changed Its Turkey Talk-Line Recipe

November 21st, 2016 by

The Trends: In this age of immediacy, consumers are going digital to find inspiration, tips and answers to all sorts of questions, including preparation of the Thanksgiving turkey. This desire for information to be “on demand” seems paramount in all industries. We’ve observed consumers walking through grocery store aisles not looking at shelves as they consider what to purchase to prepare the perfect meal, but peering down at their phone as their go-to resource. This year, we anticipate a cadre of new holiday chefs—my demographic of older millennials—will be preparing the Thanksgiving turkey for the first time.

Ruder Finn, VP, Social Engagement & Digital Content, James Walker

The Week in PR

November 21st, 2016 by

Creative Solution: A tip of the cap for creativity to MyTravelResearch.com (MTR), a firm in Australia that’s taken on the task of publicizing what many in the developed world take for granted: toilets. Nov. 19 was U.N. International Toilet Day, an effort to publicize the need for more toilets, in the developing world especially, and encourage people to use them. The U.N. says 1 in 10 people still defecate without a toilet daily. This, the U.N. says, results in disease, environmental health challenges, increased mortality and lack of productivity at work. It’s also a security issue as sometimes wild animals mistake squatting humans, especially children, for food. The U.N. wants to create adequate toilet provisions globally by 2030. To raise awareness MTR created the Toilet Tourism Awards, whose proceeds will be donated to the U.N.’s effort in the winner’s name.

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How a Small Brand Used Google Analytics and a Blog to Grow

November 17th, 2016 by

You’re a communicator at a tiny company. Almost nobody knows it. And you’re based in NY City, a place where bigger often seems to be better. The founder of the company, which was started in an apartment, wants you to get the brand to rank high, number one, if possible, on Google search pages. Oh, and you have about $500 in your marketing budget.

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Inside the Crisis War Room at the American Petroleum Institute

November 15th, 2016 by

With digital’s breakneck speed influencing crises, you’d think new tools and technology that can help in crisis management would be priorities for communicators. Not so fast. A judicious mix of traditional and digital is the preferred method of Eric Wohlschlegel, director, media relations, American Petroleum Institute (API), who will be speaking at PR News’ Media Relations Conference, Dec. 8, in Washington, D.C.

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Election 2016: What Do Brands Do Now?

November 9th, 2016 by

Well before Tuesday brands knew that this was an unusual election. Its surprising conclusion in the early hours of Wednesday morning confirmed that thought many times over. Obviously there are so many emotions to deal with and questions to answer; however, this brief essay will confine itself to the election’s implications for brands.

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Making the Pitch: 4 Tips for Writing Great Emails

November 8th, 2016 by

There are so many ways to send messages, yet email shows few signs of declining. In fact, it’s growing, according to the latest statistics from the Radicati Group, which predicts 3 billion people will be using email by the end of 2019. That’s about one-third of the world’s population.

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Red Bull, Lenovo Top B2C Brands on Facebook as Engagement Totals Fall Unexpectedly

November 7th, 2016 by

The Chicago Cubs taught the world last week that nothing lasts forever, especially when you define forever as 108 years. And Sir Isaac Newton, well before Blood Sweat & Tears’ Spinning Wheel, said, not sang, “What goes up, must come down.”

Those two bits of knowledge explain this week’s Data Dive, where, for the first time in quite awhile, consumer engagement with U.S. B2C brands’ posts are down, according to Shareablee data provided exclusively to PR News Pro.

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Crisis Lessons From Down Under: Ardent Leisure’s Theme Park Tragedy

November 1st, 2016 by

There are so many lessons for brands and brand communicators to learn from the awful mishap in Australia late last month. It vies with Wells Fargo for one of the poorest performances during a crisis, ensuring its enshrinement in PR textbooks and classrooms for years to come.

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The Week in PR

October 31st, 2016 by

A review of the week’s stories, trends and personnel moves in PR. This week’s edition includes Gutenberg’s spinning off Lumina, the mishandled crisis at an amusement park down under, a false alarm over the use of influencers and Fox’s CCO is leaving.

Strategizing, Writing, Storytelling and Measurement Will Remain Important in 2017

October 31st, 2016 by

What will the new year mean for PR pros and what skills should they bring with them. We ask 5 communicators what successful PR people will need.