Stories by Seth Arenstein


Clark Kent or Superman? More Journalists Being Asked to Provide Social Content and Visuals

December 12th, 2017 by

We’ve been told there are fewer journalists who are being asked to do more. In addition to reporting the news, journalists now are asked to provide content to social media platforms such as Facebook. They’re also being asked to take pictures and provide video. A new survey looks at how much more journalists are being to do. Its findings suggest savvy PR pros should think visually.


How BlueCross BlueShield of Tennessee Used Data to Conceive and Measure a CSR Campaign

December 12th, 2017 by

An area where data has influenced communicators heavily is in corporate social responsibility (CSR). Instead of addressing social issues based on what communicators felt the public was thinking about, savvy PR pros are using data to assess needs prior to mounting a CSR effort. Here’s how one health organization used data and research before beginning its CSR initiative.


The Week in PR

December 12th, 2017 by

Our weekly roundup of news, trends and personnel moves in communications, marketing and PR. This week’s stories include Mario Batali’s unsavory behavior, federal politicians caught in #metoo and FleishmanHillard has a new tech leader.


The Week in PR

December 5th, 2017 by

Our weekly roundup of news, trends and personnel moves in communications and PR. This week’s stories include why the #metoo incidents are likely to continue, a promotion at Ketchum for Barri Rafferty and growth at Sprout Social.

planning video, executives

How Katie Paine Ties PR’s Contribution to Business Through Journalists’ Reporting

December 5th, 2017 by

Each week we highlight a slide from a PR News presentation of interest to readers. This week’s slide comes from Katie Paine, the measurement guru and PR News columnist who heads Paine Publishing. Initially it was a shock: ranking journalists the way we’re used to seeing baseball hitters and pitchers ranked by their statistics. We persevered, though, and learned what was behind Paine’s slide.


Survey Data Upends Beliefs About Beauty Influencers and Airline Service

December 5th, 2017 by

We love it when data takes aim at sacred cows. We have two examples here. The first concerns influencers and whether or not #AD or #SPON harms engagement and mentions of posts. The second example looks at what consumers talked about on social during Thanksgiving re airlines. Bad service is what you’d think, right? Nope.


How Organizes Branded Content Site as a Newsroom

November 30th, 2017 by

There are various reasons for companies to create branded content. Whatever the reason, the PR axiom, “think like a journalist,” can apply to organizing a content creation effort. Here’s how one former journalist took her media training and applied it to build a successful branded content shop that augments the job-searching site


Consumers Say They Will Favor Brands That Give to Disaster Relief During the Holiday Season

November 21st, 2017 by

As we get ready for Giving Tuesday next week, we found the implications for brands of a Ketchum survey interesting. The survey found nearly half of all consumers are more likely to make holiday purchases from brands they know are donating to disaster relief.

WOMAN WITH MAGNIFING GLASSshutterstock_450406306 (1)

Zebra Technologies’ PR Head Puts Emphasis on Leads Instead of Misleading Impressions Metric

November 21st, 2017 by

Each week we highlight a slide from a PR News presentation of interest to readers. This week’s slide comes from Therese Van Ryne, who heads global PR the global customer reference & the global customer reference program at Zebra Technologies. She spoke at PR News’ Measurement Boot Camp earlier this month in NY. Her slide emphasizes that concentrating your measurement on impressions only can be misleading.

Image Daniel Oines

Brands Fail to Align Public Image With Employees’ Perceptions

November 21st, 2017 by

Communicators and marketers know brands must impress customers and employees. A new study shows there’s a gap between the image that brands portray to the public and what their own employees think of the brand based on their work experience.