Polarization is deeply embedded in the American psyche, a reality brands must accept and deal with. It affects them beyond the hot-button political issues of the day—immigration, race, gender identity, climate change, for instance—that they have to either tiptoe around or address head-on. The polarization affects the way our minds now function and speaks to the question of how to convince the undecided of anything when, for so many of us, our minds are already made up.
Stories by Steve Goldstein
By 2018, 3.6 billion people—90% of the world’s internet-enabled population—will be registered to use at least one messaging app, according to Activate, a strategy and technology consultancy. Facebook would like to have its Messenger app on each of those 3.6 billion devices, and it may get there. The company has just announced that 1 billion people globally use Messenger every month.
Access Intelligence, parent of PR News and other business-to-business media brands, has acquired The Social Shake-Up, a preeminent conference serving marketing, public relations, customer experience, technology and digital strategists. The annual conference and trade show, to be held May 22-24, 2017, in Atlanta, will be produced by PR News in partnership with online destination Social Media Today.
We’ll likely never know if the companies behind Pokémon Go—Nintendo, the Pokémon Co. and Google spinoff Niantic—had a hand in spreading the word about the tall and tall-ish tales related to an augmented reality scavenger hunt. In any case, the release of the game has tapped into a wellspring of media coverage.
Just this week, Snapchat added a feature called Memories, which enables users to save their snaps and stories and find them again easily. PR News’ followers on Twitter have been complaining that Memories is just one more step in Snapchat’s transformation into a Facebook wannabe. The ephemeral fun’s gone. For some, it’s time to move on to—what, exactly?
PR News’ Measurement Hall of Fame members have a thing about data or, rather, a thing about the casual disregard of data in the PR discipline. Few things aggravate them more than a PR professional who worries openly about proving the value of communications efforts yet shies away from taking the first steps toward using data to inform their work and show the effect of their work on an organization’s goals.
Logos and product design are the fastest form of brand communications. Steve Jobs knew this, and so does Mondelez, apparently. At this moment, news headlines and images are being posted and shared about Mondelez’s $23 billion bid for Hershey Co. A nationwide Pavlovian response surely has followed, as midday workers slink to candy machines, drugstore counters and bodegas for a quick fix.
The shift in focus to paid social media content is redefining, yet again, the role of the PR professional—a topic that David Kellis, director of PR and social media for the Clorox Co., will dive into in his opening Wake-Up Call session at PR News’ Big 4 Social Media Summit in San Francisco. “In the past, we’ve done PR around advertising in magazines and other media. That’s what we’ve come to with social,” Kellis says.
When House Democrats began their sit-in on June 22 to force a vote on a gun-control bill before the House of Representatives begins a scheduled vacation recess, Speaker of the House Paul Ryan (R-WI) put the legislative body into recess, which meant the cameras and microphones were switched off. Soon afterward, C-SPAN began broadcasting Periscope and Facebook Live feeds of the sit-in shot by various House Democrats.
Optimizing content for traditional, typed-in search is not like learning how to find the right notes on a clarinet—the algorithms, unspoken rules and methodologies keep changing. Voice search is a whole new ballgame entirely. The phrases people use for voice searches tend to be different from written-out searches, and those content marketers who can adapt their content for voice searches are going to be the early winners in the race for brand visibility.