Stories by Sophie Maerowitz

SXSL, white house

7 Ways the White House Built Buzz Around the SXSL Live Stream

October 3rd, 2016 by

At the beginning of September, the White House announced South By South Lawn (SXSL), an innovation-themed event slated for Oct. 3 produced in tandem with—and based on—the iconic South by Southwest (SXSW) music, technology and film festival. The timing of the announcement gave SXSL planners only a month of lead time to build buzz and encourage audiences nationwide to tune in for the live stream, which garnered hundreds of thousands of live viewers.

periscope, celebrity, arnold schwarzenegger, seth meyers, aaron paul

Periscope Widens Its Influencer Pool With VIP Program

September 29th, 2016 by

Twitter’s live streaming platform Periscope has unveiled a three-tiered VIP Program, in which users with a sizable Periscope following can apply to receive benefits including increased visibility and discoverability, a direct line to Periscope staff and a private channel for networking with other VIPs. The program is divided into three tiers (Bronze, Silver and Gold) based on number of followers, average number of stream viewers and streaming frequency.

timing

4 Reminders to Keep Your Media Pitches in Sync With the News Cycle

September 27th, 2016 by

There’s no surefire way to win media coverage for your brand, but strategic timing can help you avoid wasting hours of research and writing pitches that are routinely ignored by journalists. It pays to resist the pressure from senior leaders or clients to send that pitch right now and instead be a part of the news cycle’s ebb and flow.

yahoo!, hack

Yahoo Hack Messaging Promises Investigation, Puts Security in Users’ Hands

September 23rd, 2016 by

Yahoo Inc. announced on its official Tumblr and Twitter accounts that it had confirmed a hack from late 2014 that copied information, including account passwords, security questions and answers, from 500 million user accounts. The announcement comes after a challenging several months for the tech giant, which Verizon agreed to acquire in July 2016 for $4.8 billion.

skeptic

3 C-Suite Arguments Against Launching on Snapchat—And How PR Pros Can Counter Them

September 22nd, 2016 by

Communicators know Snapchat is a powerful tool for audience engagement, but that means nothing if they’re dealing with a skeptical C-suite. Limited metrics, doubts about the platform’s staying power and a reluctance to stretch lean social media budgets further are just a few of the arguments communicators might encounter when proposing a Snapchat channel launch.

snapchat dunkin

A Taste of Dunkin’ Brands’ ‘Carrot and Cake’ Snapchat Strategy

September 19th, 2016 by

PR pros understand the importance of a great hook in storytelling. But how do you employ such hooks on Snapchat, where you have just one day to get noticed before that crucial opening moment disappears, along with the rest? Melanie Cohn of Dunkin’ Brands says that success lies in crafting an enticing hook that keeps audiences along for the ride, and following through with a matching payoff within the platform’s 24-hour window.

messenger

Facebook Makes It Easier for Brands to Get Discovered on Messenger

September 14th, 2016 by

Facebook announced several new features in its latest Messenger update, a few of which may make it easier for brands to get their Messenger accounts discovered. The update includes simpler in-app purchases, a sharing option for individual messages and an introductory screen when users begin a Messenger interaction.

o-WORK-LIFE-BALANCE-facebook

What Are the Most Important Skills PR Pros Need to Develop Now?

September 9th, 2016 by

PR professionals are tasked with a lot these days. From writing traditional press releases and website copy, to crisis management and social media, the list of responsibilities seems to grow almost daily. It’s hard to know which skills communicators should be prioritizing to stay at the top of their field. For insight on this career-making question, we turned to the PR News community.

what is aleppo, gary johnson,

‘What is Aleppo?’: What to Say to a Journalist When You Can’t Answer a Question

September 8th, 2016 by

MSNBC correspondent Mike Barnicle asked Libertarian Party presidential candidate Gary Johnson, “What would you do, if elected, about Aleppo?” To which Johnson responded, “What is Aleppo?” Within minutes, the former governor was being mocked on Twitter and covered by scores of online news outlets, many of which posited that the gaffe was an indication of a clueless foreign policy. From a PR perspective, it indicates a lack of media training.

time management

Time Management Tips From the PR News Community

September 2nd, 2016 by

A PR professional’s work is never done—especially considering the breakneck speed of digital communications. And on top of press and media relations duties, communicators are now also expected to stay on top of a growing list of social media accounts and metrics. With those hefty expectations in mind, we asked the PR News community for tips on effectively juggling a communicator’s responsibilities.