Stories by Sophie Maerowitz


Crisis Experts Share What Brands Can Learn From Heineken’s Ad Fiasco

March 27th, 2018 by

Heineken is facing a backlash on social media for a Heineken Light advertisement that many are calling racist. The offending ad portrayed a bottle of Heineken Light sliding across a bar past black patrons and into a white customer’s hands, along with the tagline, “Sometimes, lighter is better.” Two crisis management experts weigh in on this latest messaging fumble.

linkedin filters

LinkedIn Adds Video Filters; Instagram Beefs Up Profile Links

March 22nd, 2018 by

If you’re taking a break from Snapchat à la Rihanna or fed up with Facebook following the Cambridge Analytica revelations, LinkedIn and Instagram have got you covered with new features that could make communicators’ jobs a little easier. LinkedIn, well on its way to becoming a full-fledged social platform, continues to add visual storytelling elements to its offerings. This week it unveiled a video filter feature for users, complementing its new native video function.


12 Twitter Moments to Remember

March 21st, 2018 by

March 21 marked 12 years since the first tweet appeared on Twitter. It’s the perfect opportunity to reflect on the platform’s successes—as well as its shortcomings—over the last dozen years.

The social media platform can be a double-edged sword for users. While Twitter has been heralded as a powerful tool for spreading awareness around important causes, it has also been the vehicle for millions of fake news-spouting accounts. To mark Twitter’s 12 years in operation, here are 12 defining moments in the platform’s history.


From Content Pollution to the Golden Age: A Brief History of the Modern Communicator

March 16th, 2018 by

Are communicators evolving quickly enough to adapt to today’s data-driven workplace? What about the workplace of tomorrow? These are questions Andrew Bowins, executive director of corporate reputation and digital engagement at KPMG, plans to address at PR News’ Measurement Conference April 16-18 in Philadelphia, where communicators will gather to discuss and learn how best to quantify and qualify the success of their efforts. Here, he offers a quick overview of the evolution of digital communications, and a glimpse of what’s to come.


4 Ways Brands Can Increase ROI on Facebook Campaigns

March 12th, 2018 by

As Facebook continues to de-emphasize branded content in its News Feed, brands must strive harder than ever to run compelling campaigns, pouring bigger ad budgets and organizational resources into the platform. With so much at stake, how can brands drive a true return on investment with a Facebook campaign? By making those campaigns as enticing to their audiences as possible, of course.
On March 13, PR News will explore strategies for doing so in its webinar, “How to Increase the ROI of Your Facebook Campaigns.” For a taste of tomorrow’s program, here are four ways brands can increase ROI on Facebook.


A 3-Step Plan to Get C-Suite Buy-In for Your PR Metrics

March 8th, 2018 by

For Kieran Fagan, vice president of communications at Aetna, successfully communicating and using key performance indicators across a business relies on a unique combination of training, transparency and planning. Fagan, who will be speaking at PR News’ Measurement Conference April 16-18 in Philadelphia, shares three steps to leveraging KPIs internally.


Marriott’s Firing of Social Media Employee Highlights China’s Sway Over Global Brands

March 5th, 2018 by

In the fast-paced world of social media, careers can be made or broken in the blink of an eye—sometimes even the click of a button. The latter is the case with former Marriott social media employee Roy Jones, who has been fired for liking a Jan. 9 tweet by a group called Friends of Tibet, which drew the ire of the Chinese government and its supporters on social media.

Measurement Prep: 3 Social Media KPIs That Help United Way Accomplish Its Mission

March 1st, 2018 by

Six years ago, Carly Keeny had a hard time convincing her colleagues at United Way of Greater Philadelphia and Southern New Jersey that social media was anything more than a place to store content. Since then, however, Keeny has led the organization to viewing social media as a powerful and cost-efficient way to promote its mission. Keeny’s team focuses primarily on three social media KPIs: applause (likes), amplification (retweets/shares) and conversation (questions and comments).

measurement, drive

General Motors’ 4 Routes to Driving an Insights-Based Culture

February 26th, 2018 by

Does your organization measure results before, or after, a campaign has run its course? For Whitney Drake, who leads General Motors’ Story Bureau and Analytics function, measuring campaigns from the start is the key to more meaningful metrics—not to mention a more insights-driven workplace culture.

parkland shooting protest

Brands, Hearing Call to #BoycottNRA, Take a Stand on Gun Control

February 23rd, 2018 by

With more than 48,000 tweets and counting, the #BoycottNRA hashtag is trending and brands are listening. In response to the outcry following the Feb. 14 Parkland, Fla. school shooting, several national brands have rescinded their NRA membership discounts in support of gun control, including Best Western, Wyndham Hotels, Alamo Rent A Car, Enterprise Rent-A-Car and First National Bank of Omaha, among others.