At a time when American policymakers are looking closely at healthcare costs and questioning the future structure of the Affordable Care Act, their checkbooks remain open to new health/tech ideas that reduce cost, improve institutional efficiency and patient care. Healthcare communicators need to understand the business of healthcare now more than ever.
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Fake news headlines fooled American adults about 75% of the time in 2016, according to a survey by BuzzFeed News. Google and Facebook were faced with acknowledging what was termed a fake news epidemic and sought to enhance controls to mitigate future occurrences.
With any new job comes the chance to learn from more senior team members, but also comes the chance to teach a senior team member. Understand that when I use the word “teach,” it doesn’t mean that the new hire is coming into the position with more knowledge than you. What it means is that the new hire is arriving with potentially different knowledge than you already have.
The term PR may be obsolete by the end of 2017. The concept of PR meaning ”building relationships with one’s publics” remains valid. But the common vernacular meaning of PR as being mostly about media relations is rapidly going the way of the landline and the floppy disk. Look at titles today. My database used to be filled with titles like “PR manager.” Now it includes one or more of the following words in an astonishing variety of combinations: social, digital, content marketing, PESO, public relations, public affairs, communications, advertising, marketing, development, events, etc.
It’s too late in the year to plan and execute a new PR campaign. And you lack the amount you would need in the budget for another major expenditure. But your use-it-or-lose-it situation means you need a smart solution, stat. Have no fear: It’s measurement to the rescue. Why measurement? Think of it as an opportunity to demonstrate to your company leadership that you can be resourceful and that you understand the importance of data. In other words, use the rest of your budget in a data-driven media analysis to substantiate the influence of your 2016 PR effort and provide a strategic roadmap for 2017.
A study warranting attention was unveiled during a U.S. Chamber of Commerce Foundation conference recently. Backed by sentiment analysis software from IBM, the objective was to see if companies that were vocal about their CSR received a reputational lift online and, if so, by how much. Part II: Many of us talk about corporate social responsibility (CSR), but can we define it? A recent Aflac study, shared with PR News Pro exclusively found executives in the CSR space have many definitions for it.
It’s an age-old issue for communicators: How do you create content for your brand that can break through the noise and find its way to new audiences? In the following case study, we added a few more conditions. First, can your content take a fruit—the cranberry, which is associated mostly with its peak harvest and holiday season—and make it trendy with millennials? Cranberries contain vitamin C and fiber and may help maintain urinary tract health, but with many other foods touting benefits, how could this superfruit stand out from the crowd?
On Nov. 1 Instagram said it was testing a feature that will allow users to buy what they see in their feeds directly from brands. The beta involves 20 brands, including J.Crew, Macy’s and Levi’s. The user clicks on a button and up pops the product’s name and price. Another click provides a more in-depth description of the product. Then there’s the ever-popular “shop now” click, which takes the user to the retailer’s website. Seems simple, right? Actually, the implications could be enormous.
In case you’ve been studiously avoiding all forms of media surrounding the run-up to this week’s election, the atmosphere has become politically charged in the past few months. Brands are advised to raise their shields. As we noted a few weeks back, Bisquick attempted to inject gluten-laden levity into the second presidential debate, asking the Twitterverse innocuously if it would “vote” for a pancake or a waffle. Social media winced, urging Bisquick to back off on the funny stuff during such an important moment. “Get off my Twitter feed, Bisquick,” roared one disgruntled tweeter, representing the consensus.
Hurricane Matthew recently taught millions of Americans a lesson they should have long-since learned: that it is dangerous to live or work on the coast. Of course, telling coastal dwellers this is like telling Kansans that it’s dangerous to live in Tornado Ally – or a Los Angelino that it can be unhealthy to live on a fault line.