freed up premium content

shutterstock_663164572

Lessons Learned Doing PR for the Mayweather-McGregor Fight

September 12th, 2017 by

Kelly Swanson and her small but capable team of PR pros oversaw PR for the recent Mayweather-McGregor fight. We asked her to discuss some of the lessons she learned from that experience.

pewdiepie-brofist

The Week in PR

September 12th, 2017 by

Our weekly roundup of trends, news and personnel moves in PR and marketing. Stories this week include the demise of Bell Pottinger, Doug Busk’s new position, the FTC confronting influencers directly and older citizens getting their news via social media.

BOXING RING, LIGHTS

How Souped-Up Press Conferences Propelled Mayweather-McGregor to New Heights

August 22nd, 2017 by

What’s it like to be in charge of PR for what’s looking to be the largest pay-per-view event in history and what can it teach you about PR? We ask Kelly Swanson, whose firm is in charge of PR for Saturday’s Mayweather-McGregor contest.

HANDS ON TOP OF EACH OTHER

5 Steps That Will Make Your Content Marketing Program More Successful

August 15th, 2017 by

Content marketing is a team sport, or should we say a sport of teams? That’s because both content creators and salespeople need to collaborate on developing content. The goal of branded content is to create material that meets the needs of decision makers, although that’s often not done. The result is content that fails to support the business’s goals. Here are 5 steps to help brands avoid this dilemma.

Southwest_Canyon_Blue

How Southwest Responded to a Crisis Under Unthinkable Circumstances

August 15th, 2017 by

The upside of technology is obvious. But when things go wrong on the tech side it can create havoc for a technology dependent brand. That was the case for Southwest Airlines last summer, when a computer malfunction grounded a slew of its flights and left thousands stranded. See how the brand used Facebook Live and other social media to keep its passengers and employees informed.

paid social media

How a Healthcare Brand Crafted a Multifaceted Plan to Re-Engage Staff After Radical Changes

August 8th, 2017 by

Internal communications is a pain point for brands and organizations large and small in normal times. When significant changes are occurring inside an organization it can make communications even more difficult. Ally Bunin, a VP for internal communications at Brighton Health Plan Solutions, explains how her brand communicated during a period of radical internal changes.

shutterstock_573210001

How Brands Can Find the Storytelling Sweet Spot With Their Podcasts and Reach New Audiences

July 17th, 2017 by

Podcasts are becoming more mainstream and so are finding their place in the tool kits of brand communicators. Are they right for your brand? If so, what should the podcast cover? Should it be a thinly veiled sales pitch or a storytelling vehicle that barely mentions your brand by name? We ask a pair of podcast veterans for best practices.

shutterstock_310500467

How The CFA Institute Used Social Media to Humanize its Brand

July 17th, 2017 by

There are many things even a supposedly staid brand can do on social media to enhance awareness. Here’s what the Chartered Financial Advisor Institute has been doing on social media to humanize its brand and make it a bit more human and fun.

United Airlines

MillerCoors’ CCO on What Makes Large Brands Vulnerable to Crises

July 10th, 2017 by

MillerCoors’ CCO Pete Marino discusses why large brands remain vulnerable to crisis and why PR blunders still occur. He also expands on a discussion about his brand’s relatively new blog, transparency and how he would spend an unlimited budget.

shutterstock_273462272

How Your Attitude About Yourself as a PR Pro Can Sink Your Media Pitches

July 10th, 2017 by

Self-help gurus say you are who you are if you think you are. Same goes with pitching, where confidence is 90% of the game. Michael Smart tells the story of two pitches that were similar but one made a critical error and ended up on in the trash.