Writing obituaries for the traditional press release has become a growth industry. Nevertheless, organizations continue to rely on press releases as a cost-effective means to disseminate their messages. Yet the nature of the press release is changing.
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“I see communications as a team sport, with people working together on big projects across the organization. I seek candidates who are leaders but won’t need all the credit and those who create opportunities to help junior staff grow.”
Named VP, corporate marketing at Splunk in 2012, Sherry Lowe doesn’t mince words describing the software company’s corporate marketing department at the time she took charge.
A business crisis can cause myriad disruptions for customers and partners before PR even has had a chance to assess the situation.
With Facebook leading the pack, social media channels are fast moving to a pay-for-play model. Yet nearly half of communicators surveyed by PR News are foregoing purchasing Facebook’s paid media offers.
Engagement on video posts outpaced the growth of video content, up 163 percent in the first half of the year compared with the same period in 2014, according to an exclusive study conducted by Shareablee on behalf of PR News.
Face it, data alone is unable to tell a story. It can’t highlight the most important issues; tell you what to do next or where to focus limited resources. And adding more data won’t help.
Most PR writing is like a snapshot in time, such as a new product that needs promotion via press release. But developing a social media narrative, or giving your social posts a sense of continuity for your audiences, requires a different mindset.
To be effective, PR, internal communications, marketing, advertising and government affairs need to be integrated. Consistent messaging through all channels is essential and employees should not be lost in the mix.