The influencer bubble is about to burst. So say a rash of communicators who’re tired of paying exorbitant fees for influencers who, they claim, rarely deliver. Still, some brand communicators feel influencers can deliver messages with more authenticity than a brand can. That’s the case with Sara Dunaj, social media manager of Princess Cruises. We asked her to share some best practices.
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Cybercrime is a multi-billion-dollar industry and growing. If the latest ransomware attack, WannaCry, which hit more than 150 countries and 200,000 businesses, failed to sound the alarm for cybersecurity discussions at your brand, what will? This article will provide communicators with a basic understanding of what they need to know about cybersecurity.
After an industry show, the question we receive often is a variation on “What did you hear?” With some 90 speakers over two and a half days, one person’s experience during last week’s sold-out Social Shake-Up show in Atlanta likely was a bit different from anyone else’s. One theme was that many, though not all, brands and organizations understand social media is far from a fad, but instead can be a valuable communications tool, a listening aid and a useful platform for e-commerce and customer care.
Several situations last week prompted us to think about how brands respond (or don’t) to situations that could become crises. Ken Peterson, communications director of Monterey Bay Aquarium, and Bell Helicopter CCO Robert Hastings urge brands to include an evaluation process in their emergency plans to determine whether or not a situation is a crisis. This evaluation process should include monitoring social conversations and news coverage. That’s step 1 at the Aquarium, Peterson says. Step 2 is an initial assessment to “ramp up or stand down.”
Chances are that most of the people around you are looking a new job. One of the best ways for PR pros to keep current with skills and potential employment possibilities is to take advantage of the contacts that you’ve been provided through your career, family and social networks. It’s imperative to make networking a lifelong commitment. At a certain point in our lives and careers we can easily become complacent in our roles and surroundings. We need to be sure to make an effort to invest personally, professionally, intellectually and socially in those individuals strategically placed in our path.
Arthur W. Page Society president Roger Bolton argues that there has been a significant shift in CEOs’ perception of the value of corporate communications and the role of the chief communications officer (CCO). CEOs increasingly are relying on CCOs not just for occasional counsel and advice, but also as key leaders and contributors playing a critical role alongside other C-Suite members in creating and implementing company-wide strategy.
With the swirl of information inundating consumers sometimes important notices get lost. This can be a dilemma for communicators who often are charged with alerting the public about a product recall, an event that can do serious damage to a brand’s reputation. An expert in such matters, Michael Good provides brand communicators with tips for combatting product recall fatigue.
It’s hardly news that in today’s world consumers are pressed for time and so give communicators very little of it. All our needs are just a swipe or click away. With that expectation, consumers demand that everything from apps to news and even videos fit within just eight seconds to earn their full concentration. See how the San Diego Convention Center incorporated this need for speed into its communications strategy.
In our regular feature on trends in PR, an Aflac executive whose portfolio includes reputation building discusses how brands are putting increasing importance on reputation and CSR activities. He provides a look behind the scenes of how Aflac improved its reputation scores by expanding perception of its CSR activities.
How can brands that supposedly lack a visual element create community and engagement on Instagram? One way is to expand the kind of content the brand provides. For example, ForRent.com at its essence is a large search engine for those seeking apartments and homes. On Instagram, though, it offers content about home decorating, entertaining, recipes, fitness and more, its AVP for social explains.