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A Five-Step Plan for Scripting a Video That Will Earn Views for Your Brand

June 19th, 2017 by

Everyone tells you that video is growing like a fungus. Fine, but how do you get started picking a topic for a brand video and then how do you craft a script? The social media chief at the American Chemical Society has a five-step method to creating videos that will gain plenty of viewers on social.

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How Taco Bell Dropped What It Wanted To Say on Social and Emphasized Its Fans’ Voices Instead

June 12th, 2017 by

Few brands are enjoying more success on social media than Taco Bell. We asked Taco Bell’s social media and brand engagement manager Matt Prince to let us in on some of the secrets and best practices he uses. Rule number one: Know your audience and where it lives. Two: Talk with fans as if they were friends of yours. And drop the jargon, corporate-speak and promotional content.

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An Integrated Campaign Meets Challenge of Two Skeptical Demo Groups

June 12th, 2017 by

Nearly every new product must break through the clutter of a crowded market. In the case of Cellfina, it had to do this and more. For years, women had tried to defeat cellulite with a bevy of creams, lotions and exercises. Few if any found relief. This meant Cellfina had to convince a skeptical market that it was more than just another empty promise.

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How Princess Cruises Works With Influencers to Tell Its Brand Stories More Authentically

June 5th, 2017 by

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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What Brand Communicators Need to Know About Cybersecurity

June 5th, 2017 by

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.

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Social Shakeaways: Brands’ Use of Social Media for Storytelling, Commerce Continues to Evolve

May 29th, 2017 by

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.

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Three Tips to Make Networking Successful and a Lifelong Activity

May 22nd, 2017 by

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.

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First Steps: Having Clear Plans for Early Moments of a Crisis Can be a Difference Maker

May 22nd, 2017 by

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.”

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CEOs See Chief Communicator’s Role Expanding Across the Enterprise

May 15th, 2017 by

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.

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How the San Diego Convention Center Tells Its Brand Stories With Graphics

May 8th, 2017 by

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.