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“The biggest risk I took in my career is also the first risk I took in my PR career: starting MWW. Prior to that, I had never worked at a PR agency. In fact, I had never stepped foot into one.”
Lisa Joy Rosner, CMO of Neustar, doesn’t mince words when describing the state of PR at the company when she took charge in May 2014.
Today’s communicators follow trends that lend themselves to stories about their brand or organization. Getting the media to bite is another matter, however. To increase your chance of landing a story with a reporter or editor is to think like one.
Having a thorough understanding of an agency’s capabilities, approach, and methodology contributes to how expectations are set from the start. It’s critical to deliver on your promises and be direct if you think something won’t work as planned.
Parody can help companies cut through the proverbial clutter and humanize their message. Using parody plays into social channels and can appeal to millennials, who were raised on irreverence and now are starting to enter the management ranks. Has the cold-sober approach to branding run its course?
You would think that the proliferation of social platforms and mobile devices would spell doom for email marketing/campaigns. Not so. Get reacquainted with an enduring PR tool—email.
Think about the characteristics people often attribute to great leaders: being visionary, intelligent, empathetic and passionate. But it is none of those. Rather, it’s intentional. The intentional leader uses purposeful decisions, language and actions to advance the organization and his/her individual aims.