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Shooting for Brand Lift via March Madness

March 30th, 2015 by

The 2015 NCAA men’s basketball tournament heads toward the Final Four this weekend. But consumer brands have been scrambling to align their messages with March Madness since it started nearly two weeks ago.

Brand Changes Mean Having New Conversations

March 23rd, 2015 by

Spring is in the air, and so are significant changes at some of the most popular brands. These are not marginal changes where a press release and a few media hits will suffice to get out the message, though. They are major breaks from the branded past that require long-term communication strategies and a sustained effort by PR pros.

Fixing Reputation All in the Recovery

March 23rd, 2015 by

Two major international brands—Dolce & Gabbana and Lenovo—screwed up big time in the last month. How each handled its crisis is a classic lesson in ‘how to’ and ‘how not to’ communicate after a misstep.

The Psychology of Influencer Marketing

March 23rd, 2015 by

Unlike some audiences that brands and organizations cater to, influencers are not monolithic but are a loosely affiliated group of individuals who can have a pivotal influence on PR’s ability to drive conversation and spread the word. But getting people online to share information about your company’s products/services or values requires a different mindset than blasting a press release to a similar demographic or giving a presentation to like-minded people.

How PR Can Take a Seat at the Revenue Table

March 23rd, 2015 by

When PR takes a backseat to lead generation efforts in an organization, the strategic value of communication is masked behind a larger marketing umbrella. Don’t let this happen. PR needs to bridge what is a chronic disconnect and take its seat at the revenue table.

No Success Without Risk

March 23rd, 2015 by

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Bring New Disciplines Into the PR Fold

March 23rd, 2015 by

Kelly McGinnis became executive VP and CCO of Levi Strauss & Co. in 2013. The move came 18 months after Levi Strauss hit the reset button following years of no growth. From the get-go McGinnis—who reports directly to Levi’s CEO Chip Bergh—instituted four principles that have guided communications strategy and enhanced integration.

The Week in PR—March 23, 2015

March 23rd, 2015 by

Starbucks’ “Race Together” brouhaha, IBM’s new cloud-based data analysis service that mines Twitter data and how to dine like you’re in ‘Mad Men.’

How is Your Online Video Developing as a PR Tool?

March 16th, 2015 by

A few ways to focus on your audience.

Thoughts About Opening a New Shop

March 16th, 2015 by

Here are five tips for PR professionals who are helping to set up an office for a PR agency. They apply to communicators working for brands, organizations and nonprofits.