As companies start to shift from “storytelling” to “storymaking,” or creating organic content that didn’t originate from a slideshow or press release, they have another option to consider: the proliferating number of branded content studios designed to help companies tell their stories.
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In our nervous-twitch workplace environment, PR execs who provide media training often face an executive or a team that has received coaching previously. They know—or think they know—the basics and don’t want to waste time on Training 101. How should communicators react? Here are three things an expert media trainer needs to be able to do.
To grow awareness and support for Fair Trade Certified products, the nonprofit leveraged the gift-giving tradition of Mother’s Day by asking consumers: What if the products you give to mom could also celebrate mothers around the world?
We are in the midst of a transitional period for communicators, where traditional skills no longer are cutting it. We need some guidance to forge ahead in our careers. In response to a widely expressed call for competency-building support, we identified the skills that are most critical for communications professionals given where things seem to be trending.
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.
JCPenney’s decision to revive its print catalog is a stark reminder to PR pros that—despite the digital lurch throughout most business sectors—print remains a viable marketing tool.