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Tips to Work With Influencers & Agencies in the Aftermath of the FTC-Warner Bros. Case

July 18th, 2016 by

It’s happened again. The Federal Trade Commission (FTC) has upended a major brand for failing to comply with regulations concerning influencers. This time it’s Warner Bros. Home Entertainment Inc. Its online influencers failed “to disclose adequately” that the brand paid them to provide favorable coverage during a late-2014 marketing campaign for video game Middle Earth: Shadow of Mordor. The brand settled with the FTC, the agency said July 11.

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Measuring the World: Tips & Tactics for Global Measurement Programs

July 18th, 2016 by

It is becoming increasingly critical to meet the needs of businesses that operate in different markets around the world. As a result, many companies are integrating global media measurement programs into their communications plans to provide a worldwide roadmap that drives future strategy. If you are considering a similar path, here are some important steps to take your measurement program global. Many are the same that you follow in your U.S. market. But there are some stark differences that require your attention.

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THE WEEK IN PR

July 18th, 2016 by

Full Court Press (Release): It’s almost become de rigueur for sports superstars to take a retirement victory lap: Announce you’re retiring the following year and spend your last season being showered with gifts and accolades from opposing teams when you visit their venues for the final time. It’s fine when you’re no longer at top form. It’s a different matter when you club a home run or sink a basket to defeat your opponent, which hours earlier presented you with a custom-built rocking chair and a Harley. 40-year-old David Ortiz has done that all season. His 22 home runs and league-leading 34 doubles have given the Dominican his best first half in Boston. Basketball star Tim Duncan, also 40, would have none of the swan song hoopla.

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How Much Is Too Much? Tips for Striking the Right Balance With CSR

July 18th, 2016 by

When a company does something good and no one notices, what is the impact? Companies create philanthropic or charitable initiatives as part of their CSR programs for many reasons. Because there is the notion that CSR campaigns are created to cover up bad behavior, some corporations shy away from publicizing these efforts to stakeholders. They worry that if they do, they are signaling that there is a reason behind the strategy and will come under attack.

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Six Tips to Help Communicators Engage With Remote Employees

July 18th, 2016 by

Many internal communicators have an idea of how to define a remote worker, but a consistent definition often is hard to find. While some believe a remote employee is anyone who does not work at headquarters, this is not really the case. Those who work in a company building, owned or leased, remain highly connected to the brand. The ability of internal communicators to reach them is relatively easy. Remote employees typically are telecommuting from home, embedded at customer sites or working in remote parts of the country. Reaching these employees can be tricky. It certainly is not impossible. A few simple and inexpensive tips will help internal communicators reach them.

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5 Specific Examples of What Makes a Feature Pitch Work

July 18th, 2016 by

Good journalists and editors can smell when brands are looking for media coverage about how wonderful they are. By contrast, editors and journalists seek pitches that will touch their readers. They want stories about interesting problems. Issues or problems that large groups of people may be facing can make excellent stories. A pitch about one brand’s journey, told in its own words from start to finish, will not.

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Search Results the #1 Press Release Goal for 25% of PR Pros, Yet 40% Take a Pass on SEO

July 11th, 2016 by

It’s rare when significant parts of business, government or sports change dramatically. Incremental change is far more common. Yet we find both incremental and significant change in a new Nasdaq Corporate Solutions/ PR News survey of nearly 400 communicators regarding press release distribution and SEO. Nearly 75% of those surveyed last month said the most important objective of sending a press release is to “generate media interest and/or press coverage.” That’s a traditional reasoning. Yet a full 25% said their top priority in sending out a release is “to be seen in web search results” [see infographic and chart on page 4]. That finding about SEO seemed inconsistent with another result: nearly 40% said they fail to consider SEO when it comes to allocating time and resources for press releases. In other words, while PR pros want their press releases to be found in web searches, nearly half are ignoring SEO when they prepare their releases.

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Forced Into Using AVEs as a Metric? Share These 4 Myths With the C-Suite

July 11th, 2016 by

One of the most polarizing topics in PR generally and among the measurati in particular is advertising value equivalency, commonly known as AVEs. And yet, notwithstanding the controversy and despite efforts promoting professional standards to the contrary, AVEs remain among the most common form of measurement in PR. Why are they so popular with the masses? And why do so many PR experts hate them? Essentially, advertising equivalency is an easy, accessible way to attribute a dollar value to media coverage by calculating print column inches and TV/radio time factored by the cost of that space and time on an “if-purchased basis.” But does it represent value? And if so, is it the best way to demonstrate PR’s unique contribution to the enterprise? Let’s explore the history of AVEs, detail reasons against their use and shed light on the current state of AVE measurement to provide a balanced view along with a moderate’s advice on a better way forward.

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Top B2B Brands on Twitter: Engagement With Videos Up 240% in First Quarter of 2016

July 11th, 2016 by

It could describe nearly all the data sets we’ve been looking at recently. The 30 most-engaged U.S. brands on a social media platform turned out a bit less content than they had during a quarter the previous year, yet consumer interaction with the content rose. Once again, consumer engagement with mobile video drove that engagement. Filling in the blanks, this week’s Shareablee data, provided exclusively to PR News, examines consumer actions, or engagement, with U.S. B2B brands on Twitter. Actions are defined as the sum of consumer likes and retweets. Brands listed have significant B2B revenue, although some also have B2C businesses. Specifically in Q1 ’16 (Jan 1-March 31), total consumer actions with U.S. B2B brands on Twitter rose 31% compared to the same quarter in 2015. The increase occurred despite a 3% reduction in the number of tweets the brands produced. An increase in consumer engagement with U.S. B2B brands’ videos, up a gargantuan 240%, and more retweets, a 14% rise, fueled the growth in actions.

The Week in PR

June 20th, 2016 by

Scrap the App:We seldom get a pitch like the one we received June 15. An email promised that a new study contained “qualitative and quantitative data” revealing “that women would rather forego sex AND makeup… Continued