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How Aflac Raised Its Reputation Pulse Score for Its CSR Initiatives

April 24th, 2017 by

In our regular feature on trends in PR, an Aflac executive whose portfolio includes reputation building discusses how brands are putting increasing importance on reputation and CSR activities. He provides a look behind the scenes of how Aflac improved its reputation scores by expanding perception of its CSR activities.

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How a So-Called Unglamorous Brand Builds Community on Instagram With Creative Content

April 24th, 2017 by

How can brands that supposedly lack a visual element create community and engagement on Instagram? One way is to expand the kind of content the brand provides. For example, ForRent.com at its essence is a large search engine for those seeking apartments and homes. On Instagram, though, it offers content about home decorating, entertaining, recipes, fitness and more, its AVP for social explains.

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How Vanguard Ties Traditional PR & Social Media Together Successfully

April 24th, 2017 by

At some brands, PR and social media are part of the same department. At others, the two mix as easily as oil and water, which is to say almost never. Allen Plummer of Vanguard argues, though, that PR and social media departments need each other to provide optimal return to a business. He provides useful lessons that Vanguard has learned as a result of integrating the two.

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Tips and Tactics to Get the Most From Social Listening in a Crisis

April 24th, 2017 by

As we know, communications has changed greatly with the rise of social media. It’s the same with crisis management, argues Daniela Peting of Motorola Solutions. Several maxims for crisis management from the pre-digital days may not work as well in the digital era. In fact, they could do more damage than good. Peting explains how listening via social media can benefit your crisis management experience.

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The Week in PR

April 24th, 2017 by

Our regular weekly roundup of trends, stories and personnel moves in PR and communications. This week’s stories feature the FTC’s 90 letters to brands and influencers about disclosure, the spin on Bill O’Reilly’s departure and the battles facing internal communications.

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How the U.S. Department of the Interior Uses Photos of America’s Exterior to Build Community

April 17th, 2017 by

PR pros know it’s important to adapt to change. Yet it’s also comforting when some of the basics of PR can be applied to new platforms. Take Twitter, whose newsworthiness President Trump has cemented. We asked Rebecca Matulka, deputy director of digital, U.S. Department of the Interior, about creating engagement and growing a community on Twitter. Before setting out the tactics her organization uses, she noted that goal setting, a key component of nearly every PR effort you can think of, should comprise the start of your Twitter endeavors.

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Informatica, Red Bull Lead Q4 Consumer Engagement; B2C Video Engagement up 128%

April 17th, 2017 by

In Q4 2016 (Oct. 1 – Dec. 31), consumer engagement, or total actions, defined as the sum of reactions, comments and shares on Facebook, rose 6% year over year for U.S. B2B brands, according to Shareablee data. Video engagement jumped 151%, though. Data were provided exclusively to PR News Pro. Enterprise data integration and management software firm Informatica maintained its top spot on the B2B list that it established in Q3 2016. Consumer engagement with the brand’s posts rose 38% compared with the same quarter last year, says Shareablee’s Nathalie Nuta. Video was just 8% of Informatica’s engagement. Its top post was an image wishing all a happy Diwali, which is the Hindu festival of lights.

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The Week in PR

April 17th, 2017 by

Sharp Claws: Maybe the biggest beneficiary of United’s woes was Wells Fargo, whose 113-page board report about its 2 million bogus accounts barely registered in the news cycle when it was issued Apr. 10. In short, it fingers a pair of former Wells employees: CEO John Stumpf and community banking chief Carrie Tolstedt. An encouraging note: The two will lose an additional $75 million through clawbacks, the largest clawbacks in banking history. In all, clawbacks will cost Stumpf $69 million; Tolstedt, who did not cooperate with the investigation and whose lawyer challenged its findings, will forfeit $67 million.

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Keeping It Personal: How and When to Personalize Your Media Pitch

April 10th, 2017 by

As readers know, media pitching guru Michael Smart advocates taking a personal approach to targeting reporters. Still, Smart explains that there’s a fine line between personalizing a pitch and becoming too personal for a business situation. It’s also crucial to know when and where to personalize a pitch.

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How to Apply Lessons From a Natural Disaster to Crisis Management

April 10th, 2017 by

While many readers likely will never need to react to the type of crisis described below, the principles discussed can apply to a wide variety of crises. These include having crisis procedures in advance, updating and practicing them regularly and keeping emergency information handy, including third-party contacts, media and influencers. While the author works in a part of the country that is prone to the natural disasters described below and so raises the importance of crisis preparation, surveys show brands large and small lack plans for management of any kind of crisis. They do so at their peril.