With the amount of tension in and attention on the Koreas, it was a serious interview. Professor Robert Kelly was expounding on the impeachment of South Korea’s president Park Geun-hye, during a live BBC broadcast. Kelly was sitting in his home study in Busan, S. Korea, talking with BBC News presenter James Menendez in London. As you may know, this interview eventually became a viral video. How can communicators’ video efforts compete with that?
Parking enforcement technology hadn’t evolved much since the invention of the boot, a driver’s nemesis since the 1940s. The ubiquitous metal device is attached to the wheel of a car whose owner often is guilty of having failed to pay multiple parking tickets. Weighing nearly 50 pounds, the boot requires a police officer or parking official to haul the object around, kneel down (sometimes in or near traffic) and attach it. A startup company developed an alternative to the boot. Here’s how it attracted attention.
As you know, social media has an important role to play in any PR effort. The ability to connect with and put thought leadership content in front of large social networks via these tools lends itself exceptionally well to addressing the need to influence. Practitioners, though, focus so often on short-form communication on social that the power of long-form publishing in the medium has failed to become as widely recognized—or at the very least, its rate of implementation is lower. Here’s why that should change and how you can be a part of it.
As PR pros know, measuring the effectiveness of social media posts can be tricky. Many measurement strategies emphasize vanity metrics such as reach, impressions, shares or retweets, but those KPIs can be misleading. Just because a tweet is re-tweeted multiple times doesn’t mean users actually are clicking on the link found within. So communicators must separate quantitative and qualitative metrics—volume vs. quality—for a more complete picture, says Danielle Brigida, national social media manager at the U.S. Fish and Wildlife Service.
Content is one of the best tools in your toolkit to tell your brand story the way you’d want the press to write it, but the better you immerse yourself in the world and jargon of your or your client’s industry, the harder it is to draft content that is accessible and approachable for the general public. Abbott was facing just such a problem. It wanted to re-engage young adults with the prospect of getting LASIK surgery, a highly technical and FDA-regulated procedure. It turned to Weber Shandwick. Together, the companies navigated the challenges of un-complicating a nuanced and intimidating product and learned a lot along the way.
As you seek entry-level talent for your organization do you wonder what college students are learning and how it is priming them for PR careers? To inform you, the senior executive, about this we asked newly minted PR pros Farley Fitzgerald, communications manager, National Geographic Society, and Ariel Miller, account manager, INK PR, to share their thoughts. Their former professor, Dr. Julie Lellis, also provides insight on how good academic programs should shape our generation’s best communicators.
The media’s fascination with Donald Trump’s candidacy began in 2015. It continued in 2016, when during the 24 weeks of presidential primaries (Jan. 1-June 7) “there was not a single week when Ted Cruz, Marco Rubio, or John Kasich topped Trump’s level of coverage,” a July 2016 study from the Harvard Kennedy School’s Shorenstein Center on Media, Politics and Public Policy says. Even after Cruz and Kasich quit the race in early May, essentially ceding the race to Trump, the businessman received more coverage than either Hillary Clinton or Bernie Sanders, the Shorenstein report says. Jump to the past two-and-a-half months and communicators can legitimately be forgiven if they feel like social media platforms and the media have adopted a philosophy of “all Trump all the time.” How can PR pros break through this clutter?
How does a giant brand like Coca-Cola organize aspects of its communications? Like much of the work at The Coca-Cola Company, digital and social communications is a scale operation. Global Digital Communications and Social Media reports to Coca-Cola’s Public Affairs and Communications function (PAC). It is a lean group of nine based out of company center headquarters in Atlanta, supporting the editorial, social media and technology capabilities of in-market teams locally. An in-depth look at organization and how Coca-Cola has changed its social storytelling follows.