When Volkswagen sputtered in September with dieselgate, we had little trouble finding PR pros to opine about how VW could use the crisis to remake the brand through trust and transparency ( PRN, 9/28/2015). Similarly, trust and transparency were in play during a crisis management competition at PR News’ Digital PR & Marketing Conference on June 8 in Miami Beach. Crisis pros Pia De Lima, VP, corporate communcations, Western Union, and Allison Steinberg, communications strategist, ACLU, formulated a fictitious crisis scenario (below) and judged several teams’ crisis plans. The teams had 30 minutes to concoct their plans in pursuit of a $1,000 prize that PressPage—a sponsor of the conference, along with Business Wire, Cision and LexisNexis—provided.
You have to hand it to Microsoft chief executive Satya Nadella. When he goes shopping, he comes heavy. Nadella plunked down $26 billion June 13 to acquire LinkedIn as a way to energize both companies. His hope, of course, is that the deal will be a win-win, with LinkedIn gaining cachet, scale and technology and Microsoft obtaining access to information about the mostly white-collar businesspeople who are LinkedIn’s stock and trade. Arriving at a stagnant Microsoft two years ago, Nadella has been pushing the brand to become friendlier to corporate customers. In this respect, LinkedIn and its 105 million monthly active users seems a good match. In all, LinkedIn claims 433 million members, or 433 million resumes, a juicy target for brand communicators.
Perhaps you’ve sent a pitch to Ms. Senior Editor only to remember that it’s Mr. Senior Editor. Or you’ve invited a reporter to a press conference on Monday the 3rd and received a message back saying, “The 3rd is a Tuesday. What day is your event?” So you know great content doesn’t mean anything if a document is poorly written or contains typos. Focusing on a process for writing can set you up for success. A thorough process means you have time for planning, drafting, reviewing, quality assurance (QA) and quality control (QC). Juggling multiple projects and deadlines can make it hard to set aside time for all of these steps, and the planning step often gets sacrificed. Still, taking a few minutes to plan your writing before you begin will make editing much easier.
Sometimes brands respond to an issue with a statement. Other times a good response is to monitor the situation and work behind the scenes. For most brands, it’s barely noticeable when Green Bay Packers quarterback Aaron Rodgers decides to eschew milk and cheese to gain strength, reduce inflammation in his joints, lose weight and extend his career. If you’re a Packers fan, who affectionately dons a cheese headpiece on fall Sundays, such intolerance for lactose is a concern. Should you happen to be from top U.S. cheese maker Wisconsin, whose license plates declare it the Dairy State, well, the 32-year-old’s oath could be tantamount to an affront to good manners. After all, for years Sargento, the family-owned, Wisconsin-based cheese maker, has been kicking in $1,500 after every Packers touchdown to charities feeding the needy.
There was a time, not too long ago, when PR and digital were acutely divided disciplines, often competing with one another for budgets. While that still may be the case for some, more and more PR and digital strategies such as SEO are integrating, working together to reach target audiences, improve user experience and garner a greater ROI. As a PR pro in this ever-changing landscape, it can be tough to navigate. The rules of SEO change almost daily thanks to Google.
The second chart in this series detailing engagement with U.S. B2B brands on Facebook continues several patterns we saw in chart 1 (U.S. B2C brands’ engagement on Facebook) ( PRN, May 30). First, B2B and B2C brands are finding video delivers engagement, according to Shareablee data provided exclusively to PR News. Second, brands are stressing quality over quantity as the number of total posts is flat or declining.
In seven weeks, a small group of university students ignited sweeping change across the campus of King University in Tennessee. In just 1,176 hours, the grassroots social media campaign united a formerly fragmented collection of students, faculty, staff and alumni. In 49 days, King’s president resigned under immense pressure on social media.
For months you’ve been painstakingly pulling together interviews from senior leadership, creating graphics to showcase financial data and weaving a compelling story to give a picture of a company for an annual report. The hard copy version is on its way to the printers. And the digital version has been passed along to the developers to be posted online.
Sure, celebrate the end of a well-executed project. But what can you do after that? The material you’ve compiled need not stay bound within the annual report’s pages.
Considering the rash of certain brands’ ads, not many trust the adage, “Quality over quantity.”
Perhaps a few. Facebook posts by U.S. B2C brands actually fell 13% in Q1’ 16 vs Q1’ 15, according to Shareableedata provided exclusively to PR News. Still, consumer actions with those fewer posts remained flat year vs year. Actions are the sum of likes, shares and comments. Video pulled. B2Cs saw a 60% growth in Facebook video actions on a 40% rise in video content.
The topic of issues management has been around for decades. It’s examined and debated regularly in the PR industry mainly because it can be a very broad, overarching concept.
When the pressure of crisis management and an often-thorny public policy process are added to the mix, a conundrum can develop, especially for communicators with little to no experience in one or all of these areas. Issues management around public policy must be woven into an organization’s culture early, not just when things are tanking.