Developing a brand message can be difficult. It can be even more difficult to ensure that your message stays consistent across all channels, both internally and externally. And when you have a crisis on your hands, and don’t have the luxury of a great deal of time in which to craft messages that address the crisis, that can be more difficult still.
“Finding the right influencer is like dating,” says John Walls, director, brand PR, luxury & lifestyle brands, Hilton Worldwide, who’s newly married. Agrees APCO Worldwide managing director Lisa Osborne Ross, “[Beginning a relationship with an influencer] is like starting any relationship…etiquette is etiquette…[and the relationship] really clicks when each side has something to offer…I’ve been married for 28 years…I’m very clear what my husband offers and what I offer,” Osborne Ross says in deadpan gest.
Given Snapchat’s reputation as the new kid on the social media block, it’s no surprise that Snap Inc. continues to add new features to the platform, even as its competitors develop and release copycat interfaces. At PR News’ Snapchat Boot Camp Dec. 7 at the National Press Club, Larissa von Lockner, PR and social media manager at PwC, and Megan Frantz, senior producer at The Shorty Awards, shared the most recent updates PR professionals should know about—and how best to use them.
If you’re thinking about abandoning Twitter to refocus your efforts on Snapchat or Instagram, you may want to reconsider: A whopping 40% of journalists source their stories on Twitter, according to a Cision report. What’s more, Medium reports that almost a quarter of the platform’s verified user base are journalists. And if the 2016 election cycle taught us anything, it’s that Twitter is the center of the online national conversation at any given moment.
The value of measuring and analyzing outcomes cannot be stressed enough. While it may take an investment to implement measurement and purchase the best tools, the very heart of doing so saves companies money and resources in the long run. Your marketing budget may be for naught if you fail to analyze what’s working and what isn’t—you could be throwing money out the door year over year if you’re not measuring success.
“Almost all firms are over-servicing,” Gould says, though small ones, with yearly revenue of $3 million or less, are the major culprits. This largest group of firms often lacks sophisticated time-management systems (one he recommends is ClickTime) and a chief financial officer (CFO) to oversee, interpret and analyze the data such a system produces.
As a PR pro, you’ve heard the advice often: Stick to the basics that you learned in Communications 101. It applies in so many situations, including thinking about paid social, according to PR pros we spoke with about the subject. And, yes, all of them have modest budgets for social media.
Whose Court? A California court is deciding whether or not to honor a clause that prohibits Wells Fargo customers from suing the bank over the phony accounts scandal. Should the clause hold in court, wronged customers will forced to submit to arbitration, an option seen as more favorable to Wells Fargo.
It’s too late in the year to plan and execute a new PR campaign. And you lack the amount you would need in the budget for another major expenditure. But your use-it-or-lose-it situation means you need a smart solution, stat. Have no fear: It’s measurement to the rescue. Why measurement? Think of it as an opportunity to demonstrate to your company leadership that you can be resourceful and that you understand the importance of data. In other words, use the rest of your budget in a data-driven media analysis to substantiate the influence of your 2016 PR effort and provide a strategic roadmap for 2017.
With the multitude of social media and online channels, it’s easier than ever to push out information. Everyone with a Facebook, Instagram or Twitter account is a publisher. On the other hand, the proliferation of channels makes it fiercely competitive to get noticed. Yet if it’s important that your organization or brand showcase its expertise and be seen as a principal in its field, thought leadership is one way to go. Below are some ways the Orange County Corrections Department (OCCD) is weaving thought leadership into its PR plans.