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Throw Out the Old Measurement Models and Enter the Golden Age of PR

October 20th, 2017 by

Now is the time to have a serious discussion about PR measurement and how we can advance the profession by throwing away old models and embracing the new. So says Andrew Bowins, an executive director at KPMG and a PR News Measurement Hall of Famer. By moving away from vanity metrics and into reliable insights—by “living at the intersection of big data and digital storytelling”—PR pros can elevate the conversation with the C-suite.

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6 Steps to Take if Your Brand’s in a Social Media Nightmare

October 20th, 2017 by

Your nightmare has come true, except this time you didn’t show up to school naked. Instead, your company tweeted out something that was wrong, worse than wrong, bad, and worse than that—the whole world decided to notice. So, what do you do when your brand totally screws up in public? Here are six ways to help you wake up from the nightmare.

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IBM’s 5 Questions to Ask Before Approaching Social Customer Care

October 19th, 2017 by

Social media has opened a new frontier in customer service, allowing communicators to find and respond directly to customers in real time. But it has also made customer service something of a spectator sport. Speaking at PR News’ Digital PR & Marketing Summit in Miami, Brandi Boatner, social & influencer communications lead at IBM, shared a few critical questions to ask to determine whether social customer care is right for your brand.

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7 Best Practices for Listening and Engagement on Twitter

October 18th, 2017 by

It takes more time to engage thoughtfully than it does to schedule a few tweets and call it a day, but it’s a solid investment. If you’re going to commit to using Twitter to really build your brand, Adam Snyder of MUFG (Mitsubishi UFJ Financial Group) has some advice for you.

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13 Questions That Will Help Align Communications and Marketing

October 18th, 2017 by

Integrating PR and marketing makes eminent sense, as we know. Getting the two groups to work together, however, is far easier said than done. The first step often is convening a meeting of the two teams. To prepare for such a session you can ramp up your knowledge of meeting tactics and etiquette. You might also want to come armed with a series of questions to spur creative thinking and to remind staff the customer should be at the center of your efforts.

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Twitter’s New Video Ad Format Looks to Up Clickthrough Rates

October 17th, 2017 by

Twitter announced the new Video Website Card Oct. 17, an ad format that “combines the power of video with the ability to drive users back to a site to learn more or take action in the moment.” In basic terms, it’s an auto-playing video that, if a viewer taps to learn more, anchors to the top of the screen and continues playing while a website loads below.

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Are You Sure You Want to Wing It When It Comes to Crisis?

October 17th, 2017 by

One of the most uncomfortable sessions during the recent PRSA International Conference last week was a breakout about losing control of your brand’s social media account. Fortunately there are steps communicators can take to help avoid such situations, although many of the tactics sound similar to those used in crisis management. Yet how many brands are prepared for a crisis? Does your brand have an updated crisis plan and conduct regular crisis exercises?

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A Mobster Makes PR Measurement an Offer Communicators Can’t Refuse

October 17th, 2017 by

And you thought the mob was dead. Not true when it comes to PR measurement, says emeritus member of IPR’s Measurement Commission and PR News Measurement Hall of Famer John Gilfeather. With tongue slightly in cheek, Gilfeather offers communicators a checklist of measurement tips that none of us can refuse.

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Beat the Clock: FleishmanHillard Advocates Sending Releases, Pitching Early in the Day

October 17th, 2017 by

You’ve heard the adage “timing is everything.” Well, it applies even to media pitching, says Jayme Owen, SVP, FleishmanHillard. The firm’s guidance, gathered informally, on best times to pitch and send news releases is shown on the accompanying chart.

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Facebook Takes First Steps Into Food Ordering, Job Hunting

October 16th, 2017 by

Facebook wants to be your everything. Think about all the features that have been added since the days when you couldn’t do much more than post a status or picture: games, trending news, classified ads, fitness tracking, movie tickets, ride hailing, the list goes on. And now, the social media giant’s latest endeavors include food delivery and a LinkedIn-like resume feature.