The success of branded content is more contingent now on PR pros’ ability to crunch numbers and analyze data.
One Direction is a business venture like any other, and its primary challenge is to communicate to its fans—and internally to its remaining members—that the group will remain relevant in the near term in light of this important defection.
Most any merger will have ripple effects throughout the companies’ communication efforts, but this one should be a real doozy.
When PR takes a backseat to lead generation efforts in an organization, the strategic value of communication is masked behind a larger marketing umbrella. Don’t let this happen. PR needs to bridge what is a chronic disconnect and take its seat at the revenue table.
Kelly McGinnis became executive VP and CCO of Levi Strauss & Co. in 2013. The move came 18 months after Levi Strauss hit the reset button following years of no growth. From the get-go McGinnis—who reports directly to Levi’s CEO Chip Bergh—instituted four principles that have guided communications strategy and enhanced integration.
Spring is in the air, and so are significant changes at some of the most popular brands. These are not marginal changes where a press release and a few media hits will suffice to get out the message, though. They are major breaks from the branded past that require long-term communication strategies and a sustained effort by PR pros.
A special event is a great springboard for what your brand has in the pipeline and how you are better serving your customers and prospects.
The fleeting rush of a major influencer or prospective client responding to a ‘DM’ via Twitter may not be nearly as important for your brand or organization as a kick-ass annual report.