In 2017 PR pros realized that the plethora of breaking political news has put the earned back into earned media. What’s a PR pro to do? The answer is to learn how you can conquer some of the new forces in earned media. Our author provides a series of tips and tactics rooted in the basics that will get your brand back in the media spotlight.
During a morning session of last week’s PR News Media Relations Conference at the National Press Club in Washington, DC, attendees were asked to discuss professional pain points. In a late-afternoon session, the attendees, working in groups, spent a few minutes thinking about solutions to the issues discussed during the morning session. Here’s a summary of the issues and the ideas proposed for solutions.
We’ve been told there are fewer journalists who are being asked to do more. In addition to reporting the news, journalists now are asked to provide content to social media platforms such as Facebook. They’re also being asked to take pictures and provide video. A new survey looks at how much more journalists are being to do. Its findings suggest savvy PR pros should think visually.
There are various reasons for companies to create branded content. Whatever the reason, the PR axiom, “think like a journalist,” can apply to organizing a content creation effort. Here’s how one former journalist took her media training and applied it to build a successful branded content shop that augments the job-searching site Monster.com.
As all communications professionals know, technology, consumer behavior and content consumption are constantly evolving. So, as the year winds down, we reached out to eight friends of PR News to hear their thoughts on the skills and trends that will define communications success in 2018, from media relations to digital marketing to social engagement.
The infrastructure renewal plan for New York’s Penn Station could’ve been a PR nightmare for Amtrak, which owns the station. But after the work was completed and service resumed as usual in early September, commuters seemed to come through the other side unscathed. Amtrak’s communications team can claim some of the credit for that success.
Disney recently barred a Los Angeles Times film critic from pre-screening its movies in retaliation for unfavorable coverage, and many critics and critics associations are showing solidarity by refusing to review or give awards to Disney movies. The feud calls into question Disney’s media relations strategy—rather than defuse an issue it had with one media outlet, it poured fuel on the fire and in the process, the story it disputes has been amplified.
While the NAACP’s travel advisory for African Americans is only the most recent reference to airlines’ perceived discriminatory behavior toward travelers, its calling out of a specific brand perhaps augurs a new era of coordinated confrontation between mission-based nonprofit organizations and brands.
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.
Every day, PR is doing its job rather well. Communicators are masterfully engaged in storytelling, managing reputations and fostering relationships with its various and varied constituencies. But one major constituency it’s still suffering reputation problems with is the media. Is there a misunderstanding that PR is called in only when all else is lost, when it “comes to that”?