Writing obituaries for the traditional press release has become a growth industry. Nevertheless, organizations continue to rely on press releases as a cost-effective means to disseminate their messages. Yet the nature of the press release is changing.
There is nothing pretty about the Planned Parenthood crisis or the situation confronting Bill Cosby. Abortion and sexual assault are controversial and uncomfortable topics. Both are indicative of how society traditionally has viewed subjects that no one wanted to talk about—and how that is changing rapidly.
Your brand’s social or political action is likely to catch the attention of the audiences that care about you the most—and those who don’t. Are you prepared to respond quickly and responsibly if questions come up?
Sure, some brands and organizations try to jettison the term “press release” from their PR lexicon and craft more visual content to get their message out the media and other stakeholders. But a rose by any other name would smell as sweet.
Brands can rebound after a crisis if they are true and authentic to their identity during that crisis. What will happen to Donald Trump’s brand after his presidential campaign ends?
It seems every company is a media company. In the digital age, more and more brands and organizations are taking on the characteristics of traditional media outlets and building online newsrooms—and communicators are at the center of the action.
The lines are blurry. As a communicator you are usually selling something – an idea, a story, an interview to the media, a budget, a campaign. To close on that effort – to get the story, win the account, score a larger budget – is a similar feeling your Marketing counterpart has when her campaign […]
St. Baldrick’s TODAY Show appearance stems from a long-running relationship between the nonprofit and FleishmanHillard, stretching all the way back to 2007.