The media relations game will be won less by how well a spokesperson answers the hard questions, and more by his or her ability to powerfully connect with the easy ones.
Case Study: Meow Mix Promotes Message to ‘Think Like a Cat’ With Celebrity-Driven Media Tour and Branded Game Show
In 2008, seeking to refresh its year-old “Think Like a Cat” campaign for Meow Mix, Del Monte turned to Grand Central Marketing to find new audiences able to see the world through a cat’s eyes.
As part of the intensive media outreach to build awareness of online coupon site RetailMeNot.com, Schwartz Communications deployed an established PR tactic—sending a gift to the desks of tier-one journalists and Web producers. The Holiday …
Case Study: Media Push Anything But Frugal as Agency Promotes Redeeming Qualities of Online Coupon Sharing Site
RetailMeNot.com, a Web site owned by Melbourne, Austailia-based Stateless Systems, was created to help consumers save money and enjoy a hassle-free discount shopping experience online. The creators developed a platform that leveraged the power of consumers by enabling shoppers to contribute coupons and then rate their usability.
Most brand stories take a little more than 140 characters to tell, but we pitch media via Twitter. Then we wonder why our messages become confused with competitors, our products seem undifferentiated and our brand stories are often forgotten. Maybe we need to start fresh, with a simple story.
Case Study: Philly Tourism Board Revives Hotel Occupancy With Public Fanfare and a Healthy Dose of Digital Love
The Greater Philadelphia Tourism Marketing Corp. created the Philly Overnight Hotel Package in 2001 to boost tourism post-9/11. By 2009, the two-night package was becoming old news. GPTMC’s in-house PR team and new-at-the-time specialists in social media sought new ways to spread the Philly love.
While the contributed article has been a part of PR outreach for decades, another related practice has stolen its thunder—self publishing.
The usual practice in the market research world is to target an elite few when testing products and/or concepts. Now, online survey company Infosurv and BrainJuicer, in the U.K., are turning that adage on its head—the new thinking banks on the premise that large groups of people are wiser than an elite few.
With the explosion of consumer-generated media, opinion research has become one of the pillars of communications strategy. To explore the ins and outs of external surveys as a media relations tool, PR News asked corporate PR heads who often field surveys and an online research firm executive about the benefits, options, challenges and possible pitfalls in conducting meaningful research.
PR professionals who follow the media relations rules are growing increasingly frustrated by PR spam complaints in the blogosphere. The good news is there are things you can do to clearly signal your commitment to respect journalists’ traditional boundaries.