Media Relations


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Trend and Topical Surveys Drive Optimal Press Coverage

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. | MORE »

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Brand Storytelling: The 140-Character Cure

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. | MORE »

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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. | MORE »

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How To Offer ‘Unsubscribe’ to Journalists

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. | MORE »

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Media Relations Roundtable: Move From Dictation to Collaboration

Three expert panelists weigh in on the hot topics, trends and tools of media relations. What shouldd PR pros be doing to optimize media outreach? What should PR executives be thinking about for the rest of 2010? | MORE »

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Education, Messaging Drive Effective Government Comms

Verizon’s rolling out of its FiOS video service in New York City wasn’t just a matter of connecting optical cable. Connecting with a number of local and state officials was first and foremost, and the process took about three years. | MORE »

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Case Study: Verizon Communications Team Goes Behind the Scenes And In Front of the Media for Its NYC FiOS TV Launch

Ever since Verizon launched FiOS TV in Keller, Texas, in September 2005, the company’s ultimate goal had been to roll out the all-fiber-optics video service in the major cities in its service area, particularly in New York. | MORE »

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Finance Firms’ Reps Dive

Financial journalists polled in the second annual BackBay-Marketwire Financial Services Reputation Survey said that the finance industry’s reputation has declined over the last year, and financial services firms need to overcome a credibility gap. | MORE »

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The Outsider: Leveraging Foreign Media in China

In a country where both business and government keep the press at arm’s length, here’s how good relationships with foreign journalists can be a win-win situation. | MORE »

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Case Study: Nationwide, Fleishman-Hillard Take Hands-On Approach To ‘Driving While Distracted’ Cause Campaign

After hearing firsthand accounts of the dangers posed by distracted driving from customers and colleagues, Nationwide Insurance became the first insurance company to take on the issue when it launched its campaign to educate consumers on the risks posed by Driving While Distracted (DWD) and encourage Americans to adopt safer driving habits in order to protect lives on the road. | MORE »

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