Topics

dove, ad, racist

Dove’s Latest Ad-Related Crisis and How Brands Can Avoid ‘Missing the Mark’

October 9th, 2017 by

Dove is in crisis mode after running a Facebook advertisement many are calling racist. The ad, a GIF which featured a black woman removing her shirt to reveal a white woman, was pulled after being widely shared on social media and covered in national news outlets. Given how many brands fumble in getting across respectful messaging around race and diversity, it’s crucial for all communicators to ensure their brands have an internal review process for all content, including an employee culture that nixes off-mark messaging long before it reaches the public.

shutterstock_139740022

Is Your Top Exec Teachable—or Is He Like Harvey Weinstein?

October 6th, 2017 by

The Harvey Weinstein sexual harassment story underscores a question faced by many corporate communications and HR pros: What steps should be taken to prevent that kind of behavior among top executives? It starts with education and a culture of accountability, as well as instilling a reporting structure that ensures employees won’t fear retribution.

shutterstock_558937705

Google Says PR Measurement Is About Quality Over Quantity

October 6th, 2017 by

When it comes to measuring your PR and communications efforts, more is not always better. Janneke van Geuns, head of insights and analytics at Google, says that she has seen communicators who try to collect and track an overabundance of metrics. But collecting more data isn’t going to bring about better insights, she says. Instead, communicators should break through the clutter of unnecessary (and just plain meaningless) metrics to focus on the ones that truly matter to you and your organization.

dm_171004_NFL_Presser_Cam_Newton_sound

Celebrity Endorsement Fumble: Dannon Backs Away From Cam Newton

October 5th, 2017 by

Back in January 2015, it seemed like such sweet pairing: Dannon and NFL quarterback Cam Newton. Dannon had just made a deal to be the official yogurt of the NFL, and made a side deal with Newton, who would serve as the lead pitchman for Dannon’s new Oikos Triple Zero. What could possibly go wrong? Brands make deals with celebrities and influencers all the time, and we all know that once a deal is signed, the celebrity or influencer will be super, super careful not to do or say anything that might reflect badly on the brand.

JOB INTERVIEW shutterstock_588282956 (1)

How PR Pros Can Help Their Brand’s Job Application Process

October 5th, 2017 by

Does the process of applying for a job at your company align with the brand message that you are crafting to attract customers? It should, as research shows those who have a positive interaction with your brand will remember it. Applicants who have a bad experience with your brand’s H.R. process also are likely to recall it. Here are some ways communicators can help H.R. provide job seekers with a positive brand experience.

shutterstock_719262103

3 Common Social Media and Site Measurement Mistakes

October 3rd, 2017 by

When measuring social media and website efforts, few metrics can be taken at face value. Every major platform has some form of native analytic tool, and Google Analytics provides a wealth of information on the factors that affect a website’s performance. But by accepting the numbers you’re given and not digging any deeper, metrics can mislead. Here are three common mistakes communicators can make by looking only at the tip of the metrics iceberg.

shutterstock_558687103

How Using a Communications Autopsy Can Benefit Your Campaign

October 3rd, 2017 by

As communicators we are told to be in the moment. Yet after the moment has passed and the campaign is over, do we take enough time to reflect on what we could have done better or differently? After Bank of America made a disastrous decision, it created a communications autopsy that its communications team applied to future efforts. You can adapt this autopsy for your brand’s needs, too.

like-it-or-not-mark-zuckerberg-is-now-silicon-valleys-ambassador-to-the-rest-of-the-world

Facebook’s Russia About-Face Is Costly; So’s Equifax’s Crisis Avoidance

October 3rd, 2017 by

Facebook’s Mark Zuckerberg is eating crow as the situation with Russian ads on Facebook has amounted to more than the nonsense he called it initially. Equifax, of course, has committed nearly every error possible in terms of its early crisis management to its summer data breach. Katie Paine grades the two brands’ crisis response efforts.

geoffrey giraffe, toys 'r' us, entrance, augmented reality

Snapchat and Toys ‘R’ Us Signal Renewed Interest in Augmented Reality for Brands

October 2nd, 2017 by

While some communicators may argue augmented reality’s relevance to brands has faded along with Pokémon GO fervor, recent developments at Snap Inc. and Toys ‘R’ Us indicate otherwise. Both companies have unrolled augmented reality (AR) offerings that encourage audience interaction with their products and drive a surprise-and-delight factor with users.

vegas-shooting-map-abc-ml-171002_4x3_992

Las Vegas Shooting: Locals Offer Help, Support

October 2nd, 2017 by

Facebook’s Crisis Response tool is facing its first sad test in the wake of the deadliest mass shooting in the history of the United States. A gunman fired into the crowd of a country music festival from the 32nd floor of the Mandalay Bay hotel, leaving more than 50 dead and more than 400 injured.