The PR discipline at large is still trying to come up with widely accepted measurement criteria. The Barcelona Principles—which now include specific suggestions for measuring social media—do a good job at this, but they remain unknown to many communicators. On top of this general confusion, many social networks offer their own native analytics. With these tips, PR pros will be able to gather and analyze their data to align with business goals and build social media intelligence into organizational strategies.
Sometimes pitches can get lost in the daily deluge that is a reporter’s email inbox. And there are plenty of journalists who are simply more engaged on social than other means of communication. One of the great things about social media is that PR pros can cultivate opportunities by being present on the platforms journalists use to identify story angles and sources.
Many of us dreamed of instant stardom in our childhood. Musical.ly brings that dream to life, having spawned a number of social media stars. Plus, it’s fun: Who doesn’t like lip-synching or dancing like a lunatic to their favorite songs (or at the very least, watching others do so)? Here are a few ways PR professionals and communicators can use the app creatively to boost brand awareness to the teenage set and beyond.
You hear it constantly when brand communicators discuss social media, particularly Facebook: “It’s all pay-to-play. Don’t kid yourself.” With that in mind, our Big 4 Social Media Summit next month in San Francisco will include a how-to clinic called “Pay-to-Play—Putting Paid Social to Work to Amplify Your Brand’s Messages.”
Melania Trump’s speech at the Republican National Convention on the evening of July 18 included a passage that was clearly plagiarized nearly word for word from Michelle Obama’s speech at the Democratic National Convention in 2008. PR pros, take heed: If you’re working with a high-profile personality who’s going to be giving a speech, you need to vet it for plagiarism.
Republican presidential candidate Donald Trump ignored a staple of political communications in his announcement of Indiana Governor Mike Pence as his running mate. The news ran on different platforms at different times, and lacked the cohesion that typifies many political campaigns. After the announcement, the seemingly disjointed communications continued in their first interview together in a 60 Minutes segment aired July 17.
Authors, publishers and books have long been the PR clients in the book publicity business. And as the industry has changed, so has the media covering it along with the PR people promoting the books. In recent years, the book industry has changed with the rise of e-books, Kindle, Amazon.com, pressure on big publishers, and more self-published authors. Despite the changes, thousands of new books come out each year, so competition for readers and media coverage is tougher than ever.
It’s happened again. The Federal Trade Commission (FTC) has upended a major brand for failing to comply with regulations concerning influencers. This time it’s Warner Bros. Home Entertainment Inc. Its online influencers failed “to disclose adequately” that the brand paid them to provide favorable coverage during a late-2014 marketing campaign for video game Middle Earth: Shadow of Mordor. The brand settled with the FTC, the agency said July 11.
It is becoming increasingly critical to meet the needs of businesses that operate in different markets around the world. As a result, many companies are integrating global media measurement programs into their communications plans to provide a worldwide roadmap that drives future strategy. If you are considering a similar path, here are some important steps to take your measurement program global. Many are the same that you follow in your U.S. market. But there are some stark differences that require your attention.
Full Court Press (Release): It’s almost become de rigueur for sports superstars to take a retirement victory lap: Announce you’re retiring the following year and spend your last season being showered with gifts and accolades from opposing teams when you visit their venues for the final time. It’s fine when you’re no longer at top form. It’s a different matter when you club a home run or sink a basket to defeat your opponent, which hours earlier presented you with a custom-built rocking chair and a Harley. 40-year-old David Ortiz has done that all season. His 22 home runs and league-leading 34 doubles have given the Dominican his best first half in Boston. Basketball star Tim Duncan, also 40, would have none of the swan song hoopla.