Increasingly media members expect PR pros to use data, charts and graphs to bolster their pitches. As a result, a data-filled pitch no longer equates to guaranteed coverage. Here are a few simple tips that can help you make better use of the data in your pitches and raise the chances that your story will receive media attention.
The horrific events in South Florida that left 17 people dead and roughly twice that number wounded was the 25th fatal, active school shooting since Columbine in April 1999. While the shootings share many characteristics, they differed in a number of the ways communications figured into the equation.
“Honestly, I’m here to talk about the Olympics, not gossip,” gold medal winner Shaun White said in response to a reporter’s inconvenient question about a sexual harassment accusation that eventually was settled out of court. But reporters aren’t paid to stick to a star’s script, usually—the Olympic champion knows that now.
Financial firms are generally thought to be shy about social media. Not so, at least in 2017, according to data provided exclusively to PR News by Shareablee. The sector combined for some 58 million consumer interactions in 2017, which represents modest growth vs 2016. And it accomplished this despite posting fewer pieces of content.
Facebook woke up this morning to see another gray hair in the mirror. While Facebook’s popularity with younger users has been on the decline for some time, a new report from market-research firm eMarketer quantifies just how bad this year’s exodus will be. Facebook is set to shed about 2 million users under the age of 24 this year.
Unilever is threatening to pull ads from the likes of Facebook, Twitter and Google—but the way the consumer goods giant conveyed that message has been as powerful as the message itself. The company’s CMO Keith Weed planned to use his keynote at the IAB Annual Leadership Meeting today to call for improved transparency, accountability and consumer trust in digital platforms. But in a masterstroke of messaging, the company managed to humanize itself and score earned media, while also positioning Unilever as a thought leader, by releasing the speech strategically.
It’s not often we get a close-up look at how communicators handle crises. Brad Ross, executive director of communications for Toronto Transit Commission (TTC), takes us through a difficult week, day by day. In the end, TTC feels that being honest and transparent and apologizing will re-build the reputation hits it absorbs after a difficult week on the rails. It might take a little bit of time, though.
Twitter delivered a profitable quarter for the first time in its history, beating Wall Street’s expectations with fourth-quarter net income of $91 million. But the cheery news was tempered by the fact that its user growth is stagnant, and even falling in the U.S. Meanwhile, in a tale of two platforms, Snapchat is still bleeding money, yet its user base, particularly among Gen Z, is on the ascent.
By turning to short-form video via channels like Snapchat and Instagram Stories, brands can capture—and keep—the precious attention of their target audience. “As social feeds continue to be overwhelmed by a never-ending influx of content, brand storytellers must embrace a less-is-more approach,” says PwC’s Larissa von Lockner.
Legendary Hollywood director John Huston was fond of saying that he didn’t direct actors—he cast them. He would cast actors because they were right for a particular role, and that judgment alone was the limit of his direction of their performances. You can apply this same approach to the ways in which your brand works with influencers. The bulk of the job is in finding and vetting the right influencers.