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Mayweather vs. McGregor: A Promoter’s Dream

July 19th, 2017 by

Communicators spend many of their waking hours thinking of creative ways to break through the clutter and get their messages heard. For a few, this concern makes an appearance during their dreams, too. This likely is not the case with communicators and marketers who have the pleasure of promoting the match between undefeated, un-retired boxing champ Floyd Mayweather Jr., and mixed martial arts king Conor McGregor.

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How to Generate Content for Your Brand’s Burgeoning Podcast

July 19th, 2017 by

Your organization finally has taken the plunge into podcasting. You’ve chosen a host, show title and theme music—you have the right equipment, too. Congratulations, but you’ve only just begun. If you expect to release a podcast weekly, biweekly or monthly, where can you find content on a regular basis? Think like a journalist and use your eyes and ears with the following three possibilities.

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3 Live Videos Where Nothing Happened—and It Was a Hit for the Brand

July 17th, 2017 by

One of the most successful kinds of live stream videos is when the audience is waiting for something, some kind of countdown. Counterintuitively, nothing much is happening in these videos for most of the time; the audience is simply anticipating something happening. But the real action can be in the discussion around what’s on camera, not what’s actually on camera.

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Reebok Sees Narrative-Changing ‘Opportunity’ in Trump’s ‘Good Shape’ Remark

July 17th, 2017 by

Reebok’s Twitter account took a satirical streak July 14 when it mocked President Trump’s comment to France’s first lady Brigitte Macron that she’s “in such good physical shape…beautiful.” The post has since gone viral, with more than 46,000 retweets and nearly 79,000 likes as of this morning. The tweet is a rare example of a big consumer brand challenging President Trump on his favorite social media platform. “We saw this as an opportunity—as a learning moment,” says Inga Stenta, senior director of brand management at Reebok.

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How USA Gymnastics Excelled at Handling a Harsh Investigative Report

July 17th, 2017 by

In her latest installment of Image Patrol, Katie Paine looks at how USA Gymnastics is handling its sexual scandal and contrasts it with Bell Pottinger’s mishandling of its crisis concerning an account from a South African company with ties to that country’s president.

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How The CFA Institute Used Social Media to Humanize its Brand

July 17th, 2017 by

There are many things even a supposedly staid brand can do on social media to enhance awareness. Here’s what the Chartered Financial Advisor Institute has been doing on social media to humanize its brand and make it a bit more human and fun.

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How Brands Can Find the Storytelling Sweet Spot With Their Podcasts and Reach New Audiences

July 17th, 2017 by

Podcasts are becoming more mainstream and so are finding their place in the tool kits of brand communicators. Are they right for your brand? If so, what should the podcast cover? Should it be a thinly veiled sales pitch or a storytelling vehicle that barely mentions your brand by name? We ask a pair of podcast veterans for best practices.

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How to Get a Tuition-Free Crash Course in Media Relations

July 14th, 2017 by

In PR as in any profession, it’s important to keep learning. Educational resources for PR pros abound, of course. Fortunately, PR practitioners also can gain a tuition-free education by being keen observers of the political process. Watching televised briefings and political talk shows provide plenty of takeaways, especially about what to do and avoid when dealing with the media.

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How Royal Caribbean Controls the Message During a Crisis

July 14th, 2017 by

Cynthia Martinez has handled some of the worst crises you could imagine. As director of global corporate communications for Royal Caribbean Cruises, Martinez has dealt with everything from fires to a guest committing suicide by jumping overboard. And since any of Royal Caribbean’s guests can tweet or post a video the moment a crisis arises, her team needs to be quick, transparent and, most of all, prepared. Martinez, who will speak at PR News’ Digital and Marketing Show Oct. 17-19 in Miami, shares a few tips on how to own the narrative.

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Viacom Velocity’s 4 Pillars of Facebook KPIs (and Where to Find Them)

July 13th, 2017 by

Measuring reach on Facebook has become far more complex than simply using one metric to count how many people witnessed a piece of content. A mix of different KPIs must be considered in tandem to determine where, how and why users are seeing (or not seeing) your brand’s Facebook content, according to Karen Vega, senior director of social media activations and earned media at Viacom Velocity.