You’d be hard pressed to find a Fortune 500 company without a presence on Twitter, but should the big boss also be on the medium? It depends on myriad factors, including your goal for being on the platform, who will actually compose the tweets, the type of information your CEO wants to share and, of course, whether they have a thick skin.
LinkedIn has rolled out a targeting tool for brands that sponsor content on the platform: Audience Network. The tool increases brands’ chances of their content appearing on audiences’ LinkedIn feeds, as well as—perhaps more excitingly—tracking users across the internet once they leave LinkedIn. Here are three ways brands can start experimenting with Audience Network.
If you’re not a rescue or relief organization, you can’t ask employees to be heroes. But if you create a brand culture that emphasizes community and empathy, and that you care about more than the bottom line when the going gets tough, you might empower individual employees to help in ways that will truly make you proud.
While debate rages about the death of the press release, many brands continue to use this traditional vehicle, although with updates, of course. As such, it’s important to know what a press release can do for your brand, and what it can’t. Strategic use of well-crafted press releases can garner useful coverage and contribute tactically to your media strategy.
Workers are concerned that Artificial Intelligence (AI) will soon replace them. For PR pros, AI is better thought of as Augmented Intelligence. In addition, Augmented Intelligence will work with communicators as opposed to replacing them. Here are three ways it can help PR pros handle the onslaught of data that the digital age has created.
New Hurricane Harvey-related public health concerns arose Aug. 31 when two explosions were reported at a chemical plant in Crosby, TX, about 25 miles outside of Houston. The plant, owned by French chemical company Arkema, lost power on Aug. 26 as a result of Harvey’s floods. Here are five ways Arkema’s communications team has responded to the crisis so far.
Like any good friendship, the relationship between a brand and its audience on Snapchat should be a two-way street. Matt Johnston, executive director of video at Rodale, worked directly with Snap Inc. to build a Discover platform from scratch. Here, he shares his tips and tactics for how to meet your audience halfway on Snapchat to keep the eager tapper glued to your story.
Doing good for people in times of need can be tricky for brands. If you draw attention to a tragedy too much or in the wrong way, the public might accuse you of trying to score PR points. (And some brands might be doing just that.) Sometimes it helps the cause to draw more attention to it; sometimes the classy thing is to remain silent and speak through your actions.
With B2B buying decisions sometimes taking weeks and months if not year, how can PR and marketing work with sales to unclog the bottle neck? A content strategy can help, but it must be an integrated effort. Here are tactics that marketing and PR can employ to assist sales in guiding prospects down the decision funnel.
In the Houston area the priorities are rescue, assistance and recovery. Finger pointing about who’s to blame has started, but properly should come much, much later, if at all. Still, there are PR lessons in the early stages of what looks to be a years-long issue. Here are a few.