Topics

shutterstock_366109472

How Brands Should Respond to Negative Online Reviews

February 6th, 2017 by

Brand reputation is built on the public’s critical judgment, pro and con. And that feedback is coming from every direction, posted as comments and star ratings on review websites that have a big influence on potential customers. As most things are with the internet, online review sites are double-edged swords. Positive ratings slice through advertising and SEO clutter to bring new customers and life to your enterprise. But credible-sounding negative reviews can cut the heart out of your marketing effort before prospective clients have a chance to learn anything about you directly.

16-8-9-SB-Sweeps-Insider-1360x775

Coke, Pepsi Battled Socially on Super Sunday 50

February 6th, 2017 by

By now you know the score, but the real Super Bowl stakes were social. Shareablee data below shows brands with the most consumer engagement for the 2016 Super Bowl. Pepsi might reign this time. Talkwalker’s image-recognition software eyed 40K Super Bowl-related posts last week and told us consumers saw Pepsi’s logo more than that of any other brand by far.

snapchat

The Week In PR

February 6th, 2017 by

Our weekly roundup of news items, trends and personnel moves from the past week. This edition highlights Snapchat’s IPO announcement, Volkswagen’s pyrrhic victory and a new book from Marian Salzman.

shutterstock_416149819

Communicators From Tums and Snickers Open Their Super Bowl LI Communications Playbooks

February 6th, 2017 by

As it’s Super Bowl weekend we pull a bit of razzle-dazzle from our playbook and offer you two brand communicators who are heavily involved in activities around the big game. Each offers trends and their brand’s reactions to them in the form of Super Bowl communications and campaigns.

shutterstock_261139955

How Brands Can Use Social Media and The Personal Touch to Prepare For and React to Crisis

February 6th, 2017 by

Uncertainty could be one of the handmaidens of crisis. So you can imagine the mood in Washington, D.C., as a new administration transitions into the White House. Presidential transitions often are bumpy, even when the new administration is from the incumbent’s party (think the balky path from the Reagan White House to the Bush team in 1989). The phones of brand communicators and PR firms alike are ringing a lot at the moment. Many of the calls are about crisis or potential crisis. As such, we asked communicators who will be speaking at PR News’ Crisis Management Boot Camp in Huntington Beach later this month for best practices to prepare for and react to crisis.

shutterstock_518285545

10 Questions Your Research Partner Should Ask You

February 6th, 2017 by

With budgets renewed and a still-fresh calendar, this is the time of year many PR pros renew their interest in evaluating past performance and planning for future success. In response, PR measurement, evaluation and research become increasingly important. As research takes shape, whether you are implementing a new program or rethinking existing approaches, communicators work with research partners to create structured, tailored plans to meet objectives and beat expectations of internal stakeholders. Below are questions your research partner should be asking.

shutterstock_416149819

Lessons For Communicators From the Social Super Bowl

February 3rd, 2017 by

Is anybody paying attention to what’s happening on the gridiron? Who’s on first? Not so slowly the Super Bowl is becoming more and more about social media and brands and less and less about football. If history is an example, there will be far more talk online about the commercials than the game. And this year several prominent brands will be drifting away from TV ads in favor of social media. What can communicators take away from the developments influencing this cultural phenomenon?

Screen-Shot-2017-02-03-at-10.33.55-AM

How Boingo Wireless Crafts Content for Specific Social Platforms

February 3rd, 2017 by

Smart brands keep their separate channel audiences in mind and develop content with a specific purpose for each channel. One such brand, Boingo Wireless, uses Facebook to repost content that reflects its audience’s interests, Instagram to share behind-the-scenes moments, Twitter to showcase thought leadership and Spotify as a space for users to have fun and blow off steam.

beyonce, pregnant, instagram

What Beyoncé’s Record-Breaking Instagram Post Can Teach PR Pros

February 2nd, 2017 by

Beyoncé announced on Instagram that she is once again pregnant, a revelation that sent the social media world into a frenzy. The post, a photo of the star posing nearly nude holding her belly, won 6.4 million likes and broke the record for most-liked post on Instagram (the previous record holder was Selena Gomez, with 6.3 million likes). While most PR pros probably can’t claim the nearly 100 million Instagram followers the pop icon boasts, here are a few major takeaways to consider the next time your brand has a big announcement.

ARB14_SHBrisket_silo

How Arby’s Twitter Strategy Evolved From ‘The Legend of Zelda’

February 2nd, 2017 by

For Arby’s, Twitter isn’t just a platform on which to advertise, it’s a chance to delight. The fast-food chain’s evolving Twitter strategy isn’t concerned with promoting its sandwich of the month or the latest addition to its menu. Instead, Arby’s is focused on engaging in conversation, identifying niche areas and most of all, having fun with its followers.