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3 Ways to Develop a Deep Understanding of Your Digital Audience

September 12th, 2016 by

Impacting an audience starts with understanding that audience. So, if you want to encourage a specific behavior with your audience (such as making a purchase), then you need to understand their preferences, concerns, and behaviors.

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IMG Dominates Consumer Engagement With B2B Instagram Videos, Actions Up 168% in Q2

September 12th, 2016 by

It’s hardly a surprise for loyal Data Dive readers that video is one of the main ingredients driving consumer engagement for B2C and B2B brands. Media companies are catching on.
The latest evidence is BuzzFeed’s reorg, announced August 23, when founder Jonah Peretti told employees, “Having a single ‘video department’ in 2016 makes about as much sense as having a ‘mobile department’… as digital video becomes ubiquitous, every major initiative at BuzzFeed around the world will find an expression as video….”

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ESPN Team Building Tip: If Writing Is There All Else Follows

September 12th, 2016 by

Do hiring practices change when building a digital team? We asked ESPN’s Paul Melvin, senior director, communications, what he seeks in a digital hire. Here’s what he said: “I think people make a mistake if they hire for a ‘digital’ or ‘social’ communications role based on the idea that criteria are fundamentally different than what you look for in any communicator. I always look for the ability to write, passion, a combination of self-confidence and self-awareness, and emotional intelligence.

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How My Team Combats the Noise to Reach Reporters

September 12th, 2016 by

One of the biggest trends PR faces is too much noise. I mean this for reporters who are inundated with pitches that might not be appropriate for them as well as the competition we face within the television industry for viewers. We’ve developed three strategies for facing this competitive environment.

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Report Card From the Academics: Next Wave of PR Pros Lacks Sharp Writing, Presentation Skills

September 12th, 2016 by

We conclude our 2-part series about how PR and communications are taught in colleges and universities.
There was plenty of agreement between what our PR and communications pros told us and what the quartet of academics we interviewed said. Writing—specifically, writing for PR vehicles that is clear, concise, creative and persuasive—was among the skills both the pros and academics emphasized. Several of the academics said students lack familiarity with PR writing, which, they said, is different from writing term papers. Our academics said this is an area they stress extensively with students.

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The Week in PR

September 12th, 2016 by

A look at the week that was in PR. This edition includes several Wells Fargo miscues and a poor showing from NBC Today host Matt Lauer during a presidential debate.

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Image Analytics Emerges as Vital Measurement for Communications

September 12th, 2016 by

In Mary Meeker’s Internet Trends report (2014), it was estimated that 1.8 billion photos were shared on select social channels daily. In her latest report, for 2016, Meeker estimates the figure for 2015 to be 3.25 billion photos daily. There are a bit more than 7 billion people on Earth. Think about how often every person on Earth, even those without internet access, would have to upload and share a photo each week to reach that figure. So the longtime practice of image analytics in traditional media has become a hot new topic in social media, and listening tools are starting to add image recognition to their capabilities.

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What Are the Most Important Skills PR Pros Need to Develop Now?

September 9th, 2016 by

PR professionals are tasked with a lot these days. From writing traditional press releases and website copy, to crisis management and social media, the list of responsibilities seems to grow almost daily. It’s hard to know which skills communicators should be prioritizing to stay at the top of their field. For insight on this career-making question, we turned to the PR News community.

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The Client Writing Voice: Where to Get It and How to Use It

September 9th, 2016 by

Developing a unique writing voice can be a challenge. Add in the fact that many PR pros work at agencies where they have multiple clients across different industries and you’re likely facing the dilemma of pinpointing and utilizing many different voices. Here are some tips for identifying your client’s brand voice for better, more efficient written material.

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‘What is Aleppo?’: What to Say to a Journalist When You Can’t Answer a Question

September 8th, 2016 by

MSNBC correspondent Mike Barnicle asked Libertarian Party presidential candidate Gary Johnson, “What would you do, if elected, about Aleppo?” To which Johnson responded, “What is Aleppo?” Within minutes, the former governor was being mocked on Twitter and covered by scores of online news outlets, many of which posited that the gaffe was an indication of a clueless foreign policy. From a PR perspective, it indicates a lack of media training.