Do employees at your brand read the daily news briefing only during a crisis and on days when products launch? If so, you’re missing a big opportunity to frame internal communications. To counter sporadic reading habits you need to keep the content of the daily briefing relevant and broaden the scope of articles when your brand’s goals change. Here are best practices that will serve you and augment the importance of the PR function.
It’s nearly the end of graduation season. What this means, of course, is that graduates will be looking for jobs. It’s estimated that there will be 1.1 million undergraduate degrees granted this year. Nearly 10% of those graduates majored in communications and journalism. Do the math. The competition for good-paying positions will be stiff. In truth, that’s usually the case. Here are 6 tips from a veteran of the PR and journalism wars that can help you get where you want to go.
Lincoln’s Gettysburg Address contained fewer than 300 words and it’s considered one of the greatest speeches in the history of our country. In a era when communicators can tap out brief, usually cogent, messages on social media platforms, why do we revert to long, Proustian prose when we get behind the keyboard in our offices? Let’s do away with lengthy press releases, laden with jargon and numerous buzzwords. Perhaps social media and Papa Hemingway can help solve this epidemic in the making.
Size matters in some things, but not all. Steph Curry is proving that. As Shonduras said during the sold-out Social Shake-Up Show recently, brands can be successful by deploying micro-influencers who have small but highly engaged followers. Speaking of size, small, media and even large brands are taking to micro-influencers. Here’s how three of them are doing it.
For some, the traditional press release is in intensive care, fighting for its life in a world of spammed inboxes and 140-character tweets. Others argue the garden-variety press release works just fine, thank you. Perhaps a compromise position is that the traditional press release must adapt to compete in today’s digital environment. Here are tips from PR pros to help you create releases that will entice writers and editors.
In an essay that’s far different than your deep dive at the office, a scuba enthusiast, who’s also a PR exec , relates lessons learned 130-feet underwater that you can apply in your PR career, presumably on terra firma. In addition to planning, teamwork, communications, trust and remaining calm during a crisis, divers and PR practitioners share, or should, a reverence for data. Without constantly keeping an eye on data, divers and communicators can end up all wet.
Owing to social media, consumers have never felt closer to the world of entertainment and entertainers. They color nearly everything we do. So, what is the best way for brands to take advantage of the public’s thirst for show business? While it might seem that hiring Beyoncé or Frank Ocean is the way to go, there are myriad options for brands.
Veteran PR pro Arthur Solomon has handled PR crises here and abroad, so when he says too many crises are handled poorly he deserves to be heard. In this article he provides tips for avoiding making crises worse. Of course, he whacks at some sacred cows when counseling brand communicators to tell the truth, to respond only when you’re ready and to consider each crisis as a unique event.
PR is changing so quickly that what students learn today in college may be outdated by the time they land their first job. Still, there are concepts that are unlikely to change despite this fast-moving industry, argues Edelman VP Amanda Sapp. Making sure you are authentic in your storytelling, speaking to audiences not at them and having passion for what you do will serve you well at the start of your career and during every stage that follows.
What? Another press release to write? Fine. Before you reach for the keyboard, however, think about journalists who must read scores of jargon-filled, dense releases that tired PR pros crank out on demand. With a little practice and a fresh red pen, though, any press release can be transformed from a total bore to a piece of messaging your brand (and the media) will appreciate.