PR is at the beginning of its journey with measurement and data. With digital metrics so readily accessible, communicators have never been more able to accurately identify how their messages are received, track how brands are viewed in the market and even detect looming crises. Though using data can be intimidating, admits KPMG’s global communications lead Megan Dubrowski, she’s come to an epiphany: Use data to tell a story.
While a Pride activation is not going to be authentic for every brand, a yearlong commitment to advancing the Pride agenda will work for some, argues APCO Worldwide’s Michael Galfetti. Here are three insights for brands to make Pride activations successful. The most important is making certain your brand clearly identifies how it is helping advance progress in the Pride community.
Pity the media relations pro. Not only are attention spans vastly reduced, many media outlets have responded to this with vastly shorter stories. Instead of giving up, PR pros must understand their efforts to gain earned media may result in a media hit lasting a mere few seconds. Here are a few tips to help pitchers shape messages so they will thrive in the new, short media landscape.
As we know, brands must stand for something beyond the products and services they offer. This means they can no longer remain silent in the face of an attack. They also need to admit when they make mistakes. Margaret Hoerster, a senior partner at Finn Partners, and Ameet Sachdev, a VP at the firm, argue timing, messaging and relevance play important roles when brands decide they should address an issue publicly.
The digital in digital PR shouldn’t be reserved for promoting content, it should be the starting point for how we create content. Besides seeking trending topics and content gaps, digital tools can help analyze your competitors’ backlink profiles to establish opportunities. More than that, measuring digital data should inform your next steps, argues Kerry Sheahan, who heads content and PR at Britain’s Better. agency.
Watching the political scene can provide PR pros with a tuition-free course in media relations, argues veteran communicator Arthur Solomon. His 2017 columns about political communicators’ missteps were some of our most popular. He’s back with more lessons from the first half of the 2018 political season, including this gem: If you crave loyalty at work, bring your dog to the office.
David Leonhardt of The New York Times called out himself and fellow journalists for failing to include enough women as sources in articles. How can communicators, who often are the journalist’s conduit to expert sources, turn around this situation? Dina Burns and Patrick George, directors at KP Public Affairs, offer suggestions.
While most C-suite executives are still working to grasp the full value of earned media, they are getting savvy about data mining and analytics. The smart ones will begin asking pointed questions about PR measurement. And they will question reports relying on ad tech-based attribution that artificially inflates PR results. Beware.
The recent revelations about presidential attorney Michael Cohen’s dealings with AT&T and Novartis are the latest examples of large companies stumbling during reputational crises. Here are 5 lessons brands can learn from AT&T’s and Novartis’s pitfalls.
Speed has become an inevitable part of modern business, particularly in the technology sector, where companies must constantly innovate to survive. This has implications for communicators, who need to make decisions about how and when to publicly discuss innovation efforts. Jessica Baxmann, the executive communicator for SAP’s Chief Innovation Officer, shares 4 lessons about telling your brand’s story quickly and well while avoiding attendant pitfalls.