PR firms have a massive opportunity to go way beyond the old practice of merely pitching existing news. The smartest among us can become masters of crafting the news. That means spotting trends and keeping up with what’s developing in pop culture, then using those insights to put out routine news in more compelling ways, create opportunities and coattail on relevant breaking news.
Strong blog content is the “gift that keeps on giving.” Every post you publish boosts organic search engine relevance, thus keeping your brand top of mind and at the top of online searches. It’s also a highly effective way to stay engaged with your readers, building an atmosphere of long-term trust among your audience. And of course, it’s a way to further extend your brand’s personality in ways that traditional marketing may not.
Companies around the world now face new and complex crises—things like cyberattacks, phishing and hacking—that can pose enormous threats to safety, reputation and profitability. Damage to a brand is pretty much guaranteed to happen when a company is not prepared with robust business continuity and crisis communications plans. There are now more than 80 to 90 million cybersecurity events each year, costing the global economy $575 billion in 2014. It is predicted that the number of cyberattacks will only grow from here, and with it the concern felt by the general public.
It appears Mossack Fonseca simply did not have a proper crisis management plan in place—an inexcusable omission for a company that has been in operation for over 40 years and regularly handles billions of dollars in client assets.
While most organizations will never have to deal with media fallout of this global magnitude, there are certain lessons all companies should learn from the Panama Papers scandal
Omni-channel marketing is no longer the buzzword du jour. It’s time to dispel the confusion over what it is and adapt to the new world it’s creating for public relations practitioners. Omni-channel is often confused with holistic or integrated marketing communications. It’s different. Forward-thinking clients and CMOs consider it the future and you should, too.
Litigation PR serves a few purposes: it’s a tactical way for lawyers to help win a case, defend a client against a case or try to influence a case in their client’s favor. It’s also led to a cottage industry in the PR business: the litigation PR specialist.
While litigation PR can also be connected to a crisis with some of the similar skills needed for PR in both instances, it’s a unique subset of PR.
Instagram arguably is the best way for visually based brands (beauty, fashion, travel, etc.) to reach women. For anyone wanting to market to women it’s an addictive form of image-based social media that should not be ignored.
Here are 10 tried-and-true tips to help you build an engaged Instagram following, from the basics to the more advanced. Think of each potential photo post as part of a whole.
Restaurants have always benefitted from the unofficial and unmeasurable—yet wildly successful—marketing technique of word of mouth, and they continue to do so, but online. Food blogs, Instagram accounts and Twitter feeds are fast replacing friends and family as the source of recommendations and inspiration for the next meal out. A big difference is that you can track and measure digital word of mouth better than ever.
While superheroes are fantasy, trying to be a Super Brand is not. It’s totally achievable. A Super Brand must have four characteristics similar to superheroes: show the end users your extraordinary abilities, demonstrate a strong moral code, exhibit the courage to stand up for something, and be resourceful and innovative with your approach. The parallels are (dare we say it?) uncanny.
As publishing continues its evolution and old media giants compete with countless back-room bloggers and brands for attention, getting content disseminated far and wide—and to very specific target audiences—is an increasingly sophisticated task.