Let’s agree that PR measurement is not just about numbers and tone. It’s about how communicators can use accurate and insightful data to influence business decisions and develop strategic guidance. Former CCO of Fortune 500 companies and current trustee of the Institute for Public Relations Jim Simon offers examples of how companies derived strategic insights from PR measurement.
Many brands claim to have adopted a cause. While more consumers are becoming loyal to brands that make commitments to social causes, some view this popular form of philanthropy with skepticism. Brandy Gamoning, marketing director for NestFresh Eggs, provides tips that will help you meet this challenge with communications efforts that will raise the authenticity of your cause marketing.
Knowing how to handle a crisis arguably is the most important skill in a PR pro’s toolkit. When it’s a social media crisis, the need to act quickly often can be paramount, requiring PR pros to have items ready to deploy almost immediately. Here are a few tips that will bolster your efforts at apologizing for a crisis on social media.
Throughout his long career playing baseball, Derek Jeter was thought to have the PR sense of a crafty politician. Little if anything stuck to him. In just a few months as CEO and co-owner of the Florida Marlins, though, he seemingly has torched his good name by unloading the team’s top talent and several other questionable moves. Here are suggestions designed to help him repair his public image.
Veteran PR pro and former journalist Arthur Solomon continues his series of communications lessons pulled from 2017 news headlines. In this edition, Solomon concentrates on lessons learned from crises that involved Equifax, BP and the White House.
The fires in California have brought devastation to people, property and animals in the Golden State since the beginning of the month. While some fires continue to rage, those in the area of the Ojai Valley Inn have been contained. Faced with a large clean-up, the Inn refused to cut corners and instead will remain closed into 2018, resulting in a large financial loss as it will miss prime holiday weeks. Its decision to remain closed is firmly rooted in its brand promise.
The veteran PR pro Arthur Solomon begins his annual review of lessons for communicators pulled from the year’s headlines and news reports. In this initial installment, the lessons involve crisis communications, media relations and internal communications. There’s also advice about the best way to handle a difficult boss.
Crisis management, our author argues, is itself in crisis. The causes of this crisis in crisis PR include challenges in philosophy, technology and ethics, not to mention that some crises (see Lauer, Matt and Rose, Charlie) begin and end so quickly that crisis PR barely has time to roll up its sleeves. What’s a company or a brand in crisis to do?
With U.S. consumers spending up to 5 hours daily on mobile devices, social media usage patterns are a goldmine for marketers. Yet social media alone is not enough. Shoppers are more than their mobile Facebook or Twitter profiles. Other sources should be added to social media data, our author argues and provides 3 easy steps to augment consumer insights to create more data-driven, research-backed campaigns.
Letters, digital or sent via U.S. mail, are likely to make direct contact with customers. It’s important, then, to be certain they reflect your brand’s well-crafted messages. We offer many tips on how to make such letters more effective, but most important is that they burnish your company’s reputation with all stakeholders.