Is your company adding to the problem of content pollution? It is if the stories and video you produce fail to engage their intended audiences. Of course, should you avoid measuring for engagement and share of voice, for example, you’ll never really know whether or not your content is resonating. Fortunately, measuring is easily done today. The hard part is stepping out of your comfort zone, abandoning flawed vanity metrics and aligning measurement with goals and targeted audiences.
Measurement is said to be PR’s albatross. Heck, many PR pros entered the field specifically so they could avoid working with numbers. Fortunately, measuring and mining data for PR insights are far less complicated operations than measurement naysayers would have you believe. Advocating for measurement programs, our author says you can begin a measurement effort simply and inexpensively.
All politics is local. Our author argues all digital storytelling is, too, with local translating to familiarity. He also urges communicators to spend more time shaping story ideas instead of expending a lot of effort on deciding what digital medium will best convey their stories.
Launching a thought leadership program at your company is relatively easy. Getting an organization’s thought leaders to participate in the program and give you what you want? That can be painful on many levels. Here are some tips that have worked well and will for you, too.
A true PR pioneer, co-founder of Ruder Finn (in 1948), member of PR News’ Hall of Fame, artist, writer and philanthropist, David Finn turned 96 years young recently. Ruder Finn’s head of storytelling, Rachel Spielman, offers lessons about PR and life that she’s learned from Finn, who, despite being a busy industry giant, was always willing to listen to a variety of voices.
Product launches can produce a headache for communicators in any field. Technology product launches, though, often provide a special brand of torture, what with last-minute updates to capabilities and shifts in deadlines to market. Yet there are several tactics communicators can use to successfully pitch tech products and reduce tension.
In what he promises will be the final installment of his series on how watching the political scene can provide PR pros with a free, crash-course on crisis management, Arthur Solomon emphasizes the importance of telling the truth. While it might not help you keep your job, telling the truth about a situation or a person can keep you out of costly legal jeopardy, he argues.
Integrating PR and marketing makes eminent sense, as we know. Getting the two groups to work together, however, is far easier said than done. The first step often is convening a meeting of the two teams. To prepare for such a session you can ramp up your knowledge of meeting tactics and etiquette. You might also want to come armed with a series of questions to spur creative thinking and to remind staff the customer should be at the center of your efforts.
The insidious nature of the Harvey Weinstein situation has become clear. Not only have the alleged inappropriate actions of Mr. Weinstein caused the apparent downfall of one of Hollywood’s top producers, the scandal also has touched the company he co-founded as well as NBC News, the Clinton Foundation and Amazon. James Corden, Woody Allen, Mayim Bialik and Al Michaels also were caught in the thicket. Can communicators do anything in situations like these when the boss and founder of a company is alleged to be a deviant?
Say what you will about the latest social platforms, email continues to be the old reliable when it comes to marketing. Email yielded a median ROI of 122%—more than four times higher than other marketing formats, including social media, direct mail and paid search—per a 2016 US marketers survey. On the other hand, most peoples’ inboxes are more crowded than a subway train during rush hour. The challenge is breaking through the noise. We provide three tips to help your marketing email rise above the din.