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PR is changing so quickly that what students learn today in college may be outdated by the time they land their first job.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.
The About page can be challenging for PR pros as it’s a mix of a professional bio and a compelling pitch. Whether it’s for a brand, an individual or even yourself, the About page is without doubt one of the most important components of a website. It’s the first place potential customers will go to get a good sense of you. Here are some tips to help you create or enhance the About Page for your brand’s site.
In early March, Washington, D.C.’s NFL franchise found itself the subject of scorn. The team fired its general manager a bit more than two years into a four-year contract, despite the club’s improved record on the field after years of futility. In an article covering the firing, the Washington Post quoted a statement from the team’s president wishing the ousted general manager “well in his future endeavors. The team will have no further comment on his departure.” What happened next turned into a PR fiasco.
Some things never change. That’s true in PR, too. The reasons are many. It’s easier to go with the flow than incorporate new thinking. Supervisors fail to give young staff opportunities to try new technique. Staff fear criticizing the boss. Those who advocate change are seen as mavericks and tend to be ostracized. The result is that, well, things change way too slowly. Here’s a list of PR sacred cows that need to be challenged.
Few companies are trying to make a Starbucks-like statement in today’s highly politicized communication environment. Many brands want to respect the diverse opinions of their employees and customers and avoid becoming a target of unanticipated backlash. Here are a few ways communicators can help brands navigate today’s highly charged environment. Fortunately, most of them are basic tenets of PR and communications. Brushing up on the basics can be especially useful in today’s climate.
Customers have four kinds of needs: functional, emotional, life-changing and social. How do communications professionals incorporate values that meet these needs into strategic PR, social media and content development plans? We should begin with why: People in every industry “don’t buy what you do, they buy why you do it,” which spurs us to examine the underlying causes of buyer behavior.