Always be careful of what you put in writing and what you say, in person or over the phone. With all the hacking going on it’s now more important than ever to remember that “mum’s the word.” Information not to be distributed to the media should never be discussed in public places and should only be discussed on a need-to-know basis.
The best client-agency relationships are those that thrive on building and executing programs that start with a firm foundation in positioning and messaging, and are designed from the top down with clear business objectives. And then: PR strategies that are clearly designed to achieve these objectives. And tactics also, of course (plenty of them, actually). But tactics that are only in the plan because they clearly tie into agreed-upon strategies.
Writing—and the rules associated with it—is, without a doubt, one of the most-argued-about tasks for any public relations professional. Between obeying basic grammar expectations, observing the rules of AP style and adapting it all for individual client preferences, writing press releases and other material can be a bit confusing. Some rules should always be followed. Here are a few that can (and often, should) be broken.
As communications professionals, we must make sure the connection between PR and the customer service department is solid, guaranteeing that when the rare but potentially inflammatory incident occurs, all possible reputational ramifications are addressed.
Cash-flush companies typically more interested in settling lawsuits than pursuing lengthy and costly litigation are easy targets in today’s business world. This is exactly why it is crucial for companies like Nintendo to develop and put in place a dedicated crisis response strategy addressing all of the potential PR crises that may result from their products.
Owned content of an app, video library, article or visual is difficult for anyone to grab true exposure for, and native is still a game for those with the most money. Rarely spoken of is the power of distributing branded content via earned media in a way that is actually scalable and measurable.
Authors, publishers and books have long been the PR clients in the book publicity business. And as the industry has changed, so has the media covering it along with the PR people promoting the books. In recent years, the book industry has changed with the rise of e-books, Kindle, Amazon.com, pressure on big publishers, and more self-published authors. Despite the changes, thousands of new books come out each year, so competition for readers and media coverage is tougher than ever.
At its initial launch, Snapchat touted the disappearance of uploaded user content as a core feature of the service. Yet this format was never really conducive to brands and advertisers that wanted to reach these audiences, but rarely had on-the-spot imagery to share. Snapchat’s recently launched Memories feature changes that scenario drastically.
What more could any brand ask for than to achieve a high level of trust, while also effecting real, tangible change? Cause marketing may seem like a no-brainer, but it requires a lot of brain, as things can go very wrong if a campaign is ill-conceived or badly executed. Here is a time-tested approach for achieving maximum impact from a campaign with minimum blowback.
For many the idea of living abroad is appealing. There’s the challenge of the unknown and anticipation of exciting experiences. Those in the communications profession are often fortunate to work on global campaigns from their home countries. However, crafting culturally sensitive messaging and working with foreign colleagues from home, while helpful, isn’t the same as living abroad.