Stories by Steve Goldstein

Are You Addicted to Digital Devices? Take the Test

March 7th, 2017 by

Please put down your smartphone for a moment (after reading this paragraph on your smartphone) and ask yourself if you’re addicted to your smartphone. You may try to weasel out of answering the question by arguing that constant use of a smartphone is a habit, like saying “to be honest” or “frankly” a lot, and… Continued

Your Organization’s Under Attack? Respond Fast! Wait…Don’t Respond

February 23rd, 2017 by

“Not every incident needs a response, but incidents that are ignored can lead to a bigger crisis.” This crisis management advice comes directly from Ernest DelBuono, senior strategist for strategic communications firm Levick. At its root is the kind of logic Captain Kirk used on murderous computers to make them self-destruct. DelBuono’s key insight goes… Continued

Monterey Bay Aquarium’s PR Chief Sounds Warning for Organizations With No Crisis Plan

February 2nd, 2017 by

This still-young year has felt like a midtown traffic scrum of competing, colliding crises, stoked by the overheated engine of a new presidential administration. Brands are nervously checking Twitter, seeing if the president has mentioned them for any reason, and if other pitched political voices are either supporting boycotts or defending them for any reason.… Continued

4 Paths to Uninterrupted Writing Time

January 4th, 2017 by

Reading and writing for uninterrupted stretches of time—and I consider five minutes to be an uninterrupted stretch of time—now seems like a rare, precious gift. This sad fact is a creativity and productivity killer. If you’re a PR pro or journalist or any kind of professional wordsmith, being able to write freely without distraction is… Continued

Delta, We Thank You and Your Competitors for the Crisis Management Test Cases

December 21st, 2016 by

Is there an industry more vulnerable to crises than the airline industry? On the one hand you have the usually catastrophic nature of airplane crashes and terrorist attacks; on the other you have on every plane aggravated, gaseous, claustrophobic passengers packed like Pringles in a tube, armed with smartphones, ready to broadcast to the world… Continued

How to Begin the Search for Your Brand’s Visual Identity

December 8th, 2016 by

Taco Bell is often held up as a brand that knows what it’s doing on social media. Before you follow Taco Bell on Snapchat and steal its ideas, take a look inward. Are burritos and tacos woven into your so-called brand DNA? Does your brand serve the needs of hungry interstate truckers and night denizens… Continued

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Facebook Live for B2B Brands—the Why and the How

October 3rd, 2016 by

“Either go live often, or don’t go live at all.” So says Bilal Morris, director of local social media strategy for iHeartRadio, about Facebook Live, the social media giant’s live broadcasting feature, which it just happens to favor in its news feed algorithm. Therein lies the conundrum—live broadcasting might not seem right for your organization,… Continued

How to Make Your Community the Heart of Your Content Strategy

August 16th, 2016 by

If it’s your job to create and share content on behalf of a brand, then you know the feeling of shooting in the dark. You’re constantly asking yourself if an article or blog post idea will resonate with your target audience, or if content shared on Twitter, Facebook or Instagram (or Snapchat, if you don’t… Continued

How the 2016 Presidential Race May Change Brand Communications

July 22nd, 2016 by

Brand communicators seek to influence the undecided and convince them of the value of the product or service they’re representing. They try to accomplish this through third-party media coverage, the sharing of their own content and community engagement. Once upon a time, politicians sought the same end and used similar means. Things have changed. Largely… Continued

A Logo You Want to Eat

June 30th, 2016 by

If you’re looking at an electronic screen as I write this, there’s a good chance you have a craving for a Hershey’s Kiss or two or 10, or for a Hershey bar with almonds, or just a plain old Hershey bar. At this moment, news headlines are being posted and shared about confectionery, food and… Continued