Like the annual “Swallows” of Capistrano, each year brings its share of PR crises and scandals, and 2014 was no exception.
Content marketing. Brand journalism. Branded content. Call it what you will, but communicators are increasingly on the hook to produce editorial-based content that can help tell their brand’s story and, with any luck, put more fannies in the seats.
If you see something savvy, appreciate it. If you see an award-winning campaign, research why and work to emulate that for one of your clients.
The growing challenge of how to develop (and sustain) content marketing programs was cast into the spotlight earlier this month when Verizon Wireless shuttered its Web publication, SugarString, a little more than two months after its debut.
PR pros must be excellent storytellers. Today that means tailoring material for a variety of platforms and being familiar with all aspects of your company’s or client’s business.
While all organizations need some level of public trust in order to continue to operate, the American Red Cross and Uber are dealing with severe issues regarding trust and reputation.
Amid the plethora of online media channels, the primary role of PR pros remains the ability to reach reporters and convince them that a story has value for their audiences.