If done correctly, brands can use active listening online to identify relevant audiences and understand the best approaches to reach them.
Case Study: Tax Giant Gets Personal Online by Turning Outdated Blog Site Into a Tax Q&A Juggernaut—Generating Big Return
H&R Block forged a more personal relationship with clients through a revamped Web site that provides year-round answers from tax preparation specialists.
The single most common mistake that PR practioners make in media relations efforts is failing to research the audience of the media outlet they are trying to pitch.
Media training guru Andy Gilman reveals how he would prepare Mad Men’s Draper for his next interview with The Wall Street Journal.
Robert Dudley has a once-in-a-career chance to be a hero. As the new CEO of BP, he must take the reins of what to date has been not only an ecological and economic disaster, but a near-complete collapse in reputation, goodwill and basic belief in the competence of its people.
While embraced by some healthcare organizations, the idea-generation technique of crowdsourcing should be closely examined by PR pros across industries.
Case Study: FEMA’s Flood Insurance Program Awareness Campaign Keeps Agents Connected and Customers Covered
To counter the public’s belief that flood insurance was largely unneccessary, the Federal Emergency Management Agency and Ogilvy PR created the FloodSmart campaign, designed to communicate flood risk and insurance options.
More than 60% of Americans surveyed say they will spend of average of 9% more when they believe a company provides excellent service.
Dealing with consumer review sites might sound scary, but positive PR opportunities and outcomes abound.
While a set definition of "engagement" continues to elude the experts, some organizations are getting a handle on often complex engagement processes and metrics.