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.
Anxiety will run high during the Aug. 5 opening ceremonies for the 2016 Summer Olympics in Rio de Janeiro, especially for Olympics organizers and the Brazilian organizing committee. They’re already dealing with three (by our count) categories of ongoing crises specific to the Olympic Games, and a fourth potential crisis that is the stuff of nightmares.
Early in its development, Snapchat was barely a thorn in Facebook’s side, dismissed by big brands as too frivolous ever to be used as a serious marketing tool. How the tables have turned: With even The Times admitting Snapchat’s viability as an advertising publisher, Snapchat’s status has moved it into direct competition with the preeminent social media giant. Here’s what the PR News community is saying about Instagram’s Snapchatesque update.
With the 2016 Olympics just around the corner, bringing with it concerns about Zika as well as the water and air quality in Rio de Janeiro, it’s a good time to refresh our awareness for handling health crises. When you think about it, there are countless organizations that could be damaged by associations with a health crisis at any moment.
Through coordinated messaging and content efforts, PR pros can develop a unified voice for a brand, even if there are multiple departments in the organization. To do this successfully, media relations, PR and marketing activities should be developed and executed in tandem. Coordinating these efforts, steered by a messaging framework that maps the organization’s brand story, will help bring cohesion and direction to a multi-department organization internally and in the marketplace.
Top PR professionals know how to draft well worded material that lends an authoritative voice to their brand. When pressed for time, however, even the most talented communicators can be forced to sacrifice quality for quantity, using tired tropes where they might be better off expressing their brand’s voice in a simpler and more meaningful way. PR News shares its list of the 10 most overused terms in communications today.
If you or your brand has been wary of jumping on the Snapchat bandwagon, Instagram is rolling out its own take on social evanescence in the next few weeks that’s likely to be a much more brand friendly way to use disappearing content. Facebook’s photo-heavy app announced that it’s launching a new Snapchat-esque feature called “Stories.” The company hopes the move will encourage users to post more of their everyday moments to the platform, whereas only the best, most visually stunning parts of life made it onto Instagram in the past.
Snapchat usage statistics are tempting for even the most risk-averse brand communicator. But can a brand communicator measure her success on Snapchat? The lack of a good answer to that question may be keeping many brands away from the app. Leslie Douglas, senior social media manager for PwC, has faced this tough question head-on as she has led her intrepid company onto Snapchat.
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.
On August 5 Brazil is set to become the first South American country to host the Olympics. Some half million people are expected to join a city of 6 million inhabitants. While it has been well documented globally that Rio faces extreme challenges ( PRN, May 16), you’d not know it looking at the communications the Rio Olympics’ organizing committee is producing. The committee has a user-friendly, visually attractive website with stunning photos, press kits, news updates and social media links, among other PR tactics. Similar to many other sporting events, there is a festive and triumphant tone to the committee’s storytelling. While it’s understood that PR pros are expected to stress the positive aspects of stories, this must be balanced with at least some level of transparency. The committee’s lack of honest communications about the economic, social and health challenges facing Rio could become a negative story and perhaps reflect poorly on brands taking sponsorship roles at the games. At the least, the social and economic problems represent opportunities missed for brands on the CSR front.