Cassel Kroll, VP of Media Strategy at Edelman Digital, has some sagely advice for PR pros about building online communities.
Stories by Matthew Schwartz
PR Lessons from the Brouhaha About Maker’s Mark
February 19th, 2013 by By Matthew Schwartz, PR NewsBacklash adds to the growing proof that, in a social-media age, consumers get the last word when companies announce changes to their products and services.
What Message Do You Want to Send to the Hispanic Community?
February 14th, 2013 by Matthew SchwartzWhen Florida Senator Marco Rubio, who delivered the GOP response to President Obama’s State of the Union on Tuesday night, flubbed a reach for a water bottle, he took to social media to manage the PR around the awkward moment. During the speech, Rubi…
Will PR now Become Part of Apple’s Core?
February 6th, 2013 by Matthew SchwartzIt may not equal Jonas Salk discovering the polio vaccine or Albert Einstein discovering the theory of relativity, but Apple Inc.’s recent discovery of public relations is worth noting. For years the technology and consumer-products giant was notorio…
PR Needs to Mitigate the Negative Returns of Executive Rants
February 5th, 2013 by Matthew SchwartzWhat was the CEO of Tupperware thinking? On an earnings call last week the executive, Rick Goings, explained to a reporter why the company had flat performance in 2012. “We are a high-quality product and a brand,” Goings said. “Why do we do bette…
Another Opportunity to Meld Tactical PR with Strategic Communications
January 28th, 2013 by Matthew SchwartzA couple of PR-related studies released earlier this month underscore two major challenges that PR pros now face, one that is tactical in nature and the other that is in a more strategic vein. The first study is another reminder that, in a digital age,…
As Social Media Evolves, Facebook May Hold the Most Promise for the Future
January 21st, 2013 by Matthew SchwartzFacebook allows consumers to help shape a brand’s narrative. What could be better than that?
Misconceptions About the Role of PR Abound
January 17th, 2013 by Matthew SchwartzAn informal poll on our Facebook page strikes a nerve. Do you concur with some of the responses?
‘Dunbar’s Number’ may Change the Math of PR
January 16th, 2013 by Matthew SchwartzWith data an increasingly important element of marketing communications, PR folks may feel like they’re starting to drown in numbers. So one more shouldn’t hurt. But this number is likely to have a much bigger impact on the ability of communication…
An Appreciation: Daniel Edelman (1920-2013)
January 16th, 2013 by Matthew SchwartzDaniel Edelman, the founder the of the world’s largest PR agency, was a pioneer in the field of marketing communications.