Stories by Nicole Schuman

Pfizer’s Inability to Show Transparency Impacts Alzheimer’s Research

June 6th, 2019 by

Keeping research a secret is a bad look for Pfizer, especially during a time when a spotlight shines on the Alzheimer’s disease. And upon further reading, it can seem somewhat baffling to have kept the information, which may have proved useful to researchers, from the public. Pfizer now faces a brand crisis in which a large population of those affected by the disease may garner distrust to a company that looks like it kept profits the first priority.

Webinar Recap: How to Prove Social Media ROI to the C-Suite

June 4th, 2019 by

Communicators can perform what looks like magic when they win approval from the C-suite. But what looks like magic starts with reading and understanding data, and presenting it in a comprehensive way. Check out the strategic takeaways from our webinar: How to Prove Social Media ROI to the C-Suite

Communicators: You Will Never Win the National Spelling Bee, But Here’s Some Help [INFOGRAPHIC]

May 31st, 2019 by

Eight brilliants students became co-champions of the National Spelling Bee in historic fashion on May 30, 2019. While many communicators will never have to spell the likes of these grammatical behemoths, mistakes can occur even with simple words. Spelling remains one of the top priorities of communications professionals, because spell check cannot always save a true blunder. Typos and misinterpretations still happen.

Thanks to Amazon, Marketers May Be Able to Read Consumer Emotions

May 23rd, 2019 by

There is always more to the story of data collection than just a consumer’s well-being. For Amazon, and marketers everywhere, emotional-recognition voice software could help provide the most specific personal insights to date to promote product recommendations, targeted ads, and eventually, the creation of products that could impact and relate to mental and physical health.

The Players Tribune Allows Athletes to Take PR Into Their Own Hands

May 22nd, 2019 by

The Players’ Tribune will celebrate its fifth birthday this fall, and even with its distinct focus on first-person content from athletes, the content structure and delivery has evolved with the times. In addition to written content, TPT has taken on video and podcasting, as well as event marketing—whatever medium it needs to take to deliver the best treatment for an athlete’s story.

Did Target’s Vineyard Vines Frenzy Create the Wrong Kind of FOMO?

May 20th, 2019 by

These limited time releases can do a number of things for Target, or really any other brand who is looking to create a splash in the marketplace. But is it worth it? Is it worth riling up loyal customers for a few days of publicity?

TWA Hotel Opening Strikes a Chord for Earned Media

May 16th, 2019 by

How does an airline that hasn’t sold a ticket since 2001 appeal to the public and resurrect a brand? We asked Sara Joseph, SVP, lifestyle & hospitality lead at BerlinRosen, TWA Hotel’s PR firm of record, about re-rolling out a brand that sparks fond memories and has an opportunity to tell its story to a new generation.

Work-Life Balance: Moms Cannot Do It All, and That Is OK

May 10th, 2019 by

Jaime Primak Sullivan, star of “Jersey Belle” and president of Bridge and Tunnel Entertainment, shared the backstory to her success of her online video series #cawfeetawk at Social Shake-Up 2019. She also offered insights on adapting to the ever-changing nature of digital communications, all while being a working mom, and how to answer the question: “How do you do it all?”

How TheSkimm Founders Transformed an Email Newsletter Into a Thriving Media Brand

May 8th, 2019 by

Seven years ago, Danielle Weisberg and Carly Zakin launched TheSkimm from their living room couch. Both were 25 years old, working in the news industry as producers, and found themselves in the midst of a crisis: How could they move forward in an industry that they loved, but in which they didn’t see a lot of innovation or routes upward?

Social Momentum and the Content Distribution Problem

May 8th, 2019 by

Andrew Davis humorously pointed out we have a “FOMOOASP” problem: fear-of-missing-out-on-another-social-platform. “The marketing pie isn’t getting bigger, it’s just getting sliced more ways,” he said. He noted that brands’ budgets and time haven’t kept pace with audiences’ multi-channel content diet.