Stories by Nicole Schuman


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.

Privacy at the Perfect Time: Google Lets Users Delete Location, Search History

May 6th, 2019 by

Search and location tools can provide help for consumers according to their saved data preferences. Your browser always seems to find the right ads for you for things you may want to buy, but don’t necessarily need at that moment, thanks to search data. Data can be useful to consumers, but can feel kind of icky, when users realize where it is going.

Why Facebook’s Promises of Privacy Reform Still Feel Insincere

May 3rd, 2019 by

The Facebook F8 developer conference always causes a stir. Mark Zuckerberg emerged from his social media hive to dish on the latest changes to Facebook apps and products, delivering a sense of excitement and certainty for shareholders, media and users alike. Zucks’s overriding message? “The Future is Private.”

How to Break Into the Current, Trending News Cycle

May 1st, 2019 by

One of the key goals for communicators on both sides of the fence—public relations AND media—is to break through the noise and get your client, product or story noticed. It’s easy for someone to demand, “let’s make this go viral!” but there’s no magic wand to make relevance happen. Practitioners can start with the basics of good writing and constructive conversations, but where should they go from there?

Burger King’s Impossible Feat: Determining an Audience Strategy

April 29th, 2019 by

Burger King did a lot of things right in the Impossible Whopper rollout. Audience testing and the role of data played a large part in their decision. Surprisingly, Burger King did not look to coerce vegetarians with this burger. Sometimes the most obvious audience is not the correct audience.

Riding the IPO Wave: How to Maximize Pinterest Presence

April 23rd, 2019 by

The social media platform Pinterest went big time on April 18, announcing its initial public offering at the New York Stock Exchange. ‘PINS’ are now not only being traded between user boards, but investors as well. Pinterest serves as the fourth most popular platform for U.S. adults, only surpassed by Instagram, Facebook and YouTube.

How to Measure Relevance, Influence and Media Coverage

April 19th, 2019 by

One of the most difficult pieces for public relations professionals to measure is the return on investment of earned media and relevance. How much is the CEO’s picture worth on the cover of Wall Street Journal? Did that influencer wearing a brand’s jeans increase mentions on social? Is it about sales or leads or growing community? Or is it about sentiment and reputation? What goals should an organization shoot for?