The “brand newsroom” is a concept that’s here to stay, with several large brands including Marriott and General Electric earning plaudits as successful early adopters. Hype surrounding brand newsrooms has reached a crescendo, but small and mid-size brands need not be concerned that they rival the reporting power of the New York Times to survive. Let’s take a look at what these two entities really are and how traditional newsrooms actually inform the brand content creation process.
Stories by Matt Bergman
Communicating brand content, in all its shapes and sizes, is a people business. PR and the messaging you are creating is anchored in how to reach, attract, inform, educate, often sway—and most importantly, influence—people. Is your brand making a human connection? If so, how deep? What’s your secret sauce or your go-to method to humanize your brand, draw meaningful connections, and land squarely on the map of authenticity?
Press releases: They may be quaint. Some even say they’re obsolete, done in by technology and Twitter. Don’t believe the naysayers. You still have to get the message out for your clients, especially when you have some great news to share. And if and when trouble comes up, it’s best to stay on top of the story and shape the narrative. But knowing when this is the right vehicle for that is crucial.
If you want to capture the attention of Baltimore Sun investigative reporter Doug Donovan as he navigates hundreds of emails daily, you’d better keep the topic relevant to the areas he covers—and try to make him laugh! A funny subject line is pretty much a guarantee that he will open your message. Donovan shared with PRNEWS some tips for success with reaching a busy reporter with your pitch, and examples of some subject lines that actually won his click.
We all face two big challenges: a flood of information at our fingertips, and less and less time to make any sense of it. So if your online newsroom isn’t visually appealing, easy to quickly navigate and useful, it’s likely you won’t reach the audience and media you’re targeting. Here are some quick tips from experts to ensure your brand newsroom isn’t costing you any opportunities.
In this business, change is the only constant. It’s a truism, but it’s for real. Will you be stuck with the minions defending the indefensible? Or will you be in the change vanguard? It’s an easy choice. All you have to do is forget everything you learned.
They’re the ones accustomed to calling all the shots, but your C-suite is often less than ideally prepared for media opportunities, some of which can arise suddenly and unexpectedly. We’ve all seen, heard and cringed at executive missteps that have sent valuable stock plummeting and created a firestorm of outraged tweets. Getting your senior executives ready for press interviews takes time and careful planning, no matter how reluctant some may be.
When it comes to making sense of the beast that is Google Analytics, we’ve got you covered at our Google Boot Camp for Communicators, going down July 17 at The Yale Club in NYC. And for those wishing to get their feet wet earlier, looking at the analytics native to big social platforms is a fantastic place to start. Native metrics offered by each social platform can give you a better idea of how well each piece of content you put out into the world is performing. And it’s all free. Here’s how to make the most of those native analytics offerings.
Sending out a press release or blind-calling reporters isn’t the best way to get your stories told or your message out. With six PR pros to one journalist these days, getting through is a big part of the battle. The best thing you can do is get to know the reporters who write on your relevant beats and build a relationship with them based on trust. Can you use social media too? Here are 9 things you need to consider first.
We’ve all been there: You need to achieve terrific results but your client just doesn’t have a big budget. Can you reap a six-figure return on a four-figure investment, or less? If this is what you’re aiming for, here are five things you need to keep in mind.