Stories by Dean Mastrojohn

Building PR Teams That Executives Will Trust and Adore

February 11th, 2020 by

Moving from being a brand communicator at Pfizer to an agency executive prompted Dean Mastrojohn to think about team building. He offers three lessons he learned from his years on the client side. The veteran communicator is using these lessons as he builds an integrated media team as part of his agency position.

Lessons Earned: When a Smart Boss Teaches a Tough Lesson

February 7th, 2020 by

In this regular series with the Institute of Public Relations, veteran communicators relate lessons learned early in their careers that continue to help them. This installment features Shirley Powell, SVP, Cox Automotive, who received a great education from her first boss. One of his toughest lessons remains with Powell to this day.

Three Areas of Excellence to Drive Your Content Daily

February 4th, 2020 by

In this final article of a two-part series, Ayaz Malik and Bob Pearson discuss three areas that you can use to bolster your published content everyday.

What Does Diversity & Inclusion Have to Do with Your Crisis Plan? Everything

February 4th, 2020 by

On first glance you might not think diversity and inclusion has anything to do with crisis communications. In fact, it has everything to do with it, argues Esther-Mireya Tejeda, SVP, head, corporate communications & PR at Entercom.

The Key Role of PR in the Tap-on-the-Platform-of-Your-Choice Era

February 4th, 2020 by

A decade ago there were fewer than one billion social network users. Last month, that number was 5.2 billion. And their expectations and the number of platforms they use are rising. One expectation is that they can shop instantly from any piece of content. Hence, the rise of shoppable posts, blending e-commerce and content. PR has a large role to play in this trend.

6 Tips for Attracting Influencers to Your Next Campaign

February 3rd, 2020 by

The hunt for the perfect influencer usually starts with seeking out those social media accounts that can increase reach, raise awareness, build engagement and drive business results (sales, donations, conversions, etc.) for your organization. This means pinpointing the influencers who stand out among billions of users; true digital denizens capable of adjusting to ever-changing social media platform algorithms. It also means attracting the right influencers to your brand, and ensuring they yield a strong return on investment.

A Comforting Thought: Influencers Might be Recession-Proof

January 21st, 2020 by

We’ve never experienced an economic recession in a heavily connected world. It might look very different from earlier downturns. And it might turn out that influencers, who can provide relatively low-cost content that connects authentically with audiences, will be an asset during a recession, argues Kaitlyn Hieb, a strategist at R/GA, a consultancy.

5 Easy Ways Companies Can Boost Their CSR in 2020

January 16th, 2020 by

More and more businesses are reacting to consumer demand to become environmentally aware. As a result, 2020 might go down as the year when CSR activities became table stakes for corporate America. Here are five quick ways communicators can help their companies get on board the CSR train.

MLB’s Astros’ Cheating Scandal Provides PR Lessons

January 14th, 2020 by

Once again, Major League Baseball finds itself tangled in the details of a cheating scandal. Unlike the steroids era of the 1990s, where Congress held MLB accountable, we now find the sport policing itself, holding its own teams accountable. Is this the correct route in terms of PR and reputation?

What’s the Ideal Length of a Tweet?

January 14th, 2020 by

Sure, Twitter has a relatively new 280-character limit. But just because Twitter doubled its 140-character limit doesn’t mean you should use all of them. So what’s the ideal length of a tweet? A hashtag? How else can you make your tweets more readable and engaging? Let’s look at the research.