Stories by Kristin Thomas

How Vanguard Drove Fan Engagement With an Integrated Marketing Campaign

December 2nd, 2019 by

When you think of financial services, references to pop culture and current trends are likely not the first things that come to mind. Yet in a recent campaign, investment firm Vanguard managed to leverage some pop culture staples, along with adopting a more relatable vernacular across social media channels. In its “Invest Like You Own the Place” effort, Vanguard’s social team empowered and engaged current and potential clients with a combination of bold red visuals, humor, contests and fan stories.

What’s Getting in the Way of Solid Digital Media Relations?

November 12th, 2019 by

While some communicators have the benefit of focusing solely on social, the majority of us must take a marcomm approach for our organizations, merging public relations with social media management. For those of you tasked with media relations on top of social, I’ve got a major grievance with the online media relations world to air: the current state of pitching is infuriating. Online communicators need to break the cycle of bad pitching practices and start giving media relations the strategic attention it deserves.

Three Ways to Make Competitor News Work for Your Company

November 6th, 2019 by

Most companies remain silent when a competitor makes news. An unorthodox approach is to seize the moment to get your company’s views and executives into the conversation. Just as important is to make sure your customers are aware that you have their best interests in mind at a time of unsettling industry news.

How Google’s BERT SEO Update Will Impact Content and Search

November 1st, 2019 by

On Oct. 25 Google debuted BERT, its biggest algorithm update since RankBrain in 2015. And BERT is definitely big. Google says BERT will impact one in ten search queries. In short, BERT improves Google’s understanding of language and should benefit authentic content that addresses readers’ pain points.

SEO sticky note

5 Metrics Crucial to SEO Success

October 17th, 2019 by

If it’s done right, SEO can improve both the quantity and the quality of your web traffic. SEO usually plays off of communications quite well, too. When used cohesively, you can build a powerful, integrated marketing campaign that produces data-driven results. If you recently started an SEO campaign, you’ll need a way to track the performance—and success—of your work. But which analytics are the most important to track? Here are five SEO metrics you simply can’t afford to ignore.

Appreciation: Melissa Hoffmann, Fearless Content Director

October 16th, 2019 by

PRNEWS lost an important member of its family earlier this month when Melissa Hoffmann, content director since early August 2018, passed away suddenly in Manhattan. The PRNEWS staff remember her as a passionate and compassionate editor and person. A recurring theme with PR pros and others who reminisced about Melissa recently was her enthusiasm for people and PR.

Lessons Earned in Our Nation’s Capitol

September 27th, 2019 by

Failure is the mother of success. As business professionals, know this is true. Struggle is the best educator. And innovating and failing fast has become a top business strategy. In this PRNEWS series, in partnership with the Institute for Public Relations, industry leaders share lessons learned from failure.

A Platinum Remembrance: The Power of Raising Your Voice

September 17th, 2019 by

With tonight’s Platinum PR Awards, PRNEWS’ most prestigious honors, we revisit a 2017 Platinum Hall of Fame inductee, Let’s Win! Pancreatic Cancer. Finn Partners’ Gil Bashe and John Bianchi write that Let’s Win! continues to do great work, though pancreatic cancer is spreading fast. A massive effort is needed to tame this scourge.

The 10 Essentials of an Effective Digital Communications Campaign

September 16th, 2019 by

Organizations may work in a multitude of industries and locales, but all have something in common in a world where competition is on the rise: a growing need to put themselves in front of and promote themselves to rapidly changing client bases. From a social media standpoint, all face a pressing demand to redefine the shape of communications and outreach efforts to better meet these audiences’ changing interests and methods of interacting with an increasingly connected and social world.

Fast & Furious: Platinum Keynoter David Brier on How to Nail Storytelling [VIDEO]

September 10th, 2019 by

At the Platinum PR Awards Gala next week in New York City, bestselling author David Brier will break down some of the biggest questions in public relations today: What makes great brands great? How can brands can survive in today’s dynamic landscape? And how do you take your brand to the next level with storytelling that inspires? Get a sneak peek as David hammers out the secret to storytelling with PRNEWS editorial director Melissa Hoffmann.