Stories by Mark Weiner

Measurement in 2019: Start With a Clean Slate

January 9th, 2019 by

Without a clear understanding of why you measure, you may need to break with the past and start anew. That’s what we call “clean slate public relations.”

12 Words and Phrases to Banish From Your Press Release

January 7th, 2019 by

Here are a dozen words or phrases to avoid, words and phrases that tend to turn off recipients of a press release—ultimately relegating your pitch to the unenviable circular file.

black mirror bandersnatch

Is ‘Bandersnatch’ This Year’s Snowfall, Or Does Nonlinear Interactive Storytelling Have Staying Power?

January 3rd, 2019 by

The interactive Netflix film “Bandersnatch,” which required so much production effort that it effectively delayed Black Mirror’s fifth season release, is an unmistakable flex by Netflix. The platform hopes to lead the way on whatever the evolution of streaming content winds up looking like. And while some reviews have been mixed, it’s fair to say the future of interactive programming might look a lot like “Bandersnatch.”

Takeaways and a Special Note About PR News’ Crisis Summit in February

January 1st, 2019 by

In each edition of PR News we highlight takeaways from select articles as well as important additions to the PR News Resources Center.

A Handy Guide to Working With B2B Influencers

November 19th, 2018 by

B2B influencer programs rely more on good old-fashioned relationship building than many of the mass influencer marketing programs B2C brands use. As such, working with B2B influencers falls squarely into PR’s purview—it’s all about identifying and building relationships with trusted experts who can help you amplify your message. This is similar to the “traditional” PR practice of connecting with media influencers (a.k.a. journalists), applied to industry and other micro-influencers, who play just as important a role in expanding the reach of your brand.

Bayer sign

Bayer’s Approach to the Challenge of Stakeholder Engagement in Healthcare

September 25th, 2018 by

When people are driven to engage with each other on social media seeking community and consensus about healthcare issues, organizations need to make sure they are part of that engagement. As head of pharma health policy region Americas for Bayer AG Communications and Public Affairs, Dominick Kennerson engages in corporate diplomacy and has been key in adding gravitas to the company’s digital communication capacity. In this Q&A, he shares some of the biggest challenges to stakeholder engagement in the healthcare industry—and a few solutions Bayer is applying.

Polling on Racial Discrimination Supports Nike Just Doing It

September 7th, 2018 by

While some of the initial figures for Nike’s latest iteration of the Just Do It effort with Colin Kaepernick are mixed so far, the brand likely weighed potential costs and benefits before embarking on the campaign. Despite protests against the brand this week, Nike knew what it was doing when it entered the conversation on racial discrimination. It’s important to understand why.

mayo clinic website

How Mayo Clinic Built a Thriving Online Patient Community

September 5th, 2018 by

Colleen Young knows a thing or two about online patient communities. As online community director for Mayo Clinic, she is internationally known for building patient communities that thrive. At Mayo Clinic Connect, Young has orchestrated a virtual community connecting patients to each other and to Mayo Clinic medical expertise. Young will be participating in a session at the upcoming Healthcare Social Media Summit Oct. 23 in Baltimore. She previewed her panel in this recent Q&A.

community, holding hands

5 Ways Healthcare Communicators Can Build Stronger Patient Communities

August 29th, 2018 by

It seems to make so much sense: an online community of patients tapping into others with similar conditions and concerns, and sharing what they know to help others. But, no doubt, easier said than done. John Novack oversees communications for the million-member healthcare social network Inspire. In a recent interview, he touched upon key issues in building those communities.