Stories by PRNEWS

When C-level managers dig in their heels and refuse to blink, PR pros need to think about the use of language as it relates to the conflict, perception and, perhaps most important, consumer sentiment.

There is a big opportunity for earned and paid media to work together strategically. By investing money, additional awareness and engagement with the audience can be achieved.

“My roommate just pulled the fire alarm and he’s got a gun.” UCF Police received that harrowing 911 call from an on-campus resident at the University of Central Florida in Orlando, Fla., shortly after midnight on Monday, March 18, 2013.

“Where’s the vision?” It’s a key question that senior PR pros working for companies grappling with negative perception need to ask themselves.

In PR, it’s not the writing that seems to matter. It’s the tagging and linking that triggers shares, followers, retweets, etc. Soon, journalism schools will dedicate entire classes on writing hashtags.

Many early adopters realize that data itself is not particularly valuable without the expertise required to interpret the information, and to identify and select from a variety of scenarios to achieve the optimal outcome.

Working with PR agency Strategy XXI Partners, Arizona Chemical developed content in order to make its sustainability report more accessible, shaping the reporting process into editorial nuggets that could be easily conveyed.

Perception of management is usually predicated on C-level executives being able to articulate a compelling vision for their brand or organization. And on PR pros delivering that message.

Brand Management at P&G now covers four functions, including communications (the term “public relations” no longer exists at the company). It’s not a sure thing but as goes Procter & Gamble so go many other companies, particularly in consumer markets.

The key is to use technology as a research and organizational tool, not the end-all, be-all solution. These proven strategies will help PR people strengthen their media efforts by relying a little less on technological shortcuts and a little more on targeted research.