Stories by PRNEWS

Never Mind: As PR pros know, when you refuse to tell your brand’s story, chances are decent that someone else will do it for you, accurately or not. That’s been the story with Theranos, which… Continued

The Week in PR

Communications, Rep and ROI: Communicators will be interested in an addendum to Reputation Institute’s Global RepTrak 100, its annual list of the top 100 companies based on reputation.

It’s important for communicators to remain calm and collect the facts. In a situation where the CEO is the focus of media scrutiny, one way to do that is for communicators to play journalist and literally interview the CEO. Senior communicators should have the kind of relationship with the CEO where he or she can discuss things with communicators and confide in them.

With the plethora of tools available and an abundance of social metrics crying out for attention, what are the best metrics to measure?

The Week in PR

C-level execs, especially board members, rightfully are becoming more concerned and aware. The rivers of data flowing underneath businesses they run are at legitimate risk. The damage from breaches can run into the hundreds of millions of dollars when totaling the financial impact of what comes with a breach today: customer and activist investor lawsuits, initial and ongoing investigations and the strain on technological and human capital.

Editor’s Note: We thought the story of Emily Lenzner, VP, global communications, Atlantic Media, was such a fine case study of PR and media cooperation that we wanted to share it with you.

Everyone in PR knows about the five W’s of journalism—the questions reporters ask to gather information for a story. According to the principle of the five W’s, a news story is considered complete only if these W questions are answered.

This principle applies also to the many M’s of measurement. While the M’s are not questions, they provide a list to guide you when designing and executing a media analysis program that can be considered complete.

Once PR is crystal clear on the brand’s business goals, communication is next. Always communicate to the CEO using the business terminology the C-suite employs.