In each edition of PR News we highlight takeaways from select articles as well as additions to the PR News Resources Center, available to subscribers only at: http://www.prnewsonline.com/subscriber-resources/
Stories by Seth Arenstein
Communicators at colleges have had anything but a slow summer. None have had to work harder than those at Harvard, where the school is enmeshed in a lawsuit that claims it holds Asian-American applicants to a higher standard than those of other ethnic groups. The results of a trial, set for October, could reverberate around the country.
We know change is difficult. And there are few professions where change has disrupted things more than journalism. A PR News study looks at how communicators have and have not changed their approach to pitching journalists. A Muck Rack/Zeno Group study examines how journalists have altered their approach to what they do each day.
Though he despised some of what the media said about him, John McCain believed a strong press was critical to democracy’s survival. As a result, he respected the media and made sure his staff did, too. This strong relationship with the media helped McCain to receive fair treatment from the press. In addition, during a difficult moment for the senator, the media came to his defense.
Communicators know if your brand isn’t telling its story someone else will be glad to, and you’ll probably dislike what’s being said. In a case PR students likely will be studying for years, Papa John’s Pizza International is relating its narrative, but so is founder Papa John Schnater, the ex-chairman/CEO, who’s launched a website with a competing view of events.
Nabisco’s Barnum’s Animal Crackers now features drawings of animals on the iconic red boxes roaming free, as opposed to being cooped up in cages as they’ve been shown for more than 100 years. The folks at PETA are smiling, having helped effect yet another kinder treatment of animals.
In many industries the skills in demand revolve around science and technology. It’s not too different in PR and communications, where digital and analytical knowledge is sought. Yet writing, seemingly an old-school skill, continues to play a major role in PR, combined with strategy and the above-mentioned digital, an informal survey of communicators and academics shows.
More than 350 newspapers ran editorials praising a free press today, the first large-scale effort to defend press freedoms. A bevy of PR trade associations issued a statement echoing the newspapers’ sentiments. On the other hand, new polls show a small majority (51%) of Republican voters believe the media is the enemy of the people, which is how the President has characterized the press of late.
An almost-constant refrain of PR crisis management pros is that brands and organizations should own their mistakes, apologize and describe how it plans to ensure a similar crisis does not reoccur. Still, many brands ignore this advice. While it delayed for weeks, the University of Maryland did the right thing August 14, admitting legal and moral responsibility for a student-athlete’s tragic death.
With 8 billion average daily views of video on Facebook, 4 billion+ on YouTube and one hour of video uploaded to YouTube every second, you’d need to live under a rock not to see social video becoming a preferred medium for storytelling. But how can your brand’s videos compete with excessive noise in the market? Here are ten tips that will ensure your social video garners engagement.