Stories by Sophie Maerowitz

SEO team working out ideas

4 Steps to Deploying a Potent SEO Action Plan

August 3rd, 2018 by

Has your organization ever held meetings about improving web traffic, but let the implementation of SEO strategies fall by the wayside? If so, you’re not alone. Here are four recommendations for communicators seeking to drive better SEO practices across their organizations.

tables, attendees, winners at PR News' agency elite awards

PR News to Announce 2018 Agency Elite Awards Winners at Sept. 21 Luncheon in NYC

July 30th, 2018 by

With a new marketing agency, PR practice or digital communications firm seemingly opening up shop by the minute, sometimes even the top performing communications organizations can get lost in the shuffle.

That’s why PR News celebrates the cream of the agency crop each year with its Agency Elite Awards. The Agency Elite Awards benchmark the communications and marketing firms that, over the last year, truly stood out for their creativity, strategic expertise and achievement of successful outcomes for clients.

Hannah Storm, Platinum PR

PR News’ 2018 Platinum PR Awards Finalists Announced, Hannah Storm to Host Sept. 21 Awards Luncheon in NYC

July 27th, 2018 by

At PR News’ annual Platinum & Agency Elite Awards luncheon—which this year will be held Sept. 21 at the Grand Hyatt in New York City—hundreds of communications professionals gather to celebrate the top communications and marketing campaigns of the last year, as well as the PR and marketing professionals behind the strategy and execution of those initiatives. This year’s Platinum & Agency Elite Awards luncheon will be hosted by ESPN’s Hannah Storm.

Winchester House

4 Ways to Make Sure Your Website Isn’t a Winchester Mystery House

July 24th, 2018 by

While a successful donation campaign or high number of form fills is cause for celebration, it’s often what isn’t working that gets overlooked, whether you’re updating an existing site or launching a new one. A bad website might be compared to the Winchester Mystery House, famous for its eccentric and haphazard construction, including stairways and doors leading nowhere.


Cisco’s 8-Step Guide to Optimizing Your Press Releases for Search

July 17th, 2018 by

Most communicators would agree it’s important for audiences to be able to find their press releases in a Google search. But how can they make sure the right audiences and journalists find those releases?

The first step is making the most of your search data, according to Laura Mitchell, director of digital for, who leads SEO for the technology company’s core web property. Mitchell and her team have a proven system for tying search data to desirable outcomes such as having target readers find releases and other timely content.


With Promoted Trend Ads, Twitter Will Offer Brands a Piece of the News Cycle

July 13th, 2018 by

Although Twitter has been perhaps the slowest social platform to adopt Facebook’s pay-to-play publishing model, it’s now zeroing in on the biggest boon it offers brands: its role as a news source. Twitter is testing a new feature, Promoted Trend Spotlight, which would appear on users’ feeds as a banner ad when they navigate to the Explore tab of the app, which aggregates trending news.

Amazon delivery box, next to Snapchat loading screen on smartphone

Buried Snapchat Code Reveals Amazon Integration to Come

July 10th, 2018 by

Would you rather your audiences use their smartphones to point and click—or point and buy? Given the pressure on communicators to tie their efforts to the bottom line, we’d wager that the latter is preferable for most. And now, if a rumored Snapchat-Amazon integration is any indication, social media audiences will soon be able to point their smartphones at objects in their native environments and purchase those products directly through Amazon.


4 Ways Verizon Uses SEO to Proactively Turn the Tide of Crisis

July 5th, 2018 by

During crisis moments, PR professionals tend to focus on how stakeholders and audiences view their brand or client. But of growing concern is what search engines see when a negative news story hits. Whether you’re focusing on crisis proactively or after the fact (and most PR pros would agree you really should be doing both), search engine optimization has a crucial role to play. Here are four ways communicators can learn from Verizon’s SEO practices when it comes to preparing for, monitoring and addressing crises.


The @WeAreCisco Approach to Devising Instagram KPIs

July 3rd, 2018 by

Now that Instagram has surpassed its billion-user mark, competition for attention on the platform is heating up. Instagram content must be positioned even more strategically in order to cut through the din.

Casie Shimansky, social media manager at the technology company’s talent recruitment brand @WeAreCisco, notes that Instagram’s growth has her team of two constantly testing their approach to content.

google analytics, comparing two screens with analytics reports

An 8-Step Guide to Using Google Analytics for Communications

June 12th, 2018 by

As a reporting powerhouse, Google Analytics has the potential to help communications professionals make more strategic decisions. But too often, web analytics aren’t owned by the communicators who make decisions about content and messaging strategy at their organizations. Here is an eight-step guide to help you develop your Google Analytics strategy for communications.