Stories by Sophie Maerowitz


IHOP’s ‘IHOb’ Campaign: Short Stack of Buzz-Building Tactics

June 11th, 2018 by

If the company’s primary goal was to raise awareness of its expanded menu through the campaign, it certainly succeeded. But cheeky campaign aside, the franchise is still known a pancake destination.

And since a short stack is typically made up of three pancakes, we thought we’d serve up three lessons communications professionals can take away from the campaign.

"you aren't listening" sign, malcolm jenkins, philadelphia eagles

Medium Is the Message in Eagles Player’s Silent Protest

June 7th, 2018 by

With so many voices clamoring for attention, total silence might be the only way to cut through. Philadelphia Eagles player Malcolm Jenkins illustrated that point in a June 6 video of a locker-room press conference that instantly went viral on Twitter, and has racked up over 1.88 million views as of this writing.


IABC Report: C-Suite Wants PR to Cut Through the Digital Noise, Be Budget-Savvy and (Maybe) Help With Diversity

June 5th, 2018 by

At the IABC Conference in Montreal, a cross-industry panel of three senior business leaders opened up about the value of communications at their organizations. (Spoiler alert: Their comments were overwhelmingly positive.)


IABC Report: Is Faith in AI and Data Misplaced?

June 4th, 2018 by

In a world constantly disrupted by technological advances, how can we make sure we’re the ones making change, and that change isn’t making us? That was a question posited by keynote speaker and futurist Anab Jain at the International Association of Business Communicators’ World Conference in Montréal.

goldmine, gold pieces

How to Turn YouTube Into an SEO Gold Mine for Your Brand

May 31st, 2018 by

Type any word into Google followed by the word “video” and you’ll see a number of YouTube links load at the top of your browser. That’s because YouTube is the world’s second-largest search engine next to parent company Google. And as such, it’s a crucial tool for communicators to leverage in their search engine optimization efforts, says Nati Katz, director of global agency Burson-Marsteller’s technology practice.

starbucks' howard schultz on CNN

Media Coverage of Starbucks Antibias Trainings Remains Skeptical

May 29th, 2018 by

Corporate responsibility leadership or PR spin? That’s a question the media has been pondering regarding Starbucks’ trainings to combat racial bias in its employees. The coffeeshop giant is shuttering all of its stores across the U.S. for four hours the afternoon of May 29.

facebook groups admin support

How 4 New Facebook Groups Features Will Affect Online Community Management

May 24th, 2018 by

At PR News’ Social Media Awards Luncheon in New York, keynote speaker Jennifer Dulski, Facebook’s head of groups and community, hinted at a major announcement coming that afternoon from her division. Minutes later, the company announced via its blog four new features aimed at supporting communicators who manage Facebook Groups.

coffee mug reading "keep calm and prepare for GDPR"

A 5-Step GDPR Crisis Plan

May 21st, 2018 by

With the GDPR looming, it’ll soon become clear which organizations have prepared for Europe’s legal framework for the collection and processing of personal data and which companies are struggling to comply by the May 25 deadline.

The regulations stipulate that data breaches must be reported to European regulators—and to customers—within 72 hours, which makes it essential for organizations to plan ahead for the inevitable data breaches that are happening with increasing frequency.

facebook stories new archive feature 2018

3 Reasons Communicators Will Love the Facebook Stories Update

May 17th, 2018 by

Three new Facebook Stories features are being tested in India, but are due to roll out in the U.S. soon. These updates could be useful enough for professional communicators to warrant making Stories a new priority in their Facebook strategy.

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5 Tactics Brands Can Learn From Delta’s Customer Support on Twitter

May 14th, 2018 by

Communicators shouldn’t underestimate the power of one-on-one customer support on Twitter to win praise for your brand. Delta Air Lines is a proven leader in the Twitter customer support space, so to aid brand communicators seeking to upgrade their one-on-one customer service, iSocialFanz CEO Brian Fanzo and PR News took a look at five of Delta’s white-glove customer support tactics.