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How a Law Firm’s Videos Grab Views in a Crowded Field

December 4th, 2019 by

The expectation is that video will be about 80 percent of internet traffic in 2020. That means brands need to craft videos that are compelling enough to break through a great deal of noise. This mini-case study explains how a law firm’s marketing chief cleverly destroyed the recruitment video model. He also put a human face on what’s often perceived as a cold, impersonal profession.

How Arizona Used Social Sunshine to Warm The Winter Weary

December 3rd, 2019 by

Depending on where you live you might have the winter blues. Believe it or not, this is a real condition. As you will read in this case study, Arizona used the winter blues as part of a social campaign to encourage tourism. Turns out Arizona is the country’s sunniest state.

Three Ways PR Can Use Data to Improve Performance

December 2nd, 2019 by

In this mini-case study about higher education, FleishmanHillard SVP Brendan Streich offers three ways PR is using measurement to help academia improve communications as well as other facets of college and university operations.

PR Lessons from How Retailers Explain Staying Open (or Closed) on Thanksgiving

November 29th, 2019 by

The turkey has been picked apart, the wishbone wished upon, and the rounds of coffee are morphing into stronger beverages. It’s the day after Thanksgiving. Yet some family members have vanished. They’re braving the crowds at the mall on Black Friday. How should PR craft messages about retail brands opening (or closing) their doors today?

The On-Camera Interview: A Step-by-Step Guide to Success

October 4th, 2019 by

Interviews on television and social media videos are a fact of life for corporate executives. Yet many executives are fearful when reporters and cameras appear. Fear not. Maura FitzGerald of Vision 2.0 Communications provides a comprehensive review of what to say, how to say it and what to wear while you do.

Biz Roundtable’s New Corporation Rests on the CEO’s View of Communicators

September 6th, 2019 by

The PRSA chair argues that the Business Roundtable’s new definition of a corporation is well suited to what communicators already do each day. They build and protect the brand, forging alliances with stakeholders. For this effort to work, though, CEOs must have full confidence in communicators and in the importance of communication.

How to Use Data on a Media Relations Effort That Goes Beyond Impressions

August 28th, 2019 by

Nearly everyone in PR has heard the order from someone in the C-suite: “I want to be in The NY Times or the Wall St. Journal.” Getting your story in a major outlet is not a media relations strategy. Michael Brito, an EVP at the Zeno Group, proposes a balanced media relations approach, including pitching stories to smaller publications where they may resonate better with readers. He uses data to bolster the logic of his proposal.

Media Relations Lessons: Be More Like Chick-fil-A

July 31st, 2019 by

We’re told in media relations to “think like a journalist.” Frank Ahrens modifies that a bit to read “think like a food service industry employee.” Specifically, the VP at BGR Public Relations argues that media relations pros can learn much about relationship-building with journalists from the way Chick-fil-A employees treat customers.

Five Tips to Get Major Media Coverage

June 21st, 2019 by

Right or wrong, many executives think the only media that matters is the Wall St. Journal and the NY Times. OK, so how do PR pros get their brands a mention in one of those papers? We turn to someone who’s climbed that mountain. Frederik Bjørndal, who heads press relations for N. America and Europe for Novozymes, a Danish biotech firm, provides his checklist for getting major media coverage.

Social Media ROI: 45% Say It’s Less Effective Than They’d Like, 30% Are Unable to Measure It

June 3rd, 2019 by

As readers of this publication know, we like to gauge the mood of the industry at frequent intervals. So after returning from The Social Shake-Up last month in Atlanta, we examined how communicators are assessing the bevy of data that social media generates. PRNEWS and partner InfoVision Social surveyed 150 PR executives to discover trends and pain points.