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.
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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.
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.
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?
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.
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.
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.
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.
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.
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.