How To

Crisis/reputation management experts weigh in on what PR has learned from the major crises of 2010, and what lessons PR pros can take from those crises and apply this year.

A compelling visual brand identity targeted at employees instills pride, loyalty and motivation that cannot be achieved with bland, unappealing graphics.

PR’s collaboration with outside agencies and groups is key to any successful campaign, and that extends to working with law enforcement when necessary. Here are tips from Levick Strategic Communications on how to best interact with the police.

StrategyOne’s Natasha Fogel—the leader of  measurement initiatives for brands like Starbucks and eBay—discusses aligning influencer efforts with business goals and handling negative influencers, among other topics.

When goals and objectives are clearly defined, melding them with strong social media strategies usually results in an effective campaign.

As the media moves to social platforms to hunt for and receive story ideas, PR pros must exploit this change and adjust their outreach strategies accordingly.

While revolutionizing the identification and measurement of influencers, social media—and its coolness factor—can also cloud the picture. PR Measurement Conference speakers Gary Lee of mBLAST and Katie Paine, among others, weigh in on the relevancy factor.

There are plenty of search engine optimization resources to help make you a search master. Sterling Communications’ Devin Davis and Weber Shandwick’s Karianne Stinson provide a list of SEO blogs and experts to either get you started or keep your SEO efforts on track.

Working with the Ad Council on an initiative can be a fruitful exercise, but it’s important to have a measurement system in place—particularly when it comes to dollars spent.

Search engine optimization may sound complex to the uninitiated, but by following some basic essentials, PR pros can easily raise the visibility of their content online, including news releases.