LinkedIn has rolled out a targeting tool for brands that sponsor content on the platform: Audience Network. The tool increases brands’ chances of their content appearing on audiences’ LinkedIn feeds, as well as—perhaps more excitingly—tracking users across the internet once they leave LinkedIn. Here are three ways brands can start experimenting with Audience Network.
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Heroes That Made Their Brands Proud in Harvey’s Wake
September 5th, 2017 by Ian James WrightIf you’re not a rescue or relief organization, you can’t ask employees to be heroes. But if you create a brand culture that emphasizes community and empathy, and that you care about more than the bottom line when the going gets tough, you might empower individual employees to help in ways that will truly make you proud.

How to Make Your Press Release Strategic and Media-Friendly
September 5th, 2017 by Jay Hickman, MMI AgencyWhile debate rages about the death of the press release, many brands continue to use this traditional vehicle, although with updates, of course. As such, it’s important to know what a press release can do for your brand, and what it can’t. Strategic use of well-crafted press releases can garner useful coverage and contribute tactically to your media strategy.

5 Ways Chemical Company Arkema is Communicating Health Risks in Harvey’s Wake
September 1st, 2017 by Sophie MaerowitzNew Hurricane Harvey-related public health concerns arose Aug. 31 when two explosions were reported at a chemical plant in Crosby, TX, about 25 miles outside of Houston. The plant, owned by French chemical company Arkema, lost power on Aug. 26 as a result of Harvey’s floods. Here are five ways Arkema’s communications team has responded to the crisis so far.

On Snapchat, Meeting the Audience Halfway Is Key
September 1st, 2017 by Samantha WoodLike any good friendship, the relationship between a brand and its audience on Snapchat should be a two-way street. Matt Johnston, executive director of video at Rodale, worked directly with Snap Inc. to build a Discover platform from scratch. Here, he shares his tips and tactics for how to meet your audience halfway on Snapchat to keep the eager tapper glued to your story.

Facebook’s Latest Video Feature, Watch, Offers a New Front for Branded Content
September 1st, 2017 by Jerry AsciertoUsers logging on to Facebook today will notice a new television-shaped icon gracing the platform as the social media giant unveiled its latest video feature, dubbed Watch. The feature looks to do battle with YouTube for advertising dollars as it offers brand communicators a new platform for evangelizing branded content. Marketers from B2C organizations now have a new front to drive engagement with billions of users on the world’s largest social network, and for B2B marketers, Watch may offer the ability to engage more specialized, targeted audiences.

Harvey Relief: How 3 Brands Are Communicating (or Not Communicating) Their Help
August 31st, 2017 by Ian James WrightDoing good for people in times of need can be tricky for brands. If you draw attention to a tragedy too much or in the wrong way, the public might accuse you of trying to score PR points. (And some brands might be doing just that.) Sometimes it helps the cause to draw more attention to it; sometimes the classy thing is to remain silent and speak through your actions.

Teamwork: How PR and Marketing Content Can Help Spur Sales
August 31st, 2017 by Jon Brown, IBA InternationalWith B2B buying decisions sometimes taking weeks and months if not year, how can PR and marketing work with sales to unclog the bottle neck? A content strategy can help, but it must be an integrated effort. Here are tactics that marketing and PR can employ to assist sales in guiding prospects down the decision funnel.

A YesJulz Guide to Brand/Influencer Partnerships
August 30th, 2017 by Sophie MaerowitzIf you’re a Snapchat aficionado, you’ve probably heard of Julieanna (“Julz”) Goddard, better known as YesJulz to her followers. The agency founder and philanthropist has earned her social media stripes by growing a sizable Snapchat and Instagram following, and covering live music and events. We talked to Julz to find out more about her approach to social media, how brands can work with their ambassadors to merge philanthropy with influencer marketing and how her childhood camcorder sparked a life of digital influence.

Early PR Lessons From Tropical Storm Harvey
August 30th, 2017 by Seth ArensteinIn the Houston area the priorities are rescue, assistance and recovery. Finger pointing about who’s to blame has started, but properly should come much, much later, if at all. Still, there are PR lessons in the early stages of what looks to be a years-long issue. Here are a few.