Go big or go home does’t necessarily apply to innovation, says Scott Steinberg, author and business consultant. Armed with knowledge about their customers, communicators can advocate for brands to make small, tactical changes to products and services that can yield significant results. Steinberg discussed his ideas about thinking small to go big during PRNEWS’ Measurement Conference in Washington, DC.
Yelp may not always come up in conversation as a social network the likes of Facebook or Instagram, but for small businesses and their customers, Yelp is a godsend. Yelp’s senior manager of business outreach, John Carroll, will be speaking at The Social Shake-Up as part of a “Tying Social Media to the Bottom Line” session on May 7. We spoke to Carroll about his tips for social monitoring, brand evangelism and on-camera storytelling in 2019.
How to Turn Omni-Culture Moments Like ‘Game of Thrones’ and ‘Avengers: Endgame’ Into Brand OpportunitiesApril 11th, 2019 by Surya Cherian
The level of buzz surrounding “Game of Thrones” and “Avengers: Endgame” is something programmers, studios and brands once took for granted, but today they’re all too rare. They are omni-culture moments, moments that will be recounted over coffee and avocado toast in the office the next morning, moments that spur common conversations that everyone is in on. So, how can brands get in on the action?
March Madness begins today on hardwood courts around the country for a select group of college basketball teams. To mark this event, our monthly publication PR News asked several members of the 2018 PR News Rising Stars class to dish on the following questions: What about PR and marketing gets you mad and what can be done about it?
As 2018 dwindles to a few days, marketers prepare for the new year and many tend to wipe the slate clean. This makes it a great time to consider your budget plans for 2019. To get you started on thinking about marketing priorities, 5WPR chief Ronn Torossian looks at trends he believes will be important to consider in the coming year.
Communicators and marketers often devote a lot of effort to choosing the right words to use in their messages. While words matter, there is an argument or two to be made for also considering the heart when creating a message. And believe it or not, emotion counts when creating messages for both B2C and B2B audiences.
Communicators pointed to four major tactics that they have successfully implemented to earn trust, get their more difficult clients in the press, open their minds to spend, and change their opinions of the value that PR can bring to business.
One of the main themes at Cannes Lions a few weeks ago was the need for brands to reexamine the use of influencers. Craig Greiwe, SVP and head of Rogers & Cowan’s digital group, argues influencers are not the problem, the market is. The solution is relatively straightforward: treat the influencer market the way you do any other: with thoughtful, careful planning, clear accountability and proper creative messaging.
For many companies, business plans involve creating a product and then trying to figure out whom to sell it to. But it turns out that some of the most profitable companies in the world, such as Apple, Amazon and Microsoft, found success by structuring their business plan the other way around. What it comes down to is this: What is the customer looking for, and how can you fit your company into those wants and needs to increase engagement and brand loyalty?
While a Pride activation is not going to be authentic for every brand, a yearlong commitment to advancing the Pride agenda will work for some, argues APCO Worldwide’s Michael Galfetti. Here are three insights for brands to make Pride activations successful. The most important is making certain your brand clearly identifies how it is helping advance progress in the Pride community.