Branding/Reputation

Grandpa plays with baby granddaughter

Vaccine Campaign Messaging Promotes Real-Life Moments

January 12th, 2021 by

COVID vaccine messaging is about to get another shot in the arm through the release of a new confidence campaign called “Because of This,” launching Tuesday. “Because of This” includes four PSAs which strive to remind Americans of the reasons for vaccination: the importance of our close, personal relationships. The ads include real people who provided personal footage for the campaign. 

vaccine

Communicators Face Multiple Hurdles as They Race to Erase U.S.’s Vaccine Hesitancy

January 5th, 2021 by

With emergency approval of vaccines, the need to communicate the importance of prompt vaccination seems obvious: Without 75-80 percent of Americans vaccinated, herd immunity, leading to a return to normalcy, will not be reached. And now, with the discovery of an additional, more contagious virus strain, getting Americans vaccinated promptly seems even more critical.

Brand Communicators Toss the Product Launch Playbook of Yesteryear

January 5th, 2021 by

In years past, launching product was a boon for publicists. It was fairly easy. In 2020 and beyond, not so much.

In addition to breaking through the noise of COVID-related news, brands with product launches were forced last year to compete with stories about social justice and the election. Combine that with shrinking newsrooms and an inability to host live events and the appetite for product launches was just not the same.

kid getting a bad grade on a paper

PRNEWS GRADES: 2020 Brand Pivot Edition

December 22nd, 2020 by

The PRNEWS staff comes across many examples of brand advertising and communications every day. We have compiled an assessment, with staff members providing their choices of the most notable, good or bad. This week, we placed a special focus on 2020 brand pivots.

Governor Andrew Cuomo watched administration of the first COVID vaccine in New York State.

COVID Vaccine Images Provide Hope After a Year of Pain

December 14th, 2020 by

Video and images flooded social media this morning after several states launched emergency use of the COVID-19 vaccine. Many government entities and news outlets broadcast the first inoculations live, providing a sliver of hope in a year when so many have lost loved ones across the globe.

KFC and Lifetime launch "A Recipe for Seduction."

Fast-Food Provides End-of-Year Messaging Trendsetters

December 7th, 2020 by

It might be the last month of 2020, but that’s not slowing big-time fast-food marketing campaigns. If anything, it might ignite chains’ last gasp for relevance, and, of course, sales, before the year comes to a close. Just in the past week we’ve seen an emergence of some fun and unique campaigns that many consumers may still be talking about as the calendar turns to 2021. McDonald’s, KFC, Chipotle and others continue to stretch the boundaries of branding genius. 

Different Not Indifferent: Public Still Craves Engagement on Thanksgiving

November 24th, 2020 by

It’s not news that Thanksgiving 2020 will look different for many families across America. But brands should not confuse different with indifferent. Americans remain hungry for turkey and all the holiday traditions. For brands that read the room, Thanksgiving offers potential opportunities to engage the public, writes veteran PR pro Mike McDougall.

PRNEWS Announces Honorees for PR People and Rising Stars Awards

November 20th, 2020 by

PRNEWS is pleased to announce the honorees for this year’s PR People and Rising Stars Awards. From internal communications and community relations to crisis management, media relations and beyond, the individuals recognized this year cover the wide breadth and depth of the industry.

Moderna Vaccine PR

Vaccine News Releases Promote Collaboration, Not Competition

November 16th, 2020 by

Upon first glance, you might think pharmaceutical companies are in a race to become the first to develop and administer a COVID-19 vaccine. This belief strengthens with every announcement coming out from Pfizer last week or Moderna, as we saw today. But communicators might want to look a little deeper, as a race can completely devalue the important, strategic work healthcare communicators do. The power of collaboration, rather than competition, emerges as the true message sent with each news release.

Honoring Those Who’ve Served: A Message on Veterans Day

November 11th, 2020 by

A veteran and PR pro looks at the similarities between working in military affairs and civilian operations. The common bond, he writes, is that people are the most important asset. On this Veterans Day, he urges Americans to practice positive PR and honor the nation’s greatest asset.