Branding/Reputation

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PRNEWS GRADES: 2021 Summer Edition

July 29th, 2021 by

[Editor’s Note: The PRNEWS staff encounters many examples of brand communication. Periodically, we offer blunt assessments of some of the best and not-so-great examples. Our intent is to provide a learning experience about what works… Continued

Brands Have Fun with Hot Dogs, Buns and Jeff Bezos’s Spaceship

July 21st, 2021 by

Laughing is good medicine. It’s appreciated when brand communicators add to the upbeat chorus and raise awareness with fun campaigns.

woman smiling working at computer

PR Pros: Let’s Be Builders, Not Fixers

July 15th, 2021 by

We’re living in a time of company callouts. Companies are speaking more frequently on social and political issues because some customers want to purchase from, and partner with, businesses that take stands. Yet one wrong move and social media will blast a company for statements perceived as clueless or hypocritical.

American Flag Waving

How Should Brands Approach July 4 Messaging?

July 1st, 2021 by

Freedom can mean many things. And with July 4 approaching, after a year of societal turmoil, many Americans may find their views on patriotism shifting.

As Olympics Approach, Sponsors Should Communicate Tolerance

June 24th, 2021 by

Veteran sports PR pro Arthur Solomon believes Olympics sponsors are vulnerable. In response, they should prepare PR plans that position them as tolerant of peaceful protests.

Infiniti Says Kate Hudson Film Speaks to ‘Misunderstood’ Target Market

June 22nd, 2021 by

Several brands are looking to short films as a tactic for connecting with customers. Infiniti has tapped Kate Hudson to star in its short film introducing the QX60 SUV. Its target customer is busy dealing with myriad issues, Infiniti says. That customer will relate to the multi-talented Hudson and the film reveal, Infiniti’s GM for global marketing Phil York says in an interview with PRNEWS.

Raising Prices Post-Pandemic: An Opportunity to Discuss Value

May 27th, 2021 by

It seems inevitable that prices for raw materials, labor and other fees will rise as the pandemic recedes. Consumers usually bear the pain of such price increases. Companies can either hide the fact that consumer/customer prices will rise or discuss it openly. There are a few ways communicators can try to ease the pain in these unpleasant situations.

Is Your Business Prepared for Cyber Armageddon? 

May 18th, 2021 by

Recent attacks have become bolder and more sophisticated and include invasions of government agencies, healthcare providers, schools and organizations of all types and sizes, including the likes of Twitter and Microsoft and the National Basketball Association. But while most attacks are against large, well-known brands, small business also is a big target for bad actors. The ransomware attack on one of the United States’ largest fuel pipelines is an all-too-frequent reminder that more needs doing. Now.

W.W. Norton Drops Roth Biography, Gets Only Mixed Reviews from Crisis Pros 

May 18th, 2021 by

This month’s Crisis Averted shows how a terrific campaign for a lucrative product can go awry quickly. The story touches on a bevy of things: crisis readiness, immediate and more measured reaction to crisis, #MeToo, cancel culture, media, social media, tremendous irony and a large cast of characters.

Why It’s Critical to Get PR Involved in Product Development and Launch

May 14th, 2021 by

The market’s volatility makes it more important to have PR in at the earliest stages of products and campaigns. When a misstep can result in a public backlash, getting PR’s input at the outset of product development and message creation is tantamount to having an insurance policy.