Branding/Reputation

Branding Lessons from Marvel Studios’ Mythology Marketing

April 25th, 2019 by

Marvel is far more than a brand of comics and films. It’s also a marketing juggernaut. Thing is, Marvel understands the “less is more” approach with its audience. Since it has identified distinct and overlapping segments for each film release, Marvel leaves breadcrumbs of suggestion, which are enough for hardcore fans to pick up the slack. This creates FOMO by withholding information and letting the earned media hype train build momentum with what is ostensibly service journalism.

How Big Pharma Can Start to Heal Its Reputation In the Opioid Epidemic

April 25th, 2019 by

The opioid epidemic has touched one in three Americans, a new survey from NPR and Ipsos shows. In addition, pharma’s narrative about its role in the epidemic has failed to resonate with a significant majority of the American public. What steps should industry communicators take to rehabilitate pharma’s reputation with the public? Crisis communications provides a possible option.

Branding Blasphemy: Lessons from Kanye’s Coachella #SundayService

April 23rd, 2019 by

Kanye West played an opportunistic set at Coachella 2019’s second weekend, held on Easter morning and branded #SundayService. Seeking to repair the problematic year he’s had alienating his audience, Ye’s set was largely received as rushed, opportunistic and appropriative. The overpriced merch didn’t help either. That said, communicators can learn from Kanye’s disastrous #SundayService, particularly about when branding is inappropriate and how poor visual storytelling can drastically hurt a brand’s reputation.

How Communicators Can Think Small and Make Big Changes

April 19th, 2019 by

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.

What Google’s Trending User Surveillance Says About Brand Reputation

April 15th, 2019 by

The New York Times published a story Saturday detailing how Google shares its location-tracking database with police to identify potential suspects whose devices were within the vicinity of a crime. The police then use this information as evidence while building a case, sometimes going after the wrong suspects. Google’s unwillingness to acknowledge its reputation for surveillance offers PR lessons about recognizing negative trends.

PR Tips for Alexa’s Human Listeners

April 12th, 2019 by

There’s much PR pros can learn about communicating the intricacies of AI from a story this week. It seems Amazon’s Alexa indeed is listening to our conversations. In fact, the hockey-puck-looking device has an army of 1,000 humans who listen to what it picks up in homes around the world. One lesson is that communicators need to urge brands to be transparent in their AI activities.

Capitalize on the Power of Word-of-Mouth Marketing With These Tips

April 9th, 2019 by

The concept of word-of-mouth marketing has stood the test of time. Even through multiple generations, word-of-mouth remains one of the most powerful forms of marketing in existence. What makes this idea trickier is that it’s not something a business can just buy, like they would an ad. Sure, there are options such as influencer marketing, which has also proven to be a powerful tool. But how does a brand take advantage of the advertising alternative that’s completely free?

April Fools’ Brand Roundup: More Good Humor and Bad Taste

April 1st, 2019 by

Here at PR News, we see such corporate pranks as a perfect window into the optics of humor and how they can, or can’t, work in your external messaging. Following last year’s April Fools’ Day recap of the good, the bad and the ugly, let’s look at some of this year’s campaigns that had us splitting our sides, and others that made our stomachs churn.

How the Co-Founder of 9/11 Day Learned to Trust His Gut

March 15th, 2019 by

Each year, PR News recognizes the leaders and campaigns creating the most social good at our CSR & Nonprofit awards luncheon. The 2019 event, hosted at the the National Press Club in Washington, D.C., saw… Continued

Amazon and Nike Forego Transparency: Was it the Right Call?

March 12th, 2019 by

The standard line today is that it’s best for brands to practice transparency as much as possible. Maybe, though, the largest brands can get away with not being transparent. Amazon made two significant policy changes in the first weeks of March and refused to say anything about them. Nike endured a few months of crisis prior to Colin Kaepernick with nary a public word. Was avoiding comment the right call?