Digital & Technology

The great mystery writer Elmore Leonard passed away yesterday. The Internet lit up. And interestingly, it was as much about his tips for great writing as it was for his brilliant work.

In yet another new discipline to add to their wheelhouse, PR agencies are starting to get into the media buying space. PR News spoke with Matthew Browher,
 senior VP, digital strategist at Ketchum, who provided the following three tips for PR pros looking to adapt media buying practices.

Pinterest is a social media platform that can be difficult for brands to penetrate. Dominated by “DIY” and digital dream house wish lists, companies trying to break into the space need to be innovative. You can’t just pin a snapshot of your latest product and call it a day.

With social media demographics beginning to skew older, LinkedIn is bucking the trend by targeting two new demographics–teenagers and college students. Beginning September 12, LinkedIn will be available globally to users 13 and up. Not only that, but University Pages have been rolled out.

Crises can happen when you least expect it, and it can be tempting to run around panicking, shouting “Danger, Will Robinson!” and eventually collapsing into a heap. Don’t do that.

The rapid growth of social channels, blogs and LinkedIn has grabbed the attention of professionals throughout most every organization. And public relations departments, of course, have been among the earliest adopters of social media.

Not all social media platforms are created equal. Each one has its own unwritten rules and regulations.

Video is just about the most shareable content there is. That’s all well and good for B2C brands with vivid products and services to sell, but B2B companies and nonprofits have to dig a little deeper to find stories to tell with video.

What do The New York Times, the Huffington Post and Verizon Wireless all have in common? All three brands have moved from real-time communications to “live” broadcasting—through video.

Content marketing continues to proliferate throughout traditional and digital media, and it has become clear that the practice is not a fad. Brands are now becoming media companies on the fly, which is presenting many new challenges for communicators.