Topics

Getting your brand covered in the media is great. Unfortunately, from a brand awareness perspective, it’s merely the appetizer in a far larger PR meal. After that first story has bought you some media interest, it’s time to use every tool at your disposal to get even more coverage and name recognition for your brand. This can be done with both social and traditional media tools.

It may be a little late to the party, but with its upcoming native video feature, LinkedIn is poised to provide brand communicators with a new way to capture attention on the platform. PR News asked Tatiana De Almeida, a member of LinkedIn’s corporate communications team, about LinkedIn video’s likely applications for professional communicators, how to measure its success and how it’s unique among video features on other social platforms.

More and more, users prefer a conversation to web browsing for their shopping and customer service needs. But for brands with large audiences, responding to each comment personally can be a nigh-impossible task. Enter the chatbot, a technology that’s rapidly coming into its own and turning into a valuable communications asset.

Communicators know that paid Facebook ads are a requirement, not a luxury. But that doesn’t mean your brand will be buried unless you spend like Coca-Cola. Even a small budget can have a big impact, but you need to start with specific goals, said Michael Lamp, senior vice president of social and digital media at Hunter Public Relations, at PR News’ Facebook Boot Camp July 20 in New York.

Your organization finally has taken the plunge into podcasting. You’ve chosen a host, show title and theme music—you have the right equipment, too. Congratulations, but you’ve only just begun. If you expect to release a podcast weekly, biweekly or monthly, where can you find content on a regular basis? Think like a journalist and use your eyes and ears with the following three possibilities.

Delta Air Lines jettisoned the bland, cheery persona employed typically by social customer care representatives in favor of stoic sarcasm in two now-notorious Twitter replies to author and political commentator Ann Coulter. Execs may have felt like heroes for an hour or two—now they just have to deal with the full-on conflict.

Delta Air Lines jettisoned the bland, cheery persona employed typically by social customer care representatives in favor of stoic sarcasm in two now-notorious Twitter replies to author and political commentator Ann Coulter on Sunday, July… Continued

One of the most successful kinds of live stream videos is when the audience is waiting for something, some kind of countdown. Counterintuitively, nothing much is happening in these videos for most of the time; the audience is simply anticipating something happening. But the real action can be in the discussion around what’s on camera, not what’s actually on camera.

Reebok’s Twitter account took a satirical streak July 14 when it mocked President Trump’s comment to France’s first lady Brigitte Macron that she’s “in such good physical shape…beautiful.” The post has since gone viral, with more than 46,000 retweets and nearly 79,000 likes as of this morning. The tweet is a rare example of a big consumer brand challenging President Trump on his favorite social media platform. “We saw this as an opportunity—as a learning moment,” says Inga Stenta, senior director of brand management at Reebok.

Podcasts are becoming more mainstream and so are finding their place in the tool kits of brand communicators. Are they right for your brand? If so, what should the podcast cover? Should it be a thinly veiled sales pitch or a storytelling vehicle that barely mentions your brand by name? We ask a pair of podcast veterans for best practices.