We know influencer marketing can provide third-party authenticity to brands. It also can raise awareness and bolster sales. On the other hand, it means allowing an outsider to be your brand ambassador and losing some degree of control. Here are three tips to reduce your anxiety when working with influencers.
It’s a given that social media is critical to many if not all companies. And you’d agree that culture flows from the top in most organizations. Fine, then why do more than 60 percent of CEOs lack a social presence? It’s becoming more difficult for the C-suite to ignore the influence social media has not only on consumers but shareholders, team and brand.
Veteran PR pro Arthur Solomon assembles a checklist comprising the traits he thinks would make the perfect PR pro. The idea for this exercise is based on an assignment a brand executive gave him years ago, when he was with Burson-Marsteller. Despite the myriad changes in PR since that time, the traits he chose then don’t seem very different from those he says he’d pick today. They include a mix of media relations skills, integrity, and creative thinking.
We’re told in media relations to “think like a journalist.” Frank Ahrens modifies that a bit to read “think like a food service industry employee.” Specifically, the VP at BGR Public Relations argues that media relations pros can learn much about relationship-building with journalists from the way Chick-fil-A employees treat customers.
Change is an inevitable part of business. Markets and companies mature, tastes change, competitors emerge, reputation issues argue for a name change. But when is the right time for your brand or organization to rebrand? 5WPR founder/CEO Ronn Torossian offers five signs that might indicate it’s time for a company to rebrand.
What are your choices for the top PR crises of 2019’s first six months? As is her custom, Solomon McCown & Company president Ashley McCown goes out on a limb, picking her top five and presenting them in this short video. Can you guess what her quintet of PR crises will be? One hint: her top picks involves a global brand that was a leader in its sector, at least it was prior to its crisis.
Right or wrong, many executives think the only media that matters is the Wall St. Journal and the NY Times. OK, so how do PR pros get their brands a mention in one of those papers? We turn to someone who’s climbed that mountain. Frederik Bjørndal, who heads press relations for N. America and Europe for Novozymes, a Danish biotech firm, provides his checklist for getting major media coverage.
Taking a stand or promoting a cause is important for brands, which want to identify with their target audience and its beliefs. Unfortunately, some brands view events such as Pride month or International Women’s Day purely as profit-making opportunities. Here are three tips brands need to embrace so they can be seen as promoting activism not slacktivism.
Operating with purpose must be the lens through which every business decision is made, argues WE’s global CEO and founder Melissa Waggener Zorkin. While sticking to your values isn’t easy, the consequences of ignoring today’s societal issues are much greater. She offers highlights from recent research about purpose that aim to help communicators and leaders.
As influencer marketing evolves, PR pros have gotten better at collaborating with influencers on content. But we can do better, communicator Adam Ritchie argues. PR pros can collaborate with influencers to create compelling products too.