AI is getting much better at measuring media, yet many PR firms continue to deploy humans to compile and analyze reports. It’s not a ploy to charge more. Measuring earned and social media entails more than merely evaluating mentions and a human touch remains essential, argues former UBS Canada communications head Graeme Harris.
Generals counsels often want to keep a low profile, while part of the job of the chief communications officer (CCO) is to broadcast the corporate narrative as loudly as possible. Yet an alliance with the general counsel can be strategically valuable for the CCO, argue APCO Worldwide senior directors Jim Moorhead and Jo London.
In the digital age speed and agility have become key elements in crisis management. Hill & Knowlton Strategies’ U.S. risk and crisis communication chief Kevin Elliott offers tips to make sure your crisis-preparedness plan is ready for today’s always-on environment and will allow you to control the narrative around a crisis.
After having seen so many brands handle (and mishandle) PR crises, you might think executives would know to manage crises well. This often is not the case. We continue to see brands attempting to cover up miscues rather than being transparent and waiting too long to react or moving too quickly. Ashley McCown, president of Solomon McCown & Company, offers a brief video to PR News exclusively where these factors and others play into her picks of the top 5 PR crises at the halfway point of 2018.
It seems obvious that PR pros should keep stakeholders informed about the status of articles being pitched to the media. Sadly, this doesn’t happen consistently, argues James Rose, content head at IBA International. A weekly update sent to stakeholders will assuage some of the anxiety about when an article will be published and make the creation of content more of a collaborative effort.
There are few things more effective at establishing topical media credibility than a book. When an executive is a published author, answering the question, “Is this person a valid and credible source?” becomes far easier. While it isn’t easy to convince an executive to write a book, crafting one from blog posts your executive has created can be remarkably straightforward.
There is much talk about how jobs and the economy will fare as a result of the continuing advance of AI and automation. As communicators, though, we should also be looking at AI’s impact on reputation and the role PR will play in educating the public about critical issues related to AI, argues Sophie Scott, global managing director of FleishmanHillard’s technology sector practice.
At a time when PR pros are taken to be spinners, flacks and other relatively ineffective communicators, it is imperative to double down on truth telling. Pete Janhunen relays a story that illustrates this lesson and urges young people coming into the business to hold to the highest standards.
Whom do you trust? That’s become a bigger question in the fake news era for reporters. The PR practitioner plays a vital role building a relationship between brand experts and the media. The expectation is not that the media automatically will include our brand in an essay, but based on our relationship journalists should know they can trust us and those we put forward as resources.
One of the main themes at Cannes Lions a few weeks ago was the need for brands to reexamine the use of influencers. Craig Greiwe, SVP and head of Rogers & Cowan’s digital group, argues influencers are not the problem, the market is. The solution is relatively straightforward: treat the influencer market the way you do any other: with thoughtful, careful planning, clear accountability and proper creative messaging.