PR Insiders

Gen Zer’s View: PR Needs to Prompt Social Conversations About Change

August 18th, 2020 by

Engaging content can not exist in a vacuum. It must respond to the times that created it, argues Thomas Gillespie, a PR pro fresh from an internship. In an age where politics, culture, entertainment and mass movements merge, PR pros must be quick, thorough and compassionate. They must lead the conversation, not react to it.

Tips For Measuring the Outcome of PR Efforts

August 17th, 2020 by

PR measurement need not be expensive or difficult. Moreover, with data proliferating in the digital environment, PR needs to measure its effort and demonstrate value. NRPR chief Nicole Rodrigues offers a review of measurement basics.

McDonald’s Re-writes Playbook for Corporate America and Crisis

August 14th, 2020 by

In a clawback that is considered highly unusual, McDonald’s sued its former CEO to recoup millions from his November 2019 departure package. Our authors contend the brand’s lawsuit signals a new chapter in how companies will approach PR crises in the era of #MeToo and Black Lives Matter.

How to Adapt PR Strategy in the Face of COVID-19

August 3rd, 2020 by

With all the changes the pandemic has imposed on consumers and businesses, it’s not a surprise that brand communicators have had to adapt their goals and strategies. Fortunately, the basics continue to work: monitoring the news and social media, crafting relevant messages and employing thought leadership, among other things. Being nimble and flexible also are key components.

How to Get High-Tech CEOs to Value CCOs as Much as CMOs

July 27th, 2020 by

Technology PR pro Charles Hartley looks at how PR pros can elevate their status relative to marketing leaders. He argues PR pros should emphasize strategy, increase their content marketing skills and tie communication to business goals.

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Lessons Earned: When the Competition is Your Friend

July 23rd, 2020 by

In the latest article in our collaborative series with the Institute for PR about lessons earned , Barbara Bates, global CEO of Hotwire, discusses a lesson she learned years ago. While many PR pros consider rival agencies the competition, there’s value in industrywide collaboration. Bates writes that knowledge sharing has helped her many times over the years.

Value vs Vanity: Metrics that Matter for Digital Strategy

July 22nd, 2020 by

It’s a constant struggle for digital strategists. Do you present shiny but ultimately useless vanity metrics? Or do you explain to those in charge that engagement rarely happens overnight, but is a long-term process? Our authors argue that there are ethical ways to demonstrate short-term value.

How to Use Bolstering Messages to Grow Brand Trust

July 21st, 2020 by

It’s an understatement to say that people have been through a lot during the past few months. As a result, they are looking for reassurance. In addition, they want to know how your company contributed to solving problems during the pandemic. Show them as you craft bolstering messages. Here’s how to do it.

How PR Pros Can Make Themselves Media Friendly

July 20th, 2020 by

It’s like a swimmer who hates water, but some PR pros don’t relish dealing with members of the media. Worse, some lack news sense or have never spoken with a journalist. Fortunately, it’s not too difficult to become a media-friendly PR pro. Here are a number of tips from veteran PR pro and former journalist Arthur Solomon that can help you become media friendly.

Lessons Earned: How I Stopped Being Busy…Some of the Time

July 16th, 2020 by

Here’s a column that you should make time to read. What? You’re too busy? Seriously, PR pro Jamie McLaughlin had the same problem. That’s before he resolved to become less busy. His story offers hope to harried PR pros everywhere. And smile. This is a very quick read.