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We know that PR can be a powerful tool to complement marketing efforts. However, within some technology companies, teams may downplay the importance of PR–often because they think it’s not as tangibly measurable as other activities.
There’s one thing you can say about social media–sometimes it helps remove doubt. It goes to a principle that communicators know well: Nothing disappears once it’s posted on social media.
With the arrival on April 22 of Earth Day, our History column looks at the largely unknown role several PR pros played in developing awareness for environmental CSR.
When pitching, we must reframe our approach to effective emailing—which ultimately is defined not by how we communicate, but by how we connect with our words. Only after adopting this approach can we begin to master the art of communication and build genuine rapport in digital exchanges across cultures.
Research is more accessible now to more professional communicators. What’s more, communication technology platforms are ubiquitous and at many price points…some cost nothing! With free and low-cost technology, the decision to measure, even with a modest budget, is a matter of willingness rather than ability.
Creativity and authenticity also are at the heart of Ninja’s social media search for a Smoothie Bowl Sommelier. After a nationwide search in late January, Ninja chose Gillean Barkyoumb, a registered dietician with 8,000 followers on Instagram. We asked Sasha Hartman, SVP, director, global creative and digital at SharkNinja, about why Ninja chose a micro-influencer and specifically Barkyoumb.
Companies sometimes struggle to connect CSR with their corporate values. The story below illustrates an innovative way a pharmaceutical translated its interest in offering patients creative solutions into a CSR effort.
With Major League Baseball’s full, 162-game season returning and fans allowed in stadiums for the first time since Oct. 2019, you’d assume social media would be awash with baseball-related posts. A PR maxim, though, says it’s best to test assumptions.
Vaccination cards fill social media timelines. Grandparents are planning reunions with grandchildren. PR News Exclusive Content Subscription Required Subscribers: Log In Remember Me Forgot Password? New Users: Subscribe This content is accessible to PR News… Continued
The questions for communicators: Do you craft messages differently, internally and externally, when you know the country is divided politically, and in other ways? In addition, do you change communication to adapt to the fact that a significant portion of the electorate believes the election was rigged, and, by extension, the true winner is not scheduled to be inaugurated next week?
There was a time when much of PR was about trade shows. They were crucial for product launches. With shows on hold for now, communicators must review their product-launch strategies.
Nobody enjoys having difficult conversations. Sometimes, as PR pros, we have difficult exchanges with those who pay our salary and can influence our career. Being direct, empathetic and solutions-oriented can help make such exchanges less difficult and, most important, help build trust and understanding.
It seems a good bet that many PR pros will work virtually, long after the pandemic ends. The pandemic has proven businesses can exist in a virtual setting. The concepts of remote working and limited budgets permeated today’s PRNEWS webinar, “How to do More with Less: A Holistic Approach to PR.”
While everyone waits on Biden’s VP decision, the articles and takes assessing the possible pick are piling up. The public loves a good build-up, and a growing sense of anticipation really creates some excellent public relations results. While Twitter floods with hot takes and debates, the curiosity continues to heighten.
It’s great when brands and organizations have purpose. On the other hand, a survey of your target audience might show that this moment calls for garden-variety fun, purpose be damned. Several aviation companies are earning revenue by pushing the experience of flying, not the destination. And one carrier boasts full aircraft though their tires never leave the tarmac.
As you prepare to sit down for Thanksgiving or Friendsgiving, chances are cranberries will be on the table in some form. For the Cranberry Marketing Committee (yes, there’s really a Cranberry Marketing Committee), the challenge was to ensure that cranberries got a seat at both tables and year-round, despite its heavy association as a holiday treat. The Committee chose to re-invent the cranberry. On social media.
A soccer trade show sounds like a decent idea, but in Canada? Here’s how Rich Padulo took his idea from conception to reality. He shares what he learned along the way.
We enjoy learning about brands using unusual communications methods. Capital One bank is well known for its “What’s in Your Wallet?” tagline and sponsorship of sporting events. One of the country’s leading issuer of credit cards, the bank leaves its cards home for its latest communication effort. Instead, it concentrates on conversations with customers about purposeful travel.
Previously, to raise awareness of its sunny surplus, Arizona deployed mostly traditional paid media: print advertising, television and radio, billboards. Then a PR firm urged it to spread the sunshine via social media. Targeting Chicago and NY residents who were tired of winter, Arizona has mounted a clever campaign whose main goal is to associate the state with happiness.
While you might not like the buzzword phrase “the new normal,” it signals that attitudes and behaviors have changed, at least in some areas. As PR pros need to gauge the zeitgeist as they craft tactics and strategies, it’s fortunate that a slew of surveys and polls are appearing during the pandemic. We offer a brief survey of surveys relevant to communicators and marketers.
A team of international researchers used AI to detect patterns in how real news and fake stories propagate. The team discovered several signs about how stories spread that may help to determine authenticity. Fortunately, these signs can be detected early, before a fake news story spreads too far. Learning to spot some of these signs can benefit PR pros, argues Michael Burke of MSR Communications.
Modern media outreach has evolved to the changing needs of today’s communicators, who are juggling many more roles with leaner staff and smaller budgets. According to findings from a recent News Direct market survey, 79% of… Continued
Our latest survey of PR pros found them working harder than before the pandemic, but for a reason that left them thinking the future looks bright. In addition, more than 80 percent of survey respondents said the industry will rebound to its pre-pandemic size and that PR’s prestige has risen during the past five months. The pandemic has illustrated that businesses need strategic communication, respondents said.
A new survey from PRNEWS shows the industry upbeat about the future. In the survey of 200 PR pros last month, 88 percent told us PR and communication will come back as strong if not stronger after the pandemic. Still, there’s concern for the future and diversity & inclusion content is lacking in industry messaging.
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