In each edition of PR News we highlight takeaways from select articles as well as important additions to the PR News Subscriber Resources Center, available to paid subscribers at: http:// www.prnewsonline.com/subscriber-resources/
You can also access the Center by clicking “Resource Center” at the top, middle of the prnewsonline.com home page.
Select Takeaways
Influencer Survey (pp 1-6): While the definition of influencers remains fluid, the PR News-
Meltwater survey shows nearly half (49 percent) of communicators and marketers are regularly deploying influencers. On the downside, communicators still seem to be uncertain about how to measure influencers’ ROI and whether or not to compensate influencers. A surprise is that while influencers often are thought of as a way for brands to get younger, our survey showed the primary reasons for using influencers is to gain third-party legitimacy and an authentic voice.
Mastercard Logo Change (p. 7): Avoid making a substantive change to your logo quickly and without conducting thorough research. Insure employees are involved with the change and receive communications about it before, during and after the logo is redesigned.
Crisis Roundtable (pp 8-9): In today’s digital era, speed during a crisis is essential. Preparation and social monitoring technology also are critical to allow communicators to craft rapid responses when they are indicated.
PR and Legal: A New Paradigm? (p. 11): In the first of a new series about organization, we find the speed of the digital world prompts communicators and the legal staff to work harmoniously.
New to the Resources Center
Intel Social Media Guidelines: A resource guide need not be voluminous to prove valuable. That’s the case with the compact but extremely useful Social Media Guidelines for employees from Intel (see our Social Media section). Besides containing a slew of important rules and tips, it’s loaded with great links that provide additional resources on topics such as information security, the company’s programs for digital influencers and social media practitioners.
U.K. Documents about Influencers: Many readers are familiar with Federal Trade Commission regulations concerning social media influencers and disclosure. While the FTC has reached agreements with brands and a few influencers in the past few years, its penalties seem to pale in comparison with what British authorities do to influencers who misbehave. In short, influencers who fail to disclose their relationships to brands in Britain face jail time, up to two years. Since many U.S. influencers also work overseas, it’s important communicators are familiar with Britain’s rules, which are similar to the FTC’s. We’ve compiled a selection of documents to help you become familiar with them (see our Social Media section).