In each edition of PR News we highlight takeaways from select articles as well as additions to the PR News Resources Center, available to subscribers only 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
64% (pp 1-5): In a survey from PR News and Dataminr , PR pros were fairly evenly divided regarding the roadblocks preventing them from responding properly to crisis. 25% said the pressure to respond immediately was the top roadblock; 25% said siloed departments were; 20% pointed to poor internal communications; and 17% felt a lack of information was the main culprit. Brands and organizations can tie successful crisis management to the bottom line by estimating how many customers might have been lost from a poor crisis response and using customer acquisition costs to come up with a figure. Just 4% of those surveyed said saving the company money made them feel like a hero in their job. Analysts believe this response illustrates the divide between business goals and some communicators.
Tools (pp 6-7):Facebook Audience Insights is a robust tool that challenges stereotypes and assumptions, often forcing a reevaluation of who is interacting with your content on Facebook. And it’s free.
Roundtable (pp 8-9): As expected, PR firms will continue to invest in digital technology, including developing digital tools for clients. In addition they’ll be investing in digital training for personnel.
YUM! Brands corporate communicators follow a three-step process before a budget request is submitted for a new idea. Step one is matching the idea with a problem(s) it solves. Step two is looking for brands and divisions that can and should deploy the solution; and step three calls for locating those who will be advocates. After that, a budget figure is proposed.
Crisis (pp 10-12):Elon Musk ’s erratic behavior illustrates the difficulty brands can have making things right when an individual’s actions are at the center of a crisis. It can be easier for a brand to correct, for example, a process error as opposed to changing a person’s behavior.
Spreading (p. 15): It’s critical to make sure SEO education is presented clearly, since SEO can be complex. When introducing SEO and data and analytics make certain to tie them to business goals. And emphasize SEO does not stand alone but works with advertising, marketing and content creation, for example.
New to The Resource Center
Coca-Cola Company Sustainability Report (2017): At just 21 pages, this just-released report seems slim, considering the size of this iconic brand (700K employees). In fact its pages serve largely as placeholders for numerous links leading to additional stories, graphs and interactive charts. It’s a textbook on how far brands can run with a CSR report.