Daily PR Brief - November 11th, 2016
Good morning. Here are today's top clips -
4 Ways to Avoid Miscommunications with the Media (PR Newswire - November 10, 2016)
Post-election lesson: What to do when your data fails you (PR Week - November 11, 2016)
Finn Partners Enlists Volovitch to Lead Paris Office (O'Dwyer's - November 10, 2016)
Do You Know Your Narrative? (O'Dwyer's - November 10, 2016)
PR thrives with health care’s ‘patient-centric’ approach (PR Daily - November 11, 2016)
Keys to increasing your shares and ‘likes’ (PR Daily - November 11, 2016)
Viber offers more perks for brand managers (PR Daily - November 10, 2016)
30 jobs in the PR and marketing world (Ragan - November 11, 2016)
How pauses add power to your public speaking (Ragan - November 11, 2016)
How Do Russia & Eastern Europe See The Future Of Communications? (The Holmes Report - November 11, 2016)
Strategy Development Is Biggest Pain Point for Social Media Marketers—But Few Use Outside Expertise to Ease the Process (Bulldog Reporter - November 11, 2016)
Co-opetition: Learning to Swim with the Sharks (Meltwater Blog - November 10, 2016)
Press Releases, Links, and SEO: What You Need to Know (TrendKite - November 10, 2016)
Buzzwords to Avoid When Pitching ANYONE (SHIFT Communications - November 11, 2016)
The Need to Innovate PR Pricing Models (Business 2 Community - November 10, 2016)
Questions for the PR Industry: Michelle Leroux (The Agency - November 10, 2016)
[Podcast] The Slipperierest Slope (March Communications - November 11, 2016)
Summary Section:
4 Ways to Avoid Miscommunications with the Media
By Amanda Hicken
PR Newswire - November 10, 2016
Understand their interests and attitudes. Understanding different journalists’ interests will result in more pitches crafted to their unique needs. Address their challenges. This is one of those times when it’s important to be real with yourself. Appeal to different relationship stages. Prepare for factors outside your control. Understanding this and taking steps to help other brand stakeholders understand it can limit and resolve issues in the future.
Post-election lesson: What to do when your data fails you
By Tom Biro
PR Week - November 11, 2016
None of our data is going to be perfect. In fact, sometimes just looking at your data a little more closely - as the USC/LAT poll did to add some unique weighting - can lead you to adjust your thinking. For instance, the concept of "micro influencers" (read: not huge celebrities) being more valuable to spread brand messages on social media platforms probably seems a bit more obvious to a lot of us as 2016 comes to a close, but this was something that many agencies and clients alike threw to the curb for awhile. Part of that is because identifying them is a lot more challenging, and more challenging work means more time spent, which can increase costs or require additional staffing.
Finn Partners Enlists Volovitch to Lead Paris Office
By Jon Gingerich
O'Dwyer's - November 10, 2016
Finn Partners has appointed Mina Volovitch to the dual role of health practice senior partner and Paris office head. Volovitch was previously founder of specialist healthcare communications agency Mynecom, which was acquired in 1998 by Ruder Finn, where she later served as Paris director. Volovitch began her career at MSD/Merck & Co., where she was director of communications for MSD Paris. She’ll report to managing partner Chantal Bowman-Boyles, who leads Finn Partners Europe, and managing partner Gil Bashe, who serves as global health practice head.
Do You Know Your Narrative?
By Tobin Trevarthen, Chief Narrative Officer at Spark
O'Dwyer's - November 10, 2016
Enter narrative, the methodology that propels winning companies to rise above their competition and become category leaders. When a brand shifts its focus from story to narrative, from a lens of “me” to a lens of “we,” it creates space for a movement to begin. Narrative differs from story, which emphasizes the history, values or features behind a specific product or brand. Narrative has a broader resonance that invites customers, investors, and competitors to participate in the conversation.
PR thrives with health care’s ‘patient-centric’ approach
By Susan Young
PR Daily - November 11, 2016
Some hospitals are stepping up while others are in denial, says a report from Kaufman Hall and Cadent Consulting Group. Their State of Consumerism in Healthcare study concluded “a growing number of health care professionals understand that a wave of consumerism is taking hold of the industry.” However, few have strategic insights about their patients. Yes, PR and marketing opportunities exist within the pockets of change. According to Bloomberg, patients can pick up a pager when they check in at a clinic and browse the outlet shops on the lower level while they wait. “It used to be that only restaurants would give you a pager to let you know when your table was ready. Now it means the results of your CT scan are in,” the post said.
Keys to increasing your shares and ‘likes’
By Veronica Hunt
PR Daily - November 11, 2016
Nearly 80 percent of social media users share content to connect with important people in their lives. Keep that in mind when you craft content. Catering to specific people’s interests can encourage their sharing. Practical pieces of advice can be attractive to people who are looking for ways to cope with their difficulties. Show your readers how they can easily apply your tips to their own lives.
Viber offers more perks for brand managers
By Kevin Allen
PR Daily - November 10, 2016
This week, the app company announced Public Accounts, a feature that will allow brands to broadcast marketing messages and communicate one-on-one with users. The brand is pushing its Public Accounts’ potential for customer service interactions, marketing and sales. On the marketing and sales side, Viber is extending its API to allow companies to plug in to the service through their customer relationship management tools.
30 jobs in the PR and marketing world
Ragan - November 11, 2016
According to research from Fractl, nearly half of the content marketing jobs on Indeed.com call for both technical and creative skills. To find success, an ideal marketer should be both a technician and an artist. Here’s how those traits can set you apart from your competitors.
How pauses add power to your public speaking
By Nick Morgan
Ragan - November 11, 2016
Pauses allow what you’re saying—and what the other person is saying—to sink in. Pauses build suspense. Pauses engender the sharing of emotions. Indeed, pauses are at the heart of successful communication.
How Do Russia & Eastern Europe See The Future Of Communications?
The Holmes Report - November 11, 2016
The Future Outlook Research study, presented at today’s Leadership Dialogue Forum in Moscow, surveys both communications executives along with students and teenagers across the six countries. Reflecting considerable media disruption, 20% of respondents across age groups believe new types of media that have not even been invented yet will shape communications within the next five years, a proportion that is led by students and teenagers. 35% see digital/social media as leading, compared to 7% who opted for the broadcast media (TV and radio). Only 1.8% bet on print media future leadership. “Communications professionals also see a high role of communications in raising corporate social responsibility – 18% from corporate world and 13% from public sector. Additionally, corporate executives recognize that communications in the future should be contributing more to creating added value for businesses (10%). Overall it is important to note that both executive and students and teenagers want to see communications as an honorable disciple and noble profession with clear public-serving objectives and a role of making a positive change in the society." said FleishmanHillard Vanguard general director Elena Fadeeva.
Strategy Development Is Biggest Pain Point for Social Media Marketers—But Few Use Outside Expertise to Ease the Process
Bulldog Reporter - November 11, 2016
Barely a third (35%) of social media marketers hire external expertise to develop a social media strategy, even though strategy development is their biggest challenge, according to a survey conducted by B2B ratings and reviews firm Clutch. Clutch has identified 14 leading social media marketing agencies that businesses can access to enhance their social media strategy. Clutch recommends that marketers consider the following factors when using the Clutch Leaders Matrix and Reviews Page to find a social media marketing agency: Audience Awareness; Measurable Strategy; Specialized Skills.
Co-opetition: Learning to Swim with the Sharks
Meltwater Blog - November 10, 2016
A significant part of any PR pro’s arsenal is competitive intelligence and knowledge of a client’s market. PR pros have the tools at their disposal to find the best companies to foster this cooperative competition with. This may seem counterintuitive in the world of PR, but if you’ve ever played a game—especially an online game—you will likely understand that the concept of this is loosely based on game theory. As once competitive companies move forward, working together for a larger goal, great PR helps tell the story of the partnership to your audience, getting them excited for what’s to come.
Press Releases, Links, and SEO: What You Need to Know
By Russ Somers
TrendKite - November 10, 2016
SEOs, wire services, and others have gone back and forth in recent years on the question “do press releases help SEO or not.” Matt Cutts, Google’s pre-eminent search expert, has often said that they don’t. The right question, given Google’s meritocracy-of-links focus, is “are these links creating trust and engagement among searchers.” A legitimate link from press release on a media site that web visitors can find and follow may do so. An awful lot of press release backlinks, unfortunately, don’t meet that criterion.
Buzzwords to Avoid When Pitching ANYONE
By Stephanie Siano
SHIFT Communications - November 11, 2016
An important factor that sets good pitches apart from the bad is the inclusion of problematic buzzwords that can turn a journalist’s interest off instantly. We caught up with editor Oriana Schwindt of Variety who clued us in to a few keywords and phrases that can doom a pitch instantly. Set your pitches up for success with simple, descriptive and targeted language that fully communicates the importance of your pitch in order to secure the best possible coverage for your clients.
The Need to Innovate PR Pricing Models
By Ed Schauweker, Founding principal of Agile Public Relations
Business 2 Community - November 10, 2016
With globalization and an ever-increasing level of competition, it will be critical to match the right pricing model with clients’ expectations. To maintain competitive and to prosper, innovation in pricing is as important a business strategy for public relations firms as it is to innovate in creativity and other services. Clients naturally push agencies to work beyond both the scope and number of hours the budget or retainer is based on, while agency account teams seek greater profits by doing less. So, despite its flaws, the budget / retainer billing model is one that large corporations and most PR firms appear to be most comfortable using.
Questions for the PR Industry: Michelle Leroux
The Agency - November 10, 2016
What do you see as the future direction of the PR industry? "With content marketing at the forefront of how many organizations are now spending their marketing budgets, public relations practitioners can play a significant role in supporting, or even driving, these initiatives. We have spent our entire careers distilling key messages into media pitches that we target at the right people, at the right outlet, at the right time. Fueled by a marketing budget, public relations tactics become even more powerful. PR practitioners can become the editors of their brand in owned channels, like social media and on web platforms, as well as on paid channels. Using public relations practitioners to craft compelling copy and identify the influencers who can amplify messaging to the right audience leverages storytelling to its full potential."
[Podcast] The Slipperierest Slope
By Manny Veiga
March Communications - November 11, 2016
In this episode of Hacks and Flacks (which, it’s important to note, was recorded before the 2016 presidential election) Manny Veiga and Andrew Grzywacz discuss the communications responses of some of the biggest names in technology – Facebook, Airbnb, and even figures like Peter Thiel or Sheryl Sandberg – when faced with political issues. We also muse on the issues (data security, personal privacy) that could force B2B enterprises to wade into these murky waters.
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