Daily PR Brief - November 14th, 2016
Good morning. Here are today's top clips -
Seven Ways To Accommodate For The Use Of Ad Blockers In Your Next Campaign (Forbes - November 14, 2016)
The Seven Roles You Need to Create a Successful Content Marketing Team (Forbes - November 14, 2016)
Meet the famous guru who’s helping a growing number of startups battle bad press (TechCrunch - November 8, 2016)
How PR pros can create powerful blog posts (PR Daily - November 14, 2016)
Anatomy of an Acquisition (O'Dwyer's - November 14, 2016)
6 mistakes that can sink your client pitch (PR Daily - November 11, 2016)
How an effective PR strategy can boost your brand (PR Daily - November 14, 2016)
How to land media coverage in quiet times for your business (PR Daily - November 14, 2016)
15 writing tips from great 20th-century authors (Ragan - November 12, 2016)
Infographic: Visual-marketing tools every communicator should know (Ragan - November 14, 2016)
Reasons Your CSR PR Program is Struggling (O'Dwyer's - November 11, 2016)
Swiss Giant Farner Acquiring Brand Marketing Specialist YJOO (The Holmes Report - November 13, 2016)
Dilip Cherian Drafted In To Support Cyrus Mistry In Tata PR Battle (The Holmes Report - November 14, 2016)
PR Troubleshooting: Anticipating PR Client Problems Before They Arise (Bulldog Reporter - November 14, 2016)
PR PROfiles: Ralph Katz, CooperKatz & Company (Bulldog Reporter - November 14, 2016)
Behind the Headlines With Crenshaw Communications’ Marijane Funess (Cision - November 11, 2016)
Communications are failing to meet expectations (Influence Magazine - Chartered Institute of Public Relations - November 14, 2016)
5 Ways Email ‘Shows Up Differently’ in 2016 (Edelman - November 11, 2016)
Media Interview Shares Perspective on the Future of Communications (and a few back stories on the Agency) (Ishmael's Corner - The Hoffman Agency - November 11, 2016)
What Is Data-Driven PR, Part 2: Question Development (SHIFT Communications - November 14, 2016)
5 ethical rules your influencer marketing campaign cannot do without (Axia Public Relations - November 11, 2016)
Summary Section:
Seven Ways To Accommodate For The Use Of Ad Blockers In Your Next Campaign
By Forbes Agency Council
Forbes - November 14, 2016
"Serve a relevant message at the best time and with the best delivery. Earmark a test budget for other marketing methods that aren’t blocked and are better received. The user wants to choose his journey, and ultimately we all have to be part of the solution. As with other barriers the industry has faced, overcoming each obstacle leads to a better advertising landscape for the user and advertiser." - Kathryn Lemoine, The Moran Group
The Seven Roles You Need to Create a Successful Content Marketing Team
By Josh Ritchie, CEO and co-founder of Column Five and Visage
Forbes - November 14, 2016
Building a team around these roles is the best way to ensure that every element of the operation is supported, from vision to execution. As such, they’re presented not as specific job titles, but rather as individual pieces of the puzzle: Driver (Vision/Strategy); Manager Or Director (Strategy/Tactics); Creative Leader (Brand Advocate); Managing Editor (Quality/Workflow); SEO/Analytics Expert (Reporting); Public Relations/Communications Manager (Distribution); Customer Advocate (Reality Check). These role descriptions reflect what it takes, ideally, to run a content engine at 100%. You can start with a small, reliable content marketing team so long as you have the focuses here covered.
Meet the famous guru who’s helping a growing number of startups battle bad press
By Connie Loizos
TechCrunch - November 8, 2016
“Sitrick takes a very opposite approach. You’re made to get into the trenches and engage. It can be a pain because it takes longer and you’re busy, but in many cases, the story is better and more balanced because of it.” At the center of it all is Mike Sitrick, Sitrick & Co.’s 69-year-old founder and chairman. “Mike is all about providing context so reporters understand the point of view of the company that Sitrick is advocating for.” To make those connections easier, Sitrick & Co. — which employs 50 employees and signs up roughly 250 clients each year — recruits top journalists from esteemed outlets. Among the firm’s current employees are Sallie Hofmeister, a former assistant managing editor at the L.A. Times; Seth Lubove, a former Bloomberg bureau chief in L.A.; and Wendy Tanaka, who was once the Bay Area bureau chief for Forbes.
How PR pros can create powerful blog posts
By Kevin Allen
PR Daily - November 14, 2016
Before you click “publish” on your next piece of content, consider the following: 1. Does your post have a strong headline? 2. Does your content link to other sources and cite research? Is it grounded in timely facts? 3. Is it pleasant to the eye? Do you have long blocks of text? (If so, revise.) Do you break up your prose with subheads, pull quotes and images? (If so, good job.) 4. Did you include strong, meaningful imagery with your post? 5. Have you applied proper search-engine optimization techniques? If your answers are “yes,” click the “publish” button. If any answer is “no,” you might have work to do.
Anatomy of an Acquisition
By Scott Widmeyer
O'Dwyer's - November 14, 2016
Three years ago my firm, Widmeyer Communications, was acquired by Finn Partners, and questions whether the match would work out have finally subsided. I can’t overemphasize the importance of good advice and good advisors. Before I gave thought to any kind of deal, I met Art Stevens at a conference in 2009. Art, erstwhile president of Lobsenz-Stevens and the U.S. arm of Publicis, heads The Stevens Group, a PR M&A firm. It took about six months from when Peter and I first sat down until we closed our deal. Afterward, we had the normal hiccups, mostly over billing systems and technology. Both our firms made changes or adapted in some way. Our employees saw that Peter and I were transparent in dealing with problems, respectful of each other’s opinions and readily open to change. That attitude filters down.
6 mistakes that can sink your client pitch
By Katie Harrington
PR Daily - November 11, 2016
Failing to prepare: Looking back on the detailed briefing document I prepared, I saw that there was some ambiguity. Was it my fault? No. Had the agency in question had a proper look at the organization’s website, recent press releases or bylines, their mistake would have become clear. Death by PowerPoint: I understand the practical reasons why PowerPoint is so ubiquitous, but if you want your presentation to stand out from your competition, try something different. Missing your time: If you are given an hour to pitch, pitch for an hour—not 20 minutes, or 90 minutes. Not minding your manners: Don’t interrupt each other and talk over each other. Being too general: What publications do you think the client would be perfect for? What kinds of campaigns do you think the organization should do? How exactly will you help them reach key audiences? Not looking the part: If you’re pitching for an account worth $200,000 a year, it’s worth taking the time to put in extra effort—even if the organization you’re pitching has a more casual philosophy.
How an effective PR strategy can boost your brand
By Deirdre Breakenridge, CEO of Pure Performance Communications
PR Daily - November 14, 2016
Use PR to drive news and information. Let your PR strategy deliver trust and credibility. Many modern communicators realize that delivering a mix of paid, earned, shared and owned media is the best way to be seen online. However, without the trust and credibility that good PR can deliver, brand managers will not generate the advocacy they seek. Build a base of loyal advocates. Younger generations invest in brands they trust. Companies such as Toms, Starbucks and Chipotle have managed to attract and retain their attention. Those brand managers aren’t just speaking to people; they’re speaking with them.
How to land media coverage in quiet times for your business
By Jane Callahan, President, JKC Communications.
PR Daily - November 14, 2016
1. Look internally: People like to read about companies who treat their employees well, and if it’s unique it has even more appeal, such as Domo’s $2,000 bonus that helps pregnant staffers buy maternity clothes. 2. Think locally. It’s an authentic way to create brand advocates and work with other local businesses and investors. Plus, creating relationships now with local journalists means they’ll know you well when they move on to outlets like The Wall Street Journal or Forbes. 3. Speak your mind. Another angle (outside of anything timely) is the advice post. Use an executive’s insider knowledge and years on the job to provide tips, predictions and lessons, as ClearCompany’s CEO did for Entrepreneur. 4. Go the trade route. If you consistently bring solid stories to the trade media, you’re going to be a constant presence in your industry’s news (and, again, build relationships with journalists early in their careers).
15 writing tips from great 20th-century authors
By Meg Hoppe
Ragan - November 12, 2016
To get started, write one true sentence. Be brief. Use the time of a total stranger in such a way that he or she will not feel the time was wasted. Never use a metaphor, simile, or other figure of speech that you are used to seeing in print. Never use a long word where a short one will do. Forget your generalized audience. Make the paragraph the unit of composition. Use definite, specific, concrete language.
Infographic: Visual-marketing tools every communicator should know
By Kristin Piombino Long
Ragan - November 14, 2016
If you don’t have much experience with visual marketing tools—or if you want to discover new ones—check out this infographic by Visme and Feldman Creative. It lists close to 40 tools that will ratchet up your visual marketing game.
Reasons Your CSR PR Program is Struggling
By Jason Morris, EVP and General Manager of InkHouse SF
O'Dwyer's - November 11, 2016
Lack of focus. CSR communications needs a separate carve-out from corporate PR with its own resources, a dedicated team and a focus that doesn’t allow it to become lost in the shuffle of a product launch or corporate earnings announcement. Primary goal: earned media. Earned media is a great crutch for PR teams as it is an “output” that they can put in front of executives to show that the program has momentum. Transactional, no narrative. The most impactful outcomes from a communications perspective involving a focus on why the company is involved and not what the company is doing, so from a messaging perspective the focus needs to be on the larger issue. Generational attitude shifts, climate-driven environmentalism and a slow but steady climb out of the financial crisis have converged to make corporate citizenship a cornerstone of employee and stakeholder engagement.
Swiss Giant Farner Acquiring Brand Marketing Specialist YJOO
The Holmes Report - November 13, 2016
Swiss corporate communications firm Farner Consulting is acquiring YJOO Communications, Switzerland's third-biggest communications agency at the start of 2017. Martin Zahner, currently majority shareholder and chairman of the board of directors at YJOO, will be vice chairman of the board of directors and partner at Farner and will focus on the development of the company and relationships with key clients.
Dilip Cherian Drafted In To Support Cyrus Mistry In Tata PR Battle
By Arun Sudhaman
The Holmes Report - November 14, 2016
Ousted chairman Cyrus Mistry has drafted in Perfect Relations founder Dilip Cherian, one of India's best-known communications specialists, to support his high-profile PR battle with Tata Sons. His hire comes as the war of words between Mistry and Tata intensifies, after the giant conglomerate issued a detailed statement which aimed to clarify why Mistry was dramatically removed last month.
PR Troubleshooting: Anticipating PR Client Problems Before They Arise
By Courtney Lukitsch, Founder and Principal, Gotham PR
Bulldog Reporter - November 14, 2016
Some would argue that the artful dodging and changing stance by many in the world of media points to a crisis in PR, while those with actual experience in the industry view it as an opportunity worldwide to address how intelligent planning and strategy can actually anticipate and respond to potential problems before they arise. A few salient examples are in order: Internet propagated breaking news; Social media abuse by high profile/public figures; S. election; WikiLeaks. Having spent immersive hours in planning, mapping, discussions, repositioning, branding, media training and strategizing news bureaus and proverbial next level roadmaps into the client future, it is important to take charge as the PR professional and agency team to tell the truth. With fact-based research, projections, monthly goals and results, a healthy campaign is born.
PR PROfiles: Ralph Katz, CooperKatz & Company
Bulldog Reporter - November 14, 2016
Best thing about working at your agency: "The culture. It is the basis of our founding. We are collaborative, supportive professionally and personally, and we implement what our team member’s value. This includes the chance to set aside two half days for volunteer work each year; the opportunity to work from home weekly, sustainability efforts including glass panels to replace paper flip charts and a water purification system to cut down on the use of plastic bottles; participation in agency promotion and digital outreach efforts; and randomly scheduled 5-minute breaks called Walk it Outs during which the majority of employees power walk several circuits around the perimeter of the office to get everyone’s blood pumping. I also make a point to take every single team member out to lunch once a year to reconnect with them and hear how life is going. It reminds me why I got into this business, and why I’m still in it today."
Behind the Headlines With Crenshaw Communications’ Marijane Funess
By Julia Rabin
Cision - November 11, 2016
"Getting stories into the public eye will continue to consist of researching, understanding the elements of a good story or idea, and knowing out how to package and tell it — or have someone else tell it — appropriately. How those things are executed — the where and when and how of it all (more social, more paid, etc.) — will evolve, but the underlying ideas will be the same. In the near future, I do see an increase in measurement, metrics, and quantifying value. In the age of data insights nothing will escape the reach of precise measurement tools. As marketing and advertising becomes more data-driven and trackable, PR professionals will also be expected to deliver the same kind of metrics and attribution. This is already happening more and more. In 10 years, I don’t think it will be unusual for PR to have its own data science experts to develop new tools and metrics for showcasing PR’s value."
Communications are failing to meet expectations
By Stuart Thomson
Influence Magazine - Chartered Institute of Public Relations - November 14, 2016
As I began writing this post, details of a report arrived in my inbox. ‘The Customer Journey’ suggests that two-thirds of consumers expect a same-day response to queries and 43% expect a response within an hour. It could be argued that sometimes expectations are unrealistic but in those cases, it is the job of the communications to help manage them. This is really a call for communicators to ensure that they understand what their audiences expect of them. This is best done with the use of information rather than pure guess work and should also consider what may happen further down the line as well.
5 Ways Email ‘Shows Up Differently’ in 2016
By Michelle Rosinski
Edelman - November 11, 2016
1. Email as a reliable news source: Further, introducing a marketer’s content into this trusted space offers a greater chance at audience engagement. 2. Targeting through personalization. Daily email newsletters like Politico’s Playbook strategically include details like readers’ birthdays and location-specific information that humanizes the brand and brings the consumer to the forefront of the conversation/messaging. 3. A valuable source of data. The results from AB testing help to better understand which type of content resonates with an audience, aiding in the creation of more targeted content by using contextual messages specific to a customer’s location, device, purchase history and real-time status. 4. An increasing mobile presence. Something as simple as a well-crafted subject line can make or break an email campaign’s open-rates, challenging marketers to think outside the box (in order to remain inside the email box). 5. Graphics are the new “black”
Media Interview Shares Perspective on the Future of Communications (and a few back stories on the Agency)
Ishmael's Corner - The Hoffman Agency - November 11, 2016
"I don’t think it’s happened in a major way yet, but I believe communication campaigns will eventually need to adjust to the continual rise of mobile device usage. Advertising agencies understand this, creating paid campaigns for mobile devices. PR consultancies are less inclined to take mobile into account, although it’s prompted us to put more emphasis on visual storytelling. I also think while the PR profession intellectually understands that the internet has commoditized news releases, there remains an unhealthy dependence on news releases. I know people have been predicting the death of the news release for years. Still, it seems inevitable that at some point the news release will morph into a story resource, a few lines of copy and links to deeper information."
What Is Data-Driven PR, Part 2: Question Development
By Christopher S. Penn
SHIFT Communications - November 14, 2016
The first step in the data-driven PR process is to ask a great question, a question you want to know the answer to. A great question has three characteristics: Explorational, Specific, and Functional. Great questions are open questions, open-ended in nature. The more specific we are in our questioning, the better the data we are able to collect. Ask questions which create benefits for more than just the public relations function, and we may be able to access more budgets and resources inside our companies or customers. An incurious question is one in which we presume the answer, and we collect data to reinforce that answer. We select only the things we want to hear, or only the talking points we want to pitch. Incuriosity is one of the prime enemies of data-driven public relations.
5 ethical rules your influencer marketing campaign cannot do without
By Yulia Dianova
Axia Public Relations - November 11, 2016
Be transparent. Make your business intentions clear from the very beginning. Be patient. Do not become angry or negative. Don’t go behind the influencer’s back, trashing him or her with negative comments. Respect privacy. Do not spam. Influencer marketing is a highly effective strategy to get your brand in front of a large audience, but only if you succeed in building mutually beneficial relationships with influencers in your niche based on trust, respect and honesty.
###
The Daily PR Brief is put together by the analysts at ITK Information Services. If you're interested in setting up a customized report for your company or need any help with monitoring or media research feel free to reach out.
All reports made with the help of Report Mule.