Daily PR Brief - November 17th, 2016
Good morning. Here are today's top clips -
Six Underappreciated Traits or Skills That Will Give You A Competitive Advantage (Forbes - November 17, 2016)
Former Netflix, Kabam comms exec Steve Swasey joins transit app Moovit (PR Week - November 16, 2016)
PadillaCRT Pitches for Welch's (O'Dwyer's - November 16, 2016)
PAN Picks Bowker for VP Role (O'Dwyer's - November 16, 2016)
The Internet of Influence: IoT, AI and Humanity (O'Dwyer's - November 16, 2016)
Suddenly You're a Tech Company. Now What? (O'Dwyer's - November 15, 2016)
Uber's MacGann Rolls to VimpelCom (O'Dwyer's - November 17, 2016)
8 ways PR pros can remember names (PR Daily - November 16, 2016)
12 ways PR pros can grab headlines (PR Daily - November 17, 2016)
Keys to responding amid a brand crisis (Ragan - November 16, 2016)
2016 Digital PR Awards: WOW! Campaign (PR News - November 16, 2016)
2016 Digital PR Awards: Facebook Communications (PR News - November 16, 2016)
2016 Digital PR Awards: Twitter Communications (PR News - November 16, 2016)
2016 Digital PR Awards: Digital PR Campaign (PR News - November 16, 2016)
Upitch App Co-Founder Allison Kugel Pens Celeb Tell-All Memoir for Early 2017 Release (Bulldog Reporter - November 17, 2016)
Allison+Partners Promotes Three to Partner, Announces More Promotions and New Hires (Bulldog Reporter - November 17, 2016)
LINKS WorldGroup Opens Austin Office with MAPR, Appoints Eric Nathal as VP (Bulldog Reporter - November 17, 2016)
How to Close the Content Strategy Gap: Aligning Business Goals with Needs of Target Online Customers (Bulldog Reporter - November 17, 2016)
Limelight Media Taps Ian Weintraub as Vice President, Marketing (Bulldog Reporter - November 17, 2016)
How to Effectively Measure PR, Part Two (Spin Sucks - November 17, 2016)
How The Worlds Of PR and SEO Benefit Each Other (5W Public Relations - November 16, 2016)
Three Media Tips for Your B2B PR Program (SHIFT Communications - November 16, 2016)
Summary Section:
Six Underappreciated Traits or Skills That Will Give You A Competitive Advantage
By Forbes Agency Council
Forbes - November 17, 2016
It can be especially hard for marketers to make dry or technical subjects interesting. This is where our geeky hobbies and long-forgotten college electives can finally be useful as analogies, metaphors and other thematic condiments in a content sandwich. For instance, a colleague of mine is secretly obsessed with building design and you can bet that his obsession has come in handy when writing about enterprise architecture. Another writer I know loves visiting zoos and his knowledge of rhinoceroses, in particular, led him to weave a moving story about species extinction into an award-winning speech on carbon taxes. So to make content that sings, let your inner nerd swing. - Patti Sanchez, Duarte, Inc.
Former Netflix, Kabam comms exec Steve Swasey joins transit app Moovit
By Diana Bradley
PR Week - November 16, 2016
Swasey will be based in Moovit’s San Francisco office, reporting to cofounder and CEO Nir Erez and sitting on the executive committee. He is tasked with strategic positioning and messaging for the company worldwide. Swasey will be responsible for editorial media relations, op-ed writing and placement, speaking engagements, Moovit’s conference attendance and exposure, and influencer engagement via paid, owned, and earned channels. He will also focus on internal communications.
PadillaCRT Pitches for Welch's
By Jon Gingerich
O'Dwyer's - November 16, 2016
The iconic Welch’s brand, which is especially known for its juices, jams and jellies, was first introduced in 1869. PadillaCRT will now direct consumer PR and media relations campaigns for Welch’s 100% grape juices, which includes satellite media tours and a blogger outreach initiatives to support the company’s recently launched “Mighty Concord” campaign. Welch’s previously maintained a partnership with food and nutrition communications and consulting agency FoodMinds.
PAN Picks Bowker for VP Role
By Jon Gingerich
O'Dwyer's - November 16, 2016
B2B and enterprise technology veteran David Bowker has joined Boston-based PAN Communications as a vice president in the firm’s tech practice. Bowker joins the technology and healthcare agency from Publicis PR giant MSLGROUP, where he served as VP and led that agency’s cybersecurity practice. Bowker is now charged with contributing to PAN’s B2B technology practice, which serves clients in the security, cloud, mobile and enterprise software industries.
The Internet of Influence: IoT, AI and Humanity
By Julie Karbo, Founder and CEO of Karbo Communications
O'Dwyer's - November 16, 2016
While AI and other technologies have the possibility of running amok without the proper controls in place, today’s technology can help us to increase our knowledge, reach and power when it comes to communicating effectively and influencing the behavior of those we are trying to reach. Those we seek to influence are increasingly consuming digital media unhampered by location or time. These require the combination of human abilities that no computer or technology has yet to imitate fully: logical thinking, understanding, empathy, artistry and creativity. The connection we make with our fellow humans whether over the phone, electronically or by literally “pressing the flesh,” can’t be replicated by even the most attractive robots at this point (sorry, “Westworld”). The IoT and AI can give us greater understanding and can amplify our voice by giving us broader and more fruitful access to our target markets, customers, influencers.
Suddenly You're a Tech Company. Now What?
By Dennis Brown, Senior Vice President at Fahlgren Mortine
O'Dwyer's - November 15, 2016
Industrial brands were generally more conservative and skeptical of the “hype” and “noise” they associated with technology marketing. The promise of IoT is to bring new levels of visibility, intelligence and control to everything from manufacturing to healthcare to transportation. Technology companies are notoriously interdependent, and that interdependence is now seeping into every other industry. The “safe” approach of “keeping our cards close to our vest,” becomes less viable as purchases become more dependent on technology.
Uber's MacGann Rolls to VimpelCom
By Editorial Staff
O'Dwyer's - November 17, 2016
Mark MacGann, who led public policy for Uber in the EMEA region, has moved to global telecom giant VimpelCom as group chief external affairs officer. He will lead a consolidated group of functions including communications, corporate, regulatory and government affairs at VimpelCom, which is publicly traded on the Nasdaq market and counts 200 million customers.
8 ways PR pros can remember names
By Laura Hale Brockway
PR Daily - November 16, 2016
1. Pay attention to the person’s name when it’s said. Sometimes people introduce themselves and then jump right in and ask a question. 2. Say the name out loud as soon as possible. Then repeat the name to yourself. 3. Comment on the name. 4. Associate the name with something meaningful. Associate names with what people tell you about themselves. 5. Form a visual association between the face and the name. 6. When possible, look at nametags and business cards. After the event, write notes about the person on the back of his or her business card. 7. Use an app. 8. Be upfront. Don’t try to hide it if you can’t remember someone’s name.
12 ways PR pros can grab headlines
By Renée Warren, Co-founder and CEO of Onboardly
PR Daily - November 17, 2016
1. Pitch in 140 characters or fewer. Once you’ve identified your target journalists (tip: use Muck Rack) whom you’d like to pitch to, add them to a private Twitter list and follow them. 2. Become a trusted source on HARO. Monitor your inbox at 5:25 a.m., 12:25 p.m. and 5:35 p.m. Eastern time for source requests. 3. Find relevant stories on #journorequest. 4. Chat with people in real life. Whether it’s a conference, local event or coffee date. 5. Tell a weird story. You’re better off to pitch a story with a totally unique and unexpected angle. 6. Craft a click-worthy headline. 7. Offer to write a guest post. Reach out to a small news agency or online publication that covers your industry. 8. Use data to inform new story angles. Tools like Buzzsumo, Google Analytics and SEMrush can give you data on keywords and topics in your industry that are performing well. Take note of high volume, low competition search terms and use tools like Google Keyword Planner and Ubersuggest to play around with different content ideas. 9. Build authority through content. Blogs and ebooks are a great place to start. 10. Speak for free. Volunteer to speak at local conferences, schools or business seminars. 11. Give back by hosting an event. You can give back to your community with things such as local fundraising drives, learning sessions for students or lunch and learns for new business owners. It’s an easy way to do good and get some local press. 12. Run a contest on social media.
Keys to responding amid a brand crisis
By Stacey Miller, Director of Communications at Cision
Ragan - November 16, 2016
Stay calm, and put your game face on. Don't feel pressured to give answers at that very moment. If you don't have complete answers, make sure to get them before you share information. Start with the five Ws (who, what, where, when, why), and do some critical thinking about possible causes and implications. Correct misinformation-without becoming defensive. Remember to correct misstatements—not offer opinions or commentary. Queue up and brief the right spokespeople before you ever hand them over to journalist. Be as transparent as possible. Be as available as possible.
2016 Digital PR Awards: WOW! Campaign
By Chris Seymour
PR News - November 16, 2016
Winner: Brownstein Group - IKEA Adult Coloring Book. It tied into the popularity of adult coloring books, but stands on its own thanks to the reach of social media and a twist that’s uniquely IKEA. The #ColorWithIKEA coloring pages were promoted through social posts on IKEA USA’s Facebook, Twitter and Instagram accounts, which encouraged fans to download the pages, color them in and share them on social using #ColorWithIKEA.
2016 Digital PR Awards: Facebook Communications
By Chris Seymour
PR News - November 16, 2016
Winner: Weber Shandwick & GSK - Tums Starting Spread. Heading into Super Bowl 50, the team partnered with Thrillist to create epic versions of game day dishes and grouped them into four spreads, one for each TUMS food character: Taco, Meatball, Reuben and Chicken. The team then blasted these videos out on Facebook and Twitter, where they racked up millions of views and drove fans to the campaign website to explore spreads, pick their favorite and share it in exchange for a TUMS coupon.
2016 Digital PR Awards: Twitter Communications
By Chris Seymour
PR News - November 16, 2016
Winner: Marina Maher Communications - Connecting with Consumers and Influencers on Twitter in Real-Time to Create Army of Endorsers: Head & Shoulders. MMC closely monitored daily discussions around dandruff, shampoo, scalp conditions and the H&S brand itself. MMC then engaged audience members to develop a relationship and encourage trial of the product. This approach built a community of advocates who shared positive feedback about the product with their social circles, which MMC then amplified with paid media to target more potential consumers. Because consumers trust peer and influencer recommendations more than they trust brands, these amplified third-party endorsements were incredibly impactful.
2016 Digital PR Awards: Digital PR Campaign
By Chris Seymour
PR News - November 16, 2016
Winners: Coyne PR - Pennzoil Reaches New Heights with Airlift Drift Mini Film and Everywhere Agency - The OshKosh B'gosh #BreakForSpring Campaign. Pennzoil developed a three-part content series titled "Airlift Drift," featuring an ultra-cool car, a precision driver and amazing drifting to showcase the next-level performance of Pennzoil Synthetics. Once footage for the film was compiled, Coyne PR was tasked with developing a distribution plan for the content series that would be best disseminated to the masses. Coyne PR strategically decided to first launch a PR exclusive, followed by social media and advertising support. Jalopnik was targeted by Coyne PR to break the news based not only on their large, loyal following, but also for the publication’s dedication to automotive content and the sharing of video content catering to a millennial male audience. OshKosh sought to create content with beautiful pictures, engage with its consumers by producing at least 25 million impressions and generate sales of at least $200,000 by pushing a coupon code that encouraged its audience to make purchases. The team was quite particular about the influencers it chose to participate in this campaign, selecting individuals they knew would create relatable, practical blog posts. These bloggers don’t publish cookie-cutter content – they tell real stories about their lives. They post personal pictures and adorable shots of their children dressed head-to-toe in OshKosh.
Upitch App Co-Founder Allison Kugel Pens Celeb Tell-All Memoir for Early 2017 Release
Bulldog Reporter - November 17, 2016
Prior to entering the tech world with Upitch app – the PR and media industry’s answer to Tinder – Allison Kugel spent nearly a decade as Senior Editor of the website PR.com, followed by two years as a syndicated freelancer. Kugel has now penned her memoir, Journaling Fame: A Memoir of a Life Unhinged and on the Record (due out Feb. 2017), recounting some of her more revealing celebrity encounters, impressions and insights as she simultaneously navigated a harrowing journey with an anxiety disorder and panic attacks.
Allison+Partners Promotes Three to Partner, Announces More Promotions and New Hires
Bulldog Reporter - November 17, 2016
Chief Creative Officer Lisa Rosenberg, Global China Practice Managing Director David Wolf, and China Managing Director Jerry Zhu have been promoted to partners. Rosenberg joined Allison+Partners in 2013 as its first chief creative officer. Zhu joined Allison+Partners in 2014 as the managing director of China, which now has 40 employees across three offices in Shanghai, Beijing and Chengdu. Wolf joined Allison+Partners in 2013 as the agency’s first employee in China. He is the author of “Public Relations in China: Building and Defending Your Brand in the PRC.” Senior Vice Presidents Kevin Nabipour and Jeremy Rosenberg have been appointed managing directors of Allison+Partners’ All Told Division. Nabipour has been appointed managing director, content strategies. He joined Allison+Partners in 2014, with the goal of establishing an integrated content team and formalizing the agency’s capabilities around content development and deployment. Rosenberg has been appointed managing director, digital. Rosenberg joined Allison+Partners in 2013 as a senior vice president and head of digital. Julia Farrell has joined as Allison+Partners’ first global chief financial officer.
LINKS WorldGroup Opens Austin Office with MAPR, Appoints Eric Nathal as VP
Bulldog Reporter - November 17, 2016
LINKS WorldGroup, an integrated marketing communications agency headquartered in Miami, announced the promotion of Eric Nathal to vice president as well as the opening of a joint office in Austin with MAPR, a technology public relations and digital marketing agency. Nathal served as LINKS’ director since November 2015, where he was responsible for negotiating contracts with clients and vendors, managing partner relationships, and developing marketing materials and account services.
How to Close the Content Strategy Gap: Aligning Business Goals with Needs of Target Online Customers
Bulldog Reporter - November 17, 2016
If content is king in the digital age, far too many companies are operating without a crown—and are putting themselves at a competitive disadvantage by not having an effective content strategy program in place, according to a panel of online marketing experts at an executive roundtable discussion recently hosted by digital transformation consulting firm Earley Information Science Corp. (EIS). irst, you have to understand your users, and their marketplace challenges and unique perspectives. Then you have to synthesize your findings and iterate, again and again, your design of the content, user experience and other elements. And, third, you have to build a playbook to monitor, measure and govern the program. Who’s going to manage and own it? How is it going to be funded? Once the playbook is ready, “you have to roll it out, business unit to business unit, department to department, channel to channel.”
Limelight Media Taps Ian Weintraub as Vice President, Marketing
Bulldog Reporter - November 17, 2016
In his new role, Weintraub will help expand the company’s reach and ability to service their clients’ needs throughout each individual campaign. He will be instrumental in identifying talent, developing and negotiating program parameters, and managing the brand/talent relationships throughout the life of each client’s unique partnership. Weintraub will report directly to Limelight Media Founder Wendy Dutwin.
How to Effectively Measure PR, Part Two
By Gini Dietrich
Spin Sucks - November 17, 2016
Some of us are lucky enough to have a well-constructed reporting system that can tell you exactly how much every tactic generates in revenue. For the rest of us, I have a bit of a hack. Using this same client as an example, we know, on average, 10 percent of their qualified leads turn into customers. Using the dashboard above, there are 36 people who filled out their contact us form. At 10 percent conversion, that’s 3.6 (we can round it up to four) new customers. And, if their typical customer generates $250,000 per year in revenue, that means our efforts can be attributed to $1,000,000 of revenue, which is a pretty great return on their monthly PR retainer investment.
How The Worlds Of PR and SEO Benefit Each Other
5W Public Relations - November 16, 2016
1. Backlinking. One high-quality backlink has the potential to make a much greater impact than several lower quality backlinks. 2. Hot Topics and Keywords. By focusing on creating trending content, your search rankings are further increased. This helps to increase your click-through rate substantially as well. 3. SEO Analysis of PR Pieces. This type of peer review enables your PR team to work to develop more effective campaigns that are better at reaching your target audience. 4. Social Media Promotion. As topics begin to trend more and more on social media, these links continue to drive traffic to your site. 5. The Importance of Professional Connections and Relationships. 6. Sharing Media Information. For example, a PR professional will likely know the general tone used by an outlet, how favorably they view certain products and an understanding of certain reporting styles of employees at the news outlet. However, an SEO professional likely has information like the sites search rankings, their unique visitor count, and other relevant traffic information. 7. Evolved Press Releases. Effective appropriate multimedia components must be incorporated to maintain viewer attention. Also, social media channels have to be linked to be truly effective.
Three Media Tips for Your B2B PR Program
SHIFT Communications - November 16, 2016
For business press, think verticals. One of the most common requests we get from B2B tech clients is an increase in business press coverage. Don't forget the trades. However, it’s important to keep a consistent level of coverage in the trades, not only because business press tends to take longer to secure, but because trades can often drive more qualified eyeballs and leads. Set realistic goals for product news. Remember that proactivity is key to success and it’s important to always stay on the pulse of industry trends.
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