Daily PR Brief - November 18th, 2016
Good morning. Here are today's top clips -
Seven Questions Brands Should Ask Themselves Before Leveraging A Viral Trend For Their Marketing (Forbes - November 18, 2016)
5 Mistakes You’re Making In Your Content (PR Newswire - November 17, 2016)
Lagrant Communications pulls curtain up on arts and culture practice (PR Week - November 17, 2016)
VSC adds Archana Chattha, Julia Konstantinovsky to its leadership (PR Week - November 18, 2016)
Peterson Gets GCI SVP Title (O'Dwyer's - November 17, 2016)
Boys & Girls Clubs of America Names New Comms Exec (O'Dwyer's - November 17, 2016)
How Being a CCO Prepared Me to Write a Novel (O'Dwyer's - November 17, 2016)
PR Challenges for Foreign Tech Companies (O'Dwyer's - November 18, 2016)
Law Firm Giant Dentons Eyes PR, Public Affairs Network (O'Dwyer's - November 18, 2016)
6 email marketing mistakes that can crush your efforts (PR Daily - November 17, 2016)
5 writing traps to avoid (PR Daily - November 18, 2016)
30 jobs in the PR and marketing world (Ragan - November 17, 2016)
Rob Mathias Exits Ogilvy PR After Two Decades (The Holmes Report - November 17, 2016)
How a Small Brand Used Google Analytics and a Blog to Grow (PR News - November 17, 2016)
Highlights from Magrino Agency’s Recent Travel Trends Summit (Bulldog Reporter - November 18, 2016)
Former U.S. Undersecretary of State Paula Dobriansky Joins APCO Worldwide’s International Advisory Council (Bulldog Reporter - November 18, 2016)
Case Foundation Hires Sam Heitner as SVP of Communications and Marketing (Bulldog Reporter - November 18, 2016)
eRetailer Alert Issued: Engage in Text-Message Communications with Consumers or Risk Irrelevancy in 2017 (Bulldog Reporter - November 17, 2016)
Millennials Now Key B2B Decision-Making Influencers: “Unsocial” Sellers Are Marketing “With a String and an Old Soup Can” (Bulldog Reporter - November 18, 2016)
Let the Numbers Talk: How to Use Data to Grab the Media’s Attention (Bulldog Reporter - November 17, 2016)
Why PRs still haven’t grasped the social media crisis (Influence Magazine - Chartered Institute of Public Relations - November 17, 2016)
Does being a parent make you a better communicator? (Influence Magazine - Chartered Institute of Public Relations - November 18, 2016)
Influencer marketing: why automation will transform your PR efforts (Influence Magazine - Chartered Institute of Public Relations - November 18, 2016)
PRSA Builds a Framework for the Future of the Communication Industry (Public Relations Society of America - November 16, 2016)
How to Establish a New Client Onboarding Process (PR Couture - November 17, 2016)
PR Girls We Love: Ethel DaCosta, Think Geek Media (PR Couture - November 16, 2016)
Bursting Social Bubbles: How Search Overtakes Social During Major News Events (Chartbeat Blog - November 17, 2016)
Summary Section:
Seven Questions Brands Should Ask Themselves Before Leveraging A Viral Trend For Their Marketing
By Forbes Agency Council
Forbes - November 18, 2016
My advice for jumping on a fleeting trend is to determine whether or not your brand and mission already stand on their own legs. Gimmicks are fleeting, and may give you a temporary customer acquisition bump. However, the churn once the trend is over can be damaging. Better to spend time on authentic marketing that stands on its own merits. - Taryn Langer, Moxie Communications Group
5 Mistakes You’re Making In Your Content
By Maria Materise
PR Newswire - November 17, 2016
1. There are typos. Typos make your brand appear sloppy and unorganized. 2. It’s too generic. Think about a topic you can speak to, and research what else has been said about it before you write. 3. It’s not what your audience wants. Use your social listening tools to tune into their conversations and pay attention to their online habits. 4. You don’t have a call to action. Use tracking links to easily demonstrate the value of your content and prove its impact. 5. You’re pushing the hard sell. Your audience doesn’t want to read a sales pitch; they want to know how you can help them.
Lagrant Communications pulls curtain up on arts and culture practice
By Alison Kanski
PR Week - November 17, 2016
Lagrant Communications has launched an arts and culture practice, led by Paulo Lima, head of the firm’s Hispanic practice. Lima is taking on the role of SVP and chair of the arts and culture unit alongside his other position in the Hispanic practice. A 12-year veteran of the firm, Lima has a background in the arts, with degrees in theater and performance. Lagrant CEO Kim Hunter said the impetus for launching the practice was the desire to align the firm’s CSR initiatives and practice areas.
VSC adds Archana Chattha, Julia Konstantinovsky to its leadership
By Sean Czarnecki
PR Week - November 18, 2016
The firm hired Chattha as partner and VP and Konstantinovsky as director of client strategy. They will support the firm, which focuses on the tech and enterprise industries, on strategic partnerships and client strategy, it said in a statement. Chattha, Konstantinovsky, and Stacy Taaffe, VSC’s chief of experience—a position equivalent to COO—all held marketing and communications roles at Sony’s Metreon, where they were clients of VSC.
Peterson Gets GCI SVP Title
By Jon Gingerich
O'Dwyer's - November 17, 2016
New York-based specialty healthcare agency GCI Health has appointed Alexandra Peterson senior vice president. Peterson joins GCI Health from Makovsky, where she was senior VP and directed that independent agency’s healthcare practice. She began her PR career at Ketchum’s Emanate unit, where she was a senior associate.
Boys & Girls Clubs of America Names New Comms Exec
By Jon Gingerich
O'Dwyer's - November 17, 2016
Karl Kaiser has been appointed senior vice president of marketing and communications at non-profit youth organization Boys & Girls Clubs of America. Kaiser joined the Atlanta-headquartered service organization in 1998, first working as a graphic designer before being assigned director roles in the organization’s design/production and creative services departments.
How Being a CCO Prepared Me to Write a Novel
By Phyllis Piano
O'Dwyer's - November 17, 2016
Use corporate communications to enhance your love of writing. Practice makes perfect; hone your skills with a diverse and challenging set of assignments, and learn from the best. Write as others. Put your experience with publishing to work. Spin a tale. Use real-life experience and conflict to inspire fictional events. Edit, edit, edit. Use real-life knowledge of laws, regulations and guidelines to add authenticity to your writing. Put your pubic relations and marketing experience to work in promoting your novel. Mobilize your contacts.
PR Challenges for Foreign Tech Companies
By Matthew Pugh
O'Dwyer's - November 18, 2016
If you’ve worked with the tech media — or almost any media for that matter — you quickly learn that they are almost always more curious about what your customers have to say about your company and your products than what you have to say. Having a third party talk about your company or product typically carries more weight than doing it yourself. Additionally, leveraging the voices of outside organizations helps to drive the creation of content, news, and relevant information.
Law Firm Giant Dentons Eyes PR, Public Affairs Network
O'Dwyer's - November 18, 2016
Global chairman Joe Andrew, a former head of the Democratic National Committee, said the Nextlaw Global Public Affairs Network acknowledges that the firm "serves our clients in the court of public opinion as well as the court of law." Dentons will not charge firms fees to join the network and will allow for multiple members within a single market. The firm said it will begin inviting firms to join the network this week and will unveil the network in the first half of 2017. Added Andrew: "No matter how large a law firm or a public affairs firm is, no single firm can provide the best expertise everywhere in the world."
6 email marketing mistakes that can crush your efforts
By Maria Scopelliti
PR Daily - November 17, 2016
1. You are sending too many. 2. Your emails don’t fit your strategy. If email is the right choice, make sure your messaging is engaging and that it complements your other efforts. 3. Your customers are not using email. Are they using emails, or do they prefer social media? If it’s the latter, which platforms are they on? 4. Your subject lines are weak. Keep it short and sweet. Use action verbs, give them a taste of what they will get in your email and create a sense of urgency. 5. Your content is subpar. If you have a blog, use snippets from it to provide additional interesting content. 6. Your design isn’t helping. When your customers click on an email, it needs to be readable, clean and responsive on different devices. This is crucial in order to get your message across.
5 writing traps to avoid
By Russell Working
PR Daily - November 18, 2016
1. Watch for homophone confusion. You're/your; They're/there/their 2. Avoid word stumbles. Many of us botch the words comprise and myriad. 3. Sidestep hyphen traps. If you're not connecting two words as a compound adjective, she says, "you don't need a hyphen." Adverbial phrases can do without the line segment between words. 4. Stop comma abuse. Though the subject is a broad one, consider this example: commas that set off parenthetical information. 5. Don't botch parallel construction. Incorrect: "To succeed is opening a new opportunity." Correct: "To succeed is to open a new opportunity."
30 jobs in the PR and marketing world
By Clare Lane
Ragan - November 17, 2016
It’s not uncommon for busy PR pros to go through bouts of feeling overworked and under-appreciated. To avoid becoming your office’s Negative Nancy, work on improving your sense of purpose. Here are three questions to ask yourself the next time you’re feeling “eh” about pleasing your clients, strategizing about social media or drafting a press release: 1. What are my strengths and weaknesses? 2. How can I feel more connected to people and tasks? 3. What small changes can I make?
Rob Mathias Exits Ogilvy PR After Two Decades
By Aarti Shah
The Holmes Report - November 17, 2016
Ogilvy PR global CEO Stuart Smith is now handling oversight of the firm's Washington DC office as Rob Mathias departs the firm. Mathias, who has been with Ogilvy since 1988, took on duties as regional CEO of North America in 2013. However, Smith reorganized the firm's leadership in North America earlier this year and Mathias' role changed to head of the firm's Washington DC operation, the firm's largest in North America, which he led since 2002.
How a Small Brand Used Google Analytics and a Blog to Grow
By Seth Arenstein
PR News - November 17, 2016
You’re a communicator at a tiny company. Almost nobody knows the brand. And you’re based in New York City, a place where bigger often is perceived as being better. The founder of your company, which was started in an apartment, wants you to get the brand to rank high—number one, if possible—on Google search pages. Oh, and you have about $500 in your budget. This was where Mandy Menaker found herself several years ago; she's head of PR and brand development at Shapr now. How to get noticed? “We wrote a blog,” Menaker said at PR News' Google for Communicators Boot Camp in New York on Nov. 17. I know what you’re thinking: Another blog? How did that break through the clutter? The short answer is: by using keywords and Google Analytics smartly. Think about what your audience is interested in and write about it. Equally important: Create compelling content, and write for people, not machines (SEO and SEM), Menaker says.
Highlights from Magrino Agency’s Recent Travel Trends Summit
Bulldog Reporter - November 18, 2016
Magrino, a lifestyle public relations agency for top brands in hospitality, consumer and luxury goods, and food, wine and spirits, today announced its forecast for 2017 trends in luxury travel and hospitality. The announcement follows the agency’s inaugural Travel Trends Summit hosted on November 16, 2016 at NeueHouse Madison Square in New York City. Presented in two panels, the summit was moderated by Susan Magrino, Chairman & Chief Executive Officer of Magrino Agency, and Allyn Magrino, President and COO of Magrino Agency. The event brought together the industry’s top leaders to discuss the factors that are shaping travel trends for the coming year, including millennial preferences, technology integration, social media and the luxury customer.
Former U.S. Undersecretary of State Paula Dobriansky Joins APCO Worldwide’s International Advisory Council
Bulldog Reporter - November 18, 2016
Ambassador Paula Dobriansky, the former U.S. Undersecretary of State for Global Affairs, and a leading diplomat and foreign policy expert, joined APCO Worldwide’s International Advisory Council (IAC) announced Margery Kraus, founder and executive chairman of APCO Worldwide. Appointed by President George W. Bush at the beginning of his administration, Ambassador Dobriansky served as Undersecretary of State for Global Affairs from 2001-2009, where she established and led the U.S.-India, U.S.-China, and U.S.-Brazil Global Issues Fora. Ambassador Dobriansky is also a senior fellow in the Future of Diplomacy Project at the Belfer Center for Science and International Affairs at Harvard University’s School of Government, and has served in key roles for five presidential administrations.
Case Foundation Hires Sam Heitner as SVP of Communications and Marketing
Bulldog Reporter - November 18, 2016
Case Foundation, the family foundation of noted philanthropists Jean and Steve Case (co-founder of AOL and chairman of Revolution, a D.C.-based venture capital firm) hired veteran public affairs executive, Sam Heitner, as its new Senior Vice President of Communications and Marketing. Heitner will lead all communications and marketing strategy for the Case Foundation, which has given more than $100 million to charitable causes and campaigns with a mission to invest in people and ideas that are changing the world, since its inception in 1997.
eRetailer Alert Issued: Engage in Text-Message Communications with Consumers or Risk Irrelevancy in 2017
Bulldog Reporter - November 17, 2016
Following OpenMarket’s recent Retail Mobile Messaging Report conducted by Internet Retailer, which polled 100 e-commerce retailers to analyze their use of text-messaging, or SMS, as a customer engagement tool, OpenMarket has released a new infographic to reflect and showcase the report’s key findings. A primary takeaway from the report found that 71 percent of retailers are not currently addressing their customers’ communication preferences and expectations. With 64 percent of consumers showing preference for texting over voice as a customer service channel, and 77 percent of consumers reflecting a positive perception of companies that utilize SMS to interact with their consumers, the report revealed retailers are missing a massive customer engagement opportunity.
Millennials Now Key B2B Decision-Making Influencers: “Unsocial” Sellers Are Marketing “With a String and an Old Soup Can”
Bulldog Reporter - November 18, 2016
“Although Millennials are not C-suiters quite yet, they help guide their C-suite leadership and B2B purchasing decisions, with eighty-one percent of these non-C-suite Millennials relishing an important role in purchase decisions,” said Richard Torrenzano, chief executive of The Torrenzano Group, in a news release. Millennials are the largest generation in the workforce at 53.5 million strong, outnumbering both Gen Xers and Baby Boomers.
Let the Numbers Talk: How to Use Data to Grab the Media’s Attention
By Jill Z McBride, Chief Marketing Officer, Northlich
Bulldog Reporter - November 17, 2016
If budget is no object, a national survey with a margin of error of ±3 percent and a 95 percent confidence level is ideal. At that standard, it would be best to have at least 1,000 completed surveys. But if you can’t afford national market research, there are other options: Survey your customers (web-based tools such as SurveyMonkey are low-cost and easy to use); Partner with a trade association to access their membership base; Use social media platforms such as Twitter or Facebook to encourage feedback on specific questions; and Pull together third-party data that sheds new light on an issue or identifies a previously undetected trend. Pay careful attention to citing and crediting your sources, and follow professional standards in checking for permission.
Why PRs still haven’t grasped the social media crisis
By Georgina Parsons, Head of Communications, Visibrain
Influence Magazine - Chartered Institute of Public Relations - November 17, 2016
PR doesn’t look far enough ahead. By focusing so much on the media relations side of PR, many practitioners forget that their job is also to look ahead – really far ahead. PR people don’t “do” data. Data can provide reputation-saving insights – including flagging the first warning signs of a potential crisis. Social media has no clear owner. Unlike traditional media, which has typically been managed by the PR department, social media has proved much more difficult to assign ownership.
Does being a parent make you a better communicator?
By Carolyn Lochhead, Public Affairs Manager at SAMH
Influence Magazine - Chartered Institute of Public Relations - November 18, 2016
Becoming a mum has helped me up my game in each of these important comms challenges: Giving clear instructions. Explaining difficult concepts. Repeating key messages. Breaking unwelcome news. Telling the truth in a positive way. Handling ethical dilemmas. Making room for creativity.
Influencer marketing: why automation will transform your PR efforts
By Victoria Luck, managing director, Buzzoole UK
Influence Magazine - Chartered Institute of Public Relations - November 18, 2016
This emerging trend for automation is generating significant interest, on the basis that using algorithms to match brands with influencers that fit takes the pain out of what was previously a laborious and expensive task. Automating the search for the right influencers allows you to focus on long tail influencers: those with smaller, more niche audiences, but much higher engagement rates than big-name celebrities. A real benefit of automation is that it brings the ability to scrutinise all of these things, as well as identifying who the real key influencers are for the PR and the marketer.
PRSA Builds a Framework for the Future of the Communication Industry
Public Relations Society of America - November 16, 2016
1. Expanding membership. A key focus area over the next three years will be to help PRSSA Members enter the workplace through our new professionals section. 2. Providing Enriching Professional Growth Opportunities. Professional Development is among PRSA’s core strengths and the Society will continue to diversify its training programs to include broader based topics like finance, supervisor skills and technology. 3. Being a Thought Leader. PRSA will partner with other organizations and commission proprietary studies to provide fresh, innovative perspectives on issues and trends relating to the public relations profession.
How to Establish a New Client Onboarding Process
By Bryanne Lawless, Managing Partner at BLND Public Relations
PR Couture - November 17, 2016
Start with an internal team meeting. This is the time for your team to take a closer look at the background of the client. Host a memorable kickoff meeting. This is the first opportunity for the client to see your work so you want to be able to impress them with your team’s preparation and presentation. Set up a weekly call. A weekly call is a good way to ensure they are hearing updates from you often (but not so often that the client communication keeps you from your work!).
PR Girls We Love: Ethel DaCosta, Think Geek Media
PR Couture - November 16, 2016
India boasts a vibrant media landscape. There are so many publishing houses, magazines, TV channels springing up almost every week in the verticals of lifestyle, politics, opinion, capital, fashion, and social work. Regional content is also seeing an upswing. The Start-Up boom has erupted in India making more people want to be their own boss. It is a productive, creative, buzzing environment. My personal favourites continue to be old school Vogue, Harper’s Bazaar, fashion brands like FDCI (Fashion Design Council of India), digital platforms like PopXO, and colleagues who have reinvented themselves as influencers like Naina.co.
Bursting Social Bubbles: How Search Overtakes Social During Major News Events
By Kris Harbold
Chartbeat Blog - November 17, 2016
We see three main takeaways: Concentrating on SEO strategy before big news events is critical to maximizing traffic during the event. The majority of referred traffic in the first few hours of an event will inevitably be coming from search. The most successful stories on Facebook tend to have an emotional versus strictly informative lens, as seen with the shift of traffic to Facebook after the election was called. So while search traffic is important to harness during breaking news events, keep in mind that social traffic picks up again in the aftermath. Despite the growing commentary on social media contributing to “filter bubbles” in the news people seek out and ultimately engage with, during large impactful news events readers don’t settle for what materializes on their Facebook feeds. We still see major trends in readers proactively scouring the web to stay up to date and informed on the progress of events as they unfold.
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