Daily PR Brief - November 21st, 2016
Good morning. Here are today's top clips -
10 New LinkedIn Tips To Propel Your PR (Forbes - November 19, 2016)
Burson-Marsteller hires Jon Potter as EVP (PR Week - November 18, 2016)
Senior ad man Hugh Baillie to join Weber Shandwick to lead EMEA engagement (PR Week - November 21, 2016)
MWWPR study paints pessimistic picture of workplace gender parity (PR Week - November 18, 2016)
Agency Adds Cyber Crime, Terrorism Capabilities (O'Dwyer's - November 18, 2016)
Tips for helping future PR pros secure jobs and internships (PR Daily - November 21, 2016)
Infographic: Holiday-themed social media tactics that drive sales [Infographic] (PR Daily - November 21, 2016)
PRSA strategic plan calls for beefed-up professional development (Ragan - November 19, 2016)
Corporate Reputations Account For $4 Trillion Of Shareholder Value (The Holmes Report - November 20, 2016)
Putting A Price on Customer Loyalty: $220,000 (The Holmes Report - November 20, 2016)
L.A.-Based Firm Consensus Takes Top Honors in Annual PR Awards Ceremony in Los Angeles (Bulldog Reporter - November 21, 2016)
Gavin Acquires TFM Advertising, Names Tom Hollerbach Agency President (Bulldog Reporter - November 21, 2016)
Public Relations Global Network Adds Five Communications Agencies (Bulldog Reporter - November 21, 2016)
PR PROfiles: Leandi Jamneck and Marisa Logan, Butter Knife PR (Bulldog Reporter - November 21, 2016)
Nuffer, Smith, Tucker Goes International with New Tijuana Office (Bulldog Reporter - November 21, 2016)
A Revolution of Ethics in Public Relations (Institute for Public Relations - November 21, 2016)
Pursuing Global Standards for the Public Relations Profession | The GBOK Project (Institute for Public Relations - November 21, 2016)
What is Data-Driven PR, Part 3: Defining Data (SHIFT Communications - November 21, 2016)
#measurePR Recap (November 2016): Measuring Engagement (Shonali Burke Consulting - November 21, 2016)
Hybrid Pay-for-Performance PR: The Right Side of History (Business 2 Community - November 20, 2016)
How to recover from a spokesperson mistake (Axia Public Relations - November 21, 2016)
Summary Section:
10 New LinkedIn Tips To Propel Your PR
By Cheryl Conner
Forbes - November 19, 2016
This week I re-connected with Nancy Friedman, the St. Louis-based customer service expert who’s enjoyed some extreme PR hits and has maintained her sense of humor in the face of her misses. 1. Never (as in ever) use the default invitation. 2. Use endorsements liberally. 3. Update your picture 2 –3 times a year. Periodic updates allow people to see you accurately and will help to increase their familiarity with you as well. 4. Be liberal with your “likes.” 5. Yes, you can do a cold invite, but only if you have a reason. 6. Common connections do not necessarily mean common ground. 7. Be careful about asking for recommendations. 8. Acknowledge new connections with a note. 9. Acknowledge birthdays and job anniversaries. 10. Don’t ignore any like or comment you get.
Burson-Marsteller hires Jon Potter as EVP
By Alison Kanski
PR Week - November 18, 2016
Jon Potter has joined Burson-Marsteller as EVP with a focus on government and public affairs. Potter, who has worked at the firm for about a month, is based in its Washington, DC, office and reports to U.S. CEO Michael Law.
Senior ad man Hugh Baillie to join Weber Shandwick to lead EMEA engagement
By Sam Burne James
PR Week - November 21, 2016
Baillie (above) will be based in London and takes the job title of head of client service, engagement disciplines, EMEA. He will report to UK and EMEA CEO Colin Byrne, and chief digital officer Chris Perry. His hire comes at the same time as the German office of what is the world's second largest PR firm welcomes senior hire Bernhard Hofer, formerly of digital comms group UDG. Hofer takes the role of head of Engagement Engine operations. Both will join the agency in January. Weber Shandwick defines its engagement disciplines as the work done by its creatives, analysts, planners, content creators and social media strategists. The firm refers to the work of these teams as its Engagement Engine - and has been ramping up this proposition as a marketing concept in recent months.
MWWPR study paints pessimistic picture of workplace gender parity
By Sean Czarnecki
PR Week - November 18, 2016
Gender stereotypes exist in the workplace, and they’re more likely to be reinforced by women than men, according to a study released this week by MWWPR. The survey’s 1,000 respondents declared men stronger leaders in delivering financial returns (83%), developing business strategy (79%), and negotiation (69%). Women were more likely to hold those beliefs than men. "Views about gender parity are even more pessimistic than expected," said Carreen Winters, EVP of corporate reputation at the firm. "The study was eerily predictive of the surprise on election night." A third of respondents said they don’t believe gender parity will be achieved in their lifetimes, though millennials (44%) were optimistic it would be achieved in 12 months. One-third of respondents said they expect gender parity by 2116.
Agency Adds Cyber Crime, Terrorism Capabilities
By Jon Gingerich
O'Dwyer's - November 18, 2016
Malibu, CA-based agency Tellem Grody Public Relations has expanded its crisis management practice to include cyber-crime, homeland threats and terrorism. Tellem said the agency would be poised to provide services for companies, law enforcement agencies and citizens as incidents of cyber-crime and terror-related crises increase. TGPR, which also provides PR and social media support to healthcare and biotech companies, was founded in 1994.
Tips for helping future PR pros secure jobs and internships
By Mimi Hamid
PR Daily - November 21, 2016
Any PR pro will tell you that agency experience is necessary for nabbing a job in the communications industry. That’s true of other industries as well—95 percent of employers said experience is an important factor in final hiring decisions, according to an annual survey by the National Association of Colleges and Employers. Do: 1. Treat hiring managers like humans, not robots. Formal emails and cover letters, be gone! Spare the formalities, and share something unique or funny about yourself. 2. Follow instructions. PR is a detail-oriented job, and disregarding directions before you have your foot in the door is not a wise choice. 3. Take advantage of the time in your interview. Instead of reading your résumé word for word, use that time to fill in the gaps and discuss the best things you did at your previous internships or jobs.
Infographic: Holiday-themed social media tactics that drive sales [Infographic]
By Kristin Piombino Long
PR Daily - November 21, 2016
During this hectic time of year, it's easy to rely on tired, overused holiday-themed posts, but an infographic from MDG Advertising challenges you to spice things up a bit this year. The graphic shares seven ways to freshen up your social media posts that will not only grab your audience's attention, but also close the gap between social media and sales. Here are a few of the ideas: 1. Develop custom Snapchat geofilters: Using these tools can be a strong word-of-mouth tactic, as they publicize that users are interacting with your brand. 2. Use Pinterest rich pins: This feature enables you to include purchase links, app downloads and other call-to-action tactics in a Pinterest pin. 3. Showcase gift ideas in Instagram carousel ads.
PRSA strategic plan calls for beefed-up professional development
By Russell Working
Ragan - November 19, 2016
"The industry is changing dramatically," says Laura Kane, PRSA's chief communications officer. "There are so many new things to learn. We are hearing agencies and corporate PR people as well that sense that many communicators are lagging." The changes will include new courses, a "sounding board" for networking opportunities, a soon-to-be-launched mobile-friendly website and more content aimed at regional audience. The goal is to do a better job of communicating to members and the community at large about issues that are driving business, Kane says. PRSA already offers certificates and credentials in areas such as ethics and reputation management; now it will offer new video education on emerging trends.
Corporate Reputations Account For $4 Trillion Of Shareholder Value
The Holmes Report - November 20, 2016
A growing appreciation of the safety implied by strong corporate reputation helped to push up company values to the point where reputation now accounts for $3,977 trillion, or more than $1 in every $5 of shareholder value across the S&P 500 according to the latest Reputation Dividend report. The ninth annual study, based on analysis of the country’s largest public companies, found that the proportion of market capitalization attributable to the confidence inspired by their reputations increased by 2.5 percent points, to an average of 20.7 percent across the index. According to Reputation Dividend’s senior vice president Bob Takacs, “Corporate performance is judged in part by reference to peers and competitors.” Average sector reputation contributions varied from as much as 34 percent in Telecommunications to as little as 13 percent in Utilities.
Putting A Price on Customer Loyalty: $220,000
The Holmes Report - November 20, 2016
It would take more than $220,000 to bribe customers away from their favorite product, according to the fourth annual Breakout Brands survey by rbb Communications. And for 43% of American consumers surveyed, no amount of money is enough; 93% of this group say they would actually pay more for a brand they feel an emotional connection with (a 10% increase from 2012 survey results). “Creating emotional connections between customers and brands is priceless,” says Christine Barney, CEO of rbb Communications. “Companies can achieve that emotional connection and see the impact on the bottom line by adopting the key tenants of Breakout Brands – put the customer first, innovate, and communicate with soul.”
L.A.-Based Firm Consensus Takes Top Honors in Annual PR Awards Ceremony in Los Angeles
Bulldog Reporter - November 21, 2016
After a seven-year awards season hiatus, Consensus, a full-service public relations and public affairs firm, made a strong showing at Los Angeles’ public relations annual awards event by taking home 15 trophies at Wednesday night’s PRSA Los Angeles-sponsored PRism Awards – including the coveted President’s Award for most awards received during the PRism Awards show. The firm was recognized for its work in community relations, public affairs, crisis communications, and social media, among others.
Gavin Acquires TFM Advertising, Names Tom Hollerbach Agency President
Bulldog Reporter - November 21, 2016
On the heels of being named a Central Penn Business Journal Top 50 Fastest Growing Company, Gavin, a digitally minded public relations and marketing agency, announced that it has acquired TFM Advertising. With this acquisition, Gavin has named Tom Hollerbach president of the agency .The acquisition expands Gavin’s services to include virtual reality, large-scale video production and national brand marketing and strategy. With the naming of Hollerbach as agency president, Mandy Arnold will transition to CEO, focusing on the agency’s vision for the future, while overseeing public relations, crisis communications and brand strategy for Gavin’s clients.
Public Relations Global Network Adds Five Communications Agencies
Bulldog Reporter - November 21, 2016
The newly inducted agencies are: Ad verum: Founded in 2004, Ad verum develops and implements strategic communications programs for a wide range of clients across multiple industry sectors in all Baltic states – Lithuania, Latvia and Estonia. Ardency Consulting: Ardency Consulting is a full-service marketing and PR consultancy in Bulgaria which manages communications strategies for both businesses and public organizations. Media Profile: As Canada’s largest full-service, independent public relations firm, this Toronto-based agency provides a wide range of communications services to leading Canadian and international companies. Scandinavian Communications: This Copenhagen-based firm specializes in corporate communications, management communications, PR, content marketing, social media and employer branding for clients across Denmark, Sweden, Norway and Finland. Two cents: With more than 15 years’ experience, Two cents helps companies with a range of corporate PR and marketing services like product PR, content marketing, community management and effective advertising.
PR PROfiles: Leandi Jamneck and Marisa Logan, Butter Knife PR
Bulldog Reporter - November 21, 2016
Best advice to a PR student: "Consume as much media as possible and get experience in the field. The best way to learn is by being thrown into the deep end and gaining practical experience. If you are serious about a career in PR then practice your writing, work long hours and network like a boss."
Nuffer, Smith, Tucker Goes International with New Tijuana Office
Bulldog Reporter - November 21, 2016
The agency has also added two new staff members, Kathia Bustillos and Analicia Luken, to its existing team of binational and bicultural communications professionals. Fluent in both Spanish and English, they will be based in the agency’s new Tijuana office. Most recently, Bustillos served as the general director for Televisa Baja California, managing the stations in Tijuana, Ensanada and Mexicali. She was the first female to be appointed as a general director in the history of the company and brings that experience and understanding of regional media to bear for Nuffer, Smith, Tucker’s clients. Luken joins the agency as an account coordinator. Fluent in Spanish and English, Luken has diverse communications experience in both Mexico and the U.S.
A Revolution of Ethics in Public Relations
By Shannon Bowen, Ph.D., Professor at the University of South Carolina
Institute for Public Relations - November 21, 2016
First, ethics has become more prevalent in public relations, both in practice and in research. In fact, it is demanded by active stakeholders and/or by law (SOX act). Second, ethics has become relational, as the character of management becomes a critical element of building trust among publics. Third, public relations professionals are called upon by their CEOs and management to provide counsel about ethics and to resolve problematic issues. Because the stakeholders that they communicate with must represent their values and priorities in management in order to keep management responsive to their needs. Fourth, educational requirements and professional standards are incorporating the study of ethics in public relations certification programs. Fifth, ethics now drives CSR, strategic partnership initiatives, and contributes to the strategic mission, vision, and values of organizations. Sixth, incorporating public relations ethics into strategic management has created more responsible organizations, averted crises via astute and ethical issues management, and resolved conflicts with ethical rectitude. And seventh, ethical public relations has led to heightened autonomy and responsibility in the field and the development of ethically-integrated functional areas, such as public diplomacy, CSR, and disaster communication.
Pursuing Global Standards for the Public Relations Profession | The GBOK Project
By Jean Valin APR, FCRPR, Honorary Fellow CIPR
Institute for Public Relations - November 21, 2016
Two years ago, the PRSA and the IABC undertook major reviews of the their respective credentials programs. This provided the impetus for a deep-dive analysis of all credentials and educational frameworks used by the members of the Global Alliance (GA) who saw an opportunity to explore yet another global standard. I was asked to lead this project and determine if, through our analysis, a global body of knowledge (GBOK) was possible. Our conclusion: an internationally recognized body of knowledge is both possible and necessary for the future success and professionalization of public relations. Through extensive content analysis of 31 credential schemes, education frameworks, and scholarly articles produced across six continents, (over 900 pages) the Global Alliance for Public Relations and Communications Management (GA) has developed a foundational list of knowledge, skills, abilities and behaviours (KSABs), which entry and mid/senior-level practitioners across the world should possess.
What is Data-Driven PR, Part 3: Defining Data
By Christopher S. Penn
SHIFT Communications - November 21, 2016
In the previous step, we developed an open-ended question that was specific, exploratory, and beneficial. In this step, we now must transform our question into the components of a data-driven investigation. Data-driven investigations begin with two parts: Variables and Data Sources. Once we know what variables are contained within our question, we begin the process of determining how to obtain the data. In this case, our question clearly defines the data source: our customers. Thus, we are limited in our sources to surveying and/or focus groups to obtain the information we want. We deconstruct the question similarly to identify variables: We will measure consumers. We will measure toys by name. We have a defined timeframe: this holiday season. Thus, we should limit our data search to relatively recent times.
#measurePR Recap (November 2016): Measuring Engagement
By Shonali Burke
Shonali Burke Consulting - November 21, 2016
The November edition of #measurePR focused on measuring engagement. Our trio of guests included: Ashley Brown, Head of Global Communications at Spredfast; Austin Gaule, Media Analysis Director at Universal Information Services; and Angie Jeffrey, Vice President Brand Management at ABX Advertising Benchmark Index. Here’s some of what we talked about: Defining engagement; Integrating paid media to boost engagement with owned and earned content; and The most useless way of measuring engagement.
Hybrid Pay-for-Performance PR: The Right Side of History
By Ed Schauweker, Founding principal of Agile Public Relations
Business 2 Community - November 20, 2016
"My goal was to offer industry-best practice media and influencer relations, for startups, while delivering the highest ROI for building clients’ industry thought leadership. The firm we envisioned would rely heavily on fostering and nurturing client relationships with industry influencers. Public relations firms could price for coverage based on a certain number of shares or some other message penetration metrics. The goal in developing our hybrid pay-for-performance pricing model was to deliver the highest public relations ROI. The PR firms that don’t innovate and transform their businesses in order to leverage the hybrid pay-for-performance pricing model will be left on the wrong side of history."
How to recover from a spokesperson mistake
By Lisa Goldsberry
Axia Public Relations - November 21, 2016
You must quickly disassociate your company with the spokesperson and what he has done wrong. Then, you should reintroduce customers to the qualities that made your brand desirable in the first place, which have nothing to do with the spokesperson. When interviews go wrong, don’t dwell on the mistake. It is unlikely that the entire interview was a disaster, so focus on what went well and capitalize on that.
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