Daily PR Brief - November 28th, 2016
Good morning. Here are today's top clips -
If Your Campaigns Are Performing, Why Are Your Clients Quitting? (Forbes - November 28, 2016)
Seven Agency Lessons Executives Wish They Had Learned Early In Their Careers (Forbes - November 25, 2016)
Marketers 'prioritising' social over PR and TV ads for product launches, report shows (PR Week - November 25, 2016) [Infographic]
Aviva hires former Facebook and Google corporate comms chief in global role (PR Week - November 24, 2016)
Content Marketing and Tech PR at a Crossroads (O'Dwyer's - November 25, 2016)
In the Click-bait Era, what happens to freedom of the press? (PR Daily - November 28, 2016)
How to search for PR agencies: Guidelines for clients (PR Daily - November 28, 2016)
11 PR and communications lessons from theSkimm (Ragan - November 27, 2016)
Chetan Mahajan Replaces Radhika Shapoorjee As H+K Strategies India CEO (The Holmes Report - November 28, 2016)
Edelman Dabo And Weber Shandwick Take Top Honours At MEPRA Awards (The Holmes Report - November 28, 2016)
2016 Rising PR Stars 30 & Under Announced by PR News (PR News - November 28, 2016)
PR PROfiles: Ali Grant, Be Social (Bulldog Reporter - November 28, 2016)
Wandering in Uncharted PR Territory: Blockchain Technology (Bulldog Reporter - November 28, 2016)
Daniella DiMartino of Buzz Creators Wins “Milli” Award from Westfair Communications (Bulldog Reporter - November 28, 2016)
PR Case Study: Consensus and the West LA VA Masterplan (Bulldog Reporter - November 28, 2016)
Service Defines the Brand—& Half of Consumers Are Ready to Leave Brands They Do Business With: Number of Alienated Consumers Is Up 12 Percent from 2015’s Survey (Bulldog Reporter - November 28, 2016)
Expect the unexpected (Influence Magazine - Chartered Institute of Public Relations - November 26, 2016)
Questions for Journalists: Josh McConnell (The Agency - November 25, 2016)
Summary Section:
If Your Campaigns Are Performing, Why Are Your Clients Quitting?
By Sara Davis, President of Foxtail Marketing.
Forbes - November 28, 2016
"Our clients didn’t see the value in what we were doing because our employees didn’t see the value. They didn’t fully understand how their work allows small and large businesses to grow and spread their stories. They didn’t fully comprehend that their work allows great companies to be found and build a tribe of followers. And lastly, they didn’t see how their work can provide jobs, as we expand our clients’ businesses. My employees didn’t know how to communicate with our clients on the metrics that mattered most. So how do you work to fix such a huge systemic problem? We began at the source: with our employees. We developed career plans, we trained like crazy, and we built a team of people passionate about our clients who could serve as coaches to all employees. We also started asking our clients how we could improve. We made a renewed effort to reach out to them with monthly newsletters that contained industry updates and useful tips."
Seven Agency Lessons Executives Wish They Had Learned Early In Their Careers
By Forbes Agency Council
Forbes - November 25, 2016
This one is simple; Google Analytics Annotations. If someone taught me how valuable and helpful this simple logging tool was back when they were introduced, then a lot of time loss and frustration would have been prevented. Annotations, used for tracking website changes, marketing campaign tests and significant search engine algorithm shifts are extremely helpful for analyzing and acting on site activity. When you’re managing multiple projects or campaigns at the same time it can be difficult to remember to annotate every little change. However, I think if this practice had been instilled in me from day one, then this practice would have become second nature a lot quicker. - Vinny La Barbera, imFORZA
Marketers 'prioritising' social over PR and TV ads for product launches, report shows [Infographic]
By Robert Smith
PR Week - November 25, 2016
The study by marketing consultancy Five by Five found that 74 per cent of brand marketers saw social media as the top priority for launches. Sales promotion ranked second and email marketing third, while TV advertising ranked sixth, falling behind press advertising (fourth) and PR activity (fifth), Five by Five's research said. Commenting on the growth of social advertising, Five by Five creative director Martin Flavin said: "Social media has become the most important way to generate buzz for new products and services before they appear. Shareable content and social engagement allow brands to create a groundswell of pre-launch interest in a way no other channel can match."
Aviva hires former Facebook and Google corporate comms chief in global role
By Robert Smith
PR Week - November 24, 2016
Hesse joined Aviva this month, following a six-year stint as Facebook's EMEA director of corporate comms. As part of the newly created role, Hesse will report to chief digital officer Andrew Brem and will work closely with group comms director Nigel Prideaux. Hesse informed PRWeek that his appointment reflects Aviva's already-established "digital first" strategy.
Content Marketing and Tech PR at a Crossroads
By Dan Garza
O'Dwyer's - November 25, 2016
When content marketing writing is left to marketing, it has a great probability of being polluted given the nature and mindset of marketing and sales in many companies. Generally, that’s because they have a penchant for hyperbole and the classic sales pitch kind of writing. The first thing these individuals want is to promote the product or technology. Content takes on a promotional and hype flavoring that is often annoying and turns customers off simply because they constantly experience product hype so much.
In the Click-bait Era, what happens to freedom of the press?
By Brian Hart, President of Flackable
PR Daily - November 28, 2016
Each media company has its own mission and motives, just like any other business, but the one unifying motive is not politics, but profit. Earlier this year, Pew Research found that just 20 percent of Americans get their news from print newspapers, and that number is largely made up of individuals 65 and older. While broadcast and print media depended on ratings and circulation to attract advertisers, many companies must now produce content that gets clicks, views and social media shares to produce digital advertising revenue. The law of supply and demand suggests that media consumers, not media professionals and their companies, create proliferating click bait. High demand for fluffy digital content forces these companies to balance that demand with their duty to serve as public watchdog.
How to search for PR agencies: Guidelines for clients
By Noemi Pollack, Founder and CEO, The Pollack PR Marketing Group
PR Daily - November 28, 2016
1. Industry knowledge: This should not be on the top of any list. Industry knowledge is quickly absorbed -- one week to dig deep into smart research; find out how the media covers this industry; understand where a company fits into its media landscape; analyze the industry’s social media voice and build relationships with the right people while asking the right questions. 2. Multi-nationals versus boutiques: Given the right people and talent, size no longer matters. Smart boutiques partner with worldwide agencies like Worldcom Public Relations Group (that lists 140 firms as resources worldwide) to match those capabilities. 3. Location: The nearness of an agency to its client matters only in local event management and the handling of local personnel, e. g., managing street teams, etc. 4. Reputation: A previous management might have built that rep; it may no longer be relevant when you search. Also, what may be right for one company may not be right for you. Reputations can be variable and short lived. 5. Award-winning agencies: Because an agency has won awards does not guarantee it’s the right agency for you. Awards are subjective, often dependent on subject matter. Some agencies don’t compete for awards because of time spent on them.
11 PR and communications lessons from theSkimm
By Russell Working
Ragan - November 27, 2016
1. Simplify complexity. “It's a great reminder that casual language can be even more effective than super-formal writing, even in business communications,” says Bitting, who is vice president of public relations at Allen & Gerritsen. 2. Find your unique voice. 3. Cultivate ambassadors. 4. Inject humor and personality. TheSkimm teases stories with headlines such as “What to say to your friend who thinks butter is a carb,” notes Lisette Paras of Gravitate PR. Follow the link, and you’ll find a story about Oxford Dictionaries naming “post-truth” as the word of the year. 5. Adopt an informal tone. 6. Respect your audience’s time and intelligence. 7. Shorten your pitches. 8. Break up heavy blocks of text. The Skimm leads with a major news story or two and breaks it into short paragraphs about what's happening, why, and what’s next, with a conclusion, Paras says. This bite-sized format helps readers digest complex stories easily, allowing them to click on the links if they want more information. 9. Timing matters. 10. Don't just create, curate. 11. Distribute across channels.
Chetan Mahajan Replaces Radhika Shapoorjee As H+K Strategies India CEO
The Holmes Report - November 28, 2016
Mahajan joins the WPP firm from MSLGroup India, where he was co-MD, responsible for the group's 20:20 MSL and Publicis Consultants units. Mahajan began his career at 20:20 Media in 1999, becoming head of operations before the firm was acquired by MSLGroup in 2010.
Edelman Dabo And Weber Shandwick Take Top Honours At MEPRA Awards
By Alex Malouf
The Holmes Report - November 28, 2016
A handful of agencies won big at the 2016 Middle East Public Relations Association’s (MEPRA) annual awards last week. A record 241 entries were received for judging this year, with a focus on several key areas: the use of multimedia content; smarter engagement with online influencers, and an increased integration between various marketing and communications functions. Cicero and Bernay won three gold and one silver; Edelman Dabo bagged the overall campaign of the year, one gold, four silvers and one bronze; Four Communications took home two golds, one silver and one bronze, and Hill+Knowlton Strategies was awarded two gold and three bronze. Ogilvy went home with one gold, two silvers and three bronze, whilst Weber Shandwick was named the MEPRA agency of the year.
2016 Rising PR Stars 30 & Under Announced by PR News
By Sophie Maerowitz
PR News - November 28, 2016
Hot platforms like Snapchat, Instagram Stories and Facebook Live are amassing billions of pieces of content daily, and young PR pros must employ a combination of creativity, strategy and measurement tactics to ensure their brand stories are heard above the noise. And they must still master to core skills of writing, media pitching and crisis management. At the Dec. 6 Winter Awards luncheon, PR News will also honor this year's inductees into its Hall of Fame, celebrate the 2016 Top Places to Work in PR, Diversity & Inclusion honorees and 2016 PR People Award finalists. See all the finalists and honorees.
PR PROfiles: Ali Grant, Be Social
Bulldog Reporter - November 28, 2016
Best thing about working at your agency: The collective hustle that runs through the office. Every single employee, from junior to senior, has a passion for the industry, our clients, and the footprint we’re making. You step into our space, you can feel the vibrant, fresh, excited energy.
Wandering in Uncharted PR Territory: Blockchain Technology
By Julie Bagdikian
Bulldog Reporter - November 28, 2016
A blockchain is a highly transparent, massively distributed transaction ledger that maintains a continuously growing list of records, called blocks, that are secured from tampering and revision. Blockchain technology is used mostly for digital currency trading because it guarantees freedom from manipulation. The recent surge of interest in blockchain makes perfect sense, based on the Internet of Things evolving from an open access and centralized cloud to the next stage—the distributed cloud, an intricate web of crossed wires—that will require more fluid and versatile tools and processes. The use of blockchain in public relations campaigns is uncharted territory, and our conversations at Lab 186—our agency’s digital studio—have prompted many questions. When considering a blockchain component in a PR campaign, one should ask oneself whether the risk of redirecting the attention towards the technology, and away from the product and the client, is more important than the reward and, the jury is still out on what exactly the reward would be. It seems that, as with any new technology entering the marketing world, incorporating blockchain in a communications plan would help gain increased media attention.
Daniella DiMartino of Buzz Creators Wins “Milli” Award from Westfair Communications
Bulldog Reporter - November 28, 2016
Daniella DiMartino, Account Supervisor at Buzz Creators, Inc. (located in Valhalla, NY), was recently named a 2016 “Milli” winner by Westfair Communications. DiMartino joined Buzz Creators, a public relations and marketing firm, in 2013. This is the 2nd annual year of the Westfair Communications “Milli” awards. The award honors exceptional millennials (ages 21-34) living or working in Fairfield or Westchester counties who are changing the world in the following categories: community; “millipreneur” (entrepreneur); nonprofit; innovation; creative; finance; technology; medical; and green.
PR Case Study: Consensus and the West LA VA Masterplan
Bulldog Reporter - November 28, 2016
When the Veterans Affairs (VA) Greater Los Angeles Healthcare system called on Consensus to provide community relations services for the West Los Angeles VA Master Plan, we accepted the challenge to engage and facilitate dialogue around historically conflicted interests. Consensus worked to inspire stakeholders to weigh in on how 388 acres of land with a rich history—located among even richer financial interests in the middle of the Brentwood neighborhood of Los Angeles—could be revitalized to thrive as a residential community for chronically homeless Veterans.
Service Defines the Brand—& Half of Consumers Are Ready to Leave Brands They Do Business With: Number of Alienated Consumers Is Up 12 Percent from 2015’s Survey
Bulldog Reporter - November 28, 2016
According to the 2016 Consumer Experience Index from native interaction management firm Aspect, half of U.S. consumers moved from at least one company in the past year because of a poor service experience. While waiting a long time continues to top the list of things customers dislike about customer service, frustrations like the length of time it takes to get an issue resolved and having to repeat their issue to several people, increased noticeably from last year’s survey. General retail, the industry still most susceptible to bad service turning into lost business, was the only tracked industry which saw a decrease in customer attrition from the 2015 survey. Travel, Telecom/Cable and Big Box Retail saw small to sizable increases in lost business while the Financial industry saw the number of customers who left banking institutions nearly double because of unacceptable service.
Expect the unexpected
By Ross Wigham, NHS head of comms and marketing
Influence Magazine - Chartered Institute of Public Relations - November 26, 2016
Trust in authority and institutions has been shattered with the established hierarchies and rules around who the public believes turned upside down. This brings us onto what is already becoming a hackneyed phrase: Post Truth. This seems to be the political worlds answer to the death of spin. Groups and individuals can now (knowingly) say things that clearly aren’t true or create a reality where they perhaps genuinely believe them to be true and hope they can simply wish it to be so. There’s been plenty written about the changing nature of social media and the echo chamber many of us now live in and while that’s significant the issue of validation is also important in understanding how modern communications now work. Social norms and a the feeling of validation by peer groups is something that will probably be the subject of thousands of PHD papers and is the key to many of the most successful marcomms work online.
Questions for Journalists: Josh McConnell
The Agency - November 25, 2016
What advice do you have for PR professionals about working with journalists? "Again, a key thing is to realize how little time we have as journalists, just as a nature of the business. We aren’t being short or unresponsive out of rudeness or lack of interest, it usually is just a lack of time. That said, how do you get noticed? For one thing, don’t copy and paste pitches. We can tell because we get them all the time. Those are often the first ones to get skipped and deleted. Instead, take the time to do research on the reporter you want to reach out to. Quickly mention articles that he or she have written — and not just the headlines, prove you read it — and say why in that context you feel that journalist is the best one to tell the story. But, ultimately, just be conversational and have fun with us. We’re all just people doing our jobs."
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