Daily PR Brief - November 29th, 2016
Good morning. Here are today's top clips -
Where Public Relations Is Headed In The Modern Era (Forbes - November 28, 2016)
6 #GivingTuesday Campaigns to Watch (PR News - November 28, 2016)
Golin teams with Ruskin & Hunt to roll out Golin Belgrade (PR Week - November 29, 2016)
Hyatt Hotels global comms VP Candace Mueller departs (PR Week - November 29, 2016)
Corporations Look to White House for Top Communicators (O'Dwyer's - November 28, 2016)
Matching the Vision of PR Buyers with PR Sellers (O'Dwyer's - November 28, 2016)
Storyshowing 2.0: Catering to Instantaneous Need (O'Dwyer's - November 29, 2016)
3 ways to make your videos sizzle instead of fizzle (PR Daily - November 28, 2016)
3 ways to increase your brand’s engagement (PR Daily - November 29, 2016)
7 steps to creating and sustaining a brand-centric podcast (Ragan - November 28, 2016)
What Comes Next For Asia's Ambitious Communications Leaders? (The Holmes Report - November 29, 2016)
Accenture Adds To Agency Stable With Karmarama Deal (The Holmes Report - November 29, 2016)
Retail PR Redux: Strong Black Friday and Thanksgiving Results Are Great Indicators of Big Holiday Season (Bulldog Reporter - November 29, 2016)
Slice Communications Promotes Michael D’Antonio and Kelley Galloway, Hires Ethan Willis and Elysse Ciccone (Bulldog Reporter - November 29, 2016)
15 Incredible Mobile Commerce Stats for the Holidays (Bulldog Reporter - November 29, 2016) [Infographic]
How to Engage Clients in Your B2B Public Relations (Business 2 Community - November 28, 2016)
Getting Your Content and PR Strategies on the Same Page (Spin Sucks - November 28, 2016)
Persuasion in PR (5W Public Relations - November 28, 2016)
#SocialPR Spotlight: Duncan Alney (Shonali Burke Consulting - November 28, 2016)
Meet the Media - Allison Hopkins, freelance writer (Landis Communications INC. - November 28, 2016)
Summary Section:
Where Public Relations Is Headed In The Modern Era
By Ronn Torossian, CEO of 5WPR
Forbes - November 28, 2016
Before long came the phrase often repeated by those mentoring people about building an online business: Content is king. PR needs to also give value to targeted audiences and best understand what will catch the interest of those who will buy their products and services. When people scroll through their Facebook page and see an interesting story about how someone used his craft knife to make six necessary household items or how a shopper was treated with compassion at her local pharmacy, attention is drawn to those brands and stories. Growing a company into a global brand is all about building reputation and doing it over and over until potentially millions of people know and love what you do. That will also mean a lot of research along the way, learning about different cultures and regions. But at the heart of it all, it’s all about building trust and name recognition.
6 #GivingTuesday Campaigns to Watch
By Ian James Wright
PR News - November 28, 2016
In the wake of Black Friday and Cyber Monday comes Giving Tuesday, a counterpunch to consumerism started in 2012 by the 92nd Street Y and the UN Foundation.
Golin teams with Ruskin & Hunt to roll out Golin Belgrade
By Diana Bradley
PR Week - November 29, 2016
Golin has launched Golin Belgrade in partnership with Serbian PR agency Ruskin & Hunt, effective immediately. Golin Belgrade will offer PR, digital, content, and advertising services to clients in southeastern Europe. The firm’s executives approached Golin three years ago about a partnership, said Matt Neale, president of Golin EMEA. Last year, Golin opened an office in Moscow with Russian partner Comunica and launched an Istanbul office with partner agency Rekta. This April, Golin Germany launched through a joint venture with Interpublic Group sister firm GGH MullenLowe in Hamburg. At the end of this year, Golin CEO Fred Cook will step down and be replaced by three senior executives in its "CEO+" model. Jon Hughes, Neale, and Gary Rudnick will share chief executive responsibilities, reporting to Cook and IPG CFO Frank Mergenthaler. Cook will become the agency’s chairman and serve as director of the University of Southern California’s Center for Public Relations at the Annenberg School.
Hyatt Hotels global comms VP Candace Mueller departs
By Diana Bradley
PR Week - November 29, 2016
Candace Mueller, VP of global communications at Hyatt Hotels, has departed the company after one year. Global CMO Maryam Banikarim confirmed on Monday that Mueller no longer works at Hyatt, but said the company does not comment on personnel departures. As VP of global comms, Mueller was responsible for defining and executing a strategy for global internal and external communications, including social media. Before joining Hyatt last November, Mueller worked at PepsiCo in various roles since 2006. Most recently, she was senior director for PepsiCo North America’s nutrition communications and community relations.
Corporations Look to White House for Top Communicators
By Nick Kalm, Founder and President of Reputation Partners, LLC
O'Dwyer's - November 28, 2016
What are the qualities companies are looking for when they tap former White House spokespeople? 1. Broadest possible thinking. Top political communicators have to think about and deal with nearly every kind of audience (or constituent), from other politicians to business leaders to heads of state and other influencers. 2. Politically attuned. orporate communications executives need to develop these traits themselves, and, without trying to succeed at others’ expense, work to “read the tea leaves” in the organization so they can help shape the organization’s -- as well as their own -- futures. 3. Willing to sacrifice. Corporate communications executives should think well beyond the standard work day and work week, and show both initiative and responsiveness outside of the hours of 9-5. 4. Nimble and quick. This will demonstrate to the CEO and others that they are able to handle nearly anything the job and company might throw their way. Mobile. Many presidential communicators earned their stripes on the campaign trail, requiring them to pick up and move at the drop of a hat. 5. Mobile. For a corporate communications executive to be considered for some top roles, they need to accept those developmental opportunities, including overseas, and be willing to spend time on the road seeing the company’s impact on communities and others.
Matching the Vision of PR Buyers with PR Sellers
By Rick Gould, CPA, J.D., Managing Partner of Gould+Partners
O'Dwyer's - November 28, 2016
Buyers need assurances (on paper) that sellers will remain after their “earn-out.” Buyers don’t want to buy a firm and lose key executives once the earn-out is complete. Translated for the PR agency world, that means both buyers and sellers need to find a comfort zone before they get into the nitty-gritty of what the two sides hope will be a fruitful transaction. In the high-pressured environment of PR — in which every second of the day is budgeted — both buyer and seller should avoid a “breakup fee” as best they can.
Storyshowing 2.0: Catering to Instantaneous Need
By Rory Schaff, Online Services Supervisor, McGrath/Power Public Relations
O'Dwyer's - November 29, 2016
The stats speak for themselves. According to the CMO Council, 46 percent of marketers say photography is critical to their current marketing and storytelling strategies. Seeing a need, social networks have made changes to better enable storyshowing for brands. These changes suit both brand and user by providing quick ways to share visual content and even quicker ways of digesting said content. While Snaps, the network’s self-destructing photo feature, grew initial interest, Stories put Snapchat on the map for both users and brands. Why? Because, just as the name promises, this new feature enabled people to tell a story. When other social networks saw those numbers, they began to act, working to create similar features that culminated in a number of announcements this year. While live streaming tools take a different approach to storyshowing, all of these new features cater to that short attention span I mentioned earlier. They are quick, realtime, here-in-a-minute and gone-in-a-flash glimpses into the life and times of “insert brand here.” Over time, these glimpses build upon a brand’s overall story, creating a connection among key audiences.
3 ways to make your videos sizzle instead of fizzle
By Brian Pittman
PR Daily - November 28, 2016
1. Understand what kills creativity. “Everyone thinks they’re creative, so their minds are always imagining what they would create or do,” he explains. “When a team comes in to present ideas and your first inclination is to throw out your idea or say it won’t work or a million other negative responses, it triggers a kill switch in the creative’s mind.” 2. Inspire creative team members: Speak in affirmations; Act engaged; Feel their energy; Fuel confidence. 3. Shun equipment paralysis. More important: “Avoid spending or thinking you need a lot of money for equipment, or you'll never get started,” Zissimos says. Start scrappy, tell good stories, build an audience and drive business momentum,” he says. “If you do that, I can assure you that you’ll find yourself getting funding to do much more.”
3 ways to increase your brand’s engagement
By Bonnie Clark, Communications Director at JConnelly
PR Daily - November 29, 2016
1. Use hashtags. Using hashtags helps new users find you through a simple topic search. They also encourage current followers to continue to engage. 2. Add visuals. A report by Chute and Digiday found that visual content performs four times better than text-based posts. Tweets with visuals receive roughly 90 percent more favorites and 150 percent more retweets. 3. Make your content pertinent. Managing social media is similar to mingling at a cocktail party. If you fall flat with one line of conversation, try something different. Once you understand which topics have the most resonance, your audience will adore you.
7 steps to creating and sustaining a brand-centric podcast
By Anna Jasinski
Ragan - November 28, 2016
1. Solidify your idea. A quick Google search can show you whether podcasts on your focal topic are already out there. 2. Plan your content. 3. Keep to a schedule. 4. Commit to a specified amount of time. If you are adding podcasting to an already busy schedule, consider recording shorter or less-frequent episodes. 5. Equip yourself. You could record directly through your phone or computer, but superior audio is more likely to keep listeners coming back. 6. Find the right software. 7. Market your podcast. Social media is your greatest friend in this regard.
What Comes Next For Asia's Ambitious Communications Leaders?
By Arun Sudhaman
The Holmes Report - November 29, 2016
Out of sight and, perhaps, out of mind — Asia's communications leaders do not often make the jump into even the top global roles at their own company. For one thing, they may not want to uproot themselves from the region; for another, they may not have the political backing required to secure such an elevation. A new study from the Andrews Partnership explores these concerns in some detail, via a series of interviews with several Asian communications heads who have been able to successfully catapult themselves into bigger and better jobs. "Once you reach the upper echelons, is it only lateral steps available to you?" asks managing partner Katrina Andrews.
Accenture Adds To Agency Stable With Karmarama Deal
The Holmes Report - November 29, 2016
Karmarama brings its 250-strong team spanning brand strategy, advertising and mobile experience capabilities — including public relations shop Kaper — to Accenture, following in the footsteps of other recent digital acquisitions that the company has made. Founded in 2000, Karmarama received backing from Phoenix Equity Partners in 2011. Two years before that, the marcomms group hired former Shine exec Chris McCafferty to launch Kaper. McCafferty, a Karmarama shareholder, will continue to lead the group's £2.5m public relations unit. "For Kaper, it offers us the opportunity to work on even more progressive, integrated customer experiences with global brands across international markets," said McCafferty. "We believe PR will continue to become more digital and data-driven, so we’re excited to get our hands on Accenture Interactive’s market leading technology and digital thinking."
Retail PR Redux: Strong Black Friday and Thanksgiving Results Are Great Indicators of Big Holiday Season
Bulldog Reporter - November 29, 2016
The 2016 International Council of Shopping Centers’ (ICSC) Thanksgiving/Black Friday Shopping Report shows that three quarters of Americans spent the same or more this year than last year, and 44 percent of that spend was on gifts for other people. Omnichannel retailers benefited the most, with 89 percent of shoppers spending at stores with both a physical and an online presence. Shopping wasn’t the only activity consumers sought—of those who visited a center on Thanksgiving and/or Black Friday, upwards of 68 percent participated in non-shopping activities.
Slice Communications Promotes Michael D’Antonio and Kelley Galloway, Hires Ethan Willis and Elysse Ciccone
Bulldog Reporter - November 29, 2016
D’Antonio will assume the role of Director of Client Services, having been Social Media Account Supervisor at the agency since February 2016. Galloway, having previously been a Social Media Account Manager at Slice, will assume the role of Senior Social Media Account Manager. Willard has joined Slice as Office Manager, and Ciccone will serve as a PR Account Manager. “Slice is committed to growth, not just as a firm, but as individuals,” said Cassandra Bailey, president and CEO of Slice Communications. “In addition to welcoming Ethan and Elysse to the team, we are thrilled to promote Michael and Kelley whose growth mindsets will continue to be a great asset to the agency.”
15 Incredible Mobile Commerce Stats for the Holidays [Infographic]
By Andrew Gazdecki, Founder and CEO, Bizness Apps
Bulldog Reporter - November 29, 2016
Learn how shoppers spend their dollars these days. Learn when they start shopping and why—understanding their habits equals dollar signs. Learn not only how shoppers use technology, but how you can best utilize tech to get them to buy from you. Most of all, learn how to make an app, and leverage it to bring in the bucks. Here are few things the How Mobile Commerce Will Profit this Holiday Season will show you just what is in store for mobile commerce in these next few months.
How to Engage Clients in Your B2B Public Relations
By Wendy Marx, President of Marx Communications
Business 2 Community - November 28, 2016
Positive customer feedback translates into opportunities to boost your B2B PR, and get the attention you deserve. Any effective B2B PR agency will tell you that it takes a little finesse to get in the door, and increase customer engagement in your B2B public relations program. 1. Make It Part of the Contract. In reality, there are potential wrinkles in this plan. You may face lawyers who push to remove the clause from your contract. Or a negotiator could demand something in return for participation. Don’t be scared away by these possibilities. 2. Get Your Sales Team Involved. They’ve built a solid relationship with your customer, and know their pain points — meaning that they are in the best possible position to get your customer involved in your PR initiatives. 3. Don’t Request — Offer! It puts them in the limelight, and raises their customer profile. 4. Stroke Their Ego. Mention that this engagement will give them publicity and help build their own personal brand. You can also remind them of how many people will see it — your website’s monthly views, or your average blog post views. 5. As A Last Resort. If none of these tactics work — and only as a last resort — use generic testimonials.
Getting Your Content and PR Strategies on the Same Page
By Zachary Evan
Spin Sucks - November 28, 2016
The primary principle that should always drive your content is knowing where it lives on the marketing funnel. This does not mean that anything goes, or that it does not matter if your content has zero actual relevance to your brand. To be most effective, your content marketing needs to have a healthy balance of both relevance and ability to grab attention. To be most effective, your content marketing needs to have a healthy balance of both relevance and ability to grab attention. Instead of creating content only to get shares, you should approach it specifically with your company’s core values, message, and goals in mind. This fulfills a similar role to PR and more traditional marketing efforts that explain why your brand is worthy of consideration when it comes time for a consumer to make a purchase.
Persuasion in PR
By Cary Leibowitz
5W Public Relations - November 28, 2016
In public relations, the favor may be handing out a hot story to a reporter or placing a press release with the right publication for a colleague. People love to know who is qualified and are more likely to go with someone who knows what they are doing. Clients need to know that with a PR firm representing a brand or product is not only effective but ethical. Consider the recent elections where many signs were put up to promote the importance of voting. Scarcity: This principle also applies to PR if an item is scarce and people want it, then it is easier to market to that select group with access. Persuasive PR works best when integrity and honesty are part of the presentation.
#SocialPR Spotlight: Duncan Alney
By Shonali Burke
Shonali Burke Consulting - November 28, 2016
Why do you care about Social PR? Social and PR are interwoven together. It is the most valuable form of marketing. Its results range from awareness and credibility to traffic and sales. It is also the most difficult type of marketing: demanding AF and complex. It’s the core of our approach at Firebelly.
Meet the Media - Allison Hopkins, freelance writer
Landis Communications INC. - November 28, 2016
What is your PR/marketing pet peeve? My pet peeve is when clients want high quality, original material that is specific to their company but do not have any of their own time to put into the project and are irritated by too many questions. This has been common with writing for website projects.
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