Daily PR Brief - November 30th, 2016
Good morning. Here are today's top clips -
Ridiculousness As A PR And Marketing Tactic (Forbes - November 30, 2016)
Havas creates group chairman roles to align creative and media (PR Week - November 29, 2016)
Media Training Pioneer George Glazer Dies at 86 (O'Dwyer's - November 29, 2016)
Cision Calls Lynch CMO (O'Dwyer's - November 30, 2016)
Effectively measure PR efforts with the 'funnel' approach (PR Daily - November 29, 2016)
25 ideas to squeeze out more time for content creation (PR Daily - November 29, 2016)
Anticipate a crisis with better client communication (PR Daily - November 30, 2016)
The right way to use notes in a presentation (Ragan - November 29, 2016)
Infographic: How Pinterest can boost your holiday sales (Ragan - November 30, 2016) [Infographic]
Bacardi Hires K.C. Kavanagh For Top Global Comms Role (The Holmes Report - November 29, 2016)
WE Communications Hires Stephanie Marchesi To Senior US Role (The Holmes Report - November 30, 2016)
PR World Alliance Names New Board; Catherine Kablé, Perran Ersu Ozcaldiran, Henry Feintuch Among New Officers (Bulldog Reporter - November 30, 2016)
Union Square Advisors Appoints Jennifer Hallahan as New Communications and Marketing Director, Selects Prosek Partners as PR Agency (Bulldog Reporter - November 30, 2016)
Four Email Drip Campaigns to Extend Your Communications Program (Spin Sucks - November 30, 2016)
How PR can Borrow from SEO for Increased Visibility (SHIFT Communications - November 29, 2016)
What is Data-Driven PR, Part 4: Hypothesizing (SHIFT Communications - November 28, 2016)
4 easy ways to gain PR experience (when you don’t have any) (PR Couture - November 29, 2016)
How to retain and delight your customers (Axia Public Relations - November 29, 2016)
Summary Section:
Ridiculousness As A PR And Marketing Tactic
By Rebekah Iliff, Chief Strategy Officer, AirPR
Forbes - November 30, 2016
Marketers stand to learn a lot about humor from brands like KFC and IHOP. To support the promotion of its tropical paradise pancakes, IHOP tapped Facebook Live for the launch and live-streamed a stack of pancakes from the beach. The event featured some unexpected antics such as a seagull swooping in to pluck a cherry off the plate of pancakes, as well as a few actions meant to reinforce the event’s “live” nature, such as a man adding a cup of coffee to the breakfast vignette while waves crashed in the background. There were 384,000 video views total, 10% of which were organic, Kirk Thompson, senior vice president and chief marketing officer of IHOP, told me. “Other key metrics were how much time people spent (watching), engagement, and conversation,” he said. When it comes to gauging the success of these campaigns, the nearly 60-year-old brand is looking to evolve its measurement tactics. “We want to move from engagement into intent to visit, purchase intent, sentiment, and perception of the brand,” Thompson said. This is exactly what I preach in regards to PR: that success metrics such as engagement and views are important, but figuring out if a campaign is actually driving traffic to your site and turning fans into customers is the real bread and butter.
Havas creates group chairman roles to align creative and media
By Gurjit Degun
PR Week - November 29, 2016
Yannick Bolloré, chairman and chief executive of Havas, will take on the role in France, Alfonso Rodés Vilà, deputy chief executive of Havas and global chief executive of Havas Media Group, will take on the additional role in Spain; and Andrew Benett, chief executive of Havas Worldwide and chief strategy officer of Havas Creative Group, will do the same for North America. The new roles are effective immediately, and are announced ahead of all of the London Havas offices moving to Kings Cross, under the same roof.
Media Training Pioneer George Glazer Dies at 86
O'Dwyer's - November 29, 2016
George Glazer, who spent 27 years as chief broadcasting executive at New York’s Hill and Knowlton counseling CBS news personalities such as legendary anchor Walter Cronkite and “60 Minutes” founder and executive producer Don Hewitt, died of a heart attack Nov. 22 at his home in Palm Beach County, Florida. Cronkite once toasted Glazer as “the most trusted PR man in America” at an annual First Amendment Banquet hosted by the Radio Television News Directors Association and chaired by Glazer. In 1986 Glazer created and managed the international press center at the historic summit between President Ronald Reagan and Soviet General Secretary Mikhail Gorbachev in Reykjavík, Iceland. ince 1998 Glazer and his son, Bryan, have run World Satellite Television News. Clients have included Muhammad Ali, Sir Richard Branson, AOL Founder and Florida Governor Rick Scott.
Cision Calls Lynch CMO
By Jon Gingerich
O'Dwyer's - November 30, 2016
Cision today announced that it has appointed Chris Lynch to the role of chief marketing officer. He succeeds former Cision CMO Mark Thabit, who was senior director of marketing at technology solutions provider CDW for nearly a decade. Lynch joins the Chicago-based software heavyweight from Oracle, where he was head of product marketing for the computer technology giant’s Marketing Cloud division. As CMO, Lynch will now oversee Cision’s global marketing teams and will be responsible for the industry software company’s global marketing strategy. He’ll be based in San Francisco.
Effectively measure PR efforts with the 'funnel' approach
By Leta Soza
PR Daily - November 29, 2016
PR pros should not be forced to define success or failure based on one element only, such as media placement, impressions or site traffic. Effective measurement of PR efforts must employ a series of metrics in place that accounts for all the places where PR pros can affect a customer’s journey. If we are clear about what matters to colleagues, executives and PR teams, we can organize a spectrum of PR metrics into three key areas where measurement is technologically attainable. Multiple metrics, reported together, can convey the full story of PR’s impact—but be clear about your primary and secondary PR outcomes before selecting metrics.
25 ideas to squeeze out more time for content creation
By Mark Schaefer
PR Daily - November 29, 2016
1. Focus. 2. ABC (always be creating). Make a habit of writing down every inspiration as it happens so it’s not lost. 3. Add an insight. You’ve just added value for your readers, helped the original author by linking to her or his content, and created a great piece in a fraction of the time. 4. Use the apps. 5. Mix the media. Embedding a little video in a post is a great time-saver and provides variety for your readers. 6. Get by with a little help from your friends. 7. Ask, don’t answer. 8. Outsource the admin. 8. Prepare a content calendar. 9. Repurpose your content. Use ideas from a blog post to publish a slide presentation. 10. Dictate.
Anticipate a crisis with better client communication
By Courtney Lukitsch, Founder and Principal, Gotham PR
PR Daily - November 30, 2016
Some say social media and its continuous news cycle fuel many PR crises. Experienced PR pros should use the current news cycle as part of their strategy for anticipating and heading off problems. In an era when everything is documented, it’s important for PR pros to embrace fact-finding, reporting and expectation management from the start of a media relations or client relationship. Agency execs must strive to eliminate falsehoods. When starting a PR/client relationship, you must establish operational ground rules and mutual goals. Healthy campaigns require fact-based research, attainable projections and setting realistic monthly benchmarks.
The right way to use notes in a presentation
By Brad Phillips, President of Phillips Media Relations
Ragan - November 29, 2016
Some speakers add extra words to their PowerPoint decks so their slides can double as their notes. For a variety of reasons, that’s often a bad idea. A better option is to use PowerPoint’s “notes” feature, in which you can enter your memory triggers beneath each slide. You can print a “notes page” version—one page per slide—which contains both an image of the slide being projected to the audience and its related notes, which are visible only to you. One benefit of using notes is that you can approach your presentations in much the same way. If you forget your second point as you’re finishing the first, stay in the moment. Complete the first point with all the energy it deserves. Once you’ve completed it, let the room go silent for a few moments. Calmly glance down, spot your next memory trigger, look back up, wait a beat—and then introduce your next point.
Infographic: How Pinterest can boost your holiday sales [Infographic]
By Kristin Piombino Long
Ragan - November 30, 2016
Pinners will far outpace the general public in spending on holiday shopping, an infographic from the Pinterest Business blog says, and 67 percent of pinners say the social media site is important to planning their holiday purchases. Plus, Pinterest is five times more efficient at driving in-store sales than any other platform, and 55 percent of pinners use the site specifically to find and shop for products. Check out the infographic for more.
Bacardi Hires K.C. Kavanagh For Top Global Comms Role
The Holmes Report - November 29, 2016
Spirits giant Bacardi has hired K.C. Kavanagh as SVP and global chief communications officer, replacing Jim Gallagher who steps down at the end of this year. Kavanagh joins Bacardi from Starwood Hotels & Resorts Worldwide, where she spent 18 years, most recently as a member of the company’s senior leadership team, leading global communications for the hotel giant and its 11 brands. Kavanagh reports to Bacardi CEO Mike Dolan and will also work with chairman Facundo L. Bacardi to develop strategic internal and external corporate communications to support the family-owned company’s efforts to drive growth globally.
WE Communications Hires Stephanie Marchesi To Senior US Role
The Holmes Report - November 30, 2016
WE Communications has hired former FleishmanHillard global CMO Stephanie Marchesi to lead the firm's healthcare sector and Eastern region in the US. Marchesi joins WE after leaving Fleishman earlier this year, following a six-year stint with the Omnicom agency. She has also held leadership positions at Cohn & Wolfe, Ketchum and MSLGroup during her career. In her new position, Marchesi will be responsible for both healthcare in North America and the Boston and New York offices, both key markets for the healthcare industry. She works alongside WE’s other sector leads, Dawn Beauparlant in technology and Tiffany Cook in consumer, and joins the global health leadership team that includes Shefali Srinivas and Bianca Eichner.
PR World Alliance Names New Board; Catherine Kablé, Perran Ersu Ozcaldiran, Henry Feintuch Among New Officers
Bulldog Reporter - November 30, 2016
PR World Alliance, an association of 15 premier independent agencies in Europe and North America, elected a new board during its annual general meeting held recently in Venice, Italy. Chairwoman: Catherine Kablé, managing partner of Kablé Communication, Paris, France and a board member of PR World Alliance since 2013. Vice Chairwoman: Perran Ersu Ozcaldiran, president of Persona PR, Istanbul, Turkey and former chair of PR World Alliance since 2013. CFO: Henry Feintuch, president of Feintuch Communications, New York, U.S.A. and formerly vice-chairman since 2013. Secretary: Lars-Ola Nordqvist, president of Comvision, Stockholm, Sweden, and a board member since 2012. Director: Christian Josephi, president, Panama PR in Stuttgart, Germany, was elected to the five-member board for the first time. He replaces Helena Stamou, president of Nostus Communications, Athens, Greece, who had served on the board since 2013.
Union Square Advisors Appoints Jennifer Hallahan as New Communications and Marketing Director, Selects Prosek Partners as PR Agency
Bulldog Reporter - November 30, 2016
Union Square Advisors, a technology-focused M&A advisory boutique, announced today the hiring and appointment of Jennifer Hallahan, an experienced financial communications executive, as Communications and Marketing Director, a newly created position. Hallahan was most recently Director of Corporate Communications for CA Technologies and previously was a communications executive at both TD Ameritrade and Charles Schwab. Union Square Advisors also recently retained Prosek Partners, an international communications consultancy, to provide additional support for its public relations and marketing activities.
Four Email Drip Campaigns to Extend Your Communications Program
By Gini Dietrich, Founder and CEO of Arment Dietrich
Spin Sucks - November 30, 2016
First things first: Drip campaigns are a progression of marketing emails that are sent out automatically on a set schedule. The good news is an email drip campaign doesn’t require you work with an expensive marketing or design firm. We recommend Mailchimp, ActiveCampaign, HubSpot, or Infusionsoft. Top-of-mind email drip campaigns are designed to keep in touch with prospective customers who aren’t quite ready to buy or existing customers you haven’t seen in awhile.
How PR can Borrow from SEO for Increased Visibility
By Tori Sabourin, Senior Marketing Analyst
SHIFT Communications - November 29, 2016
Google Trends gives you the ability to search for a particular keyword, company name, etc. to see its search volume and popularity over time. Google Trends data works best when you have a broad topic or idea – something you would incorporate into a quarterly PR plan. Although the industry has been slowly moving away from share of voice as a measurement for PR success, many clients and brands alike still want to know where they stack up against top competitors. Companies like Moz and SpyFu have user-friendly tools that let you search for a particular keyword, domain or individual link and get a snapshot view of organic search performance. When conducting competitive research, keep an eye on content gaps – areas where your customers are searching, but neither you nor your competitors are providing solutions. Machine learning algorithms analyze MASSIVE amounts of search and traffic data to connect the dots between what someone is looking for and what will provide them with the most useful information.
What is Data-Driven PR, Part 4: Hypothesizing
By Christopher S. Penn
SHIFT Communications - November 28, 2016
In the previous step, we transformed our open-ended questions from Part 2 into variables and data sources. In this step, we will now construct the foundation of true data-driven PR: the hypothesis. The construction of the hypothesis is the foundation of a data-driven investigation, which leads to data-driven PR done well. Thus, it’s important to understand ways in which a hypothesis can go bad. One of the most common ways a hypothesis goes bad is with compounding. The other common way a hypothesis goes bad is if it’s formed incorrectly, such as leaving it a question, creating a statement that cannot be definitively proven true or false, or introducing new variables after the design of a question.
4 easy ways to gain PR experience (when you don’t have any)
By Lindsey Smolan, Principal at Lindsey Smolan Public Relations
PR Couture - November 29, 2016
1. Treat your personal brand like it's your job. Your most important brand is your own – use your social media including Facebook, Instagram, Snapchat, and Twitter to create an online presence while simultaneously developing skills that will serve you in your PR career. 2. Think of job descriptions as secret codes for skill-building. 3. Volunteer for events you care about. Festivals and industry conferences can also give you hands-on experience and a chance to impress the very people you are hoping to work for in the near future. 4. Help local small businesses in your area. Look into emerging brands or boutiques that may not have PR representation and offer your services pro-bono. Explain that you are just breaking into the field but want to develop your skill set while simultaneously helping to promote them to the greater community.
How to retain and delight your customers
By Lisa Goldsberry
Axia Public Relations - November 29, 2016
1. Start as soon as you make the sale: This is a way to remind them again that they made the right decision in doing business with you. 2. Ask for feedback: Create surveys and other vehicles to give customers the opportunity to tell you what you are doing well and ways you can improve. 3. Stand behind your product: If something goes wrong with the product or you have not lived up to the customer’s expectations, don’t blame the customer. Fix the issue. 4. Go the extra mile. Instead of just saying you appreciate your customer’s business, send a Happy Anniversary message recognizing the length of time your customer has been doing business with you. 5. Keep customers in the loop. Communicate by email and on social media with information and updates about what you are doing. You can also offer useful tips on different ways to use your product and exciting developments happening in your field. 6. Highlight and recognize your customers. Did your client achieve a milestone, win an award or accomplish a goal? Celebrate and promote it to show that you are proud of your association with your customer and that you care about more than just getting his money.
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