Daily PR Brief - December 6th, 2016
Good morning. Here are today's top clips -
How Do You Differentiate Marketing From PR In A World Where They Are Merging? (Forbes - December 2, 2016)
W2O alum Steph Glickman joins Pfizer as comms director (PR Week - December 2, 2016)
Spectrum names Jonathan Wilson CEO (PR Week - December 6, 2016)
DKC Makes Impact With Non-Profits (O'Dwyer's - December 5, 2016)
Faltering Press, PR Are in a "Pickle" (O'Dwyer's - December 5, 2016)
Lewis Opens NYC Outpost (O'Dwyer's - December 5, 2016)
How PR pros can take advantage of a slow news cycle (PR Daily - December 5, 2016)
Creativity In PR 2016: Winning The War For Ideas? (The Holmes Report - December 5, 2016) [Infographic]
Crisis PR and Media Panel: Lessons From Roger Ailes, Martin Shkreli and Other High-Profile Cases (PR News - December 2, 2016)
2016 Diversity & Inclusion Awards: Diversity & Inclusion Leaders (PR News - December 5, 2016)
6 Daily Reminders to Take Your Tweets From ‘Meh’ to ‘Wow!’ (PR News - December 5, 2016)
Why Your PR Budget Needs to Include PR Analytics (PR News - December 5, 2016)
PR War Stories: Preparing Your CEO to Testify Before Congress (Bulldog Reporter - December 5, 2016)
PR Trendspotting: New Havas Report Reads Mind and Mood of a World That’s Had “Enough Already” (Bulldog Reporter - December 5, 2016)
PR PROfile: Miguel Piedra, RockOrange (Bulldog Reporter - December 5, 2016)
Osborn Barr Acquires Digital Agency Paramore (Bulldog Reporter - December 5, 2016)
Patrick Ford Honored with Alexander Hamilton Medal for Lifetime Achievement in PR (Institute for Public Relations - December 5, 2016) [VIDEO]
Validate your strategy – before it’s too late (Influence Magazine - Chartered Institute of Public Relations - December 5, 2016)
Seven Ways to Deliver PR Value for Small Business Success (Spin Sucks - December 5, 2016)
What is Data-Driven PR, Part 5: Testing (SHIFT Communications - December 5, 2016)
#SocialPR Spotlight: Amanda Roe (Shonali Burke Consulting - December 5, 2016)
Do Publishers Value PR Pitches? (MarketingProfs - December 5, 2016) [Infographic]
Summary Section:
How Do You Differentiate Marketing From PR In A World Where They Are Merging?
By Paul Regensburg, President and creative director at Raincastle Communications.
Forbes - December 2, 2016
Content marketing companies may also handle SEO and call themselves inbound marketers, PR companies often cover social media and branding, and advertising agencies now do programmatic marketing as well as advertising. The focus of marketing is specifically to generate leads and ultimately sales of products and services. The focus of PR is to build reputation and extend reach. Marketing success, with a few exceptions such as brand strategy and some social media applications, is quantifiable in terms of leads generated and in the case of the website, increased traffic. PR success can be quantified, arguably to a lesser degree, in terms of the number of media opportunities placed over a given period, the percentage of coverage relative to named competitors, and an increase in blog subscribers or the number of followers on social media. Marketing success is about leads generated. PR success is about improved reputation and expanded reach.
W2O alum Steph Glickman joins Pfizer as comms director
By Alison Kanski
PR Week - December 2, 2016
W2O Group veteran Steph Glickman has joined Pfizer Innovative Health as director of communications. Prior to joining Pfizer, Glickman was group director at W2O Group for more than two years. She also spent nearly seven years as VP at Ruder Finn and worked at MSLGroup predecessor MS&L Worldwide. Earlier this year, Pfizer’s proposed merger with Ireland-based pharma giant Allergan was halted over tax-inversion concerns, stopping what would have been a $160 billion merger.
Spectrum names Jonathan Wilson CEO
By Alison Kanski
PR Week - December 6, 2016
Science and healthcare communications firm Spectrum has appointed Jonathan Wilson as CEO. He takes over from current CEO and founder John Seng. Wilson joined Spectrum as president in 2014. In March, Wilson was also appointed president of GlobalHealthPR, a global healthcare agency partnership owned by Spectrum. Wilson spent nearly 10 years at Chamberlain Healthcare Public Relations and served as president there for more than three years after taking over from founder Richard Chamberlain.
DKC Makes Impact With Non-Profits
O'Dwyer's - December 5, 2016
DKC Impact, a new division of DKC Public Relations, is providing pro bono PR and digital support to non-profit, charitable, humanitarian and educational groups for a three-month period. The firm has experience helping the public become aware of the work of charitable groups such as the Children’s Health Fund, American Humane Society, USO and A Better Chance. The firm is also working with the foundation for Giants running back Rashad Jennings.
Faltering Press, PR Are in a "Pickle"
By Jack O'Dwyer
O'Dwyer's - December 5, 2016
Fortune editor-at-large Geoff Colvin told the Institute for PR dinner Nov. 30 that experiments show that certain parts of the brain“light up” when people face each other but show no activity when their backs are turned. Although the human brain “evolutionarily adapted to face-to-face communications, other modes such as telephone and email increasingly dominate our daily life,” the study says. Colvin discussed the benefits of F2F in a video titled “The Power of Human Interaction.” Tina McCorkindale, Ph.D., president and CEO of IPR, expressed support for F2F in a 2013 essay in PRSA’s online PR Journal. The essay said a “dialogic loop,” meaning people talking to each other, is the ideal form of communications for PR people. “Both parties must be willing to be open and listen to the other parties even if there is a disagreement,” said the 23-page article on “The Use of Social Media in Fortune’s Most Admired Companies.”
Lewis Opens NYC Outpost
By Jon Gingerich
O'Dwyer's - December 5, 2016
Global global communications agency Lewis has widened its east coast footprint with the addition of a new location in New York City. The agency said its Big Apple outpost would complement Lewis' marketing services and research divisions based in Boston and Washington D.C. Lewis, which was founded in 1995 and staffs nearly 600 worldwide, in 2015 accounted for nearly $69 million in net fees.
How PR pros can take advantage of a slow news cycle
By Rosalia Scampoli, Senior Media Director of Marketcom PR
PR Daily - December 5, 2016
This can also be a good time to test new waters and reach out to reporters that generally would be too overwhelmed over the course of the year with research and guest-written pieces. Reviewing your list of journalists covering your industry to introduce or re-introduce your organization’s spokesperson who can address relevant topics within your respective space. Attempting to schedule a meeting with a journalist when you are in town or at a conference in the upcoming year so you can get on their radar early. Looking at the editorial calendars that trade publications put out for the coming year and discussing the potential of a byline or commentary on features scheduled for the outlet.
Creativity In PR 2016: Winning The War For Ideas? [Infographic]
By Arun Sudhaman
The Holmes Report - December 5, 2016
The 2016 Report, co-authored by the Holmes Report and Now Go Create, in partnership with H+K Strategies, is again based on a survey of agency and in-house executives from across the world, this year bolstered by a qualitative Q&A with several senior in-house communications leaders at major companies. Creativity continues to attract an increasing premium when it comes to agency hiring decisions. Clients rate it at 8.6 out of 10, with 65% rating it 9 or higher. Interestingly, agencies see it slightly differently: When asked how important creativity is to their clients’ hiring decisions, they rank it as 7.19 out of 10. Almost 60% of clients are more likely to approach to their agency for big creative ideas than they were 12 months ago, solidifying a positive trend that first became clear in last year’s study.
Crisis PR and Media Panel: Lessons From Roger Ailes, Martin Shkreli and Other High-Profile Cases
By Andrew Blum, PR consultant and media trainer and principal of AJB Communications
PR News - December 2, 2016
They recently spoke at a meeting of Law Firm Media Professionals, a national association of in-house and outside PR and marketing professionals handling PR for law firms. Media panelists were David Margolick of Vanity Fair and Gabriel Sherman of New York Magazine, and crisis communications panelists were Allan Ripp and Jonathan Gasthalter. Use surrogates to speak for a client but make sure they are realistic. Expect reporters to try to avoid the PR person, but the PR guy who "gets it" can help the reporter. Remember that the press today has more pressure than ever to get a story finished. Legal and courts documents and letters to stakeholders can become public documents in a crisis. Understand the legal risks of commenting in a crisis and be sure of the message you want to send. Be prepared if your client acts unpredictably and uses social media without warning. If another major news event is happening, and you are making the news, make sure yours does not conflict. Be ready if the press keeps breaking more bad news in a crisis.
2016 Diversity & Inclusion Awards: Diversity & Inclusion Leaders
By Mark Renfree
PR News - December 5, 2016
Winner: Maxine Williams, Facebook. Williams developed a course designed to help people recognize how bias can affect them, and generated tools to interrupt and correct for bias when it occurs in the workplace. Maxine Williams also spearheaded TechPrep, a resource hub where underrepresented people and their parents and guardians can learn more about computer science and programming.
6 Daily Reminders to Take Your Tweets From ‘Meh’ to ‘Wow!’
By Sophie Maerowitz
PR News - December 5, 2016
1. Drive daily conversation about your brand. It's the one social platform where users are communicating in real time. 2. Share short videos. It can be incredibly eye-catching in a text-based platform like Twitter. 3. Use your community management skills. Twitter is a great place to respond back and forth with users who engage with your brand. 4. Don't use vague or unrecognizable hashtags to brand your content. 5. Don't share videos with bumpers or long lead-ins. 6. Don't forget to tag @handles when engaging with consumers or other brands in your content.
Why Your PR Budget Needs to Include PR Analytics
By Susan Sweenie, SeeDepth Inc.
PR News - December 5, 2016
Many still overlook the very important element of measurement and analytics as a key component to the budget. Forward-thinking companies, though, are noticing how vital proper measurement is to success. There are multitudes of articles pointing to the value of implementing a measurement tool in your program, but many are still hesitant. In order to gain or maintain market share, communicators need to understand that PR analytics is an essential part of any successful marketing program. Larger PR agencies will have more clients and client competitors to monitor, or clients who want more detailed reports. Larger brands may use multiple different vendors in their PR stack to monitor media or track social mentions.
PR War Stories: Preparing Your CEO to Testify Before Congress
By Paul Maccabee, President, Maccabee Public Relations
Bulldog Reporter - December 5, 2016
When testifying before Congress – or in fact before any city, state or county hearing – be sensitive to the agendas and preferred story narratives of each legislator questioning you (whether they be friendly or unfriendly to your position). You may feel like you’re representing yourself – but in fact, you are more likely serving as human evidence, being entered into the record by an advocate or opponent of your or your company’s views. Anticipate in advance the questions that will be asked of you. Remember that tone (from body language to the style of the words you use while testifying) is everything. Avoid jargon – legal, medical or otherwise. An executive’s understandable caution about testifying can lead many to embrace obfuscating language.
PR Trendspotting: New Havas Report Reads Mind and Mood of a World That’s Had “Enough Already”
Bulldog Reporter - December 5, 2016
World-renowned trendspotter Marian Salzman and the Havas PR team have released their forecast for next year in the form of 17 global trends that cover everything from how we will eat, dress and decorate our homes to how we will feel about gender, politics and our life and times (in two words: fighting mad). Havas PR trends from years past have been proven correct again and again, including the rise of 2010’s universal brain-health movement and the predicted (and now studied) connection between smartphones and cancer-causing agents.
PR PROfile: Miguel Piedra, RockOrange
Bulldog Reporter - December 5, 2016
Most misunderstood thing about PR: "There’s been a fundamental shift in the nature of PR in the last few years, driven by a constantly connected, socially savvy consumer. PR is no longer just about press releases. It’s about finding the conversation and joining it in the most relevant way possible. Today success is found in creating programs that are targeted to specific consumer groups and leveraging the right channels to get those messages in front of those audiences at the right time, and through the right channels."
Osborn Barr Acquires Digital Agency Paramore
Bulldog Reporter - December 5, 2016
Osborn Barr (O+B), a full-service marketing communications agency with offices in St. Louis and Kansas City, has expanded their reach with the acquisition of Paramore, a digital agency in Nashville, Tenn. The acquisition strengthens and expands O+B’s digital capabilities, which has been a top agency priority in recent years. Rhonda Ries, president at O+B, said the deal represents growth and expansion for both firms.
Patrick Ford Honored with Alexander Hamilton Medal for Lifetime Achievement in PR [VIDEO]
By Sarah Jackson
Institute for Public Relations - December 5, 2016
Patrick Ford, Burson-Marsteller’s worldwide vice chair and chief client officer, received the 2016 Alexander Hamilton Medal, awarded for lifetime contribution to the public relations profession at IPR’s 55th Distinguished Lecture and Awards Dinner at the Roosevelt Hotel on November 30th. Each year the Institute for Public Relations presents its highest award to someone who has made major contributions to the practice of public relations, including effective use of research. In his acceptance speech, Ford looks toward the future of public relations and how he and other leaders can stay committed to diversity and inclusion within the profession.
Validate your strategy – before it’s too late
By Ella Minty, Chair of CIPR’s Foresight Panel
Influence Magazine - Chartered Institute of Public Relations - December 5, 2016
Our fellow colleague is interested in knowing how we would measure the success of averting any resulting crisis from an ill-thought out strategy before this has the potential to escalate into a full-blown crisis. To measure this, we need to remove our PR hat and put on our business one. We need to be able to provide the client with a Risk Assessment/Risk Analysis of what the impact on their business would be (beyond loss of reputation and negative headlines) should they choose to pursue an ill-thought out strategy. Our Risk Assessment would need to be very robust and evidence based, looking at a set of dual objectives: communication and business, and these would need to form part of a Risk Matrix, closely aligned to our usual SWOT and PESTLE analysis. Once the existing ill-thought strategy is broken down into its defining values and potential risk impacts – reduced, medium and high – then a Comparative Analysis should be performed with your own proposed strategy or your suggested steps to improve the current strategy.
Seven Ways to Deliver PR Value for Small Business Success
By Hanna Knowles
Spin Sucks - December 5, 2016
1. Honesty. An ethical public relations professional represents his or her organization or clients honestly. 2. Transparency. Being transparent builds trust and humanizes your organization. 3. Accountability. A key component is taking responsibility for your actions. 4. Advocacy. Ethical PR pros don’t solely act in the interests of their clients. 5. Adaptability. This could entail introducing or removing different products and services, or experimenting with social media advertising. 6. Relationship Building. Communications professionals build networks, encouraging professional development and progressing the field forward. 7. Customer-Centric. Communications professionals are obsessed about learning all there is to know about different audiences in order to resonate with their unique needs and attributes.
What is Data-Driven PR, Part 5: Testing
By Christopher S. Penn, Vice President, Marketing Technology
SHIFT Communications - December 5, 2016
To be data-driven is to make decisions with data first and foremost. The goal of any scientific experiment is a repeatable result, so that others can run the same test and replicate our results. If we document poorly (or not at all), we may be challenged by peers or competitors to prove our results, and we will not be able to. Likewise, if we don’t capture as much data as possible, we risk not being able to provide statistically-valid proof of our findings.
#SocialPR Spotlight: Amanda Roe
By Shonali Burke
Shonali Burke Consulting - December 5, 2016
What tip(s) would you give those starting on the road to Superhero-level Social PR? "Attack every week as an opportunity to learn something new. I say week, because saying “learn something new everyday” puts way too much pressure on you in an already fast-paced, often crazy area. I believe in setting the bar high enough to push you outside your comfort zone, but make it reasonable so that you can use those new things you’re learning."
Do Publishers Value PR Pitches? [Infographic]
By Ayaz Nanji
MarketingProfs - December 5, 2016
To find out, Fractl surveyed 1,300 publishers, writers, and editors from online publications. The poll included a wide range of sites, including those in the business, news, health, travel, lifestyle, education, and technology verticals. Some 27% of respondents at top-tier sites say they find PR pitches valuable/completely valuable, and 52% say they find them slightly valuable. In the case of smaller sites, 38% of respondents say they find PR pitches valuable/completely valuable and 47% say they find them somewhat valuable. Some 18% of publishers say they always read PR pitche,s and 62% say they read PR pitches often/sometimes; 20% of publishers say they read PR pitches rarely or never. Lifestyle, travel, and entertainment publishers are the most likely to read PR pitches; automotive and finance publishers the are the least likely to read PR pitches.
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