Daily PR Brief - December 12th, 2016
Good morning. Here are today's top clips -
10 Important Traits Brands Should Emphasize In Campaigns And Social Media (Forbes - December 9, 2016)
Lessons from the 2017 PRWeek Hall of Fame honorees (PR Week - December 9, 2016) [VIDEO]
Infographic: How the brain processes content (Ragan - December 11, 2016)
30 jobs in the PR and marketing world (Ragan - December 9, 2016)
MWWPR Restructures Management, Werner Named President (The Holmes Report - December 11, 2016)
Global Network Execs Joins EMEA SABRE Jury (The Holmes Report - December 11, 2016)
2016 Review: Top 10 Thought Leadership Pieces (The Holmes Report - December 11, 2016)
Hyperloop One Seeks Global PR Support For Space-Age Travel Plans (The Holmes Report - December 9, 2016)
UK Firm Otto Communications Shuts Down And Key Client Acer Departs (The Holmes Report - December 12, 2016)
Review: 2016 in Headlines That Young PR Pros Should Learn From (PR News - December 9, 2016)
PR PROfiles: Gwen Murphy, Hotwire PR (Bulldog Reporter - December 12, 2016)
Stars of PR PROfiles: Tony Keller, SSPR (Bulldog Reporter - December 9, 2016)
Ruder Finn Enhances Global Content and Analytics Capabilities with Acquisition of Digital Agency Daylight Partnership (Bulldog Reporter - December 9, 2016)
Communications In 2017: The Year Speed and Measurement Will Finally Win (Bulldog Reporter - December 12, 2016)
Influencer with a Cause: How Nonprofits Can Identify and Work with Influencers (Meltwater Blog - December 11, 2016)
Lessons Learned from PR Daily World 2016 (TrendKite - December 9, 2016)
What is Data-Driven PR, Part 6: Analysis (SHIFT Communications - December 12, 2016)
How to Pick the Right B2B PR Agency For You (Business 2 Community - December 10, 2016)
Questions for the PR Industry: Will Tigley (The Agency - December 9, 2016)
Summary Section:
10 Important Traits Brands Should Emphasize In Campaigns And Social Media
Forbes - December 9, 2016
"Millennials openly support companies that are truly genuine about their altruistic goals. For instance, regarding a survey of workers between the ages of 18 to 34, two-thirds were likely to work for a company that supported charitable causes. If a brand wants to tap into the millennial generation, they have to show that they care about the world and that they want to make it a better place." - Clayton Dean, Circa Interactive
Lessons from the 2017 PRWeek Hall of Fame honorees [VIDEO]
PR Week - December 9, 2016
Hear from each of PRWeek's fourth class of honorees about being honored, the changes they've seen in the industry, and how communications should deal with fake news.
Infographic: How the brain processes content
By Kristin Piombino Long
Ragan - December 11, 2016
This infographic from Main Path Marketing isn’t quite a master list, but it comes close. It explains how our brains process different types of content and, thus, how you should communicate certain messages. According to the infographic, the best way to explain complex data is through graphic content, such as infographics. Visuals help people understand complicated ideas more easily than they hoist aboard text.
30 jobs in the PR and marketing world
By Clare Lane
Ragan - December 9, 2016
Some lead by example; others might be master delegators. There isn’t an official rulebook for running a successful PR or marketing agency. Despite how you’ve captained your ship in previous years, there are a few leadership tactics that you must throw overboard if you wish to improve your business. Here are a few things to note: 1. Know that it’s OK to let go. In your early days in leadership, you probably had more time for your employees. You probably exhausted yourself attempting to make time for everyone—from grabbing a quick coffee with an intern to planning weekly lunch meetings with account executives. You worked hard to be available all the time. Assuming you’re still standing, those days are probably over. Despite that, you can still find ways to be involved. 2. Know when to let go. Good managers recognize when to grant an employee more independence. The more successfully you train your staff—and push them to follow their own paths—the more successful you’ll be as a chief executive.
MWWPR Restructures Management, Werner Named President
The Holmes Report - December 11, 2016
Bret Werner has been appointed to president at MWWPR. Werner—who joined the New Jersey-based firm in January—will work alongside founder and CEO Michael Kempner, recently promoted chief people officer Gina Cherwin and CFO William Starace to form MWWPR’s executive management team. Before joining MWW, Werner founded entertainment, sports and lifestyle public relations firm Catalyst and ultimately sold it to WME/IMG’s Global Partnerships Group.
Global Network Execs Joins EMEA SABRE Jury
The Holmes Report - December 11, 2016
Senior professionals from some of the world’s largest PR agency networks have joined the jury for the 2017 EMEA region SABRE Awards. Among those representing leading global firms are executives from European nations, the Middle East and Africa, including: Kevin Hasler, managing director of BPG Cohn & Wolfe in the UAE. George Coleman, president of Weber Shandwick’s Creation unit in the UK. Susanne Marrell, CEO of Edelman Ergo in Germany. Monica Botez, managing partner of Golin in Romania. Lars Erik Gronntun, chairman and CEO, EMEA, for Hill+Knowlton Strategies. Joanna Oosthuizen, managing director of Ogilvy PR in South Africa. Tara O'Donnell, UK managing director for Text 100.
2016 Review: Top 10 Thought Leadership Pieces
By Paul Holmes
The Holmes Report - December 11, 2016
1. Earned Influence, Trust and Performance: Ogilvy Public Relations in partnership with PricewaterhouseCoopers. 2. CCOs: Access but No Influence: APCO. 3. The Power of Relationships: Edelman. 4. The CCO at a 'Critical Inflection Point': Arthur Page Society. 5. You’re Doing It Wrong: Cohn & Wolfe. 6. Data is the New Influence: Hill+Knowlton Strategies. 7. Twitter is the Front Line for Crisis Communicators: Nicolas Vanderbiest, University of Leuven. 8. Cracking the Glass Ceiling: Global Strategy Group in partnership with the Rockefeller Foundation; MWWPR; Ketchum Leadership Communication Monitor; Weber Shandwick Gender Forward Pioneer Index. 9. Cultural Misunderstandings Undermine Crisis Response: Conversis. 10. Companies Don’t Communicate Strategy Internally: Institute for Public Relations.
Hyperloop One Seeks Global PR Support For Space-Age Travel Plans
By Arun Sudhaman
The Holmes Report - December 9, 2016
High-speed transit system Hyperloop One is seeking global agency support as it gears up for a potential breakthrough year in 2017. The company, which aims to reinvent the transportation category, has briefed a number of PR firms for an RFP that focuses on building understanding across a wide range of audiences. According to sources familiar with the brief, Hyperloop One's communications needs involve numerous international markets, along with a broad range of capabilities, including corporate reputation, regulatory, technology and issues management, given the various safety and technical issues that it faces. Based in Los Angeles, Hyperloop One is headed by CEO Rob Lloyd, and co-founders Josh Giegel and Shervin Pishevar. The company recently settled a lawsuit with former co-founder Brogan BamBrogan and several former employees.
UK Firm Otto Communications Shuts Down And Key Client Acer Departs
By Arun Sudhaman
The Holmes Report - December 12, 2016
Shaun Wootton has shut down his PR firm Otto Communications after more than four years in business, resulting in key client Acer finding new agency support in the UK. Wootton, who was previously UK GM of WE Communications, launched Otto at the start of 2012 landing two sizeable client remits in Acer and GE Healthcare.
Review: 2016 in Headlines That Young PR Pros Should Learn From
By Arthur Solomon, Senior VP at Burson-Marsteller
PR News - December 9, 2016
Situation: BP again received negative media coverage when the film "Deepwater Horizon" was released. Lesson to remember and relevance to our business: Unlike old soldiers that fade away, PR crises live on. Six years after the 2010 oil spill in the Gulf of Mexico, BP was again defending itself when the disaster was relived through dramatization. The film assures that the disaster will be kept in front of the public for years; re-releases and TV showings are a probability. If you represent a company that has had a PR crisis, always be prepared for negative coverage to reappear.
PR PROfiles: Gwen Murphy, Hotwire PR
Bulldog Reporter - December 12, 2016
Best advice to a PR student: "Don’t study PR. I know that’s a provocative statement, but I don’t believe PR is learned in the classroom. The best and brightest in our industry are critical thinkers who aren’t afraid to ask the bigger questions and push for the hard truths. It’s that business insight—and experience gained on the job—that enables them to best inform their communications programs and strategies. So, to all the students out there, study what interests you and challenges you to think bigger, no matter the subject."
Stars of PR PROfiles: Tony Keller, SSPR
Bulldog Reporter - December 9, 2016
Most misunderstood thing about PR: "The practice of Public Relations is not a utility. It matters who handles your campaign—there is a huge gap of expertise among practitioners out there and bloated coastal firms are taking advantage of it, overcharging everyone from small startups to global organizations."
Ruder Finn Enhances Global Content and Analytics Capabilities with Acquisition of Digital Agency Daylight Partnership
Bulldog Reporter - December 9, 2016
Ruder Finn announced it has acquired Daylight Partnership, a dynamic digital marketing and analytics consultancy with a focus on engagement, content, and data-driven insights. Daylight’s competitive edge is a dedicated Insights & Analytics team delivering a suite of products including predictive analytics, influencer mapping and social listening tools, in addition to innovative social and VR branded content. Daylight Partnership will merge with Ruder Finn’s digital arm, Ruder Finn Innovation Studios (RFI), and will be known as RFI Daylight. Daylight’s founder, David Ko, will take on the regional role of Senior Vice President of RFI Studios Asia. He founded Shout Communications in 2001, a PR consultancy acquired by WE Worldwide in 2005. In 2013 after eight years with WE he left PR, establishing Daylight Partnership.
Communications In 2017: The Year Speed and Measurement Will Finally Win
By Matt Rizzetta, CEO, N6A
Bulldog Reporter - December 12, 2016
While the retainer model remains effective in most agency-client engagements, the hourly retainer model has become antiquated. Speed should be treated as a premium, not as a penalty. Customers today are too smart – and too impatient – to fall into this trap, and my prediction is that in 2017 they will catch onto this and start rewarding the agencies that deliver the quickest. Clients’ standards for KPIs are higher than ever before, so agencies need to look internally to get this process started. It’s extremely difficult for agencies to manufacture KPIs for clients when they don’t have an effective system internally. KPIs should be a discipline that is fluid and symbiotic. One that flows naturally between an agency’s own personnel and then externally to clients. KPIs are not a death sentence, in fact they’re the opposite. They’re an opportunity. An effective KPI system will create improvements in transparency, performance, and as a result, will accelerate growth opportunities for agencies.
Influencer with a Cause: How Nonprofits Can Identify and Work with Influencers
Meltwater Blog - December 11, 2016
One organization that does an excellent job of enabling passionate advocates to get involved and spread the word about their organization is charity: water. This has resulted in couples raising funds in lieu of wedding gifts, to children asking for donations instead of dolls, to YouTube influencers celebrating follower milestones. Another organization with passionate followers actively sharing the organization’s content on social is the Best Friends Animal Society. This level of social engagement has, in turn, led to attracting the attention of pet-loving social media influencers, including one very popular french bulldog, Walter Cronkite, who threw a fundraiser for his birthday.
Lessons Learned from PR Daily World 2016
By Adelle Archer, Product Marketing Manager at TrendKite
TrendKite - December 9, 2016
1. Google Analytics is the topic of the year for 2016 PR conferences. 2. AVE is dead. Like dead, dead. As Marco Benedict Larsen, CEO of Public NYC, put it: “Ad Value is totally irrelevant in today’s age of PR measurement. This is the kind of measurement tool that we’ve always relied on, and ironically is what’s undermining our credibility as PR professionals. We don’t have to throw darts anymore - we can sharp shoot.” 3. Grammar is the Communicator’s Catnip. 4. SEO: What a Crowd Pleaser! 5. Brand Journalism: Add Authentic Value to Your Audiences. 6. Lessons learned from the Pitch Tank: Stats Up Front! Every journalist seemed to be selectively listening for the stats, and perked up at a good one; Don’t bury the lead (or lede). Tell an interesting story, and if the journalist bites, then give them the deets (they don’t care the time, place, venue of the event if there’s no story to tell); Comparison is powerful. Give journalists numbers and things to compare them to.
What is Data-Driven PR, Part 6: Analysis
By Christopher S. Penn
SHIFT Communications - December 12, 2016
To be data-driven is to make decisions with data first and foremost. We’ll use SHIFT’s custom-built SCALE Scanner to evaluate links for social sharing and trust, as measured by Moz’s MozTrust score. Let’s take a large, diverse sample of links and the relevant sharing and trust metrics for each of them. As trust is not a binary state, neither is our trust metric. Instead, it’s a logarithmic score. Thus, to prove or disprove our hypothesis, we should examine the spectrum of trust as a normal distribution, then examine how social media sharing aligns with that distribution. In its current incarnation, our hypothesis, Trustworthy content is shared more on social media. Has proven false.
How to Pick the Right B2B PR Agency For You
By Wendy Marx
Business 2 Community - December 10, 2016
1. Define What You Want From Your PR Agency. 2. Find Out How Well the Agency Understands Your Company and Business. 3. Determine Your Budget. Clearly articulate your budget to potential agencies. 4. Make Sure There’s Chemistry. 5. Get a Flexible Agency. 6. Do Research on Your Competitors. Determine what parts of their PR campaigns are effective and how you might emulate, or better yet, improve on them. 7. Determine Their Headquarters Location…and if it matters. 8. Ask For the Team You Will Be Working With. 9. Understand Your Contract. 10. Determine Areas of Responsibility and Key Deliverables.
Questions for the PR Industry: Will Tigley
The Agency - December 9, 2016
You are currently serving as the president of IABC Calgary. What skills would you say are most crucial for communicators regardless of the industry they work in? "Writing skills are fundamental for communicators regardless of industry. Writing skills will help you build other skills and open further opportunities. Relationship building is also important to ensure you’re connected to information and have the trust of your stakeholders to share knowledge. More recently I’ve found that communicators have become essential in change management. Working in some very dynamic industries it’s important to know how to introduce new ideas and approaches and get the acceptance of stakeholders to adopt change."
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