Daily PR Brief - December 21st, 2016
Good morning. Here are today's top clips -
Five Important Components To Build A Rock Solid SEO Strategy (Forbes - December 20, 2016)
Edelman signs PR firm Chain Reactions Nigeria as exclusive affiliate (PR Week - December 21, 2016)
Ruder Finn brings on David Brooks for digital health role (PR Week - December 21, 2016)
Citizen Relations hires Alex Castro as North America video content lead (PR Week - December 21, 2016)
Avon Appoints Wermann CCO (O'Dwyer's - December 20, 2016)
WPP Units Latest Subpoenaed in DOJ Investigation (O'Dwyer's - December 20, 2016)
Infographic: How to reach each generation on social media (PR Daily - December 21, 2016)
How PR can help accelerate a business (PR Daily - December 21, 2016)
Tips for writing cleaner social media copy (PR Daily - December 21, 2016)
Crowe PR Relocates Company Headquarters to Accommodate Growth (Bulldog Reporter - December 21, 2016)
4 in 5 Consumers Say Personally Relevant Branded Content Increases Their Purchase Intent (Bulldog Reporter - December 21, 2016)
Top Research Insights from IPR’s Fifth Annual Research Symposium in NYC (Institute for Public Relations - December 21, 2016)
Reputation as Pillars of Value | The 2016 US Reputation Dividend Report (Institute for Public Relations - December 21, 2016)
The Fine Line Between Value-adds and Over-servicing Clients (Spin Sucks - December 20, 2016)
The 11 PR Tools You Absolutely Must Use (Spin Sucks - December 21, 2016)
What is Crisis Communications? (SHIFT Communications - December 20, 2016)
Summary Section:
Five Important Components To Build A Rock Solid SEO Strategy
By David Shiffman, Partner and brand elevator at Brandamos
Forbes - December 20, 2016
1. Backlinks Are Still Incredibly Important. A number of online authorities have denounced backlinks as being harmful. According to the latest research from Brian Dean of Backlinko, backlinks are quite the opposite: They’re actually one of the most important Google ranking factors. 2. User Experience Determines Rankings. A good way to improve the user experience on your website is to improve the design of your blog and make your writing more compelling. 3. Longer Content Does Perform Better. The Backlinko study also found that content with higher word counts ranks higher in search engines than shorter posts. In fact, most of the first-page search engine results are populated by pieces of content that are well above 1,500 words. As a bonus, longer content is shared more frequently across social media as well. 4. Your Site Must Perform With The Best. Google has openly stated that the speed of your site matters for your rankings. We use a site called GT Metrix, which gives us a breakdown of how our site is currently performing, as well as recommendations for how to improve the speed of our site. 5. You Must Care About Mobile. At the very least, it’s smart to have a responsive website. To further optimize your site for mobile, it’s a good idea to run your site through Google’s Mobile-Friendly Test.
Edelman signs PR firm Chain Reactions Nigeria as exclusive affiliate
By Robert Smith
PR Week - December 21, 2016
The affiliation is designed to expand Edelman's African operation outside of its office in Johannesburg, South Africa, the agency said. Alongside the Johannesburg office, the world's biggest PR firm already has partners in Kenya and Egypt. Yesterday, Edelman also announced the appointment of Rupen Desai as its executive vice chairman for Asia-Pacific, the Middle East, and Africa. Desai will be responsible for securing strategic and creative-led brand work for the agency across the region.
Ruder Finn brings on David Brooks for digital health role
By Alison Kanski
PR Week - December 21, 2016
Ruder Finn has hired Ogilvy Public Relations veteran David Brooks as SVP of digital and social health. Brooks is working with U.S. healthcare clients on digital and social strategy, along with expanding horizontally to other practice areas. He is also co-leading the health innovation team with Breanne Thomlison, SVP and digital strategist for health and wellness innovation.
Citizen Relations hires Alex Castro as North America video content lead
By Diana Bradley
PR Week - December 21, 2016
Castro will be based in Los Angeles and report to Citizen’s recently appointed U.S. GM Nathan Friedman. "He will help create engaging content, help clients tell their stories in new and unique ways, and lead the production and video content group in North America," Friedman said, who joined Citizen in April. Friedman explained that Castro’s role has been created due to the uptick in content Citizen has been creating for clients. Previously, freelancers and account teams handled the work. Castro was most recently at Weber Shandwick, where he served as SVP and executive producer for 18 months.
Avon Appoints Wermann CCO
By Jon Gingerich
O'Dwyer's - December 20, 2016
Cosmetics giant Avon Products has hired Chris Wermann to serve in the role of chief communications officer and group VP of corporate relations. Wermann's appointment becomes effective January 3, 2017. He succeeds current SVP and chief communications officer Cheryl Heinonen, who will be stepping down from the position at the beginning of the year.
WPP Units Latest Subpoenaed in DOJ Investigation
By Jon Gingerich
O'Dwyer's - December 20, 2016
A trio of subsidiaries owned by ad/PR holding company WPP have been issued subpoenas by the U.S. Department of Justice’s Antitrust Division in connection with an ongoing investigation into price-fixing practices occurring within the ad industry. The British conglomerate in a December 19 statement confirmed that three of its subsidiaries had received DOJ writs, and said it is fully cooperating with the inquiries.
Infographic: How to reach each generation on social media
By Kristin Piombino Long
PR Daily - December 21, 2016
All the “advice” floating around is enough to make your head spin. In which social network should you be investing? An infographic from Webpage FX makes the decision easier. It explains where Generation Z, millennials, Generation X and Baby Boomers spend their time online. You should invest in the channels your audiences use. Here are a few findings from the infographic: 87% of millennials use Facebook. (In contrast, 25% of Generation Z left Facebook in 2014.). 43% of millennials prefer organizations to contact them via email, as do 33% of Generation Z. 36% of Pinterest users are members of Generation X. 84% of Baby Boomers have Facebook accounts.
How PR can help accelerate a business
By Kara Masterson
PR Daily - December 21, 2016
To resonate with consumers and create brand awareness, you must focus on your visibility. First, find a target audience. To secure a niche, conduct extensive research. Work to understand your ideal customer’s behavior and general interests. Effective PR relies on a positive, interactive relationship with journalists. A media relations strategy will help ensure your brand is covered. Start by building relationships with local journalists or beat reporters in your industry. From there, use those relationships to tap into larger markets.
Tips for writing cleaner social media copy
By Michelle Garrett, PR consultant and writer at Garrett Public Relations
PR Daily - December 21, 2016
Grammarly—a popular writing app—analyzed more than one billion words, and data suggest people are making more mistakes when crafting social media posts. Often, social media mangers are posting too quickly and not catching all of their mistakes. Data suggest writers made three times as many mistakes on social media as they did in email, and more than six times as many mistakes with blog copy. Here are some things to note, from Grammarly: People made an average of 39 mistakes per 100 words in social media posts. Early birds writing between 4 a.m. and 8 a.m. made more than 18 percent fewer mistakes than night owls writing between 10 p.m. and 2 a.m.
Crowe PR Relocates Company Headquarters to Accommodate Growth
Bulldog Reporter - December 21, 2016
Crowe PR, a San Diego-based public relations agency, recognized for its progressive, results-driven approach, announced today the relocation of its corporate headquarters to the East Village-based TR Office Building. Launched in early 2015 by seasoned marketing and communications executive Anna Crowe, Crowe PR has established itself as a forward-thinking, dynamic PR agency, mixing traditional and proven public relations strategies with new creative and out-of-the-box approaches.
4 in 5 Consumers Say Personally Relevant Branded Content Increases Their Purchase Intent
Bulldog Reporter - December 21, 2016
Nearly eight in ten consumers said personally relevant content increases their purchase intent for a brand’s products and services according to new research from content sequencing platform OneSpot and strategy consultancy Marketing Insider Group. “Findings from this research reinforce the need to make personalization a strategic priority for brands to remain relevant to consumers. Digital marketers who leave this irreversible trend unaddressed are missing a tremendous business opportunity and placing their brands and business results at risk.”
Top Research Insights from IPR’s Fifth Annual Research Symposium in NYC
By Sarab Kochhar
Institute for Public Relations - December 21, 2016
The highlight of the symposium was the Pathfinder Award Winner Presentation by Dejan Verčič, Ph.D., Professor and Head of Centre for Marketing and Public Relations at the University of Ljubljana, Slovenia. Dejan, the Pathfinder Award Winner 2016 presented on Hyperglobalization and Hyperdemocratization and its implications for public relations. The Pathfinder Award is given in recognition of an original program of scholarly research that has made a significant contribution to the body of knowledge and practice of public relations. Dejan talked about the journey of internet and how it has been a game changer for the practice of public relations as well. He further explained the terms hyperglobalization and hyperdemocratization and what it means for public relations practice. Dejan discussed the dual nature of public relations and publics as being both general and situational.
Reputation as Pillars of Value | The 2016 US Reputation Dividend Report
By Sandra Macleod
Institute for Public Relations - December 21, 2016
One effect of that has been an increase in investor ‘reliance’ on corporate reputation as a vehicle to guide and secure confidence in the economic returns they were expecting from their investments. The 2016 US Reputation Dividend report noted that in March 2015 reputations accounted for an average of 18.2% of market capitalization across the S&P 500, and a year later, in March 2016, they were delivering 20.7%, or $3,977bn worth of shareholder value. Reputation Contribution – the proportion of corporate value accounted for by reputation – was up by an average of 2.5% points mitigating the downward pressure on stock prices leaving shareholders across the index $584bn better off. These findings are, on the one hand a testament to the ability of corporate communicators in managing their intangible assets, while on the other, a sign that there can be no let-up if the gains are to be secured into 2017 and beyond.
The Fine Line Between Value-adds and Over-servicing Clients
By Drew McLellan, Owner of Agency Management Institute
Spin Sucks - December 20, 2016
One of the best compliments my agency ever received came from a client who said he never felt like we had our hand in his pocket. We were putting his interests ahead of our own. And that is usually the best way to build trust. Yet, as good as that comment made me feel, it wasn’t enough. You need to over-deliver, but you and your employees should also remember you’re not running a charity. It starts with your account executives. One of the most dangerous habits for any AE to develop is to think of themselves as a customer service rep rather than a business growth specialist. Some months will be better than others, but the industry average for over-servicing clients is around 20 percent of the monthly retainer. If that figure approaches 75 or 100 percent, you need to address it. Here’s how: Reset expectations. Educate employees. Have a candid conversation.
The 11 PR Tools You Absolutely Must Use
By Gini Dietrich
Spin Sucks - December 21, 2016
1. Basecamp. 2. BuzzSumo. 3. Canva. 4. CoSchedule. 5. Google Analytics. 6. Iris. With Iris, all you have to do is BCC an email address and it adds your pitch to the database. Then, when you go into your dashboard, you can see your results—how many journalists you’ve pitched and how many have accepted. 7. LeadPages. 8. QuickTime. 9. Slack. 10. Wunderlist. 11. Zoom. If you have a paid account, you can have an assigned room (which is like having a phone number) and people can just show up to that.
What is Crisis Communications?
By Christopher S. Penn
SHIFT Communications - December 20, 2016
The three ways to fight these brand fires are similar to the ways we put out their real world fire counterparts. 1. Knowledge. The crisis communications equivalent of denying fuel for the fire. By providing correct knowledge and information, you take away the rumor mill and word of mouth. 2. Speed. The crisis communications equivalent of denying oxygen for the fire. The faster you react and respond, the quicker you deny a crisis the chance to ramp up and get out of control. 3. Ownership. The crisis communications equivalent of denying heat for the fire. Taking responsibility or ownership of a situation, being out in front of the crowds, and being forthcoming about either what you did or what you’re going to do to prevent the problem from happening again.
###
The Daily PR Brief is put together by the analysts at ITK Information Services. If you're interested in setting up a customized report for your company or need any help with monitoring or media research feel free to reach out.
All reports made with the help of Report Mule.