Daily PR Brief - January 6th, 2017
Good morning. Here are today's top clips -
To Win At Content Marketing, Think Of Your Brand As An Editorial Publisher (Forbes - January 4, 2017)
Case Study: Multimedia News Releases Generate Quality Leads (PR Newswire - January 5, 2017)
Start Off the New Year with the Top Trends in PR, Search & Social Media (BusinessWire - January 5, 2017) [Infographic]
How digital marketers can reach millennials, baby boomers and more (PR Daily - January 5, 2017) [Infographic]
6 tips for planning outstanding events (PR Daily - January 5, 2017)
5 secrets of strong, engaging speakers (Ragan - January 5, 2017)
Citizen Relations Hires Cohn & Wolfe's Executive Creative Director Scott Cocchiere (The Holmes Report - January 5, 2017)
IBM External Relations Chief Jeff DeMarrais Departs After Less Than A Year (The Holmes Report - January 5, 2017)
Oracle Hires Paul De Lara From Infosys To Lead EMEA Communications (The Holmes Report - January 5, 2017)
How to Approach SEO as Google Moves to a Mobile-First Index (PR News - January 5, 2017)
Are you ready for 2017? How to create a content marketing calendar (Influence Magazine - Chartered Institute of Public Relations - January 5, 2017)
5 PR and Social Media Resolutions for 2017 (Meltwater Blog - January 4, 2017)
Earned Media vs. Paid Media: Which Provides a Better Return? (Spin Sucks - January 5, 2017)
How to Prove PR Value to Your CEO in 2017 (AirPR - January 4, 2017) [Infographic]
Summary Section:
To Win At Content Marketing, Think Of Your Brand As An Editorial Publisher
By Adam Deflorian, CEO of AZDS Interactive Group
Forbes - January 4, 2017
Branded online content has come a long way over the years, rising from a virtual unknown just a decade ago to become one of the holy grails of modern digital marketing. "The best type of content, as I’ve seen firsthand with our clients within hospitality, connects on a human level, be it by evoking emotions, providing something informative, or coinciding with a current online trend. In a recent study by Moz, for example, it was found that the highest-performing online content, in terms of shares and referring links, was either opinion-based editorial content (evoking emotion) or research-backed content (providing something informative). One part brand, one part publisher, these companies gain tremendous exposure to their products — almost to a cult-like level — by creating online content campaigns that place much greater emphasis on adventurous lifestyle content than the actual product itself. " Brands that can do this proficiently score a domino effect of digital marketing wins.
Case Study: Multimedia News Releases Generate Quality Leads
PR Newswire - January 5, 2017
As we continue to delve into the real benefits and ROI of press releases, today we’re highlighting how PR Newswire client Lavu utilized multimedia in their releases to drive more engagement, awareness and sales. Here are some ideas for multimedia based content that you can infuse into your press release in order to garner more eyeballs: Photos. Video. PDFs. Infographics. Diagrams. Once you’ve identified a gap in content that your audience craves, it’s time to get to work on sharing it with industry best practices in mind. Document and prepare for distribution across your brand’s key channels, which should at the very least include: Web. Search. Paid Media. PR. Social.
Start Off the New Year with the Top Trends in PR, Search & Social Media [Infographic]
BusinessWire - January 5, 2017
With 2017 being projected as the year of news content visibility, the goal for any communicator will be generating the most impact through the use of PR tools and solutions. MediaLeaders compiled the information found within the article based on a breakout session at the Digital Marketing Conference in Los Angeles hosted by Serena Ehrlich, Business Wire’s director of social and evolving media.
How digital marketers can reach millennials, baby boomers and more [Infographic]
By Kevin Allen
PR Daily - January 5, 2017
Each generation is different in the way they consume social media content, including which platforms they use, devices they prefer and how they would prefer that brand managers reach them. Even though 87% of millennials are on Facebook, they believe that user-generated content is more trustworthy and memorable than branded content.
6 tips for planning outstanding events
By Courtney Curzi, Vice president of Hollywood Public Relations
PR Daily - January 5, 2017
1. Set expectations and a budget. Set a strict budget, and assign numbers to each line item. 2. It takes a village. Pull your team together, and assign roles. 3. Be organized. Keep your checklists as close to you as the bachelorette holds on to that final rose. 4. Set yourself apart. Be creative; take risks. 5. Something will go wrong. 6. Follow up. Debrief your client, and make sure all goals were met. The most important tip of all might be to reward yourself.
5 secrets of strong, engaging speakers
By Christine Clapp
Ragan - January 5, 2017
1. Don't open with 'thank you.' Instead, open with a startling fact, a thought-provoking quotation, an interesting anecdote or a relevant joke. 2. Don't stand behind the lectern. It takes confidence and thorough preparation to move out from behind the lectern, but the rewards are great. 3. Don't use text-laden slides. If you are already moving in this direction with your slides, consider changing up the format to stand out from other speakers in your industry or at the event where you are presenting. 4. Don't speak for all of your allotted time. Listeners have a much shorter attention span, which is why TED talks are limited to 18 minutes. 5. Don't close with 'thank you.' It doesn't make a good introduction, and it doesn't make a good conclusion, either.
Citizen Relations Hires Cohn & Wolfe's Executive Creative Director Scott Cocchiere
The Holmes Report - January 5, 2017
Citizen Relations has made a series of first-time hires — including Cohn & Wolfe’s Scott Cocchiere (pictured) — to expand its service offerings under the relatively new US leadership of Nathan Friedman. Cocchiere joined this week as Citizen’s first-ever executive creative director, leading and overseeing campaign development, content creation and brand storytelling. Most recently he held the same role at WPP’s Cohn & Wolfe and has worked on brands like Bank of America, Dannon, KFC, Philips, Unilever and others.
IBM External Relations Chief Jeff DeMarrais Departs After Less Than A Year
By Arun Sudhaman
The Holmes Report - January 5, 2017
IBM chief external relations officer Jeffrey DeMarrais has departed the company after less than a year in the role, the Holmes Report has learned. DeMarrais joined IBM in February of last year, following a nine-month stint as chief communications officer at CA Technologies. DeMarrais' arrival at IBM was shortly followed by the hire of chief communications officer Andy Whitehouse; IBM's communications function is ultimately overseen by marketing and communications SVP Jon Iwata.
Oracle Hires Paul De Lara From Infosys To Lead EMEA Communications
By Arun Sudhaman
The Holmes Report - January 5, 2017
Oracle has hired Paul de Lara from Infosys to lead EMEA communications, reporting to Chris Talago who joined the technology giant last year. De Lara is named corporate communications director for EMEA. Gaye Hudson previously oversaw communications in the region, but departed the company last June, after the arrival of global communications lead Mike Moeller. De Lara spent almost five years with Infosys, ultimately overseeing all of the IT company's public relations outside of India.
How to Approach SEO as Google Moves to a Mobile-First Index
By Jerry Ascierto
PR News - January 5, 2017
Mobile Matters. This doesn’t mean that a web page needs to undergo responsive design, wherein a desktop page scales in response to the size of the screen—you can have two separate versions of a site without being penalized. Quality Matters. First, how long a page takes to load is a big deal. Second, the quality of the content is key to rising in the ranks. Size Matters. The old SEO adage, that long-form content equates to a bad user experience, isn’t a rule of thumb anymore. Investment Matters.
Are you ready for 2017? How to create a content marketing calendar
By Lisa Preston, Director of Amplify PR
Influence Magazine - Chartered Institute of Public Relations - January 5, 2017
Fill your content calendar tool box. There are lots of free tools available to help you create and populate your content calendar. Create varied content. Every business has multiple audiences: customers, investors and partners, to name a few. Balance your content. A great content calendar helps you balance the various ways of telling your story. Plan content to support business activities. Doing this in advance will mean you don’t miss ready-made opportunities to tell your story in an engaging way. Measuring the success of your content.
5 PR and Social Media Resolutions for 2017
By Beth Adan
Meltwater Blog - January 4, 2017
1. Resolve to Make a Comprehensive Marketing Plan. 2. Resolve to Be More Active on Social Media. 3. Resolve to Make Better Connections with Journalists. Comment on Journalists’ Recent Work. Always Be Pleasant and Respectful in Interactions. Contact Them Where (And When) They Want to Be Reached. Follow directions. 4. Resolve to Be More Accessible. A great EPK includes the following elements: Your Contact Information. Your Unique Benefits. Industry-Specific Details. Details About the Company’s Founder. Product Price. Company Location. Story Ideas. Extra Information. 5. Resolve to Take Advantage of Seasonal Marketing Opportunities. Take a look at what worked and what didn’t, make notes of challenges and opportunities and think of a new way to approach seasonal opportunities.
Earned Media vs. Paid Media: Which Provides a Better Return?
By Ann Newland, Senior Vice President at Mitchell
Spin Sucks - January 5, 2017
Earned Media: When a Picture’s Worth a Thousand Words. In the process it helped create a new audience for its products. Putting it All Together. Earned media, or traditional media relations, can be a powerful tool in building your brand. One of the key reasons behind the shift to influencers is consumers are tuning out traditional display ads. Most Trusted Form of Advertising. Your target audience is more likely to pay attention and award you the kudos you covet. The best strategy will combine reach and noise with credibility and creativity.
How to Prove PR Value to Your CEO in 2017 [Infographic]
By Kelly Byrd
AirPR - January 4, 2017
Share of Voice compared to Power of Voice. First, you can assess the quality of coverage. Second, you can use this data as a signal to further review your competitors’ coverage for insight into the publications, authors, and topics that are contributing to authority, the reputability/credibility associated with any piece of press coverage or content. With this comparison, PR professionals can even prove the value of the time spent by an executive or spokesperson in contributing to earned media coverage.
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