Daily PR Brief - January 9th, 2017
Good morning. Here are today's top clips -
Six Ways You Can Connect With Your Audience When Your Favorite Social Media App Shutters (Forbes - January 6, 2017)
10 Characteristics To Look For In Your Next Client (Forbes - January 9, 2017)
3 measurement myths that PR pros should see right through (PR Daily - January 9, 2017)
Musings and social media tips from 7 health care communicators (PR Daily - January 9, 2017)
Yahoo’s inadvertently racist tweet highlights importance of editing (Ragan - January 9, 2017)
3 PR lessons from 'La La Land' (Ragan - January 9, 2017)
Andy Polansky: Dizzying Pace Of Change Will Define PR Industry In 2017 (The Holmes Report - January 6, 2017)
Western Union Consolidates Global PR With FleishmanHillard (The Holmes Report - January 8, 2017)
Podcast: Agency M&A Trends And Predictions (The Holmes Report - January 6, 2017)
Arthur W. Page Center’s Inaugural Awards for Integrity in Public Communication to Honor Barkelew, Martin and Murray (Bulldog Reporter - January 9, 2017)
PR PROfiles: Rich Leigh, Rich Leigh & Company (Bulldog Reporter - January 9, 2017)
PR Trendspotting: Havas’ Marian Salzman Reveals 5 Trends That Every PR Pro Needs to Know (Bulldog Reporter - January 6, 2017)
When to Use Sponsored Content (Meltwater Blog - January 3, 2017)
The Best Free PR Tools on the Web (TrendKite - January 3, 2017)
New Year’s Resolutions for PR and Marketing Pros (SHIFT Communications - January 6, 2017)
Summary Section:
Six Ways You Can Connect With Your Audience When Your Favorite Social Media App Shutters
Forbes - January 6, 2017
Six Forbes Agency Council members write how clients can continue connecting with their audiences when a social media platform they had been using is shut down. 1. Diversify. 2. Migrate to similar platforms. 3. Don't rely on social media alone. 4. Think two steps ahead from the beginning. 5. Hold cross-platform promotions. 6. Reuse and upcycle that content. Your content strategy should be multi-channel to begin with and have strategic goals for each channel. When one of those channels goes away, repurpose and upcycle the content shared via that platform to be relevant and customized for other channels and formats. That's why companies can not put too many eggs in one channel basket. Strategically diversifying is essential.
10 Characteristics To Look For In Your Next Client
By Forbes Agency Council
Forbes - January 9, 2017
Responsiveness: "In our project-based world, we schedule our production and post-production workflows very carefully in order to ensure that all deadlines are met. It's hard to follow our process if a client disappears on us for weeks at a time and then comes back expecting another draft immediately. This unnecessary rush can be easily prevented with open and frequent communication." - Chris Carter, Rep Interactive
3 measurement myths that PR pros should see right through
PR Daily - January 9, 2017
A great PR campaign would be nothing without a great plan to measure its results. Vanity metrics and padded numbers, though, do nothing to help you in the long run. Are you falling prey to these common misconceptions about PR measurement? 1. Myth: It’s all about impressions. Truth: Stakeholders want to see exactly how your programs are helping the bottom line. 2. Myth: Measurement is just about the numbers. Truth: Numbers might make up your data, but it’s the actionable insights behind them that count. 3. Myth: You’re a PR pro, not a data scientist. Truth: In today’s business world, you have to be both.
Musings and social media tips from 7 health care communicators
By Susan Young
PR Daily - January 9, 2017
Regular bloggers know that hospital and physician blogs need attention. Here are a few nuggets of advice from agencies and PR pros about writing, SEO, consistency and content: On influencers: “The one thing you must learn about blogging in 2017 is to raise up other people in your influencer community. Mention them in a post, share their material on social media, and ask to interview them, if appropriate. This helps get on their radar in an authentic way. It also helps get your content and blog in front of their audience, which supports organic growth.”—Katrina Fox, founder, Vegan Business Media
Yahoo’s inadvertently racist tweet highlights importance of editing
By Beki Winchel
Ragan - January 9, 2017
Yahoo's financial arm’s social media team touted a news story with a typo that changed its meaning drastically, opening the organization up to ridicule from folks online. The importance of proofreading cannot be understated. Yahoo Finance’s social media team highlighted that truth Thursday evening when it tweeted a news story with the text: “Trump wants a much bigger navy. Here’s how much it’ll cost.” At least, that’s what the team meant to post. Instead, an “n” replaced the “b” on “bigger”—the two letters are adjacent on the keyboard—changing the tweet entirely and making it fodder for caustic barbs from a bevy of Twitter users. Lesson learned: [Think] Edit before you tweet.
3 PR lessons from 'La La Land'
By Beki Winchel
Ragan - January 9, 2017
The love story about a jazz musician and an actress swept the Golden Globes, beguiling viewers with its music, dancing and characters' chemistry. Here's what communicators can take from it. 1. Connect with your audience emotionally. 2. Rejection doesn't always equal failure. 3. Success often requires sacrifice.
Andy Polansky: Dizzying Pace Of Change Will Define PR Industry In 2017
By Andy Polansky
The Holmes Report - January 6, 2017
On top of jarring geopolitical issues and a flood of fake news, marketers face a dizzying pace of change. A single tweet can disfigure a reputation decades in the making, and the toolkit needed to drive engagement and desired business outcomes widens with each new social platform launch or algorithm change. As we consider the shifts in the landscape around the globe, our team at Weber Shandwick has been thinking through the implications of a number of rapidly emerging trends and issues.
Western Union Consolidates Global PR With FleishmanHillard
By Arun Sudhaman
The Holmes Report - January 8, 2017
Western Union has consolidated global public relations duties with FleishmanHillard, following a competitive review that took place last year. FleishmanHillard will manage corporate reputation and integrated communications campaigns for the remittance giant, which previously worked with a number of PR firms across the world, including Edelman in the US, Grayling, Citigate and Ketchum Maslov in Europe, and Burson-Marsteller in Asia.
Podcast: Agency M&A Trends And Predictions
The Holmes Report - January 6, 2017
Paul Holmes joins the Echo Chamber to discuss his annual review of mergers & acquisition activity in the global PR market. Independent firms continue to drive dealmaking, but this year's list is as notable for the firms that are active (including management consultancies) as for the companies that were relatively inactive in 2016 — such names as Teneo, BlueFocus and Omnicom. Holmes and Arun Sudhaman discuss what recent M&A trends mean for the market and offer up some deal predictions for the next 12 months, as 2017 shapes up to be another restless year for agency M&A activity.
Arthur W. Page Center’s Inaugural Awards for Integrity in Public Communication to Honor Barkelew, Martin and Murray
Bulldog Reporter - January 9, 2017
The Arthur W. Page Center has named a journalist and two public relations professionals as honorees for its inaugural Awards for Integrity in Public Communication: Ann Barkelew, founding general manager and senior partner of FleishmanHillard; Dick Martin, author and former executive vice president of public relations of AT&T; and Alan Murray, chief content officer of Time Inc. and editor-in-chief of Fortune magazine.
PR PROfiles: Rich Leigh, Rich Leigh & Company
Bulldog Reporter - January 9, 2017
Brand that does the best PR/communications: I think LEGO has the best PR operation of any big brand I’ve seen. The business turnaround and subsequent public love-in with them has been tickled along by some truly great PR. A real case study in how to do it.
PR Trendspotting: Havas’ Marian Salzman Reveals 5 Trends That Every PR Pro Needs to Know
By Marian Salzman, CEO, Havas PR North America
Bulldog Reporter - January 6, 2017
Brand journalism is about to become a much bigger deal. That means hiring former journalists for their storytelling abilities and expecting them to stay positive but also encouraging them to actually think like journalists. Brand journalism isn’t just telling good stories but also identifying and researching those stories—and that means giving brand journalists full access to clients so that they can use their skills to hone in on positive news that can reinforce a brand and flip negative news on its head.
When to Use Sponsored Content
By Meltwater
Meltwater Blog - January 3, 2017
Sponsored content is a hot topic right now. How does a savvy PR pro know when it’s best to use paid content, and when to avoid it? First, it’s important to understand that sponsored content is a subset of native advertising. Unlike native advertising – actual ads that are designed to look like the places in which they appear – sponsored content is intended to bring value to the person reading or viewing it, in addition to being a type of long-form ad for a service or product. However, the “ad” aspect should take second fiddle to the “value” aspect of good sponsored content.
The Best Free PR Tools on the Web
By Lacey Miller
TrendKite - January 3, 2017
They say that the best things in life are free. When it comes to PR tools, you do have to pay for sophisticated analytics and media monitoring software, but you can absolutely augment your PR strategy and measurement efforts with some pretty cool online resources for free. Here are some of our favorites: ShareTally: There are lots of ways to find out how many Tweets your content received, or how many times it was shared on Facebook, but what about all the other social networks and ways of sharing content? ShareTally gives you insight into how each URL is being spread across the web. TipTop: TipTop Search is a Twitter-based search engine that points you to the most interesting and most current advice, opinions, answers for any search. You can find real people to directly engage and share experiences with.
New Year’s Resolutions for PR and Marketing Pros
By Casey Egan
SHIFT Communications - January 6, 2017
What professional resolutions should PR and Marketing pros consider adding to (or keeping on!) their lists in 2017? Find out: Focus on measurement as a first step, not an afterthought. Break out of your comfort zone. Be honest, even brutally honest when necessary. Cut down your word count. Resolving to improve various aspects of your life not only encourages personal growth, but it increases self-awareness and forces people to figure out what matters most to them.
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