Daily PR Brief - January 12th, 2017
Good morning. Here are today's top clips -
Public Relations And The World's Leading Athletes (Forbes - January 12, 2017)
Report: PR pros should focus on ‘influencer’ marketing, VR (PR Daily - January 12, 2017)
The Trouble With Media Monitoring (Bulldog Reporter - January 12, 2017)
CSR Expert Julie Jack Rejoins APCO Worldwide as SVP (Bulldog Reporter - January 11, 2017)
PR Content Strategy: Let's Talk Shop! (Spin Sucks - January 12, 2017)
The Three Reasons Outsourcing PR Makes Sense (Spin Sucks - January 11, 2017)
Measure Your Audience Quality, Not Quantity (TrendKite - January 11, 2017)
Public Relations Strategies: Redux (SHIFT Communications - January 12, 2017)
3 ways financial services companies can benefit from PR (Axia Public Relations - January 12, 2017)
Three Things to Consider When Hiring a PR Consultant (Business 2 Community - January 11, 2017)
Medium’s New Focus & What It Means for PR (AirPR - January 11, 2017)
Summary Section:
Public Relations And The World's Leading Athletes
By Ronn Torossian Founder, President and CEO of 5WPR
Forbes - January 12, 2017
For success on and off the field, athletes need to perfect PR during their careers. Athletes will continue to have influence even after their peak athleticism fades, so long as they play the PR game just as well as their sport of choice. During their careers, they must also learn how to speak well in front of the camera, give intelligent and insightful answers and show confidence. That is a key to success on and off the field.
Report: PR pros should focus on ‘influencer’ marketing, VR
By Deirdre Lopian, Deirdre Lopian Public Relations, LLC
PR Daily - January 12, 2017
Edelman Digital’s recent report on 2017 communications trends showed an increase of immersive video content to captivate consumers and partnerships with influential online users to power campaigns. 2017 is going to be a monumental year; eMarketer predicts it to be the first year that digital advertising dollars will surpass TV budgets. How will brand managers accomplish this? “Influencer” marketing. A recent survey revealed 84 percent of marketers plan on executing at least one marketing campaign with influential social media users during the next 12 months.
The Trouble With Media Monitoring
By Marcus Kaulback
Bulldog Reporter - January 12, 2017
As a field, as a science, media monitoring and measurement has never been more sophisticated than it is now. Yet, as an article from PR Week explains, many corporate communications and PR teams are reluctant to rely on media data. Media monitoring and analysis can be done in one of two ways: strictly automated monitoring, or with human insight. And as the article states, “Purely automated analysis has key shortcomings.” The aim is to collect properly and cull judiciously, and the best way to do that is to have a professional on your side.
CSR Expert Julie Jack Rejoins APCO Worldwide as SVP
By Richard Carufel
Bulldog Reporter - January 11, 2017
Julie Jack, former senior vice president of MSLGroup’s Corporate Practice, with more than 20 years of experience in the communications industry, has rejoined APCO Worldwide announced Nelson Fernandez, chairman North America and managing director of APCO’s New York office. Based in New York, Jack will serve as a senior vice president, helping lead APCO’s work in Sustainability & Purpose, corporate brand and issues management.
PR Content Strategy: Let's Talk Shop!
By Gini Dietrich, CEO of Arment Dietrich
Spin Sucks - January 12, 2017
Too often, communicators are in reactive mode, simply checking off a to-do list. A PR content strategy will get you out of that mode. Gini Dietrich has more. A documented PR content strategy ensures every piece of content you create is a support for your business objectives and your PR goals. And, if you use an organization program—such as the bullet journal (I told you I’m obsessed!)—you can visually keep track of your goals, as you go.
The Three Reasons Outsourcing PR Makes Sense
By Catherine Park
Spin Sucks - January 11, 2017
There are some things that make sense to keep in-house, while others should be left to the experts. The new trends focus on reaching wide audiences by customizing the messages and the approach for each of them. With social media becoming a more important part of all communications campaigns, it’s imperative to plan PR activities down to every little detail. With the help of a communications firm, your consumers will receive answers in real-time via social media, email, a company blog, or other channels. While outsourcing PR isn’t the same as having someone in your office, communications agencies can provide several different skillsets for the price of one full-time employee.
Measure Your Audience Quality, Not Quantity
By Lacey Miller
TrendKite - January 11, 2017
There is strong evidence that these numbers based PR measurements do a lousy job detecting real engagement and buying behavior. Audience quality metrics are a strong way to understand the effectiveness of your social media, PR, and marketing strategies, giving you real insight into audience loyalty and affinity for your brand. As the saying goes, “you can’t manage what you can’t measure.” Sure, you want to manage the size of your audience, but managing quality will be a whole lot more meaningful in terms of its impact on your business goals.
Public Relations Strategies: Redux
By Casey Egan, Marketing Analyst
SHIFT Communications - January 12, 2017
At the end of the day, media relations, public relations and investor relations will always be somewhat intertwined. Public relations professionals are often tasked with managing the flow of communication between a company and all of its targets – investors, the general public and media alike. The approach we take to developing relationships with each of these groups of people is what differentiates the three public relations strategies. The fact of the matter is change is happening in all three areas, and it’s happening quickly, so we need to be agile and flexible both in our interpretation and in our approach to the concepts.
3 ways financial services companies can benefit from PR
By Julie Miller
Axia Public Relations - January 12, 2017
Having a solid public relations strategy in place can help take a financial services firm to the next level by building trust, while educating and connecting with audiences. Here’s how to use PR to benefit your financial services company. 1. Build trust. 2. Educate. 3. Connect. From an organizational standpoint, having your brand available to listen and respond on Facebook and Twitter is key to building awareness and trust in our digital society.
Three Things to Consider When Hiring a PR Consultant
By David Libby
Business 2 Community - January 11, 2017
Seriously, don’t just hire anyone to do your public relations. You’ll also need to do more than just weed out non-starters from the answers through an RFP. Sit down with your prospective public relations professional candidates and get to know them. Find out if they have helped built a company’s communications platform like you think you want to build yours. Ask them for ideas. Test their ability to keep a conversation on the subject that you want to pitch. Explore how you will work together. See if they have a broader understanding of the market at-large and how you fit into it. Make them earn your business as you will earn theirs.
Medium’s New Focus & What It Means for PR
By Leta Soza, Director of PR Engineering & Ops
AirPR - January 11, 2017
Last week, Medium CEO Ev Williams announced Medium's new focus. Here's what it means for PR professionals, including why quality content creation is key. As we do our part in empowering PR and communications pros with data so they can make better decisions, we’re rooting for a media landscape that is more rightly defined by quality instead of quantity. We’re right there with you, Ev. What’s that saying? A bird in the hand is worth two in the bush… In other words, if you publish it (or pitch it), make sure it matters. Because no amount of noise is worth making unless you’ve actually got something to say.
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