Daily PR Brief - January 23rd, 2017
Good morning. Here are today's top clips:
How AI Will Impact PR (Adweek - January 23, 2017)
[Infographic] PR and Marketing Reporting: Keys to Capturing KPIs (Meltwater Blog - January 22, 2017) [Infographic]
4 Key Takeaways About the Future of Content From the Brand Storytelling Conference (Adweek - January 20, 2017)
Rogers & Cowan, FRUKT Join Forces To Create Pop Culture Powerhouse (The Holmes Report - January 22, 2017)
It’s Time for PR to Embrace Artificial Intelligence (PR News - January 20, 2017)
Helaine Klasky Joins Burson-Marsteller as U.S. Public Affairs and Crisis Practice Chair (Bulldog Reporter - January 23, 2017)
Three Easy Ways to Improve your Reputation Management Planning (Bulldog Reporter - January 23, 2017)
China Marketers Reveal Digital Challenges For Country's PR Firms: Study (The Holmes Report - January 23, 2017)
Rex Tillerson, Exxon and Public Relations (O'Dwyer's - January 23, 2017)
The Brave New World of Crisis Communications (Spin Sucks - January 23, 2017)
9 PR Metrics Your Boss Wants To Know (TrendKite - January 20, 2017)
How to Improve Your Media Coverage (Business 2 Community - January 21, 2017)
3 steps you can take to adjust your corporate PR strategy to local trends (Axia Public Relations - January 23, 2017)
Summary Section:
How AI Will Impact PR
By Curtis Sparrer - Principal, Bospar
Adweek - January 23, 2017
I decided to get some insight into how AI will likely affect the PR industry. I turned to John Bara, president and CMO of Mintigo, a leading predictive marketing technology company. His view is that AI is and will continue to be a huge ally to PR professionals. AI will enable more targeted messaging, enable us to pitch more effectively, and can help keep messaging on point.
[Infographic] PR and Marketing Reporting: Keys to Capturing KPIs [Infographic]
By Kusal De Silva
Meltwater Blog - January 22, 2017
As PR and marketing reporting becomes essential in the modern comms department and folks move towards quantifying their efforts, wading through different aspects of reporting can get confusing fast. This uncertainty can particularly be true for those building a data-centric foundation for their PR and marketing departments. But becoming data-centric now will streamline the future reporting process. We understand the complexity surrounding data gathering and the decisions that need to be made to implement a rigorous reporting strategy; that’s why we’ve laid out what you need to get started in this handy infographic.
4 Key Takeaways About the Future of Content From the Brand Storytelling Conference
By Michael Bürgi
Adweek - January 20, 2017
A few key learnings jumped out from among the many presentations that took place across three small stages dotting the hall. Don't make the brand the story. Gen Z Is a hot, fascinating mess that may just save the world. Human attention is the world's most valuable resource,. Such staggering numbers don't really impress Joe Marchese, president of advanced ad product for Fox Networks Group, whose central thesis was that just because people are watching so many videos doesn't mean they're paying attention or spending time. Marchese was definitely the contrarian of the day, his thesis being that TV advertising still delivers a powerful punch.
Rogers & Cowan, FRUKT Join Forces To Create Pop Culture Powerhouse
The Holmes Report - January 22, 2017
Octagon Sports & Entertainment Network, an Interpublic subsidiary, has brought together two of its agencies—entertainment PR specialist Rogers & Cowan and pop culture specialist FRUKT—under the leadership of Mark Owens, CEO and Rich Davis, COO.
It’s Time for PR to Embrace Artificial Intelligence
By John De Oliveira - VP, TrendKite
PR News - January 20, 2017
Artificial Intelligence (AI) can strike fear into PR pros and communicators, who are concerned that robots eventually will take their jobs. In fact, AI combined with human intelligence is the most powerful combination. As such, communicators should embrace technology. Inevitably, as PR pros begin to harness the power of AI to enhance their work, you’re going to see a divide in the industry. And in taking notes from what technology has done for marketing, PR pros have to be on the tech side of change.
Helaine Klasky Joins Burson-Marsteller as U.S. Public Affairs and Crisis Practice Chair
By Richard Carufel
Bulldog Reporter - January 23, 2017
Burson-Marsteller announced that Helaine S. Klasky has been named Chair, U.S. Public Affairs and Crisis Practice. Klasky will be responsible for building the practice’s extensive client portfolio and helping clients achieve their corporate and public-policy objectives.
Three Easy Ways to Improve your Reputation Management Planning
By Allison Schroeder - Owner, Pomme Communications
Bulldog Reporter - January 23, 2017
The words reputation management are most often interpreted as the practice of defending yourself against day-to-day assaults on your brand which, if left unaddressed, can feel something like death by a thousand paper cuts. This likely also incites a pit-of-your-stomach feeling of dread, but if planned appropriately, doesn’t have to be the case. Community activism is another worthwhile opportunity to establish a positive brand presence. And, of course, the number one rule of online comments: take the conversation offline. Public disagreements are juicy and invite more attention (we all have those friends on Facebook who like to stir the pot.) Get to the matter at hand and ask the now happy customer to post an update to their review/comment. The result? Warm fuzzies all around.
China Marketers Reveal Digital Challenges For Country's PR Firms: Study
By Arun Sudhaman
The Holmes Report - January 23, 2017
China's marketers are increasingly looking to a PR firm's digital capabilities as a critical reason to select them, according to new research from one of the world's biggest communications markets. R3's PR Scope study, which surveyed more than 150 marketers and corporate communications decision-makers, has found that digital capabilities have surged as a selection criteria since the study last took place two years ago.
Rex Tillerson, Exxon and Public Relations
By Fraser Seitel & John Doorley
O'Dwyer's - January 23, 2017
ExxonMobil, under Rex Tillerson, may not have satisfied every observer with the extent or pace of change it adopted in recent years. But any fair-minded analysis of the company and its former CEO would have to give ExxonMobil credit for becoming more transparent and engaged in the public discussion of energy issues, more concerned with public perception and more committed to improving its reputation among all of its diverse constituencies.
The Brave New World of Crisis Communications
By Laura Petrolino - Chief Client Officer, Arment Dietrich
Spin Sucks - January 23, 2017
Crisis communications in our always on, online world is not a spectator's sport. Make sure you are prepared to respond when a crisis hits. From Twitter tirades to fake news, your crisis communication plan must constantly evolve with the platforms available and industry trends. Whether you use a large scale monitoring tool or a “make your own” listening dashboard, you need to monitor and you need to do it every single day. The stronger the platforms and content you have out there that you own, the more control you have to get your message out above the noise AND the less volatility of news and search results when something does happen.
9 PR Metrics Your Boss Wants To Know
By Lacey Miller
TrendKite - January 20, 2017
To address the need for a specific and complete way of tracking and talking about PR success, we have developed the Communicator’s Funnel. Brand impact is PR’s effect on how the brand is viewed by the general public and potential customers. Building a favorable impression in the marketplace is the key to engagement. Digital impact involves two components. Driving traffic to your website and other digital properties and getting them to take action when they get there. The question to answer is, of all the opportunities in the pipeline, how many of them are there in whole or in part because of PR? This may seem impossible to measure, but it is doable by adding PR as a campaign or lead source in your marketing automation system.
How to Improve Your Media Coverage
By Sally Falkow
Business 2 Community - January 21, 2017
Media Relations is a core part of PR and can be one of the trickiest. Do your Homework: See what they write about. Follow them on social media. Read their blog. Leave a relevant comment. Be a fangirl. Share their work. Compliment them when they do a great story. You’ll soon be on their radar. Upgrade your Newsroom: Reporters, bloggers and other influencers are working under pressure today. Provide them with an easy-to-find and easy-to-use visual newsroom that has all the resources they might need to write a story.
3 steps you can take to adjust your corporate PR strategy to local trends
By Yulia Dianova
Axia Public Relations - January 23, 2017
Many large corporations come across the same challenge: how to tailor their marketing and PR strategies to local audiences. Corporations with offices in multiple locations should be sure they take into consideration local trends. Share a story about kindness. Everybody loves warm stories about kindness and mutual respect in their community, and media is no exception. Bring a heartwarming story to your local community. You work hard to be sure your internal communications processes go smoothly. What also matters is connecting with the local public to ensure your business success in this area. Build your local network with journalists, bloggers, associations, small businesses and local celebrities and influencers.
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