Daily PR Brief - October 17th, 2016
Good morning. Here are today's top clips -
Eight Tips For Creating A Successful Guerrilla Marketing Campaign (Forbes - October 17, 2016)
Tips: How to Select the Best PR Firm for Your Business (The Huffington Post - October 14, 2016)
Cisco's Nigel Glennie joins Hilton Worldwide as external comms VP (PR Week - October 14, 2016)
PR's value proposition is now undeniable (PR Week - October 14, 2016)
Harrington Named PR Council Chair (O'Dwyer's - October 17, 2016)
Gerantabee Heads Digital at Lippe Taylor (O'Dwyer's - October 14, 2016)
7 habits of established PR pros (PR Daily - October 17, 2016)
30 jobs in the PR and marketing world (Ragan - October 17, 2016)
Industry News In Brief (October 17, 2016) (The Holmes Report - October 16, 2016)
Debunking Cause: The Five Myths and Realities of Cause Marketing Today (Bulldog Reporter - October 17, 2016)
PR PROfiles: Joanne Jordan, Food Shelter Public Relations (Bulldog Reporter - October 17, 2016)
PadillaCRT Announces Agency Promotions (Bulldog Reporter - October 17, 2016)
One on One (Edelman - October 14, 2016)
Digital Ethnography for PR, Part 5: The TEACUPS Framework (Shift Communications - October 17, 2016)
What Wikipedia can't tell you about old school public relations (The Agency - October 14, 2016)
Tips for Your Business During a Physical Security and Hostile Event (Edelman - October 14, 2016)
The mindgames of sharing your competitors’ materials - own goal or goldmine? (Northern Lights PR - October 14, 2016)
Summary Section:
Eight Tips For Creating A Successful Guerrilla Marketing Campaign
By Forbes Agency Council
Forbes - October 17, 2016
Below, eight Forbes Agency Council members share advice on executing a guerrilla marketing campaign successfully and in a way that forms strong impressions with your target audience. Don’t aim for virality. Having something go viral is a false idol. Aim for something that truly adds value to the lives of consumers. Consumers are the ones who latch on to content, and that translates into sales. - Stephanie McCratic, Acorn: The Influence Company
Tips: How to Select the Best PR Firm for Your Business
By Jenny Miranda, Founder & CEO of Jenny Miranda Public Relations, LLC
The Huffington Post - October 14, 2016
I interviewed Ronn Torossian, CEO of 5WPR, one of the 20 largest independently owned PR Firms in the United States, to get his expertise on the topic, “Public Relations is an integral part of any marketing campaign, and ultimately the success of any business. Indeed, perception is everything. Choose a firm whose clients are fond of them and have a long-track history of client retention. When considering PR firms, decide if you want to be their biggest client, or one of many.” I agree with Ronn. It’s imperative to get to know the PR firm you are considering and ask for case studies. Ronn Torossian added, “Select a PR firm that doesn’t yes you to death and is realistic in what they are proposing. Don’t ask for long drawn out presentations, ask to spend time and speak and see if they understand your business. Choose a PR firm that fits with the company’s personality and personas.”
Cisco's Nigel Glennie joins Hilton Worldwide as external comms VP
By Sean Czarnecki
PR Week - October 14, 2016
Glennie has a slightly smaller team than he did at Cisco, which was about 20 people including contractors. He is reporting to Aaron Radelet, SVP of corporate communications and corporate responsibility. While Glennie did not comment about specific job responsibilities, he said Hilton was interested in his background in corporate PR, crises, issues management, corporate development, and mergers and acquisitions.
PR's value proposition is now undeniable
By Steve Barrett
PR Week - October 14, 2016
Many illuminating insights came out of yesterday’s PRWeek conference, not least of which was how Cleveland Clinic CEO Toby Cosgrove manages to appear to be in his mid-50s when he is actually 76 years old. I interviewed youthful-looking Cosgrove to kick off the day and the one-time heart surgeon who performed more than 22,000 operations before transitioning to the CEO office has such straight-talking and fascinating perspectives on healthcare that could easily have been allocated twice as much time. But the most important insight for me was that the engagement with communications outlined in Cosgrove’s and other sessions was taken as read. The premise that in-house PR pros, and the agencies that support those in-house teams, are an intrinsic part of the business and organizational planning process is no longer in doubt.
Harrington Named PR Council Chair
By Jon Gingerich
O'Dwyer's - October 17, 2016
Edelman’s global chief operating officer Matthew Harrington has been tapped to chair industry trade association the PR Council. Harrington has been elected to serve a one-to-two-year term. He’s served on the PR Council’s committee since 2013. The PR Council also appointed JPA Health Communications principal and managing director Carrie Jones to serve as secretary and O’Malley Hansen Communications principal Todd Hansen to the role of treasurer.
Gerantabee Heads Digital at Lippe Taylor
By Editorial Staff
O'Dwyer's - October 14, 2016
Lippe Taylor is pushing a new service model termed "Public Relevance" which will combine content marketing, communications and influencer management with digital capabilities such as virtual reality, augmented reality and tech-enabled experiential marketing. Fred Gerantabee, former Grey Advertising digital leader, will serve as chief digital officer, leading accounts in the health, lifestyle and beauty sectors. CEO Maureen Lippe insists the firm is not abandoning its PR communications roots, but feels evolving digital capabilities will "turbocharge" existing expertise.
7 habits of established PR pros
By Dorothy Crenshaw, CEO and creative director, Crenshaw Communications
PR Daily - October 17, 2016
I’ve worked at a variety of agencies—large and small. Here are habits I’ve observed among the most interesting, accomplished and successful PR people: They study. They are curious. They make recommendations. They see the big picture. They understand business. They listen. They’re always learning. You must regularly update and sharpen your skills. You might even have to reinvent them to keep up with trends. That’s what makes PR exhilarating, maddening and fun.
30 jobs in the PR and marketing world
By Clare Lane
Ragan - October 17, 2016
Having a diverse and inclusive work environment has become increasingly important for job seekers in 2016. Want to work for an organization that values diversity? Consider Columbus, Ohio-based Inspire PR—a rapidly expanding, woman-owned PR boutique. Not the job for you? See what else we have in our weekly professional pickings.
Industry News In Brief (October 17, 2016)
The Holmes Report - October 16, 2016
Former Biotechnology Industry Organization vice president of communications Dan Eramian and former president of Georgia Bio Charles Craig have formed Opus Biotech Communications, with offices in Seattle and Atlanta. The firm will offer reputation management, public relations and investor relations services to early-stage companies and communication audits and programs for established companies.
Debunking Cause: The Five Myths and Realities of Cause Marketing Today
By Alison DaSilva, Executive Vice President, Research and Insights, Cone Communications
Bulldog Reporter - October 17, 2016
There are some realities that marketers need to accept if they are to leverage cause marketing as the powerful business strategy of days past. Consumers are increasingly skeptical—and with good reason. They’ve seen greenwashing, pinkwashing and products doused in nearly every Pantone color for one cause or another. And as expectations of companies continue to increase, consumers are also becoming strikingly sophisticated. They are holding companies accountable, boycotting when they see wrongdoing and using social media as their mouthpiece to share both positive and negative information about brands’ social and environmental efforts—with great success.
PR PROfiles: Joanne Jordan, Food Shelter Public Relations
Bulldog Reporter - October 17, 2016
"Most misunderstood thing about PR: The notion that because it’s not a hard profit center it’s expendable should cost less, and anyone can do it. We’re not claiming to be neurosurgeons but if it were simple or easy, more people would be doing it successfully."
PadillaCRT Announces Agency Promotions
Bulldog Reporter - October 17, 2016
PadillaCRT announced employee promotions across several of its industry practices and groups. Twice each year the agency considers candidates for promotion. These sixteen individuals were recognized for their contributions at PadillaCRT and FoodMinds, a division of PadillaCRT.
One on One
By Richard Edelman
Edelman - October 14, 2016
I sat with Steve Barrett, editor-in-chief of PRWeek, for a wide-ranging discussion yesterday at the PRWeek annual conference. We covered three major areas in our half-hour chat: The U.S. Election; Trust and Populism; The PR Industry. Six of the top 10 PR firms did not grow or went backwards in 2015. This should be PR’s time, given the complexity of the environment (nationalism, populism, fear of pace of innovation) and the explosion of media options. The emphasis on continued increase in profit margins has pushed our sector toward public affairs, crisis management and corporate reputation. The pivot to marketing will also mean the investment hiring of new kinds of talent, from creatives to planners to paid media. The swim lanes between PR agencies and sister firms in digital, advertising and media buying will be blurred. We have to improve our ability to deliver tangible results, namely sales, not simply awareness or change of attitude among opinion formers.
Digital Ethnography for PR, Part 5: The TEACUPS Framework
By Christopher S. Penn
Shift Communications - October 17, 2016
Digital ethnography is a relatively new field of study which promises, when done well, to deepen the relationship between communicators and their audiences by developing and understanding context. In this series, we’ll examine digital ethnography – a field of study pioneered by our colleagues at NATIONAL Public Relations. We’ll explore why it’s important, what it is, major frameworks and limitations, and how digital ethnography will be practiced by PR practitioners. Dr. James Spradley’s master ethnographic framework is considered to be the gold standard for ethnography, as a template for conducting credible, robust study. However, in the context of digital ethnography, the limitations of digital research may not always make Spradley’s framework the best choice.
What Wikipedia can't tell you about old school public relations
The Agency - October 14, 2016
We sat down with The Agency’s own Arleigh Vasconcellos and her journalist friend Shelley Arnusch, writer and associate editor at Avenue Magazine, for a chat about how public relations and journalism have evolved over the course of their careers.
Tips for Your Business During a Physical Security and Hostile Event
By Jessica Fralick
Edelman - October 14, 2016
In a global society connected by social media, tragic events that take place thousands of miles away can have emotional impacts on your audience as they engage in the real-time conversation. Accordingly, businesses must use caution when using social platforms during these events. Although it is never the intention of a business to come across as being opportunistic, inauthentic or insensitive during a tragedy, there are times when they do and the impact on their reputation can be long-lasting. Just because you are not actively promoting your business on social, doesn’t mean that you can leave it unattended. There are two main things that will need to be done on social during a PSHE. First, if you use the platform for customer service or responding to public enquiries, this will need to continue. Second, you will use the platforms to monitor the conversation around the event – for mentions of your business in relation to the event, as well as the volume of the conversation.
The mindgames of sharing your competitors’ materials - own goal or goldmine?
By Victoria Tomlinson
Northern Lights PR - October 14, 2016
Our associate, Jonny Ross, did a training session for us years ago and said, ‘Google wants to see you being rated by your peers and having discussions in your field of expertise’. So if you want Google to rate your content and your business to come high on searches, you need to send out lots of small signals to Google, that you are seen as an expert on your key topics. And that means being right in the midst of your competitors! The way to do that is sharing materials that may come from your competitors and giving feedback/joining the debate.
###
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.