Daily PR Brief - October 24th, 2016
Good morning. Here are today's top clips -
Five Steps To Get Your Clients (And Yourself) Into The Spotlight Quickly (Forbes - October 24, 2016)
Pandora comms head Will Valentine to exit next month (PR Week - October 21, 2016)
IPG Marketing Properties Maintain Solid Gains (O'Dwyer's - October 21, 2016)
Since Earned Media Is Harder" to Obtain, Branded Content Is Needed (O'Dwyer's - October 24, 2016)
PR bosses: Stop doing these things (PR Daily - October 24, 2016)
Well-known brands reveal their favorite online platforms (Ragan - October 22, 2016)
CEO Trust Divide Continues To Haunt Crisis PR Recovery (The Holmes Report - October 21, 2016)
PR PROfiles: Durée Ross, Durée & Company (Bulldog Reporter - October 24, 2016)
Exploring Today’s Media Landscape: A Journalist Turned Media Entrepreneur Talks PR (Bulldog Reporter - October 24, 2016)
Social Data’s Crucial CX Role: Social Media Info Offers a More Accurate Understanding of Preferences (Bulldog Reporter - October 24, 2016)
Anthony D'Angelo Named Public Relations Society of America’s 2018 National Chair (Bulldog Reporter - October 24, 2016)
PR Consultants Group Adds Four New Members (Bulldog Reporter - October 24, 2016)
PR Boutiques International Expands Membership with Agencies in Netherlands and San Francisco (Bulldog Reporter - October 24, 2016)
World PR Report by ICCO and PRWeek Finds Leaders in North America are the Most Optimistic for Industry Growth (Institute for Public Relations - October 24, 2016)
Pitching Craft, Decór and Hobby Editors (Cision - October 21, 2016)
5 Technical SEO basics and How to Check if You’re Doing Them Right (Edelman - October 21, 2016)
Public Relations: Controlling the Uncontrollable (Shonali Burke Consulting - October 19, 2016)
Picture Perfect: Photos Can Make or Break Your PR Campaigns (Business 2 Community - October 21, 2016)
What Wikipedia Can't Tell You About Old School Public Relations - Part Three (The Agency - October 21, 2016)
Summary Section:
Five Steps To Get Your Clients (And Yourself) Into The Spotlight Quickly
By Brian D. Evans, Founder and CEO, Influencive and BDE Ventures
Forbes - October 24, 2016
Strategic brand building is a way to “level up” your clients little by little. If you are looking for do-it-yourself branding methods, strategic brand building also works if you are not an agency. An ascension plan shows your client how you are going to get them from A to Z within the allotted period of time. In the film industry, studios, actors, directors and producers will enter into what is called a “slate deal.” If you have an ace up your sleeve, you might as well use it. A strategic bargaining chip can get your other clients some big-time deals. Don’t Be A Sellout: Do not just automatically send your client on every free opportunity that presents itself. Build Up Social Media Numbers: art of this strategy should include posting unique content native to each platform. Facebook, in particular, loves native content, such as Facebook Live videos. Maintain Mutually Beneficial Relationships: Make sure that you are providing value not only to your clients but to each outlet that you pitch your clients to.
Pandora comms head Will Valentine to exit next month
By Diana Bradley
PR Week - October 21, 2016
Valentine, Pandora’s VP of comms, said in an internal memo that he decided the time was right for a change in mid-August. His last day at Pandora will be in mid-November, a source familiar with the situation said. Valentine declined to comment. Valentine reports to CMO Nick Bartle, who succeeded Simon Fleming-Wood in the position earlier this month. The company is seeking a replacement for Valentine, a source close to the matter said. Now on stronger footing with artists, Pandora is set to launch an on-demand product.
IPG Marketing Properties Maintain Solid Gains
By Jon Gingerich
O'Dwyer's - October 21, 2016
Constituency Management Group, Interpublic’s marketing and communications unit which includes PR agencies Weber Shandwick, Golin, DeVries, Current, Axis and Creation, continue to perform well in the market, reporting organic revenue growth of 9.4 percent and total growth of 9.9 percent to $381.4 million in revenues during the third quarter of 2016.
Since Earned Media Is Harder" to Obtain, Branded Content Is Needed
By Jack O'Dwyer
O'Dwyer's - October 24, 2016
Katie Creaser, VP of Affect, New York, said, “PR pros are probably not extending enough into native content or advertising or paid opportunities.” “Making smart branded content recommendations to clients could be a real asset for us but we need to better understand how it works and the technology behind it,” she told Commweek, which has posted excerpts from the sessions on its website. Tiffany Guarnaccia of Kite Hill PR, who founded CommWeek in 2014 to encourage knowledge sharing among ad/PR firms and media, told the final session that “the battle for brand relevancy is only going to intensify into 2017 and beyond. As communicators, we have to lead the brands we represent in finding the right audiences to engage and the right means of reaching those audiences effectively.
PR bosses: Stop doing these things
By Micah Warren
PR Daily - October 24, 2016
If you hold a senior position in an agency setting, get out your notepad. Here are a few things bosses in PR settings should refrain from doing: Hovering while listening to phone pitches. Having employees pitch you. Pointing to notes when an employee is on the phone.
Well-known brands reveal their favorite online platforms
By Jennifer Jones-Mitchell
Ragan - October 22, 2016
Nina Alexander Hurst, vice president of customer experience at Baublebar: "Instagram. We have a team of stylists posting photos of every item before it goes live on the site, and then we use those photos for the product pages." Kira Clayborne, senior manager of digital media at Church’s Chicken: "Facebook. There have been amazing ad-type-expansions that have helped our different digital integrations flourish. Particularly, around our mobile app, video and with canvas ad exploration." Ethelbert Williams, chief marketing officer at InstaNatural: "I recognize the importance of social interactive content in our consumer experience — allowing consumers to discover, try and sometimes purchase in our category." Kelly Goldston, vice president of marketing at Eloquii: "Customers love seeing our lookbooks, blog posts and stories about real customers, and the proof is in the metrics: visitors who engage with Style & Substance spend twice as long on site as those who don’t."
CEO Trust Divide Continues To Haunt Crisis PR Recovery
By Arun Sudhaman
The Holmes Report - October 21, 2016
Regaining trust after an external crisis, as many companies have found out the hard way, is one of the toughest challenges in the communications playbook. Indeed, it may be that the playbook itself is past its sell-by date, given the relentless nature of today's threat landscape. A trusted, visible, CEO can make a critical difference to an organization's crisis response. For communicators, the 'trust divide' that regularly assails their CEOs is a difficult one to bridge. For every Paul Polman there is an Elizabeth Holmes — the Theranos CEO who has been widely criticised (and sanctioned) for her lack of transparency regarding the company's practices. Those are measures which should not be ignored, but neither are as important as a trusted, communicative CEO. Especially in light of another finding from the Ipsos MORI study: just 17% believe the reputational standing of an organisation prior to a crisis will help it recover.
PR PROfiles: Durée Ross, Durée & Company
Bulldog Reporter - October 24, 2016
Length of PR career (so far): "21 years. I fell in love with PR at 19, and started my own agency at 24—it’s a love affair that will never end! Best advice to a PR student: Intern as many times as you possibly can, as soon as you possibly can. Invest the time and do whatever it takes—a great work ethic and desire to learn (especially in our constantly evolving industry) are absolutely key. Things you wish people understood: Everyone sees the outcome of hard work and success, but people don’t always realize the personal sacrifices and unending commitment around the clock that it takes to get there."
Exploring Today’s Media Landscape: A Journalist Turned Media Entrepreneur Talks PR
By Rebekah Iliff, Chief Strategy Officer, AirPR
Bulldog Reporter - October 24, 2016
Rebekah Iliff: "As a content-producing machine, which platforms do you feel are most effective for building a client’s reputation as a subject matter expert?" Lorraine Sanders: "That definitely depends on the client and brand’s goals. But in every conversation I have about platforms and strategy, it always comes back to this: ultimately, the source of the original content, whether it’s posts on Medium or doing the speaking circuit, has to be comfortable and “into” the process." "The best PR professionals I know have this in common: They only contact me when they are convinced a story is right for me; They are aware of what I have written recently and they shoot straight about the news, timing and other logistical factors; Once we are working together, they are responsive and trust me to do my job (i.e., they aren’t breathing heavily on the other side of the call I’m supposed to be having with just the source)."
Social Data’s Crucial CX Role: Social Media Info Offers a More Accurate Understanding of Preferences
Bulldog Reporter - October 24, 2016
The importance of the customer experience (CX) is no secret to today’s PR and marketing pros, but new research from customer experience platform Falcon.io underscores the significance of social media data for success in the modern business environment. According to the firm’s new Customer Experience Trends Report 2016, businesses increasingly view social media as an important data source, providing a more accurate understanding of customer behaviors and preferences than other data sources. “Now more than ever, brands are recognizing the huge customer experience opportunity on social networks. Millions of customer service interactions happen on Twitter every day, and if brands are not paying attention, they risk missing out on these valuable opportunities to engage,” said Lauren Jenkins, head of the Official Partner Programs at Twitter, in the release.
Anthony D'Angelo Named Public Relations Society of America’s 2018 National Chair
Bulldog Reporter - October 24, 2016
The Public Relations Society of America’s (PRSA) Leadership Assembly voted today to elect Anthony W. D’Angelo, APR, chair of the Society for 2018. D’Angelo, professor of practice, public relations, at Syracuse University’s Newhouse School of Public Communications, Syracuse, N.Y, will serve as PRSA’s chair-elect on the National Board of Directors in 2017. D’Angelo’s practice areas include change management, reputation management, branding and marketing communications, and he is currently developing a financial communications/investor relations specialization for undergraduate and graduate students at Syracuse University.
PR Consultants Group Adds Four New Members
Bulldog Reporter - October 24, 2016
The PR Consultants Group (PRCG) announced the addition of four new members throughout the United States and Canada. Martin Waxman, President, Martin Waxman Communications, Toronto, Ontario. Martin is a digital/social media/communications expert with roots deep in public relations and creative arts. Bernardo Fiol-Costa, President & Founder, The Big Think Group, Puerto Rico. Bernardo is a licensed public relations practitioner with over 20 years of experience in public relations and marketing communications. Dan O’Keeffe, Owner of O’Keeffe PR, Cincinnati, Ohio. Dan O’Keeffe is an experienced writer, editor, marketer, public relations professional, project manager, and website strategist. Missy MacFarlane, APR, Co-Founder & Principal, B2 Communications, Tampa, Florida. Missy has built a reputation for innovation and results, building and executing communications programs that focus on achieving her clients’ goals.
PR Boutiques International Expands Membership with Agencies in Netherlands and San Francisco
Bulldog Reporter - October 24, 2016
PR Boutiques International (PRBI), a worldwide collaborative network of boutique public relations firms, has added two new members to its prestigious group: Lubbers De Jong based in Amsterdam and MSR Communications based in San Francisco. MSR Communications is a full service PR agency specializing in enterprise technology, mobile and internet technology and consumer lifestyle brands, founded in 1999. Lubbers De Jong is a PR and Digital Marketing agency that focuses on the technology sector, including: information technology; fintech; marketing-tech; clean-tech; workplace tech; startups and scale ups.
World PR Report by ICCO and PRWeek Finds Leaders in North America are the Most Optimistic for Industry Growth
By Erin Ford
Institute for Public Relations - October 24, 2016
The two biggest sectors for agency growth were found to be healthcare and technology. In terms of demand, digital and online were by far the largest area reported. Optimism was also a recurring theme throughout the report. The most positive responses came from those PR leaders in North America, the UK, the Middle East and Australia and New Zealand. A list of the world’s largest PR firms was cited – positioning Edelman at the top followed by Weber Shandwick and FleishmanHillard.
Pitching Craft, Decór and Hobby Editors
By Allison Richard
Cision - October 21, 2016
Plan accordingly: If you have a holiday-centered pitch, be the early bird who gets the prized product placement by researching lead times. Seeing is believing: High resolution images are most-often sought, so include them to help ensure your pitching angle is accompanied by a photogenic one. Be app-licable: There truly is an app for just about everything, and crafts and hobby enthusiasts love having instant access to the latest products and ideas on their mobile phones. Many editors and reporters are capturing these offerings, and they encourage PR and marketing professionals to keep them in the loop. Hone your pitching craft. Décor, craft and hobby writers are no exception to the common preference for succinct pitches that spell out what will be of benefit to their readers. Be creative! Remember that you’re pitching editors who pour over innovative ideas constantly.
5 Technical SEO basics and How to Check if You’re Doing Them Right
By Alyssa Esker and Stephan van der Niet
Edelman - October 21, 2016
A site’s overall technical health had stood out in numerous studies as the most important consideration when evaluating Search Engine Optimization (SEO). This encompasses everything from basic tags to site speed. Below you will find five essentials to SEO and how to check them. 1. Meta Tags 2. Mobile-Friendliness 3. Page speed 4. Duplicate content 5. Indexable content
Public Relations: Controlling the Uncontrollable
By Mark Weiner
Shonali Burke Consulting - October 19, 2016
Demonstrating the degree to which we “control the uncontrollable” is a challenge for most communicators. Public relations research and analysis help in the crucial “message exposure” stage shown in the diagram above. “Message Exposure” can be quantified through content analysis as the sequence leads to the “Awareness/Understanding” phase which is commonly measured using surveys. Beyond “reach” and “frequency,” PRIME Research applies two approaches to assess message exposure: Impact Score, Intended and Unintended Messaging. Message analysis allows for a more granular review of what’s working, why it’s working and what should be done to improve performance.
Picture Perfect: Photos Can Make or Break Your PR Campaigns
By David Stoch
Business 2 Community - October 21, 2016
Social media learned one of its most valuable lessons from the world of PR: pictures that tell stories make the biggest impact. National newspapers trail heavily behind Twitter, Facebook, Snapchat and Instagram in their ability to get a picture to become viral across the globe in an instant, but the principle remains the same: pictures that tell stories create engagement. Ensure each image is around 1–2 MB’s in size and try not to attach more than two to three per email. When being photographed for a business profile for example, wearing black, sitting on a black leather sofa with a dark background won’t work. Pouting lips and posturing selfies aside, social media culture has also taught us to be more spontaneous, adventurous and comfortable with having our picture taken.
What Wikipedia Can't Tell You About Old School Public Relations - Part Three
The Agency - October 21, 2016
Arleigh Vasconcellos: "Traditional PR was research-based and slower-paced. It wasn’t that you weren’t busy, you just had more time. You could email a journalist two weeks out with an embargoed pitch, giving both of you the time to really craft and hone the story. Measurement is another big one, especially now with social media. You have clicks and reach, but ultimately when I’m working with executives all they care about is how much did it cost, and what is the return? It’s become a balance to measure the engagement with the dollars invested vs. return." Shelley Arnusch: "Things are conglomerating and going increasingly digital. I think that there’s always going to be a space for niche, local publications, but larger publications are now able to be hyper-local thanks to the web. Even if they’re based somewhere like the UK, they can still include stories out of Canada."
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