Daily PR Brief - November 8th, 2016
Good morning. Here are today's top clips -
10 Ways To Make Repurposed Content Feel Fresh (Forbes - November 7, 2016)
Multimedia & Visualization: Key insights from an expert session [Links to PDF] (BusinessWire - November 8, 2016)
Meet Made: M Booth rolls out content-focused 'agency within an agency' (PR Week - November 8, 2016)
Goodman Gains Digital Unit (O'Dwyer's - November 7, 2016)
Marino Makes Rudolf Digital SVP (O'Dwyer's - November 7, 2016)
LHG Becomes Santa Barbara AOR (O'Dwyer's - November 7, 2016)
A case for using ‘people-first language’ in PR writing (PR Daily - November 8, 2016)
7 simple editing tips for crisp, clean copy (Ragan - November 4, 2016)
ICR Adds Scott Tangney as Managing Director (Bulldog Reporter - November 8, 2016)
Goodman Media Launches “GMI Digital” Unit, Hires Amy Jaick as Exec. Director (Bulldog Reporter - November 8, 2016)
Idea Hall Appoints Rachel Svoboda as VP of Business Development (Bulldog Reporter - November 8, 2016)
What is the recipe for successful PR? (Influence Magazine - Chartered Institute of Public Relations - November 7, 2016)
PRSAICON and Content Marketing World Man-on-the-Street Interviews (Meltwater Blog - November 6, 2016)
PR Agencies Need to Invest in Good, Quality Training (Spin Sucks - November 8, 2016)
Developing your Social Media Crisis Radar, Part 1 (SHIFT Communications - November 8, 2016)
What is Data-Driven PR? Part 1 of 9 (SHIFT Communications - November 7, 2016)
3 Ways PR Pros and Event Planners Can Work Together (PR Couture - November 7, 2016)
6 Ways to Be an Indispensable Client Partner (Ogilvy Public Relations - November 7, 2016)
So you received great media coverage. Now what? (Axia Public Relations - November 8, 2016)
Summary Section:
10 Ways To Make Repurposed Content Feel Fresh
Forbes - November 7, 2016
A great way to repurpose an old piece of content is to create it as an infographic. Infographics are pieces of visual content that can be creative, educational, attention-grabbing and a very powerful marketing tool for any business. Not too mention, infographics are very easy to share on social media platforms. - Ryan Pezzotti, Knowzo.com
Multimedia & Visualization: Key insights from an expert session [Links to PDF]
By Seval Dogan, Business Wire & Christian Salow, altii GmbH
BusinessWire - November 8, 2016
This article provides insights drawn from an expert session, which was jointly organized by Business Wire Germany (www.businesswire.com) and altii (www.altii.de). The session was held at the Communication Congress 2016, one of the most popular events for the PR industry in the German-speaking countries. In our expert session, we analyzed how the interest of users can be triggered and what role attractiveness plays when it comes to videos. One of the key ideas discussed was that, overall, using the ‘right’ image generates more clicks, and this is especially the case with images that evoke emotions. Shock, anger, fear, disgust etc. can be as powerful of emotions as joy, happiness, hope, and so on, on the internet. However, this does not mean that emotionally-triggering visual content is the only way to go viral. For instance, some visual content (e.g. videos) regarded as ‘unattractive’ can be more long-lasting in popular internet rankings than more ‘attractive’ ones.
Meet Made: M Booth rolls out content-focused 'agency within an agency'
By Diana Bradley
PR Week - November 8, 2016
Made, which has been in the works for several years but officially launched last month, is responsible for between one-quarter and one-third of total agency revenue. Matt Hantz, M Booth’s SVP of digital, said the firm did not want to formally introduce Made until it was fully established. The group has 15 core staffers, led by Hantz and chief creative officer Adrianna Bevilaqua. Most of the content Made creates for clients is intended for social media, and its services include copywriting, photography, graphic design, video, and VR capabilities. It can also provide clients with animation in the form of stop-motion graphics, gifs, and long- and short-form animation.
Goodman Gains Digital Unit
By Jon Gingerich
O'Dwyer's - November 7, 2016
GMI Digital will be led by Amy Jaick, who will serve as the new unit’s executive director and will develop strategies while serving as counsel to digital initiatives for many of the firm’s clients. Jaick joins Goodman Media from financial technology company Estimize, where she was digital marketing director. Jaick was previously stationed with Goodman Media, between 2006 and 2010, where she held the role of senior account executive. Goodman, which specializes in media relations, crisis communications and events, maintains additional offices in Boston and Detroit.
Marino Makes Rudolf Digital SVP
By Jon Gingerich
O'Dwyer's - November 7, 2016
New York-based strategic PR shop Marino has promoted senior director of digital engagement Jennifer Rudolf to the role of senior vice president of digital and brand strategy. She previously held account director titles at New York-based creative services shop Relevent and experiential marketing agency Mirrorball, and was also a marketing manager at Adweek and UK-based global fashion retailer French Connection. Marino, previously known as The Marino Organization, was founded in 1993 by Frank Marino, who was ex-NYC Mayor Ed Koch’s senior VP pf public affairs.
LHG Becomes Santa Barbara AOR
By Jon Gingerich
O'Dwyer's - November 7, 2016
Travel and lifestyle agency Lou Hammond Group has been named PR agency of record for the California city of Santa Barbara. The agency will also focus on forthcoming developments occurring in the popular tourist and resort destination, and will work to attract potential visitors by communicating its convenient location in light of newly introduced direct-fly markets Dallas and Denver.
A case for using ‘people-first language’ in PR writing
By Tim O’Brien
PR Daily - November 8, 2016
For some, when the AP Stylebook weighs in on something, that’s good enough. If someone asks why we wrote something a certain way, we respond simply, “It’s AP style.” Case closed. In PR, however, many recognize the importance of word choice in communications. We also know that in the vast majority of instances with regard to disabilities, most writers have no desire to offend. Words not only reflect attitudes, but also affect them. When you write something involving someone with a disability think of the person first, and the disability second. Sometimes, it’s just that simple.
7 simple editing tips for crisp, clean copy
By Matt Banner
Ragan - November 4, 2016
Cut filler words. Use strong verbs. Watch for words that lessen your message’s impact. Employ powerful adjectives. Trim fat from your phrases. Ease that process by keeping your sentences short and to the point. Avoid nominalization. Don’t overcomplicate commas. Use noun modifiers.
ICR Adds Scott Tangney as Managing Director
Bulldog Reporter - November 8, 2016
ICR, a strategic communications and advisory firm, announced the appointment of agency veteran Scott Tangney as Managing Director. In 2014, Tangney was named Financial/IR Communications Professional of the Year by Bulldog Reporter and was additionally selected for the PRWeek Financial Roundtable. Prior to joining ICR, Tangney served as head of the Financial and Professional Services Division at Makovsky for a decade.
Goodman Media Launches “GMI Digital” Unit, Hires Amy Jaick as Exec. Director
Bulldog Reporter - November 8, 2016
Amy Jaick, who worked at Goodman Media from 2006 to 2010, returns to the agency to oversee the firm’s new digital communications unit. Jaick will serve as Executive Director, GMI Digital. She will also serve as counsel to many of the firm’s clients on digital initiatives. Previously, Jaick headed digital marketing for Estimize, a financial technology company focused on crowdsourced financial data.
Idea Hall Appoints Rachel Svoboda as VP of Business Development
Bulldog Reporter - November 8, 2016
Svoboda, who currently serves as president of the American Advertising Federation of Orange County, will play a key role in Idea Hall’s marketing and new business generation, working to both grow the agency’s legacy B2B and commercial real estate business and to guide expansion into the consumer sector. “Rachel’s talent and seasoned leadership in the industry will magnify our reach into new and existing categories,” said Rebecca Hall, CEO of Idea Hall. “We are energized to have her join the Idea Hall team and look forward to the growth that will come through her dedication and enthusiasm.”
What is the recipe for successful PR?
By Clare Ward, Founder, Clare Communications
Influence Magazine - Chartered Institute of Public Relations - November 7, 2016
There is nothing wrong with the basic raw ingredients of PR, like contract win press releases and new appointment announcements – they are the bread and butter of any campaign. But, in the same way that a good meal is something you’ll remember and talk about for days and months afterwards, a good PR campaign, loaded with the right ingredients, presented with flair and tailored with expertise, will stay in the consciousness of stakeholders and genuinely influence their perceptions.
PRSAICON and Content Marketing World Man-on-the-Street Interviews
By Mai Le
Meltwater Blog - November 6, 2016
For our man-on-the-street interviews at PRSAICON and Content Marketing World, we found that PR and marketing folks both believe that optimizing influencer relationships is a way to achieve business goals. Though social influence plays an increasingly important role in PR outreach, traditional journalists are still the preferred target of PR campaigns, especially for more traditional brands (like universities). Even when strategy includes both traditional and social influencers, the goal is to gain recognition for the brand, so that eventually journalists will notice—and spread the messages far and wide. On the other hand, content marketers produce words, visuals, photos, videos, and audio to attract online traffic and build credibility for their brand. In some instances, content marketers are influencers for their industry or area of interest.
PR Agencies Need to Invest in Good, Quality Training
By Gini Dietrich
Spin Sucks - November 8, 2016
YouGov and PRCA recently surveyed 203 agency and in-house PR and communications professionals to discuss education and insight. 64% of communicators who work inside agencies are trained by expert blogs. Your clients are getting their training from going to conferences and events and attending seminars and roundtables. But...This means there likely is a pretty big gap in both the knowledge and the skill set between client and agency. The leading services that clients purchase from PR agencies are social influencer outreach (12%) and blogger outreach (9%). However, it should be noted that 19% do not use an agency for any areas of digital/social at all.
Developing your Social Media Crisis Radar, Part 1
By Savannah Whitman
SHIFT Communications - November 8, 2016
Is that angry tweet the start of an avalanche or just a flurry? We separate chatter from crisis in part 1 of our social media crisis communications series. What is “Crisis Radar?” First of all, it’s not magic. It’s the ability to know the difference between negative chatter and true chaos. Someone with a well-developed Crisis Radar can catch a blowup when it’s just a spark. They can see a negative mention and know if it’s something more. That way, they can score the biggest possible advantage in crisis communications: early awareness. Clearly, two columns are not enough to contain all of the rage one can experience on social media. But these two distinctions do create a useful spectrum. The more a post has in common with the left column, the more likely it is just typical chatter.
What is Data-Driven PR? Part 1 of 9
By Christopher S. Penn
SHIFT Communications - November 7, 2016
Many PR practitioners rely on intuition, experience, or informal qualitative practices to make decisions. While there’s nothing wrong with intuition or experience, they are not the foundations of a data-driven PR program. Data-driven PR often unearths new insights and story hooks that transform a good story into a great one. It’s harder today to craft fresh, unique, frequent content without data than it is with data. Second, while it seems like we currently live in a post-factual world in which anything goes and no one fact-checks anything, we are seeing the rise of automated fact-checking. Google has begun to validate news stories using machine learning tools. While Google indicated only part of the algorithm it uses to do so, it’s not unreasonable to assume that its machine learning tools interpret content for signals of veracity in addition to provided schema. Providing abundant, high-quality data within our stories should help those algorithms recognize and reward our work.
3 Ways PR Pros and Event Planners Can Work Together
By Bridget Forney
PR Couture - November 7, 2016
Social media preparedness allows the PR team to be fully present on event day to deal with in-person guests, without having to make sure that last-minute Tweets are going out, sponsors have been properly tagged on Instagram, etc. As the events team starts to confirm details, start drafting 140-character and longer-form social media posts for the pre-event social-promotional pipeline. And remember that everyone loves a good behind-the-scenes look at an incredible event so include the event team’s presence and ideas in your social brainstorms and actual content development.
6 Ways to Be an Indispensable Client Partner
By Mike Sacks, Ogilvy PR Senior Vice President
Ogilvy Public Relations - November 7, 2016
Know the business. Business and environmental conditions change rapidly – what we know last month may not be what we need to know today. Know that the best idea wins. The takeaway for PR is that we can lead the pack through the increasing collision of marketing disciplines by being the people that bring ideas that can come to life anywhere. An idea is only a big idea if it’s as compelling in earned venues as it is for paid; if it earns influence for an organization. Know how to push. A delicate art, indeed, but one we should all aspire to master. Know how to connect. I can count on one hand the number of times one of our partners called me outside of some regularly scheduled meeting. We should do this more.
So you received great media coverage. Now what?
Axia Public Relations - November 8, 2016
Post and promote those links on your website and social media channels, including videos and photos where possible. Start a news section on your website. Keep it up to date with the latest news on you and your company. Post images of actual print media clips (site source) on your website's news page. Quote highlights throughout the entire site. Post media links and tell your followers about the latest news on Facebook, Twitter, Pinterest, LinkedIn, etc. Email and company e-newsletters/e-zines are great tools for communicating your brand's success via distribution lists. Be certain to mention recent media success and post links. Add it to your email signatures.
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