“Strategy” is an overused word, but in public relations or marketing, it’s a key to success. Without the right PR strategy, a program can fall short or even fail spectacularly. Casual observers of the many ways PR generates earned media, like jumping on a breaking story, might conclude that planning isn’t a priority. Some PR…
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A high-impact PR program can be a technology company’s greatest asset – provided it’s well conceived and skillfully executed. In today’s frothy tech market, where the venture dollars are flowing and 32 new unicorns were created last year, PR can be a strategic weapon. Good will and strong community relations are also in demand as…
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In today’s fragmented media environment, the scarcest commodity for any marketing or PR pro is customer attention. That’s why engaging users and relationship marketing is so fascinating – and so elusive. Too many brands have outsourced their customer relationships to influencers like celebrities for hire. Influencers are effective, but how much more powerful are real,…
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In public relations, there are many career path possibilities, but most fall into either the agency side or the client side. This is the time of year when I get questions from new graduates about which path makes the most sense for an aspiring PR professional. But the question isn’t just for PR beginners. Many…
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Boeing’s PR crisis deepened this week as a fuller picture emerged of its handling of serious problems surrounding the 737 Max. With the release of audio from a tense November 2018 meeting between the American Airlines pilots’ union and Boeing executives – after the Lion Air crash but before the Ethiopian Airlines accident – the…
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Alexa, will technology change the public relations industry? It already has, of course. We use data analytics to inform our campaigns and to measure campaign outcomes like message delivery or perception change. Social listening and media monitoring is key for many programs, and PR pros have used email marketing for years, even for targeted media…
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There are all types of PR problems, but one of the most troubling is the public relations program that just isn’t generating traction, or one where outcomes fall short of expectations by the client or PR agency. What happened, and what are the best mid-course corrections? Here are some of the most likely mistakes. Fuzzy…
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In the ideal world a PR program has room for everything — a robust media relations component, branded content, strategic events, influencer outreach, and possibly borrowed-interest tactics that ramp up news during slow periods. But in the real world, budgets can be lean, or maybe they’re subject to change. Here are ways to squeeze the…
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When the college admissions cheating and bribery scandal broke nearly a month ago, two names led the headlines. More than 50 people were implicated, but actors Lori Loughlin and Felicity Huffman were featured in every article. Both actors’ spouses were mentioned, and as a social influencer, Loughlin’s daughter Olivia Jade was also drawn into the…
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In its business and in its PR, Apple has had a golden touch. For a decade sales have climbed along with profits, and its reputation for innovation has flourished. Until recently, that is. iPhone sales started slowing several years ago, but no one seemed to mind or even notice much because prices kept going up,…
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Public relations is hot. Businesses from tech startups to nonprofits have come to recognize the value of a strategic PR campaign executed by a talented team. But PR’s popularity has given rise to some misconceptions. Here’s what every business person, from marketers to CEOs, should know about public relations. It can’t replace marketing Occasionally a…
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For PR professionals, it’s interesting when a particular company or public figure is said to have a “PR problem.” Of course the term is used as shorthand, but it can signal that brand-watchers are misdiagnosing what’s really wrong. “Bad PR” generally means negative media coverage, but the coverage is often a symptom rather than the…
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Since before Mark Cuban famously warned tech startups against bringing on a PR agency, there’s been a debate about public relations for early-stage businesses. And there’s plenty of free advice for how to build the kind of earned media visibility that well-known brands like Uber or Casper enjoy. But does a startup business always need…
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Big Tech’s reputation has taken a beating lately. Facebook’s clumsy handling of its data privacy scandals has been a PR and government relations disaster. Apple always had a love-hate relationship with the press but was admired for its innovation. Recently it has lost that luster, and the bizarre FaceTime bug dented its status as a…
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The 90s tech boom is back – in a way. Last month I was at a fascinating discussion about that infamous period and its parallels to the cryptocurrency bubble of late. It was based on the National Geographic series Valley of the Boom, about some of the heroes and villains of the early days of…
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What differentiates a powerful public relations program from one that’s just okay? The key is usually a winning strategy. “Strategy” is a word that’s thrown around a lot by PR and marketing professionals, and its meaning is often diluted. In our business, it means the blueprint or roadmap for how we’ll achieve our goals. Many…
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For PR people, the Gillette ad that roiled social media and birthed a thousand thought pieces raises an old question – is there such a thing as bad publicity? Normally when a company manages to generate international attention and earn millions of views for a brand message, it’s a win. Certainly the controversy has been…
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Any good public relations agency should want to have an open conversation about what clients can expect for their investment. And most do. They’re hoping for a productive meeting and a solid start to what they expect will be a long and successful partnership. But even the best agencies don’t always spill the tea at…
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For public relations and reputation experts, it’s easy to point out the brands and personalities who mishandled bad news or missed opportunities after public mistakes. Our list of the PR losers of the past 12 months is out, but what about the good news stories of the year? Here are my nominations for the best, most…
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Against the backdrop of an ever-faster news cycle, 2018 has featured brands and personalities who seized unexpected opportunities to generate positive PR. By the same token, 2018 has brought public disasters for others. Which stories captivated us in 2018, and who came out where? Here’s part one of my list for 2018 PR Winners and Losers. Let’s…
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A remarkable aspect of Russian propaganda efforts around our elections is how well they follow the modern social media and public relations playbook. Maybe because the news has come out in steady drips over two years, I hadn’t put the full picture together. But today’s story about the latest report to the Senate Intelligence Committee…
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Considering he is “one of the most powerful people on the planet,” Google CEO Sundar Pichai has kept a low profile. But this week, after Google had skipped earlier Congressional hearings involving his peers at Twitter and Facebook, Pichai had his high-stakes moment. And in PR terms, he may have dodged a bullet. No wonder…
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Influencer programs can be very effective, particularly as part of a strategic PR program. From YouTube kids to #dogsofinstagram, influencer marketing has grown fast, especially in consumer product sectors like toys, fashion and beauty. Inevitably, problems have emerged. The relationships are not without risk, and some marketers simply go too far with influencer marketing, essentially…
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The #metoo movement has claimed the reputations of many high-profile men. But its real impact may be at the corporate level. Our heightened awareness – and the corporate reluctance to address systemic misbehavior – presents serious public relations challenges for established companies in every sector from technology and media to food service and sports. No…
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Is it ethical for a PR agency to smear a competitor? The question came up after a recent report in The New York Times about Facebook’s handling of its PR problems over the past three years. Its strategies are right there in the title – Delay, Deny, and Deflect: How Facebook Leaders Fought Through The…
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Bringing on an external PR agency, or really any outside firm, is an investment of time and budget for any company, no matter its size. Naturally, things will go better for both parties if the agency team gives their all, and the client manages for the best possible outcomes. Several times during a pitch meeting,…
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There’s not a major corporation today that doesn’t have a small army of PR and reputation experts helping it navigate a tricky media and government relations landscape. But occasionally, the damage comes from a company’s own ranks. That happened this week when the Campbell Soup Company found itself in hot water after a bizarre tweet…
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Business storytelling has become a buzzword in PR and marketing, because, when done well, it works. But what some communicators don’t realize is that a storytelling approach can work throughout the marketing journey, from prospecting for customers to closing the deal. I recently refreshed my skills and point of view at a workshop sponsored by…
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As a PR professional and secret Zillow enthusiast, I can appreciate real estate euphemisms. We’ve all seen flowery descriptions describing homes for sale as “cozy” (read: tiny); with a “low-maintenance yard” (probably concrete); or “partial water view” (maybe a dried stream bed). A recent tweet about a “Frank Lloyd Wright-inspired cabin” made me think about…
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Rebrands are almost always tricky, but they can pay big PR dividends. (Just ask IHOB!) Seriously, that was a publicity stunt, but this week, no less than three companies officially unveiled new names. Despite heavy news competition, they all grabbed public attention. The undisputed champ, if you measure by quality and quantity of positive media…
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