PR pros who try determine their ROI are engaging in a quixotic pursuit. It's near impossible to obtain the required valid data to calculate PR ROI. The imprecise data results in erroneous and implausible ROI calculations. PR measurement experts recommend a cost-effectiveness analysis instead. Read More »

Many companies and nonprofit organizations publish their own print magazines to reach audiences, build brand loyalty and ultimately promote their products or causes. Success of a printed brand magazine hinges on high-quality writing and storytelling plus superb visuals. Read More »

As many predicted, more brands now produce videos to promote and explain their products. But it's not easy to produce videos that inform, instruct, and entertain customers, get them to watch to the end, and motivate them to action. Following best practices can produce more successful videos. Read More »

Printed visitor guides successfully entice travelers to visit the destination. But regurgitating well-known facts in an encyclopedia-like format will likely flop. Effective destination guides require first-class photos, research and writing and customizing content to meet the interests and dreams of specific types of visitors. Read More »

Follow these steps as soon as your PR crisis occurs. The advice is unconventional, but works better than the orthodox crisis management methodology. Most importantly, be flexible in your planning. Every PR crisis calls for original thinking. Read More »

A surprising number of business executives and managers don't fully understand the PR function in their organization. Besides seeking to prove the value of PR, communications professionals need to educate business leaders about what PR actually does. Read More »

PR pros dread misbehaving CEOs. Examples: The Weinstein Company, CBS, Uber, American Apparel. It's one of the most stressful PR challenges and can cause long-standing PR damage. Such situations call for professionalism, courage and assertiveness. Read More »

Although many marketers believe gated content offers an effective technique for gathering qualified leads, others argue that requiring registration blocks both people and search engines from valuable content. Read More »