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Nike Intentionally Jumps into Kaepernick Controversy - A Savvy Marketing Play?

September 2018, Issue #2

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September 2018 Issue 2 Media Measurement Newsletter
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Media Measurement News is a weekly educational newsletter published by, the media monitoring and measurement service, for professionals in public relations (PR), marketing, competitive intelligence and communications. was previously CyberAlert LLC.
Featured Post
Nike Intentionally Jumps into Kaepernick Controversy - A Savvy Marketing Play?
Image source: Girl Talk HQ
Nike intentionally ran toward controversy with its ad featuring former quarterback Colin Kaepernick. Many customers promptly vowed to boycott Nike, but most experts say the company knows how to win this PR and marketing game. Read More »

9 Elements of Effective Website Design for Inbound Marketing
Inbound marketing requires more than valuable content. With superb web design, visitors can easily access the content that's most relevant to them and the design clearly guides them through the steps in their customer journey with your company. Read More »
5 Ways to Avoid Saying No Comment to Reporters
Image source: Wikimedia Commons
PR pros almost universally view the phrase "no comment" as a media relations disaster. Anyone who interacts with journalists needs to learn effective ways to avoid saying "no comment" and still satisfy the reporters' needs. Read More »
Activist CEOs Walk a Reputation Management Tight Rope
CEO activism is clearly on the upswing, new research confirms. CEOs who speak out on a controversial issue can burnish their corporate reputation, but they also risk alienating many customers. Strategic planning and risk assessment are mandatory before speaking out. Read More »
How to Use Data Analytics to Personalize Messages & Improve Customer Experience
Personalized messages mean more than just inserting the customer's name at the top of a generic email. It means connecting with the customer on an emotional level and providing customers with relevant choices that meet their needs. Read More »
Was Mayo Clinics Forceful Response to Negative News the Right Strategy?
Image source: Alan Levine via Flickr
Mayo Clinic's unusually aggressive response to a critical news report raised eyebrows. Some warn that attacking the media could prolong negative coverage and place the organization in an unfavorable spotlight. Read More »
Most Viewed from Previous Issues
9 Nifty PR Writing Techniques to Grab Skim Readers
Most readers now usually skim articles online. If PR and marketing writers don't adjust their writing style to accommodate skimmers, many readers will miss the key messages. There are proven ways of writing that help skimmers get the message. Read More »
Papa Johns Pizza Struggles to Recover from PR Crisis
Image source: Mr. Blue MauMau via Flickr
Papa John's new CEO is taking steps to rebuild the brand's image following accusations of racism and the ouster of its founder and chairman. The pizza restaurant faces difficult hurdles including longtime branding built around the founder. Read More »
Other Articles to Help You
Business 2 Community
Mark Schaefer
The New York Times
New York Magazine
The Ringer
From the Archives
Conferences and Webinars
Conference: Strategic Communication & Research Conference, Sept. 12-13 in Atlanta, GA. Presented by the Institute for Public Relations and Prime Research. Early-bird registration: $799.
Conference: Digital & Content Marketing Summit, Sept. 12 to 13 in San Francisco. Presented by Innovation Enterprise. All-access pass $2,095.
Webinar: How to Prepare a Personal Crisis Plan, Sept. 13 at 3 p.m. Eastern time. Sponsored by the PRSA. Free for members.
Conference: Marketing Strategy Virtual Conference, 11:30 a.m. Eastern time. Presented by MarketingProfs. Free.
Webinar: How to Write E-zines and Email Blasts, Sept. 20 at 3 p.m. Eastern time. Sponsored by the PRSA. Free for members.
Conference: Brand Storytelling & Content Marketing Conference, Sept. 26-28 at Intel in San Jose, CA. Presented by Ragan. All-access standard price $1,795
Conference: World Media Intelligence FIBEP Conference, Oct. 1 to 3 at the Copenhagen Denmark Marriott. €1,250 for members.
Conference: MarTech, Oct. 1 to 3 at the Hynes Convention Center in Boston, MA. Produced by Third Door Media. All-access pass: $2,045 onsite.
Conference: PRSA National Conference, Oct. 5-9, Austin, TX.
Conference: Search Summit, Oct. 19 in New York City. Presented by ClickZ and Search Engine Watch. Full rate $1,195.
Conference: Healthcare Social Media Summit, Oct. 23 at the Baltimore Marriott Waterfront in Baltimore, MD. Presented by PR News. Onsite rate $1,595.
Conference: Conference: SMX East, Oct. 24-25 at New York City. Presented Search Engine Land and Marketing Land. $1,745 on site.
Conference: B2B Marketing Forum, Nov. 13 to 16 at the San Francisco Marriott Marquis. Presented by MarketingProfs. All-access pass: $2,395.
Job Openings
The listing for this issue includes PR job openings and marketing positions — with detailed job descriptions for each. Readers are invited to submit job postings to
Public Relations Positions
Communications and PR Senior Manager - Wyoming Office of Tourism, Cheyenne, WY
Communications Director - University of North Dakota, Grand Forks, ND
Public Relations Manager - University of Wisconsin, Madison, WI
PR Specialist - Merge, San Antonio, TX
Director of Public Relations - Association of Air Medical Services, Alexandria, VA
Senior Coordinator, Communications and Public Relations - American Academy of Neurology, Minneapolis, MN
Marketing Positions
Marketing Consultant - Fairbanks Daily News-Miner, Fairbanks, AK
Single Source Marketing, Social Media Specialist - Danvers, MA
Content & Social Media Specialist - MamaSezz Foods, Brattleboro, VT
Digital Marketing Analyst - Micro Focus, Plano, TX
Digital Marketing Analyst - Holiday Builders, Melbourne, FL
Digital Marketing and Social Media Manager - Access Unlimited, Binghamton, NY
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Quote of the Week
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"My experience has taught me that pulling yourself up by your bootstraps is a myth: Achieving social mobility requires far more than will and ability. It's nearly impossible to rise without other people helping you pull yourself up."
Zackary R. Wood
     Lessons from 2,000 Hours on a Public Bus
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Quote of the Week
Factoids of the Week
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46% of consumers predict an increase in CEO activists in the next few years; just 13% expect a decrease. (Weber Shandwick)Tweet this!
68% of inbound marketers believe their organization's marketing strategy is effective. (HubSpot) Tweet this!
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Gizmo of the Week
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A lightweight browser extension that helps protect web searchers from surveillance and data-profiling by search engines. Read More »
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