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CyberAlert: Nobody Monitors and Measures the Media Better
February 2014 Issue #2
CyberAlert: Nobody Monitors and Measures the Media Better
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PR Articles | Marketing & Social Media Articles | Conferences & Webinars | White Papers & eBooks | Job Listings

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Featured Article

Best and Worst in Public Relations: CVS and Sochi

CyberAlert Blog
CVS Quits for Good ffffff
Courtesy of CVS
This week saw one smart PR move and another that resulted in negative news coverage and a scarred reputation. CVS, the week's PR winner, made a bold, successful PR move when it announced it would stop selling tobacco products. CVS received positive feedback from health organizations, notable associations and the White House, The decision vaulted the reputation of CVS as a company that promotes a healthy lifestyle — a company that cares more about its customers than sales. The PR loser: 2014 Winter Olympics host Sochi, which was ill-prepared to house journalists upon their arrival and saw a flood of tweets pointing out poisonous water, broken toilets and no heat. Read More >
Public Relations

Reputation Management: 'Sorry' Is Just a Word; Actions Speak Louder

The New York Times / Agnes Day
'Sorry Is Just a Word
Courtesy of Agnes + Day
Companies, politicians and celebrities toss the word "sorry" around so carelessly that the apology itself doesn't change anything. Rather, it's the actions that follow the apology. When a company apologizes, it must take action to mend the damage caused by the mistake. Melissa Agnes echoes this sentiment in an infographic, which includes important guidelines to follow for effective crisis management. Read More

Using PR Skills to Enhance Marketing Tactics

Bulldog Reporter / Fuzz One
Enhance Marketing Tactics
Courtesy of Tax Credits
PR excels in storytelling. Marketing excels in promotion. When the two functions combine their talents, the organization can outshine their competition in content marketing. PR should adopt marketing initiatives like social media, content curation, backlinks, social media monitoring and measurement to drive web traffic, connect with customers and improve sales. Read More >

Are You Using Smart Metrics for PR Measurement?

Katie Paine
Smart Metrics for PR Measurement?
"Stupid metrics" and bad measurement techniques take some blame for the poor public perception of PR, says Katie Paine, a leading influencer in PR measurement. Instead of measuring AVE, Facebook likes, and other vanity metrics, PR should focus on measuring outcomes and relationships. The Barcelona Principles provide an effective framework for PR to properly measure the impact of its efforts on the business. Read More >

Building Relationships with the Media & Consumers

Spin Sucks / Hotel News Now
Building Relationships with the Media & Consumers ffffff
It's time for PR to "sharpen the saw" on its relationships with the media and consumers, says Sue Duris. These relationships must be nurtured so the other party thinks of you as an acquaintance, friend or colleague, not just a "follower" or "source." The first step to building a relationship: show that you care. Read More >
Marketing& Social Media

5 Reasons Your Business Needs Social Media Monitoring

Gary Roth
5 Reasons Your Business Needs Social Media Monitoring ffffff
Social is now the No.1 activity on the Internet, accounting for an average of 37 minutes per day from every Internet user. If your business doesn't use social media monitoring, now is the time to start. It offers many benefits that directly affect the bottom line, including competitive intelligence, public sentiment, staying up-to-date with trends, identifying influencers, and customer relations. Read More >

The YouTube Marketing & Measurement Model, via Avinash Kaushik

Occam's Razor
YouTube Marketing & Measurement Model ffffff
More businesses are recognizing YouTube's marketing power — not just as a channel to upload videos, but also as an extension to marketing strategies. YouTube is essentially three things rolled into one: a social network, a content platform and an advertising platform. Avinash Kaushik lays out a marketing and measurement strategy that reaps the benefits of all functions with a three step-plan: Reach, Build and Engage. Read More >

Brand Narcissism in Real-Time Marketing

Brandwatch / Econsultancy
Narcissism in Real-Time Marketing ffffff
Courtesy of Pizza Express
Being able to produce marketing communications in real-time doesn't necessarily offer brands a real marketing edge. In fact, the clutter and misuse of real-time marketing leads some to believe that brands use it just to preen and impress other brands. What sets brands apart is their creative use of real-time marketing, like the brands showcased by Ben Davis. Read More >

The Psychology of Mobile Marketing: Customers React and Behave Differently with Mobile Messages

iMedia Connection / International Journal of Mobile Marketing
The Psychology of Mobile Marketing ffffff
Marketing messages on cell phones incite different — and more positive — reactions from consumers compared with brand messages on other devices, according to a recent study. The key to attracting mobile customers is through highly functional, objective-oriented interfaces, reports Joseph Carrabis, who co-conducted the study. If marketers want consumers to identify with their brands, they must create branded mobile experiences. Read More >

To Convert Customers, Brands Must Understand Them First

Pam Marketing Nut
Brands Must Understand Customers ffffff
Courtesy of Dan Taylor
Some companies struggle to transform social media efforts into real business results. These difficulties occur when marketers develop strategies and campaigns without fully understanding their audience. Pam Moore reveals a set of questions with which marketers can define their audience, meet their customers' needs and position their products. Read More >

Blog Post Images: How to Find, Credit and Optimize for Content

Traffic Generation Café
Blog Post Images ffffff
Courtesy of Adam Hinett
Bloggers who include free images in their posts may overlook two important factors: (1) the image's license agreement and credit needed, and (2) the image's meta-tag markup for SEO. This guide shares tips on where to find free images, how to properly credit the images and how to customize their meta-tags for SEO. Read More >
More Articles We Like

Missed a Call from a Mystery Number? Be Careful


How to Train Your Mind to Think Critically and Form Your Own Opinions


5 Steps to Reclaim Your Credibility after You Screw Up

Fast Company

The Pope Francis Guide to Social Media Etiquette


Quick Thought #5: Online Customer Support

Studies show that customers expect responses to online complaints and queries within an hour.
If you don't provide 24/7 online customer support, set customer expectations by prominently listing on your web page the hours your online customer support team is available. Tweet this
Conferences and Webinars
PR & Social Media Measurement Conference, hosted by Ragan Communications and PRSA, will be held Feb. 18 in Washington, DC. The cost to attend is $745 for members and $895 for non-members.
Pitching Boot Camp: Winning Over Journalists and Bloggers in the New Media Landscape, hosted by PRSA, will be held March 6 in Chicago, IL. The cost to attend is $615 for members and $715 for non-members.
2014 Analytics with Purpose: Behavioral Insight to Advantage, hosted by the American Marketing Association, will be held March 2 in Coronado, CA. The cost to attend is $1,200 for non-members and $1,000 for members.
SXSW Interactive, hosted by SXSW, will be held March 7 in Austin, TX. The cost to attend is $1,195.
Create Content Followers Comment on and Share, hosted by Joshua Parkinson, will be held March 11. The webinar costs $199 for non-members and $159 for Ragan Communications members.
Transformation 2014: The Idea Effect, hosted by the American Association of Advertising Agencies, will be held March 16 in Los Angeles, CA. The cost to attend is $1,595.
Pubcon New Orleans 2014, hosted by Pubcon, will be held March 17 in New Orleans, LA. The cost to attend is $859.
White Papers and eBooks
2014 Essential Guide to Content Marketing. (Direct Marketing News) Includes must-read marketing tips on using content to increase awareness and drive sales, how to create a well-developed content marketing strategy, and marketing missteps to avoid.
A Definitive Guide to Social Selling. (Hootsuite) Build your funnel and crush your quote with real-world tips on using social to listen, learn and engage.
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
Public Relations Manager - Blueport Commerce
Public Relations Specialist - Lexmark International, Inc.
Specialist, Public Relations - The Cosmopolitan Las Vegas
Manager, Community Relations - Wellpoint, Inc.
Head of Communications - Orlando City Soccer Club
Public Relations Manager - Wounded Warrior Project
Public Relations Specialist - ATTO Technology, Inc.
Public Relations Account Manager, Media Relations - Waggener Edstrom
Marketing Positions
Communications and Marketing Associate - KIPP DC
Manager of Social & Emerging Media - The Art Institutes
Marketing Communications Manager - Hearth & Home Technologies
Regional Marketing & Communications Manager - Huntington National Bank
Social Media Specialist - Lorena Sarbu
Marketing and Public Relations Strategist - Denver Health
Social Media Coordinator - Marketing in Color, Inc.
Quote of the Week
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"Sochi was like a party host whose guests had shown up way too early: just out of the shower, hair in curlers, no makeup, dirty dishes in the sink."
Juliet Macur, New York Times
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Quotes of the Week
Factoids of the Week
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Engagement rates are 18% higher on Thursdays and Fridays. (Buddy Media)Tweet this
Automated posts on Facebook decrease likes and comments by 70%. (Applum)Tweet this
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Factoids of the Week
Go for the Gold Media Monitoring Offer
Best of Previous Issues
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Best of Previous Issues
Omnibus News Feed
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