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Media Monitoring Newsletter Archives

The Viral Power of Long-Form Articles in PR & Content Marketing

March 2015 Issue #4

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CyberAlert: Nobody Monitors and Measures the Media Better
March 2015 Issue #4
CyberAlert: Nobody Monitors and Measures the Media Better
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Media Monitoring News is a weekly educational newsletter published by CyberAlert LLC, the media monitoring company, for professionals in public relations (PR), marketing, competitive intelligence and communications.
Featured Article
BuzzSumo / The New York Times / Fast Company
The Viral Power of Long-Form Articles — A Key Insight for PR & Content Marketing
Image courtesy of
Long-form articles are dead. Nobody has the time or attention span to read long articles on the web. That's the prevailing wisdom. News release distribution services often recommend limiting press releases to 400 words. Studies show, however, that long articles are shared more than shorter posts. In fact, the longer the article, the more likely it will be shared. Read More »
Public Relations
Fridge Magazine
The Value of PRs Media Relationships: Almost Nothing?
Photo credit: Flazingo Photos
Public relations professionals often tout their close relationships with the media. They tell business owners and company executives their cozy friendships with journalists lead to or even assure valuable media placements. Dissenters contend those assertions are nonsense. The reality is that preexisting professional or personal relationships with journalists have far less impact on PR placements than the quality of the story and pitch. Read More »
Ogilvy Public Relations
Mexican PR Effort for Tourism Highlights Importance of Social Media Listening and Power of Crowd-Sourcing Content
Tourism in Mexico faced an enormously difficult public relations challenge as headlines and photos of gruesome drug-related murders dominated news about the country. An integrated public relations campaign attempted to reverse the country's prevailing image with a barrage of media interviews, blogger outreach, and social media marketing. The Mexico tourism campaign offers multiple lessons on effective PR and marketing in the travel industry. Read More »
Fortune / University of Texas
How Women in PR Can Balance Career and Parenting - and How Their Bosses Can Help
Photo credit: Highways Agency
Like women in most professions, many women in PR face the challenge of balancing their careers with being mothers. PR teams gain important skills, insights and benefits by hiring and accommodating working mothers. By offering flexible hours and telecommuting options, organizations can retain hard-working, disciplined professionals who are experienced at multi-tasking. Read More »
CyberAlert / Econsultancy
PR Lessons from the Starbucks Race Together Backlash: An Unusual Viewpoint
Starbucks CEO Howard Schultz
A storm of social media attacks against the Starbucks Race Together campaign demonstrates the dangers of companies tackling emotional social issues in PR and marketing campaigns. While Starbucks should be applauded for its willingness to undertake a campaign for the public good (eg: improve race relations), it certainly deserves criticism for its inappropriate implementation. Because its motives are good, Starbucks is likely to come out of all this smelling as good as its coffee. Read More »
PR Etiquette: Pitching Journalists on Social Media
Photo Credit: Esther Vargas
Journalists have become surprisingly active on social media — touting their own stories, connecting with readers and viewers, and hunting for new stories. As a result, social media offers a new channel for public relations to engage journalists. Twitter in particular is a superb tool for connecting with reporters. However, journalists have definite preferences for social media communications. Some PR messages are best kept out of social media and sent privately via email. In fact, that's the method most journalists prefer for pitches. Read More »
Marketing& Social Media
Shoutlet / SpinSucks
Corporate Policy for Employee Use of Social Media: Purpose & Key Elements
As social media have become pervasive, employers are grappling with policies for use of social media by employees. Crafting a company policy for use of social media by employees can prevent a PR crisis, protect your organization against rogue employees, and provide employees support and guidance. Read More »
Forrester Research
The Importance of Creating a Social Media Marketing Strategy - and How to Do It
Photo credit: Automotive Social
Like the old adage about shooting before aiming, some businesses charge ahead in social media marketing without defined objectives or clear strategy. As a result, the social marketing campaign often stumbles. A well-developed social media marketing strategy helps avoid pitfalls and almost always produces more powerful and more successful campaigns. Audience research, determining objectives and identifying the key metrics to track are the most important steps. In addition, aligning strategies with business goals is a critical component of a viable social marketing plan. Read More »
Google / Disruptive Conversations
Adopting Mobile-Friendly Responsive Design to Protect Your Websites Search Engine Rankings
Photo credit: miniyo73
Google warning: Business websites that are not mobile friendly will drop in search rankings starting April 21. Google's announcement underlines the importance of using responsive web design to make sure web pages can be easily viewed on all types of devices. Businesses relying on web searches from phones and tablets need to act quickly to make sure their websites are mobile friendly. Organizations serving mostly desktop users may also benefit by switching to mobile-friendly responsive website design. Read More »
Other Articles to Help You
Stuart Bruce
Washington Post
American Express Open Forum
The Muse
Harvard Business Review
Fast Company
How the Media Fan the Flames of Crisis [Lumber Liquidators / 60 Minutes]
Managing Outcomes
Solo PR Pro
Conferences and Webinars
Webinar: 9 Ways You Can Build Effective Mobile Email Marketing Campaigns, March 26 at 1 p.m. EST. Sponsored by the Association of Strategic Marketing. Free.
Webinar: How to Power Boost Facebook Posts for Positive ROI, March 26 at 1 p.m. EST. Sponsored by KISSmetrics. Free.
Conference: Gartner Business Intelligence & Analytics Summit, March 30 to April 1 in Las Vegas. Standard price $2995.
Webinar: Create Landing Pages to Optimize Your ROI, April 7 at 1 p.m. Sponsored by the Association of Strategic Marketing, $99.
Conference: PR Measurement Conference, March 12, Washington, DC. Sponsored by the PRSA. $845 for member
Conference: Crisis Management Workshop, March 12, National Press Club, Washington, D.C. Sponsored by PR News.
Conference: MarTech, The Marketing and Technology Conference, March 31 to April 1, Hilton San Francisco Union Square. $49 for an expo pass. $1,295 for an all-access pass.
Conference: NovaCom'15, What's New/What's Next in Communication and PR, Heldrich Hotel, New Brunswick, NJ. April 17, 8 a.m. to 2 p.m. Sponsored by Rutgers University. $199.
Webinar: Google Analytics for PR Pros, April 14, 3 to 4 p.m. EDT. Sponsored by the PRSA. Free for members.
Webinar: The Metrics that Matter for Nonprofits, April 14, 2 p.m. ET. Sponsored by Intacct Corp. Free
Conference: PR Measurement Conference, April 20, National Press Club, Washington, D.C. Sponsored by PR News. Regular rate $1095.
Conference: Counselors to Higher Education Senior Summit, April 15-19, Washington, DC. Sponsored by the PRSA. $810 for PRSA regular rate.
Conference: Social Media Manager's Workshop, April 29-30, New Horizons Las Vegas. Sponsored by the PRSA. $49 for members
Best of Previous Issues
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
Media Relations Specialist - Howard University
Communications Officer - The Kresge Foundation
Account Executive - Cunningham Strategic Communications
Public Relations Specialist - Reach Out
Director of Marketing and Public Relations - Greater Hudson Valley Family Health Center
Account Manager - Ripp Media/Public Relations
Marketing Positions
Marketing Communications Manager - YMCA of Silicon Valley
Marketing Manager - The Optical Society
Marketing Specialist - Windermere Stellar
Social Media Producer - Black Diamond Equipment
Marketing and Sales Manager - Dukool Publishing LLC
Marketing Product Manager - Crown Equipment Corp.
Quote of the Week
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"We don't see things as they are. We see them as we are."
Anis Nin
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Quote of the Week
Factoids of the Week
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Astonishingly, 53% of content marketers do NOT measure their ROI. Of those that do, 38% are uncertain of the results. (Al Gomez, SEO Expert)Tweet this!
27% of web traffic is search engines and other bots. (Statista)Tweet this!
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Media Monitoring March Madness Slam Dunk Offer
The 2014 Measurement Handbook for PR, Marketing and Social Media
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