Last week, we published the best articles on media monitoring and measurement that appeared in the Glean.info blog in 2018. For this week, we’ve gathered the best posts on a range of more general public relations and marketing topics.
The articles include best practices for working with journalists and gaining more favorable media coverage, what PR can learn from how major brands successfully – or not successfully — managed PR crises, and how communications pros can advance their careers. Others articles can help PR and marketing pros polish their writing and editing skills or improve their brand’s communications strategy.
Bookmark a link to this list and turn to it throughout the year whenever you have a question how to improve your PR or marketing practices.
An online newsroom offers a potent tool to win media attention and promote the brand’s messages directly to journalists, consumers and B2B buyers. One approach likely to flop: merely posting press releases.
Vibrant quotes can transform staid news releases and other PR content into memorable stories, but most executive quotes are uninspired, wishy-washy and, in fact, quite horrible. Here’s how to compose quotes that editors include in articles, bring articles to life, and make your quoted executives look good.
Corporations are being called on to demonstrate how they contribute to society. As corporate social responsibility gains attention, PR departments can help plan, lead and publicize CSR programs.
It’s now essential to include severe weather events in PR crisis communications plans. While plans for severe storms are similar to plans of other types of crises, they hold important differences.
The Tide Pod Challenge exemplifies a kind of PR crises companies may not expect: people intentionally misusing the company’s product. No one can predict when videos of people misusing a product will spread on social media, but a well-developed plan and social media monitoring can help organizations react quickly and decisively.
The accelerated pace of today’s media environment and new attitudes of customers require a new – or at least revised – PR crisis playbook. Careful assessment of potential risks, advanced planning, and ongoing media monitoring and measurement are more important than ever to ensure the company survives a PR crisis.
As PR and marketing functions have come to overlap, success often hinges on how well the two groups can work together. These “happy marriage tips” can help PR and marketing find professional bliss together – and meet the organization’s overall business goals.
Proofreading is an indispensable public relations function. Without thorough proofreading, an embarrassing mistake will eventually end up in print, on a website or in a sign (as in the illustration). These tips can improve your proofreading skills and prevent mortifying errors.
Surveys can generate outsized publicity results, especially if they reveal unexpected findings that contradict a conventional view. Some survey reports, however, gain little or no publicity. What makes the difference?
Some believe embargoes have disappeared, but under the right circumstances and in expert hands they can still improve public relations results. Today’s embargoes are quite different from the embargoes of pre-internet times.
The holiday season offers special opportunities for media relations and content marketing. PR pros can take advantage of the fact that both web and print publications still need to fill their digital and paper pages.
Thought leadership is a proven and powerful tool to present and reinforce ideas and viewpoints – and to build trust in an organization. In an earlier age, it was the go-to PR strategy of leading corporate executives.
Parkland high school students impressed PR veterans with their public relations campaign for gun restrictions. Their poise during media interviews, social media expertise and passionate message helped create one of the most effective PR campaigns in recent memory.
Well-developed contracts with social media influencers specify expectations and help protect brands from rogue behavior. Although some contract clauses may seem overly restrictive, professional influencers may appreciate explicit expectations.
Crafting a public apology that appears sincere and mollifies the offended or damaged parties requires careful wording. PR pros can learn lessons on creating apologies by examining examples of carefully crafted and effective corporate apologies.
Press kits are an essential public relations tool. Organizing comprehensive information about the organization in one location can help gain publicity for the company, provide background to a range of important stakeholders, and show the company in a favorable light to its entire range of constituencies.
Media monitoring and measurement tools can gather and organize the necessary data, but PR pros need to explain the data in face-to-face presentations to convince top executives to approve their proposals.
Too little measurement and transparency and too much fraud threaten to squash the growth of influencer marketing. Sophisticated measurement tools and increased vigilance against unethical behavior can re-energize influencer marketing.
Because large trade shows attract many journalists, they offer the opportunity to gain important media coverage. Implementing a comprehensive trade show PR strategy can pay off in extraordinary media placements.
Businesses will spend more on public relations as they recognize its value. Most marketers plan to increase internal staffing and overall spending on public relations over the next five years, according to new research.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.