This Week in PR News
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In Q4 2016 (Oct. 1 – Dec. 31), consumer engagement, or total actions, defined as the sum of reactions, comments and shares on Facebook, rose 6% year over year for U.S. B2B brands, according to Shareablee data. Video engagement jumped 151%, though. Data were provided exclusively to PR News Pro. Enterprise data integration and management software firm Informatica maintained its top spot on the B2B list that it established in Q3 2016. Consumer engagement with the brand’s posts rose 38% compared with the same quarter last year, says Shareablee’s Nathalie Nuta. Video was just 8% of Informatica’s engagement. Its top post was an image wishing all a happy Diwali, which is the Hindu festival of lights.
Sharp Claws: Maybe the biggest beneficiary of United’s woes was Wells Fargo, whose 113-page board report about its 2 million bogus accounts barely registered in the news cycle when it was issued Apr. 10. In short, it fingers a pair of former Wells employees: CEO John Stumpf and community banking chief Carrie Tolstedt. An encouraging note: The two will lose an additional $75 million through clawbacks, the largest clawbacks in banking history. In all, clawbacks will cost Stumpf $69 million; Tolstedt, who did not cooperate with the investigation and whose lawyer challenged its findings, will forfeit $67 million.
To be an effective and persuasive presenter, you must build trust and believability in the audience’s mind. The goal of presenting is likely to inform the audience of something or persuade it to act or not. To do this successfully, the speaker must be believable and likeable.
Credibility is not a naturally occurring phenomenon. People are not born credible presenters. Credibility is something a speaker must gradually build in the mind of the audience.
There were other stories last weekend, but all we talk about is Kanye and Taylor. How can brands cut through that clutter?
Ignore influencers at your peril. LA World Airports’ Mary Grady provides tips for finding and working with the right influencers for your brand.
What Tolstoy knew, and many others don’t, is that writing is hard.
As the big social networks continue to move closer to the pay-to-play model, the lines between PR and advertising are becoming even more blurred.
Parking enforcement technology hadn’t evolved much since the invention of the boot, a driver’s nemesis since the 1940s. The ubiquitous metal device is attached to the wheel of a car whose owner often is guilty of having failed to pay multiple parking tickets. Weighing nearly 50 pounds, the boot requires a police officer or parking official to haul the object around, kneel down (sometimes in or near traffic) and attach it. A startup company developed an alternative to the boot. Here’s how it attracted attention.
“New.” It’s the magic word reporters worldwide love. But what if your product isn’t new? How do you gain media interest when said product has been around since World War II and already is a leading consumer brand (and has been for decades)? Such was the dilemma facing Duck® brand. It wanted to show its audiences that Duck Tape® remains relevant, exciting even, while engaging new audiences unfamiliar with the brand’s unlimited possibilities. Here’s how they did it.
Not every campaign you undertake will deal with a glamorous subject. Still, as this case study about a sewer project shows, you can use the same kind of PR tactics that are deployed for sexier topics.
It’s an age-old issue for communicators: How do you create content for your brand that can break through the noise and find its way to new audiences? In the following case study, we added a few more conditions. First, can your content take a fruit—the cranberry, which is associated mostly with its peak harvest and holiday season—and make it trendy with millennials? Cranberries contain vitamin C and fiber and may help maintain urinary tract health, but with many other foods touting benefits, how could this superfruit stand out from the crowd?
You’re a communicator at a tiny company. Almost nobody knows it. And you’re based in NY City, a place where bigger often seems to be better. The founder of the company, which was started in an apartment, wants you to get the brand to rank high, number one, if possible, on Google search pages. Oh, and you have about $500 in your marketing budget.
With budgets renewed and a still-fresh calendar, this is the time of year many PR pros renew their interest in evaluating past performance and planning for future success. In response, PR measurement, evaluation and research become increasingly important. As research takes shape, whether you are implementing a new program or rethinking existing approaches, communicators work with research partners to create structured, tailored plans to meet objectives and beat expectations of internal stakeholders. Below are questions your research partner should be asking.
Fundamentally our profession is about people—understanding how they feel and behave, what they want and where their concerns and interests lie, and adapting the organization accordingly. It’s almost counterintuitive that cold, unfeeling data can help us engage more authentically and effectively with humans. But evidence literally is all around us.
Integration of communications and marketing is more than just a good thing to do, it’s critical to success in the digital age, a new report from The Conference Board says. The report is being sent to Conference Board members later this week. It was provided by The Conference Board exclusively to PR News Pro.
B2C brands don’t seem to be listening to tales of gloom about Twitter, at least not the brands that have the most consumer engagement, according to data provided exclusively to PR News by Shareablee.
It’s rare when significant parts of business, government or sports change dramatically. Incremental change is far more common. Yet we find both incremental and significant change in a new Nasdaq Corporate Solutions/ PR News survey of nearly 400 communicators regarding press release distribution and SEO. Nearly 75% of those surveyed last month said the most important objective of sending a press release is to “generate media interest and/or press coverage.” That’s a traditional reasoning. Yet a full 25% said their top priority in sending out a release is “to be seen in web search results” [see infographic and chart on page 4]. That finding about SEO seemed inconsistent with another result: nearly 40% said they fail to consider SEO when it comes to allocating time and resources for press releases. In other words, while PR pros want their press releases to be found in web searches, nearly half are ignoring SEO when they prepare their releases.
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