Public Relations Tools
Advertising, Journalism and Ethics in a Branded Content World
By Shawn Gaines, @shawnrgaines
“You need to think of branded content as a gift to readers,” explained Zach Abramowitz, CEO of content marketing platform ReplyAll and writer for Above the Law and TechCrunch.
Abramowitz was making a great point — to ensure that branded content is effective, communications professionals can’t approach it from a perspective of pure advertising or endless pontification. We need to think about educating and entertaining readers on a topic where we (or our company or clients) are seen as the expert. Give readers a gift, and make their lives or jobs better or easier.
Click here to read more about the Technology Section’s Fall Webinar, “The Advent of Branded Content.”
Trust In the Media Sinks to All-Time Low: What This Means for Public Relations
By Pattie Stechschulte
Today, an explosion of online news sites, blogs, vlogs and social media have created millions of potential news sources with varying degrees of authenticity. Opinion-driven writing has become the norm, and even once trusted sources have been duped into publishing false news. Today, anyone can be a purveyor of news, so we’re less likely to trust institutions with less rigorous reporting and fact-checking criteria.
Click here to continue reading about what this means for PR…
How Rapid Does “Rapid Response Pitching” Have to Be?
By Meredith L. Eaton, @MeredithLEaton
A news story breaks — perhaps a data breach, outage or a new regulation. With the nature of today’s news cycle, public relations teams may have 12–24 hours to jump on a story before press are on to the next big news items … maybe 36–48 hours, if you’re lucky, or if new developments arise. To get spokespeople and thought leaders in front of press before sources are filled and articles filed, many public relations managers and agencies undertake a rapid response pitching strategy (also known as news hijacking) to get their companies or clients in the news.
Click here to continue reading about how to do this effectively.
PRSA 2016 International Conference Wrap-Up
By Stephen Loudermilk, @LoudyOutLoud
The PRSA 2016 International Conference in Indianapolis, Oct. 23–25, was filled with fantastic keynote speeches, professional development tracks and sessions, and of course tons of networking opportunities for thousands of PR professionals from all over the country. Focused on the theme “Accelerating the Speed of Innovation and Connectivity,” PR professionals learned more about best practices and insights for advancing the state of the PR profession from more than 150 experts at all career levels, sectors, work environments and industries. Many of the keynote speakers and industry experts emphasized the intersection of technology and media, improved diversity, change communications, branding, storytelling and developing better relationships.
Click here to continue reading more about the Technology Section at ICON…
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