How to use brand journalism to engage your community

PR Daily

Along the way, we stopped at schools, monuments and veterans’ homes—and when we arrived in Virginia, PenFed employees and our community were waiting to join us to lay wreaths in Arlington National Cemetery. The Wreaths Across America collaboration is a great example of how organizations can use brand journalism to build awareness and affinity. Effective brand journalism connects on a more personal level and conveys a brand’s personality. Showcase employees.

Tips for encouraging employees to share brand messages

PR Daily

Your workers are key ambassadors for your brand, especially on social media. One scroll down your social media feeds and you’ll notice that even though many brands strive for a personal approach on their social media profiles, they fail to achieve that goal or secure a genuine connection with their audience. In fact, 90% of brands use social media platforms to increase their visibility on the market. FREE GUIDE: 3 Proven Ways to Communicate with Employees During COVID-19 ].


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Why can’t employee communications be exciting?

PR Daily

Getting word out quickly—and accurately—to field leaders and managers while keeping employees engaged and productive is no small feat. RELATED: Join Ragan's Communications Leadership Council, exclusively for leaders in employee and internal communications ].

Announcing Ragan’s Employee Communications Awards finalists

PR Daily

Entrants in Ragan’s Employee Communications Awards never cease to amaze, though. These impressive finalists kept their remote employees engaged and inspired, championed a more diverse and equitable workplace, delivered powerful stories and so much more. Virtual Employee Engagement.

What COVID-19 taught us about empowering frontline employees

PR Daily

The lessons of 2020 have been profound as leaders have found new connections with essential, deskless employees, according to experts at Workplace from Facebook. So, what was happening during the crisis that made employees feel heard and seen?

Sallie Mae employees at the heart of scholarship fundraising efforts

PR Daily

Launched in 2016, it recognizes students who excel in academics, athletics, community service, or school activities, but whose financial circumstances may not allow them to pursue their college dreams.

Brands Must Show They Understand and Respect the LGBTQ Community, PRSA Webinar Panelists Say


Featuring some of the country’s leading LGBTQ communications professionals, the event covered how PR practitioners can engage with and support the LGBTQ community. It is not enough to just speak up for one marginalized community on one topic,” he said. “We

How one podcast anchors a community-building campaign for nurses

PR Daily

RELATED: Join us for our DE&I Programs and Employee Resources Groups Virtual Workshop ]. It’s hardly the only attempt to create community around a storytelling initiative, but what is unique about the SHIFT campaign is how it anchors the entire effort around a podcast, “ Shift Talk.”

IBM stops facial recognition work, employees seek fewer open workplaces, cosmetics brands drop talc, and more

PR Daily

Also: Google Maps offers alerts for mass transit users, Google Meet’s new noise-canceling features, how consumers feel about brand messages on racial justice, and other topics. Public transit use is a key concern for many organizations’ leaders as they try to chart a way back to the office for their employees. Google Maps could be an essential resource for helping your employees find safe ways to return to work in the coming months.

Instacart, Amazon employees strike over COVID-19, Macy’s furloughs employees, and Google thanks health care workers in video

PR Daily

Also: Brand managers join the COVID-19 conversation with ‘social distancing’ messages, Girl Scouts moves cookie sales online, PR pros advise skipping on April Fools’ Day, and more. The video, which has been watched nearly six million times in less than two days, is accompanied by this message: As the world faces an unprecedented health crisis, we thank the entire healthcare community for sacrificing so much to save so many. Don’t treat your employees as commodities.

Health news site targets community, but draws employees

PR Daily

When Baptist Health’s health news site reported on the risks of an e-cigarette that looks like a flash drive, parent-employees at the Jacksonville, Florida hospital network were concerned. That’s a win for Juice , the hospital’s recently launched brand journalism site. Employees are finding our information so interesting that they want to share it,” says Vikki A. in Jacksonville is using journalism tactics to build its brand, offer health tips and promote patient successes.

5 tips for building strong social media communities during difficult times

PR Daily

For years, social media has been shifting away from its social roots to become more of a branding marketplace, but the COVID-19 pandemic gives us all a chance to swing the pendulum back in the social direction. During these difficult times, more people are appreciating the value of real community, not just the number of likes on a post. But that doesn’t mean brands are being shunned. To build stronger social media communities, try these five tips: 1.

Simple steps everyone can take to begin engaging the black community

PR Daily

Brands, too, have had to turn within. Brands are being held accountable in new ways and now realize that public statements are not the end punctuation to a short sentence. As interests surge on how best to engage the black community today and over the long-term, we offer these helpful strategies as a starting point for connecting with the culture. The brand told this story throughout tours of its facilities and via social media and marketing campaigns.

GitHub apologizes for firing employee over ‘Nazi’ remark, hospitals and governments turn to influencers for COVID-19 campaigns, and the NRA declares bankruptcy

PR Daily

Here are today’s top stories: GitHub apologizes for firing employee over ‘Nazi’ remark. The company issued a mea culpa after it fired a Jewish employee on Jan. We expect all employees to be respectful, professional, and follow GitHub policies on discrimination and harassment.

How the Ragan community is boosting culture and morale among their workforces

PR Daily

Last Tuesday, members of the Ragan community virtually came together to discuss how they’re maintaining both culture and morale as they and their workforces shelter in place. Give employees tools and resources to succeed remotely. Work-from-home life is a far cry from office routines, so make sure you and your employees have the technology and guidance to remain productive, connect and collaborate with colleagues, and meet deadlines. Use content to humanize your brand.

How PayPal finds employee advocates to tell authentic stories

PR Daily

Story mining is labor-intensive, but the rewards can be enormous for workplace morale and promoting your brand’s vision. If you want to humanize your brand, start with stories about your employees. Your workforce is one of your most precious communications resources, whether it’s to help spread brand messages on social media channels or to source great stories about your company’s impact in the community. Employees provide guidance.

Can data help brands and business leaders stay relevant?

PR Daily

Brand reputation is all about relevance, and these days, relevance is fleeting. The world is volatile and unforgiving, which makes brand stewardship not for the faint of heart. Relevance is earned when brands transition from being perceived as “there for you” to “there with you.”

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Shake Shack returns $10M loan, P&G embraces marketing during COVID-19, and grocery employees get asked to wear masks

PR Daily

Following criticism that many small businesses didn’t receive money from the Paycheck Protection Program, but global chains such as Shake Shack did, the fast-food brand announced it was returning its $10 million loan. Why it matters: The current crisis is making executives and communicators scramble to reassemble a new playbook as they engage both employees and consumers and safeguard their brand reputation.

Bringing Employees Back to Work Safely


As parts of the country continue to emerge from the coronavirus shutdown, business owners are rethinking their workspaces to help their employees feel safe and productive. Twitter and Square, for example, have both announced that their employees can continue to work remotely. To help PR practitioners get back to work, here are some ways to make employees feel at ease: • Reconfigure open work spaces. Encourage community service.

Ragan survey: Brand storytelling increases in importance

PR Daily

Brand storytelling has dramatically increased in both importance and volume over the last three months, likely driven by the communications urgency of the pandemic and associated crises of 2020. Most of the respondents—just more than 40%—come from large companies with 500 or more employees.

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Improved Social PR via the Employee Advocacy Route

Waxing UnLyrical

Employee advocacy can help you make that possible. All that’s necessary to run an effective PR campaign via employee advocacy is strategic PR content, a comprehensive employee advocacy guide , and a reliable employee advocacy platform. On average, each employee connects with at least 300 people through social media (Facebook, LinkedIn, Twitter and other platforms included). What does “employee advocacy” mean anyway?

What Does A Community Manager Do? +Bonus: The CM Toolbox

Doctor Spin

I like to think of the community manager as a classical conductor, dedicated to showing the online community (the orchestra) how to get in sync, never through force or coercion, but by using the magical powers of suggestion alone. ‘Community Manager’ has become an increasingly popular job title. But what exactly is the role of a community manager? What does a community manager do? Here goes: Community Management As A PR Specialisation.

#PRExpanded Guest Post: Socializing Your Brand … What’s That?

PR Expanded

A Guest Post by Corina Manea, Chief Community Officer of Spin Sucks & Founder of NutsPR. Just a few short years ago, brands were pondering whether to give this social media thing a try or not. Plus, people would use this opportunity to backslash brands, right? Second, by putting your brand out there, whether as a business or a personal brand, it opens up tremendous opportunities. So, how do you socialize your brand? It’s about your community.

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How Brands Create Fans

ImPRessions - Crenshaw Communications

Too many B2C brands have outsourced their customer relationships to influencers like celebrities for hire. Influencers are effective, but how much more powerful is an authentic fan of that brand? What about more mundane brands and businesses? Here’s how a variety of brands have created or tapped into their natural fan base. ” The backlash that ensued was a great example of a brand learning to get out of its own way.

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“Community Manager” Confusion

Waxing UnLyrical

about what the difference is between “community manager&# and “social media manager?&# I know I am – and I am both a community manager and a social media manager! But there seems to be a lot of cofusion both on the part of employers and job candidates, and a lot of jobs that actually entail managing a company’s social media marketing efforts are being billed as community management positions. The whole concept of online community is evolving.

Adidas rejects employee claims on diversity, employee welfare tops ranks of reopening concerns, Publix stays the course on BLM attire, and more

PR Daily

Good morning, communicators: After Quaker Oats announced it would retire Aunt Jemima because of the brand’s association with slavery and racial inequality, other brands are also taking a close look at their mascots and images. Cream of Wheat says it is taking a look at its branding, which includes images of a black cook some believe to be Chicago chef Frank L. Here are today’s top stories: Addidas “rejects all statements” made by employee letter on diversity.

Tyson fires employees involved in COVID-19 ‘betting pool,’ Burger King turns Instagram over to competitors, and Twitch bans derogatory lingo

PR Daily

The clever piece of branded content shows how you can promote your brand’s offerings without screaming your marketing messages into the digital void. Here are today’s top stories: Tyson fires employees involved in COVID-19 ‘betting pool’.

How To Grow Your Facebook Community

Waxing UnLyrical

One that could have a vibrant Facebook community, if they could just get to that point. With eight franchises in two states and many people working at the company, I am not sure if they asked their employees, friends and family of employees to “like” the page. Ask friends, family, employees to Like the page. People are already inundated with posts from brands; why would they want to see yours?

Why and how companies are turning to brand journalism

PR Daily

Snyder’s letter on TAP and the national publicity that followed are the product of Denver Water’s investment in brand journalism. Brand journalism is very different from content marketing, because it’s not marketing. The story(telling) behind brand journalism.

Report: How 10 brands succeeded—and failed—to respond to Black Lives Matter

PR Daily

the business community has tried to come to terms with its role in fighting systemic racism. What have been the best responses to the Black Lives Matter movement from the business community? In the wake of George Floyd’s death and a renewed conversation around racial justice in the U.S.,

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WeWork to lay off 2,000, Deloitte marketing report reveals ‘experience debt,’ and LinkedIn debuts employee engagement features

PR Daily

Here are today’s top stories: WeWork to lay off 2,000 employees. Adding to the startup’s woes is news that its employees are complaining of a toxic work environment as well as the announcement that WeWork shuttered 2,300 phone booths across its locations in the United States and Canada because of high levels of formaldehyde. LinkedIn introduces page features to boost employee engagement. How Target hit the bull’s-eye in employee engagement.

How Socially Responsible Communications Maintain Your Community Cool

Waxing UnLyrical

Another great resource or ally can come from working with a trusted research firm that can help you “uncover the hidden patterns of understanding that undermine citizen action,” as the Topos Partnership has done for a variety of communities in at least seven different sectors. Their new face now portrays a friendly, vibrant, community-focused advocate for the common good. Twitter Google+ LinkedIn How Socially Responsible Communications Maintain Your Community Cool.

Uber lays off 3,700 employees, Frontier Airlines’ social distancing fee provokes anger, and Kraft Heinz Canada offers ketchup puzzles

PR Daily

The offering is a fun way to underline the brand while catering to the current crisis as people shelter in place. Here are today’s top stories: Uber lays off 3,700 employees. Uber’s chief executive, Dara Khosrowshahi, wrote in a memo to employees: This is not in any way a reflection of these employees’ efforts or contributions to getting us to where we are, as a service that everyone associates with movement and earnings opportunities.

Ford to cut 1,000 jobs, Verizon to hire nearly 1,000 WFH employees, and Twitter rolls out ‘Quote Tweet’ feature

PR Daily

The announcement follows other networks’ moves to release special reunion episodes or table-reads of shows including “Community,” “Parks and Recreation” and more. Ford to cut 1,000 jobs as Verizon hires nearly 1,000 employees.

4 essential reasons for giving media training to your employees

PR Daily

Consider these reasons for helping your employees know how to interact with journalists. Earned media can be wildly successful at raising awareness about your brand and enhancing your credibility. It also gives employees (and your employer) a sense of pride in your organization. When will your employees need media training? Camera crews and reporters are often busy and on deadline, so they might reach out to any available employee at a moment’s notice.

Twitter expands COVID-19 policies, Snap reports ad revenue growth, and Lowe’s highlights employees for the NFL Draft

PR Daily

Also: Email is the preferred channel to communicate with employees during the pandemic, Wendy’s offers free nuggets, takeaways from the Ragan community, and more. You can also help your employees and consumers guard against misinformation and phishing attacks by sharing information from authorized sources and warning them what to watch for in terms of fake news. 1 channel to reach employees is email.

Hasbro and Scrabble association ban slurs, United Airlines might lay off up to 36,000 employees, and 51% of PR pros are burned out

PR Daily

The move to drop wellness knowledge and other truths is also a growing trend among community managers across branded accounts. Hasbro’s statement read, in part : Hasbro Gaming is rooted in community and bringing people together, and we are committed to providing an experience that is inclusive and enjoyable for all. As diverse and inclusive a community as we think we currently are, we exclude those who think that the N word is always meaningful.

Zoom chief focuses on winning back trust, Hobby Lobby closes and furloughs most employees, and Apple makes COVID-19 face shields

PR Daily

In a blog post titled, “ Mobilizing our Community in Times of Need ,” Silverman wrote, in part: We believe that the Etsy community is uniquely positioned to address this crucial need during a global health crisis. It’s a moment for the Etsy community to band together, to do something important–something that serves a public good and will benefit the world as a whole. And I have no doubt that our community will rise to this challenge.

Should your brand speak up during a global crisis?

PR Daily

Here are three questions every PR pro should be asking about their brand right now. Mark Cuban was recently quoted saying that how companies respond to the coronavirus will define their brand for decades. If you’re facing confusion around whether your brand has something to say in the midst of a global crisis like the COVID-19 pandemic, there are a few questions you should ask yourself. VIRTUAL EVENT: Keep employees informed, engaged and inspired ].

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Brand Awareness: It’s All About Content


CMOS and CEOs Sound Off on the Essentials for Getting Buzz and Building Your Brand Awareness. For marketers, this makes brand awareness a huge challenge: How do we stand out above the noise? With the myriad tactics used for brand awareness and the limited resources available to execute on those tactics, finding a silver bullet to build your brand is difficult. To help, AirPR asked leading CMOs, CEOs and marketing leaders to share a piece of advice on brand awareness.

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