Sat.Feb 07, 2015 - Fri.Feb 13, 2015

Join the #PRStudChat Community for a State of Healthcare Communications Twitter Chat on February 17th

PR Expanded

On Tuesday, February 17, 2015 at 8:30 p.m. ET, the #PRStudChat community will participate in a Twitter chat discussion focused the state of healthcare communications. The healthcare arena has experienced continuous change with social media empowering the digitally demanding patient.

8 Brand Voices We ? Like Whoa

Onclusive

I woke up today thinking about the amount of passion, time and energy that goes into building something you truly care about. The sheer volume of attention, commitment, and care entrepreneurs must demonstrate day in and day out to realize … Continued. Musings brand voice Canva entrepreneur Gapingvoid Good Eggs Kabbage love MailChimp Quartz Rocketship Education SplashThat

Brand 289

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

The Best Way to Handle Online Trolls: Engage Versus Ignore

Polaris

Conventional wisdom suggests the best way to deal with online trolls is to ignore them. Don’t feed the trolls, the experts say, it’s what they want and only fuels the flames, encouraging them to continue spewing their vitriolic hatred, racist commentary and/or misogynistic babble.

How PR Pros Can Build Epic Personal Branding For Corporate Leadership

Rock the Status Quo

'Like fluffy yellow chicks marching in line after their mama, many companies are stuck in push marketing tactics of the past, favoring carefully crafted, conservative external messaging and expecting their executives to rigidly follow corporate directives when it comes to having (or not having) a digital voice. “It’s too risky!” “We don’t know how to manage or monitor it!” “DESIGNATED SPOKESPERSONS ONLY” might as well be a sign slapped on every monitor. Perhaps they don’t have an internal brand ambassador program of any kind ( a what? ), and they are terrified at the very THOUGHT of giving employees online freedom and autonomy. Their content marketing and brand journalism has not yet evolved to a place where they are comfortable letting employees take the spotlight, allowing independent voices to ring out with options, truth and expertise. For some companies, it’s by choice; some lack internal vision and progressive marketing expertise; and for others, it’s the result of compliance issues and legal directives. So what’s a PR pro to do? Consider ways to expand editorial placements with personal branding campaigns for c-suite leadership and your subject matter experts ! It’s easier than you think, it bulks up your editorial placements, leaving clients thrilled with you, AND you earn bragging rights for launching their very first brand ambassador program. Building Personal Brands As Part of Your Digital PR Strategy As PR professionals, we all tend to focus on corporate news, churning out those press releases and madly pitching… but how often are we focusing on individuals within the company and building their personal brands? It’s a valuable piece of overall corporate trust and visibility? It’s easily overlooked – especially for companies that don’t focus on brand journalism or content marketing as a critical part of their online strategy – yet topic experts and leadership within a company are wonderful source of coverage opportunities. They are also a rich source of knowledge that far too few leverage – and the single biggest company asset feeding into its ability to be successful… so let’s get to it! I have a few fast ideas to share on tactics that work well – but they require consistency, and someone to herd the cats into something manageable. If you are the type of PR pro that focuses largely on media relations, the first two ideas can easily mirror skills and processes you already know: byline articles. Plus, it’s a great launch point into digital PR tactics, if online visibility is something new to you. Three Essential Ways to Help Corporate Leadership Build a Personal Brand Online 1. Take advantage of the LinkedIn blogging platform – called long-form posts. This is one of my favorite tactics to build a personal brand for business purposes and it’s actively rolling out to everyone. It’s not part of the invitational-only Influencer Program , but your post will show up on the Pulse news stream, and on the wall of those who follow you. It is SEO-friendly and appropriate to be then shared on the LinkedIn Company Page and other corporate social assets. There isn’t much fanfare when it shows up on your profile – you’ll just see a pencil icon suddenly appear in your “share an update” field on the right side, just below the paperclip icon for adding an image. When you click on the pencil, it launches the blogging platform on LinkedIn, where you can upload your article. If the executive is comfortable with giving you access to their LinkedIn profile, you can follow the same processes you use to interview, write, edit and gain approval of a byline article to fuel your LinkedIn post. Once approved as final, you would then log in (as them) and post it. If they are not comfortable with giving you approval, you would work with them to understand the internal process the article must go through before being published. You would still own the process of getting to the final draft, but rely on them to do the actual posting. If they aren’t familiar with LinkedIn, you can walk them through how to do it until they have mastered the process. How can you measure success of the long-form posts? LinkedIn provides information on page views (reach) and engagement. You can also measure the number of clickthroughs to your website using the area of Google Analytics that shows referral link traffic – just be sure to include that link at the end of every the article, along with a disclaimer (if required by the company). If you really want to juice up your tracking and conversion, you can set up a tailored landing page on your website and include the link at the end of every article, along with a strong call-to-action. One thing to keep in mind with this tactic is this: just like any social media platform, content you publish is earned, not owned. It’s subject to the whims of LinkedIn and can be removed at any time. I prefer to re-post and re-purpose content on LinkedIn, using content originally published on my website (or my clients’). This way, if the publisher platform suddenly disappears, along with all of the content you created, minimal damage is caused. You still have your content. If you re-post the same exact content you have already used elsewhere, instead of repurposing it, BE SURE to give Google a head’s up to avoid duplicate content penalties. I typically include a sentence at the end of my posts saying something like, “This post originally ran on <name of site or blog>,” with a hyperlink back to the original post. This tells LinkedIN and Google to treat it like syndicated content. When a long-form post is published on LinkedIn, it is connected to the author of the post and their profile, not the company page, because it’s published under their name as the author. To make it appear on the Company Page, be sure t share their post(s) on the LinkedIn Company Page as an update to get the most reach possible. It can also be posted on the news page of the company website as a hyperlink back to the LinkedIn post. 2. Publish employee posts on the corporate blog. A corporate blog doesn’t only have to include branded posts by administrator of the blog – it can become a rich multi-author resource, especially if you incentivise employees to participate. ( Click here for some GREAT articles on the subject!) Not only does this boost the volume of content you can produce, but it shares internal expertise in a way that builds corporate credibility and value. WordPress has many plug-ins to help manage the edit/approval process, to be sure the right eyes see a post before it goes live. You can also write the blog post using Word, push it through your normal approval processes, then post it to the blog yourself. If you create a new user for each person and upload it using their password, it will show the executive’s name as the author, automatically making your blog a multi-author system. Helping launch an internal communications program to incentivize and manage employee blog posts is also a FANTASTIC program for an agency to initiate and manage. It keeps the agency front-and-center with the company, bumps up visibility in a very quantifiable, measurable way AND takes the burden of original content production off the agency’s shoulders. Instead of creating it, they now own the process to create it – something that is MUCH LESS time consuming. If the client has a stagnant blog, it helps move it from blah to fantastic, selling them on the value of why they are blogging in the first place and helping it become a larger priority. It also provides a constant source of original content to share on the company social media platforms – something key to social media success for brands. (Don’t forget to publish a link to each corporate blog post on the authoring employee’s LinkedIn page and the company LinkedIn page!) I’d also suggest creating Pinterest pinboards around each participating employee – especially members of the leadership team that need to be externally visible. As LinkedIn long-form posts, corporate blog posts, guest blog posts and bylines are published, they can be added to the appropriate pinboard – becoming a rich source of story ideas for media, in addition to the other Pinterest benefits. What’s the biggest challenge of this tactic? Getting already-busy employees to see the value and write posts. The benefit to them is that it builds their own personal brand, enhancing their value as they move along their career path – on their current employee’s dime. It’s a win-win for everyone. Finding the time depends on how important it is to the employee, the incentive or reward program that helps make it become a priority to employees you want to participate, and how easy you make it for them. If it is too complicated and/or they don’t understand the value of the program, it won’t get off the ground. As a PR pro, I’ve found doing interviews, writing the post then getting their edits and approval is the fastest way to a successful program. It bypasses the issue of writing skills and ensures the right internal editing and approval processes are followed. (Plus, the agency gets bragging rights for making it happen. Gotta love that!) If you are with a large or enterprise-sized business and need a GREAT resource for building internal and external ambassador programs, Mack Collier is one of the best consultants in the business for this speciality. His guidance creating the program would be worth every single penny. 3. Help them identify and participate in a few relevant Facebook groups, LinkedIn groups and/or Google communities. Groups can be a fantastic way to learn while sharing expertise and building credibility. This is something a PR professional can assist with by identifying the most relevant ones that fit corporate audience needs, and helping educate staff on how to grow engagement and visibility. If social media isn’t a core competency for you, then you have two options. (1) Learn to do it by using your own personal brand within the PR community before you offer it to clients. (2) Log in to various social media platforms and Google, and use their search tools – then email links to the ones you feel are a good fit to the client. This post is a bit longer than I meant to do, so I’m signing off… but for those of you not sure how to find these groups and communities, I’ll post detail on how to find relevant groups another day. Until then, cheers! <clink> Time to get some client work done. Similar Posts You Might Like: The Uber-Awesome, Not-So-Secret Weapon For Making Your CEO More Visible How to Build Brand Influence For Your Agency Video: Using LinkedIn Company & Showcase Pages for PR This post appeared first on Rock The Status Quo | Carrie Morgan and is written by Carrie Morgan. Content Marketing'

Harness the Power of Influencers and Advocates

Learn how to find and use influencers and advocates to gain buyer's trust on your behalf.

[Guest Post] Top 5 Tools Agency Owners Must Embrace for the Digital Future

PR Expanded

A Guest Post by Nicole Rodrigues, CEO & Founder, NRPR Group. Anyone else remember when advertising, marketing, and public relations functioned like the dinner plate of a picky nine-year-old? When each of the above occupied its designated plate space with very little to zero overlap.

Tools 320
r>
r>

More Trending

You Can’t Own a Conversation

Shift Communications

Hashtags are everywhere. The convention began on Twitter years ago as a way to create centralized conversation topics between people that cared about the same thing but who weren’t necessarily following each other. It eventually spread to Instagram, Facebook and most major social networks.

Google Alerts New Look & the Google/Twitter Impact on Social Signals

Rock the Status Quo

Some exciting things happened this week! Changes came to the Google Alerts dashboard – it isn’t being discontinued after all – and Twitter signed back up with Google to have tweets indexed. Listen to today’s video to learn the deets, PR pros!

Google 169

3 Easy Questions that Trip Up Media Interviews

Sword and the Script

As the saying goes, it’s the little things that kill, and the little things can derail or trip up an interview with the media. Media interviews are more important because they are hard to come by these days.

Applying 8 modern dating rules to PR

PR Daily

With Valentine''s Day almost here, it''s not uncommon for PR pros to compare their jobs to the dating scene. But has wooing reporters evolved like dating has?

Top 15 Free PR Ideas to Grow Your Online Business

You've got a great idea, you've built your killer team, and you've maybe even gone through the first round or two of funding.

The State of Social Media: a new eBook from SHIFT

Shift Communications

Few things matter more to digital marketers than social media. In just a decade, social media has become one of the dominant marketing and communications channels. Only the mobile revolution has grown faster than social media.

eBook 150

Six Things That Might Surprise You About Silicon Valley

Ishmael's Corner

I attended the Joint Venture Silicon Valley (JVSV) annual conference last week, which in essence delivers the Valley’s version of the State of the Union. Silicon Valley being Silicon Valley, no byte was left unturned.

Your Guide for Data Breach Crisis Communication

Melissa Agnes

Target, Home Depot, Sony and now Anthem. How many data breach hacks are you going to watch happen to others before you get your team in gear and take the necessary precautions to minimize this risk from happening to your organization?

Is PR on its deathbed?

PR Daily

It may come as a shock to the estimated 200,000 professionals working in public relations to hear PR is dead. Yet that’s what the title of PR veteran Robert Phillips’ new book, “Trust Me, PR is Dead,” insists.

How to “Kill It” During Your Next Big Change

When it comes to change communication, employees need your help to understand what’s happening. Use these four steps to help employees navigate change.

State of Social Q4 2014: LinkedIn is the real MVP

Shift Communications

With unemployment nearing all-time lows, how is LinkedIn faring? Are job seekers still using the site? Does it have any relevance in the new labor environment? In a word: yes. LinkedIn’s performance was stronger than ever to close out Q4 2014, with some astounding numbers.

Contrast as a Storytelling Technique in Business Communications

Ishmael's Corner

In conducting our storytelling workshops, the concept of contrast is one technique that always resonates with participants. I think of contrast as a poor man’s failure. Several posts have highlighted the power of failure in lifting a narrative, but most companies won’t go there.

Public Relations, A Love Letter

Reputation Us

Dear Public Relations, Okay, awkward folk-rhymes aside, I love public relations. I might be in my “honeymoon phase” with the field, having only worked in it for a bit more than a year now, but I can say it’s made quite the impression on me.

What online matchmaking and media relations have in common

PR Daily

million people in the U.S. have tried online dating. That number is huge. Even living in Silicon Valley, where online dating is pretty much the norm, I was still amazed to see that so many people have tried it.

Death to the RFP

Shift Communications

This post was originally posted on PR Squared. It’s been updated to reflect the most recent version of our SMNR. A few years ago provocateur Tom Foremski wrote a blog post titled “ Die! Press Release! Die! ”

CIPR general election manifesto

Stuart Bruce

The Chartered Institute of Public Relations has published the CIPR Manifesto to “provoke an open and informed debate” ahead of the 2015 UK general election. It discusses seven issues and challenges and for each of them calls for specific action from the next UK government.

Monday Roundup: With Love, the Social Media Spotlight

Waxing UnLyrical

Seeing as how Valentine’s Day is around the corner, the Birdie and I thought we’d focus this edition of the Monday Roundup on seven people who contribute extensively to the practice of PR today (in some cases, indirectly).

3 PR lessons from 'Super Smash Bros.'

PR Daily

Video games aren’t just a way for kids to pass the time. Playing them can bring friends together to share in some childhood nostalgia. I recently played some old Nintendo 64 video games, including "Super Smash Bros.,"

Video 171

Will You Be Our Valentine?

Shift Communications

Happy (almost) Valentine’s Day! The holiday we all love … or love to hate. Regardless of your feelings, we put together some valentines just for our fellow PR and marketing pros with the help of someecards. Yes, they’re so bad, they’re good.).

Agency 106

Gary Vaynerchuk Shows Us Why Twitter’s New Video Feature Matters

PR 20/20

When serial entrepreneur and CEO of VaynerMedia ( @varynermedia ) Gary Vaynerchuk ( @garyvee ) wants to learn about a new app or feature, he doesn’t just read about it. He spends the time using it. Social Content

Why so many Employer Brands struggle with social media

Communications Conversations

In industry media and on PR/marketing blogs like this one, we talk an awful lot about “master brand” social media marketing work. That is, the brand that companies create to drive value, revenue and reputation. However, we don’t talk nearly as much about “employer brands.”

5 lessons from 5 years leading digital at a nonprofit

PR Daily

I’ve spent every waking moment of the past five years working with a brilliant team to inspire people to make a difference for people they’ve never met.

TCIP #036 – How To Conduct a Crisis Simulation with Garth Rowan

Melissa Agnes

Welcome to episode #036 of The Crisis Intelligence Podcast, with Melissa Agnes and Garth Rowan. Crisis simulations are an amazing way to test your crisis plan and strengthen your team’s crisis communication skills. I’ve been conducting crisis simulations for a few years now and the results that they bring to my clients never cease to amaze me. That said, I often get asked questions like “how do I conduct a crisis simulation?”;

How to Integrate Visual Content into Your Marketing Campaigns

PR 20/20

The science is in, and the case for visual content is clear: Approximately 65% of the population are visual learners. 90% of information transmitted to the brain is visual. The brain processes visual information 60,000 times faster than it does textual information.

How To 103

Snapchat: As explained by a 42-year-old

Communications Conversations

A couple weeks ago, I was reading an article saying Snapchat may be wildly underestimating its total number of users. I wasn’t necessarily *astounded* by the numbers.

Sports 142

5 brand 'disasters' that resulted in positive PR

PR Daily

In the world of brand PR, change is risky. Even a tweak to a product that enjoys a loyal following must be managed deftly. Case in point: the feeding frenzy. after Cadbury altered the recipe for its classic crème egg.

Brand 171

Cars, Trains, Planes Hacked… A Transportation Risk That Leaves Us All Vulnerable

Melissa Agnes

Oh my goodness. I just had a conversation with a colleague after publishing a post on how to communicate in a data breach or hack crisis , and the conversation lead to a petrifying realization.

2015 Super Bowl Commercials: The Year Things Got Serious

PR 20/20

Last week was the annual Cleveland American Marketing Association Super Bowl Ad Review event. Held every year the day after the Super Bowl, attendees start with a 16-commercial bracket. Ads are watched, discussed and voted on until we get it down to our #1 Super Bowl ad. Brand Industry