Sat.Nov 14, 2015 - Fri.Nov 20, 2015

Reverse That Content $H#t

Onclusive

For decades, PR has been *relegated to a position that oft leaves us “last to know first to blame.”

Ask Your PR Agency for a Story, Not a Press Release

Polaris

Public relations, or more precisely media relations, can be a tricky business. The art of getting earned media coverage for a product, service or business is not as easy as it sounds.

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5 Tips for Getting Into Live Streaming

Cision

The ability to transmit and receive live video over the Internet is not a new concept. Live streaming video games have been going on for years.

Babbler seeks to be the social network for media relations

PR Daily

Niche social media platforms are nothing new, but nothing has really taken hold as the social media platform exclusively for media relations. Help a Reporter Out, Muck Rack and other similar services have certainly come close, but there’s no function within them to maintain a network. Babbler.

Harness the Power of Influencers and Advocates

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

How to find a 10x Marketer, Part 1: Introduction

Shift Communications

As the Digital Marketing and Data Driven PR environments become more competitive, your goal should be staying one step ahead of your competition. You have all the latest tools, read all the industry publications, and know all the big players.

More Trending

10 Ideas to Simplify Your PR

Cision

You may not know Max Martin, but you probably have heard many of the songs that he has produced: Kelly Clarkson’s “Since U Been Gone,” Jesse J’s “Bang Bang,” Katy Perry’s “Roar,” or Taylor Swift’s “Bad Blood,” just to give a few examples. In fact, Max Martin is one of the most successful producers in the history of music. His signature is simplicity , and his results are undeniable: 135 million singles sold. 54 songs peaked in the top ten. 19 number one songs. In the words of one of his colleagues, Martin creates music to scale by simplifying his melodies so that “ it sounds like anyone could create it. ” In other words, Martin spends a considerable amount of time on the process of simplification. I thought of this process in the context of communication professionals. Are there opportunities to simplify that will allow you to communicate more effectively at a larger scale? What I want to do in this post is take a look at 10 ways that PR professionals can streamline or simplify their work in order to communicate more clearly and effectively to a larger audience. 1. Revisit your segmentation. Segmentation is an important aspect of any communication or marketing plan, but it is equally important that segmentation is measured and refined. Metrics may determine that certain segmentation variables are more easily reached or more receptive to messaging than others. The process of refining segments requires looking at the platforms that you use to reach your audience and determining whether the platform is inappropriate for the audience, or the audience segment is inappropriate for the messaging. Jim Meyer, VP of lead generation software platform eTrigue says that campaigns with granular segmentation oftentimes perform as well as broader campaigns. Heidi Bullock, VP of Demand Generation at Marketo elaborates Meyer’s point by recommending frequent testing to insure that customer segments are accomplishing your desired endstates. Michael Lynn of Cornell University proposes that t he maturity of a market may play an important role in segmentation as well. While an emerging market may offer unique opportunities for a business, a mature market may require benchmarking your competitor’s segments and directly competing for that audience. 2. Reassess technology. In case you missed it, technology changes at a pretty rapid pace — particularly communication platforms such as social media channels. Facebook, for example, has vacillating organic reach, and constantly tweaks their advertising options. Twitter is is another example where the advertising product and the user product will most likely change in the next few months. Ignoring the way that these different types of technology change could make your marketing or communication plans far less effective. Additionally, new technology tools are available constantly. As an example, social media scheduling app Buffer recently released a drag-and-drop calendar tool for its users to easily schedule social media posts. There are a host of data visualization tools for non-programmers that communication professionals might use to pitch journalists, highlight information for internal stakeholders, or direct to consumers. Of course, I would be remiss not to mention the Cision tools as a part of your technology assessment. The journalist database is constantly being updated, the marketing and communication tools are widely improved and you may find that you can streamline some of the social media work that you are doing by leveraging newer features of the Cision software. There are more examples of new technology than I could possibly list in a post. Part of simplifying communication is adopting new technologies that allow you to communicate with fewer resources. 3. Automate. An important aspect of implementing technology into your marketing or communication is automation. The argument against automation is that it is less personal and prone to error, but from the perspective of resource management, automation is an important way to address repetitive tasks and to preserve resources. Or in the spirit of this piece, to simplify. There are plenty of examples of communication automation: Walgreens and Amazon use auto responders to direct customers to email or phone an operator. Political candidates use robocall technology to message a scaled audience of potential voters. Email autoresponders used to indoctrinate new customers. PRWeb used to scale press release distribution. It is not essential to automate your communication, but if there is an opportunity, automation can free time and resources to do more in other areas. 4. Reassess the big picture. Many people complain that they work in silos, compartmentalized from the rest of the company with an agenda incongruent to the greater team. Whether this is explicitly evident or not, we tend to make decisions and to work at a local level. More than just empathizing and thinking in terms of the whole from our small perspective, reassessing the “big picture” may require a lot of work. For example, when establishing PR metrics , Vice President at BurrellesLuce Johna Burke recommends mapping out the roles, responsibilities and expectations for everybody in the company. This exercise allows you to vet who is responsible for what, where there is opportunity to measure (an example that she gives is that a customer service representative may be able to help measure the effectiveness of the PR department with a call question) and helps you to align your localized activity to the larger goals of the organization. If this sounds silly or superfluous, it isn’t. One of the largest causes for unease in the PR and marketing professions is misalignment between the goals and objectives of the department and the goals and objectives of the company. 5. Reduce your social footprint. There is probably a case that from a social care perspective businesses should monitor business pages on Facebook and Twitter. But aside from that, how effective is your communication on other platforms? LinkedIn, for example, has a lot of members, but unless members enjoy the platform or are using it to look for a job, odds are that it would be a difficult proposition to communicate regularly with many LinkedIn members. For many tertiary social networks that businesses get involved with, it is always helpful to review whether the resource expended on those networks is generating the desired outcomes. Sometimes the circumstances of a social network can change and it impacts the effective reach that can be had on the network. A recent example of this is Tsu, a social network that leveraged Facebook’s reach as part of their operational plan. Facebook effectively eliminated all posts linking back to Tsu , and significantly diminished the effective audience of that network. Using a multitude of platforms is resource intensive. You may find that reducing your social footprint (or at least reevaluating it) frees resources for other ends. 6. Keep email at the forefront of your digital communication. By nearly every measure, email is superior to social media when it comes to delivering messages at scale. The reason for this is primarily the profit motive of social media. Social media monetizes by showing users ads, but ads would be unnecessary for businesses if they could reach everybody that was connected to them. Cloud email services like Gmail, Yahoo and Microsoft monetize with ads, but cannot withhold your messages in order to make more money. For this reason, email lists, email segmentation and email blasts should be treated with at least as much importance as social media, if not more. Delivery rate of emails hovers around 90 percent , open rate for email hovers at around 20 percent and click-through rate for emails stands about three percent. If you are doing better than that with social media, you are either lying or are an extreme outlier. Point being, email is a digital platform that allows you to do a lot more with less resources. 7. Reassess your measurement. You may be measuring a lot of things, but are you measuring the right things? Using outdated metrics, outdated collection mechanisms, or not measuring at all can be pretty wasteful. For example, if you have a monthly reporting requirement that does not have any relevance to your overarching goals – you’re just wasting resources on measurement. Likewise, not having measurement in place to determine the effectiveness of resources that you are spending is potentially wasteful…but you would never know. When re-evaluating your measurement, it may be helpful to remember PR measurement expert Shonali Burke’s three tips : 1. Begin at the end (what you’re trying to achieve). 2. Measure what’s important (not everything is). 3. Don’t get stuck in measuring tools; make the tools work for you, not vice versa. Learn how to measure PR following the multi-touch attribution model! Get our white paper today! 8. A/B test. An offshoot of reassessing your measurement, A/B testing is an important aspect of simplification. While metrics can give you a snapshot of how effective things are, you might be tempted to switch things around based upon these. A/B testing is a powerful tool to help guide you towards the most effective end. A/B testing involves comparing two things that are exactly alike except for one variable. This is important because it can determine a causal relationship between the effectiveness of one tactic compared to another. For example, if email click-through is lower this month than it was last month, and you decide that you need to do something different with email, A/B testing can help you to optimize specific areas of the email relative to the alternative. If you change everything scattershot and it is worse or better than it was the month before, you really do not know why. Except magic. There is always magic. Point being, as it is with Max Martin’s music, simplification is a difficult process. If you fail to use the right processes in pursuit of simplification, it can make things more complicated. 9. Edit your writing. Odds are that you have not made it this far in this article. That is because we’re about 1,600 words in. The extent that people consume content diminishes throughout the route of the piece. For example, more people will read the headline of this article than those who will read the first paragraph. More people will read the first paragraph of this article than those who will read the second. And so on and so forth. How about this for a “do as I say not as I do” piece of advice: write less. The more sustained your content is, the more widely consumed it will be. An Instagram photo with text is going to be consumed more than a Facebook post, audience notwithstanding. A three-hundred word post will be read more completely than this one. That said, congratulations for making it this far. I appreciate you. 10. Find little victories and keep your perspective. As it is with most things, simplification is a series of small cascading victories and nothing too all-encompassing. If there was something that was going to save you a ton of time or resources, you would probably already know about it and have done it by now (to see an example of how small actions can lead to a big improvement, see this post on time management tools). At Toyota, for example, their processes are so efficient that they look for improvements in seconds , rather than minutes or hours…and they celebrate them. And you should, too. Conclusion. What I wanted to do in this post is evangelize simplicity. It is very easy to get overwhelmed with the amount of variables in the communication profession (changing technology, moving targets, increasing demand, exponentially growing noise) and to overlook that the process of effective communication has not fundamentally changed. Hopefully this article demonstrates that you can simplify some aspects of your communication. Best Practices Featured communication public relations

Planning for the unthinkable: Crisis comms after the Paris attack

PR Daily

A catastrophe on the scale of Friday's terror attacks in Paris may seem remote from the daily life of most communicators. Yet crisis communication requires professionals to think through the unthinkable, plan their response and prepare to manage information amid wild rumors, several experts say.

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10 Horrible PR Personalities

PR Matters

One bad apple spoils the whole barrel, or so says the proverb. PR will always have bad types, but how do you avoid being poisoned by one? There are plenty of helpful articles on using PR agencies , but watch out for these 10 awful PR personalities both in and out of PR firms.

Here We Go Again. The Downfall of Journalism Traces to the Rise of PR

Ishmael's Corner

The Art Of Storytelling In Business Communications And Public Relations. Techniques For Effective Business Communications. TechCrunch is the latest publication to play the tired narrative that the public relations industry is behind the woes of modern day journalism, GMOs and global warming. In the latest bullish show from TechCrunch, Alex Wilhelm looks into the camera, laments the state of the journalism and recites these “horrifying” statistics: There are 4.6 PR.more. The post Here We Go Again.

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.

Follow These Steps to Tackle Influencer Outreach

Cision

Influencer marketing is on the rise as 59 percent of professional communicators plan on increasing their budgets for this tactic over the next 12 months. An ROI of $6.50 for each dollar spent. Finding the right influencer takes time, patience and accurate social media monitoring tools.

10 horrible PR personalities

PR Daily

One bad apple spoils the whole barrel, or so says the proverb. PR will always have bad types, but how do you avoid being poisoned by one? There are plenty of helpful articles on using PR agencies , but watch out for these 10 awful PR personalities both in and out of PR firms.

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TCIP #055 – Life’s Most Important Question with Brian Willis

Melissa Agnes

Welcome to episode #055 of The Crisis Intelligence Podcast, with Melissa Agnes and Brian Willis. The law enforcement industry has been struggling through a lot of heat lately.

Crisis 176

How I Spent My Sabbatical: Reshma Fernandes

Shift Communications

A universal reaction to my taking a month-long sabbatical has been a combination of, “What?! How can I get that perk too? Can you get me a job at SHIFT?”

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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.

5 Tips for Vetting Influencers: Survivor Style

Cision

Finding influencers may be time-consuming, but it isn’t hard to spot them. Follow along on Twitter or Instagram for any amount of time, and they rapidly rise to the surface. But which ones are right for your influencer marketing program? The answer is partially found in doing the research.

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3 tips for using Periscope for breaking brand news

PR Daily

Earlier this month, I received a Periscope notification from Finnair on my phone. Their new A350 jet had just landed in Helsinki, fresh from the Airbus facility in the south of France. Finnair is the first European carrier to fly A350s.

Brand 178

futureproofing.now

The Resolution Blog

I’m feeling inspired. The reason? PR teams are buzzing right now. In the last few weeks I have seen new creativity, structures, strategies and tactics - PR teams are trying new things and the best part? It’s working.

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Media Training in Minutes: The Pre-Interview Prep Call

Rock the Status Quo

Finding time for media training can be difficult. It’s one task on a massive to-do list. However, some of the best value-adds we can bring to a client relationship take virtually no time at all. Seconds, even. These, for instance: Sending readership demographics right before an interview.

#SMWChicago: Trending Topics from Days 1 & 2

Cision

Social Media Week 2015 kicked off bright and early on Monday, November 16 across three cities: Chicago, Mumbai and Santiago. At #SMWChicago, over 270 speakers have convened to discuss the cross-section of industries including advertising, communication and technology (just to name a few).

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6 PR agency pet peeves

PR Daily

This story was originally published on PR Daily in November 2014. In my first PR agency job, during the times that drove us crazy, the owner had a favorite line: “This would be such a great business if it weren’t for the clients.” Bada-bum. Of course he wasn’t serious.

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The Citizen Analyst Manifesto, Part 2: Curious

Shift Communications

In this series, we’ll explore what it means to be a citizen analyst, what values you stand for, and what qualities in the world you adamantly must oppose. The Citizen Analyst Manifesto. Click for a printable poster PDF.

Participate in the great Thanksgiving Listen

The Stalwart Blog

I've been interviewing families with children battling cancer on behalf of the Emilio Nares Foundation (ENF) for a video series we're creating. I'm beyond inspired by their candor and courage when the microphone is on. We dig deep -- discussing their daily struggles and how they keep hope alive.

3 Steps to Involve Influencers in Your Crisis Plan

Cision

When a tweet catches smoke and spreads misunderstanding about your brand, how do you respond? Sixty percent of organizations lack a specific strategy to put out the fire. Without a plan to turn to, your brand and all those associated in the matter look like headless chickens.

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Brands, social media platforms join in expressing solidarity with France

PR Daily

Many have become accustomed to get their information from social media channels during crises, but it’s also a place to turn in the wake of a tragedy.

What To Do With Data: 4 Steps To Get The Most Out Of A Client’s Survey

Shift Communications

You’ve taken all of the initial first steps of conducting a survey. You’ve counseled your client on what focus to take and questions to ask, you’ve partnered with a reputable research company like Wakefield or Harris, and now you’ve been delivered with the results.

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Official announcement from Twitter: Share count data no longer available

The Resolution Blog

It's been confirmed that as of 20th November Twitter are officially removing the ability for any publisher to display the all time social share counts of any URL using the current method.

Data 156

#SMWChicago: ‘If Content Is King, Then Context Is Emperor’

Cision

“If content is king, then context is emperor.” — Marc Landsberg. Marc Landsberg, founder and CEO of Chicago-based social media agency SocialDeviant , thinks that ideas are no longer rare, hard-to-find gems. Everyone has ideas and ways to share them.

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Google Plus announces redesign

PR Daily

Communicators who still use Google Plus may notice design changes; the platform is getting a makeover.

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15 Digital Skills for PR & Marketing Pros

The Proactive Report

DOWNLOAD THE PDF. GET THE FREE 15 LESSON EMAIL COURSE. Online PR

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Chrome extensions to make your life better

The Resolution Blog

Here at coveragebook.com we spend hours working out how to save you hours of boring admin work, allowing you to crack on with the exciting aspects of PR.

#SMWChicago Recaps: Social Intelligence, Evolving Media & More

Cision

Social Media Week 2015 concluded just as it started – with tons of great information and ideas. Throughout the week, speakers shared their unique thoughts on creativity, technology and innovation.

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Survey: More execs want PR pros handling their brand’s social media

PR Daily

The new darlings in the world of corporate social media are public relations and communications pros. A growing number of U.S.

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