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5 Things

5 Tools Modern PR Pros Can Use to Maximize ROI

TOOLS

Today we bring you a guest post by Chief Strategy Officer Rebekah Iliff of AirPR, a technology platform to increase PR performance. The San Francisco-based technology company is passionate about using data to show the true impact and value of PR.

In a world where office managers have become “Campus Innovation Advocates” and HR reps have metamorphosed into “Company Culture Experts”, it’s no doubt that the act of reinventing traditional roles has benefits beyond morale. Aside from the perk of having a cool business card to whip out, the titles of today push employees to redefine their place and purpose within an organization. Case in point: diet ice cream is far less inspiring than sorbet. Which makes you want an extra scoop?

Sure — there’s the fun-factor, but reinvention also raises expectations for roles altogether, and if you want your company to be cutting edge, you’ll want to consider some role revamps during your next round of organizational restructuring.

So what about the reinvention of marketing/PR roles and the titles that go with them?

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5 Surefire Ways to Get a Reporter’s Attention

pay attention

One of the silver bullets in any flack’s arsenal is the art of getting or earning someone’s attention. After all, it is what we all go angling for on a daily basis. From writing a pitch to commenting on a tweet, we hope that something we do tells our media colleagues, “Hey, look at me!”

Once you get the reporter’s attention, you are halfway to the promised land of a mention, a return phone call an email reply or a Twitter response. Whatever correspondence you receive, the ensuing smiles are all there because of the work you did. But how effective are you at earning that attention in the first place?

If you want to be better at that subtle tactic, this week’s ‘5 Things‘ is for you: Here are 5 surefire ways to get a reporter’s attention.

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Biggest Stories of the Week

5 Ways to Ensure That the Phone Pitch Doesn’t Die

keep-calm-and-don-t-call-meThanks to the Internet making things more accessible with email and social media, the phone is pretty much a paperweight for your client’s folders. And I get it: You don’t have to hear the gruff and grizzle of a reporter on the other end of the line telling you to piss off, or some such.

That said, the phone call is still one of the most important tools in any flack’s arsenal. For anything from a follow-up to a lunch appointment, never underestimate the power of speaking to someone on the phone.

Now, some PR professionals are making it very easy for our favorite journalists to never pick up a phone call again. Ever. Why? Here are 5 phone practices we can use to ensure that the phone pitch doesn’t vanish.

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Biggest Stories of the Week

Biggest Stories of the Week

5 Pitfalls to Avoid While Newsjacking

waffle-house-belgium-twitterAnyone remember this famous tweet? It happened during Team USA’s run in the World Cup. As you can tell, Waffle House got a little notoriety from that soccer success as well. This act of genius, according to a term coined by the great David Meerman Scott, falls into the “Newsjacking” category.

It has become a social media phenomenon that brands and people alike try to leverage for their benefit…with varying degrees of success.

To summarize, newsjacking is seeing a runaway story or a widely followed trend, riding on its coat-tails in the name of ‘brand awareness,’ and subtly exploiting that story or trend hoping to score exposure. It’s like photobombing an online conversation, and it works well if done properly. Then again, if it doesn’t, your brand will suffer.

Here is the latest 5 things list for your edification…

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Biggest Stories of the Week

5 Social Media Mistakes PR People Should Avoid

Justine-Sacco-Tweet

It wasn’t too long ago that Justin Sacco, former chief communications officer of IAC (parent company of Tinder, Vimeo and OkCupid), ruined a rather cushy gig thanks to one questionable attempt at humor on Twitter.

She apologized without much fanfare and then finally got a new job (much less cushy) this past June.

While her legacy will go down in the chronicles of PR as a case of “What not to do on social media,” it begs the question for the rest of us: “What should PR people not do on social media?” I have five ideas. Feel free to add to the conversation. Extra points for personal references.

And if someone knows Justine Sacco, tell her that she’s my inspiration. (#Tear)

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