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Guest post

5 Tips for Breaking Into the Public Relations Industry

PR PR PR PR

Today we bring you a guest post from Ilana Zalika, Principal & Co-Founder of NJ/NYC firm Resound Marketing.

This post is presented by 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.

It’s a question I get asked a lot: how do I break into PR? The truth is, there are many different types of public relations – from fashion and tech, to healthcare, beauty, and entertainment – and each one operates in a different way. But as with any industry, there are some universal truths that apply across the board.

1. Personality goes a long way.

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3 Avenues of Influence Beyond Media Coverage

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Today we bring you a guest post by Jennifer Donovan, founder of San Francisco’s Nova Communications. Follow her on Twitter.

This post is presented by 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.

Anyone who has worked in PR knows that media placements have long been considered the holy grail of the industry. I’m sure everyone remembers the first piece of coverage secured for a client and the sense of accomplishment/relief that came with it. But we also recall the stress, fear, and uncertainty about identifying and securing the best outlet for our clients.

It reminds me of a project my family used to tackle every holiday season – finishing a major puzzle together. We’d spend days working on it only to have my little brother hide the last piece. That’s how media outreach goes too. You just can’t succeed without all the pieces perfectly in place.

Luckily, there’s a major shift underway in the Communications industry that is impacting client, media AND influencer relations. I’m not saying that media coverage is not important, but today there’s more than one way to skin a cat. As Rebekah Illif of AirPR said at the PR Summit conference in San Francisco, “Hits are how idiots track success.” It’s time to move beyond the traditional notion of PR success.

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The Shocking Truth About Millennials

GEN Y WHAT

Today we bring you a guest post from BJ Kito. Kito is VP of business strategy and general counsel at Digital Surgeons, a full-service agency driven by the relentless urge to move brands forward.

If you Google “Millennials are,” the top searched suggestions that pop up are, “lazy,” “stupid,” and “the worst.”

Millennials are

Such are the suspicions of the Googling public, hardly an endorsement of Generation Y. But before you target your next Millennial marketing campaign at a vapid, selfish protopersona with pain points that include “the iPhone losing battery power” and “to Nook or to Kindle,” let’s allow the Millennials to speak for themselves.

If you don’t understand where the Millennial zeitgeist is today, you won’t be there to capture its brand loyalty tomorrow. The preponderance of this generation, which will constitute 75% of the global workforce by 2025, is committed to actively creating social change.

Say what?

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PR Education: 5 Traits of the Modern Communicator

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Today we bring you a guest post by Deirdre Breakenridge: author, entrepreneur, PR veteran and CEO of Pure Performance Communications. Follow her on Twitter.

This post is presented by 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.

PR education is changing dramatically to better align with the communication challenges businesses are currently facing.  I’ve been teaching on the college/university level for 10 years. Years ago, my curriculum focused on media relations and relationship building with journalists. Today, the activities in my classroom seek to create learning experiences that aid in molding the modern communicator.

Introducing new skills and competencies prepares professionals for the communication complexities.

From my experience, there are five key traits and skills students need to develop during their PR education in order to be successful in today’s business environment:

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5 Tips for Creativity in Times of Crisis or Controversy

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Today we bring you a guest post by Howard Bragman, founder and chairman of Fifteen Minutes PR.

This post is part of an ongoing series.

Like many in our profession, I sometimes feel like the guy at the circus juggling plates on the ends of sticks. It looks precarious, but like the guy under the big top, I am happiest when there is a lot going on.

Over the past several years, I’ve had three primary jobs: 1.) Chairman and Founder of Fifteen Minutes, a Los Angeles-based PR firm that specializes in consumer brands, entertainment and crisis/controversy clients; 2.) Vice Chairman of Reputation.com, the largest and category-creating online reputation management company; and 3.) Network and cable broadcast news contributor, providing my take on the reputational events of the day.

My PR and crisis work often involves people and companies seeking to prevent or assuage a whirlwind of damaging press.

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3 Important PR Lessons from 3 Biz Dev Connections

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Today we bring you a guest post by Sarah Rose Attman, president of Sarah Rose Public Relations and former staff reporter for US Weekly.

This post is presented by 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.

As a 20-something single lady, I’ve come to realize that finding new business is strangely reminiscent of searching for a boyfriend. I want someone who I work well with, someone who is interesting, someone I believe in, and of course, someone who can afford me.

When I started my company, Sarah Rose Public Relations in 2012, I didn’t realize how important “business development” would be to my success. I was simply trying to improve my PR skills of media relations and digital strategies. As my expertise and pricing increased, I realized that attracting new businesses is a skill in and of itself.

There are many tactics people use to drum up new business, but in my experience new clients often show up in the most unusual places. Here are three of the weirdest ways I’ve gotten new business and three PR lessons to be learned.

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PRTech Awards to Honor Leading Marketers, Innovators, PR Professionals

PRTech Awards

Today we bring you a guest post from Rebekah Iliff, CSO at AirPR.

As technology continues to shake up everything in the media realm, and marketing undergoes shifts driven by the digital landscape, PR is likewise making a move to embrace a more programmatic, data-focused approach to optimization and outcomes. The result is an industry that is evolving into an “ecosystem” model, much like Advertising did with the explosion of the Internet and social media.

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5 Important Lessons for Your Tech Startup’s PR Launch

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Today we bring you a guest post from Kristen Tischhauser and Chathri Ali, co-founders and managing partners of talkTECH, an L.A. and Chicago-based communications/business development firm serving “innovative, emerging brands and new-to-market products.”

This post is presented by 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.

We, as humans, are impatient. We don’t like to wait; we want what we want and we want it now. That’s why when launching a new tech startup, it’s smart to take a deep breath and make sure that the PR trigger isn’t pulled too quickly. As the famous saying goes, you never have a second chance to make a first impression.

Entrepreneurs put countless hours into perfecting our product or service, yet too many get excited to launch and do so before they are truly ready. A launch is not idea generation. We’re past the stage of throwing something out there to see what sticks. Instead, we want the masses to welcome us into their lives all the while wondering how they ever lived without us. This only happens if the proper steps are taken to ensure a successful launch.

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5 Tips for Running Your Firm’s Social Feeds

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Today we bring you a guest post from Heather Mann, Social Media Marketing Manager at LA’s Digney Mario & Co. Mann shares lessons learned from Digney’s recent self-promotional social campaigns.

1. Your Audiences Are Not All the Same

Many businesses make the mistake of aiming their social media toward the same audience on multiple platforms–yet every one will reach a different audience.

For example, Digney Mario & Co.’s Facebook page posts content aimed at young professionals and those with a particular in our industry. Our Twitter feed, on the other hand, is aimed primarily at journalists and industry veterans.

The same principle applies to campaigns; distinguishing between these target audiences can make or break your efforts.

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8 Tips From the Front Lines on Leveraging Celebrity for PR

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Today we bring you a guest post by Ryan Croy. Croy is Managing Partner at Fifteen Minutes, an LA-based entertainment and lifestyle-focused public relations and communications agency. This post is the first in an ongoing collaborative series.

As a PR firm that represents both celebrities and consumer brands – from large multinationals to newly-launching lifestyle businesses – we get a 360-degree perspective on the practice of matching companies with talent to drive awareness for corporate initiatives, be they product launches, red carpet events, non-profit programs or social media campaigns.

If executed correctly, a celebrity partnership could open a floodgate of media coverage, spike consumer interest and positively impact your client’s bottom line. As PR professionals, we carry the torch for earned media impressions and their value in shifting public perception.  It is our job to know if and when a celebrity-driven initiative is the appropriate strategy to deliver ROI.

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