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Content Marketing’s Tangled Web of Influence

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Today we bring you a guest post by Rebekah Illiff 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.

Can you name the last time you stopped to look at a spider’s web? Chances are, if you hate spiders, it was not recently. But there is much to be learned from these intricately designed feats of art and engineering.

Every part of the web is connected, making it both complex and powerful. If any part is weakened or disconnected, the overall value and strength of the web is severely compromised.

I started mulling over this idea after AirPR’s data scientist came to me with a visualization of a subset of our content marketing strategy, which happened to look exactly like a spider’s web: expansive, complex and continuously connected.

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STUDY: Journalists Spend Less Than One Minute Reading Each Press Release

Press releases

They all blend together at a certain point…

We have a new candidate for least surprising survey conclusions via comms firm Greentarget: journalists like your press releases nice and short.

No, shorter than that. Shorter…shorter…almost there…

This one hits a little too close to home for us. Key stat: the average participant in this survey received approximately 50 releases every week–and spent less than one minute reading each one he or she opened.

You’ll click through and spend about three minutes reading this post though, won’t you?

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‘D-List Publicist’ Talks About Taking on the Clients No One Wants

jeremy weeksIt’s probably become one of the most famous mugshots in history. The eyes. The slight cock of the head. It’s Jeremy Meeks, the “hot convict” that had social media users promising to overlook his rap sheet in exchange for doing a little time with him.

Of course, upon seeing the positive reaction to the photo, Meeks got himself a publicist. And for a problematic client like him, there could only be one publicist for the job: “D-List publicist” Gina Rodriguez. A former adult movie actress and Playboy model, now she works with people who usually end up with a catchy moniker: “Octomom” Nadya Suleman and the “White House party crashers” Michaele and Tareq Salahi.

Now, she tells The Daily Beast that she’s working to find Meeks a reality TV show.

All in a day’s work (and please call her “celebrity manager”).

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Could 18,000 Layoffs Be a #PRWin for Microsoft?

New-Microsoft-Logo-PPT-BackgroundsIf your stock portfolio contains Microsoft, today is a good day. If you happen to work for Microsoft, then it probably isn’t.

In case you’ve been living underneath a rock, the company announced this morning that it would eliminate up to 18,000 jobs, canning 14% of its workforce.

That’s a big deal on its own, but it isn’t the only story making headlines.

In fact, investors seem quite happy with the news.

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Q&A: Which Brands Won (and Lost) the World Cup?

Big Ballz

It’s all over but for the shouting…and the crying.

Germany may have surprised nearly everyone–especially Brazil–in winning everything this year, but the question remains: which brands came out on top? Which corporations got their money’s worth on the world’s biggest sporting event?

According to Rick Miller, vice president of data and insights for Networked Insights, the three big winners were Budweiser, Hyundai and Castroland the losers were Sony, McDonald’s and Visa.

We spoke to Miller to get more on the why and the how; questions and answers after the jump.

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Does Size Matter? 5 Differences Between Big and Boutique PR Firms

PR highway

Public relations is full of many things, stereotypes being one of them.

However, when a nubile flack is fresh out of college (or even the newsroom making the switch these days), there is one thing to consider. This one quandary has PR hopefuls in the agency world so perplexed that they choose in-house because they aren’t sure which way to go.

Do I apply at a major PR firm or one of those boutique agencies? 

I never understood why this is such a conflicting decision because PR “happened” to me. (Long story. Tell ya’ later sometime.) Now that I have been there, done that, bought the T-shirt, and put my name on it just in case, I get it. There are differences, many of which are subjective. Others are objective. Both types have their definite advantages and drawbacks, but both are rewarding.

Here is this week’s listicle of 5 Things: 5 differences between big and boutique PR firms.

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Discovery Channel ‘Shark Week’ Stunt Actually Scared the Crap out of Canadians

In a true “War of the Worlds” moment (look it up, kids), The Discovery Channel and its various agencies managed to scare quite a few shark-weary Canadians with the help of the local government before admitting yesterday that it was all a stunt.

Here’s the clip that went semi-viral, alleging that a bull shark had been spotted in Lake Ontario. Does this look like a paid ad?

It is. More specifically, it was created by OMD and TBWA to promote the upcoming special ”In Search of Canada’s Rogue Shark”–a special sponsored by Nissan.

Yet authorities took it so seriously that Natural Resources Minister Bill Mauro told local press:

“Just when you thought it was safe to go back in the water…it is potentially, I guess, a very serious situation. If there is a shark in Lake Ontario we need to know about it.”

It’s almost like Discovery fed him the damn lines. In other words, it’s still very possible to get both local media and a skeptical public to believe–or at least click on–even the most unbelievable nonsense. Need more proof? One word: mermaids.

Thanks for setting the bar so very low, Discovery.

APOCALYPSE WATCH: A Kinder, Gentler Ku Klux Klan Using Candy to Recruit Kids

klan-candy

Yes, this is real. Yes, this is 2014. Yes, that is an untouched picture. Yes, the sardonic hicks of hatred known as the Ku Klux Klan have decided to get back on the campaign trail because membership may be a little low these days.

And so this loosely fit flyer made in Publisher because the economy was delivered across an Oconee County subdivision of northwestern South Carolina. Inside, was a candy cane and some family friendly paraphernalia reading  ”Save Our Land, Join the Klan.”

Sweet, right?

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The Ticker: Microsoft Layoff Memo; ‘TV Whisperer’ Leaves White House; Travel Branding Challenges; And More

With Drought Measures Becoming More Strict, Nestle Continues California Water Bottling

arrowheadNestle is kicking up controversy with its continued water bottling operations despite a drought that is so severe, it has prompted water restrictions.

Nestle owns Arrowhead Mountain Spring Water, which is sourced from a spring  Millard Canyon, CA. Nestle Pure Life is another one of its brands, both of which are bottled on a Native American reservation in the state.

In January, Gov. Jerry Brown declared a state of emergency because of water shortages. On Tuesday, water regulators approved fines of $500 for things like watering lawns and washing cars. The measures were put in place after the governor announced he wanted to reduce water usage by 20 percent and that goal hadn’t been achieved. The drought has been going on for three years. Other measures will be considered if water usage still isn’t reduced.

Reservations are considered sovereign states that don’t have to follow state regulations. But knowing the dire situation that the state is in, should Nestle do something?

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