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Posts Tagged ‘Steve Rubel’

The Real Top 14 PR Twits to Follow in 2014

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Represent, “Real” PR Tweeps! 

We at PRNewser know that speaking out against clients (in the open) may be taboo. But for sake of discussion, let’s pretend it’s okay to be honest, mmmmkay?

How many times have you worked tirelessly for what seems like a millennium for a great trade story?

You earned a monstrous 90 percent share-of-voice with a sweet representation on social media to the tune of hundreds of shares, and even got noticed by other media types (local and industry). You draw up that report and hit enter with some righteous satisfaction (and possibly, a sister neck roll). And then, the client replies with … wait for it and repeat after me … “That’s all?” 

Yes you ungrateful so-and-so , metrics matter, but they have evolved. That’s how we feel about some of the “top minds” in this space making a list of “Who’s Who?” Metrics are important, as is attitude, content, engagement and relevance. That’s why this list—our list—matters. Here are our Top 14 PR Twits to Follow in 2014. 

*Snap Applause*

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Presentation Writing: Design and Delivery

Presentation Writing: Design and DeliveryLearn how to use storytelling techniques and visual content to create and deliver successful pitches and presentations! Starting August 6, Amanda Pacitti, the manager of learning at Time Inc., will teach you the best practices for presentations, from using software like Prezi and Powerpoint, to writing your script, and using images, audio, and video to drive your points. Register now! 

New Edelman Advisor: ‘PR Needs to Grow Up’

edelmanBack in March, Edelman advisor Steve Rubel told us that upcoming PR professionals need to “look at the bigger picture” and “orient [themselves] toward both creating and distributing content”. The firm’s newest tech advisor Burghardt Tenderich recently gave The Holmes Report a more direct version of that statement:

“PR needs to grow up and become real content creators.”

Edelman picked Tenderichwho is an Associate Professor/Associate Director of the Strategic Communication and Public Relations Center at USC Annenberg, to advise clients tech clients; his specialty will be “transmedia storytelling” campaigns like this one which include both paid and earned media across platforms.

The quote may seem obvious now, but remember that Edelman was a little late to the paid content game. The firm’s sponsored content partnership with Reuters on Twitter had a bit of a rocky reception, but we’ll be watching to see exactly how they put Tenderich and Rubel’s statements into action.

*Photo via Edelman Digital

More Brands Paying to Distribute Earned Media Mentions

Here’s another story about how PR and marketing should be best friends: more brands are spending money to bring attention to unpaid media mentions.

Edelman’s Steve Rubel tells Digiday that more and more marketers are working to “making sure the press coverage you’ve already earned works harder” by pairing with networks like Twitter or “you might also like” content recommendation services like Outbrain to push more traffic toward those media mentions earned by sheer luck, quality products or…hard-working, press-savvy PR teams. (You knew we’d get there.)

The advantage to this approach, of course, is that earned media will always be more valuable than paid. But the ROI is a more difficult to measure for retailers, who have trouble drawing a line between clicks on third-party posts and subsequent sales.

Most of the content distributed by brands is still created by and for the brands themselves, but according to the original post this third-party distribution trend has begun to pick up. We’re most intrigued by news sources like CNET allowing brands to score paid placement of product reviews on their homepages.

Now who specializes in both scoring and finding earned media mentions? PR! Can we expect to begin working more directly with marketers on related third-party content projects?

Digital Agency Trends Are Way Ahead of Us

In case you missed it, last week we posted a series of stories on the new transition toward a PR business model with a far heavier focus on digital branding and content creation services.

First Weber Shandwick EVP Jason Wellcome discussed the firm’s decision to formally create and publicize a new digital content unit called Mediaco after nearly a decade of providing more explicitly content-focused services for clients. Then Edelman PR content strategist Steve Rubel told us about his firm’s plan to address clients’ changing demands by simply doing more of what they’ve been doing for years — integrating new creatives into the larger Edelman team rather than launching and promoting a new entity.

Their observations seemed to support our conclusion that the classic “Is it PR, marketing or advertising?” debate would only grow more intense in the months and years to come. We found this all quite fascinating, but some people who’ve worked in the industry longer than we have let us know that these revelations were not really news at all with a collective “meh.”

A new study completed by Second Wind, provider of resources across the interlocking communications disciplines, tells us that they are (of course) correct.

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Edelman’s Content Strategist Explains the New ‘Content Marketing’ Model

Steve RubelThis week we posted on Weber Shandwick‘s decision to publicize its new content-creation wing, Mediaco, and what that means for the future of PR. This morning we had the opportunity to speak with Steve Rubel, chief content strategist at Edelman PR, to go over how his firm is addressing this newest chapter in the ongoing “PR vs. marketing vs. advertising” debate.

How does the Weber Shandwick announcement relate to recent “creative” moves by Edelman?

There’s a lot of hype in the never-ending hunt for shiny objects in marketing, but the bigger picture here is that the economics of the industry have changed – demand side platforms (ad exchanges) have made advertising more efficient, which caused the price of CPM (cost per impression) and ads themselves to plummet. This is good for the industry but bad for publishers, because media outlets squeezed by tech developments can’t make the leap to other revenue streams like subscription, video, etc.

This has led to a greater willingness to open their platforms to branded/sponsored content, thereby empowering marketers to make good on their longtime desire tell their stories their own way on some of world’s largest websites (Ed. note: see The Washington Post). That is the big change here.

Some people say this is all old news. How do you respond to that point?

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Earth Day Promos, Advice, and Freebies

Happy Earth Day! As with every year, there are a number of brands that are using the day to promote eco-awareness as well as their wares.

Huffington Post has a list of 10 Earth Day giveaways, including free coffee from Starbucks and Caribou Coffee, a tree giveaway from Lowes, and free crafts and workshops c/o retailer Anthropologie.

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Roll Call: Edelman Announces New Digital Leadership, and More

Kevin King

Kevin King has been named Edelman‘s global digital practice chair, with David Armano assuming the rule of EVP of global innovation and integration, and Steve Rubel appointed to EVP of global strategy and insights. The latter two positions are newly-created. Michael Slaby was the previous digital practice chair. He has signed on to help President Obama with his reelection campaign. According to the firm, digital accounts for 11 percent of Edelman’s revenue, and the practice has 350 employees globally.

King was previously MD, serving as a digital lead for some Edelman clients. Armano was previously SVP of Edelman Digital and writes the Logic + Emotion blog. And Rubel was SVP and director of digital insights for Edelman Digital. He also authors a blog and a column in Ad Age.

Fleishman-Hillard has added two execs to its Chicago office. Brett McCall joins as SVP, executive creative director, and partner in the emerging media practice. And Darrell Jursa joins as an SVP in that practice. Both are newly created positions. McCall was previously chief creative officer at Worksong, a firm he co-founded in 2009 and has served as a VP of Edelman’s Matter division. And Jursa was previously a VP of emerging media t Dig Communications.

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7 Digital Trends Worth Your Attention

The 2011 social media trends watch continued as Steve Rubel, SVP and director of insights at Edelman Digital, highlighted predictions and recommendations for this year while speaking at the BRITE ’11 conference hosted by Columbia Business School’s Center on Global Brand Leadership in New York on Wednesday. Brite is a global conference series focused on topics like culture and technology.

Click through for seven key trends that should be on your radar.

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Mashable Peeks Into Steve Rubel’s Workspace

Rubels cubicle.jpg

If you’re curious about what Edelman Digital SVP Steve Rubel has in his office click here. Mashable entered his inner sanctum armed with a camera and what did they find? An old magazine, a puppet from Indonesia and touch screens galore.

Apple PR’s Response To The iPhone 4 Leak

gizmodo i phone.jpg

Well, they haven’t really responded yet, but we thought that headline would catch your attention.

For those who haven’t been following, a version of the next iPhone was left in a Silicon Valley bar recently, and the device ended up in the hands of tech blog Gizmodo. Nick Denton, chief executive of Gawker Media, which owns Gizmodo, told The New York Times that he paid $5,000 for the phone.

Apple has not responded, except for a note Gizmodo said they received from Bruce Sewell, Apple’s senior vice president and general counsel, which asked that the phone be returned.

With a company that keeps its new products top secret before launch, some are wondering if the found phone was an intentional leak. We’ve reached out to Apple PR but have not heard back as of the time of this post.

“Great PR stunt. How to build suspense in a post iPad world,” said John Bell, Managing Director at Ogilvy PR.

Said Edelman’s Steve Rubel, “I believe this is probably a false prototype that someone from Apple either left in the bar intentionally or with an individual who they thought might do so for reasons only they know.”

What’s your take? Is this all intentional on behalf of Apple? Or would they never be that risky, especially in advance of their earnings call today? Leave your thoughts in the comments.

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