The importance of gaining PR placements in broadcast media is difficult to overestimate. Even with the gains of online news and social media, TV still attracts the largest audiences for news.
Broadcast placements work effectively to launch a new product, generate awareness for a new initiative or build buzz for an upcoming event. Broadcast placements often produce greater impact because the audience sees and hears the story. It’s also difficult for viewers to avoid the story when it’s on TV. Readers of print publications often skip a majority of the stories in each issue.
PR experts cite some important best practices for obtaining and fully taking advantage of broadcast publicity. Continue reading
Chipotle Mexican Grill is obtaining some favorable notices on its efforts to manage its food poisoning crisis. Over 500 customers have become ill since last July from multiple outbreaks of norovirus, salmonella and E. coli at a few different Chipotle restaurants. .
Chipotle closed its restaurants nationwide – over 2,000 of them — for four hours on Monday for a virtual meeting with employees. Company executives explained new food safety procedures the company is taking to regain consumers’ trust.
“People will come back,” Steve Ells, the company’s founder and co-chief executive, told more than 50,000 employees via video. Continue reading
Twitter has an important advantage over Facebook that many marketers don’t realize. Because Facebook updates are filtered through the network’s edge rank, consumers don’t even see most company updates. Twitter is not filtered. All your tweets appear in your followers’ timelines.
Many marketers don’t appreciate that benefit, says social media marketing expert Jeff Bullas. Because of that, it’s easier to accumulate followers on Twitter than Facebook. Perhaps marketers should invest more of their social media resources in Twitter. Continue reading
Native advertising has evolved from an experimental technique to a core marketing strategy for many brands. Despite being paid media, native advertising may become a significant source of revenue for public relations agencies.
Native advertising is a form of paid media where the ad experience follows the natural form and function of the media source where it appears. In other words, it’s paid advertising that looks like editorial content.
Because it’s paid media, clients are inclined to turn to their advertising agencies to produce native ads. In fact, the content and communications strategies of effective native advertising more resemble PR storytelling than product advertising. PR departments and agencies, therefore, may be more adept at crafting native advertising than their advertising counterparts. On the other hand, advertising departments and agencies are best-suited to negotiate the media buy. Continue reading
Interactive video is a powerful tool to improve engagement with key audience segments, a survey of marketers reveals. Perhaps more important, most marketers surveyed say interactive video is not difficult.
The Brightcove survey, Interactive Video: Defining & Measuring Performance, conducted with Demand Metric, surveyed Brightcove technology partners and customers. Results were based on responses from more than 500 individuals.
The day after Super Bowl 50 most people probably spent more time discussing the ads than they did analyzing the Denver Broncos defense, Peyton Manning’s NFL legacy, or Cam Newton’s petulance.
The USA Today ad meter rated Hyundai’s “First Date,” Heinz’s “Winner Stampede,” and Doritos “Ultrasound,” Doritos, “Doritos Dogs” and Hyundai “Ryanville” as the top five ads. Such ad ratings and others like it gain significant media coverage. Some brands and their agency brag about high ad ratings.
There’s a problem with such ratings. Just because consumers say they like an ad doesn’t mean they like the company or product and it certainly doesn’t mean they will buy the product. Continue reading
A few innovative hospitals are starting to adopt a novel response to their mistakes that cause death or injuries: apologizing.
Although apologizing is a standard element of PR crisis plans, most hospitals are traditionally – and incomprehensibly — reluctant to apologize to patients or their surviving loved ones. Hospital managers and medical staff fear apologizing or even expressing sympathy will be equated to admitting guilt and open themselves to liability or disciplinary actions. That’s what their legal counsel has been telling them for decades.
“Eschewing apology is a choice driven not by data but by fear and anecdote. Though it is now politically correct to apologize and admit mistakes, behind closed doors the old dialogues continue,” states the American College of Emergency Physicians (ACEP). Continue reading