Understanding Your C-Suite Executives through What They Read and Share

understanding c-suite executives

Photo credit: SmithGreg

Wouldn’t you like to get inside the minds of your CEO and other C-suite executives? Better understanding C-suite leaders can help public relations and marketing teams better meet their goals and win approval for their projects and funds for their budgets.

We don’t know how to get inside their minds, but we can tell you what publications they read and respect, which may be the next best alternative.

Leadtail analyzed 98,079 tweets from 1,713 CMOs, CFOs and CIOs to find which publications they share most. It found that executives favor well-known business and news publications like the Wall Street Journal, Forbes and Harvard Business Review. However, they also read technology publications and websites like TechCrunch and Mashable. Continue reading


Who Should be in Charge of Corporate Reputation Management?

There’s a big problem with reputation management in corporate America. The problem – common in most major corporations — is that no one person is responsible for managing a company’s reputational risk. Many different corporate departments including public relations, marketing, brand management and risk management share some level if responsibility for reputation management.

Typically, PR takes the lead responsibility. But – there’s another problem. Often, no one person within PR has full responsibility for corporate reputation management. Responsibility (and authority) is spread across multiple personnel within PR. Continue reading


The Best Words for Email Subject Lines

A single word can be the difference between success and failure of email marketing campaigns. One word can substantially increase or decrease click-through rates. That’s why marketers look to industry research that identifies the best-performing subject lines.

In one such effort, Adestra analyzed data from more than 3 billion emails that were part of 125,000 global campaigns by organizations in four industries — retail/B2C, conferences/events, media/publishing and B2B. The research involved more than 400 million opens and more than 55 million clicks.

Researchers selected the 300 most popular words, characters and two-word phrases and compared their performance against the average.

Here’s our summary of their results. Continue reading


Why PR Must Verify User-Generated Social Media Information for Crisis Communications (and All Other Times Too)

An image from the Columbian Chemicals hoax. Courtesy of ChemInfo

In 2014, hundreds of Twitter users reported a huge explosion at Columbian Chemicals in Centerville, LA. Some, purporting to be eyewitnesses, posted photos and video of the explosion and a cloud of black smoke rising from the plant.

Twitter users said news outlets were covering the disaster, and posted screen shots of the news from newspaper and television network homepages. A YouTube video showed ISIS claiming responsibility for the attack.

It was fake. Columbian Chemicals quickly distributed a press release reporting no problems at the plant. “It was a highly coordinated disinformation campaign, involving dozens of fake accounts that posted hundreds of tweets for hours, targeting a list of figures precisely chosen to generate maximum attention,” the New York Times stated. Continue reading


Solo PR Pros Report Rising Pay

Photo credit: 401kcalculator.org

Solo PR professionals are happier and earning more. Over 60% of self-employed communications consultants participating in the 2015 Solo PR Pro Compensation Survey enjoyed more income in 2014 than the previous year and expect more income this year.

Most are satisfied with their careers: 51% are very satisfied and 40% are somewhat satisfied. That compares well with workers in general. The Conference Board Job Satisfaction survey reported that less than half of U.S. workers are satisfied with their jobs. A 2013 Gallup poll found that only 30% of Americans like their jobs.

Not surprisingly, the best-paid professionals are generally happier with their careers as independent consultants. All PR pros earning over $160,000 a year are very satisfied or somewhat satisfied with their careers, compared to just 35% with less than $10,000 of yearly income and 14% with $10,000 to $20,000 of revenue. Continue reading


Ad Blockers Unlock Opportunities for PR & Content Marketing

ad blockers and earned media, brand journalism

Photo credit: Shawn Zain

The predicted surge in use of online ad blockers challenges publishers and marketers to find alternative methods to reach consumers and generate revenue.  

Already popular with millennials, ad blocker applications prevent digital ads from displaying along with the content of a web page. Such ad blocking may become pervasive in coming months now that Apple’s new iOS 9 operating system lets users easily install ad-blocking software. Media experts call that new ability a game changer.

Why Consumers Block Online Ads

Especially on mobile phones, ads cause slow-loading web pages, shortened battery life and higher fees for data usage. Mobile users install free or low-cost ad blockers to prevent those problems. In the process, they deprive web publishers of revenue and greatly reduce the effectiveness and cost advantages of a major advertising channel for brands. Both publishers and online advertisers fear ad blockers put digital advertising and the Internet’s ecosystem at risk. Continue reading


5 Strategies of Successful B2B Content Marketers

The latest Benchmarks, Budgets and Trends – North America study from the Content Marketing Institute reveals several distinguishing tactics of successful business-to-business (B2B) content marketers.

B2B content marketing remains an evolving area. Just 32% of B2B content marketers participating in the study say their content marketing is sophisticated or mature; 29% rate it as adolescent, have seen early success, and are becoming more sophisticated with measuring and scaling; 27% rate it as young and are challenged with creating a cohesive strategy and measurement plan; 11% they are undertaking first steps.

effective content marketers

Continue reading