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Beyond Crisis Days: Gaining Advantage from Your Morning Email
If your organization’s news alerts are boring on a slow day, or if you only remember they exist during product launches and crises, you might be ignoring a vital resource. Corporate communicators who look beyond the basic utility and format of daily media reports develop an intelligent view of opportunities and challenges while applying a useful tool for internal messaging. What is a News Briefing? A daily news briefing is a collection of the day’s top relevant stories as defined by an internal or external client. Usually delivered in the early morning, the collection of articles and social posts may go beyond company and brand news to include competitors, emerging issues, regulatory action, and industry developments. The briefings feature headlines, publication information, and online ...
Strategy and Tactics: Finding a Balance through Research
It’s a curious thing how the overwhelming majority of public relations agencies and practitioners identify as “strategists.” Here’s the problem: if everyone is a strategist, how does anything get done? The natural inclination seems to be that “tactics are subordinate to strategy.” True, public relations is much more than just press conferences, interviews and publicity but it’s important to remember that the only way to accomplish our PR and business objectives is to bring strategy to life through tactical execution. As such, strategy and tactics are interrelated and equally essential for success. Communications research provides a foundation for the entire public relations process from landscape assessment to objective-setting to strategy development to tactical creativity and ...
Overcoming Conventional Wisdom: Public Relations Must Demonstrate Value by Generating Value
By Mark Weiner, Chief Executive Officer, PRIME Research As the reputation of public relations within corporations continues to grow, we face an increased need to generate a positive return on investment as well as a satisfactory return on expectation. Unlike our everyday challenges with journalists, analysts and opinion-leaders, these challenges originate with our internal clients. Top executives keep public relations budgets low while maintaining high expectations. In this way, public relations falls victim to the conventional business wisdom that PR hasn’t earned more resources because it cannot be measured. New Challenges for Marketing and Public Relations While the stigma has improved over time thanks to the good works of the Institute for Public Relations, AMEC and their members, ...