From 9to5 Mac: Apple’s public relations department is probably the best in the world — certainly more impressive at shaping and controlling the discussion of its products than any other technology company. Before customers get their first chance to see or touch a new Apple product, the company has carefully orchestrated almost every one of its public appearances: controlled leaks and advance briefings for favored writers, an invite-only media debut, and a special early review process for a group of pre-screened, known-positive writers. Nothing is left to chance, and in the rare case where Apple doesn’t control the initial message, it remedies that by using proxies to deliver carefully crafted, off-the-record responses.
From Marketing.ai: A typical marketing manager will have a team of content creators working under them on a variety of different content items. They may be working on several different campaigns simultaneously with output going to websites, social media and content sharing platforms for video, slides or ebooks. Managing all of these people and tasks can become overwhelming as multiple deadlines start to loom, while strategy for the upcoming months must also be planned.
From Nancy Schwartz: Stay relevant. Take a couple of days off from your asks. Show you care. Review all queued-up communications.
From Kivi Leroux Miller: I’m friends with many nonprofit program and research directors who confide in me about their various scuffles with communications or fundraising staff in their organizations. Nothing strange there.
What I do find a little surprising is how often I will meet a program or policy director, or even an executive director, for the first time, and upon learning what I do for a living, they will say, “Ugh. Our communications director is a complete idiot.”
From FastCompany: Whether you’re digging your way out of a negative PR avalanche or simply need to scrub a less-than-squeaky-clean outburst, here are tips from branding experts on how to handle public outrage with grace and style.
From FastCompany: While everyone’s business has been forced to change in this 24⁄7 always-on, mobile world, we as PR practioners (and here I am as guilty as anyone) still tend to release news according to our schedule and timing, not that of the media. Like gladhanding politicians, we knock on journalists’ virtual door fronts with our campaign literature (that is news releases) in hand, asking the media to endorse us by writing our story — not their story. Scott asks a simple but insightful question: What if you reverse the equation, and instead of reaching out to journalists on your schedule, get them to find you?
From Ann Handley: The traditional PR model is dead. Traditional PR sticks close to the script, embargoes press releases, follows a prescribed timeline, and all that. But here’s the problem: Conversations careen with such speed and velocity that you need to rethink your approach if you want to be part of them, says David Meerman Scott.
Enter “newsjacking” — a process, as defined by David, “by which you inject your ideas or angles into breaking news, in real time, in order to generate media coverage for yourself or your business.”
From David Meerman Scott: I’d suggest that these techniques should be used at launch to get people to discuss any new product in social media. It is not just for books.
From Erica Swallow at Mashable: It can be challenging for unknown startups to garner press attention — budgets are tight, relationships with journalists may not be that strong and explaining a new concept is difficult. Not to mention, early-stage startups usually only employ a few people focused on product and development. Therefore, marketing and public relations are often tackled piecemeal by whomever has time.
Good press, though, can be one of the biggest drivers for startups looking to grow their user bases, and as a result, a pretty important component for success.
From Seth Godin: The explosion of media channels and public events means that more people are being interviewed about more topics than ever before. It might even happen to you… and soon.
From strategy+business: Some companies’ hapless responses to accidents and other incidents have made business seem untrustworthy, yet the value of a good corporate reputation has grown more important to the public. Companies must put strategies in place to safeguard their reputation and their brands.
From Business Pundit: Nike has aired a new Tiger Woods commercial that’s very different from the standard sports spots. A camera focuses on Woods’ solemn face while the voice of Tiger’s father, Earl, gives the following insight: “Tiger, I am more prone to be inquisitive, to promote discussion. I want to find out what you’re thinking was, I want to find out what your feelings are, and did you learn anything?”
From ChangeThis: The changing rules of media and wider public access to information make the kind of damage control done in the past ineffective. Eric Dezenhall helps you understand how your strategy must change.