Posted by: Lisa Heathman in: Media Relations -
Crises in the news hit record levels in 2017. The Institute for Crisis Management tracked 801,620 crisis news stories during the year, an increase of 25 percent over 2016, and there are no signs of slowing in 2018. While not every crisis can be avoided, you can prevent some and mitigate the impact of others by understanding what fuels a crisis and taking preventative measures.
Facing the perfect storm
The combination of a 24-hour news cycle and competitive media environment, coupled with the always-on nature of the internet and social media, creates a perfect storm for brands caught in a difficult situation. News and information travel at unprecedented speeds, and individual voices of consumers – not just of media or influencers – can stretch far and wide, leaving brands at the mercy of whatever negative situation may arise.
News stories break from many directions, well before traditional media engage or can assess and report. Plus, as stories ramp up quickly on social media, traditional media may move faster than is prudent to capitalize on its popularity. Consumers, social media and traditional media now expect immediate responses from organizations, and stories may run before an organization has had time to fully process a situation and formulate a response.
In an environment that makes it very difficult to think and act clearly to get ahead of a storm, brands need more than a crisis plan for a challenging situation. A crisis plan is just part of the equation; the other part is prevention.
Posted by: Megan Moran in: Media Relations -
In the PR world today, it is hard to break through the noise and get your pitch noticed by a publication. The media is swarmed with email pitches every day, so how will your pitch stand out? Below are three ways to connect with a writer and get your pitch the attention it needs.
- Find out who is writing about your topic
- By using media monitoring tools and specific keywords, you’ll be able to find which journalists and publications cover your space. This will ensure that you are reaching out to the right people, which will ultimately make your story more appealing and not waste the writer’s time.
- Reference an article they recently wrote regarding your topic
- This piece of the puzzle is very important because it will show the writer that you are truly interested in them and what they write about, which will make the writer more intrigued…
Posted by: ShannonRiggs in: Media Relations -
Today’s marketing mix offers an exciting array of high-tech tools and channels, yet when it comes to developing brand ambassadors, organizations often overlook their closest and most accessible resource: employees. With their firsthand experience of a brand, its history and what makes it tick, employees are in a unique position to help build a brand and its visibility. And because employees are immersed in the day-to-day activity, their impressions are generally perceived as more authentic and credible than those of any outsider or corporate-generated message.
Creating a brand ambassador program doesn’t need to be complicated, and investing in the effort can pay off in spades. To develop – or refine – a brand ambassador program, consider following these five steps: