In today’s digital marketing landscape, breaking news occurs every minute — sometimes even in seconds — and we’re seeing more and more brands take advantage of this condensed news cycle to leverage real-time marketing, which is all about connecting what’s happening right now to your brand. Real-time marketing, or “news-jacking” as it’s sometimes called, is what good public relations always has done, but now we have the opportunity to leverage social networks and online conversations to make an impact in minutes.
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Tags: 2013 International Conference: One World, Branding & Brand Management, Corporate Communications and Public Relations, Marketing & Marketing Communications, Media Relations, Professional Development and Training, prsa conferences, PRSA International Conference
Would it surprise you to learn that that public relations characters in film scored low on honesty yet high on being driven by profit?
While we’re all too familiar with the many stereotypes about practitioners, brought to life by characters like Samantha Jones, what really surprised us were the faulty assumptions we found about the industry as a whole.
In our study, we saw there were more male than female public relations characters. Female public relations characters were more likely to have social interactions than their male counterparts. Also, most of the characters were publicists or spokespersons.
These findings fly in the face of industry reality — nearly 70 percent of public relations practitioners are female; public relations is a profession and not a social service, and job opportunities extend far beyond publicists or spokespersons.
With these inaccurate portrayals, film-based stereotypes about public relations may limit student awareness of options in the industry, encourage social rather than professional skills, and facilitate unrealistic expectations about the gender makeup of public relations.
If you’re fed up with film stereotypes about public relations (and we know we are), here are four ways you can fight back:
Tags: 2013 International Conference: One World, Corporate Communications and Public Relations, Diversity, Professional Development and Training, prsa conferences, PRSA International Conference
I’m so looking forward to presenting “Media Training: How to Deliver Compelling Messages” on Sunday, Oct. 27 from 3–4:15 p.m. at the PRSA 2013 International Conference. At last year’s Conference, this session attracted a standing-room-only crowd that generated stimulating questions and dynamic interactions. I hope you’ll plan to attend this year’s workshop and join the fast-paced, engaging program designed to guide you through spokesperson preparation, message development, delivery and control techniques, and personal presence.
Spokespersons — and public relations practitioners who provide behind-the-scenes counsel and support — know successful communications skills are honed by media training and practice. The most effective are strategic and follow a simple five-step process to drive message development and interview preparation.
Tags: 2013 International Conference: One World, Corporate Communications and Public Relations, media training, prsa conferences, PRSA International Conference
I’ve long been a fan gal for research in PR. Personally, I obsess over trends, opinions and ultimately, what motivates customer sentiment toward a brand, product or an entirely new way of doing things.
Professionally, research solves so many things — identifying specifically who to target and how these people consume content. Research allows us to truly move beyond metrics that never satisfy internal audiences to those that demonstrate true, meaningful impact.
Also, it’s fun to identify the sentiments we can unlock, uncover and expedite for clients and prospects. Previously though, research had its challenges — it could be cumbersome, costly and slow. It was often times very hard to sell in primary research or audience insight programs, particularly to start-up or mid-stage companies that could benefit from such critical information.
There’s been a lot written about the Affordable Care Act (ACA) and its potential impact on key industry players — i.e., pharmaceutical and device companies, clinicians, health plans and patients. But, what about the PR professionals who work alongside these players?
Whether we work in-house or on agency teams, PR professionals know that everything that affects clients affects us too. . . eventually. We can be reactive and wait for the ACA dust to settle or we can proactively help clients navigate the new landscape.
Now, there’s a huge opportunity for us to be proactive and to expand the range of internal and external stakeholders with whom we work.
Historically, health product companies have been organized around departmental “silos” – e.g., Patient Safety, Advocacy, Product Management and Access. For decades, health care PR and marketing teams focused on product/service promotion. Our goal has been to demonstrate clinical outcomes; our opinion leaders have come from academia and science.
In the wake of Medicare reform and the ACA, a new mandate has emerged: to help health decision-makers understand the relative outcomes and costs of available treatment options. The goal is now to demonstrate total value as our opinion leaders include health economists, payment authorities and policymakers (in addition to clinicians).
To help clients succeed in this new environment, PR teams need to make five key changes:
Tags: Corporate Communications and Public Relations, health academy, Legislation and Regulations, Professional Development and Training, professional interest sections, prsa conferences, section conference, Techniques & Tactics, Trends
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