Trends for the New Year now available. The future is now. Download here.
Originally posted on PRWeek.com.
Marketing and communications veterans Marian Salzman and Peter Land take sides on whether Pepsi’s ill-considered ad starring reality-show star Kendall Jenner spells doom for in-house agencies. Continue Reading →
Originally posted on CityAM.com.
Urgent memo to executives everywhere: please stop saying things like “failure is not an option.” Continue Reading →
Originally posted on Entrepreneur.
Every night, I turn on the news and hear how we are more divided than ever. But, when I enter my office each morning, I walk past five generations of colleagues—all working together with remarkable levels of collaboration and focus, each bringing the insights and expertise unique to their individual experiences while also representative of their generation. Continue Reading →
Originally posted on Medium.com.
Whether you see it as the weaponization of tweets or the modernization of the bully pulpit, there is no denying that Donald Trump’s love and deployment of Twitter has completely redefined the way Americans — and people around the world — follow politics. (That’s “Follow” with the little blue person and plus sign.) And no amount of Sunday morning brow furrowing, op-ed tut-tutting or pundit hand-wringing is going to change the fact that 24.5 million people tune in and hang on to his every little digital missive. Continue Reading →
Originally posted on Medium.com.
Stop for a moment — I know most of us don’t have much longer than that to spare — and ask yourself: Is there even a single part of your life not being shaped or accelerated by digital communication? From texts with friends and family, to social media, and with no thanks to the obliteration of work boundaries, we are communicating with more speed and frequency than ever before. Continue Reading →
Originally posted on Campaign US.
You’re a discerning reader of a serious newspaper, so the spoof headline of this article probably didn’t fool you for a second. Or at least it didn’t fool the rational part of your mind that you’re aware of. But if someone in a white coat wearing glasses had been scanning your brain as you read the words, you would have seen your skull “lighting up”—for at least a moment or two. All those eye-catching words jammed together in the headline of this article stand out like a sore thumb in this mostly sober environment where facts and measured arguments apparently rule. We can’t stop ourselves from reacting to information that looks like it might be sensational, which is why attention-grabbing tricks have become increasingly common across the whole media landscape. Continue Reading →
Originally posted on CommPro.
With the Consumer Electronics Show (CES) just starting in Las Vegas, my trendspotting alarm is blaring. From medical to home products to tech for your dog, the electronics at CES will cater to a whole array of lifestyles, and we in the marketing and PR fields should consider their implications on our work. As people from all over line up to witness the next round of high-tech innovations, here are some highlights for you to enjoy from the comfort of your soon-to-be outdated smartphone. Continue Reading →
Originally posted on The Huffington Post.
Our trend predictions for 2017 may be the most personal to date—personal as in very much pertaining to you. While the trends are global, they will be felt locally, as the overall blowback from a year of turbulent winds hits many of us smack in the face. So while marketers mine our annual trends for insights about how to sell products in ways that will tap into your psyche, you may want to see which of these actually are getting into your head and way of life, impacting your everyday, your workplace, your kids and the people you care about. Continue Reading →
Originally posted on PRNews.
In any field, 40 years would mark a lifetime’s worth of change—or double that, since just about two generations can fit into that span. Personally, 40 years is a lifetime; I had yet to drive a car 40 years ago, and I had just sampled my first tequila (unsuccessfully, I might add). But for PR, a practice that’s had an amped-up growth cycle since its very inception, four decades means not just change but basically a complete renovation. That suits me just fine because I enjoy riding the waves of change that this industry surfs on a daily basis. Continue Reading →
How These 5 Brands Made Their Content Go Viral
Viral content is the proverbial “pot of gold,” coveted by every brand engaged in online marketing. “Viral content” is a bit of a buzzword, so what does it mean, exactly? There’s no firm definition, but it refers to any piece of content that’s generated enough visibility and momentum to be shared from person to person, as if spread like a virus, to enormous heights.
What to Learn from Media Mogul Taylor Swift
(Huffington Post, 17.05.16)
In a world ruled by social media there are no written rules, especially not the kind of rules that will lead you to certain success as a content maker. But there are little things that can work as secret ingredients of success. What is the thing that can bring you the results you want without having millions of dollars or the media’s support? Taylor Swift stands as the perfect example of how to do things differently.
How Ad Blockers Benefit Both Consumers and Advertisers
Ads are the content producer’s and business owner’s best friend, but the Internet surfer’s and online consumer’s worst nightmare — well, at least for some people.
Physical Marketing Is Making a Comeback
(Marketing Week, 13.03.16)
Many marketers are bucking the digital trend and investing more in ensuring customers can touch and experience their products and services.
“Each memory, thought, impression, website visit, story, sales letter, social media post, event, phone call and transaction contributes to your company’s brand reputation.” —Elaine Fogel
7 Steps to Building a Recognized Personal Brand
(Huffington Post, 11.05.16)
The concept of building a brand is not new. While we normally think of brands as companies or products, people are brands, too. In fact, you’ve been cultivating your personal brand since childhood in the form of word-of-mouth reputation and your digital footprint. Today, the stakes are higher than ever: when people make incorrect assumptions about who you are, it impacts the sales of your products, services and opportunities for career advancement.
Is Personal Branding Still a Thing?
(U.S. News & World Report, 09.05.16)
Your personal brand is already out there, like it or not. It includes what people think about you and say behind your back or to your face. The Internet has also become a source of information about you and what you are saying. Rather than dismissing the concept of personal branding, attempt to understand it.
The Value of Personal Branding
When it comes to the concept of “personal branding”, the idea of marketing yourself can be pretty intimidating. It’s one thing for celebrities to develop their own larger-than-life persona (take Jay-Z’s “I’m not a businessman, i’m a business, man” philosophy for example), but what about the rest of us? Do we really need a personal brand? After all, aren’t we just… people?
How to Build a Personal Brand Without Being Obnoxious
If you want to find out more about someone—a first date, a potential employer or employee, an influencer on social media—what’s the first thing you do? You Google them. And what you’ll discover is their personal brand.
“Your personal brand is never more about you than it is when it’s about other people. You gain more for yourself when you’re selfless, rather than selfish.” —Jarod Kintz
Leveraging Social Media in the Eye of the Storm
(Knoxville News Sentinel, 01.05.16)
When it comes to crisis communications, there are some givens. Have a written plan in place. Hold drills and exercises, scheduled and unscheduled. Establish checklists rather than procedures. Trust your communications professional and empower that person to affect change in the midst of the crisis, preferably with no more than two steps in the approval process.
Crisis of the Week: Does SunEdison Have Energy to Handle Crises?
(The Wall Street Journal, 25.04.16)
The crisis this week involves energy company SunEdison Inc. and how it’s handling a number of issues, including a delay in filing its annual report, the termination of a deal to acquire Vivint Solar, investigations by the U.S. Department of Justice and Securities and Exchange Commission related to disclosures to investors and a decision to file for bankruptcy.
10 Steps to Protect a Banking Brand Under Siege
(The Financial Brand, 21.04.16)
Dealing with a crisis is an inevitability. At some point, it will happen. When it does, you need to be prepared with a deliberate, strategic plan. The time to build your strategy is now—before a crisis erupts, not after the fact. Following these ten steps will make crisis communications less stressful, more positive and minimize the impact for all constituencies.
PR Takeaways from Maria Sharapova’s Doping Crisis
(Ragan’s PR Daily, 19.04.16)
Maria Sharapova captivated the world as a bright-eyed 17-year-old teenager when she defeated Serena Williams in the 2004 Wimbledon final. Since then, Sharapova has crafted a reputation as one of the best, smartest, richest players in the sport.
“Very simply, your organization’s crisis plan is incomplete without a comprehensive digital strategy.” —Jane Jordan-Meier
Engagement Marketing in Healthcare: It’s Even More Important After Discharge
My wife recently had an outpatient procedure at one of the best hospitals in the country. Thankfully, everything went well; and our experience at the hospital was first-class. But as I drove us home and struggled to remember most of the instructions we were given post-op, the marketer in me began to think about ways hospitals can use engagement marketing techniques and technologies to better improve the patient discharge experience and drive significant financial benefits at the same time.
The Marketing of Mindfulness and Why That Matters
(Health News Review, 12.04.16)
Is it possible to use our minds to create a better sense of physical well-being? Can we use meditative breathing, non-judgmental “mindfulness” techniques and so on to reduce anxiety and depression, hone social skills, and improve learning? The short answer is “probably,” but when you look at the body of scientific study and reporting of mindfulness research, you can’t help but feel pushed toward a more conclusive frame of mind.
Omnicom Wants to Disrupt Healthcare Marketing with a Newly Forged Agency
Omnicom has decided it’s time to disrupt healthcare marketing. Today the holding company announced the launch of TBWA\WorldHealth, combining the offices of agencies LLNS and Corbett to create a global network.
How to Fix the ‘Problems’ with Social Listening
(Medical Marketing & Media, 29.10.15)
While working in social and digital media, we continually espouse the value of social listening as a key input into making decisions as to whether your company should enter social media and how it should engage patients.
“The integration of exponentially growing technologies is beginning to empower the patient, enable the doctor, enhance wellness and begin to cure the well before they get sick.” —Daniel Kraft
Mark Ritson: Boaty McBoatface Proves the Public Would Rather Humiliate Your Brand than Engage with It
(Marketing Week, 18.04.16)
The Natural Environment Research Council’s competition to name its new boat is the latest in a cavalcade of crowdsourcing disasters, demonstrating that consumers are a bunch of brand-haters.
Match Game: Making Influencer Marketing Work
“With branded content, you’re competing with pop culture, not just with others in your category, for consumers’ attention,” said Jeremy Jones, executive creative director at JWT Atlanta. Indeed, branded marketing campaigns now must offer the optimal blend of creative content, relevant influencers, the right timing and delivery platforms in order to gain traction.
8 Ways to Gain More Attention for Your Business
Let’s face it… the consumer market is saturated with products, brands and businesses that take up space and attention from millions of consumers every day. Whether it’s via social media, billboards, online advertising, television commercials or radio spots, customers experience hundreds – and many experience thousands – of brand messages on a daily basis. Keeping this in mind, is your brand or business among them?
Why Online Reputation Development Matters for Your Brand
(The Huffington Post, 31.03.16)
Still think online reputation management is the same as social media monitoring? Think again. While social media does play a role, online reputation management encompasses more than just what customers tweet about your brand. Online reputation management is a proactive approach to monitoring what is being said about your business online and responding appropriately with positive material to bolster trust and credibility.
“Stories create the emotional context people need to locate themselves in a larger experience.” —Scott Bedbury
The Introvert’s Guide to Painless Personal Branding
(Fast Company, 08.04.16)
If you prefer to keep to yourself, the idea of marketing yourself can feel really uncomfortable. But it’s still possible. Here’s how.
7 Tips to Help You Build a Strong Personal Brand Online
(The Huffington Post, 07.04.16)
While your company’s branding is vital to success, building your personal brand online can help you attract additional exposure, open doors to new opportunities and help you connect with your target audience on a more personal level.
4 Keys to Building a Social Media Strategy for Your Personal Brand
(All Business, 30.03.16)
Where do you turn when the thing that you are attempting to develop and promote through social media is your own personal brand?
Self-Branding: 3 Athletes with Real Marketing Game
Athletes (and the journalists who cover them) often talk of the new requirement of self-branding. In reality, it’s a new term to the sports world, but not a new phenomenon. Athletes have always been iconic figures in American pop culture, and the personas they build for themselves live on long past their playing days. Take ‘Broadway’ Joe Namath, for instance, who built his image around fur coats and finger-wagging swagger.
“Instead of begging to be picked by others, you have the choice to pick yourself and build your brand.” —Bernard Kelvin Clive
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