The Public Relations Blog

Learn when to schedule content and when to post in real time

Scheduling social media content has many advantages:

• Create consistency
• Publish in multiple time zones
• Publish on the weekends and holidays
• Plan ahead

You can schedule content for your company using social media publishing software like Hubspot. There are factors you should consider when you schedule content in advance. Here are answers to some common questions about scheduling content.

Axia Public Relations teaches you how to market efficiently and effectively in its new inbound marketing book

Business leads are what keep a company growing. As your leads dwindle, so do sales. Some companies are still pushing their messages out in order to bring customers in, and it isn’t working. Perhaps you’ve realized that your online presence is static – that your company isn’t achieving the results it seeks – and you want to do something different. What else is out there?

How to grow your brand using a press release

Everything in the world of public relations and communications is changing fast. There are many new tactics, techniques and tools you can use to build mutually beneficial relationships with your public. How does the old-school press release fit in? Some PR pros say it’s dead; others contend that news releases are still relevant in PR today. Here are three reasons why the news release is still an effective marketing tool.

2 companies respond in very different ways to a PR crisis

In October 2017, Amazon debuted Amazon Key, its answer to the ongoing problem of porch theft. Home delivery of everything from groceries to jewelry has become ubiquitous as Amazon’s market share grows and influences American shopping patterns. Meanwhile, package purloiners have learned to reach for the low-hanging fruit of unattended front-door parcels. Enter the Amazon Key, a cloud-based security camera linked to a door lock that grants delivery people admittance to drop off packages, safeguarded with autolock settings at their departure.

One problem: As with all internet-connected devices, Amazon Key is vulnerable to hacking.

Cybersecurity company Rhino Security Labs exploited an authorization point in the wireless connection to take the entire device offline. To a remote user viewing the video feed, it appears the entry is secure. While offline, a hacker keeps the internet-controlled key in the open position without immediate detection. These vulnerabilities allow either a delivery person covert re-entry to the home or clever criminals to override the system immediately following a delivery to access a victim’s home for their own nefarious purposes.

Here is where public relations professionals’ dreams and nightmares coincide.

Mapping out your social media strategy for 2018? If you’re ready to step up your game next year, take a look at how some of the biggest brands use social media to increase engagement and improve ROI. Here are companies that are excelling on social media and some takeaways for social media managers.

How to broadcast an interview to increase your audience engagement

Facebook Live has quickly become the hottest new live-streaming platform. People share their personal stories through Facebook Live. Brands stream their own unique content to connect with their key audiences.

One of the most successful interactive experiences is broadcasting an interview. You can interview a VIP in your company, a happy client or anyone else and share it with your key audiences through Facebook Live.

Creating specific and measurable goals is vital to establishing a foundation for successful integration of data analysis to business strategy. Without a goal, the time, energy and money you spend on acquiring and aggregating data will leave you directionless. So, which analytics matter most in public relations?

Typical key performance indicators (KPIs) include marketing campaign ROI; profits analyzed for variables, such as product, region, salesperson, etc.; and monthly projections/reality and month/month change amounts. Those are hopefully all numbers already in your data toolbox. You also must include metrics particular to PR.

How to connect with media outlets using Facebook Live

Facebook Live is one of the greatest features on Facebook. You can use it in many ways to promote your brand. It allows you to broadcast a live video right to your audience through your company page or personal profile. Using Facebook Live, you can create buzz about your brand and connect with your key audiences, including the media.

Which analytics matter most in PR? How do I know what to measure?

Within the business world, the volume and velocity of data continues to command attention. In the public relations sphere, knowing what to focus on, given the data analysis capabilities available in the crowd of business software applications, can be overwhelming.

How to be an ethical public relations professional

Some people think of public relations professionals as manipulators of public perceptions. Sadly, some individuals view PR strategies as tools to trick people into doing something. PR professionals are often accused of distorting reality and spreading propaganda. How do you avoid ethical accusations in your PR practice? Here are three rules to remember to remain ethical as a PR practitioner.