The Public Relations Blog

You’ve rolled out a new flagship product. You’ve worked hard at research and development, marketing and promotions. You were ready. You thought your customers were ready.

And then … it flops, and lots of people are talking about it. What can you do from a PR perspective to preserve your brand reputation or change the conversation? Maybe your idea didn’t scratch up to all you’d envisioned for it, or maybe it was just ahead of its time. Read on for valuable ideas to help boost your results, either way.

Just a few years ago, the term “spreadable content” may have referred to a jar of mayonnaise or a peanut butter and jelly sandwich. Now, of course, it refers to media that’s specifically designed to be shared as many times as possible.

According to the recently released Public Relations Generally Accepted Practices (GAP VIII) study published by the Strategic Communications and Public Relations Center at USC, creating spreadable content is a top priority for communications professionals and the organizations they serve.

For many years, companies have viewed public relations agencies as those people you hire when you’re facing a crisis or you can’t crank out press releases fast enough. Now, that perception is changing, as more and more organizations discover the real value of hiring a PR firm.

You have demonstrated value to your customers, providing useful information and updates about important trends in your field. They have read your blog posts or attended your webinars. Now what do you want them to do?

Imagine if 200,000 people read your last blog post. Think how great it would be if your website got two million visitors in one month. That’s what it’s like when your content goes viral.

It may be your competitors - learn how to spot the impostors.

If a search of your company’s name finds mostly negative reviews, your first thought might be, “Wow, my customers are really displeased, so I have to change.” However, you may want to take a closer look. Sometimes, it’s not dissatisfied customers at all who are writing negative reviews – it might be your competition.

Learn to tell the difference between a genuine product review and a fake one.

When looking for a new restaurant to try or a hotel room in a strange city, you might decide to consult online reviews to get information, weigh your options and decide which choice is best for you. But how do you know which are real and which are fake? Just like those beautiful fields you see at the stadium, the grass might look lush and real, but sometimes it’s not.

For every product or service you want to purchase, there are so many choices that it can give you a headache just thinking about it. Competition for your business is fierce and companies will go to almost any length to sway your opinion, including paying people to write comments and post fake reviews. But fear not – follow these tips and you’ll command the knowledge and skills necessary to distinguish the legitimate from the bogus.

Panera’s advertising agency recently said “no more” to the retail restaurant/bakery giant, citing problems like too many quick changes as a source of ongoing problems and a major halt to progress. Here's our three tips for making PR agency relations work.

There’s a shakeup afoot in the public relations and marketing departments of the nation’s most successful companies. According to a recent study by the Council of Public Relations Firms (CPRF), PR professionals at companies appearing on Fortune’s Most Admired list report not to the marketing department, but to the “C Suite,” that is, CEO, COO and/or chairman. In fact, 63 percent of Fortune 500 companies, those raking in $6 billion in annual revenues, have their PR departments reporting directly to executive offices, as opposed to 42 percent of Fortune 20,000 companies, or those making less than $100 million.

Don’t leave 8 million potential customers waiting

Some come for the music. Many stay for the comedy. All are enlightened by the insightful commentary, special guest interviews and educational segments. If you are successful in pitching to the nationally syndicated Tom Joyner Morning Show, its more than eight million listeners could also be learning about your company or clients.