The Public Relations Blog

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.

Don’t shy away from smaller opportunities.

We know your company – especially the CEO – wants media results. To get those results, your spokespeople must be available for interviews via email, phone, and in person. At Axia Public Relations, we’ve had companies hire us and then be reluctant to participate in interviews with smaller media outlets and with reporters who have smaller roles within bigger outlets. Being too selective about interviews is mistake #11 on Axia’s list of 15 mistakes companies make when hiring a PR firm.

In fact, there are a few benefits to participating in smaller interview opportunities. Here are three reasons you should be more willing to accept these types of interviews:

Axia Public Relations breaks down what it means to plan S.M.A.R.T.

Learn more about the improved version, the S.M.A.R.T.E.R. process.

Each of our clients has a personalized public relations plan. We collaborate with company marketing leaders to develop their communications for the quarter, year and future. We’re experts in planning and executing great strategic communications, and we know how to make them sharp and SMART.

And what exactly does SMART mean? We’ll break it down for you.

If you’d like help drafting your marketing and communications plan, Axia offers that service.

Don’t get frustrated when results don’t come quickly.

After much research and vetting, your company hired a public relations firm with the hope of gaining media hits and results. It’s been a month and you haven’t seen any results. You feel frustrated and ready to throw in the towel. It’s important to remember that a PR firm can’t guarantee results or say when you should expect results. In fact, becoming frustrated when the results don’t happen quickly is mistake #10 on Axia Public Relations’ list of 15 mistakes companies make when hiring a PR firm.