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Taking a Stand: Communicating with Difficult Ceos January 12, 2015 prnewsonline.com Issue 2 Vol. 71 Taking a Stand: Communicating with Difficult CEOs When ‘emotional The Cowboys partially own By the Numbers Legends Hospitality, operator intelligence’ wins out of a soon-to-be opened obser- Email and the Internet top the list of important tools vation deck at the 104-story for online workers One World Trade Center, Percentage of working Internet users who say each is “very New Jersey Gov. Chris Christie which is operated by the Port important” to doing their job... certainly has a flair for con- Authority, according to The sistency. But it’s the kind of Wall Street Journal. Email 61% consistency that could give PR Legends was selected fol- pros heartburn. Earlier this lowing a competitive public The Internet 54% month Christie accepted a procurement process. However, Landing phone 35% plane ride to Dallas and a seat Governor Christie was not at the Cowboys’ playoff game in involved in the bidding, the Cell or smartphone 24% a luxury suite from team owner Journal said. No matter. The Jerry Jones, who has a busi- optics of the governor’s rela- Social networking sites 4% ness relationship with the Port tionship with Jones may come Authority of New York and back to haunt Christie should Source: September 2014 Panel Survey New Jersey. Page 6 ▶ PEW RESEARCH CENTER ▶ PR Writing By Beth Monaghan DID YOU KNOW Photo courtesy: kck photography How to Transform Press Releases 1. Dealing with massive egos requires a different set of PR tools. (p. 1) Increasing the appeal story worthy of publication in a Headlines often 2. Despite the best inten- newspaper. are slapped tions, press releases are still to reporters is crucial This might sound humorous onto a press release with little cluttered with jargon. (p. 1) as you consider the hundreds thought. Before you write a 3. Social media users of press releases you’ve seen headline, stop and ask—what engage with many traditional “I rarely use press releases.” and written that begin with, is the most interesting thing media brands. (p. 2) When we asked an NPR pro- “ABC Corporation, the leading about this release? I don’t mean 4. A single placement for ducer about how he uses press provider of best in breed ecom- the most interesting fact in a single story won’t thrill releases that was his response. merce solutions...” the release. Consider that fact The press release is a lost art. Yet today’s news cycles make senior management. (p. 3) Page 7 ▶ 5. Online video is a surefire In many situations, it has the reality of verbatim pick-up become a communications a real possibility—that is, if the way to help digitize legacy PR Advice brands. (p. 6) tool that reporters regularly, release is written well. Time- often willfully, ignore. Yet PR constrained bloggers often take from the Pros 6. A spokesperson’s quote people diligently continue pieces of news releases and use is a good place for a bit of “The story is not in your controversy. (p. 7) writing and issuing them. I them as part of their stories. studied public relations at the While this may be question- notebook, on your laptop 7. The ability to generate Newhouse School at Syracuse able journalism, it means the PR value and ROI remains a University, a journalism school, chances for PR pros’ messages or iPad. Get out and find it.” Herculean challenge. (p. 8) and focused heavily on the to remain intact are higher. Read more great advice in tenets of journalism. Newhouse I would argue that it also PR News’ Best PR Advice Compendium taught that a press release means we need to rethink the prnewsonline.com/prpress should be designed as a news press release. ©2015 Access Intelligence LLC. Federal copyright law prohibits unauthorized reproduction by any means and imposes fines of up to $100,000 for violations. ▶ Data Dive Metrics that are helping to define the communications field Group Editor, Matthew Schwartz, ISSN 1546-0193 212.621.4940, [email protected] Editorial Director/Events, Steve Goldstein, New Magnets from Old Media 212.621.4890, [email protected] Graphic Designer, Yelena Shamis, 301.354.1838, [email protected] A growing number of brands and organizations look to get their messages Content Manager, PR Events, Richard Brownell, 212.621.4693, [email protected] out via the social platforms owned by legacy media companies. Writer/Editor, Brian Greene 212.621.4917, [email protected] Director of Marketing & Event Logistics, Kate Schaeffer, 301.354.2303, [email protected] Meet the new boss. Same as the A still-common refrain that cating that engagement is not Director of Market Development, Laurie M. Hofmann, old boss. A totem of the digital senior managers make to their close to being realized yet, 301-354-1796, [email protected] VP of Marketing, PR News Group, Amy Jefferies, age is that traditional media PR executives, we’re told, is, with audience engagement far 301.354.1699, [email protected] companies eventually will have ‘I don’t care what you do, just outpacing the content growth Marketing Coordinator, Rachel Scharmann, 301.354.1713, [email protected] their lunch eaten by all the get the story in The New York for the media publishing cat- VP of Content, Tony Silber, scrappy online media brands Times.’ But how long before egory, said Tania Yuki, CEO of 203.899.8424, [email protected] SVP/Group Publisher, Diane Schwartz that don’t suffer from legacy managers change that tune to, Sharablee. 212.621.4964, [email protected] President & CEO, Don Pazour costs or layers of management ‘I don’t care what you do, just “For PR professionals, this Chief Operating Officer, Heather Farley (and meetings). make sure the story gets on the represents a huge opportu- Yet amidst the ongoing Times’’ social channels? nity in partnerships, as social PR News ADVISORY BOARD proliferation of digital publica- Indeed, engagement for readers also show strong Paul A. Argenti - Tuck School of Business Mary Buhay - Gibbs & Soell tions, traditional media brands media publishers grew an affinities for key brand cat- Ned Barnett - Barnett Marketing Communications Steve Cody - Peppercomm have an ace in the hole: a flight average 186% across Facebook, egories,” she added. “Social Neal Cohen - APCO Carol Cone - Edelman to quality among consumers, Twitter and Instagram in readers are engaging with Peter Debreceny - Gagen MacDonald Christopher L. Hammond - Wells Fargo combined with a robust pres- 2014, rapidly outpacing all seven or eight publishers each Mike Herman - Communication Sciences Laura Kane - Marsh ence on social platforms. U.S. brands, which grew by an month and, as engagement Ken Makovsky - Makovsky Michael McDougall - McDougall Communications Old media companies are average 108%, according to an increases across platforms, we Larry Parnell - George Washington University Mike Paul - Reputation Doctor LLC pouring tremendous resources exclusive study by social media see more brands looking to Deborah Radman - Senior PR Consultant Brenda C. Siler - Communications Director AARP D.C. into their websites and then analytics company Shareablee. partner with publishers who Stephanie Smirnov - Edelman Helene Solomon - Solomon McCown & Co. heavily pushing the content Frequency of posts and can truly drive engagement Mark Weiner - PRIME Research PRN PR News BOARD OF CONTRIBUTORS onto their social channels. tweets increased by 71%, indi- with quality audiences.” Dave Armon - Brand.com Andy Gilman - CommCore Consulting Bruce Jeffries-Fox - Jeffries-Fox Associates Angela Jeffrey - Salience Insight Richard Laermer - RLM Public Relations ShareableeShareablee Media MediaShareablee PublishingPublishing Media Publishing Ranking Ranking Ranking Richard Levick - Levick Strategic Comms Ian Lipner - Lewis PR/YoungPRpros January 1 – December 31, 2014 Maureen O’Connell – Cone Communications January 1 – December 31, 2014 Katie Paine - Paine Publishing LLC ShareableeALL SOCIAL PLATFORMS Media BYJanuary FOLLOWERS Publishing 1 – December Ranking 31, 2014 John Roderick – J. Roderick Inc. ALL SOCIAL PLATFORMS BY FOLLOWERS Rodger Roeser - The Eisen Agency January 1 – December 31, 2014 Unique Lou Thompson - Kalorama Partners Total Total % % % Actions Reid Walker - Dir. of Communications, United States Senate AllALL social SOCIAL platforms, PLATFORMS per BYfollowers: FOLLOWERSv i ii Engaged Unique iv Brand FollowersTotal ActionsTotal Actions% Actions %Actions % iii per Post Actions Tom Martin - College of Charleston v i ii AudienceEngaged iv Brand Followers Actions Actions Actions ActionsUnique iii per Post Group Subscriptions - Laurie M. Hofmann, Total Total % % % AudienceActions 301-354-1796, [email protected] v i ii Engaged iv Brand Followers Actions Actions Actions Actions iii per Post Additional Copies & Article Reprints - 1 National Geographic 52,067,327 579,041,344 10.05% 0.26% 89.69% 32,085,162Audience 23,343 Contact Wright’s Media, 877-652-5295; info@ 1 2 NationalThe New Geographic York Times 52,067,327 wrightsmedia.com 23,551,939 27,536,100579,041,344 73.41%10.05% 26.59% 0.26% 0% 89.69%12,063,690 32,085,162 1,735 23,343 1 3 National GeographicTime 52,067,327 579,041,344 10.05% 0.26% 89.69% 32,085,162 23,343 2 The New York Times 23,551,93914,762,584 40,467,89427,536,100 74.93%73.41% 10.91% 26.59% 14.16% 0%17,681,059 12,063,690 1,485 1,735 2 The New York Times 4 Vogue 23,551,93914,586,082 27,536,10036,141,992 20.68%73.41% 3.45%26.59% 75.87%0% 3,795,06712,063,690 1,2461,735 Published weekly by Access Intelligence, LLC 3 Time 14,762,584 40,467,894 74.93% 10.91% 14.16% 17,681,059 1,485 4 Choke Cherry Road, Rockville, MD 20850 3 5 TheTime Economist 14,762,584 40,467,894 74.93% 10.91% 14.16% 17,681,059 1,485 4 Vogue 11,874,778 7,251,773 68.12% 31.53% 0.35% 2,965,336 1,032 Client Services: 4 Vogue 14,586,082 36,141,992 20.68% 3.45% 75.87% 3,795,067 1,246 i 14,586,082 36,141,992 20.68% 3.45% 75.87% 3,795,067 1,246 Phone: 888.707.5814 • Fax: 301.309.3847 The total actions metric includes post-level likes, shares, favorites, retweets and comments.
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