I promise that headline was the last ironic use of Gen Alpha slang you’ll hear from this elder Millennial.

But Generation Alpha, those born between 2010 and today, are rising. And they speak in their own unique way that PR professionals should understand — if only so they can avoid using it in a “how do you do, fellow kids?” sort of way.

New data from Morning Consult delves into the unique terminology this cohort uses, and we’ll break it all down. But first, let’s talk about Gen Alpha, and why you should already be paying attention to this generation of children.

About Gen Alpha

Gen Alpha is profoundly shaped by technology. The same could be true of both their Gen Z and Millennial ancestors, but Generation Alpha has a particular affinity for smartphones and tablets. They’ve never known a world without these touch-based devices.

Many are dubbed “iPad kids,” often derisively, for their parents’ habit of simply handing them devices to entertain them in social situations — and their frequently negative reactions when the stimulus is taken away. Their young lives were also profoundly shaped by the coronavirus, which caused many of them to spend their formative years in varying levels of lockdown and isolation.

Their economic impact is beginning already and is only expected to grow: by 2029, they’ll account for $5.46 trillion in spending. They’re also an extremely brand-savvy generation, and not necessarily the brands you might expect. As social media sites like TikTok and Instagram give kids more direct contact with adults, they start gravitating toward the same kinds of products that their elders enjoy. These are more likely to be Sephora and Ulta skincare aficionados rather than Toys R Us kids.

But it isn’t all about glowy complexions. Gen Alphas are also big gamers, and that love extends beyond the games themselves and into following their favorite streamers and chatting about their favorites. And they’re more likely to play on a cellphone than a fancy console.

Now that we’ve gotten to know Gen Alpha more, let’s dive into how they talk.

New generation, new slang

Every generation develops its own unique vernacular that they love and that profoundly irritates and befuddles the adults in their lives.

Gen Alpha is certainly no exception.

Morning Consult’s survey found that 29% of the parents of Gen Alpha (who are mostly Millennials, with a few Gen Zers thrown in for good measure) have heard their children use language they did not understand. This percentage increases as the child grows older, with 43% of parents of 8-10-year-olds scratching their heads over the words coming out of their children’s mouth. Children who socialize online are also far more likely to use confounding phrases than those who don’t (47% vs 23%).

And what are some of these neologisms the youths love so much?

You may have heard some of these. Heck, you may have used some of these. There aren’t bright generational lines around these terms; for instance, GOAT (Greatest of All Time, used to describe someone or something that’s very good) has been used in sports for years.

But let’s take a quick look at what these terms actually mean.

Bet: A term of agreement or being game for something: “Bet, let’s go!” Depending on tone, however, it can also be used to express doubt, according to Dictionary.com.

GOAT: As previously mentioned, this means the Greatest of All Time. It’s pronounced just like the animal and the adjective “goated” can also be used as a descriptor, USA Today reported. You might also see the goat emoji, which indicates the same thing.

Sus: Short for “suspect” or “suspicious” and conveying the same idea. While the slang term grew in popularity due to its use in pandemic-era game Among Us, it’s been around for nearly 100 years, Merriam-Webster said.

Bussin’: Something very good. Originates from African American Vernacular English (AAVE) on TikTok, according to Today.com.

Cap: Another AAVE term, cap means bragging or lying. No cap, however, means something is true or real.

Rizz: Dubbed the Oxford English Dictionary’s word of the year 2023, rizz means charm or attractiveness, particularly in a romantic sense. It possibly derives from the word “charisma.”

Gyat: Business Insider explains this is a compliment for a girl with a nice behind.

Sigma: Usually used in the phrase “sigma male,” it means an independent man or a lone wolf, according to Dictionary.com.

Lore: In this context, lore means the story behind something. It’s often used to describe the worldbuilding of TV shows and video games, according to very reputable source Urban Dictionary.

Ratio’d: Someone is ratio’d when the ratio of the replies on a piece of social media content is much bigger than the likes or shares on that post. Typically, it means someone did something dumb and is getting dragged for it.

Fanum tax: Named after streamer Fanum, this refers to stealing part of someone’s food.

If you choose to use these words, make smart decisions.

Allison Carter is editor-in-chief of PR Daily. Follow her on Twitter or LinkedIn.

The post By the Numbers: The slang Gen Alpha uses, no cap appeared first on PR Daily.

Alysha Light is the founder of Flight PR. Connect with her on LinkedIn.

When it’s time for companies to name their next CEO, they often look to their C-Suite. CFOs, CMOs, CSOs, CTOs and even general counsel are the usual suspects who are in the running by default. Meanwhile, their chief communications officers colleagues are rarely considered. It begs the question: why are the very leaders who have mastered the art of storytelling and understand stakeholder engagement better than anyone so often left out of a company’s succession planning?

Perhaps they are a little too good at their jobs. CCOs spend their days crafting the perfect messages, mitigating crises before they explode, thinking endlessly about optics, working across almost every department, and essentially, making everyone else look good. They’re the unsung heroes toiling in the background who clean up the messes and smooth over the blunders. In a world where a company’s reputation can be its biggest asset or its biggest liability, you’d think corporate leadership would hold this role in higher esteem.

In my 15+ years in the PR industry, I’ve crossed paths with many outstanding comms pros, but I only know one who made her way to the CEO seat: the indomitable Jill Kelly, who is wrapping up a two-year tenure as CEO of EssenceMediacom. What’s stopping others from forging a similar path?

Comms pros need to end their inferiority complex 

While the corporate world has yet to fully recognize the value of strategic communication as a key driver of sales and business success, communications professionals are guilty of buying into the false belief that our skills aren’t just as suited for the top ranks as our colleagues in finance, marketing, strategy, or engineering roles.

To get more insight, I asked Becca Chambers, CCO at San Francisco-based ControlUp, an IT monitoring software and digital employee experience provider, for her thoughts.

“Today, successful leaders need so much more than inside-out knowledge of their companies,” she said. “They need skills like authenticity, connection, heart, empathy, and the kind of creative thinking that translates data into differentiators, challenges into opportunities, and companies into iconic brands.”

Chambers added: “The skill sets that make a great CEO today look very familiar—because they’re the exact skill set of a great (CCO). CCOs (need) to understand nuanced market dynamics, competitive landscapes, internal and external brand reputation, positioning, audience motivations, and how to navigate through a crisis. They need to be relentlessly strategic and relentlessly human. That’s why companies that win in this next phase of business will be those that seek CCO-like qualities of their top leaders—those who listen, strategize, and connect the dots. I can guarantee that we’ll be able to tell which companies do, and which don’t.”

Indeed, we live in an era where brands are built and burned at the altar of public opinion; where a single post or statement can send stock tumbling, and yet, the very people who navigate these treacherous waters daily are seen as unfit to hold a company’s highest-ranking position. Who better to lead a company than someone who’s made a career out of employing their listening skills, reputation management, change management, building support and trust, and cross-functional acumen?

As Son Pham excellently puts in this Raconteur piece, the corporate world increasingly recognizes reputation management, a core competency of any successful CCO, as critical to an organization’s success. Leadership, adaptability, and crisis management are areas where CCOs excel, given their day-to-day responsibilities involve navigating stakeholder interactions and shaping public perception. These skills can define a successful CEO, particularly when corporate reputation can be a company’s biggest asset or its greatest downfall.

It’s time to normalize comms leaders ascending to the highest ranks.

As communications leaders, we bring much more value to a company’s bottom line than the crises we avert and the media we generate. By expanding how we view a CCO’s contributions and nurturing their well-developed leadership capabilities, the corporate world can tap into a more diverse pipeline of potential CEOs already well-versed in one of the most critical aspects of today’s business: communication.

The post The case for elevating CCOs to CEO roles appeared first on PR Daily.

Google has opened a new line of attack in its never-ending war against low-quality content and spammers.

On March 5, Google announced its newest core update. These broad updates make major changes to the all-important search algorithm that dictates what you see when you do your Googling. Small changes in the algorithm can make or break a site, rocketing it to front-page traffic or dooming it to obscurity at the bottom of page 5 forever more.

The March 5 update focuses specifically on low-quality content and spam, including several different abusive practices that make Google searches less useful. Among these are site reputation abuse (when a high-quality site hosts low-quality, third-party content that then surfaces based on the site’s reputation) and expired domain abuse (squatting on a domain that was formerly home to a trusted site and using it as a repository for low-quality content).

But above all, this content update strikes at what Google calls “scaled content abuse.” Here’s how Google defines it in their announcement:

We’ve long had a policy against using automation to generate low-quality or unoriginal content at scale with the goal of manipulating search rankings. This policy was originally designed to address instances of content being generated at scale where it was clear that automation was involved.

Today, scaled content creation methods are more sophisticated, and whether content is created purely through automation isn’t always as clear. To better address these techniques, we’re strengthening our policy to focus on this abusive behavior — producing content at scale to boost search ranking — whether automation, humans or a combination are involved. This will allow us to take action on more types of content with little to no value created at scale, like pages that pretend to have answers to popular searches but fail to deliver helpful content.

Reading between the lines: AI-generated content is getting better. It’s hard to tell if something is automated, but it doesn’t really matter if the content isn’t helping people find answers to their questions.

“Marketers can’t have nice things,” said Derek Chew, founder and CEO of FMDM, an Orlando-based creative and media agency. They thought generative AI would change the game overnight – and it did, but for the worse.

Chew gave the example of starting a website that shares winter vacation ideas. All the content is created with generative AI. Another person does the same. Then another. Suddenly you have 100 people creating sites with the same generic content, completely obliterating the usefulness of search results for winter vacation ideas.

“Suddenly, everything is just spam because the AI is probably going to write the same thing for you as for the 100^th person,” Chew explained. “There’s really no uniqueness at some point when it becomes a mass adoption. Then it becomes very low-quality content.”

Chew points to the irony of Google, a company which itself pushes generative AI tools, in suddenly needing to crack down on the kinds of content its tools make possible.

“They’re fixing their own problem,” Chew said. “And they’re not fixing a problem that is new. They’re fixing problems with low quality content, what they call unoriginal content. They’re trying to keep spam out of your index. If I were to read between the lines, my hypothesis is that Google has enabled a new type of spam, a very high-class, high-level procured spam. And now they’re trying to fix it.”

How to protect your content from algorithmic changes

The biggest takeaway from this update, Chew says, is that, “Good things don’t come easy.”

“It’s really having that patience to really deploy the best and time-proven strategies for content,” he said. “And honestly, if you’re working with a brand that doesn’t have the patience to develop content, it may not be the right client to work with.”

That isn’t to say that there aren’t good reasons to use AI in content creation. Chew notes it’s a great tool for brainstorming and researching. But it just isn’t where it needs to be to create helpful, original content – especially at scale.

So the best way to keep yourself safe from this newest algorithm update is to simply keep creating content that answers real questions in plain language using smart experts and judicious use of AI.

And really, that’s always the best strategy.

Allison Carter is editor-in-chief of PR Daily. Follow her on Twitter or LinkedIn.

The post Google has changed its core algorithm again. Here’s what you need to know. appeared first on PR Daily.

There is hardly a university in the world that hasn’t hosted political activity on campus. They’re critical sites for getting young voters registered, encouraging civic participation and giving students a voice in political discourse.

However, even the highest-ranking schools have stumbled in recent years when navigating contentious, politicized topics and student activity around them. Notably, Harvard struggled to time and align its messaging around the outbreak of the ongoing Israel-Hamas crisis last year.

The University of Illinois Chicago (UIC) has this dynamic well in hand: Year after year it has been dubbed a “Voter-Friendly Campus” by the Fair Elections Center’s Campus Vote Project and the national association for Student Affairs Administrators in Higher Education (which goes by the legacy acronym NASPA).

The school does so in large part thanks to the work of its Student Affairs department.

But it’s going to be a big year — and especially for UIC, because the 2024 Democratic National Convention will be held just three miles from its campus in August.

Joy Vergara, assistant vice chancellor for student engagement at the university, spoke to Ragan about how her teams and other departments are preparing for the coming election season. She discussed the importance of ethics and compliance guidelines, annual training and efforts to ensure inclusive expression on campus.

Open expression comes first

UIC’s Student Affairs department prioritizes and encourages open expression on campus, including politically oriented events organized by students, faculty and departments.

Its open expression policy emphasizes the importance of facilitating “the free exchange of ideas and the expression of dissent within the university community,” UIC states, provided any demonstrations are done “in a peaceful and non-disruptive manner.”

Empowering the community to engage in these events using university facilities and spaces requires a constant commitment to preparedness, including communicating and implementing safety measures to ensure events do not get out of hand.

“A lot has changed since the last election,” Vergara said. “We are anticipating that there will be more open expression, so we are having more discussion around staffing. We want our students to debate the topics, and we want our students to bring in different speakers. We just want to make sure safety measures are in place so our students can have these different discussions, whether it is left, right, in the middle or independent.”

Open expression and academic freedom policies are distributed and reinforced each semester through the Dean of Students Office.

Student Affairs plays a lead role in creating safe environments for peaceful demonstrations and political events, collaborating with event organizers, demonstrators, faculty or staff sponsors, campus police, and the Public Affairs, Emergency Operations and Dean of Students Administration departments. According to the university’s grid of open expressions policies, procedures and responsibilities for open expression, these parties:

• Annually create and review guidelines and “Incident Action Plans” around demonstrations and political events.
• Outline and document plans and participants in each event to ensure campus safety officials are informed and prepared.
• Monitor events and demonstrations to ensure they adhere to guidelines and do not become disruptive, and activate security and safety protocols, as well as disciplinary action if necessary.
• Monitor social media and news coverage around the events and prepare official statements and responses as needed, as well as respond to media requests for comments and information.
• Maintain open communication with the organizers and demonstrators before, during and after the event.
• Conduct an “After-Action Report,” which is “a detailed critical summary of a recent incident made for the purposes of reassessing decisions and considering possible alternatives for future reference.”
• And far more besides.

Training is critical

All of the above requires a highly trained staff who is well-versed in protocol, communication and ethics every step of the way.

Vergara said that annual ethics training is mandatory for faculty and staff. As someone who has worked at the university for 10 years, she’s done 10 separate ethics training sessions, all of which covered communications around political activity and events. These trainings, which are conducted online with reporting mechanisms to ensure accountability, are guided by on-campus ethics and compliance officers.

Ethics often come into play when external speakers and participants — say, a political activist or candidate — are invited to participate in on-campus political events, and when external organizations rent space for political activities.

“We always want to make sure that the student organizations know what they’re allowed to host on campus, who they can bring to campus,” said Vergara. “There might be stakeholders that disagree with whoever they bring in on campus. And so the student organizations and leaders provide some guidance. We have to carefully navigate what we help our students host versus what the university is allowed to host or not.”

These situations can present fine lines between what is allowed and what isn’t, so it’s important to clearly define what political activities are prohibited. “When the staff is well versed in that, we can ultimately prepare for what the students may want to do and how people may react,” Vergara said.

Student Affairs is also responsible for managing annual registrations of student organizations and communicating with students about what they are permitted to do on campus.

They also lean heavily on the expertise around departments focused on political science, race and beyond. Resources such as “Diversity Dialogue” courses and faculty research are also offered to help staff and students engage in productive conversations around difficult topics. “We can tap into some of this expertise if we’re not feeling confident enough to lead these facilitations,” said Vergara. “Faculty and staff can help you in the knowledge gap.”

Planning ahead

As this sure-to-be contentious election cycle heats up, Vergara and her department are focusing on consistent communications of those open expression policies each semester to ensure students, faculty and staff are able to engage while the other operations of the university continue.

The DNC in August will not only make the campus host to a range of political events and activity, it will also impact campus transportation and logistics. UIC will work with the city and the national conventions to keep the university’s day-to-day operations running smoothly and address any safety concerns as they arise.

Vergara stressed that communicating “time, place and manner” for open expression is critical.

“We need to allow coursework and academic work to proceed and make progress,” she said. “We need to make sure that the community understands when there’s a time and place and manner when open expression could occur.”

Joy Vergara will join Ragan at our 2024 Employee Communications and Culture Conference, April 16-18, in Chicago. Learn more and register.

Jess Zafarris is director of content at Ragan and PR Daily.

The post How university communicators are preparing for a heated election season appeared first on PR Daily.

The death of John Barnett, the Boeing employee who exposed the company’s shoddy safety practices, spotlights the enormous pressure that corporate whistleblowers face.

Barnett, a former quality control engineer, was found dead from an apparent self-inflicted gunshot wound in his truck in a hotel parking lot in Charleston, South Carolina, where he was testifying in a deposition about the safety of the company’s aircraft. Barnett tried to raise concerns internally, but was ignored and eventually transferred, the New York Times reported.  He retired in 2017, but went public with his story in 2019.

It’s an experience Sherron Watkins knows well. Watkins is the former vice president of corporate development at Enron who spoke out about the energy company’s fraudulent accounting practices. That, in turn, led to a 2001 SEC investigation that brought down the company and its accounting firm, Arthur Andersen, and sent several former executives to prison, including former CEO Jeffrey Skilling.

“I’ve certainly met a lot of people with whistleblowing experience and the actions against a whistleblower are very, very predictable” Watkins said. “Enron was attempting to do all those things to me, but they imploded too fast so my period of suffering the same fate as most whistleblowers was shorter.”

From a communications and PR perspective, whistleblowing incidents are fraught with their own set of personal and professional risks. But they’re also an opportunity to set up or reinforce safe channels for employees to report misdeeds and prevent internal concerns from blowing up into a public crisis.

[Related: Join Ragan’s Communications Leadership Council, exclusively for communications leaders]

The plight of the whistleblower

“Most whistleblowers don’t have much power and they’re speaking about wrongdoing in a very powerful organization,” Watkins said. “And the powerful organization is trying to discredit them, maybe fire them, blackball them, spread rumors about them and also isolate them. And that … is probably when they’re at their lowest.”

Sadly, it’s not unprecedented for someone to take their own life. Watkins pointed to the example of Enron executive Cliff Baxter, who killed himself in January 2002. While not technically a whistleblower, Baxter, the company’s vice chairman, had protested the suspect transactions and retired when that went nowhere. He was later sued along with all the company executives.

Baxter expressed concern that he “was painted with the same brush as the bad guys,” Watkins said. “His suicide note said, ‘Where there was once great pride, now there is none.’”

So, what’s a communicator to do?

A moral decision point for PR and comms

Whistleblowers become enemies to the company when they go public, Watkins said, and PR departments will be pressured to follow the company line and attack the messenger.

“That was happening to me at Enron,” she said. “The PR people were ready to start smearing you, dropping little things, use other people to smear you.”

“I think that’s morally demoralizing for PR departments to be forced to do that kind of stuff, but they are nine times out of 10, if they’re working for a company that doesn’t want the truthtellers’ information out there.”

Just as whistleblowers face personal and professional risks, so do PR and comms professionals charged with crafting a response. It’s potentially a career terminating move to fight back against leaders dead-set on retaliation, Watkins said, and circumventing executives by going to the board of directors is problematic.

“I don’t have the right answer for PR folks,” she said, but suggested trying to slow responses down, using influencing skills to get people on your side and playing devil’s advocate to executives. “A lot of the problem within Enron is they really thought they could bluff their way through things.”

One other option is to hire an attorney and become a whistleblower yourself. The whistleblower program created under the Dodd-Frank Act, passed by Congress in 2010, offers protection and a cash payout from the SEC if the company is found to have engaged in wrongdoing.

Set up a safe channel to report wrongdoing

One way companies, and communicators, can support whistleblowers is by taking preventative steps and setting up safe channels for employees to report bad behavior, like a private tip hotline. These reporting channels should be managed by a third party and ensure that tipsters remain anonymous in order to be effective, Watkins said.

“Companies ought to strive for having a really good robust system where you never try to figure out who is blowing the whistle,” she said. “Instead, you investigate what they’re reporting and you fix it. In that situation, the person doesn’t bear the brunt of whistleblowing, all the negatives. They’re never discovered (and) they see the company correct it.”

That approach builds employee loyalty, but it’s also just good business. Watkins cited studies by George Washington University professor Kyle Welch that prove that companies with robust reporting systems have a higher return on investment and lower litigation costs.

Share what you’re doing with tips

It’s at this point that communicators can make a difference by strengthening the lines of communication between employees and company leaders. Comms teams can report on what’s being shared via the hotline, express thanks to those reporting it and how the company is addressing any issues raised.

“From a communication standpoint, it’s very important that the communications internally from upper management speak to the good ideas that have come out of the hotline system, the problems we averted that came out of the hotline system,” Watkins said.

That kind of preventative approach to wrongdoing is preferable to the other option: an employee going to the media or the Securities and Exchange Commission (SEC).

“That means they’ve tried internally and it’s falling on deaf ears,” she said.

Leadership matters

From Watkins’ perspective, things have improved greatly in the 20-plus years since the Enron debacle. The Dodd-Frank Act and the SEC’s creation of the Office of the Whistleblower following the 2008 financial crisis have forced companies to clean up their act.

“Companies should adopt the philosophy that, ‘We might as well know where our skeletons are, know where the elephants in the room are and correct it ourselves,’” Watkins said. “Preventative is better than being exposed.”

More broadly, the bigger message is that safety and accountability actually can save the company money in the long run. That’s where communicators can play an important and influential role. Boasting about their fantastic employee hotline is a critical first step in having an effective internal reporting system, according to Watkins.

“Leadership matters and what the leaders are saying really matters,” she said. “What they’re rewarding (and) what they’re talking about is just so important.”

Sherron Watkins is a distinguished advisor, business ethicist and member of the advisory committee for Ragan’s Communications Leadership Council, our members-only group of senior level communications leaders. Members also have exclusive access to in-depth resources, including insights from Watkins and a whistleblowing compliance kit.

Mike Prokopeak is director of learning and council content for Ragan Communications. Follow him on LinkedIn.

The post Enron whistleblower Sherron Watkins on what communicators should know in wake of Boeing tragedy appeared first on PR Daily.

Rhiannon Ruff is a co-founder of the digital agency Lumino and the author of the new book, Wikipedia & Crisis Communications.

Political campaigns are kicking into high gear as primaries conclude and general elections take shape. All these candidates and their teams have robust digital operations that include paid and organic social media, targeted email outreach      and sophisticated SEO.

The most important channel for many of these candidates, though, is arguably the one they don’t control — Wikipedia.

Voters turn to the online encyclopedia as a neutral source of information about candidates, ballot measures      and other topics in the news. And even though it’s still early in the year, we’re already seeing a surge in traffic on candidate pages on Wikipedia that will crest just before the fall election as voters continue to gather information that will inform their ballot choice.

During the Iowa Republican caucus, for example, views of Nikki Haley’s page shot up to nearly 350,000 per day — well above the previous daily average of several thousand. And by the time the New Hampshire primary came, her entry was suddenly getting 450,000+ views a day. Haley finished second in that race and established herself as the only serious challenger to the GOP’s presumptive nominee, Donald Trump.

A wealth of academic studies have shown that Wikipedia pageviews are indeed related to electoral outcomes. A recent paper from Oxford Internet Institution researchers specified that while incumbents’ Wikipedia pages are more likely to receive higher traffic volumes during an election, pageviews for challengers are significantly more predictive of success — especially for candidates that voters perceive as “viable.”

Why voters turn to Wikipedia

Wikipedia is widely perceived as an impartial source of information about topics in the news.

A 2018 study by the Wikimedia Foundation, Wikipedia’s parent organization, found that information-seeking related to current events was the second-largest driver of traffic to the site, behind only intrinsic learning. Both of these factors apply to voters researching candidates, especially newer candidates whose backgrounds and views on key issues are unknown. Wikipedia articles are remarkably detailed, and readers would expect candidate pages to feature both biographical information and policy positions.

The Nikki Haley entry, for instance, features a robust rundown of her political career as governor of South Carolina and U.S. ambassador to the United Nations, along with a section titled Presidential campaign (2023–present) that includes a rundown of her stated political views (“Haley has proposed a TikTok ban, citing the app’s ties to the Chinese government.”) and efforts to distinguish herself from Donald Trump (“America needs a captain who will steady the ship, not capsize it.”)

Wikipedia articles like this also surface at the top of Google results. If a user searched for “political positions of Nikki Haley,” they would find a Wikipedia article with that exact title as the second result.

How political campaigns try to influence Wikipedia

Candidates are well aware of Wikipedia’s role as a source of information and, unsurprisingly, there have been many well-documented cases of campaign personnel trying to covertly edit their candidate’s page.

Perhaps most famously, a savvy operative in the John McCain camp polished Sarah Palin’s Wiki entry the day before the campaign announced that she would be the VP nominee, adding details like “she earned the nickname ‘Sarah Barracuda’ because of her intense play [in high school basketball]” that seemed likely to get picked up by the press.

This all may seem like old news, but the story never changes. Last May, shortly before announcing his candidacy for president, Vivek Ramaswamy paid an editor to remove information on his Wikipedia page that he thought might damage his candidacy.

With all of these cases, though, the “Streisand Effect” was fulfilled and the would-be stealth edits attracted additional public scrutiny and negative media coverage — in no small part because the campaigns clearly and blatantly violated Wikipedia’s conflict of interest rules.

Can campaigns succeed on Wikipedia?

Campaigns may think they have a “Wikipedia” problem, but their root issue is likely with media coverage.

Wikipedia doesn’t want the site’s community of volunteer editors adding information that comes from their own observations about a topic,  no matter their degree of subject matter authority.  Instead, the Wikipedia model is to outsource editorial judgment about what can be considered factual to reliable secondary sources like major media publications (The New York Times, The Wall Street, Politico, Bloomberg), peer-reviewed academic journals (Nature, Science, The New England Journal of Medicine) or books from major publishers (Springer, Wiley, Oxford University Press). These sources are then cited in the text so that readers can confirm that particular claims are accurate.

The trouble Ramaswamy ran into was the type of information he was trying to remove from Wikipedia and how he went about doing it. In particular, trying to excise certain roles he had held (like being a member of Ohio’s coronavirus task force) and honors he had received (the Paul & Daisy Soros Fellowship for New Americans), which were all well covered in the press and were thus mentioned on his Wikipedia article. When the editor Ramaswamy paid to scrub his page attempted to stealthily remove this information, other editors pushed back as the claims were all explicitly referenced in the cited sources. Not every factual claim from media coverage needs to be included in an      entry, of course, but in this case, the removals seemed suspicious.

Ramaswamy’s paid Wikipedia editor might have had better luck if he had followed the site’s conflict-of-interest rules and gone to the article’s Talk page (where editors hash out decisions over article content), stated that he was a representative of the candidate, and then made a case that, for instance, the reference to Ramaswamy’s role on the COVID-19 task force seems undue given that he has served on numerous task forces and this is the only one mentioned in the article. That argument may not have worked, but it would have been transparently presented and wouldn’t have produced the same level of backlash (and negative headlines) as stealth editing.

There are limited examples of this approach working in the past, though operatives would need to be quite Wikipedia savvy to understand how to effectively present requests and engage editors.

Another option is to develop a Wikipedia-friendly media outreach strategy. If, for instance, a campaign wanted a particular detail about a candidate’s career (such as legislative accomplishments) to appear in their Wikipedia entry, then they should try to get reporters at major publications to include the item in their profiles on the candidate. Wikipedia’s volunteer editors would then (hopefully) recognize that the details in question are significant enough to warrant inclusion in the article.

In short, it’s understandable when campaign operatives would be concerned about their candidate’s Wikipedia entry, but attempting to directly edit the article in question is a high-risk endeavor that carries a significant risk of blowback both on and off Wikipedia.

The post Why Wikipedia can be a PR problem for political campaigns appeared first on PR Daily.

“They’re here. You’re on national television. Would you like now to apologize to the victims who have been harmed by your products?” 

Pressed heavily by Missouri Senator Josh Hawley, Meta CEO Mark Zuckerberg rose to from the hearing table and turned to the rows of families bearing photos of loved ones whose deaths were connected in various ways to his social media platforms. 

There, in front of flashing cameras and watching senators, Zuckerberg apologized. 

Just months before this dramatic scene, several university presidents sat in similar seats to discuss antisemitism on their campuses. Two resigned amid the fallout.  

These are extraordinary moments on Capitol Hill – but they’re becoming increasingly normal. 

“While the committees have always held oversight hearings, I think we see these as really very politically focused,” Michael Hotra, managing director of strategic communications firm H/Advisors Abernathy, told PR Daily. “With very, very razor thin majorities in both the House and Senate, members are using the oversight and investigation process to score political points, to burnish their reputation and  raise issues with their constituents, to put issues in front of their constituents in a positive way — and also to conduct legitimate oversight.” 

The communications fundamentals required to navigate these hearings are immense, from media training before testifying to managing the political fallout in the aftermath.  

Hotra explained what’s changed in Congress to increase the frequency and intensity of these hearings and how to best prepare leaders for these high-stakes moments. 

Why we’re seeing more Congressional hearings now 

In 1994, Henry Waxman, a Democratic representative from California, called on the heads of seven major tobacco companies to appear before the House Committee on Energy and Commerce’s Subcommittee on Health and the Environment, which he chaired. They would be the only witnesses called, and if they did not attend, their chairs would sit damningly empty. 

All seven attended and testified. It was a media sensation that began to turn the tide against tobacco in the American consciousness.  

Hotra points to this moment as the genesis of the modern practice of calling CEOs and executives before the legislature.  

 “I think Congress went ‘aha, we got something here,’” Hotra said.  

But while the Waxman hearings may serve as a template, broader governmental trends help explain why this trend is intensifying in recent years. 

Congress, Hotra said, has moved away from its traditional legislative process and into a scenario that’s built more about legislating through fiscal deadlines. Rather than legislation moving through committees and subcommittees, it instead focuses on what Hotra calls a “four corners negotiation” between majority and minority leaders in both houses, with occasional input from the president’s administration.  

“The committees in Congress are sitting there without as much to do, or one could argue, anyway,” Hotra said. So they turn their attention to an attractive target: CEOs. 

“Bringing the CEO, the apex of any organization, in front of Congress, he or she can be asked anything,” Hotra said “Congress has found that to be popular and it’s a recurring theme..” 

Three key seats at the prep table 

But Hotra acknowledges that what’s good for Congress likely isn’t nearly as much fun for the CEOs on the other side of the table.  

When prepping clients to testify in this pressure cooker environment, Hotra says there should be three co-equal seats at the table: government affairs, legal and communications. 

The legal representatives are there to help set the legislative agenda for the hearing. “Congress is interested in making policy, so you’ve got to have a point of view on what that policy is or what it should be,” Hotra noted.  

Government affairs professionals or lobbyists are invaluable to help the executive understand the personalities and political needs of the questioners in Congress. 

Communicators are needed to shape the messaging inside and outside the hearing room. Hotra specifically pointed to the testimony of the university professors on antisemitism as proof of the importance of communications having that equal seat at the table. 

“Several hours’ worth of testimony got distilled down into just a few sound bites that were really, really damaging,” he said. “Whether that’s fair or not, it should be anticipated.” 

Rapid response capabilities are key to striking back against that soundbite cycle. “So as you’re sitting, listening to a principal or a client, having some good situational awareness of, ‘oh my goodness, he or she just made news,’” Hotra said. “That’s important information to know convey back, whether it’s to a war room or a client’s headquarters.” 

Together, these three parties should set about shaping an overall strategy for the testimony, which includes understanding your client’s role in the overall hearing. 

“Is your principal going to be the main course, or are they one of the sides?” Hotra asked. If you have a small role in a controversial issue, you may be able to fade into the background on a panel of witnesses. But if you have a major role to play, or you’re one of only a handful of witnesses, that requires more thought and prep. 

What prep looks like 

The last piece of the puzzle, Hotra said, is preparing your witness. As with any sort of media prep, that begins with a candid, honest assessment of the person who will go before the gauntlet that is a Congressional hearing. 

“There are some people who are going to move and be great at it, because they’re not just good thinkers, but they’re very agile thinkers, and they understand the motivations of the people asking the questions,” Hotra said. “But what we want to do is, make sure that, again, legal, government affairs and comms are working together to prepare that witness.” 

From there, the training can begin in one of the mock hearing rooms scattered throughout Washington, D.C. to put witnesses through their paces in a grueling, tiring training process.  

Depending on the timeline, there may be months for preparation or just a few days. “It’s time consuming, and it imposes, particularly for CEOs, on the most precious resource they have, which is time, but it’s really, really critical,” Hotra said. 

Helping the principal understand the difference between a great legal answer and a great all-around answer is a key part of this process.  

Hotra said one response might be “a great, very legalistic answer. And it’s factually correct and accurate and consistent with the policy that we support,” he explained. “But it’s  too long, and it carries some headline risks. So we may may need to think about that.”  

As we continue to move into an election year in the United States, Hotra said it’s safe to assume we’ll only see more of these kinds of hearings before Congress.  

“We’ve seen over and over again that when the CEO has come to town, regardless of the industry, it’s good theater, and it’s very, very newsworthy.”  

Learn more about the vital role of communications in the governmental process at Ragan’s Public Affairs & Speechwriting Virtual Conference  on Wednesday, February 21, 2024 11 a.m.-3:30 p.m. ET. 

Allison Carter is editor-in-chief of PR Daily. Follow her on X or LinkedIn.

The post Why more CEOs keep getting called to testify before Congress – and the role comms must play appeared first on PR Daily.

The Kansas City Chiefs seized a dramatic overtime win over the San Francisco 49ers as Super Bowl LVIII and its whirlwind of brand and celebrity activity concluded last night. The game proved to be record-breaking, clocking in at the longest-ever Super Bowl and featuring first a record-breaking field goal by 49ers kicker Jake Moody, and then an even longer one as Chiefs kicker Harrison Butker broke that very same record later in the game. 

Cameras lingered on Taylor Swift sparingly throughout the game given how thoroughly she has dominated NFL-centric headlines — and even some conspiracy theories — for the past few weeks. Her presence still loomed large, however, as she continued to make news, and both Swifties and official Super Bowl trackers documented her every move at the game. Those conspiracy theories, meanwhile, are likely to rage on given her boyfriend Travis Kelce’s prominence in the game, both for his performance on the field and his bombastic (even aggressive) meme-worthy behavior. 

Beyond Taylor and Travis, these were the potential PR moments we had our eye on at the Big Game. Do you think they stood out? 

Brand blandness, brilliance and bashing 

What ought to have been a bonanza on the advertising front given the $7 million price tag fell somewhat flat for Big Game regulars, as celebrities were packed into ads without the messaging or cleverness to make the spots memorable. In a bid to recover from its difficult PR year in 2023, Bud Light abandoned much of its boldness and humor in favor of a star-stuffed, incoherent mishmash. Despite its alignment with an authentically mustachioed Chris Pratt, Pringles’ Big Game ad also induced yawns. 

A great deal of safety permeated brand strategy, with advertisers leaning on recognizable mascots such as E*Trades pickleball-playing babies and firmly-cemented stars such as Christopher Walken, whose distinctive voice was parodied in BMW’s ad (Will anyone remember that it was a BMW ad?), and Anthony Hopkins (though that regional ad for STōK Cold Brew and Wrexham AFC wasn’t bad thanks to Maximum Effort’s involvement). 

First-time advertisers captured major social media admiration: E.l.f. Cosmetics’ first Super Bowl ad featured Judge Judy as “Judge Beauty” and balanced nostalgia with a fresh feel and positive message, while Etsy told a charming tale of historical international gifting. 

Skincare brand CeraVe’s lengthy and involved prank, which positioned the aptly named Michael Cera as its apparent founder, managed to score major buzz through strange public stunts and an influencer campaign. 

And interactivity was a plus: Doordash’s ridiculously long promo code, for instance, sent viewers scurrying to score in its big delivery activation.  

A couple of advertisers earned negative attention: With a series of four ads featuring the tagline “shop like a billionaire” and related giveaways, fast-fashion outlet Temu generated quite a bit of chatter — plenty of it negative and pertaining to its business and manufacturing track record. Snapchat paying $7 million to play a “not like other girls” card in the social media toxicity arms race shortly after it laid off 10% of its staff was certainly a choice. 

Music magic: Beyoncé beats the halftime show 

Although it would be inaccurate to say that the 2024 Halftime Show, er, ushered in a new era for the annual performance, Usher, Alicia Keys and guest stars including H.E.R., Lil Jon, Ludacris, Will.I.am and Jermaine Dupri didn’t reinvent the wheel as they took the stage. It was only near the end when everyone donned shimmery getups and roller skates that the show dazzled, followed by a performance of “Yeah!” that managed to lift the energy in an attempt at nostalgia that otherwise fell flat. 

The music moment of the night was Beyoncé’s announcement that she’ll be releasing a country album — news which followed Verizon’s ad that centered around the star and teased the new tunes. 

Social media moments: Duo and Dark Brandon 

Everyone’s favorite persistent green owl made a regional appearance at the Super Bowl — though even in markets where it aired, you may have missed the Duolingo ad if you were looking down at your game snacks. In the surreal 5-second ad, the owl, named Duo, birthed a smaller version of himself from his backside as a reminder to do your daily language lesson. 

need another look at my from the super bowl?! #SuperbOwl #SuperBowlLVIII pic.twitter.com/2uroRG4WiT

— Duolingo (@duolingo) February 12, 2024

Unbeknownst to those watching at the time, the brand also made a longer, weirder teaser that ran on social media earlier that day. 

The other surreal, social media-centric moment of the night fell at the conclusion of the game, when Joe Biden’s official account posted an image of the president styled  “Dark Brandon,” a parody of right-wing conspiracy memes, poking fun at the notion that the Super Bowl was rigged. 

Just like we drew it up. pic.twitter.com/9NBvc5nVZE

— Joe Biden (@JoeBiden) February 12, 2024

On a less controversial note, fans seemed to have fun watching Nickelodeon’s SpongeBob-driven coverage of the game on Paramount+, with characters from the TV show providing highlights and sideline coverage. 

Nickelodeon’s broadcast pic.twitter.com/N752ALKCR5

— Chase Daniel (@ChaseDaniel) February 12, 2024

Whether you came for the game or the ads, this year’s Big Game had plenty to remember despite some safe plays. 

Jess Zafarris is the content director of Ragan and PR Daily, and an author, content editor, journalist, social media engagement strategist and creator. 

The post The best and worst PR moments from Super Bowl LVIII appeared first on PR Daily.

This story was originally published Nov. 28, 2022.

The stadium naming rights deal between Allegiant and the Las Vegas Raiders was the largest ever in the NFL as of 2019, according to Forbes.

The partnership was set to bring more awareness to Allegiant’s brand and mission of making travel more affordable and accessible. The Raiders and their business partners also liked teaming up with a growing travel company – particularly one with local Las Vegas ties.

The sponsorship now feels like a no-brainer for Allegiant, and the stadium is even scheduled to host the Super Bowl in 2024. Outside of professional football, the venue has been host to big event after big event, including College Football Championship games and mega-artist tours such as P!nk, Ed Sheeran and Taylor Swift.

However, the naming deal almost didn’t happen, and it took over a year of discussions to move forward.

Why did it take so long? And how did stakeholder management help get the deal done?

Leverage data to back yourself up

Managing stakeholders is a skill that communicators — or any business professional — never stop developing. Every scenario is different, as is every stakeholder. And how you manage each can prove to be critical in making brand-altering decisions.

So, when I wanted to study it a bit further, Allegiant chief marketing officer Scott DeAngelo was someone I thought of immediately. Not only is he CMO at a growing direct-to-consumer travel company, but he also served in other marketing data analysis roles and as the head of product at one of the largest payments companies in the United States.

In other words, DeAngelo has always been an important stakeholder and is someone who often finds himself having to sell big ideas to business leaders.

In our interview, one of my first questions was how to best make your case to stakeholders. His top advice was to always come with data to back yourself up.

Take the NFL stadium deal, where he, as well as others, believed that the Allegiant brand would benefit from being closely associated with the new, nearly $2 billion stadium right off the famous Las Vegas Strip.

He also believed that it wasn’t going to be an easy decision. He needed full alignment with his executive peers, for what would turn out to be a 30-year deal, reportedly valued at $20- 25 million annually.

For context, this wouldn’t just be one of the most expensive naming rights deals in sports, it would make Allegiant – not American, Delta or United — the only airline/travel company with stadium naming rights in the NFL – the U.S.’ most popular professional sports league.

“When getting signoff, I always focus on the business case and I get as much data as I can,” DeAngelo said. “We looked at a lot of things, including impressions, NFL television ratings and how that all could be shared in a contextually relevant way.”

When reviewing the data, DeAngelo said the company expected to get 4 billion impressions annually from the sponsorship. However, in the past year, he said it received more than 80 billion – which he said was approximately equal to $130 million in advertising spend.

Put all your cards on the table

As an executive leading both marketing and product functions, DeAngelo has been on the other side of stakeholder management as well. And when others come to him with their ideas – and the data to back it up – his approach is simple:

“It is important, just to listen and get a two-way understanding,” DeAngelo said. “When everyone puts all their cards on the table, that is when the magic happens.”

Once you understand all the stakeholders’ objectives and desired audiences, then “we are off to the races,” DeAngelo said. Gaining that early alignment allows the creation of the right stories and makes the ability to feature them on the right channels much easier, he added.

At first, the Allegiant/Raiders naming rights deal didn’t feel like it would happen. In fact, after it first came up, talks between the two organizations and Legends Global Partnerships – the Raiders’ consulting firm co-founded by Dallas Cowboys owner Jerry Jones – stalled and didn’t pick back up until six months later.

And when it did, it wasn’t about the naming rights,  it was about travel packages for NFL games in Las Vegas. When the sides discussed travel, that is when the momentum towards a naming rights deal began again.

“Allegiant prides itself on making travel accessible to those who otherwise might not be able to afford it. We want people to go to an NFL game, who normally couldn’t attend, and we want families to be able to spend an extra day at Disney World because they spent less on flights,” DeAngelo said. “When we shared our mission with them, Jerry Jones actually told us that only seven percent of NFL fans have ever seen a game in person.”

The Raiders and Jones, who knew this new stadium was going to attract football fans from all over the world, liked the idea of making the NFL more accessible. They were also impacted by how Allegiant – as a Las Vegas based company – had the backing of community leaders.

The cards were on the table. And it was a clear match.

“It is critical to actively listen, get expectations and understand the motivations of others,” DeAngelo said of how he approaches stakeholders. “Once you have that, and do that with an empathic approach, we can start to collaborate, tie the right things together and find the solution.”

Adam Kiefaber is a global communications director at FIS, a Fortune 500 company focused on creating innovative technology for merchant, banking and investment clients. Previously, he spent nearly 10 years in journalism working for The Cincinnati Enquirer, The Cincinnati Post and CNN. Follow him on LinkedIn.

The post Super Bowl LVIII will take place in Allegiant Stadium. Here’s how it got its name. appeared first on PR Daily.

Sarah Mawji is CEO and founder of Final Edit Media and PR (soon to be Venture Strategies).

Spreadsheets, presentations, and meetings are great, but that’s not what keeps clients. Results do.  

In 2023, I put into motion an action plan thatremoved noise – the things clients didn’t really care about — from my to-do list. It was a gamble, but the disappearance of these things contributed heavily to client happiness and gave me time to grow my agency’s client base.  

This year, I plan to keep this action plan alive across a now-larger client roster.  

Implementing this action plan may help you, too. Here are some of the changes I made: 

Scale down meetings to increase coverage 

Trust is important. And to instill trust, what do we often do? Set meetings. Weekly, bi-weekly, as needed. But just like in any new relationship, the beginning is when communication is heightened and this can be an issue. Instead of one call a week, you could end up having three, in addition to responding to emails or client WhatsApp messages (depending on your boundaries).  

The first 30 to 90 days are a vital period of time to show your clients that you can do what you said you were going to. We, as PR pros, know we need a period of time to build the vital infrastructure that fuels quality outreach and media relations, and despite communicating this to our clients, they only see what we bring in.  

Knowing this, we need to get serious, immediately, and focus on the prize, which comes in the form of a solidly built strategic plan, with coverage as the ultimate win.  

By scaling down meetings and, in fact, limiting all communications, in 2023, I was able to generate results like never before. My form of communication looked like an update every time a media opportunity was secured or a piece of coverage had gone live. It was then that I would share how to leverage the piece of coverage across platforms, what the coverage meant for the client, and how it benefitted them. I also let them know what was in the pipeline. This communication style kept my clients happy, and over time, they knew if they didn’t hear from me, it was only because there was a lot happening behind the scenes. 

Stopped making clients do work by using limited information 

With many of my former clients, collecting information was an issue. Everyone has a lot on their plate, and sometimes you are not the priority. So last year, I told myself, “work with you have.” 

And guess what? I was able to secure 30 pieces of high-quality coverage over the course of just three months. In hindsight, having less information gave me the freedom to get creative and align my client’s business with the media cycle.  

I’ll give you an example. 

With a corporate deck and key messaging from a company website, I had enough information to identify key points, verticals, beats, pitch subject lines and areas of importance.  

Once I built my repository with this information, it was time to fill in the blanks, so I looked to the media cycle and external sources for statistics and facts that validated the work of my client. This process saved me from being inundated with loads of information and not knowing where to start.  

In almost every case, less is more, and while there are times you do desperately need your client to give you information like internal data, most times you can get going without it.  

Harnessed the power of the evergreen story 

In addition to using a limited amount of information to get started, I sent a ton of highly targeted introductory source pitches out at the start of each new client relationship. I followed best practices to custom curate every single source pitch while also ensuring I did not miss a single publication. As most of us know, this is a great way to get results, but they don’t always come 24 hours or even 30 days later. 

In fact, most of those introductory pitches came in handy six months down the road.  

If you are currently in the middle of onboarding new clients, this quarter is a great time to capitalize on the source pitch because reporters are most definitely looking for new sources or starting out with new publications. 

Scale down to scale up 

Scaling down your client-facing to-do lists is a great way to scale up.  

This year, get intentional and understand what each and every client wants to see from you. Not all clients are the same and for those that prefer consistent communication, be sure to provide them with that. But, don’t be scared to try out a new course of action that could end up greatly benefitting you and your client in the end. 

The post Eliminating noise increases PR outcomes. Here’s how to do it. appeared first on PR Daily.

Alina Morozova is chief account manager at ITCOMMS, an international PR agency.

The country of Georgia is well-known for its hospitality and friendly nature, but it’s important to recognize its distinct local features in the PR realm right from the start.

Business environment

Georgia has become a top destination for business development and relocation. The country boasts a welcoming business environment. It’s possible to register a company in just one day, and there are four free economic zones to take advantage of. Special conditions for businesses include exemption from corporate tax, and there are no minimum capital or investment requirements. Additional benefits include virtual office services and the option to register from anywhere. In addition, you can stay in Georgia without a visa for a year, and it is enough to cross the border to start a new countdown of this period.

Since 2010, there has been significant advancement in the country’s economic development, as observed by the World Bank. According to estimates, Georgia’s GDP hit $24.6 billion in 2022, marking a 10.1% increase. However, this growth rate is expected to decline by the end of 2023.

Since 2022, more Russian and international companies like Playrix and EPAM have started doing business in Georgia. In 2021, revenue from high-tech exports totaled $153 million. The country boasts dynamic IT communities, such as GITA (Georgian Innovation and Technology Agency) and the Startup Community, along with programs in collaboration with the Business and Technology University.

Media consumption in Georgia

The World Bank reports that 79% of Georgia’s population has access to the internet. Most people in the country typically learn about the news from television broadcasts or via social media platforms. The Colab Medios Project’s 2021 report highlights that in Georgia, television is particularly popular with the over-35 age group, with a notable 78% of residents tuning in regularly. The results of a CRRC Georgia survey indicate that the three most popular TV channels are Imedi with 59%, Rustavi-2 with 53%, and Mtavari with 42% viewership.

Facebook, now under the umbrella of Meta which has been declared an extremist organization and banned in Russia, is widely used among social media platforms, with 67% of users logging in at least once a week. YouTube holds the second spot in popularity with 57%, while Instagram follows in third place at 25%. An additional 16% of users are on TikTok, while X has a 4% user base. Sixty-five percent of people regularly use messaging apps. Viber and WhatsApp lead in popularity with 35% and 30%, respectively, while Telegram holds the interest of only 4%.

In Georgia, there’s a noticeable shift from print to digital media. The country has a developed market for English-language media. When working with the media, it is important to keep in mind that their credibility in the country is very low. According to a study by Caucasus Barometer, trust in the media in the country gradually decreased from 50% to 20% between 2008 and 2019. The same data indicate that one in five Georgians does not trust the media.

The media is often highly politicized, with owners frequently dictating editorial content. The media environment in Georgia is marked by intense social strains that involve issues of religion, LGBT rights and Russian influence.

Public relations in Georgia: Main characteristics

Public relations is an evolving field in Georgia, where PR specialists are relatively scarce. Typically, only sizable corporations, like TBC Bank, have dedicated PR departments.

The official language is Georgian, meaning all media materials require translation into this language. However, English may be used when engaging with journalists. It’s preferable for the company’s spokespersons or official representatives to be local, native speakers. Some companies, such as Spar and Coca-Cola, opt to replicate their names in the Georgian language.

Essential tips for excelling in PR in Georgia

1. Customized content. Ensure that all press releases and expert materials are relevant and connected to the regional backdrop. Journalists often welcome news that involves partnerships between local businesses and state departments. Analytical reports and materials should highlight the impact on the local market.
2. Networking. Georgia is a nation characterized by strong horizontal ties,  where recommendations from friends and personal communication are highly valued and play a crucial role in the fabric of society. Investing time in networking is crucial. Make an effort to connect with journalists, share your story, and seek opportunities for face-to-face interactions. Establishing a relationship with one well-respected journalist could potentially open doors to their entire network within Georgia, often described as being just one handshake away.
3. Focus on the top media. The region hosts only a few media outlets, all with limited reach. As a result, it is crucial to prioritize engaging with the major, widely distributed ones. It is also important to point out the near absence of highly specialized media outlets in Georgia. During my 18 months in this industry, I’ve encountered several media outlets that cover cryptocurrency, but none that specialize in IT. Discover television opportunities to showcase your expertise by securing spots on business-focused TV programs.
4. Events are a linchpin. They hold a special appeal for local businesses and journalists. Whether it’s a press conference, a company anniversary, a press breakfast, or a brunch, events serve as a valuable opportunity to nurture relationships and offer something the media can appreciate. TV is the prime choice for event coverage.
5. Allocate funds for presents and subscription-based publications. Agreeing to free, unpaid media coverage is a feasible strategy, but I would still suggest allocating a budget for paid publications. On average, posting an article in a major media outlet costs $500. Not only does paying for publication secure your spot in the media, but it also fosters better relationships with them. Similarly, giving gifts can achieve this objective. Journalists particularly value personalized gifts or corporate items that feature the company’s logo.Gifts help to cope with the same task.

Journalists are open to collaborating with Russian PR specialists and firms, with their main focus being on the quality of the content. It needs to be both informative and engaging for readers. Use LinkedIn to search for journalists’ contact details. Ensure you research the journalist’s areas of interest in advance and provide news and expert content that aligns with those topics.

Here’s what you need to understand when collaborating with Georgian journalists.

• The pace of work can be slow. It’s important to expect that any discussion about the news may extend over several days. This often applies even to urgent news about your company, as journalists typically do not hurry to release such information.
• News embargoes often fail. Despite sending news with an embargo, journalists may not comprehend it fully. In the best-case scenario, the journalist might notify you of any misunderstandings, but in the worst case, they might release the information prematurely.
• Journalists generally show little interest in clickbait headlines. There’s a sense that competition is lacking within the Georgian media landscape. Traffic numbers don’t seem to concern them, nor do they pursue sensational headlines. They remain untroubled when their colleagues scoop stories before them.
• The opportunity to comment appears limited. Possibly this happens because of minimal competition and slow work pace. However, the reality is that you shouldn’t expect to swiftly post a comment on published news.
• Journalists often edit press releases. In Central Asia, news is usually published without changes, while in Georgia, it is normal for the content to be edited. Nevertheless, journalists are generally willing to make changes to articles that have been published already.
• Journalists appreciate exclusive content. Providing them with unique, exclusive material will ensure they prioritize preparing and publishing it promptly and to the highest standard.

Key takeaways

• Georgia’s PR market is in its formative stages, yet it offers opportunities to establish strong, trustworthy media connections.
• The media landscape here is sparse and not all outlets are considered reliable. Therefore, it’s wise to focus on major international media right from the start. This approach can swiftly boost your company’s visibility in the market and facilitate the achievement of your objectives.
• Leveraging materials and partnerships with local businesses can secure media mentions. Additionally, networking and face-to-face interactions with media professionals will solidify your success.

The post Shaping public relations strategies in the country of Georgia appeared first on PR Daily.

Americans’ faith in a variety of professions key to daily life continue to fall, according to Gallup’s 2023 Honesty and Ethics survey. Of the 23 professionals Gallup asked about, only one saw year-over-year trust growth: union leaders, an interesting wrinkle in a year that saw major organized labor wins. But even trust in this group increased by only a single point.  

Every single other profession saw a decline. 

Now, PR professionals were not among the industries Gallup polled on. The most closely related industry was advertising professionals, who are trusted by only 8% of Americans. They tied with car salespeople and senators and came in above only members of Congress, who ranked dead last (6%). 

We can guess that PR professionals probably aren’t held in high esteem, falling into the same general category of spin doctors who work to sway public opinion for nefarious ends. 

But the perception of public relations as a profession is the least of the industry’s concerns. Most practitioners don’t work to better the reputation of PR. Instead, they work to build trust and confidence in other professions. And these numbers give a sobering portrait of how difficult that job can be. 

Medical professionals continue to remain among the most trusted professions in America (with the exception of psychiatrists, who are trusted by just 36% of the population), but the pandemic took a steep toll on that trust. Since 2019, trust in doctors and pharmacists has fallen 9%, in nurses 7%, in dentists 2%. 

In a massive industry that relies on trust to literally save people’s lives, these numbers are concerning, and should remain at the forefront of every PR pro in the healthcare space. Without trust, patients don’t come in for checkups until it’s too late. Without trust, patients don’t take the medicines or vaccines they’re prescribed, and small issues become large ones.  

All of these medical professions have managed to retain at least 50% trust (nurses fare best with 78% trust), but some just barely. Most fared worse. 

The industries PR pros are often called on to represent are in a trust crisis as well: only 19% trust bankers, 16% trust lawyers, 12% trust business executives.  

Not only is there rampant mistrust for the people and organizations practitioners are often called upon to help, there is mistrust for a key communications tool: the media.  

Journalists, who many PR professionals rely on to spread the word of their initiatives, are trusted by only 19% of Americans. In other words, 71% of the population will have at least some mistrust for any story you place in the media.  

What to do about it 

This situation appears bleak. But this is what PR professionals were made for.  

Public relations, or good public relations anyway, isn’t about spin. It’s about building trust. It’s about pulling back the curtain and showing how industries work and why they can be trusted. It’s about putting faces to corporations and industries and showing that these faceless entities are made up of people who want to do the right thing.  

It’s about telling stories to show that while the industry as a whole might be mistrusted, your doctor, your lawyer, your business executive is different. They’re a thought leader who engages with interest, empathy and care. Their words and actions are designed to make the world a better place, treat their employees right, and uphold the ethical values of their industry.  

It’s about finding journalists who still retain trust with the audience you want to reach, whether that’s getting a hold of financiers through the Wall Street Journal or young people with a particularly authentic Twitch streamer.  

None of this is easy. But it’s the job. 

Let’s work to rebuild trust together.  

Allison Carter is editor-in-chief of PR Daily. Follow her on Twitter or LinkedIn.

The post By the numbers: Trust in professionals continues to fall, causing big problems for PR pros appeared first on PR Daily.

Chevrolet wanted to win over the car buyers of tomorrow and educate people about electric cars today. The car brand worked to win over young, Black consumers with its “Discover the Unexpected” (DTU) campaign.

The 2022 campaign was built upon a popular 10-week fellowship for six journalism students and five marketing students from historically Black colleges and universities. The colleges and universities offered internships at participating National Newspaper Publishers Association newspapers or within the Chevrolet marketing organization. The NNPA is an 80-year-old trade association deeply known in Black communities. Chevrolet marketing leaders mentored the students during the program. The students worked on editorial assignments bolstering Chevrolet EV initiatives.

Chevrolet joined forces with Carol H. Williams Advertising for the campaign.

Carol H. Hood, Jr., VP, digital creative director at Carol H. Williams Advertising, said that the program hired Black students to report on EVs for these newspapers to evangelize EVs.

The campaign also built affinity with the students so that long after the internship ended the impact of Chevrolet remained.

Hood said that Chevrolet gave the fellows a chance to learn about EVs and learn from mentors. They documented their experience in the newspapers and on social media.

Hood’s team was a community engagement winner in PR Daily’s Social Media & Digital Awards last June.

Here’s what you can learn from the campaign.

Be nimble and vigilant

“At first, there was talk about doing something more traditional,” Hood said of just putting ads in newspapers to educate people about EVs. Then her agency decided on another route. “So, we came up with DTU, which was a non-traditional, multilayered marketing platform to address some problems at the brand affinity level.”

Hood said that the fellows wrote articles about EVs and created social media content including behind-the-scenes videos of them testing out these vehicles. The fellows documented their experiences to improve visibility among their peers.

“They were able to extend reach by creating more content on top of our official work, and increase engagement,” Hood said of creating bonus social media videos about EVs. She added that agencies and marketers have to go to where the people are – in this case, young people. The agency developed an authentic relationship with HBCU students by going to their campuses and filming social media clips for the campaign.

Hood said having a relationship with community members or knowing someone who has that relationship is vital.

“And if you don’t get to the community in an authentic way, you’re never going to win that audience over,” Hood said. “Especially a multicultural audience, especially a Gen Z audience.”

Hood added that Chevrolet didn’t stop at Gen Z either. The brand featured banners and other ads in NNPA issues to reach older audiences reading the newspapers.

The campaign rose above expectations, engaging Black communities and positively moving perceptions of the brand. DTU social media and digital banner ads reached 75.3% of NNPA readers according to campaign data, and the program produced a 9.9% increase in consideration of Chevrolet electric vehicles.

Hood said that those figures didn’t happen by accident.

“You need to know what you want, know your strategy and stick to it with a hypervigilance,” Hood said.

Use a variety of influencers

Hood said that her team wanted to find a mix of influencers who reached different populations. Actor Terrence Jenkins, best known for hosting “106 & Park,” was recruited in the campaign as a brand ambassador alongside STEM influencer Justin Shaifer. Shaifer, well-known in the HBCU community, acted as a mentor to the fellows to talk about the science and technology behind EVs.

“Justin was kind of a diamond in the rough we were looking for,” Hood said.

Hood said that her team found Shaifer after diving deep into the HBCU space in search of an educational influencer with a trustworthy voice and comedic influence.

“It paid off with an increase of impressions, and the building of an HBCU community that didn’t exist before we created DTU,” Hood said.

Jenkins’ star power was also impressive. He hosted an initial student fellowship event and posted promotional content to add credibility to the campaign while amplifying the EV message.

Hood said he had already worked with both HBCUs and Chevrolet, and the company felt comfortable working with him again.

“He was someone who … could enter our partnership in an authentic way,” Hood said.

Chevrolet and the NNPA also posted content across dedicated campaign Instagram and Facebook handles, and a paid social media plan drove engagement via Facebook, Instagram, Twitter, Snapchat and TikTok.

Hood said that sometimes a celebrity might have great name recognition, but if they are not social media savvy, they don’t hit the influencer mark.

It’s important to be diligent when selecting an influencer, Hood said.

“There are tools that can help you look at that. But be willing to look at their (influencer) posts and comments. When they engage with followers are they having a real conversation?” Hood remarked. “Find (people of) substance.”

Sherri Kolade is a writer and conference producer at Ragan Communications. She enjoys watching old films, reading and building an authentically curated life. Follow her on LinkedIn. Have a great PR/comms speaker in mind for one of Ragan’s events? Email her at sherrik@ragan.com.

The post How Chevrolet amplified electric vehicle messaging among Black college students  appeared first on PR Daily.

Dustin Siggins is founder of Proven Media Solutions. 

I recently made a rookie mistake. We were asked to edit and place an op-ed. I assigned team members, we renovated the piece and then we proudly sent it to the client. 

The feedback wasn’t quite what we expected. The client said we had ruined the author’s voice — the way the author wanted to be read and perceived. We were given explicit instructions to start over, to simply cut the piece down and make as few edits as possible. 

What I had forgotten to clarify with the client beforehand was how my team should execute our mission to put their author in the press. We were focused on having the highest-quality writing to put the piece in the highest-quality outlet. 

But the client preferred the author’s voice, even at the expense of a higher-quality piece and losing the chance to land the piece at a top-tier outlet. 

 3 considerations: voice, content, and outlets 

There are three crucial considerations to take into account when crafting and placing an op-ed:

• What is the author’s voice? This is how an author wants the media consumer to understand the point of view of the author, how that point of view is perceived and the impact the point of view should have. Some people and organizations want to be seen as counter-narrative — pushing back against the norm — while others want to be the down-the-middle referee simply calling the shots. And others want to be seen as authoritative and in charge. 
• Writing quality is next: How well-crafted is the op-ed? This isn’t just about having interesting content conveying the intended message. It’s also about sentence structure, typsos (ha, ha),the lede, and logical fallacies — the entirety of the piece of media that’s being crafted. 
• Outlet quality. Again, pretty simple — this examines the quality of the media outlet(s) targeted by the author. But it’s not just identifying outlets based on brand recognition or circulation numbers. Different outlets are better fits depending on the author, subject and desired audience. For example, a great voice in an excellently crafted op-ed about how AI is changing the tech world belongs in a tech outlet,  not a construction trade outlet. And a piece about roofing technology belongs in the construction trade magazine, not Wired or the Wall Street Journal.  

Everyone sees these components differently. One client focused on helping women navigate postpartum challenges. Its spokespeople cared far more about precision of voice and writing quality than the quality of outlets. A Washington Post op-ed that wasn’t precise to the client’s voice would have been harmful. 

More recently, a business client wrote an essay in his voice – and we chopped it down, restructured the whole thing and changed the tone. He cared more about quality and getting in a prestigious outlet than his “voice” –- and the piece is being published in a top international business outlet this month. 

Another client doesn’t care at all about voice or quality. Instead, the PR goal is to put a lot of pieces into targeted outlets over and over again. 

 What is the client’s priority? 

In an ideal world, all op-eds would have the best writing, get in the best outlets and perfectly match an author’s voice. And, while I’m wishing, I’d be retired, writing a weekly column for The Washington Post, and traveling the world with my family. 

But here in reality, there are often sacrifices. That’s why it’s important to understand a client’s short and long-term goals, narratives, and target audiences before putting the writing process even starts. And that’s what I forgot to do with my rookie mistake: ensure that the vision my team had was the same as the one the client had. 

The post The role of client voice in op-eds appeared first on PR Daily.

What are the big projects you’re tackling this year? A new podcast? Launching a new publication? Maybe even a big, gnarly rebrand?  

Whatever your big rock to break in 2024, you’ll get through it. But a little inspiration from those who came before just might help. 

“Top Case Studies in Employee Communications & Culture” is a new ebook from Ragan Communications filled with award-winning examples of the best comms work. And while it focuses on employee comms, there are many lessons that external communicators can learn, too. 

Here are just three highlights from the more than 50 case studies included in the full ebook to jumpstart your creativity and get you ready for your own brilliant strategies. 

The full ebook is available here.  

VCA Animal Hospitals’ podcast builds brand trust  

VCA Animal Hospitals focuses on the future of veterinary medicine and improving the health and wellbeing of people, pets and the planet. The “VCA Voice” podcast became just one of its tools for leading the way. 

“VCA Voice” highlights the extraordinary stories happening every day at VCA, from the front lines to clinical studies, demonstrating the hospitals’ culture of inclusiveness and innovation. The podcast is promoted through multiple social channels, both internally and externally. During each episode, VCA chief medical officer Marie Kerl speaks with experts on topics such as diversity, clinical studies and the role of social workers in veterinary health care.  

The three key audiences are the veterinary industry, VCA and Mars Veterinary Health associates, and VCA clients. The series’ three goals:  

• Position VCA as a single source of truth and information in the veterinary industry.  
• Proactively inform and educate VCA clients. 
• Drive recruitment in all associate positions.  

The first season of the podcast has 13 episodes available on most major podcast platforms. The podcast ranked in the top 25% of all podcasts at the end of its season, heard in 18 countries, and had more than 2,000 downloads.  

Steal this idea: Find creative new ways of engaging with audiences. Remember, a single tactic can serve more than one audience if executed in an inclusive way.  

Warner Music Group rebrands while staying preserving its legacy   

Warner Music Group (WMG) needed to refresh its corporate brand. A global music company with a rich history, its goal was to modernize its branding while staying true to its legacy as a global collective of music makers and music lovers, bringing together artists, songwriters and entrepreneurs around the globe — while giving its people the tools to make the company’s storytelling bolder and brighter. To execute this revamp, WMG collaborated with agencies such as award-winning design firm Pentagram, which collaborated with the brand for more than a year to create the new visual system, tagline, mission statement and brand pillars. 

WMG comprises many unique, branded companies, but it was vital to establish a unifying and authentic mission statement. The team kept the tagline simple: “Vision & Voice.” WMG maintained its logo icon, originally designed by Saul Bass, but modernized it to be scalable in all digital contexts. As an homage to the slants in the “W” of the logo, the company incorporated a unique 67-degree design element to evoke the WMG brand in everyday applications. From there, the company developed an entirely new, full visual system. It updated the hero “WMG Blue” color to a richer shade that stood out better and complemented it with a vibrant secondary palette. It also commissioned a new typography called “WMG Dazzed” that’s modern, legible and supports most global languages, with a secondary typeface for those that aren’t supported. 

The company wanted to make sure anyone visiting its more than 70 offices worldwide was immersed in its brand as soon as they walked through the door. At the NYC headquarters, a graffiti artist was brought in to spray paint “Music Is Everything” onto the outdoor patio area. The corporate floor of the New York office was also revamped to be aligned with new branding.  

Measuring the success of a rebranding strategy is often tricky, and such was the case for this one, but the team noted that anecdotally and by sentiment metrics, the revamp was a major hit. Teams and departments have implemented the new branding in unexpected, dynamic ways as EWMG continues to develop its new brand identity.  

Steal this idea: A rebrand usually doesn’t need to start from scratch. Instead, a few tweaks with a strong, unified push behind it can bring even the oldest brand into the modern era and create new excitement.  

Syracuse taps alum for Instagram growth 

Understanding that Instagram is one of the most popular social media platforms in the world with Gen Z, Syracuse University saw an opportunity to enhance engagement on the platform among current students, prospects and alumni, ultimately driving brand awareness and raising its social media profile. 

 All the university needed was a few well-known alumni. 

The @SyracuseU social media team found three tp people to participate in a live Q&A on Instagram: 

•  “Real Housewives” star Heather Dubrow, ’90, TV star and social media influencer with more than one million Instagram followers.  
• NASA astronaut Eileen Collins, ’78, H’01, the first woman pilot and commander of a space shuttle.  
• Exonerated Five Kevin Richardson, one of five people in the Exonerated Five (formerly called the “Central Park Five,” black and Latino teens who were wrongly convicted in a high-profile assault and rape case), H’20, Syracuse University’s first-ever honorary undergraduate degree recipient.  

Once the featured alumni confirmed their participation, the social media team created graphics featuring a photo of the alum along with a brief bio and a prompt for followers to submit questions. To further promote the Q&A, the social media team cross-posted on other networks, such as LinkedIn and Facebook, driving those audiences to submit their questions on Instagram. The team vetted the best submissions and sent them to the alum to answer. Their responses were posted to @SyracuseU’s Instagram story and archived as a page highlight. 

By answering questions and sharing personal stories, the series created an opportunity for alumni to reconnect with their alma mater in an informal format. The series also allowed for a broader reach, as Richardson’s story drove over 200 users to read snippets from the Q&A in a repackaged format on the Syracuse University website, where they spent an average of nearly one minute and 30 seconds on the webpage. 

All three Q&As reached an average of nearly 11,000 unique users, significantly exceeding the average of 8,500 views. Since the launch, @SyracuseU has gained an estimated 2,500 followers. That made the Instagram Q&As successful in driving audience engagement and awareness of @SyracuseU’s account. The team used social media to foster genuine student interest and interaction in a new and creative way — all while driving alumni engagement through Instagram Stories. 

Steal this idea: What influencers do you already know? You might not have an alumni network, but what influential people are already inclined to like you and appear on social media? You might be surprised by the resources already at your fingertips. 

The post 3 case studies to inspire your PR efforts appeared first on PR Daily.

Washing one’s face doesn’t bring much joy.

It’s one of the many mundane tasks you tick off the list before leaving the house. Yet actress Jennifer Garner turned this boring activity into a fun one when she enthusiastically splashed water on her face time and time again in Neutrogena commercials in the early 2000s.

Neutrogena wanted to relive some of that nostalgia with its “Make a Splash” campaign and also announce the launch of Hydro Boost Gel Cleanser for Hydration. Agencies CCOM Group and Golin worked with Neutrogena on the 2022 campaign to build brand relevance by hyping up its famous commercials on their 15th anniversary. Neutrogena also invited influencers to do their own version of the splash to foster nostalgia for Millennials and Gen Z consumers.

[RELATED: Enhance, Advance, and Unify a DE&I Comms Strategy with Ragan’s DE&I Certificate Course]

Golin asked if Garner would be interested in participating in the campaign. Garner, who is already a Neutrogena ambassador, agreed. The campaign also connected with influencers and invited them to a Neutrogena pool party to promote its product launch.

The team was a campaign of the year winner in PR Daily’s Social Media & Digital Awards in June.

Here’s what you can learn from the campaign:

Legacy brands can get nostalgic

Neutrogena wanted to remind now-grown-up customers why they loved the brand in high school.

“It has been known for its iconic TV commercials and part of the iconic TV commercials was the splash,” Tommy Sleiman, senior account executive at CCOM Group, told PR Daily. “They really had a momentum going in the 2000s.”

Nostalgia marketing is a big deal for Millennials who enjoy buying things from yesteryear.

“We really wanted to tap into that nostalgia so that people can connect with the brand from its origins to remember that Neutrogena is a legacy brand,” Sleiman said.

The splash was not just haphazard water-throwing. Oh no. There was an art to it. Garner would cup her hands under a stream of water, and with closed eyes she dashed the swooshes of water, which rose gracefully and fell onto her face with precision. Everyone wanted to rinse their faces like that, even if that meant they made a mess. It was important for Neutrogena to recapture some of that magic in that face-washing moment.

Neutrogena launched a #MakeASplash contest on TikTok to encourage people to make their own splash and post them using the hashtag. Contest winners received a cash prize along with a year’s worth of Neutrogena products.

Influencers closed their eyes, leaned in over their counters and unceremoniously threw water all over their faces (and the floor). Some, with drenched faces and hair, laughed at their attempts.

“There’s water everywhere,” nlledoux said during her own recreation.

“It’s funny because you see all these consumers cleansing their faces and making a mess,” Sleiman said. “And that was the point of our campaign – to be very authentic.”

In the end, the contest hashtag earned around 9.8 billion views.

Use a variety of influencers

CCOMGROUP, who handles the Hispanic market for Neutrogena, used Latina actress and model Gaby Espino to join the splash challenge as part of outreach to this demographic.

“It came out really beautiful, actually,” Sleiman said.

Sleiman said that CCOMGROUP picked 13 other influencers to spread their message for the Latina market; Golin had around 18 additional influencers for the larger market. The PR team sent mailers to these influencers inviting them to participate in the challenge.

The mailer inspired a 40% organic posting rate, which exceeded the average posting rates for creative deliveries by 10%.

The #MakeASplash Latinx influencer network boosted contest participation, reaching 43.9 million impressions.

Sleiman said some of their influencers ranged from comedy creators to those who focused on nostalgic content.

“Typically, for Neutrogena as a science-backed brand, we’ve worked with influencers that are more beauty, skin influencers,” Sleiman said. “But this time we tapped into these influencers that were able to speak to different topics and different affinities.”

Throw a party! 

The campaign also featured an in-person event: Make a Splash Poolside Party in Los Angeles. The Y2K-themed party had catering and music to take attendees back to the early 2000s. People showed up wearing early-2000s attire (think “Clueless” and beach vibes) and enjoyed throwback arcade games, era-appropriate makeovers and more.

“We thought it would be a cool way of bringing our influencers together for something with the brand for a nostalgia moment in real life,” Sleiman said.

The lavish party had almost 100 attendees, which resulted in over 229 pieces of organic social content and 7.4 million impressions. Neutrogena’s latest product, Hydro Boost Gel Cleanser for Hydration, was prominently displayed throughout the party including in a “Clueless”-themed closet, around the pool and throughout high-traffic spaces.

“We wanted to make sure that the content that was coming in could include the product somewhere, so that’s why we really placed the product everywhere we could,” Sleiman said.

The entire party was set up to inspire the best social content by offering engaging, photo and video-friendly activities like dance stations, friendship bracelets, arcade games and 2000s-inspired makeup.

“It’s really tapping into a cultural moment that can connect with your audience and with your brand in the most authentic and genuine way,” Sleiman said.

The post How Neutrogena revisited an iconic moment and made a nostalgic splash appeared first on PR Daily.

Adam Kiefaber is an experienced communicator, who has led PR teams for Fortune 500 companies in payments and financial services. Previously, he spent nearly 10 years as a journalist working for The Cincinnati Enquirer, The Cincinnati Post and CNN.  

I cringe every time I hear communicators say they are “now responsible for doing more with less” and how proud they are of their “small, but mighty teams.” 

Unfortunately, those messages are truer now than ever before.  

According to the 2023 Future of Corporate Communications report from Edelman, 80% of communication leaders say their role is more demanding than it was a year ago. Additionally, nearly half feel their CEO doesn’t recognize the resources needed to run the function properly. 

As communicators, that means we have a problem. 

To solve this issue, we must better show the value of communications to leadership, and how an investment or hire will help the company achieve its goals and not just lighten our workloads. 

To find the answer, I reached out to someone who gets asked this question maybe more than anyone. 

Meet Radina Russell, who is Edelman’s U.S. corporate practice chair and chief architect of its recent communications report. She advises clients on best practices and does so for the largest public relations agency in the world. 

Here is what we discussed: 

Embed communications into the business and be a strategic advisor  

Russell claims that communication leaders can make a big jump on how they influence the business.  

“Communication roles expanded – out of necessity – during the pandemic,” Russell said. “To navigate COVID, business leaders needed to partner up where it made sense. And communications – when centralized – is the corporate leader in processes and procedures when issues pop up.  

“COVID changed many communicators to strategic advisors.” 

Post-pandemic, that trend has continued, with 52% of chief communication officers considering themselves strategic advisors in 2023 compared to just 35% in 2021, according to the report. 

“If you are looked on as an equal, you are no longer just a cost center. You are a partner,” Russell said. “If you are an equal, your goals are tied to business outcomes and are no longer focused on just communication metrics.” 

When it comes to getting more resources, leverage the entire strategic counsel 

If you are truly embedded into the business and have a seat at the table with leadership – then your communication efforts should be celebrated when the group can move the needle in a key strategic area for the company. 

While being viewed as an equal and sharing in the wins and losses of the company is great and all, how does that help you level up your communication resources? 

Russell and I discussed attracting and retaining top talent. First step would be to partner up closely with the chief human relations officer. Collectively, you should determine what is needed on your end and identify what part of their budget is available for your communication efforts. 

Now, if there is not enough to go around with your CHRO and the CEO is demanding results, be ready to look around the table for more help. With it, you can put together the right pitch for your CEO. 

“You can then say to your CEO, this is what we are trying to solve so we went back and measured this like we measure our customers. We also did some political polling internally on messaging and discussed with sales and other leaders to take a 360 view. As a result, here are the three takeaways we have and what we need to execute,” Russell said. 

Reset how you think about data – look forward, not back 

In the previous example, you didn’t center your focus on your previous media coverage reports or employee engagement scores. 

You went around the table to build your case. 

It wasn’t about bragging about how well the company has done in the past, which is a trap we fall into to measure our own performance. It was about providing actionable data, says Russell. 

“This truly is not about big data. This is about solving a problem or driving to your desired result with actionable data,” Russell said.  

“Let’s say you want to increase the stock price. Based on data you can gather from other leaders at that table and what you are seeing from other companies, what do you believe we can do about it? What do you need to get it done? And what do you think the result will be?” 

It is time now to not focus or try to justify your work on past communications results, Russell says. Rather, it is time to advise what the company should do next. 

Because, as strategic advisors, that is what we do. 

The post Ways communicators can get more resources for their ever-expanding roles appeared first on PR Daily.

Public affairs professionals often deal with high-stakes comms. Public information officers are often responsible for sharing heavy information related to school shootings, devastating public health news and natural disasters. While other industries may not reckon with life-or-death stakes, there are crises in any industry – and a lot you can learn from public affairs.

Planning appropriately can make all the difference in how well the comms is received.

One crisis template worth considering is FEMA’s 8-Step Model, which many in public affairs already use. The 8-Step Model is based on a social marketing technique that encourages actions “for the benefit of individuals, groups, or society as a whole,” according to FEMA.

FEMA’s 8-Step Model includes:

1. Assess current situation – Understand the problem, the audience and what you want them to do.
2. Set communication goals – What do you want done and how will you get there? Create goals and timelines for how to execute that.
3. Identify intended audiences – Who is your target audience and what matters to them? Use that information to develop messaging from audience priorities.
4. Develop and test messages – Ensure messaging is understandable and communicates the audience benefit.
5. Select channels and activate – Learn the best way to connect with your audience and partner with relevant stakeholders.
6. Develop an action plan – Choose the comms strategy to use, ID possible risks and develop a contingency plan.
7. Develop and pretest materials – Test out what resources are valuable to the target audience.
8. Implement, evaluate and modify plan – Look at your action plan and adjust. Ensure proper plan approvals are in place and activate.

Scott Thomsen, director of Communications and Public Affairs for the Ventura County Fire Department in southern California, often uses the 8-Step Model and encourages his industry peers to adopt it too. The longtime public affairs official, who teaches  PIO courses for FEMA, spoke to Ragan about its usefulness for all industries.

“The same model applies because it starts with us assessing your situation … setting goals for what you want to accomplish, building a plan for getting yourself there and determining what your audiences are,” Thomsen said.

When to use it

Using crisis models like FEMA’s to develop a plan doesn’t have to be an arduous process – use pieces, or all of it, whatever complements your orgs comms plans.

“If you’re starting out, the great part about the eight-step process is that it literally walks you through the steps of what to do and (is) the first piece in any campaign or project that you are going to undertake as a communicator,” Thomsen said.

The key is to think about your comms needs ahead of time to put together a strong plan. From there, continue to check the plan and revise it as needed.

“You can start doing the work and you constantly need to be evaluating whether it is getting seen and heard,” Thomsen said. “Is it sticking? Are people remembering your message and are they following that message to the desired ends?”

Adapting the plan for your comms needs

Thomsen, a former public utility spokesman at Seattle City Light, used the model when the city had a snowstorm.

Citywide messaging asked residents to not drive or park on the streets so snowplows and emergency response vehicles could have easier access.

The request did not go over well.

“Telling someone to not to do something runs very counter to American psychology,” Thomsen said. “We are very big on freedom and personal choice. So, we saw a lot of that messaging fail and people would still be out trying to drive.”

To fix that issue, Thomsen and his team adjusted the messaging to read: “Please make good decisions about whether you need to drive or not. Because keeping the streets clear for emergency vehicles that are going to help your friends and neighbors is really important right now.”

The new messaging caused a “dramatic change” and significantly reduced the number of people on the roads, Thomsen said.

“We put it out in a way that was giving them a greater sense of control,” Thomsen said. “We were respecting their choices to make and asking them to please make good decisions.”

Thomsen added that the model or parts of it can be used on campaigns and non-crisis comms because using it often continues to build up one’s “muscle memory.”

“So, when you’re in a crisis scenario, you can run through this very quickly when you don’t have much time to make it happen,” Thomsen said.

Learn more about FEMA’s 8-Step Crisis Model by joining us at Ragan’s Public Affairs & Speechwriting Virtual Conference on Feb. 21.

Sherri Kolade is a writer and conference producer at Ragan Communications. She enjoys watching old films, reading and building an authentically curated life. Follow her on LinkedIn. Message her at sherrik@ragan.com if you have a great PR/comms speaker in mind for a Ragan event.

The post How to adapt FEMA’s 8-Step Crisis Model for your organization appeared first on PR Daily.

New Year’s resolutions are something of a paradox. While the intent is to put a name to a commitment as a promise to ourselves to honor it, so many of us stop at the naming part.

Holding a want or need inside is how the best ideas gestate, but voicing it aloud can keep you accountable — so long as you realize the work doesn’t stop once you’ve expressed it.

To that end, the Ragan editorial team asked members of our network to share their career- and communications-centric New Year’s resolutions with us. We’re grateful to these leaders for their courage in sharing their goals, not only in the seasonal spirit of sharing, but also so that we may learn from their objectives and model our own goals after their example. We also look forward to seeing how these communicators bring their objectives to life (and we’re confident they will).

We hope that you’ll see something to inspire, inform and codify your own commitments, too.

Here are the ones that stuck out most.

Impactful, strategic prioritization

“My number one goal in the new year is to start a ‘Not-To-Do’ list.’ I stole this idea from a friend and love the concept. In 2024, I want to ensure that my team isn’t spending time on things that don’t move the needle. As communications professionals, a million asks are often thrown our way and I plan to be more discerning and intentional with what we devote our time and resources on.

“My second resolution is to slow down and prioritize. This industry is known for being fast-paced – it’s one of the many reasons I love it – however, sometimes I find myself doing too much at once. And if I’m really honest with myself, I’ve made some silly and some not-so-silly mistakes while in a rush. In 2024, I want to slow down and prioritize my priorities.”

~ Johnna Muscente, Head of Communications and PR, The Corcoran Group

“My goal in 2024 is focus, as sometimes I can’t see the forest from the trees. It’s easy to get caught up in a swirling cyclone of urgent requests and never-ending deadlines, managing a flurry of details and pushing ourselves to the edge, working long hours to execute daily tasks and tactics. We all want to be wildly productive and keep checking items off the list, whether it’s a paper planner, a to-do list or organizational project management systems like Asana. No one wants to see an avalanche of looming deadlines, or worse yet, late tasks or complaints from colleagues. However, that often means we don’t take the time to pause and focus on strategy and the big picture. ’Strategy’ and ‘strategic’ are beyond overused words: They’ve become cliches, business jargon and SNL jokes — like that “strategery” sketch.

“I often feel I don’t have time to think about the big picture and our long-term goals. However, more than being productive, in 2024, I want to do be impactful. I want to focus on what is most essential first, letting everything else fall into place. Leaders often talk about their north star, future casting, or working backward from the success they want to see at the end of the year. Communications leaders can struggle with this because we’re responsible for internal and external communications and our own goals, plus often serve as in-house agency support for the entire office, which creates that endless laundry list of tasks outside our control that feel impossible to prioritize.

“In 2024, I plan to host a team retreat to review and prioritize our strategic plan goals, and accelerate the completion of our integrated organizational communications and marketing plan. Yes, I still want to see each tree — each project — and be productive, but more importantly, I want to keep the big-picture forest in front of me and our team at all times so we can make this the year that we exponentially increase our impact, increasing awareness and relevance for our organization and working to provide opportunities so that every person in every community can live their healthiest life.” 

~ Amanda Ponzar, Chief Marketing and Communications Officer, CHC: Creating Healthier Communities

Collaborating more to refine the internal/external mix

“[I’d like to] identify more collaboration opportunities to educate on and create ‘mixternal’ communications. I know this concept really began taking off in 2021 due to the pandemic/remote work; however, with the return to office, I am seeing less intentional communication/collaboration between some teams because they are again beginning to meet in person — whereas before, they were forced to think through ‘how do we communicate this’ on the even playing field of a remote working environment.

“I believe my role in internal comms will need to (as internal comms always does) help bridge the gap. So, in metaphor form, not only teach people to fish, but show them where the fish are biting.”

~ Chelsey Louzeiro, Senior Communications Manager, Heifer International

Making email comms simpler and more accessible

“In 2023, I decided to pay close attention to what our team has to say about the emails we send around. Everything from the amount of emails in a day, the content of the emails, the design of the emails, and what days they are sent. I get it — nobody’s glued to their screens waiting for the next company update. So, for my 2024 resolution, I want to make the stuff I share more accessible and interesting for everyone.

“I know people check their emails at all kinds of random times (especially knowing we are a national organization with global offices), so my plan for 2024 is to keep things simple. I’ll throw in quick summaries or ‘TLDRs’ to ensure the important stuff isn’t lost in the shuffle. AI programs like Grammarly offer great tools to summarize large amounts of content into one paragraph or bullet points. Making it easy for my associates to digest information will be key in sharing company news.”

~ Aray Rivera, Sr. Manager, Internal Communications, J. Crew

Championing underrecognized social media managers

“My goal for 2024 is to be a champion for social media professionals, it’s time to elevate the position and give it its due recognition. I want to continue to grow and support young social media managers and help them advance their careers. Why? Because social media managers understand critical things about a brand’s audience, their preferences, and their needs. I believe missteps and even mistakes are made because the recommendations of social media managers are not taken seriously, or they’re not even brought in during the strategy phase of important communication decisions. Also, I’m rooting for all social media managers, and I want them to get to where I am in my career.”

~ Jenny Li Fowler, Director of Social Media Strategy at MIT, Author of ‘Organic Social Media’

Refining the art of saying ‘yes’ less

“Communications pros tend to be pleasers. I like to tell my team that everything that comes to us is somebody’s top priority. So we say, ‘yes.’ A lot.

“My New Year’s resolution is to say ‘no’ more often. But if you listen carefully, you’ll seldom hear me actually utter that word. Instead, I’ll say it without saying it. I’ll indicate that I’ll ‘circle back with the team and check on capacity.’ I’ll ‘put it on the backlog’ and see if we can get to it down the road. I might even suggest that this be a story best told ‘in your own words’ and encourage them to submit a piece of user-generated content.

“So maybe my resolution isn’t to say ‘no’ more often, it’s actually to say ‘yes’ less frequently. Either way, it seems like the right answer, and it gives me optimism that my team and I can have an increasingly positive impact on the organization in 2024, while maintain some semblance of balance in our lives.”

~ Kevin Berchou, Head of Internal Communications, M&T Bank

May these resolutions from fellow communications leaders inspire you to be pragmatic yet ambitious as you set your own commitments for 2024!

The post Your New Year’s communications resolutions appeared first on PR Daily.

This story was originally published on Aug. 23, 2023. We’re republishing it as part of our countdown of top stories of the year. 

Gillian Janicki is an account associate at Inspire PR Group

In the world of pop culture, few artists have achieved the level of success and adoration that Taylor Swift has. Taylor Swift has not only captivated audiences worldwide with her music but has also caught the attention of devoted fans and non-Swifites alike through effective PR tactics. Behind her massive success lies a strategy that revolves around values-based messaging, audience understanding and building genuine connections with fans. In this blog, we’ll explore how PR has contributed to Taylor’s unwavering fan base and immense popularity.

One of the most significant factors contributing to Taylor Swift’s success is her values-based messaging. Throughout her career, Taylor has seamlessly integrated her personal growth and experiences into her music, transforming her albums into heartfelt narratives that resonate deeply with her audience. From the innocent and relatable tales of young love in her early days to the powerful anthems of self-empowerment and acceptance in later years, Taylor’s songs become a mirror for her fans’ own lives.

Taylor Swift’s values-based messaging not only attracts her existing audience but also draws in new fans who share similar beliefs and ideals. Her authenticity shines through, making her more than just a pop star; she becomes an advocate for her fans’ interests and concerns. For example, the release of her song “You Need to Calm Down” led to a spike in donations to GLAAD. By continuing to address social issues, promoting kindness and standing up for individuality, she positions herself as a relatable role model.

During her Era’s Tour, Taylor Swift’s values-based messaging has come full circle. As each “Era” represents a unique chapter in her life, they are used as a platform to convey important messages to her audience. From advocating for individuality and self-expression to promoting equality and confidence, the Era’s Tour has become more than just a concert; it’s a grand expression of her core beliefs and principles, allowing her to connect with her fans on a profound level.

Understanding her audience: the key to building connections

Taylor Swift’s remarkable PR expertise extends beyond aligning her messaging with values; she also possesses a deep understanding of her audience. No matter the age, she connects with her fans on a personal level through her music and communication.

During the “Debut,” “Fearless” and “Speak Now” albums, Taylor wrote about the experiences of a teenage girl moving away from home and adjusting to life in the spotlight. As she matured both musically and personally, her “Red” and “1989” Eras captured the complexities of young adulthood, addressing themes of heartbreak, growth and self-discovery. With the “Reputation” and “Lover” Eras, Taylor delved deeper into themes of self-acceptance, love and resilience, resonating with fans of all ages. “Folklore” and “Evermore” became beacons of hope for her fans during the challenging times of the pandemic.

In the digital age, social media plays a crucial role in building and maintaining a fanbase. Taylor Swift has leveraged various platforms to connect with her audience on a more personal level. From heartfelt Instagram posts to candid Twitter interactions, she provides glimpses into her life and makes her fans feel like they are part of her journey. Taylor actively engages with her fans, liking their posts and even surprising them with thoughtful gestures. This level of interaction fosters a sense of community and loyalty among her fans, making them feel valued and appreciated.

Taylor Swift has also used her social media power to spotlight issues within the music industry, resulting in policy reforms from Spotify and Apple Music, and has educated fans about intellectual property and artists’ rights.

Adapting and evolving: the secret to longevity

Another aspect that sets Taylor Swift apart is her ability to adapt and evolve her strategy over time. She stays attuned to changes in her audience’s preferences and societal trends, ensuring her music and messaging remains fresh, even as she re-records her old albums. This flexibility has allowed her to maintain her relevance in an ever-changing industry, appealing to new generations while still cherishing her long-standing fans.

Her innovative digital efforts, such as Midnights Mayhem with Me, were part of her strategic communications campaign to promote her newest album, “Midnights.” At midnight on August 29, 2022, Taylor announced the new album via Instagram, Twitter, Facebook, Snapchat and Tumblr. The day the album dropped, “The Anti-Hero Challenge” was announced on YouTube Shorts, encouraging fans to post videos using sound clips from the song with the hashtag #TSAntiHeroChallenge.

By staying consistent with her value-based messaging, forging deep connections with her fans and continually evolving, Taylor Swift has grown an unwavering and devoted audience. PR professionals can learn valuable lessons from her journey, reminding us that meaningful connections and authentic values are the key to building a legacy in any field.

The post Top stories of 2023: The core of Taylor Swift’s PR strategy is values-based messaging appeared first on PR Daily.

America is at a political and cultural crossroads. 

While this statement has technically been true since at least 2016, many of the threads that have divided the nation seem set to come to a head in 2024.  

The U.S. presidential election will be a major flashpoint at which voters will need to consider where they stand on issues ranging from wars in the Middle East and Ukraine to an uncertain relationship with China, the rising volatility of a changing climate and a variety of culture wars centered around identity. 

Gravity Research surveyed top communications executives from Fortune 1,000 companies to better understand which of these issues most concern them in the year ahead. All together, the data paints a picture of a fractured nation — and a worried corporate sector. 

The DE&I concern

The biggest foreseeable event of the next year is certain to be the U.S. presidential election, the first since insurrectionists stormed the capital to protest the certification of current President Joe Biden.  

But the campaign process itself is likely to bring some level of risk to companies and their initiatives. 

The biggest election-related concern by far relates to its potential impact on affirmative action, DE&I and equity initiatives, with a full 88% at least moderately concerned about this impact. Of course, this plays out against the backdrop of the Supreme Court case that all but ended race-conscious admissions at universities and saber rattling from GOP attorneys general toward companies engaged in the practice. 

But this should not be interpreted as companies panicking or abandoning DE&I efforts. In a subsequent question, Gravity asked what specific actions companies had taken in the wake of the decision. Majorities of both B2B and B2C companies responded that at the moment, they’re in a wait-and-see holding pattern, likely until trial cases like that against the Fearless Fund, which gives grants to Black female entrepreneurs, are decided.  

Some companies are taking steps, such as building hiring pipelines with HBCUs in order to improve diverse hiring without running afoul of courts and legislators. Others are “de-risking,” as Gravity President Luke Hartig puts it, or revising existing programs and materials to achieve the same end goals with different language.  

Finally, in the wake of the Israel-Hamas conflict, the definition of DE&I is expanding and refocusing on other areas, including religious inclusion.  

Foreign issues resonate at home 

World events have taken center stage in the United States. According to Hartig, Israel-Hamas remains a white-hot issue with Ukraine simmering amid concerns about whether the United States will continue funding the nation in its war against Russia. But in the background are concerns over China, especially around human rights issues and potential economic decoupling from the nation. However, Hartig stressed that the China concerns are in the background — but still present. 

“(Companies) figured out a mode or a process for China issues,” Hartig said. “And they haven’t necessarily figured that out yet on these other geopolitical issues.” 

One other wild card lies ahead for 2024: the Summer Olympics, which will be held in Paris. We can expect some level of athlete protests on any number of issues — something that may complicate the plans of the corporations that sponsor both the games and specific athletes.  

Climate change: Caught between a rock and a hard place 

One of the most challenging issues for companies to navigate is climate change. On the one hand, progressive politicians and activists are pushing for accountability on climate pledges. On the other, conservative politicians and activists are fighting against the very concept of ESG. 

The data shows an interesting split between concerns for B2B and B2C companies. B2B companies are especially worried about outside critiques by activists over a lack of progress toward goals, while B2C companies, which are more likely to be household names, are worried about being hit by the GOP or shareholders.  

Undoubtedly, 2024 will hold challenges and curveballs for communicators — and for the nation as a whole. Rest up; we’re in for quite a year. 

Allison Carter is editor-in-chief of PR Daily. Follow her on Twitter or LinkedIn.

The post By the numbers: What worries PR leaders most about the year ahead appeared first on PR Daily.

There are now five generations in the workplace. The Silent Generation is working into their golden years, Baby Boomers are eyeing retirement, Gen Xers are overlooked as always, Millennials are raising families and Gen Z are just making their mark.  

Within those five generations come differing work styles, values and ideas.  

“We have never been more divided,” said Kathryn Chappell, senior vice president and partner at  FleishmanHillard, during Ragan’s Future of Communications conference. She continued, a trace of weariness in her voice: “The rise of social media, political divides global health crises, wars, it is easier than ever to speak to each other to reach each other, but harder than ever to connect on a human level. And that’s a real paradox for communicators.” 

Indeed, Chappell shared statistics indicating that while 82% of all Americans are comfortable working alongside people with differing political beliefs, that number drops to just 72% among Gen Z.  

“That’s a real challenge on our doorstep,” Chappell said. 

Even the oldest of Gen Z have only been in the workplace for five years or so. And what a five years those have been, marked by the global disruption of pandemic, protests and political upheaval.  

“While a lot of these generations have had that foundational workplace experience, Gen Z has not,” Chappell said. “This is what they’ve known, this is what they’ve lived in for their entire careers.”  

But these formative experiences didn’t just shape Gen Z — they  shaped workers of every age. And those traumatic shared experiences gave rise to a new cohort that cuts across generational lines, what FleishmanHillard calls Generation D – for divided. 

Chappell rattled off the values of Gen D: “Think of the planet and don’t travel. Be vegan, but don’t go over green. Have an opinion and be active, but don’t offend anyone. Embrace cultures, but don’t appropriate. Compete against each other, but we’re all winners. Be inclusive but be yourself online. Promote yourself and your hustle, but also stay humble.” 

In other words, all of us are holding these contrasting thoughts within ourselves, creating an ageless generation that is united in our confusion about what the heck we’re supposed to do and be. 

“We’re not really sure where we stand on every single issue,” Chappell said. “But we know the status quo probably isn’t right.”  

It’s confusing and exhausting as a person. As a communicator, it means understanding how these deep divides can help us reach audiences in a more empathetic, authentic way — not just in society, but within ourselves. 

“Authenticity is key above all else, all the time. And if you cannot say something that is authentic, then you shouldn’t say anything at all.” 

Watch Chappell deliver her presentation below. 

Allison Carter is editor-in-chief of PR Daily. Follow her on Twitter or LinkedIn.

The post There’s a new generation that cuts across ages: Generation D appeared first on PR Daily.

There are no easy years in PR, but even by the hectic standards of this field, 2023 was a doozy. 

Wars, both literal and cultural, deepened existing divisions between people of different social and political perspectives. Strikes, layoffs and an economy teetering between boom and bust upended the marketplace. AI threatened major changes and risks. And, of course, social media was madness as always. 

As this intense year draws to a close, let’s look back on some of the biggest PR stories of the last year, and how we can expect them to continue playing out in the year ahead. 

Israel-Hamas conflict 

Since Oct. 7, the terrorist attacks and ongoing war between Israel and Hamas have dominated the headlines around the world and pushed organizations of all kinds to the brink of disaster. 

While many businesses were urged — or simply chose — to make a stand, the repercussions of communications missteps have profoundly altered America’s universities, especially its most elite. 

U Penn’s president resigned just days after testifying before a Congressional panel in a way that many felt underplayed antisemitism on her campus. Others, including Harvard University, face the loss of hundreds of millions of dollars from donors. And while the politics here are deeply complex, faulty communications tactics exacerbated many of these problems. Not responding quickly enough, completely enough, compassionately enough caused cracks to form in the social foundation of these institutions that continue to deepen by the day.  

While colleges hold a unique place in public discourse, with many holding free expression as part of their core mission, their missteps shed light on just how contentious these issues are even half a world away from the war zone. Their struggles are a reminder to listen to stakeholders, to be as transparent as possible about decision making and to accept that sometimes, we can’t make everyone — or anyone — happy. 

Culture wars 

Trans rights became a major battlefield as right-wing politicians moved in to challenge medical, parental and educational practices and rights surrounding gender identity. And even as anti-trans laws are being passed in state legislatures, businesses are also finding themselves dealing with waves of outrage for their support of trans creators and causes. These clashes and controversies have sparked counter-protests from LGBTQ+ communities who find themselves pleading with organizations to stand their ground and continue to defend their rights and ensure they feel safe and supported. 

Dominating headlines amid this swirl of passionate emotions in 2023 were Bud Light and Target. Bud Light faced widespread boycotts and tumbling sales after a social media partnership with trans creator Dylan Mulvaney, while Target’s inclusion of a swimsuit suitable for trans women led to threats against store associates, fumbled reactions and hits to its bottom line.  

Those behind the anti-trans campaigns will surely be emboldened by their success in the year ahead — especially with that looming U.S. presidential election in November. Pride in 2024 could look very different than it did in 2023. We can expect some brands to take a step back from the celebration of the LGBTQ+ community altogether, or perhaps to shy away from fully embracing the trans portion of that acronym.  

Other brands will surely continue to support the trans community, whether during Pride or by engaging with trans influencers. When they do so, they must have a communications plan ready, including steps for protecting the physical safety of both their employees and any queer partners they engage with, as well as managing backlash against the brand itself. Bud Light reportedly did not reach out to Mulvaney during the crisis over their partnership, leaving her to fend for herself during a frightening time. 

Above all, know your audience. Issues related to gender and sexuality are deeply divided based on demographic factors. Depending on your audience, they may reward you for supporting these causes — or you may see backlash. Know what your organization’s purpose is, what it stands for, whom it serves, what you’re trying to achieve and how to protect both reputation and physical safety.  

A bizarre economy 

Are we in a recession? It depends on who you ask. The stock market is hitting record highs, but so are prices. Americans are earning more money but feel like they have less. And layoffs are rampant across high-profile sectors, most notably tech.  

All of this has created a difficult environment for the storytelling that public relations practitioners rely on. It’s hard to pin down the environment and create empathetic messaging that resonates with consumers or employees when the economy is so deeply mixed. While there are indications that we may be moving past the worst of inflation and high interest rates, there’s no telling how consumers –- and businesses — will continue to feel. 

Another contributing factor has been the resurgence of organized labor. Major strikes roiled within the entertainment, healthcare and auto industry, even as other industries fought to form their own unions. These battles have been fought in the media spotlight, with both employers, employees and union representatives all leaning heavily into PR to court public opinion and pressure their opposition. 

There’s no end in sight to this issue. Do you have a strike and/or unionization plan in your crisis playbook? If not, now is the time. 

Social media shakeups 

Social media is always weird and wild, but 2023 raised the bar, led in no small part by the antics of Elon Musk, who seemed bound and determined to change the platform’s tone, functionality and demographic — moves that made the platform an increasingly unstable place for brands to engage. From trading the iconic Twitter branding for the enigmatic X, reinstating controversial figures such as Alex Jones, swearing at advertisers, endorsing antisemitic conspiracy theories and downplaying concerns about ads appearing next to hateful, racist posts, 2023 may mark the year the platform truly died, even if it’s still available. 

Other brands have sought to move into the void, most notably Meta’s Threads, but no true replacement has yet taken hold in the buzzy, journalist-friendly way Twitter did for more than a decade. This closes some doors for both social media marketing as well as schmoozing with reporters on their platform of choice.  

TikTok has been the new social media darling for several years, but in 2023 it faced existential threats in the United States — including a five-hour hearing before lawmakers — as some governments have moved to restrict or even banned the app for its connections to China. While it’s more popular than ever, it’s yet another question mark in the social media industry. 

2024 will certainly be another year for staying nimble in social media — but then, isn’t every year?  

AI 

And of course, we can’t close out 2023 without discussing AI. The technology is evolving at a breakneck clip, forcing every other industry to evolve as well. It’s bringing increased efficiency to many in the PR space when it comes to pitching, writing and other mundane tasks, but also brings concerns over job replacement, deepfakes, misinformation and more. It also opens new avenues for creativity as AI avatars offer the ability to create AI spokespeople and entertainers or even to resurrect the dead.  

The ethical and legal considerations continue to pile up around this technology, requiring wisdom and empathy to navigate.  

And those are the traits we wish for you in 2024 above all: wisdom and empathy. 

To a happy and prosperous new year for us all.  

Allison Carter is editor-in-chief of PR Daily. Follow her on Twitter or LinkedIn.

The post The stories that defined PR in 2023 appeared first on PR Daily.

One thing you can say about 2023: it wasn’t boring. 

From upheaval in the social media world to the AI revolution, the use of tech in communications dominated the headlines. But we’ve also seen a confusing economy, crises at every turn and a greater demand for organizations to take a stand – and the risks they face when they do. 

These storylines will continue with us into 2024, for better or worse. So we asked our team at Ragan Communications to put on their fortune teller hat and gaze into the not-so-distant future and offer their predictions for the year ahead. 

One thing’s for sure: they don’t have high hopes for X. Weird.  

Responses have been lightly edited. 

Communications 

“The lines will be even blurrier between internal and external communications, as organizations recognize that what’s internal is external and vice versa. The upcoming Presidential election in the US and the potential upheaval it may create will not be as challenging for communicators who’ve paid attention and learned from the past three years of major crises.” 

–Diane Schwartz, CEO 

“Employer branding competing more with traditional marketing: I’ve seen employer branding really start to gain momentum over the last few years, with more teams being developed and bigger budgets. However, a lot of the content/tactics are old and feels like it’s the same for all companies. I also think their work is getting lost in the competition with traditional marketing (and their big budgets). I’d predict the best employer brands are going to really start using the tools, tactics, storytelling, etc. that successful corporate marketers are using to stand out from the noise/sameness.” 

–Ashley Perez, project manager, creative and production 

“The hybrid work conversation sort of comes to its natural conclusion four years after the COVID outbreak and companies start finalizing permanent hybrid policies.” 

–Sean Devlin, editor 

“Companies will increasingly be forced to take a stand on issues the management team knows nothing about.  McKinsey will make millions consulting on these responses.” 

–Brian Gilbert, CFO 

Social media 

“I predict that X’s Linda Yaccarino will jump ship well before the platform bursts into flames because of Elon Musk’s unstable and #cringeworthy behavior.” 

–Sherri Kolade, staff writer and producer 

“We’ll see which platform, new or existing, becomes the new Twitter with users and advertisers leaving X. Twitter 2.0 should have the spirit of Pre-Musk Twitter, but address the old issues users had and innovate further to succeed.” 

–Jon Minnick, special projects manager 

“I think you’ll see more social pros rise into c-level roles such as a CMO while companies also expand their social teams to include roles that serve as the ‘talent face’ for video content.” 

–Silvia Pittman, social media specialist 

“I predict that Threads will overtake X (fka Twitter) in number of active monthly users and that Bluesky will exit beta mode and will no longer be invite-only.” 

–Justin Levine, senior manager of member relations, leadership councils 

“Meta changes its algorithm to push Threads content onto our Instagram and Facebook feeds.” 

–Alyssa Smith, director of event programming 

“TikTok (and then Instagram) will make moves to become more like YouTube, focusing on search and discoverability and the staying power of videos as evergreen content, and it will overhaul its approach to ad serving.”

–Jess Zafarris, director of content 

“Social influencers are the modern-day infomercial actors/actresses from the ‘80s, ‘90s and ‘00s. Consumers are catching on. Comms professionals must add creativity and authenticity to their paid social and earned media efforts to combat this.” 

–John DiCostanzo, membership advisor 

AI 

“I predict that next year will start to see the trend of trying to prove authenticity in writing and communications to combat the rise in AI and everyone believing things are written by AI now.” 

–Claudia Sozio, marketing coordinator 

“X’s Grok application will get the platform sued.”

–Jess Zafarris, director of content 

Spicy

“Taylor Swift will break up with Travis Kelce and her song about the breakup will be a Billboard #1 hit.” 

–Diane Schwartz, CEO 

The post 2024 predictions from the Ragan Communications team appeared first on PR Daily.

I envision Mark Weiner reading this piece from his slice of heaven and then calling to applaud my latest work, to ask what I meant by a certain phrase, and by the way, is there anything he could do to help me out this week?

In the two decades I’ve had the honor of knowing Mark, I could always count on him to give the most honest feedback, the most genuine support and without fail a conversation filled with belly laughs and intellectual wit.

Mark’s passing on December 10 is a terrible loss, a life taken too soon. I know Mark wanted to do more and be a part of more great things.  In my view, years ago he had surpassed so many communicators in his contributions to the trade.

He enriched countless lives, personally and professionally. His professional legacy will be one of formidable contributions around PR measurement, evangelizing for research and outcome-based communication strategies.

Early in my career, Mark took me under his wing, connecting me with communicators and media execs whom to this day I count as friends and advisors.

Mark sponsored me throughout my career, giving me an extra boost of confidence, sometimes sprinkled with unsolicited advice (he was always right). As a member of the PR Daily Advisory board, he redefined what it meant to contribute to a board, going above and beyond the original list of responsibilities.

Mark’s most recent book, “PR Technology Data and Insights: Igniting a Positive Return on Your Communications Investment,” is a tangible leave-behind for students and practitioners who appreciate the science behind the communications practice. He made measurement accessible.

He cared about our profession and throughout his career advocated for the role of communications.

I will greatly miss my chats with Mark, his unique insights and ideas, and, most of all, our friendship.

********************************************

A memorial service for Mark Weiner will be held in January 2024. Read more about his life and legacy here. 

The post In honor of Mark Weiner appeared first on PR Daily.