Friday, December 12, 2014

I want to tell you a story about 2015’s hottest trend in PR and media

Posted by Mike Lizun
I’m calling it right now: The biggest trend in PR in 2015 will be ... storytelling. I know, I know, it’s a safe bet. The perennial powerhouse. The Yankees of media relations. But storytelling has never had greater importance or more widespread impact than right now, likely in ways you’re not yet thinking about. And nowhere was this clearer than at the recent Mashable Media Summit in New York City.

Tuesday, December 2, 2014

The dirtiest little secret of all about social media

Posted by Greg Matusky
After constructing literally hundreds of social media campaigns for some of the largest companies in the world, I have a confession to make. There’s often an overlooked and unseen benefit to creating an integrated communications strategy -- one that leverages the power of corporate-created content with the distribution capabilities of social channels. That’s because for years -- ever since first connecting with MyspaceTom -- the general consensus has been that social media provides the means to externally drive a company’s storytelling, connecting with external audiences and creating a digital path to purchase, engagement, and value.

But recently, after conducting a number of year-end interviews with client’s CEOs, I've realized one additional, but no less valuable, benefit to social engagement -- internal communications. Oh, I have heard rumbling about the internal transformational value of social media, mostly ad hoc and piecemeal. From the C-Suite where someone would mention how information was flowing back to corporate from the field, information that could only have been learned through external social channels. There was a story here and there about how sales teams seemed to be better informed. How attitudes were changed. How new approaches were being tested and tried. All thanks to data, information, and stories employees where gleaning through the company’s external social channels.

But this year’s end-of-year interviews made a definitive statement on how social has now displaced other internal tools as the number one way employees are connecting, learning, and improving their game by aligning with corporate direction and storytelling.

Tuesday, November 25, 2014

The 5 greatest rebranding campaigns of all time

Posted by Greg Matusky
I recently did a Google search on “successful rebrandings” and came up with some of the lamest examples in corporate history of polishing the absurd. Really? McDonald’s? Does anyone really believe that by adding a few salads, McDonald’s, the very business that forced us to coin the term “junk food,” has successfully redefined itself? P-L-E-A-S-E. So my research has taken me in a new direction. Seeking out people, products, and companies that have remade themselves in such ways as to extinguish any notion of what they actually were. My greatest rebrands of all time? Try these:

Paninis. What don’t you get? Paninis are actually nothing more than the traditional complement to tomato soup. Updated, renamed, and rebranded, paninis now command a price two to three times their ancestral antecedent, the grilled cheese sandwich. So successful has been the effort, that it has completely dowsed my Catholic memory of struggling to swallow some stick-in-your-throat meatless-Friday school lunch. They might still taste like grilled cheese, but paninis have achieved high honors indeed as one of the great food rebranding efforts of the New Millennium, most likely brought to you by The National Dairy Council.

Monday, November 17, 2014

The death of social media is upon us

Posted by Greg Matusky
Gregory FCA Vice President Kim Harmsen and I speaking at
The Future of Financial Services Communications Summit 
The Singularity is Near. The often promised mind meld in public relations is now here. For the past few years, my colleague Mike Lizun here at Gregory FCA has promised a time when we stop talking about social media as something unique unto itself and simply refer to it for what it is: communications.

For me, it’s here and now. My epiphany came this month during a round-robin of speaking engagements. The obvious and tactical elements of social media have become so commoditized that they are no longer an island unto themselves. Rather, they have collided with the super continent of Pangaea, the land mass known as integrated communications. That’s good news for communicators. The merger opens our world to even broader horizons and to higher-value strategic services that were once beyond our grasp. Consider:

Thursday, November 13, 2014

Tomorrow today: What they will be talking about At 2015 International CES

Posted by Mike Lizun

When it comes to the largest trade show in the world, it’s never too early to start planning or hyping new products and technologies. CES is only two months away and already we’re seeing some hot new products while developing client promotional plans. This week, we were at CES Unveiled New York, a precursor to the main event, and wow! If Unveiled NY is any measure of what we will see in January, get ready for some exciting new advances in the world of consumer electronics. Here’s a taste of what to expect:

Monday, November 3, 2014

One tip for writing better press releases

Posted by
Why is it, with thousands of press releases being issued every day, that all product press releases all seem to sound the same?

I realize there is a certain expected formula to be followed -- headline, dateline, lead (or is it lede?), quote, boilerplate, contact info, and those little octothorpes at the end -- but that is no reason to be pushing out releases that might have been written by a buzzword generator.

Wednesday, October 29, 2014

Pew Research Center Study on political polarization in media itself is polarizing

Posted by Greg Matusky

For the past week, I have been returning to the recently published Pew Research Center study on political polarization and the media in an attempt to understand its conclusions clear of third-party media filters.

To me, much of the reporting simply doesn't jibe with what the report itself conveys. In general, the media hailed the Pew study as confirmation of conservative close-mindedness and distrust. But that’s not exactly its conclusions. Rather, its findings are broader and more apolitical.

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