The digital era has transformed how PR pros must tell their stories.
In 2012, Coca-Cola declared that it was on a mission to “kill the press release” by 2015 and launched an ambitious brand journalism project to tell its own story. The result was Coca-Cola Journey, which transformed the company’s corporate website into a dynamic digital magazine and owned media channel that “makes (and sometimes breaks) Coca-Cola news.” While cutting down on press releases and corporate speak, Coca-Cola has managed to significantly boost its media coverage—and more importantly its audience engagement.
This example highlights how PR professionals need to fundamentally rethink the way they tell their stories. What methods can communicators use to ensure that their stories are not only heard, but also felt? – Read
Many marketers view e-newsletters as a kind of interesting relic or an outmoded stepping stone between newspapers and social media. They may pull their writers away from the weekly or monthly newsletter and focus them instead on social media. After all, you can post that same information online and reach your audience instantly, right? However, when used correctly, e-newsletters can still be a valuable marketing tool, especially in the age of social media.
In an almost mythic way, the greatest strength of social media marketing is also its greatest weakness. Social media is instant communication, but it is also fleeting. Your carefully written post about the latest development in your industry may reach thousands of people in a second. But by the next second, it is drowned out by a dozen other posts. – Read
Digital channels are dominating the advertising market.
As the landscape expands, new avenues for distribution and, ultimately, new challenges are constantly presented.
What role will artificial intelligence play in the industry? Which channels will see the largest growth? How is data collection going to change?
Savvy brand managers must be aware of all these facets in order to develop a successful digital strategy. – Read
After talking to some of the attendees of the UK trade association for digital advertising’s Leadership Summit in St Albans, a few key words kept sticking out. – Read