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Original articles from Cision.
How Social Media Redefined What It Means to Be a ‘Foodie’
In the past, the title of “foodie” was bestowed only upon those who could name the best hole-in-the-wall eateries. Their refined palates were second to none, and restaurants craved their hard-won approval. Lately, however, the “modern foodie” has risen up to rediscover the joy and creativity of gourmet home cooking.

4 PR Trends for 2017
When tech expert Katie Linendoll dishes on her favorite trends in technology, people pay attention. Among her top favorites is “not-com” domain extensions. These are the hundreds of new options to the right of the dot in a website URL. Yep, hundreds. New endings such as ‘dot-photography’ (.photography), ‘dot-guru (.guru) and ‘dot-wtf’ (.wtf) are gaining momentum as one of the hottest...

Are Your Marketing Campaigns the Walking Dead? How To Inject Life Back Into Them
You’ve been chugging right along with your marketing campaigns, and for a while, they were working. But now it feels like your campaigns are zombies, and your audience is a ghost town. It can be horrifying to realize that your hard work is no longer paying off. Fortunately there are a few strategies to bring your zombified...

The Rise and Fall of the Pumpkin Spice Latte
There are pumpkin spice cookies, cakes, candles and yes, lattes. In an analysis of the social media mentions relating to pumpkin spice products, we’ve found that society has reached peak pumpkin spice. In 2015, in an analysis of news media, web forums and 1% of Twitter conversations, we found 90,140 mentions. 2016’s #PSL (Pumpkin Spice Latte) lovers have crushed this total by 44%. In September of this year we tracked more than 130,000 mentions of the pumpkin spice.

Livestreaming, Pokemon Go & Branded Content: Marketing Trends to Stay on Top Of
As frequently as marketing changes, it’s important to stay ahead of the curve as much as possible. Here are three marketing trends you need to be aware of as we head into the final quarter of the year. If Periscope, Facebook Live, and YouTube Live are indicators...

How To Use Tech Tools to Improve Your Content
Tech tools make me seem like a better writer than I am. If left to my own devices I write in a passive voice, I habitually use compound sentences, and my vocabulary choice is less than ideal (humblebrag – I use too many syllables). On a weekly basis, I get a platform to the communications and marketing communities and need to write effectively for them.

The Secret to Creating Shareable Stories
Is creating buzz for your nonprofit, business or event on your to-do list? If so, there are hundreds of ways to start doing it. Buzz is the story people can’t get enough of. The story that highlights something good in the community. The story that produces results for clients and makes you look and feel like a champion. The secret to creating buzz is sweat. If you don’t mind putting in the work...

5 Offline Marketing Tactics That Boost Social Media Engagement
According to a recent study by Fluent, consumers who are reached through a greater number of channels engage more with, and buy more from, brands. The study surveyed 1,802 Americans and found that traditional engagement channels — such as television and print — offer the most reach. Another study by Statista found that as many as 43 percent of Canadians relied...

How to Power Your Own PR
While journalists certainly are an important component of the public relations equation, I feel like we’ve come to rely on them in ways that aren’t exactly healthy for our businesses (or for those journalists who are sick of being bombarded by awful press releases). We send a pitch, then sit around biting our nails...

5 Content Promotion Tactics You May Not Have Thought Of
Your content is worth nothing if no one reads it. But with so much noise out there, how can you get your audience to pay attention to your brand? Today, it isn’t enough to just create a piece of content, publish it and hope for the best. You need to take action and be creative in how you distribute and promote...

How to Make Your Next Marketing Campaign Even More Successful Than the Last
You have a big marketing campaign coming up and you really need to make a splash with this one. So how do you do that? The secret lies in the past. Data from your past marketing efforts is the roadmap you need to ensure that your next campaign does better than all the rest.

5 Dimensions of a Social Superuser
Pew Research Center recently published an interesting study describing customer demographics of services such Uber and AirBNB, concluding that much of the “gig economy” is driven by superusers. For these services, the typical superuser was tech-savvy and relatively affluent (most businesses wish they could be so lucky to have these customers) – but the big takeaway...

4 Ingredients for Overcoming a Political Crisis
Political crises are impossible to avoid, and few organizations know how to handle them once they do strike. Does yours? The recipe for successful crisis mitigation needs to include the right mix of support, planning and communication. By combining these ingredients, your organization will be able to face any crisis that arises and come out on top.

Content Is The New Black: Interview With Jeff Barrett
No matter how good your content is, if people can’t find it, it’s not going to benefit your brand. So how can you get more eyes on your content and ensure it makes an impact? Jeff Barrett, CEO of Status Creative and one of Forbes’ Top 50 social media influencers, says brands need to focus less on the content itself and focus more on getting that content in front of the people who matter most.

How to Apply Agile Methodology to Your Marketing Projects
While developers do have plenty of efficient systems in place that don’t apply to the marketing world,Agile isn’t one of them. Before I get into it, I’ll explain a little about what Agile is. In essence, Agile is a teamwork approach that promotes working in short sprints with defined goals, evaluating the work and then improving on it until it’s finished. The process is roughly this...

5 Things To Know About Facebook’s Algorithm Change
You may have read that Facebook recently announced an algorithm change, stating that “friends and family” will be prioritized over Page content in the Facebook News Feed. While many writers (particularly The New York Times) have been critical of the change, this is the natural progression of branded content...

3 Reasons Monitoring Competitors Boosts Your Brand
Every day, millions of posts, articles and releases are published which hold insights that your brand can leverage. But sorting through all that information is an impossible task for your brand to do on its own. That’s where real-time monitoring comes into the picture. With the right media monitoring tools, your brand can identify emerging opportunities, leverage your audiences’ conversations and learn more about the competition.

5 New Instagram Features You Need To Know About
Instagram has the highest engagement of any social network and has eclipsed all social networks (not named Facebook) in monthly active users. For a platform that is so successful at engagement and growth, it is shocking to imagine any need to change, but despite its success, Insta could be generating more revenue. For social platforms, THIS is the impetus for a lot of change...

Answering ‘Why Now?’ The Best PR Pitch Is a Timely One
Recently, my team at Communications@Syracuse asked 25 communication professionals for their takes on the most crucial elements of a PR pitch. Responses included qualities such as relevance, personalization and brevity, but one of the key themes that emerged was the importance of making sure your pitch is timely and on topic. “Why now?” was a common refrain among our respondents...

Why NOT Listening on Social Media Could Cost You Your Business
If you’ve ever been accused in a relationship of not listening, you know that there are consequences to your inattention. At the very least, you annoy your loved one. But you could also miss out on something important or cause bigger issues down the road. That’s the danger of not listening on social media to what’s being said...

3 Steps to Analyzing Your PR Measurement Data
Data is essential to successful public relations now and in the future, but 53 percent of professionals still find measurement to be their biggest skills gap. Will you adapt to the evolving landscape or let competitors lead the way? If you don’t have accurate data or know how to analyze it, you’ll fail to grasp which campaigns have the most impact on your audience.

3 Brands That Aced Real-Time Opportunities
With so many voices speaking to your audience, what can your brand do to stand out from the crowd? If you’re not leveraging real-time events, your competitors will…and they’ll own the conversation. Real-time opportunities span trending topics, events and breaking news and provide a shortcut to gain authority...

4 Reasons Your Digital Newsroom Falls Short for Journalists
Only 6 percent of journalists say digital newsrooms meet their needs. And if you aren’t meeting journalists’ needs, they’ll pass over your brand and cover one of your competitors instead. So how can you ensure you provide a positive experience for journalists and land media coverage? Make sure your digital newsroom is up to journalists’ standards.

4 Ways Data Can Improve Your Communication Strategy
With more content in the marketplace than ever and attention spans now shorter than goldfish, how can you know what messages your audience will actually pay attention to? Data can tell you. At their recent Cision webinar, “Cracking the Code to Modern PR Decision-Making,” Cision’s K.C. Brown and Lone Rock Strategic...

Why Established Social Networks Are (Probably) the Best for PR
Facebook is concerned that you’re not sharing enough personal information on its network. They call it “context collapse” and while it may be real, it is a problem that any other social network would be happy to have. While Facebook was concerning itself with the minutia of your life that you are forgetting to document...

3 Factors to Measure During a Crisis
When a crisis hits, it’s easy to assume you’re taking on water. But before you start bailing your brand out, you need to know whether or not your brand is truly sinking. If you react before you have the proper context, you could make the issue worse. So how can you gauge the true impact of a crisis on your brand? Media intelligence can help you understand the discussion surrounding the crisis...

Twitter’s Facebook-like Algorithm: What It Means for PR
Last week, Twitter announced that they would implement their Facebook-like algorithm across all user accounts. Previously available as an “opt-in” feature, users must now opt-out of this feature to see their full complement of tweets. Spoiler alert: few people are opting out.

The Power of Storytelling in PR
Targeting your audience with ads, coupons, magazines, commercials, etc., isn’t an option if you want to stand out. So, how do we promote our product/services and tie it back to the bottom line? “It sounds obvious, but the real secret is this: Start with a great story,” Steve said at the Social Media Conference for PR, Marketing and Corporate Communications at Disney World last week.

3 Media Trends That Will Improve Your PR Campaigns
As journalism trends continue to evolve, communication professionals do not remain unaffected. But with so much constant change, how can your brand keep up? By understanding and staying up to date on the state of the media...

4 Ways to Improve Your Media Relations
Technology, from smartphones to social media, has shifted the way people consume, share and discuss content. Newsrooms have evolved to keep up with audiences’ needs. Despite all this change, one thing that has largely remained the same is the working...

How to Generate Coverage From Conferences
All brands want mentions in trusted third-party media outlets. But are you even investing in long-term strategies that will help you get them? While media is fast-paced and social has sped up the way we consume news, sometimes it’s best to take a step back and look at the larger picture. What are you already doing...


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