How can you help clients break down muscle memory in conversation? Ethan Rasiel, CEO of Lightspeed PR & Marketing, recommends asking clients to participate in mock interviews that allow them to test language that any type of audience can understand, such as, journalists, partners, or potential customers. Ethan also explains the 5 behaviors that PR impacts and how communicators can effectively approach them.
Why should marketers invest in the Metaverse? Marji Sherman, Vice President of Digital at Cognito Media, dives into the benefits, such as, building brand awareness with Metaverse conferences and innovative office environments that change the way employees and clients interact. Marji also highlights the power of NFTs when it comes to brands selling merchandise.
How can communicators use research to set communications objectives that are reasonable, meaningful, and measurable? Understand their communications objectives? And, once they’re set, how do communications professionals apply what they learn to meet or beat those objectives? Mark Weiner, Chief Insights Officer at PublicRelay, recommends conducting an Executive Audit to uncover the often-hidden value equation that senior executives apply to evaluate PR value and performance. He also recommends proactive research to inform communications decisions and to demonstrate – and generate – PR value and ROI. Mark also asserts that public relations is a cyclical process rather than linear, and demonstrates this as he walks through the PR continuum which helps communicators identify the best target audience and the media they read, watch and listen to; to reinforce the messages that work best (and remediate underperformers); to evaluate performance for continuous improvement. This and more!
Mark is the author of “PR Technology, Data and Insights,” one of BookAuthority.com’s top 100 PR books in history and a top ten “must read” for 2022. We’ve arranged a special discount for our followers. Get your copy of PR Technology, Data and Insights here. Use KoganPage20 to get 20% off.
How can communicators form a sustainable PR strategy? David Barkoe, CEO and Founder of Carve Communications, emphasizes that agencies should focus on long-term campaigns and opportunities, rather than simply relying on the “big” tentpole press opportunities. David also explains his unique process of measuring the value of media placements.
How can communicators build strong relationships? Michael Kaye, Associate Director of Global Communications at OkCupid, discusses the value of introducing yourself with your pronouns and how to empower your most authentic and confident self. Michael also highlights how OkCupid has led the charge for expanded inclusion for LGBTQ+ daters, and how other companies have followed suit. Michael includes advice to viewers on how to utilize all of their platforms to boost and connect with their networks.
What are the benefits of working with start-ups? David Warschawski, Managing Director of W Ventures and Founder and CEO of Warschawski, discusses how he utilizes his agency’s marketing and communications skills to build revenue and drive employee engagement. David also reveals his pet peeves about the communications industry and suggestions on how to make it better.
How can organizations navigate uncertain times? Stefan Pollack, President of The Pollack Group, calls for brands to send out well-thought-out messages that communicate empathy and awareness. Stefan also shares his perspective, as a professor, on the challenges and triumphs the younger generations have faced throughout the pandemic.
How can organizations expand crypto coverage to the general public? Arielle Sobel, Head of Global Communications at 21Shares, highlights the importance of having spokespeople who can explain the complex nature of crypto in simple and digestible terms to increase audience awareness. Arielle also briefly elaborates on how she uses Twitter as a valuable resource in finding breaking stories facing the crypto industry.
How can brands get the most out of a front-page story opportunity? Kate Cronin, Chief Brand Officer at Moderna, highlights the value of educating reporters and spokespeople and mistakes to avoid. Kate also shares how her team manages the spread of false narratives by building trust and understanding with reporters.
Is health equity good for business? Kristie Kuhl, Global Managing Director of Health and Wellness at Zeno Group, dives into the challenges of effectively communicating health issues in the current environment. Kristie also discusses the importance of using the correct language when referring to a group of people who have a disease or disorder.