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Scoop.it!
The Pew Research Center’s annual State of the News Media should be required reading for PR professionals. While I took issue with last year’s study – struggled to make sense of the overlap between journalism and business storytelling – the 2014 report is back on track. I’ve highlighted six points with relevance to business communicators along with my commentary.... 
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Scoop.it!
Brands and advertising agencies get all the credit for Super Bowl ads, but it's the PR teams behind the ads that should get the MVP trophy. ...It really is the Super Bowl of advertising (and PR, and social media, and search engine marketing, and insert other marketing disciplines). So while the ad agencies get all the credit for coming up with the actual ideas (though many of the ideas for this year once again revolve around getting ideas from creative consumers like you and me – Doritos and Coca-Cola both tapped the wisdom of crowds for their spots), the PR teams deserve equal praise for making those 30-seconds last for a couple of weeks....
Jeff Domansky's insight:
Why PR is the locker room marketing MVP.
Victoria Aupont's curator insight,
February 4, 2014 4:44 PM
This blog article was about the PR side of Super bowl advertising and how PR teams are not recognized and praised for the marketing of the commercials like the ads agencies. PR teams participates in creating buzz for a commercial before and during air time. They create the anticipation and excitement for the ads since big brand commercials play a huge role in the Super Bowl experience. This is also a new trend because a few years ago viewers had to wait during commercial breaks the day of the Super Bowl to see the ads. PR teams deals with early conflicts of controversial advertising of an ad not ad agencies. For example, Soda Stream commercial got rejected by CBS to air on Super Bowl day. This is because Soda stream was taking cheap shots at two of the Super Bowls biggest advertisers which are Coca- Cola & Pepsi. Their advertisements exemplify the benefits of making pop at home instead of buying the pop from the stores which can cause huge issues with competitors. According to Adventures in Public Relations, there are four ways of measuring success in public relation practices: inputs, outputs, outcomes and relationships (pg 16). The ad agencies produce the inputs (commercials) while PR teams handle the outputs and negatively affected outcomes from the ads. When handling a negative outcome PR team may ask themselves do the outcomes suggest a future course of action? Depending on the type of negativity received from an ad, PR teams would have to conduct crisis management so a brand won’t lose their credibility or loyal consumers. The PR team also handles the social media aspect of the super bowl ads. Social media is a way for viewers to express their feelings and thoughts about the commercials. Crowdtap is a website where brands can learn, form ideas and market with their consumer’s on-demand. They polled 1,000 men and women to understand the relation of social media and the super bowl advertising before, during, and after the game. According to their findings, 67.4% of viewers will likely post about superbowl ads on social media during the game. 62.2 % of viewers will re watch ads after the super bowl and 73% people said after the Super Bowl they are more likely to like or follow brands than teams. I think that PR teams should get the recognition that they deserve because they play a big role just as the ad agencies do. Without the PR team ad agencies would have to pick up multiple tasks that do not fall under their specialty. PR teams help brands win the competition of the best Super Bowl commercial with heavy promotion of ads. |
Scoop.it!
Virgin Atlantic Airways has always been a mover and shaker when it comes to image and innovation. Despite the fact that 2012 brought a £93m loss for the company, brand leaders at VA have continued to put their best face forward. A willingness to take risks, reinvent themselves, and remain relevant has resulted in one amazing campaign after another. Like “Flying in the Face of Ordinary": VA realizes that the bulk of their customers purchase one or two flights with them per year, making it more important to continuously engage their audience in every possible way, digitally and in real life. Let’s look at four ways the brand has succeeded over the past year.
Jeff Domansky's insight:
Smart content marketing keeps Virgin Atlantic flying high and connected with customers.
Scoop.it!
What is PR today? Depending on who you talk to, it's either stuck in the prehistoric era of the dinosaurs or trapped in the social media Twilight Zone. Smart PR pros recognize a foundation of traditional PR integrated with a new social media toolbox, content marketing and new digital channels is the recipe for success. Will “Old PR” go extinct? Brian Kilgore doesn’t think so though, if you read his recent The Huffington Post article Don’t Insult PR People by Calling Them Marketers...
Jeff Domansky's insight:
Can the "old" definitions of public relations keep up in the social media era? I'm not so sure. I'd enjoy hearing your comments.
Janine Lloyd's curator insight,
October 24, 2013 3:24 AM
PR professionals must include traditional PR, marketing and social media into their campaigns , otherwise you may be of limited value to many companies. "The true PR pro is open to new ideas and adopts and adapts to new disciplines and technology fluidly." |
Valuable insight from Pew Research Center AND Lou Hoffman.