Articles in 'Public Relations'

Understanding the State of the Media 2020

Public relations professionals outnumber journalists six to one today, according to the U.S. Census Bureau. Over the next decade, the U.S. Department of Labor Statistic anticipates that this imbalance will only grow, projecting employment in the field of PR to rise by 7% between 2019 and 2029 while reporting jobs decline by 11% over that same period. Now add to this the impact of dramatically accelerated new cycles and full-time coronavirus pandemic coverage expectations. Taken together, these trends mean getting journalists’ attention and generating coverage is no walk in the …

+ read more

The COVID Effect – Media Challenges in 2020

Far from being immune from the influence of COVID, the media may be one of the most affected industries as a whole. It’s impossible to turn on the television without seeing multiple stories related to the pandemic, as the country continues to wage war against the virus. This shift toward constant emergency updates has created an interesting challenge when it comes to disseminating company achievements or pitching proactive topics. A few of the new changes we’ve seen in the media landscape: News Cycle Is Hard to Crack The pandemic has …

+ read more

The 2020 Election and Message Discipline

The upcoming 2020 election has me thinking about message discipline (yes, that’s the type of thing I think about), and the light it sheds on how companies often fail in their communication efforts. First, a quick definition: Wikipedia defines message discipline as: the concept that politicians and other public policy advocates should talk about what is relevant to achieve their aims, and not allow themselves to be sidetracked either by their own thoughts or the questions of press or audience. There are several points to note about this definition. First, it implies consistency: determine …

+ read more

How to Effectively Measure PR Success

Public relations has long been a core tactic for building brand awareness and thought leadership. Yet there remains a persistent belief that because awareness is intangible, its impact is unmeasurable. As marketing teams continue to drive toward increasingly sophisticated methods for measuring business impact, it is critical that the tools and approaches to measuring PR adapt accordingly. In particular, today’s savvy practitioners are implementing new ways to measure PR and its ability to increase website traffic, establish domain authority, drive engagement and improve search results. Here are five ways to …

+ read more

Why You Should Invest in Your PR Team Creating a Messaging Handbook

Your PR team is emailing you. Again. They have a new idea for a trend pitch, but they need some messaging information from you to draft it. Didn’t the UK team do something about this last month? The email thread is long-since buried and you don’t have a messaging handbook to keep track of all of this, so you have to write it all up again. Your Director of Products could help, but you’ve asked them for three comments already this month and they’re getting grumpy. Do you still have …

+ read more

4 Benefits Evergreen Content Delivers to Your PR Program

For years, content marketers have touted the importance of including evergreen content in their marketing strategy: Moz has told us the true power of evergreen content, Hubspot and Buffer have given us ideas for creating evergreen content, and Marketo has taught us how to create evergreen content with lasting engagement. It’s not surprising that this topic has found its way into marketing conversations for the last decade. Evergreen content is incredibly helpful due to its usefulness long after the publish date and its ability to transcend the latest “buzz” by …

+ read more

Should Podcasts Be Part of Your Comms Strategy?

Let’s talk about podcasts. Most of us are familiar with the medium and many have become avid listeners over the past several years. The expression was originally coined way back in 2004 by a reporter from The Guardian in a story about scores of people tuning in to amateur radio broadcasts via iPods and other MP3 players. I’ll bet you didn’t know we could just as easily be uttering the words “AudioBlog” or “GuerillaMedia” today if the term podcast didn’t stick well over a decade ago. But enough about the …

+ read more

3 Keys to Unlocking Thought Leadership Success

Beyond being brilliant and accomplished in their own right, there’s a reason we recognize certain figures as subject matter experts (SMEs) and evangelists. They’re thought leaders, luminaries in their fields that are trusted by media outlets and audiences alike for their informed opinions and expertise. Not only do thought leaders (and thought leadership) inspire people with innovative ideas, but they also make topics accessible by effectively educating audiences. Here at Voxus, we help clients build thought leadership for their organizations using a variety of tactics, but in this post, I’d …

+ read more

Using Public Relations to Drive Vertical Media Success – A Case Study

Agero is leading the digitalization of driver assistance services on a massive scale, safeguarding consumers on the road through a combination of platform intelligence and human-powered solutions. As a white-label roadside assistance provider, the company protects 115 million vehicles on behalf of leading insurers and automakers, and responds to more than 12 million roadside events each year. Agero partnered with Voxus to help establish the company as a trusted partner through vertical media.  However, shifting market trends in the insurance and automotive industries have created significant challenges for Agero’s customers. …

+ read more

Communicating in the Time of Coronavirus – Part II

The COVID-19 health crisis is changing fast. In Part I of this series, we covered several initial observations and best practices for communicating in the time of coronavirus based on our interactions with media and clients. As the latest pandemic news and updates come out daily, our clients continue to ask for guidance and how best to move through this new, fluid reality we’re all facing. Today, I’d like to quickly share some of the insights from those conversations. 1. KEEP COMMUNICATIONS NIMBLE To limit the health and economic impacts of the …

+ read more