Tips & Tricks

Since there are no two PR campaigns, two clients or two audiences the same, things can sometimes go wrong for the right reasons or exceptionally well for the wrong reasons. We stand to learn from both. So please read some useful tips and tricks that both emerging and seasoned PR professionals could make use of to ensure PR efforts run smoothly and deliver the desired results.

Also make sure to check some of the tools and checklists we recommend.


Posts

As part of #IWD2020, the GlobalCom PR-Network team invited me to share my story, as well as some tips for anyone wanting a satisfying and successful career in Tech.

In the 60s my class did a class outing – we went to an aquarium and some other stuff before visiting a computer centre on the way back. I remember being fascinated by the computer centre – we got to watch tapes going round, punch cards being fed into the card reader, and a BIG computer with lots of blinking lights – all in a special room. I remember being particularly impressed with the woman in the room – she was wearing a trouser suit – which was almost revolutionary in the day!

It was then that I seriously thought about a career working with computers.
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8 Tips for Your LinkedIn Profile

The career network is currently very popular – and not just in North America but also internationally. That´s why it is even more important to have a well-maintained profile that arouses interest. We give tips that anyone can realize.

LinkedIn puts a face on companies. We get to know the people behind positions such as managing director, developer or product manager, we can follow their careers and network with them. From their CVs, posts, comments, photos or videos, we also learn about some personal details of our LinkedIn contacts. So, LinkedIn is not just a career network, but a social career portal. With over 600 million members in more than 200 countries, it is the unbeaten number one business platform worldwide. As an international network, LinkedIn’s main advantage is that we can connect with colleagues, customers and business partners around the globe at any time of day or night, across all time zones. In a working world that is becoming increasingly global, this is a great added value.

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As part of her doctoral dissertation research, Clāra Ly-Le, director of EloQ Communications, interviewed several public relations experts in Vietnam on the subject of crisis communication. Clāra’s work focuses on social media, but the insights expressed by the experts she found are often applicable regardless of the medium. What follows are some of the most worthwhile four pieces of advice she gathered and which organisations from most (if not all) industries should take into consideration when they face a potential or full-blown PR crisis.

Accept Fault Sincerely

If a simple error was made with no apparent victim, it is still good practice to acknowledge and change any false information (without calling too much attention to it). Consider how software companies regularly list bug fixes in their updates, even if they discovered those bugs themselves. When people were harmed, however, things get more complicated, and apologies and recompense become necessary, as well as being sensible towards other aspects of the business an organsation may have not been very mindful before.

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Market landscape 

What are the major corporates across sectors that have decision-making units based in the region? 

The economic crisis and sanctions have not made life easier for international corporations working in Russia. But there’s still a way to reap the rewards of changing economic conditions. One potential strategy is to localize. German sportswear company Adidas revealed plans to close 160 stores across Russia by the end of 2017. The multinational corporation has been scaling back business in the country for the last three years – with many shops already shut down – as consumer demand continues to tail off amid the economic crisis. According to sources close to the company, Adidas has been rethinking its business strategy since 2014 and the closures represent one of the ways to optimize sales by cutting losses.

Other international companies have also been forced into a rethink in Russia. “The ruble depreciation has made localization of business in Russia one of the most attractive options,” Pavel Sigal, vice president of Opora Rossii – a Russian business association of small and medium companies. “Put off by sanctions and the crisis, the majority of corporations did not dare bet on localization, but the gradual adaptation of Russia’s economy to sanctions will eventually lead them to do it. The cost of labor in Russia has become lower than in China and large companies cannot ignore this.”

While localization has not yet become a mainstream trend, there have already been notable cases. Here are five international companies that have made steps to localize in Russia over the last three years.

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Boutique PR Agency GlobalCom PR Network

This article was first published by Joanne Hogue and Dina Petrosky, Smart Connections PR.
Smart Connections PR was founded in late 2012, a boutique PR firm born out of a boutique tech-oriented PR agency. We love the term “boutique.” It sounds so classy and elite when in reality it is a term used both by agencies that are small and don’t want to say they are and agencies that are of a mindset that silos of knowledge hamper engagement and results. Smart Connections likes to think of itself as the latter.

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Public Relations, PR

This post was originally published by Laurie Davis on the Interprose Voice blog.

Whether it is to increase sales, gain more members, or be seen as a thought-leader in a particular industry, businesses and organizations have a wide variety of goals. And as communication professionals, our job is to help our clients meet their goals. But how do we show movement on these goals? This is where PR measurement comes in. It is the tool to show how communication efforts bring value and help achieve the goals of the business or organization.

Recently, I had the opportunity to attend PR News’ “PR Measurement Conference” in Chicago. Dedicating a whole day to discussing PR measurement, the conference was a great refresher on several solid, time-tested measurement insights.

ere are my top four tips and tricks for PR measurement.

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Content Marketing Strategy

I recently read an article detailing many of the principles of minimalism in Web design. The more I read, the more I came to realize how fitting many of these same ideals were in the world of public relations.

The first tenet of minimalist design is not a simple and uncluttered aesthetic that features black and white colors or basic grid layouts, as many might think. The real first tenet of minimalist design is that content always comes first. A clean and straightforward appearance is in service of that principle. “Because minimalism is all about trimming secondary features,” according to the Fast.Co article, “the content stands out even more within a disciplined interface.”

Content as king is certainly not a concept we’re unfamiliar with these days, but how we develop and present it can be met with widely varying degrees of success. Read more

Grammar, Language, English Manual

It should come as no surprise that content marketing is growing in importance for PR. But, much of that value is eroded when content isn’t written correctly. With that in mind, here is a list of some grammar rules to keep in mind as you build out content for your brand, other public relations agencies or for yourself.

1. Who vs. That

Put simply, “who” should be used for people, and “that” for inanimate objects. For instance:

  • I met a girl who is wearing a red dress.
  • I saw a building that was painted red. (Great examples, right? Thanks.)

2. Who vs. Whom

There are very few people creating content WHO get this right (see what I did there?).

At the most basic level, the difference between “who” and “whom” is whether the pronoun is the subject or the object of the sentence. I know that means literally nothing to most of you, but the way I think about it is this:

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Public Relations, PR

Earlier this month, PR Advanced: Breaking Barriers held its New England regional conference on Boston University’s campus, bringing together a spectrum of PR professionals and beginners for a day of informational sessions, networking, and free snacks.

The day started early at 8 a.m. with a keynote address from Graham Kahn, Director of Social Advertising and Insights at Digital Royalty, followed by two breakout sessions including, “Innovative & Engaging Campaigns” and “Journalists’ Relationships with PR, Advertising, and Marketing Pros.”Both sessions included great discussions and insights from professionals that PR novices like myself could learn a lot from. Here are seven tips that I picked up from the conference that I’ve taken into my tech PR career, and might help others trying to break into the PR services industry. Read more

We live in a digital age where we have to be aware of the many cyber risks that surround us. We have to be prepared for when our cyber security systems fail to protect us – because they will fail from time to time. In 2011, the personal information and credit card information of 77 million online users of Sony’s PlayStation were hacked. LinkedIn had 6.5 million encrypted passwords published on a Russian webpage where the hacker asked for help to crack the codes. These are large-scale examples but cyber risks are nonetheless issues that companies have to be prepared for. Because if a cyber-attack happens, the company leaders will be perceived as incompetent and unable to control their businesses, regardless of the fact that the company is the victim of a crime.

Crisis communications is not something that only PR agencies should know about, but we argue that no MBA (and management in general) or Marketing qualification should be awarded without containing some basic knowledge in terms of managing PR crises.

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