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CNN Parts Ways with AP

CNN Parts Ways with AP

Tuesday, June 22, 2010 by Steve McAbee

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In an interesting turn of events in the news industry, CNN, a Time Warner Inc. company, will stop using service and materials from the Associated Press to focus on developing and delivering its own news and information to CNN, CNN.com and CNN Radio, reported several news sources yesterday and today. As part of the change, [...]

3 Tips for Getting Your Story Placed

3 Tips for Getting Your Story Placed

Tuesday, June 8, 2010 by Steve McAbee

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When I’m interviewing a candidate to work at the firm, I will often ask about their approach to developing relationships with the media. More times than not, unfortunately, I hear how they call the media when they have a news release or a topical pitch, and may ask about their pet or kid or the [...]

Developing a Social Media Plan: Research, Strategy and Tactics

Developing a Social Media Plan: Research, Strategy and Tactics

Wednesday, May 19, 2010 by Steve McAbee

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Social media channels continue to expand in ability, reach and popularity. As a result, many executives find themselves overwhelmed by the options and uses of these channels, and have struggled to utilize them effectively. After all, it's tough to find the time to pull together a strategic social media plan for your company when the focus remains on the bottom line. But what happens when there is no strategy for getting social? We all have heard about social media blunders that were made with a simple click by one person, costing time, money and even customers.

Social Media: Breathing New Life Into The Press Release

Social Media: Breathing New Life Into The Press Release

Monday, May 3, 2010 by Steve McAbee

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Many PR experts believe the traditional press release is dead. Others believe that there will always be a place for traditional media. Face it, few tools are more old school than the information-laden, albeit newsworthy, press release. Others, like myself, prefer a hybrid approach of the traditional, social and digital. As it turns out, Todd Defren, the inventor of the social media release, agrees.

Where’s the Engagement? The First Annual Georgia Social Media Scorecard

Where’s the Engagement? The First Annual Georgia Social Media Scorecard

Thursday, January 28, 2010 by The Practitioner

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Today we announced the findings of our first annual Georgia Social Media Engagement Scorecard and found that Georgia’s top 25 public and top 25 private companies just aren’t making the social media grade. Now, don’t get us wrong, there are some standouts such as Delta Air Lines and Coca-Cola (witness Expedition206.com) representing the B2C crowd, [...]

B2B vs B2C PR: The Gap is Not so Wide After All

Wednesday, May 26, 2010 by Steve McAbee

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B2B vs B2C PR: The Gap is Not so Wide After All

Despite being in the same profession, potentially having a similar educational background, and instinctually knowing how to make a good story great, the differences between the two areas are substantial.

Is Social Media a Crutch for Media Relations Pros?

Thursday, May 13, 2010 by Steve McAbee

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Is Social Media a Crutch for Media Relations Pros?

For many PR professionals, picking up the phone and calling a reporter can be a daunting task. Why? Because you have to be intimately familiar with a client's product, how it works, what benefits it provides, what the ROI is and an idea of why each and every reporter might be inclined to write a story for their readers. It’s the power of persuasion at its best, and you have to be prepared for anything since you can potentially secure new media opportunities by thinking quick on your feet and offering something different than your planned pitch, if that isn’t resonating. Although it sounds elementary, it seems social media has allowed us to move away from smart, carefully planned media relations. For example, can a conversation like the one I just described go on in 140 characters or less? No.

How to Reach the Social Media Influencer:

Wednesday, April 21, 2010 by Steve McAbee

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How to Reach the Social Media Influencer:

Recently, Forrester released a study that showed 80 percent of impressions and posts about products and services come from a mere 16 percent of individuals. This is a media pain-point that marketing and public relations professionals know all too well. From a strategy standpoint, targeting the right social media influencers is much more critical than playing a numbers game.

Social Media Tools: A Sticky Situation for Many Marketers

Wednesday, April 14, 2010 by Steve McAbee

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Social Media Tools: A Sticky Situation for Many Marketers

The sheer volume of social media tools can often seem overwhelming. However, a critical aspect of any social media strategy is determining which tools will be most effective in achieving the desired end result. Whether that end result is to increase sales, build brand awareness or promote the most famous Australian opera singer the world has ever known, knowing which tools can provide the most leverage is key.

Refreshing Citrus Libation Seeks Market Differentiation

Wednesday, April 7, 2010 by Steve McAbee

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Refreshing Citrus Libation Seeks Market Differentiation

Being able to identify and communicate compelling differentiators and develop messages that tie those into what is relevant for your customers and reflects the unique environment of the industry you serve is crucial. One exercise I perform with our clients is to have participants draft an ad about their company or product, personal-ad style. Over the years, this exercise has yielded some pretty interesting and humorous written responses. To drive the point of the exercise home, I’ll ask them to read aloud their ad to the others in the group. It’s a great bonding experience, but it also is valuable to the process, as it gets people to think differently, outside of business vernacular tired marketing jargon. Invariably, the information that is shared provides the inspiration for clearly defining the differentiators.

The Local Angle

Thursday, April 1, 2010 by Steve McAbee

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The Local Angle

In order to spread the good word about the benefits community papers offer, the New York Press Association started a $4 million statewide ad campaign highlighting the fact that local papers provide strategically tailored, demographically-focused information relevant to communities. According to the New York Times City Room blog, this ad campaign features “about a dozen examples of failure — a pickup half-sunk in a river, a speeding ticket, a father and son staring longingly at an empty carnival site. The tag line on each is ‘Your Community Paper. Told Ya.’”

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About The Practitioner

THE PRACTITIONER is maintained by Wunderkind Public Relations, a communications strategy and services company that helps clients create, change, or reinforce public perceptions. Click here to visit the Wunderkind PR website.

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