VOL. 5 - PR News

Indeed, the information contained within these pages abound is chock-full of real-world ex- amples of how ... As you draw closer to the core of your company's overall marketing strategy, you have an op- portunity to ... Helene Solomon - Solomon McCown & Co. ...... Apple Inc. ..............................................................13. Apriso .
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DIGITAL PR GUIDEBOOK  measurement  reputation  crisis management  SEO  video  mobile PR  media & influencer relations  customer relations  public affairs  internal communications  social media, including best practices

in using Facebook, Twitter, LinkedIn, Pinterest, Google+ and more Foreword by Matthew Schwartz, group editor, PR News

VOL. 5

Published by PR News Press


digital pr guidebook • Vol. 5

Editor, Scott Van Camp, 212.621.4693, [email protected] Group Editor, Matthew Schwartz, 212.621.4940, [email protected] Editorial Director/Events, Steve Goldstein, 212.621.4890, [email protected] Community Editor, Bill Miltenberg, 212.621.4980, [email protected] Conference Content Associate, Sreyashi Kanjilal, [email protected] Director of Marketing & Event Logistics, Kate Schaeffer, 301.354.2303, [email protected] Marketing Manager, Laura Snitkovskiy, 301.354.1610, [email protected] Associate Publisher and Brand Director, PR News Group, Amy Jefferies, 301.354.1699 [email protected] General Manager, Tony Silber, 203.899.8424 [email protected] Senior Graphic Designer: Jake Hounshell SVP/Group Publisher, Diane Schwartz 212.621.4964, [email protected] Division President, Heather Farley President & CEO, Don Pazour


Paul A. Argenti - Tuck School of Business Ned Barnett - Barnett Marketing Communications Neal Cohen - APCO Carol Cone - Edelman Peter Debreceny - Gagen MacDonald Mike Herman - Communication Sciences Laura Kane - Aflac Michael McDougall - McDougall Travers Collins Larry Parnell - George Washington University Mike Paul - MGP & Associates PR Deborah Radman - Senior PR Consultant Brenda C. Siler - Best Communication Strategies Helene Solomon - Solomon McCown & Co. Mark Weiner - PRIME Research

PR News BOARD OF CONTRIBUTORS Dave Armon - Critical Mention Andy Gilman - CommCore Consulting Bruce Jeffries-Fox - Jeffries-Fox Associates Angela Jeffrey - Member, IPR Commission Richard Laermer - RLM Public Relations Richard Levick - Levick Strategic Comms Ian Lipner - Lewis PR/YoungPRpros Katie Paine - KDPaine & Partners Rodger Roeser - The Eisen Agency Lou Thompson - Kalorama Partners Reid Walker - T-Mobile Tom Martin - College of Charleston

Group Subscriptions - Kate Schaeffer, 301.354.2303; [email protected] Additional Copies & Article Reprints Contact Wright’s Media, 877-652-5295; [email protected] wrightsmedia.com

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PR Pros Turn on a Dime for the Onslaught of the Digital Age Whether it’s the profound changes in the way that corporations create and distribute content, tilting the balance in political elections or altering the very nature of media relations, digital media and digital communications have become pervasive in the PR world. And it’s only going to become more pronounced in 2013 and beyond. With apologies to Jimmy Durante, you ain’t seen nothing yet. Of course, as a PR professional you’re probably a few steps ahead of some of your communications brethren in grasping the importance of mastering the digital space when it comes to communicating with your customers, prospects and media influencers. Or anyone else who has an iPhone and is passionate (or disgruntled) about your brand and/or the way your company conducts its business. But it’s the accelerating pace of change in digital communications that may even give the most seasoned PR executive a serious case of whiplash. Which is why reading our PR News Digital PR Guidebook—and keeping it on the top shelf for quick reference—is so crucial for