How Google Analytics Can Optimize Your PR Campaign

By Alex Altman One of the best tools for measuring the results of your PR campaign is Google Analytics. The most widely used web analytics service on the Internet, Google Analytics tracks a number of data points that can be used to strengthen your web-based PR initiatives and improve your ROI. From bounce rates to user demographics, the real-time intelligence that can be extracted from Google Analytics can be enormously valuable. Say you’re a painting company that just launched a national blogging campaign to increase the visibility of a new color. Imagine being able to measure not only how many […]

How Harvey and Irma Proved the Power of Corporate Philanthropy

By Alex Altman They rushed in from all corners of the country, hauling boats, medical supplies and drinking water. They knocked on doors, waded through contaminated water, and put their lives on the line to help complete strangers. Hurricanes Harvey and Irma provided another forceful reminder that calamity brings out the best in people. And apparently, Corporate America, too. Over the last month, businesses of all sizes have stepped up in a big way, collectively donating an estimated $157 million toward the hurricane relief efforts. At least 30 companies have pledged $1 million or more. While humanitarianism is all the […]

A 6-Point Checklist for More Shareable Press Releases

By Alex Altman You’ve crafted the perfect headline, finagled the just-right quote, triple-checked your spelling, and scored client approval. By all traditional measures, your press release is ready for life in the wild. But how long will it survive? While quality content is important, it hardly matters if the press release isn’t sufficiently “shareable.” This wasn’t an issue 10-15 years ago, when generating awareness was as simple as sending an advisory to local media. But today, creating a buzz is more of a self-starting enterprise — one that requires both social media savvy and an understanding of how your audience […]

The Newsworthy Rise of Late Night Comedy

By Alex Altman More Americans are turning to an unlikely source for news: late night comedy. During the 2016 presidential election, more people got their news from late night comedy than print versions of national newspapers, according to journalism.org. Among 18-29 year olds, late night comedy was more informative than network nightly news. IT ALL STARTED With distrust in the mainstream media at an all-time high, the Cronkites, Sawyers and Brokaws of the world are being replaced by the Colberts, Olivers and Bees in the pantheon of trusted news orators. It’s a trend that started in 1999 when Jon Stewart […]

PR For Small Business

By Brian Murnahan (This article originally appeared in the July edition of FW Inc. Magazine) Utilizing public relations in business is often seen as a big business luxury, but in reality, even smaller businesses can use basic tools for successful PR campaigns. PR is defined around key pillars that encompass audience, message, relationship and strategy. Businesses that put a communications strategy in place based on these pillars can find it to be extremely effective. Step one involves taking the time to research and define key characteristics of your intended audience and what value points matter to that group. Use research drawn […]

NBC Stands Up to Pressure by Airing Jones Interview  

By Alex Altman, contributing writer Alex Jones. The name alone evokes strong feelings on both ends of the political spectrum. Supporters say he’s a beacon of truth in an era of political correctness. Denouncers say he’s a dangerous conspiracy theorist. No matter how you feel about Jones personally, there’s no denying his considerable influence. As host of the Internet radio show InfoWars, Jones’ conspiracy theories have earned him a robust following. His millions of fans include President Donald Trump, who’s praised Jones and even asked him for advice since taking office. New NBC journalist Megyn Kelly thought Jones’ political clout […]

How LaVar Ball Built a Billion Dollar Brand with Brashness

By Alex Altman A few days from now, Lonzo Ball will be a top pick in the 2017 NBA Draft. He’ll almost assuredly be taken by the Los Angeles Lakers, his hometown team, where the former UCLA point guard will instantly become the face of the NBA’s most iconic franchise. But he still won’t score as many headlines as his father. If you haven’t heard of LaVar Ball, it’s not for his lack of trying. For the last several months, the patriarch of the Ball basketball dynasty has seared his way into the public consciousness with a string of comments […]

How to Get Customers to Review Your Business Online

By Alex Altman, contributing writer Online customer reviews influence an astounding 93 percent of all purchase decisions, according to Podium. And yet, many small businesses don’t actively solicit reviews. This not only costs them revenue but also chokes their access to new customers. Many consumers are suspicious of companies they’ve never done business with before. This is especially true of Millennials, who won’t make any decision without first consulting with the masses. Reviews help alleviate this sense of distrust. In fact, 74 percent of consumers say positive reviews make them trust local businesses more, according to BrightLocal. Positive reviews give […]

How Sorry Apologies Doomed Pepsi and United Airlines

  By Alex Altman, contributing writer More than a month later, the bruises still shine bright. No matter what they do, Pepsi and United Airlines can’t outrun the ignominy of their recent PR blunders. In an age where attention spans are as limited as airplane legroom, that’s really saying something. At this point, pretty much every aspect of these mistakes has been unpacked. And what’s interesting is that while both situations transpired in completely different ways, they’re bound by common themes: including weak apologies that only made matters worse. When you make a mistake, an immediate, thoughtful and thorough apology […]