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 […]

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 […]

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 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 […]

6 Solutions for Combating Fake News

By Alex Altman Six months after the election, fake news continues to be a real threat. Not just to the political system, but to businesses and the PR professionals charged with safeguarding their fragile public images. If last year’s campaign season taught us anything, it’s that people will believe anything that supports their personal agendas. That’s how fibs like Pizzagate, a wild conspiracy theory involving Hillary Clinton and a human trafficking ring, spread like wildfire and become part of the national conversation. While most will read a story like Pizzagate and ponder the political implications, there’s another victim here: the […]

5 Companies Winning in PR and the Reasons Why

By Alex Altman From polls to social media, there are many ways to measure a brand’s public image. But trying to figure out what drove that perception in the first place is a different story. Several factors lead consumers to form the belief that Brand A is good and Brand B is bad. But study the most reputable companies in the world and you’ll find there are more commonalities than you think. Here are five brands with favorable public images, and the reasons they appeal to consumers. Rolex There’s a reason Rolex is the most respected company in the world. […]

Tips for Working with Social Influencers

By Alex Altman The relationship between brands and celebrities goes back decades. Watch TV for an hour today and it’s a virtual certainty that you’ll see Jennifer Garner hawking credit cards, Chris Paul peddling insurance, or some other famous person selling you something you don’t need. In 2017 though, you don’t need to star in sport or cinema to get paid like a celebrity for endorsing a product. All you need is a large social presence. People who wield their social clout to promote brand messages on their own accounts are known as social influencers, and they’re part of a […]