Oct 6 2015
I left the recent annual meeting I attended on behalf of the Society of Professional Journalists with a notebook half full of notes. But one particular thought I jotted down stood out to me. As Boyd Huppert of KARE 11 in Minneapolis-St. Paul so eloquently put it, “In everything you do, you MUST define your focus. That is, the emotion or concept that ties together the disconnected pieces of your story.” As I packed up my backpack after Boyd’s engaging and poignant seminar and headed back to my hotel room, I came to the realization that Boyd’s quote was applicable to so many aspects of today’s PR world. Journalists must define their focus, and as PR professionals, we have the unique opportunity to help sharpen their lens.
The Focus of PR
To say that journalists and PR pros are opposites is to see things a bit too narrowly. The argument is that the journalist is trying to tell the world the truth, while the PR pro is trying to put a positive spin on the product of his or her client, which means the exaggeration of good points and the minimization of bad points. The fact is, however, that reporters are driven…
It’s the boldest move from Burger King since it stunned rival McDonald’s with its proposal to create a McWhooper – a mashup of the Whooper and the Big Mac – to commemorate Peace Day on September 21. McDonald’s passed on the idea.
It’s commonly said that we eat with our eyes. So does Burger King’s black-bun burger have some customers seeing red … or in some cases, green? Numerous media outlets are reporting that the new burger has an unusual side effect – green poop.
Not surprising, social media’s reaction to the Halloween Whooper has run the gamut from curiosity to delight to dismay. But one thing is certain, Burger King’s new marketing campaign is garnering buzz.
This black burger isn’t completely out of left field for Burger King. It’s similar to a burger it offers in Japan. However, the Japanese burger…
Oct 5 2015
When trying to create content that’s friendly to both organic search and paid search it’s important that your digital strategy utilizes keywords from these three main buckets below. Each type of keyword has their own pros and cons but wrapping these all together in one solid keyword strategy will yield the strongest results.
Just as the title suggests these are very generic, unspecific terms that get searched for. Something like “Tennis Shoes” or “Digital Cameras” would be considered a generic term. When developing an organic search strategy we typically stray away from these terms as they are highly competitive and not specific enough to the sites actual content. However, if you are able to rank for a generic keyword your site should receive a decent amount of traffic from that term. Conversions for that term might be a little low as a user is hitting your site for a very generic overarching topic and nothing too specific.
When running an AdWords campaign its nice to integrate some of these generic keywords to make sure that every opportunity is covered. Due to the competitive nature of a generic keyword they will cost more per…
Oct 2 2015
With Big Data comes big responsibility. I’m not here to warn you that Facebook will steal your underpants if you don’t post this in your timeline (although John Oliver isn’t saying they won’t). As companies collect more intel on consumers, both openly and covertly, it offers tremendous opportunities to enhance the customer experience, but it also can leave them feeling a little uncomfortable.
There is the occasional awkwardness when a casual acquaintance asks about a recent event you posted and you are wondering how they knew you just went sky diving. Despite some consumer pushback and rise of ad blockers, the data collection goes on making our lives more open than we may think. Following social postings of people can be good or bad. One of my favorite examples of this is with Morton’s Steakhouse and Peter Shankman; the ultimate instance of Surprise and Delight. On the flip side, Allstate’s Mayhem Guy hysterically demonstrated the dangers of over sharing.
The F&B manager of a major hotel brand recounted a story to me where a guest was bothered when an employee, seeing her eminent arrival…
Fall is in the air. So is the smell of pumpkin spice.
Much like the turning of the leaves, it’s now an autumnal tradition for brands – far and wide – to roll out their pumpkin-flavored … well, everything.
In six words, give us your idea for the next “great pumpkin” concoction.
Consider these delights:
Put your six-word, pumpkin-flavored ideas in the comments below.
We’ll pick a winner at the end of the month, who’ll receive a Target gift card.
You could even use that gift card on the plethora of pumpkin merchandise that Target offers!