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Whether it’s writing a Facebook status after the series finale of Breaking Bad, tweeting at JetBlue to win a free trip, or posting a picture of Sunday’s brunch on Instagram, we all update our social media channels on a real-time basis. As a PR and social media professional, when a client asks you to live-tweet from an event there are several things to keep in mind. Most importantly, you need to make sure that what you’re saying aligns with their business objectives. Remember that you represent Read more [...]

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In order to build an effective social media program, it is imperative that you do your research first. Social media audits play a critical role in developing strategy as well as assessing the performance of your organization's use of social media. Before launching into an audit, it’s important to establish a set of questions you are trying to answer. These may include: What is the public saying about my company? How are we using our social channels? How effective are our ideas and content? How Read more [...]

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As PR pros, we’re constantly faced with the challenge of coming up with creative pitch angles that will catch the media’s attention. Sometimes the hook is obvious, but often, headline-grabbing pitches require much more careful consideration and research to truly stick. Here are eight places you can look to make your next pitch timely, newsworthy, and even award-winning. National News: If morning shows or national newspapers cover a story, chances are extremely high that print/online magazines, Read more [...]

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When a crisis breaks, things accelerate quickly. It takes only minutes for a scandalous tweet to end up as top news on Huffington Post, and only one reporter to post a story about something negative or controversial on your company for it to take off in the media like wildfire. In today’s 24/7 media cycle, you need a solid response plan in place well in advance in order for your organization to react immediately – if you begin developing a response plan once you’re in the midst of a crisis, Read more [...]

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The power of social media is, in part, the ability to capture and share information in real-time. For many brands this means using real-time marketing (RTM) tactics - on-the-fly participation in the events, topics, and ideas trending among target audiences online at a given moment– to make an impact and produce immediate results. The catch? It’s only effective if the content is contextually relevant, creative and timely. Some campaigns, like the Oreo dunk in the dark tweet, have shown that RTM Read more [...]

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In part two of our series on Pew’s 2014 State of the Media Report, we explore the growth in digital native news and the steps PR pros can take to build successful relationships with these outlets. Pew Research Center’s recently released State of the Media report gave many in the news business a reason to be cautiously optimistic. The reason? Juxtaposed against ongoing contraction in traditional print media, digital news outlets have continued to grow considerably over the past year. Amid Read more [...]

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Social media crises are nothing new, but over the last year we saw more than a handful of Twitter blunders with companies like Home Depot, celebrities like Dr. Phil and even several top tier media outlets posting insensitive or offensive tweets. While one could argue that every person should aim to be diplomatic on social media, as PR executives we are even under more scrutiny to ensure our communications are appropriate. Here are four things every communicator should keep in mind before sending Read more [...]

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Even after several years in the PR industry, I still enjoy “meet the press” events. These events are great opportunities to meet journalists and learn more about how your clients potentially align with the topics they cover. Most importantly, they provide critical information on how specific reporters prefer to work with PR practitioners. I recently attended a media luncheon hosted by the Publicity Club of New York, and came back with substantial insight from a handful of reporters at top-tier Read more [...]

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On Wednesday, the Pew Research Center released their much-anticipated annual state of the media report. While commentators have been quick to offer their analysis of what the report means for journalists and the news industry, here at Tech Affect, we’re breaking down what the report means for PR professionals. Keeping pace with changes in the news industry is critical to providing strategic communications counsel. An intimate understanding of the latest media tools and trends allows Read more [...]

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The imperative to “know your audience” is often cited as the first rule of content marketing, and with good reason. A sound understanding of your audience can inform every aspect of your content strategy, from development to distribution. But what does it really mean to “know your audience?” More importantly, what are specific ways to get to know your audience in order to maximize the results of your content marketing efforts? The answers lie in asking these six familiar questions from Read more [...]

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