Agile PR: Expert Messaging in a Hyper-Connected, Always-on World

Agile PR: Expert Messaging in a Hyper-Connected, Always-on World

Agile PR: Expert Messaging in a Hyper-Connected, Always-on World

Agile PR: Expert Messaging in a Hyper-Connected, Always-on World

Synopsis

Bloggers, influencers, citizen journalists...today's news landscape is crowded and constantly changing. As a PR professional, how do you match your message to the medium and ensure that it gets heard above the noise?

Public relations maverick Marian Salzman goes behind the scenes of creative power house Havas PR, revealing the newest, most effective tactics for championing brands, organizations, and causes. Punctuated by case studies from the United Nations Foundation, Wyclef Jean, Sears, and other campaigns, Agile PR reveals how to:

  • Use newscrafting to help clients be the news
  • Personalize pitches to reporters and bloggers
  • Master the art of storytelling
  • Break through Web clutter
  • Create branded hashtags that get shared
  • Bump clients to the top of online searches
  • Gain exposure at SXSW, TED, and other key conferences
  • Avert and resolve crises
  • Measure the impact of media placements
  • And more

Ambitious media plans call for cutting-edge tools. Agile PR unlocks industry secrets sure to help anyone broaden their reach and increase their impact.

Excerpt

A Nose for Today’s News

An ever shifting communications landscape has brought seismic changes to public relations. These days, being nimble about the news—knowing all the ways it reaches audiences and knowing how to craft it—is the name of the game. Over the three decades I’ve spent in this industry, pr has evolved: It used to be all about having, then selling the idea. Now it’s about telling the story in a compelling and believable way.

The days of silos are gone. Now, cross-functional teams work dynamically to solve problems, meet deadlines, create opportunities—and tell stories. We break campaigns and projects into bite-size pieces, all the while open to continuous improvement. in order to survive, pr has had to become the most agile of the communication arts. Those of us who practice it with any real success have said our good-byes to tradition. the flexibility required of us means our job descriptions now include staying constantly connected with audiences and listening to what topics are topof-mind with the people who are shaping the conversations online. It also means adjusting messaging and audience targeting quickly to capitalize on fast-moving media opportunities and to head off negative events.

Things move so fast that reality programming and citizen journalists are already yesterday’s news. Today’s headlines are determined—and dominated—by the stars of Instagram and Snapchat and the brands with a nose for news-fluence.

Although it might seem to spell trouble for career communications professionals, that’s hardly the case. Instead, pr firms have a massive opportunity to go way beyond the old practice of merely pitching existing news. the smartest among us can become masters of crafting the . . .

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