How to effectively “newsjack” your media coverage

How to effectively “newsjack” your media coverage

Timeliness has long been a key component of any PR professional’s media relations toolbox. In fact, to a journalist, timeliness is one of the main qualifications in determining whether a pitch is newsworthy. But all too often we find that companies miss the mark in understanding the appropriate way to introduce their brand into the conversation, and the message either gets lost or sounds disingenuous.

In 2011, marketing-industry guru David Meerman Scott pioneered the idea of “newsjacking,” or the art and science of injecting your ideas into a breaking news story. His concept was fairly simple – when news breaks,

Marketing lessons learned from a holiday classic: Miracle on 34th Street

Marketing lessons learned from a holiday classic: Miracle on 34th Street

This past Thanksgiving, my family kicked off the Christmas season in our traditional fashion by tuning in to our favorite holiday movie: Miracle on 34th Street. For those of you who haven’t seen the film (tsk-tsk), the plot follows Kris Kringle, an old man living in the image of Santa Claus and his fight to prove his true identity. Kris begins his journey as a last-minute stand-in for the Macy’s Santa Claus, where he meets Ms. Doris Walker, the special events director hired by Mr. Macy himself to direct the Thanksgiving Day parade (which, as a side note, is a

What I learned about data-driven marketing from my grade school science project

What I learned about data-driven marketing from my grade school science project

When I was in second grade, I learned how plants grow in science class, and as part of our class lesson, our teacher helped us conduct an experiment. Each student was given a flower seed and a plastic bag. Some students were given all the components needed to grow a plant – water, soil and sunlight – while others were only awarded some. I was given water and soil, but no sunlight, for instance. We were then asked to form a hypothesis about how the experiment would turn out.

I decided that even though my seed was placed in the

Weekly Wrap: Upheaval 2016

Weekly Wrap: Upheaval 2016

In the first week of 2016 we witnessed the worst trading day of a new year since the 2008 financial crisis. Weak Chinese manufacturing performance, a falling yuan, and geopolitical tensions in the Middle East all contributed to the market upheaval on January 4. As PR professionals, we frequently deal with crisis and upheaval. How might the recent upheavals affect the business landscape in 2016?

Wall Street Journal

Any high hopes traders had for the New Year were put to rest early Monday morning, as a report showed weak Chinese manufacturing growth and a Shanghai Composite Index that would surely…

Weekly Wrap: Technology Overload

Weekly Wrap: Technology Overload

Every day, our lives are dominated by technology. Desktop computers have been replaced by sleeker laptops, cell phones are now Smartphones and breaking news is more likely to be found on social media than a regular news broadcast. For most of us, heightened access to technology has only made our lives easier. 

But what happens when these platforms and systems become so complex, they are impossible to control? When this access to information leads to a security breach, incrimination or a public safety threat?

In this edition of the Weekly Wrap, we’re recapping recent news stories that feature technology as…