Public Relations & Social Marketing Insight

The Emmys are on, and despite the prospect of sinking ratings due to the event being held on a Monday, brands are out in full force.

We run down the best and the worst real-time marketing, recognizing both off-the-cuff remarks as well as those, like Mercedes-Benz’s, that were days and maybe even months in the making....

Offering news-relevant content can be a powerful way to show customers and prospects that your organization understands their world and can help them with issues they're facing. Find out more...

Creating content that’s tied to a specific news event — sometimes known as newsjacking — is an established way to give content a boost in the search rankings. Done correctly, it can be like being in a glider that hits an updrafting thermal. Searches for information about the news event bring your content to the attention of people you may want to reach.

But news-relevant content can also be a powerful way to show customers and prospects that your organization understands their world and can help them with issues they’re facing. This builds trust, so they’re more likely to prefer you as a vendor. Do this through what I call the “narrowcast” approach to newsjacking...