The Public Relations Blog

3 ways to shift the storyline and spotlight your company

Did you know that seasoned professional journalists use three independent sources when researching, interviewing, and compiling information for a typical news article? In an era of “fake news,” this approach ensures that information is accurate, unbiased, and fair when compared to one-sided narratives that clog newsfeeds. Yet, sensationalized stories are the ones that gain traction and viral exposure. How, then, can companies earn media coverage and rise above the fray? The answer is simply to be provocative.

3 critical factors to crisis communications

Mere days ago, in my hometown, a series of explosions and fires from natural gas leaks caused catastrophic damage, including fatalities, the destruction of homes, and the displacement of more than 8,000 families. At the epicenter of the devastation and mass evacuations of three Massachusetts towns stood Columbia Gas.

With all the fuss about engaging content, companies look to communications professionals for guidance as to how they can use content to advance brand awareness, image, and public perception. Even though a handful of YouTube sensations earn unexpected and almost accidental viral success, effective, long-term social marketing requires planning and forethought.

Companies today are investing more energy and time on content creation and delivery. The volume of information flung at people daily can be staggering, if not paralyzing. Social media platforms continue to hone algorithms to deliver desired content, while attempting to box out the noise. For some companies, this is an obstacle. For others, an opportunity.

One of the first things we do upon rising in the morning is check the news to see what’s happened overnight. Some seek out the weather report or stock reports, while others prefer to digest leading headlines or sports news. The fact that news occurs around the clock is one of the main reasons it’s imperative to have a trained media spokesperson on staff at all times.

When crisis hits, bravely step up to the microphone

Living in New England has advantages, except for when our region endures treacherous weather conditions. The past few weeks, we’ve braved a multiple-storm nor’easter pattern that flooded our coastal residences and devastated interior areas. Heavy, wet snow and high winds felled hundreds of trees across power lines and roadways causing extensive outages. As a resident, I earned a ringside seat to the fallout and backlash the power companies received because, while they stated before the storms that they were prepared, they were not.

It’s prime time to ‘bracket’ your public relations efforts

Here we are mid-March and mid-NCAA Tournament, which we affectionately call March Madness. College basketball fans (myself included – go Syracuse!) complete brackets in the hope of seeing their favorite teams earn a spot in the Final Four. I’ll admit it: I’m regularly glued to the screen during these few weeks. In watching the start of the Madness though, it occurred to me that the timing aligns well with the end of the first quarter, when many companies begin to consider forecasts, budgets and expectations. The first 90-day overview outlines successes, patterns, challenges and even opportunities.  

5 tips to up the ante in 2018

We anticipate that 2018 will be the year of content. Video, blog posts, webinars, e-guides, white papers and other forms of content will take center stage. People consume content in various forms daily and whittle away that which doesn’t resonate or help them.

How, then, can companies properly plan their content strategies to successfully appeal to audiences when social media platforms regularly evolve, mobility is at an all-time high and it feels challenging simply to keep up?

3 tips to help you prepare

News headlines are regularly peppered with fear-instilling stories of data breaches and cybersecurity threats that riddle us to the core as we consider how our personal and private information is vulnerable to hackers.

These same issues should concern companies even more. Large corporations like Uber and Equifax have already fallen prey to cyberattacks, and health care is the most hacked industry to date. Cybersecurity is no longer an issue exclusively for individuals who fear identity theft. It’s a rampant concern for companies as well. In addition to customer data, company trade secrets, patents and proprietary algorithms are vulnerable.

Axia Public Relations encourages its clients to regularly review and update their crisis communications plans. As more headlines spotlight cybersecurity concerns, adding steps and protocols for a cyberattack is prudent. For those that don’t have a cybersecurity plan in place, here are three steps to consider as you prepare:

Unlike consumer-facing companies, like Dunkin’ Donuts and Nike, the technology B2B space is often niche or super-techy, making public relations efforts a bit more challenging. Tech B2B companies don’t require recognition from the average Joe or Jane. Instead, they look to other companies that benefit from their product offerings, which typically exist within the enterprise, cloud or back end. Even so, audiences for news from B2B companies consist of potential customers, media and, of course, analysts. Therefore, to gain greater profile in the minds of potential customers and other key demographics, B2B companies desiring a more aggressive PR push should consider the following tips to get the ball rolling.