PR practitioners tend to prefer to not talk about ROI. Their credibility and success would be served well by embracing ROI as a means to prove their value and not considering it a threat to their existence. During its last quarterly investor call, IBM cast aside the usual report on revenues and profits and focused […]
492 people already subscribed to my quarterly newsletter. Join them today.
IPR President Tina McCorkindale notices that PR practitioners still have a great amount of work to do in applying the findings of the behavioral sciences to their profession. One important way to make progress is giving the behavioral sciences a more prominent place in the PR curriculum. The Institute for Public Relations (IPR) was founded […]
Crisis communications professionals often opt for sub-optimal crisis response strategies, preferring actions that make for immediate gains over approaches that guarantee long term success. Two heuristic biases that are triggered by the particular stressful conditions that come with crises are at play: myopic loss aversion and hyperbolic discounting. Both modifications to people and environments offer […]
Corporate communications veteran Philippe Borremans calls on his European peers to take a less traditional approach to their profession. He points to the marketing department for useful inspiration. Philippe Borremans is as a sought-after public speaker, lecturer, moderator, and host of the popular Wag the Dog podcast, one of the most popular sources of commentary […]
Benchmarking has its merits as a management tool when some conditions are met. Alas, the tool is often misused. “Should we have a Facebook page?” “How many articles should we publish on our blog each month?” “Do we need to use video in our content mix?” These are three examples of very legitimate questions that […]
Relying too heavily on inbound marketing is detrimental to brands, says consumer behavior scientist Ronald Voorn. Voorn sees a lot of room for science to be able to help marketers do a better job at branding, customer experience, content marketing and more. Ronald Voorn is a Dutch consumer behavior scientist who has founded in his […]