“Big Data” seems to be in every other headline. While the term might be relatively new for most of us, the concept and the capability are extensions of the digital evolution of the past decade. Increasingly referred to as “web 3.0,” in hindsight it’s easy to see where we’ve been heading with the preponderance of web sites and digital tools that have become integral to marketing, advertising and public relations in just the last few years.

Big Data holds tremendous promise across a multitude of areas like scientific and health research, weather pattern analysis, population trends, fraud detection and many more, but to date, no sector has employed it like the Marketing industry.

Continue reading " Big Data and Policy Options– Food for Marketers’ Thought "

When brands take the time to get to know their consumer they often find it easier to conjure up wonderful, impactful ads. However, there are some brands that like doing business without research regardless of the consumer and changing demographics. As globalization changes the look of business and how we communicate, brands need to realize the value of engagement. When an audience feels they can relate to a brand, what the brand represents and any collateral that comes from that brand, the more willing consumers are to forge a real connection, offer opportunities for increased sales and act as cultural informants for the creative product of ad placements.

In this week’s PRSA “Friday Five” post — an analysis of the week’s biggest public relations and business news and commentary — we explore the brand behind the ad and how a lack of connection internally, as well as, externally with your audience can deeply impact the success of a company’s ad campaign.

Continue reading " Friday Five: Ad Placements Act as Good Indicator of Strength in Audience Connection "

This is the exact time of the academic year when it really hits me…the future of the public relations profession truly is in good hands.

No, it’s not “exam fatigue”…exams at Curry College don’t start until next week. Nor have I (as many students in my early-ish morning classes suspect is all-too-often the case) over-caffeinated.

What it is, actually, is the result of the high that I’m on because today I’m presenting the Communication Department’s “Public Relations” award, as I do every year, to a PR Concentration student who, in my own less-than-humble opinion, absolutely personifies the concept of “public relations professional” with an emphasis on “professional.”

Continue reading " The Future Starts Today "

As a public relations professional, it can be challenging to explain to others what our job entails. While the core of our PR activities basically remains the same, the expanding role of a PR pro requires new skills to navigate the changing landscape that technology and social media have created. Not only are PR professionals responsible for updating their own set of skills, they are sought after by senior executives to revolutionize their companies from inside out with innovative ideas, proving this to be a very good time for communication professionals to insert their authority into the larger corporate picture.

In this week’s PRSA “Friday Five” post — an analysis of the week’s biggest public relations and business news and commentary — we explore how various public relations functions are evolving and presenting new opportunities for professionals to develop more intuitive skills. We will also look at how communicators are playing a more dynamic role, offering counsel to their senior constituents and reshaping business as usual to better connect with existing clients.

Continue reading " Friday Five: Reshaping PR for the 21st Century "

The horrific event that shattered the global gathering of Boston Marathon participants and spectators brought into clear focus for me the vital importance of the meaning “together.”

As I monitored both social media conversations and traditional media coverage, one fact became abundantly clear: no matter who you are, where you are from, or in whom you believe…“no man is an island.”

This became abundantly clear as I noted in particular the conversations on Facebook of students past and present with and about their friends. They reached out, reassured, and reflected on the day’s events. A palpable sense of “community” permeated the day.

Continue reading " Times of Tragedy Bring Times of Community "