Infographic: Email marketing rules to live by

Email isn’t going anywhere.

Amid all the changes and technological advancements, email marketing remains one of the most engaging channels of communication with consumers—if it’s done well.

Inboxes are infiltrated by incessant promotional messages every day, so it’s imperative that yours stand out. Of course you must make sure the subject line grabs readers and the content keeps their attention, but many other factors that go into a successful email marketing campaign.

An infographic from PureB2B shares some helpful tips to keep in mind when using email to generate leads or sell your products or services.

Insights include:

Generic, mass email isn’t working—personalize it.
A/B testing can prove very beneficial for future email campaigns.
Be transparent with your email subscription form.
Analyze the email tendencies of your consumers.

See the infographic below for the full list of ways to step up your email game and boost your bottom line:

4 ways pro bono work benefits your career

One of America’s founding fathers, Benjamin Franklin is credited with the aphorism: “Do well by doing good.”

The phrase is more than a mantra for the PR field. In some corners it has long been an unofficial definition of public relations itself. The phrase homes in on the notion that we can achieve personal, business or career success through good works.

The truth of this is clear when you do pro bono PR work for causes or organizations in which you believe.

The term “pro bono” fully expressed in Latin is “pro bono publico” (for the public good), which represents professional work we do voluntarily and without compensation.

The difference between pro bono work and community volunteerism is that when we do pro bono work, it is assumed we are sharing our professional talents or skills with a cause or organization in need of those specific skills. Volunteering is not so specific, and represents any sort of effort we provide free of charge.

The general nature of pro bono public relations work usually assumes the beneficiary is a nonprofit organization. Because pro bono work is rooted in your own professional skillsets, it can be deemed of higher value to the beneficiary than simple volunteering. If you’ve ever served on a board of directors or a committee for a nonprofit organization, you’ve done pro bono work.

In doing so, you may have experienced some of the major benefits. Here are four:

1. Pro bono work allows you to grow your network.

When you serve on a committee or board of directors, you’re likely to meet other professionals and community leaders you wouldn’t have met otherwise. Like you, each member has other interests, but has signed on for a common goal.

By getting to know these people— and more importantly, by demonstrating your own skills and talents to them first-hand—you are likely to form bonds and relationships that will grow your network and lead to other opportunities going forward.

2. You’ll sharpen your skills.

In one of the pro bono projects I’ve done for many years, I’ve had the opportunity to keep my consumer media relations skills sharp in ways that I normally would not.

That’s because my day-to-day focus is corporate communications, not consumer public relations. This intentional shift out of my comfort zone helps me stay on top of the latest tools, strategies and techniques in the PR field across multiple disciplines, while at the same time enabling me to maintain and build new relationships with individual journalists.

10 pitching commandments for PR pros and startups

Launching a startup is tough. Between getting your idea off the ground, generating clients and securing funding, you probably think you don’t have time for much else.
Think again.
For many founders, PR is just a blip on the radar, but good media coverage can help you reach your audiences, including customers and investors. Here’s how to proceed:
1. Be prepared. All your documents should be ready to share. Reporters can call at any moment, and when they ask you to jump, you should ask, “How high”? From doling out press kits and FAQ sheets to having the flexibility to reschedule lower-priority meetings, you should be ready.
2. Customize your pitches. Reporters know when they receive a canned pitch, even if it begins with their first name. Look at their Twitter feeds, read their recent stories, and personalize the content for them.
3. Formatting. Too often, spacing and formatting end up wonky, especially if you’re sending a pitch to someone using a different email program. Always clear the formatting for each email and reformat it. It’s the little things that can make or break your opportunities for coverage.
4. Make it a list; check it twice. Instead of spamming a media list that you curated in a program such as Cision or Vocus, check the contacts listed before you pitch them. Often these databases aren’t updated, and reporters have moved around or no longer cover a given beat.  

5 Tips for Creating Quality Video Content Even If You’re Clueless How to Begin

Do you need to produce video content if you want a future in media?

Chris Williams (Chief Product Officer of iHeartMedia), Jesse Hertzberg (former CEO of Livestream) and Hope King (anchor at Cheddar Media), all think so, and they aren’t alone. More than 500 million hours of Youtube videos are watched every day, and 90 percent of users say product videos are helpful in making purchasing decisions. Experts predict that by 2019, 80 percent of all consumer internet traffic will be video traffic. If you’re looking to create relevant, engaging online marketing for your brand, video is the way to do it.

Related: Video Is a Massively Powerful Marketing Tool. Here’s How to Optimize It.

No clue about where to start? Check out Hertzberg and Williams’ top five tips to get your content strategy off the ground.

1. Begin with your customers.

“I think the best place to start for a business that wants to create video content is to make video for your existing clients,” Hertzberg says. When you start thinking about videos you want to make, focus on giving away knowledge. Educate your consumers by giving them information that will improve their lives. Read more–>  


5 tips for protecting your organization in 2018

It’s Friday at 6 p.m. and the phone rings. “There’s been a crisis,” the CEO shouts. “What do we do? What do we say?”
It’s a public relations professional’s worst nightmare.
From United Airlines’ forcible removal of a passenger to Pepsi’s infamous Kendall Jenner commercial, there was no shortage of PR crises to learn from in 2017.
PR pros can’t always prevent a crisis, but they can ensure they are prepared for one. Having a response plan allows companies to respond in a timely manner, a critical factor in today’s never-ending news cycle, where the speed at which a crisis can escalate is staggering.

Here are five proactive steps every communicator can take to protect their organization in the year ahead:
1. Create and update the crisis communications plan.
Effective crisis communication plans outline roles, responsibilities and protocols that ensure information is shared efficiently. If your company doesn’t have a plan, create one ASAP.
If your company has a crisis plan, now is a good time to review its finer points and update it as necessary. Have roles and responsibilities or the contact information of key team members changed? Have any spokespeople left the company? Something as simple as a wrong phone number could significantly hinder the timely flow of information.
Think through any crises or potential crises your company experienced this past year. Did information flow smoothly and efficiently? The end of the year is a great time to review the internal communication protocol with key internal stakeholders and discuss what worked well and what could be improved upon.

8 Tips for Communications Success in 2018



As all communications professionals know, technology, consumer behavior and content consumption are constantly evolving.

This week, we reached out to eight friends of PR News to hear their thoughts on the future of these topics, and while they are not paid prognosticators, they had some pretty valuable insight to share.

From digital marketing to social engagement, here are their tips for communications success to keep in mind as the calendar turns to 2018: