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When you’re ready to write PR content, these free tools and resources can help you with the process. SEOToolSet: provides information on search activity (e.g., how popular search terms are) and the demographics of people doing the query Ubersuggest: gives suggestions of keywords you might want to add to your keyword list or article content Google Trends: shows topics trending on Google, which can help you as you brainstorm topics to write about Scribe: shares the content marketing process with an integrated, holistic approach that maximizes your return on investment.

A crisis creates a vacuum, an informational void that gets filled one way or another. The longer a company or other organization at the center of the crisis waits to communicate, the more likely that void will be filled by critics.

in the two days after the Ethiopian Air crash, Boeing made crisis communications missteps that may have a long-term effect on its reputation and credibility.

Silence is passive and suggests that an organization is neither in control nor trying to take control of a situation. Silence allows others to frame the issues and control the narrative.

Don’t Just Apologize, Act They say actions speak louder than words, and the “they” in this scenario, are consumers on social media. When tracking conversations about the Starbucks apology and their announcement to close 8,000 stores in May, we found that there was much more social interest in Starbucks’ action than their carefully worded apology.

71% of the conversation about the Starbucks apology was disgusted with it, as opposed to 38% of those discussing the actions were disgusted with that decision

Both progressive and conservative affiliations use the hashtag #BoycottStarbucks the most. However, those with more progressive leanings are using the hashtag in response to the racial profiling incident itself, whereas conservatives are using the hashtag in response to Starbucks taking a stance against the employee for calling the police, stating that it was an overreaction to the incident. Conservatives are also rattled by the store closures in May.

Effective public relations has two primary outcomes: awareness and trust. We measure awareness in a variety of different ways: The gold standard is properly done, continuous market research and surveying, such as unaided brand recall, purchase intent, and recommendation intent Digital metrics include branded organic search and new user traffic but these are secondary because they don’t help explain the impact of PR as well Open-ended awareness questions on intake forms (digital and traditional) Trust is measured through market research and measurement systems like Net Promoter Scores

While women make up about 70% of the PR workforce, they only hold about 30% of the top positions in the industry.

This raises the question, are big agencies losing talented women — some of whom start firms that ultimately become competition because of rigid policies?

A recent study by Bain & Company found that 43% of women aspire to top management within the first two years of their position, compared with 34% of men. “Both genders are equally confident about their ability to reach a top management position at that stage,” reads a blog post on the research. “This suggests that women are entering the workforce with the wind in their sails, feeling highly qualified after success at the university level.”

Native advertising has come under fire for being deceptive. It is, claim critics, an attempt to fool readers into thinking they’re consuming content produced by the publication itself when in fact they’re consuming an ad. It’s this criticism that led Outbrain CEO Yaron Galai to ban ads masquerading as articles.

Outbrain banned native advertising from the inventory of content it promotes on websites.

In an AdAge post, Rafat Ali suggests the following ways to improve branded content: Approach a native advertising assignment from the customer’s perspective, answering their questions and solving their problems. Go deep, with a narrow focus and uniquely valuable content that appeals to a defined audience subset. Offer data not easily found elsewhere that provides genuine insight, including new ways to understand the business. Approach native advertising like an editor, not a marketer.

$744 million that brands spent on influencer marketing in 2018, $102 million was wasted on fake followers.

Last year, a quarter of the cash that Unilever's Dove brand spent on influencer marketing went to fake followers -- compared to 14% for the typical advertiser -- despite the fact that Keith Weed, Unilever's chief marketing officer, said the company would no longer partner with influencers who purchased followers or used bots last year.

The most important PR move you can make is to build and maintain relationships, and be patient.

Due to time constraints, there is a legitimate need for a centralized digital content hub (aka newsroom) where the dwindling number of reporters can find everything they might need.

Falkow's advice: "Take advantage of all this low hanging fruit by optimizing an oft-overlooked company asset: your newsroom aka your press page."

Search is the now most trusted mechanism for finding news and business information according to the 2015 Edelman Trust Barometer, which indicates the need for companies to create multiple, highly optimized discovery paths.

#1 – Results are not immediate I call this the “seven week itch”. One thing that’s consistent with tech startups working with PR agencies or consultants for the first time is how antsy they tend to get before they start to see results

Here’s the mantra for Slow PR: Good results take time, require solid messaging groundwork and need a strong fostering of your media network. There are exceptions, but for the most part, solid, sustainable media results require a foundation that needs to be built.

If you have a new app and you want a review from a strong critic, make sure that the app is ready for that level of scrutiny.

We’ve rounded up responses from some of the journalists we’ve had the chance to interview. Read on for their best tips on pitching.