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Carri Bugbee

the role of mobile in the transmedia brand narrative « mobi.luxe - 1 views

mobiluxe.wordpress.com/...the-transmedia-brand-narrative

mobile transmedia marketing content narrative

shared by Carri Bugbee on 29 Sep 11 - No Cached
  • Carri Bugbee on 29 Sep 11
     
    Louis Vuitton
Carri Bugbee

3 key takeaways from the PR News Crisis Management Summit - 0 views

muckrack.com/...-news-crisis-management-summit

shared by Carri Bugbee on 05 Mar 19 - No Cached
  • Preparing for a crisis takes place long before a crisis actually occurs. “Act like a post-crisis company pre-crisis,”
  • “Build a solid brand narrative so that when people are googling your company it’s not just your crises news that comes up.”
  • "Build relationships before pitching, especially in a crisis. Have the foundation laid so that when the time comes you can have resources to utilize in the media," she says.
  • Carri Bugbee on 05 Mar 19
     
    Build a solid brand narrative so that when people are googling your company it's not just your crises news that comes up."
Carri Bugbee

Boeing is doing crisis management all wrong - here's what a company needs to do to rest... - 0 views

theconversation.com/store-the-publics-trust-114051

crisis communications crisis management crisis comms PR public relations

shared by Carri Bugbee on 25 Mar 19 - No Cached
  • 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.
  • ...3 more annotations...
  • Boeing has found itself playing defense to a storyline that suggests the company was more interested in profits than people in the rush to produce an aircraft that accounts for about a third of its revenue.
  • According to crisis communications scholar Timothy Coombs, corporate openness is defined by a company’s availability to the media, willingness to disclose information and honesty. Boeing failed in all three regards. And the few statements it has issued are chock-full of platitudes – such as “safety is a core value” – and lack meaningful information
  • . The best way to demonstrate its commitment to safety is not with platitudes but concrete actions that reveal openness and accountability. Research has shown that transparency and honesty are key to effective communication in a crisis.
Carri Bugbee

Colleges Need Influencers, but Do Influencers Need College? | WIRED - 0 views

www.wired.com/...ut-do-influencers-need-college

influencers influencer marketing

shared by Carri Bugbee on 15 Mar 19 - No Cached
  • Colleges try to leverage the social media savvy of their students with “social media ambassador” programs that help them advertise to prospective new students, raise the schools’ profiles, and educate their current students about school programs. And for some influencers, like Giannulli, college can be a windfall, landing them brand deals to market dorm furnishings, Victoria’s Secret underwear, and tooth-straightening solutions to their fellow students. For others, college just gets in the way of their real passion.
  • Becoming a social media star is the fourth most popular career aspiration for Gen Z
  • watching on-campus vloggers is how many students get a sense of the university’s culture—sort of like a franker, digital version of a campus tour.
  • ...3 more annotations...
  • Admissions officers are desperate to make the most of social media as a recruiting tool. “One of the things we constantly talk about in our marketing department is, How do we utilize these tools where students spend so much of their time in the admission process?”
  • Some want to reach new students; others want to change a narrative about their school, Freeman says, using microinfluencers on campus to promote academics, say, rather than the partying scene. Others, like UC Berkeley, harness alumni influencers to help raise money.
  • The most successful college-aged influencers seem underwhelmed by universities’ offerings—educational and financial both. Markian is a college dropout. “I took a marketing class in 2017 and it didn’t touch anything even related to social media,” he says. “There’s no question that college is unnecessary. I dropped out because it was hindering my business.”
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