When we work with brands, we typically advise them to focus on mastering a few networks instead of stretching their efforts too thin. This is especially true for organizations that are just getting started with social media, as well as those who need help rebooting their online presence after their initial attempt generated lackluster results. […]
Author Archive | Heather Whaling
Carefully Crafted on November 28
Carefully Crafted on November 16
2012 Presidential Advertising Creates PR Opportunities
With less than a year to go until the 2012 Presidential Election, the campaigns are off and running. But, if you’re tired of political ads already, just wait. According to the Campaign Media Analysis Group, ad spending could hit $3 billion in 2012. For comparison, “about $2.1 billion was spent on television advertising in 2008, […]
Carefully Crafted on October 28
Lessons from a "Bear" of a Crisis Situation Handled Well
This is a guest post from Dan Farkas. It’s easy to talk when crisis communication goes wrong. It’s more important to talk when crisis communication goes right. With friends, family and students directly impacted by the Zanesville wild animals on the loose saga, I had a more vested interest than many is seeing what happened […]
Carefully Crafted on October 27
The Danger of Relying on Someone Else's Platform
Connecting the dots between PR, social media and business outcomes continues to be an ongoing challenge — for companies, for individuals, and frankly, for the industry as a whole. (Ask five PR pros how they measure their work and you’ll get five different answers.) Enter Klout, a service that bills itself as the measure of […]
Carefully Crafted on October 26
Dear PR Pro, Is PR just Professional BS-ing?
An email I recently received from a PR student included the following question: In many of my PR classes we talk about how journalism in general, and specifically in PR, professionals sometimes get a bad reputation. I’ve heard people say it’s just all spin, PR really isn’t that hard, and even my family has called […]
Carefully Crafted on October 25
Work Smarter: 3 Tools to Increase Productivity
This is a guest post from Harrison Kratz. Harrison is a bright, up-and-coming PR pro who’s doing amazing work with Tweetdrive, which aims to use social media to form “real-world” communities that can help underprivileged children around the globe. Because he has his hands in so many pots, Harrison is a prime source to recommend […]
Carefully Crafted on October 04
Blogging Bootcamp: Getting Started and Sticking With It
Whether you are an individual wanting to share gardening, parenting or cooking experiences — or you work for a company interested in sharing expertise, best practices, case studies or data — launching and sustaining a blog is hard work. I recently delivered a “blogging bootcamp”-style presentation. The audience included people new to blogging, as well […]
Carefully Crafted on September 26
Social Media: Media Relations' Secret Weapon (aka Social Media Helps Secure Media Coverage!)
Tired of seeing your competition being written up in the paper or online news sites? If you’re looking for news coverage in traditional or online media, services like HARO (Help a Reporter) can certainly help; however, to create a sustained, strategic media presence, you need to focus on proactively pitching story ideas, creating news opportunities […]
Carefully Crafted on September 20
Case Study: Building, Sustaining & Leveraging Online Communities
In social media, we talk a lot about online communities. But, we don’t talk nearly as much about why building, sustaining and leveraging an online community is important to your business. I work with the Columbus Marathon, helping to develop and implement a digital PR and social media strategy. I recently shared the Columbus Marathon […]
Carefully Crafted on September 13
Facebook as an Event Planning Tool
From my most recent contribution to Mashable, 7 Ways to Improve Event Planning with Facebook. You can read my past articles here. “From professional event producers to volunteer committee members, event planners see Facebook as must-have tool in their toolkit. How can Facebook give a boost to your next event? Read on for some tips […]