The days are gone when earned media clips and social media likes alone satisfy the executive leadership team.

The C-suite wants to know what communicators are doing to improve the organization’s bottom line. While PR has inherent value in raising brand awareness and creating positive sentiment, those things can be difficult to quantify – especially to those who don’t have an explicit comms background.

For that reason, it’s vital to speak in business language that makes sense to leaders across the org chart. To Brandy Jones, chief communications and marketing officer for the Southwest Ohio Regional Transit Authority, that means highlighting return on investment when talking to the CFO. If she’s in a meeting with her CEO or development team, she’ll focus on community impact.

“You really have to make sure that you tailor your message to those folks in the C-suite and what matters most to them,” Jones said. “And that starts with awareness – having those conversations upfront to understand business priorities and objectives, learning what stats are meaningful to them and then making sure that when you’re pitching your PR approach, you’re speaking in those same words to those individuals.”

Jones delivered her comments during Ragan panel discussion “Talk the Talk: Build Your Business Acumen and Speak the C-Suite’s Language.” She and the other panelists stressed the need to think strategically about how to tie the communications team’s efforts into the organization’s broader goals.

A part of that is showing cross-organizational collaboration. She said she can do a big campaign and even add in some marketing efforts. When promoting a new bus route, for instance, Jones didn’t just issue a press release. She worked with the marketing team to develop a multi-faceted campaign to highlight the financial value of riding the bus. It included billboards, TV interviews and even advertisements on screens on gas pumps that emphasize the financial benefits of riding the bus.

But she knows PR/marketing integration alone won’t present “the full picture” – the bus still has to show up, the driver has to be friendly and it has to be a good experience for the customer. To that end, Jones and her team work with transit analysts and the planning team to figure out what metrics the executive team would want to see. They’ll then tie that information into specific PR strategies.

If the goal is to increase ridership, Jones may create videos along the target corridors that feature local businesses or collect testimonials from partners. They may even host pop-up events to raise community excitement and awareness, Jones said. Afterward, they’ll analyze the new ridership data. If the numbers went up, PR has now proven that its work is driving bigger picture business goals.

“Measure, measure, measure,” Jones said. “Marketing’s bread and butter is being able to show that if you invest $1, you’ll get $10 back in return, along with awareness, action or whatever that means for your business model. And for PR we have to be very intentional to measure everything we do.”

Once they start to see the impact of those numbers in broader business terms, things “kind of click” for the C-suite, Jones said.

“I don’t think we need to discredit the role of PR if we can’t take all the credit, but speak to how that partnership created the perfect environment for those results,” she added.

The post How to speak the C-suite’s language appeared first on PR Daily.

Businesses have used artificial intelligence in their everyday workflows since the early 1990s with the creation of spam filters for email. But in recent years, generative AI – or AI that creates text, images or codes rather than simply sorting data – has exploded.

Change can be scary, admitted Rebecca Simons, communications manager at Cisco. She noted that conversations around AI often feel like they “need a degree in computer science to understand.”

One way to overcome any fears about AI is through education. Simons led a recent webinar during Ragan’s AI Virtual Conference for Communications, aiming to provide a clearer understanding of common AI concepts and their applications.

“The whole idea here is we’re going to work together to demystify AI jargon,” she said.

Here are some of the key points she covered:

• Deep learning: A form of machine learning system trained to make decisions like the human brain by recognizing patterns and learning from large data sets. YouTube and Spotify, for instance, use it to analyze user preferences to make personalized suggestions. “It’s basically analyzing what you are doing and then trying to provide you with recommendations based on your behavior,” Simons said.
• Large language models (LLMs): A deep learning model trained on massive data sets to understand and generate human language in a coherent way. For instance, Grammarly uses an LLM to analyze text for grammar, tone and clarity, providing advanced suggestions to improve writing quality.
• Natural language processing (NLP): Allows machines to understand, interpret and generate human language. For example, Google Translate uses NLP to analyze the structure and meaning of words and phrases to accurately translate text.
• Hallucinations: This occurs when an AI generates plausible sounding but factually incorrect information or content, like a hand with six fingers. She provided an example of an attorney who nearly got disbarred for using AI to produce case law citations. When it couldn’t find an example, it made one up. “Basically, it doesn’t have the data or information, so it’s trying to piece together a story to generate content,” Simons said. She believes AI tools are valuable for brainstorming and drafts, but the content will likely require diligent fact-checking.
• Agentic AI: A way of combining automation with the creative abilities of an LLM. Users can create a system that provides the LLM with access to external tools and algorithms that supply instructions for how the AI agents should use them. Simons believes agentic AI will significantly influence comms in the next wave by helping with “strategic brand reputation management driven by personalized user preferences.”

The best way to learn, Simons said, is by picking up the technology and trying it out. She recommended doing it at home and getting comfortable with it before moving toward any professional applications.

“I would say the most important part is really like getting in there, giving it a try,” Simons said. “It’s just a trial-and-error situation.”

Watch the full video below.

The post What AI terms really mean appeared first on PR Daily.

Artificial intelligence simplifies processes and assists in creating rough drafts. However, savvy readers can easily spot copy generated by a bot because it often sounds inauthentic or impersonal.

That’s why PR professionals must remember that chatbots need human oversight to ensure generated text not only sounds right but also reflects branding rules, industry style and is accurate.

“We are the pros who can do it,” said Jennifer Magas, assistant professor at Nova Southeastern University, during Ragan’s recent AI for Communicators Virtual Conference. “We can tell that personal story, handle that crisis and work alongside AI to create content that resonates with our audience.”

During her discussion, Magas, who has worked in both journalism and PR, outlined insights for editing and personalizing AI-created content to meet professional standards.

Step 1: Verify facts, sources

Regardless of how well someone writes something, if the information isn’t accurate or is misleading, nothing else matters. So, the first and most crucial step is fact-checking.

Although AI is improving reliability, quality sourcing remains a challenge. Magas emphasized the importance of verifying all statistics, quotes and information against reliable sources, such as .edu and .gov websites or peer-reviewed journals. She also recommends citing all sources, whether through footnotes, hyperlinks or citations.

Magas also highlighted the need to run a plagiarism check anytime AI creates text, as LLMs pull in information from all over the internet and may unintentionally steal intellectual property.

“That’s our fear, right?” Magas said. “That’s our big fear.”

Step 2: Refine copy and then rewrite it

Different audiences need different approaches, so it’s crucial that the copy’s tone and style fit the target audience. AI tools, like ChatGPT, have different “temperature settings” that can affect the tone, from formal and factual to creative and casual.

Magas advised asking the AI to adjust the tone to better suit the target audience and brand, providing a better first draft. Then, the communicator should use their storytelling skills to rewrite overly complex sentences to make the content more accessible and easier to read.

As part of the editing process, Magas recommended was Grammarly to help improve writing, whether it’s the flow or grammar issues. But she stated that nothing beats “pulling out a ruler” and going line-by-looking looking spacing issues, typos or even a missing comma.

Step 3: Diversifying sentence structures

One of the shortcomings of AI-generated content is that it can fall into formulaic patterns based on its training. That can be a problem, Magas said, because sentence variety keeps content engaging and prevents it from sounding robotic.

She suggested going back to mix in a series of statements, questions and commands to make the content sound more personal. Reading every sentence aloud can help identify the need for variety, as well as grammar issues that editing tools may overlook.

“Trim those unnecessary words,” Magas said. “Take out the ‘really.’ Take out the ‘very,’ take out the ‘in order to’ for more direct sentences.”

Step 4: Personalizing for brand voice

Engaging with an audience in a meaningful way requires content to reflect a brand’s unique identity.

Magas’ process involves personalizing AI-generated content to align with the style guide, ensuring consistency with approved word choices, language, punctuation and tone. Often, brands have a “personality,” whether formal, casual, or authoritative.

By aligning the content with the brand’s personality, Magas ensures that the final product resonates with the target audience.

“If you don’t have a style guide at your company, please start working on one,” she said.

AI has the potential to become a powerful tool in every communicator’s toolbox. Yet, it’s essential to remember that AI is only as effective as the person using it. A PR pro’s skills, understanding of the brand and gut instincts are the most important part of unlocking AI’s full potential.

Watch the full video below.

Casey Weldon is a reporter for PR Daily. Follow him on LinkedIn.

The post 4 steps for making AI copy sound more human appeared first on PR Daily.

Public relations teams constantly seek ways to show their value to business objectives. One effective approach is to highlight the behind-the-scenes PR efforts driving certain campaigns or business functions.

At a recent Ragan virtual conference, Elizabeth Winter emphasized the benefits of using “flash reports” – concise overviews of PR activities. The goal is to gather on-the-ground observations and conduct sentiment analysis of social media highlights and earned media as activities unfold.

They can come in the form of a presentation or even an email.

“We really need to PR the PR,” Winter, senior manager of public policy communications at General Motors, said during the “Proving the Value of PR to the C-suite” webinar. “All that data is crucial, but sometimes leaders just want to know what’s happening.”

During her presentation, Winter outlined a five-step approach for crafting a flash report.

1. Pre-write against business objectives

Before going into any campaign or big event, it’s important to do a little prep work ahead of time to make sure the C-suite understands how a particular PR strategy ties into the broader business objectives. That will help set establish a baseline of expectations for leadership.

2. Lean on your team

Winter stressed the importance of tapping into the support system – whether in-house or agency help – to track initial reactions, both online and on the ground. For example, at live events, Winter’s team records quotes from journalists and analysts while documenting major moments, like a “gasp” during a car reveal at an auto show, to show leaders “what was in the room.” They also watch media mentions and social media engagements in real time so they can send out reports and respond to questions promptly before company leaders have seen the headlines.

3. Call out cross-functional work

Winter believes in showcasing successful examples of collaboration with business partners. Use the flash report to highlight what those partners did or how the PR team worked with them to emphasize integrated approaches, demonstrating that PR doesn’t operate in a silo, Winter said.

“We all know that reports get forwarded, so it’s good to be a good partner,” she added.

4. Be clear when a deeper dive is coming

Think of these reports as a table setter for the more data-driven presentation at the end of the campaign. As part of the flash report, make sure to set a date for when leadership can expect that detailed report. Setting that date is important because it serves as a reminder that the flash report is only initial reactions and that something more robust is on the way.

5. Cut down and then cut down more

Keep reports concise, visually engaging and clear, as the C-suite is busy and PR is just one of the many things they’ll be surveying that day. At General Motors, Winter’s team relies on “simplistic writing” and strives to create executive documents for “scanability.”

These flash reports shouldn’t comprehensive, Winter said. The main goal is to position the PR role as a strategic counsel for the leadership team.

To that end, it’s essential for communicators to stay ahead of the curve and consider what’s next and how to build on successes. Beyond updating the C-suite, these flash reports offer the PR team regular chances to review their work, identify areas for improvement and learn from their experiences.

“By the time you get to that presentation where you’ve dug into the metrics and the analysis, they’re already on to the next thing,” Winter said. “Coming to those… discussions with how you’re going to apply (what you’ve learned) to that next thing is, really, what’s going to prove your value.”

Watch the full video below.

The post PRing the PR: Use flash reports to highlight successes appeared first on PR Daily.

It’s important for PR teams to have a strategy for selecting and presenting metrics and information to the C-suite that showcases their value to the organization’s overarching mission. But sometimes the information leadership wants isn’t available – at least not in a format that tells the story they want to read.

Northwell Health, for instance, has run into issues properly gauging press sentiment. That’s a data point that leaders of the New York’s largest health system have requested multiple times over the years, according to Joe Kemp, Northwell’s assistant vice president of public relations.

“This is a tool we need because it essentially will help us better define our North Star and the direction we need to go,” Kemp said during a recent webinar entitled “Proving the Value of PR to the C-Suite.”

Right now, though, sentiment is an unreliable metric because of what Kemp described as the “rather crude” analysis tools on the market. Measuring sentiment often works against healthcare providers, Kemp said. Typically, content related to serious health issues automatically gets a “negative” rating, even if the coverage is positive. For example, a cancer patient success story would actually hurt Northwell’s sentiment rating results because it’s about cancer, without any further analysis of the story.

In this type of situations, it’s important to be straightforward with leadership. Yes, the data may exist but it’s flawed. Tell them the reasons why the information is bad. As Kemp said: “It’s better not to include something that’s so unreliable right now.”

Of course, sentiment is just one piece of information and requested by Northwell leadership. Kemp stressed the importance of having a full suite of information that shows how the PR strategy aligns with the organization’s top priorities – clinical excellence, education and research – as well as its commitment to community health and access to care, regardless of a patient’s ability to pay.

To highlight the value of that work, Northwell’s 16-member PR team balances quantity and quality in media placements. They track metrics like impressions and clip count, comparing their performance to local competitors. At the same time, they prioritize securing prominent headlines and thought leadership opportunities that directly support the organization’s strategic goals.

At the end of the day, the hospital system’s leadership team still wants those sentiment numbers. As such, it’s important to come up with alternative solutions to address that need.

While there may not be a great piece of technology on the market to gauge healthcare sentiment right now, the Northwell team is going out to create one of its own. They’re currently looking to build a custom tool with an outside vendor. In the meantime, Kemp said they’re using generative AI tools to add more context and nuance to sentiment analysis.

Once it’s up and running, the PR team will add those findings to the quarterly report to the executive team.

“You can’t manage what you can’t measure,” Kemp said.

You can watch the full video below.

The post Strategies for crafting measurements that don’t exist yet appeared first on PR Daily.

Deciding to use an artificial intelligence platform isn’t as simple as just signing up for a platform. To maximize the tool’s potential, an organization needs to consider a range of other factors – from when and when not to use it, to the impact on staff to broader ethical concerns.

“It’s really (about) developing what I would call responsible AI,” said Jeff Willinger, director of digital experience and AI for Withum, an advisory and public accounting firm.

Willinger was part of a panel during Ragan’s recent AI for Communicators Virtual Conference. As part of the discussion, he outlined a series of best practices for organizations looking to onboard these types of tools successfully.

• Establish a clear vision and reason for using AI. Before moving forward, leadership should clearly explain to staff why they’re considering AI. This helps address internal and external concerns about adopting AI. There are real fears that AI will “take everyone’s jobs,” so outlining how and why the business is using these tools – such as simplifying repetitive or menial tasks – can ease some of those concerns.
• Align AI to specific business practices. As part of its self-evaluation, an organization should identify areas where it wants to use AI. This means finding gaps in business processes and researching tools that can fill those operational holes. For PR, this could mean tasks like generating the social media calendar for the month or drafting the first versions of press releases.
• Don’t rush things. Just because a tool could help doesn’t mean the organization is ready to use it. Leadership needs to do a thorough assessment to ensure they can make the change without an issue. Willinger mentioned that general resource allocation and planning is going to be key.  An organization must make sure it has the staff, leadership oversight and IT capabilities to administer any new processes. Since the company probably doesn’t have an existing AI team, it’s essential to plan and divide resources carefully, according to Willinger. “Take it slow, especially in large companies,” he advised. “Look closely at your current situation and be honest about what you can do on your own and what you need help with.”
• Getting organizational buy-in. Willinger advocated for identifying and engaging key ambassadors or “change agents” within the organization to “sort of get them along for the ride.” This should take place near the beginning of the process. Getting the team on board, maybe even making them excited about using AI, will make it easier to embed the tools into your corporate culture, Willinger said. “Let’s get people wanting to look at the future,” he added.
• Establish an ethical use policy. Of course, understanding how the tools can be beneficial is an important part of AI adoption. But just as significant Willinger said, is making sure companies know how to use them appropriately. It’s not the sexiest part of the process, Willinger said, but it’s vital to have the “G-word” – governance – is a major consideration. Adoption of these tools shouldn’t take place without consulting with the company’s legal team, HR and best practices authored by trade organizations such as PRSA. “Having guard rails up and a governance plan in place is absolutely necessary,” Willinger said. “These machine learning algorithms are used to make decisions, and we need to ensure they are being used safely and responsibly.”

You can watch the full video below.

The post 5 things you must do before implementing AI at work appeared first on PR Daily.

Artificial intelligence tools have opened up new possibilities for communicators to elevate their digital storytelling through advanced video and image creation.

Steve Salvador, APCO‘s creative director of brand programming, noted that image and video generation are in their early phases. However, he emphasized that the field is rapidly evolving, pointing out that ChatGPT only emerged two years ago.

“AI is seen as a future necessity, something that holds a lot of potential and should be embraced,” Salvador said during Ragan’s recent AI for Communicators Virtual Conference.

To help communicators new to AI, Salvador and APCO designer JT Toomer shared insights and best practices for using AI to create visual content. They demonstrated AI tools their firm uses, including Midjourney, Runway, Copilot, Pictory, invideo AI, Lumen5 and VEED.IO. They also highlighted design tools that have incorporated AI capabilities, such as Canva and Photoshop.

APCO has used each of these tools in different ways, leveraging their features to streamline workflows, enhance project quality and spark creativity:

Canva: Toomer described Canva as a great entry-level tool for learning AI in design work. He praised it as “an intuitive and user-friendly platform,” highlighting its “Magic Edit” and “Magic Media” tools, which use AI to add, remove and create images.

Photoshop: New feature Generative Fill lets users add or remove content from images using text prompts for realistic results. This feature is great for adding small details to stock images or removing background elements, according to Toomer. For instance, you can remove a logo from a T-shirt without affecting the shirt’s coloration. It’s especially useful when you need hard-to-find images. Toomer recalled working on a campaign that required a gas stove image. He put a photo of a couple cooking into Photoshop, added a prompt to add a gas flame under the pot’s burner and produced an image that was used in the ad.

Midjourney: This image generation tool is one of the original AI art generators. Toomer described it as “making waves in the industry” when it arrived on the scene. He highlighted the tool’s ability to allow users to create images using text prompts. The feature is similar to the capabilities of newer platforms, like Copilot, but many users believe Midjourney generate more dramatic images. It’s also less expensive. APCO uses Midjourney to expediate storyboarding process by fleshing out an idea or concept quickly.

Copilot: Comms pros can use this versatile tool to generate photos and videos. For instance, Salvador created a social media post based on a corporate social responsibility report from Starbucks. Given a prompt, Copilot quickly scanned the report, found a suitable section and turned it into a short video showcasing the company’s positive environmental impact. The video included an outline and linked to the relevant data in the report.

Pictory: Pictory has a video summarization tool that automatically pulls out the best parts from long webinars and podcasts, turning them into short, shareable videos. What sets it apart from others is its AI-powered Image Enhancement tool, which boosts the quality of images used in videos. With scripted video editing, users can edit videos simply by changing the script’s text.

“I would encourage you to start small,” Salvador said. “Begin with simple projects like social media posts or 30- to 60-second videos, where you can use AI to help digest the copy and ideate, and then use the tools to automate some of the video editing process.”

The post Tips for using AI for video, photo generation in PR appeared first on PR Daily.

It’s common to use the terms “influencer” and “creator” interchangeably to describe someone with a large following on social media. After all, both are creating something in the hopes that it will influence their audience to take some sort of action.

But they aren’t quite the same — and the differences could have big implication for your next partnership campaign.

During Ragan and PR Daily’s recent Social Media Conference, Rachel Vandernick, founder of The Vander Group, discussed just how these two groups vary from each other.

“A creator is relatable by nature,” Vandernick explained “These are the people that are your personality hires for your brand. These are the people that add oomph and zest and vivaciousness and social commentary. An influencer, at their core, is aspirational. There is something about them that is intriguing that someone is trying to replicate or emulate and reproduce in their own life.”

In other words, a creator is someone who is like us. An influencer is someone we want to be like.

Vandernick argues that both have their place in marketing and can be a great fit for your brand. But it’s vital to understand how they both are viewed by the audience and what the broader implications of that mean for a potential partnership.

“For a creator, you are hiring them for their personality content. You are hiring them for their point of view,” Vandernick explained. “For the influencer, you are selling to their core audience and monetizing their lifestyle as it is attached to your brand.”

The difference between these two camps is exemplified in a story Vandernick told of searching for the right partner for a drugstore lipstick brand. They were torn between two different people to help them reach their target audience of young women.

One seemed to have everything they needed. She lived in Miami and had a fun, flirty persona. They had tons of Instagram engagement, perhaps even over-engagement, with many fire emojis, lipstick kiss emojis, and “yes!” responses.

But even though she fit their needs on paper, she wasn’t the right influencer because her audience was primarily men.

“Now, if I had a hotel brand, if I had a club opening, if I had a liquor company, she’s my first call because she can sell the vibe, she can sell the experience,” Vandernick said. “But if she can’t monetize the product that I need to match her with for this client, it does not matter how good her engagement rates are, how good her rates are relative to reach, it becomes an irrelevant conversation.”

This influencer was a great fit for a certain lifestyle — but not for the young women Vandernick’s client needed to reach. They needed a creator who could sell her point of view to a specific audience that made that lipstick irresistible.

Watch Vandernick’s full presentation below for more tips.

The post How to know if you need an influencer or a creator appeared first on PR Daily.

There are now five generations in the workplace. The Silent Generation is working into their golden years, Baby Boomers are eyeing retirement, Gen Xers are overlooked as always, Millennials are raising families and Gen Z are just making their mark.  

Within those five generations come differing work styles, values and ideas.  

“We have never been more divided,” said Kathryn Chappell, senior vice president and partner at  FleishmanHillard, during Ragan’s Future of Communications conference. She continued, a trace of weariness in her voice: “The rise of social media, political divides global health crises, wars, it is easier than ever to speak to each other to reach each other, but harder than ever to connect on a human level. And that’s a real paradox for communicators.” 

Indeed, Chappell shared statistics indicating that while 82% of all Americans are comfortable working alongside people with differing political beliefs, that number drops to just 72% among Gen Z.  

“That’s a real challenge on our doorstep,” Chappell said. 

Even the oldest of Gen Z have only been in the workplace for five years or so. And what a five years those have been, marked by the global disruption of pandemic, protests and political upheaval.  

“While a lot of these generations have had that foundational workplace experience, Gen Z has not,” Chappell said. “This is what they’ve known, this is what they’ve lived in for their entire careers.”  

But these formative experiences didn’t just shape Gen Z — they  shaped workers of every age. And those traumatic shared experiences gave rise to a new cohort that cuts across generational lines, what FleishmanHillard calls Generation D – for divided. 

Chappell rattled off the values of Gen D: “Think of the planet and don’t travel. Be vegan, but don’t go over green. Have an opinion and be active, but don’t offend anyone. Embrace cultures, but don’t appropriate. Compete against each other, but we’re all winners. Be inclusive but be yourself online. Promote yourself and your hustle, but also stay humble.” 

In other words, all of us are holding these contrasting thoughts within ourselves, creating an ageless generation that is united in our confusion about what the heck we’re supposed to do and be. 

“We’re not really sure where we stand on every single issue,” Chappell said. “But we know the status quo probably isn’t right.”  

It’s confusing and exhausting as a person. As a communicator, it means understanding how these deep divides can help us reach audiences in a more empathetic, authentic way — not just in society, but within ourselves. 

“Authenticity is key above all else, all the time. And if you cannot say something that is authentic, then you shouldn’t say anything at all.” 

Watch Chappell deliver her presentation below. 

Allison Carter is editor-in-chief of PR Daily. Follow her on Twitter or LinkedIn.

The post There’s a new generation that cuts across ages: Generation D appeared first on PR Daily.

Communications is constantly in flux and so are the skills we need to stay relevant. But where can we turn to level up our core competencies—and which do we most need to improve?

Enter Ragan Training. It’s a one-stop hub featuring all of Ragan and PR Daily’s webinars, virtual summits, certificated series and live conferences—with training sessions covering everything from strategic planning and employee comms to social media, crisis planning and more.

A quick glance at the most watched videos on Ragan Training gives you a good idea which skills and competencies your peers (and, likely, your bosses) value most.

That’s why we pulled together this year’s top videos list, ranked by user views and takeaways across a mix of the site’s 12 skill categories. You’ll see some oldies-but-goldies here—and others focusing on evergreen skills like writing.

Dig into Ragan Training’s knowledge base to set yourself up for success in 2024:

1. Be Your Department’s Best Writer

Instructors: Emily Inverso, Senior Director, Axios HQ; Jim Ylisela, Co-Founder and Senior Partner, RCG

Best tip: A five-step writing formula for writing scannable copy that employees will love—whether it’s an email or intranet post. You also won’t want to miss Ylisela’s 3-30-3-30 rule for better writing

2. ChatGPT Isn’t Taking Your Job: Why Writing Like a Journalist Still Matters

Instructor: Alan Black, Director of Corporate Communications, U.S. Navy at Dahlgren, Virginia

Best tip: “Make it click”—secrets of sticky headlines, subject lines, teasers, leads and CTAs

3. What’s Next in the Age of TikTok: How to Go Big with Micro Video

Instructors: Adu Adu, Global Head of Social, Creator & Culture, Logitech; Lexi Herrick, Director of Audience Development, Social Media and Analytics, Allure Magazine (Conde Nast) 

Best tip: The magic of “RUI” not “ROI”—three traits of every successful, viral TikTok video.

4. Crisis Management: How to Lead Employees from Chaos to Calm with Culture

Instructor: Brian Brockman, Vice President of Communications, U.S. and Canada, Nissan Motor Corp

Best tip: Five ways to establish meaningful outreach initiatives that support employees during change (yes, town halls and AMAs are in the mix, but so is internal ambassadorship via social media)

5. Where Inclusivity and Accessibility Meet on Social Media

Instructor: Destanie Morman, Communications Director, Vote Run Lead

Best Tip: Examples of how to post accessible images and video, including descriptive captions, color contrast and more

6. Writing Certificate Course (Week 1)

Instructor: Jill Stewart, Writing Coach and Adjunct Faculty Member, DePaul University’s College of Communication

Best tip: How to “weed out wordiness” using an exercise guaranteed to reduce repetition and redundancy (yes, that fun recurrence was intentional!)

7. Thoughtful Thought Leadership on LinkedIn

Instructor: Nicole Moreo, Head of Customer Insights for North America, LinkedIn

Best tip: How to create “empathy maps” for your LinkedIn audience to make sure your posts hit—and solve—their pain points)

8. Innovative Intranets: How to Break Down Silos and Boost Engagement

Instructor: Shannon Iwaniuk, Director of Internal Communications, Alcon

Best tips: A quick way to audit your intranet (plus easy fixes to update the design of your intranet)

9. Inclusive Writing Strategies that Foster Belonging

Instructor: Destiny Chambers, Vice President and Head of Marketing, Lippe Taylor

Best tip: A checklist of proper nouns and active voice examples that help to keep inclusivity and a people-first mindset at the forefront of our language

10. Data-Driven Social Media Measurement: Handling Tight Budgets, Tracking Trust and More

 Instructor: Andre Hidalgo, Associate Director of Social Media, AARP

Best tip: The only thing your boss wants to hear—and how to address that lingering ROI question.

Brian Pittman  is the Dean of Ragan Training a Ragan Communications event producer. For more information about Ragan Training, contact him at brianp@ragan.com.

The post The top 10 Ragan Training videos of 2023 appeared first on PR Daily.

What does purpose mean to an organization, business or brand?

Everything, especially when it comes to standing out in a busy, oversaturated marketplace.   

The need to have a clearly defined purpose is growing by the day as eager customers and future employees want more than a good product to buy or just a steady paycheck.  

During Ragan’s Strategic Communications Conference this past fall, Victoria Baxter, senior client partner, ESG & Sustainability at Korn Ferry, spoke about the potency of purpose and using it to capture the attention of stakeholders.  

With purpose in mind, consumers and citizens are looking at the private sector to do more than “sell products and make money,” Baxter said during her presentation.  

 “That is something that has been growing statistically year after year,” she adds. Baxter’s presentation, “Cultivate and Communicate Purpose: Building an Authentic Brand in the Public and Press,” aims to strike a chord with PR professionals attuned to helping their client or company stand out among fierce competition.  

Baxter said that “we’ve turned the corner a couple of years ago” from people saying that they would buy brands that are purpose-driven to actually buying purpose-driven brands.   

“When I’m talking about purpose, I’m really talking about business-aligned strategies through your business where you are advancing positive social and environmental impact,” Baxter, who has helped Fortune 500 companies improve their corporate brand, noted. “There’s a lot to be done with purpose.” 

“We’re also talking about trust, we’re talking about sustainability, we’re talking about culture,” she said. “They’re similar things, but not exactly the same thing.”   

While Baxter gave nearly 30 minutes of sage business advice, the top tips from her talk can be found below:  

1. Retire the definition of purpose as the, “Reason for being beyond making a profit,” because it keeps purpose solely in the marketing sphere. It’s a collective companywide message at the core of a business strategy.
2. Defining one’s purpose can be simply centered on going beyond finding the bottom line. How do companies succeed and maintain long-term growth while being a “positive impact on society and the planet”? Once that’s figured out you can build from there. While building customer retention, employee satisfaction is on the line, too. Dubbed the “Great Reflection,” (the cousin of the Great Resignation) many employees left jobs with little to no purpose defined, Gartner reported.
3. Attracting a larger segment of Gen Z or standing out in the marketplace doesn’t have to be laborious. Care what they care about and put yourself in their shoes. Think about beefing up your company’s purpose and sustainability issues. This demographic, born between 1997 and 2012, is highly interested in sustainability in the long run. 
4. Companies need to tell more connected stories of purpose to their primary audiences of customers and employees. “Speaking in the right language to the right audience” conveys the message that a company is unified and clear on its mission and vision. This is important when building on a platform of purpose.
5. Watch out and ensure that words and actions are always aligned when purpose-building. A too-general purpose, or one not related to “business realities” spells disaster along with a missed opportunity to tell one’s story properly. Essentially, make the first impression count.

 Find more information on purpose-driven comms at Ragan Training click here.  

Sherri Kolade is a writer at Ragan Communications. When she is not with her family, she enjoys watching Alfred Hitchcock-style films, reading and building an authentically curated life that includes more than occasionally finding something deliciously fried. Follow her on LinkedIn.  

The post 5 tips on how being purpose driven is good for business    appeared first on PR Daily.

During another year of consistent surprise and endless news cycles, public relations professionals were once again central to engaging audiences through all the noise. This work helped organizations and clients alike tell timely stories and create meaningful messages during international crises, domestic disasters and everything in between.

Ragan’s PR Daily Awards celebrates the PR pros, marketers, agencies and campaigns that stand out and engage audiences in an age of uncertainty and distraction.

All finalists will be recognized — and category winners will be announced — during a special event at New York City’s Edison Ballroom as part of Communications Week.

Congratulations to all nominees and finalists.

Grand Prize

PR Campaign of the Year

5WPR: Axiom Space

Funko: PR Team

GlaxoSmithKline: Theraflu’s Right to Rest and Recover

Identity: Hudsonville Ice Cream x Little Debbie: The Two Billion Impression Scoop

WM Technology / Weedmaps: Hijacking the Super Bowl Ad Conversation to Battle Cannabis Censorship

Campaigns 

Arts & Entertainment Campaign

IW Group: McDonald’s Hall of Zodiacs

Tara, Ink.: Tara, Ink.

B2B Campaign

Brodeur Partners: Launching a Sustainable Future for Cannabis Packaging

Clarity: W3W: Lost and found in LA County

Gravitate PR: Strivr: The Bridge to the Metaverse

Landing AI: Democratizing AI

Oracle: 2021 AI@Work Campaign

SpotOn: Points of Profit

Ted Miller Group, LLC.: Matter’s Takeover of CES

Beauty, Fashion or Lifestyle Campaign

Diffusion: All Eyes on EyeBuyDirect – EyeBuyDirect with Diffusion

Jeneration PR: Reinvigorating a baby brand’s connection to new mothers

L’Oréal: CES 2022

Branding Campaign

FARO Technologies, Inc.: Brand Refresh Campaign

Keurig Dr Pepper: A Snapple Corner Story

Cause-Related Marketing Campaign

3M: Not the Science Type

Funko: PR Team

Georgia Commute Options: Air Quality Improvement Initiative

Mower: Roam The Empire

NBCUniversal Telemundo Enterprises: Our Girls, the Unstoppable Women of the Future

Philip Morris International (PMI): United to Safeguard America from Illegal Trade (USA-IT)

Community Engagement Campaign

Disney Parks, Experiences & Products: planDisney

Mars Petcare: How Mars Petcare Inspired its Community to Save 285 Pets during its Annual Adoption Weekend

U.S. Department of Veterans Affairs/Accenture Federal Services: 2022 GI Bill Summit

Community Relations Campaign

BlueCross BlueShield of Tennessee: FREE AND FUN FOR ALL: BLUECROSS HEALTHY PLACES

IW Group: McDonald’s APA Next

NBCUniversal Telemundo Enterprises: Planifica tu Vacuna

Philip Morris International (PMI): United to Safeguard America from Illegal Trade (USA-IT)

Violet PR: Revitalizing Newark Symphony Hall

Content Marketing Initiatives

McDermott Will & Emery: Engaging Clients with Case Studies

Sage Growth Partners: Sage Growth Partners and Prealize Health, State of Health PR Campaign

TD Bank: TD Bank Digital Content Team

UC Davis Health: Employee Open Enrollment 2022

Corporate Communications Campaign

Comprise x CableLabs: 10G Challenge

East Cambridge Savings Bank: Benefits of a Mutual Bank

OneTrust: OneTrust Launches the World’s First Trust Intelligence Platform

Covid-19 Communications Campaign

MolinaCares and Forbes Tate Partners: COVID-19 Vaccine Education Campaign

NBCUniversal Telemundo Enterprises: Planifica tu Vacuna

Pratt Institute: Making a Difference

Sage Growth Partners: Sage Growth Partners and National Minority Health Association PR Campaign

The Leukemia & Lymphoma Society: The LLS National Patient Registry

Virginia Commonwealth University: VCU Better Together – Student Vaccine Campaign

 CSR (Corporate Social Responsibility) Campaign

Jackson Family Wines: Rooted For Good: Roadmap to 2030

Philip Morris International (PMI): United to Safeguard America from Illegal Trade (USA-IT)

Target: Moving Target Forward

DE&I (Diversity, Equity & Inclusion) Communications

Ascension: ABIDE

Children’s Health: Children’s Health Expands Diversity & Inclusion Program to Support and Empower Employees, Patients and Community Members

Double Shot: Double Shot

IW Group: Jack Daniel’s Tennessee Fire presents Drag Queen Summer Glamp

National League for Nursing: Taking Aim: Addressing Structural Racism, Diversity, Equity, Inclusion, Implicit Bias & Social Justice

NBCUniversal Telemundo Enterprises: Cebrando el Mes del Orgullo

R+Co: Pride Edition: DREAMHOUSE Cold Pressed Watermelon Wave Spray

Education Campaign

IW Group: McDonald’s APA Next

Jackson Spalding: Delivering the Future: Jackson Spalding, The Coca-Cola System & The Technical College System of Georgia

ESG (Environmental, Social & Governance) Communications

Austin Resource Recovery: Curbside Composting Program

Landis Communications, Inc.: Fish Run Place

LG&E and KU: You ‘herd’ it here first: LG&E and KU launch live sheep cam

Target: Moving Target Forward

Webster Bank: Webster Bank’s 2021 Environmental, Social and Governance Report

Event PR or Marketing Campaign

1Milk2Sugars: Keys Soulcare X Sephora Canada Launch

Cloud Native Computing Foundation: CNCF: Resilience Realized

Diffusion: Scripps National Spelling Bee x Diffusion Make History with First Black American Winner

Fraser Health: Increasing community immunity through a Vax-a-thon event

Green Giant with Gillian Small PR: Green Giant® Partners with PEEPS® to Pull The Ultimate April Fool’s Day Prank: Green Giant® Cauliflower-Flavored PEEPS®

Mars Petcare: Helping 285 Pets Find Homes with Mars Petcare’s 13th Annual Adoption Weekend

TV One Networks: Urban One Honors

Food or Beverage Campaign

Beyond Meat: Beyond Fried Chicken

HUNTER: PEBBLES® SLAM DUNKS NATIONAL CEREAL DAY WITH NIKE COLLABORATION

Identity: Hudsonville Ice Cream x Little Debbie: The Two Billion Impression Scoop

IW Group: Jack Daniel’s Tennessee Fire presents Drag Queen Summer Glamp

Mohegan Sun: Mohegan Sun serves the bold with launch of newest coffee shop, The Crafty Stir Cafe

Popeyes: Buffalo Chicken Sandwich Launch

Rinck Advertising: Dunkin’ Maine Blueberry Line-Up

Global PR Campaign

3M and Ketchum: State of Science Index 2021

East Bay Municipal Utility District: EBMUD Fossil Discovery

Hilton: To New Memories

L’Oréal: CES 2022

The Hoffman Agency: A World-class PR Program on a Shoestring Budget; Elevating the Supermicro Brand and CEO Profile in the U.S., EU and APAC

Influencer Campaign

Endo International, plc: Really Cellulite Influencer Campaign

IW Group: Jack Daniel’s Tennessee Fire presents Drag Queen Summer Glamp

JPA Health: Getting Out of the Rough

Kaplow Communications: Warners Is All You Need with Kaplow Communications & ShopStyle Collective

Peppercomm / Honeymoon: Peppercomm / Honeymoon for Binance

The Hoffman Agency: From Water Jugs to Dumbbells — Bowflex Influencers Bring Fitness Home

Integrated PR & Marketing

Cloud Native Computing Foundation: CNCF: Resilience Realized

East Cambridge Savings Bank: Benefits of a Mutual Bank

Gravitate PR: Hired: State of Tech Salaries

Havas Formula: Core Hydration Summer 2021 Campaign

iQ 360: Hawaii Department of Health’s COVID-19 Vaccines for Keiki

MyWHY Agency: American Medical Association 175th Anniversary Campaign

NBCUniversal Telemundo Enterprises: Come with Us / Juntos Imparables

OneTrust: OneTrust Launches the World’s First Trust Intelligence Platform

Marketing Campaign

JSI Research & Training Institute, Inc.: Tick Free NH

LG&E and KU: Empowering Convenience with LG&E and KU’s New Mobile App

Made You Feel: TUSHY Super Bowel

P1FCU: 1% Cash Back Refi

Media Pitch

Experience Columbus: Holiday Press Box Mailer

Lincoln Financial Group: Spring Clean Your Finances

Notably: Rowan Valentine’s Day Survey Pitch

Smithsonian’s NMAAHC: Jackie Robinson 75

Aurora Strategy Group: Canadians for Nuclear Energy

Media Relations Campaign

Airfoil Group: MSHDA MIHAF Launch Campaign

Children’s Health: Children’s Health Educates and Empowers Parents, Physicians with COVID-19 Media Relations Campaign

Diffusion: Honey, I’m Home: Maximizing Burrow’s Revenue Through Targeted Media Strategy

Endo Aesthetics: Endo’s QWO: Launching the First and Only FDA-Approved Injectable for Cellulite

GlobalFoundries: Ascent to Semiconductor Industry Leader

L’Oréal: CES 2022

Mars Petcare: Earning 551M Impressions to Spotlight Pet Adoption with Mars Petcare’s 13th Annual Adoption Weekend

Smithsonian’s National Museum of American History: Jan. 6 Capitol Attacks Anniversary

Technica Communications: Fast EV-Charging Goes to Washington: Tritium’s PR journey from nascent Australian brand to White House Endorsement

Ted Miller Group, LLC.: Matter’s Takeover of CES

The Home Depot with MSL and Hartmann Studios: How to Sleigh the Holidays: The Home Depot Halloween & Holiday Program 2021

Multicultural Campaign

5WPR: REVOLT

Buchanan’s, DIAGEO NA: BUCHANAN’S Scotch Whisky Introduces The What Glory We Are Campaign Celebrating Those Who Embody the Spirit of the 200%:  100% Hispanic and 100% American

Century 21 Real Estate: CENTURY 21 Empowering Latinas Program

IW Group: McDonald’s Hall of Zodiacs

NBCUniversal Telemundo Enterprises: Come with Us / Juntos Imparables

VCU Health: Hispanic COVID-19 vaccine outreach

Nonprofit Campaign

Berg & Associates LLC: Keeping Oregon Wildlife Safe One License Plate Sale at a Time

Brodeur Partners: Transforming an Iconic In-Person Walk into a Virtual Event Amid a Pandemic

GENYOUth: Taste of the NFL: A Campaign to End Student Hunger

Team Rubicon: Afghanistan Resettlement

The Dayton Foundation: Centennial Celebration – 100 Gifts to the Community

The Veterans of Foreign Wars: VFW #StillServing

Original Research

Cigna: Cigna Healthy Workforce

Civic Alliance: The Corporate Civic Playbook

EvolveMKD: The Evolution of Communications

Fender Musical Instruments Corporation: Fender Uses Nationwide Survey, Doubles Down On Beginner Tools To Break Down Barriers, Demystifies Guitar

Gravitate PR: Hired: State of Tech Salaries

Hilton: The Changed Traveler: Hilton Explores Emerging Travel Trends Two Years Into the Pandemic

Oracle: 2021 AI@Work Campaign

PR on a Shoestring Budget

Disney Parks, Experiences & Products: Disney Parks

Nouveau Communications: HipDot x Cup Noodles Launch

Smithsonian’s National Museum of American History: Jan. 6 Capitol Attacks Anniversary

Public Affairs Campaign

Aurora Strategy Group: Canadians for Nuclear Energy

CYBER.ORG: National K-12 Cybersecurity Learning Standards

Marino: FixRx’s Campaign to Fix NY’s Broken Prescription Drug System

U.S. Department of Veterans Affairs/Accenture Federal Services: Post-9/11 GI Bill Enrollment Verification Rollout Campaign

Public Service Campaign

Jackson Spalding: #ListentoGwinnettMoms Campaign

JSI Research & Training Institute, Inc.: Rhode Rules for Rhode Island

Philip Morris International (PMI): United to Safeguard America from Illegal Trade (USA-IT)

Re-branding or Re-positioning

BorgWarner: BorgWarner Rebranding Campaign

Canine Companions: Canine Companions

Clean Energy Buyers Association: Clean Energy Buyers Association Renaming & 2030 Strategy Rollout

Peraton: One Peraton

Social Media Campaign

Novartis Pharmaceuticals with BCW: Expanding Patient Support and Resources with ENTRESTO Chatbot

Disney Parks, Experiences & Products: Disney Parks

L’Oréal: CES 2022

NBC Sports Next: “Celebrating Women in Golf” Social Campaign: A Hole-in-One for GolfPass

Storytelling Campaign

Clarity: Zesty.ai: Reshaping the Insurance Industry

Lockheed Martin: The Need for Speed – Telling the Story of Lockheed Martin’s Role in Top Gun: Maverick

United Way of the National Capital Area: When None Are Ignored, All Will Thrive

Technology Campaign

5WPR: Axiom Space

Clarity: W3W: Lost and found in LA County

Comprise x Valyant AI

Elev8 New Media: Vuzix Unveils Shield Smart Glasses at Consumer Electronics Show 2022

IW Group: McDonald’s Hall of Zodiacs

L’Oréal: CES 2022

Quarter Horse PR: EngageSmart IPO Campaign

SutherlandGold: Sila x WHOOP

Ted Miller Group, LLC.: Matter’s Takeover of CES

Thought Leadership Communications

ABB Installation Products: Food & Beverage Safety and Productivity Series

Berg & Associates LLC: Community-Based Thought Leadership Elevates OnPoint’s Position as Financial Wellness Leader

Civic Alliance: The Corporate Civic Playbook

Comprise x Terrapin: “Explore Responsibly” Campaign

ECMC Group: ECMC Group Lays the Groundwork for Education at the Speed of Change

Landing AI: Democratizing AI

Notably: Tealbook

The Agency: Thought Leadership Communications

Use of Data and Measurement

3M and Ketchum: State of Science Index 2021

ECMC Group: ECMC Group Helps Teens Question The Quo in Education

Subject Matter: Kastle’s Back to Work Barometer

Video Campaign

AGAR: IT IS US

Bacardi: Belonging at Bacardi

MolinaCares and Forbes Tate Partners: Andrew’s Journey COVID-19 Video Campaign

New York Independent System Operator: PR Daily video campaign

Ruder Finn: The Quest for Sleep

Health Care PR and Marketing

Health Care Content

Children’s Health: Children’s Health Shares Facts – Not Fear – With COVID-19 Content Strategy

Cigna: The Cigna Newsroom

EvergreenHealth: Redesign Builds Digital Front Door for Tech-Savvy Patients

Glooko, Inc.: Glooko Byline Articles on the Value of Remote Patient Monitoring

Health Care Covid-19 Communications

Aegis Sciences Corporation: TestingWorks! Allows Students to Return to the Classroom Safely

Baptist Health South Florida: Baptist Health COVID-19 Outreach

Jackson Spalding: #ListentoGwinnettMoms Campaign

MolinaCares and Forbes Tate Partners: COVID-19 Vaccine Education Campaign

SoutheastHEALTH: COVID Vaccine Clinics

Health Care Communications Campaign of the Year

Ascension: Thought Leadership

Baptist Health South Florida: Baptist Health COVID-19 Outreach

Fraser Health: Increasing community immunity through a Vax-a-thon event

Ruder Finn: The Quest For Sleep

Health Care PR Campaign

Amendola: Amendola Amplified DrFirst’s Healthcare Brand

Crowe PR: DermTech Melanoma Awareness Month Campaign

dna Communications/NVS Pharmaceuticals: Leveraging a Compelling Patient Story to Raise Awareness for Dry Eye Disease (DED) and Advance Competitive Edge for a Dry Eye Treatment

HSA Bank: The 2021 HSA Bank Health & Wealth Index℠

Lightspeed PR/M: How Lightspeed PR/M Told The Moving Story of MoveAgain

Raffetto Herman Strategic Communications: PlushCare

Ruder Finn: The Quest For Sleep

Health Care Publication

CARF International: Consumer Guide to Life Plan Communities

Changi General Hospital: Caring

McDermott Will & Emery: The Next Evolution of Healthcare Private Equity

UC Davis Health: UC Davis Health Magazine (Summer 2021)

Health Care Thought Leadership Communications

Amendola: Amendola helps HSBlox educate the market on value-based care

Ascension: Thought Leadership

Health Care Video

Conde Nast: Conde Nast (Epicurious) x Entresto

MolinaCares and Forbes Tate Partners: Andrew’s Journey COVID-19 Video Campaign

People and Teams

Corporate PR Team of the Year

Peraton: Corporate Communications and Engagement

Responsible Initiative for Justice: Responsible Business Initiative for Justice

Solebury Trout: Solebury Trout’s Corporate Communications Team

Marketing Team of the Year

Blackstone: Blackstone Marketing Team

March of Dimes: March of Dimes Marketing Department

St. Thomas University (STU): STU Marketing & Communications

PR Agency of the Year

Caliber Corporate Advisers: Caliber Corporate Advisers

EvolveMKD: EvolveMKD

Factory PR: Factory PR

JPA Health: JPA Health

Just Drive Media: Just Drive Media

The MRKT: Yanelis Garcia

PR Leader of the Year

Marissa Eigenbrood: Smith Publicity, Inc.

Astrid Greve Spencer: Enablon

Nicole Rodrigues: NRPR Group

Melissa Skottegaard: Cigna

Heather Zoumas-Lubeski: Endo International, plc

PR Professional of Year

Megan Driscoll: EvolveMKD

John Gonda: Sage Growth Partners

Podcasts & Publications

Annual Report

Children’s Health: Children’s Health 2021 Beyond ABC Symposium Spurs Critical Dialogue about Mental Health Amid COVID-19

iQ 360: HEI’s 2022 Environmental, Social and Governance Report

Mars Petcare: Mars Petcare Keeping People and Pets Together Report

Public Relations Society of America: PRSA 2021 Year in Review

UNC Health: UNC Health 2021 Annual Report

Webster Bank: Webster Financial Corporation’s 2021 Annual Report

Publication

Changi General Hospital: Caring

Marcus Thomas LLC: Sherwin-Williams Market Pulse, Vol. 2 Publication

NBC Sports Next, SportsEngine and 59 Creative: NBC Sports Next and 59 Creative Collaborate to Introduce First-Ever Interactive Kids’ Guide to the Olympics for Future Athletes

Non-Obvious Company: The Non-Obvious Insights Email Newsletter

Online Newsroom or Media Center

Metropolitan State University of Denver, RED online newsroom

Nissan Motor, Nissan News

OSF HealthCare, OSF HealthCare Newsroom

UC Davis Health, UC Davis Health News website (health.ucdavis.edu/news)

Podcast

American Association of Nurse Anesthesiology: Moving the Needle: A Nurse Anesthesiology Podcast

Aon: “On Aon” Podcast

JSI Research & Training Institute, Inc.: The Power of Prevention Podcast

Nordstrom: The Nordy Pod

SurePayroll: SurePayroll Back of the Napkin Podcast, Season 3

Webcast

National League for Nursing: NLN.org

Nissan Motor: Nissan News

P1FCU: P1FCU.ORG

UC Davis Health: UC Davis Health, open enrollment website (choosehealth.ucdavis.edu)

PR Events (Live or Virtual)

Employee Event

Bandwidth: Spirit Week 2022

Target: Take Five

Influencer Event

Cloud Native Computing Foundation: CNCF: Resilience Realized

Red Havas: Elevating Expertise at Transitions the Studio

The MRKT: Gordita Chronicles: A Strategic Partnership between HBO Max and Agency Partner The MRKT

Press Event or Media Tour

Identity: Identity, Guiding the Oakland County Prosecutor’s Office During the Oxford High School Shooting Crisis Response

Jackson Spalding: TK Elevator Grand Opening

Keurig Dr Pepper: A Snapple Corner Story

The Home Depot with MSL and Hartmann Studios: SkeleTON of Fun: Halloween and Holiday Virtual Media Showcase 2021 by The Home Depot

Social Media Communications By Channel

Facebook

Novartis Pharmaceuticals with BCW: Expanding Patient Support and Resources with ENTRESTO Chatbot

SPM Communications: Community Coffee Social Campaign

Instagram

AGAR, Kroger: Boost by Kroger Plus

SPM Communications: Community Coffee Social Campaign

LinkedIn

Endo International plc: LinkedIn: Engaging Team Members in a Highly Regulated Industry

Grey Matter Marketing: Grey Matter Marketing Reimagines Surgery with Asensus Surgical

TikTok

1Milk2Sugars: SPOTMYUV

HUNTER: TABASCO® Brand Enters the #HotSauceWars

Visit Orlando: Visit Orlando – Social Media Team

The post Ragan’s PR Daily Awards finalists announced appeared first on PR Daily.

SEO can be a tricky thicket for communicators.

Regardless of ilk or industry, if your website doesn’t appear near the top of Google’s search results, it’s as if you don’t exist.

Here to help untangle Google’s confounding algorithm is Alan Bush, VP of operations at Ignite and an instructor of SEO and digital marketing at the University of California, San Diego. He recently led a session at Ragan’s “Latest Google Skills for Communicators Virtual Summit”  covering:

• How search engines work and what they’re looking for (including BERT)
• The E-A-T framework: How to use Expertise, Authority and Trust to climb the rankings
• SEO strategy in three steps—a checklist for creating optimized content
• What’s next: How to optimize your content for mobile and voice search

He also offered six terrific SEO resources communicators can use, including:

Soovle. Per Bush: “This free tool is a great resource for generating ideas using auto-search from seven different popular search engines—simultaneously.”

Answer the Public. You’ll have to pony up to pay for unlimited requests, but you can access limited queries about “commonly asked questions to generate content ideas that will help with blogs, articles and FAQs.​”

Google Search Console. Why not get guidance straight from the source? As Bush says, “In addition to providing valuable information as to how Google sees your site, Google allows you to see ‘opportunity keywords’ within their own platform.” He offers a reminder that Google Keyword Planner is vital for PPC campaigns, the (free) Search Console shouldn’t be ignored for overall SEO insights.​

For more expert SEO advice, tips and tactics from Bush and a handful of other industry leaders, access the rest of “The Latest Google Skills for Communicators Virtual Summit” today.

The post 6 handy SEO tools to use and peruse appeared first on PR Daily.