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Why the Inverted Pyramid Doesn't Work for Business Blogs

Why the Inverted Pyramid Doesn't Work for Business Blogs | Corporate Communication & Reputation | Scoop.it

While the inverted pyramid has been the tried and true structure for news articles, it may not be the best for your marketing content. Here's why....I had a realization … I have never written a blog post in the style of the inverted pyramid. Does that make me a bad writer or bad marketer? Or is the inverted pyramid format an outdated storytelling format for business bloggers and marketing content creators today?To tackle this dilemma, I did some digging, and here’s what I found. Before we start accusing writing formats of being entirely right or wrong, let’s take a look at the history of the inverted pyramid....


Via Jeff Domansky
Mafalda Correia's insight:

Research found out that people don't consume information in the way the inverted pyramid presents it in online environment. An eye-tracking study carried out by Nielsen reveals that most people read in a F pattern online, which basically translates to horizontal movement, followed by vertical, scanning movement down the web page.

Another study concluded that people read significantly more content of an online story than in printed newspaper.

So, there are some alternative story formats that work well on business blogs: the pyramid, the list, the yin & yang, the lego. Engaging content comes in different shapes...

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Jeff Domansky's curator insight, June 20, 2013 2:20 PM

Here's a good look at whether the inverted pyramid style of writing really works for blogging.

Constance S. Ward's curator insight, June 21, 2013 3:31 AM

Here's a controversial look at breaking the rules of writing when drafting your thought leader's blog

Nicolas Buisson's curator insight, June 24, 2013 12:44 AM

Very good overview of how to write articles and how to touch an audience efficiently.

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How PR is as bad is it ever was | Doc Searls Weblog

How PR is as bad is it ever was | Doc Searls Weblog | Corporate Communication & Reputation | Scoop.it

Doc Searls, co-author of The Cluetrain Manifesto, shares his views on PR recently in a provocative post. His comments apply to others, including journalism. A couple of quotes from his 1992 critique still resonate today:

 

" The call of the flack is not a grateful one. Almost all casual references to public relations are negative."

 

" So PR has the biggest PR problem of all: people use it as a synonym for BS. It seems only fair to defend the profession, but there is no point to it. Common usage is impossible to correct. And frankly, there is a much smaller market for telling the truth than for shading it."

 

" Yet most editors would rather insert a spider in their nose than a press release in their publication. First, no self-respecting editor would let anybody else — least of all a biased source — write a story. Second, press releases are not conceived as stories, but rather as “messages."

 

" So why does PR persist in practices its consumers hold in contempt?"

 

" Maybe it is time to do with PR what we do with technology: make something new — something that works as an agent for understanding rather than illusion."


That pretty much sets the table for a serious discussion about the change that's needed for PR to thrive.


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Jeff Domansky's curator insight, February 24, 2013 4:04 PM

If you're in PR or communications, this is a must-read.

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Designer hijacks website, insisting company didn't pay | PR

Designer hijacks website, insisting company didn't pay | PR | Corporate Communication & Reputation | Scoop.it

The standoff has lasted nearly 24 hours. The company whose site was taken over claims the designer is blackmailing it. ...zAccording to Adweek, Fitness SF denies Jonen’s claim and is eager to be back online. It claims Jonen is blackmailing the company. While this online feud is sure to resolve soon, we can all sit back and bask in the glow of someone who took action, even if it was career suicide. It will also be interesting to watch how Fitness SF handles the crisis—at least everyone knows their URL now. Twitter is certainly buzzing with this news, and Fitness SF is taking the brunt of the blame...


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Jeff Domansky's curator insight, February 16, 2013 2:43 PM

Stay tuned as this bad PR story continues...

Casey Strachan's curator insight, February 17, 2013 2:07 PM

Probably should have really been evaluated by both client and designer... but watch yourselves and the ethical dilemas that follow...

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Global Best-in-Class Employee Communications Research | Institute for Public Relations

...The research found that global best-in-class companies share four principal qualities in the way they communicate with their employees:

-  They have an employee-centric focus that drives communication strategy            -  They set benchmarks and goals that align with corporate goals           

-  They measure performance and success toward goals, while tracking employee attitude           

-  There is a deep-rooted desire to always improve communication with employees and build upon current success....


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Jeff Domansky's curator insight, January 30, 2013 5:50 PM

Video has more detail on the employee communications research.

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Shut up and write the book!  — Show Your Work! | Medium

Shut up and write the book!  — Show Your Work! | Medium | Corporate Communication & Reputation | Scoop.it

I’m working on the followup to Steal Like An Artist, my book about how to be more creative in the digital age. It’s been a real pain in the ass. Here are five things that have helped:

1. Shut up and write the book.


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Mafalda Correia's insight:

Stop distractions and work!

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Jeff Domansky's curator insight, March 29, 2013 3:08 PM

Such a great reminder. Shut up and write the book... post, article, letter, email...

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Why You Should Stop Defending Your Work | Mr. Media Training

Why You Should Stop Defending Your Work | Mr. Media Training | Corporate Communication & Reputation | Scoop.it

Let’s say you’re a hedge fund manager.

 

You know that many people in the public—even though they don’t fully understand what hedge funds are—hate your work. Some blame you for the financial collapse of 2008. A few even regard you as immoral.

 

So when you’re interviewed by reporters who ask you about the unpopularity of hedge funds, your inclination is to defend what you do for a living and aggressively rebut their charges.

 

It’s a natural instinct—but it’s also a mistake....


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Jeff Domansky's curator insight, February 20, 2013 2:41 PM

Solid media training advice from Brad Phillips.

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How PR agencies can increase profitability | PRmoment

How PR agencies can increase profitability | PRmoment | Corporate Communication & Reputation | Scoop.it

Is your business as profitable as it could be? Here are top tips to help you thrive in the current climate and key ways to cut costs, based on research into today’s most successful agencies...

 

Chris Merrington, director of training consultancy Spring 80:20, who worked in conjuction with Kingston Smith W1 to conduct the report's research, comments: “A key recommendation that I often make to the PR agencies that I work with, whether during tough times or otherwise, is to focus on the four key business priorities of: sustainable profitable revenue, resource management, cash flow and delivering massive value to clients. Agencies can’t simply cut their way to growth; a trap that many seem to fall into.”...


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Jeff Domansky's curator insight, February 16, 2013 2:19 PM

Great tips for PR agency owners on how to tackle PR firm profitability.

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It's Time to Cut Back on Social Media |Harvard Business Review

It's Time to Cut Back on Social Media |Harvard Business Review | Corporate Communication & Reputation | Scoop.it

I recently got back from the New Media Expo in Las Vegas. Scheduled before the massive annualCES gathering, it's a powwow for bloggers and other social media enthusiasts, early adopters who are quick to jump on board the next great thing. So imagine my surprise when I realized one of the undercurrents of the event, burbling repeatedly to the surface, was a desire to cut back on social media efforts.

 

That doesn't mean doing less overall or abandoning new media. But it does speak to a desire to prune and focus on the platforms that have the most impact. It's hard to say no to the crush of social media demands. During a panel I moderated with well-known blogger and tech expert Robert Scoble, he said there was no alternative to constant, ubiquitous engagement and held up a spare battery he carried for his smartphone, so he'd never run out of juice. No time to respond to tweets? Do it while you're walking down the hallway, he said. Plenty of people agree with him....


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Jeff Domansky's curator insight, January 27, 2013 10:59 PM

Feeling overwhelmed by too much social media? Nice counterpoint from Dorie Clark.