Corporate Communication & Reputation
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Corporate Communication & Reputation
Contributions of strategic communication to build companies' reputation
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An Optimism Movement in Spain

An Optimism Movement in Spain | Corporate Communication & Reputation | Scoop.it
As Spaniards deal with the lingering economic crisis, a new movement hopes to lift the nation with a focus on silver linings.
Mafalda Correia's insight:

Great ideia! I believe that consistent communication focused on opportunities, competences and achievements can be a strong tool to restore peoples pride and confidence. In Spain and in Portugal.

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The communication challenges facing Pope Francis

The communication challenges facing Pope Francis | Corporate Communication & Reputation | Scoop.it
Cardinal Bergoglio, the archbishop of Buenos Aires, is the new pope. He will need to be a strong communicator in the modern age.
Mafalda Correia's insight:

According to church sources interviewed by The New York Times, the new pontiff must be “a compelling communicator who wins souls through both his words and his holy bearing.”

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Why The PR Agency Landscape Needs Disruption

Why The PR Agency Landscape Needs Disruption | Corporate Communication & Reputation | Scoop.it

"I profoundly believe that the agency model is in need of disruption. Agencies as they look right now just aren’t set up right.  This has all been brought about by the changes in the media landscape itself, through social media’s effect on the way brands communicate, and the way we as consumers talk, listen and organise ourselves."

Mafalda Correia's insight:

I agree we need a new mindset in PR to cope with present and future challenges, but I wonder if Drew is not being too idealist in these in these tough times.

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Future of Corporate Communication: The (Cat) Meme - Communicate [your] Skills

Future of Corporate Communication: The (Cat) Meme - Communicate [your] Skills | Corporate Communication & Reputation | Scoop.it
What people seem to like to do on social media are simple things. Will that kind of behavior have an impact even on corporate communication?
Mafalda Correia's insight:

The evidence that people want to look more and read less stretched to the extreme: what if we resume internal communication into one of those cat meme that allways goes viral in facebook?

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Why bad PR is killing all the fluffy kittens

Why bad PR is killing all the fluffy kittens | Corporate Communication & Reputation | Scoop.it

There’s Good PR and then there’s Bad PR. And unfortunately, I’ve seen a little bit too much Bad PR lately for my own liking, and I’ve also got my Ranty Pants on and boy, do they fit snugly. Here’s what separates bad from good.

Mafalda Correia's insight:

Idealog magazine editor Hazel Phillips ironic advices about how to pitch

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Malala epitomizes great communications

Malala epitomizes great communications | Corporate Communication & Reputation | Scoop.it
Its not often you can hear a pin drop when youre presenting on stage at the PRWeek Awards, but last night that unlikely feat was achieved when we announced our inaugural Communicator of the Year.
Mafalda Correia's insight:

The 15 year old Pakistani girl that risked her life to defend the girl's rights to education was awarded Communicator of the Year

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Dove tricks those who Photoshop with a 'Beautify ... - PR Examples

Dove tricks those who Photoshop with a 'Beautify ... - PR Examples | Corporate Communication & Reputation | Scoop.it
Dove continues it's 'Campaign for Real Beauty' by targeting those who are responsible for signing off advertising campaigns featuring airbrushed models: art directors/creatives. As it's hard to get them to notice the effects due ...
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Let’s stop calling green products “Green” | Eco-Business.com

The revisions to the Green Guides, published on October 1, 2012, shows that the FTC is finally putting their foot down (both of them) about the term ‘green’, along with such related “generalized environmental claims”  as ‘eco-friendly’ and ‘Earth smart’.

Mafalda Correia's insight:

On the other side, we can see that marketing has improved a lot of products and brought benefits to consumers. It's not about claims, it's about advances in design, packaging, materials and technology that don't save the planet but deliver more benefits on the products itselves.

 

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3-2-1 Action: The Secrets of Video Mediated Communication

3-2-1 Action: The Secrets of Video Mediated Communication | Corporate Communication & Reputation | Scoop.it
Video adds interest and variety to a corporate website & increases the amount of content available but companies should carefully plan how it is presented
Mafalda Correia's insight:

Research mentions the possible role of distractions that are unique to video media as opposed to face-to-face communication.Therefore, it seems that a likeable speaker is essential to any video mediated communication strategy. However, if an organization wishes to emphasize their message over the likeability of their speaker, research suggests they should minimize distractions and use tactics that highlight informational cues, such as turn-taking or audio-location indicators.

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Communicating Corporate Social Responsibility to a Cynical Public | Global Seafood Brokers

Communicating Corporate Social Responsibility to a Cynical Public | Global Seafood Brokers | Corporate Communication & Reputation | Scoop.it

Given that corporations are increasingly engaging in CSR activities, it makes sense to communicate those achievements to stakeholders. However, in publicizing CSR achievements, especially if they do so aggressively, corporations risk achieving the opposite result from what they intended.

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Holistic communications management - how internal and external corporate communication interact

Holistic communications management - how internal and external corporate communication interact | Corporate Communication & Reputation | Scoop.it

Internal and external communication are interlinked with each other. What sounds obvious, is not always reflected in the way both areas are managed, with often a PR function (maybe located inside the marketing department) focused on pushing out the shiny good news, and somebody inside HR fumbling with an internal newsletter announcing new travel guidelines.

Mafalda Correia's insight:

Both areas are essencial to build corporate reputation

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The Real Reason We Love Some Brand Logos — And Hate Others | TIME.com

Wendy's recently rolled out a new logo in the hopes of updating the company's image and giving the brand a bit of a facelift. But sometimes the desire for a little nip and tuck can backfire. 
Mafalda Correia's insight:

Find out the elements that play a big role in how we feel about companies’ logos

  
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Why PR Agencies Aren’t Reaping Big Data’s Rewards

Why PR Agencies Aren’t Reaping Big Data’s Rewards | Corporate Communication & Reputation | Scoop.it
PR firms are still coming to grips with how to use data to drive new new business.
Mafalda Correia's insight:

Instead of using data for planning and management, most firms are still driven by instinct or old habits. 

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Best-of des publicités (ir)responsables - Sircome

Best-of des publicités (ir)responsables - Sircome | Corporate Communication & Reputation | Scoop.it

Cette sélection de publicités françaises récentes montre que le greenwashing n'est pas encore totalement « under control ».  Toutefois, les efforts de sensibilisation portent leurs fruits : les cas flagrants sont moins nombreux et il y a même quelques campagnes pertinentes voire responsables.

Mafalda Correia's insight:

Due to the efforts of professionals and the pressure of consumers and NGO, advertising improved a lot over the last 10/15 years. However, there is still a long way to go to consider greenwashing under control, as we can see in some of the campaigns selected.

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5 reasons women are effective PR leaders

5 reasons women are effective PR leaders | Corporate Communication & Reputation | Scoop.it

An Open Forum study comparing growth of firms led by men and women revealed that women-owned companies have been more successful than their male counter parts, growing at nearly double the rate in the last several years. A separate Catalyst study showed that companies with the most women in senior management had higher returns on equities—by more than a third.

Mafalda Correia's insight:

When men take the decision, they tend to choose their peers. About 80% of PR professional are women, but only one out of every five leadership positions is held by women.

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Twitter / AndrewBloch: PR stunt of the Day - Pope's ...

RT @AndrewBloch: PR stunt of the Day - Pope's job listed on LinkedIn http://t.co/wVhcLPmIyt
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The 5 Traits of the Agency of the Future

The 5 Traits of the Agency of the Future | Corporate Communication & Reputation | Scoop.it

Connectedness is the key for the agency of the future, explains iCrossing's Don Scales. Successful agencies help their clients build closer relationships with their audiences. But to build connected brands for clients, agencies themselves need to move beyond their obsession with digital channels and get focused on understanding audiences. And they need to do so in real time. The future agency will build connected brands – not digital brands — and will possess the following....


Via Jeff Domansky
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Push ! Agencia de estrategia digital's curator insight, March 11, 2013 4:31 AM

las empresas del futuro necesitan construir marcas marcas conectadas y no marcas digitales 

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Google, Facebook and the Death of Journalism

Google, Facebook and the Death of Journalism | Corporate Communication & Reputation | Scoop.it
Technology is not journalism, and "personalized newspapers" aren't either.
Mafalda Correia's insight:

Mark Zuckerberg presented the newly designed Facebook News Feed page as a personalized newspaper. Can a technological creation without journalists  be considered a newspaper?

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How do PR agencies charge for their services? | PR agency | Blog ...

How do PR agencies charge for their services? | PR agency | Blog ... | Corporate Communication & Reputation | Scoop.it
There is no one answer to this question. PR is delivered by all shapes and sizes of agency and the relationship between the marketing manager and the agency often plays a big part in the compensation model.
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Digital media seeks to capture the audience of one

Digital media seeks to capture the audience of one | Corporate Communication & Reputation | Scoop.it
The changing nature of video delivery, through personalised content and services, offers benefits for advertisers and platforms as well as consumers, writes Faisal Galaria
Mafalda Correia's insight:

The author says "As the volume of available content keeps expanding, it is becoming more and more atomised, as people increasingly only consume content that fits with their individual interests". That's why content curation is so important. It helps the consumer to discover and to choose.

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Psychology of Viral Marketing: Why People Share - Corporate Eye

Psychology of Viral Marketing: Why People Share - Corporate Eye | Corporate Communication & Reputation | Scoop.it
Reasons why people share online content and what this means for your viral marketing campaigns.
Mafalda Correia's insight:

Knowing that the human needs for inclusion and affection are the reasons why people share online content will help companies to create better viral messages

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Free global PR wiki to crowdsource media contact details

A crowdsourced listing of media contacts is set to launch, providing the PR industry with a database of information on journalists and media professionals.
Mafalda Correia's insight:

This platform aim to keep a database of email, phone, outlet name, address, beat, title and social media name for each contact of every media on the planet.

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CEO's with good communication skills worth more than money in the bank

In the wake of both President Zuma and President Obama's state of the nations addresses last week, its evident that most political and corporate leaders worldwide think they are good when it comes to their ability to communicate.
Mafalda Correia's insight:

Golembo, a strategic communications consultant, says that very few CEO actually take communications sufficiently seriously to make it their personal responsibility.

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Corporate Crisis Management: Lessons From Carnival's #cruisefromhell

Corporate Crisis Management: Lessons From Carnival's #cruisefromhell | Corporate Communication & Reputation | Scoop.it
Carnival Cruise's infamous #cruisefromhell disaster and poor response provide lessons in corporate crisis management.
Mafalda Correia's insight:

After the PR damage inflicted to himself, Carnival Cruise Lines gained the reputation as the Lex Luthor of the seas...

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Companies Have Split Personalities

If companies are individuals, they often seem to have dissociative identity disorder. For many organizations, each division, function and channel has its own personality. And, frequently, there are no core corporate values consistently reflected from communications across the enterprise, so that various departments have no common ground from which to work.

Mafalda Correia's insight:

Someone must lead - at senior level - make sure that the company has strong values and one identity, shared by all areas in a cooperative and integrated way.  

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