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Corporate Communication & Reputation
Contributions of strategic communication to build companies' reputation
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Apple overtakes Coca Cola to become the world's most valuable brand

Apple overtakes Coca Cola to become the world's most valuable brand | Corporate Communication & Reputation | Scoop.it

Thanks to impressive performances on the stock market Apple has, at times, been the world’s most valuable company. It can’t really claim that any more but it can claim to be the world’s most valuable brand.

Yup, the Cupertino-based giant has overtaken Coca Cola to claim top spot on the annual Interbrand Best Global Brands Report.

Indeed, Apple’s rival Google also managed to overtake Coca Cola, leaving the drinks brand in third spot after a 13 year reign at the top.

Mafalda Correia's insight:

Requirements that companies must meet to make this list: “The brand must be truly global and needs to have successfully transcended geographic and cultural boundaries. It must have expanded across the established economic centres of the world, and be establishing a presence in the major markets of the future,” 

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EasyJet, get a 24 hour PR team!

EasyJet, get a 24 hour PR team! | Corporate Communication & Reputation | Scoop.it

EasyJet had no legal basis to deny passenger Mark Leiser from boarding a flight because of a tweet criticising the airline, according to professor of law at the London School of Economics Andrew Murray.

Leiser, a law lecturer at Strathclyde currently studying for a PhD and a tech law columnist for The Drum, was on his way to London for a supervisory meeting with Murray when an easyJet staff member asked him to step out of the queue for boarding.

According to Leiser, he was told that because he had criticised easyJet for failing to help a soldier going on active duty meet an essential travel connection following flight delays, he would not be permitted to board the 9.20pm flight from Glasgow to London.

 

Mafalda Correia's insight:

Murray's conclusion: “Perhaps the moral of the story is if you run a 24 hour business you need a 24 hour PR team managing situations like this.”

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Survey: 59 percent of brands' Wikipedia pages have inaccuracies

Survey: 59 percent of brands' Wikipedia pages have inaccuracies | Corporate Communication & Reputation | Scoop.it

Recent findings published by the PRSA show that the free online encyclopedia could damage a client’s reputation.

According to the study, 59 percent of respondents said their client’s Wikipedia page had one or more factual errors, and 28 percent of those said the pages had at least one “potentially reputation-damaging error.” 
Meanwhile, 38 percent said an error in a Wikipedia article had damaged their company or client’s reputation. 

Mafalda Correia's insight:

This study shows that reputation is not a permanent concern in most companies. What other reason might justify the waste of such an opportunity to present the company properly in a social media attracting 470 million unique visitors monthly?

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Are some people born creative? | David Cox

Are some people born creative? | David Cox | Corporate Communication & Reputation | Scoop.it

Since the evolution of Homo sapiens, our world has been driven by flashes of inspiration, the process we call creativity. But while creativity may appear to be a spontaneous burst of new ideas, it is really the art of deriving the new from the old – the relentless reassembly of information we already possess.

The enduring question with creativity has always been whether the defining factors come from nature or nurture. Everyone can learn to be creative to some degree, but new research has revealed that the extent to which we're born creative may be greater than previously thought.

Mafalda Correia's insight:

Research has has shown that having the right genetic makeup can make your brain more inclined towards creative thinking. The rest of us have to "learn" to be creative.

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As your social media emotions go viral, anger spreads the fastest - NBC News.com

As your social media emotions go viral, anger spreads the fastest - NBC News.com | Corporate Communication & Reputation | Scoop.it

A new study supports what plenty of us who hang out on the Internet pretty much figured to be true: Anger is the most viral emotion on the Internet. The examination of how we humans are influenced by friends on social media, conducted by researchers at Beihang University in China, found that friends and followers are far more likely to share or echo angry sentiments than messages containing sadness, disgust or even joy. 

Mafalda Correia's insight:

A good reason for companies to invest on communication strategies.

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6 things PR pros can learn from Vladimir Putin

6 things PR pros can learn from Vladimir Putin | Corporate Communication & Reputation | Scoop.it
The Russian president has had PR problems of his own, but his New York Times op-ed on Syria did a lot of things right.
Mafalda Correia's insight:

Well executed PR techniques behind Putin's article on NYTimes 

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Column: 8 Lessons from the global PR revolution | Marketing Magazine

Column: 8 Lessons from the global PR revolution | Marketing Magazine | Corporate Communication & Reputation | Scoop.it

Even as economic power has become increasingly concentrated in large corporations, communication power has become more diffuse. Most of us now carry global publishing power in our pockets, and we are connected to one another like never before. This combination of access and interconnection gives us the ability to make or break reputations and brands.For the last two years, I’ve had a unique vantage point on this tumultuous change, as chair of the Global Alliance for Public Relations and Communication Management, the confederation of the world’s PR and communications professional associations.Professional business communicators are on the front lines of the communications revolution. The Global Alliance represents 160,000 practitioners and academics around the globe and I’ve been able to meet thousands of communicators on every continent, from at least 30 different countries and many different cultures. Based on that experience, I can share a few insights about how communication is changing the world of business — and how business communication itself must change as a consequence....


Via Jeff Domansky
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Jeff Domansky's curator insight, September 5, 2013 1:50 PM

Dan Tisch shares a global PR perspective and eight lessons shaping the PR profession fort he future.

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How Google’s ‘In-Depth Articles’ feature could affect PR

How Google’s ‘In-Depth Articles’ feature could affect PR | Corporate Communication & Reputation | Scoop.it

Google recently introduced a new feature on some of its search pages that spells big changes in the way companies manage their online reputations and public relations strategies. 

The feature, which Google calls “In-Depth Articles,” offers up links to a set of three long-form articles, usually at the bottom of the search results page. The articles are usually detailed profiles and exposés on companies and their leadership. Companies and high-profile individuals should take notice of this development and understand that it presents a number of opportunities, as well as some perils. 

No one but Google itself knows exactly how these articles are selected, but the search engine giant has described them as “thoughtful in-depth content” that “remains relevant long after its publication date.” 

Mafalda Correia's insight:
Most of these in-depth articles are very negative and can have a persistently debilitating effect on a company's reputation. PR professionals should be aware of this new feature, though it might be almost impossible to influence Google's unknown selection criterias.  
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Can robots pitch? PR is hard to automate

Can robots pitch? PR is hard to automate | Corporate Communication & Reputation | Scoop.it

Press reports suggest that a main motivation behind the proposed PublicisOmnicom deal was to create the heft needed to make a big tech investment.

This would help the new entity protect the most profitable part of its business: buying and directing ads. It's all about how the new Publicis Omnicom Group will compete with the likes of Google, Facebook, Twitter, and Amazon.

Technology is automating or changing jobs and business models permanently. While ad agencies will always need thinkers to create campaigns, automation has also brought irrevocable changes. Could the public relations industry be next in line for a tech-infused transformation that will change the whole agency model and eliminate certain jobs?

Mafalda Correia's insight:

I agree with Jennifer Prosek when she says we should all be sleeping with one eye open.

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How to Respond to Social Media when your Offices are Closed

How to Respond to Social Media when your Offices are Closed | Corporate Communication & Reputation | Scoop.it
Should you use auto generated replies to reply to comments and inquiries on social media when your offices are closed? Melissa Agnes answers this question.
Mafalda Correia's insight:

Social media don't close and most crisis are generated during evening, weekends and holidays. Managing social media for a company is a 24/7/365 job. Make sure that your company has enough resources before you start social media engagement.

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How a PR pro’s typical day breaks down

How a PR pro’s typical day breaks down | Corporate Communication & Reputation | Scoop.it
A lot of client management, a lot of writing, and a little bit of fun are some of the key components.
Mafalda Correia's insight:

Useful information from someone who know the ropes of PR work.

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Communication Gap is Big Problem For Small Business - BusinessNewsDaily

Communication Gap is Big Problem For Small Business - BusinessNewsDaily | Corporate Communication & Reputation | Scoop.it

The smaller a business is, the less likely it is that its employees understand the company's goals, a new study shows.

Mafalda Correia's insight:

35 percent of executives from companies with 20 to 49 employees said their employees are not aware of the firm's overall objectives.

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wolfsuniworld's curator insight, November 11, 2013 5:37 PM
How important is it to solve internal communication problems?
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Why Billionaires Are Trying to Rescue the Newspaper Industry

Why Billionaires Are Trying to Rescue the Newspaper Industry | Corporate Communication & Reputation | Scoop.it

Jeff Bezos may be the most prominent rich person to buy into the newspaper industry recently, but he's not the only one. Billionaires have been opening their checkbooks with astonishing frequency lately to invest in an industry that many people think is dying. What do these savvy investors see that others don't?

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Two Ways to Say More With Fewer Words

Two Ways to Say More With Fewer Words | Corporate Communication & Reputation | Scoop.it

Attention spans have never been shorter it seems. But what can you do? In order for people to value your content, they’ve got to extract the value that’s there in the first place.The problem is, no one’s going to wait around for you to explain at length. You’ve got to get the point across as quickly as possible.Luckily, there’s a solution. All you have to do is say more with fewer words...


Via Jeff Domansky
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Rim Riahi's curator insight, September 30, 2013 1:53 AM

Attention spans have never been shorter it seems. But what can you do? In order for people to value your content, they’ve got to extract the value that’s there in the first place.The problem is, no one’s going to wait around for you to explain at length. You’ve got to get the point across as quickly as possible.Luckily, there’s a solution. All you have to do is say more with fewer words...

Albert Green's comment, September 30, 2013 4:04 AM
It's interesting that YouTube still uses Subscribe as the word for, well, subscribing to someone's letter. Also this word is still popular in newsletters even though this post has been writter a few years ago
gregmhagar's curator insight, September 30, 2013 11:05 AM

Saying more with less when deliverying training is key.

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The Importance of PR and Communication Measurement - Augure

The Importance of PR and Communication Measurement - Augure | Corporate Communication & Reputation | Scoop.it

Communications Departments resemble a big, messy factory; but what do they manufacture? Well, image, brand, value, business… However, in spite of having everything planned ahead in a comprehensive communications plan, no scheduling is implemented since you cannot possibly follow an organized daily schedule in a communications department in the midst of calls, meetings, interview requests, trips, and so and so forth. I guess you know what I am talking about. We do care about building up reputation, but does anyone have enough time to carefully analyze and measure the whole company’s reputation?

Mafalda Correia's insight:

According to the author, communication reports should be useful to:

Show our company’s perception through the information released.Check the effectiveness of our communications strategies.Understand our associated values through the information released.Make a differential analysis of how the information is treated by the media.Determine image profile.Determine the weaknesses and strengths of the image projected.Determine the communications plan strategy.Correctly handling the reputation of our company.
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Ethical red line is blurry for PR pros too

Ethical red line is blurry for PR pros too | Corporate Communication & Reputation | Scoop.it

I know someone who started their communications career in Big Finance, moved over to Big Pharma, and is now working in Big Oil. I joke that the only place left for them to go after this are the defense or tobacco industries…

But in an age where doing good is increasingly equated to being good business, where are the lines drawn when it comes to deciding which companies you should work for or which clients you should represent if you are an agency?

Mafalda Correia's insight:

Addressing communications ethical dilemas without cynicism.

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PR's Rightful Place: Proving the Power of Story

PR's Rightful Place: Proving the Power of Story | Corporate Communication & Reputation | Scoop.it
With all the technological advances and innovations out there, measuring and proving the effectiveness of public relations activities is still largely theory.
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As floods rage, open communication offers a lifeline

As floods rage, open communication offers a lifeline | Corporate Communication & Reputation | Scoop.it
A crisis communication expert in Colorado finds himself on the other side of a major disaster and thereby becomes all the more appreciative of good messaging.
Mafalda Correia's insight:

Being the target of communication during a crisis situation gives a clear perspective of its impact.

 

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How Much Does Content Strategy Cost? - Business 2 Community

How Much Does Content Strategy Cost? - Business 2 Community | Corporate Communication & Reputation | Scoop.it

How much does a content strategy cost? This is a common question many business owners have when looking to get into the realm of content marketing and everything it encompasses. In the past I’ve written about how the content marketing ecosystem is rapidly evolving and also how much content marketing costs. This post will be about the most important part in the process since strategy is the road map for all content marketing efforts. You will be able to fall back on this plan when you thought you ran out of ideas for brainstorming, creating, and distributing the content that will engage your audience and produce results long after the content has been published.

 

Why A Content Strategy Is Important

 

There is an old quote from Winston Churchill which states: “He who fails to plan is planning to fail.” That sentiment is the perfect parallel to creating a strategy for content marketing. Without a strategy, your content may fall flat without integrating goals backed by research, and creating a plan for you to stick to. Creating a content marketing strategy allows you to forecast the actions you will take far into the future and will guide all content creation, promotion, and distribution you choose to do. Most importantly, a strategy keeps you honest. Before we can even talk numbers, you must understand all that is included in devising a content marketing strategy.

 

 


Via Russ Merz, Ph.D.
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Russ Merz, Ph.D.'s curator insight, September 4, 2013 2:17 PM

Content marketing costs for a #brand are a function of goals strategy market and actions.

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The Resurgence of the Corporate Brand

The Resurgence of the Corporate Brand | Corporate Communication & Reputation | Scoop.it

After two decades of marketers devoting the majority of their creative and fiscal resources to individual products, we see a rapidly growing focus on telling a story at the corporate level. Major companies, whether in B2B or B2C, are stepping up their corporate brand-building.

Mafalda Correia's insight:

As never before, people care about the corporation behind the product. They do not separate their opinions about the company from their opinions of that company's products or services.

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Do’s and Don’ts of Corporate Social Media - Corporate Eye

Do’s and Don’ts of Corporate Social Media - Corporate Eye | Corporate Communication & Reputation | Scoop.it

Social media from a corporate point of view is an important part of branding, customer service and online marketing. Get it right and your brand’s revenue and reputation could rocket, get it wrong and the damage could be irreparable. So it is important to know the basic etiquette of having a presence on social media, which is why I have put together some do’s and don’ts of using social media in the corporate world.

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Edelman - Conversations - Four Essential Traits for Today's Public Relations Leaders

Edelman - Conversations - Four Essential Traits for Today's Public Relations Leaders | Corporate Communication & Reputation | Scoop.it
Alan VanderMolen talks about the leadership traits required of today's public relations professionals as part of a video series from The Plank Center.
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How to Plan for a Social Media Crisis (Infographic)

How to Plan for a Social Media Crisis (Infographic) | Corporate Communication & Reputation | Scoop.it

Social media is a crisis communications tool that needs to be understood, planned for as such, and practiced on in trainings and crisis simulations by the appropriate members of your crisis team.

No matter where a crisis originates today, the fact of the matter is that it will take mere minutes (if not seconds) for it to make its way to social media and the web. This reality (whether you want to admit that it’s a reality or not) means that your key crisis communications team (legal, PR, executives, frontline, etc) absolutely need to understand today’s new rules of crisis communications.

 

This infographic details some of the important steps for planning for a social media crisis.

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Storytelling: Persuasion That Moves & Engages

Ginny Pulos (@ginnypulos), founder and president of Ginny Pulos Communications, explains the results of successful storytelling for a business.

Mafalda Correia's insight:

Great interview from PR Newswire, with a lot of interesting insights about the importance of storytelling and how to do it.

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Google is forcing a massive change in PR: here's how - Memeburn

Google is forcing a massive change in PR: here's how - Memeburn | Corporate Communication & Reputation | Scoop.it

 

I’ve long warned that PR companies would be subject to similar forces of disruption that have been destroying the media sector for the past decade. As with the media companies, their helter skelter basket to hell was waiting for them.

But my friends in PR weren’t entirely convinced because there was no clear cut challenge to their business. While they watched the boa constrictor technologies of the internet squeezing the profitability out of the media sector, the new media revolution had increased their business opportunities.

They were so busy that they hadn’t noticed Google’s war on SEO, or that it was heading their way.

Now, they have to deal with the might of Google. And Google hates any other business that promotes other businesses because Google wants that money.

Mafalda Correia's insight:

Main criteria for Google was purity. Now, with Penguin algorithm, it looks for high quality signals that are naturally produced by the viral nature of the Internet. Promotional signals of quality, like paid-for links and other SEO  artificial shortcuts to popularity will be easily detected, as the index is looking at more than 200 signals, many of them in social media platforms.

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