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Noemi Pollack’s Desk (June)

Greetings: This month, influencers - as to who they are and how best to engage them - are much talked about in the media. Their reach cuts across a wide swath of media platforms and is particularly useful when trying to reach a targeted audience niche.  And we hear from a USC survey that marketers plan to increase their spending on public relations.  That's good, of course.  Also, digital disruption was in the news again, but this time with regards to its impact on cost efficiencies, recognizing how difficult it is to measure. Finally, the need for careful consideration as to content marketing strategies, is ever more stringent. Maybe you missed some of it, but here it is...

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... from Noemi Pollack's Desk -
June

Greetings: This month, influencers - as to who they are and how best to engage them - are much talked about in the media. Their reach cuts across a wide swath of media platforms and is particularly useful when trying to reach a targeted audience niche.  And we hear from a USC survey that marketers plan to increase their spending on public relations.  That's good, of course.  Also, digital disruption was in the news again, but this time with regards to its impact on cost efficiencies, recognizing how difficult it is to measure. Finally, the need for careful consideration as to content marketing strategies, is ever more stringent. Maybe you missed some of it, but here it is...

Noemi is Founder and CEO of The Pollack PR Marketing Group, an integrated agency based in Los Angeles with offices in New York, celebrating its 32nd year of driving influence and branding awareness.

Stories You May Have Missed…

Why Influencer Marketing Needs to Grow Up

Advertising Age

Influencer marketing is all the rage among marketers. There's just one tiny problem. It's grossly underutilized. True influencer marketing isn't greasing celebrities' palms for tweets. Instead, it's developing ongoing relationships with respected industry influentials -- those with engaged, loyal audiences -- so that they become closely connected with a brand and a company. Influencer marketing at its best is used throughout an organization, not just by marketing, but by HR, and pre- and post-sales support. That way, it adds value throughout a customer's journey, not just at the awareness stage. Read More.

How Public Relations Pros Influence the Influencers

Forbes

Influencer has taken on a much wider meaning in today's digital, mobile, social world. The industry has historically used "influencer" synonymously with "journalist."  To be clear, traditional media reporters/journalists are more important than ever. However, to truly cover all the influencers, we need to widen and take into account academics, bloggers, social (all flavors/channels), communities, policy makers, employees, and peers! If they influence a meaningful cohort of your target audiences, then they are an influencer. Read More.

Marketers Plan to Increase PR Spending Over the Next 5 Years, According to New Report 

AdWeek

Marketers plan to increase both internal staffing and overall spending on public relations over the next five years, according to a new report conducted by the Association of National Advertisers (ANA) and the USC Center for Public Relations at the Annenberg School for Communication and Journalism. The survey was designed to shed light on the public relations perceptions of client-side marketers. Read More.

Digital Is Disrupting Everything, Including This Print Article 

AdvertisingAge

Disruption always brings with it unintended consequences. In a New Yorker article on the gig economy, Nathan Heller wrote, "Normally, every efficiency has a winner and loser." Uber, for instance, benefits the rider by charging lower rates than taxis, but that also makes taxi drivers' fares more unsure. And Airbnb has made renting a room in an apartment a better deal than a hotel, yet it also means that tourism dollars are diverted from the hotel support staff. Digital disruption has cut a wide swath throughout the economy, including media, retailing, transportation, and lodging. But it's tough to measure the impact with precision. Read More.

Why Your Startup Content-Marketing Strategy Isn't Working

Entrepreneur

Today, almost every big business you've ever heard of has some content-marketing strategy. By "almost every," I refer to estimates of 94 percent of small businesses, around 77 percent of B2Cs and 93 percent of B2Bs. Read More.

Agency News

Memorial Day - Remembering Lives Unlived

by Noemi Pollack 

"I once visited Omaha Beach on the coast of Normandy, France, the beach where during World War II, the Allies landed on June 6, 1944, known as D-Day.  I walked on the beach and saw in my mind the unthinkable horror that took place 73 years ago and I was filled with an immense sadness for all the lives lost -- all the lives unlived.  I walked up on the bluff overlooking the Atlantic, a wide stretch of green lawn, a cemetery for the graves of more than 9,300 U.S. servicemen, who died in the D-Day invasion or subsequent missions. Read here.

A Voice of Reason

by Noemi Pollack

"As a longtime loyalist to The New York Times (NYT), I read a title with a start and a smile at its cleverness, namely, "All The Views Fit To Cause Fits," referring to a new NYT column by Bret Stephens. The title is really ingenious and attention grabbing, and a play on the treasured words, "All the News That's Fit To Print." But the column is written by an author who is a cynic of climate change, and therefore completely opposed to most reader's opinions. It unleashed an expected backlash and a Twitterstorm, even to the extent of calling on subscribers to cancel their subscriptions." Read here.

Our Summer Soundtrack

by Olivia Walker

Last summer, we created a Spotify account for the agency, and seasonally, we rally the troops here at PPMG to contribute songs for themed playlists. Give our Red Hot Summer Playlist a listen here.

Shift Happens: The Kardashians Have Won

  by Julie Bagdikian

Americans trust news encountered on social media based on who shared it, not on who published it. How do social media influencer programs differ from traditional media outreach? Read here.

Lunch Anyone?

by Megan Gallagher

"When it comes to lunch, our LA office has its fair share of options as to what makes for a tasty, quick bite in between speaking with the media, writing a creative brief or brainstorming that great disruptive idea. Whether it's a Chipotle burrito, an order of Beef and Broccoli from Panda Express, or a burger from the newly opened Shake Shack, there are endless choices." Read here.

April Fools' Reflections

by Stephanie Goldman

"April Fools' Day has recently become the hot time of year for big branding campaigns from companies, including one this year from our client, SodaStream: the launch of Paris Hilton's faux sparkling water brand, NanoDrop." Read here.

And We Add A Few Client Highlights…

Using Tech to Take Control of Personal Safety

Helios and Matheson Analytics Inc. (NASDAQ: HMNY) has tapped the agency to conduct a media relations program and create a thought leadership platform to boost awareness of HMNY's RedZone Map app. RedZone is a personal safety and navigation map app that aggregates, displays and analyzes crime data in real time to guide users to their destinations with a choice of a safer route vs. a riskier one. Since starting this month, PPMG has already assisted RedZone with the announcement of HMNY's new facial recognition technology and coordinated a media tour for RedZone's CEO, Ted Farnsworth.

PPMG Gets the Word Out About the Los Angeles Zoo and Its Efforts to Impact Global Conservation

To help spread the word about the Greater Los Angeles Zoo Association (GLAZA) and its fundraising efforts for a new environmental conservation program, the agency put the Zoo's Director with beloved endangered animals on local TV. It also authored an op-ed column to run in the Los Angeles Daily News to help build support for its conservation efforts to work with animals in their habitats around the globe. 

Saluting Our Troops for Armed Forces Week 

Bob Hope USO is the perfect organization for Southern Californians to work with to support the troops during Military Appreciation Month. The agency worked to draw public attention to their efforts. Bob Hope USO hosted KTLA during Armed Forces Week and introduced service members from the U.S. Army, hosted the troops during the Armed Forces Parade in Torrance, CA and kept military participants comfortable with food and beverages.

RKF at ICSC

The agency supported client, RKF, North America's leading independent retail real estate firm, at ICSC RECon 2017, at the world's largest retail real estate convention, which had more than 37,000 attendees, representing 58 countries. PPMG coordinated pre-show media efforts with the development and publishing of an op-ed by RKF chairman Robert K. Futterman on the current state of the U.S. Retail landscape. The op-ed ran on CNBC.com. At the trade show, the agency also coordinate on site media relations and social media activities.

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