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Building bridges across and beyond the Hoffman offices

By Karuna Tsang, Associate Account Director   “Welcome to San Francisco. The local time is 10:45 p.m. …” announced the captain. Finally, after a 12-hour flight, I arrived in the United States. It had been a while since I visited the U.S., and what excited me the most was that I would be working in …more

Deconstructing 50 Random News Releases

Does PR Get Storytelling? As one way to answer the question, we randomly selected 50 news releases and applied three tests to them. Test #1 We analyzed the use of adjectives and adverbs, often a shortcut to genuine storytelling. If you say you’re great, no one believes you. . On the other hand, sharing a …more

Research Indicates PR Pros Believe They Do Get Storytelling

I speak at the Mumbrella Conference in Singapore tomorrow, charged with answering the question, “Does PR Get Storytelling?” Obviously, I have my views on the topic. But what about the PR folks on the front line. What do they think? To find out, we surveyed over 400 PR professionals based in Asia pulling from both …more

Deconstructing a Businessweek Story on a T-shirt Factory for PR Lessons

Talk about a mismatch in supply and demand. Thousands of companies strive for feature stories in business publications like Businessweek, Fortune and The Economist. Supply can probably accommodate 1 percent of demand (at the most). So how do you help your company or client be that one in a hundred? Create a pitch that aligns …more

The Branding of the NBA and the Golden State Warriors in China

David Stern, who ruled the NBA as commissioner for 30 years before stepping down in 2014, deserves credit for making the long-term commitment to building the NBA’s brand in China. The arrival of Yao Ming certainly spiked interest as did Linsanity — yes I know while Jeremy Lin’s heritage is Taiwanese, he still impacted perception …more

Journalists Offer Tips on Interviewing, a Key to Storytelling

The reason PR fails at storytelling often has nothing to do with understanding the makings of a good story or writing expertise. Instead, the root cause can lie in the interviewing process for sourcing the content. If you don’t get this upfront step right — pulling out the type of content that the outside world …more

When Price is the No. 1 Criterion in Selecting a Communications Consultancy

Whether you’re buying soft-serve yogurt, a car or communication services, everyone wants value. After walking through the doors of the Willow Glen Creamery multiple times, I still calculate the per-ounce price for a mini vs. small vs. medium size to ascertain the best value. Yet, the per-unit price shouldn’t be the primary driver behind the …more

And I Thought Media Properties Had Stopped Aspiring to Be PR Agencies

Look, I recognize it’s been a rugged 20 years or so for the publishing industry. Since Craigslist showed up on their doorstep and eviscerated classified advertising, media properties searching for new revenue streams seem to have a certain Ponce de León quality to them. Some would argue that in a world where people expect to …more