Content strategists are in high demand these days. People have finally figured out that flinging tons of information to the outside world doesn’t accomplish anything if it doesn’t land with the intended audience. Perceiving a void in the market, many publications have established business units to create content for companies. Some like the New York …more
By Mark Pinsent, Managing Director, Hoffman Europe It’s an interesting word, provocative. Many (most?) people would feel that it has negative connotations; that it’s about someone looking for an argument, spoiling for a fight. Indeed, if you look at many dictionary definitions, these do lean towards the adverse, for example, “causing an angry reaction, …more
What would you do if a journalist called you out for lifting published content and repackaging it as part of a bylined article? The prudent first step would be investigating whether it’s true. When journalist Zack Whittaker accused Check Point of “borrowing” content from a WIRED article for a corporate byliner, Ekram Ahmed, head of …more
By Elisa Zallio, Junior Account Executive, Hoffman Europe (London) I’d like to tell you about Emilio Salgari. He is a barely known, Italian writer from the late 19th century; he wrote adventure stories for periodic magazines, usually about fallen noblemen turned pirates to take revenge on their enemies — and, obviously, they’d fall in …more
The best content wins. The rise of digital communications and forms of digital marketing see to that. This never-ending thirst for content is recasting the PR profession. The chart below (source: LinkedIn and Recode) depicts job hires in the U.S. by function over the past 14 years (source: LinkedIn). No surprise, the job …more
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
After conducting our storytelling workshop over the years, a certain theme has emerged. By the close of the workshop, participants buy into the concepts. They then jump back into their jobs with renewed determination to communicate with conversational language and a show-don’t-tell attitude only to run into that visible force called stakeholder approval. We continually …more
