Whitepapers

Building brand reputation in an era of greenwashing backlash

Environmental sustainability has become a central part of corporate planning, comms strategy, and the media landscape. Brands are under growing pressure to publicly communicate the environmental impact they’re making on the planet and people. But as our recent data analysis shows, public and media discussion and scrutiny of this topic is increasing every year, leaving PR and comms pros nervous about how to communicate their environmental sustainability goals and initiatives.

 

So, a key question that executives and their comms teams are asking is: how do we talk about our environmental plans and initiatives while avoiding greenwashing backlash?

 

If you’re a comms professional, this whitepaper is for you. Inside you’ll discover:

  • How discussions of greenwashing are evolving – with our latest media analysis.
  • The changing landscape of corporate environmental sustainability and how that’s impacted your roles as comms pros.
  • Best practices to help you successfully communicate your brand’s environmental sustainability and build a strong reputation in an era of increased greenwashing scrutiny.

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Measuring Up To Marketing Whitepaper

It’s a new era for both public relations and marketing. Going digital, downsizing of traditional media, and a growing number of social media platforms, influencers and bloggers have created major shifts in how we operate. At the same time, today’s consumers expect seamless, consistent experiences from brands they choose to buy from and be loyal to.

Now more than ever, there is a need for increased collaboration between marketing and PR to create and sustain continuity in brand messaging and customer experience. However, PR is still struggling with uncertainty around measuring its value and integrating these measurements with the marketing and business success metrics.

The download of our whitepaper, “Measuring UP to Marketing” is available for you here. This document provides valuable insights on how best practices from both marketing and PR can be aligned with your company’s business goals.

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Power of Earned Media

This first-of-its kind research reveals the relationships between various earned media attributes and consumer behavior like brand website visitation and actions. The study findings are based on a statistical analysis of over 100,000 media articles published in 2021 that covered both business-to-consumer and business-to-business brands across a wide range of industries. This whitepaper demonstrates how certain media characteristics, like article relevance and sentiment, are predictive of whether an article will drive consumers to visit or engage with a brand’s website – the “holy grail” of PR measurement.

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Demystifying PR Measurement Whitepaper

Measurement is an essential business process for every function at an organization because it helps you define success, track how you’re doing on your path toward achieving it, amplify what works, and prove your value and contribution to your brand. The more you can measure and prove your business impact, the more budget and resources you’ll get.

While PR Measurement is arguably one of the most important elements of a solid communications strategy, in many cases the approach continues to be unstructured, ad-hoc or an afterthought, and a lot of communicators still consider it too complicated. And not surprisingly so — typically, PR pros don’t have data and measurement backgrounds or training. But what if PR measurement could be simple, easy and almost entirely automated?

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Building the Perfect Pitch and Nurturing Media Relationships

Savvy communicators know that there is more to a perfect pitch than simply good writing, and media relations is not just about distributing these stories to the media.
With millions of pitches out there, it’s more important than ever to break through the noise. What allows you to do that? Knowing your audience (both the authors and their ultimate readers), being on point with your pitch and building long-term relationships with journalists on trust and respect.

Download this report to learn the art and science of building the perfect media pitch:

  • Get To Know Impactful Journalists & Create a Targeted List
  • Build Your Pitch and Execute Your Campaign
  • Measure Success and Optimize Your Strategy
  • Nurture Relationships To Get More Media Placements

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BIOTECH AND HEALTHCARE NEWS: FIVE WAYS TO INJECT IMPACT INTO YOUR PRESS RELEASES

What should you consider when preparing your news to have the desired impact? When spin and positioning in news can directly affect patient lives, it’s clear that healthcare and biotech press releases can benefit from a different approach than most other industries.

In a recent webinar, Onclusive CEO, Dan Beltramo, and Fleishman Hillard SVP Kena Hudson discussed data from 15,000 industry-specific releases, and shared how to apply this knowledge to future communications tactics.

Download this whitepaper for advice on the following:

  • The best timing to distribute news releases
  • The importance of selecting the most credible and compelling spokespeople
  • Cultivating authentic and trusted media relationships
  • Keeping realistic perspectives on both your competition and metrics

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MANAGING CORPORATE REPUTATION WITH PESTLE ANALYSIS

Gone are the days when business success was measured solely by profitability. Corporate reputation has become the most important brand asset—a company with a favorable public image is more appealing to customers, employees, investors, and other stakeholders.

This puts communications and PR front and center as the stewards of corporate reputation. However, today there are many internal and external influencers that affect how companies and brands are perceived. These factors need to be constantly monitored and addressed to allow PR pros to get ahead of any reputation concerns and strategically shape their corporate image.

Download this whitepaper to learn about:

  • What is PESTLE analysis, and why use it for PR
  • The link between sustainability and corporate reputation
  • How to apply the PESTLE Analysis to you PR strategy to strengthen your corporate reputation
  • Using sentiment monitoring, social listening and tracking trends for PESTLE analysis

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HOW TO BUILD A PR BUSINESS CASE AND SECURE THE INVESTMENT

Whether you’re working for an organization big or small, you know that almost every initiative and project needs to be approved—and those that call for a significant business investment require the support of an executive team.

To get their approval, it is often necessary to demonstrate why the project is needed and what benefits it will produce when complete. Download this whitepaper and worksheet to guide you through the steps of creating and delivering an impactful PR business case.

Download this guide to:

  • Read about the reasons you may need to write a business case
  • Learn the key pillars that should be included in every business case
  • Learn how data and technology can support your business case
  • Receive a worksheet with interactive prompts to help outline your business case

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