Master Class

Sponsored feature

Paving a more effective path to the C-suite

Leaders from Bayer and Cision recently huddled to share best practices on relationship building, measuring for real impact, and more.

JetBlue CEO David Neeleman issued what is considered to be one of the first video apologies.

How can a public figure or company deliver a successful apology?

Most people would have a hard time remembering a good public apology. PRWeek asked experts to name the critical elements to a successful one.

What are the key points to keep in mind when considering a celeb partnership?

The strongest partnerships drive positive impact not only for the brand, but also for the celebrity.

How do you communicate a corporation’s HQ relocation to a different country?

There are certain table stakes that must form part of any relocation strategy - the what, when, where, who, and how have to be expressed clearly to all audiences.

When does rebranding work as an effective response to a crisis situation?

A successful rebranding must indicate a new direction and demonstrate a change in the corporate culture of the company.

How will Google's right to be forgotten affect comms in era of transparency?

The best communication comes from a comprehensive understanding of your audience. Bad reviews or bad press is an opportunity to deepen that understanding.

How can PR pros leverage Facebook's video ads to deliver content?

Giving brands the option to promote video around shareable online conversations allows them to create content and put it in front of their desired audiences.

What are crucial comms strategies to cut through the noise before the midterms?

To ensure your efforts are part of the debate before the midterms, it is key to focus on three ideas.

Should a CEO make their personal values part of a message from their company?

Values penetrate all aspects of who we are and what we stand for - and often times they unearth the core beneath big pay packages, grueling travel schedules, and buoyant egos associated with running a company.

Should PR firms rebrand to communicate they have more of a full-service offering?

A new identity can communicate a new level of expertise, when many communicators are searching for simpler, integrated answers to their challenges.

How has the role of social media evolved in relation to massive sporting events?

Fans are very open to relevant messages and experiences that tie brands and their teams and athletes together.

What key skills will you look for when hiring to grow your business this year?

One of the things our corporate clients look for when bringing in a CCO is the ability to influence and communicate change.

What strategies does your company use to attract ethnically diverse candidates?

In a creative industry such as ours, engaging a fuller range of perspectives always leads to better work.

Could Twitter become the primary news distribution channel in the near future?

Social media has fundamentally transformed how we live, work, shop, buy, and market. Outreach to journalists is no exception.

What is the secret to creating great viral content that will engage your audience?

If a scientific formula existed to make content go viral, everyone would be using it, and the term viral would have lost all meaning.

How has the continued rise of mobile tech changed your monitoring strategy?

The popularity of apps, such as Instagram, has created significant mobile-first networks that are too big to ignore.

How can mobile apps evolve to remain an effective tool for brand building?

As all of our lives have become increasingly mobile, it's more important than ever for a company to have a strong mobile strategy.

What are key effective strategies for communicating with mobile employees?

The key to developing a mobile communications strategy starts with an often forgotten first step, asking the employee.

How can PR pros use new short-form methods and video to create campaigns?

Creating and sharing videos on social channels can easily bring a story to life.

What are the best strategies for brands to build their own social media newsrooms?

A social media newsroom should feature all key company information and make it easy for stakeholders to contact the business.