1. Articles from Todd Defren

    1-18 of 18

    1. Current State of the PR Industry (Annenberg Study)

      Explore pr-squared.com (Apr 19 2012) Public Relations Industry Trends , Social Media Trends

      Current State of the PR Industry (Annenberg Study) This is a guest post by Burghardt Tenderich, Associate Director, Strategic Communication and Public Relations Center, at the USC Annenberg School for Communication and Journalism Do you want to know what corporate PR departments really want from their agencies, and how important agency relationships are in the eyes of chief communicators? So did we, and have [...] (Read Full Article)

    2. Branding in the Social Stream

      Explore pr-squared.com (Mar 26 2012) Social Media Trends

      Branding in the Social Stream When was the last time you hopped online thinking, “Time to engage with some of my favorite brands”? If you’re human, the answer is likely “never.” You never log-on to your favorite social media sites to interact specifically with brands.  The brands “just happen to be there,” as you read the news, peruse celebrity gossip, check Gmail, stalk [...] (Read Full Article)

    3. The PR Industry’s Death-Defying Pivot

      Explore pr-squared.com (Mar 21 2012) Public Relations Industry Trends , Social Media Trends

      The PR Industry’s Death-Defying Pivot For 99% of the history of the Public Relations industry, what good PR pros excelled at (and what they were known for) was exploiting SCARCITY. Throughout the 20th century, and into the 21st, there were merely a few hundred publications, broadcast outlets and reporters who “counted,” when it came to getting a company’s message out to the masses.  PR was [...] (Read Full Article)

      Mentions:   Social Media

    4. It’s the End of the Web as We Know It … or, Speed Kills

      Explore pr-squared.com (Jan 23 2012)

      It’s the End of the Web as We Know It … or, Speed Kills Those of you who follow me on other social nets like Twitter or Facebook know that I am pretty opinionated when it comes to politics.  Suffice to say that I am a card-carrying member of the “Liberal Coastal Elites.”  (I try not to over-indulge or bore folks with it; and I certainly can play nice [...] (Read Full Article)

      Mentions:   Facebook   Newsweek

    5. Why PR Will Own Content

      Explore pr-squared.com (Nov 30 2011) Social Media Trends

      Why PR Will Own Content A blog post last month by my friend Adam Cohen has been roiling around in my head.  Adam was writing about “The Content Convergence Dilemma,” which he explained as the - “struggle internally with content ownership – who owns the generation?  Who owns the publishing?  Who owns the maintenance?  Someone please tell me, where is the Content [...] (Read Full Article)

      Mentions:   Social Media   Facebook

    6. Why Social Media is the Future of Public Relations

      Explore pr-squared.com (Aug 24 2011) Public Relations Industry Trends , Social Media Trends

      Why Social Media is the Future of Public Relations The 7–year anniversary of this blog passed by without remark this summer, and — well, I want to remark on it. Ya can’t blame a fellow for pausing to look in the rear view mirror now and then.  This blogging business is a slog. What is this blog about?  What is the single driving idea that [...] (Read Full Article)

    7. The True Role of Content Marketing

      Explore pr-squared.com (Jul 18 2011)

      The True Role of Content Marketing I read a post recently by my friend Kami Huyse of Zoetica, discussing the book CONTENT RULES by my pals C.C. Chapman and Ann Handley.  In her review, Kami said, “Content is not to make you sound great, or even to make you into a thought leader. Content is to inspire interaction of some kind.” That got [...] (Read Full Article)

      Mentions:   Google   SEO   Ann Handley

    8. Social Media & Crisis Communications

      Explore pr-squared.com (Jul 11 2011) Social Media Trends

      Social Media & Crisis Communications It seems like every week, another major corporate brand suffers a communications #fail – and it’s usually in the digital realm, where “instant” and irrevocable communications are the norm. Between pure-digital disasters such as rogue tweets and offline PR scenarios that might not become water cooler conversation if not for Facebook, it’s easy to [...] (Read Full Article)

      Mentions:   Facebook

    9. Marketing Under the Influence

      Explore pr-squared.com (May 11 2011)

      I got to talking recently with Gary Lee, CEO of mBlast (disclosure: I am an advisor) about the nature of influencer marketing, and he started ranting meaningfully about the topic … until I stopped him and suggested he write it down.  Worth a careful read: Congratulations are in order.  You just landed a new client at the [...] (Read Full Article)

      Mentions:   Facebook

    10. The Top 5 Skills of Modern PR PRos

      Explore pr-squared.com (May 9 2011) Public Relations Industry Trends , Social Media Trends

      The PR and marketing world has changed so much in the past 5 years.  The relatively straightforward “media-centric” approach to Public Relations has been turned upside down … and that’s a good thing. In the presentation embedded below, which I developed for Hubspot and Marketwire’s new webinar series, “Supercharge Your PR Program with Social Media,” I [...] (Read Full Article)

      Mentions:   Social Media

    11. Unsuck It, Please

      Explore pr-squared.com (Apr 28 2011)

      The PR industry is rife with examples of jargon-filled writing. Paradigm shift.  Actionable.  Best of Breed.  Core competency. So many of the words we use to make plain English sound more exciting wind up sucking the life out of written expression.  It’s no coincidence that many of the Web 2.0 era’s brightest stars were amongst the most [...] (Read Full Article)

    12. Top 3 Tips for Getting More Out of Your Agency

      Explore pr-squared.com (Feb 22 2011)

      Top 3 Tips for Getting More Out of Your Agency This is a guest post by Joe Chernov, a repeat client contact.  Joe is now the director of content marketing for Eloqua, the leader in Revenue Performance Management.  The fellow knows a thing (or 3, apparently!) about how to work with an agency partner… I manage two PR firms (SHIFT Communications in the U.S. and HotWire [...] (Read Full Article)

    13. 5 Reasons to Bring Your PR Rep to the Sales Conference

      Explore pr-squared.com (Feb 17 2011) Social Media Trends

      5 Reasons to Bring Your PR Rep to the Sales Conference My thanks to guest blogger Catherine Allen, a veep at SHIFT (@catherineallen) for this post.  Recently Catherine returned from a client’s sales conference, truly charged up about their PR opportunities.  I asked her to capture her feelings before they waned! ‘Tis the season for companies to gather their sales teams in Orlando, Vegas and other warm climes [...] (Read Full Article)

    14. PR Measurement Formula #Fails?

      Explore pr-squared.com (Feb 14 2011) Social Media Trends

      PR Measurement Formula #Fails? One of our clients, whom I respect enormously, wanted to run this PR measurement formula by you all. “Say the client spends $100,000 on PR, in one year.  For the sake of argument, let’s say PR is the biggest (or only) marketing vehicle.  In that one year time period, the client gets 1M website impressions.  Could [...] (Read Full Article)

    15. PR: Only As Strong As The Weakest Link

      Explore pr-squared.com (Feb 11 2011) Social Media Trends

      PR: Only As Strong As The Weakest Link I was ruminating on this blog post, “Stop the PR Madness,” on the Marketing Interactions Blog by Ardath Albee.  With verve and candor, Ms. Albee confronted the worst practices of the PR profession.  It’s the same, sad old story.  Spam. When writing about this very topic (numerous times over the years), I’ve consistently suggested that it [...] (Read Full Article)

      Mentions:   Social Media

    16. Marketing Doesn’t ONLY Happen Online

      Explore pr-squared.com (Aug 26 2010) Social Media Trends

      Marketing Doesn’t ONLY Happen Online According to a recent report by the Keller Faye Group, less than 10% of word of mouth conversations happen online. Think about that for a second. We spend an inordinate amount of time fretting about Social Media Marketing, which is — let’s face it — largely an online phenomenon.  We perform blogger monitoring/outreach, Twitter monitoring/outreach, Facebook [...] (Read Full Article)

      Mentions:   Facebook   Social Media Marketing

    17. The Rise of Branded Journalism

      Explore pr-squared.com (Aug 24 2010)

      I recently had lunch with an old colleague who now runs PR at Kaspersky Lab, one of the best-known and fastest-rising anti-virus companies on the planet. My friend told me a story that should seize the hearts of journalists even as it captures the imagination of corporate marketers; it’s a story about the rise of branded [...] (Read Full Article)

    18. If You Only Do *Three Things in Social Media

      Explore pr-squared.com (Jun 29 2010)

      If You Only Do *Three Things in Social Media As noted earlier, “Social Media Monitoring” is the ONE THING every company ought to be doing in Social Media.  “Setting a Social Media Policy” is #2.  What’s the next biggest priority? Blogging. This answer is probably more controversial now than it was in the past, when blogging was all the rage (pre-Twitter, pre-Facebook). After all, success [...] (Read Full Article)

      Mentions:   Facebook   AOL

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