Stories by Matthew Schwartz

The crisis may prove a cautionary tale for communicators on how to contain the damage when the story turns out to be wrong.

The candy king is looking to replace the controversial ingredient it uses in its sweets, but the brand needs to communicate a lot more to consumers about the potential switch.

The days of reporters and PR folks kibitzing via the telephone seem to be on the wane, as email becomes the primary mode of communication between the two parties.

In a social media age trolls are ready to pounce on a new product, service or performance. The latest example? The trailer for “Star Wars: The Force Awakens,” which rolled out last Friday and was immediately met with criticism and parodies.

I was watching a New York Knicks game recently when Carmelo Anthony sank a three-point bucket to tie the game. Melo jumped for joy, as the Madison Square Garden crowd roared with approval. A guy sitting courtside (probably in his late 30s or early 40s) leaped out of his seat to revel in the moment, […]

More often than not, reading a typical corporate biography is the equivalent of watching paint dry. It’s a lost (and low-cost) opportunity to enhance the value of PR.

I was watching a New York Knicks game recently when Carmelo Anthony sank a three-point bucket to tie the game. Melo jumped for joy, as the Madison Square Garden crowd roared with approval. A guy sitting courtside (probably in his late 30s or early 40s) leaped out of his seat to revel in the moment, … Continued

Communicators need to be careful with how they carry themselves on Twitter and make sure their presence on the social network 1) holds appeal for the media and b) reflects well on their own brand.

PR pros, take note: For most any corporate executive, going after his or her media critics is usually a no-win proposition.

As scientists cheer and the media celebrate, brand managers may consider the best way to get in on the action of the Philae landing. Buyer beware.