Stories by Matthew Schwartz

We may be going out on a limb here, but we’re guessing that a decent share of PR execs are now discussing how to measure their messaging via Pinterest and Instagram. Visual storytelling is a relatively new marketing discipline, of course, so it helps to walk before you run.

Freud would have a field day on this one. University of Pennsylvania researchers who analyzed Facebook status updates of 75,000 volunteers have found a new way to analyze human personality. It could be yet another and more sophisticated tool for PR pros looking to get to know their audiences better.

At PR News we tackle many of the hot-button issues associated with communications, ranging from crisis management to social media. But we can’t forget that PR first and foremost is a business, and public relations agencies, grappling with an increasingly globalized economy, have to treat it that way.

PR execs are not supposed to parrot the boss. At least on paper. Despite the tremendous changes throughout the PR field, one thing remains a constant: The ability of PR managers to take an alternative (if not contrarian) view of the party line and say to the top brass, “That may not be the best […]

Amazon last week distributed a press release for its new Kindle reader in a series of 14 separate tweets, each plugging a different aspect of the new product. Sure, it’s innovative. But is it valuable for PR?

Google late last week overhauled of its algorithm in a move that will reportedly affect 90% of the search results it serves.

Man, could he pitch. Not stories to overworked journalists, mind you, but a screaming fastball that has befuddled batters for nearly 20 years. As Mariano Rivera prepares to play his last game at Yankee Stadium Thursday night, here are a few PR lessons from the greatest closer in Major League Baseball history.

Finding the sweet spot for your social channels is challenging enough for brands that don’t have to deal with a lot of regulation. It’s an even bigger challenge for industries that are highly regulated, such as the financial and healthcare sectors.

By launching a lower-fat fry, Burger King is hoping to take a bigger bite out of the fast-food market. Regardless of how things shake out, however, Burger King has a new message for consumers.

While it may not be the norm in public relations just yet, integrated communications is starting to take up more bandwidth in the PR process.