Isabel Lau

  As marketers, we could only wish that our audiences would be passionately on the hunt for our content like they would with the new Pokémon Go game. The reality is some of our content often just sits on a sad shelf collecting dust and might not ever get discovered. Another aching struggle is when we run out of fresh ideas for content. Although we don’t always have a mind full of compelling stories that we can create from scratch, fortunately, we can get some inspiration from the existing buzz,…

Journalists and PR practitioners often have a love-hate relationship. In the new media era, how should PR practitioners engage with the media? Furthermore, once the relationship has been established, how should they manage and foster that relationship? George Chen, managing editor and columnist for the International Edition of the South China Morning Post, a media professional with many years of experience, shared his insights with PR communicators at the 2015 PR Newswire New Communication Annual Summit. [Tweet “@George_Chen from SCMP sheds light on what journalists want from PR pros. “] What is news? In…

“How to make a story ‘newsworthy’ to journalists?” That is one of the most frequent questions PR pros wonder. Then here is another popular question: “What if I don’t have anything ‘newsworthy’ happening within my company?” Besides the typical “breaking news” you see on CNN, there are certain events and holidays happening over the course of the year that you can ride on to produce some cheerful stories around your company. From the generally known special days like Halloween to the more unique days like World Emoji Day, there are plenty…

  [caption id="" align="aligncenter" width="438"] Image courtesy of Morgan Sessions | Unsplash.[/caption] [Tweet “15 Best #Storytelling Visuals of 2015. “] In 2000, the average human attention span was 12 seconds. Now, we only have 8 seconds to grab the attention from our audiences. In today’s fierce competition for eyeballs, visuals are no longer just a nice-to-have component of a news release. Incorporating photos and other multimedia elements, including video, can help boost your press release’s impact and make your story stands out in this crowded digital space. It’s the beginning…

PR Newswire Editor’s note: Who is your target audience? What is the advantage of your solution? Why should your audiences pay attention to you? Knowing how your brand can relate to your audiences’ needs is the first precondition for grabbing their attention. However, how could you build your brand into a household term that is instantly recognized by the average consumer? You might find your answer in GE’s brand communication practices. [caption id="" align="alignleft" width="184"] Li Guowei, Director of Communications and Brand for GE Greater China[/caption] At PR Newswire’s 2015 New Communication Annual…