Denise Graab

Thank you to PRNEWS for publishing my piece on lessons brands and communications leaders can learn from the recent fallout at NBC News and the pitfalls of binary thinking. "This debacle is one of many scenarios that remind us of why deliberate, well-coordinated and consistent internal communications are even more important in today’s climate where sensitive information leaks are becoming commonplace." If you're so inclined, you can read the full article here: https://lnkd.in/eSjSG26d

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A new survey from PR measurement platform Memo is a feel-good story for chief communications officers and their teams, but there is a catch. The survey highlights a 34% increase in communications teams reporting directly to the CEO versus last year and a 26% decrease in comms reporting to marketing. In today’s complex, politicized, multi-stakeholder world, getting communications pitch perfect is mission critical for every organization. That’s more likely to happen when comms teams have the CEO’s ear. BUT: The more separation there is between comms and marketing functions, the greater the risk of strategic dissonance between earned and paid media. Blending them creates powerful synergy. Here are 8 ways to do it, starting today: 1. Align your messaging across earned and paid channels for cohesive brand storytelling. 2. Amplify earned media coverage using paid to reach audiences who don’t consume through traditional channels. 3. Boost press coverage with paid media to enhance credibility and trust. 4. Extend the lifespan of strategically relevant earned media using engaging paid formats that keep the story alive. 5. Ensure a well-rounded narrative by promoting owned content that fills gaps in your brand story not sufficiently covered by the media. 6. Redirect key earned media storylines to specific audience segments (e.g., investors, future talent) by leveraging niche paid targeting. 7. Transform earned media outcomes into compelling multimedia formats — animations, videos, or carousels — to enhance your storytelling. 8. Report results holistically by showing exec teams how earned and paid media can work together to create greater impact. A well-rounded, cohesive media strategy is essential for breaking through the clutter. Separate reporting lines and bifurcated budgets shouldn't stand in the way. ♻️ Repost if you find this helpful or add to my list of tips. How do you integrate earned and paid media? #CommsStrategy #EarnedMedia #PaidMedia

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CEOs are at their best when leading from the front "Going direct" is one of the hottest tech comms trends today I'm not a maximalist on it - although some smart folks in PR are - but there can be benefits What "going direct" isn't - a carte blanche pass to ignore traditional and emerging digital media. Most companies (or specific divisions of the world's largest brands) need to actively compete to garner legitimacy from the mainstream press You can post politics but it has to be authentic / on-brand and you have to carefully weigh if that brings in more detractors than it is worth Now what "going direct" can do: -Bring your audience immediately closer to you, whether they are consumers / clients / LPs -Position the executive as the "main character" of a brand, fusing their personality and values into a coherent identity - one that you want your audience to subscribe to -Make your executive more appealing for high-end conference speaking and podcast opportunities - both of these forums want to draw new participants / listeners and an executive with their own, real audience is POWERFUL "Going direct" is easier when you have an experienced digital team behind you, one that has bolstered the online reputations of many a CEO. Now who could that be? 🤔 Tweet credit: Andrew Yeung

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