Insights for Leaders Navigating
Visibility, Credibility, and Growth.
From media strategy to reputation management, we explore the trends shaping public perception and share the approaches that drive measurable results for growing brands.
As the marketing minds behind any business know, the lifeblood of engaging with your target audience often comes via the avenues of social media.
Social media can be a godsend in the world of PR, offering a world of insightful analytics to track, as well as likes, comments, retweets, shares and other forms of audience engagement to monitor. Reaching a large following has never been so swift and convenient, with so much data available to learn more about your audience and its behavior.
Of course, social media is a double-edged sword and can be a scourge of user negativity, community backlash and, in some cases, damaging effects to one’s brand or reputation. Just as perilous to one’s business is ineffective social media strategizing that is pedestrian and uninspired, and thus unable to reach the audience it targets or falls on blind eyes and deaf ears. It’s critical to know your messaging, the ways it is communicated and the audience at which it is directed.
PR professionals are hard-pressed to find a handier tool to generate buzz around a trending topic and amplify key messaging. But which social media platforms are most effective in conveying messages to your targeted audience? It all depends on the cohort in which they fall, as different age groups rely on social media for different reasons and purposes.
Most recently, social media researchers have noticed this with regard to the budding Generation Z, the demographic of individuals born between the mid-1990s and the mid-2000s. As the rising Generation Z enters the workplace, it offers significant spending power and is set to account for one-third of the global population, according to Bloomberg. Generation Z is also revealing its own unique social media habits.
Generation Z primarily turns to social media for entertainment purposes, according to market research company Global Web Index. Gen-Zers are typically drawn to highly visual formats, such as Snapchat, YouTube and Instagram. They’re shifting away from Facebook and gravitating toward newer platforms such as TikTok, a social media app that boasts over 100 million followers and allows users to create and post short 15-second video clips. They crave face-to-face interaction.
And Generation Z spends a significant amount of time on social media. Gen-Zers are perpetually connected through mobile devices, spending more time on them than any previous generation. Internet advertising company Criteo reports that 95 percent of teenagers have access to a smartphone, with the average teen spending 11 hours per week on it. Gen-Zers spend an average of 23 hours per week streaming videos, or an average of three hours and 15 minutes per day. This can largely be attributed to the fact that Generation Z, unlike any generation before it, hasn’t known a world without social media technology, and is therefore referred to as tech-native or tech-innate.
But Generation Z’s social media fixation isn’t limited to merely seeking entertainment. Not unlike their Millennial counterparts, Gen-Zers want to make a difference in the world and see social media as their avenue to do so. A study from Cone Communications found that 81 percent of Gen-Zers believe they can “have an impact on social and environmental issues by using social media.” Eighty-two percent of respondents said they use social media “to talk about issues they care about,” while 58 percent said they believed “supporting social or environmental issues online is more effective at making a difference than doing something out in their communities.”
Knowing these types of audience tendencies and behaviors is critical to the health of any business, especially when dealing with a future demographic that accounts for such a significant share of the global market. Familiarizing with your audience is essential to effectively communicating with them, and in turn, successfully operating and growing your business. Employing the appropriate communication strategies to reach your audience ensures your organization will achieve its business goals faster, keep customers in the pipeline and, as a result, boost its bottom line.
We recently worked with Acumatica, the world’s fastest-growing cloud ERP company, to announce its acquisition by EQT Partners and the joining of forces with IFS, the global enterprise applications company.
What makes this acquisition announcement unique is the flexible structure of this partnership. In the midst of a merger-happy market, the two companies will retain much of their autonomy while synergies related to go-to-market strategies, research and development efforts, etc., will be maximized between the two companies.
Businesses are becoming increasingly global, regardless of size or industry. With an increasingly global marketplace, flexible business models are going to be vital for companies to meet a growing range of customer requirements. To scale and compete, customers need a network of resources that will support business operations wherever they, their business partners and customers may be.
Additionally, both companies are designed to serve complementary markets rather than compete against one another. Acumatica’s sweet spot is small and midsize business customers with $20M – $250M USD in revenue; IFS is optimized to serve companies with $250M USD and above. Thus, this partnership forms a global cloud ERP powerhouse that will challenge entrenched industry players.
Communiqué PR had the opportunity to collaborate with another PR firm, Padilla, to support the media outreach for this announcement. Below, we’ve included highlights of the coverage that resulted from the acquisition, with additional coverage from trade publications pending.
- The Cross-Pollinating Cloud: IFS Conjoins With Acumatica – Forbes, June 19
- Acumatica acquired by UK private equity firm in bid to take on Oracle, Microsoft and other business software giants – GeekWire, June 19
- The coming together of ERP firms Acumatica and IFS – an early analysis – Diginomica, June 19
- EQT marries Acumatica to IFS – Enterprise Times, June 19
- IFS and Acumatica to Form Global Cloud ERP Powerhouse Under EQT Ownership – ERPNews, June 19
- IFS And Acumatica To Form Global Cloud ERP Powerhouse Under EQT Ownership – Software Business Growth, June 19
- EQT acquires Acumatica to complement portfolio company – Realdeals, June 19
- EQT buys US ERP provider – Dagens Industri, June 19
- IFS and Acumatica team up to compete in the ERP management software market in the cloud – Europa Press, June 20
- Acumatica announces acquisition by EQT Partners, joins forces with IFS – Supply Chain Management Review, June 20
- ERP vendor IFS makes a near-merger with Acumatica – TechTarget, June 20
- Channel consolidation continues with trio of deals – TechTarget, June 20
- ERP cloud companies to collaborate under new ownership – Plant Engineering, June 21
- IFS and Acumatica: ERP coalition under EQT – TechMarketView, June 21
It’s that time of year again! The latest 2019 issue of The Associated Press (AP) Stylebook is now available. Every year the AP team releases an updated issue with a variety of updates – sometimes surprising, other times exciting and almost always a little confusing.
Some of last year’s AP Stylebook updates included guidance around spelling tech terms such as “homepage” and “smartwatch” (written as one word), clarity around “emoji” as the correct singular and plural reference of more than one emoji, as well as advice for referencing sexual harassment and misconduct clarifying when to use “survivor” and “victim.”
Below is an overview of some of the AP Stylebook’s update for the 2019 edition.
Percentage sign. According to the latest version of the Stylebook, it is now OK to use the percentage sign (%) when paired with a numeral, with no space. For example, “her salary increased 4% from a year ago.” When referring to amounts less than 1%, writers can precede the decimal with a zero (e.g., the cost of fruit rose 0.4%). The rule did note that in casual uses, it is OK to use words rather than figures and numbers (i.e., there is a zero percent chance she will be going to the party).
Accent marks. It is now acceptable to use accent marks – e.g., the acute (é), grave (è), circumflex (â, î or ô), tilde (ñ), etc. – with individuals’ name when they request it, are known to include them, or if quoting a language that uses accent markets.
Hyphens. The new stylebook included explanations around a variety of hyphenation uses including the “em dash” and the “en dash.” The lead editor of the AP Stylebook hosted an “Ask me anything” session on Reddit where she explained how AP typically uses em dashes (–), and instead of using en dashes, AP uses hyphens (-). Here is the excerpt from her explanation of hyphens and dashes on Reddit:
References in the Stylebook to dashes denote what some styles call em dashes, long dashes or thick dashes. Because of news industry specifications for text transmission, AP has never used en dashes, also known as short dashes.
Em dashes (or what the Stylebook refers to simply as dashes) are used to signal abrupt change; as one option to set off a series within a phrase; before attribution to an author or composer in some formats; after datelines; and to start lists. AP style calls for a space on both sides of a dash in all uses except the start of sports agate summaries.
Some other styles call for en dashes to indicate ranges, such as ranges of dates or times, or with some compound modifiers. AP uses hyphens in such cases.
Race-related terms. Announced in March, the updated AP Stylebook includes guidance for reporters around using the terms “racist” and “racism.” This chapter also discourages individuals from using “racially charged” as a synonym for racist or racism when those words could be used instead. In addition, the AP editors discourage the use of “black/blacks” or “white/whites” as nouns in the singular and plural.
Health and science. This year’s update also included a new chapter with guidelines around selecting stories and proper usage of scientific journals. The health and science chapter also includes a primer on a variety of studies and reference guidance.
Other AP Stylebook updates include clarification and new entries around sports-betting terms, vaping, budtender and cryptocurrency, as well as guidance for reporting on suicide and covering crime – with direction to avoid the term “casualties.”
To stay updated on all of the latest AP Stylebook updates, visit https://www.apstylebook.com/ or follow the company’s Twitter account @APStylebook.
It’s that time of year again! The latest 2019 issue of The Associated Press (AP) Stylebook is now available. Every year the AP team releases an updated issue with a variety of updates – sometimes surprising, other times exciting and almost always a little confusing.
Some of last year’s AP Stylebook updates included guidance around spelling tech terms such as “homepage” and “smartwatch” (written as one word), clarity around “emoji” as the correct singular and plural reference of more than one emoji, as well as advice for referencing sexual harassment and misconduct clarifying when to use “survivor” and “victim.”
Below is an overview of some of the AP Stylebook’s update for the 2019 edition.
Percentage sign. According to the latest version of the Stylebook, it is now OK to use the percentage sign (%) when paired with a numeral, with no space. For example, “her salary increased 4% from a year ago.” When referring to amounts less than 1%, writers can precede the decimal with a zero (e.g., the cost of fruit rose 0.4%). The rule did note that in casual uses, it is OK to use words rather than figures and numbers (i.e., there is a zero percent chance she will be going to the party).
Accent marks. It is now acceptable to use accent marks – e.g., the acute (é), grave (è), circumflex (â, î or ô), tilde (ñ), etc. – with individuals’ name when they request it, are known to include them, or if quoting a language that uses accent markets.
Hyphens. The new stylebook included explanations around a variety of hyphenation uses including the “em dash” and the “en dash.” The lead editor of the AP Stylebook hosted an “Ask me anything” session on Reddit where she explained how AP typically uses em dashes (–), and instead of using en dashes, AP uses hyphens (-). Here is the excerpt from her explanation of hyphens and dashes on Reddit:
References in the Stylebook to dashes denote what some styles call em dashes, long dashes or thick dashes. Because of news industry specifications for text transmission, AP has never used en dashes, also known as short dashes.
Em dashes (or what the Stylebook refers to simply as dashes) are used to signal abrupt change; as one option to set off a series within a phrase; before attribution to an author or composer in some formats; after datelines; and to start lists. AP style calls for a space on both sides of a dash in all uses except the start of sports agate summaries.
Some other styles call for en dashes to indicate ranges, such as ranges of dates or times, or with some compound modifiers. AP uses hyphens in such cases.
Race-related terms. Announced in March, the updated AP Stylebook includes guidance for reporters around using the terms “racist” and “racism.” This chapter also discourages individuals from using “racially charged” as a synonym for racist or racism when those words could be used instead. In addition, the AP editors discourage the use of “black/blacks” or “white/whites” as nouns in the singular and plural.
Health and science. This year’s update also included a new chapter with guidelines around selecting stories and proper usage of scientific journals. The health and science chapter also includes a primer on a variety of studies and reference guidance.
Other AP Stylebook updates include clarification and new entries around sports-betting terms, vaping, budtender and cryptocurrency, as well as guidance for reporting on suicide and covering crime – with direction to avoid the term “casualties.”
To stay updated on all of the latest AP Stylebook updates, visit https://www.apstylebook.com/ or follow the company’s Twitter account @APStylebook.
The benefits of lifelong learning are many. In an evolving world, continuous learning serves as an economic, social, emotional, and physical imperative, according to John Coleman from the Harvard Business Review.
Coleman also reveals that “reading, even for short periods of time, can dramatically reduce stress.” Unfortunately, it’s quite common to hit a wall when absorbing new information. When this happens, our immediate instinct may be to put our heads down and push through the content. However, this often proves counterproductive to our learning.
So, what do we do when this occurs?
Dr. Barbara Oakley, professor of engineering at Oakland University, reveals that one of the most effective methods in learning a new skill or subject is to simply stop. Stopping, in this context, doesn’t suggest ceasing our studying entirely, but rather taking a break to let our brains process and rest.
In the series Learning How to Learn, Dr. Oakley highlights methods of learning that people regularly and unconsciously do already. But, by being deliberate about these techniques, people can deepen their understanding and enhance their learning capabilities.
Sleep is a Natural Brain Boost
In a recent article from Johns Hopkins Medicine, sleep researcher Patrick Finan, Ph.D., indicated that “not getting enough sleep can affect your mood, memory, and health in far reaching and surprising ways.”
While the benefits of sleep may seem intuitive, a lack of sleep results in more than just grogginess. Doctors caution it may cause negative long-term neurological implications that could inhibit learning. According to Dr. Oakley, simply being awake creates metabolic toxins in our brains. When we sleep, we allow our brain cells to temporarily shrink, enabling fluid to flush these toxins out. This process helps increase our ability to grasp new concepts.
Our brains maintain relevant information while we sleep and discard irrelevant information– much like how we delete irrelevant files from storage to enable our computers to run faster. This allows our brains to “review or [rehearse] some of the tougher parts of whatever [we’re] trying to learn, going over and over neural patterns to deepen and strengthen them,” says Dr. Oakley.
While we can acquire new information and access it during periods of consciousness, a sleep study conducted by Harvard University suggests that consolidation – the process by which a memory becomes stable – occurs while we asleep. This is made possible by the strengthening of neural connections, as mentioned earlier.
Stop to Recharge
Our brains have two primary modes of thinking: focused and diffused. When we study or concentrate intently to understand something or solve a problem, our brains are in focused mode. Diffuse mode, on the other hand, is closely related to being in a state of neural rest. It occurs when you simply let your mind wander freely. It can happen when you go for a walk, take a shower, or even while falling asleep. Dr. Oakley suggests that utilizing both modes is equally important in the process of learning.
While all humans experience diffuse mode throughout the day, Dr. Oakley explains that being conscious and deliberate in activating diffuse mode is beneficial to our learning process. Although diffuse thinking doesn’t allow you to narrowly focus in on any given topic, it enables us to approach new concepts from a wider perspective.
Taking the time to continue your learning doesn’t need to be difficult. While it may require time and effort, it does not always necessitate the constant strenuous focus we might think. So, the next time you are losing focus or struggling through a new concept, stop forcing it. Step back, give yourself a break and allow your mind to rest.
Below we have captured some of our most popular posts and listed some additional resources for PR professionals to have in their toolkit. These posts consistently received the most viewers year after year. We thought it would be helpful to include them in one spot, creating a PR reference library. Feel free to add your go-to resources below as a comment.
PR Planning 101: Defining Objectives, Strategies and Tactics – Strategic planning is a critical first step toward achieving success across all areas of business. It is particularly important in public relations because ROI cannot be measured solely based on traditional metrics. A strategic plan ensures that there is a shared understanding of what you’re trying to achieve, how you plan to do it, and how you’re going to measure success. Just make sure you’re grounded in the difference between objectives, strategies and tactics before diving into your next plan.
Internal vs. External PR Roles – This article is consistently one of our most popular posts, year after year. Definitely a good read for those starting their careers, as well as leaders determining how to build out their team.
The Importance of Quotes – A good quote can be the heart of a compelling article. Good quotes help to tell a story and enhance the credibility of a press release, news story or speech. Words that are crafted well can leave a lasting impact on the world.
The Art of Storytelling in Public Relations – 5 Narrative Elements – Storytelling is also at the core of effective public relations, as we seek to influence reputations, perceptions and behaviors. To meaningfully relate to journalists and our target audiences, we need to tell compelling stories. We can’t simply announce news or offer a quote – what we share with target audiences needs to be in the context of a larger story to help us connect with others and show why our clients’ news matters.
Additional Resources for Your PR Toolkit
In addition to the articles above, we recommend the following:
- AP Style Book – The AP Stylebook serves as the ultimate resource when writing and formatting material, ensuring consistency across platforms and publications. To learn more read “Understanding AP Style and its Importance.”
- The Grammar Girl – A great resource for those tricky grammar challenges – when to hyphenate, effect or affect, how to use myriad correctly.
- Strategic Public Relations: 10 Principles to Harness the Power of PR – “This is the kind of book that you refer to again and again. Instead of just theories or concepts, it offers clear and concise best practices, and then drills down to the tactical explanation of how to get them done,” said Amy Bohutinsky, formerly of Zillow.
What are your go-to PR resources? Please share via comments below.