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The 5 C’s of Communication Trends for 2015

by on 28th January 2015

As the New Year kicks off, it’s the perfect time to take a fresh look at my 10 Global Communication Trends. In 2014 I talked about the major trends in communication being finely balanced between the emotional: periods of crisis, loss of trust, the desire for personalised communication, the drive towards greater transparency, and the rational: purposeful, strategic counsel with tangible, evidence-based outcomes.

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Crisis In The Always On Era #prcrisis

by on 5th December 2014

The sixth in my series of Ten Global Communication Trends for 2014 is Crisis In The Always On Era #prcrisis.

Thanks to globalisation, ever increasing access to the Internet, and the explosion of mobile technology, we have been ushered into an age where change happens so quickly that it has become the new normal.

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New York Times and Christiane Amanpour are most popular on Twitter among world leaders

by on 2nd December 2014

For journalists Twitter is an important, real-time information gathering tool, and it can be very powerful. Most journalists first see the value of Twitter as a tool for distributing content. With a 140-character short message a journalist can broadcast their message and drive a huge amount of traffic to where they want. This content often comes from following newsworthy people and organisations because Twitter is now the fastest way to break news.

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Brand Journalism #brandjournalism

by on 8th October 2014

This is the fifth in my series of Ten Global Communication Trends for 2014 and it’s quite clear that Brand Journalism is rapidly becoming a new cornerstone of PR. The difference being that brand journalism is storytelling for your brand.

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Counselling Leaders in a Hyper Transparent World

by on 1st October 2014

Last week I was in Madrid at the World PR Forum on Communication and participated in a parallel session alongside moderator Daniel Tisch, president of Global Alliance, Robert Heath, professor emeritus of communication at the University of Houston, Karen Sanders, former president of the Association for Communication Policy and Austen Ivereigh, director of Catholics Voices and author of the new biography of ‘Papa Francisco: The great reformer’.

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Ello, please let me in

by on 29th September 2014

Ello is the latest social network which went viral on the internet last week with the promise to be “simple, beautiful & ad-free”. The social network is still in private beta and participation is by invitation only. According to media reports the social network was getting 40,000 sign up requests per hour on Friday.

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Image is All

by on 3rd September 2014

It’s time to look at the fourth in my series of Ten Global Communication Trends for 2014: Image is All.

From the face that launched a thousand ships to the ice bucket challenge that spawned millions of dollars of charity donations, visuals have always had the power to move. Interestingly the ice bucket challenge was not a PR campaign but took flight when a golfer and then a sufferer got involved, giving an added element of authenticity.

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How to measure influence on Twitter

by on 31st July 2014

There are many ways and variables to measure influence and effectiveness on Twitter, but one thing is sure, the number of followers is not the only one. Unfortunately it is often the number of followers your executives will be interested in. When we released our Twiplomacy study in June 2014 we found that retweets and mentions from very large accounts hardly generated any retweets.

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What CEOs can Learn from Politicians on Twitter

by on 18th July 2014

What can we learn from politicians and governments on Twitter? Quite a lot as our latest Twiplomacy study suggests.

Twitter is no longer the social network where you share what you had for breakfast, lunch or dinner. Twitter has become the global newswire for journalists where news breaks faster than on traditional networks.

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Evidence-Based #evidence

by on 7th July 2014

The third of my Ten Global Communication Trends for 2014 is one that’s very close to our hearts at Burson-Marsteller and that is evidence-based.

On the one hand, evidence-based is about measuring the ROI or the impact of communications; it allows us to gauge perceptions of a brand or issue at the beginning, middle and end of a campaign and in this way demonstrate to the business and the CFO the real value of our work.

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