Kathryn Hawkins

Does anyone else feel some of their articles could simply read: "No, it doesn't." (Plus a long list of references) For example, sometimes I think SEO departments see a highly-searched question like "If I say 'Unicorn' three times before I fall asleep, will I live longer?" Then, they manage to squeeze out five headers on the topic, and I'm left combing the research and asking experts to weigh in, when really, the answer is just "No." Anyone else? Only me? 😬🦄😅 #Health #HealthContent #Nurse #NurseWriter #Writer #Freelance #FreelanceWriter #HealthWriter

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🎤🎸🤘🏻🚨 Latest from The Repute: "Crisis Comms Under the Microscope: Dave Grohl’s Approach" 🎤🎸🚨 In this edition, we take a real-time look at how rock legend Dave Grohl is handling the media fallout from his recent infidelity scandal. Using data-driven insights, we break down the New York Times' coverage of Grohl’s crisis communications strategy and analyze what worked—and what didn’t. https://bit.ly/3MIZy76 The analysis explores: - The effectiveness of proactively addressing scandals before they spiral - Why timing didn’t minimize media coverage as others have suggested - The nuanced balance between controlling the narrative and avoiding sensationalism Whether you’re dealing with a major PR issue or simply curious about how the media operates during high-profile scandals, this edition offers valuable lessons for managing your brand’s reputation. Read the full analysis and let me know what you think. I’d love to hear your thoughts! Have a great weekend everyone! Will Valentine Publisher, The Repute Founder and Principal, Valentine Advisors

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As our world gets more fraught and complex, audiences are increasingly choosing news sources which are more visual, reports are more watched, less read, with YouTube continuing its rise. The implications of this trend for deep understanding of difficult issues is worth pondering. More people are concerned about how to grapple with the rising torrent of fake news, and many having doubts about how AI might be deployed by newsrooms. Edelman has partnered with the Reuters Institute for this annual report as we are all in the business of communicating and good, credible and trusted information is critical to everyone in that process

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Great insights for anyone in the PR and media relations industry.

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Sharing a few words today about the use of embargoes in PR. First, let me say that if you're using the embargo tactic to try to get more reporters to read your pitch—without any real value to them—don't. Embargoes are only effective in 𝐜𝐞𝐫𝐭𝐚𝐢𝐧 situations - and even then, they should be used sparingly. Slapping the word "embargo" on your press release doesn't do _anything_. 😕 The reporter must first AGREE to honor the embargo. And in most cases, using one just doesn't make sense. After talking with reporters, the takeaway is that it may be OK to use an embargo IF: 1. You have a story worth embargoing 2. You have an existing relationship with the journalist built on trust To back up a bit, 𝐰𝐡𝐚𝐭'𝐬 𝐚𝐧 𝐞𝐦𝐛𝐚𝐫𝐠𝐨? When public relations practitioners pitch news to journalists using an embargo, they’re sharing information (many times in the form of a press release) before the announcement date. An embargo gives reporters time to write the piece and have it ready the moment the news is publicly announced. It’s offered under the notion that reporters won’t publish the story until the stated date. But - unless the news is earth-shattering, an embargo isn't warranted. And - reporters often won't honor them, even if asked, because they've been burned in the past when they held a story - and a competitor didn't. In other words, is your story worth asking a reporter to honor an embargo? For most companies in most cases, the answer is no. #mediarelations #PRTips #publicrelations

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I thought this was a good list that includes a lot of things most people miss. I would also suggest: 1. Tight targeting of your users in an AB test. This can be through proper exposure logging, or aiming at users down-funnel if you’re actually running a down-funnel experiment. If your new iOS and Android feature is going to be launched separately, then separate the experiments. 2. Making sure your experiment runs in 7-day increments. Averaging out weekly seasonality can be important in reducing variance but also ensures your results accurately predict the effect of a full rollout. https://lnkd.in/ejgvfNfp

There's so much talk about using AI to generate content, especially now that tools like ChatGPT make it look so easy. But is that coming at a cost to the reader experience? I'm a huge fan of (properly using) AI. It's been great at summarizing meetings. I use it sometimes to generate headline ideas or to generate a first draft of social media copy. I'm legitimately amazed at how fast this technology is developing. But as someone who has been "generating content" for newspapers, websites, blogs and social media since MySpace was the dominant social platform, I see far too many companies rushing to adopt AI for content generation without question. It seems so easy — because it is. Upload some reputable, trustworthy data sources (at least, please tell me you're doing this), click a couple buttons and you've got a story ready to go! Unfortunately, going this route ignores a lot of success factors. - Is it going to rank on Google? (No — the algorithm wants human experience and expertise that AI can't magically generate.) - Is it something that will add value for your customers? (People don't really want to read awkward AI copy, and will just bounce.) - Is it going to read well? (Unless you're also a robot ... no.) Instead, use AI to *assist* human writers. It's great at summarizing interviews, gathering key data points and helping you brainstorm. It can generate a first draft that gives you a structure to work with, if you're stuck. AI is a wonderful tool as an assistant, but it's not a long-term content strategy. While the technology changes over time, one thing doesn't — people want to trust that the article they're reading will help them out. Seeing how often people add "Reddit" on the end of their Google searches just confirms this. If you really want to stand out among your competitors and get long-lasting results, don't use AI as a content generator. Use it to help your human writers and editors do their job better.

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I keep seeing PR agencies make the mistake of hiring prompt engineers with no experience actually doing PR work. Whyyy? 1) Prompt engineers are no longer relevant - LLMs can write their own prompts better than any human can. 2) Unless you deeply understand the use-case, what is the point of someone who knows how to prompt AI to get a broad range of results. It's AI + a narrow focus that delivers value not AI + general use case humans. 3) Just hire smart, capable, problem solvers that are also PR consultants.

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Instagram just announced Views as the primary metric across all formats. My first thoughts: Instagram wants to simplify the way effectiveness is measured without us getting lost in other metrics like likes, shares, and comments. Cons? I feel focusing solely on views might in turn lead to a quantity-over-quality situation. Content that grabs eyeballs but doesn't necessarily engage deeply might get prioritised, which could be a con for news publishers who aim for thoughtful engagement. This could also lead publishers to focus more on virality over all else. Also, If views become the primary metric, the way content is surfaced might change.

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In today's data-rich environment, PR practitioners who embrace data-driven decision-making are gaining a significant edge in developing more effective, targeted and measurable campaigns -- H Patel, FINN Partners https://odwpr.us/3zBzyYe

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It's easy to think about AI within the context of a CMS. Of using AI to optimize writing, editing, and SEO workflows. The more exciting choice is putting AI in the hands of reporters early on in the process. Over the weekend we published a deep look at how immigration is being portrayed in political ads this election cycle. It's an absorbing read--with editing and reporting from multiple desks across the newsroom. It's also the debut of one of our AI-powered reporting tools: Haystacker. We carved out a lane in our roadmap for "Ambitious Journalism"--this is what it looks like. https://lnkd.in/eTteMFxY

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T-minus...not very many hours until Election Day. Are you ready? ***Those in the PR/Comms industries: How are you handling Election Day for your brand/org, your employees, and most of all...yourself?*** [Me: We have the editorial calendar planned this week with flexibility for important election-related pieces if they come in. I'm working on several election-unrelated pieces. Taking time out to vote on Tuesday. Taking walk breaks/cat cuddling breaks Tuesday and Wednesday. Buying MORE candy. Already decided on ordering out for dinner Tuesday night with husband. ] Take care. Be gentle with yourself and others. Eat as much candy as you want.

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Technical writers have been underappreciated and disregarded by engineers for decades, despite their critical role in product development and user understanding. Contrary to popular belief, technical writing requires both linguistic skills and a deep understanding of the technical domain and target audience. Check out the link below to see what you can learn. #technicalwriting #techwriters https://lnkd.in/gYguX2r8 

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Wait... what? A PR is an announcement right? Or is it a press release? Do you mean you 'do' press releases? Is that like using a newswire? What do you mean embargo?.. hmm.. and that's a.. deadline? PR terminology is a pain, like all industry jargon it makes it look more complicated than it is and you think "I really need someone who understands this stuff".. 12 years of working as a comms expert and I have conversations with companies all the time that follow the script above. So I wrote a simple breakdown of PR terminology, starting with content formats - for all the other founders and CMOs out there who are sitting on calls with their PR agencies, wondering what the *🤔🤔😑😑😬 they are talking about, but don’t ask because it will take another 30 minutes of precious billable time. In a new article, I’m covering: 🐥 What content formats to use to communicate company information 🐿 When to use them 🐫 How to structure them 🐢 Best ways to share them Read it all here: https://lnkd.in/eDCxvG9C This will be part of a broader series about all the things that cause confusion in PR (and there are many more), so let me know what PR terms you struggle with in the comments. P.s. hope you enjoyed the emojis.

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For years, I ran a content publishing business. I quit a corporate job to do it. I hired a team of writers and editors. We published 100s of articles a month. I got millions of page views, all from SEO. I built a large email list. I created a multi-six-figure content business. My revenue came from ads and affiliate promotions. I quit that business model at the start of this year. My content business still earns passively today. But I don't work on it much. You see... AI and Google have changed the game for content creators. Now I write a daily newsletter. It's about content strategy and writing online. I write stories about my business, the kind AI can't. I also coach a few clients who want to build similar businesses. And I help business owners with their content strategy. If you need help with your content strategy, I've a few spots open in my coaching program. DM me.

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New directions from Office of Management and Budget for agencies for how to successfully, securely, safely buy #AI tools and technologies. My story breaks down the new 36-page memo.

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Very interesting reasoning and analysis of language used in a will. Of course, the law doesn’t define #plainlanguage the way we do, but still interesting to read how a judge parsed the language in the will.

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