Sarah Devaney

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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Politicians in PR Consultancy Does news of Nikki Haley making the transition into PR consultancy seem surprising or does it makes perfect sense? Politicians spend their careers considering public opinion, crafting messages, and managing crises—skills that are directly transferable to the world of public relations. During their time in office, politicians deal with managing press conferences, handling difficult interviews and building relationships with journalists. Their experience equips them to understand the nuances of media narratives, as well as how to shape and shift them to benefit their clients. A powerful asset former politicians bring to the PR world is their extensive networks. Their ability to open doors, provide introductions, and connect clients with key decision-makers is significant. While this may be a 4 year pause while she sits this term out, her transition from politics to PR consultancy may be logical, but let's watch and see if it raises any ethical questions. 

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Key Lessons Learned from Edelman’s 14-Year Citizenship Journey               When PRWeek named Edelman recently as the agency dynasty of the last 25 years, it praised our “commitment to creating movements, not moments” and cited our global citizenship movement launched in 2010. That acknowledgment is noteworthy. Not just because I have led our CSR Program since its inception. Or because my dad, Daniel Edelman, was a visionary about citizenship when establishing our agency 72 years ago. Rather, the recognition reveals today’s reality. Every company must develop and embrace an integrated CSR strategy, not just ad hoc programs to help protect our planet and make societal progress. For one thing, high expectations from stakeholder groups underscore the value of sustainability efforts. Our respected Edelman Trust Barometer finds that 70% of more than 32,000 global respondents want to work for a company that addresses societal issues. For another, a CSR strategy already is all but mandatory for big and small businesses. The European Union’s CSRD begins phasing in ESG reporting requirements this year for U.S. and global entities. A citizenship strategy becomes transformational on several fronts. It becomes an integral part of a company. Our journey provides a roadmap for developing a comprehensive CSR strategy. Four key lessons learned:    It’s an evolutionary, not a revolutionary, path. When we began, I thought we just needed to launch a few programs to generate early successes. But the programs morphed into much more. For instance, we initially reported four sources of GHG emissions – paper, business travel, electricity, and water. Now, we have added purchased goods and services, employee commuting, and waste, among others as part of our Science-Based Targets initiative. Embed CSR and sustainability into the corporate culture. Achieve this by moving away from siloed citizenship-related programs, consolidating them over time, and integrating them strategically into your culture. We've experienced 10 transformations that we highlighted in our fiscal 2023 citizenship report. Employ data and measurements. They’re critical to drive action and inform strategy. We established a proprietary Citizenship Score to manage and report our activities across global offices. Set goals and report your progress against them. Incorporate a mix of short-term objectives and long-term goals. For example, we set a goal of eliminating single-use non-PET plastics by the end of this fiscal year on June 30. At year-end 2023, 94% of our offices had stopped buying plastic bottles. A long-term goal seeks to achieve at least 15% of our addressable spending with diverse suppliers in the U.S. by the end of fiscal 2025. Developing and embedding CSR and sustainability into Edelman’s culture has been transformational for us as it will be for any other company. I have given you a glimpse of our ongoing CSR journey. I look forward to hearing your stories. 

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The October monthly episode of our For Immediate Release podcast explores critical communication trends. Shel Holtz, SCMP, and I discuss six compelling topics, including Reddit's potential for crisis comms, the state of blogging in 2024, ethical concerns in celebrity news coverage, workplace connection challenges, and AI's impact across industries. In a blog post, I've set out some key takeaways that present opportunities for communicators, including leveraging Reddit for stakeholder engagement and preparing to guide organisations through AI adoption. Read more and listen now for valuable perspectives and insights on navigating today's complex communication landscape. https://lnkd.in/e5_CcMR2

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As evidenced by the dynamics of the presidential election, women continue to be held to a different, much stricter standard than men. In my book "WOKE: A Cultural Competence Guide for Communicators, I delve into why and how women continue to struggle for equality and representation. "Women’s quest for equality is the longest-running struggle in the history of the world. Men have ruled over humanity for millennia, and nowhere has their dominance been more pronounced than over the lives and bodies of women. Although women have made great strides toward equality in the last few decades, they continue to be held to a different standard than men, and society holds many unconscious and deeply rooted biases against them. Nevertheless, women continue challenging traditional gender norms, advocating for equal rights, and reshaping female empowerment narratives." https://lnkd.in/gsTAMAbc

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As election season peaks, it’s fair to ask whether or not CEOs and other C-Suite executives should share their thoughts and ideas on candidates or their platforms on social media. Well, as always it depends on many factors. But what I can say for sure is that doing so requires great care and a clear understanding of the terrain that lies ahead before pressing “Post”. In this year's "Social In The C-Suite" report, data showed that most leaders are opting for a "wait-and-see" approach, as social media posts on elections ranked in just the 20th percentile of content related to critical issues. It was outpaced by other topics like international conflicts, artificial intelligence and DEI/racial justice. So, if a CEO does post about the election, what can they expect? ⚠ Likes, shares, and criticisms: Our research showed that negative comments outshined positive comments on a 25:1 basis. CEO social posts on the election generated the second-highest negative sentiment rate, ranked behind comments made about the war in Palestine and Ukraine. ⬆ A Bigger Social Spotlight Elections are timely and relevant, making them lightning rods for visibility. Any online mention of a candidate or their policies is likely going to put a spotlight on leaders, so expect a lift in impressions. A simple social media post can (and will) make its way into traditional media coverage, multiplying the social post impact. Our research showed that 66% of visibility on CEO statements critical issues came from online posts. 👀 Friends, Foes and Followers: Swaying into public policy topics will put leaders in conversations possibly unrelated to their business, thus inspiring a group of new stakeholders to keep a watchful eye on public content from the CEO. Before posting on the election, leaders should ask themselves if the people having similar conversations online are also stakeholders that can boost or deflate a leader's reputation, and if so, is that leader prepared to speak to that audience beyond this one moment? Lots more to be considered, but feel free to download our #SocialInTheCSuite report for more insights on how CEOs are using social media to address the election. https://lnkd.in/gpA6PgAx

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You're an executive about to interview with a top-tier reporter and publication. This is your chance for significant coverage. Ahead of the call, the PR team prepared a smart briefing email with talking points and background notes on the reporter. You didn't look at the briefing notes and left an opportunity on the table. Why? ▶️ Because research and preparation are key. ▶️ Because your PR team put information in the document based on working with this reporter several times. ▶️ Because journalists can be particular, and each outlet has its own style and POV.

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My latest in PRNEWS: how to manage a negative article. Not all coverage is going to be positive, and every organization out there will eventually find itself on the receiving end of a negative piece. It can be frustrating and stressful, but there are several steps you can take to improve the situation, especially if you get a heads up an article is coming and have an opportunity to engage in advance. Read on for 6 tips as well as some comments on the infamous “no comment.” #PR #crisiscomms #VoxusPR

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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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With corporate mergers, restructuring, revenue declines and AI becoming the new normal, the focus for many workers in PR and comms has shifted from furthering careers to just being able to keep on making a good living. Here are some pointers for handling that instability -- Jane Genova https://odwpr.us/3OTpFcM

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Quick story from 20 years in comms: Minutes before a big keynote presentation, an executive asks a room full of folks if they should change their outfit (*holds up said replacement outfit*). Room says "nooo you look great!" I, on the other hand, told them to change. I knew their goals, their insecurities and what message they wanted to send about themself and about our brand. They changed and they rocked it--and I'm sure they would have either way...but sometimes being a trusted counsel in comms means saying things no one else will say and what your client may not want to hear. But that's how you nail the relationship and build trust. #pr #executivecomms Check out the rest of the 5 things I wish I knew over at The PR Girl Manifesto https://lnkd.in/dcsfUN6G

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As the first anniversary of Oct. 7 approaches, how have your #ERG programs evolved over the past year? Is there more space or structure at work for interfaith dialogue and inclusive, intersectional comms? Please share this with your comms people doing the work and let me know if you're comfortable sharing your efforts for an upcoming Ragan Communications and PR Daily story. [email protected]

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Great question posed by Simon Rutter on his latest post. Here's my answer. What would you add? +++++++++++++ This is where open and honest conversations with your C-suite have to come into play. Sit down with your leaders and ensure there is a shared understanding of what is a priority for your business. Break this down into three or four topics, tops. If something isn't aligned with one of those topics, you won't support with comms. (You should also ask the question why something is being worked on when it isn't a business priority, but never mind that for now. 🤔) I then create an SLA with a gold/silver/bronze service offering (e.g. ExCo get gold service, ExCo -1 gets silver, and so on). Define what those levels look like. I take that SLA to ExCo and get their signoff and support. Then the tricky part starts - sticking to it! With an agreed set of priorities and an SLA, you at least stand a fighting chance of being able to push back on other work. Without it, you're just running from one fire to the next. And that's exhausting, demoralising, and unproductive.

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PRWeek's great 2024 Business Report highlights the key challenge facing our industry. Communications is more important than ever. Comms and policy leaders are being asked to play far larger roles as business partners supporting ever more stakeholders. So why did the industry suffer so much in 2023 after many years of growth? As an sector, we are not adapting fast enough to the needs. Organizations are desperate for help but also under tremendous financial strain. They now need both senior level counsel and advisory support as well as deep domain expertise to actually produce. By and large, our industry is still split by this chasm - between strategic and tactical. Clients cannot afford to separate these, either in time or money. At Bully Pulpit International our goal is to bridge this divide, building a team that can both 'think and do' at the highest levels. It's not always easy. Last year was a challenge. But if you share this vision for the future, please check out some of our open roles: https://lnkd.in/dGQwJUSG

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When people have asked me what my book is about, I have struggled to answer. That's because the project started more than 12 years ago in a series of eulogies I delivered over the course of a single, very difficult summer. I recently got the chance to write about the connection between the eulogy as a form of nonfiction and other writing that blends biography, journalism, and memoir. That essay--my first attempt to explain what I'm doing in my forthcoming book and to address some of the other books that guided me--is out now in Public Books. https://lnkd.in/e7XPkTvB

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I am pleased to share Edelman’s 2024 Global Citizenship Report, Engaging Partnerships, Empowering Impact. It underscores how partnerships within our agency, with clients, and in our communities and the broader world help us achieve our ambitious sustainability and societal goals and define our 14-year-old citizenship program.  Throughout this report, we showcase how partnerships embed their impact throughout Edelman and our culture, enabling us to transform individual initiatives into integrated programs that, as the report’s title emphasizes, empower an enduring impact.  Partnerships help provide employee services that benefit our employees’ well-being and volunteerism. Our purpose-driven client and community collaborations serve to improve society and our planet. The Science-Based Targets initiative (SBTi) has approved Edelman’s near-term and long-term emissions reduction goals, marking our commitment to reaching net-zero by 2040. Our specific targets include reducing Scope 1 & 2 GHG emissions by 80% by 2030 (from a 2019 baseline) and reducing Scope 3 emissions by 55% by 2030. We are also using climate scenario analysis and climate models to inform strategies to mitigate and adapt to climate change.   Reading this report, we hope you conclude that Edelman is committed to fostering positive change while mitigating risks to ensure we contribute meaningfully to a more sustainable and equitable future. Learn more here: https://lnkd.in/gpxYU6nU

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Navigating Activism in 2024: A closer look at rising stakeholder expectations. As societal movements gain momentum, businesses must decide whether to lead change or stand on the sidelines. But how far is too far? And what are the risks of inaction? Here is my commentary on the role of corporate activism.

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🌟 🧠 What is your communications superpower? Say it loud and proud in the comments... we all have something we're really good at and there's so much more to comms than most people even know! Mine? I'd say it's digging up the 'why,' the deeper meaning behind the company, the perspective, or the product. That's the real deal to me - the stuff I want to know about - what makes it so cool, different, or better, and why? Share yours below to power up our Thursdays! #comms #CWC #PR

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