Rachael Shayne

The Highwire team put AI writing to the test. Sure, it's fast and easy, but does it deliver the best business results? Spoiler alert - it could be doing more harm than good. Read on for where to use and not use AI in content marketing - https://lnkd.in/gkixqe89 #PR #DigitalMarketing #content #AI

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I have an awful lot more to say (well, write given my profession) about the rise of #fractionalCMOs - this article exploring the new approach being taken by Tumbleturn Marketing Advisory to meet this growing demand for a new kind of outcome-based #marketingleadership resource is just the start! As Jen Davidson points out here, growing complexity of the #CMO role and the realisation of the dream of having a seat at the boardroom table has brought with it a growing remit and demanding role that requires ever-more support. It’s also generating plenty of burnout and skills gaps. That's why Tumbleturn has decided to launch a fractional CMO service. This one is one kind of approach, and a really interesting one. But there's a lot of evolution to come in how this fractional CMO capability is realised, positioned, priced, valued and utilised. I look forward to delivering more on this one. https://lnkd.in/gc8GE2nr

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This column is for my strategic and crisis communication peers. "Inreach" is a real word. And a solid Inreach strategy can enhance a meaningful Outreach Strategy. #internalcommunications #strategiccommunications #outreach #engagement

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🎉 Another big announcement and a team effort! 📚 𝑻𝒉𝒆 𝑼𝒍𝒕𝒊𝒎𝒂𝒕𝒆 𝑮𝒖𝒊𝒅𝒆 𝒕𝒐 𝑴𝒆𝒂𝒔𝒖𝒓𝒊𝒏𝒈 𝒕𝒉𝒆 𝑽𝒂𝒍𝒖𝒆 𝒐𝒇 𝑪𝒐𝒎𝒎𝒖𝒏𝒊𝒄𝒂𝒕𝒊𝒐𝒏 is now live, and you can download it for free. Focused on value measurement, not vanity metrics, and utilising the latest best practices and the AMEC Measurement and Evaluation integrated framework to demonstrate ROI in comms.   Download your copy here: https://lnkd.in/giVptTEJ   #PRStrategy #UltimateGuide #Communications #Ebook #Measurement

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One of the hottest topics in comms at the moment..is your organisation ready? Learn from the experts on how to prepare in this upcoming webinar. #cybercrisis

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This brilliant and comprehensive guide should be a first stop for anyone wanting to learn more about #greenwashing and how to avoid it. Brilliant work from Creatives for Climate ! #marketing #climatechange #greenwash

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Great insights from April Dunford's piece on why positioning often fails to transition effectively from marketing to sales. For those in the enterprise software space, you'll be acutely aware that aligning marketing and sales around a unified, compelling narrative is key to engaging stakeholders and driving conversions. April's advice offers a roadmap to ensure that positioning not only resonates but also converts. A must-read for marketers and sales professionals alike looking to bridge the gap and amplify their impact. Check out the full piece in her Substack: https://lnkd.in/eXj3F9xV

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Chapter 2 of my new book, "WOKE: A Cultural Competence Guide for Communicators," includes A Basic Guide to Public Relations, which offers an overview of the practice of PR. Available now on Amazon! 2. A BASIC GUIDE TO PUBLIC RELATIONS In our modern world, effective communications are key. As organizations and individuals navigate the dynamic landscapes of our interconnected lives, public relations have become a critical element that helps shape perceptions, nurture relationships, and drive visibility, leading to success. Public Relations is the art and craft of managing internal and external communications between an organization, its stakeholders, and the media. A well-crafted and executed public relations plan can establish credibility, build trust, and maintain a positive reputation. https://lnkd.in/gCAHTsP8

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Wondering what #digitalstrategy opportunities arise from analyzing search behavior? Plenty. Read my newest post on #search intent to find out. #blog #communications #digitalmarketing

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Prepare to navigate the stormy seas of crisis management as Tom Mueller and I welcome the unparalleled expertise of Daniel J Smiley, whose storied career has taken him from the decks of the Coast Guard to the forefront of oil spill response. As a consultant and podcast voice on crisis leadership, Dan steps aboard our show to chart the integration of AI into the realm of incident command. With anecdotes from the field and an insider's perspective, he brings to life the transformative impact of AI tools like ChatGPT in sculpting dynamic response strategies and propelling software innovation in crisis scenarios. Our conversation then shifts to a more turbulent current – the murky waters of AI-generated graphics and the scourge of misinformation. Battling through the challenges of crafting our podcast logo with AI, we expose the ironic complexities of technology that's simultaneously advancing and leading astray. Witness how deceptively realistic visuals, such as those of a fabricated ship fire, can undermine public trust during real-life emergencies. We explore the indispensable role of Public Information Officers in this new age, armed with the latest rhetorical armor to combat an onslaught of AI-spun fallacies that threaten the integrity of truth in our digitally dominated world. Reach Tom Mueller at tom@leadinginacrisis.com Reach Marc Mullen at marcmullenccc@gmail.com Reach Dan Smiley via LinkedIn. https://lnkd.in/ePqaekF6

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One of the great challenges I have faced in my #publicrelations career is to hear, "we don't sell to the public so we don't need community relations." Tell that to your #brand if you have a crisis. This article has some great tips on building effective community relations. https://lnkd.in/d7iizvip

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Which is a better metric of your Internal Comms reach: open-rates on email, or read receipts on your intranet? Here's a good read on why IC KPIs matter, and which are most effective.

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Visual communications is the future and we all need to get on board. This quote in particular from Luciana Paulise, MBA, PCC, CQE in her Forbes article makes me think of how my 5th grade son will influence and lead when he enters the workforce in 2035. He's already a Canva power user -- just think of what he'll create by the time he's in high school, and how he'll put this skill to use in the workforce. "Visual communication enhances the clarity and impact of a leader's message, making sure that key points are easily understood and remembered by the audience. This synergy allows assertive leaders to effectively convey their vision, motivate their team, and drive engagement, which is particularly important in today's fast-paced environment where attention spans are shorter and clear, impactful communication is essential."

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Hat tip to all the internal communicators who: ➡️ Stay positive even when the days are HARD ➡️ Constantly educate stakeholders about what they do ➡️ Come up with creative ways to talk about boring topics ➡️ Carve out time to experiment, innovate and try new things ➡️ Smile and nod politely when stakeholders think they know better I see you. You're doing great work.

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🥐 A little food for thought from Eleanor Hawkins. 🥐 This story illustrates both the necessity for and tension between comms and marketing. Brand reputation is critical. It takes just one misstep to cause irreparable harm (or at least significant damage) to a brand. The good news is that a healthy partnership between marketing and comms leaders, along with connection to the whole org, can impart strength and creativity within an organization.

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💡How are newsrooms using AI?💡  🌟 As AI continues to evolve, marketers and PR pros need to know how it affects journalism. Understanding how AI software influences story discovery and content creation enables teams to refine their pitching and press release strategies. 📰🤖 🔍 Consider these recent examples of AI projects supported by AP's Local News AI initiative and the John S. and James L. Knight Foundation: 🎙️ Michigan Radio, a University of Michigan NPR affiliate, uses an innovative tool that scrapes city council meetings from video sharing services, transcribes them, and generates tailored alerts. The result? Better visibility into public meetings and proactive notifications aligned with journalists’ beats and interests. 📺 Television station WFMZ-TV in Allentown, Pa., uses AI software that sorts and prioritizes news releases and story pitches from emails and other outside sources. And then, it enters the information into a content management system. 🤔 Thoughts? 👇 🔗 Learn more about the AI projects mentioned at https://lnkd.in/ep9H9QCM J.P. Escobar Jason Fink R. Kurt Osenlund Isha Kamani Hollis Daniels Melanie Shaw Chris Hayes #ArtificialIntelligence #Journalism #MarketingStrategy #PR #AIinJournalism #Innovation #FutureOfNews #TechAdvancements #Collaboration

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Hive mind! I'm writing about how companies are preparing (or not) for the 2024 elections in a future edition of my newsletter, Per My Last. If you're - an executive / internal comms wiz, or - an executive involved in deciding whether/how your company responds to social and political issues please fill out this survey ↘ https://lnkd.in/eQ-bW8tf.

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One of the top questions we get from B2B tech marketing pros is "How can we measure the ROI of PR?" Check out my recent blog post to discover what we recommend as a baseline:

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