How Oprah and Weight Watchers have joined forces to create a mutually-rewarding, long-term influencer marketing programme – by Scott Guthrie
Consumers don’t want to be interrupted by advertisements but they do want quality storytelling – writes Scott Guthrie
Immune to the advertisers’ guile we increasingly turn to people just like us to help make decisions about what to buy – writes Scott Guthrie
Be honest, be ethical and provide good quality content. How brands and publishers can keep consumers and regulators happy with native advertising – writes Scott Guthrie
Influencer marketers need to know how legislation covering product promotion and advertising affects their work on vlogs and Twitter – writes Scott Guthrie
Ted Coiné, Forbes Top 10 Social Media Power Influencer and CEO of The Extraordinary Influencer Network explains the evolution of influencer marketing and how he can fix its broken system. Interview by Scott Guthrie
Influencer relations has come of age. It now needs a framework within which it can consistently meet business objectives – writes Scott Guthrie
PRCA launches 2015 in-house benchmarking report which shows print’s perennial power and AVEs strangle-hold on evaluation. I was asked by the PRCA to write an article about this year’s findings – reports Scott Guthrie.
#FuturePRoof, a crowdsourced book and community with the bold ambition of asserting public relations’ value as a management discipline launched today. I have contributed one of the book’s 33 chapters – writes Scott Guthrie.
I’ve now written 19 Short Thoughts at http://www.shortthoughts.co. Seventeen of them this month – writes Scott Guthrie
Short thoughts are one-minute reads about change and creativity in management.
They aren’t shallow thoughts. They are quick thoughts. Ones to be continued. To be expanded upon later. To be polished elsewhere. They are work in progress. They’re designed to stimulate thought.
Here’s last week’s round up. Let me know what you think.
I’ve now written 14 Short Thoughts over at www.shortthoughts.co. Twelve of them this month – writes Scott Guthrie
I have started writing daily at www.shortthoughts.co via Tumblr. Here’s the round up of one-minute reads from last week – writes Scott Guthrie
The discipline of writing and holding up that writing for public scrutiny through sharing is potent. Here is the first round up of daily writing from short thoughts. One-minute reads covering communications, change and creativity in management – writes Scott Guthrie.
Firms need to build change into their corporate DNA as understanding about organisational change shifts from it being project based to a perpetual cycle – writes Scott Guthrie
A cautionary tale of identifying real influencers following PRCA’s findings in its Digital PR Report 2015 of upsurge in blogger outreach – writes Scott Guthrie
Australia acknowledges opportunities not only threats of digital disruption, creativity and innovation – writes Scott Guthrie
In change initiatives adoption doesn’t always neatly follow awareness. AMEC needs to help PR practitioners understand the urgency for change in embracing the excellent Barcelona Principles 2.0 – writes Scott Guthrie
The personal and professional, the online and offline have melded into one. Life is a whole and must be treated as such. Here the basics of forming an online brand are discussed in a four-part series starting with securing a domain name and email address – writes Scott Guthrie
Too much store is placed on industry experience. Today’s world is complex and uncertain. All hail intelligent naivety – writes Scott Guthrie
Are Klout scores still relevant? Ketchum’s global engagement officer asked 13 executives, planners and strategists in his network how they rated Klout as a tool for identifying and measuring influence. I was one of the Bakers’ Dozen – writes Scott Guthrie
Customers should be treated as co-creators not targets. This means forming meaningful relationships – a bedrock skill of the public relations professional – writes Scott Guthrie
It’s not whether but when should C-suite executives truly embrace the social age. Here are five reasons leaders should be social leaders.
There’s no longer a meaningful distinction between our personal and professional lives. We should take care to protect our hard won reputation from poor decisions we make in our personal lives – writes Scott Guthrie
Instant Articles is a game changer for Facebook. But will it remain good news for news outlets and us, the news consumers, asks Scott Guthrie