Category Archives for Communications

Oprah, Weight Watchers & their heavy-hitting influencer marketing www.sabguthrie.info

Oprah, Weight Watchers & their heavy-hitting influencer marketing

How Oprah and Weight Watchers have joined forces to create a mutually-rewarding, long-term influencer marketing programme – by Scott Guthrie

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message to advertisers give us useful content www.sabguthrie.info

Message to advertisers – give us useful content

Consumers don’t want to be interrupted by advertisements but they do want quality storytelling – writes Scott Guthrie

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How to master native advertising best practice

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

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Influencer marketing and the law scott guthrie sabguthrie www.sabguthrie.info

Influencer marketing and the law

Influencer marketers need to know how legislation covering product promotion and advertising affects their work on vlogs and Twitter – writes Scott Guthrie
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The future of B2B influencer marketing: an interview with Ted Coiné

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

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PRCA inhouse report summary by Scott Guthrie sabguthrie

PRCA report shows print and AVEs as powerful channel & evaluator

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.

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#FuturePRoof chapter 18 by Scott Guthrie | sabguthrie

#FuturePRoof: New book promotes PR role in driving business success

#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.

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SHORT THOUGHTS ROUND UP: WEEK ENDING 25 OCTOBER 2015

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.

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SHORT THOUGHTS ROUND UP: WEEK ENDING 18 OCTOBER 2015

I’ve now written 14 Short Thoughts over at www.shortthoughts.co. Twelve of them this month – writes Scott Guthrie

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Short Thoughts round up week ending 11 October 2015 www.sabguthrie.info

SHORT THOUGHTS ROUND UP: WEEK ENDING 11 OCTOBER 2015

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

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www.shortthoughts.co roundup

Short Thoughts round up: week ending 04 October 2015

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.

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BUILDING CHANGE AS A CORE CAPABILITY

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

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Finding real influencers following PRCA’s digital PR report

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

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Australia’s new PM embraces innovation

Australia acknowledges opportunities not only threats of digital disruption, creativity and innovation – writes Scott Guthrie

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Barcelona Principles

Pushing the PR industry to adopt the Barcelona Principles

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

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Build your personal online brand: domain names & email address www.sabguthrie.info

Build your personal online brand: domain names & email address

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

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Intelligent naivety: Benefits of not knowing how we do things around here

Too much store is placed on industry experience. Today’s world is complex and uncertain. All hail intelligent naivety – writes Scott Guthrie

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Klout: is this thing on?

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

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Don't shoot. I'm a customer not a target

Don’t shoot! I’m a customer not a target

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

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CEO social leaders sllhouette

5 reasons CEOs should be social leaders

It’s not if but when should C-suite executives truly embrace the social age. Here are five reasons leaders should be social leaders.

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What Cecil the lion’s death reminds us about the social age

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

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Facebook’s Instant Articles explained via dairy farming

Facebook Instant Articles is a game changer for the social media goliath. But will it remain good news for news outlets and us, the news consumers?

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5 ways to enhance your creative thinking for business success

5 ways to enhance your creative thinking for business success

Economic growth is best understood as the rate in which firms solve problems. 20th century capitalism worked by efficiently allocating existing resources. 21st century capitalism works by efficiently creating new solutions to human problems – writes Scott Guthrie

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Using Circloscope to build relationships on Google+

Building mutually beneficial online relationships starts with identifying people with reach, resonance and relevance to you and your brand. Using Circloscope within Google+ cuts out the legwork in finding these people – writes Scott Guthrie

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