Crisis communications, on its surface, is easy to comprehend and understand – when something bad happens, respond accordingly. However, crisis (as it is simply referred to in PR) much like the industries it serves, is constantly evolving to effectively and efficiently respond in times of need.

We sat down with Robert Ford, Senior Vice President of Corporate, to discuss why companies continue to struggle with crisis communications, and how they can keys to better prepare companies for it. One of the biggest problems companies make? “Authenticity…” Read the full interview below!

Sooner or later we all make mistakes. Sometimes, those missteps lead to PR challenges. And sometimes, a PR crisis happens through no fault of our own at all. But when it does happen – and it will – what will you do to protect your brand and reputation in the marketplace? How can you rebuild after a crisis? Let’s explore that question.

First, you need to own up and establish communication. One of the most important steps in rebuilding your brand after a PR crisis is the initial response. You need to step up and show initiative. Even if there was a terrible mistake. Even if owning up will be hard or expensive or painful, it’s better to do that than to have others force you into it.

The right product placement can prove to be a huge windfall both for the entertainment media and for the brand in question. Movie and TV producers make some extra money for their budget, and the brands get massive exposure as well as an emotional connection with the audience.

But product placement can do even more than that. Sometimes, product placement creates cultural trends that last even long after the movie is no longer in theaters or the TV show is past its prime.

In this week’s 5W Spotlight, we sat down with Nicholas Koulermos, Associate Vice President of Corporate, to discuss his journey into the PR industry. His advice for people looking to get into PR? “Live and breathe your clients…” Read the full interview below!

What inspired you to get into PR?

Bubbles, booms and unicorns, we’ve seen them all. The indisputable dominance of technology and the radical transformation it’s had on the way we live, work, socialize and relax appears to be at an all-time high. If you’re not a “tech” company in today’s day and age, you’re likely to be disrupted by one. For a growing number of industries, it’s not a matter of if — it’s when.

Matt Caiola who runs the 5WPR technology PR practice knows this all too well.

Social media PR can be a moving target. Rules and guidelines change, algorithms shift, and consumer moods can turn on a dime. Taken together, it can feel daunting to product a series of campaigns that consistently wins. But it doesn’t have to be. Consider these tried and true social media PR strategies, and you can find balance, even as the social corner of cyberspace continues to shift.

Don’t be afraid to share your hobbies, interests, or passions. While you should take care in how your messages may be perceived, the big benefit of social media is that it humanizes big brands and brings celebrities closer than ever to their fans, while still providing necessary separation to protect your privacy. Well-handled, you could leverage your interests to create deeper bonds with your fans and your customers. A casual conversation about a shared interest could be the push that turns a customer into a dedicated fan.

Held in Anaheim, CA, this year’s Natural Products Expo West drew over 80,000 attendees and more than 3,000 innovative brands. Expo West is known for showcasing innovative brands and trends across the natural, organic and health product arenas, and our consumer team was on the ground to discover them firsthand.

Executive Vice President of Consumer, Dara Busch, and Senior Vice President of Health/Wellness and Parenting, Annette Banca, were on site meeting hundreds of the movers and shakers disrupting the marketplace.