Your Destination for Answers Fri, 22 May 2015 15:56:14 +0000 en-US hourly 1 Nintendo Just Showed Us: The News Release is having a Moment Fri, 22 May 2015 15:00:49 +0000 Nintendo News Release-featured

Vilan-Traub-headshotBy Vilan Trub, Business Wire

Half a million views in a single day, and counting, is no easy feat. A news release from Nintendo this week accomplished just that, and every communications pro should take note of the basic reasons that led to such grand visibility.

Before the digital revolution, a hero was born by the name of Mario, and this hero had a nemesis named Bowser. Bowser started off as a Koopa King who breathed fire, but much has changed. On May 20th, 9am Eastern Time, Nintendo of America announced via a Business Wire distributed news release that Doug Bowser was named as the new Vice President of sales in America. Clearly the two Bowsers are not one and the same, but the irony was not lost on Golin, the PR agency handling Nintendo’s communication management. They identified and utilized the humorous angle that presented itself and converted it to visibility gold. Over 500,000 views, including over half a million views alone of just Doug Bowser’s photograph, is making this an industry defining news release.

Nintendo Bowser Infographic


Especially significant is that 60% of the traffic is stemming from social media. People are actively sharing this content, driving awareness through the roof. Doug Bowser is now a star and Nintendo can be seen almost everywhere online. The press release is having a moment right now, but why?

Journalists, media professionals, news consumers, they are all eager for interesting and relevant content. Golin found a way to satisfy their target market’s needs by understanding the basic elements of a release. What could have been a regular announcement about a new hire was instead turned into a story. The story was about the irony of a company hiring a man who shares his name with a notorious character the company is known for. The headline didn’t read Doug Bowser as New VP of Sales.

[caption id="attachment_73196" align="aligncenter" width="237"](Doug Bowser, VP of Sales, Nintendo of America) (Doug Bowser, VP of Sales, Nintendo of America)[/caption]

The decision to omit Doug was a conscious one aimed at waking the reader up by tapping into their sense of humor. The announcement was professionally written but maintained a lightness, playing on the intended readers’ nostalgia and lingering interest. The release included multimedia, both Nintendo’s logo as well as a crisp headshot of Doug Bowser. Readers could see what a real life Bowser looks like, and they did, over half a million times.

Nintendo set a precedent with this release but it doesn’t mean other companies need to start developing video game characters then hiring employees with the same names. The lesson learned here is that every release has a story and the process of writing an announcement needs to start with identifying a story that can grab the reader’s attention. That story is your company’s story and if it connects with readers, it will be shared and reshared all over the internet.

If Bowser can be VP of sales at Nintendo, maybe Coca Cola can find a Draper to run creative.

The Nintendo release had significant coverage by mainstream media. Some examples include:

[author]About the Author: Vilan Trub is a copywriter for Business Wire focusing on printed collateral, web content, sales presentation, digital ad creative, white papers and more. He has written for media outlets such as the,, Manhattan Review and AccessGroup Holdings, where he was a pivotal member of their launch. Vilan is a graduate of Queens College with a degree in History and began his career as a writer developing concepts and scripts for projects ranging from digital media to feature films culminating in a position as post-production supervisor for 50 Cent on his directorial debut Before I Self Destruct.  [/author]

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Trending This Week 5.22.15 – So Long Mad Men; Top 10 Summer Office Fashion Faux Pas; Be Magazine and Magazine Media Bolder Fri, 22 May 2015 03:59:25 +0000 CommPRO-Trending-This-Week

CommPRO-Trending-This-WeekToday’s Executive Briefing features a post from Linda J. Luca, Adjunct Instructor, Fordham University about saying So Long ‘Mad Men’ – You Taught Us Well.  Also featured is a presentation that features the Top 10 Summer Fashion Faux Pas: What Not to Wear to Work.

There will be no Executive Briefing on Monday in honor of Memorial Day. We will return on Tuesday.

As we enter this next phase for CommPRO I’d like to take a moment to thank our loyal readers and partners for their continued support. We hope our new readers enjoy CommPRO and welcome your feedback and suggestions so we continue to provide a unique and relevant service. You can reach me at:

Click here to view today’s post.





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Australia’s Most Mentioned Issues in the Media (May 16 – 22) Thu, 21 May 2015 22:56:48 +0000 Australia-Flag

Federal Budget Cools Down as State of Origin Heats Up

Editor’s Note:  Welcome to this weekly recap of Australia’s news, powered by iSentia

australia-news-may22Over 3,000 Shiite paramilitants have been deployed to Iraq’s western Anbar province, after Islamic State militia overran the provincial capital Ramadi. The US-led coalition conducted 19 air strikes in the vicinity of Ramadi over the past 72 hours at the request of the Iraqi security forces, according to the ABC. Prime minister Haider al-Abadi signed off on the deployment of Shiite militias to attempt to seize back the area, a move he had previously resisted for fear of provoking a sectarian backlash. About 500 people have been killed in the fighting and thousands have fled.

The State of Origin starts next Wednesday at ANZ Stadium in Sydney, with Queensland Maroons coach Mal Meninga confident that Billy Slater will be fit to play in the opening match after a shoulder injury. QLD’s Daly Cherry-Evans has been ruled out of the first match, also due to a shoulder injury, and replaced by North Queensland’s Michael Morgan on the interchange bench. New South Wales Blues players have been fitted with high-tech patches that will track stress and anxiety levels during their training sessions in the lead up to the match.

Cardinal George Pell has strongly denied being involved in an alleged child sex abuse cover-up within the Catholic church, after the Royal Commission heard claims he bribed a victim. He also denied ignoring another victim’s claim that a now-convicted sex offender was abusing children at St Patrick’s College in Ballarat. It was revealed that Pell was allegedly part of a Catholic church clerical group that decided to move the convicted sex offender between parishes for no recorded reason.

Agricultural Minister Barnaby Joyce made global headlines for reinforcing Customs policy, after it was revealed US Actor Johnny Depp avoided quarantine for his two pet dogs by flying into Australia via private jet. Depp was in Australia for the filming of the Pirates of the Carribean movie franchise. Joyce gave the dogs a 50 hour window to leave Australia and they returned to the US with Depp’s wife.

The $20,000 instant asset tax write-off for small businesses, announced in last week’s budget, seems to have been extremely popular, with reports that up to one in five voters will take advantage of the offer. It applies to small businesses with an annual turnover of less than $2 million. Retailer Gerry Harvey and banks are expecting a lift in purchases and borrowing respectively.

Quote of the week: “The Blues won’t win. At least, I hope they don’t, because if they do… I will streak down Pitt Street. That’s how confident I am” – Channel 9’s Today Show host – and staunch Maroons supporter - Karl Stefanovic on Thursday morning.

[author]iSentia is the Asia-Pacific region’s leading business intelligence company, providing over 5,000 clients with media information, analysis and advice 24/7/365. iSentia has more than 1,200 employees across 15 countries filtering information from over 5,500 print, radio and television media outlets and over 250 million online conversations per month. Our talented people, innovative search technology, comprehensive coverage and expert research provides the tools and insight to allow our clients to manage media relationships effectively, track and analyse issues of interest across all media, and discover and share valuable insights that drive smarter decisions.[/author]

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June 9, 2015 #MeasurePR Twitter Chat : Measuring Content Thu, 21 May 2015 22:08:10 +0000 #MeasurePR Content Webinar

June 2015 #MeasurePR Twitter chat- Measuring Content

Hosted by Shonali Burke Consulting



Tuesday, June 9 at 12 - 1 p.m. ET

Twitter, hashtag, #MeasurePR




Content, content, content. It's all we hear about lately. But what kind of content should you producing? Where? When? And how do you know if it's doing what you need it to do... i.e. how do you measure it?

Join Jennifer Nycz-Conner (@washbizjen) of the Washington Business Journal, Shelly Kramer (@shellykramer) of V3B, Daniel Cohen (@mrdancohen) of RedShift Writers, and Fay Shapiro (@fayscommpro) of, as they discuss the ins and outs of content. They'll discuss how to create smart content that works, best practices in content measurement, and how to use those metrics in improving your content strategy.

Be prepared for a fast and fun chat. Remember: all you need to do to join is bring yourself, your Twitter handle, and the hashtag! And make sure you're following all our guests and, of course, Shonali (@shonali) prior to the chat.


Our Host: 









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So Long ‘Mad Men’ – You Taught Us Well Thu, 21 May 2015 22:00:47 +0000 o Long 'Mad Men' – You Taught Us Well

Linda Luca Says So Long 'Mad Men' – You Taught Us WellBy Linda J. Luca, Adjunct Instructor, Integrated Marketing Communications, Gabelli School of Business, Fordham University

Saying good-bye to Mad Men provides an opportunity to think about the strategic advertising lessons we can absorb. Despite huge social, behavioral, and technological changes since that golden age of advertising in the 60s, some of Don Draper’s basic truths and insights are still at the core of developing great communication ideas today.  Straight from Don, here are five favorites:

#1.  “What’s the strategy?

In season 7, Don returns to Sterling Cooper. When he learns the new creative director, Lou Avery, likes to sneak up on a strategy, meaning see what the ideas are first, he is quite dismayed. Don knows that

[caption id="attachment_73154" align="alignright" width="300"]Linda Luca Says So Long 'Mad Men' – You Taught Us Well (Photo Source: Twitter)[/caption]

great creative ideas must start with a true understanding of the marketing strategy and the business goals. Today as things change so quickly, it’s important to identify a clear strategy (reach new users, change a perception, etc.) and the optimal target for an integrated communications program.

#2. “Technology is a glittering lure, but there’s the rare occasion when the public can be engaged on a level beyond flash, if they have a sentimental bond with the product.”

It’s the emotional connection that builds and differentiates powerful Brands. Without an emotional connection to consumers, Brands are just products and risk being commoditized. No one understands this better than Don who is always looking for that insight, that emotional bond. When Don pitches his idea for the Kodak slide projector, he sees the carousel, not as new gadget, but as a way to create and embrace your own nostalgia. Using slides of his family experiences, he says, “…Nostalgia… takes us to a place where we ache to go again. It's not called the wheel, it's called the carousel. It lets us travel the way a child travels - around and around, and back home again, to a place where we know we are loved.”

#3. “If you don’t like what’s being said, change the conversation”

Be fresh, be bold, be unique and disruptive. Don never settled for a safe idea. Chipotle is a great example of a Brand that changed the conversation in the fast food industry from whether meat was grilled or char broiled to how ingredients are sourced. Great Brands know the power of taking a risk.

#4. “That’s not a strategy. That’s two strategies connected by the word ‘and’.”

Be single-minded and focused in the Brand’s communications. Don’t try to have your Brand appeal to everyone.

# 5. “Every great ad tells a story and here to tell that story is Peggy Olson.”

When digital banner ads first appeared, many advertisers thought the art of storytelling to tell a Brand’s story was dead.  Smart Brands utilize all the social and digital channels available today to get their story told. Witness the famous Oreos tweet during the Super Bowl blackout of 2013, “You can still dunk in the dark.”

Today, Don’s truths might get you further than all his scotch and cigarettes.

[author] About the Author: Linda J. Luca, former EVP, Group Managing Director worked for over 30 years at the much maligned McCann-Erickson and enjoyed every minute of it. She managed the development of ad campaigns for a wide range of clients, which included Unilever, Lowe’s Home Improvement, MLB, Black & Decker, PowerAde, and Cadbury-Adams. Now she enjoys teaching IMC and helping coach Gabelli School of Business students at Fordham University in their career choices. [/author]  
















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