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Meaning and impact of brand journalism

Meaning and impact of brand journalism

What is Brand Journalism? The term was coined in 2004, but the definition is still being debated. Despite this, it has become an important factor in business communication. As Pullizzi wrote in 2012 - "all brands, in order to attract and retain customers,...

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Public Relations and Journalists

Public Relations and Journalists

The power of PR and journalists working together is a force to be reckoned with. Take the case of Honeywell, a Fortune 100 company operating in the aerospace industry. However, the brand was guided by a general lack of knowledge among...

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How to create a viral campaign

How to create a viral campaign

Everyone knows how to create a viral campaign. But this does not appear as easily as it seems. Luck plays a very small part in the equation. Most success comes down to acumen and creativity. It's a common misconception that spending enough money will eventually...

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Video has the power

Video has the power

Video Communication Digital media have the ability to include interactive features. These are “rich” multimedia content such as infographics, videos, animations, voice recordings and sound effects. Video is the Present and the Future Video is one of...

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Use of digital and social media

Use of digital and social media

Public Relations uses digital and social media in many types and formats, but we can summarize some of the more typical ones. These - in addition to being the most prominent - proved to be the most effective. Here are some examples of using digital and...

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The structure of social media: risks and problems

The structure of social media: risks and problems

Despite "self-correction" in social media channels, there are still, and always will be, major concerns about the spread of misinformation. Privacy and security breaches, troll and hacker attacks and cyberbullying occur daily. We can not...

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The new and the old in the “new” media

The new and the old in the “new” media

One of the most significant changes in the media is the change in control. It has gone from the full control of a few corporations or governments involved in the transmission of centrally produced content, to an open and...

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Mediatization and media logic

Mediatization and media logic

Over the years, the PR and media industries have become closely intertwined. At first glance, this might seem like a power struggle. However, this is more of a circuit of free-flowing interaction and influence of information. This is a great...

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Different goals, different strategies

Different goals, different strategies

The benefit of PR information also helps to understand how charities, NGOs or community groups can influence public agendas, even if different goals entail different strategies. 

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Branding: an essential asset in B2B communication

Branding: an essential asset in B2B communication

By: Artur Lopes; Mariana Cotrim; Ruth Martins; Tomas Ferreira. Finalists of the Degree in Public Relations and Business Communication at Escola Superior de Comunicação Social – within the scope of the course "Business-to-Business Communication". Currently, each...

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