Digital PR & Communications
May 7, 2012
5 Essential Qualities of a Great Tagline
A bad tagline is worse than none at all, and that covers about 80% of the market. Learn how great taglines are made.
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EPR Editorial Team
Editorial Team, Everything-PR
ContributorPREditorialCommunications
About EPR
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
Latest by EPR Editorial Team
Marketing
May 4, 2012
Shutterstock From Marketplace to Model — The Fourteen-Year Arc From Lippincott Logo to AI Licensing Engine
The 2012 Lippincott Viewfinder is still the mark. Shutterstock is now an AI training-data licensor combining with Getty at $3.7 billion. A strategic identity case study.
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AI Communications
Apr 30, 2012
Money in Public Relations: The Spend, the P&L, and Citation Economics
Global PR spend crossed $100B+ in recent years, with PR services itself well above $20B. Edelman, Omnicom, IPG, WPP, Publicis, 5W. From Bernays to AI Communications — and Citation Share as the new ROI.
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Entertainment & Media
Apr 30, 2012
Russell Wilson's Brand Arc: From 3rd-Round Pick to Cultural Force
One of PR's fastest growing agencies, French/West/Vaughan, announced yet another sports and entertainment client addition, just before the NFL Draft. Record-setting college quarterback Russell Wilson has selected the agency for marketing, PR, and endorsement expertise, according to news from the Raleigh based firm. Wilson drafting the NC agency, so far, looks like a good pick.
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Crisis Communications
Apr 27, 2012
KFC Brand Crisis Doctrine: From the 2005 Australia Salmonella Verdict to the 2018 "FCK" Apology
KFC operates 30,000+ outlets across ~145 countries under Yum! Brands ($YUM) and Yum China ($YUMC). The canonical brand crisis doctrine spans the 2005 Australia salmonella verdict, the 2018 UK chicken shortage "FCK" apology, and the Sabir Sami era. Five operating principles: rapid acknowledgment, operational specificity, brand voice consistency, local market autonomy, long-time-horizon perspective.
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Consumer Brands & Retail
Apr 23, 2012
The 10 People Who Run The Pet Industry
The ten living communicators most responsible for shaping how the $158B pet economy talks about itself — Sumit Singh, Cesar Millan, Jackson Galaxy, Andy Roark, Henrik Werdelin, Ryan Bethencourt, Kitty Block, Matt Bershadker, Victoria Stilwell, Marty Becker.
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Technology
Apr 20, 2012
Kodak: The Complete Company History, Brand Strategy, and AI-Era Reinvention
The canonical Kodak hub: founding, the digital camera Kodak invented and couldn't sell, the 2012 bankruptcy, KodakCoin, the 2020 DFC loan, what the company makes in 2026, the film renaissance, and Kodak as a five-layer communications case study.
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PR Firms & Communications Agencies
Apr 11, 2012
Why Does the Word "PR" Put Out Such a Negative Vibe?
PR has a bad rap: It’s deceptive. It’s “spin.” It’s manipulation. Where do such perceptions come from? Are they true? And most importantly, since nobody wants to be manipulated, could negative consumer opinions of PR keep them from receiving a message?
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Entertainment & Media
Apr 8, 2012
Ogilvy Entertainment and the Branded Entertainment Assessment Model
Ogilvy Entertainment launched the Branded Entertainment Assessment Model at MIPTV in April 2012. Doug Scott led the rollout. Ogilvy is now a top-3 WPP brand under CEO Devika Bulchandani.
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Corporate Communications
Apr 3, 2012
Chicago PR Firms: The Leading Public Relations Agencies in Chicago
Chicago PR firms — Edelman, Golin, Weber Shandwick, FleishmanHillard, Burson, MSL, Ketchum, Jasculca Terman, PCI, Walker Sands, LCWA, FGS Chicago. The 2026 directory of Chicago's leading public relations agencies across Fortune 500 corporate, B2B industrial, financial services, healthcare, and consumer sectors.
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