Top of Mind: Soft Skills, Earned Media, and AI Tools

Top of Mind Must Reads for the Week of March 5, 2018

Top of Mind is a weekly, hand-curated selection of must read articles on public relations, social media and content marketing. These are the articles that we are reading and reacting to this week. Expert PR advice is all about preparation and knowledge. Hope these articles add to your ongoing education and PR toolkit.

Instagram Stories: How Businesses Can Make the Most of Stories — Social Media Examiner

If you have yet to master the use of Instagram highlights, dual broadcasting, and imaginative stickers, this is for you. Use this article or listen to the podcast where Sue B. Zimmerman discusses all this and more, including the handy scheduling tool Calendly. Defining your brand voice and presence through Instagram is one of the best ways to reach a passionate audience and show that you are growing right along with them.

7 soft skills that can help you succeed in PR — Muck Rack

While a hard skill can be measured, a soft skill is intangible and may be tough to quantify. But research finds that employers actually care more about these skills than technical abilities. Many expect them to be second nature for PR professionals, so articulate your value by emphasizing these abilities.

The Rise of Earned Media + What You Need to Know — Cision

As new technology emerges, and customers are more empowered than ever, advertising has become less effective, with a questionable return on investment. In fact, sources are more trusted when they are perceived as having little to do with the brand being advertised, and that blogger or podcaster ends up having more potential to reach and convert thousands of potential customers. Shift the focus of your strategy to meld human stories with the science of data for effective earned media.

Three Areas Where AI Can Help Communicators Right Now — PRNews

Communicators should deploy free and low-cost tools that flirt with the AI space to increase productivity, and to dive into an exciting new arena. Services like If This Then That, Wordsmith, and Megalytic can streamline your reporting, natural language generation, and personal time management.

How to Use Storytelling to Sell Your Brand and Vision — Entrepreneur

Everyone needs a story. Strong narrative can inspire customers and create community, as well as motivate internal business efforts to show leadership and set your business apart. And what you can offer people beyond your unique story is the chance to work for or support a company that has strong values, just like they do.