Current Conversations

Current Conversations

Corporate Journalism: A catalyst for better story telling

Posted in Corporate Journalism, Industry Trends

This article was originally published by Bloomberg BNA’s Big Law Business

I am continuously amused by all the hubbub around content marketing. Because while that phrase may be new, the truth is that marketing has always been about content. What’s changed, of course, is the delivery, as the digital era has turned everyone into a publisher. Continue Reading

Why Medium Won’t Revolutionize The Press Release

Posted in Industry Trends

The blogging platform Medium has been shaking up the digital publishing world in the last year or so. If you don’t know Medium, you should. It lets writers publish stories and other work on its beautifully designed website, and it helps readers find those stories by optimizing posts and by curating and promoting them to its fast-growing audience. Continue Reading

Where are you hiding Brian Williams?

Posted in Industry Trends

Brian Williams has every major news outlet — and Saturday Night Live comedian — discussing journalistic integrity because of false statements he made regarding his experiences reporting in Iraq in 2003.

But, in an era of TV news as entertainment, can we hold newscasters and journalists to the same standard? Do both titles mean the same? Continue Reading

What PR folks should learn from David Carr

Posted in Industry Trends, Uncategorized

This blog post originally appeared Friday, Feb. 13 on Adweek’s PRNewser.

David Carr died last night in The New York Times newsroom. If you didn’t know him, you should go find his stories and read them, as well as the outpouring of obituaries and eulogies flowing now. He was the newspaper’s columnist on the media itself, but to journalists he was very much more than that.  He was human beacon for what they are and someone who kept them in check when they weren’t being their best. Continue Reading

Is Nationwide Just Playing the Long Game?

Posted in Industry Trends

This blog post originally ran on O’Dwyer’s website on Feb. 6.

If you didn’t catch Nationwide’s commercial, “Boy,” during the Super Bowl warning parents about the at-home risks facing their children, then chances are you heard about it in the days following its release: be it the Washington Post ( “Congrats to the Nationwide commercial for being the Debbie Downer of the Super Bowl”), the Chicago Tribune (“Nationwide killed a boy in Super Bowl ad only because it loves kids”), or one of the countless others that wrote, tweeted, created memes or pontificated about it aloud, scotch glass in hand, as if he were Don DraperContinue Reading

Happy Holidays From Greentarget (aka “The GT Bunch”)

Posted in Holiday Card, Social Media

We’re humbled to be celebrating our 10th anniversary at Greentarget. John and Aaron took a moment to reflect upon what this milestone means to them in a recent blog post.

We are also proud to share a video that our team put together to celebrate our anniversary and the holiday season. We hope you enjoy it as much as we did creating it.

Wishing you health, joy and peace in 2015 and beyond,

The Greentarget Team

The GT Bunch from Greentarget on Vimeo.

A Decade of Answering the Call

Posted in Industry Trends

On this day 10 years ago, we sat in a Dominick’s parking lot with two freshly purchased beers, not entirely sure what we were supposed to be toasting.  We had just resigned comfortable positions with an established agency to pursue an idea — to build an agency that would do things differently for a unique set of clients.

In the next six hours we’d get our first two surprises as entrepreneurs. First, our attempt to trademark our original name, “Greenlight,” failed. And then we got “the call.”  It was a former client, checking in to find out what we were up to and how we might continue working together.

That’s when we knew that this crazy idea might actually work.

If you would have told us 10 years ago that we’d be writing this blog post today, it would have saved us an awful lot of anxiety and stress.  Our initial goal was to simply survive the first year. If we could get three years under our belt, we could pay back our investors. Five years would be a huge milestone – 10 years would have been too much to hope for.

Looking back, we wouldn’t have it any other way. The tremendous sense of gratitude that permeates our approach to our work stems, in large part, from the fear and discomfort that drive all entrepreneurs.  This sense of appreciation, a refusal to take anything for granted, defines our culture today.  We joke about fostering a “healthy sense of paranoia” in client service.  Then we look under the stalls to see who else might be listening. Continue Reading

Is Big Data Hindering Our Ability to Be Intuitive?

Posted in Industry Trends

The public relations profession has always differentiated from other communications disciplines through an ability to relate to core audiences and influencers. Our intuitive understanding of the power of relationships and how to strengthen them allows us to navigate crises and manage reputations nimbly and effectively.

As new technology has enabled the rise and use of big data, are we leaving appropriate room for the power of intuition?

The Council of Public Relations Firms will address this question among a host of others during the 2014 Critical Issues Forum. The speakers, Teddy Goff, co-founder of Precision Strategy and the Digital Director for President Obama’s reelection campaign, Tim Leberecht, CMO of NBBJ and Claudia Perlich, Chief Scientist at dStillery will debate if there is room for big data and intuition to coexist and how the two inform each other in their panel on October 23 in New York.

Big data certainly has a rightful place in PR. It assists companies in filtering through the noise to develop insights that truly inform and help determine impact. It can be so valuable, it’s no wonder 91 percent of executives have a big data initiative planned or in progress. Big data is projected to grow from a $28.5B market by the end of 2014, to $50.1B in 2015.

Intuition on the other hand is manufactured from relationships. It is a gut feeling constructed of personal experience, learnings from failures and risk taking. It allows us to ask follow up questions, dig deeper and account for the nuances numbers can’t compute. Intuition is why PR can be flexible and impactful. Most importantly, intuition helps us build trust with our most important audiences

Here’s an interesting way to think about it – do you prefer radio/satellite stations that are run by algorithms or the tastes and preferences of individual DJ’s? Where does the relationship between listener and station exist?

A recent PwC report reflects this inherent tension:

“…Experience and intuition, and data and analysis, are not mutually exclusive. The challenge for business is how best to marry the two. A ‘gut instinct’ nowadays is likely to be based on increasingly large amounts of data, while even the largest data set cannot be relied upon to make an effective big decision without human involvement.”

This tug of war between data and intuition be challenging but harnessing the relationship between the two is an opportunity to leverage all of the organization’s resources, both tangible and intangible. We tap our intuition to identify the conversations that need to be started.  The right data helps assess the effectiveness and identify opportunities to change course. When leveraged together, intuition and data can provide insight into where the dialogue can be steered.  The challenge is to allow ample room for both.

We look forward to further discussion at the forum on October 23rd. To register to the event click here.

An Outlook on the Future of Journalism from the Nieman Journalism Lab at Harvard

Posted in Industry Trends

With the landscape of modern journalism rapidly changing, what does the future look like? With new technology and the internet impacting the way that journalists do their jobs and downward financial pressures consistently facing traditional media organizations, the answer is anything but certain. Continue Reading