The Gong Blog

Branding Then Messaging, in That Order

We spend a lot of time working with our clients on their core messaging. What are the two to three essential points that your organization wants to convey to your key audiences? In an ideal world, that positioning is a direct reflection of your brand, the essential distinguishing characteristic that defines who you are. But it’s important to note that brands are not built simply by way of messaging. Rather, they are sum total of the actions that an organization takes. The decisions you make that dictate the quality of your products or services, your internal culture and values, how …

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#AskJon: What do I need to keep in mind for my next Facebook Live event? [VIDEO]

So, let’s say you’re planning your Facebook Live event. The first thing you want to do, is plan out a promotional campaign. We’ve been experimenting with this and we like the two weeks out rule. So, again figure out who your audiences are and where they are on social. Create graphics and encourage everybody in your organization to share and post everything you’re posting related to the Facebook Live event. As part of that, the next thing is you want to solicit questions before and during the event, so as you are promoting, ask for questions on the topic that …

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The (Mobile) Medium IS the Message

It’s been over 50 years since Marshall McLuhan famously stated, “The medium is the message,” kicking off countless arguments about whether that’s true. It’s my impression that as PR people, we have a bias toward the message. But technology’s rapid evolution, especially the past few years, has dramatically impacted how we communicate, tipping the scales toward the medium. Arguably the biggest example of this – the proliferation of mobile devices. Increase of mobile devices At first, smartphones were a secondary means for accessing the internet. Great for a quick check-in while you’re out and about, but definitely not the preferred …

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#AskJon: How can I integrate social into my next event? [VIDEO]

You really want to start integrating social even before the event, to promote the event. So, think about who your audiences are and where they are, and then put together a content plan to promote the event — at least a couple of weeks out on social — and get the word out of, not only what you’re doing, what opportunities they have, but also which hashtags they can use of the event to promote the event and interact during the event. Then, obviously, during the event, you want to encourage them to be on social, and hashtagging is a …

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Overcoming the Startup PR Paradox

I love startup companies. I’ve been involved on the ground floor of a few in my career, and the energy around launching something new and all your own is infectious and transcendent. The days fly by while the nights are restless, stirred alternately by grandiose dreams and abject worry. Startups come to us on a fairly regular basis, mostly in the hope that we can help raise awareness about their venture and establish some credibility with key targets. Most often, however, they must confront what I call the Startup PR Paradox: they want publicity so they can get customers, and …

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April the Giraffe: Live video meets viral marketing meets cute overload

My affinity for live, streaming videos of baby animals began in 2013. It was a big year for babies. Bao Bao the Giant Panda debuted at the National Zoo in Washington, D.C. Lana, a cheetah at Richmond Metro Zoo, had a litter of five cubs. These live cams helped generate an awareness for the populations of these endangered species (and the zoos that care for them). Fast-forward to 2017 and the latest live-streamed animal phenomenon is April the Giraffe, the 15-year-old leggy lady at Animal Adventure Park in Harpursville, NY. Last week we posted a sampling of good and bad …

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Live Video: You Win Some, You Lose Some

Millennials apparently have the same attention span as a…ooh, look at this cute video of cats dinging bells to get a treat! Adweek talked a bit about the longevity of live video viewing, and it looks like it’s here to stay – for now. In the article, Adweek mentions that Facebook users are 10x more likely to comment on a live video than on a static one. Not only is video important, but live in-the-moment video is what people are drawn to. I’m currently waiting for April the Giraffe to give birth so I can finish up my longer post …

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#AskJon: Is it a good idea to use social media in times of crisis? [VIDEO]

In the past, folks — companies, organizations — were not inclined to use social channels during times of crisis, because of the commentary and questions that they would get on those social platforms. Now, however, companies and organizations are more used to using those social platforms in a way that they used to use their websites. In the past, when there was a crisis, companies would put out a statement. They invariably would put those statements on their websites and they drive all of the media questions and all of the public questions to those websites. Now that social platforms …

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United doesn’t have a PR problem; it’s far worse than that

I have attorney friends who are regularly queried about one high-profile legal case or another. Will the latest version of the president’s travel ban hold up in court? Is North Carolina’s bathroom bill constitutional? Will O.J. ever make parole? Once you get your law degree, I suppose such questions come with the territory. So it is with public relations professionals, and so when a United Airlines passenger of Chinese descent is dragged forcibly from his seat to the horror of onlooking passengers, folks like me get the predictable questions about how we’d address United’s “PR problem.” But to my mind, …

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Three recent Facebook advertising updates you might’ve missed

I have a love/hate relationship with social advertising.  On the one hand, there’s always something new to learn, meaning my work helping clients develop social advertising strategies is never boring. I’m always feeling like there’s something new to understand/master. On the other hand, there’s always something new to learn, meaning once I feel like I’ve finally cracked the code, something changes, and I feel like in many ways I’m back to square one. Over the past couple of months, I’ve noticed a few changes to Facebook’s advertising platform, and bravo to Facebook’s product development team because I think these updates …

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