Jenna Dutcher is the community relations manager for Communications@Syracuse, the online Master of Science in Communications from the world-renowned Newhouse School at Syracuse University. With classes taught by Newhouse faculty, the M.S. in Communications offers students around the world the opportunity to receive the highest-quality education without relocating. Follow us on Facebook and Twitter.

The Perfect Pitch

We often hear about the importance of writing an eloquent and thoughtful pitch when working in PR, but what are the key elements that go into making your outreach effective? To find out, we surveyed a number of agencies from O’Dwyer’s annual rankings of top PR firms, asking key personnel to briefly answer the question: “What is the most crucial element of a PR pitch?” 

When a Video Goes Viral

Last year, 16 thought leaders told us what it takes to make content go viral. A little closer to home, it turns out that one of our own Newhouse faculty members, Jeff Passetti, has experience in this area. We talked to him about the topic of his viral video, companies that license content, and why he thinks his video made it big.

Courting ZMOT: Defining the Zero Moment of Truth and How to Make the Most of It

The Zero Moment of Truth (ZMOT) occurs whenever and wherever the customer starts thinking about a product and is defined long before the First Moment of Truth (FMOT) has had time to evolve. Here, we’ll dig into the details of ZMOT with Google, one of the early players in understanding its new and critical role.

Book Review: Storyscaping: Stop Creating Ads, Start Creating Worlds

Storyscaping is chock-full of case studies on brands as diverse as U.K.-based betting company Ladbrokes to ski destination Vail Resorts, each demonstrating how Legorburu and McColl’s agency, SapientNitro, applied the storyscaping model to real-life companies for maximum impact. At 229 pages, it’s a fast read that will help you whip your marketing into shape—and tell better stories in the process.

How To: Choosing Video Editing Software

Video is big news—and big in news. In 2014, 63 percent of U.S. adults watched online video and 36 percent watched news video online. In the field of communications, it is imperative that practitioners understand how to shoot and edit video. But with so many options to choose from, how can you find the video editing software that’s right for you?

Presidential PR [Infographic]

In this infographic, Communications@Syracuse explores 175 years of presidential slogans, looking at the winning slogan for each presidential campaign since 1840 and capping it off with a review of the ever-narrowing field of 2016 presidential candidates.