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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?” 

Q&A with Communications@Syracuse Student Candace Neff

At a recent Communications@Syracuse immersion we met Candace Neff, a student in the program from Columbus, Ohio. She is an account manager for Congressional Bank and a member of the July 2015 cohort. Big into sports and family, she’s interested in cultivating a career in management, ideally in the marketing industry. We asked her to share with us her story—how she learned about the program, what she likes most, and what her plans are for the future.

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.

From Editorial to Branded Content: Lessons Learned in Transition

When you study journalism, you’re taught to avoid conflicts of interest — real or perceived — at all costs. You don’t cover beats that you have a personal stake in, and you avoid covering organizations you or your family members are affiliated with. Objectivity is the key. But brand journalism is different.

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.