About Stephen Waddington

Stephen is a Partner and Chief Engagement Officer, Ketchum and Visiting Professor in Practice, Newcastle University. Chairman of Future Proof policy unit and Past President, CIPR. Author of Brand Anarchy and #BrandVandals; and editor and contributor to Share This and Share This Too. Connect with him on Twitter: @wadds

Author Archive | Stephen Waddington

Managing the Impact of Facebook’s Newsfeed Changes

Facebook announced important changes to its newsfeed algorithm last week. The changes prioritize consumer engagement on the platform and have important implications for brand marketing and public relations. Our digital strategists from around the world have decoded the changes. Here’s where we’ve landed…

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What’s trending in social media for 2018?

Staying ahead of innovation in digital and social media provides a competitive advantage for Ketchum and its clients. We’re constantly on the lookout for new ways to engage with publics.

I’ve tapped our digital hive mind to discover the issues that our strategists around the world are thinking about in 2018.

If you’d like to talk about working with your organization to tackle any of the issues raised, please don’t hesitate to contact me directly or comment below.

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6 Essential PR Predictions for 2018

I recently took part in a webinar hosted by Cision where we examined some of the most critical challenges, trends and themes facing our industry in the year ahead. Topics ranged from the proliferation of fake news, to the increasing importance of brand integrity (and crisis management) in today’s hyper-connected, and scandal-laden, media landscape.

The skills, technology and workflow used in media and public relations are all converging and 2018, like its predecessor, should prove to be another watershed year for PR.

The brands that capitalize on these new and emerging trends stand to gain the most in the coming months. Here are a few of the most interesting bits from our discussion…

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10 Steps to a Successful Public Relations Plan

It’s that time of year, when thoughts turn to planning for 2018. Taking a 12 month, or even quarterly, outlook is challenging when operating in a period of such uncertainty but organizations need to continue to take bets on investment and talent.

Our recommendation is to take the longest term outlook feasible for your organization but to test, measure and adapt your plan over time. Real time measurement and agility is a reality for any modern public relations team.

Here’s an approach that I use based on Ketchum’s planning methodology. It can be applied to any size of organization and market.

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10 Insights for Public Relations from the 2017 European Communications Monitor

The European Communication Monitor (ECM) is a rare example of excellence between communication theory and practice. The ECM 2017 survey is based on responses from 3,387 communication professionals in 50 countries. It’s the most detailed and robust longitudinal bench-marking study available that characterizes the challenges and opportunities facing our profession.

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Making Sense of Mary Meeker’s Internet Trends Report

Mary Meeker, an analyst turned venture capitalist at Kleiner Perkins Caufield Byers (KPCB), has published her annual Internet Trends Report for 2017.

It’s more than 350 pages of incredible insight on the development of the internet. It explores the impact of technology on society, and the implications for organizations on how we communicate, how we buy and how we live. I got together with our resident online strategy guru Ben Foster to make sense of the findings within the report. Here are our top six takeaways…

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A Game of Snap: Q1 Social Media Updates

Three months into the year and we’ve already seen huge innovation from the major social media platforms. There’s also been several copycat maneuvers. Here’s what we’ve spotted.

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Getting Engaged on Valentine’s Day: Winning Hearts and Minds on the Internet

Never forget, the internet is a network of people, and the most successful brands are those that are human. In the spirit of a holiday dedicated to winning the hearts and minds of your audience, regardless of its size, here are eight engagement tips for your organization to apply in its communications approach on Valentine’s Day.

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10 Digital and Social Insights for the Year Ahead

It’s that time of year when we reflect on the past 12 months and look ahead.

At the end of last year we published Trends 17. It’s a view of the year ahead from subject matter experts and our Mindfire network of entrepreneurial students.

I’ve dug deeper into digital and social media, and asked colleagues from around the world what we can expect in 2017.

There’s a mix of research, influencers, storytelling, paid media, new forms of media and disruptive workflow…

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7 Tips to Building a Better Social Media Content Calendar

A planned content calendar sets out a program of activity for a public relations campaign or social media community. It is typically laid out as a grid with events plotted against time, like a Gantt chart. In this post I’m going to explore how to build a content calendar for a social media campaign. Here’s a sample calendar that you can cut and paste from Google Documents.

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