How a brand's voice can stand out in the crowd | Instagram reveals long-form vertical video hub | HBO immerses "Westworld" fans via Amazon Alexa
June 21, 2018
PRSA SmartBrief
News for Public Relations and Communications Professionals
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How a brand's voice can stand out in the crowd
How a brand's voice can stand out in the crowd
Brands must reflect a strong vision, exhibit their values and have a distinct personality, writes Alan Siegel, who offers 10 tips for marketers such as the authentic communication of a brand's conscience and being nimble enough to respond immediately to criticism. Ultimately, "all organizations with a distinctive voice have a visionary leader who is unwilling to compromise the brand's core values," he writes.
SmartBrief/Marketing (6/21) 
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In PR, It's Progress Not Perfection
PR professionals are faced with increasing areas of responsibility and tightly constrained resources—while fighting to show their value. With examples from Kellogg's, Adidas, & Bombardier, this ebook shows how you can speed up the reaction time between incident, reporting and response. Download now.
PR In the News
Instagram reveals long-form vertical video hub
Instagram reveals long-form vertical video hub
(Alexander Koerner/Getty Images)
Instagram has unveiled its long-form video app and hub, IGTV, which lets creators post videos up to 60 minutes long in vertical, full-screen view. The move challenges both YouTube and Snapchat, writes Sahil Patel, and if the company gets the revenue model right, with the platform's "1 billion monthly users now, Instagram and IGTV will be hard to ignore," Patel writes.
Digiday (6/20),  The Wall Street Journal (tiered subscription model) (6/20),  Reuters (6/20),  The Associated Press (6/21) 
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HBO immerses "Westworld" fans via Amazon Alexa
HBO immerses "Westworld" fans via Amazon Alexa
(Jason Merritt/Getty Images)
HBO has unveiled an Amazon Alexa skill, "The Maze," for "Westworld" fans. Users who ask Alexa to "Open Westworld" can play an audio interactive game where they choose their own path as a "host," encountering characters who offer clues, with up to 60 narratives available.
The Drum (Scotland) (6/20),  Ad Age (tiered subscription model) (6/20),  Adweek (tiered subscription model) (6/20) 
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Travel/Tourism Section News Thursday
Airlines deny transport for immigrant kids taken from parents
Airlines deny transport for immigrant kids taken from parents
Southwest Airlines (Karen Bleier/Getty Images)
American Airlines, United Airlines, Southwest Airlines and Frontier Airlines said on Wednesday that they would not transport immigrant children separated from their parents by the US government. "We have no desire to be associated with separating families, or worse, to profit from it," said American Airlines.
USA Today (6/20) 
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Honeywell report shows airlines plan to invest in connected tech
Honeywell Aerospace's Connected Aerospace Report shows that 47% of surveyed airlines plan to spend up to $1 million per aircraft on connected technology over the next year. The report says 38% are looking to spend $1 million to $10 million per aircraft over the next five years.
Air Transport World (6/19) 
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Airlines improve customer service, baggage handling
The Bureau of Transportation Statistics' April Air Travel Consumer Report shows airlines improved customer service and baggage handling. Consumers filed 39% fewer complaints about service in April than they did in the same month last year.
USA Today (6/18) 
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Advice & Best Practices
Think tactically about your job to boost your career
Look at the bigger picture inside and outside your workplace, keeping up with market trends and observing how your organization's departments run, leadership consultant Valerie Grubb advises. Keep your eyes open for opportunities, have a long-term mindset and spend time on projects that deliver valuable results.
Society for Human Resource Management online (tiered subscription model) (6/18) 
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Scrap the templates and edit for a better resume
Scrap the templates and edit for a better resume
Modify the skills you list on your resume for each job you apply for instead of taking a cookie-cutter approach, Ruth Umoh writes. Cut down a long resume by dropping off older achievements and do a check for common errors, like typos and grammar mistakes.
CNBC (6/20) 
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Take advantage of PRSA's online courses
PRSA has a variety of online training courses to help you gain knowledge, strengthen your skills and develop new abilities. These include Creating Effective Integrated Marketing Communications Campaigns, Crafting the Perfect Pitch and Writing Skills to Increase PR Reach and Results. Get a complete list of courses.
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To understand the heart and mind of a person, look not at what he has already achieved, but at what he aspires to do.
Khalil Gibran,
writer, poet and artist
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