Chuck Gao's PR Blog

"Some are born great, some achieve greatness, and some hire public relations officers.” – Daniel J. Boorstin

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How Far Is It Between Google To China

Google had a strong financial performance on 2013. They not only had met their financial obligations, but also performed far better than expected. The latest Google financial report (third quarter 2013) shows that Google stock surpasses US$1000 for first time, and according to Siliconrepublic, Google noted a third-quarter net profit of US$2.97bn – a rise of 36.5pc – amounting to US$8.75 per share. The strong financial performance can also been traced on the share price.Google’s stock price rose 58.4 percent in 2013, breaking the $1,000 mark for the first time, while annual revenue increased 21 percent to $55.5 billion. Most of stakeholders are confident and being positive about company’s future because its financial performance. According to CNN, Google revealed Tuesday that its former CEO, Eric Schmidt, will receive $106 million in bonuses based on the search giant’s 2013 performance. This new generated lot of coverage and business review also blogs, mostly of people shows their confidence about Google’s financial performance. Moreover, Socialmention shows the sentiment towards Google is either positive (approximately 50%) or neutral (approximately 80%).

However, the company’s performance in China doesn’t seem to be very optimistic, according to China Internet Watch’s latest report, Google’s China search engine market share by revenue in Q4 2013 accounted for just 11.9%, which was roughly 65 percent lower than Baidu (76.6%), the China search engine giant.



The statistic made a striking contrast compare with the search engine market in other counties in the globe market like UK. (See pie chart below)



As the chart shows, Baidu remained its leading position in China search engine market. Both its efforts on PC and mobile devices contributed to its achievements. However, Google China’s market share dropped slightly. As the competition among search engines became more fierce. What’s more, Google had been losing its product managers and IT elites in China, Google’s market share was encroached bit by bit. It’s worth noting that, Prior to pulling out of the country, Google’s search engine controlled 29% of the Chinese market.

This situation is mainly because Google pulled out of China in 2010 as a result of numerous hacking attacks on the U.S. that originated from inside the country. Despite the fact that China has more than 560 million people who use the Internet, Google has no plans to return its services there. CNET reports that during Google’s annual shareholder meeting on Thursday, chairman and former CEO Eric Schmidt said he was “troubled by continued reports of censorship and spying on people” by the Chinese government. He explained that until China changes the way it treats its citizens, Google has no plans to invest more resources into the country.

China Google

Anyway, China is too tempting a market for Google to write off. Many clues shows Google is planning going back to China. According to local media sources, it appears that over the weekend, the homepage of the Chinese Google domain was quietly made accessible. Moreover, Google Chairman Eric Schmidt said on January that the tech giant’s encryption services could eventually open up countries with stringent censorship rules, which means China is definitely a jigsaw of company’s future plan.


Eden, C. and Ackermann, F. (1998) Making Strategy: The Journey of Strategic Management, London: Sage Publications.



Endorsement Is Regain Its Prosper On Instagram

If you are a frequently Instagram user, you may already found your favourite brand are posting user’s content on their brand account, or your favourite blogger is tagging a brand or another Instagram account on his / her posts. The endorsement is now can be found regain its prosperity on Instagram.

“If you can influence the leaders, either with or without their conscious cooperation, you automatically influence the group which they sway”. Said Edward Bernays (1928) in his book Propaganda, “Third-party endorsement”, the indirect use of to plead for his clients, is one of Bernays’ favorite techniques for manipulating public opinion (Bakanovic, 2010). Even though public relations industry is a fast-changing industry, this technique doesn’t disappear over time.  It adds a new dimension to the third-party-endorsement thinking that has shaped PR practice since Bernays’ earliest days, the people who find you through social media and “endorse” you or your project have the ability to spread the word of your “greatness” through online channels much faster than word of mouth. In addition, that online audience may come back again and again (Hell, 2009).

One month ago, Jen Selter, 20, an Instagram star just landed her first endorsement deal.her job is promoting CIRRUS fitness products.”I think of Jen as a professional athlete, the No. 1 pick, her sport just happens to be fitness, and she found a way to make it happen,” CIRRUS CEO Jay Sapovits said. Slter said she believes her followers are interested in more than just her selfies and pert backside.”I get a lot of credit for posting selfies, but I also post messages of motivation and fitness tips. I try to be fresh. I’m aware of comments made about my body, but I get the most happiness when I receive emails or posts about people I’ve inspired,” she told Fox.

Screen Shot 2014-03-17 at 13.34.56

A while back, Roxy Jacenko, who recently opened a talent agency for bloggers, revealed that “They (Celebrities) can get up to $650 per Instagram post – sometimes more depending on the number of followers.”

However, there is definitely not only celebrities & bloggers are involved in the game. The brand accounts have also doing the endorsement frequently, and the stats of likes says they are really works! (see pic below)

Screen Shot 2014-03-17 at 23.46.18

Screen Shot 2014-03-17 at 23.46.51


Hell. E Third Party Endorsements: Beyond Mainstream Media, Available from: [Accessed 09.03.2014]

Bakannovic. J The Men Behind the Curtain, Available from: [Accessed 09.03.2014]

Celebrity Instagrammers rake in cash with product endorsements, Available from: [Accessed 09.03.2014]

Jen Selter, who has almost 2 million Instagram followers, lands endorsement deal, Available from: [Accessed 09.03.2014]

I’ve Got A Great Campaign, Then What To Do?


Every successful campaign have a great idea, but not all the good campaign can succeed without finding target audiences rightly. Customers are becoming more sophisticated in the digital age than they used to be. They can easily get access to any information they want from the internet rather than just receive ads passively. To put this in perspective, 90 percent of consumers trust a recommendation from people they know, 70 percent trust consumer opinions posted online, and 70 percent trust branded Web sites, according to Nielsen’s April 2009 Global Online Consumer Survey.

Even you have billions traffic, you still have your first batches of audience though. You should be grateful to them as they make you visible and they had generated word of mouth. That’s is to say, once you got your first batches audience and your campaign is sticky enough, they would stay on you, and bring friends visit you, then their friends’ friends would come as well. At last, user would increase exponentially at a dramatic rate.  

So how to find your target audiences?


Here are Five Tips to Reach Your First Batches of Audience More Effectively

1.Right Channel

To understand where your audiences spend their time, and which channel are they using most.

2.Right Content

Make sure your content is portable and shareable. To resonate with your audience as deep as you can, then they would come back and visit you again, and share it.

3.Right Value

To think what value you can add to your audience.

4.Right Positioning

To identify and target audience subsegments separately to ensure your message is presented precisely to meet their needs.

5.Right Forum.

Don’t forget forums, they are still effective, there are many potential audience in forums like Reddit, you need to be active and contributing to the community, and promote yourself, unconsciously.

Further Reading:

5 Social Media Tips for Finding and Engaging Your Target Audience: New Research

 How to Reach Your Target Audience

Identifying & Reaching Your Target Audience

How to Reach Your Audience in a Digital Age

PR Degree, Do Or Don’t?


Last week, My course leader Michaela had talked about weather people need a PR degree to work in this industry. Honestly, I never thought about this question before,since I had choose this course just as PR is my favourite Media & Communication related subject.  Undoubtedly, for most of professions, a related degree is must-have. Can you imagine a doctor who was not graduate from medical school or a software programmer who graduate from law school? that’s crazy, isn’t it?

But the problem is, PR probably is the only exception here in this world. Public Relations has undergone criticism and questioning ever since its invented. PR has always have a PR problem — the image.

“My heart always sinks when I meet new people and the inevitable urban question pops out: ‘So what do you do for a living?’  I tend to end my explanation, shortly before the eyes of the listener start to glaze, with the same line: ‘I work in PR, but it is not the PR that you think that you know.'”

——Benjamin Webb

People always associate bad images (such as unethical, spin, lobbying)  with PR.Some people even think PR is a craft rather than a profession. one of the reason for this situation is probably the low educational background entry standard of PR industry. Actually, some of the most success PR companies  had started with just a telephone and a office table.

I just had looked at Webber Shandwick’s leadership, sadly, none of them are holding a PR degree. Actually, most of the leaders had graduated from literature major like English or History.

Like other media major, what employer actually value is your experiences, your works, and your skills instead of your education background, so is a PR degree just waste of time? my answer is NO, absolutely not.

PR industry is same as other media major in terms of it is not an exact science and operates across various sectors, from healthcare to financial, this require us to grasp a broad range of knowledges rather than merely communication and marketing knowledges to keep us think outside the box. However, PR Students have their unbeatable advantages. PR students get to know the history and theories of comms, marketing, advertising and PR and all of this makes them better prepared for the world of PR. So that PR student tend to  have more perspective for the development of PR industry and they can do better in terms of associate PR to society. Trevor Morris, visiting professor of PR at Westminster University, believes the major benefits of PR degrees appear after graduates have spent two or three years in the industry. ‘That is when the depth and breadth of their PR understanding will have kicked in.’

Secondly, Since the job market are increasingly fierce in global context, the job related practice which included in PR degree made another solid advantage for PR student.You will get countless hours of writing practice, be exposed to numerous internship and networking opportunities, and most certainly experience personal and professional growth. If you are going to make mistakes, it’s better to do it surrounded by the comfort and constructive support of your school.

All in all, a successful career can not just based on a paper of educational certification, the only way for us to success is ball hard.


Viewpoint: Does public relations have a PR problem?

Careers: The pros and cons of a degree in PR

Further Reading:

Is a degree in public relations necessary for success?

Do you need a degree to work in PR?

Success by degrees

3 Things You Can Do with a Degree in PR or Communications When You’re Done with Classes

Are PR degrees worth it?

5 Key Social Media Metrics That Matter


As content and data gets bigger, most of companies have finally realised that at least some of them is important to their business. While when a marketers or a PR practitioner doing social media monitoring, they tend to overemphasising simple counts and totals. So what metrics are really matters and what metrics do u really need? here are 5 essential social media metrics that you can always start with.


Engagement is about how fans or target audiences participate and respond to your social media activities. Engagement is a conversation and involvement between target audiences and a brand. The level of engagement can be seen as an indicator of the success of the social media activity. What should be noticed is engagement is not only just numbers of followers or fans. In most of cases, Engagement should be measured by the number of Facebook likes, comments and shares; retweets and comments; Youtube views and comments; Pinterest repost; Instagram likes and comments and Tumblr notes.


Segmentation refers to identifying the target audiences into different subgroups by their needs, interests or behaviour, in order to reach them in the best way. A brand should not apply a “one-size-fits-all” strategy when curating social media platforms. A good segmentation ensures brand optimize its communication effect. The target audiences can be segmented by demographic data such as age, gender, geographic data, psychographic data, and also their behaviour.


Content refers to any posts, pictures, videos or infographics that the brand creates or curates on different online platforms. A good content should fit audience’s needs and interests. In this report, the content can be referred to Facebook posts; tweets and retweets on Twitter; Video on Youtube and imagines on Instagram.

Message Resonation

Message resonation is about whether a message created a buzz that audiences would want to share it, and how many repeating messages, quotes from tweets, mentions are generated from the message. The level of resonation is an effective way to measure “reach”.

Tone and Sentiment

 Tone and sentiment refers to the voices and attitudes from audiences, which can be measured as positive, negative or neutral. It can be tracked by analysing online comments, tweet mentions. Tools such as Twitter Sentiment, Social Mention and People Browser can be used to measure the sentiment around the brand. By analysing tone and sentiment, we could know the level of satisfaction towards the brand and also the potential problems and issues.


After all, A basic point we should make sure is — all social media metrics should be from the angle of your overall business strategy. Measure these analytics on the basis of how you’re doing in pursuit of those goals, and how would you utilise the metric results  to improve your social media strategy, and to better positioning your company in the marketplace.

Further reading:

It’s Time To Start Tracking The Right Facebook Metrics

Marketers Pick: The Best Metrics for Social Media Monitoring

5 Social Media Metrics You Should Be Monitoring

5 essential social media metrics to track and how to improve them

A Simple And Effective Way To Engage Audiences


I’m recently spending my limited spare time on study street photography. Last Chrismatmas , I took a short-term photography course at Central Saint Martin and then fallen in love with film camera, and I’m following a street photography blog as our tutor recommended.

Yesterday, I had look at a blog article writing about author’s philosophy on social media (link). There was a perspective he mentioned aroused my interest. He suggested to photographers that when they use social media, they should promote others instead of themselves.

Here are two quotes: “Going back to the analogy of social media being a party– nobody likes the guy at the party who brags about himself all day long (him graduating Harvard, buying a new BMW, earning over 100k a year, etc). People are turned off by braggers and people who are entirely self-promotional.” “I would say that the growth of my blog has mostly to do with the fact that I promoted other street photographers (not myself). The interviews I do with other photographers and collaborations I have done has brought more to my blog than simply my own thoughts and work. Also when you promote the work (and thoughts) of others– they feel stronger gratitude to you and are genuinely grateful. Everyone likes the guy who helps his/her friends– be that person.” This perspective is just as same as I had given in my social media metrics report by chance. The one I suggested was promote audiences updates. For the freelancer photographer, when they using social media, I think that works in the same way as a brand. What is to say, the process they use social media is, actually, building a brand for themselves. As Eric said in his blog, people are bored and tired to follow an account who are entirely self-promotional. I totally agree this point, on the contrary, when a professional promotes their customer’s updates, three great things happen: customer becomes excited and happy because their post received a social media boost. This is because they may gain some new followers by being posted on other account, especially the account that have hundred times followers as themselves. Customer becomes curious and begins to pay more attention on your updates. Audiences would found this is a interactive blog and they would want to be a part of it and put themselves under the lime light. Customer will return the favour in the future. There is one thing Eric didn’t mention, once we promote customer’s updates, apart of benefit from the goodwill created by other audiences, your content will be seen by audience’s followers, therefore, it will generate word of mouth and further benefit your account. No matter you are a professional or just a personal user, once you want to be engaging, you should know social media is not about self-promotion.


On Social Media and Street Photograph

Case Study–What Flappy Bird Tell Us


While angry bird has been much-loved figure, a bird that makes every one pissed off created a buzz recently. By now, the notorious game has become one of the viral success stories just like its predecessors such as temple run, fruit ninja and dump ways to die, to name but a few. Although its already been removed by creator Dong Nguyen, the legend is still continuing by its parodies and Ebay (see below).


one of the copycats


installed flappy bird game added value of devices

So who is flappy bird?


The three stages of the addictive “Flappy Bird” smartphone game: hope, adrenaline and grief.

Created in the span of two to three days by Vietnamese developer Dong Nguyen, Flappy Bird is a side-scrolling mobile game featuring 2D retro style graphics. The objective is to direct a flying bird, which moves continuously to the right, between each oncoming set of pipes without colliding with them, which otherwise ends the game. The bird briefly flaps upward each time the player taps the screen, and the player is scored on the number of pipe sets the bird successfully passes through. Flappy Bird was originally released on May 24, 2013 with support for the iPhone 5.  In January 2014, it topped the Free Apps chart in the US and Chinese App Stores, and later on that month topped the same section of the UK App Store where it was touted as “the new Angry Birds.” It ended January as the most downloaded App on the App Store. Nguyen was raking in $50,000 (£30,000) a day from the pop-up ads that appeared during gameplay.

Why is it so addicted?


the growth of ranking

By now, most of critics still think flappy bird’s success was by incidental. Of course I can’t tell whether that’s true or not, but at least I can analyse why it makes people addicted. Here are 3 reasons I came up with:

  1. Conflict between simple & difficult. It easy to play, and it looks easy to get plenty of points like temple run or fruit ninja, but actually its insanely difficult, most of people spend a lot of times just in order to get out of 0. It is frustrating, but most of play don’t believe they are too dump to play this seemingly-simple game, so they try it again and again,
  2. Stockholm syndrome. People kept playing it, and they grew increasingly pissed off that I couldn’t score even 5 points, it is never ever seen from other games, so they hooked.
  3. You’re never going to beat it. People have naturally come to expect a learning curve that eases them into video games. Flappy Bird, which looks like an easy casual game, instead of having a learning curve, just drops you head first into a learning wall. For normal games, you can improve your skill by practice, but this theory is doesn’t work here.

a chart demonstrate “how to play” flappy bird

How did it go viral?

A good game makes players addicted, but the reason flappy bird standing out of others is, its not only make players crazy, but also created word of mouth. Only a few marketers dare to create a campaign or product, which let people hates a lot, but everyone hate flappy bird.

As I mentioned, people experience frustration from this game, so they just want to know whether their friends is as dump as they are, so they get their friends to download the game to see if they are fail as he got. One of the ways people have been trying to figure out if the game is hard or if it is them is by tweeting about it on twitter and posting videos on Vine. Since social media is a One to Many form of communication, this has lead to millions of people hearing about the game extremely quickly.

So I’d like to say that the success of flappy bird was a good lesson for marketers, it offers a new angle for strategy making—-think opposite.

The game had been removed from online stores last Sunday by its Vietnamese creator. Although he claims this was because the fame of game ruin his life, I think he is a marketing genius. He stopped this game at peak time to make a limited edition, and then he tells us he is still making games. As a matter of fact, Dong Nguyen have been uploaded three new games to App store. Will they succeed? We shall see soon after.


Useful links:

Lobbying & Democratic Process

Despite its negative reputation, lobbying is an important vehicle for ensuring citizen participation in the democratic process, allowing a vibrant and participatory democracy.

According to Lionel Zetter,  “lobbying is the process of seeking to influence government and its institutions by informing the public policy agenda. It is also, of course, the art of political persuasion”(2008). As a matter of fact, Most of time when journalists talk about lobbying, they usually frame their comments in a negative fashion. “This is partly because some lobbyists have behaved inappropriately in the past, and these usually minor scandals are retrieved from the morgues and given a fresh airing every time a journalist pens a piece on the subject. It may also be because journalist feel that only they should have a direct influence on the public policy agenda, and they may be jealous of the influence which lobbyist can do exert”(Lionel Zetter, 2008).

I then looked at the history of lobbying, “Public policy is not made in vacuum behind closed doors. Public affairs specialists play a vital role in this process”(Sharif Rangnekar, 2012). Lobbying has been going on since time immemorial, and there is certainly a case for saying that lobbying is one of the world’s oldest professions, whenever an individual, or group of individuals, wields power over society, there will be other individuals or groups of individuals who will have tried to persuade them to exercise that power in a particular way. Therefore we can argue that lobbying is both natural and inevitable.

In fact the first recognised UK lobbyist was Commander Christopher Powell, who did not set up shop until just before the second world war. Commander Powell’s firm, Watney and Powell, was bought in the 1960s by another ex-military man, ormer Royal Marine Commando Professor Tim Traverse-Healy OBE.

Traverse-Healy traces the true origins of the lobbying industry in the UK to the landslide victory which Labour won in 1945. Clement Attlee set about transforming the UK political scene, setting up the National Health Service and seeking to nationalise whole swathes of British industry. It was the Labour government’s attempt to nationalise the British sugar industry which prompted the launch of what Traverse-Healy refers to as the UK’s first political public relations campaign – with its Mr Cube figurehead successfully fending off the government’s nationalisation ambitions.

The Labour victory in 1945 firmly established that party as the alternative government in the United Kingdom. If the Conservatives were not the government, then it would be formed by Labour and not the Liberals, who were in long-term decline. This persuaded big business in the UK to organise in order to defend itself against future nationalisation plans, and against higher Part One – Introduction To Lobbying 7 taxes and tighter regulation. The result was the formation of such bodies as the Economic League and Aims of Industry – and the emergence of a recognisable lobbying industry in the United Kingdom.

Democracy enables the realization of two values: First, it expands the autonomy of individuals to the sphere of collective decision-making, it enables collective self-determination (Jean Rousseau, 2006). Second, democracy embodies the value of equality among individuals. When individuals living in a community cannot agree how to manage their lives in a polity, the right of equal say for every individual acknowledges the equal value of every person and recognizes the fact that every individual’s good and every person’s interest must be considered (Peter Singer, 1999). According to pluralistic theory of democracy, which views democracy as an arena in which interest groups struggle to attain the utmost realization of their interests.  “A proper democratic process exists when the struggle among interest groups is conducted fairly. The product of such a process is arrangements that constitute a compromise reflecting the inter-group power relations, i.e., how many citizens have a certain preference and to what degree of intensity. (ROBERT DAHL, 1959)” It seems that for the pluralists lobbying is a desirable phenomenon. It enables groups to clarify their interests to the elected representatives and constitutes part of the normal democratic process of attempting to influence outcomes, along with means such as participation in the public discourse or contribution of funds to political parties and election candidates.

Lobbying programme can be divided into four types, which are profile raising, contract programme, policy shaping and legislation changing (Lionel Zetter, 2008). EU and the US built a good-sized industry with government affairs and public affairs experts. There are more than 34,000 lobbyists in the US. In EU, some 3,000 interest groups and 300-odd companies are involved in public affairs and over 100 management companies work in this space, employing some 15,000 persons. In India, estimates suggest there are more than 20 large- to mid-sized public relations firms offering public affairs expertise. There are also a few stand-alone government affairs consultancies following structured processes. The number of single-man agents, think tanks, NGOs and in-house practitioners is hard to count. (Sharif Rangnekar, 2012)

With the help of lobbying, we has seen how many changes have been made for America, The UK, or Europe Union, the significant changes have had, and continuously having impacts on many aspect of citizen’s life, from food safety laws, intellectual property, the opening up of insurance, banking, aviation and many other sectors, reduction of duties, raising of voices for farmers and human rights, and changes in laws and individual taxation, to give a few examples.

As EPACA suggests, a democracy must recognize lobbying regardless of whether it is carried out by individual citizens or companies, think tanks, governments and other groups. To realize the positive potential of this activity, there is a definite need to recognize this profession so that distinctions between fixing, preferential treatment or crony capitalism are clear.

Admittedly, there are three flaws in the democratic process resulting from lobbying: personal corruption (the ‘revolving door’ phenomenon and the dependence of representatives on campaign financing); unequal power of influence resulting in the distortion of the public agenda; and niche lobbying without competitive counter lobbying.

While the onus lies on the lobbying industry, its existence has more to do with the ethos of a democracy and the belief of plurality and evolution. The industry with its skills perhaps needs to develop a strategy to push forward, acquire greater visibility and be held accountable. It needs to work with government, politicians and the media in reaching what is a balance between visibility and confidentiality. Else, what is not seen or known will always be feared and speculated about.

However, I convinced that democratic process could not possibly live without lobbying. And I would like to suggest expand the scope of the transparency requirements in the law, by requiring lobbyists to publish online all written material transmitted to politicians and to list all areas of lobbying activity.



Sharif D. Rangnekar (2012). Lobbying, a democratic essential, Available: Last accessed 10th Feb 2014.

Jean Rousseal  (2006), the social contract book 1, ch. 6.

Peter Singer (1973), democracy and disobedience. Jeremy Waldron, LAW AND DISAGREEMENT ch. 5.

Robert Dahl (1959), a preface to democratic theory; HELD, supra note 23

Lionel Zetter (2008). Lobbying : the art of political persuasion. Harriman House: Petersfield.

Luigi Graziano (2001). Lobbying, pluralism and democracy. Palgrave: Basingstoke.

Stuart Thomson Steve John (2001). Public affairs in practice a practical guide to lobbying. london: Chartered Institute of Public Relations.

B2B Social Media Communication, Do Not only Putting Eyes On Facebook


Because of its popularity and number of users, Facebook is now often regarded as the most social media website. However,  the  number of users of other social media sites are also increasing significantly in 2013, such as Twitter, Instagram, vine, or even Tumblr or Pinterest, to name but a few. The marketers can no longer ignore their impact for b2b communication. There was a proven trend lies in the fact that audiences are more like to see mobilized and visualized contents, so it’s time for marketers to expand their communication strategy into other outlets as I mentioned.

Doubtlessly, B2B companies are not using social media in the same way as consumer markets. Products positioning differ, sales cycles differ and product markets are differ as well. Communicating strategically Social media is always evolving and so are the decision-makers using it. Recent studies published by Eloqua and Forrester Research have offered important statistics showing what B2B decision-makers are and aren’t doing on various social networks.

CIO Social Media Habits

When it comes to more targeted audiences, some new research from Tech Heads debuted showed the social media preferences of CIOs and senior IT leaders when they’re researching a new product:

  • 29 percent use Google+
  • 28 percent use LinkedIn
  • 28 percent of “disruptive CIOs” use LinkedIn Groups
  • 22 percent use Facebook
  • 20 percent use YouTube

Instead of putting attention just on single social media site, Integrate social media websites into an entirety, by utilizing Linkedin, Youtube, Instagram, Twitter or Google plus etc. these channels will definitely magnify the communication effect to a multiple of geometric growth. For example, Linkedin, who currently have approximately 240 million professional, it will likely turn into the leading position in the B2B market in the near future. Or you can even build a social media community like CISCO did, (Case study can be found Here). In addition to that, a good community could attract Outside Writers Contribute Content. According to Jeffrey L. Cohen, “Not only Cisco communications staff and subject matter experts, the Network also features outside journalists who have covered business and technology for the Wall Street Journal, the New York Times, Forbes, Fortune and Business Week. This brings a new level of content to the site. Many B2B blogs feature guest posts, and some even feature outside experts writing on a regular basis, but to add this level of business and technology journalism to an online newsroom is beyond the realm of what anyone else is doing. This is providing value to customers, prospects and others in the Cisco ecosystem by creating top-notch content and spotlighting it along with company news.” (The case study can be found at


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