fresh AP[PR]OACH highlights how companies of all sizes – from established brands to startups and non-profits – are innovating best practices and crafting creative PR strategies and campaigns.
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 Best [PR]actices

Yesterday on my blog, Seen CEO Brian Zuercher talked about “interceptions,” or moments when brands capitalize on unplanned opportunities to interact with their customers. What better example of a perfectly executed interception than when Airbnb jumped on Twitter last week to come to the aid of Olympic journalists sharing their hotel troubles online? On Thursday, Airbnb tweeted: “Having #SochiProblems? Hotel lacking water? Floors? 500+ Airbnb listings in #Sochi are ready to welcome guests.” They also began interacting with high-profile reporters using the #SochiProblems hashtag (like Yahoo Sports columnist Dan Wetzel) and offering to connect them with nearby spaces available through the platform. By mobilizing quickly to help potential customers, Airbnb generated new business and connected itself to one of the weekend’s hottest topics. Bonus? Their smart thinking generated positive media coverage on sites like Mashable, Business Insider, Digiday and PR Newser.

 Tweetable Tip
Don’t create content for the sake of creating content. Plan where, and how, you’ll distribute it to maximize results. (Click to tweet)

 Meet & Tweet
@cschweitz: Consider Callie Schweitzer, director of digital innovation for Time Magazine, our current digital media crush. And we’re not alone: Last year, TIME magazine named her Twitter feed one of the world’s best AND Business Insider named her one of the most important women under 30 in tech. Follow Callie for a daily dose of all things news, tech and everything in between.

 Tweetable Tip
Coming up with fresh, results-oriented content can be challenging, so try a user-generated content campaign:       (Click to tweet)

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Fresh Tunes

Roses are red, violets are blue, here’s a Valentine’s Day playlist from Team Geben to you:

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