New York-based ThinkTank Digital served as pop superstar Lady Gaga’s digital agency of record for two-and-a-half years. Learn how you can generate the same online excitement that propelled Lady Gaga into the social spotlight, find the channels that best fit your clients and measure online reach.

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Manage vulnerability in the midst of online crises

Online crises can arise unexpectedly and escalate quickly. But if companies know how to plan for and react to these crises, they can avoid much of the reputational damage they cause. Media and analyst relations professional Ryan Zuk, APR, shares his insights on effective preparation and response to an online crisis.

10 digital marketing mistakes you are making right now

Many PR professionals have fallen into the trap of making the same blunders online with social media. Unfortunately, we are so dazzled by the short-term social media dollars that we’re missing the long-term promise of digital marketing. Don’t be shortsighted. Instead, think about how to extend your strategies into a broader marketing universe.  Here, Elizabeth Sosnow lists several common mistakes and how to fix them.

Jared Hecht and Steve Martocci often commiserated with their friends about not being able to get in touch at concerts and music festivals — namely while seeing their favorite bands Phish and The Disco Biscuits. So, they combined their entrepreneurial spirit and love of technology to solve a basic problem by forming GroupMe, a platform that allows group messaging and conference calling on any kind of phone. Here, Hecht shares the useful business implications for the platform beyond connecting family and friends in a social setting.

Digital Revolution

  • Walk the Talk: Bringing the Sexy Back to Offline Word-of-Mouth
    Online engagement plays an important role in building and maintaining customer relationships, but 90 percent of word-of-mouth interactions still take place offline. Geno Church, word-of-mouth inspiration officer at Brains on Fire, explains why connecting in person is so important and explains how to carry the conversations offline.
  • Take Caution When Connecting: 8 Risks You Are Taking With Social Media Marketing
    Social media marketing can act as an effective tool to promote a brand’s product, service or reputation. However, it also contains its share of threats. Risk communication and social media blogger Rusty Cawley, APR, discusses some of the most pressing vulnerabilities of marketing through social media.

Profiles in PR

  • Cruise Control: Keeping an Iconic Ocean Liner Afloat With Public Relations
    Brian O’Connor works as director of marketing and public relations for the iconic British ocean liner Cunard Line. Although it can be a challenge to keep such a long-standing brand current, O’Connor has managed to do just that. In this Q&A, O’Connor shares his thoughts on social media, leadership and the changing marketplace.

Global Public Relations

  • Crossing Borders: How to Establish an International PR Program
    International communications are becoming increasingly important in today’s global marketplace. Judy Phair, APR, Fellow PRSA, and president of consulting firm PhairAdvantage, LLC, offers her advice on establishing a successful international PR program and working with clients abroad.

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