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  • gabriel.garban@prtherapy.eu

Arhivă lunarănoiembrie 2019


Talk is made human by the tone of our voices. The tone in which we speak carries some of the message of the words, and is powerful enough to be able to alter meanings.

Voice is a description of the unique, distinctive voice of your personal brand. This should cover:

– Personality: is it playful, cheeky and fun or personal, inspiring, straightforward and active?

– Rhythm and pace: are you short and sharp or musical?

– Vocabulary: plain and simple or rich, poetic?

Tone is how to use your voice in different situations. I think empathy is what makes the difference between just meeting the other needs and really engaging him.

How To Refine Your Voice

Record Yourself

Before you can refine your voice for your presentations, you must first know how you sound. Recording yourself speaking is the best way to get an accurate assessment.

Vocal Exercises

To strengthen the impact of your voice, learn from experts by watching for example Ted Talks videos.

With so many studies telling you how to speak, knowing the best way to communicate can be confusing. If you’re puzzled, remember that authenticity always wins. First and foremost, you should always be true to yourself.


While some communicators have the benefit of focusing solely on social, the majority of us must take a mar-comm approach for our organizations, merging public relations with social media management.
I must clear up the lack of understanding as to how the media works—everyone seems to be winging it. A basic understanding of journalists’ priorities would serve our professional communities and help educate the newest entrants of this industry.
A simple approach to improving press releases and pitches is the following: be SMART.
S: Strategic Stories that are well planned and developed.
M: Meaningful to the recipient (not your boss!).
A: Accurate (in facts and newsworthiness), distributed to media lists that are…
R: Relevant.
T: Targeted.
Email and social media have provided a zillion corners to cut. As a mental exercise, avoid leaning on your digital laurels for once and pretend that you are going to call someone—interrupting their day—and have 10 seconds to make your pitch. That was in the old times, but still a good memento to think.


The firehose propaganda is a technique in which a large number of messages are broadcast rapidly, repetitively, and continuously over multiple channels (such as news and social media) without regard for truth or consistency.

We are not speaking about propaganda in digital PR or in marketing and certainly not about lies and fake info. However, we can use the concept in order to initiate a stormy campaign if we need to be visible in a very short time.

Here are some rules in order to succeed and…to be deontological valid:

1. Keep active and collaborate as much as you can with various channels and online outlets.

2. Be sure you have a unitary message, but adapt it to the channel.

3. Make a nice landing page for the campaign that can be reach once the message is read.

4. Wrap the message in catchy, amazing (BUT TRUE) facts. (Eg. The first biped hominid was not in Africa. It was Europe!)

This tactic must be used carefully and should be very well supervised. I recommend a campaign on maximum 10 day.


A mix of traditional PR and online tactics, digital PR can be a hugely valuable part of a marketer’s strategy.

A. Clear Goals

One of the primary difference between digital PR and traditional PR is that digital tends to be much easier to measure.

In digital PR, we can monitor effectiveness through:

1. Links

2. Link Positioning

3. Traffic

B. Have Credibility

1. Have something to prove your credibility in the topic.

2. Have a spokesperson on the topic

3. Have a reason to talk on that topic

C. Think Like a Journalist

Typically, the further removed the topic from the business’ core products/services, the less sales-y it sounds.

Be Creative, Be Inspired, Be Better

A good practice is for digital PR teams to share elements of interesting campaigns they see in the press. Similarly, teams should keep a record of what inspires them.