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With the realization that work and life will be very different for the foreseeable future during the COVID-19 outbreak, most B2B companies are tackling challenges on how to effectively communicate both internally and externally.  The marketing and communications team, which is … Continue reading →

Today’s marketers and communications professionals have been told countless times that they need to create a personally-connected narrative that bridges the company with its buyers. Coined “brand storytelling” in the early 2010s, the phrase and resulting approach has taken on … Continue reading →

Building a Customer Advocacy Program The push and pull of when, where and how to tap into the power of customers for marketing and sales purposes is always a balancing act. Customers who are happy to sing your praises are … Continue reading →

Thought leadership is one of the oldest – and most effective – practices in the books for PR and marketing programs but in recent years it seems to be wrapped in with the latest content marketing fad. “We need more … Continue reading →

Read our latest Spark newsletter for investment PR tips, analyst relations fundamentals, and when it makes sense to “pay to play” in PR. https://bit.ly/2XCIvYc

December is often a quieter period publicly (with the exception of those in the retail space), as marketing/PR and product development teams are dizzily working toward an early Q1 product launch or another major company-wide initiative to make some noise … Continue reading →

Prior to 2017, the Cincinnati Zoo and Botanical Gardens had a rough few years. With the shooting of adult male gorilla Harambe and questions surrounding the death of a baby giraffe, the zoo had endured significant negative publicity. So it … Continue reading →

So, you’ve spent the last month crafting and pitching a storyline to the “holy grail” reporter. And after several conversations, they finally agreed to a call with the CEO. However, despite your insistence that some preparation work be done, the senior exec … Continue reading →

As many established PR professionals adhere to proven strategies and tactics for executing successful long-term PR initiatives, how can you tell if your program includes the best approach? And how do you know that your key messages are reaching the … Continue reading →