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PR is the only path to credibility. Once you have credibility, you can amplify awareness and more easily conduct pull-through marketing campaigns. All three—PR, marketing and advertising—must be deployed properly to function together in the best way.

Take the time to set it up with as many specifics in mind as possible. One big area that people miss in getting personal is the chat function. If someone went to your chat or “Contact Us” page, you know what they wanted. The ads should reflect that and should not be just a logo ad back to your website.

Even in B2B, if you reach out to influencers organically and make it a regular part of your PR efforts, it can be a very strong tool for building credibility in the industry. Remember, “influencer” simply means someone with a platform, not necessarily someone employed to create content online.

The pandemic and its challenges highlighted the need for certain skills and the redundancy of others, and we saw many talented people become consultants. I’m hoping both agencies and clients have a better sense of what is actually needed to get the best result instead of following traditional paths that lead to wasted time and money. Use those resources to get the best person for the job.

We can tell a client how to tell the most effective story and set them up to succeed, but we can’t force a writer to care. Our strongest relationships are those with clients who fully understand the amount of work that goes into getting them into the right place at the right time.

Have a strong creative brief and an airtight onboarding process. Whether you use software or do the paperwork yourself, make sure your objectives are clear and include as many specifics as possible. If you are working with more than a handful of influencers, nail down a process that can be delegated. The paperwork alone can get pretty frustrating if not managed well.

No one wants to be sold to when they’re simply seeking information to help them solve their problems; it turns their hunt for useful knowledge into a game of scratching companies off their list of potential solutions for being too transactional.

Whether going it alone or marketing with an expert partner, there are many tips and tricks that small brands can adopt to boost their chances of succeeding in what will be a highly contested bout to obtain holiday gifting media coverage.

A well-developed case study is a story at its very heart. Use them to teach lessons and inspire great actions and solutions.

Take advantage of your new ability to do great videos, and make more of your marketing and sales video-based. People aren’t going to be getting together as often, so finding ways to remain affable and provide a personalized experience is going to be very important.

The price of achievement is often at the heart of most agency misunderstandings, and, again, it's not usually handled correctly at the SOW stage.

It would be wrong to suggest that unlocking restrictions represents a complete return to how things were prior to the pandemic. For marketers, making this flawed assumption means you might be looking at weak results.

Aa Reg A+ is unlikely to achieve the desired results if investor interest or awareness is lacking at any point. By following these three steps, investor attention can be gauged, galvanized and sustained logically and effectively.

A good strategic communications firm is knowledgeable when it comes to helping companies and businesses grow. Strategic communication helps companies and businesses to focus on the purpose of their organization's missions and values. Since most communication with the public is mostly done using visual campaigns, strategic communications firms help companies and enterprises align their expectations and actions to their objectives.

Attending an industry convention or trade conference can be a huge turning point in an agency professional’s career, introducing them to new connections, opportunities and ways of working. With so many to choose from, though, it can be a challenge to figure out which events would be most beneficial.