IF YOU’RE STILL OPERATING under the advertising principles that worked 10 years ago, your brand equity and customer base may be slipping away before your eyes. In many ways, the strategies that work today are the polar opposites of tactics that worked even just a decade ago. Under the old…
Read moreADVERTISING OPPORTUNITIES are so plentiful that it can be hard to know which method is most likely to generate a strong return. Without a comprehensive advertising plan, you may find yourself making impulsive one-time ad purchases, which are unlikely to produce results. How do you evaluate the various advertising opportunities…
Read moreRALLYING FOR A CAUSE you feel passionate about feels good, but it can also make good business sense. According to a 2013 study by Cone Cause Evolution, 89 percent of consumers would consider switching brands if they found a new brand that aligned itself with a good cause. 41 percent…
Read moreMOST OF OUR ATTENTION typically goes to big brands making bigger blunders in the face of a crisis, so it’s refreshing to celebrate a brand getting it right. Southwest Airlines regularly deploys a combination of strategies to ensure that it not only survives inevitable PR crises, but emerges as a…
Read moreWE’VE ALL HEARD the myth that “all PR is good PR.” We also know that this isn’t always the case. Many business owners think that a PR crisis can only happen to large companies, like BP after the Deepwater Horizon oil spill, or government entities, like FEMA when it was…
Read moreWHILE THERE’S NO one-size-fits-all checklist that will ensure you never make a PR misstep, there are some common pitfalls you should avoid to give yourself the best possible chance for in-depth, meaningful media coverage. Don’t bury the lead. The more content a reporter must sift through to get to the…
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