Customer experience has evolved from a competitive advantage into a business imperative. Companies that fail to understand and optimize their customer journeys risk losing market share to more agile competitors who prioritize meaningful interactions at every...

In 2026, backlash for visible brands isn’t a sign that PR failed; it’s often proof that the brand resonates. Every brand with a significant digital presence will face criticism at some point. The competitive difference isn’t who avoids backlash, but who responds with...

Customer feedback is gold. They are real voices from customers that tell you how helpful your product really is, where it’s lagging, and how best to fix it. According to Microsoft’s 2017 State of Customer Service report, 77% of consumers prefer brands that solicit...

For PR professionals, a domain name does more than point to a website. It’s the first impression a brand makes. It shows up in press kits, media interviews, social campaigns, and every link you share. A smart, brandable domain builds instant trust and makes your...

Innovation is often treated as the ultimate growth engine. Many people and companies think that if they build something that’s useful and solves the problems of many, then they will succeed. While innovation is important for an online platform, it’s not the only...

Brand reputation is no longer shaped only by messaging, campaigns, or media coverage. Increasingly, it is shaped by whether digital systems simply work when people expect them to.  In an always-on media environment, outages, slowdowns, and system failures can turn...

Brand reputation is no longer a static perception shaped by occasional media coverage or quarterly brand campaigns. It has evolved into a live, continuously updating system—one that reacts in real time to social feeds, review platforms, search behavior, investor...

This is the time of the year that self-proclaimed PR experts write about what they think are the worst blunders made by other practitioners, but never mention ones that they made during 2025. So I'll do so also, but with a twist: It will be limited to what I consider...

Public relations in the technology sector has evolved dramatically over the last few years. In the past, tech PR was largely focused on traditional media relations—getting a tech company’s press release or product announcement in front of journalists at top outlets...

Public relations in 2025 entered its “stop shouting, start proving” era. The biggest shift in PR trends is simple but brutal: audiences no longer trust noise—they trust receipts.  For years, PR was about visibility at all costs. More mentions. More headlines. Louder...

Getting messages across on online platforms now relies more on data-driven evidence and feedback, after seeing how effective actions build absolute trust. This doesn’t come only from news stories but also from what happens behind the scenes. Right now, customers don’t...

The home-service market has providers targeting the same neighbourhoods. Prices can act as a pull, but that also trims your margin. Also, it becomes overly competitive, as The Globe and Mail projects this industry will reach USD 1,193.1 billion by 2032. It means even...