Brand equity is more than just a buzzword—it’s a key driver of competitive advantage. Yet many PR professionals face challenges when it comes to quantifying and leveraging brand equity for campaign success. Without accurate measurement, even the most creative...
Competitive gap analysis: Why you need it—and 6 steps to conducting one
Competitive gap analysis is a valuable process for businesses aiming to stay ahead in the market. It involves comparing your company’s performance across key areas—such as products, pricing, and customer experience—against your competitors’. In this guide, we’ll...
Maximizing efficiency with automated data scraping tools
Data is one of the most valuable assets for businesses across industries. From market research to competitor analysis, customer insights to trend forecasting, the ability to collect and analyse large volumes of data quickly and accurately is critical to staying...
Key Opinion Leader vs. Influencer—who has greater credibility?
Digital platforms have had a huge impact on how we learn and interact with the world. Nowadays, almost everyone has a mobile device in their pocket, and many spend their free time scrolling through endless social media feeds. What’s more, is that user behavior can be...
How to turn a PR crisis into an opportunity for your brand
As a business, not many things hit harder than a PR crisis. A PR crisis can quickly become a full-blown nightmare, whether originating through a social media blunder, an embarrassing product recall, or something more serious. With various stakeholders to appease and a...
Free speech and the business of marketing on Elon Musk’s Twitter
Freedom of expression—it’s the bulwark of democracy and a lasting strength of the United States. We expect it, we want it, and we rightly rebel against the threat of losing it. So how did we get to a place where we are relying on a multi-deci-billionaire as the...
Top 10 biggest mistakes when building thought leadership campaigns
When you are taking your marketing and PR content up a level by infusing it with strong opinions and insights, underpinned by rock solid evidence of technical or market expertise, there’s a lot that can go wrong. So here are my ‘Top 10 biggest mistakes’ to avoid when...
A case for Corporate Social Activism: What it is, and how it differs from CSR
Corporate Social Responsibility (CSR) has been around as a concept and practice for decades. But over the last few years, it’s been evolving into something more, bigger and potentially riskier—but with great opportunities—for companies and organizations: Corporate...
Beyond media relations: Creating a new path for PR
This is an excerpt written by Scott Baradell, author of upcoming book Trust Signals and CEO and Founder of Idea Grove, an award-winning PR & marketing agency. As a longtime PR guy, I’d like to start by speaking to others in my profession. Because while Trust...
An important media-response aspect during a PR crisis is underused: Common sense
Too often a very important aspect of responding to the media during a PR crisis is underused—common sense. This article lists some of the common-sense tactics that I have used when responding to the media during crises. They have always worked for me. If there is one...
5 most important soft skills every PR professional should have
Public relations is a field that requires a specific set of abilities. Competencies in areas such as storytelling, analytics, and assessment are now on par with traditional skills like writing, research, and communication. Possessing these talents and the knowledge...
5 ways to boost customer confidence in your business—and drive more sales
Not every business tries to cheat their customers. But you know what really sucks? Enough businesses try to cheat their customers that most consumers believe that businesses are out to cheat them. This means that convincing a customer you can be trusted is a big...