Category Archive for: Strategy

How To Implement Effective Email Marketing Strategies

How to use email marketing in the most effective way

Email marketing is the practice of sending information to groups of people via e-mails. And despite being around for aeons compared to some of digital marketing’s most recent innovations, it is still widely used in businesses across a variety of industries. Although email marketing is indeed still relevant today, there are certain things you need…

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3 Categories of PR and Earned Media

All earned media, like all public relations efforts, are not the same. To start thinking about the broad categories of earned media today, let’s go back to basics. Here’s the gist: Broadly, the primary purpose of media is to generate audience, to start buzz, to create awareness. Media brings people to your doorstep, curious to…

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Three Tips for Keeping Clients Apolitical, but Relevant

Three Tips for Keeping Clients Apolitical, but Relevant

In today’s politically charged environment it can seem that the best thing for clients to say, is nothing at all. After all, not addressing a topic can help a business to keep a neutral stance, especially if it’s in relation to topics that could isolate members of their workforce or customer base. Being silent on trending…

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3 Places to Surf Ahead of the News

3 Places to Surf Ahead of the News

For centuries, humans rode waves as a form of transportation, from ancient Polynesian cultures onward. Surfers swim out into turbulent waters and find a wave to match speeds with. The basic idea then is to be ahead of the break, riding the wave to the shore. A similar phenomenon can occur in marketing and public…

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Evolving your online engagement

A version of this post originally appeared on the NATIONAL Public Relations blog, an AVENIR GLOBAL company. As technology is constantly evolving, so too are the ways we engage with it, and by extension, the people, businesses and organizations we use it to connect with. If you’re operating in the sphere of public engagement, advocacy…

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content management

Content Management Tips for Social Media Marketers

Social media is the intersection of all the marketing efforts a company undertakes. One of the greatest challenges a social media manager faces is balancing the support of other marketing efforts with PR and with gaining conversions from the platform. Social media is a direct point of contact with audiences, and so it comes with…

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pr planning process

Reenergizing the PR Planning Process

Every quarter to six months, we work with clients to create a new PR plan for the following quarter or remainder of the year. Naturally, this includes a review of the company’s goals to ensure the program is supportive, trends/topics the client should continue to own, what worked and what hasn’t during the program, and…

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business success

What it Takes to Drive Your Business Success

As a business owner, it is important to be organized. One can go about this by writing down to-do lists marking off the necessary tasks that need to be done around the business, for example. Doing this will ensure that one knows what to do and does not forget about doing their tasks. This also ensures…

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Lobbying

Lobbying for Your B2B Client or Pitch Idea

I was recently speaking with a lobbyist that works with a client. The lobbyist was explaining his role, not only on behalf of my client but also more generally, including his job description and goals. He stressed that while most people think a lobbyist strictly influences laws or policies to benefit a company or organization,…

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Facebook crisis

Lesson From Facebook: 5 Tips on Handling Crisis Communications

Crisis communications is the opposite of traditional public relations and involves putting out a “fire” of some sort. Your brand might be under scrutiny for something said or done from a product recall to a bad tweet. There is often a tide of public and media opinion that follows. Your response is the most important…

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