Category: Digital

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WeChat Campaign in China Offers Glimpse into the Future of Communications

  This headline and the post below appeared five years ago. Well, the future has officially arrived. Our China team is now building self-contained campaigns around WeChat every week, some of which are designed for lead generation. Think of these campaigns as social CRM or if you insist SCRM. The New York Times created a …more

A Peek Behind the Curtain at the Making of a Successful B2B Blog

You’ve heard the mantra “every company is a media company.” While it’s true that thanks to the internet every company can fling digital information to the outside world, that doesn’t mean anyone pays attention. That’s why I reached out to Lena Hedén, content and communications manager at Axis Communications and one of our clients in …more

Why SEO Is a Natural Fit for the PR Industry

We’ve been touting the virtues of SEO in PR strategies since 2010. Our push to integrate SEO and PR accelerated in 2013 when Google revamped its search algorithm with the Hummingbird update.     It was at this point that Google squeezed most of the gamesmanship out of organic search. Those backlinks sold out of …more

Are the Websites from IT Vendors Too Good?

Most IT vendors have come to realize that their websites should be more than gloried product brochures. Yet, the transition has been more evolutionary than revolutionary. Blogs that initially highlighted breakthrough vegan dishes for the cafeteria gave way to communicating perspectives on industry issues. These same blogs transitioned to thought leadership platforms that begot a …more

Communications and the Acceleration to a Mobile World

Communicators have recognized for some time that people, otherwise known as the target audience, increasingly turn to mobile devices to access content. How has this phenomenon impacted the PR profession? In a word, notmuch. As long as our coveted media targets did their part to ensure their stories were mobile-friendly, we figured our bases were …more

Companies Increasingly Punch Back at the Media

Mark Twain famously said, “I never quarrel with a man who buys ink by the barrel.” Now that the internet has ended the correlation between barrels of ink and reach of audience, companies are more inclined to “quarrel” with the media. In the old days, if a company took issue with a critical article, it …more

What Happens When the Cobbler’s Kids Wear Someone Else’s Shoes?

Most PR consultancies implement some type of PR program for themselves. Few PR consultancies embrace advertising as part of their outbound arsenal to raise awareness and build their brands. In our quest to punch above our weight when it comes to the world order of PR companies, we believe advertising has place in the mix. …more

Apple’s Savvy in Communicating a Job-creation Narrative

Apple plays the communications game with the ferocity of the guy at the poker table with all the chips. It has a way of exerting its will on others, including journalists. Combining an unconventional media relations strategy and owned media, the company’s announcement of a fund for advanced manufacturing dominated the media at the end of …more