By Jackson Dulzo, Senior Account Executive At Hoffman we’re increasingly executing integrated communications campaigns that roll earned, owned and paid media into a single client budget to reach B2B audiences. It’s here that traditional PR techniques like media relations and thought leadership combine beautifully with the new generation of publicity tools, including paid social ads …more
Human beings gravitate to “train wrecks.” How else can you explain the popularity of “Breaking Bad”? Or people flocking to watch “Shrek”? Even though advertising has limited real estate — often 60 seconds of video or one static print page — the discipline finds a way to set the stage, surface the “bad stuff” …more
Lou—I wanted to reach out regarding the blog posted this week “When the Media Fails to Distinguish Between PR and Advertising.” It is unclear to me who the author is, and a little disappointing that they developed a whole narrative about us out of thin air, but please share that the North American Meat …more
The headline is our attempt at inserting incongruence into the story. As you would suspect, PR agencies typically don’t use advertising as part of the marketing mix. When they do, the creative often lacks inspiration (to put it kindly). I’d like to think we’re an exception to the rule. Which brings me to our initiative …more
The battle between New England and Los Angeles in the 2019 Super Bowl didn’t exactly turn out to be a humdinger (old-school adjective fits the style of play). I found the ads to be a letdown as well. Maybe it was an unrealistic expectation, but I was hoping to watch 60 seconds of storytelling that …more
I don’t smoke. My one and only experience with cigarettes was sneaking some coins into a vending machine when I around 14 to buy a pack of Marlboros. I don’t think I got past the first puff before I concluded coughing wasn’t fun. Still, the professional side of me has paid attention to Juul’s communications …more
Nothing says storytelling like the “F” word. Point to a movie or book or TV show that captivates, and I’ll show you failure. I’m currently watching “Better Call Saul.” The man goes from untangling drug lords from their legal difficulties to shaping dough at Cinnabon, the classic story arc with the requisite failure. . …more
Communication professionals can learn a ton about storytelling from our advertising brothers. When you’re shelling out $4 million and change to create a single ad, it has a way of tuning one’s senses, a dynamic that typically doesn’t exist when PR crafts a pitch or writes a news release. With this in mind, I wanted …more
It doesn’t matter whether you sell pizza, cars or solid state memory chips, every company grapples with the question: why should the customer buy me over competitors? Few companies try to compete on price, and even those that do are careful in how they play the low-price card. The next time you’re at Costco or …more
