Putting a face (and a voice) to your brand

Tips for preparing a spokesperson by Jennifer Marsnik A company’s brand is among its most valuable assets. Just as we aim for consistent use of logos or taglines, maintaining control of messaging is an important component of brand management. To that end, it’s helpful to establish a spokesperson for media outreach, interviews and more. Designating […]

The Time Has Come for B2B Professional Services Industries to Embrace Video in Their Marketing Mix

by Cindy Kremer Moen For many reasons – like time, expense and uncertain ROI – B2B professional services like accounting and legal have steered clear of incorporating videos into their marketing mix. Given the prevalence of video in so many other areas of our lives (I’m looking at you, TikTok), the acceptance of amateurly produced […]

Elevate Your Thought Leadership: Strategies for Impactful Influence

by Vicki LaBrosse Thought leadership is a marketing strategy that focuses less on content that sells and more on content that establishes you as an expert in your field. It is a legitimate tool to build a business and personal brand. The insights of thought leaders are valuable to others and help establish them as […]

Lights, Camera, Engagement: Top 5 Reasons to Leverage Video for Marketing

by Mary Obregon Videos have become a dominant force in the constantly changing world of digital media, taking over social media, and changing the way advertisers interact with their target audiences. Video content is becoming more popular due to its unmatched ability to captivate viewers, effectively communicate information, and leave a lasting brand impression. Here […]

Marketing Predictions and Trends in 2024

by The Edge Marketing Team This month, the talented experts at Edge Marketing are sharing predictions for trends coming or continuing in 2024. From the rise of hyperpersonalization to the enduring importance of authenticity, read on for the key insights and foresights that will guide our strategies in the coming year. (Article) Content Remains King […]

Mastering the Art of Handling Negative Comments On Social Media

by Jennifer Marsnik and Amy Juers, MBA This article originally appeared in Marketing the Law Firm, Nov. 2023. © ALM Global LLC. Reprinted with permission. In the dynamic world of social media, businesses must navigate a double-edged sword. While it offers unparalleled opportunities for engagement and brand promotion, it also exposes them to the risk of […]

Public Relations: The Art of Building and Maintaining Media Relationships

by Nicolle Martin When it comes to getting media coverage, having a relationship with the media can be just as important as having a good message. The ability to secure positive media coverage is important for any organization, big or small. However, press releases alone are not going to get your company the coverage you […]

Why ChatGPT Is Not a Replacement for a PR Expert

by Vicki LaBrosse Generative artificial intelligence has transformed various aspects of public relations functions, offering new possibilities for communication and engagement. ChatGPT, an advanced language model, has emerged as a powerful tool for automating PR tasks. While ChatGPT can streamline processes and improve the efficiency of certain functions, it is important to consider that its […]

The Best Time to Craft Your Crisis Communication Plan is When You Don’t Need One

by Tanya Amyote Business owners can find themselves and their firms at the center of a crisis unexpectedly or as the result of a planned and deliberate operational change. Regardless of the catalyst, there can be no better or more swift reaction than one that is carefully and intentionally crafted to mitigate a negative outcome […]

Is Twitter Worth the Trouble?

by Mary Obregon A current question on a lot of marketers’ minds: “Is Twitter worth the trouble?” For some companies, Twitter may be the best social media platform; others may not say the same. Let’s discuss Twitter and whether the time and effort needed are worth it. Background Twitter took off in 2006 and became […]