Many people think of a community manager and social media manager as one and the same.

However, there is a distinct difference between the two. A social media manager interacts with customers as the brand, through the brand’s social media accounts.

Staying ahead in today’s market requires a proactive, rather than a reactive approach to business. Companies cannot merely watch and wait to see what happens, and then plan a course of action. Businesses need to pay attention to market trends and try to capitalize on the most likely turn of events before it happens; like the man who buys umbrellas on an overcast day and then sells them to passersby when it begins to rain.

But how does a company do this? Check out our recommendations below.

Traditional public relations was perhaps much easier than digital PR in the modern age. PR specialists wrote press releases, made connections and fought for placement in prestigious publications for their clients. However, with the growth of content marketing and online consumption, the face of public relations changed forever.

Rather than just seeking placement alongside other content – like in the case of television and newspaper ads – brands and their PR specialists must now make their own content and market it to the public.

Highly successful brands don’t just stumble upon success. They develop great habits that propel their success. From defining their vision, mission and values to crafting consistent communications and experiences for consumers, highly successful brands know that without a strategic plan, a commitment to innovation and other key practices, surviving and thriving in a fiercely competitive market is virtually impossible.

Highly successful brands know their audiences. They don’t ignore or disregard what matters to their customers. Instead, top performing brands are always looking for new ways to improve, meet (and even exceed) consumer expectations.

Expo West if a trade show for those who are passionate about healthful living, sustainable food sources, non-GMO, and other environmentally responsible foods, and the number of people who have such a passion is growing exponentially this year. While Expo West certainly has a progressive feel, it’s not a new event, since it’s been around for the past 36 years. However, this conference was the largest in the event’s history, with 3,000 companies and 77,000 attendees.

The conference has roughly grown in attendees proportionate to the growth of the natural products industry, which has expanded 9% per year. This growth is largely because of the development of new and emerging health food brands.

For a self-avowed Democratic Socialist, presidential candidate Bernie Sanders sure seems to know a thing or two about how to capitalize on your brand.

Sanders, the junior U. S. Senator from Vermont, provides solid schooling for PR brand managers and marketers for how to deliver an effective message and cut through the proverbial clutter.

It’s coming down to the wire. With the Iowa Caucus less than a week away, the campaign is shifting into high gear. But presidential candidates can’t simply advertise with the intent of broadcasting their names; they need a media strategy. With so many different approaches, it’s time for candidates to home in on reaching their target audiences. These decisions include what message to relay, what groups to target and which advertising outlets to use. One of the most crucial pieces in a successful candidacy is PR strategy. More specifically, how to reach the American people. With so many different media outlets—from newspapers to social media channels to podcasts—the choices are endless. How do candidates find the right marketing balance?

The presidential race evolves tremendously from one run to the next. However, one popular approach has remained constant: setting the tone early. Many politicians will agree that producing a strong start to the race is a crucial part of being elected to any office. The Iowa Caucus offers candidates just that opportunity.

Sean Penn’s interview with Mexican drug kingpin Joaquin “El Chapo” Guzman is a stark, albeit bizarre reminder about the power of “citizen journalism”—and getting your message out through unconventional means.

Penn, the Oscar-winning actor and part-time activist, pulled off what can best be described as a media coup when he interviewed the drug lord in October in the Mexican jungle after Guzman’s jail break.