We live in a digital world. Everywhere we look, consumers are tied to smartphone, a TV, even a smart screen in the car. There is no way to escape the digital age, it seems. And as the world we live in is built around convenience, there is a lot of use for having so much information available on demand.

But there is still an argument for connecting with consumers off screen. It’s easy to forget about the importance of basic human connection, and this is an opportunity many brands are missing when it comes to marketing.

Gaining and maintaining consumer trust is the goal of every PR professional. Consumer trust is invaluable to brands. However, recent data suggests consumers are growing more and more distrusting of traditional media. Additionally, with the spread of ‘fake news’, consumers are more suspicious than ever.

In this very confusing media environment, PR professionals face hurdles when it comes to earning trust through media efforts. So, how do we navigate this maze in a world where trust on a downward spiral.

Social media has become a very good way in which brands can connect with consumers. It’s an unavoidable and mandatory medium for brands to keep their audience engaged. In the fashion tech industry, it’s more crucial than ever to have a strong social media game with competition at an all-time high. Platforms are becoming more and more saturated with each passing day and brands are in a constant war to stand out amongst the crowd.

In addition to this fight for exposure, the rules of social media are constantly in flux, with networking platforms regularly tweaking their algorithms or redesigning their interface, staying on top of the game has become more challenging than ever.

Influencer marketing campaigns are making waves as a marketing strategy since it provides third party credibility and brand awareness to the right audiences. An influencer can enhance a brand’s visibility and social reach, usually beyond the capabilities of traditional media outlets.

Tapping into influencer marketing requires some planning and dollars so it’s important that our influencers are making a positive impact on the brand in terms of return on investment. It’s impossible to determine if your influencer marketing campaign is actually improving your business if you’re not measuring the effective of the campaign. Here are some tools to help keep track of how successful your influencer marketing campaign is:

The past two decades have seen a world of change in the public relations industry, not least due to the pivotal role social media has come to play in the way firm’s connect with their customer base. One thing that remains the same, however, is a dedication to empowering women and girls the world over using the PR toolkit.

Here are five world-changing campaigns you might have forgotten about:

Whatever their size or financial backing, fashion brands are always out to create clothes that look good on their customers. If they can achieve more than just “good,” that’s even better for them. For that to happen, though, customers have to buy the clothes first. And for that, the brand has to set itself apart from other brands on the market to increase its appeal. Here are five suggestions fashion brands can use to do just that.

Research should always come before anything else in PR and marketing. The best questions have to do with their competitors. More specifically, brands should ask who their competitors are and what they can do to get an advantage over them. They might also ask what problems other brands are having, and how they’re uniquely placed to solve those problems.

Research consistently shows that the majority of purchasing decisions are made by women. More accurately, 85 percent which comprises a $14 trillion market. However, the way women are influenced to make decisions is continuously changing. Recent research from SheKnows Media has indicated that female consumers are increasingly looking to “everyday experts” on social media to guide their purchasing decisions, showing a shift away from relying on celebrities and bloggers for reviews and endorsements.

5WPr, a leading consumer PR firm is an award winning agency in the category of marketing to women, has prepared the infographic below to offer insight on female buying behaviors.