For far too many brands, getting the headline is the goal. They may not “say” that, but the way they operate their communications efforts proves that’s their end game. Why? Because so many brands fumble the ball just before they reach the goal line. Either their plan just stops, or they cede control of the narrative to the media outlet that gave them the coverage.

The truth is, getting the article or other content published is great, but it’s the middle of the program, not the culmination. Sure, it takes a tremendous amount of effort and market understanding to create actionable earned media. But that’s just the first step. You need to be in control of what happens. If you are, you could turn one shared media opportunity into an avalanche of “free” publicity.

Sometimes, when a brand or personality wants to get a message out, they start by asking the wrong questions. In today’s fast-paced, internet-saturated world, it’s tempting for people to think “all digital” or “all web” is the way to get the most return on their investment. That may be the case in certain circumstances, but that doesn’t mean assuming the answer is ever the right idea. Instead, consider all your options and build the best integrated advertising and PR campaign for your message and market.

Depending on the brand, the application, the market, and the timing, your campaign elements may not be completely balanced, meaning they may not be split evenly among multiple different forms of media. However, considering applications that make the best use of all available media is the right first step in the process. Once you determine “where” your message will be going and what you will be investing in each aspect of the campaign, it’s time to answer a few key questions to measure the potential effectiveness of the campaign as a whole.

By: Jacolyn, Account Director

To stay competitive in an ever-changing, fast-paced communications environment, brands are seeking effective, integrated marketing communications plans versus relying on one silo of the industry to achieve campaign success.

Electronics are applicable to all walks of life. With the emergence of influencer marketing, it’s vital that your brand is on point with its PR messaging. Here are some tips on why a strong Public Relations campaign is needed for your Consumer Electronics brand.

Consumers electronics are particularly popular with the younger generation. The recent expansion of social media has made advertisements, notifications, and marketing more accessible than ever. If a company has a proficient PR team, they will be able to easily connect with the public. Familiarity with this sort of technology should not be taken for granted. Due to the wealth of settings and personalized features on these applications, there are clever ways to spread the word efficiently. Therefore, a strong presence on social media is essential for any consumer electronics business.

Smart companies recognize that aligning sales with marketing is a sure-fire way to ensure business growth. Marketing helps keep the brand as a premier choice in the mind of customers, as it helps make work easier for the sales team. This enables them to do more with less while helping businesses to meet sales and revenue goals.

Not convinced? Here are four ways a good marketing strategy helps to drive sales for any business. Guaranteed.

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.

This weekend kicks off a series of events throughout the nation celebrating Martin Luther King, Jr., culminating with a federal holiday Monday marking the civil rights leader’s birthday.

Dr. King, of course, is considered one of the greatest communicators and thought leaders in human history.