With the popularity of alcohol, it might seem like having a great PR campaign in the industry might be needless. Rampant competition in the industry, however, means that the companies that come with imaginative new PR campaigns generate renewed excitement in their brands. Here are some of the best PR campaigns that have graced the alcohol industry:

To encourage nighttime partiers to buy more of the drink, Heineken put LED lights on their bottles. Sound and motion trackers on the bottles allow it to turn it on when someone picks it up. The sound motion was meant for club-goers, as it means the bottle can light up in sync with the beat at a club. Adding more to the party mood, the lights activate at varying speeds, meaning that there’s a flurry of lights when there’s a bunch of unopened bottles.

Most of us are constantly in search of that proverbial feeling of “I made it”. Whether it’s reaching a new level of positioning at one’s job or working up to owning a business as an entrepreneur, we all have our own definitions of what it means to “make it”. One common pitfall that many fall into as their careers progress, however, is that of misplaced confidence and feeling that there is nothing left to learn.

Consider the example of a Nike executive, Vanessa Garcia-Brito. As the vice president of purpose communications for the prominent sporting goods brand, Garcia-Brito says she treats her job as any professional athlete does and trains for it accordingly.

Having a long-lasting a successful career in public relations is challenging. Working in the industry requires a good amount of bravery, as often a public relations professional is tasked with managing reputation, dealing with needy clients, and doing damage control. So what exactly makes a PR pro successful, and what should an agency be looking for in their next superstar candidate?

Attracting the right candidate often comes down to two things: the job description and work summary as well as the reputation of the employer. Many candidates are often drawn to companies with big names, but this doesn’t always mean that this is the best place to work. So before looking to attract the best in the field, make sure that the hiring company’s reputation is high enough to warrant that top-level talent.

In a recent article, we cited a study that estimated that public relations would grow about 6% between 2014 and 2024 and that U.S. News & World Report recently ranked public relations specialists #4 for Best Creative and Media Jobs in its 2019 ranking of best jobs.

So, what does it take to get into this exciting profession? In the past, many journalists who left traditional news media migrated into public relations. It was a natural transition since they already knew how to write appealing pieces and had established relationships with other colleagues in the media. With the popularity of social media, the demand for public relations staff is even greater and most employers seeking to fill a PR position require a bachelor’s degree. Courses are available both online and on campuses throughout the U.S. and abroad.

Alise Edgcomb, Vice President

5WPR attended the American Spa CBD Summit in Denver this month, which brought together leading doctors, researchers, spa professionals, product manufacturers and wellness experts to educate on and further the evolution of this ever-booming category.

The answer is an unsatisfying one: probably. As a Public Relations expert, you’re likely investing considerable time, and money, into your PR campaigns.

Nonetheless, you’re likely feeling around in the dark when it comes to assessing if they were successful, effective, or a whopping failure. Still, a company’s brand is typically its most valuable asset and must be treated as such. If you don’t report on the outcome of your PR campaigns, business owners will likely become frustrated without the knowledge of what is working, and what needs improvement. Even so, measuring PR is hardly an exact science.

As more and more states — and the country as a whole — move closer to the legalization of cannabis products, a whole new opportunity begins to emerge for brands seeking to stake their claim on fresh new territory.

And really, marketers within the cannabis industry have less work cut out for them than some in less lucrative and exciting industries. For the most part, consumers are chomping at the bit to obtain rights to legally consume cannabis products. So is any marketing prowess actually needed?