In a game of executive musical chairs, Dana Walden made her first big moves as head of the company’s TV networks since CEO Bob Iger’s return. Earlier this month, Walden was upped to co-head of the entertainment group alongside Alan Bergman, and she’s wasted no time executing her leadership vision. Firstly, the Mayor of TV…
McKinney will act as creative lead on a six-month project basis during the process.
O festival de cinema do SXSW 2023 inclui – entre muitas outras produções – lançamentos badalados como “Dungeons & Dragons: Honra Entre Rebeldes”, um novo filme da A24 com Tilda Swinton, o próximo capítulo da franquia “Evil Dead”, “Tetris” da AppleTV+ , etc. E tem também filme brasileiro na seleção: “Meu Casulo de Drywall” fará sua …
Leia Filme “Meu Casulo de Drywall” será o único representante brasileiro no SXSW 2023 na íntegra no B9.
When it comes to the metaverse and people who trade Bitcoin, we all probably have an idea of who that demographic is. It seems like only those with a certain financial background can buy cryptocurrencies and NFTs. Fin-tech company 3QualitTy is working to level the playing field so everyone can access the blockchain community. 3QualiTy’s…
Acorns’ squirrel mascot (voiced by Christopher Walken) says, “We believe that slower is better” as part of a continuing campaign about the power of long-term investing.
On this week’s very emotional episode of Yeah, That’s Probably an Ad, Adweek managing editor of creativity, creator economy and DEI Shannon Miller is joined by managing editor for marketing and agencies, Jameson Fleming, and special guest Jess Zafarris on her last day as Adweek’s director of audience engagement. Over the last three years, Jess…
The artist and adman shares his thoughts on a brand that made it “their business to be a part of something bigger.”
By default, videos will automatically play as users come across them in the LinkedIn mobile application. However, users have the option to prevent videos from automatically playing. Our guide will show you how to stop videos from automatically playing in the LinkedIn mobile app. Note: These screenshots were captured in the LinkedIn app on iOS….
Jellysmack and the Roku Channel launched two new channels today, bringing 17 creators to TV
On this episode of Brave Commerce, Grant Hill–basketball Hall of Famer, co-owner of Atlanta Hawks and board member of Campbell Soup Company–shares strategies for fostering trust and vulnerability by identifying and defining your workplace culture. Hill, who spent 19 years in the NBA, has expanded his business portfolio to encompass real estate, executive leadership, sports…
Elon Musk’s repeated job cuts are stoking new fears that there aren’t enough people to triage Twitter’s problems.
As consumers become increasingly supportive of brand underdogs and TikTok small businesses boom, the platform is playing into this evolving allegiance and refreshing its historic facilitation of unexpected virality and account discovery. As an audio-first platform that rewards users who creatively adopt viral sounds, TikTok is nurturing small businesses by expediting their creative processes and…
Public relations and marketing used to be like oil and water, two separate entities that didn’t mix. There was a set PR team and a set marketing team, and brands needed both to succeed. PR and marketing firms had two sets of goals and thus two separate ways of reaching and achieving said goals. The rise of digital media, however, has led to blending between the two practices.
Traditional PR is focused on creating a strong, powerful brand image primarily via print and television. PR teams work on brand awareness and recognition, ensuring consumers form a positive association with a brand. For example, American Express established Small Business Saturday to promote shopping the day after Black Friday. Dove created a campaign for Real Beauty to put body positivity in the forefront of user’s minds. These were strong, long-lived campaigns formed by PR agencies.
Marketing’s main prerogative, on the other hand, has always been focusing on consumers and building a strong consumer base. This leads to an increase of revenue and sales. Marketers tend to respond to a brand’s requests, as opposed to PR, which puts forward ideas more proactively. As you can see, there are a lot of nuances to PR and marketing and how they work together today. However, you’ll soon learn the benefits of including both in your brand-building portfolio.
A Blending of PR and Marketing
Today, PR and marketing are interconnected. The lines of distinction have crossed partially due to digital marketing, social media, and influencer marketing. A marketer can connect with an influencer via Instagram and create a brand positive campaign just like a PR agency used to do.
Partially because of these changes, alongside evolving technology, digital PR emerged. This practice focuses on using online media to amplify a brand in the market. The distinguishing factor between digital PR and traditional PR is ensuring a company is well established from an online point-of-view.
Digital PR provides value to consumers, which is why many individuals come across these campaigns without realizing it. The content is highly linkable and SEO-driven, meaning audiences are more easily finding the content. Additionally, the type of content produced tends to be engaging and interactive. For these reasons, digital PR services are a worthwhile supplement to your traditional PR and marketing tactics.
One major distinction of digital PR — and a reason why many don’t even realize they are consuming it — is that it isn’t salesy. There is no “buy now” or “click here” button. Instead, the brand is interwoven into the strategy in a seamless, non-obtrusive way. When accomplished well, digital PR is a true blend of traditional PR along with content marketing and SEO.
How Digital PR Fits into Your Overall Strategy
Now, you may be wondering how digital PR, traditional PR, and marketing mesh together and enhance one another. Well, it’s a good question and one that is in flux as new technologies and platforms emerge. A digital PR strategy accounts for additional factors not considered in traditional marketing or PR. These professionals look at search rankings and external links and take social media and other online channels into account. They ensure a brand’s authority comes through online.
Brands today need a strong digital PR presence to stand out from competitors. Consumers’ attention spans are short, and it takes about eight touchpoints before a lead turns into a sale. You may be thinking this is quite a few interactions, and it is. This stat proves that each and every interaction with a consumer is not only important but critical to brand recognition.
A (Tasty) Real Life Example
By incorporating all three of these tactics, new brands are able to create consumer demand quickly. Deux, for example, a plant-based food company that creates better-for-you cookie dough, was established in 2020. While the demand for tasty, healthy treats was rising, getting the message out about Deux meant they needed a strategic awareness approach.
Through a digital PR lens, the company focused on cultivating their Instagram and TikTok followers via influencer partnerships and collaborations with like-minded brands. Sweats and the City influencers Eliz and Dale hopped on board as well as brands such as Summer Fridays and The Skinny Confidential. Today, the brand has nearly 100K followers across both platforms.
Through influencer and brand collabs along with a feature on Shark Tank, the company exploded and created a buzz in the digital food space. In January, the company also used out-of-home marketing efforts to build awareness. “Honk if You Like it Raw” billboards certainly stopped traffic and alluded to the brand’s witty sense of humor. Traditional PR efforts were used to secure the television spot on Shark Tank and podcast interviews with their founder and CEO.
Bringing It All Together
As the Deux example proves, digital PR, traditional PR, and marketing are different tools at your disposal. You and your team can tap into different tactics for various needs. You may find that a traditional PR move works well for one specific campaign. Or you may want to augment it with a digital PR campaign. With both of these PR pushes, your marketing strategies will hopefully convert consumers efficiently. Thinking of these strategies independently, but also as interwoven, will serve you and your brand well.
As we celebrate Black History Month in the United States, it’s important to remember our purpose and goal to continue striving for racial equality and justice. We also need to recognize that for too long, the history and experiences of Black people have been marginalized and misunderstood. How can we tell a story we don’t…
Sofia Colucci, global VP for the Miller family of brands, to take over as CMO.
Coltrane Curtis tracks down talent who would be left largely unfazed if social media suddenly ceased to exist. The founder and managing partner started his influencer marketing career well before the term was widely recognized. Since launching the full-service creative agency Team Epiphany in 2005, Curtis hasn’t let the industry’s fixation on follower counts and…
Leaders from Unilever, Danone and the MLB discuss how health-focused marketing is transforming their businesses.
(TrendHunter.com) These February 2023 furniture trends range from abstract home furniture lines to privacy-focused seating.
Standouts include the conceptual ‘Peacock Chair,’ a piece that acts as an “…
Publisher ad management outfit CafeMedia, which manages the tech and sales for titles like MacRumors and Thought Catalog, is working with tech platform LiveRamp to offer its data clean room Safe Haven solution to the millions of readers across CafeMedia’s 4,000 creators’ sites. The move will ultimately lead to higher publisher ad revenues. This expands…
Amid lackluster awards shows and a so-so Super Bowl, Ad Age polls execs Susan Credle, Greg Hahn, Danny Robinson and more about the pandemic’s lingering impact.
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