For years, communications teams have asked a familiar question at the end of a campaign: “How much coverage did we get compared with our competitors?” This question gave rise to one of PR’s most enduring measurement metrics: Share of Voice. If your brand accounted for 25% of the relevant media conversation in its competitive set,…
Advertising can buy attention. It cannot automatically buy belief. That distinction is becoming increasingly important for marketers trying to understand how to build brand trust. Consumers today are surrounded by brand messages across search, social media, streaming platforms, influencers, retail media and their own inboxes. Generative AI has made producing polished marketing content cheaper and…
There was a time when managing a company’s reputation meant monitoring newspaper headlines, television coverage and perhaps the first page of Google. Those days are rapidly disappearing. Today, a prospective customer may never visit your website first. An investor evaluating your business may not begin with your annual report. A job seeker researching your organisation may…
Retail and e-commerce brands spend heavily to be seen. Paid search, social ads, influencer campaigns, performance dashboards. All of it is designed to generate immediate visibility. Yet one of the most powerful digital multipliers available to these businesses often requires a fraction of that investment: structured press release distribution. At its core, a press release…
Trust has always been the currency of public relations. In 2026, reputation is no longer built solely through media coverage or brand campaigns. It is constructed through digital trust signals that audiences, search engines, and increasingly AI systems use to evaluate credibility. For PR professionals, understanding and deliberately deploying these signals is no longer optional….
The press release has always been a workhorse of corporate communication, but its form has evolved with every shift in how audiences consume information. What was once a purely text-driven format has now entered a new era, one shaped by the dominance of visual media. Today, the most compelling press releases are not those with…
The media landscape is no stranger to disruption. Over the last two decades, public relations professionals have had to adapt to the decline of print, the rise of social media, and the dominance of search engines in shaping how stories are found and consumed. Today, the latest disruptor — generative artificial intelligence, is rewriting the…
For years, the word “influencer” conjured images of Instagram stars peddling beauty creams or YouTube gamers reviewing the latest console. The influencer economy was widely seen as a creature of the consumer world, with brands eager to borrow authenticity from personalities who had built digital clout. Business-to-business communications, by contrast, clung to its familiar rhythms:…
Short-form video content, particularly on platforms like Instagram Reels, YouTube Shorts and TikTok, is rapidly transforming the way brands approach branding and public relations. As attention spans shrink and mobile usage dominates content consumption, these quick less than 1-minute, digestible videos offer an ideal format to capture audience interest in just seconds. For communication professionals,…
In today’s fast-paced digital landscape, leveraging media and social media influencers has become essential for businesses of all sizes. While influencer marketing is often associated with B2C brands, it’s equally powerful for B2B companies looking to enhance brand awareness, establish credibility, and foster valuable customer relationships. The key difference lies in the approach—B2B influencer engagements…
