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Proactive PR Versus Reactive PR: Which Should You Focus On?

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Public relations is enjoying a bit of a resurgence. As businesses strive to stand out in a noisy digital environment, they’re turning to PR to help achieve those goals.

Why is PR seeing a spike in popularity? “The rising need to gain competitive advantage is driving the public relations market,” says a survey published by Wise Guy Reports. The report says the market is expected to grow at a CAGR (compound annual growth rate) of 7% from 2021, reaching $117.8 billion in 2023.

As PR pros everywhere will probably tell you, while this is good news, it’s not without its challenges. More competition for the attention of journalists makes it tougher to land earned media coverage for clients.

On that note, more than 42% of journalists reported receiving 11 to 100 pitches a day, and almost 5% receive 100+ email pitches per day, according to research conducted by Fractl.

As public relations pros, we have to discover which methods are most effective at catching a reporter’s eye. A solid media relations strategy should encompass proactive and reactive approaches to increase a client’s visibility. Let’s take a closer look at each, specifically as it pertains to media outreach. Continue reading Proactive PR Versus Reactive PR: Which Should You Focus On?

Making 2021 Marketing Plans Knowing That Change Is the Only Constant

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The new year has arrived. But what will it hold? As we make 2021 marketing plans, how can we place bets on the best way to organize those plans when there are still so many questions to be answered?

This time of year, many marketers make predictions on what businesses should focus on as we face the new year. But in this instance, can we even begin to predict what lies ahead?

Instead, let’s take a look at what we do – and don’t – know that can help us construct our best marketing plan.

What We DO Know As We Make 2021 Marketing Plans

Continue reading Making 2021 Marketing Plans Knowing That Change Is the Only Constant

21 Influencers Share Stellar Advice for Digital Marketing in 2021

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As we prepare to enter a new year, we all wonder what lies ahead.

2020 was anything but predictable. But what can we learn and apply to our digital marketing and communications strategies in 2021?

I asked 21 influencers to share their thoughts on this question: What one piece of marketing advice would you offer to brands as we head into the new year?

Here’s what they had to say.

Advice for Digital Marketing in 2021

Continue reading 21 Influencers Share Stellar Advice for Digital Marketing in 2021

Why Small Businesses Need to Invest in Their Digital Presence

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For years, small businesses have asked the question – do we really need a digital presence? The answer is – yes.

Research shows that much of our audience was already online before the pandemic. Studies conducted before March 2020 reported that 70 to 80% of people research a small business online BEFORE visiting the business or making a purchase from it[i]. Yet, according to research conducted in 2019, 40% of small businesses still don’t have a website. Further, 28% say it’s likely they won’t build one in the future.

It’s time for that to change. Continue reading Why Small Businesses Need to Invest in Their Digital Presence