How To

How To…Improve ROI in a Tough Economy

January 5th, 2009 by

It’s an unfortunate reality of business: When the economy takes a turn for the worse, marketing, advertising and public relations are among the first budget items businesses cut. But in tough economic times, it’s more… Continued

Tip Sheet: Advocacy Advertising: More Than Slightly Alive

September 22nd, 2008 by

By Michael Schick In this digital media age in which two-way communications and social media tools continue to grow in use and influence, it’s tempting for a client to conclude that a less "cool" media… Continued

Hoax-Busting: Managing Gossip and Rumors Online

September 22nd, 2008 by

We’ve all seen our share of Internet hoaxes. The random e-mail calling for a boycott of a major oil company; the forwarded message of a worried mother whose daughter was sickened by a popular food;… Continued

Olympic Evolution: New Media Stage Requires PR Execs to Shift Strategies

September 8th, 2008 by

During the past six weeks, three of the most widely viewed events of the year–the Olympics in Beijing, the Democratic National Convention in Denver and the Republican National Convention in Minneapolis-St. Paul–took the world stage… Continued

Surprise Attack: Executing a Crisis Simulation to Plan for the Unknown

September 8th, 2008 by

On Aug. 1, 2008, Peppercom employees learned that four senior managers were missing following a quarterly summit in Singapore, leaving only one member of the management team– co-founder and managing partner, Steve Cody–in New York… Continued

Recession Obsession: Repositioning Brands Around a Troubled Economy

August 18th, 2008 by

You know times are tough when "fuel" is a four-letter word and the word "staycation" has a good chance of being inducted into the Merriam-Webster Dictionary. Every facet of business has felt the effects of… Continued

Green Business: From Risk Management To Opportunity Capitalization

August 11th, 2008 by

When the first wave of environmentalism washed ashore in the 1980s and early ’90s, it was easy to cite the increase in regulation as the main driver. Businesses implemented green practices out of necessity and… Continued

When Media Goes Too Far: How to Handle Unethical Reporters

August 4th, 2008 by

Everyone expects journalists to be pushy. To a significant extent, that’s their job and those of us who respond to the media "dance the dance" with them and hope for some balance in the resulting… Continued

Seeing the Forest for the Trees: How to Spot an Issue Before It’s a Crisis

July 28th, 2008 by

In today’s turbulent business environment, there is no shortage of crises du jour, which helps explain the evergreen quality and ubiquity of case studies, expert strategies and thought leadership pieces on the topic of crisis… Continued

Going, Going, Gone: How to Go Green Without Greenwashing

July 28th, 2008 by

It’s surprising how often PR professionals stump potential clients simply by asking them why they want to "go green." Rarely do these execs respond by articulating the business/social goals that led to the decision. In… Continued