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The success of branded content is more contingent now on PR pros’ ability to crunch numbers and analyze data.
Unlike some audiences that brands and organizations cater to, influencers are not monolithic but are a loosely affiliated group of individuals who can have a pivotal influence on PR’s ability to drive conversation and spread the word. But getting people online to share information about your company’s products/services or values requires a different mindset than blasting a press release to a similar demographic or giving a presentation to like-minded people.
A special event is a great springboard for what your brand has in the pipeline and how you are better serving your customers and prospects.
The fleeting rush of a major influencer or prospective client responding to a ‘DM’ via Twitter may not be nearly as important for your brand or organization as a kick-ass annual report.