To deliver a successful brand-enhancing PR program for Crystal Light it was critical for HC to identify a high-level sponsorship that would provide access to influential stars and entertainment-event opportunities.
For Liam D. Leduc Clarke, senior VP of business management at APCO Worldwide, a growing number of clients are asking for the same thing these days: Help us break down silos and cross-function PR, marketing and communications throughout the entire organization.
For brands and organizations, the change means that they’re most likely going to have to redouble their efforts to produce more user-generated content.
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.