Stories by Jennifer Risi

PR communicators must find the benefits of a brand in its emotional place in the lives of customers. But how do you infuse creativity into a strategic campaign?

A well-conceived communications strategy drives business outcome and the return on investment delivers in ways that surprise even the most hardened business executives.

Here are some tips that are not only helpful for those in PR, but are mandatory to compete in today’s workplace as a good manager and successful employee.

Earned media should be the cornerstone of driving reputation, making up one of the three pillars of today’s integrated media model, which consists of earned, owned and paid media.

In an ideal partnership a brand and its media partner will share a like-minded audience, and both parties will have clear goals in mind for the campaign.

While digital has provided challenges and opportunities for brands, one constant remains: Earned media is alive and well – and driving influence one story at a time.