Stories by Karla Jo Helms

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Person holding cellphone with webpage of US artificial intelligence company OpenAI LLC on screen with logo. Focus on center of phone display.

AI Alchemy: Crafting Brand Legacies in the Digital Era

April 8th, 2024 by

For businesses and their communication teams, there’s a need for proactive engagement, utilizing AI’s ability to shape public opinion as a catalyst for communication.

A sample of eclipse swag for the April 2024 eclipse path viewers in Rochester, NY

Events PR: Harnessing the Opportunity of the Total Solar Eclipse

April 5th, 2024 by

When something of this magnitude (an eclipse) comes along, it can be a gift for businesses looking to capitalize on and create an experiential event that provides a memorable experience for target audiences.

How Marketers Can Tap Into Fútbol Fandom Ahead of the 2026 FIFA World Cup

April 5th, 2024 by

With the countdown to the 2026 FIFA World Cup in North America underway, opportunities for brands to tap into the vibrant culture of fútbol, particularly among U.S. Hispanics, are growing. But before marketers dive in, understanding the nuances of the U.S. Hispanic audience’s relationship with the sport is crucial to crafting authentic communication strategies.

As Soccer Evolves Into Fútbol, Communicators Can Score Big With U.S. Hispanic Fans

April 4th, 2024 by

The countdown to the 2026 FIFA World Cup in the United States, Canada and Mexico is underway, igniting a fervor among soccer enthusiasts across the world. As the anticipation mounts, so does the opportunity for brands to tap into the vibrant culture of fútbol, particularly among U.S. Hispanics. Understanding the nuances of the U.S. Hispanic audience’s relationship with fútbol is crucial in crafting authentic communication strategies.

MLB and Ohtani: Building a Crisis and Reputation Plan When in a Pickle

April 2nd, 2024 by

Following the news of Shohei Ohtani’s involvement with an illegal bookmaker in California, the MLB is stuck between a rock and a hard place. Our author summarizes the scandal and provides a crisis communications format that should have been followed.

Measuring PR and Comms Success With Customized Client-Aligned KPIs

April 1st, 2024 by

PR and comms are almost never about a single point in the funnel. That’s where a set of customized KPIs come into play. Our author looks at how to develop them, emphasizing that the key is to align them with business marketing goals.

PRNEWS Announces Winners of 2024 Impact Communications Awards

March 28th, 2024 by

PRNEWS today announced the winners of its 2024 Impact Communications Awards, which honor communicators who use their platforms to better their community and the global community at large. Winners are the campaigns, initiatives, and communicators—both internal and external—that are advancing the fight for global change.

AI and Communications Analytics: A Match Made in Heaven

March 27th, 2024 by

Increased awareness around and access to generative AI brings equal parts anxiety and excitement. Indeed, there are ethical issues to contend with, but also significant advantages to adding AI-powered tools to your work. Our author explores how communications analytics experts are exploring the creativity and freedom that comes with AI across analytics and primary research.

Downsized Delights: How Shrinkflation Can Chip Away at Brand Equity

March 26th, 2024 by

Shrinkflation, the practice of corporations downsizing their products to maintain price levels, is dominating consumer conversations. As such, corporate communicators need to preempt and get out in front of any adverse public response taken against their brand following plans to reduce product size. Our author offers an approach that helps to mitigate the loss of consumer trust.

How a Content Support Team Improves Productivity and Company Culture

March 25th, 2024 by

A specialized content support team is a great asset for any company to ensure all content produced by the organization is as insightful and valuable as possible for the business, potential clients and readers alike. Our author provides considerations for a building a successful content team.