The communications and public relations industry has gone through major changes in the last ten years and almost all of those changes tie, at least to some extent, to the dominance of social media. Influencers, who and how they are used, are one of those changes. Influencers have been a part of the marketing and branding game for decades, but in the past the powerful influencers almost always attained celebrity status in some form such as sports stars, models, or well-known a

Influencers overtook celebrities as the most popular choice for endorsements in 2017, according to new research by Celebrity Intelligence. It's a trend that will continue throughout 2018. What exactly is influencing the partnerships that brands seek, and what steps must brands take to ensure a more layered approach to their communication? A more sophisticated approach Influencer marketing is here to stay, and the type of influencers continues to evolve, along with brands’ rea

Gone are the days where PR professionals rely on ABC’s circulation figures to measure success. PR – whilst still in many people’s minds an old-fashioned stream of marketing – has undergone a revolution in recent years, successfully integrating traditional methods with the digital world. Now PR professionals can more accurately measure success online; link clicks, social shares, and reads are all key indicators. The way we measure success is not the only big change to the PR i

Word-of-mouth publicity is perhaps, the most effective marketing tool that has been around for centuries. According to a recent study, this promotion method can improve your marketing effectiveness by up to 54%. With the emergence of social media, however, a new version of word-of-mouth publicity called Influencer Marketing has surfaced in the realm of digital PR. It includes partnering with social media influencers to generate loyal brand following on social media platforms.

Without a crystal ball, we asked some PR influencers for their take on what will be trending in the industry in 2018. Here are their PR predictions: Ann Handley, best-selling author of Everybody Writes and head of content at MarketingProfs: “AI puts the R back in PR. The rise of AI also raises the profile of PR. The machines take over the boring, rote stuff (the media monitoring, the reporting, the research) so that the professionals have more time to dig into the more creati

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