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How 2020 Changed Super Bowl LV Advertising
Every year the Super Bowl not only brings iconic football to our screens, but iconic commercials as well – and this year was no different. 2020 was largely defined by a social justice movement and the COVID-19 pandemic, which changed…
As Reputation Drives Company Value, PR Deserves a Broader Role
A recent report by global PR firm Weber Shandwick quantified a belief long preached by PR practitioners around the globe – reputation is (nearly) everything. In the “State of Corporate Reputation” report, the authors noted “corporate reputation is an invaluable…
How to Make a National Media Story Work Locally
Public relations professionals often hope a local story they are pitching makes national news. On some occasions, the opposite situation presents itself and we are challenged to make a national story work locally in order to be more effective at…
[Media] Pitch Perfect
Important things to remember when formulating your pitch As communications professionals, we understand the importance of a strong media pitch and outreach plan. In today’s information-heavy world, it’s important for organizations to set themselves apart by expanding their reach and…
Cultivating Genuine Engagement with Elected Leaders
While most of California’s local elected officials serve only as part-time mayors and councilmembers, they are responsible for representing the interests of thousands of their fellow citizens and must educate themselves on a wide-range of policy issues. The challenge of…
Making the Most of an On-Location Media Event
On behalf of NST client, the Citrus Pest & Disease Prevention Program (CPDPP), our team is charged with the Herculean task of educating roughly 40 million California residents about a deadly citrus tree disease called Huanglongbing (HLB) and the pest…
The Secret is Out: Organizational Purpose Provides Benefits Beyond Altruism
It has been two years since I last wrote about the importance of defining an organizational purpose, or the end benefit to people or society at large. During that time, I’ve seen many people move from skeptics to supporters as…
Button Up Your Influencer Marketing Partnerships
Year over year, brands are spending more on influencer marketing campaigns. Even if you think you’re not familiar with an influencer campaign – you’ve likely been exposed to one. Brands partner with bloggers who create content for their blog, YouTube…