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How to Leverage a Celebrity Endorsement

In a single tweet celebrities can rocket a PR message into the stratosphere. Think back to the 2014 Oscars when Ellen DeGeneres tweeted a now infamous, celebrity-filled selfie from her Samsung phone....

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White Paper: Want Content Success? Think Outside the Box!

Content marketing is a crucial piece of content strategies. To be effective, though, it needs to keep up with the times. As technology becomes ever-present, content strategies should include video,...

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Proof Positive Part 1: The Consequences of Negative Language

As public relations professionals we need to be shining examples of communication etiquette when speaking in public or on social media. This is the first installment of our three-party Proof Positive...

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Why You Should Use Twitter Like Journalists

Being on Twitter isn’t even an option for journalists today. It’s a necessity for business. Jonathan Kay, The Walrus editor and founding member of the National Post’s editorial board, put it like this:...

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Proof Positive Part 2: Preventing a Social Media Firestorm

As public relations professionals we need to be shining examples of communication etiquette when speaking in public or on social media. This is the second installment of our three-part Proof Positive...

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3 Tips for Developing and Launching Your App

A brand will face many challenges reaching its target audience and creating content marketing that will drive sales. Launching an app can be a great way to expand your customer reach and improve user...

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#CPRS2015 Day One Recap

PR and communications professionals from across Canada have come together in Montreal for the Canadian Public Relations Society’s annual conference, which started Sunday and runs through tomorrow. The...

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#CPRS2015: Biggest Takeaways from Days 2 and 3

The Canadian Public Relations Society’s annual conference, Engagement and Impact, wrapped up yesterday in Montreal after three days of TK-CONTENT for PR and communications professionals. Earlier this...

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Proof Positive Part 3: How to Handle Public Apologies

In the first two installments of our Proof Positive series we looked at the consequences of negative language and preventing social media firestorms. In the third, we review ways to apologize, when...

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Free Tip Sheet! 6 Steps to Modern PR Measurement

Three in five executives don’t fully understand PR’s role and capabilities. Why then would they invest more in it? Advertising value equivalency once was the gold standard in showing the impact of...

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Solutions to the Top 3 PR Pain Points

Students, associates, managers and executives all face different challenges in the industry tied to the shifting demands on our industry and skills. After numerous discussions with PR professionals at...

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The Evolution of PR Education

Public relations as an industry has been transformed by decline of print media, the growth of digital and the dilution of publishing power. Changing right along with it are educational institutions...

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How Data Wins in PR

Data can be a lot of things. It can be big, it can be consistent and most of all, it can tell consumer stories. When Nikki Lamb Tudico— president of the Lamb Creative Group—began working with Yves...

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How To Get Local Coverage for Your Brand

There is no one-size-fits-all solution to garnering the attention of local media. Sometimes your target is too broad thereby missing important local demographics or your message is out of touch with...

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3 Sales Metrics PR Should Measure

Public relations can be an extremely effective form of marketing, but you can’t prove it unless you measure your results. In our last tip sheet we explored how advertising value equivalency (AVE) is...

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3 Multi-Touch Attribution Models for a Data-Driven PR Strategy

Data-driven PR may sound like a foreign language, but it’s not as complicated as we often make it out to be. As the digital world rapidly expands, the number of touch points increases, creating a shift...

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Pressure Tactics 1: Using Content Marketing To Change Public Perception

In this three-part series we look at how organizations can use public relations to effect change.  A well-researched report can be like a SWAT team for changing perceptions around an issue:  bust down...

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Measuring #CanadaDay

On July 1, 1867, the British Empire enacted the British North American Act creating what would later be known as Canada. Exciting, we know! Since that day, our nation has strived to showcase how proud...

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Pressure Tactics 2: Communications Lessons from Unions and Governments

This is the second in a three-part series reviewing how organizations can use public relations to affect change. Communications can be warfare and one of the most powerful tactics is labour action. PR...

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What You Can Learn From a Giant Lobster

“Do you.” “Be the best you can be.” “Own it!” These aren’t axioms from a Crossfit gym, but marketing lessons from Shediac, New Brunswick’s economic development team. Shediac is a small coastal town of...

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