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PR

Working with reporters can be scary, so we’ve put together a few rules to keep you on track.

#1 DON’T send a journalist several ideas at once. Options are fantastic, but think about the last time your colleague told you to pick the restaurant when you were already walking out for lunch. If instead your colleague asks, “How about x place?” You’d probably have had a stronger opinion and been more likely to jump at the suggestion or offer a counter-solution. Stories are the same way.

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brandambassador

Remember when Michael Jordan could sell just about anything and everyone would buy it just because he said so? He could sell underwear, shoes, cologne, and even Coke. If you didn’t use those products before, you would give them a chance, just because he said so, right?

Move forward to present day, and modern man. They’re texting, they’re tweeting, they’re on Facebook and they’re talking about what they like, don’t like, and what they think you should have.  They determine where fashion goes, where society goes, heck, even where votes go. It’s hard to imagine someone with that much time on their hand being a valuable asset to your company, right?

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What is the difference between advertising and public relations?  To keep it simple:

Advertising is about telling your own story, PR is about getting others excited enough to tell that story for you.

In economic terms, advertising is paid and PR is free, though don’t be fooled into thinking one is cheaper than the other. However the most important distinction between the two is really validation and control. PR pros pitch a story to members of the press in hopes to have it told in a positive, public way. The upside of this is third party endorsement – readers trust an independent reporter far more than an advertisement they see on the street.

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