It is a common concept in the B2B market that the dialogue needs to be serious, messages must be brief and effective without nonsense. However, decision makers are still human, and in order to earn their trust, we need to start telling stories in B2B...
Everybody wants to know how to create a viral campaign. But it does not come as easily as it seems. Luck has a very small role in the equation. Most of the success boils down to insight and creativity. It is a common misconception that spending enough...
The power of public relations and journalists working together is a force to be reckoned with. Take the case of Honeywell, a Fortune 100 company operating in the aerospace industry. However, they were not recognised in the in-flight Wi-Fi market. So they have...
Having data is good, but we need to have insight on how to use it. The same goes for having a strong licence to our name. Acquiring the exclusive rights to use the Guinness brand led to no success for Linden Food Group, because they lacked the necessary...
It is hard to imagine that public relations can influence the government. However, when we talk about thought leadership, influencing government policies is the greatest achievement. Especially when a regional business from Cambridge does it, in spite of the...
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