The Power of Strategic Communication in Franchising Franchising is one of the most effective and well-known business models for expansion, allowing brands to scale-up their operations efficently without loosing their unique identity However, success in...
What is Brand Journalism? Well, the term was coined in 2004, but the definition is still debated. Despite this, it had become an important factor of corporate communications. As Pullizzi wrote in 2012 – „all brands, in order to attract and retain customers,...
The COVID-19 pandemic shook the foundations of how, where and when people work. Thankfully offline events are possible again, but there is still a need to move offline communications online. Today, in this almost-post-pandemic world, people expect to...
Is there a connection between Public Relations and Management? If we study Peter Drucker’s ideas on Management, we can can clearly see a system of shared goals and principles. Peter Drucker is “the founding father of the study of management.” His works...
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...
Human nature is to be curious. This principle set the stage for the following mixture of public relations and social experiments, which turned out to be greatly successful for all parties involved, including the public. Industry leading IT association,...