When engaging in a public relations campaign, companies tend to rely heavily on building an audience solely through media coverage, without capitalising on other ways to amplify their presence alongside it.

Social media, and Twitter more specifically, serves as a complementary tool that can be used to add greater value to media coverage achieved, helping to prolong the life of the coverage and bring further reach to a brand. Understanding the various tactics in using different social media channels can help a brand gain greater traction and attention, adding further value to any PR campaign.…

Since the company was formed in 2012, Clarity has worked with charities such as Alive and Kicking and Restless Development with the aim of doing our bit to make the world a better place. But as a small company trying to establish itself and grow a sustainable business it hasn’t always been easy to dedicate as much time and resource to charity as we would have liked.

This year, however, we are giving our charitable efforts new impetus and direction. We’ve now connected with partner charities in both the UK, where we were founded, and the US, where we have a fast-growing office in New York.…

Another week, another brand forced to refer to the PR Crisis Communications Playbook. In fact, I would think that United Airlines’ copy of this publication is looking rather dog-eared by now, given the recent debacle surrounding appropriate clothing for passengers.

A much more serious PR crisis arose, though, when footage and witness accounts of an ugly incident involving a passenger being forcibly removed from an airplane for refusing to give up his seat on a flight that had been overbooked.…

Pepsi. Has there ever been a brand that lived more in the shadow of its closest rival? The perpetual challenger, which has provided us with “over 100 years of fun and refreshment”, finds itself in the public eye for all the wrong reasons right now.

The company has provoked some strong reactions – pretty much all of them negative – for a new campaign featuring Kendall Jenner. In the ad, Jenner leaves a protest of which she is part to present a can of Pepsi to a police officer.…

Is PR the kind of job that could ultimately end up being done by robots?

While practitioners will point to the fact that PR is traditionally a relationship-based game, there are a number of tedious tasks that it could make sense to automate. Sending out press releases on the wires, for a start. Artificial Intelligence systems would also hopefully be clever enough to never make a “Hi [*FNAME]” mistake, or say to a journalist “Hope you’re well?”.

There’s been a lot of debate and conjecture about robots replacing journalists.…

Content marketing is a term that most, if not all, B2B brands will have heard. So what is content marketing and what can it do for a B2B brand?

Brands in the B2B space need to use every tool at their disposal to reach, grow and engage their target audience. While earned media – coverage in relevant third-party publications that your audience consumes – and paid media such as advertising can get you so far, these are only part of the puzzle.…

It is one of the deepest ironies in business, to me, that the sector which does the worst job at communicating itself is… the advertising industry.

The agencies started it. Most of them are a labyrinthine mess comprising hundreds of distinct operating units and sub-agencies. Behold, Publicis Groupe’s confusing announcement of Publicis One, a consolidation into, well, four divisions.

For an industry which prides itself on “storytelling”, this inability to effectively communicate a service offering should come as something of an embarrassment.…