The Public Relations Blog

With all the fuss about engaging content, companies look to communications professionals for guidance as to how they can use content to advance brand awareness, image, and public perception. Even though a handful of YouTube sensations earn unexpected and almost accidental viral success, effective, long-term social marketing requires planning and forethought.

If your web design company has never heard of inbound marketing, it might be time to find a new one

Since HubSpot’s creation of inbound marketing in 2005, the approach has grown immensely in popularity as an effective way to increase your customer base. Inbound marketing focuses on attracting customers through relevant and helpful content and adding value at every stage in the buyer’s journey. Although the primary purpose of an inbound marketing website is to nurture leads, it also uses technology to maintain a digital presence on the web and strategies that encourage potential customers by creating content they prefer to use.

Public relations, like anything else, has its own vocabulary. When you’re working with your PR team to plan a successful campaign, it helps to know the meaning of terms that PR professionals use. The terms outputs, outtakes, outcomes, and impacts are important elements of a PR campaign that you should know.

When designing a public relations plan for your company, Axia Public Relations starts with your goals and objectives. Then, we break them down further into inputs and activities. This is the first part of creating an effective PR program for you. We’ve created a scenario around Twidget, a fictional company, to illustrate how this process works and to help you understand what we mean by inputs and activities.

As public relations experts, we regularly secure earned media coverage for our clients at major news outlets. If you’re struggling to earn coverage for your company, use these insider tips to help you improve your media relationships and increase your earned coverage.

What’s Google Pixel Retargeting?

Google Analytics is a free analytics service that helps you measure your company’s advertising ROI as well as track video and social networking sites and applications. Google Pixel Retargeting is really a Google Analytics tracking code snippet placed on your website that enables you to track the visitors to your site and generate reports that help you with your marketing.

Many industry analysts agree that organic reach for company Facebook Pages is now as low as 2%, and some speculate it’s even lower (without sponsoring those posts). You must pay to play.

If you aren’t boosting your company’s social media posts, you’re just talking to yourself. You’re barely reaching your target audience and your social media engagement is low. It’s challenging to increase social reach and engagement, and ever-changing algorithms make it more so.

Companies today are investing more energy and time on content creation and delivery. The volume of information flung at people daily can be staggering, if not paralyzing. Social media platforms continue to hone algorithms to deliver desired content, while attempting to box out the noise. For some companies, this is an obstacle. For others, an opportunity.

You don’t need a press release to get earned media coverage. 

Did you know you can earn great media coverage for your company without writing a press release? In fact, as a PR firm working with national clients, some of Axia Public Relations’ best-earned media coverage came without ever writing a news release. Instead, we pitched existing contacts by phone – contacts with whom we’d established trusted relationships.

Apply these methods to your PR and marketing materials

When you hire a public relations firm, you trust its members to make ethical decisions and use best practices in all stages of communication with your audiences. Persuasive communication methods work to change your audience’s awareness, attitude, or behavior. When working to persuade someone, whether it’s to attend, purchase, visit, follow, or donate, apply the T.A.R.E.S. test or the duty-based method to ensure ethical best practices. Read our post “3 golden rules of PR in 2018” to dive deeper into which ethical standards are trending this year.