The Public Relations Blog

Seven essential storytelling elements to grab your reader’s attention

From photography to sidebars, having multiple entry points only strengthens your story.


Telling an incredible story is only the first step to getting your audience interested. There are so many other factors that grab a reader’s attention and keep him or her engaged. These are called entry points because they are all elements that draw your audience in to learn more. Without these elements, your audience will leave the story just as quickly as they entered it, and your story will not have a lasting impact.

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Topics: public relations, story telling

Inbound and outbound marketing - six key differences

Target your ideal customers with inbound and outbound marketing strategies.


Marketing is imperative to boost the sales and market performance of a company. When done right, it can help you attract and retain loyal customers and build your brand name. 


Inbound marketing and outbound marketing are ideal tactics that marketers use to reach their audience. Knowing the core differences between these two will help you make informed marketing decisions and generate higher conversions. Let’s get started. 

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Topics: public relations, inbound marketing

Five quick ways to curate industry content for your blog

Here are the smartest content curation hacks to supercharge your marketing efforts.


Creating fresh and valuable content is an organic way to increase engagement. And so to make your company relevant and approachable, you must discover trending industry topics and strategize a well-rounded marketing plan. 


Content curation is a continuous process and can become tedious without the right content curation strategies. To be impactful, you need to retrieve content in effective and well-aligned ways. Keeping that in mind, let’s learn some quick content curation hacks

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Topics: public relations, PR tips, content management

What are strategic insights?

How Axia deep dives into clients’ brand, consumers, and competition


When creating a communications, PR, or marketing strategy for a company, it can be tricky determining what the company needs help with and where/how it can improve.


Axia Public Relations’ strategic insights process is a tool we use for every client as a deep dive into the company’s brand, consumers (or buyers), and competitors. We start by asking the client three questions:

  • What are your top one to three business issues?

  • What are the one to three titles for your ideal target customers?

  • Who are your top three direct or largest competitors?

From there, we begin our initial research.

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Topics: public relations, PR tips, strategy

How I can explain what public relations is to my mother without her eyes glazing over

A simplified definition of PR


What is public relations?


I get asked this question all the time. If I’m being honest, I sometimes have trouble narrowing it down into bits of information that someone who knows nothing about communications and marketing could understand. 


The Public Relations Society of America defines PR as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” 


For those working in PR, you understand that no two days are the same. One day, you might be in a series of meetings with clients. The next day, you may be conducting research and sending out media pitches. And the day after that, you might be writing a news release and creating social media content. The list is never ending. 

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Topics: public relations, PR tips

How often should we meet with our PR agency?

A step-by-step guide to creating effective recurring meetings


Working with a PR agency requires regular communication and feedback. A good PR agency should strive to be an extension of your marketing team. It should keep you in the loop on marketing efforts to build awareness and brand identity for your company. But just how often should you be meeting with your PR agency?


Depending on the volume and urgency of a project, you might meet with your PR agency weekly, biweekly, or monthly. Every client is different. Larger programs or projects require more time and a higher frequency of meetings to strategize and coordinate.


You might meet more often at the beginning of your program to have your PR agency get familiar with your company and processes. But too many meetings can take up productive time that could be used more efficiently.

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Topics: public relations, PR tips, strategy

What is the buyer's journey?

The journey from seeking information to making a purchase decision!


The buyer's journey involves three stages:


Awareness Stage

Consideration Stage

Decision Stage

At each stage, you need to tailor your content marketing and sales strategy to fit into the buyer's context. Let's understand all three phases of the buyer's journey. 

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Topics: public relations, PR tips, inbound marketing

Ten Quick PR Tips

Effective strategies and tactics to boost your campaign


Working in public relations is all about strategy. Here are some quick tips to include in your PR strategy to be a trusted adviser to your company and clients:

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Topics: public relations, PR tips

What are the Barcelona Principles of PR Measurement and Why Should I Care?

Measuring your PR and communication campaigns the right way proves its value


The Barcelona Principles provide best-practice guidelines to measure how well public relations and corporate communication efforts are working. PR isn't sales, yet measuring it correctly helps connect PR to real business results like sales pipeline activity, social media conversions, market share of voice, site traffic, and site rankings. 

No marketing plan is complete without PR. An Entrepreneur article claimed “marketing without PR is like a dream without a goal.” And no marketing and PR plan will be able to prove value if not measured.

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Topics: public relations, measurement

Why website speed optimization matters

We live in a busy and hyper-competitive world. 


Modern customers are impatient and want the web content to load within seconds. Delays may make them move to another source, and you may end up losing potential business opportunities. 


If you care about leads, conversions, and customer delight, you should pay attention to your website’s load speed. Let’s take a look at how website loading time makes a huge difference. 

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Topics: public relations, online public relations, web design & development

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