Ethical considerations are nothing new. They have been a stalwart of the industry since their inception in the 1950s. However, the growing influence of the internet and social media has had a significant impact on ethics. This is leading to more significant repercussions for companies who flout ethical considerations. The Journal of Finance found that...Read More

Most people have heard of a press release, and probably read more than a few. In its purest form, a press release is a written communication from a company or organisation. They provide specific and concise information about a product, event, or circumstance relevant to the company. From a PR perspective, press releases are an...Read More

When most business owners start developing their brand, their first instinct is to create a perfect website. While a professional website is a great asset, it’s not necessarily the best tool for brand-building. For starters, anyone can commission a website and include whatever content they want on it. These days, the majority of consumers associate...Read More

A PR pitch is a fantastic opportunity to gain exposure using a journalist who covers your industry. Unlike a press release, a pitch tends to be less formal and more personalized. A solid pitch can lead to a beneficial long term media relationship which can have profound benefits for a brand or business. However, with...Read More

The purchasing preferences of consumers can change frequently. However, their buying behaviour is generally more resistant to change.  It takes something significant to create this kind of a mental shift. When consumers’ instincts are transformed, buying behaviour changes, which means they’ve evolved on a subconscious level. Havard professor, Gerald Zaltman, believes that over 95% of purchasing decisions...Read More

Traditionally, we characterise hard-selling as an overtly direct sales approach.  Honed for decades, this method can include cold-calling, aggressive advertising, and attempts to play on a consumer’s fears.  For example, a salesperson might try and convince a customer that a particular model is limited. If they wait, they could miss out or end up paying...Read More

Over the past two decades, the internet has given customers more information and awareness than ever before. Marketing strategy has adapted dramatically to cater to this paradigm shift. However, despite early fears of the empowered consumer, smart marketers have learned how to use this change to their advantage. Digital Marketing Guru Jay Baer has been at the...Read More

This is my first intern experience as well as the first time working remotely, the learning curve is bound to be steep. I have had to learn the job and also adapt to a completely new way of approaching work. I have to be a “self-motivated expert” to be able to work remotely. It is...Read More

The primary objective of public relations is to increase awareness of a company, brand, or product. PR generates “buzz” and builds a brand’s image.  Today, more than ever, consumers look past the product and pay attention to a company’s social actions. A company’s overall image influences purchasing decisions. PR is both active and reactive. While it is often used to...Read More

The internet age has brought with it a wave of transparency, and many companies have had to rethink their public relations strategies.  Consumers are now turning towards brands with products that have a driving mission behind them and can be trusted. When purchasing a product, 70% of consumers consider a business’ commitment to social initiatives. Therefore brands...Read More