Deirdre Breakenridge

JULY 3, 2015

Most of the work I’ve seen profiled in best practices, case studies, award entries, panel discussions and other channels has been consumer-facing – as in work done by companies or agencies to advance the agenda of a B2C company or a consumer product (Oreo, Dove or Skittles anyone?). Calls to Action. More on that in a future post.

B2B 150

B2B Social Media Consumer B2C 150

5W PR

MARCH 15, 2025

A strong brand identity forms the foundation of any successful business in today’s digital world. Research from McKinsey shows that brands with consistent presentation across platforms see an average revenue increase of 33%. Document these traits in brand guidelines that all content creators can reference.

Brand 78

Brand Branding Guidelines Storytelling 78

ImPRessions - Crenshaw Communications

JANUARY 13, 2020

Much of the news was about new gadgets and Big Tech announcements, but there was plenty of PR from B2B tech brands, too. The California Consumer Privacy Act (CCPA) was a hot topic in Las Vegas. What streaming business model will consumers ultimately prefer — subscription or free and ad-supported? CCPA has an impact.

B2B 208

B2B Trends Retail Privacy 208

ImPRessions - Crenshaw Communications

OCTOBER 11, 2023

It involves capitalizing on current events and trending news stories to promote or offer comment from a brand, product, or service. A swift and reactive response to news lets brands insert themselves into ongoing conversations, offering timely and relevant insights. Mishandled timing or execution can damage a brand’s image.

Brand 323

Brand Branding eBook Advertising 323

ImPRessions - Crenshaw Communications

AUGUST 18, 2021

Typically they’re articles or broadcast segments that feature a given company or brand in a positive way. But earned media doesn’t always achieve the frequency we need to promote client brands, and some stories have a lengthy gestation period. One form of content that works particularly well for B2B brands is the white paper.

Case Study 390

Case Study B2B Study Interviews 390

ImPRessions - Crenshaw Communications

OCTOBER 1, 2020

That’s because social media plays a large role in most consumer and B2B PR programs. Fully 86% of B2B marketers combine paid and organic social tactics. Organic content uses free social media tools to share posts, photos, videos, and stories with the people who already follow a given brand or individual. Here’s why.

Social Media 344

Social Media Media B2B Leadership 344

ImPRessions - Crenshaw Communications

OCTOBER 8, 2018

We associate social media platforms with splashy consumer campaigns, but social is increasingly important in B2B public relations. B2B buyers are often looking for as much information as possible on vendors and products before they buy, and they rarely buy on impulse. For B2B companies, an educated customer is like gold.

B2B 170

B2B Social Media Media Education 170

Onclusive

MAY 12, 2022

One of the biggest challenges for communications professionals is understanding how their efforts influence consumer behavior so they can optimize media strategy and demonstrate tangible business value. The articles in the study included only earned media content (no owned or social media) published via digital media (no print or broadcast).

Consumer 195

Consumer Publicity Media Analysis 195

Sword and the Script

JULY 30, 2024

News coverage fuels social media; but increasingly, social media fuels the news; shaping opinion on social media boils down to authenticity, experience and customer service More consumers trust social media for information than other conventional sources, including traditional news, business and government. Again, it was by a long shot.

Survey 176

Survey Social Media Consumer Media 176

ImPRessions - Crenshaw Communications

FEBRUARY 27, 2023

Crenshaw Communications, an award-winning B2B PR firm representing leading ad tech brands, recently welcomed Patrice Gamble as PR account director and Anna Julow Roolf as chief of staff. Anna brings over a decade of experience in the B2B PR industry, including leadership roles in agency and SaaS startup environments.

B2B 156

B2B Leadership Communications Agency 156

Cision

NOVEMBER 7, 2017

For the first time ever, Cision is bringing to market technology that makes it possible for brands to measure the impact of earned media and marketing communications programs accurately. Audience Insights — Understand who is actually consuming the content. Demographics (B2C) and Firmographics (B2B).

Measurement 0

Measurement Media B2C B2B 0

ImPRessions - Crenshaw Communications

NOVEMBER 27, 2018

For B2B companies, this presents a massive PR opportunity. To meet media demand, B2B tech brands in particular can build out their own research assets. An asset that can earn branded media coverage is valuable — and that’s not all. Data-driven coverage can establish a brand as a category expert or leader.

B2B 147

B2B Data Retail Survey 147

ImPRessions - Crenshaw Communications

AUGUST 22, 2023

From Presidents’ Day furniture sales to tech deals on July 4th — and all the mattress sales in between — holiday marketing is a hallmark of consumer brand strategy in the U.S. And while B2C brands are quick to build events around holidays, for B2B brands, holiday marketing can feel forced.

B2B 156

B2B How To Conference B2C 156

ImPRessions - Crenshaw Communications

SEPTEMBER 21, 2020

Whether a brand’s focus is fitness, fashion, food, or anything else, TikTok can connect it to a highly desirable and sometimes elusive audience. . New and creative social channels should be key elements for consideration in any PR plan , especially for brands aiming to reach a younger audience. Branded hashtags drive discovery.

B2B 310

B2B Video Social Media Creativity 310

ImPRessions - Crenshaw Communications

NOVEMBER 4, 2020

An effective content marketing calendar will complement a PR campaign to help differentiate a brand and generate business growth. Sponsored content is content that an organization or brand pays to place and promote. As audiences grow more accepting of sponsored content, brands are using it to shake up the marketing mix.

Advertising 334

Advertising Advertising B2B SEO 334

ImPRessions - Crenshaw Communications

AUGUST 16, 2023

Timing is everything, even in B2B Tech PR. Peg your pitch to the right occasion The B2B tech sector offers unique opportunities to make the most out of holidays, events and occasions in PR strategies. There are scores of potential dates that B2B tech brands can use to generate high-impact coverage.

B2B 156

B2B How To Privacy Retail 156

Sword and the Script

APRIL 30, 2024

Sometimes statistics shared on social media take on a life of their own – that’s a problem if we don’t understand the source and methodology; here’s the source on the “95:5 rule” Only 5% of B2B prospects that vendors are trying to reach are in the market for a product. By contrast, 95% are not in the market currently.

B2B 159

B2B Marketing Advertising Advertising 159

ImPRessions - Crenshaw Communications

JANUARY 10, 2024

The way we consume media – in terms of formats, channels, platforms, and more – is in a state of constant evolution. Only then can we understand where brand conversations and messages make sense. In the media business, we talk a lot about how brands can get into those conversations through advertising. But what about PR?

Trends 320

Trends Mobile Twitter Consumer 320

Communications Conversations

SEPTEMBER 14, 2022

If your feed is like most people’s you’ll notice a ton of: Branded graphics – Some brands’ entire feeds are made of up these graphics. Yet, brands continue to use it regularly in their social content. This is what we see in our feeds from brands in 2022, right? That’s a pretty damning stat.

Brand 215

Brand Branding Instagram Video 215

Sword and the Script

AUGUST 29, 2023

Studies show B2B buyers are getting younger and want to engage with companies on social media; B2B marketers are finding social media supports both leads and revenue About one-third of respondents find new products and hear about brands for the first time on social media. Stay with me, I’ll bring this back to B2B in a moment.

B2B 145

B2B Social Media Marketing Media 145

ImPRessions - Crenshaw Communications

MARCH 11, 2020

71% of social media marketers say social media channels offer consumer insights that benefit other departments of their business, while 93% of all marketers cite more exposure for their business as its number one benefit. Creating a channel and producing relevant content for a brand are just the start. What about B2B marketers?

Social Media 272

Social Media Trends Media Instagram 272

ImPRessions - Crenshaw Communications

SEPTEMBER 15, 2016

B2B public relations is widely perceived as the nerdy cousin to consumer PR’s popular girl. Some of this reputation is deserved; it’s true that B2C PR is often more glamorous and accessible than B2B. The same trend is happening in consumer sectors, thanks to social media. Nerds, after all, have become cool.

B2C 120

B2C B2B Software Consumer 120

Cision

APRIL 27, 2017

Despite advances in machine-learning and automated content development, great stories that have major economic or social impact are still consumed by real people. For consumer B2C brands and retailers, Instagram and Facebook reign supreme. Marketing CRM (B2C) and sales automation systems (B2B) are also worth the outreach.

Storytelling 146

Storytelling Data B2C B2B 146

5W PR

MARCH 12, 2025

Building trust in cybersecurity requires more than technical expertise – it demands strategic brand development focused on transparency, reliability, and proven results. Recent data from Deloitte shows that 91% of customers consider brand trust a key factor when selecting cybersecurity providers.

Case Study 78

Case Study Brand Branding Ethics 78

Prowly

JANUARY 23, 2025

In B2B PR, you want to impact the decision-makers: executives, managers, C-suite Theres no better feeling than proving to your stakeholders that your media placements shortened the sales cycle. This feature is especially useful for targeting B2B bloggers, whose traffic and audience data are usually shrouded in mystery.

Pitching 104

Pitching How To Media B2B 104

ImPRessions - Crenshaw Communications

MAY 1, 2018

Bylined content helps establish a B2B executive as an industry expert or brand voice, and it’s also a strong way to boost SEO for an individual or company. Within a thought leadership campaign, B2B bylines should offer value to the reader. Some will be service pieces that offer tips or tools.

B2B 147

B2B Leadership Customer Service eBook 147

5W PR

MARCH 24, 2022

Companies in the B2B industry can bring new life to their content with the help of digital storytelling. There are plenty of opportunities for B2B businesses to utilize digital storytelling, given the amount of consumer engagement in the industry, as well as the consumer research that many companies have been executing.

Storytelling 88

Storytelling B2B Brand Branding 88

Agility PR Solutions

JANUARY 7, 2024

’ Influence is surely taking the lead today in the B2B space through influencer marketing. Every day, consumers and corporate decision-makers are […] The post 7 steps for creating successful influencer marketing campaigns for B2B brands appeared first on Agility PR Solutions.

B2B 108

B2B Brand Branding Marketing 108

ImPRessions - Crenshaw Communications

MAY 18, 2018

While top-tier marketing and advertising are valuable, associated PR campaigns can help propel a brand to the next level of emotional attachment. You feel connected to these brands. Some customers are initially attracted to certain brands because they like their ad message. 4 ways PR creates brand attachment.

Brand 149

Brand Branding Storytelling B2B 149

Sword and the Script

DECEMBER 28, 2022

Every year I read and write about dozens of reports on B2B marketing and PR. Trusted sources of B2B information. What sources of information do B2B buyers trust? Read more: “Skepticism” is the “New Normal;” Survey Finds B2B Tech Has Trust Issues. B2B prospects want published pricing. Start there at first.

B2B 148

B2B Marketing Survey Software 148

Cision

OCTOBER 26, 2015

For B2B marketers, the struggle is real. Those Snapchat and Instagram tactics look fun, but they often don’t make sense for B2B companies. Last week, around 1,000 people attended MarketingProfs’ B2B Marketing Forum , a conference aimed to teach the latest B2B marketing best practices.

B2B 120

B2B Marketing B2C Employee 120

ImPRessions - Crenshaw Communications

MAY 17, 2016

Marketing builds brands by communicating directly to the customer, while PR drives reputation through third-party endorsement, among other techniques. Paid media and direct marketing are powerful ways of communicating brand benefits. Positive brand visibility helps build familiarity and trust, and it can be accomplished in many ways.

Brand 195

Brand Branding Marketing Advertising 195

Contently - Strategy

AUGUST 30, 2024

But fear not; there’s a secret weapon that can lift your brand above the noise: customer storytelling. Because it turns out that only 30% of consumers trust companies. So, if you run ads listing the six reasons consumers should choose your product, the consumer won’t believe you. That’s not a great percentage.

Storytelling 85

Storytelling Marketing Travel Case Study 85

Prowly

FEBRUARY 3, 2025

This is the power of brand recognition. Today, we'll explain what brand recognition is, how it differs from brand awareness, and give you actionable advice on building, measuring and leveraging brand recognition. Power up your brand recognition strategy by pitching to the right media and measuring key metrics.

Brand 104

Brand Branding How To Measurement 104

ImPRessions - Crenshaw Communications

JULY 18, 2023

Holidays can bring a powerful opportunity for PR teams to elevate the brands they represent and engage with key audiences. By recognizing potential pitfalls and using a strategic approach, any PR team can elevate their campaigns, amplify brand visibility, and generate tangible earned media results throughout the calendar year.

Examples 293

Examples Consumer Software Analysis 293

Cision

NOVEMBER 2, 2015

Last week, I attended MarketingProfs B2B Forum, a place specifically geared to educate business-to-business marketers. I decided to compile five of the best quotes from the forum for some B2B marketing inspiration. Want more media coverage for your brand? There were many great speakers who shared gems of information.

B2B 120

B2B Marketing Content Marketing Technology 120

Polaris

DECEMBER 30, 2014

I recently spoke with the director of marketing for a popular food brand who told me her organization was debating the pros and cons of Pinterest versus Instagram. Whether you work for a large or small company, this debate is important for your brand. In addition, Nordstrom is the most popular Pinterest brand with 4.4

Pinterest 196

Pinterest Instagram Brand Branding 196