Tag Archive for: public relations

We’re excited to share that CBC has been named the 2023 Agency of the Year by the American Business Awards® for our data-driven approach to PR measurement. Our team takes pride in this accolade, which underscores our commitment to excellence in public relations and digital marketing.

Image that says CBC next to an icon that says 2023 Stevie Winner

A Recognition of Excellence

The American Business Awards® is renowned for celebrating the best in American business, recognizing organizations of all sizes and types for their outstanding achievements. Earning the Silver Stevie® Award in the Agency of the Year category honors our dedication to pushing the boundaries of what’s possible in PR.

The judges praised our approach, with one remarking: “What you (CBC) are doing is important and game-changing for the industry.”  The Silver Stevie® Award is more than just an accolade. It shows that the broader business community acknowledges that what we’re doing at CBC is not just impactful but essential for the future of public relations.

Our Winning Formula: A Data-Driven Approach 

This award showcases our groundbreaking work in using data analysis to connect earned media and influencer marketing with business impact, justifying the ROI of PR programs. This approach isn’t just innovative; it’s necessary. 

Len Cercone, our Founder and CEO, sums it up perfectly: “Though we know earned media is extremely effective, historically it’s been difficult to tie it to business outcomes. At CBC, we’ve developed a data and insights program that provides clients with a clear view of the impact our programs have on driving topline revenue.” 

What Sets CBC Apart

The American Business Awards® recognized CBC for our innovative approach to PR measurement. We’ve moved beyond traditional metrics, creating integrated client dashboards that combine e-commerce data, website analytics, and more to showcase the full impact of PR. 

An excerpt from a CBC e-book that reads "Prove ROI with Outcome and Impact Metrics"

Excerpt from CBC’s guide on “Connecting PR to Business Value”

Our focus is on demonstrating how media coverage not only increases brand visibility but also plays a critical role in improving business outcome metrics, such as lead conversion and online purchases.

Looking Ahead: Continuing to Lead in PR Measurement

We are honored to be named a 2023 Agency of the Year. This award is more than just a win for us; it’s a testament to our commitment to excellence in PR and digital marketing. We continue to strive towards enhancing our measurement techniques, ensuring that we provide our clients with the most effective and data-driven PR strategies.

Discover more about CBC’s innovative approach to PR measurement and how it can contribute to your business’s success. 

Everything you need to know about SEO and public relations

At first glance, search engine optimization (SEO) and public relations (PR) might seem like they are on opposite sides of the marketing spectrum. One is highly technical, the other reliant on soft skills like storytelling and relationship building. 

However, the savvy marketer knows that PR and SEO overlap in a few key ways. Used together, they are a match made in heaven for integrated, results-driven marketing campaigns.

How are SEO and PR related?

1. Links

The first intersection between SEO and public relations is link-building. 

In the world of SEO, increasing the volume and quality of backlinks to your website is an important factor for getting your site to rank higher in Google. 

Most PR tactics (press releases, byline articles, pitching for earned coverage, etc.) will naturally increase the volume of authoritative links to your website, which is the largest factor that impacts your domain authority score

If other relevant, high-authority sites in your niche are linking to your site, the more relevant and credible your content appears to both readers and to search engines.

2. Content

The second major area of overlap between PR and SEO is that both require top-notch content. 

Media won’t cover your brand or product without a compelling story that their audience will care about. Google won’t rank your page unless you have high-quality, helpful content that satisfies what a search user is looking for. 

SEO and PR both require you to answer the question: “what is best for my audience?” Ditch the self-serving content and focus on sharing something that will be truly useful and interesting for the end user.

3. User Journey

Search engines themselves are the third connector between SEO and PR. 

SEO inherently revolves around providing the best experience for a user at the moment of search. 

But search is critical for PR too: you want users to remember your brand and take action. That action may not happen immediately after reading an article. It’s human nature – people are busy and easily distracted. 

Yet if you truly make an impression on someone, they will remember and actively seek you out when they’re ready. With more than 8.5 billion Google searches occurring every day (Internet Live Stats, 2022), it’s not a stretch to assume that the interested reader will try to find you via Google.

The user’s journey may begin with exposure via PR, but the measurement of public relation’s impact relies on organic search.

PR Links vs. SEO Links

Links are common ground between PR & SEO, but it’s important to note that not every PR link will necessarily work towards SEO goals. 

Paid PR tactics give you the most control over links, but with earned PR coverage, you have limited say over which links, if any, may be included in the final piece.

Backlinks in Feature Stories

If your PR agency secures you a feature story, congratulations! Feature stories are a major win from both a PR perspective and an SEO perspective. The prominent placement of your brand and inclusion of your key messages make for a memorable story. 

Example of a feature story with a backlink to the client's site

Example of a feature story secured by CBC for client Lifeway. The story includes a backlink to Lifeway’s website.

On the SEO side of things, a feature story will almost certainly include a backlink to your website. You may even have some control over the specific page that the writer links to. 

The default option for PR links in features is typically your homepage, but it may be even better for readers if they can go straight to a landing page where they can explore the article’s topic more deeply. 

PR Landing Pages

Why does linking to a landing page matter? 

The SEO benefit is that this page will get a boost from the authoritative, relevant backlink, thereby helping your brand to be better known for that topic. 

From a user experience perspective, an educational landing page gives you the chance to “romance” a reader, reinforcing the key brand messages that you want to convey… without turning people off by immediately asking them to “buy now” on a product page.

Product Round-Ups

Feature stories, unfortunately, are not the norm for earned media coverage. More often, you can expect to see your brand mentioned in the context of a broader article, list, or product round-up. In these cases, links may not be guaranteed.

Product round-ups in particular are trending towards exclusively using affiliate links, especially to e-commerce sites like Amazon. 

A link to your Amazon product page is good UX for the consumer (who doesn’t love the speed & convenience of Amazon?), and may even help you drive more sales. But don’t expect to see any lift in SEO rankings for your website if the backlinks aren’t for your domain.

Product roundup coverage with a link to Amazon

Example of earned press coverage featuring CBC client MegaFood in a product roundup. The article includes links to Amazon and iHerb to purchase the product.

Do Press Releases Work for SEO?

Pitching & earned coverage are important PR tactics, but certainly not the only ones in the public relations arsenal. Press releases are another common tactic, with their own set of implications for SEO.

Press releases can help you control Google results for your company – but only to an extent. A press release can often earn the top spot in Google’s results, especially on the News tab, since Google will view it as highly relevant, timely news. 

Google always tries to display the best result to a user based on their intent. If a user is searching for a company or CEO, the user will want to see the most relevant & timely news, no matter whether it’s a press release directly from the company or a story from a media outlet.

If you want to use press releases to gain SEO rankings in the main tab of Google, however, the topics will need to meet a narrow set of criteria.

Venn diagram showing that SEO-driven press release topics must have high search demand and be newsworthy.

For a press release to stand a chance of driving traffic through SEO, the topic needs to be both newsworthy and have search demand.

1) There needs to be search demand for the topic. If nobody is actively searching for this topic, your press release won’t get the visibility you’re hoping for.

2) It should be a timely, newsworthy topic that can outrank evergreen content as the “best result” for the term. Tapping into a national day or movement (ie. World Environment Day or gift guides around the holiday season) can be effective, but even so, make sure that your brand is truly adding something new to the conversation. 

Consider these litmus tests: would you be able to successfully pitch this topic to the media? And would this content be valuable to someone Googling the topic? If so, then you’ve found a good idea for an SEO-optimized press release.

In our experience, the average press release does not typically meet these criteria. Most press releases are announcements of company news that, at best, will rank for the company’s name, but not for more general search topics.

So are press releases worth it?

Press releases give you total control over brand mentions and links back to your website. Increasing the volume of mentions of a company/website on the internet does send a signal to Google that the site is important, which can impact the company’s domain authority and SEO rankings. 

But ultimately, most of the value of a press release lies in the classic PR use case: well-written, interesting stories get picked up by outlets, thereby earning more exposure.

Measuring the Full Extent of PR’s SEO Impact

Links and domain authority are not the be-all and end-all for PR and SEO.

The full extent of PR’s impact on SEO lies in its ability to raise awareness of your brand among your target audience, regardless of whether they consume this content on your website, in your press release, or on a media outlet’s site.  

When today’s digital-native consumers want to find an answer to a question, they turn to Google to find the answer. 

Earned press coverage puts your brand at the top of organic search results.

Being featured in articles from credible, high-authority outlets allows you to rank for relevant, high-volume keywords that your own website may not even be able to compete for, since searchers prefer unbiased sources.

For example, if you are in the market for a prenatal vitamin, you probably want to read recommendations from an expert to help you make an informed decision. Google is going to prioritize these types of articles over commercial websites in order to be helpful to the searcher.

This is where public relations comes in: strategic media outreach helps secure mentions of your brand in the high-authority outlets that rank highly in Google.

The result? Your product/brand is now in the competitive set for an audience with high purchase intent. 

With this approach, PR is single-handedly delivering value. Your SEO team didn’t need to lift a finger. And whether or not the article includes a backlink to your site, you’re already in front of the right audience, with the right message, at the right time.

Example of earned press coverage that ranks as the top Google search result.

Example of earned coverage for CBC client MegaFood, which ranks highly for the relevant keyword “best prenatal vitamins.” The #1 Google search result is a story from Healthline that featured the client’s product due to pitching efforts from CBC.

SEO Best Practices for Public Relations

Not all content is destined for use in both SEO and public relations, but the two disciplines should complement each other.

By following these few basic principles, you can build a PR program that supports SEO efforts and drives measurable value:

  1. Include links to your site when possible & relevant.
  2. Focus on high-quality storytelling that provides value for your audience.
  3. Give preference to topics with high search demand AND a timely, newsworthy angle.
  4. Target relevant, authoritative outlets, especially if their websites rank highly in search.

At CBC, we deliver more than just coverage; we drive measurable business results through data-driven PR programs. Give us a call to learn more about our digitally-integrated, outcomes-focused approach to PR.

About the Author

Megan Paradis is the Manager of Marketing Analytics at Cercone Brown Company, where she works at the intersection of data and strategy to uncover insights that fuel campaigns.

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At CBC, we deliver more than just coverage; we drive measurable business results through our strategic, data-driven approach to public relations (PR). Our Research & Insights team recently conducted original research on correlations between earned media coverage with website KPIs like traffic & conversions. The goal? Quantify the ripple effect of a PR campaign’s success to our clients’ bottom line using proven PR measurement techniques. 

How to Measure PR Value

According to Muck Rack’s State of PR 2022 survey, nearly half of PR pros agree that producing measurable results is a key way to increase the value of PR in an organization. At CBC, we track measurable results and long-term benefits of PR through four main techniques. Through implementation of these PR measurement techniques, we’ve found that PR adds a long-lasting value to other marketing initiatives, and we’ve cracked the code on how to measure it. 

PR Measurement Techniques

The four main areas for added value are:

  • Spike Detection – When a publication includes a backlink to your site, we can directly measure the impact of coverage by the volume of traffic referred to your site. We also track users who come in through organic search or direct traffic after seeing coverage.
  • Organic Search Lift – PR raises brand awareness, making users more likely to type your brand name into Google. We look for spikes in organic traffic, as well as the lasting organic search power that comes from authoritative backlinks.  
  • Engagement/Content Consumption Increase – Users who come in from PR efforts generally consume more content and stay on a website for a longer period of time. 
  • Revenue – Exceptional PR has a direct impact on revenue. It can be measured through sales partner links, affiliate links, retail sales, or by tracking leads through a CRM. 

Spike Detection: Correlating PR Hits with Website Wins

Spike detection is a proven PR measurement technique for tracking user traffic following a PR hit. If you’re lucky enough to get a backlink in your coverage, we can measure direct clickthrough from the article to your site. 

Otherwise, we know that PR drives both organic search and direct traffic. Sometimes the reader isn’t ready to take action when they first read coverage, but if they remember your brand name, they will look you up later. More often than not, they turn to Google search or directly type your website URL into their browser to find more info on you. When users actively seek you out, you know your PR coverage was memorable!

Spike detection is a simple but effective way to prove that PR works. Across CBC clients, 70% of all top traffic days correspond with PR coverage. 


 A graph showing organic search traffic lift from users to the homepage as a result of PR coverage.


A chart showcasing correlation between PR efforts and revenue


If your PR team can secure hits in the right publications, reach the right audience, and with the right message, you too can expect to see an increase in web traffic.

Organic Search Lift: Long-Lasting Impact from Earned Media

In some cases, coverage is significant enough to provide lasting organic search power. As PR earns authoritative links that point to your site, your domain authority increases. Domain authority measures the overall quality of your site, and backlinks from trustworthy sites are one of the biggest ranking factors. A higher authority score means search engines view your site as a trustworthy resource and are more likely to rank your website higher in search results, which ultimately translates to increased organic search traffic.

In the case of one CBC client, organic search increased by a factor of 4 when comparing pre- and post- coverage. In April 2020, CBC secured authoritative coverage for a clean skincare brand. The pieces included coverage revolving around hand sanitizer, a highly in-demand product, and was featured in major publications like Allure, NY Mag, and Buzzfeed. The links in these articles generated significant traffic and link equity. As a result of this, organic search increased from an average of 50-100 clicks a day to 200-400 clicks a day. We estimate that the lasting impact of the links drove over $80K in organic revenue.


A graph showing how organic search traffic increased by a factor of 4 after PR coverage.

Engagement and Content Consumption from PR Users

We have seen that users who come in from PR efforts are generally more engaged users. They consume more content and stay on the websites for a longer period of time. In most cases, they are nearly 100% new users, showing that PR is effective at reaching new audiences who don’t already know about your brand.

Across CBC’s PR clients, we’ve seen that PR-referred users view 15-25% more content and stay on the site 25-50% longer than the standard website user. Not only does PR bring a higher volume of traffic to the site, but it also brings high-quality audiences.


PR-referred users are more engaged and consume more content on a website.

The example above shows traffic from users who were referred to a clean beauty brand’s website from earned media coverage. These users viewed 16% more pages per session than the standard website user. CBC sent almost 2,000 users to the website via referral sources. 

Show Me the Money: Attributing Revenue with PR Measurement

Marketing is a team sport. At CBC, we believe that PR is, generally, most effective at the top of the funnel, but we can also measure the lower funnel impact of users who were first exposed through PR efforts. Ultimately, it’s about conversion: either sending the user down to the next step in the user journey or generating direct conversions, such as a purchase or scheduling a demo.  

In the B2B space, we have tracked leads directly from coverage to lead generation forms. We can also track sales by monitoring activities within a CRM. For example, one of our B2B clients was able to connect the dots from a user who came to their site via a press release, filled out a lead capture form, and ultimately signed on for a $70K project. The lifetime value of that single lead will likely even be higher, as the team builds a strong customer relationship and foundation for future projects. 

Our B2B PR team has also secured earned coverage for a pharma marketing and medical affairs agency in key industry publications like FiercePharma. From data in their CRM, we have been able to directly attribute new business inquiries to the FiercePharma piece, with leads requesting demos of the service featured in the article. This shows that the coverage was in the right target publication and brought in qualified marketing leads that were ready to be handed off to the sales team. 

On the consumer side, we know that coverage generates traffic to e-commerce sites, which in turn creates revenue. We track PR-attributable revenue in the same way that we track coverage, using methods like spike detection and measurement of organic search lift. Not all consumer brands are DTC, so we also leverage affiliate links and affiliate content to drive revenue through multiple sources, including Amazon, Target, Walgreens, etc.

The Bottom Line: PR Works & We Can Prove It

Securing fantastic coverage has always been a priority at CBC for our clients, and we don’t stop at traditional PR metrics to measure our success. We’ve proven that PR can truly provide business value that your CFO can’t argue with.

We also know that coverage is just one piece of the puzzle – building relationships with media is another crucial element of a successful PR program. At CBC’s award-winning experiential House programs, we connect brands with top-tier media through immersive brand activations. PR pros from all over the country come to us for this invaluable opportunity to build relationships.

Reach out to CBC for a PR audit! If our clients’ success stories piqued your interest, let us dig into your PR data and assess the value you’re getting from your current PR program. We believe in the power of PR, so if you’re not yet seeing the business results you need, our expert media relations team can help. 

Domain authority is a value placed on your website by Google that illustrates how relevant your website is on the internet. Higher domain authority means you’ll rank higher in search results, bringing in more traffic to your website. While many marketers have a firm grasp of how to increase their website’s SEO through strategic content, often overlooked is the search weight public relations tactics can bring. In today’s digital world, nearly everything is tracked by Google!

How PR Can Increase Domain Authority

Most traditional PR tactics will help increase the volume of authoritative links to your website, which is the largest factor that impacts your domain authority score. Don’t overlook the double-benefits PR can bring to your brand!

Public relations tactics that go the extra mile for your business include:

magazine press coverage1. Pitching for Coverage – Creating great content is not always enough to boost SEO. Try pitching yourgreatest stories to the press before posting them to your blog – you can always re-share them to your site at a later date! And, nothing could be better for your domain authority than a reputable site sharing a link back to your site. Whenever possible, push for coverage to include links back to your site and/or products.


2.Create byline articles to generate a link back to your website. PR is a powerful tool when developing exposure. If you can get great content published by the press, that’ll go much further in increasing your domain authority than a blog post.
typing out a guest blog

3. Guest blogging. When trying to reach more niche audiences or tap into an influencer’s following, guest blogging can prove to be superior in driving both brand awareness and domain authority. Additionally, when you’re working with an industry peer, adding links back to your site is often much easier than doing so through traditional press. It’s a win-win for you both; your brand benefits from an increase in domain authority, and your partner benefits from providing their audience with useful content.

4. Increase your social media presence. Every brand should be on social media for the simple reason that it’s the number one destination users go to when looking for information on your company. But it won’t just help get more eyes on your business and boost conversions, it can increase your domain authority too. Especially on YouTube — Google owns YouTube so video content shared to this channel holds significant SEO weight.

instagram influencer

5. Leverage authoritative figures and influencers to gain more traction. But try to gain exposure on their“shoulder” as organically as possible. Contacting them, cultivating a relationship, and trying to build a good rapport can go further than pursuing short-term arrangements. When influencers and authoritative figures within a niche give your brand attention, they will generally provide a link to your social media profile or your website. This increases your authority, especially if the source is credible within their niche.


6. Publish Press Releases. You control the content, so you should always include links back to your site to give your domain authority an easy lift.  If your press release gains traction, you could find new backlinks on sites that syndicate your press release.

7. Video Interviews. Video by itself is a powerful medium. By getting yourself on a video interview (either by vlog, TV, or YouTube), you increase your exposure that Google may be able to detect. It can be tricky to control what links, if any, publishers will include but it can’t hurt to give them the option and provide them with relevant links.


8. Awards. Apply and earn recognition for your work. Not only does this showcase your fantastic team and achievements, but it usually generates a backlink to boot! If you’re sponsoring an award gala, make sure to negotiate a link to your site as part of your sponsorship package.

presenting on stage

9. Speak at an Event –More often than not, when you present at an event such as a conference, webinar, or fireside chat the organization behind the event will include a link for people to learn more about you and your company. Those materials generally have links to your profile and/or website. If they don’t, ask for it! Remember, you’re helping them create a great experience by presenting. You have the power to influence how you are promoted. These events also have the added benefit of potential online buzz and conversations about your appearance, increasing your public exposure that Google may detect.


PR is an incredibly powerful tool to increase your exposure and accomplish your business goals. With a strategic approach, PR and digital marketing can work together to increase your exposure and authority both online and with the greater public.

Need help implementing a public relations or digital strategy for your organization? We can help.

Media’s changing landscape is no big secret. Every day seems to bring more news stories announcing another magazine’s cease in print publications, more popular lifestyle websites with employee cuts, and more of our contacts becoming freelancers – the new norm. With this constant shift, publicists continuously need to evolve their approach in order to maintain […]

A seasoned agency recognizes that media consumption nowadays is more than just the initial viewing experience: it’s all encompassing. Your audience wants to engage, comment, share, and experience it. The ability to tap into this insatiable consumer behavior is what makes creative viral digital campaigns.


In other words, a few small changes in how you’re approaching your audience and the creation of an interactive campaign could leave you rolling in thousands of free and easy impressions.

So what changes can you make to produce campaigns that are powerful enough to reach unprecedented audiences?

A West Jet Christmas Miracle

In 2013, Canadian company West Jet went from bargain airline to leader in the industry after releasing a video that quickly became an Internet sensation. On Christmas Eve, the company sponsored a real-time gift-giving event in two different airports to spark buzz.

To complete this goal, West Jet had to get creative to foster positive brand image from customers.

Always is Always Innovative

To drive conversation, Always took a negative stereotype about girls and molded it into a positive branding strategy.

Cardstore Has A Breakout Moment

Cardstore by American Greetings posted a video 2 years ago called #WorldsToughestJob that has almost 27 million views. People were interviewed for a job with “unlimited hours” and “no breaks” on top of an increased workload on holidays … but the audience didn’t find out what the job was until the end.

At the end, it was revealed that they job was in fact being a mother. Since they do so much you should probably get them a card … from Cardstore.com, of course.

Jet Blue Wins Big

Recently, Jet Blue created a viral campaign, which shined a positive light on crying babies during flights. The advertisement was so successful it earned them the 2016 Grand Brand Genius Award from Adweek.



With every creative and innovative campaign, consumer expectations get higher and higher. Do you have what it takes to go viral?

The five senses play a key role in our consumer lives. Traditionally, many brands’ marketing teams have focused solely on sight when producing their creative work. However, today’s brands attract their audiences through another sense: hearing. Sound in marketing has now become a popular and expected asset.

Sonic branding is the strategic use of sound and music to build brands, used to trigger an emotional response from the consumer, elevate their experience with the brand, and build a relationship.

Why should every company use sonic branding? Not only does it help you stand out from the crowd, but it also makes you memorable. Some examples of brands that have created a short but catchy sound include T-Mobile, Microsoft, and Skype.

One of the biggest mistakes an agency can do is just slap on a good song without much thought. Just because you like a song or it’s popular among the general public doesn’t necessarily mean it’s the right fit for you.

Consider Royal Caribbean’s use of Iggy Pop’s “Lust for Life.” Sure, it’s a classic song, but was it the best choice for this particular brand? After listening to the lyrics, many people were confused as to why this brand would want their luxury cruise line associated with the lyrics.

However, some advertisements are paired so well with music that the two become timeless associations. It gets to the point where you can’t hear the song without thinking of the brand that popularized it.

For example, how will we ever forget the dancing Mr. Six in the 6 Flags Commercials to the Vengaboys hit, “We Like To Party”?

Just like we won’t ever forget when Target re-wrote the lyrics to Sir Mix-A-Lot’s “Baby Got Back”!

Some commercials are so trendy that the musical artist also spikes in popularity. The alternative rock group Phoenix became an overnight sensation after Cadillac’s SRX Commercial was released in 2010 with their hit song “1901.”

It’s safe to say that these songs will be stuck in our heads for the rest of the week. And with the demand of interactive marketing on the rise, we can’t wait to see which sense is incorporated next.

There’s something to be said about a weekend getaway to America’s wine region, Sonoma County. Breathtaking countryside, endless vineyards, the finest farm-to-table cuisine, all tucked into the rolling hills of Northern California. It’s the perfect spot to unwind and unplug – or to simply indulge in amazing food and a chilled glass of Sauvignon Blanc.

For 24 editors spanning a variety of lifestyle publications, this blissful vacation daydream became a reality during CBC’s Cooking Cottage experience from April 29-May 4.

The CBC Cooking Cottage is part of our House Program series and was born from the desire to provide editors and bloggers the opportunity to engage with a variety of brands in a tangible, meaningful way. Representatives from publications like Good Housekeeping, Oprah Magazine, Real Simple, Women’s Health, and more attended the organized oasis and left with a weekend experience they won’t forget.

Each day featured a new set of socially-engaging activities, each hosted by a different brand. The agenda included events like a wine and cheese at Arrowood Vineyard with President Cheese, an exclusive poolside yoga class with Clif Bar, tours of two Jackson Family Wines vineyards, a Pinot and Potatoes Paint Night with Alexia, and many delicious meals in between.

The Cooking Cottage experience gave participants an enchanting taste of the rich Sonoma culture, as well as an insider’s look at highly-coveted brands like Omaha SteaksSambazonStonewall Kitchen, and Simply Organic.

But don’t just take our word for it. Scroll through the amazing photos posted by our guests on the hashtag #CBCcottage on Instagram.

Until next year, Cooking Cottage!

As 2015 is coming to an end and next year’s planning is kicking into full gear, it’s time to take a look at some emerging trends that will rule the digital landscape in 2016.

Different sources have varying perspectives on the top-tier trends, but for the most part everyone can agree that mobile and new gadgets in innovation will top the list. With the endless new devices topping holiday wish lists this season (iPad Pro, anyone?), marketers will definitely be zeroing in on optimizing their mobile platforms, and getting to the forefront of mobile ads.

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In an era where anything and everything is becoming digitalized, it’s important to keep an eye out for technological trends. Virtual Reality and 360 tech has had tons of buzz in 2015; it will be interesting to see where this takes us, and how advertisers will be able to integrate this into their projects.

Similarly, wearable tech like TomTom’s GPS watches will definitely be top of mind for advertisers in 2016. Whether or not the platforms will allow for advertising opportunities is still pending, but given the latest trends of social media brands opening up their platforms for advertisers, it wouldn’t be surprising if we start seeing pop-up advertising on our watches, too.


Another industry trend that’s particularly interesting is the growing prominence of disruptive competitors, or small niche brands taking on industries dominated by a few key players. Services like Dollar Shave Club and Uber have been extremely successful in staking a claim within industries that have not seen new competitors in quite some time.


With the emergence of new technologies and companies creating new markets for themselves, marketers will have to work harder than ever to stay ahead of the innovation game. Who knows what platforms will open their doors to advertisers in 2016! As ad-people, we’re staying on our toes, poised to create, to evolve, and to innovate in the name of the ever-changing game.

Source; Source



Summer is winding down, and parents everywhere are preparing their kids and their homes to accommodate the new school year. From stocking up on school supplies to transitioning closets to accommodate the crisp fall months, it can be overwhelming for a parent to sort through all the new products at hand. Luckily, CerconeBrown has the answer to these parenting dilemmas! Since its introduction in 2013, the CBC Parenting Experience works to connect top parenting and children’s brands and products directly to top lifestyle press.


The Parenting Experience is a one-day event showcasing a collection of the best products that top brands have to offer. Guests are invited to sample and taste test these new items, allowing them to get face-to-face and hands-on experience with the experts behind the brands. This year’s event took place this past Wednesday at the London NYC Hotel Penthouse suite, and participants from parenting and lifestyle magazines, top mommy bloggers, and high-influencing mom personalities joined in on the fun. In total, 33 top-tier media were able to get to know brands who ran the gamut from snack solutions to educational tools for children.


Sabra, Plum Organics, and Pom Wonderful were on-site sampling and sharing their brand flavors, while LEGO and ABC Mouse showcased new toys and tools that are both interactive and educational.



The Parenting Experience is not only about the children, but also the parents! Nothing ruins a family outing more than cold and wet feet, and BOGS presented cold-weather solutions for parents and children alike.

The Parenting Experience is just one of CBC’s House Programs, facilitating press and brand interactions between editors, authors, and bloggers and the newest, best products in their beats, all in a casual yet high-energy setting. This experience was another success: authentic, intimate, and the preface for long-lasting brand/press relationships.

When it comes to brand positioning, you could argue that the Converse All Star invented the new-school formula: iconic design, story-filled history, and an ultra-loyal following. With the 100th birthday of the Chuck Taylor All Star looming, Converse boldly announced an addition to its iconic family: the Chuck II.


Announcements like this often cause PR agencies to hold their breath. Messing with success is one thing, but changing a successful icon is another beast – it challenges the traditional mold of what brand strategy looks like in terms of strategic consistency.

Converse, though, is doing just that and winning at it, with no small thanks to some very integrated PR and advertising. Up until now, Converse has been rather tight-lipped about its updated original, teasing the online world with a simple Roman numeral “II” as part of its upcoming “Ready for More” campaign.


Now that the secret’s out, Converse has been quick to control the narrative. Recognizing the original Chuck’s success, the Chuck II is not a replacement, the brand is making clear, but rather introduces improvements borrowed from its parent company Nike. Determined to create something great, Converse took nearly four years to collaborate with consumers in order to make their favorite shoe even better.

Converse brand GM Geoff Cottrill said to Adweek, “I’d go so far as to say that the creative world is responsible for who we are today as a brand.” The statement underscores Converse’s understanding of its consumer base, a factor that clearly has informed its PR strategy. Converse’s delicate dance is well-planned, exciting customers ready for a fresh look, while paying homage to the style icon that started it all. By being proactive and strategic with messaging, Converse has introduced a tempting step up, rather than inciting backlash from purists.



In a gutsy move, Amazon.com recently attempted to tackle the beast of Black Friday with its highly touted “Prime Day”. This step in Amazon’s attempt for online domination convinced consumers to sign up for Amazon Prime, the company’s online-subscription shopping service. Subscribers were granted access to one-day deals on July 15th covering everything from designer clothing to in-demand electronics. So was Amazon Prime Day Christmas in July?


Well… apparently not. Despite a 93% increase in U.S. sales, only 42% of social media mentions were positive. And we’re not talking about one or two tweets, people. CNN reports that Prime Day generated about 200,000 social mentions. People took to social media to display their frustrations about how all of the good deals sold out within seconds and what remained left a lot to be desired. (I mean, who doesn’t love waking up at 3:00 am for 15% off a VCR rewinder and dishwasher detergent?)


What started out as a great plan to build Amazon Prime’s subscription base turned into a public relations nightmare and campaign mockery as people compared Prime Day to the futile Lady Edith from Downtown Abbey. The hike in sales was offset by people’s disappointment; it is safe to say that the motivation to get up for Prime Day 2016 will be frighteningly low. While the failure of Prime Day won’t be encouraging Amazon to close the program’s doors any time soon (Prime reportedly has millions of subscribers already), it sounds like they need some PR professionals to clean up their social media mess and build up some better hype for next year. I know of a certain public relations firm in Boston that could do the job…


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