More than short-term quantitative results, PR aims for longevity. Its purpose is to shape how a brand is understood, trusted, remembered and connected with.

Quick: What’s the most basic purpose of advertising? Is it to generate specific outcomes? Or is it to create the awareness and affinity that lead to lifetime value and loyalty? The answer is “all of ...

I’ve got a pet peeve about the terms metrics and KPIs (key performance indicators). Too many people use those terms interchangeably, and while it may seem like a small thing, it drives me a little ...