Brand awareness is just the beginning of what good PR can do for your company. But, where do you begin in a constantly changing media landscape with the highly digitized consumer? Consumers Drive Their News and Information. Branding Media PR 2.0 MORE

A study released by Elite Daily found that only 1 percent of millennials would trust a brand after seeing a compelling ad. So where do consumers place their trust? That’s where brand journalism comes into play. Does your brand have offices across multiple regions or continents? MORE

Google reports that in order to meet this growing trend, marketers should account for new conversion types and think about measurement in a way that connects with consumers using various screens and channels. Mobile marketing comes into play most when consumers take action. MORE

Emojis are everywhere—including in the marketing campaigns for many well-known brands. The typographical cartoon symbols have been lifted from the smartphone screens of millennials and inserted into the strategies of brands such as Starbucks, Domino’s Pizza and General Electric. MORE

The new rules mainly call for stricter disclosure requirements on the relationships between brands and influencers. Consumers value honesty, and with the new guidelines, everything is out in the open so there’s nothing preventing consumers from trusting your brand. MORE

Chipotle’s brand managers are trying everything to get people to rekindle their bygone obsessions with the fast-casual burrito pioneer. Last month, consumers lined up for free burritos. MORE

Consumers have started to tune out brand messages. But don’t fret, there’s a way to break through, gain back their attention and make your brand be heard: brand journalism. Let’s start with the basics: brand journalism is not journalism. MORE

Still, many PR and marketing managers struggle with just how to spend their time crafting and publishing content online—and what will best engage consumers of all ages. Here’s what brand managers should know: 1. 1 as most consumers’ preferred social network. MORE

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?). MORE

Do the marketing tools and tactics you use actually keep your brand top of mind? It may be time to say out with the old (traditional TV advertising) and in with the new (brand journalism). Readers who turn to brand newsrooms want to be in the know before their competitors. MORE

How can you fine-tune your own consumer insights? Maybe you assume all consumers feel strongly about a topic, but you haven’t spent the time reading their comment threads in blogs. Pay attention to how other brands are messaging – what else is competing for attention? MORE

Many are using digital travel technology, a trend that is changing the way consumers interact with airlines, hotel chains and other companies. With Disney’s success, more travel brands will follow their lead. But these apps must be seamless and hassle-free or consumers will reject them. MORE

Despite the growth of brand-sponsored content, consumers are slow to embrace such articles. The investments pay off as brands receive a boost in awareness as clicks and shares abound. However, consumers are still wary of native advertising, according to a recent report. MORE

After surveying 2,000 adults to test their attention spans, Microsoft found that technology, social media, and the large volume of media people consume daily is linked to their inability to focus for extended periods of time. The implication, of course, is that consumers are less likely to absorb the marketing messages we’re deploying. Upon snapping photos of them, participants were given the option to add a branded filter to their Snapchat photos. MORE

Some brands are able to go beyond simple marketing to tap into consumers’ emotions. At that point, your brand becomes less of a product and more of a lifestyle. The vast majority of emotional connections with brands are positive (91 percent). MORE

When it comes to influencer marketing, food and beverage brands are beginning to step away from big stars in favor of a different track. Rachel Mansfield is one healthy living blogger and Instagram influencer who has promoted food and beverage brands on her platform. MORE

Emotion and reason are the two key forces that wrestle in every executive, politician and consumer’s mind as they make decisions every day. Brands know that emotions are powerful motivators and an emotional campaign can heavily influence buyer behavior. MORE

For this post, I want to focus on one session: SXSW Podcast Stage: On Brand. The panel was an engaged discussion on brands and individuals choosing to take a stand and share their beliefs on politically charged issues in an increasingly polarized political climate. MORE

Sabrina is the Marketing Manager for The Shelf , an influencer marketing platform that enables brands and agencies to connect with the most relevant influencers. Brand BusinessThe following is a guest post by Sabrina Fenster. MORE

With forecasts estimating that video will make up 80 to 90 percent of global consumer traffic by 2019 , live video streaming apps like Periscope are expected to stay in the spotlight. Here are six ways Periscope can influence the way your brand interacts with consumers: 1. MORE

A rep for Barilla—a well-known pasta brand—said the organization was “encouraged by the findings.”. Is pasta good for you? In the worlds of health and marketing, it depends whom you ask. MORE

Here are 7 steps to creating buyer personas to help build your consumer brand. Every brand is unique. Tax software is also a seasonal product, especially when purchased by consumers. Are you dissatisfied with the results of your marketing campaigns? MORE

After surveying 2,000 adults to test their attention spans, Microsoft found that technology, social media, and the large volume of media people consume daily is linked to their inability to focus for extended periods of time. Consumers, too, love to be pleasantly surprised. MORE

Not only do consumers expect the companies they patronize to have a social conscience, they’re expecting businesses to be at the vanguard in solving pressing societal problems. Corporate social responsibility has become a necessity for organizations of all sizes. MORE

Speaking of Burger King, surely the brand has a response to all this mess, right? There’s been no official statement from the brand. While Burger King remains silent, other brands are stepping in to take part in the joke: Whatever the color of your buns, we'll keep them clean: [link]. MORE

For brand managers, the sound of silence might be the most effective noise of all. Several users threatened to boycott the brand—similar to the more than 1.1 Old Navy has recently made headlines for a tweet it sent out on April 29: Oh, happy day! Our #ThankYouEvent is finally here. MORE

Although some things have changed dramatically—like a switch from relying on newspapers and magazines to platforms such as Periscope and branded content—others have remained constant. MORE

SHIFT New York’s consumer team kept up a full court press in 2016, keeping our clients’ brands top of mind among relevant technology and lifestyle reporters and delivering relevant, timely content to their readers. So… on to the consumer media goodness! MORE

If you’ve worked with or for a PR agency, chances are you understand the difference between consumer PR and B2B PR. Therefore, my take on consumer PR is colored by past experiences and recent conversations with my very talented SHIFT consumer colleagues. MORE

The numbers on brand advertising are dismal as well, as less than a quarter of people have faith in what companies have to say. In the early 2000s, brands relied on emotional marketing to persuade people to buy their products. All of the goodwill that brands had generated disappeared. MORE

It’s also important for brand managers to remember that social media isn’t just an extension of your customer service team. Truly become your brand when you’re online and engaging with fans. Is your brand serious, funny, goofy, witty or sweet? MORE

The common public relations wisdom about brands and politics is that they don’t mix. When an issue fuels consumer anger or public debate, it should be avoided at all costs. The bigger the brand, the more risk-averse the marketing team tends to be, with good reason. MORE

It looks like people want relationships just as much as brand managers do. A Trendera study reveals that 63 percent of consumers want brands to treat them like friends. That’s good news for marketers who feel that interacting with consumers is their top priority. MORE

A brand will find a celebrity to endorse their products. Then, the brand pays that celebrity, who in turn goes on their social media and mentions the product. Since Jenner has a large fan base consisting of Fashion Nova’s target market, this partnership is beneficial to the brand. MORE

In a time when consumer attention is the ultimate commodity, maximizing each social media channel to create memorable experiences has become a powerful strategy. What's unique about this effort is that it's hard to find any notable brand personalities or mascots on the platform. MORE

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?). MORE

With the emergence of influencer marketing , it’s vital that your brand is on point with its PR messaging. Here are some tips on why a strong Public Relations campaign is needed for your Consumer Electronics brand. Electronics are applicable to all walks of life. MORE

A majority of consumers (64 percent) admit making a purchase after watching a Facebook video in the last month. More than half of consumers (60 percent) watch a branded video on Facebook every day. It’s becoming harder to cut through it and make an impact on consumers’ behavior. MORE

While users may rejoice over the new update, brands need to adjust their social strategy to adapt to the change. Getting your followers to prioritize your page may be a challenge, but once they do, your brand will benefit from getting content in front of those who want it. MORE

When it comes to marketing and branding, there’s a vast array of techniques to employ. Telling stories to sell brands is not a new idea, but the advent of social media has given businesses new ways to get those stories to potential customers. MORE

Advertisers today love to one-up each other with wild, exciting content that goes to any length to attract consumer attention. Brands need to stop selling out for first glances and start getting back to the things that create lasting impact. What is your brand’s reputation ? MORE

The last thing they want—or expect—to see in their news feed is a blatant sales pitch from your brand. For brands, the way to get the most value from Facebook is to view it as a social setting (which it obviously is) and behave in manner that will make you popular. MORE

Don’t Let The Plethora of Blog Posts Fool You It’s easy to tout the benefits of brand advocate programs – of which there are many – but there isn’t enough discussion around just how difficult it is to create and sustain one. What is the difference between a brand ambassadors, brand advocates and just an online community? Even Wikipedia incorrectly redirects a search for “brand advocate” to the “brand ambassador” page. MORE