The role of influencers or Key Opinion Leaders (KOLs) has expanded beyond the confines of social media platforms. You’ve probably seen an influencer on a billboard ad and thought t, “Hmm… this person looks familiar.” So, why do brands choose to work with influencers? Influencer marketing is an innovative way for brands to market themselves and their products. In recent years, many brands have included influencers as an integral part of their marketing campaigns. Before making an important purchase, you’ve probably watched a review on YouTube or TikTok for research purposes. The video usually ..read more

In today’s landscape of evolving media consumption habits, a strategic public relations approach tends to include engaging, long-form content. Many brands think of this as thought leadership articles, reports, and videos, but one popular source of long-form content is podcasts. Audio-based shows that people can listen to either by streaming or downloading episodes, podcasts hosted by influential content platforms, in particular, have gained immense popularity, especially among younger audiences. The Growing Popularity of Audio Content  A 2023 study by Acast names podcasts as the most ..read more

For corporate brands comfortable with the rhythm of business-as-usual campaigns, the prospect of injecting fun into their social media presence might seem daunting. However, finding new ways to create content and engage with different audiences using a different approach holds immense potential – particularly in creating authentic relationships with younger audiences and potential customers.  Embracing the playful side of social media offers a unique opportunity for brands to break free from the conventional mold and breathe life into their online presence. From memes to trending audio, s ..read more

Thailand’s Songkran Festival, or Water Festival, is considered Thai New Year and is a highly anticipated event symbolizing purification, renewal, and celebration. During Songkran, families unite for traditional customs like pouring scented water on Buddha statues and seeking blessings from elders, while vibrant street parties and water fights highlight the festival’s community spirit and often draw participation from travelers.  The joyful atmosphere of Songkran presents a golden opportunity for Western brands to engage with Thai consumers and stand out in the market. Here are some tips a ..read more

Ramadan, which began this week, is one of the most significant religious events in Southeast Asia – and is often considered a great time to reach consumers who are on the lookout for great deals during this period. Less tangibly, it is also a great time for businesses to strengthen their media relations by embracing the values and spirit of this sacred time.  In this piece, we delve into the strategies and approaches that can help businesses effectively build media relations during Ramadan, fostering trust, understanding, and meaningful connections, bringing it to life with actual case st ..read more

Another year, another International Women’s Day. I love this day and believe it to be extremely important, but I won’t lie—I grimaced while writing this because I knew I would struggle to put my meandering thoughts on a page coherently. Why? Truthfully, I think it’s hard to write about what inclusion means to me when it seems that the world has taken so many steps backwards for women. Like what, you ask? Off the top of my head, things like the wage gap haven’t shifted much in the past couple of decades in many countries. (Plus, it’s shown to be getting worse for women in their 30s and 40s ..read more

Most marketers are struggling under pressure to outperform, even as they navigate budget cuts. They’re unable to hire more people, but are expected to produce more content and media coverage than ever before. From conversations with clients, it’s clear that allocating budgets strategically is crucial, and that one wrong move can prove costly. One marketer, for example, was forced to ditch their SEO budget in favour of a splashy, one-off event, that we’re not sure generated the expected results.  Public relations (PR) and content marketing offer distinct value propositions – but work best ..read more

No matter where you look, it’s hard to avoid Taylor Swift. Whether it’s a new album announcement, her romance with a professional athlete, or the economic impact of The Eras Tour, there’s no denying that the singer-songwriter dominated headlines in 2023 – and it doesn’t seem like that’s going to change anytime soon. But what is perhaps most impressive about this is the fact that Swift is doing it nearly two decades into her career. Her first album was released in 2006, and since then she’s put out 13 more albums, won 14 Grammys, and successfully changed genres, going from a country chanteuse ..read more

Brand stories are everywhere. Whether you’re on social media or a company website, watching a makeup tutorial or inquiring into landscaping services, you’ll encounter businesses telling you their story. But when it comes to B2B efforts, many brands suddenly stop telling their story. Instead, they dig deep into technicalities, numbers, and the nitty-gritty, producing the types of reports, whitepapers, and case studies that make you feel like you’d rather watch paint dry than read another word. While demonstrating expertise and the ability to drive results are critical components of B2B strate ..read more

October is typically when we talk about the monsters under the bed and the ones in our heads. In the world of public relations (PR), there is a natural inclination to synchronise campaigns and efforts with calendar moments. October’s World Mental Health Awareness month is no exception – it serves as a powerful launchpad, capturing attention and resources towards an issue that deserves consistent focus.  However, our impact as PR practitioners extends far beyond a single month, which is why it is time to integrate mental health conversations seamlessly throughout the year. By weaving ..read more