Best Practices

When LinkedIn users began posting one-minute “sell me this pen” videos featuring Parker, Newell’s writing team had to decide whether this was just a curiosity to watch or the start of a live test.

PR roundup covers the White House’s ongoing press access battles, why DoorDash’s “we screwed up” settlement statement is worth studying and what data says about how holiday shoppers are expecting more from brands on social.

Jack O’Brien, the Executive Editor at Medical Marketing and Media, details the traits and attributes a publicist should have to earn journalists’ trust and much more.

When a client appears on a podcast and does nothing to promote it, the deepest cost is not a missed marketing opportunity. It is a relationship cost, and it is charged to the practitioner who made the booking, not to the client.

The boxed wine brand’s Wing It With Bota campaign, which features a Guy Fieri Flavortown partnership, recipe contest and college tailgate sampling, is chasing a new audience by pairing wine with wings and football.

PR roundup covers Arch Manning’s AI video moment and subsequent apology, why the Macklemore-Sheeran-Kraft dispute shows that neutrality is hard to claim and new research that finally puts a dollar figure on what a strong reputation is actually worth.

In a break from tradition, the Buffalo Bills have asked the Toronto-based band Barenaked Ladies to perform “O Canada,” prior to the singing of “The Star-Spangled Banner.”

At Snipes, marketing is not a tug-of-war between brand and sales, according to CMO Kelley Walton. It starts with culture and community, then proves itself at the register.

A new survey finds consumers are motivated to attend live marketing activations to discover new products and see a product in person.

What exactly are brands, such as the U.S. Open, expecting from the creators and influencers they increasingly invite into these spaces, and how should communicators navigate these opportunities?