Best Practices

When “Pluribus” showrunner Vince Gilligan expressed a desire to film several scenes of his new Apple TV show within an Albuquerque location of Sprouts Farmers Market, the regional grocery store chain had a choice to make.

Here’s how to sharpen PR skillsets in order to achieve B2B sales success through expanding brand awareness, tailoring content to address wider audiences, showcasing quantifiable results, and remaining relevant with a steady, consistent approach to appeal to all buyers, even the ones you can’t see!

From Dr Pepper’s savvy elevation of a creator’s viral jingle to new data revealing what’s holding PR teams back, we examine how brands and agencies are adapting to shifting media dynamics, AI realities and a changing early-career pipeline.

During a panel discussion at CES 2026 titled “From Funnel to Flywheel: How Culture Drives Growth in Media & Marketing,” VP of Global Advertising Brian McDevitt shared how family safety app Life360 strengthens its connection with users.

Tech convenience and a human touch. Price consciousness and selective splurging. Openness to AI and wariness of it. Shoppers are rife with contradictions, according to Capgemini’s report “What Matters to Today’s Consumers 2026.”

From reputational risk landmines to renewed fears over press freedom—and even a fast-food brand poking a very devoted sports fandom—this week’s PR Roundup underscores how quickly trust, tone and transparency can collide

Executives from AI-driven predictive marketing intelligence company Sooth share their research findings on the maturation of the clean beauty category and the resulting implications for marketers and professionals seeking to connect with these consumers.

In these videos creators and CES administrators shared what it was like to be inside the space—from hands-on experiences to candid conversations and the energy of a community gaining a louder voice at one of tech’s biggest stages.

Ulta Beauty CMO Kelly Mahoney discusses the brand’s massive rewards program, leveraging data for personalized customer experiences and how companies should be thinking about using AI in 2026.

Margot Edelman, lead of the global tech practice at Edelman, discusses the differences between tech cultures in San Francisco and New York, and Edelman’s unique value proposition in the tech public relations space.