Working in PR and communications often involves juggling a wide range of deliverables from social media calendars, press releases, newsletters, event materials, and more. Whether you’re part of an in-house team or working across multiple clients, content creation can start to feel like a routine. 

Content burnout doesn’t always come from doing too much. Sometimes it’s the result of repetition, pressure to maintain a consistent posting cadence, or the challenge of generating fresh content for clients with fewer updates or news to incorporate. When that happens, it’s easy to feel like the initial exciting spark is gone even when the work itself is meaningful.

Here are a few ways I’ve found helpful for reconnecting with creativity when things start to feel stuck:

Make something for no one 

Whether it’s a journal entry, a cool graphic, or even a rough campaign idea, removing the pressure of performance can help ideas flow more freely.

Revisit your favorites

Scroll through your saved posts or visit organizations whose content resonates with you. What makes their messaging or visuals stand out and how can you incorporate it into your work?  

Shift your format

If you usually post static graphics, try a short, animated graphic or video. If you typically write long captions, try something shorter or ask a question to your audience. 

Connect with creative people 

Talk with your coworkers or friends and use the different perspectives and conversation to foster creativity.

Look beyond your usual feed 

If you’re building content for a city, nonprofit, or economic development group, see what similarly sized communities or like-minded organizations are doing and talking about.

You’re not out of ideas! You’re probably just due for a reset. Even when the work feels routine, the ability to bring new energy to familiar stories is a skill. Give yourself space to approach things differently and you might be surprised by what comes out when you do.

You may have heard the phrase “if you aren’t telling your story, someone else will.” Silence is no longer an option for the media and often does more harm than good. While taking the ‘no comment’ route may seem like the ‘safe’ option, you might actually be making yourself or your brand more vulnerable.

The power of a proactive media strategy means you avoid working backwards if you are misunderstood or misrepresented. Whether you’re a public figure, business leader, nonprofit, or startup, your reputation is shaped constantly, but you have the power to get your story right the first time. 

Proactive Strategy > Reactive Strategy

Don’t wait until the crisis hits or misinformation spreads. Shaping your narrative proactively means not only are you prepared, but you’re also not starting off playing defense with the media and public perception. Your story is already out there, and you’ve built trust with your audience, so they are more likely to listen when it really matters. 

Being proactive also allows you to share your values and consistently reinforce your mission on your own terms, which over time will build credibility and loyalty within your audience. 

When challenges inevitably arise, an audience that already knows and understands you won’t need to be persuaded. They might even be inclined to stand with you.

Cultivating Relationships

Beyond your internal strategy, a proactive strategy also involves building meaningful relationships with journalists, community stakeholders and local leaders. Media coverage is not just a one-and-done opportunity but an ongoing conversation. When you stay engaged with reporters and offer valuable insight, you become their trusted source and someone they will likely turn to again. 

Face-to-face engagement can move the needle for stakeholders, especially in tight-knit communities. That’s why it is essential to build relationships with key influencers early and invest in them over time. When stakeholders feel seen and valued, they’re more likely to support your message, advocate on your behalf and amplify your reach.

Be Ready, Stay Connected

No one wants to plan for a crisis, but every organization should. When the unexpected happens, you can tackle it confidently knowing that you’re prepared. It also takes some of the pressure off reacting during a stressful situation, ensuring your response is aligned with your values. Our crisis management experts at NP Strategy are here to help when the unexpected happens. 

Owning your narrative means always showing up with authenticity and consistency to help shape public perception long before a challenge arises. At the end of the day, your story is your most valuable asset and is constantly evolving. To keep it your own, make sure you tell it well and often. Most importantly, make sure you tell it first. 

Video isn’t “nice to have.” It’s the format people expect.

If you’re serious about building visibility, driving engagement, or strengthening relationships, video needs to be a core part of your communications strategy.

Here’s what matters now—and how to make video work harder for you:

1. Connection Beats Content

Forget one-size-fits-all posts. Video creates moments. Whether you’re recapping a groundbreaking event, announcing news, or spotlighting your clients and team, video gives people something to connect with emotionally. That connection drives action—RSVPs, inquiries, shares, conversations.

2. People Trust What They Can See

Faces. Tone. Body language. These things don’t come through in a press release. Video adds context, personality, and credibility. If you’re building public trust or trying to shift perception, there’s no better format.

3. Visibility Starts with Engagement

Search engines and social platforms prioritize video because people engage with it more—and stay longer. Even simple clips can help your message travel further and give your digital presence more weight. This will help boost your SEO.

4. Clarity Wins

Need to explain a process, walk through a new tool, or showcase a result? Do it visually. Educational content performs well because it gives your audience something useful—and they’re far more likely to retain what they’ve seen than what they’ve skimmed.

5. Short-Form Isn’t a Trend, It’s a Shift

Reels, stories, and shorts aren’t just for consumer brands. They’re now a standard for how everyone consumes information. If you can distill your message into a series of 15-30 second videos, you’ll stay relevant—and accessible.

Want to Get Video Right?

If your team is ready to integrate video into your communications strategy, NP Strategy’s video team is here to help. We specialize in creating thoughtful, high-quality content that aligns with your goals—and respects your audience’s time.

Let’s talk about how to make it work for your next initiative. Learn more here.

There’s a saying that advertising is all about telling the world, ‘We’re great,’ while PR earns the recognition, ‘You’re great,’ from others. 

In today’s fierce competition for eyeballs and attention, there’s an advantage to layering both advertising and public relations tactics in your communications strategy. At its core, great PR is about storytelling, and advertising can amplify stories that matter in front of the right people, ensuring your brand or organization’s voice is heard above the noise.

Advertising can act as a natural complement to PR in many ways, with different tactics and use cases depending on your goals. Keep reading to uncover how combining these strategies can enhance brand visibility, strengthen your message, and help you engage with your audience more effectively across various channels.

Boost PR Wins with Paid Media

Securing a media feature is a significant PR win, but it doesn’t have to end there. Once you’ve earned that coverage, leveraging advertising can amplify its impact. Sponsored posts on social platforms can help boost coverage, increasing the likelihood that key stakeholders see your media mention. Paid ads offer precise targeting, allowing you to either broaden visibility or focus on specific stakeholders to drive action.

With the power of paid media, your PR wins don’t just get noticed—they get shared with your target audience, leading to even greater engagement. Let’s dive into how combining these efforts can create a unified narrative.

Create a Unified Narrative

When paid ads and PR efforts are synchronized, they create a powerful, unified narrative. Think of PR as the story and paid ads as the megaphone that amplifies it. Using paid media alongside written content, like press releases or thought leadership articles, can significantly boost engagement. 

Consider tactics like native advertising, which seamlessly blends your message into editorial content. This approach is highly effective in building credibility and fostering organic connections with your audience, making it a great PR counterpart. 

Audience fatigue is a real challenge, which is why delivering your message across a mix of earned and paid channels—tailored to how your audience engages with each—helps keep your content fresh and impactful.

Promote Events and Opportunities

There’s significant effort that goes into planning the perfect event for your client, and you want to make sure the right stakeholders, community members and centers of influence attend. By using paid social, display ads, or paid search, you can target groups beyond your professional network with a likelihood to attend webinars, conferences, or other media events your team is planning. This adds an extra layer of visibility for your event and extends reach to audiences beyond your immediate circles that would be an asset in attendance. 

Measure in Real Time

One of the biggest advantages of paid advertising is the ability to track and measure results in real-time. While PR is excellent for building awareness, lead generation campaigns thrive with advertising, offering valuable metrics like click-through rates, conversions, and behavior data. 

These analytics reveal how your audience is engaging with your ads, allowing you to track their journey through the funnel, identify where they drop off, and understand which messages resonate most with your stakeholders. 

Ready to Start Today? We’ve Got You Covered.

Ready to amplify your PR strategy? Our experts are here to help you integrate targeted advertising to create a unified, compelling message that truly resonates with your audience.

To get in touch with one of our media experts today, click here.  

“If you want to go fast, go alone. If you want to go far, go together.” – This old proverb holds true in many situations, especially when it comes to the value of partnerships and coalitions in public affairs.

Coalition building is the strategic collaboration of resources and reach to advance public policy goals, amplify a common message, and influence decision-makers. Simply put, an effective coalition helps your campaign by building trust and credibility, tapping into broader networks, and sharing responsibility. 

Why Build a Coalition? 

Building partnerships through a coalition is a powerful strategy for achieving public affairs goals. By bringing together diverse stakeholders, coalitions expand influence, strengthen advocacy, and pool resources, resulting in a far greater impact than individual efforts alone. Coalition building enables organizations to reach broader audiences and align messaging to drive change more effectively.

As you consider your own public affairs objectives, think about how you can leverage strategic partnerships to enhance your impact, foster innovation, and achieve long-term success. The results will pay off when you work to build alliances that can propel your mission forward.

Who Should Be in Your Coalition? 

Successful coalitions bring together organizations, influencers, and stakeholders with shared objectives. While you may not agree on every issue, focusing on a specific common goal can still be highly valuable.

When selecting coalition partners:

• Identify organizations with complementary strengths and resources
• Recognize that diverse interests require careful alignment and communication
• Ensure transparency and trust to maintain coalition effectiveness

Flexibility and collaboration are key—a coalition thrives when partners remain aligned, communicative, and focused on the shared mission rather than individual differences.

How Do You Align a Coalition? 

To maximize a coalition’s effectiveness, start with a clear, unified strategy that outlines:

• Shared goals and how success will be measured
• Roles and responsibilities to ensure coordination
• Key messages to maintain consistency

Regular communication is critical—misalignment can derail even the most well-intentioned efforts. Strong relationships, transparency, and active conflict resolution keep a coalition moving forward, even when challenges arise.

Additionally, managing competition among partners is essential. While each organization may have its own priorities, maintaining a collaborative, mission-first mindset ensures that partnerships remain productive and beneficial for all involved.

Final Thoughts

Coalition building isn’t just about assembling a group of like-minded organizations. It’s about strategic collaboration that drives real results. By fostering trust, alignment, and clear communication, you can create partnerships that advance your organization’s mission and create lasting impact.

With proven public affairs expertise, NP Strategy helps clients navigate complex issues, influence key audiences, and drive meaningful change by building effective coalitions and managing stakeholder engagement. Click here to learn more.