Marketing and public relations each serve necessary purposes in a communication department, however, the definitions of each term can somewhat overlap or get switched around. This can make things convoluted for those trying to learn more about how to leverage both areas of communication. Here’s a quick breakdown of how the two differ.

Marketing specifically focuses on promoting a brand’s qualities to target audiences. Marketing strategies have evolved from just traditional print and radio advertising to also encompassing digital and social media to reach people online strategically. Marketing is presenting something to audiences and explaining to people why and how it is so great. By crafting the right message, being on the right trends and positioning on the right platforms, an organization can benefit from a well-developed marketing strategy.

Public relations, on the other hand, focuses on building and maintaining positive, ethical relationships with target audiences. By reinforcing, defending, or rebuilding a corporation’s or product’s image, public relations professionals ensure that trust is fostered at the core of every stakeholder relationship. Instead of just communicating to target audiences, public relations also includes facilitating opportunities for audiences to have their voices amplified. This is the essence of public relations– creating and utilizing two-way communication opportunities for audiences to listen and provide invaluable feedback.

A strong public relations arm creates many benefits for marketing a product or service, because it adds the necessary trust element to conducting business effectively. Here are three key tactical ways that public relations can enhance your marketing strategy.

Media Coverage
Having professionals on your team who can build trustworthy relationships with the media significantly benefits a marketing strategy. These relationships are great advantages during the pitching process because they add a human element to a delivered press release in a journalist’s inbox. Positive media coverage that is earned exposes the organization’s message to larger audiences and adds credibility and impartiality to the brand.

Having your product or service in earned media placements can also help build awareness and drive more traffic to owned media channels, such as your website or social media platforms.

Thought Leadership
The great benefit of public relations is that it leverages an important stakeholder group to foster positive relationships with external stakeholders– employees. Employees are some of the best brand advocates an organization can have due to their subject matter expertise. Leaders within the organization, in particular, have significant influence through their unique perspectives and forward-thinking ideas.

When leaders consistently provide their insights, it helps build brand authority and drive engagement. This differentiation is crucial when seeking stakeholder buy-in in a crowded, competitive market.

Crisis Management
One of my college professors introduced me to the idea that public relations serves as the moral compass of an organization’s communications strategy, and this could not be more true. The crisis management aspect of public relations is essential in supporting a marketing strategy because it protects a brand’s reputation while preserving customer trust. Public relations prioritizes the organization’s values and goals at the forefront, maintaining a strong brand reputation to prevent or mitigate crises.

Even with the best plan in place, crises can still occur, whether accidental or not. A key strength of crisis management is its proactive nature, which helps organizations have a plan in place when inevitable trouble arises. Open and transparent communication during a crisis demonstrates that the brand is honest, responsible, and willing to take accountability, which ultimately strengthens its brand reputation.

Conclusion
Media relations, thought leadership and crisis management are vital components to support your marketing strategy. These elements of public relations work together to build credibility, expand reach, establish authority, and protect your brand, ultimately creating more thoughtful and impactful marketing efforts.

Take the next step to enhance your marketing strategy by contacting one of our experts today. Click here to learn more.

Community engagement is the foundation of a strong strategic communications plan. Actively involving the community builds trust, strengthens relationships, and earns support by demonstrating your organization’s commitment to listening.

Tailor Strategy to Your Audience
Every project and community is unique. Using tools like GIS data, connecting with local leaders, and collaborating with city or county staff can help you profile and understand your audience, ensuring your tactics reach and engage effectively. This approach signals to stakeholders—especially elected officials—that you’re committed to working with constituents to find a solution that benefits all.

Address the NIMBY Culture
For economic development projects, the “Not In My Backyard” (NIMBY) sentiment can be a hurdle. NP Strategy has developed targeted methods to engage with these passionate groups, whose concerns can impact public perception and policy. Addressing NIMBY perspectives early through transparent dialogue helps counter misinformation and build mutual understanding. This collaborative approach can be applied broadly, not just with NIMBY groups.

The Power of Community Engagement
Public relations thrives on relationships and community impact. Including engagement in your strategy fosters genuine connections, resonant messaging, and stronger stakeholder support. When we engage thoughtfully with communities, we shape positive narratives and build bridges that benefit everyone.

NP Strategy specializes in helping organizations connect meaningfully with communities. Click here to learn more about our community assessment strategies.

As a member of Generation Z, I’ve seen firsthand how we use the internet to connect, stay informed and shape culture. Gen Z isn’t just the future—it’s actively influencing the present with its values and expectations. To succeed, PR strategies must resonate with this audience.

Authenticity and Transparency
For Gen Z, authenticity and transparency are non-negotiable. Brands that communicate openly, respond to feedback, and address concerns directly are more likely to earn trust and foster stronger relationships. This approach creates a sense of community built around shared values, making audiences feel more connected.

Social Issues Matter
Social justice and environmental concerns are top priorities for Gen Z. PR campaigns that showcase diversity and demonstrate genuine corporate social responsibility (CSR) help brands forge deeper connections with this generation. It’s important to use both visuals and narratives to convey a true commitment to inclusivity and positive social impact.

Embrace Interactive Engagement
Interactive content is key to capturing Gen Z’s attention. Polls, quizzes, and stories on social media are particularly effective. By incorporating participatory elements into PR strategies, brands can boost engagement and build a more dynamic relationship with their audience.

Keep It Short and Impactful
Gen Z’s attention spans are short, so concise and impactful content is key. Quick storytelling, eye-catching visuals, and relatable themes help capture interest, especially on platforms like TikTok and Instagram where short-form content thrives.

As Gen Z reshapes the digital landscape, PR professionals must stay agile and proactive. NP Strategy offers expert guidance to help your brand connect authentically with today’s audiences. Contact us to learn more: www.npstrategy.com/contact.

As a college student, I wanted to ensure that I was pursuing a field of study that aligns with my passion and career goals. Securing a fall internship was a critical step in determining whether public relations is the right fit for me. At NP Strategy, I’ve had the chance to work on diverse projects across various areas of focus, collaborating with different people and clients. This experience has been invaluable in helping me solidify my career path.

Networking Opportunities
In public relations and marketing, building a strong network is essential. Networking plays a major role in landing jobs, especially after graduation, when many people have limited industry experience. Interning at a place where colleagues are approachable and offer opportunities to connect with others can make all the difference. NP Strategy embodies this type of workplace. The team has been open, encouraging and always ready to provide guidance, which has made me feel comfortable asking questions and building meaningful relationships.

Contributing to the Organization
One of the most rewarding aspects of my internship has been contributing to real projects that showcase my initiative and allow me to feel like a valuable part of the team. Internships can sometimes feel like you’re just a small fish in a big pond, but being trusted with meaningful work has given me a sense of purpose.. For example, I recently worked on a community outreach project that aligned with NP Strategy’s goals. Seeing the tangible impact of my contributions has been incredibly fulfilling.

Feedback and Self-Improvement
An internship is, above all, a learning experience. Receiving constructive feedback is crucial for identifying areas of improvement and tracking progress.. One of my key goals is to leave this internship feeling more confident in my public relations skills. At NP Strategy, feedback is given in a thoughtful and helpful way.. Recently, I received feedback on a press release I drafted, which helped me refine my writing and grasp the nuances of effective communication. Learning to accept and apply feedback is an important skill, and this internship has provided an excellent environment to hone that ability.

Looking Ahead
While it’s important to embrace every learning opportunity, it’s equally vital to be intentional about your growth. The variety of tasks, networking opportunities, meaningful contributions, and constructive feedback I’ve received at NP Strategy have all contributed to building a solid foundation for my future career. The goals and objectives I’ve set for myself during this internship reflect my commitment to personal and professional growth, and I am confident this experience will serve as a pivotal step in shaping my future.

At NP Strategy, we are committed to fostering talent and providing meaningful opportunities for our interns. If you’re eager to learn, collaborate, and make a real impact, we want to hear from you! Click here to explore to take the first step toward shaping your future with us.

For budding PR professionals, building a strong network is invaluable, but it requires intentional effort. Rather than sending random LinkedIn invites, focus on connecting with people you’ve met or plan to meet soon. Personalize your messages to make a genuine impression, whether online or in person, so your connections are meaningful. Following these steps will ensure that your network supports your growth and opens up new opportunities.

Establishing Your Presence

Building a strong professional network is essential for newcomers in PR. While it can be intimidating to compare yourself to peers, remember that every professional started where you are now. Reaching out for advice through informational interviews can provide valuable insights and open doors to future opportunities, even if it doesn’t lead directly to a job.

Leveraging Connections for Job Opportunities

Leveraging your connections can significantly ease your job search, whether you’re looking for an internship or full-time position. While you still need to be a strong candidate, your network can help you secure interviews and stand out early in the process. Don’t hesitate to ask contacts if their company is hiring; even if they aren’t, they may know of opportunities elsewhere and provide valuable referrals.

The Power of Secondhand Connections

Networking benefits can arise unexpectedly through secondhand connections—professionals adjacent to your network. For example, I recently tried to reach a local PR professional but had no direct contact. During a conversation with someone else, I learned they were great friends. With our mutual connection as a middleman, I connected with the PR professional that same day, illustrating how secondhand connections can facilitate valuable introductions.

Maintaining Your Professional Relationships

Building your network is only the first step; maintaining relationships is equally important. Engage with professionals on LinkedIn, send follow-up emails, and express gratitude. A handwritten thank-you card is a thoughtful touch, but ensure that your connections are genuine and meaningful, rather than just numbers on your profile.

I’m always surprised by how current and prospective clients react when I mention customer advisory boards and their effectiveness. The typical response is, “Really? I haven’t thought of that.”

Well, it’s definitely worth considering. Here’s why.

A customer advisory board can offer invaluable insights and steer your company’s strategic direction. It provides a structured platform for key customers to speak candidly about why they chose your company, what they appreciate about your products, and what improvements they’d like to see. This feedback is essential for understanding where to focus your efforts and resources.

As businesses evolve, they face an expanding range of challenges. Managing any business—large or small—can be highly complex, from legal and financial compliance to growth, operations, technology, marketing, and sustainability (which, trust me, no one has their head around quite yet).

Creating an effective CAB requires careful planning and follow-up. Here are some steps to consider:

Board Member Selection is Everything.

Hand-pick 8 to 12 members who represent your core business, have equal stature to foster a peer exchange environment and are willing to provide candid feedback.

Define Your Mission.

Be clear about what you want to achieve with your CAB. You only have this captive audience for a limited time, so be prepared.

Location, Location, Location.

Your customers’ time is valuable. Ensure your location is convenient, has well-equipped meeting rooms, and includes time for social interaction.

Record and Document.

With members’ consent, record meetings to capture clear and concise discussions.

“Here’s What We Heard.”

Review the recordings and documentation, then follow up within a week to recap insights, action items, and outline next steps.

Maintain Ongoing Engagement.

CAB membership should typically last for one year, with meetings held quarterly. In-person meetings are generally more engaging (and focused) than virtual ones. Rotate CAB members annually but allow those who were particularly collaborative to renew their membership.

I’ve had the pleasure of organizing and facilitating customer advisory boards, and I can attest to the immense value of the feedback. CABs provide a deeper connection with your customers and help build lasting relationships that foster brand loyalty. And I guarantee you’re likely to experience several “Aha!” moments along the way.

Click here to learn more about how a customer advisory board can benefit your business and how NP Strategy can help you get started. We’re here to guide you every step of the way.

In our daily routines, we’re constantly faced with decisions that balance convenience, cost, and expertise. Drive to work or Uber? Learn to code or hire a website developer? Stop at the grocery store or order Shipt delivery?

Similarly, for strategic communications, the same decision-making process applies. Should you handle media outreach internally or partner with a seasoned PR firm? Draft your press releases in-house or hire a professional writer to craft a compelling narrative? Manage your company’s social media presence yourself or bring in a social media strategist to elevate your brand?

When you weigh your time, resources, and skillset, there is always a variable that can “tip the scales”. The decision to work with an experienced public relations firm is no different.

Strategic communications firms like NP Strategy often have the opportunity to work in tandem with an organization’s in-house communications team to amplify their efforts. On the other hand, outside firms can be fully integrated into a company and manage all public relations needs in place of an internal communications team. If you are considering taking the next step to elevate your current public relations, here are a few key strategies to consider.

Assess your current resources and capacity.
The first step in expanding your communications strategy is taking an audit of your needs, current team workloads, and areas of opportunity. If jumping into this initial review already feels daunting, then let’s skip right to it – bring in the pros and hire a firm to manage this assessment for you and advise your next steps.

Ask yourself and your leadership team a few key questions, such as: Do we post regularly on social media and earn consistent coverage in local news outlets? Our communications team has great ideas – but do they have time to execute community and stakeholder engagement events? What projects do we see getting stuck in the brainstorming phase because other priorities pop up?

Fill in your team gaps with an experienced firm.
When you partner with a public relations firm you reap the benefits of their entire team’s skill set and background, but at a far better price than if you were to bring the same quantity of experienced publicists in-house. For example, the NP Strategy team specializes in a variety of services including crisis communications, social media, videography, graphic design, media relations, and stakeholder management. Our team has eight former journalists on staff that have an innate ability to craft press releases and media pitches to earn our clients coverage across their markets. Instead of hiring 25+ new team members to join your company full-time, hire those talented professionals through one firm that manages it all for you.

Allow a firm to approach your public relations strategy proactively.
We’ve been there – in-house communicators must stay plugged in and responsive to the “news of the day” and urgent requests from within the organization. While firms are always here to assist with those internal pressures, we also have the advantage of seeing the industry from a different lens. We can help execute high-level projects often pushed to the back burner behind the daily grind. When it comes to looking for innovative opportunities, partnering with an outside firm will bring the fresh perspective you need to push your company forward. From strategizing a unique angle for your governmental affairs messaging to developing a new social media strategy for your company’s charitable giving campaign, the firm you hire will be there to support your current goals, but should also strive for even greater ones.

One of my favorite parts of this work is building that trust and dynamic partnership with a client’s in-house communications team – providing a third-party perspective to tell the company’s story, cultivate new brand audiences, and secure exceptional coverage. Two teams are better than one.

NP Strategy is a full-service strategic communications firm made up of former journalists, politicos, and public relations professionals that offers a wealth of expertise to align with your in-house communications staff. Click here to explore how NP Strategy can help bolster your organization’s communications and public relations strategy.

In today’s world, social media is the go-to platform for information, and the interplay between cancel culture and public relations is now more important than ever.

Understanding Cancel Culture

“Cancel Culture” is a social media-driven movement where individuals, organizations, or industries can face sudden and widespread public criticism. Originally a term used in online forums for discussing wrongdoings or drama, it now has the power to cause mass unfollowing, revenue loss, and lasting damage to reputations.

The Evolving Nature of Cancel Culture

To navigate cancel culture, we must first understand its origins in online communities and its evolution into a major societal force. Key factors include the influence of social justice movements, increased awareness of accountability, and online activism. Staying ahead means continuously monitoring online conversations and sentiments. By addressing potential issues proactively, you can engage positively before a crisis hits.

Strategies for Mitigation

PR professionals need proactive strategies to protect and enhance reputations in the era of cancel culture. Here are some key approaches:

1. Cultivate a Positive Brand Image: Consistently engage authentically with your audience to showcase your commitments and values.
2. Develop Crisis Management Plans: Have prepared statements, social media guidelines, and media engagement strategies ready.
3. Emphasize Transparency and Sincerity: Build trust with honest communication, especially during crises.
4. Maintain a Positive Social Media Presence: Foster genuine connections with your audience to strengthen your reputation.

Balancing Accountability and Overreaction

Balancing accountability and avoiding overreaction in cancel culture requires a delicate touch. Here’s how to manage this balance:

1. Acknowledge Mistakes Transparently: Show a genuine commitment to learning and growing by engaging in open dialogue with affected parties and the public.
2. Avoid Defensive Attitudes: Defensive reactions can escalate negative sentiments.
3. Craft Sincere Apologies: Ensure your apologies align with your brand identity and promote constructive conversations that encourage accountability without harsh judgment.

As cancel culture continues to shape the digital landscape, PR professionals must stay informed, agile, and proactive. Our NP Strategy team is here to provide expert guidance and strategies to help you succeed. Contact us: www.npstrategy.com/contact.

We’ve all been there – your boss sends you to an event to expand your network, but you are dreading it. Maybe you’re an introvert, or you simply don’t enjoy crowds. I used to be that person early in my career. Over the years, I’ve developed a few techniques that have helped me create long-lasting connections. Read along to uncover 5 key strategies that can transform your approach at your next networking event.

1. Enter with Confidence

First, walk into a room with confidence. Wear your favorite business outfit to help you project self-assurance.

2. Initiate and Drive Conversations

Take the initiative in networking situations by starting conversations with those around you. If you don’t recognize anyone, seek out individuals who are not currently engaged in conversation and introduce yourself. Ask engaging questions like, “What brought you to this event today?” or “How did you get involved in your field?” to spark meaningful dialogue.

If you’re speaking with a colleague and someone you invited walks up but they don’t know each other, use the opportunity to introduce them. Share a bit about how you know each person and highlight any potential connections or common interests. This can create a more engaging and personal interaction for everyone involved.

3. Actively Listen and Engage

Look someone in the eye when they are speaking to you and be willing to listen and engage. Ask your next question based on the response they have provided. When you are genuinely interested, it makes it easier for someone to engage with you. 

4. Promote Yourself Appropriately

When engaging in networking, make the most of each interaction. Instead of merely stating your job title and company name, offer a narrative that highlights how you provide solutions for your clients or company. People are interested in what’s in it for them, so by painting a clear picture of your value, you help them see how you fit into the bigger picture and potentially think of you when they need your services.

However, don’t let every conversation focus solely on business. Look for common ground to connect on a human level, such as shared experiences, interests, or backgrounds. Whether it’s your alma mater, hometown, or a mutual passion for travel or reading, establishing these personal connections can make your networking efforts more meaningful and effective.

5. Gracefully Conclude Conversations

When it’s time to wrap up a conversation, do so with courtesy and confidence. You can say something like, “It was wonderful to meet you. I enjoyed our conversation and hope you have a great time at the event.” This approach allows you to exit the conversation smoothly while leaving a positive impression.

The next time you’re invited to an event, embrace the opportunity! Step out of your comfort zone, meet new people, and remember that expanding your network can be beneficial for both you and your business. You might even make a new friend in the process.

At NP Strategy, we provide both one-on-one or group training to help you present a consistent and professional image of yourself and your organization, which can enhance your networking experience. To learn more, click here.

LinkedIn is the primary social platform for professionals to connect, engage, and grow their careers. Among the many ways to use LinkedIn, establishing oneself as a thought leader has become increasingly important. Focusing your LinkedIn content on thought leadership can affect not only your personal branding but can help business growth and industry influence.

Share insightful and relevant content

Thought leadership on LinkedIn builds industry credibility and trust. By consistently sharing valuable content, you position yourself as an expert, gaining trust from peers and potential clients. Offering solutions, sharing ideas, and providing unique perspectives showcase your expertise and dedication, making you a go-to resource.

Leverage LinkedIn’s algorithm for visibility

It’s no secret LinkedIn’s algorithm rewards content that generates engagement. Thought leaders who produce engaging posts are more likely to appear in their followers’ feeds – increasing their visibility. The platform’s features, such as articles, videos, and polls, allow a variety of content to be published. As your content is liked, shared, and commented on, it reaches a broader audience, amplifying your message beyond your immediate network.

Develop an authentic voice

Having a unique voice is crucial for standing out among influencers. Thought leadership allows professionals to share content that reflects their unique insights, values, and experiences. An authentic voice resonates with audiences, leaving a lasting impression.

Build professional relationships

Investing in being a thought leader on LinkedIn also increases the opportunities to develop professional relationships. Sharing valuable insights attracts those who value your expertise, leading to potential collaborations. Engaging with your audience through comments and messages further builds your professional network.

Drive business growth

For businesses, having leaders who are recognized as thought leaders can help growth. When potential clients see company leaders sharing expertise and leading industry conversations, it instills confidence in the company’s capabilities and helps the company become a preferred choice for clients seeking industry experts.

Conclusion

Thought leadership on LinkedIn can be a powerful strategy for building credibility, driving business growth, and establishing a unique voice. Investing in thought leadership on LinkedIn offers opportunities to connect, engage, and grow.

Take the next step in your thought leadership journey by contacting one of our social media experts and let us help you establish your unique voice on LinkedIn and beyond. Click here to learn more.