Santa Claus, the Tooth Fairy, the Easter Bunny – all brand promises gone awry.  But our parents had it right. These major disappointments were merely preparation for the big stage; preparation for our move into the real world where companies and their brand promises often disappoint. Broken promises, whether expressed or implied, can destroy confidence and loyalty. Worse, it can create general apathy. Take the current Washington debacle...

On Tuesday, I discussed how to utilize media coverage to instill a sense of pride among employees and other stakeholders, to demonstrate value to the C-suite and to extend your brand's reach via social channels. In this post, I'll look at four more tactics to leverage your positive coverage – consider this the "advanced class."

As PR professionals, it is our job to help our clients earn coverage, but even the most talented communicator may find herself in need of a creative boost. Fortunately, this boost of inspiration can come from anywhere; you just have to keep an open mind. Current news stories can provide an excellent basis for nurturing your creative genius. Even though these stories are known, they can almost always be reworked with a new viewpoint or into...

In an instant, a single photograph can connect people, call for action or define a generation. On the other hand, a poorly thought-out advertisement can put even the most respected brands in a tailspin, resulting in a widely publicized scandal and very public backpedaling. In our latest white paper, Cookerly Public Relations investigates the power of images in the digital era and discusses what your company must consider before posting your...

In today’s world, a picture can be worth a lot more than a thousand words. Marketing once harnessed the power of images by putting a corporate logo on everything from letterhead and websites to race cars and professional golfers’ shirts. Logos were sacrosanct, with 100-page manuals spelling out rules for their proper use. The idea was to control the brand image by controlling where and how the logo – the most identifiable visual...