Dealing with misinformation before it becomes a crisis


The internet has become a primary source of information for many people. This ease of access to information has revolutionised the way we learn, communicate, and make decisions. However, it has also given rise to a significant challenge for brands and communicators – the spread of misinformation. Misinformation, or false information that is spread, regardless […]

Brand differentiation through niche content

Countless brands and businesses are constantly seeking out attention, creating a challenge of differentiation.  Picture a crowded conference or function room, each brand clamoring to be heard above the din—a symphony of logos, slogans, and promises. Despite their best efforts, many remain unable to break through the noise and reach their intended audience. Why is […]

Handling stakeholders during a campaign

Stakeholders are the lifeblood of any campaign.  They are the individuals or groups who have a vested interest in the success of your campaign. These can include customers, employees, investors, suppliers, the community, and even the media. Each stakeholder brings a unique perspective and set of expectations to your campaign, making their involvement crucial to […]

Creating audience profiles for your campaign

When campaign planning, many communicators find themselves navigating complexity when it comes to creating and setting up audience or customer profiles.  This process, which should ideally be a straightforward task of identifying key characteristics and behaviours of a target audience segment, often becomes a convoluted exercise fraught with overthinking and over-tinkering. The root of this […]

Preparing a Brief that Team Members Can Understand


Imagine being dropped into the middle of a forest. You are handed a map, that lacks marked destinations or routes, and a X that marks your destination. Upon closer inspection, you realise this is uncharted territory, and the map is devoid of guidance. Many campaign and project team members find themselves in this predicament when […]

Understanding audiences through outcomes


Campaigns are the lifeblood of any marketing or public relations strategy and execution. They are not just vehicles for promoting our brand, products, and services. Instead, they serve a higher purpose – to influence our customers, shape their perceptions, and guide their actions. At the heart of every campaign is the desire to connect with […]

How to create a brand positioning statement

brand positioning statement

The world, connected by the internet, is a vast marketplace, teeming with brands vying for the attention of customers. In this bustling space, each brand occupies a unique position, much like a stall in a market. This position is not a physical location though, but a mental space in the minds of customers. It’s shaped […]

What is the purpose of branding, and why does it matter to your business?


Branding is the art of differentiation. It is the process of creating a unique identity, a distinctive voice that sets a business apart in the crowded marketplace. But is it merely about having a well-designed logo or a customer-friendly website? Far from it. How does having bad branding impact your business? Imagine a business as […]

Understanding your target audience

target audience

In the dynamic dance that is marketing and public relations (PR), understanding your target audience is akin to mastering the rhythm of the music. It’s about moving in sync with their needs, their preferences, and their expectations. It’s about knowing when to lead and when to follow, when to make your move and when to […]

Preparing communicators for success in an evolving landscape


In 2023, the field of public relations saw unprecedented evolution due to rapid technological advancements and shifting societal norms, especially in response to the rise of AI. As we approach 2024, staying ahead demands constant upskilling and adaptability for communicators. Survival is not about businesses but about individuals thriving and impacting their industries. The shifting […]