Public Relations is best equipped to address this new way of communication

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Social activism has been growing everywhere and is creating social movements, setting new behavioral models.

Social media has been flooded with #cancelculture topics which emphasizes a whole new aspect of communication that is rooted in brand purpose and moral responsibility.

What does this mean for brands?

Brands need to be actively listening to what it is happening in social media, what people are talking about and interested in, in order to be prepared, to have a plan for handling the crisis communication and to be ready to recover after it.

This new type of…


More stories. Less telling.

In the fast-paced stressful daily life people live, brands are bombarding consumers with zillions of messages at the same time. Is a load of information something people want to see every day?

It is the Internet of everything or “Internet of anything” — a place where a lot is going on — a statement by David “Shingy” Shing, Digital Prophet at Verizon Media. Multiple channels, multiple messages. The flood of information is enormous.

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Lately, marketing and communications professionals are trying to create different, unique and tailored campaigns that have an impact in the long run. It is a necessity for…


The new model of consumer persuasion to build brand affinity

Future is technology but without the human touch, nothing really matters. When people are becoming more conscious of what content they want to see and hear, how their brain responds to messages — image or video, it is a key to brand communications.

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With different tools and platforms, marketers are able to obtain a lot of information about consumers (of course, after having their consent). Such information is demographics, gender, location, but it could be also more precise. For example, interests, hobbies, affinities, influences, etc. These insights help predict the content that target audiences will like, share, talk about, and…


The role of influencers in brand communications

Influencer marketing is strongly linked to the brand’s trust, transparency, accountability and ROI.

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Original blog post appears on Iliyanastareva.com: Six Reasons Why Your Business Needs Influencers.

Everyone has a voice in social networks and can express an opinion online. This way people have become influencers themselves, having their own group of friends, colleagues, followers.

Influencers help brand messages become popular a lot faster. When we have a global celebrity as an influencer, we talk about brand messages going globally. …


Can we stop the spread of fake news?

Fake news is everywhere these days. Fake news travels 6 times faster than real news. False stories aim to manipulate public opinion. They reach people quicker online. With the huge social media consumption, people don’t check news sources often.

“83% of the Europeans say fake news is an existential threat to their way of life”, according to European Union statistical agency Eurobarometer.

The role of communication professionals is to be authentic and transparent with the public by providing truthful content.

Original blog post appears on SpinSucks.com. You can read it: How Communication…


Right media format in the right channel for the right audience.

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Still, many companies include a mix of communication channels in their campaigns like online media, blogs, social media, radio and/or television. The integrated approach in communications allows companies to reach to wider audience. For each channel, messages are modified to suit the channels specifications and their audience content consummation.

Why? Each audience’s interests are different and specific.

According to Zenith’s Global Intelligence report for Q3 2018, “Much of the recent rapid growth in social media advertising has come as platforms have replaced static ads with more engaging video ads. So far these social video ads have acted more as complements…


When you travel, you explore and you learn new things. Voyage is a state that enables feelings to flourish, skills and knowledge to grow.

Why not travel through communication?

Stories help people travel to another world. Stories help people dream and plan things or improve their life.

Have you noticed that people who travel a lot have many different stories? It’s amazing, isn’t it? They have so much knowledge and experience and are willing to share it with others. When they do that, they tell the most beautiful stories. …


What benefits Artificial Intelligence has that will impact communications on a strategic level

Artificial Intelligence (AI) is a widely discussed trend across many industries. Trends are evolving faster than we can adapt to those changes. C-suite leaders are discussing and testing how AI will fit into their business and will bring better results.

Communications and marketing industry is also trying to see how AI improving their business. On one side are the company’s employees and its team workflow. On the other side are brand’s consumers for whom communications agencies are creating and delivering brand’s messages.

Last month MSLGroup and Publicis.Sapient


Growing word-of-mouth for your blockchain company

Recently I have published an article with 15 how-tos for building a communication strategy for a blockchain company. In today’s digital world influencers are an integral part of the communication plan. Why? Because influencer marketing delivers 11x ROI over all other forms of digital media.

Blockchain industry is no exception. Blockchain companies also need influencers to have an experience with their product/ service in order to start the word-of-mouth awareness and to start building a community.

These influencers could be bloggers, vloggers, Instagrammers, YouTubers, community key opinion leaders, celebrities or micro influencers with more…


15 how-tos in a communication plan for blockchain companies.

Fintech industry is the fastest growing because of technology innovations of products and services. Digital transformation has created new models of companies in order to answer what people are looking for to satisfy their needs and solve their problems.

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In technological advanced countries like China, everything is mobile, digital, virtual. Not only, services, but even money. The whole world now uses credit and debit cards. People in advanced countries like UK and USA shop as well by using their bank cards and rarely have cash money. Even more, to go back to China-example, Chinese people use their mobile devices to…

Iva Grigorova

PR consultant, writing about communications topics and firmly believer that PR is linked to great results when built on data and creativity.

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