Best Practices

Virality is fleeting. Sustained relevance is an economic driver that promotes long-term success. Alix Earle’s Netflix deal is a case study in true brand power.

The 2016 trend on social media reveals how people are searching for connection right now — and how nostalgia can resonate when brands tap into it.

The recent emergence of Moltbook, an experimental AI-native platform built and operated by a small group of independent technologists, has sparked many strong emotions among communicators—a combination of deep apprehension and intense intrigue.

CMO Olga Osminkina-Jones shares how the butter-substitute brand snagged celebrity chef Gordon Ramsay as the face for the brand’s new campaign featuring its reformulated product.

In part two of our discussion with Intuit CMO Thomas Ranese, we dig into marketplace competition, appealing to younger consumers, lessons from previous gigs and leadership advice.

St. Jude is returning to the Super Bowl with a different focus. Here’s how it hopes the Big Game will help achieve its goals.

For its third consecutive Super Bowl ad, Nerds candy is once again pairing a celebrity with a CGI animation of its candy come to life. This time it’s with Bravo’s Andy Cohen.

For its seventh Super Bowl commercial, Protein yogurt brand Oikos has gone with streaming rather than traditional TV, amplified with retail activations, ads on retail websites and social content.

This week’s PR Roundup looks at how brands are approaching high-stakes moments—from the real impact of celebrity Super Bowl ads to lower pricing plays and playful Valentine’s Day stunts designed to cut through the noise.

For organizations that participate, sponsor, host or support mega sporting events, the communications landscape is uncompromising: every message, silence and misstep is amplified and politicized almost instantly.