"Brand PR" focuses on building a positive image and reputation for a company or brand over time.

Brand PR aims to establish trust and loyalty with a wider audience through storytelling and emotional connection. Brand PR is a long-term strategy. "Performance PR" prioritizes measurable, immediate results like driving sales or lead generation. Performance PR uses targeted campaigns with clear, quantifiable metrics and often utilizes tactics that directly link PR efforts to specific actions like website visits or conversions. Performance PR is a short-term tactic.

How we measure PR and how brands can think about the ROI of PR

A good marketing campaign not only captures attention, but also drives meaningful results for the business. So today we’re highlighting essential elements of a great marketing campaign and a few noteworthy ones across the food & beverage industry so far this year.

As we move through 2024 and look beyond, key trends are emerging that will shape how brands engage with their audiences, enhance their communication strategies, and manage their reputations.

Ever heard of “the elevator pitch”? The age-old idea that if you were in an elevator with a VIP, you’d be able to effectively communicate what’s compelling about your company, product or idea before you reach your destination. 

For many brands, holiday gift guide coverage is an essential part of their Q4 strategy—but what's the secret to landing consistently great placements in top gift guides?

In the competitive CPG landscape, it is essential for new brands to make a great first impression with a killer launch strategy—we're sharing some of our essential marketing steps to ensure a strong launch every time.

How to set shared goals, establish a clear understanding of expectations of what to expect monthly and long term.

How modern PR can also be an integral spoke in the sales and marketing hub for customer retention.

Affiliate marketing can be a great way to supercharge your PR results while also scaling your brand's e-comm revenue. Is it right for your company?

What is the marketing funnel? How can we use the marketing funnel to make smart PR and marketing decisions?

How to do public relations and marketing effectively as a luxury brand

How to choose there right PR agency for small to medium sized businesses

The basics of promoting your own brand, and key signs that it may be time to outsource

The TJC staff’s take on what trends to look out for in 2024

Looking to make a bigger impact? It may be time to elevate your partnership strategy beyond traditional influencer engagements

Insider tips from journalist Aly Walansky on how to best work with the media to optimize your chances of landing brand coverage

How to capture attention and create brand awareness during key traffic periods

Leverage events to grow your CPG, food, wine, or travel brand

When—and how—businesses should hire and onboard a PR agency