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The Stream

Allison+Partners’ content hub featuring the latest news and trends
opinion

How an earned-first approach creates impactful integrated marketing in time of crisis

HOW BRANDS CAN ENGAGE WITH THE NEWS AGENDA AND CONNECT WITH EARNED MEDIA AUTHENTICALLY

Two years into COVID-19, on a global scale, we are truly tired of everything being “unprecedented.” The daughter of our CEO, Scott Allison, works as a news anchor, and I think speaks for us all in saying she cannot wait to finally be given some news that is “precedented.”

The news cycle has remained an overwhelmingly busy one throughout this time as we contend with so much political and social tension alongside the ongoing pandemic. Brands need to be more sympathetic and smarter than ever in their storytelling to capture even a tiny share of consumer hearts and minds.

At A+P, although our work spans integrated paid, earned, shared and owned campaigns, we strongly believe in an earned-first approach to brand storytelling. Having started my career in consumer PR, the principles I learned when writing my first press releases and media pitches are still etched in my mind on the daily as I develop brand and content strategies for clients now. Here’s why three key principles for this framework are particularly important during times of crisis, and how you can apply them.

5 minute read
opinion

SO YOU WANT TO ENTER THE METAVERSE? START HERE! (PART 2)

Welcome to Part 2 of our primer on all things Metaverse. In case you missed it, the first part of Allison+Partners’ guide to entering the metaverse is here. We already covered the origins, what people can (and will) do there and the basics of business in the metaverse. Now we address the trillion-dollar questions:   

What are your key business opportunities in the metaverse?  Are you ready to test or jump into its waters? 

7 minute read
opinion

In a brand crisis Breathe deep, act quickly and follow these 4 steps

Perhaps unsurprisingly in our digital-first world, people spend an average of three hours and 15 minutes on their phones every day. This means we’re all keyed into the latest news, announcements – and downfalls. 

To keep up with this pace and reach their audiences, brands must have an always-on approach, tapping into the latest trends, taking over media headlines and sharing strong stances on social media. But this 24/7 strategy opens the door to errors from time to time, and how a brand responds determines its future among consumers and stakeholders. 

So, if your brand is in a crisis, how do you best come back from it? Take deep breaths and then rest assured, because we’ve got some tips to help you bounce back. Still, act quickly throughout each step below, as there’s a window of 24 hours to course-correct and get your message out there post-crisis.

4 minute read
opinion

Activators + Accountability

After the racial “awakening” of summer 2020, many agencies were asked to reflect and commit to change to cultivate a more equitable agency where the racial diversity representation was representative of society. As a result, PR agencies across the globe made commitments to increase racial diversity and set target percentages. 

Yet, many organisations failed to meet their goals

4 minute read
opinion

SO, YOU WANT TO ENTER THE METAVERSE? START HERE! (PART 1)

Thirty years after Neal Stephenson coined the word "metaverse" in the sci-fi novel Snow Crash, the term has spread everywhere. What used to be relegated to conversations among engineers and cutting-edge tech companies has finally busted into the consumer mindshare (finally, for those of us that have been watching this happen for years now - remember Google Glass?). Today, every business leader is obliged to embrace the metaverse, even without fully understanding what it means. 

Every good platform or game needs a handbook. The Technology team at Allison+Partners is here to help: We’ll quickly demystify the metaverse, giving your brand the information necessary to either jump into “the next big thing” in tech, or hold off until the digital dust has settled. 

6 minute read
opinion

B2B PR and Marketing Podcasts to subscribe to in 2022

B2B professionals seeking the latest PR and marketing thought leadership news, views and ideas often turn to podcasts. Not only are they a great way for professionals to stay on top of the latest trends, but they are also important outlets to keep in mind for clients that want to elevate their profile and messaging.

Below are a few we tune into regularly to hear about everything from leadership to diversity to building new professional relationships.

6 minute read
opinion

MAKING A WORKPLACE 3.0 WORK FOR WOMEN IN A POST-PANDEMIC WORLD

As Women’s History Month ends, our celebration of the stellar achievements of women will continue year-round at Allison+Partners.

But we also know these achievements haven’t come without costs –  Global Partner + President, North America of Allison+Partners, Anne Colaiacovo, addressed some of the challenges in her “Working Mother’s Bill of Rights” open letter in PRWeek last year. The COVID-19 pandemic showed us women need companies to play a more active role in integrating work into our lives, versus making women figure out how to find some sort of work-life balance between two equally demanding jobs.

12 minute read
opinion

THE ULTIMATE BALANCING ACT

As someone who recently returned to work after my second maternity leave, I have always looked up to women who can truly juggle it all. I spoke with many of them, read articles and books written by great women leaders who seemed to have what it takes to climb the corporate ladder while staying grounded as wife, mother and daughter. How did they do it all?

5 minute read

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