Top Talk

Our industry moves fast and is constantly changing. Stay up to speed with TOP Talk, a place for fresh perspectives on timely news and trends, insider tips, answers to marketing communications questions, and creative inspiration.

Laureen Sanderson

Laureen Sanderson
"Great work. When the thinking is spot on, the execution is flawless and the right results are there, it’s a beautiful thing. The client sees the value, recognizes the contributions to the business and views the external PR team as a true extension of his own. That’s motivating, and it’s the best part of the craft."

Native Advertising: Valuable Content or "Repurposed Bovine Waste"?

Posted on August 22, 2015 by Laureen Sanderson

Topics: Thought Leadership, Content, Earned Media Relations

It was out of this struggle that native advertising was born. For those unfamiliar, native advertising is paid content, sponsored by and sometimes even created by a brand, that runs alongside regular news stories. While paid content gives news ...

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Trying to Throw Their Arms Around The World: U2, Apple and Lessons in Gift Giving

Posted on December 23, 2014 by Laureen Sanderson

Topics: Thought Leadership, Content, Launches

Image Credit: Created using Canva; Ralph Waldo Emerson wrote many beautiful things but my favorite during the holiday season has to be “the only true gift is a portion of thyself.” It’s a beautiful thought -- one to keep in ...

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Taking the Scare out of Ghostwriting

Posted on October 30, 2014 by Laureen Sanderson

Topics: Content

Have a clear sense of purpose and audience for your writing. Don’t rush the briefing process whenever you are collecting information for your piece. Liberally ask questions of the person giving you the prompt, and don’t be afraid to discuss a ...

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I Love You, I Hate You: "It's Complicated" with Brands and Loyal Customers

Posted on June 17, 2014 by Laureen Sanderson

Topics: Content, Messaging and Positioning

There's a psychological phenomenon called "semantic satiation" in which repeating a word or phrase over and over again causes the word to lose its meaning. Try it. Pick a word, any word, and say it a dozen times. By the time you get around to six or ...

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Winning at Social Media & Trade Shows

Posted on March 7, 2014 by Laureen Sanderson

Topics: Social Media, Events

Image Credit: SXSW We’re all fired up for this year’s dose of SXSW inspiration. Like any trade show or conference, SXSW throws attendees into a heady mix of debate, discussion and opportunities. No question, trade shows get overwhelming fast – and ...

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