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.

How to Make Headlines When New News Isn’t Happening

Posted on February 27, 2019 by Celena Fine
In the world of PR, it’s wonderful to have a constant flow of organic news. However, that’s not always the case — in fact, most of the time, quite the opposite is true. During those “slow news periods (like between product announcements and ...
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How to localize a national media story: What do broadcast reporters really want?

Posted on February 21, 2018 by Celena Fine
National stories with a tie-in to your clients are an effective, timely way to secure coverage, but the question is—how do you localize that story and connect it to your clients in a way that will be of interest to local reporters? There are several ...
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When to Consider a Satellite Media Tour

Posted on November 16, 2017 by Sue Parente
The when and how satellite media tours (SMTs) work best is still a mystery to many marketers. Are they just for the big household brand names? Do they ever work for BtoB companies? How exactly do they work? I connected with seasoned broadcast ...
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The Art and Science of Communication Program Measurement: Three Critical Analytics Areas for Measuring Earned Media

Posted on June 7, 2017 by Kathy Wilson
Communication program measurement has been the subject of intense debate for decades. Organizations rightfully want to understand the impact of public relations and social media on their business and gauge the true return on investment of their ...
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