Consistently, companies that shape their industries are the ones translating their expertise into helpful insights the market can see, evaluate and trust. When expertise is consistently visible, it can transform into authority, a powerful force in modern B2B marketing.

With the ubiquity of podcasts and the relative ease to produce them, many veteran journalists are opting for independence and creating new opportunities for media coverage, interviews and thought leadership

Beyond advertising, marketing and media, the benefits of digital transformation will help a wide spectrum of companies across a variety of industries operate more efficiently and insulate themselves against the recession that may lie ahead.

Marketing budgets plummeted from 11.0% of overall company revenue in 2020 to just 6.4% in 2021, according to Gartner’s 2021 CMO Spend Survey, but despite the downturn in funds available to them, marketers continue to embrace and increase their investments in content marketing.

Finding creative ways to repurpose valuable content as part of an integrated communications strategy can save resources and help reinforce your message across various marketing channels, while strengthening brand identity and boosting PR effectiveness.

While many company leaders boast extensive knowledge about their particular industries and related issues, media interviews can intimidate even experienced business executives, but practice, training and some good planning can set the stage for success.

Some businesses and experts found themselves center stage as the world focused more on their disciplines and needed their guidance more than ever, but they still needed to be proactive to capitalize.

It’s one thing to tout your expertise and leadership directly through bylined articles and white papers, but the third-party validation that comes through industry awards can go a long way in building trust and credibility for your brand.

When PR pros can’t rely on having regular, fresh news to distribute to grab media attention, being proactive and creative in generating unique brand stories becomes essential. Consider these tactics to keep media relations efforts productive during those intermittent news droughts.