In past years, PR programs have been primarily driven by traditional earned media strategies – submission of product news and pitches to magazine editors. The borders between paid, owned and earned are becoming less black & white and we’re seeing a shift toward content marketing amplification. As the role of PR in communications plans evolves, so must our skills.
Should you invest in foodservice media? We’ve all heard “print is dead” or “no one has time to read trade pubs anymore”. Even digital advertising has its naysayers who claim, “I subscribe to more e-newsletters than I can possibly read” or “no one clicks on banner ads.”
Outside of our industry, it’s easy to overlook the complexity of the work we do. From finding the right segment for a new product, to understanding the appropriate medium for a brand refresh, there’s a strange array of factors to consider in the foodservice marketplace. Lucky for our clients, we’re experts in the category. Our experience has equipped us to solve any challenge and if something new comes to the forefront, we do our best work to find an optimal solution. For planners, that means improving how we measure success.