Most companies need media and owned content. Why?
The buyer’s journey isn’t a straight path. Sometimes it’s a bounce across the digital world, into the real one and back. And sometimes it’s a single click-to-buy. You need to repeat your messages until you kind of hate them. And they need to be varied based on your audience’s emotional drivers and each channel’s nuances.
When no one knows who you are, you need awareness and credibility to grow an audience. The best way to do this is through proactive media relations. Besides earned media, you also need to develop a one-on-one relationship with your audience, which comes from owned content and social engagement.
Combining these tactics into one unified strategy communicates transparency and openness to your audiences, and over time, instills brand trust. To build your own newsroom (or not) is the current PR debate, but it's just another way to describe modern marketing communications.
Here’s how we approach integrated strategies at Inkhouse:
Since the early days working around her kitchen table, Beth has grown Inkhouse into one of the top independent PR agencies in the country. She’s been named a Top Woman in PR by PR News, a Top 25 Innovator by PRovoke, and an Ernst & Young Entrepreneur of the Year finalist. Beth designed Inkhouse’s signature Storytelling Workshop to mirror the literary hero’s journey and to unearth the emotional connections that bind an audience to a brand or idea. She also uses narratives to build Inkhouse’s culture, most recently through two books of employee essays, “Hindsight 2020” and “Aren’t We Lucky?”