It was a blazing hot day when 23-year-old student and part-time waitress Kyla Ebbert left her San Diego campus for the airport. She had a doctor’s appointment in nearby Tucson and had a flight reservation with Southwest Airlines.
PR is the most under-used and under-rated communication tool.
Of all the communication tools that a marketer can invest in, public relations is probably the most underrated.
British Airways’ Terminal 5 disaster will prove even more damaging to the BA brand than initial indications suggest.
At the Institute for International Research’s The Branding Trilogy conference in Santa Barbara, CA, Jill Vollmer, vice president of brand marketing for Mondera.com said, “Publicity has helped us achieve 5 times the ad value of media placement for every $1 spent. If you consider that the message is coming from a third party (not paid, but endorsed), the additional credibility may result in 10 times the value.” Proactive publicity can be one of the most...
