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Reconsidering What It Means to Be an Influencer

Influencers don’t just sell products. Some of the most successful influencer-PR partnerships involve endorsing a movement or driving a shift in perception....
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Lean in, Listen and Deliver: What the Consumer of the Future Wants

How people spend their money is the reflection of what they care about. Consumers of the future have their own wants, and it is the responsibility of every corporate communicator to lean in, listen and craft an approach to deliver them....
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In the Digital Era, Consumers Are Taking the Lead

Flying under the radar has been a common strategy for many companies that did not want to be involved in sensitive issues. However, there is no space left under the radar today. The expectation is that companies act, and those actions must connect to their values and culture. ...
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Meeting the Demands and Expectations of Consumers of the Future

To be prepared for tomorrow, companies need to build their reputation equity with the consumers of the future and the only way to do this is by being authentic. Companies need to act now by paying attention and showcasing their support for social causes....
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A Flexible Omnichannel Approach to Customer Loyalty

Some of the biggest brands in the retail business have moved to an omnichannel approach, which looks to provide customers with a fulfilling, vibrant and engaging experience with the brand or product....
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Can We Cannabiz?

Cannabis is quickly becoming the “next big thing” on the cusp of breaking through all aspects of society: from medicine and beauty to food and beverages. Here are three key elements for brands and communication professionals to consider when prepping for its U.S. market entry....
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The Evolving Media Ecosystem

The traditional media industry is in a state of upheaval. To best counsel clients, as practitioners, we must not only keep abreast of new developments but understand how the evolving media landscape will affect our clients’ stories....
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Does Your Company Know its Social Footprint?

High expectations and the eroded control of the corporate narrative have joined forces to create a new category of enterprise risk: Social Risk. Companies who integrate social risk into their strategic planning will earn the license to sustainably operate in this new landscape....
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Africa Global Business Forum Highlights

On November 1-2, Dubai held a bi-annual two-day “Africa Global Business Forum” to explore new business opportunities between the Gulf countries and Africa....
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Communicating in an Era of Great Change

At this time of change, proponents of "future investment" must balance diverse stakeholder interests, negotiate generational disparity and navigate an evolving media environment. This is a prime moment for Japan’s PR industry to redefine its role as arbiter and communicator....
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APCO Forum blog posts represent the voice of the author and not necessarily the corporate position or policy of APCO Worldwide.
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