Newsroom

How to Build Beneficial Media Relationships as a Spokesperson

Taking on the role of media spokesperson is no small task. As your relationship with the media develops, you may find yourself talking with journalists relatively often depending on current events or notable happenings in your industry. You likely have expectations regarding your interactions with the media: a journalist will interview you and write a story that presents you and your company in a positive light. However, it’s important to understand what the journalist expects of you as a spokesperson. Journalists are looking for an objective source who will provide expertise about an issue or trend that’s relevant to their audience. Ideally, you will meet somewhere in the middle. Being an effective spokesperson will result in better relationships with journalists and, as a result, an increased likelihood...

4 Ways to Build an Audience with Blogging

A blog is often the core of a content marketing strategy, and can be a useful tool to showcase your company’s expertise and build a reputation as a thought leader in your industry. The internet is home to more than 300 million blogs (Tech.Co, 2017), so reaching your target audience isn’t as easy as publishing a few posts and crossing your fingers. While your content marketing strategy can include a variety of content such as case studies, white papers and infographics that can help you reach a wider audience, a blog is a great place to start. In order to optimize your ranking in search engine results and, by default, reach more readers, you must provide quality content that interests them and keeps them coming back....

How to Ensure Your Media Interview is a Success

While you likely don’t remember most of the interviews you’ve seen (or read) that went well, you probably remember at least a few that went badly. Negative outcomes in media interviews may stem from a lack of preparation and can affect the way you and/or your company is presented in the final piece. It’s important to understand how to work with journalists so you can build a long-term, mutually beneficial relationship. Preparing for an interview will help you polish your messaging so you provide the journalist with the best information in a clear, concise way. While we recommend an in-depth media training to educate your team about the ins and outs of working with the media, these tips are a good place to start. Do your research. What...

Aker Ink Celebrates 10 Exciting Years in Business

It’s with pride, appreciation and excitement that Aker Ink announces its 10-year anniversary. Aker Ink officially launched in 2007, a few months shy of the housing crash that marked the Great Recession. As many small businesses floundered and the media landscape underwent an unrivaled shift, Aker Ink pushed forward, adapting its offerings and providing the highest level of service no matter the challenge. This mindset and flexibility enabled the company to thrive throughout the recession and well into the economic recovery. Many businesses that sought out Aker Ink for public relations and marketing communication services during these early years remain with the company today, and are experiencing the myriad benefits and growth that accompany consistent and credible outreach. Aker Ink President Andrea Aker is grateful for the...

How to Tackle Your Website Redesign Project

Your website serves as a 24/7 storefront and is the core of nearly every marketing initiative. A solid, strategic website allows you to control how your brand is presented, how visitors are funneled throughout the various sections and acts as an informational hub for customers and prospects. Refreshing or redesigning your website is easier said than done. A website redesign project contains quite a few moving parts, so it is important to approach it with a logical plan. Determine Functionality & Visitor Flow Build out a sitemap and content outline to determine how many pages your site will have, how they will be organized and the information they will contain. Concurrently, think about how you want your site to function. If you simply want to provide information, you...

Andrea Aker Featured on the Cover of Scottsdale Airpark News for Marketing Expertise

Aker Ink President Andrea Aker was showcased on the July cover of Scottsdale Airpark News, which has served as the business voice of the Greater Airpark area for more than 30 years. She was interviewed for the main feature story about marketing for professional services companies. Andrea also provided insight about the changing role of home-base business consultants, as well as opportunities in the local marketplace for such professionals. Read the full issue here. The cover story starts on page 28....

5 Goals of a Press Release

The press release is a reliable PR tool that was once one of the only ways to let the world know about important company news. But times have changed for this seemingly ubiquitous communication tool! These days, the digital media landscape offers numerous online platforms companies can use to maximize each press release beyond traditional media outreach. Yet despite these opportunities, many companies still use press releases ineffectively. In this age of both instant and constant communication, there’s a debate raging about whether press releases are obsolete. We don’t think so—if you create thoughtful, well-researched releases and distribute them to a targeted group of journalists, they can be a useful tool in an integrated communications campaign, far transcending the simple information conveyance tool for which they...

Do You Make These Common SEO Mistakes?

Search Engine Optimization (SEO) is a facet of marketing that focuses on increasing your company’s visibility in organic (non-paid) search engine results. In a time when 81% of consumers turn to a search engine before making a purchase (MineWhat.com, 2014), it’s essential to have an SEO strategy in place. The goal of an SEO strategy is to make your website attractive to search engines so it appears in search results when users seek out information that’s relevant to your company. In reality, a lot of organizations struggle with effectively implementing SEO basics, which can negatively impact an entire marketing initiative. Common SEO mistakes include: You don’t have a content strategy. Whether you create monthly, quarterly, or annual content calendars and strategies, the planning process will ensure you provide...

Taylor Holmes Joins United Way Young Professionals Group

Aker Ink Account Coordinator Taylor Holmes was recently accepted as an ambassador for Generation United, Valley of the Sun United Way’s young professionals group. As an ambassador, Taylor will help educate and engage young professionals in United Way’s work in the Phoenix metro area. This includes planning and hosting fundraising events in the community, recruiting teams for the group’s annual scavenger hunt in Phoenix and working with United Way’s local executives to help increase outreach to key groups of young people. Learn more about Generation United here....

6 Effective Marketing Tactics for Financial Services Companies

While gaining great traction and opportunity in recent years, financial brands are still fragile following the Great Recession. According to the Edelman’s Trust Barometer, roughly half of American consumers do not trust the financial services industry (2016). So how can financial companies regain trust? A thoughtful marketing strategy is a great place to start. Purposeful, targeted messaging can help improve your clients’ and prospects’ perceptions of the industry. There are many tactics at your disposal, and different industries find success by implementing different combinations of these tactics. Financial services companies tend to experience the greatest success using the following: 1. A website – Your website serves as the home base for all communications – it’s an informational hub that clients and potential clients rely on to learn about...