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Tricky PR & Marketing Concepts Explained in 140 Characters or Less

In an age when brevity reigns supreme and the race for attention span is increasingly heated, straightforward lingo is appreciated and sought-after. In this spirit, I’ve broken down some common and often misunderstood PR and marketing concepts, Twitter-style. Here’s a peek into the industry using 140 characters or less:   What is Public Relations?  PR gets other people talking about and validating your business, namely journalists, influencers and people with authority in your industry.  What’s the Difference Between Public Relations and Publicity?  Publicity is just about securing media. PR relies on media and other third-party channels to build relationships, influence and authority.   What’s the Difference Between Public Relations and Advertising?   Advertising uses a controlled message via a paid channel, while PR is earned through third-party validation, often in the...

As Aker Ink turned 13, the team experienced a wave of nostalgia in reminiscing about when each of us were teenagers (as seen in the photos shared here, we have come a long way—some more than others). We got to talking about what advice we would give our teenage selves, and realized much of it is also applicable to marketing. Do your homework As teens, most of us had to show our homework was done before we were permitted to do anything fun. Not only did that prepare us to get the challenging tasks out of the way before the easy ones, but it also primed us to do the research that informs strategic planning, competitive analyses and messaging. Somewhere along the way, doing our homework became...

Aker Ink’s Growing Interactive Practice Lands the Firm on Phoenix Business Journal List

Although Aker Ink PR & Marketing is known as one of the top PR firms in Phoenix, its high-quality interactive capabilities are also garnering recognition. The firm recently debuted on Phoenix Business Journal’s list of the Largest Phoenix-Area Interactive Marketing Firms. Tied for 41st, Aker Ink made the list for its work on developing and designing interactive campaigns for numerous clients including Bōdee Organics and Guidant Law Firm. “A brand’s aesthetic directly impacts the perceived credibility of a company’s products and services, making visual communication and the online user experience vitally important to a company’s success,” said Aker Ink President and CEO Andrea Aker. “Because Aker Ink places purpose and aesthetic on equal ground in developing logos, designing websites and creating marketing collateral, email templates, presentations and...

ways to repurpose a case study

Case studies are among the most popular marketing tools. They’re able to communicate the value of a business’ products or offerings through hard data, direct quotes and compelling customer experiences. Best of all, they’re useful, evergreen pieces of content. Unfortunately, case studies are often promoted on a website once, handed to the sales team as collateral and forgotten only weeks (or worse, days) after their initial release. Here are a few key ways to extend the life of your case study and ensure this invaluable content reaches a wider audience. Distill the Key Points in a Blog Not everyone is going to read your case study from beginning to end (even if it’s short). A brief blog quickly explains the key points, engaging with potential customers who are...

Aker Ink Educates B2B Cannabusinesses on PR, Marketing Best Practices for Green Entrepreneur Article

Because cannabis is still federally illegal, cannabusinesses face more restrictions than other types of businesses when it comes to many facets of operations, including marketing their products or services. While limited in some respects, there are still many engaging and creative ways cannabis companies can stand out and connect with their audiences – it just might take more nuance. Aker Ink Content Specialist Taylor Haynes explores these opportunities in an article for Green Entrepreneur, a sister publication of highly acclaimed Entrepreneur. Taylor offers tips for cannabis entrepreneurs focused on the B2B space specifically, highlighting social media, PR and content marketing tactics that can be leveraged to achieve more market dominance. Check out the article for full details. Aker Ink is proud to work with ambitious cannabis...

When Bri Gibson joined the Aker Ink team as an account coordinator this past summer, we knew she was the perfect fit. A triathlete originally from Snohomish, Washington and recent journalism school grad, Bri brings commitment, skill and a can-do attitude to her work. At this point, we don’t know what we would do without her. Get to know Bri a little better with these little-known facts, in her own words: Some of My Best Friends Growing Up Were Donkeys Named Starsky and Hutch Yep, just like the characters from the 1975 TV show and 2004 movie. I grew up on three acres in western Washington and didn’t have any siblings, but plenty of animal companions. Beyond the two donkeys, we had two pot-bellied pigs named Penelope and...

A rebrand, while no simple undertaking, can be an opportunity to re-evaluate, hone and polish your company’s public-facing image. When it’s done right, a rebrand can provide the marketing infrastructure needed for future success. Young companies sometimes make the mistake of not devoting enough time to developing their brand identity as a first, critical step. This can lead to confusion or inconsistencies across your communication platforms — whether this is on your website, social media, in advertisements or press releases. A fruitful marketing strategy requires a confident and consistent brand to build from. Marketers understand a successful brand extends far beyond a company’s logo. While a fresh logo certainly helps, a brand goes beyond a single element. It’s defined by an experience: how others —...

Taylor Holmes

Aker Ink recently welcomed Taylor Holmes to the team as an account coordinator. She will lend her skills to the execution of integrated PR campaigns for companies in the professional services, financial services, legal, health care and manufacturing industries. Taylor is a graduate of Arizona State University’s Walter Cronkite School of Journalism and Mass Communication, and Barrett, the Honors College at ASU, where she earned a Bachelor of Arts in journalism and a Master of Mass Communication. She was recognized as the Outstanding Public Relations undergraduate upon graduation. Taylor brings agency experience in construction, finance and nonprofit public relations. During her time at the Cronkite School, she conducted research on social media strategy and worked with student teams to implement strategic PR campaigns in the Cronkite PR...

Pinnacle Financial Advisors, a financial planning and investment advisory firm in Tempe, Ariz., called upon Aker Ink to help the team spread word about the depth of its financial services, and to differentiate itself from a competitive pack with differing values and expertise. “The knowledge base and attention to detail is incredible at Pinnacle, yet it can be difficult to communicate such a high level of expertise in a crowded marketplace where others make similar claims,” said Aker Ink President Andrea Aker. “Our goal is to create a distinct and memorable brand, unravel jargon in a meaningful way, and help individual team members build their reputations and strategic relationships.” Aker Ink initiates the process with a strategic planning phase, and then develops a marketing infrastructure to support...

The Professional Beauty Association, the country's largest and most inclusive trade organization representing the beauty industry, recently tapped Aker Ink to provide a PR and marketing communication support to help build awareness among beauty professionals in key markets. Aker Ink will help with media outreach, collateral development, copywriting and overall communications strategy....