As a communications professional for more than 30 years, one thing that sticks in my craw is the reduction of my profession into two letters that far too often get used as a verb. Let’s get this off the table right now, you never “PR something.” It’s not a thing. It sounds more like an […]
Today earned media makes up 89% of AI search results. Earned results are defined as inclusion in academic papers, contributed content, government resources and reports, and most importantly journalist written stories on credible media sites. Google search still dwarfs the searches across all AI platforms put together, accounting for 95% versus AI’s 5%. But, considering […]
Get Creative and Focus on Quality Media engagement has changed significantly over the last few years. Newsrooms are shrinking; niche outlets are becoming more respected; multimedia is becoming front and center; and reporters are working even harder to tell unique and compelling stories. These changes are probably most evident at conferences. For a long time, […]
We’re back from a much-needed holiday break that hopefully, was full of rest, relaxation and recalibration. But now we’re heading into an infamous time of the year, sales kick offs (SKOs) when enterprise technology companies outline their priority objectives and focus areas for the coming year. As leaders of strategic communications firms, we all know […]
This time of year, it seems that every business and spokesperson is offering their predictions for the next 12 months. And, while these articles and posts may attract clicks, few of the predictions ever really come true. So, instead of offering our predictions for 2026, W2 Communications is instead launching our “Looking Ahead” series, where […]
In the world of public relations, we are often defined by our ability to secure interviews and coverage, positioning clients as trusted thought leaders within their respective industry. But this doesn’t just happen overnight, nor does it come by just blindly pitching out announcements or story ideas to every reporter – it’s about taking a […]
Tailored to Cybersecurity Companies, New Program Formalizes Alliances and Provides Clients with Unmatched Global Expertise At W2 Communications, we’re constantly finding new ways to solve old problems. With this in mind, we are excited to announce the launch of our international partner program in conjunction with Five not 10, a U.K.-based B2B public relations agency. […]
In the face of budget cuts, agency downsizing and federal reductions in staff, understandably there is a lot of uncertainty in the government technology market. This has trickled down into the government contracting space where many organizations are grappling with how they want to promote and market themselves. There is concern that the wrong type […]
As we continue through the second half of the year, our PR teams just wrapped up a heavy week of reporting by taking a super close look at program measurement, goals and where the public relations (PR) results stand compared to competitors. While an essential tool in the PR measurement toolkit, share of voice (SOV) […]
Updated on December 17, 2025 to include AI Do’s and Don’ts. Let’s face it, if you’re not incorporating AI into your day-to-day workflows, you’re behind – whether you like it or not. As a public relations practitioner, I personally felt hesitant for a bit, fearing I’d unintentionally violate any ethics or copyright laws. AI tools […]
