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 […]
No organization is immune to crisis. Unexpected disruptions can strike at any moment – the time to prepare your crisis communications plan is before you need it. Don’t wait until your organization is trending for the wrong reasons to figure out who’s saying what. This blog will unpack how to build a crisis communication plan, […]
Recently, I wrote an opinion piece for PRWeek, centered around the appropriate use of AI within PR and marketing. While I am a huge AI fan in some areas, I’m also more wary in others. As communicators, my team is tasked with translating technical topics into digestible, interesting and compelling stories. We work with the […]
Twelve months can make quite a difference! If you attended last year’s GAIN conference for marketing and communications professionals in the government contracting space, you may have noticed a distinct focus on percolating questions around artificial intelligence (AI) such as: How can marketing professionals leverage AI to do their jobs? To what extent will their […]
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. […]
This article originally appeared in the Summer 2025 edition of the Professional Services Council’s Service Contractor magazine. We are all living in an unpredictable government contracting environment. With fluid agency priorities, staff reductions and budget uncertainties, it’s a challenging time for those who have centered their business on federal service. In the words of Dwight […]
