Guest Column

By: Tylynn Pettrey, SVP, Analytics & AI at Chalice AI For years, digital advertising has been guided by a simple principle: optimize what can be measured. That approach helped scale the industry, but it also shaped the behavior of the systems behind it. Over time, algorithms became highly effective at identifying and prioritizing signals that…

The Pressure of Fast-Moving Innovation In the age of AI and emerging technology, innovation moves at an unprecedented pace. Tech PR teams are under pressure to communicate developments quickly, keeping audiences informed and maintaining relevance. However, speed without careful consideration can undermine credibility. Public relations professionals must balance urgency with responsibility to ensure messaging reflects both…

The Expanding Role of Digital PR For years, PR was associated primarily with media relations and reputation management. While these elements remain important, the demands of today’s marketing environment have expanded what PR must deliver. Traditional publicity alone cannot meet the expectations of brands that want visibility, authority, and measurable growth. This is where digital PR has…

Beyond Impressions and Clicks In the era of digital marketing, traditional metrics such as impressions, clicks, and page views are no longer sufficient to gauge the true effectiveness of a campaign. Brands now demand that PR efforts translate directly into measurable business outcomes, from increased sales to enhanced customer loyalty. This shift has driven agencies to rethink…

The Shift Toward Measurable Impact Influencer marketing has moved beyond its early days as a tool for generating buzz. Today, it sits at the center of brand-building conversations because companies expect every initiative to be tied to measurable outcomes. Where campaigns once prioritized reach or follower counts, the conversation now focuses on how influencer partnerships…