Learn about our services and skills Skill Directory
Our skill directory provides detailed information about each skill and service found on the Publicist platform. We're constantly adding to our skill and service knowledge base so check back for updates!
What is brand positioning? Brand positioning is the process of establishing your brand in the mind of your customers. More than a tagline or a logo, brand positioning is the strategy used to set your business apart from the rest.
Brand Strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments.
What is campaign development? During the campaign development phase, program plans are created, and content and tactics are defined for each of four program families (demand creation, reputation, sales enablement and market intelligence).
What is brand communications? Brand communications is an important part and tool of brand management by which the companies inform, persuade, enlighten, teach, remind, and enrich the knowledge of their stakeholders about the brand, its strengths, values, fundamentals, and its offerings of products and services.
Brand messaging refers to every communication which makes a buyer relate to the brand by influencing them, motivating them and propelling them to buy the product. It's the message that tells why your brand matters, what is its value proposition, and how it is different from the competitors.
What is a communications brief? A communications brief is a document that sums up a project’s mission, goals, challenges, messaging, or any other key detail to pave the way for the creative process. A brief is presented to a client or company before the start of the project and becomes the blueprint for creative production.
What is a communications manager? Communications managers are responsible for conveying an organization's internal and external messages. They draft written materials, prepare presentations and communicate with employees. Communications management helps align the key business strategies to reflect a company’s brand and image. Communications management is closely aligned with PR strategies to positively promote a brand and effectively communicate information to the public.
What is corporate communication? Corporate communication is a set of activities involved in managing and orchestrating all internal and external communications aimed at creating a favourable point of view among stakeholders on which the company depends.
Digital Communication Strategy
What is a digital communication strategy? Your digital communication strategy should build audience engagement around new products and services by using innovative technology to communicate and delight your target audience and ultimately drive leads and sales.
What is a press release? A press release is often a page-long, compelling news story or announcement written by a public relations professional and sent to targeted members of the media. The goal of a press release is to pique the interest of a journalist or publication.
What is PR? Short for public relations, PR is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. PR is responsible for both promoting and protecting a brand, and is unique in that it allows brands to build relationships with an audience through credible sources, like news outlets.
Blog Writing is original writing often published to a brands owned and operated website or content hub.
What is branded content? Branded content is the practice of marketing via the creation of content that is funded or outright produced by an advertiser.
Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online.
What is a copy editor? A copy editor is the grammatical gatekeepers of the media world. They read over stories—or, as the content is called in industry terms, “copy”—and check for everything from typos to nonsensical sentences to errant commas.
Account Based Marketing
ABM stands for account based marketing. Account-based marketing is a focused approach to B2B marketing in which marketing and sales teams work together to target best-fit accounts and turn them into customers.
What is B2B Marketing? B2B (business-to-business) marketing refers to any marketing strategy or content that is geared towards a business or organization.
What is B2C Marketing? B2C Marketing encompasses the various strategies, techniques and tools used to promote products by companies that sell directly to consumers.
Brand marketing is the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.
Demand generation is an umbrella term for a range of marketing activities that drive long-term engagement—including lead generation, demand capture, and pipeline acceleration.
Digital marketing refers to the use of digital channels to market a company’s products and services in order to reach consumers.
What is pitching? Pitching is a skill that requires creative thinking, persuasive communication skills, and knowing how your story idea benefits the reporter and the audience. Public relations professionals typically pitch to reporters, editors, bloggers, and social media influencers.
Social Media Marketing
Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. Social media marketing works to increase sales, traffic, and brand awareness, all with a digital presence. The major social media platforms for marketing at the moment are Facebook, Instagram, LinkedIn, Twitter, and Tiktok.