Trade shows can be a large investment for brands including hundreds of thousands of dollars spent on trade show booths, sponsorships, marketing, special events, staff time and more. The last thing you want is to walk away from a show asking what did we accomplish?

When securing media coverage, there are a variety of ways to go about getting the perfect coverage. Here are four considerations to keep in mind next time you are working with media to create great editorial opportunities. Seize the opportunity.

Sean Penn is disappointed and regretful. Disappointed in the state of Journalism in the U.S. and regretful – not over his recent actions involving El Chapo – but that people misunderstood what he did. Anyway, that's what he conceded to Charlie Rose, who just a month ago, I identified to several of my colleagues as one of the last great journalists in the United States.

Specificity is essential when documenting target audiences and goals as part of the strategic planning process. The more specific you are the better focused your strategies and tactics can be, and the more likely you will achieve your goals. Consider how this plays out in our personal lives.

CLEVELAND – January 21, 2016 – Sweeney, a leading full-service, fully integrated agency, promotes Elizabeth Kwolek to the position of group manager and director of Public Relations and Research. Kwolek joined Sweeney in 2013 as an account executive and was promoted to account supervisor in 2014.

Everything you are about to read is true. Don't be mad at me if the truth hurts. There are two fundamental rules about marketing – and perhaps about life – that I have struggled with for more than 30 years now. I want to share these rules with everyone in the industry or anyone thinking about getting into the industry so they are prepared for what lies ahead.

In an era of decreasing attention spans, it is important to capture a video viewer’s attention before they simply flick their thumb and scroll past your post. Social videos can be an extremely effective tactic for brands that want to produce low-cost, high- traffic ads for their products or services.

Since arriving in Chile about 1.5 years ago, I continue to be amazed at the number of American brands advertising in English. From storefronts to billboards, time and time again I see American brands communicating to a predominantly Spanish speaking community in English.

For many corporations the whole year culminates with a large holiday marketing and media relations campaign. The end of the year is the perfect time to sit back and reflect on the hard work and success that was put into holiday campaigns that took countless hours to accomplish.

Automated marketing has its perks, but this is what you get when you allow technology to do all the thinking. Granted few people probably live at DPO, FPO or APO addresses or use PO Boxes, but this is worth a good laugh.