Publicity Today

The media industry, covered.

The library

210 evergreen reads, ready for launch day. Reference and explainer writing only: nothing here claims a news event, an audience or an archive that does not exist.

Brand strategy (26)

The difference between brand identity and brand reputation Defining a brand's core promise Aligning internal culture with external brand messaging The role of tone of voice guidelines Building brand consistency across multiple channels Why brand positioning starts with the audience, not the logo The relationship between brand and product experience Refreshing a brand without losing recognition The role of narrative in long term brand building Differentiating a brand in a crowded category Aligning sponsorships with brand values The purpose of a brand architecture Managing brand perception during growth or change Why employees are a brand's most credible messengers The role of visual identity in first impressions Building brand trust over multiple touchpoints The risks of brand extension without clear rationale Measuring brand health beyond awareness Aligning brand strategy with business strategy The role of purpose driven positioning Managing brand voice across multiple spokespeople Why consistency beats novelty in brand communication The relationship between reputation and brand equity Adapting brand tone for different audience segments The discipline of saying no to off brand opportunities Building a brand story that survives leadership changes

Campaign craft (27)

Setting a single campaign objective before tactics The brief as the campaign's foundation document Choosing the right mix of earned, owned and paid channels Sequencing announcements for maximum attention Building a campaign timeline backwards from the launch date The role of a hero message versus supporting messages Testing campaign concepts before full production Budgeting a campaign across phases Aligning campaign creative with brand guidelines The difference between a campaign and a single activation Working with influencers as part of an integrated campaign The pre launch, launch and sustain phases of a campaign Choosing spokespeople for a campaign Writing a campaign one pager for internal stakeholders Coordinating campaign timing across social, media and sales teams The role of contingency planning in campaign scheduling Localising a national campaign for regional audiences Using teaser content to build anticipation Integrating experiential elements into a media campaign Reviewing competitor campaigns without copying them The purpose of a campaign debrief Balancing consistency and novelty across campaign waves Choosing channels based on audience behaviour, not habit Aligning a campaign with a client's broader business calendar Managing creative approval chains without losing momentum The value of a campaign name and identity system Planning for a campaign's second life in case studies

Creative process (26)

The role of a creative brief in shaping ideas Balancing originality with strategic relevance The value of divergent thinking before convergence Building a culture that welcomes creative critique The discipline of killing weak ideas early Where creative inspiration genuinely comes from Collaborating across writers, designers and strategists The role of constraints in sparking creativity Prototyping ideas before full production Presenting creative work to nervous clients The difference between an idea and a concept Iterating on creative work without losing its core Building a personal habit of creative practice The role of research in grounding creative ideas Balancing craft and speed in creative production Why simplicity is often the hardest creative achievement The value of stepping away before finalising work Managing creative ego in collaborative teams The role of storytelling structure in campaign concepts Adapting creative concepts across cultural contexts The discipline of editing your own work Building mood boards to align creative direction The relationship between craft skill and creative judgement Why feedback should focus on the brief, not taste The role of play in professional creative work Sustaining creative energy across long projects

Crisis communication (26)

The first hour of a crisis response Preparing a holding statement in advance The role of a crisis communication plan Choosing the right spokesperson during a crisis Balancing legal caution with public accountability Why silence can be misread as guilt Monitoring channels during an unfolding crisis The difference between a crisis and an issue Coordinating internal and external messaging during a crisis Rebuilding trust after a crisis has passed The role of empathy in crisis messaging Preparing leadership for crisis media interviews Avoiding speculation before facts are confirmed The value of a pre approved crisis contact list Managing employee communication during a crisis Why consistency across spokespeople matters in a crisis The role of scenario planning in crisis preparedness Handling social media escalation during a crisis The difference between an apology and an explanation Debriefing after a crisis to improve future readiness Working with legal counsel without losing message clarity The risks of overcommunicating during early crisis stages Recognising early warning signs before a crisis escalates The role of stakeholder mapping in crisis planning Why transparency timelines matter in regulatory crises Training spokespeople through simulation exercises

Disclosure and ethics (26)

Why sponsored content must be clearly labelled The difference between advertising and earned coverage Disclosing material connections between brands and reviewers Ethical boundaries when pitching under embargo Avoiding conflicts of interest in client representation Why transparency builds long term media trust Handling client requests to conceal unfavourable facts Disclosure obligations in influencer partnerships The ethics of ghostwriting executive commentary Navigating dual roles as journalist and consultant Why fabricated grassroots campaigns damage trust Setting boundaries around gifts and hospitality Disclosure practices around paid speaking engagements The role of codes of conduct in professional bodies Ethical considerations in crisis messaging Why accuracy matters more than speed Handling anonymous sources responsibly Disclosure requirements for financial and investor communications The line between persuasion and manipulation Ethics of using data and testimonials in campaigns Why plagiarism in press materials undermines credibility Respecting embargoes as a matter of professional trust Disclosure in native advertising formats The ethics of astroturfing and fake reviews Balancing client advocacy with public interest Why retractions should be issued promptly and clearly

Industry history (26)

The early origins of the public relations profession How the press release became a communication standard The rise of trade and specialist publications How advertising and public relations diverged as disciplines The evolution of the press conference as a format How professional bodies shaped industry standards The transition from print dominance to digital media How crisis communication practices evolved after major incidents The history of media embargoes as a professional convention How measurement practices have changed over decades The evolution of the spokesperson role How agency models have changed over time The historical role of the clipping service How ethics codes emerged in the communication professions The rise of specialist practice areas within communication How technology reshaped the newsroom and its deadlines The historical relationship between journalism and public relations How brand storytelling practices have evolved The origins of modern media training How industry awards shaped professional standards The evolution of internal communication as a discipline How globalisation changed campaign planning The historical role of trade associations in setting norms How the concept of reputation management developed The shift from mass media to fragmented channels Looking back at how the profession professionalised itself

Measurement basics (26)

The difference between output, outcome and impact metrics Why reach alone does not prove effectiveness Setting measurable objectives before a campaign begins The role of share of voice as a metric Understanding sentiment analysis and its limits Choosing the right metrics for the right audience The value of message pull through as a measure Why vanity metrics can mislead stakeholders Building a simple measurement framework for small campaigns Advertising value equivalency versus modern measurement Using surveys to measure awareness and perception shifts Attribution challenges in integrated campaigns Reporting measurement results to non specialist stakeholders The role of benchmarking in interpreting results Measuring earned media quality, not just quantity Why timing affects how measurement results should be read Setting realistic measurement expectations with clients The relationship between measurement and campaign learning Choosing leading versus lagging indicators Why measurement should be planned before launch, not after The limits of measuring website traffic alone Combining qualitative and quantitative measurement Measuring the tone as well as the volume of coverage Common pitfalls in self reported measurement Using measurement to justify future budget The discipline of honest reporting when results fall short

Media relations (27)

Building a journalist relationship before you need one The anatomy of a strong pitch email Understanding a publication's audience before pitching Timing pitches around a journalist's deadlines The etiquette of following up on a pitch Why exclusives can be more valuable than mass distribution Preparing a spokesperson for a media interview The difference between a media list and a media relationship Responding to journalist enquiries under time pressure What makes a press release genuinely newsworthy Avoiding jargon in materials meant for journalists Background briefings versus on the record comment Building trust with trade and specialist reporters When to pitch broadcast versus print or online Managing correction requests professionally The purpose of a media kit Reading a journalist's past work before reaching out Handling no comment situations with care The value of local and regional media relationships Coordinating interview logistics without frustrating a newsroom Understanding embargo etiquette Why over pitching damages long term access Preparing for unscripted questions in interviews The role of vision and sound in broadcast pitching Balancing client expectations with journalistic independence Maintaining relationships after a story runs The role of a media list audit in staying relevant

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