PR Industry Trends

Content Mapping – From Awareness to Purchase

All customers – consumers and business buyers alike – follow a process for decision-making, consciously or unconsciously. Simply put, this process includes stages of awareness, consideration and purchase. Effective communications programs address all three of these stages, with the ultimate goal of moving customers to select your product or service.

Here’s how to map your communications to increase the probability that prospects will choose in your favor:


Just as the label implies, customers become aware of something, somehow. They read about you, see you at a conference or event, or hear about you from a colleague or friend.  Prospects need to first become aware that they have a problem and then realize that you have a solution for it.

Most communications programs are built to generate awareness. Tactics to do so include:  advertising, publicity, SEO, social media and many others. If you start with these, you’re on your way to moving prospective customers through their decision-making process by first being introduced to your solutions.

Reporter's notebookConsideration

Once a prospect knows about possible options, they move to the “kick-the-tires” phase – consideration. Much like…

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Wine, Food & Nutrition

Keep it Simple (Stupido)

With Labor Day weekend quickly approaching, hundreds of thousands of people (including me) will be entertaining friends and family and stressing over what to make. This got me thinking of our approach as Americans to food in general, and our tendency to over-complicate things that should be fairly simple. What’s more is we often look at holidays and long weekends as an opportunity to stuff our faces and eat whatever we want.

I’ve had the pleasure of visiting Italy a couple times over the past few years, but it has really changed the way I think about food and how different we are from Europeans in general. While Americans take 15 minutes to dine “al desko” at work, Europeans enjoy long, luxurious meals that can last for hours. Italians have a flair for creating memorable food with the simplest, and in many cases, peasant ingredients. From a simple grilled piece of fish with lemon and olive oil to a classic Caprese salad, Italian cuisine, while not traditionally looked at as “nutritious,” uses simple, high-quality ingredients that go a long way. While many may think of wine, pasta and cheese as the mainstay of many Italian diets, one never sees very…

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PR Industry Trends

Finding the Starting Line as a PadillaCRT Intern

media relationsMinnesota winters, drinking coconut Boba Tea, Dungeons and Dragons, anything potato… Just naming a few of my love-hate relationships. Hello, my name is Alayna Xiong and I am a summer intern here at PadillaCRT in the Minneapolis location. I recently graduated from high school and will attend Saint Catherine University in the Twin Cities this fall. While I am still navigating my future career path, I will likely major in English and/or Business.

I was given this incredible internship through a non-profit organization called The BrandLab. The BrandLab is a program founded here in the Greater Twin Cities that provides diverse high school students who are interested in business and marketing the opportunity to learn and get hands on experience. The organization’s hope is to bring diversity into the world of business while at the same time guiding students as they grow into young adults.

Programs like BrandLab are vital to the community because they provide real-life experience at a young age. Not only are we getting an unforgettable experience, but for many of us, this is our first experience networking. It takes a lot to get into the doors of…

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The Booze Bin

Top 3 reasons you drink what you drink

Everything has trends – whether you’re talking fashion, diet or, my favorite, drink. We have
all seen the various cocktail trends through the years: Sugary drinks in the 1980s,  Cosmos in the 1990s, Prohibition throwbacks in 2000s, classics in the 2010s.  But what dictates what’s in your glass? Here are three reasons why you’re drinking what you’re drinking…

Europe: As with fashion, Europeans are really the trendsetters in the world. Yes, America has its cool points, but we turn to our friends in Paris, London, Berlin and other chic cities to see what’s coming down the pipeline. Gin is a perfect example. Gin Bars are taking Europe by storm, especially in Spain, where it’s about the aromas and tonics (like Fever Tree). While this is a pretty simple concept, it’s revolutionary as this allows the consumer to play with his or her senses and have an experience, not just a cocktail. American mixologists know gin is where it’s at, but U.S. consumers are a bit slow to get on the bandwagon. They’ll get there eventually, so mark my written word: this time next year, everyone will be drinking gin. The caveat to this? While Europeans might be setting the…

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How NOT to Get Lost In A Sea of Acronyms

Cartoonstock.comThere are nearly 100,000 trade associations operating in the U.S. today (per NPR), and in a marketplace as crowded as this one, it’s all too easy for your organization’s true purpose to get lost in a sea of acronyms. But groups like the American Physical Therapy Association, National Association of Broadcasters and National Restaurant Association prove how associations can use the principles of branding to bolster their relevance, nurture their relationships with members and other stakeholders, and reconnect with their central purpose.

Here are a few anecdotes:

Know Your Audience, Inside and Out

Before you can strengthen your association’s image, you must explore the issues and trends impacting your members, how those factors influence their perceptions and behaviors, and how they influence the perceptions and behaviors of their stakeholders. The American Physical Therapy Association (APTA) set a good example of this when it engaged PadillaCRT in the development of its “Move Forward” campaign.

Research among consumers, physicians, health care professionals, insurers and APTA members revealed that while physical therapists were viewed very positively, consumers had a narrow definition of their capabilities and were more likely to access a physical…

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