The Evolution of Marketing and PR

In a digital age where communication is instant and information is abundant, the practices of public relations (PR) and marketing have undergone a seismic shift. Anika Jackson, a seasoned VP of Public Relations and Operations at Full Capacity Marketing, shares her journey and insights, revealing the transformative nature of these fields.

From Fax to AI: The Transformation of Communication

Jackson recalls the days when sending a press release meant typing, printing, and faxing – followed by a confirmation call. Today’s one-click digital world stands in stark contrast, where AI assists but cannot replace the nuances of human touch in PR and marketing.

Integrating Strategies for Maximum Impact

As the silos between departments break down, the need for integrated marketing strategies becomes ever more apparent. Jackson emphasizes that PR is not just about brand recognition but can lead to significant website traffic, inquiries, and even sales.

PR vs. Advertising: Clarifying the Distinction

Jackson delineates the subtle yet critical differences between PR and advertising. While PR builds brand awareness through earned media, advertising directly pays for placement and often targets immediate sales. She underscores the strategic timing of media releases and the importance of nurturing relationships with journalists, rather than relying solely on automation.

Leveraging Limited Resources: Tips for Startups

For small businesses or startups with minimal budgets, Jackson advises a foundational approach—know your brand, understand your audience, and be where they are. She advocates for cost-effective resources like Featured.com and Podmatch and highlights the importance of a consistent online presence.

Personal Branding: A Tool for Students and Professionals

As an adjunct professor at USC Annenberg School for Communication and Journalism, Jackson has her students develop their personal brands. This exercise not only prepares them for the job market but also equips them with a framework to apply to future corporate branding initiatives.

Podcasting: A Journey of Consistency and Growth

Jackson’s podcast, ‘Your Brand Amplified’, has soared past 100 episodes, offering diverse insights into marketing, PR, and entrepreneurship. She attributes the show’s success to consistency and the engaging, varied content that keeps both her and her listeners perpetually intrigued.

Conclusion: The Power of Earned Media and Personal Branding

Anika Jackson’s dialogue with Nicholas Kuhne reveals the dynamic landscape of PR and marketing. By understanding the power of earned media, the value of personal branding, and the potential of podcasting, professionals can create a compelling presence in their industries.