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Channel Mastery

Dec 6, 2017

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GUEST PROFILE: Along with serving as your intrepid host for Channel Mastery, Kristin is also the founder and CEO of Verde Brand Communications, a 16-year-old leading communications agency for the passion-driven outdoor, bike, snow, endurance, travel, health + wellness, consumer electronics, and lifestyle industries. Through her agency, she has helped over 200 companies – from startups to some of the world’s biggest corporations – expand and thrive.

Kristin first developed her consumer-centric mindset via a decade-long journalism career, where she was a sought after and respected reporter on outdoors, fitness and business. She serves on the advisory board for the State of Colorado Office of Outdoor Recreation and is board member for the American Mountain Guides Association.

EPISODE PREVIEW: Alright already! I hear you. I’ve been so jacked up about talking to, and learning from the AMAZING guests we’ve booked in our 22 episodes of Channel Mastery, I’ve been inadvertently creating/ignoring/avoiding (?) the elephant in our virtual room. And just what is that gentle, peanut-loving, giant? The role of public relations in today’s multichannel strategy and success.

If you’re wondering why this topic is elephant-esque, it’s because I’m a (nearly) two-decade PR pro and the founder/CEO of a PR and brand communications agency, Verde Brand Communications. Listeners have been asking why I haven’t done an episode on the value of PR to multichannel strategy. Well, here it is! Today’s episode is how PR fuels the success of ANY multichannel business.

Think PR is still just about getting your product in the pages (print or digital) of the latest “it” media outlet? Not so, mi amigos. PR has changed dramatically in the past dozen years and it’s time for a little PR on PR itself. In the fight for attention in a noisy consumer marketplace, PR is more crucial than ever.

PR today weaves storytelling, brand engagement, and platform-prioritization to leverage minor and major placements into engagement and conversion points that are both persistent and value-laden. (Or at least that’s how we practice it at Verde!) There are so many venues by which to gain traction with your consumer today. An exceptional PR agency will not only help prioritize those traction points, it will link and prolong the returns on all of your traction- and conversion-generating efforts.

Topics covered: public relations, including: events, media, influencer relations, brand strategy, social and digital communications, email marketing, content marketing, Verde Brand Communications, creative delivery of PR

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